People are only interested in your business to the extent it helps them solve the problem they went to Google to solve.
It’s a matter of mindset. The question isn’t “What do you want to say to prospects?” The question is “What do prospects want to hear?” Said more precisely:
- What are they searching for when it comes to your topic?
- What questions are they asking?
- What do they want to know?
Long gone are the days of interruption marketing—back when the approach was spray and pray. Companies figured if they just pushed enough feature-laden pitches at you, something would stick, something would alter your buying behavior the next time you were at the market. So, ads were everywhere, interrupting you as you watched your favorite television show or read your favorite magazine or drove down the street. Companies needed to place their advertisements right in front of you, block your advance. Interrupt you. Get in your way.
The problem is… people simply stopped paying attention.