So, how do you know Henry?

Imagine you’re at my cocktail party. A guest makes eye contact as you approach each other. Drink in hand. Smiling. What’s the first thing you say? Do you introduce yourself? Ask a question that allows you to connect ("How do you know Henry?"), or invite them back to your store to buy your product?

Sadly, many marketers are unwittingly choosing the awkward route of jumping right to the sale. They go directly from making the prospect aware of their presence to inviting them to part with their wallet and give money to a stranger they’ve barely met.

Relevant marketing is about right time, right place, and right conversation. It considers the customer's internal and external drivers, needs, and lifecycle stages. It doesn't skip to the conclusion ("Buy my stuff!). Great content is organized in a way that speaks to the heart of the prospect, at the right time, and at the right place.

It’s not just what you do or how you do it; it’s also how and when you do it.

Like a cocktail conversation, your aim is to build and nurture a relationship gradually without being aggressive or self-serving. It's about respect. Mutual admiration. Do this correctly with your content and you’re on your way to impressing customers.