Whenever someone approaches me about creating content for their business, I always ask, “Are you trying to create awareness or interest?” And more often than not, they respond, “Aren’t they the same thing?” Now I’m no Noah Webster (to everyone who appreciates that reference, meet me behind the card-catalog next to the encyclopedias for a high-five), but I believe those terms have wildly different implications.
- Awareness is about what you sell…information about your “what.”
Interest is about what you offer…insight into your “why.”
- Awareness is about repetition…saying something so often people can’t forget it.
Interest is about engagement…saying something unforgettable.
- Awareness is about marketing…showing your product to your customers.
Interest is about messaging…drawing your customers to you.
There’s no denying the importance of building brand awareness; ensuring that when people need what you’re selling, they think of you. But in a world where people have been conditioned to tune out the continuous flood of ads and commercials, the first step to making people aware of what you have to sell is generating genuine interest in what you have to say.
If you’d like to talk about the messaging behind your marketing, contact R.J today!