To persuade your audience and appeal to their emotions to get them to complete the needed action, it’s critical to have a great headline, use short stories, have a unique offering, always anticipate, and be willing to take a risk. This is how you will get your audience engaged with your content and message, thereby driving engagement and conversion.
The Headline
Remember the 80/20 rule? Yes, it comes into play here. Your headline is the first thing that your audience sees before the rest of your content. It is synonymous with an entrance to a room. No matter how big a room is, the door is usually very small. But you cannot access the room without the entrance. If your headline is poor or cliché, it will appear to your audience like a broken doorknob, and they won’t be interested in reading the rest of what you have to say.
Utilize buzzwords, figures, facts, numbers, and every other thing that can make them curious about what you have to say in the rest of the copy. Also, ensure that your headline text has a different format from the body. It should be BOLD AND CLEAR, making it stand out from the remainder of the text for easy identification.
Use Short stories
You must convey your message in a relatable way to your audience. You want to present a product or a service to them, so tell a story that portrays their need and how your product or service will meet that need or solve that problem. A great story will not only highlight the importance of your product/service, but it will keep your audience glued till the end. However, ensure that your stories are short and concise. If your product is one that has a lot of technical terms, then a story is great. That way, you avoid the use of technical and professional terms that will rather confuse your audience. You understand your technicalities, but they don’t, so write them a story that they will understand and easily relate to.
Have A Unique Offering
Your audience has seen various digital ads, even more than you can imagine. So it will be unwise to do what everybody else is doing. People love trends, but people love pacesetters even more. So rather than copying the approach of others. You should be able to create your forte, stand out from among your competitors, and show your distinctiveness.
Uniqueness isn’t limited to your writing style. It is also essential for your products and services. Take a market survey and look at what everybody is doing; while you’re at it, take another look at what nobody is doing. Be a pacesetter and offer something unique; let your audience know why your product should be used rather than your competitors’. Convince them about your unique offering, and their emotional appeal to purchase will be shunted towards you.
Always anticipate
We have highlighted the importance of setting trends rather than going cliché. But it is important to understand that you cannot set trends if you are not a visionary. Before Twitter, there were few social media apps in existence, but most of these apps were centered on Desktop use. Twitter came and focused majorly on mobile platforms. Making it an on-the-go app. According to twitter’s blog, they say, “We like to say that Twitter was born mobile. After all, the 140 character limit of Tweets was based on text messaging or SMS constraints. That means our platform was actually designed to allow anyone, anywhere to read, write and share Tweets”. Now today, all social media applications are mostly used on mobile rather than desktop. Being mindful of technological advancements, environmental changes, demand and supply, and other factors will allow you to identify what to do differently to make a difference. In 2006, the Unique Value proposition of twitter would most likely have centered on the fact that you can tweet on-the-go. You don’t have to get home first, improving the social media experience of people.
Be Willing To Take A Risk
To do something different from others, you must be willing to take a risk. Shake up things proactively, create market instability, and your idea will be the go-to thing very soon. All outstanding copywriters take risks to go against the norm, and they have reaped the dividends.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
A digital channel is a marketing channel, part of a distributionstrategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Inbound marketing is a marketingstrategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketingstrategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
