To be truly persuasive, marketing copy needs to do much more than simply present logical reasons to buy. The most effective campaigns tap into our unconscious motivators, pushing the buttons that create automatic responses and triggering the hidden drivers that move us to action.
In “Influence: The Psychology of Persuasion,” Robert Cialdini details the unconscious motivators (reciprocity, commitment/consistency, social proof, liking, authority, scarcity, contrast) that drive human behavior. Understanding these triggers will help you write more persuasive and effective marketing copy.
Small text may be costing you money.
The smaller the text on your website, the harder it is to read, and the fewer visitors you’ll convert into customers.
Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.
A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.
Here are a few style guidelines to help get you started.
Which of these marketing tools is most effective?
1. Google Adwords PPC
3. Direct mail
The truth is that the value of any marketing tactic can only be measured by comparing it to other marketing tactics. PPC, blogging, direct mail, or any other marketing tool is neither a good or bad use of your resources. It’s only better or worse than your other options.
Before making any decision about where to focus your limited marketing dollars, you first need to answer 3 critical questions.
How you deal with negative or fake reviews on Yelp, Google or Facebook can make, or break, your online reputation.