Why You Need to Rethink Your Marketing Strategy—An Interview with Michael Stelzner

RainToday.com's Podcast: Marketing & Selling Professional Services

Want to get prospects to pay attention to you and trust you? Then you need to create marketing that isn't perceived as marketing. You need to create content that helps people solve a problem, says Michael Stelzner, author of Launch: How to Quickly Propel Your Business Beyond the Competition.

People are overloaded by marketing messages and very few trust businesses, so if you use typical marketing tactics to reach them, chances are they will ignore you, he says.

"If you know that they don't want your marketing messages, then what do they want? I postulate that at their core everybody wants help," Stelzner says. "And they want either access to great information or great people or recognition. More important than that most likely what they want is to solve a problem. And if you can figure out a way to help people, and you can do it in such a way that you can help tens of thousands or millions of people, then you can get through—you can cut through the noise, you can connect with people."

Listen as Stelzner discusses why content marketing is the better strategy, how firms are using content to grow business, and what you can do—no matter how large your firm—to create content and get prospects to listen to you.