When you contact buyers with a pitch, you are pushing your products or services to them. When you call, sell, mail, or use one of those awful, horrifically long “sales letters,” you’re pushing. What reaction do most people have when being pushed at? We step away, don’t we? We play defense. I’m busy, stop pushing me.
The opposite of this is helping people in our marketing. Really help people, with relevant value. Like this newsletter. Like my webinars (or yours). Like white papers. Like really good how-to pieces. When you demonstrate your value to people who can buy from you, you are pulling them closer to yourself. Create high-value materials and experiences, and allow people to “step” closer to you with each item of value.That’s interesting, I’d like to learn more.
The point? At its core, marketing is simply helping people. We tend to overcomplicate marketing. It’s pretty easy: just show people how you can help them…by helping them!
This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.