Lessons from History

I recently came across a discussion of what many scholars consider the oldest known example of advertising and content marketing.  It is a wonderful object lesson in the essentials of good messaging.

One Hapu, a rug merchant in ancient Egyptian Thebes, posted handbills asking help in tracking down a runaway slave.  To faciliate the hoped-for reunion, Hapu provided some details on where respondents might find him. 

But Hapu was a clever fellow and didn't stop at his street address.  He went into profuse detail on his wares, advising that he had the trendiest carpet designs and exciting colors.  In short, Hapu made sure to do his content marketing to inspire some sales.

Here we are, 5,000 years later and the rules are the same.  Prospects want to know how and where to find you and understand your market advantage, products and services and how those make their lives better.  The only real difference is that Hapu had access to limited (albeit state of the art for his time) marketing channels.  I'm willing to guess that Hapu put up those handbills in the right places to optimize his chances of reaching his real target customer.

Bottom Line:  It is so easy to be distracted by the razzle-dazzle of the up-to-the-minute ideas in marketing science.  But in the end we must be guided by the eternal truths of messaging.  As you get your message out, think like Hapu and focus on the right message for the right audience.  Learn the time-tested lessons of history.

Content Marketing Can Boost Sales

The Internet Age has changed so much in small business, and perhaps none so much as the impact of content marketing.  In the old days what passed for content marketing might be the odd newsletter, feature article in the newspaper, or "infomercial" but now we contend with potential customers thirsty for reviews, blogs and web site text.

Statistics suggest that consumers are vastly more motivated to buy when they can find this online material than they are when served advertisements.  They may, as research shows, respond subconsciously to ads, but they actively and aggressively look for content.  Businesses that short shrift content are asking for trouble.

So what to do?  Most importantly, put your web site to work.  Add content and update regularly about your products, services, and solutions.  Provide detail on how you solve customer problems.  Consider using one or more social media properties as a means of fueling top of mind awareness and reminding customers what you can do for them.  Write a blog that speaks to your expertise.

Also, respond politely to complaints on review sites.  Offer to make good, apologize, and ask for a second chance.  Don't let sores fester!

In very little time you can create a large body of material that responds to prospect needs.  You have a great story to tell!  Take advantage of the opportunity to spread the word!