We are able to check out, in advance of our buying decision, any products and services that we might need. This also includes those products that we are offered through commercial marketing channels and, of course, any services that we may have been offered via sales or business development people.
In the past, we may have automatically agreed to a sales meeting in order to discuss and evaluate a product or service.
Then of course we may end up being sold to!
We now have a choice…
Many of us now tend to go and research the products that we are considering buying. We now have such easy access to the Internet and this provides us all with the ability to evaluate our impending purchase in advance.
More importantly, we now want to see what other people are saying about the businesses that we are looking to deal with – I call it ‘Trip Advisor Syndrome’.
Have we not at some point been influenced by ‘guest comments’ when choosing a hotel? I know I certainly have.
When we search for information, we are in effect, looking for someone to trust, someone to advise us correctly about making our decision to buy.
It is therefore important that when we market our businesses using content, that we firstly use it to gain ‘trust’ before anything else.
To do this, we have to give out advice and show that we are happy to help others, without ANY suggestion that we want something in return.
This can be done particularly well, by keeping the amount we say, to a minimum.
The phrase ‘less is more’ is very relevant in this situation.
To make a small, but valuable comment about a critical issue affecting a prospective customer, can really enhance your reputation.
It also gives your prospective customer real confidence in you and a positive impression of your ability.
In summary, my advice to you…
Keep it short and sweet and focus on the people you wish to meet!
M3 Media Publishing