Imagine you’re walking down the street in a city you’ve never been to, looking for a good place to grab a slice of pizza.
You come upon the first pizza shop on the block. It has a huge blinking neon sign that screams “BEST PIZZA ON THE PLANET!”. You can’t really see inside the windows due to huge posters depicting delicious looking pies with all the toppings covering the glass. On the door there is a sign that says “For the next hour only, buy 3 slices and get a free 20oz soda! Don’t miss out on this incredible offer!”.
Thinking you clearly you won’t find a better option, you step inside and order your meal. After waiting a half hour, your slices and soda are brought out, and your face renders a look of utter disappointment. The pizza looks like it has been sitting out under a heat lamp for days, the cheese and toppings looking “aged”. Your soda is watered down and flat. Total bummer.
You decide to avoid the meal all together and press on to find a better place to eat, totally fine with taking the hit on your initial pizza investment.
You happen upon another pizza place on the next block. A simple sign outside says “Honestly Good Pizza”. Outside of the door, there is a gentleman handing out free bite size samples of their pizza. It’s delicious. Once inside, there’s a large window peering into the kitchen, where you can see all the care being put into crafting your fresh pizza…
Now which place would you choose?
It might sound silly, but the same type of logic can be said about the different philosophies of inbound marketing. Sure, both ways of doing things convert, but if you’re looking to build lasting relationships with people, have them identify with your brand, become raving fans, return customers and brand advocates for you, there’s only one way of doing things. Continue reading…