In a highly competitive arena such as yours, you need a strong hook (or offer) to start. Then follow with the benefits you provide, with special emphasis on the benefits that can only be achieved by continuing with your firm. In essence, this point of differentiation should be at the core of your message each time you communicate with customers. And don't wait to communicate when everything is riding on the response to one letter. Touch your customers in a positive way at least every month--and not just with a bill. Make your goal to become an indispensable part of their business success, and you'll see your sales grow with them.
With many companies turning to content to help build their brand, some entrepreneurs and CMOs are looking at the wrong metrics. Here is how content-marketing has evolved and what people should be measuring.