Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
ideas (want) or a dream (aspiration) to become a grilling aficionado. Examples of how these emotional nuances are reflected across motivational drivers and content topics are shown in the Appendix.
familiarity with target audience issues as well as the expertise you exude. Now imagine having to accomplish all of this in a content title no greater than 41 characters, the recommended sweet spot for social media and email captions (Marketo). Let’s return to our real estate accountant business to see how this can be done. Using the same content titles shown on page 8, note the operative terms (in red) used below to demonstrate the accountant knows the business of property management. But knowing the nature of the business (using terms like HOAs, residential property, and tenants) does not assure the
PERSUASIVE CONTENT
Our next step in connecting with audience pain points is to develop a compelling argument for addressing the pain point. There is an abundance of research on this subject much of which is supported by studies in motivational leadership. A common set of conclusions is that persuasion works best when an argument is backed by credible relevance. Audiences typically base their perceptions of credible relevance on cues you provide, often in the form of a content title, that suggest you know them, you understand their pain (relevance), and you can help. The latter is measured by your perceived
Accountant likely knows the property management business
Tutorial Blogs • Top 10 considerations for calculating HOAspecial assessments • 8 ways to generate residential property beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Podcasts • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns
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