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Don’t hide the value of your content marketing

September 6, 2012 Leave a comment

Many good companies distribute ’low pressure’ sales communications in an attempt to engage prospects and move them along the sales cycle. Such content marketing, though, is too often led with a fluffy intro designed to prove to the prospect that the company is offering them some value (vs. just trying to sell). The value is often there, but the key is to put it upfront. Don’t be shy about the real topic or your expertise. Don’t hide relevant customer stories in an email or other tool. Whatever is important and interesting for the prospect is what you should lead with (info about your company or you does not qualify!). Then summarize the lesson or recommendation, ideally in a way that the prospect can action…and whether or not your product is part of that action.  – Darren Ballegeer

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