“…Technically known as rapid dominance is a military doctrine based on the use of overwhelming power, dominant battlefield awareness.”
From the standpoint of marketing, shock and awe is a technique whereby the marketer provides the prospect with overwhelming content and social proof.
The information is delivered in a multi sensory format which will satisfy any personality type. Typically, the shock and awe package includes a brochure style booklet, a letter, a guarantee, cd or DVD, business card, single page content, articles, what to do next instructions and a 9 x 12 folder. A product of the National Defense University, “rapid dominance” is defined by its authors, Harlan K. Ullman and James P. Wade, as attempting “to affect the will, perception, and understanding of the adversary” or in this case the prospect. The shock and awe presentation is offers many tactile stimuli for the reader from the messenger including: easy to read scan-able content, flip and read magazine style content, newsprint articles, personal letters, envelope bound orders, listening and viewing messages all of which answer and re-answer these questions.
Shock and awe = Content Marketing
Shock and awe also known as “Content Marketing” is exploding as social media dominates the connection with your audience. Several recent Forbes articles state that, “[Content Marketing] can be either visual, auditory, or written. It includes everything from blog posts, articles, website copy, letters to customers, and social media posts, to podcasts, recorded interviews, infographics, photos, and video. Most content is created and published with a particular target audience in mind.
The Top 7 Content Marketing Trends Dominating 2014
Content marketing, as a way to reach an increasingly wary audience, shows no signs of slowing down in 2014. Rather than using outdated, traditional methods of outbound marketing, businesses are finding that content marketing attracts customers and builds real trust between brands and consumers.
In 2013, I made some predictions for where I saw content marketing going in 2014. If you missed the post, you can read it here: The Top 7 Content Marketing Trends That Will Dominate 2014. In this article, I’ll revisit my predictions, and take a look at the current research related to content marketing. Read More…
Shock and awe content questions.
What kink of people are a match with the messenger? Meet the messenger. Why you need the service the messenger is offering? How to engage the messenger? A personal letter from the messenger. The need for the messenger. Who the messenger is and who he/she is not? What to expect when you meet the messenger. The benefits of association with the messenger Articles about the messenger Listen in on an interview View an interview. Meet people who are working with the messenger
The shock and awe tool moves the prospect closer to decision making shortening the sales process and reducing the need for call-back after call-back. It also reduces the need for a seasoned and experienced sales force in that the package helps close the prospect. When compared with a competitor, this package out-weighs the brochures that are often presented during the sales process. Shock and awe in combination with a response driven website, directed landing pages and plenty of social media results a shorter sales cycle and better sales results.
