trust-e-book

For more content strategy posts, read here.

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Your focus is to deliver consistent quality content that will eventually convert readers into fans, fans into clients, and clients into evangelists.

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Your target audience could mean consumers, fans and apathetic readers alike. The latter two may never buy your products or services, but may be inclined to share them with their peers.

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If you cannot sum up your entire brand in one Tweet, it’s too long.

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The fact of the matter is people are skeptical. And stories disarm.

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Your story must have a reason behind why you chose to do what you do – an emotional trigger. “To make more money” is not a convincing argument. It does not motivate anybody to do anything.

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You are selling a vision, an envisioned lifestyle. If you don’t have a clear brand, you would be competing solely based on price.

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Your brand has to be short and memorable. You cannot instill top of mind awareness of anything if your brand is complex and hard to remember.

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Imagine how annoying it would be if all your favorite brand did was say, “Buy my stuff! Buy my stuff! Buy my stuff!” … Or equally, “Look at my photo shoot! Look at my photo shoot! Look at my photo shoot!”

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When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion
—Dale Carnegie

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Inbound traffic comes from 3 sources:
1. Word of mouth
2. Social media
3. SEO
To omit one is to potentially omit 33% of business.

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It is cheaper to maintain an existing client than to find a new one.

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Focus on your clientele and they will help sell your business for you.

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It is pertinent to understand the psychology behind behavioral consumerism because people are creatures of habit.

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You cannot possibly create content for everybody. Therefore, you cannot say that anybody who can afford you is your target audience.

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Many times, your target audience is someone most similar to you. The reason is because you know yourself best. Therefore, you are most confident selling to that type of person.

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Your goal is to create a marketing campaign that fits your clients so well that selling isn’t even necessary.

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To earn trust takes time. To lose trust takes a single tweet. Focus on quality over quantity.

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Not all customers are evangelists. Not all evangelists are customers.

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The bigger the problems your clients face, the bigger the opportunities for you to generate valuable content. Create cures for their pains!

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In the end, you have to create content not only worth reading, but also worth sharing.

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People are interested in exclusive content, discounts, solutions to their problems and places where they can join other like-minded individuals.

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Every negative statement you make about yourself is instantly accepted as truth. Positive statements, on the other hand, are looked at as dubious at best.
—Al Ries & Jack Trout

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You are the only you. No one can be a better version of you.

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Stories are 22% more memorable. The result is persuasion and sometimes action.
—Jennifer Aaker
Stanford Graduate School of Business

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The most valuable of all talents is never using two words when one will do.
—Thomas Jefferson

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Tell me and I forget, teach me and I remember, involve me and I learn.
—Chinese Proverb

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When you deliver information verbally, people only remember 10% of it.

If you add a picture, retention is 65%.
—Stanford Business

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Color, a component of branding, is one of the most basic elements that dictates how we feel. It has been programmed into our brains since birth.

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Design is not just what it looks like and feels like. Design is how it works.
—Steve Jobs

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The time you spend to build your cheer team will be more effective than any money spent on a sales force or advertisements.

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Even with good content, and maybe even good SEO structure, without strong links to your site, your efforts are fruitless.

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Social media is where you date. Your website is where you get married.

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Stories make people care, particularly when they can see themselves in the stories.
—Jennifer Aaker
Stanford Graduate School of Business