A lot of people these days are aching for a “new way of marketing”.
While the hard-core direct response style has always worked well, readers like you, me—and the audiences we serve—can spot those messages in a heartbeat.
Like the countdown timer that gets us in a panic. “Only 9 minutes left to buy? I gotta grab it now!”
Or the irresistible headlines on videos.“You’ll never believe what happens after these fisherman save this whale (shocking!)!”
We know we’re getting duped, but we click anyway. Sometimes the end of the whale video really does surprise me. Other times, it’s total hype.
Because it’s still so effective, direct response marketing will never go out of style. It triggers us in deep ways that we can’t fully rationalize or control.
And because we’re all more aware of this type of messaging, we’ve seen a new era that emphasizes authenticity.
Most of us know this is a good shift. But as we grow more numb to online messages these days, even authenticity is getting a little cliché.
(I don’t know about you, but if I see one more guru in a motorcycle jacket acting too cool for the heart-centered gurus, I’m going to die.)
I’m not saying don’t tell your story.
TELL YOUR STORY.
Share your angle. Those who are rocking it in their businesses are doing that. It’s a must.
But, oozing personality is just the start…
If you’ve got a decent list and people love your stuff, you’re doing the authenticity thing right.
But, if you’re disappointed with your conversions, if your audience isn’t pulling the trigger when you present an offer, it’s time to go deeper.
It’s time to think about your overall “customer-centric conversion strategy.”
Customer-centric Conversion copy is being so “in tune” with what your customers need that you wow them in a memorable, feel good way.
It’s an artful blend that balances what YOU do, and who you are as a business, with who your audience is, and what they need from you.
They buy because you’re one of the few who made them feel understood, safe, and excited about your product/service.
It’s a subtle art, and it’s grounded in one thing…
Knowing your customers.
Asking them questions.
And listening to them so that they have no doubt you understand who they are, and what they are really looking for.
Imagine being able to know exactly what your readers are thinking. Things like…
- I unsubscribed because I wanted more how-to videos.
- I don’t get what you do.
- I don’t understand what I’m buying.
- I love this, but I can’t afford it right now.
It’s knowing where your reader is, from moment to moment.
This is the“new way of marketing”.
My job as a conversion strategist is to help you take your amazing product, and bridge that gap with your audience.
The ones who love you.
And the ones who should love you (but just don’t know it yet).
Because someone has to keep putting your audience’s needs front and center in your MESSAGING.
Someone has to BRIDGE your brand with what your people are thinking and feeling, in real-time.
This balance will kick your marketing messages into a completely different league than your competitors.
And let’s be real, you’ve got 100 other things to do.
You love your business—it’s your baby.
But chances are, you’re grasping so closely to it, that you aren’t clearly seeing the person on the other side.
And the truth is, your hard-working team might not either.
If you want to get a taste of what Conversion Strategy can do for your business… dive into my FREE video mini-course, “3 Common Conversion Leaks and How to Fix Them.”