When folks ask me to help them create content, 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 Webster (to everyone who appreciates that reference, meet me by the card-catalog for a high-five), but I believe those terms have wildly different definitions.
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 telling people where to find you.
Interest is about inspiring people to want to find you.
There’s no doubting great marketing brings people to you because they need what you have to sell. But sometimes, you need to separate yourself from all the pitches & promo’s, and share a truly engaging message that brings people to you because they’re interested in what you have to say and in what you have to offer. Sometimes, you need to ditch the pitch.
If you’d like to work on a message that generates real interest in your business, let me know!