Why “Hope” isn’t a Practical Marketing Approach
“People do business only with those they know, like and trust.” So just tell compelling, transparent, authentic stories about your brand and watch the sales roll in, right? Wrong. Hope is not an effective strategy.
Some B-to-B brands use content marketing to soft sell, essentially disguising what they’re really up to. Others have fallen victim to the “telling a good story” myth-where somehow customers start buying based on emotional pixie dust. The truth is if you want more leads and sales from content marketing, what you publish must ultimately cause customers to become so confident in themselves (as buyers) that they ask you for the sale.”
