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Don't B2B Like Narcissus.
Becky Tumidolsky, MAPWon 6 March 2014
Transcript of Don't B2B Like Narcissus.
Narcissus was the inspiration
for the personality disorder
we refer to today as "narcissism."
simple laws of
Love of Pete,
are characterized as being:
was blessed with good looks. Unfortunately, he fell madly in love with his own reflection.
In Greek mythology,
Shouting over your competitors won't make you king of the hill or earn you respect. You'll merely seem desperate for attention, and audiences may tune you out. Be smart, communicate effectively, and let your content do its job.
If you want to seem credible and worthy of your prospects' time, don't try to dazzle them with self-congratulatory content. Channel your industry experience and subject-matter expertise outward--i.e., toward being an effective client partner.
Attempts to ensnare prospects in a web of flashy popups, offers, must-act-nows, and entreaties for in-depth visitor information are likely to backfire. Take it easy! Work to build relationships via personal, tailored, human-to-human communication.
Don't be a Chatty Cathy. Be selective in terms of when and how you communicate. Always aim to have something insightful, meaningful, and useful to say--even if you're speaking up less often.
Does your marketing suggest your business revolves around your clients and prospects, or does it suggest (*gulp*) they revolve around you? If you're oblivious about the people you're trying to reach, your messaging will be equally tone deaf. It pays to listen to your audiences, understand their needs, and show you care.
B2B Content That Delivers