Most of your first-time website visitors leave without buying. And few come back. You’d think what you just read would be a setup to deliver a lesson on how to make your website better. It’s…Read More
Articles by Barry Feldman
The best email marketer is the data-driven email marketer. Actually, you could say the same thing about all forms of digital marketing. Email marketing affords you the ultimate opportunity to collect data and apply insights…Read More
It’s that time again. We began this email SPEED series by covering how to get started. Second, how to build a list. Third, effective lead nurturing strategies – including email newsletters. For the next installment, we’re going to…Read More
We’re in a groove here on the Scoop.it blog—an email groove. In Getting Started with Email Marketing, you learned why email’s a must in your digital marketing mix, how to get started by selecting a…Read More
As an email marketer, you need to create an email list—and grow it. Does that mean your list needs to be large? No. But it should contain the addresses of people whose challenges are largely…Read More
With all the shiny objects flying around the digital marketing space, email marketing tends to lose its luster. Consequently, small business marketers that choose to leave it out of their media mix lose sales opportunities….Read More
The marketing definition of conversion is “get the prospect to take action.”
How do you get someone to take the action you want? You need to make them comfortable.
Marketers are hard to trust, right? We brought it on ourselves because we were “full of it” for decades. Or, at least, we were full of ourselves.
So when a potential buyer arrives in your marketing den for the first time, they’re not exactly in a hurry to proceed to the bedroom. Or relax into a chair.
At best, they’re curious. Realistically, they’re anxious. And usually, they do just the opposite of what you want. They leave.
Why? Discomfort. It’s the almighty conversion killer—the meanest mutha’ in marketing.
So here’s what I propose: drop the transformation ambition and aim a wee-bit lower. Aim to overcome the causes of discomfort. You need to craft your content to put prospects in their comfort zone.
Who’s in charge of the comfort zone?
The copywriter is the chief conversion officer.
The copywriter’s output must seal the deal or at least write something compelling—and comforting—enough to start some sort of relationship.Read More
Content marketing sucks. What’s more, the coolest content marketers no longer have blogs. Wait. What? Has guest blogger Barry Feldman (please excuse the weird switch to the third-person voice) flown kamikaze into the Scoop.it blog…Read More