Let me use a metaphor to give you an idea.
Imagine the client has a secret recipe for, let's say, losing weight. To market this service, I need to broadcast to the social media universe what makes this weight loss method (our brand) different, and effective. For me, the best way to do this is to practically give away the secret recipe to anyone who would listen.
You are probably thinking, "WHAT? You are going to tell everyone about our secret?"
Yes. Indeed, I am.
I studied martial arts for more than a decade. I learned that, even if the Sensei were to teach all the secret techniques to all his students, they are not going to understand what it was about.
Everyone is different. What worked for the Sensei may not work for the student. The Sensei was able to master the technique because he committed to learning them over the years. Even if the students were to write down every word about the secret techniques, they are not going to understand the technique. To make it work, they, the students need to adopt/adapt the technique to their own experience. Otherwise, it's all just theory for them.
We all know that there's a lot of weight loss secrets out there today. To get people to pay attention, we need to tell them what is different about our brand, and why they should "buy" it. If we don't do it this way, then we are going to be one more voice adding to the confusion.
To motivate, it is important that we influence the audience's perception about our brand. I explained my ideas about motivation and perception in an earlier post. Here it is--
Motivation: you and I will move towards that which we perceive is good for us. Consequently, we will move away from that which we think is not good for us.The key to motivating people is perception. Influence perception and you automatically have their motivation. To motivate people to choose our brand, they have to come to the conclusion that our brand is good for them, and that brand B is not. To do this, I have to tell them everything, including the secret recipe.
And that's where we found the fork in the road. I was gung-ho on giving away the secret recipe. The client did not say anything, but his actions, rather, the lack of it, told me that he had reservations about my method.
Rather than hinder the growth of the project, I decided to give up my position.