In honor of our the recent 25th anniversary of Pepper Group, I’ve been posting marketing tips every month. Here are two more things I’ve learned since founding Pepper Group.
Throughout the year Tim will be posting more of his top 25 pieces of marketing advice.
Show, Don’t Tell
Anyone can share a laundry list of all the products they sell or services they can perform. But the secret is how any of them can help solve a problem or pain, or increase marketshare for a particular prospect. Show them how they can overcome their present in order to have a beautiful future. Paint that picture. How did a recent prospect become a client? How did you win their business and make them a hero? Was their journey similar to your current prospect’s? Take the pertinent solutions and dramatically weave that story so that you help them win the battle.
Great Content is King
Way back when, it used to be just “content is king.” But today, there is so much content that yours has to rise above the clutter. Creativity and timing are key factors in premium content. Are you releasing it in a timely manner? Do you have unique content that could be coveted as insider information? Is it funny? Does it pull on their heartstrings? Does it have an angle that your audience has never seen before? If it doesn’t, it’s not going to engage and result in action.