Principle #5: Out-&-Out Marketing is Relevant
In today’s 24-7 communication world, we are being constantly bombarded with messages. Most people have finely tuned their ability to quickly evaluate and ignore those messages that are not important or interesting. This is why Out-&-Out Marketing must be relevant.
Your marketing communication and tactics must provide your audience with messages they want to hear. If you don’t provide them with valuable information or other benefits that meet their needs, they will tune you out, plain and simple.
How many times have you read an email or advertisement and said to yourself “so what?” Wouldn’t you rather your customers read your message and think, “tell me more”? Deliver timely content, insights and information that can directly benefit them, even if it doing so doesn’t lead to a direct sale or inquiry.
By determining what your customers want to know and providing them with useful information that meets their needs, you are establishing a give and take connection that can go beyond client and provider, beyond the transactional and into the relational. That’s where you want to be.
In the next blog, we’ll talk about the next Out-&Out Marketing principle that takes that relationship one step further.
In the meantime, Keep it Relevant.