There are so many factors to consider when designing an effective offer and building a marketing campaign to sell it. Here are the 5 basic components that will bring you success:
“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley
We often use personas to capture our audience research and help visualize the kind of person we are trying to attract with our content. Personas typically have a name, a photo, biographical information, a list of needs & desires, a list of turnoffs, and some quotes from our audience research. They should ask and answer questions like:
Here are some sample actions for your persona at each stage of their journey:
Some things don't change. Even though the way we consume information is changing exponentially, at the end of the day, we're still only human with all the limitations that come with it.
People need to hear messages multiple times
People need to understand the benefit and what’s in it for them (not what you think they need)
Specific - Keep it simple, ask for one thing
Measurable - Decide how you will know your campaign worked (define KPIs)
Actionable - Give good reasons to take action now, not put it on a list of things to do
Relevant - Incorporate audience needs, what’s in it for them?
Time bound - Provide the urgency of a deadline
Keep It Simple: Ask For One Thing
The Paradox of Choice (image credit: Reddit u/TurboTortuga) tells us that we grow more anxious with more choices, so when you ask, keep it simple.
Focus On The Benefits: What’s In It For Me
Market WITH people, not AT them. Your customers are human beings, just like you.
“Give people an abundance of confidence which will create an abundance of value and all you're asking in return is to be trusted.” - Seth Godin
Drive Urgency By Making Decisions Time Bound
Compel users to take action.
If your users don’t see that your calls-to-action are time sensitive or important enough to take action, they won’t do anything.
It’s up to you to motivate them to act.
Give Compelling Reasons To Take Action Now
Inspire Emotion
“Focus on emotions. Knowing something isn’t enough to cause change. Make people (or yourself) feel something.” - Dan & Chip Heath, Switch: How To Change Things When Change Is Hard
Use Repetition To Stay Top Of Mind
Marketing Rule of 7, Marketing Rule of 7, Marketing Rule of 7, Marketing Rule of 7, Marketing Rule of 7, Marketing Rule of 7, Marketing Rule of 7
It's important to think about where your audience is when you reach them with your campaign and how to capture their attention. Think outside the box:
Think also about how you can integrate your campaign in multiple places so your efforts aren't wasted, or spent once on a huge campaign that isn't extended elsewhere in your organization.
Following the steps above will improve your campaign planning, execution, and efficacy considerably. Sound like too much work? Outsource it to an agency that will execute amazing and effective campaigns on your behalf. As always, we'd love to talk.