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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Transforming Awareness into Preference

So now you’ve created amazing content and lots of potential buyers know about your company. Your website is getting tons of traffic, and people are talking about your company on social media sites. You have awareness, and the first stage of your Revenue Cycle Model captures and measures how effectively you are extending your reach to new potential buyers over time. The next step is to transfer that awareness to preference. It doesn’t do you any good to make a lot of people aware of your company and products if they develop a negative impression of you along the way; that’s not how you get them to buy.

The best early-stage content follows two key rules to create a positive and impactful impression. First, it must be relevant to the buyer. Generic materials will not result in positive preference. Second, your content must be helpful, not promotional. Early stage buyers are keenly aware of content that seems to simply promote your company. You’re not supposed to be telling the buyer what you want them to know; you’re helping them find and learn what they want to know. So make sure you always put your audience’s interests before your own before creating any piece of content. Anything that seems too promotional will prompt prospects to break off their relationship with you forever by literally opting out or, more likely, emotionally opting out by just not paying attention.

However, you need more than high quality content to establish a positive ...

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