What's your story?
Many marketers forget: Humans aren't cattle. They’re intelligent, emotional, and interested in products and services that improve their lives. If you have that product they’re likely to start a relationship with you; but their capacity for trust is paper thin.
Even business prospects have emotions
You have to become the person you’re talking to. It is essential to stand in their shoes when you create your marketing messages. Your audience wants to know that you understand their problems. So be sure the hostile imagery of “exploiting our target audience” doesn’t spill into your marketing message. Why not speak to these fellow human beings in ways that touch them intellectually, emotionally, and connect with their powers of discernment. It’s time to offer-up some substance. Your audience demands it. Think about it, don't you owe your prospect something for the time he or she invests in reading or listening, or viewing your message?
That is an excellent quote - "Rich content has purpose and power." I couldn't agree more. Businesses really need to provide some substance for their potential customers and clients when it comes to reading/marketing materials. I think whitepapers are a great way to build that consumer/client trust and provide your leads with something lasting and full of information.
Posted by: Whitepaper Advocate | November 30, 2009 at 12:01 PM