Did you know that your marketing message can fail, even before people read what you have to say?
Well, it’s true. And it happens all the time.
Spammers pointing lasers into my eyes!
I was prompted to share this with you, after I received a spam email earlier. It’s from a company that wants to sell me laser eye surgery. They even offered me a big discount.
They assumed I’d be happy to place my health in the hands of spammers. They thought I’d be perfectly okay, about a spammer pointing lasers into my eyes.
Of course, they were wrong.
What your content marketing says about you
Now, that company may use the most highly trained laser surgeons. They may have the best possible equipment. However, when we’re spammed by a company, all we know for 100% certain, is that they’re spammers. And spammers are considered to be annoying, desperate and unprofessional.
Here’s the thing: The way you market your business is part of your story. It shows your marketplace what you believe to be acceptable. It shows them what your business standards are. It shows them how professional you are. It shows them where they should position you, among your competitors.
All of that takes place before they even see the content of your marketing message!
Take a look at the way you market your business, through the eyes of someone who doesn’t already know how great you are. If your marketing builds confidence in your brand, then you’re on the right track.
Conversely, if your marketing strategy is eroding confidence in your business, it’s time you switched to a better strategy. If your strategy makes you look needy or desperate (the number 1 offender here is offering free initial consultations), it’s time you switched to a better strategy.
Preferably today. Yes, it’s that important.