The Mentor: Three Keys to Empowering Your Prospects
Let’s look at three crucial questions you must answer about your particular prospects for empowerment marketing for older consumers.
Let’s take a moment to review where we’ve been so far with the Empowerment Marketing Framework. We’ve identified three mindset components that lead to real-world guidance about what to say and how to say it when it comes to your content and copy aimed at older adults:
In the previous four lessons, we covered the Mission (why) and the Movement (who). Now it’s time to discuss the specific type of leading expert (or thought leader) you need to be.
As we’ve seen, the key idea in thought leadership is “leader.” To be viewed and accepted as a leader, you have to demonstrate shared values to the people you hope to influence.
Once that’s in place, what does a leader do? They empower their people to execute the activities necessary to accomplish the agreed-upon objective. The result is some form of transformation away from the status quo.
Unlike the generic use of the word “content,” empowerment marketing gives you the true objective right there in the term. No one would ever confuse an attempt at empowerment with producing bland information to appease the Google Monster.
When you seek to empower people, you’re leading them on a journey of transformation. You’re a mentor who essentially tells a story over time to your audience to spark change and action.
This journey can be the path to a purchase or to thinking differently. For our purposes, we want both. And that means telling the right kind of story that recognizes that, from a psychological standpoint, people are the protagonists of their own series of narratives.
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