The Site Shed
The Site Shed is a global podcast for tradies and trade-based business owners, designed to educate and inform around the topics that matter most in running a business.
Hosted by former plumber and digital agency owner Matt Jones, the podcast covers real-world conversations on apprenticeships, marketing, systems, technology, hiring, leadership, and more — all tailored to the trades.
Each episode features practical insights, honest lessons, and expert guests from across the industry. Whether you're a plumber, builder, electrician, landscaper, or any hands-on business owner, you'll find ideas and experiences you can apply straight away.
If you're ready to work smarter, not harder, The Site Shed offers tools, ideas, and perspectives to help your business move forward.
The Site Shed
The Psychology Behind Creating Content that Sells | ft. Rai Cornell | Ep. 450
We dive into the intricacies of modern marketing. In today's episode, titled "The Psychology of a Savvy Buyer: Appealing to Modern Informed Audiences," hosts Matt Jones and Rai explore the powerful connection between psychology and marketing. Joined by Rai from Cornell Content Marketing, they kick off a fascinating mini series about achieving 90% presold buys using psychology-driven strategies. This first episode unpacks how understanding the psychology of today's informed buyers can transform your marketing approach, and why building authentic relationships with your audience is crucial in standing out amidst the noise.
Listen to the video version of this podcast at https://youtu.be/MMNwPLMUD1w
Timestamp:
00:00 From Psychology to Content Marketing
05:39 Developing Unique Business Mechanisms
07:30 "Stages of Change in Marketing"
13:36 "Answer FAQs with Content"
16:17 AI-Augmented Sales Qualification Process
19:47 Addressing Sticker Shock Early
21:28 "Lead Conversions: Warm vs. Cold"
27:32 "Effective Sales Conversation Strategies"
29:27 Template-Driven Sales Hilarity
33:54 Respect and Empower Your Buyers
35:28 Customer-Focused Case Study Approach
38:54 Visit SiteShare for Resources
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