There’s a lot of focus on content marketing strategy. Which, of course, is very important. But even the best content strategy in the world will fail if it’s used to share content that doesn’t deepen trust with authentic connections.

For true persuasion to happen, our audience needs to have positive experiences of our solution …

… here’s how compelling content can give them that experience.

Was Aristotle Right?

I recently discovered an article in Harvard Business Review called, “The Art of Persuasion Hasn’t Changed in 2000 Years.”. I had some fun here, debating the author on his conclusions.

The calm you convey just might last a lifetime.

When times are stressful, and your content connects with your audience from a place of confidence and calm, they too will breathe easier.

These common mistakes plug up the funnel …

… and prevent the promise of online selling from being realized.

You can create a simple funnel in a few weeks that’s measurable, tweakable, and improvable …

… all within the realities of your time, team, and budget.

It’s no surprise: The connection is between deeper relationships and higher sales

Of course, that’s not a new concept. But most businesses ― even when they intellectually understand and believe that ― aren’t creating content that fosters deeper relationships with their audiences. Follow these low-cost tips, and like my clients before you, you too can create content that measurably increases your response and revenue.

Here’s how giving to your community can inspire a brand “Story That Matters” …

… a story that matters to you, your employees, your partners, and your audience.

This one’s a fun and quick read …

… it’s about how Four Seasons Total Landscaping gave us a masterclass in how to pivot on a dime … and be professional AND human (and humorous) … all at the same time.

An aligned story is one that both marketing and sales not only tell, but authentically embrace.

It’s also a story that resonates with prospects throughout The Decision Journey … from the first enticing lead magnet to the mindset of being a long-term, loyal customer.

Surprise! Story and emotion ARE NOT the most important tools for persuasion.

Turns out, truly compelling content uses the power of story and emotion to create the experience of the thrill of your solution.

Spoiler Alert: Gamification has some good points …

… but it’s not a marketing panacea. And it can’t replace ― or compete with ― compelling content.

How to make opting in a “no-brainer” for your prospects

Your long-term relationship with your audience begins at their very first touchpoint with you. With a bit of content planning, you can start the relationship off right: with an authentic human-to-human connection based on a genuine win-win scenario. They’ll get something of value, and so will you.

The Customer’s Journey De-mystified

Truly compelling content increases response and revenue. The reason it’s been hard to create it might be because we’re focusing on techniques and tools and media ― instead of on our human-to-human relationships with our customers.

“Every good story has an emotional tone that people are attracted to … and so should every piece of content you create.”

… And How Content Creators Can Avoid Them

Most companies make the mistake of basing their stories around how their product or services saves the day. This is the most common Premise Mistake you can make.

Knowing Who The Real Hero Is in your company’s story …

…that’s the key to creating positive emotional connections that attract, engage, and convert more prospects to customers.