In a world of endless digital clutter, how do you get people to notice to your content? More importantly, how do you persuade them that the content is worth their time? It takes more than great writing or a beautiful design to stand out in 2018. Fortunately, there are a few things you can do to garner more interest and push people to take action.
Speak directly to your audience
If you don’t have a deep understanding of what your audience cares about, it’s going to be pretty difficult to convince them do anything. By using buyer personas, you can get to know who your ideal customers are, what they want, and how to offer them real value. Then, once you know what your audience needs or wants, you can craft an angle that captures their attention.
Craft a powerful headline
The headline may just be the most powerful aspect of an article or ad. It’s more than the first date — it’s the Tinder profile picture. Fortunately, there’s a few ways to spice up your headline to make it more worthy of a click. Use numbers so people know what they are getting into. Inject compelling vocabulary that helps people relate, such as thrilling, simple, weird or critical. Then, make a promise to the reader that you will give them something of value. Please avoid cliché words and phrases.
Humans are innately curious creatures. Provoke them with something enticing and they will respond. As explained in a recent article by Hubspot, “Content that leverage the curiosity gap are specific enough to connect with the reader, but not so specific that they fulfill the reader’s epistemic curiosity — their desire to learn something new and get that pleasure rush.”
Make a unique offer
In marketing, offers are the gateways to lead generation. So make them an offer they can’t refuse (FREE usually does the trick)! Make sure it is something of value by addressing the problems, needs, and interests of your target audience. This can come in the form of an Ebook, template, free trial, product demo, etc. Here’s an example of our free eBook on boosting your sales with Inbound Marketing.
A/B test to see what works
A/B testing, also known as split testing, is the act of running a simultaneous experiment between two marketing variables (such as copy, images, layout, etc.) to identify which one brings about a better result. Even making the slightest adjustments, such as a change in image or verbiage can make an impact. You can also A/B test target audiences to see which demographic has a higher response to your content. Keep in mind that things change over time. For that reason, you have to continually adapt and test your strategies.