This Is Why Engaging Content Sells Within Seconds

Great branding should help the sales process.

Great content should help the sales process.

Great marketing should help the sales process.

If we want to convince someone to buy something, we always try to find rational reasons for the other person to want to be sold on it.

When we say you should try this brand because ‘they are great’ it doesn’t really do the job. It’s not very convincing.

It doesn’t matter how many times I walk down the street and shout that I’m a great fashion designer wearing my Speedo swimsuit, people will not believe me.

We believe what we see.

Here’s a great example: I was trying to convince a friend to go to AIRE Ancient Baths in London. I thought of showing her their video. Within 10 seconds, she was sold.

Then I remembered that I went to Alexander Hotel — Utopia Spa a couple of years ago, and it was good. So I went to their website to check them out.?Nothing really evoked an emotion.?Their website looked okay, nothing special. I would say it’s a bit overpriced for what they offer, plus there is no story to buy into.

I found it funny that they wrote ‘award-winning spa’ on their website and that ‘Paradise found’ was their headline — I mean, who comes up with this?

Do they genuinely think people are going to look at that and say ‘Oh wow, they are an award winning spa, we must go’,?or do people look at the images, the video, the copy and then decide consciously and subconsciously?

I didn’t notice anywhere that AIRE is award winning, and I don’t really care if they are as you can see from the video that they are phenomenal.

Then I looked at other spas in Europe and came across Villa Stephanie. I looked at the video for 10 seconds and said it’s a no go. I didn’t even bother to waste time watching the whole video. It was cheap and actually cringe.

This is a real example of how branding and great content sells. Branding is not just design, an artwork or a video, it’s the aesthetics, it’s the feeling that the whole package evokes.

We need to understand and learn what great aesthetics are. It took me years to learn and understand what bad aesthetics are and it cost me a lot of lost opportunities.

I know a good massage place with talented masseuses. But their branding is not that good, it’s average, and it will be hard to convince someone to go.

This is a crucial thing to consider: the product is very important, because if a company has a product and goes out and invests in great branding and great stories, but the product is average, then the customer expectations would be so high that when they experience the product they will be disappointed.

So if the product is really, really good then you go out and create amazing content that sells.

As a small business, it’s always a good idea to constantly be obsessed with improving the product, the customer service, and the customer touch points and work with talented and skilled people on marketing.

The alternative is to keep the same marketing and pay an enormous amount in advertising because the cost of acquiring the client will get higher and higher.

The reason why is because if people need more time and more convincing then they will be shopping around and then decide based on price — and that’s where you don’t want to be, competing by price because then you are just a commodity and it’s game over.