- Sam Decker
The Greatness of Relevancy
My new word, philosophy, and conviction for better marketing is relevancy, or saliency.
There is so much marketing spewing out of companies with such little relevancy, it’s no wonder most pundits agree that standard marketing does not work. The overhyped one to one marketing is great in its promise…difficult in its execution. At least to what one to one had been hyped to be.
I think there is an easier way to achieve relevancy. Great content. Great content gives a customer a justification to buy. Since people buy on emotion and justify with fact (tatoo that to your palm), great content gives them (what I call) the ‘excuse to buy’. It gives them both the emotion and the intellectual side of why they should purchase. It touches on the left and right brain to persuade a customer to click the buy button (or at least ‘next’).
Great content (not just copy) is relevant and achieves action. It hits the customer where they are in a way that is surprising, emotional, and logical at the same time.
A great investment…Roy H. Williams Secret Formulas of the Wizard of Ads audio tapes.