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Without rapport your content will not get attention.
Posted on May 15, 2017 at 12:57 PM |
Free white papers and eBook’s, free seminars and webinars, free
assessments, free consultations, free demonstrations, free software download, free,
free, free. It sounds great, after all,
why pay for business advice and knowledge when you can get it for free? But it’s not really free because every choice has cost. What we don’t spend in dollars, we spend it time,
attention, and effort. There is also “opportunity
cost” to consider. When you pick one
path you are losing the opportunity to explore another. That means economically speaking, nothing is
truly free. Does
that mean lead generation campaigns should be using the phrase “with our
compliments” instead? That phrase does more closely imply that
something is being given as a courtesy, but that there still may be time,
attention, an email address, or some other information required to get it. While
that phrase is a bit more transparent, it doesn’t have the catchy ring of “free”
and isn’t favored by marketers. I’m sure
you don’t see it used very often.
This topic really is
important for content producers to consider.
It takes both time and money to produce quality content for lead generation
campaigns. While most organizations
insist on tracking the ROI of every marketing campaign I’m not confident they
always include all the costs associated with the development of quality content. In some ways the production of content is now
a “sunk cost” because in today’s social media environment if you’re not
investing in a steady stream of engaging content you’ll soon be forgotten by
the influencers and targeted personas you’re trying to attract and nurture. And let’s not forget; for every individual on
this planet “attention” is a limited resource.
In fact, in most situations you’ll be lucky to snag “partial attention,”
let alone your target audience’s full-attention. If content producers charged would that change your perceived
value of the exchange? Can you really
see yourself paying? Yes, there is some
content we all pay for. But in relation to most of the thought-leadership
material produced for sales lead generation purposes that is not the case. So content has a real cost, but is difficult to charge for
it. And attention is a limited resource
meaning it’s technically not free either.
In order for some type of communication to begin you’re going to need to
start building rapport. Without rapport, you will not get what
you want.
In Genie Z. Laborde’s book “Influencing with
Integrity” she points out that when rapport is not present, it becomes top
priority in communication. In fact,
rapport is like money: it increases in importance when you do not have it, and
when you do have it, a lot of opportunities appear. You’ll know you have it when you have a sense
of shared understanding. We have more
attempts at communication today, that is, more attempts to talk to others than
is imaginable. Yet true communication
often remains elusive because the data explosion and noise levels have gone up
so fast that it feels like no one really takes time to listen any more. Does your brand really listen to the voice of
the customer? Or just broadcasting? If
you’re not listening, how do you know if you have a shared sense of
understanding? Coercion
is about getting people to do what you want them to; persuasion is about
getting them to want to do what you want them to do. Persuasion takes time. It requires rapport and understanding your
target markets needs and desires. You
need to develop trust by building rapport and credibility, and minimizing their
risk. If you’re not getting what you want
from your content it’s time to change your strategy. |
Categories: Content Marketing, Leadership
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