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, Vine.co, 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 iElectrify.com and download your free web copy tune-up and conversion checklist today!