When people think about marketing, they think about emails, campaigns, websites, marketing decks, advertising, content, social networks, videos, events, and more. Interestingly, no one includes “conversations” on this list.
Why is that?
Mainly because “talking” doesn’t feel like a “thing.” Because of this, people don’t think of “conversations” as part of a process. As soon as you do, your perspective changes dramatically.
In building tools, marketers do their best to account for the unifying characteristics, values, and needs of a target audience. Marketers, however, overlook the fact that an audience is nothing more than a grouping of like, but entirely individual, minds, all interpreting information in different ways. Because of this, no bundle of materials will ever perfectly align with a given audience.
Marketers in the alternative investment sector need to keep this in mind, especially when building marketing decks. It is impossible to tell the perfect story. Something will always be missing. Best not try – lighten the content, reduce the word count, focus on the big picture, and make time for conversations.
When you account for “conversations,” everything changes. You aren’t panicked to address every angle within your materials. In keeping things at a higher level, your marketing collateral will actually appeal to more people. In reducing word count and creating some space, there is also greater likelihood that people will read what you write.
Yes, dialogue naturally occurs throughout the marketing process, however, there is a big difference if you quantify “talking” in the same way you would quantify a marketing deck, executive summary or video – another arrow in your quiver. In doing so, you will look at things in an entirely refreshed way. The burden of covering every subtlety within your marketing deck, as one example, lifts… because it’s not the right tool for the job. Accounting for unique peculiarities of an individual is the job of the “talking” tool.
By Kyle Dunn