The images are gripping. Grainy, black and white footage shot by an Israeli plane flying overhead; men loading rockets into a pickup truck to be driven across the border and launched into Israel. Moments later, they're hit by an IAF air strike. No one survives. You're watching the Israel Defense Forces (IDF) channel on YouTube.
Conversational marketing is as tricky as it is risky. Person-to-person, face-to-face conversation carries a socially-correct politeness. There is no such requirement in marketing. That's what keeps it authentic; lose my interest, lose me.
Authentic listening is the responsibility of the speaker. Engaging conversation only happens when the listener is intrigued. The degree to which you move your target's give-a-rip meter tells you how much your advertising is intriguing, or matters to them.
Unless you get inside their head and understand what's being heard, what you're saying doesn't matter. That's why so many ads wah-wah-waaaah-wah just like Charlie Brown's parents; your ad leaves as a bullet, but arrives as a spitball.
The IDF dropping bombs means more when seen in black and white. Your impact can be similarly authentic when you drop pretense and engage in first-hand conversation. Start by keeping your site updated, blog regularly, or add vlog elements.
When what you say is heard, you'll know it is hitting the target.