Focus on the Ultimate Action
Issue No. 8: To help your customer be their own hero, focus on what they need to do to meet their needs.
Quick intro because it’s been a busy week with tight deadlines: You are in control. Use that to your advantage.
Here we go!
A bit of a random find, but validates the point that consumers don’t want to know the obvious. They want the answers to their questions. They need to solve their problems. And if luck strikes, YOU are the solution.
This tweet from Will (it’s a thread, so pull on it if you want), goes into detail about how a redundant piece of information on an eCommerce site was removed and how that one simple change drove a 19% increase in conversion rates.
The lesson is simple: always be looking at your websites to ensure your messaging is focused on the goal — the action — you want your audience to take.
Did You Hear? Did You Know? Have You Seen?
Your American Airlines flight just got a lot more fun. Yesterday they announced that traelers can get 30-minutes of TikTok viewing … for FREE!
Get the story here: AA.com
This is an amazing partnership and enforces something TikTok undoubtedly knows about it’s users: Once you’re in, you’re in.
Something to Consider
“It is how you choose it to be.” I used this parable to conclude my TEDx speech back in 2013 when discussing the concept of fear. It was true then and it is most certainly true now.
As a marketing leader, I am often amazed at how slow some organizations are these days. If you want old and tried and “true” ways of doing things, I know that playbook and can gave it to you in my sleep.
But if you want to push the boundaries, explore, and lead (read: and sometimes fail), we can do that too. And this one is where the magic resides.
Your strategy is what you choose it to be.
thanks for reading! -Richard