Our first reaction when we see a bee buzzing around is to run. Avoid it at all cost. No one wants to be stung. Of course bees are beneficial. We know that intellectually. But on a baser, more primitive level, our fight or flight instinct kicks in and we hightail it away while trying to appear calm.
Compare that to a butterfly floating by, its wings catching the sunlight. In this case, our first reaction is to follow it. Even try to catch it. It’s so attractive and we recognize, without even a conscious thought, that it makes our world a better place.
I’m sure you’ve heard of “the butterfly effect.” A butterfly that flaps its wings over North America might influence a tsunami in the South Pacific.
Traditional intrusive marketing and sales methods make you come across like a bee to your prospects. Everyone goes to great lengths to avoid being stung, whether by a bee or an in-your-face sales pitch. In fact, people don’t like to “be sold to” at all.
On the other hand, content marketing, when done well and with the right intention, has a positive, far-reaching effect. The return on investment from content marketing might not always be immediate. In fact, it may never be evident. It might even take a different form from what you intended. But it happens.
The hardest obstacle to get over is the idea that you don’t want to give your expertise away for free.