If I hand you a picture of a delicious-looking steak dinner and tell you that if you buy it now, it’s 40% off, how likely are you to jump on that deal?
What if I put the meal right in front of you, so you can see it and smell it and hear the fresh-from the grill sizzle? I take you into the kitchen and show you how it was prepared and let you meet the chef. I walk you through the garden where the food was grown. Then I bring you back to the meal and tell you the price. Are you going to buy it now?
The first tactic is traditional, old, stodgy marketing. It’s a commercial of a car on a highway with an attractive lease offer. The second tactic is content marketing.