How you should plan your content.
I totally understand that businesses need to increase their sales. This drives people to communicate in a way that they lose engagement from the market, therefore they get disconnected from their potential customers.
I truly believe that people are confusing the different terms in communication. We can talk about this on another article. Let's focus now on this topic.
What is the 80/20 rule?
Firstly, let's see what is the 80/20 rule, also known as the Pareto Principle. The 80/20 rule is an aphorism which asserts that 80% of outcomes (or outputs) result from 20% of all causes (or inputs) for any given event. In business, a goal of the 80/20 rule is to identify inputs that are potentially the most productive and make them the priority. For instance, once managers identify factors that are critical to their company's success, they should give those factors the most focus. (Definition Source: Investopedia)
Why Brands should use the 80/20 rule in marketing?
Having this in mind, I believe that taking in consideration that branding and engagement with people is of the highest importance in order to increase sales, I see this rule to apply in marketing as well.
If brands use this rule in their marketing, it means that they should communicate accordingly. 80% of their communication should be focus on branding so when the 20% of the messages are focused on sales, the results will be higher.
How you should prepare your brand on this 80/20 rule?
The same rule applies for personal and business brands. Every brand should communicate messages and content that are focused on their values, their philosophy, for what they stand for and everything around they brand core. This should be the 80% of your communication.
The rest 20% should send the selling message each brand needs to promote.
One of the biggest mistakes people do, is to try to create a brand core, thinking the wrong way. They think of what should I say to the market so they like me. Believe me this way of thinking will never work. People need to know who you really are. Simply forget the old way of doing business, the old way of doing marketing. People are now educated and smarter than ever before. So don't lie. Be true and win them all.