Telling your business story allows you to attract the right audience and connect with them. But attraction won’t keep them coming back.
I’ve mentioned before on this blog, the most effective content is:
- educational (telling someone how to do something)
- informative (providing information they didn’t know)
Here’s an example of a great piece I received from Hipmunk. It contains information that is relevant to me (I like to travel, but I’m cheap as all get out), educational (tells me I can save money if I buy now) and informative (I didn’t know airfares went up that much approaching July 4th).
Will this content motivate me to buy?
I suppose it would if I was planning a trip over the July 4th holiday, but I’m not. However, this is not a wasted marketing effort on Hipmunk’s part. Because they shared some valuable, helpful information with me, I am now beginning to see them as a resource for saving money.
They used their data and presented me with easy-to-digest information.