Rieva Lesonsky wrote a very nice blog post ˜How to Create Marketing Content That Gets Attention" for the Small Business Administration's Blog. But, it takes more that attention in order to create marketing content that sells.
She does a great job of explaining the importance of attention-getting and storytelling, both of which are important elements in marketing execution. But, it is missing a critical piece, called the insight.
Without a good insight, even a riveting story won't sell your brand effectively. An insight conveys a deep understanding of customers' rational and emotional needs, that, when executed, can change behavior. Simply put, it's when the customer says: "They get me". A customer that feels understood is a customer ready for marketing content that sells.
Marketing is all about behavioral change. Our customers are doing something today that we want them to do differently tomorrow. A great story can hold their attention, but if it doesn't motivate them to change their behavior, it's not marketing content that sells.
This is dated, but this old Subaru advertisement is a great example of a strong insight. It show how all parents see their kids as their little ones, even when they're older. It plays on the emotional desire to protect your kids. Thus, it sets them up to sell their benefit that the Subaru is the safest car around. That's what makes it great marketing content sells. It marries the emotional need with a product benefit. And, that is what creates marketing content that sells.
It is hardest part of developing marketing content that sells because it means you must get personal with your customers. You need to understand their needs and motivations. This takes time. It requires effort. But, if you want great content, it's the best money you will spend.
For both newbies and marketing pros, this can be the hardest step. But you don't have to do it alone. There are resources available to help if you want to try your had at it first. Alternatively, if you want professional help, ProStrategix has many years of experience in developing marketing content that sells.
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Brian Cairns, CEO of Prostrategix Consulting. Over 25 years of business experience as a corporate executive, entrepreneur, and small business owner. For more information, please visit my LinkenIn profile
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