With content, you’re giving people a
reason to come to your stores without talking about a deal, without talking about price, and the more frequently you touch people, the more often they’ll buy from you, and for a lot less. What’s the difference between a call to action
and a buying decision? The buying decision is a process people go through
to think about what product is best for them. A call to action is an ask for a response.
I want my response to be a reflex. How do we train that into people? Different kind of questions to think about. We’re going to teach responses
via content marketing. Content is what helps people form an opinion about a
brand or an idea or what product to seek out as a solution to their problems. Before they even offered a product. I want to control that touch point, and think about it, with content you’re giving people a reason to come to
your stores without talking about a deal, without talking about price, and the more frequently you touch people, the more often they’ll buy from you and for a lot less. Okay. The other thing is when they become familiar with you and familiar with your content, people can’t easily distinguish familiarity from truth. So if they see something over and over and over again, they’re gonna think there’s
some truth to it and that makes them comfortable. So if you’re feeding them that content
and then all of a sudden you feed them an offer, what do you think they’re more likely to buy from and believe? You. Most media buyers with the different campaign structures and different strategies, and all that kind of thing. It’s like building a better mousetrap. When you run content, you’re not building a better mousetrap, you’re teaching mice to like the cheese. If we want to run content we have to
believe some things about people, and there’s some ugly truths about people
that are true all the way around. Number one. Honesty is completely manipulative. Anytime you have ever been completely honest with somebody, it is only because
you want them to feel a certain way about you. You’re using it as a tool to engineer
how they feel about you. In other words, honesty is completely
manipulative. Next, if you make an offer to people that’s all you do and if you give
people an offer, you’re giving them something to resist. If I pitch something
at you, you’ll say I don’t want that right now. You’ve given them something to resist.
People can’t resist what they can’t detect. And number three, people sometimes believe what you tell them, but they never doubt what they themselves conclude. To expand a little bit, what that means is if I feed you content before you’re ready to buy a product, I’ve made it your idea to come to me. And whatever facts you decide are true
in your own research, well no matter what I throw at you, if it’s contrary to your
opinion you’re not going to believe me, and if we know that, we can take
advantage of people’s cognitive biases and their psychology with content, and
make it their idea to come to us to buy over and over and over again.