Once upon a time, the Sun and the Wind got into an argument over who was more powerful. They decided to resolve the question with a contest. They spotted a man walking down the road wearing a coat; whoever could get the man to take his coat off would be deemed the most powerful.
The Wind went first. He huffed and puffed and tried as hard as he could to blow the coat off of the man. But the man only held his coat tighter as he continued to walk down the road.
Next, it was the Sun’s turn. The Sun shone brightly, and gently warmed everything up. Eventually, the man was so warm he willingly took off his coat.
The moral of the story is that persuasion works better than force. And this holds true in marketing as well.
Traditional marketing relies on essentially shouting at as many people as possible, as loudly as possible, as often as possible, and hoping they will pick up what you’re putting down. Just like the wind, we blow as hard as we can trying to produce an action. As a result, marketing gets a bad rap: people fast-forward through commercials, throw out junk mail, close excessive pop-ups, delete spam, etc.
But inbound marketing is a new, different type of marketing altogether. Inbound marketing relies on offering a targeted audience something of value first, then leading them down a path towards making the critical decision of whether or not to work with you.
Inbound marketing typically utilizes a workflow model (think of a real-life flow-chart where the potential client chooses their own path and receives targeted emails accordingly) designed to help potential clients understand the value of working with you, instead of barraging them with info.
Just like the Sun, you’re using persuasion consisting of valuable content and information, instead of force, to lure in new and wonderful clients.
Want to learn more about how creating workflows can benefit your business? We can help! See what we did there? Of course, you did 😉