Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

B-to-B Insights : Don't Be a Fool

Avoid the worst marketing mistake in the world

May 2014 By Bob Bly
12
Get the Flash Player to see this rotator.
 

Recently, I sent an email to my online subscribers driving them to a video selling an information product produced by Mary Ellen, one of my joint venture partners.

In return, I received an email from a subscriber—who shall be known as MH—taking me to school not for recommending the product, but for sending him to this particular video sales letter.

"The video style is outdated," began his lecture on what works in online video. "It's too long and boring," he stated. (The run time of the video is about 30 minutes.) "We're at a point in marketing, thanks to YouTube and Facebook, where we are competing for attention. This video didn't grab my attention, but bored me."

Nowhere, you will notice, does MH say "in my opinion." So we have to assume he believes what he is stating is irrefutable fact, and not merely what he thinks is the case.

Then my lesson began in earnest: "We're looking to get three things answered within three seconds. Yes, three seconds, Bob. In those few seconds, you must answer three questions: What is it, who's it about, and what do I get?"

"Really?" I thought. "Not, 'What are the benefits?' or 'Why should I buy and read it?'"

Teacher MH continued to lecture me as one would talk to a marketing newbie, even though I probably have been in marketing since he was in diapers.

"The reader MUST be put into an instant spotlight," he explained. "If this isn't clear, the prospect will bounce or start opening other sites and tabs on their computers. People are being trained involuntarily how to scan for the quick three answers above. Don't forget over 60 percent of these emails are opened on mobile phones also and rising this year.

"Mary Ellen completely failed to answer 'What do I get.' I need screenshots of the software, system, etc. I feel like I can do what she is doing without the program. Probably NOT, but where is the proof?"

I replied, "MH, unfortunately, your statement about the video style being too long and boring is only that, your opinion, and in fact has been proven wrong by extensive testing. In video sales letters selling information products, we find consistently that half-hour videos outperform both standard online sales letters and shorter videos. By the way, this is not opinion. This is tested fact, which trumps your mini-lecture, which is purely marketing theory and therefore, though it sounds nice, is virtually valueless. Sorry."

 

Companies Mentioned:

12

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: