Message & Media: Marketing Guru Wanted
If you’re selling direct and don’t include customer reviews (positive and negative), today’s consumer will probably view you with suspicion. Experts welcome the opportunity to learn what customers like and dislike. They want to hear about unmet needs and product shortcomings so these can be addressed.
Whitepapers, Guides and Calculators
These are all means for freely sharing your knowledge on specialized topics, and in the digital world, you can add videos, webinars, blogs and podcasts to this list. In the course of sharing generously, you empower others and establish your authority. The challenge is to avoid making this content sales-y and self-serving. As a trusted authority, you want people to know they can turn to you for sound advice and objective information.
Here’s an example: Tension Envelope’s 11-page whitepaper, “How to Create Successful Direct Mail Envelopes,” is a free download for designers, writers and anyone involved in producing direct mail. It offers seven pages of strategies and tactics for designing and writing outer envelopes (OEs), four pages of current USPS postal regulations, and a glossary of commonly used envelope types/sizes.
The only place Tension Envelope is mentioned is on the back page. This whitepaper establishes Tension as a direct mail envelope expert without shouting, “Buy your envelopes from us!” Other examples are HubSpot, MarketingProfs and Winterberry Group. All generously share useful information without beating you up about buying. There’s a time and a place for everything.
So who is your customers’ go-to guru? If it’s not you, it’s time you change that.