The process of convincing someone to buy and use your product needs to respect the customer, needs to understand their needs at different points of the user experience. You can’t just shout your top ten features at people in a billboard and a website and packaging just like you can’t simply hand someone your résumé at an interview, then lunch, then on a date. Sure, you’re giving them important information, but different moments in the journey

require different approaches.

Your message needs to fit the customer’s context. You can’t say everything everywhere.

Regis McKenna, author of the classic Relationship Marketing: Successful Strategies for The Age of the Customer.

For more on how to use content to drive revenue, read Joe Pulizzi’s highly insightful Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less.

Robert H. Bloom and Dave Conti’s book The Inside Advantage: The Strategy at Unlocks the Hidden Growth in Your Business, and Rick Kash and David Calhoun’s book How Companies Win: Profiting From Demand-Driven Business Models No Matter What Business You’re In.

This hint is courtesy of Aubrey C. Daniels, author of Bringing Out the Best in People: How to Apply the Astonishing Power of Positive Reinforcement (a foundational business book that all leaders should read).