In this article we’ll see how the communicative style called Infotainment can help generate leads.
Do you sell a technical product or a complex service?
Talk to your target audience about point G.
That’s what one of the largest multinationals has done by targeting engineers of potential customers.
G-spot, yes… but related to water treatment in the food industry. Meanwhile, however, many had opened the email attracted by the title and read the text that took them straight to the heart of a specific and highly professional service, which they would never have explored otherwise.
Infotainment is the key to success for those who want to be read by their customers and prospects.
Just think about it:
today all the technical information of a product can be found on the Internet: from informative websites, from the websites of your competitors, from your institutional website.
If the prospect needs technical information, you can be sure that s/he will find something…
… but it won’t be enough to make a choice.
This is where infotainment comes into play.
What will make your prospect choose you is the type of communication you will entertain, feed, cultivate and engage him/her with over the years.
That’s why Content Marketing is so important in lead nurturing and, ultimately, lead generation strategies.
Generating leads therefore also involves writing infotaining content, as confirmed by this article by the CMI – Content Marketing Institute.
Let’s make an example.
The Technical Manager of a prestigious Design Studio can, for example, ignore a newsletter of yours that talks about the amazing features of your geo-technical measurement tool. But s/he cannot ignore a communication that seems written just for him/her, by you in person, entitled “The adventurous life of a surveyor”, dealing with those surveys made in the woods in the middle of the night with wolves howling, or that time on the airstrip.
Your prospect is identifying him/herself, s/he’s curious, s/he’s amused.
Empathy is created between the sender of that email and the recipient who feels flattered by the attention and confidence reserved for her/him.
And here is the magic:
Little by little, s/he becomes attached to you, to your company, to your product and buys something.
And who doesn’t have anecdotes after years of work?
Invest by telling us what happened to you in a working life and we will transform it into a sequence of anecdotes to tell your potential customers.
They will get to know you better, they will appreciate your competence, your hard work and your sweat to become what you are today and that your excellent product or service is a symbol of.
Ask us how to get new customers through content marketing and infotainment:
