Part 2: Scarcity and the Art of Persuasion

What is it about great content marketing that makes it so persuasive? What’s the difference between the content that truly resonates with prospects and helps motivate them to become customers, and all the rest that they simply ignore?

Robert Cialdini’s classic book, Influence: The Psychology of Persuasion, details the unconscious motivators — reciprocity, scarcity, authority, consistency, liking, and consensus — that drive human behavior, including why we respond to (or ignore) marketing.

In part 1, we explored how the principle of reciprocity can help make your content marketing more persuasive. This video will look at how understanding the principle of scarcity can also increase the effectiveness of your content marketing. Continue reading “Part 2: Scarcity and the Art of Persuasion”

Copywriting Troubleshooter: Are You Focusing On Your Audience…Or Your Company?

Focus on the customer.

Obvious in theory, but not always common practice. Browse through a handful of random corporate websites and you’ll see recurring themes like “why we’re the best” and “what makes us different.” Even when the customer is mentioned, it’s often in a way that’s little more than puffery: “we’re customer-focused” or “we’re dedicated to helping our customers achieve (insert vague outcome).” Continue reading “Copywriting Troubleshooter: Are You Focusing On Your Audience…Or Your Company?”

Why You May Need A Content Marketing Style Guide

Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.

A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.

Here are a few style guidelines to help get you started. Continue reading “Why You May Need A Content Marketing Style Guide”

3 Questions You Must Answer Before Investing In Any Marketing Tactic

Which of these marketing tools is most effective?

1. Google Adwords PPC
2. Blogging
3. Direct mail

Trick question.

The truth is that the value of any marketing tactic can only be measured by comparing it to other marketing tactics. PPC, blogging, direct mail, or any other marketing tool is neither a good or bad use of your resources. It’s only better or worse than your other options.

Before making any decision about where to focus your limited marketing dollars, you first need to answer 3 critical questions. Continue reading “3 Questions You Must Answer Before Investing In Any Marketing Tactic”