People have become accustomed to getting what they want, when they want it. They also hate having to navigate some intertwined marketing message or to be patient in getting their needs met. A wise person once said, give them what they want then show them what they need. But how do you know what people want?
Well, just examine behavior and you can come up with some simple examples. They want to be entertained. They want to be part of a larger voice or make an impact. They just might want to be distracted for a moment and share that distraction with others.
Can your message deliver any of these? Can you do it in a way that they will attach, share or ask for more? Can you take them on a journey of teaching them what they want may be a surface desire of an underlying need which you can share? Constantly giving them what they want while you expose the underlying need?
So many forms of communication fail this simply approach they struggle to generate traffic. But, traffic alone should not be the goal. Traffic which is heading down a particular path, is ideal. Create your corporate highway of communication and introduce the rest stops, historical visits and shopping excursions to make the journey fun. Not just reaching for a client, but building a relationship.