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FORCE is the IMPACT on your audience

What’s the effect your website, campaign, or brand have on your target audience?  It’s the impact or force that they are met with when they arrive at your message for the first time.  If you leave the description of your entire e-health billing solution software business to one page the force is going to be negligible.  Conversely if your bean bag chair company has 1500 pages on bean bag chairs and their history, manufacturing, customization, etc. you are going to make a much larger impact on your targets.  They are privy to as much honest and transparent information as the industry has to offer.   The impact is the result of the volume and speed of content creation applied to your marketing effort or brand.

MASS is the total useful REMARKABLE CONTENT you possess

Videos, blog posts, eBooks, white papers, are all examples of potentially remarkable content.  Now you just have to answer questions, solve problems, and generate interest.  Interest comes from exploration and discovery.  The background and history of “something”, the current uses and philosophies of “something”, and finally the future trends and discoveries of that same “something”.  You need to discover one, some, or all of these elements

ACCELERATION is the speed by which you UPDATE AND CONTRIBUTE to your efforts

The more you create and publish the faster you can gain critical mass.  You need to be making remarkable content, but how quickly you create this content is going to have an essential effect on your success.  The natural place to start is with the things that are most important to selling your products.  If a video or eBook could help your sales team educate and inspire sales that should be the first priority.  If that’s where you stop when the now thirsty prospect gets to your website they will be left wanting.  This is the best reason to immediately begin on the next most profitable angle.  In most cases I believe that would be media to help lure new leads.

There you have it a brief description on how a simple physics equation can be used to understand your communications efforts.  It’s a compound interest pattern, like a 401k or other interest baring account.  If brand x writes 12 blogs in 12 months, and brand y (mmm, brand y) waits 12 months to publish 12 blogs on the last day, the effect of the next 12 months will be exponentially in favor of brand x, because brand y will need at least a year to catch up to where brand x is after a year of audience engagement.  To sum up in bumper sticker wisdom – “Don’t wait to create”.