Creating engaging content is still the best way to attract attention. If you only talk about your special offer, without including a “human side” or something that creates a lasting impression, then you’re competing on price alone and that’s always tricky. Someone is always willing to undercut your price, but no one can ever undercut your unique voice.
Leverage uniqueness to your advantage.
I recently spotlighted Google’s latest helpful content update. There hasn’t been an opportunity like this for a very long time – where authentic, quality content written/created for humans (not search engines) is being welcomed and ranked authoritatively by Google.
Now is the time to up your content game.
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The value of engaging content
Creating content that captivates and holds the audience’s interest is essential for attracting attention and getting your message heard above the noise. This is true across various platforms and types of media.
Engaging content is characterized by its ability to resonate with your target audience, whether through relevance, emotional appeal, entertainment value, or educational worth. The goal is to publish content that stands out and connects with people on a deeper level.
Increased importance during holidays
The run up to a holiday is a period of intense marketing activity, with many businesses vying for consumer attention. It’s a time when customers are bombarded with advertisements, deals, and promotions. In this crowded space, the ability to stand out becomes more challenging yet more crucial.
Therefore, publishing content that is not just another sales pitch but something that genuinely engages and interests people becomes even more important.
This could be holiday-themed stories (like how you helped a customer buy a car for someone special), showing unique ways you support your community, or festive content involving your employees (“behind the scenes” getting ready for Xmas or New Years or Labor Day).
Risks of competing on price alone
While offering competitive prices often attracts customers, it’s a risky strategy to rely on exclusively. There’s always a competitor who will offer a lower price, turning it into a race to the bottom where margins become thinner and thinner.
This approach also doesn’t foster brand loyalty or long-term customer relationships. Those of us in the car business know all too well the common scenario of someone driving from far away to get the price they wanted on the car, then never again visiting the store for service (where the bulk of dealership profits are made).
Incorporating the human element
Display a “human side” in your content to make it more relatable and personal. Create content that goes beyond transactional interactions and instead builds emotional connections.
During holiday periods, this could involve sharing stories that resonate with the season’s emotions, showcasing the people behind the brand, or demonstrating how your products or services can create meaningful holiday experiences. This approach creates a connection beyond the transactional nature of buying and selling.
Uniqueness is your competitive edge
Like I said earlier, while others might undercut your price, they cannot undercut what makes your brand or offering unique. This uniqueness can be your brand story, company culture, the quality of your customer experience, the actual experience you offer, or any innovative aspects of your product or service.
Leveraging this uniqueness is crucial. It differentiates your brand in a crowded market and creates value that cannot be easily replicated by competitors.
In summary, I encourage you to focus on creating engaging, customer and employee-centric content, especially during a holiday, as a way to stand out and build a deeper connection with your core audience. This is way more sustainable and effective than competing on price alone.
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