Do you ever feel exasperated by how much time and money you spend on your content marketing and the disappointing returns it delivers back to you?
Take heart, most other companies feel the same about theirs too.
One reason why content marketing tends to not produce well is we’ve reached “information saturation” and it’s now almost impossible for consumers to judge one company from its competitors, no matter what the industry.
The cause is this…
Though the general idea of content marketing is sound, even when people consume your content, they usually don’t make purchases as a result of it…. certainly not as often as most companies prefer.
You’d probably be correct If it feels as though nothing is really setting you apart from your competition, especially if your company produces informational content largely because it’s such an “endorsed” strategy.
People just aren’t persuaded much by information alone. The good news is that your competitors are likely experiencing the same dilemma.
So what to do?…
And how can you break away with something much better than what the rest are doing?…
Here’s where the transformation of your content can begin:
First, you can begin by adopting the fact that we all are primarily emotional beings and…
…Emotions are unconscious feelings which guide all people.
…People are very emotional about solving problems and fulfilling their desires too.
…Important decisions are not made based chiefly on information, rational thought or logic.
…All significant purchase decisions are ultimately made only after emotions have ruled.
…And all communications (all kinds) to your consumer markets should contain emotional aspects within them that speak to people as the emotional beings they are.
…Embracing and acting on this will be highly advantageous to you.
Lack of emotional connection is mainly why content
marketing is such a drain on resources…
Judgments of consequence are made based on unconscious emotional thoughts and feelings. And people will not respond when they are spoken to as mere “targets” whose main purpose is to purchase someone’s products and services.
It’s not that content marketing isn’t a good idea. It is more a problem because the ability of companies to make emotional connections of any kind is so rare…
The conscious mind is linear in thought and focuses on single tasks and logical facts. The unconscious mind is dynamic, is highly perceptive, involves the five senses, imagination, central nervous system and more.
Think when the waiter brings over a tray of desserts and your eyes fixate on the chocolate cake and how your emotional systems light up with the good feelings and memories of all things chocolate.
Your rational mind may try to dissuade you, pointing to the facts that chocolate cake is high in calories, fattening and not healthy but logic falls victim to feelings of intense pleasure because the unconscious brain assigns a higher value to the enjoyment of eating cake.
The unconscious mind values feelings more than the facts presented by the conscious mind.
Brands are a lot like cake in that we assign value based largely on how a brand makes us feel with conscious thought receiving little chance to affect decisions.
Unconscious feelings typically overrule conscious thought.
This is also why we can’t fall in love with someone when there isn’t any “chemistry.” There is nothing we can do to consciously change that. Feelings will weigh-in first and they overrule logic and conscious rational choice forever.
When we go grocery shopping, we walk out of the store mostly with the same brands from week to week. Our emotions have already established themselves as being comfortable with their previous choices and drive our preferences each time.
None of this is to advocate manipulation of any sort. However, I do encourage you to begin including emotional elements within your marketing to demonstrate that you understand people, their emotions and feelings and desire to have emotional relationships with them that last forever.
Consumers are ignoring the ordinary and have been for a while. Companies can no longer bore people into buying products with information, facts, benefits and features.
Though that is still precisely what most other companies do and is where a wonderful opportunity for you exists.
Marketing should include planned elements of emotions that create visceral connections and develop more likability and esteem. The better you can demonstrate that you understand people, the sooner they will accept, respect and trust your company and its brand as a result.
The feelings you nurture with emotional marketing will introduce aspects that fascinate and captivate people and create positive impressions about your entire business.
The strong emotional connections you develop with your markets will become a unique, almost invisible component of your brand. Something most of your competition isn’t able to do…
And this is where I can have a great impact for you. To show you how easy it can be to begin adding these emotional elements into your current marketing DNA.
To help boost your company into engaging with your markets emotionally and become irresistible to them which happens when people sense you understand them fully.
Email your name and company website to me (Jim@In-The-Flow.com) and I’ll illustrate, in detail, how you can start developing strong emotional bonds with your specific markets that will last forever.
Which is exactly what they want too…
Attn: Jim Campbell
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