What is The Third Rail?
We are taught the third rail, the one which holds the electrical current and power source, is something that should never be touched. Of course, this is sage advice for the curious teen or unsuspecting animal. However, for a train to ever move forward, it is lifeless without that connection to the third rail. The third rail is the power source whose connection brings meaning and purpose to the train.
When it comes to business, at the end of the day, people want to do business with people. When we work to humanize the struggles and aspirations of both the customer and the company, common ground develops. When you develop and live by your stated philosophy, you build a power source – a third rail – to which you can connect in a very human and authentic way with your customer. Authenticity can flow seamlessly to power the engine that drives your company forward.
How Does it Benefit You?
If a company has a fantastic website with all the bells and whistles you could want and is providing the content necessary to begin connecting to their customers by filling market needs, they still need to develop their third rail of authentic expression. The third rail is the company’s purpose for being; a common thread that runs throughout the organizational structure, the content, and all of its platforms. The third rail is not always visible; it is not always clear how it is providing the energy; but it is always necessary to provide the current needed to propel the train forward.
Goalpost Group works with companies to develop a philosophy that is authentic to their organization. This thread of authenticity can then be woven through the Sales Toolbox, Arm Your Champion process, Website design, and Content Marketing campaign.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.