Ways to 'High Five'
It’s often hard to persuade people to evaluate your product or service … especially if they’ve never heard of you. So how do you turn that around? Keep in mind that your marketing message should focus on content that’s relevant to your audience. So exactly what’s it takes to actually do that?
1. Introductions Matter
The importance of your “About Us” ranks on top. It’s your chance to establish credibility and highlights what you stand for. Nike has done a great job of doing this. After reading their “About Us” page, consumers quickly ‘get’ that the company’s objective supports people similar to them who are at different stages of their fitness journey.
2. You Have What ‘They’ Want
Rather than jot down a series of campaign slogans, consider how your company culture connects with your base. Think about your consumers’ emotional needs—not just the ones provided by the competition. Finding the emotional “hooks” in your message differentiates your product from all the others. Start telling people about it.
3. Crystalize Product/Service Benefits
Balance the emotional impact with facts ... a generic “ours is better than theirs” statement won’t get you there. Offering them stats and real testimonials defining your product’s superiority is the secret ingredient for success. Just start writing facts down and you’ll see the powerful messages you may have overlooked.
4. Prove It
Combining an emotional thread with logical reasoning is a solid first step to good creative, but until you keep those promises, it’s all empty boasting. Once you decide what qualities create a long-term connection with consumers, enlist the help of your entire organization to bring those ambitions home. Otherwise, your customers might feel they’ve been misled.
5. Counter Competitive Messages
This is a tricky strategy but can be done with fines by mentioning your competition by name. The trick is to do it without sounding boastful or tasteless. Next, be sure to showcase your weaknesses in a positive way. A perfect example of this happened years ago when Avis came in second behind Hertz in annual sales statistics. Avis quickly developed a tagline “When you’re only No. 2, you try harder.” Simple taglines such as this don’t brag to attract customers—but rather reveal a company’s strengths and honesty.
6. Let Er Rip
Perhaps the most straightforward but hardest motivator is your Call to Action which requires
Being Concise – get their attention and Being Specific-- guide them in the right direction. Get the, there by explaining their next steps as clearly as possible. By using action words such as “buy,” “download,” or “submit” in your Call to Action, you don’t limit your outreach to those who already understand how your business works.
The objective of effective creative is to make a lasting impact on consumers which results in them taking the next step – learn more or purchase. The above persuasion marketing tactics establish stronger connections to those you wish to attract or retain … and isn’t that the point?
Just know that your message should focus on content that’s relevant to your audience and not just toss in clever words and attractive graphics.
Strategic use of persuasion usually turns potential consumers into active customers. Sounds easy but sometimes pulling the components together require a bit of help. That’s where HQZ Experts can assist. If you’re message isn’t working, let us offer some fresh ideas and new approaches.
HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches. Let's talk about your approach