Wisdom Wins: Positioning with quality rather than quantity
As someone who grew up knowing how to spell it, pronounce it (NOT li-berry) and use it, I have to confess I don’t miss the library. Dusty, musty, and open only select hours. How could I slake my thirst for knowledge or chase down obscure facts if it was after 9 p.m.?
I love the ever ready, 24/7 accessibility of online information. Immediate gratification…unless I get distracted…“Squirrel!” There’s just so much to know! It’s all right there. I feel like an unsupervised kid in a candy store. With so much, most of us, even the most technophobic, can suffer information overload.
All this accessibility can be a boon for many businesses—we can directly access the people we want to reach. We have an opportunity to build a relationship with our audience and to inform, intrigue, teach and entertain. We can showcase our solutions, respond quickly with help and position ourselves as trusted resources. But what, how often and how much should we share? We don’t want to alienate our audience with TMI—too much information.
So how do you judge too much? To paraphrase various versions of this truism I’ve seen bandied about the Internet: We are all drowning in information but thirsting for wisdom. Understanding where the line falls between treading water and satisfying a need is essential to building rapport with your target audience and strengthening the brand experience.
So, before posting, blogging or emailing, ask yourself:
When what you share measures up, your business will satisfy your audience’s thirst for knowledge. When you choose quality content over meaningless, irrelevant quantity, your brand earns the position as one that is wise, understands what customers need and doesn’t waste their time. Wisdom wins.
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