pulled content
Do Customers Hear From or Hear About Your Company?
In “What Clients Love,” Harry Beckwith warns that only knowing a company through “junk mail” may result in negative impressions while companies that have cultivated a relationship through their advertising will be perceived more favorably.
Simply put, we “hear from” bad companies and “hear about” good companies.”
Whether we hear from or about a company is related to how we receive the message. Messages from a company that are “pushed” are unsolicited, intrusive, and often unwanted. “Pulled” messages are just the opposite in that they are solicited, non-intrusive, and definitely wanted. Pulled messages are sought when we want to learn “about” a company.
How the message is delivered also affects how we make subsequent decisions about the company. Beckwith writes that “people believe what they decide rather than what they are told.” When we hear from a company that pushes its message to us, we are suspicious of what we are being told. However, we believe company messages that we are allowed to formulate ourselves. This can only occur with a content strategy that provides honest information readers can use to create their own opinions. This is the most effective way your company can nurture a believing audience for your products and services.
