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Excellent data based insights Larry. 👍
Thanks Roland and thanks for asking on Twitter also
So people have asked me about this writing style a few times
So I'm a Direct Response nerd and so I often run similar checks on content that I would on a sales page
Split Testing/Heat mapping etc with the goal that improvements in the content can mean higher conversions long term etc
Basically after Heatmapping the content I found that by removing certain signals to stop reading, some readers dropped off from the content
By adding full stops at the end of sentences (Still kept mid paragraph) then randomly people would stop reading at certain points
But by removing them we got people reading deeper into the page which also resulted in higher email conversion
I know its crazy and doesn't really make sense but when we saw that happening we decided to keep doing it
Would it work for others? Who knows but its always worth testing :D
Great article, with very valuable advice inside. Thanks for posting.
Only thing I don't get is your formatting:
- why do you have every sentence in a new paragraph?
- and why don't you add dots to the end of the sentences?
This problem has been discussed in this well written Medium post - https://medium.com/@k_karthikram/problem-of-gps-targeting-scale-82bd94e4ceaf
No straight direct way I know of but the work around might actually be equally if not more powerful:
1- Analyze the audience of your influencer (socio-demographics, interests)
2- Target that audience on Instagram (which will include your influencer's and similar interest based audience) with ad/sponsored content that references your influencer (good for him, good for you)
Maybe I'm misunderstanding the type of communication you're talking about, but until someone has reached the bottom-of-the-funnel, I don't think potential customers should feel like they're talking to sales OR marketing.
But that doesn't mean they're "invisible," per se. When done well, marketing and sales people are just brand representatives. Customers should feel like they're interacting with humans associated with the brand, and at that point, their positions don't matter much.
How do you do this?
Anyone interacting with customers should be helping them solve whatever issue they're facing or answer whatever questions they have. As long as this is happening (and you're not trying to push the customer into buying while not helping/answering), you should be good to go.
If I understand your question correctly you believe that the marketing component of a company should be a stealth entity - sort of like a talented singer performs behind a curtain while an attractive singer lip-syncs on stage. I agree that a prospect should not feel like they are being processed through a marketing machine but the marketer's role is to drive exposure and sales leads for a company, not to improve the brand of the execs or sales team. The term "thought-leader" is one that is given to a person through the contributions they give to the community; if someone receives that designation through someone else's hard work it can lead to consequences that can hurt their reputation. It would look very bad for a company or person if they were questioned about relevant topics and could not respond as expected.
Regarding your point about harming a marketing professionals career, most marketing content on a website (sans blog), Twitter feed, or advertisement is not credited toward one specific person - it is the property of the company. The best marketers know how to measure the success of their work so even if they do not get direct credit for what has been published they can still report how their contributions drove value and impact for a company.
Just when I think there's no way you could say more helpful things about FB retargeting … you go ahead and drop this. Great stuff as usual, KB :-)
Another awesome read, Team KB.
Thanks for your response! Love the rest of the article!
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