The Point

Archive for the ‘Advertising’ Category

Dec

A Lead Magnet Promotion Checklist to Build Your Email List Faster [Free Checklist]

lead magnet promotion checklist

Much has been written about creating lead magnets. This is not the case for promoting lead magnets.

In my post, What is a Lead Magnet?, I offer a definition of the phrase, explain the purpose, offer advice for creating them and detail ten types that have proven effective for helping digital marketers build their email list. Check out the lead magnet article here if you haven’t already.

And now, stick around for the much needed sequel about lead magnet promotion. I’m going to give you 30 ways to build your email list faster.

When is a lead magnet not magnetic?

I’ve spent a lot of time the past few years consulting clients on how to use lead magnets.

Sometimes clients engage me to promote them, but usually not. Usually, we move on to the next one. That’s a problem.

Your lead magnet, much like any content you create and offer, isn’t effective until the audience of prospective buyers you covet discovers it. Limited exposure equals limited magnetism.

I take great pleasure in delivering juicy lead magnets, eBooks especially, to clients. But sometimes a painful revelation follows. I’m told the results have been disappointing. The lead magnet isn’t converting as hoped.

Is the lead magnet, itself, to blame? I think not. Is the issue the landing page, pop-up or form where it’s offered? It’s possible, but unlikely. The problem is the promotion—or lack of it.

A vital part of your lead magnet strategy must be to increase its exposure. You need to put it in the path of potential buyers and make it clear you’re offering a solution to a problem they face.

In my lead magnet trainings, I offer a long list of ways to promote lead magnets. So here you go: a promotion checklist to ensure your lead magnet does indeed help you build your email list fast.

 

Promote lead magnets on your website

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Aug

The Secret to Selling to Millennials

Selling to millennials

Back off. You’re selling to millennials. Your marketing message is less valuable than a Snapchat selfie that will soon self-destruct.

See, the secret to selling to millennials, is not selling to them. You empower them to do it to for you—with customer content marketing or the popular phraseology, user-generated content.

User-generated content sounds kind of lame, doesn’t it? It’s not.

I’ll grant you the term itself, and its obligatory abbreviation, UGC, is yet another clunky marketing term. However, unlike many dreadful phrases spawned by the endlessly dynamic world of new media marketing, it’s easy to understand.

User-generated content is content generated by… users. Duh. The most common examples are videos, images, comments, ratings and reviews. But who knows what users will generate in the years to come?

The phenomenon is relatively new. Of course, you could say the act of a consumers creating content based on a brand experience and sharing it in the media might be as old as the letter to the editor.

However, thanks to the ubiquity of smartphones, a pixelated UGC revolution is taking place before our eyes. This generation doesn’t write letters to the editor. They rate things. They post pics and vids. They snap, gram and tweet. (I’ve had to teach my spell-checker about 10 words so far while writing this post.)

The implications are colossal.

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Jul

How a Food Company with No Huevos is Shaking Things Up Online

Hampton Creek

You’ll find no About Us page on the Hampton Creek website. There’s no blog. No pop-up interrupts your visit insisting you share your email address.

Their home page doesn’t even have a headline. I’m not kidding.

home page

See?

The company sells food, but their home page doesn’t feature a single photo.

What does their home page offer? Just a few links. Just a manifesto. Just three product teasers: Just Mayo, Just Cookie Dough, and Just Cookies.

Just what?

Just balls. Not huevos—balls. Courage. Bravado. See, they make mayo, “Just Mayo,” without eggs. Zero cholesterol. Zero carbs.

They say eating well should be easy.

They say they’re leading a movement to fundamentally change the world.

They also say they’ve created the fastest-growing food company on earth.

And as for marketing… what say these forerunners of sustainable food?

They say, “Dear ______________. “ (Pictured above.) The fine print says, “Click here to explore our open letters in the New York Times.” When you do so, you’re served links to their minimalistic, but brash ads—nine letters written by CEO and founder Josh Tetrick.

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Apr

The Fast & Simple Way to Increase Your Conversion Rate [Infographic]


Want to increase conversion? Duh.

Want a tedious and complex lesson on CRO (conversion rate optimization) or would you prefer to know the most simple little conversion secret in the digiverse?

Sheeshe, Barry, you ask some silly questions (he writes in a strange third person voice shift).

Okay, my friend, let’s stroll down Uncomplicated Avenue today.

If you want to increase the conversion rate of your web pages, tell your reader what to do next. Loudly. Proudly. Clearly.

The not-so-secret magic trick: the call to action

I don’t think I’m going out on a limb by telling you the church that passes the bucket and asks you to put money in it collects more than the one that stashes a cash box somewhere in its lobby.

“The secret, masters-only technique to compelling your readers to act is to… Ask them,” writes Copyblogger’s Sonia Simone in How to Be a Copywriting Genius.

Sonia also says most copy doesn’t do it. And most copy gets weak results.

We’re talking about that crazy little sweetheart, the call to action, or CTA.

You need one on every page.

So if you want to increase your conversion rate, comb through your website, find the pages that lack strong CTAs, and fix ‘em.

Now.

Or after you take in the rest of this detailed look at how copywriting pros turn readers into leads and customers. (more…)

Jan

125 Quick Tips to Sharpen Your Copywriting Skills

 

125 copywriting skills and tips

I’ve been sharpening my copywriting skills as a pro for nearly 30 years. How’s it done? Much like any art, or any craft, perpetual improvement calls for:

  • Studying how the best do what they do
  • Practicing
  • Developing your own style and work habits

I’m going to share with you many of the lessons I’ve learned about copywriting. I suspect you’ve heard a good deal of them before. I can’t claim these ideas are all mine. Most of the tips come from the best—accomplished copywriters who chose to share the secrets of their success.

I’m just making them mine. That’s what writers do.

coffee (1)You might grab a cup of coffee for this one.

 

 

Copywriting Bonus

> Click Here to Download Your Bonus eBook

 

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Jul

100 Ways Your Company Loses to Better Online Marketers

It's a jungle online

It’s a jungle out there.

Online marketing has become a wild animal. But you don’t have to be a gorilla to dominate. Nor do you have to go ape and do absolutely everything. However, you do indeed need to understand what’s working for the leaders of the pack.

I thought I’d survey the landscape and give you my take on how the most cunning companies are killing it with online marketing tactics. So here you are: 100 ways companies are thriving on the wild, wild web.

Learn the essentials of SEO in under an hour banner

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Feb

Content Amplification Strategies to Reach a Larger Audience

Amplify Content ebook offer

You’ve spoken. Loudly. Cleary. But your voice echoes off the wall. It’s not what you were hoping to hear.

You’re sure you had something of value to say. In fact, your recent masterpiece is the most helpful content you’ve ever put out. But it’s found no audience—or no audience has found it.

You, like so many other content marketers, especially those joining the content party in the 2000-and-teens years, are learning how hard it is to find an audience, to be heard, to get a response.

You need a content promotion plan

“Most people create content first, then think about content promotion as an afterthought. You’re much better off flipping this on its head – thinking of about who would help amplify your content and why. If you can’t answer this question first, don’t bother creating it.”

— Larry Kim, Founder of WordStream

Most marketers post content on their blog and then dispatch a few updates via their social media networks. If this strategy isn’t working for you (it works for very few), you need to do more.

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Apr

The Best Ad I Ever Wrote

best ad

Today is my 20th wedding anniversary. A wave of nostalgia rushes through me.

I met my wife Cindy Lou in 1990 thanks to a classified ad. I saved it—as you can see. In fact, we enlarged and displayed it at our wedding.

Cindy and I enjoy telling the story now (perhaps me more than her), but that wasn’t always the case. In fact, in the early years, we found it a little embarrassing, so when asked, “how’d you guys meet?” we usually went with a lie. We claimed we met in a record store. My friends knew I spent a lot of time in them, so they bought it.

Now, I know what you’re thinking…

Why would a “catch” like you need to do a personal ad?

Okay, in the dictionary, there’s no picture of me next to the word “catch.” I’m no ladies man either. However, I usually was a man with a lady. After deciding I liked women (at the normal age), I was never shy about meeting them. And until 1988, I was in school. It’s easy to meet single women in school.

I didn’t find that to be the case when I joined the working world. In fact, I found I rarely ever met women. I spent my days in advertising agencies. Played softball with the boys. I wasn’t active in a lot of particular social clubs. Bars and nightclubs were not my scene. My love life was dreadfully uneventful at this time.

Around this time, the blind dating business was starting to catch on. 

This was pre-Internet. Dating services were emerging, but not nearly as cool or as widely embraced as they are now. So like most, I felt awkward about them.

Awkward lost the battle with lonely. I began to think about it. Then I began to respond to some classified ads. When you do this, you speak to voicemail systems, so I got my best little rap together and dialed. Not one bachelorette ever returned a call. I felt like a loser.

One day, I left my office for lunch and slithered quietly into the office of a video dating service. Surely, this would work. Didn’t happen. After sitting through the pitch, I learned I’d need to shell out a couple of grand. I decided I wasn’t quite that lonely.

Now you recall, I said I was in the advertising business, a copywriter. It occurred to me I probably should try being the advertiser, not the prospect. I should write my own dating ad.  (more…)

Nov

What Do You Call the Most Effective Approach to Marketing?

collaborationToday a talented musical artist will release a new album. They sound fresh. They combined forms to create something original and compelling—as artists do.

In an effort to elevate the marketability of the music, someone is bound to label it a category you and I have never heard before. Maybe the best reference to the musical style is reggae. One of the musicians even has dreadlocks. The triggers are there so we have a starting place in which to file it.

But wait. It’s not reggae as we know it. It has a rap element to it. Best to call it reggae rap. Or do we call that hip-hop? Nah. That’s not new. Trip hip? Zip hop? iHop? eHop? Rock hop? Pop hop? Pop rock?

This isn’t working.

We do this in marketing.

The most effective approach to marketing isn’t advertising, or PR, or SEO, content marketing, inbound marketing, influencer marketing, email marketing, social media marketing or any (blank) marketing.

I’ll spare you the rest of the list of marketing categories. Place a noun before the word “marketing” and you have yourself a potential best seller. Pop Rock Marketing. It only sounds absurd for a moment.

But the most effective approach doesn’t go by any newfangled name. It’s simply marketing that emotionally connects your brand to enthusiastic supporters of it.

Let’s try to define the kind of marketing that actually works. (more…)

Feb

Super Bowl Advertising: Postgame Commentary