A Scenic Tour of the Online World

Identify – Create – Compel

Friday, October 14th, 2011

Success with marketing, online or off, requires 3 components:

1. Knowing your audience.
2. Creating content of interest to them.
3. Developing calls to action that engage them.

Knowing your audience isn’t just identifying who you want to market to. You also have to recognize who it is you can attract.

That means determining the kind of information that will be of value to your audience.

And finding a way to present that information that compels them to pick up the phone and give you a call. (Or place an order, sign up for a newsletter, or whatever metric you’re using to determine your success of a particular campaign.)

Knowing your audience isn’t enough. You have to know how to attract their attention. And you have to do it in a way that helps compel further action. Too often, we see either gimmicks, where you gain their attention for a moment, but can’t keep their interest, or the dreaded “free consulting,” where you’re giving them what they want, but not getting anything in return.

It can be a fine line to walk, but worth the effort because of the strength of the conversations you create in the process.


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