Your Prospects Just Don’t Care

by Andrew Schulkind

Your prospects don’t care about you.

They don’t even care about what you do.

They care about what you can do for them.

I am fond of saying this to, well, anyone who will listen. (I believe it’s the phrase on which my now-16-year-old daughter perfected her eye roll.)

It’s because of this that you need to think differently about your website. As I lay out in my latest Target Marketing column, the About Us and What We Do pages on your website can’t be the focus of your site. Prospects will view these pages later in their buying process and will first be interested in how your services will help their business.

So your prospects will care about you – but only after your content marketing has made it clear that there’s something in it for them.

Target Marketing

The New ‘New’ Corporate Website

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Is Podcasting Right for Your Content Marketing?

If you’re considering adding a podcast to your content marketing mix, you’re going to like this article. I recently posted an item on LinkedIn about deciding whether a podcast or a blog might be right for your content marketing efforts. Long-time friend and colleague E. B. Moss commented on that post and this conversation grew…MORE >
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Improving Website Conversions – Building Better Mail Forms

We all know that the more fields you include in a form on your website, the fewer responses you’ll get. But that doesn’t mean you can’t ask for any information. That’s not much of a form, after all. Here are three approaches to consider. Single-Form Fields Yup, you can go the minimalist route and ask…MORE >

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