In an age where content creation means that you can equalize your relevance to the market place, being “pitchy” is a given. Most platforms, be it your traditional or the social media route, wants you to be beaten into submitting to the paid advertising pathway.
So how did a 3 decades old way of marketing or communicating your unique propositions, start becoming relevant again?
Or did we just manage to dumb ourselves out?
In the past, most sales communication centered around the manipulation or conviction of emotional triggers to elicit a response. Copywriting manuals did not just exist about 5 years back. It has always been around. Propagated and expounded by charismatic individuals. Back then, the medium of such messages came about via televisions.
These days, the same methods are applied, only this time around via well scripted paid online advertisements. Where people are coaxed subconsiously into submitting details or queries, thus pre qualifying them as leads/possible clients.
However, this method seems to always appear too slick and gimmicky for me. The premise has always been about a trade off, between…”Why not you sacrifice your time and details, in exchange for the secrets I can share with you?” And of course this premise works superbly well for consultants and salespeople.
On the flip side however, I am a big advocate of an educational communication model. Where I share over a period of time, educational contents for you to leverage on. After which I build an established trust in your mind as being credible and an authority of my subject matter. Then I invite you to share your resources in exchange for mine.
I know it sounds a tad idealistic and slow, but will you not want to buy or work with people who provides value first? Instead of asking for your time and resources first, to then demonstrate their propositions?
If you can provide tangible and intangible values, with your content and communication over a sustainable period of time, the key likelihood of me being a returning client and user is higher.
We have seen countless individuals who made it bigger in their personal pursuits by providing their resources and contents first, before asking nicely for a reciprocation.
Justin Bieber for example (I know it’s a poor example), dished out songs after songs, even from his younger days,to finally coming on tops in terms of following and influence. He provided value first, and educated his listeners on his styles and resources. People were hooked.
Educational communication is not new. But it has taken a backseat due to the nature of it being cultivating rather than an immediate profiting. In this unprecedented time, maybe you and I can do a little better by reliving its effectiveness and impact.