Last week, I caught a bit of the Kevin Costner film Field of Dreams. If you haven’t seen it, the story starts with the main character hearing a mysterious voice one night in his cornfield saying “If you build it, he will come.” As the story progresses, Costner feels compelled to take action and ends up building a baseball field in his yard…and of course, he does come.
I meet a lot of businesses that have built great products and services, yet are struggling to succeed because not enough people are coming. This is because, generally, businesses don’t sink or swim on the quality or utility of their product alone; it’s only when there’s a sense of appeal that customers start switching on. In reality, the product’s existence isn’t ever reason enough to attract the volume of customers you want.
When these businesses realise nobody is coming, they often turn to special offers, discounts and even drop the price in a bid to attract customers. But this thinking is fundamentally flawed if the overall objective is to attract new customers – especially if they aren’t be aware of the product (or its value) in the first place. The actual problem is the product’s obscurity in the customers’ world – it isn’t inside the bubble they’re living in yet. If they don’t understand the value of the product, a drop in price isn’t going to create appeal.
Appeal is built on attraction, urgency and perceptions of demand. For some businesses, creating product appeal using content marketing will be easier than others, but the same basic ingredients usually apply:
Attraction in this context is the power of evoking interest in or liking for your product or brand. Here, you need to think about how you can attract customers without just telling them that you think your product is great.
My book, Content Marketing Revolution, talks about how today’s consumers are increasingly making decisions based on useful information, valuable engagements and brand affinity. To expand on this, I strongly believe customers hardly ever make decisions based on the product itself – in most cases customers don’t buy products – they buy brands. It’s usually more about the way they feel about the seller, brand or provider.
Think about how you can use informative and educational content to demonstrate how your product or service is solving a problem or making something better. Whether it’s hard facts, tutorials or user-generated content, you need to make sure your content delivers the message clearly and is appealing or relevant to your target customers.
In sales and marketing, urgency is often created with time pressures and scarcity. When attraction and urgency are paired, swift action naturally follows. Think about how you can create a sense of immediacy in the content you create. For example, you might make a download available for a limited period for a limited number of people, or maybe schedule a live webinar or Periscope talk on a specific date and time. The idea is to encourage your audience to take some kind of action before the opportunity passes.
Demand is something every seller wants to keep and every buyer wants to get rid of (the buyer seeks to end “demand” by making a purchase). Often, this is heightened when their peers, influencers or even competitors also desire or advocate the product. Think about how you can use content to demonstrate demand within this group – endorsements, user-generated content and social conversations are a good starting point.
“Demand is something every seller wants to keep and every buyer wants to get rid of.”
Beyond this, how can you fortify the connection between the brand and the buyer to increase demand? A great way to do this is to create an intrinsic connection between the content you’re creating and the buyer’s relationship with the product. How about creating exclusivity with a club, a newsletter, or a social profile that offers exclusive content, advance access to offers and information?
Whatever your product, whether it’s a new idea, an improvement to an existing one, or even just an offering that’s new to your business, the product’s existence isn’t enough to attract buyers. Instead, be proactive and start creating your market right now with valuable content that directly appeals to your prospects.
If you set your target and build the content, they will come.
by Dane Brookes, Director at Group Dane and author of Content Marketing Revolution.