A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. Doc Searles, 10 years ago
By Dale Wolf
With the emergence of online social media, we have the opportunity to establish a new and better way of building brand awareness for virtually any product or service … based on creating a series of well-chosen Marketplace Conversations that collectively tell prospective and current customers …
… why they can trust you to understand their situation and
… why they should consider purchasing your products or services.
I call this new method Marketing Conversations. Instead of telling the customer about how wonderful you are, get into a conversation. But before you start, consider the endpoint. What do your customers need to know about you to make both of you more successful? Start at this end point and plan out the sequence of conversations that need to happen along the way. Plan backwards to the goal and forwards from what your customers currently believe about you.
If that is a good place, the marketplace conversation should maintain the direction.
If that is not a good place, the marketplace conversation should redirect to a new end point.
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