June 11, 2006
We talk about the need for compelling content in our writing and ad copy at thealphamarketer.com, and it's true how much we need that.
There is one area in marketing that is changing almost overnight and that is that marketing is no longer the in-your-face, take-it-or-leave it method anymore. That is the old push strategy. Now consumers are demanding more of a "pull" marketing model in advertising.
What is "pull" marketing? It is making the offering unintrusive to the point where the consumer isn't really sure that they've just been marketed to. It is making the ad so it doesn't obstruct what it is the consumer is trying to do. That's why Tivo and other DVR products are so popular. But finally it must be very appealing to the point where the consumer 'requests' your message. That's the end of all of what "pull" marketing is: pulling the customer into the process so much that they want to see what it is you're presenting.
One way of doing this in online marketing is to offer PDF downloads with great value in them that people download from being "pulled" toward the content and initiate the download from its high appeal to them.
It is within the PDF file that you can add you marketing mixed in with the tremendous content you're including for free. This is a trend that will be here for a long time. Think of the creative ways that you can "pull" customers into what it is you have created.
