Every Friday, get a short weekly illustrated newsletter by edutainment expert Adam Fairhead. Each issue contains a bite-sized tip to grow your business using proven edutainment techniques, and a fun cartoon to help you remember what you learn.
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@jordanbhodgson, Slack program manager
What makes a perfect website offer?
Is it to take a 30 day free trial?
Nope. Most people don’t trust you enough to enter CC information.
Marketers have messed it up with their silly games.
Is to register for plans & pricing?
Nope. Gatekeeping information essential to the buying decision is just silly.
In no known universe is “make it harder for them to want your thing” a good idea.
Is it to book a discovery call?
Nope. Enough businesses have conflated ‘discovery call’ with ‘sales call’ to have ruined this.
People want a sales call like they want a hole in the head.
Here’s what makes a great website offer:
It’s what they ALREADY want, but given to them how they’d love to receive it.
If you sell food boxes, maybe they want to know what ‘healthy but tasty’ looks like for them, so let discover that right there on the page in an enjoyable way.
If you sell a SaaS product that helps with customer relationships, help them with their customer relationships right there on the page in an enjoyable way.
It’s not as simple as “just stick a button on the page and trick them into clicking on it with slick words.”
But it‘s easier, it works better, people like it better, they’re more likely to tell their friends, and they’re more likely to proceed with you by virtue of the fact that you’ve already given them what they wanted, while everyone else is busy making more promises.
Isn’t that better?
Question of the week: What’s your best offer at the moment?
Reply to this email with your answer. I read every one, and reply with support to as many as I can.
Happy marketing,
Permalink
Potential customers have a problem.
And they want to get to a solution.
So what do marketers do?
They say, “Forget about all, that look at my cool product!”
And that is why marketing is hard for them.
They try to close sales by doing things such as:
❌ “Make a super-irresistible offer so scrumptiously delicious they couldn’t even entertain the very possibility of doing anything other than exactly what you tell them.”
The problem is, that’s not how people work. How often do you click on a page, then feel a magical marketing force rip your credit card out of your pocket against your will? Causing you to feverishly spend thousands of dollars on a service without any of the senses nor faculties you’ve used both your entire life prior to now? Exactly.
Here’s another:
❌ “Meticulously A/B test every aspect of the page to make the leap happen, like a hunter carefully aiming his weapon at unsuspecting wildlife, to make sure he paints the meadow with the maximum amount of brains.”
The problem with this one is two-fold. First, it’s a little bit gross. Second, it puts a lot of pressure on your materials to compress what could have been a really enjoyable user experience into a desperate pitch-fest graded by analytics rather than whether or not your target market actually likes it.
That is making marketing hard.
Here’s how to make it not-hard:
Step 1: Give them what they want.
Step 2: Give that to them how they want to receive it.
Step 3: Ensure you do both with unignorably-good quality.
Replace grandiose claims of what you want them to do,
with delightful experiences they want to do.
Replace skipping steps in the name of optimisation,
with taking the time to put on a show they make time for.
Replace gated content to force people forward,
with frictionless edutainment so good they force themselves forward.
Isn’t that better, champ?
Over to you:
Question for the week: Which part of this sounds most difficult or ambiguous for you? I’d love to know so I can expand on it more in future issues.
Reply to this email with your answer. I read every one, and reply with support to as many as I can.
Happy marketing,
Permalink
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