"you can't bore someone into buying your product or service"
- Harry Beckwith, Selling the invisible
Time to engage!
The fuel that drives social media is engagement and it comes in many forms. But if you want to succeed in this arena, it's vital that you understand what excites, motivates and moves your audience.
Harry Beckwith wrote his best-selling book, Selling the Invisible way back in 1997. Yet the book raises many issues that are extremely pertinent to today's marketing landscape. How to build trust. How consumers make buying decisions. How to create experiences that are most easily remembered and recalled. In short, there is no place and no excuse for boring content!
Don't settle for mediocrity - go EPIC!
There is a strong tendency, based on the pressure to 'just do something' to settle for producing and distributing a stream of mediocre content. Unfortunately, this is pretty much the worst possible thing you can do. Even more unfortunately, there is an awful lot of it about.
This takes a radical shift in thinking for most marketers. But that's ok. That's what we are here for. Instead of settling for the banal and mediocre, as Joe Pulizzi would say, think 'Epic Content!'
Epic content in action
Don't settle for mediocre content. Create content that your audience will love, and love to share. Create content that they will look forward to receiving.
A couple of books well worth a read!