Oli Gardner, conversion deity, says “Your prospect’s attention is their most precious commodity. You need to earn it.” It has also become increasingly hard to win. Just consider the various media that people engage with on a daily basis, then consider the number of ads across those media types. It’s a lot.
In this post, I dive into what you can do to earn attention by focusing on the needs of qualified leads.Stop chasing clicks from unqualified users.
Start creating content to capture qualified prospects.
At the consideration stage of the buying cycle, potential customers will be looking at your industry and evaluating the products and services on offer. What do prospects look for? Marcus Sheridan, The Sales Lion, sums these up succinctly:
- Problems or issues
- “The best”
Now you know what they are looking for, take a look at some excellent examples you can use for inspiration.
Put the spotlight on your pricing
You have a pricing methodology, be it cost plus, competitive or value based. The next step is to show how you calculate your pricing. The buffer example provides a very strong point of difference in their market. It’s a tactic that few use and so the impact by doing it could be great in your industry. Be warned, your C level might need some time to digest this.
(image from Buffer where they go full Tropic Thunder on transparency, including their pricing!)
Own your problems
If you don’t own mistakes or problems, your customers or competitors will. Over time that can be damaging to a brand and require some effort to woo customers back such as McDonald’s Canada with a big open question forum.
Under Armour’s thoughtful and considered responses to the U.S. long track speedskating team’s widely accepted poor form illustrated experience and expertise in their field. Instead of arguing with the athletes that the suits they made were at fault, they supported the decision to use the previous versions. They also took the time to remind everyone that the athletes had performed personal best times just days earlier.
Comparitive advertising allows you to communicate the features and benefits that matter to your brand.
In 2013, Google released Chrome: Now Everywhere. They stated “One browser for your laptop, phone and tablet. When you use Chrome across all of your devices, your web gets better, everywhere.” Two months later in May, Microsoft released Scroogled, a parody of the Chrome video with an important theme. The key takeaway is that your competitors might be providing a lot of opportunity, you just need to take it.
Visual comparisons can also be powerful. If you are a burger, size does matter.
Embrace reviews and feedback
Paul Hopkinson took great care in sharing a video comparing the amount of coffee Costa Coffee put in it’s large and medium cups by pouring a large into a Costa’s very own medium sized cup. To their credit, Costa didn’t panic. They took the time to explain the difference between the two products. Here is the video post and to see the Costa reply just click the Facebook logo bottom right on the video.
UPDATE UPDATE UPDATETODAY COSTA ADMITTED THERE IS NO EXTRA SHOT IN THE LARGE COFFEE!!!I FEEL VINDICATED!!! Dear Costa, I posted this to your page & you deleted it!?? When it hit 219,000 views!!!!!!You were commenting on the wall etc.. you deleted it? Why??If there is nothing to hide? You don’t delete other posts…. Is it because it got so many hits?
Posted by Paul Hopkinson on Saturday, March 26, 2016
Be the Superlative
Users search for the superlative, and often “the best”. So how good is your SEO? Are you optimising your page copy and in particular your headline to make your SERPs the best of the best?
Conductor research posted over at moz.com illustrated that using a single superlative is most effective in headlines.
These findings suggest readers prefer an understated approach or that the author shoot for the stars and tell the reader in strong terms why their content is worth reading, but the middle ground is to be avoided.
What are your thoughts on these tactics? If you have used any I’d love to hear from you in the comments 🙂