“That’s interesting, tell me more.”
These are the five words that should guide every aspect of your digital marketing strategy.
For each blog page you write, advertisement you place, landing page you produce, all we’re trying to do is garner a simple five word response — “That’s interesting, tell me more”.
Step by step, you’re leading your audience down a path towards purchase or conversation. You light the way through engaging written and visual content.
This is about absolute marketing basics. We’re not talking about content marketing or search marketing strategies, we’re talking about good old fashioned marketing. People respond when they read something that is of interest, an article that leaves them desiring more information.
So why do we miss out on so many opportunities to incentivise a “tell me more” response? And why do so many business websites fail to include strong Call To Actions (CTAs) that resonate with their associated content?
Picture the scene. Your breath is leaving a ring of vapour on the window. Your eyes are squinting as you focus on the carbon fibre dashboard. You can almost smell the leather upholstery as you walk back and forth pondering your next move. The car salesman strides over. Does he ask you if you want to buy this car? No, his years of training and experience guide him with a logical opening line tapping into your obvious interest — “she’s a beauty, isn’t she?”. And so the conversation begins.
You want reassurance that your brain is making the right call. Lo and behold, here’s another person to reassure us that yes, that car really is a beauty. This is simple psychology that we usually fall for pretty quickly.
Each aspect of the car is discussed, we nod along… the interest is well and truly there. Does the salesman now close you? He doesn’t need to, you want to take that test drive. You want to find out more.
Admittedly, few decisions in life trigger desire as much as the purchase of a new car. Whether we’re buying software, a book or a piece of art, somewhere along the line there’s that single trigger (at this stage I highly recommend Roger Dooley‘s book Brainfluence) that takes us from contemplating our next move to making our next move. It’s that “phone a friend” moment. If your audience has built trust in your service, you are that friend.
Take a look at the landing pages you produce or the ad copy you have written. Does it really evoke interest? Does it leave your audience asking to be told more? The art of business storytelling allows you to position the reader in a pre-purchase and post-purchase scenario. You develop personas that are rich with association between the main character and your reader. You tell the story of how your product can impact upon the reader’s own life. Whether it’s as short-term as the relief provided by cold remedies, or, as we all hope, long-term as the assurance that life insurance provides us.
The smart advertiser tells a story.
That story delivers the interest, your sales logic delivers the appropriate “tell me more” statement. Your audience listens, your audience believes, your audience acts.
What are you doing to ensure your own audience responds with “tell me more”?