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You actually pull an attacker toward you, destabilizing the person, and then moving the individual in the direction you want that person to go (typically the ground).Simmons makes the analogy to content: “The physics of story may run counter to your instincts when faced with a situation where you want to influence so much that every fiber of your being tells you to ‘do something! The pull strategy of story taps into the momentum living in your listeners rather than providing momentum for them.” Too many marketers want to box their consumers into submission. But you’ll find that you won’t spend nearly as much energy or money by pulling rather than pushing.While numbers and case studies are crucial for validation, experience tells us that often a simpler approach, using analogies and metaphors drawn from everyday life, is likely to be more effective in gaining buy-in and breathing room to create content that works.Dating is a classic analogy to explain effective marketing.If all you do is talk about yourself, there’s not going to be a second date.” Now, it is true that you’ll still have one-night stands.If someone’s desperate enough or just has low standards, it almost doesn’t matter what you say.

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Next time you feel like you’re being pressured to sell out your content, forget the stats, facts, and charts, and try a little common sense.You can only interest them in buying it.” How do you create content that isn’t boring, and is something you’d ultimately want your own family to see?Ann Handley, chief content officer at Marketing Profs, offers this brilliant perspective: “When we create something, we think, ‘Will our customers thank us for this?Everyone’s heard the old personal-finance line, “Don’t work for your money; make your money work for you.” That’s smart advice if it leads you to investing in funds that grow in time using the power of compound interest.

See Prudential’s brilliant, record-breaking branded video series for evidence of that. If people are interested in your content, more and more people will find it and share it, continuously generating returns over time.

Audience-centric content marketing is a way to make sure you keep communication channels open; that way you’re still in touch when they consider a purchase decision.



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