July 26, 2025 | Read online
Sales Isn’t Just Conversations Anymore: It’s Content Strategy
by Kevin 'KD' Dorsey
There’s a moment in every rep’s career when it clicks:
You can’t just be another sales clone - pitching like everyone else, following up like everyone else, and praying deals close like everyone else.
You need a signature move.
A move that earns attention. That builds trust at scale. That opens doors when cold emails go unread.
That’s what I realized early in my leadership days- and it’s a drum I still beat today:
Every rep and org needs a pillar piece. One flagship asset that hits so hard with your ICP, they feel like they owe you one before the demo even starts.
Let me show you what I mean.
Why most sales messaging falls flat
If you’re in leadership, you’ve heard your reps say this:
“I’m doing the steps. I’m running the cadences. But nothing’s hitting.”
Here’s what’s really going on:
According to data from Gong, only 3% of cold outbound emails get a response. And when those emails are just meeting requests or feature dumps, the odds drop even further. Buyers are overwhelmed - getting hit with an average of hundreds of sales touches per week (Forrester – 2024). In that chaos, value-less outreach dies quietly.
So what cuts through?
Depth. Relevance. Utility.
Something that makes them pause and say: “Damn, I need this.”
If your reps are only sending asks - and never offering anything of substance - they’ll be ignored. But when they lead with a pillar piece that speaks directly to a buyer’s pain? Everything changes.
Now you’re giving before you’re asking. Now you’re standing out in a sea of sameness. Now you’re earning attention with value, not volume.
This is how we scale trust before the call.
The assets I use again and again
I call these my pillar pieces - signature assets that build reputation and pipeline.
I’ve built quite a few:
- The Did I? Checklist for self-coaching
- The Issue Diagnosis Checklist for managers
- The Deal Management Checklist for pipeline progression
- The BIPSY Playbook for revenue leadership
These pieces don’t just live on a dusty Notion page.
I use them in outbound. I drop them in Slack channels. I arm my team with them for follow-ups.
Because a great asset works harder than a cold call. It travels.
The hidden sales lesson here
This isn’t just a “content” thing. It’s a sales velocity thing.
When your team has pillar content:
- They get more replies
- They book more meetings
- They build more credibility, faster
And when you as a leader start sharing value like this, it compounds.
Prospects follow you. Talent wants to work for you. Investors pay attention.
That’s the power of one asset that hits.
I made you a blueprint (and a shortcut)
A bunch of folks asked how I build these pillar pieces, so I documented it:
The Content Factory Blueprint
It walks you through:
- How to build your signature content asset
- How to spin it into emails, posts, webinars & more
- How to plug it into HighLevel to capture and convert
And yes - I went a step further…
I built a ready-to-go HighLevel template that includes:
- A pre-built funnel
- Opt-in automation
- Email follow-ups
All the templates are preloaded
You can copy, tweak, and launch your own Content Factory today.
Bottom line: If you want more pipeline, faster trust, and a brand that outlives this quarter’s comp plan - build your pillar.
Your signature move is overdue.
If this helped, forward it to your sales managers or team leads. And if you build your pillar, I’d love to see it. Tag me.
KD
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