Creating Demand Versus Capturing Demand

Creating demand is not sharing a link to your ebook on LinkedIn. Capturing demand is not collecting an email after teasing a prospect just enough to get them to fork it over. Demand creation is showing up every day to provide valuable content to your industry with no strings attached. Your goal is to create so much demand for your product that the prospect comes to you and gives you their contact info with the expectation that you will call them. Unfortunately, most companies opt to skip the demand creation and try to go straight to the capture, which leads to several problems. In this episode, Chris discusses the relationship between demand creation and capture and the best way to utilize both.