In today’s post, I’m going to show you how to make your marketing so attractive, that people would miss it if it wasn’t there.
Think about it: Most of the marketing messages we receive are unwelcome. At best, they are the price we pay for being able to watch a YouTube clip or listen to a radio station. At worst, marketing messages are an unwanted, annoying intrusion.
The good news is, marketing doesn’t need to be this way.
How some brands get it right
Some of the marketing we receive is welcomed. For example, when Evernote send me their newsletter, I read it. Always. Why? Because it’s packed with tips on how to get the most value from the Evernote app, so users can organise their ideas and improve their work flow. As a daily Evernote user, these tips and ideas are of huge value to me.
Yes, I have made additional purchases because of the Evernote newsletter. However, they have never sold me anything.
Think about that for a moment. It’s extremely powerful!
Leigh inspired me to write today’s post
Earlier today I received a message from a reader. Leigh said that she reads my blog via email. The reason she got in touch is that she hadn’t had an email from me for 5 days. She wanted to make sure everything was OK. It turned out to be a problem with her new email provider. But that’s not the point.
The message behind Leigh’s email may not sound that important at first glance… but it is. It’s a powerful example of the effectiveness of content marketing.
I’ll explain why in a moment.
The best content marketing delivers value
Just like the Evernote newsletter I mentioned, the best content marketing is packed with independent value. [Note: By independent value, I mean that the content itself delivers value, independent of the reader needing to purchase anything].
When people connect with effective content marketing, they feel like they have gained something. Because of this, they welcome it in a way that’s impossible to achieve with a sales pitch.
A great way for you to get this right, is to ask yourself the following question: “If I stopped publishing my newsletter, blog posts, email marketing or social networking updates, etc., would people miss them?”
This is a marketing message. Seriously!
If you think my blog posts aren’t marketing messages, think again. Yes, I give you useful information for free, without pitching you anything, but consider this:
- Hundreds of people email me every week, because of something they read on my blog or in the email version of the blog.
- A subset of these great people will become clients of mine or customers of my audio program.
- Other readers become advocates and recommend my services to their friends.
- Some share my blog posts, helping me reach more people.
Now consider this:
Think for a moment how useful it would be for your business, if you were receiving emails and phone calls all day every day, from interested people who already knew all about you and what you do.
What next?
Provide your marketplace with useful information, not sales pitches. Make your content marketing about the reader, not about you. Help them solve their challenges with your expertise. And let people know what you can do for them [like that short message below], so they know where to come when they need expert help they can trust.
Remember… the process of giving and receiving starts with the giving part.
Read this. It will help you: How to make your Content Marketing more compelling!