If you think about it, information that people want to know is what attracts people.
People don’t buy magazines for the advertising content. They buy them for the articles.
The more articles a magazine has and the better quality they are, the more subscriptions the magazine sells. The more subscriptions the magazine sells, the more readers the people who pay to have their advertisements in the magazine get to expose their message to – and consequently the higher the price the magazine can charge for the advertisements.
The same with TV. People don’t watch TV for the commercials – they watch it for the content and in the process end up viewing the ads.
To sum it up in this, the information age…
- Failing to take on the role of a trusted advisor to your prospective customers (the residents in your agency draw area) dooms you to obscurity – to invisibility because your approach is just like that of every other agency
- Failing to take this role condemns you to working much, much harder for your leads and sales.
- Failing to differentiate yourself from your competition ensures you will always be one small insignificant voice in a sea of offers screaming for your prospects’ attention
Whereas by gaining perceived authority status you can gain credibility head and shoulders above your competition.