If you want your customer and prospect to notice your content marketing, it’s time to put on a cape.

David Ogilvy famously said, “Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers.” (Ogilvy On Advertising)

When we think of heroes, we usually think of someone saving another person from a dangerous situation and makes their day. I think that’s a pretty good mandate for content marketing.

Why did you start your business or why is your organization in business? Is it not to help the customer in some way? If your customer has to eat, why not eat your gluten-free macadamia nut bars? If your customer has to keep track of all the various news stories, why not use your software application that automates it for her?

Your product or service has a splendid opportunity to swoop into your prospect’s dire situation and save the day.

The problem is that so many companies don’t realize this. They’re still stuck on rolling out their products and features without even recognizing that their customer is gasping for air.

When your customer is drowning, they don’t need a product/feature list. They need a lifesaver.

Your content marketing assets are that lifesaver.

So start looking at your product or service with new eyes and this question: How will this help save my prospect? How will this put a smile on their face?

Once you’ve got it nailed down, don’t be surprised when they give you a hero’s welcome. It  happens when you’re Superman.


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