Have you ever joined an email list only to later forget why you signed up in the first place? I’m guilty of this. However, before unsubscribing I try and visit the website to remember why I signed up in the first place. The other day I received a barrage of texts and emails from a particular organization. It was their anniversary and they were doing a 5-part series via conference call throughout the week. The topic piqued my interest, but I noted a few issues right off the bat:
- The flyer did not have the date or time of the call(s) on it.
- The link in the body of the message directed me to a replay instead of a live broadcast.
Aside from the initial issues I experienced, I wanted the content. So I dialed in to the conference call line instead of trying to stream the broadcast. Upon connecting to the call I found that it had started an hour before the “reminder” message was sent. Additionally, the “speakers” were chatting amongst the other callers who were all acquainted with each other. I listened for about 30 minutes before hanging up. “Oh well”, I thought. I gave them a fair chance before moving on with the rest of my day.
Later on that same week, I received another barrage of texts and emails from the same organization. They appeared to be more organized this time. The communication was sent ahead of the call, including a list of speakers as well as options for how to listen. “This will be good”, I thought. However, I encountered the same incorrect link as well as an incorrect phone number (I later found the numbers had been transposed). Still, I pressed on for the content. I dialed the backup number and was connected to the call.
I thought things were going well as this point. About 90 minutes in, (after moving past all the spirited anecdotes) a really dynamic speaker presented for about 10 minutes. He was really good. However, the call went on for another two and a half hours after he was done. The title that drew me in was never mentioned at all. Instead, an assortment of motivational speakers came on who were just quoting quotable quotes. I was extremely disappointed. But my experience inspired this post which I hope helps someone with their content creation.
Proofread your marketing materials. This includes any blogs, emails, graphics or social media captions. Make sure the important details are included. Who, what, when, where, why and how (if needed). Test your links and phone numbers before everything goes live. Send out a teaser ahead of time so the audience can be prepared before the content is released. For example, I can’t dial in to a webinar while I’m driving. But if you tell me ahead of time, I can leave for work earlier so I’ll be ready to hop on when it’s time.
Unless you are doing a tutorial, anything more than 30 minutes is too long. Frankly, your content should ultimately be directing the audience toward your product or service. More than 30 minutes is either fluff or you’re literally giving away the cow. Keep it short and sweet. If they want more they will reach out to you. Ideally you should present 3-5 main points on the topic at hand. Direct the audience on where to buy (the rest of the training, a coaching session, recording, etc.), then do a Q&A at the end. If you offered a freebie for participation, release it after the pitch, but before the Q&A.
Do What You Promise
Clickbaiting is the absolute worst marketing technique in my opinion. I expect to find what the title says when I click through. If I don’t, you’ve lost my trust before you even begin to pitch whatever it is you’re selling. Don’t do that.
I don’t need anyone to gas me up. I can motivate myself. If your product or service doesn’t have to do with accountability or positive mindset techniques, please provide practical ways on how I can apply the concepts and/or achieve the result you promised in the clickbait–I mean, title. Sorry.
As an entrepreneur (or any person really), time is a valuable and limited resource. You must be diligent in order to avoid leaving a bad taste in your ideal client’s mouth. All the work you put in to your marketing campaign will be squandered if it leaves your audience with a bad impression.