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It’s not brand equity, or your logo, or any high performance piece of content that matters most.
The two most valuable assets in marketing are attention and trust. Without those two things, you’ll have a hard time accomplishing anything.
It’s why cold emails rarely work. Because even if you do manage to get some quick boost in page views or whatever, it will be short lived and unsustainable. And will likely fail to produce any actual sales in the end (this is why inbound leads always outperform outbound).
In all likelihood, you’ll just waste time and money and drift back into the ether.
In marketing as in life, you cannot buy trust. You cannot force people to agree with you or adopt your priorities. Attention and trust must be earned.
Think of it like someone standing on a corner with a megaphone yelling about religion, or politics, or whatever it is. The louder they yell, the more you tune them out (or run the other way).
This is what we’re doing when we spam, or relentlessly “check in” or write B.S. blogs or whitepapers that are really just masked brochures. We’re standing on our proverbial corner with a megaphone, yelling for people to listen. In fact, we have the opposite effect.
So what’s the solution? Focus on creating a place where you consistently and reliably provide value. Real value. Not half assed, veiled sales pitches.
Better still, find a way to do this in a way no one else can (no matter what you sell, you can do this, the trick is just to figure out how). Then, just let the right people know about it. The rest of the “sales process” then begins to take care of itself.
It really doesn’t need to be more complicated than that.