Create Content for the Masses

Going viral or reaching the masses has become a huge addiction for marketers over the past decade. From blowing up on TikTok to getting featured on a Joe Rogan podcast, the idea of having millions of engaged eyeballs lends itself to making bad creative.?

An era of fear-based marketing tactics is crippling the B2B space. Too many companies either stuck in an archeic form of content marketing or too worried what the board of directors might think if they take a leap. It’s painful to watch as an onlooker, I can only imagine what your desired audience must think.

Like Obi-Wan watching and mentoring Luke, there’s still hope for B2B marketing and content. It lies in one single methodology.

You're Our Only Hope

For centuries, there has been one factor that has helped companies rise to the top and sell more than their competitors. Arguably, that factor is the power of community. Think about it - those in community with each other tend to want to think, act, and be like each other. Therefore, they tend to purchase the same kinds of things. Tapping into community has always been and will always be the way to cut through a sea of sameness.

But how can that be done??

Well, this is actually where that one single methodology comes in.?

David Ogilvy once said,

“I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

What’s wild is that he said this pre-TikTok and YouTube and LinkedIn where everyone shares how they think openly on a daily basis! Ogilvy had a trick up his sleeve at the time that not many understood. He crafted and creative based on the one.

What does that mean?

The biggest reason mass marketing campaigns fail is because of the lack of understanding of who they’re actually speaking to. In fact, these failures likely aren’t speaking to anyone at all, but rather talking at buyers. This is the big shift we need to make in the space of content, marketing, and brand. We need to learn to speak to the one.

3 Keys to Impact the Bottom Line + Build Lasting Customer Relationships

Developing content that only talks to one person might seem like a narrowing and potentially daunting task. What if I leave out a potential buyer? But we’re a great fit for everyone, how can we narrow to one? As daunting as the task might seem, narrowing our focus to serve the one right in front of us could be broken down to a process like this:

Find out where your desired audience is.

• Where are they eating? What workout fade do they prefer? Do they work from home or in the office? The point isn’t really to meet them in those places, but to learn how to speak their language. Which leads to the next point.

Listen. Listen. Listen…. and listen some more.

• Speaking to the one has all to do with meeting them where they’re at. How would a first date go if you kept talking about how cool your LOTR figurine collection is? Pretty rough. Listening takes open ended questions and curiosity tied with some tactical empathy (thanks Chris Voss & Never Split the Difference).?

Converse to Connect, not to Close.

• The power of brand building and content creation is not bottom-of-funnel closing, it’s to bring a community together in connection. It’s about awareness and relationship. It’s about leaving the masses behind to get one-to-one with a real human being.?

An Obvious CTA

At this point, if you’re thinking, “hey this is a great idea and cool theory, but we can’t even get a consistent message out” or “we’ll just have our unpaid intern (aka my cousin’s highschooler) write our content.” then maybe it’s time for a conversation.

You know, the kind where we get coffee, ask questions, and listen to what you have to say ??. Your brand is worth it. The people you serve are worth it.

Let’s chat if you want to grow your impact.?