All the World's a Stage - Make 'em Say WOW!
Go for the WOW.
It’s not that much different than being on stage. As a former jazz vocalist, I completely understand audiences that are distracted. You have to keep your eyes on the audience to really get that feedback – you need to know whether your set list is right on track, while keeping your attention with the band to make sure they have cues to know when it’s OK to solo or when you’re going to come in after the bridge.
Ok, just got distracted there…now where was I?
As a jazz vocalist, I had to keep all hands on deck, engaging the media with press releases to get coverage, engaging people with my performance, (and hopefully they would purchase a CD!), e-mail marketing, and always building website content.
If you’re a social media marketer, or involved with any kind of internet marketing, you should know that people have VERY limited time to hear your message, let alone click through to find out more. And conversion? That needs to be even more engaging.
To really lead someone down the “marketing funnel” we need to completely engage them at the start…Because in this “age of distraction,” there are too many things that fight for our attention.
Even writing this post, I was distracted by e-mail, by an RSS alert that came in, AND by the phone.
So, it’s a pretty safe bet that as you read this, you are probably distracted in some way, too.
If you want to get someone’s attention, really understand your audience (and every audience is unique!).
To start:
“What am I trying to say?”
What is the goal you are trying to accomplish? Keeping it to one idea per communication is best. Whether it’s an e-mail blast, or a Facebook fan page post – limiting the content for each broadcast is to your advantage.
Don’t know which idea is best? Use the Google Keyword Search Tool to check your global monthly search rate for two keyword phrases. Which phrase do people search for more?
Or if you’re a local business, check the local Google search numbers right alongside it.
Now that you’ve figured out ONE thing that you want to get across to your customers,
“What’s the best way to say it?”
This means not just writing the copy, but thinking about the platform on which the copy will be – if it’s a subject line in an e-mail marketing campaign, keep the text short and sweet – benefit up front. Think of it like a tweet – this is your one shot to hope for a click through to drive traffic.
It’s crucial to LISTEN to your audiences so you can understand their needs and evaluate opportunities.
But you must also COLLABORATE with your team (or band?) so you can really understand your audiences and get the right message out to them, as quickly and streamlined as possible.
Now go make ‘em say WOW!
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