With some product and service categories, we automatically expect marketers to inspire us.
For example, if we are being sold a weight-loss program, we expect to hear inspirational stories about those who have come before us.
We expect to see before and after photos, and to hear about how people’s lives are improved as they shed those extra pounds.
Weight-loss and wellness coaches help us succeed by inspiring us with positive messages and stories.
It’s what we expect.
But we can also create inspirational content for slightly less obvious categories.