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How to Create Magnetic Marketing Content

How would you like to be able to create content so desirable that people can’t help but take you up on your incredible offer? It’s every marketer’s dream – to hit on something that’s both entertaining but also refreshingly honest.

Although very few of us can claim to fulfill such a tall order – there are companies out there who have completely revolutionized how people see them – so that they’re no longer just another “me too” player in a crowded sphere, but something worth paying attention to.

Want that same kind of attention for your own business? Here’s how:

Create an Attachment

Beauty brands are masters at creating a desirable attachment to a product. With videos being viewed 47 million and 56 million times respectively – these are companies that spend less time blaring about what makes them great, and more time explaining how they can make you great. Just watch:

Dove Real Beauty Campaign

How other people see you might surprise you – as Dove’s campaign for Real Beauty demonstrates in this viral vide. A sketch artist draws women the way others describe them, highlighting their best features in a way that’s unforgettable.

Old Spice: The Man Your Man Could Smell Like

No man wants to smell like women’s body wash. He wants to smell rugged, seductive…with a hint of tradition. This commercial plays to that sensibility while making ladies (the shoppers in the family) swoon.

Notice that neither of these videos talk about their product much, or even its benefits – but rather focus on the results of that product. Self-confidence. Being comfortable with one’s body image. Smelling masculine. These are all deep-seated desires that beauty brand shoppers won’t outwardly admit – but that we all can agree on – and that’s what makes their content stand out.

By making the message “feeling”-based instead of product-based, the ad forces customers to think about how they see themselves. It’s that kind of introspection that creates a unique content marketing angle and opens up the space for discussion and feedback.

Think about this – what kinds of questions could you ask your target audience that would not only break their mold of being a “passive consumer”, but also get them thinking about your product or service in a new light?

For example –

  • Why is the customer evaluating new products or services? What’s secretly making them switch from their old provider?
  • How can you position your product to help the customer increase their profits, promote more productivity, or save them money other than just saying it?
  • Take an intangible benefit – like greater product loyalty, and focus your content marketing on how your product or service delivers it. Since there’s no “push-button” product out that delivers loyalty “on-tap”, you’ll have a different angle that your competitors.
  • Speaking of the competition – look for ways to distance yourself from them in the customer’s mind – rather than comparing yourself to them. If your visitors have previously chosen to do business with your competitor, you’ll be casting them (and thus your customer) as an inferior choice. Put your content in its own league. Everyone knows there are a million varieties of deodorant and body wash out there – but only one Old Spice.

Focus on Customer Desires

Once you create an attachment, the next step is to give customers what they want – in other words, live up to the promise you made in the attachment. Market research and user testing are important here, but you can uncover what buyers really want simply by asking them. Search engine keywords and analytical data can only go so far.

By asking the key questions above, you’ll get to the root of the customer’s deepest needs, in a way that even makes them think about what it is they truly want.

Once you know what customers want – it’s time to deliver:

Turn Needs into Content

Answer questions, create tutorial videos, walkthroughs and other types of easily consumable content that provide direct answers and explanations. Notice how the videos above don’t sell – but entertain. In the same vein, if you can use your content to inform, help, inspire and motivate – the result will be two-fold. You’ll create brand recognition and credibility along with having a desirable product that matches the customer’s expectations.

This is also the ideal time to branch out – share your content on social networks, Tumblr, YouTube,, Pinterest, and other lesser-known but niche networks. You never know when one of them is going to take hold with an audience and begin to spin-off in a direction all its own. Dove’s campaign went a step further to introduce a Photoshop action into the toolkits of art directors which would supposedly add a lovely skin glow to any model.

Instead, it undid all their embellishments and updates to restore the photo to its original state with a note on how to go back. It’s unclear how many art directors were ultimately pranked by the stunt, but still, it got a lot of attention online and shifted the focus back to Dove’s core message of “real beauty”.

Realize that Content Needs Will Change

In time, customer’s perceptions will shift and what was yesterday’s viral hit will fade. That’s why it’s vital to keep viewers and readers involved and interacting with the brand – through contests, one-on-one discussions, comments and much more. Understand, too, that technology will change and with it, the way we market.

Ten years ago, no one could have anticipated that brands would connect with customers through a site originally designed for college students (Facebook), and that those customers could be equally vocal about the things they like and don’t like about the brand. Companies who fail to realize that communication is now a two-way street are being left in the dust, floundering like tumbleweeds.

Your brand may not (yet!) have the pull of Dove, Old Spice or any other number of household names – but by creating magnetic comment that truly answers customers’ deepest concerns, hidden questions and honest perceptions, you’ll be able to steadily build the kind of devoted fan-base that most businesses would dream of!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at and download your free web copy tune-up and conversion checklist today!

  1. Great article. Those two videos are great examples of how to focus on the emotions and inner desires of the customers/clients. Definitely going to use this in my next video campaign.

  2. I had never heard of the example of the Old Spice marketing campaign. Thanks for the new insight. I’m currently writing a book on the brilliance of Apple and marketing, which is a topic that not many people know about.

  3. Krista Bunskoek Nov 25, 2013 at 5:25 pm

    Great article, Sherice. I think you’ve hit the marketing nail on the head. It’s all about understanding your customers – how they think and how they feel. If you can tap into the emotional pull of your products and create the inner connection with your market, you’ll get a content hint. Selling your product is more than just telling your product…

  4. Good advice Jacob. As well as the above, it helps if you can make your content truly memorable so it stands out from the deluge of noise and plethora of other companies clamouring for attention.

    How do you do that? Impart your personality, be a bit edgy or show vulnerability – in short, be human.

    It’s something we’re currently trying to do with to make our mark with our target audience which is IT personnel. Video can be particularly effective if done well. Here’s an example. What do you think?

    • Yeah. Nice video but is not what this article is about. Its obviously a commercial for something. Totally disingenuous.

      It is what we call beautiful garbage. Its a well produced piece that is not about marketing a product, but marketing your skills as a filmmaker.

      I have a client that sends out direct mail pieces that look like crap. BUT, he gets a 70% response rate because it looks like crap. People don’t think it is slick sales material.

      People don’t get it. Advertising needs to stop looking a feeling like advertising.

      Cute piece, but when I am done I don’t even remember the product it was selling. Like all commericals they are made for filmmakers and awards, not selling product.

  5. Its ironic how people are just discovering this now. We’ve been doing it for our customers for 20+ years. Glad you joined the team.

    Leveraging the authentic ravings of your ideal customers is the secret. The dove campaign was rather disingenuous in that it was totally set up. It was a nice idea performed by an advertising agency. Agencies always do fake.

    The secret is weaving those ravings of your customers, around your marketing content so it is natural. You don’t want highly creative content. Be like the salesman that takes his customer on a field trip to other happy clients. You don’t want a relationship with the salesman, you want a relationship with the product.

    70-80% percent of sales is based on relationships. You can use video to evoke those same emotions and drive sales. We’ve done it for a long time and our clients experience a 40-200% increase in sales almost immediately.

    This is a great blog on using stories to evoke the buying desire. Something we do every day.

  6. With regards to focusing on customer desires, this Kathy Sierra talk at the Business of Software 2012 event is a mind-opener -> Just focus on making your customer badass with the help of your product and content :)

  7. “create an attachment” this could not be more true. Marketers often forget- you don’t want to just change behavior, you want to create commitment and this can only be done when you form a connection with your audience.

    • I am just getting started as a new contractor, any suggestions on how i can get traffic to our yahoo store?

  8. Unique content is always a key. There are all different ways to make a great content.
    Thank you Jacob for the useful information

  9. I’m not a person who’s persuaded easily by ads…I’m probably one of the most difficult people to sell to because I’m such a minimalist.

    …BUT the Old Spice ad I must say does resonate with me a ton, and that is the only deodorant I’m willing to buy. It resonates perfectly with me as a man…I want to look, feel, smell, and be perceived as one and the guy in the commercial represents who I want to be like perfectly.

    Thanks for the helpful info, and it’s spot on.

  10. Jacob, Excellent advices, I will put it on march directly for my clients. However in my cases I work for small companies that sometimes belongs to sectors that result difficult to create content that attract readers or watchers (e.g: gas fitter).

    Thank you.

  11. This is an amazing article. Simply put and gives some very helpful tips. I completely agree with everything it says. Thanks.

  12. Bob Strassel Jr. Mar 19, 2014 at 9:17 am

    Hi Sherice, great post. I guess the old adage is true, people buy with emotion, but justify with logic. The best advertisements seems to tap into that emotional connection while fulfilling one of the needs from Maslow’s Hierarchy of Needs. As long as that emotional connection is tied to an innate need, and is genuine, it connects with an audience. i.e Dove (esteem) or Old Spice (esteem, physiological).


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