One of the foundational tenets of direct marketing (which means all online marketing) is the “reason why.”
- Why are you the best?
- Why should I believe you?
- Why should I buy right now?
Good luck with that now. You can claim anything you want … and that’s the problem.
These questions have been answered in the prospect’s mind before you knew they were a prospect. The Internet makes your internal sales process a joke.
These three questions become one: Why should I buy from you at all when I understand your competition better than you do, and there’s no difference?
You say you’re different and better, but they think (know) you’re not. In fact, you might not get the chance to be considered at all.
First, they have to find you. Not by interruption, but by discovery. You have to appear in response to the questions they ask via search and social.
Then you have to demonstrate a difference. Not claim, demonstrate.
Content allows you to be discovered and express your difference in powerful ways, even if your ultimate offer is a commodity. If you don’t want to play, you don’t just lose … you’re not in the game.