AUTHENTIC COMMUNICATION

They will no longer be sold too. Smarmy closing techniques, tacky report building phrases, over-the-top hard sales tactics have been overdone – we don’t want to talk to a salesperson if we can help it.

Make their experience real through great content marketing. Talk in language your customers understand, provide them with information they need to make an informed purchase. They are not interested in hearing about you, unless it relates to how you can help them. That's content marketing at its best – highlighting your expertise which will benefit them as clients

How often do you hear an accountant say – we do tax and business advice? As a consumer – do you want someone to do your tax, and do you want business advice? Possibly. But they all say the same thing, how do you choose? What's missing from your current adviser?

For example, you're an accounting firm. Nearly a quarter of your clients are Cafe Businesses with a turnover of $1M to $2M. That could be of interest to potential clients in the same area because they may feel you understand their business needs. That's good content marketing that relates to your potential customers.

Demonstrate your expertise, blog about the types of issues facing your clients, changes in legislation which might effect them, things that they can use. Content marketing is all about showing your value to others who might need your services. They might not even be in the market for a change, but when they see how much more you know than their current service provider, they suddenly are considering one. Kind of like what we're doing with you right now.