I have no idea how anybody could fall for the “Nigerian Prince” email scam.
Do you know of it?
You get a poorly written email from an alleged Nigerian Prince who says that he’ll share his fortune with you if you help him out retrieve his inheritance which was taken away from him abusively.
I don’t know the details of the entire operation, but I do know it ends with the scammed person wiring some money to help the Nigerian Prince recover his inheritance. A small investment now for a chance to win a fortune later.
There’s someone out there who falls for this. To begin with, a simple Google search will show that Nigeria is, in fact, a Federal Republic. Which means it has a president and everything.
I’m only sharing this with you right now because it’s relevant to Content Conversion. And I will get to that in just a minute.
In December of 2017, the Louisiana Police arrested a 67-year-old gentleman in connection with the scam. Turns out he was a middleman who received the money from the victims before giving it back to the real criminals.
Anyway, while I can’t really begin to imagine how anybody would fall for such a scam, they’re still doing it after so many years because it works.
The cops said that they make a few million dollars each year with it.
And in order to make that money, they have to send out hundreds of millions of emails. Which is insane… 99.9% of the time it doesn’t work. But for that 0.1%, it’s worth for them to push millions and millions of emails just to make it work.
Which is something that most big corporations rely on. They rely on math. Instead of common sense. (or research)
Have you seen that terrible ad from Adobe? The one that says “PDF Like A Mom”? If you haven’t, here it is.
I’ve worked in corporate for close to 10 years. And you can’t imagine the level of approval needed to run such an ad.
At least 30 people were involved in this ad alone. From commissioning it to drafting the project to shortlisting a few suggestions, approvals back and forth, designing the animations, confirming the animation, setting up the ad…
And nobody during this long process ever bothered asking “What does PDF like a mom actually mean?”.
And you know why?
Because they don’t care.
It’s brand awareness. They have their shitty brand associated with Moms. Which presumably is what they wanted to do.
Anyway, these guys rely on volume. They want as many people as possible to see the ad. That’s the way they stay “relevant” and somewhere down the road, they’ll get a client or two.
But here’s the thing with that.
It costs a lot of money. In fact, I’m pretty sure they are losing money on each new client won. But they will make some ungodly amount of money during the lifetime of that client.
Something that the small business can’t afford to do.
For small businesses cash is king. And you can’t really afford to spend thousands on winning a client now just because you might make that money back in the near future.
You need cash now.
But don’t worry. There are ways to boost your content conversion without the use of crystals, prayers, and ointments.
And that one way is with being more RELEVANT to your audience.
As in what you say should be relevant to your audience. Which is the essence of direct response marketing.
It speaks to one person. Or at least to one group of people.
Here’s where I’m going with this.
It’s easier to build rapport and relate to someone if you were able to “read their minds” and know exactly what type of person they are.
Everybody is different. And attracting everybody with the same message is as difficult as doing origami with 14 oz. boxing gloves on.
So, how do you create more relevant content with direct response marketing? Here’s how I do it.
Step 1: Identify Who Are Your Most Frequent Clients
This is the classic 80/20 rule. That says that 80% of your success will come from 20% of your efforts.
Or in this case, 80% of your revenue comes from 20% of your clients. The split might not be the same, but you get the idea.
The point I’m trying to make is that you naturally attract a specific target group of people. And usually, that group of people is your best clients and responsible for a big chunk of your revenue.
At this stage, it’s about attracting more people for whom your services are a good fit, and push away people for whom your services aren’t a good fit.
Stack the chances in your favor.
Step 2: What Are The Common Pain Points, Desires And Obstacles
When I start working with a new client on his content strategy and plan, the very first thing we look at is who the ideal client is.
My very first consulting client was a personal trainer who wanted more online clients. He aimed towards women aged 18-45.
Right from the beginning, you can tell that a 21-year-old woman who doesn’t have any kids will have radically different needs than a 45-year-old mother of three kids.
While both of them want to be “fit”, wouldn’t you think you’d have a bigger impact if you could “read their minds”?
Wouldn’t they be more receptive to an offer that’s “made exactly for them”?
Getting in shape with a “Post Pregnancy Fit Program” is going to be a totally different challenge than getting in shape with a “Busy Businesswoman Weekly Bootylicious Workout Program”.
Look at what are the common obstacles, desires and pain points of your ideal client and make a list of them.
The more specific, the better.
Step 3: Map Out Your Content Stages
By now you’ve (successfully) identified who is your most frequent client and the common desires and obstacles.
And if you follow just these two steps you’ll see a boost in your conversion rate. But if you already do these two steps (or just want an edge over your competitors), you can add some spice to your message.
You see even busy businesswomen who want a more toned behind are at different stages in their journey.
Some of them might know exactly what type of diet they have to follow. Others just want to know the exercises. And only a few of them are ready to buy right now.
And while you still can’t use one single message to speak to all of them, you can prepare in stages.
Depending on your audience and your list, some of the content can be more action-packed with “how-to” tips…
While others can be written to build more awareness.
It’s all up to you and your audience. There is no cookie cutter solution to this.
But if you still want a few extra nuggets of how you can actually map out these stages for yourself, I’ve written an article where I show you how yo come up with the entire 2019 content strategy in just 30 minutes.
Check it out here:
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