K. Daniel Clark

Articles

Ideas that move buyers

From clueless to convinced: what buyers need at every step Buyers move from clueless to aware to understanding to belief. Each step calls for different content, different lengths, and a different appeal. Read Write for skimmers, readers, and examiners People read in layers. Put the right message in each layer, and one document can win over an executive, a director, and the person who checks the details. Read The four P’s of content: possibilities, promises, proof, and partnership Product, price, place, and promotion aren’t enough. Buyers move through four stages, and each one needs a different kind of content. Read

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