Okay, I promised you a series called “The Moment of Truth.” In addition, I’m trying something new, incorporating video as part of my presentation.
Let me know what you think!
Here’s a transcript for the video:
Moment of Truth #1: The Subscriber
Okay, here we have a happy little content consumer. He could be looking for business information, entertainment, or a myriad of other things.
He reads blogs and samples audio and video podcasts until he finds something that he likes. And then he has an idea — to subscribe to this content.
And here we have a moment of truth. What is he thinking when he decides to subscribe to your content? In that moment of truth, when he hits that subscribe button, what is he telling you?
Well, he’s telling you that he likes what he heard, so much so that he’s willing to open up a special content channel for you — something that’s not to be taken lightly. Why? Because he has given you something that is very hard to earn. Trust.
He trusts that you’ll provide him with the same content quality that he’s sampled. He’s also trusts that you’ll release that content in the same frequency trusting that you’ll release content at the same frequency by which he sampled. And lastly, he expects you to respect that trust, such that you do not throw garbage into the channel.
Oh, and if you do, he’ll take this as an abuse of his trust, and unsubscribe.
John Wall and CC Chapman are pros, they’d never abuse this trust, but what about your company? Can it also be a pro? Can you fight off the marketers who want to throw traditional marketing garbage down the trusted channel? If not, I suggest that your company not start a blog or a podcast. The consequences could be serious.