From: thepipeline_xyz
When creating content to promote a business, a common approach is to focus on the product’s features and qualities, such as a sandwich shop highlighting “organically sourced vegetables” and “highest quality of meats” in a commercial [00:00:11]. This method, however, can often come across as self-serving, characterized as “me me me look at what I do” [00:00:15].
Instead, a more effective strategy involves providing genuine value to the audience, positioning the product as a natural complement rather than the sole focus [00:00:23].
Value-Driven Content Examples
Consider the sandwich shop example:
- Traditional Approach: A commercial directly promoting the sandwich’s ingredients and quality [00:00:08].
- Subtle Approach: The shop could create a content series “around the best places to go on a picnic,” simply bringing their sandwich along [00:00:28]. This approach shifts the dynamic with the viewer by offering valuable information or entertainment, such as showcasing various picnic locations [00:00:40]. In this scenario, the sandwich becomes “just the byproduct,” mentioned without being the central theme [00:00:47].
This method effectively positions the content so that the “audience is first” [00:00:55]. The fundamental principle for promoting a business through content is to prioritize “the value that you can provide to other people” [00:01:02].