Build Relationships With Information First, People Second

How often do you go to a website and you actually like the product or service that's being offered there? And you're looking around but you purposefully don't fill out the contact us form. Why? Because you don't want to be hassled by a salesperson. You don't want to be called. You don't want to be emailed. I guarantee you that happens all the time. It happens to everybody.

Today I am in Deer Valley Park City, Utah at the fantastic St. Regis doing a speaking engagement. It's awesome out here. Just fantastically beautiful. And I was given a speech just a few moments ago. And one of the things that really resonated with this audience is that exact point. Is that today more than ever before, relationships are created within information first and with people second. And that's exactly opposite of how it's been for the valance of human history. It used to be back in the day you would call a business or typically go see a business, walk in to their front door and say, "Hey, what do you got here?" I mean there's a whole category of behavior that we call window shopping.

Well window shopping still exists but its mostly online now. Where you go to a website. You read a webpage. You watch a video. You look at a white paper. You read another webpage. You look at a photo gallery. You look at customer reviews. You self-educate. And then and only then when you self-educated if you're still interested after doing that, will you fill out a contact us form? Will you use the phone number? Will you actually communicate with a human being in a synchronize capacity? Because having synchronize conversation is a hassle. I have to be talking at the same time you're talking. It's much easier to leave you a message and get a message back whether that email, text, something else.

So if you think that you have enough information on your website, I'm here to tell you, you probably don't. You probably don't have enough information to fully create that relationship. If somebody has to call you in order to buy from you you're probably doing it wrong. Today's Sprout Social Shout Out is for my friend Joe Pulizzi, the head of, The Content Marketing Institute. Some call him the godfather of content marketing. Just got back from Content Marketing World, the big conference in Cleveland, yesterday. Had a terrific time. An excellent show. Joe and his team did a bang up job as always. If you're not following Joe in social media, you absolutely need to do that. Pick up his book, "Epic Content Marketing" as well. It is fantastic.

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