INTRODUCTION
These five things, in this order, will drive attention and conversions across your creative content!
Have you ever wondered what the best way to influence someone to act is?
If you ask anyone, they'll have an opinion, often based on the experiences of themselves or others.
But is any individual's experience the best place to get your knowledge?
No, of course not.
Luckily for us, though, there's a place we can look to, to find that knowledge, a place that doesn't lie or rely on the individuals' personal bias.
I'm talking about the objective data-driven science that marketing has become in today's digital age.
Through split testing across markets, messages and media, marketers of the past and present have discovered principles from this data that never go out of fashion.
These principles of human nature go unchanged because they're based on evolutionary biology that's remained the same for thousands of years.
The drive business success in diverse industries around the globe, and today we have for you a small piece of this knowledge.
The following 5 "must-have" needs for converting attention work across all mediums of creative, but none better than video, which today accounts for over 67% of the information we consume online.
When put in order and shown to the right audience for the message, these five keys will drive attention and convert that attention into action; purchases, subscribers, downloads, calls, customers, and clients…
So, learn these keys and their order carefully if you want to improve the way you communicate your message online!
ATTENTION “The true art of memory, is the art of attention.” - Samuel Johnson
To communicate your message to the right person, they first need to know it's meant for them, and they need to know it exists.
We can't just assume that by putting your message out there, it'll be noticed.
We must construct our message in a way that first grabs our audience's attention, and we only give attention to things that are relevant to us.
So, in any video, the first line should be a call out to our viewer, peaking their attention.
A simple, classic example of this is to say who the message is for, e.g., 'Attention: Software developers' or 'Are You Looking for More Website Visitors?'
The biggest mistake we see amongst our clients is a tendency to focus on their business first if anybody automatically cares.
We only care about our needs, and what is relevant to us, this is our nature as goal seeking beings.
So, before you start rattling on about how great your business is, focus on the person you're trying to communicate to, what simple call out can you use that'll have them subconsciously feel:
"Hey, this message looks like it might be relevant to me."
Once we have them thinking that, it's time to dive right into HOW the message is relevant, through defining their problem…
PROBLEM DEFINITION “Turn their obstacles into opportunities and their problems into possibilities.” - Roy T. Bennett
The Light in the Heart If you can explain a problem to someone better than they can explain it themselves, they'll instantly see you as an authority on their problem.
Show your target audience that you understand their problem, and thus that you know THEM.
The better you understand and explain their problem, the more of an authority they'll see you as, and the more credibility your solution will have.
Once again, to start talking about ourselves, we first need to talk about the audience.
As soon as they see that we have a great understanding of their problem and we hit that authority switch, they'll be much more likely to listen to the solution we present afterward.
That's mostly where most people go wrong in talking about themselves first.
We automatically feel: "You think you have such a great solution, but you don't even understand my problem." There's no relevance, trust, or authority established.
Define your audience's problem in a straightforward yet complete way.
They must see that you understand the problem, its causes, and side effects. As soon as you've fully defined their problem and have them thinking: "they understand the problem. but how do I solve it."
It's time to present our solution to that problem.
AMAZING ATTAINABLE SOLUTION “Focus 10% of your time on problems, and 90% of your time on solutions.” - Anthony J. D’Angelo
Once they see you as an authority on their problem, you now have permission to provide a solution.
Explain your solution in a simple enough way, so that it clearly solves their problem, remove all ambiguity.
However, remember it's not enough for your solution to solve the problem simply, it must also be attainable.
You can find the right audience, get their attention, and tell them the amazing solution to their problem, but if they can't attain that solution due to a lack of resources or availability, then it's pointless.
So, try to make it attainable for them! Offer multiple packages in different price ranges, making it easy for them to get started, make it more of a done for you process.
When they know your solution fixes their problem, and they can quickly get it, the barriers and objections melt away, making the process much smoother for them and you.
PROOF & CREDIBILITY “Propaganda, to be effective, must be believed. To be believed, it must be credible.” - Hubert H. Humphrey
So, great, you've got the first three steps, you've peaked their attention, they're interested. BUT if you can't prove to them via past work, examples, demonstration, etc. that it works then you leave doubt in their mind!
You must demonstrate that you're a credible provider of that solution or you won't have the essential thing in converting someone to a paying client or customer TRUST!
We only trust people we believe are authorities in their field.
Another way beyond just having examples is explaining the ways each component will solve their problem, because if it sounds feasible, then it has more credibility.
Remember; case studies, testimonials, reviews, all build trust…
CALL TO ACTION “Pull the trigger.” - Troy Rawlings
Now, you've got their attention, their interest, and their trust.
What do you do next?
It may seem obvious, but time and time again I see examples of people beautifully explaining their amazing product and FAILING to do anything with the relationship capital just built up.
You need to have that one line that tells them what you want them to do next, whether it be visiting a landing page, entering an email address, or setting up a call.
This is the perfect moment to get your potential customer/client to take that next step.
If you fail to ask for that next action, you may never get it.
You have a small chance to ask the person exploring your product to act…
