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In today's fast-paced digital world, capturing and maintaining the attention of prospects is a challenge for businesses in the technology, SaaS, and professional services industries. By leveraging a combination of email and social media advertising banners, and inviting business prospects to a weekly live stream show, we can effectively engage with our audience and eliminate the need for traditional telesales and cold calling. In this article, we'll explore strategies to convince prospects to listen or watch your content for longer than 30 seconds.

The FABQ Approach to Content

When sales training is given, many trainers recommend the trainee understand F.A.B., which means features, attributes, benefits.  What a product is, what a product does, what does it mean or how does it benefit a prospect.  When salespeople are asked questions by prospects, the well-trained salesperson would respond by explaining what the benefits are, how the solution can be arrived at and finally what the product does to achieve the desired outcome.  I'm sure it all makes sense.

However, when it comes to creating content that a prospect will want to keep reading or watching, there needs to be a connection and that is going to be based upon your understanding and response to their question.  This is why you need to start with a list of questions.  And the people who will give you those questions are your salespeople.  They are the people in your organisation who are regularly asked searching questions by prospects. 

The process is to to work back-to-front.  You identify the question and work backwards in answering the question concluding with a link or recommendation to buy your product. 


  • Explain the key components of your product or service
  • Make it clear what sets your offering apart from competitors


  • Discuss the unique aspects of your product or service
  • Highlight the innovation behind your offering


  • Detail the advantages your prospects can gain by using your product or service
  • Illustrate how these benefits translate into real-world scenarios


  • Anticipate the questions your prospects may have
  • Provide clear, concise answers that address their concerns

Crafting Engaging Content

Understand Your Audience

  • Know your target market and tailor your content accordingly
  • Use the Digital Selling approach to reach your audience effectively

Live Streaming

  • Invite prospects to a weekly live stream show
  • Engage with your audience in real-time and answer their questions

Social Media Advertising

  • Utilize Social 444 for automated posting on LinkedIn
  • Reach a large prospect base and reduce workload

Eye-catching Adverts

  • Create compelling adverts to promote your content
  • Entice prospects to explore your tech, SaaS, or services company

Leverage AI for Targeted Content

  • Use ChatGPT to generate tailored content
  • Ensure high keyword density and inclusion in headers

Effective Copywriting

  • Adopt the ideal copywriting structure and length (1500 words)
  • Include a TOC, bullet lists, number lists, and seven images as recommended by semRUSH

Pivoting to Digital Selling

Podcasting and Video

Authentic Visuals


  • Construct content to reach the maximum number of prospects with SEO & SEM

Google Analytics and Tag Manager

Key Takeaways

  1. Focus on the FABQ approach when crafting your content
  2. Utilize live streamingand social media advertising to engage with prospects 3. Leverage AI and effective copywriting techniques to create targeted content
  3. Incorporate podcasting and video for increased exposure and customer education
  4. Use SEO, SEM, and analytics tools to optimize your content and track success


Q: How can I create engaging content that holds my prospects' attention for longer than 30 seconds?

A: Focus on the FABQ approach, use a conversational tone, and incorporate real-life examples and storytelling. Leverage live streaming, social media advertising, and podcasting to engage with your audience effectively.

Q: What is the FABQ approach?

A: FABQ stands for features, attributes, benefits, and questions. It's a method for crafting content that explains what a product is, what it does, and how it benefits the prospect while addressing their potential questions and concerns.

Q: How can AI help improve my content?

A: AI tools like ChatGPT can help generate tailored content with high keyword density and inclusion in headers, making it more likely to be found and engaged with by your target audience.

Q: What are some effective strategies for promoting my content?

A: Utilize social media advertising, eye-catching adverts, and email marketing to drive traffic to your content. Engage your audience through live streaming events and podcast production.

Q: How important is SEO and SEM for my content?

A: SEO and SEM are essential for ensuring that your content is easily discoverable by your target audience on search engines, ultimately increasing traffic and potential conversions.


By adopting the FABQ approach, utilizing live streaming, social media advertising, AI-generated content, effective copywriting, and SEO strategies, businesses can successfully engage their prospects and convince them to consume content for longer than 30 seconds. As the digital landscape continues to evolve, these methods will be instrumental in helping businesses to grow and reach their total addressable market.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

22 April 2024

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The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.