Archive for the ‘Small Business’ Category
3 Ways Compelling Content is Like an Infomercial
11
Nov
Click here: Compelling Content Can Be Used to Your Best Biz Advantage
Compelling content is presented with the intention of eliciting a specific action. If the content is indeed compelling, that action or a choice from suggested actions, is taken.
Those actions may be: “Read more…” ‘Click here’ “For More information…” ‘Click here for details and to purchase’ “Buy Now” — and literally hundreds, if not thousands of possible combinations and recommended statements that call for action. “Success” is measured by the actions taken — or not.
Copy may be written and presented in a number of ways: in long-copy style, or as short as a display ad, pay-per-click linked text, to name just a few. Compelling content comes in many forms and formats. It doesn’t have to be presented only in written form, but audio (as in radio), as well as video (television, YouTube, etc.). Media choices abound today. Keeping in mind the item or idea to be presented, should dictate media selection. Some products require a demonstration, so video is a must. While video is a powerful medium, a crisp photograph or representation of the item may be sufficient to give the reader a clear understanding about the featured product.
In this piece, I am referring to “compelling content” versus ‘copy,’ because I really do mean the whole presentation or production as a persuasive medium. Through careful integration of all of the right elements of copy (and word choice), visual representation (photo or video), and audio or text presentation (idea, concept, selling point explained), the content may compel folks to take action — hopefully as intended, and not switching channels (literally or virtually). Much can be said about both compelling copy and content, and lots has been written about how-to apply it. Here, I am offering a simple dissection, as an overview…
Compelling content consists of 3 parts:
- Introduction of an idea, concept or recognized need. Usually, the presentation is based off a recognized problem that requires a solution to address it. By attracting attention, this draws interested audience members into the presentation, with some desire to explore how this challenge they have can be solved. At this point, they are willing to invest a moment to begin checking that out.
- Explanation, demonstration and how-to use or apply the idea, product, or system, to address the established need. Once the audience believes the spokesperson, presenter, or writer is on the same page as they are — or somewhat, realistically — they are more receptive to the message. This does not necessarily mean they are totally sold, but open to learning more.
- Making an enticing offer, that allows those folks who are ready to take action and solve their challenge now, obtain the solution to help them. This offer may be attractive because of a special offer, a bundled offer with related or extra products, special bonuses, other items, services or perks that add value to the purchase.
These are 3 essential components of compelling content that present, explain and promote ideas, products, and services. While these components are necessary, the presentation must be also provide an enticement for anyone to spend the time to read, view or hear the information, enduring it to then eventual pitch. This enticement is not just the Old School Promise of a great BONUS for those who listen to the end, or click through. People are savvy, increasingly guarding their time and actions online, so your content needs to draw them in by providing great information, if at all possible be entertaining, and for sure to be well presented. It will need to grab them from the start — or they’ll click, change channels, and be gone forever.
Not to oversimplify, BUT: The perfect blend of the 3 essential components, combined with an enticing presentation, written in a concisely straighforward fashion, will be compelling as long as the featured offer and item are seen as possible solutions, of recognizable quality, offered with a good price-value relationship, and the whole deal seems credible.
That is why I think a classic example of “compelling content” is infomercials! Think about it…
BTW — Actor John O’Hurley Hosts “25 Most Memorable Infomercials Ever,” a one-hour special airing Sunday, November 13 at 9:00 PM ET on TV Guide Network, includes the gamut of infomercial memorables from the Magic Bullet® to The Clapper®, TV Guide Network stays up after hours to review the most successful infomercials that have contributed to the billion dollar industry.
I often write about Media and Communications! If you enjoyed this, sign-up to receive more Biz Tips in your email by clicking this linked text (here)
About the author: Becky Cortino provides Content-driven Marketing Strategies and Professional Business Services via Express-It Media Fusion as an Integrated Marketing Communications Adviser specializing in Branding, Communications Design and Media, especially for Business Owners and Independent Professionals ready to make an impact, and maximize the return on their marketing efforts.
Background Experience Includes: Work in the International and Domestic Markets, Major Market advertising agencies experience, including BBDO. Professional, Commercial Experience in All Media. Founder of Marketing Communications Services (1982), a marketing-PR consultancy, offering clients an extensive background in all areas of marketing and sales, with a diverse client base, services ranged from local, statewide, national and international in scope, and nominated for the Greater Tampa Chamber of Commerce Small Business of the Year Award. Becky has received numerous other awards and recognitions, including Small Business Administration Small Business Institute Award (for consulting).
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Talk is Cheap. Results Speak.
08
Nov
Talk is Cheap. Results Speak.
Chris Brogan recently wrote a great blog post entitled “After the Kumbaya,” regarding the need for companies’ to realign all social media efforts with their established business pursuits, after all is said and done. It really struck a chord with me. In addition to referencing some of the most common social media implementation questions he’s answered from various CEOs following his numerous presentations, Chris simply explains the tool of social media as similar to a telephone, and that training is necessary for effectively reaching company prospects where they’re spending time.
The “telephone” is a great analogy, and I think most business folks embarking on a social media plan, or wanting to fine-tune social media efforts can easily relate to this example, and apply the concept. The point is social media is a set of tools for communicating — and there are more tools to include in that process. Beyond the implementation of a social media plan, driven by the plan-based purpose specific to the company, the use of the tools is not the same use as for everyone else, frequently observed as applied incorrectly.
Chris points out, a lot of marketers admit to not being very technically-oriented, which he says, “is an important skill gap.” Indeed. How can one advise a client in using social media or any marketing efforts, if the tools to accomplish the desired communication are not fully understood? I don’t even mean just to explain to a client what Twitter is, and how “it works.” I mean having a real in-depth and behind-the-scenes understanding of these tools and all the major platforms to realistically be considered. Not even being a well-known persona associated with social media promises the true proficiency I am recommending. The “use” of social media tools goes far beyond the platform and what it can do, the people it can reach. An in-depth understanding of all aspects of these tools and their characteristic nuances is essential for effectively communicating with them, critical for advising clients.
Not all tools are for everyone, nor will a turnkey “system” successfully meet all needs. As a marketing professional, the client is always owed your insight for the appropriate selection of tools, as well an unquestionably-excellent communications plan, to help them meet their unique goals. Otherwise, why would they hire you? If in reality you know only a little more than they do, it’s an absolute waste of their money and time. The results likely will not be much beyond establishing a bunch of social media accounts, only later to be abandoned because ‘social media doesn’t work,’ “takes too much time” and “we get no ROI.” You might make a great, inspiring presentation and land that account, but the unsuspecting client might not realize the true depth and breadth of your knowledge about the tools needed to help them. How will you serve them?
In order to more effectively help clients, Chris wisely points out that social media experts should also strive to build a better understanding of the business world, and what is happening in the marketplace. Beyond the ‘book learning’ and financial newspaper-reading he recommends, I think nothing beats first-hand actual real-life experience, backed up with examples and results. Sure, the marketplace is dynamic and always changing, but those who have real hands-on business time-tested experience in the real world have a strong background to draw from, benefiting the client.
Only by being able to professionally serve clients, through delivering services and products that really help them to meet their needs, and reach their goals, can you provide value, and achieve a place in the marketplace.
Chris pointed out it was time to go to work “After the Kumbaya.” I couldn’t agree with him more, and think it’s “been time” to get back to work for quite a while now. My hope is that all potential clients and customers will review the bottomline experience any marketer they consider hiring actually has, including: tech ability, a multi-dimensional understanding of marketing, and how things work in business, based on actual real-life experience with a track record to show. Then, the clients will have access to the tools and insight they really need, to achieve results.
As the saying goes “talk is cheap.” So true. Until a client starts paying for that all ‘talk,’ and gets “no ROI.” Results speak.
Sign up to receive more Biz Tips in your email by clicking this linked text (here)
About the author: Becky Cortino provides Content-driven Marketing Strategies and Professional Business Services via Express-It Media Fusion as an Integrated Marketing Communications Adviser specializing in Branding, Communications Design and Media, especially for Business Owners and Independent Professionals ready to make an impact, and maximize the return on their marketing efforts.
Background Experience Includes: Work in the International and Domestic Markets, Major Market advertising agencies experience, including BBDO. Professional, Commercial Experience in All Media. Founder of Marketing Communications Services (1982), a marketing-PR consultancy, offering clients an extensive background in all areas of marketing and sales, with a diverse client base, services ranged from local, statewide, national and international in scope, and nominated for the Greater Tampa Chamber of Commerce Small Business of the Year Award. Becky has received numerous other awards and recognitions, including Small Business Administration Small Business Institute Award (for consulting).