ATLANTA – Written by M.L. Childs, Author, Screenwriter, Copywriter and Dramatic Historian
The game is changing in the world of advertising. Gone are the days of using gimmicks and tricks to lure customers and in its place has come an era of intelligent consumers who don’t want to deal with prestidigitation. Now, there is a level playing field across the board and success lies not in flashy, cheap attempts at getting clients attention. Success lies in using content not to sell – at least not at first – but to encourage a conversation.
Think of this new age of marketing just like a relationship. If you went on a date with someone and the person had an agenda behind taking you on this date, then clearly you would not want to go on another date with this person. This is what old marketing tactics look like – desperate attempts to get someone to do something they don’t want to do. However, if a date showed up with no set agenda and only wanted to go with the flow and exchange jokes, get better acquainted and help you feel more relaxed, then you would probably want to keep dating that person to see where that relationship could lead. New aged marketing is just that – taking time to build a relationship rather than going for ‘in for the kill’ immediately.
Keeping this in mind, here are some ways that you can personify your content to make it act as a relationship builder for your company rather than a complete waste of someone’s valuable time.
Don’t Even Think About Selling Anything
This command speaks for itself. Remember the analogy about the date? If you have a preset agenda, then you go on the ‘date’ with expectations and clients can feel that desperation a mile away. When sharing on social media, don’t create content that screams “Hey, buy me, please!” Instead, present intriguing information that serves as a hook that will make a reader want to click and continue reading on your site.
Provide Clients With Something That Really Is Helpful and Useful but Free
Keeping in line with the first suggestion, once the client arrives at your site, don’t lure them into a buying situation. Make sure that what they link to is still the same helpful, free information that they were enjoying while on social media. If they decide that they want to purchase after reading the article, by all means, provide a call to action that gives them this option. However, don’t let the social media link lead to nothing but a “buy, buy, buy!” thirst trap.
Be Conversational With Your Tone, Not Prick-ish
That show in the 1980s, Lifestyles of the Rich and Famous, was a great show and the narrator had quite the pompous voice. However, in this day in age, content shouldn’t have Robin Leach’s tone. People don’t want robots or one-sided individuals guiding their buying process. Entertain them, excite them, and let them get comfortable with your tone of writing, not be turned off by it. Engagement is key and clients can’t engage if you have a pompous flair in your communication, even in your written communication.
Try a Little Humor
Have you noticed that once insurance companies started creating hilarious commercials, that everyone seems to want to create funny commercials? Well, funny stuff is memorable and engaging. So, you can’t blame them for incorporating this approach. When you are out on social media engaging clients, try to sprinkle in a little humor. It just might make someone’s day and lower their guard enough to at least hear what you have to offer.
Use Quality Images
This can’t be emphasized enough. But I want to emphasize that quality doesn’t just mean high resolution. Make sure that your images are retrofitted for social media, too. Keep in mind that images display differently across different platforms and you should go through the painstaking process of making sure that your posts are displaying images properly across the board. Have you ever saw a great post on the phone but it displayed differently on a desktop? Or, have you seen a photo on Instagram that looks quite different on Twitter? Of course you have. I wish that whatever image is posted social media retrofitted its own self according to that platform, but until someone creates such a plugin, you are left on your own to make sure that your images are displaying properly.
There you have it – five ways to be compelling enough to attract clients without annoying the heck out of them. Stay tuned for more helpful tips on how to develop engaging content. Join the conversation by commenting below and don’t forget to follow me on Twitter and Facebook @thescriptanubis.
Image courtesy of Stocksnap.io