It's Time To Be Great!
Updated: Aug 12, 2019
Our job, as business owners, is not to create marketing content. It has never been about that. It’s about creating the minimum amount of content with the maximum amount of behavior change in our customers. For that to be possible, what we're creating has to be valuable, useful, compelling and, yes, different.
Unique and differentiated content is that area of little to no competition on the web that actually gives you a fighter’s chance of breaking through and becoming relevant. It’s not just something different though... it’s so different that you get noticed by your audience. That audience rewards you with their attention.
Content is what separates you from everyone else in your market area. Andrew Davis, author of Town Inc., calls this “the hook” – a simple twist on a familiar theme designed to entrap or ensnare your audience.
Without “twisting” your content enough to truly have a different story to tell, your content will fade into the rest of the clutter and be forgotten. Let’s say someone rounded up all your content and placed it in a box like it never existed. Would anyone miss it? Would you leave a gap in the marketplace?
If the answer to this is no, then you have a problem! We want customers and prospects needing … no, longing for our content. It needs to become a part of their lives.
Today, it’s harder and harder to buy attention. You have to earn it. Earn it today, tomorrow, and five years from now by delivering the most impactful information your customers could ever ask for.
“Good enough” won’t win the battle for customer attention.
It's time to be great!