It’s likely the problem you’re trying to solve isn’t an awareness problem.
Ring a bell, people will hear it. Shout online, people will be interrupted. Send an email, people will glance at it. Set up a pop-up ad and people will click it (ya know, the big X in the top right).
It’s likely the problem you’re trying to solve is a trust problem.
And a trust problem isn’t solved by shouting the promise you’re making louder or by telling more people to trust you. It’s solved by keeping your promise to those who give you the chance and it’s about showing how that promise fits into the narrative your target is telling themselves.
Stay Positive & Less Insertion, More Immersion
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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