The biggest problem with marketing today is that technology has made it so easy to reach out to prospects worldwide, that the recipients and buyers have heard it all before. Nothing is new. Everybody offers “great service” everyone adds “testimonials” every message promises ” this service / product” is the best available. These statements have been diluted to mean nothing and in terms of Emails, the amount received means too few get opened resulting in disappointed marketers. The underlying answer is a lack of trust. The question is how you create that trust “in a relevant and genuine manner” that a prospect might just believe.
In business as in life, there are leaders and followers. There are people who just go through what is necessary and there are others who direct. But there is another type of person who has opinions, one who operates outside the box, and not afraid to air his views or step out of line. An individual who stands to be judged and who attracts criticism and praise in varying degrees. To be different and stand out from the mass is to risk success but also failure.
In terms of reality that means being relevant and informative but also potentially controversial and making statements that make your client “stop and think” and hopefully react. Naturally there is a balance between antagonism and relevant statement but it is becoming clear that prospects need and demand something more than bland promises.