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June 3, 2009 / jasonpinto

Cold, Hard Cash

(Cliché-alert!) – Content is king!

It is true. You may have a great product or service. If you want to tell the world about it, you need to produce compelling content. The content needs to be in a variety of formats – people need to read about it, they need to hear about it, watch it, be teased about it, etc.

However, even if you are doing a great job producing content, there are still a great number of people in your target audience that have not yet become customers.

So, what do you do next?

Certainly, providing additional content can help. But sometimes we need to try a different tactic with people. Here’s one that I ripped out of a magazine this morning.

The offer on the back of the Business Reply Mail card basically said “Subscribe Now – Save Over 69%”. It then listed the cost of purchasing this magazine issue-by-issue at a retail stand. It compared that to their normal subscription price. Big savings….. But then, it listed their special subscription price offer — thus, YOU can save 69%.

This magazine has great content. I’ve looked at the articles multiple times over the past few weeks.

However, it wasn’t until I saw actual numbers – the small investment I would have to make to receive great value – that I actually considered subscribing.

Depending on what you sell, I understand that you may not love to publicize your price in your marketing materials.

But sometimes, you may need to “lose a bit of control”. You may need to release information that you previously held onto a bit too tight.

Your content may list the benefits that your product or service can offer. But you may also need to show someone exactly how attainable those benefits are.


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