Product links to Amazon are affiliate links. As always, this article is my opinion and I hope I’m being helpful as always.
Being helpful can help us build better brands, drive more results and keep customer’s on our side longer and maybe even forever. Certainly we have to have a good product as well but being helpful is a real differentiator. So how can we be more helpful when it comes to doing what’s good for our target audiences?
But, if we only sell, sell, sell, that can present a problem as well. The trick is to sell at the right time and just often enough. It can seem much easier to just sell, sell, sell and try to convert people at any given second of every day. Since that’s all we are doing, we might even convert enough people to make it feel like a success. Being relevant and different can seem like a lot more work – because it is a lot of work and often doesn’t come naturally.
Bob does a masterful job explaining how all of us live our lives and see things around us based on our personal beliefs. Most of us don’t know we are doing this. With that in mind, marketers can learn in “Adversaries into Allies” how our own belief systems can impact how we see things. Understanding our and other people’s beliefs systems can help us gather and tell better stories. Our audiences and the people we interview will appreciate it.
Bob discusses how belief systems clash, and how we often don’t even know they are clashing. We just feel the stress of conflict. He gives simple examples to bring this point home:
Two people discussed whether or not a house was near the ocean. The home, seven miles from the ocean, was near the ocean by the Midwesterner’s definition. But that didn’t hold up to the definition of near the ocean of the person who lived two blocks from the ocean.
The key to clashing belief systems – and this is important to people gathering content through interviews of others – is to spot potential discrepancies and ask follow-up questions. “What do you mean by ‘near the ocean’?”
Setting the frame
Bob also talks about setting the frame for situations. For example, the two-year-old who falls, but is OK, looks at his parents to see if this is a bad or OK situation. If they laugh, he laughs. If they are panicked, he’ll probably cry. It’s about setting the frame for the situation, Bob says.
Something to keep in mind for our next campaign and in our attempt to being helpful to our audiences.
At the end of the day, the foundation of useful content marketing that drives long term results does come back to being helpful and creating content that engages and connects people to our brands as advocates and customers.