APPENDIX A

Rubber, Meet Road

Conversation marketing is not rocket science. But doing it well is a learned skill set. Here's a consolidated set of the most important tenets from this book to remind you of your content mission as you look to start your own conversations with your audience.

• Showcase your vulnerability to your customers and win their appreciation for your honesty. Conversations build long-term relationships, not cheap dates. Speak human with them, and they'll return the favor tenfold.
• It's not how loud you can shout with megaphones, slogans, or noise. The noise gets tuned out. Rather, be mindful of what you say and how you say it.
• There's only one person sitting on the other side of the screen from you. They might be meeting you for the first time. What do you want to say to them right now that will change their lives? Make your handshake moment with them count for something.
• Customers no longer grade you on a positive curve just because you're bigger than your competitor. Audiences today expect humility and respond less to “corporate-speak.” They're looking to connect—even if you're selling toilet paper.
• Be approachable to your audience as you would if they knew you personally, so that it's easier for them to reach out to you when they need your help.
• Provide solutions for your audience's pain points, even if it doesn't involve your product. All good content strategies are built on trust. Trust is earned by focusing on the needs of others, not your own.