The free chapter is titled, "Digitizing the Soul of Your Business." The focus of this chapter is help you craft a message your target audience will resonate with at an emotional level. The level which gets your audience to pick up the phone and call you...
5 Steps to Digitizing the Soul of Your Business:
- BELIEVE - Creating content which evokes an emotional response from consumers can be uncomfortable. This can be especially true for businesses used to producing content thoroughly whitewashed by classic corporate jargon and legal disclaimers.
Classic interruption-based marketing is predicated on convincing consumers, through gimmicks, pricing schemes and relentless advertising, that they need a product or service.
- CONNECT - The transition from traditional interruption and/or mimicry advertising to marketing with a deeper message isn't always easy.
- ACTIVATE - Nothing happens if your audience is not active and engaged. The audience eager to receive your next message grows your bottom line.
- ACTION - When we step outside our comfort circle, (that little circle our business operates in everyday that is safe and secure, boring and dispassionate), this is when real relationships are made.
"Attention without trust has no value."
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