Messaging determines 80% of your conversion rate. It helps you grab your target audience’s attention, hit their pain points and aspirations, and build interest in what you’re selling.
Yet, there’s no one-size-fits-all approach to building the perfect messaging strategy.
A few years ago, I launched a kind of “Groupon deal for musicians.” I gave away $1,250 worth of products, including recording time and iTunes distribution, for just $69.
I had spent four months building it, and invested a significant amount of my personal savings into ensuring the campaign was everywhere.
It had to work, and I obsessed over conversions. This obsession paid off when I managed to increase conversion rate from 2.5% to 10.8%.
Expanding your reach and scaling your marketing strategy becomes a lot easier when every employee in your company is a brand ambassador.
Employee advocacy programs turn employees into advocates, shortening sales cycles, boosting growth, and helping your team differentiate from the crowd.
Do you remember when Slack launched? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack.
I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)
What’s going on here? How’d I go from loathing something to using it daily in the span of just 3-4 weeks? It’s called the mere-exposure effect, which means we tend to develop a preference for things just because we’re familiar with them.
It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:
- Add more college basketball—you’re highest-rated programming—to the schedule.
- Stick with the skiing and billiards you’ve aired for years (because you couldn’t afford anything else).
Which creates the more profitable programming bundle?
It’s summer in the UK. Two cigarette disposal bins are erected on a littered street. One bin is marked Ronaldo, the other, Messi.
The bins encouraged smokers to vote for the best football player with their cigarette butts. After twelve weeks, cigarette litter dropped by 46%. In the United States, a similar experiment reduced cigarette litter by 74% in six months.
Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way.
That’s a nudge.
“What is beautiful is good,” the saying goes.
This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.
Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still associate perception and individual traits, making our judgement often inaccurate.
You’d like to think that you’re a completely rational person making completely rational decisions, right? It’s nice to believe that you haven’t made major life decisions based on how you were feeling.
Well, you have. Many times.
In the early 2000s, DVDs were the primary way to watch videos. Netflix streaming launched in 2007, and the DVD player is now a technological antique.
Products, much like humans, live on borrowed time. From the moment they launch, they’re on a journey towards decline.
How this journey plays out is what marketers try to predict by using the product lifecycle as a model.
By the time Robinhood launched, it had already gained almost a million users.
The stock-trading company called out one of the biggest trading pain points (fees) in their tagline: “$0 commission stock trading. Stop paying up to $10 for every trade.”
Then they used a waiting-list product launch model to create excitement and FOMO while giving them access to beta-model feedback ahead of launch.
Robinhood’s messaging aimed at the right audience, at the right time and place, is what gained them a million subscribers before they even launched. It’s also a prime example of successful product marketing.
In this article, you’ll learn how to strengthen new product development with product marketing so you can deliver on customer needs.