Why do YOU watch the Super Bowl?
To witness the best teams rival each other? To see what superstar players can do under pressure? To feel like a part of an American TV community all focused on “the game”?
For many of us, it’s not just about football at all.
Seeing how creative, national advertisers spend their millions of dollars to attract new business is a whole other sport. For small business owners who lack mega budgets, there is much to be learned. Whether you’re creating a website, posting blogs, or sending out e-mailings, the rules of the audience attraction game are the same.
WIX’s 2017 Super Bowl commercial teaches us how to…
1. Grab your audience with in-your-face verbal and visual content.
This fiery commercial uses violence, sexual innuendo, and action to rivet the attention of its viewers. (Does the commercial make its connection to the WIX product clear? We’ll see how it plays after February 5th.) You can move down field with compelling content and visuals, too.
2. Find the right placement. Location, location, location is as important in advertising as in real estate. Though advertising on the Super Bowl requires mega bucks, WIX has seen the big tab pay off for the past two years. That’s why they’ve decided to run with the ball for the third year in a row. Find a balance between what you can afford and the value of the exposure, and you’ve got it made.
3. Promote like crazy. It’s not enough to create a great commercial (read ad/blog/website/email). You’ve got to promote it in places that offer maximum exposure to your target audience. Where are your people? Facebook? LinkedIn? Instagram? Your local TV or radio station? Huddle there.
Understanding that Facebook was right for them, WIX made history by launching its 2017 Super Bowl ad campaign on Facebook Live, January 17th. Creative placement, yes?
4. Encourage audience participation with an intriguing offer. WIX invited Facebook viewers to change their profile pictures to an image of Chef Felix (as shown on the WIX website) in order to win up to $50K in its score-big contest. How many will do it? Just think of all the website visitors it will get. Can you think of a way to get your audience to participate actively on your site?
If you’d like help writing creative, results-driven website copy, blogs, e-mailings, or any other materials, please contact PerfectWright: 267-217-7600; firstname.lastname@example.org.
How about a basket full of “what’s in it for you” benefits that make good business sense? Let them know how they can…
1. Save money
2. Save time
3. Enjoy hassle-free transactions
4. Gain added value for their clients
5. Enjoy peace of mind
Deliver this basket of goodies on your holiday landing page, blog post, e-mailing, newsletter. Think “interactive.” Start by talking directly to your audience. Forget talking about “clients” or “the client.” Address your audience as “You.”
DON’T: We find clients the lowest rates on their mortgages.
DO: If you’re looking for the lowest rate on your mortgage, call us today!
DON’T: We offer prompt service.
DO: You’ll never have to wait for us.
DON’T: here is parking in front of our store.
DO: You’ll save time and hassle with convenient storefront parking.
To write effective copy, get inside the heads of your target audience. Think as potential clients would, and you’re half way to success. User-friendly content makes a great Thanksgiving gift!
If you’d like help writing, editing, or proofreading any of your written communications, contact PerfectWright today: email@example.com; 267-217-7600. We’re just an email or phone call away. Let’s talk!
Have a warm and wonderful Thanksgiving!
A Nielson study shows that while 92% of people trust recommendations from peers, as many as 70% also trust those from strangers. In fact, Granify reveals that SOCIAL PROOF is often more important to online buyers than LOW PRICES when influencing purchasing decisions.
So get to it. Harvest your testimonials now. Let clients toot your horn for you, so you don’t have to do it!
When should you ask for a testimonial?
- When you’ve solved a problem, caused revenues to increase, or completed a successful project
- When client expresses satisfaction
How should you ask for it?
- Send a survey or request
- Offer guidance: kind of information you’d like client to include: problem solved, results achieved, reasons for satisfaction
- Ask permission to quote
What makes a good testimonial?
- Sounds authentic but human; no fluff, just facts
- Presents summary of project or product: challenge, solution, specific quantifiable results
- Identifies problem competitors couldn’t solve
- Reveals consistency, promptness, professionalism, user-friendliness, time- or money-saving capabilities
- Includes client’s name, job title, company name and logo, photo or video, if possible
- Offers Read More button for additional information
Where should you use it?
- Above fold on every page of website’s sidebar (different testimonial on each)
- Bottom of e-mailing or more prominently, if possible
- Bottom of LinkedIn post or more prominently, if possible
- On newsletters, direct mail, other printed materials
Think of the most successful client relationships you have had recently, and don’t be shy. Most satisfied customers will be more than happy to endorse you.
For further information about testimonials or any content writing matters, contact PerfectWright today: www.PerfectWright.com; 267-217-7600.