5 Numeric Speed Bumps to Higher Conversion

Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of distractions and stress. Fast thinking normally trumps slow thinking, yet sometimes you need to slow down thinking long enough to convert your prospect into a paying customer. Your most challenging task during these last days before the holidays may be

Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of distractions and stress. Fast thinking normally trumps slow thinking, yet sometimes you need to slow down thinking long enough to convert your prospect into a paying customer. Your most challenging task during these last days before the holidays may be slowing down your prospective customers just enough that they don’t skip over your sales message.

Fast thinking is always on. Fast thinking is instinctive and automatic. Whatever pops into the mind of your prospect often happens with no voluntary control. And sometimes fast thinking works in your favor with a quick, impulsive decision to buy.

But, not always.

So, as you set out to grab attention during these frenzied times, remember that when the mind is in fast thinking mode, short, simple sentences, with short words, are more effective. Content that’s breezy in style usually prevails over hard-to-read copy. And this helps to explain why it’s best to write copy that is readable at about a ninth- or tenth-grade level.

But how do you get the fast thinker to slow down when you want them to make a decision?

Here’s where you can create speed bumps in your message, so the mind doesn’t slide down its established memory grooves too quickly and pass you by.

One way to get attention is by introducing numbers. Numbers—especially dollars and cents—are effective speed bumps.

For people to respond to numeric data effectively, they need to be able to do three things:

  1. Comprehend the number.
  2. Interpret it in proper context.
  3. Act on it.

When our daughters were small children, one of the ways that I discovered how to get them out of an emotional tantrum was to ask a question requiring a numerical answer. Questions like “how old are you?” or “how old will you be on your next birthday?” worked like a charm to move our kids from their right brain emotional state to a left brain logical state to slow down their impulsive thinking.

So, when using numbers in marketing copy, you can slow down the readers’ thinking with these five speed bumps:

  1. Ask a question that requires a numeric answer.
  2. Reveal pricing in small chunks, such as a cost per day.
  3. Display discounts in dollars, not percentages. Not everyone quickly grasps that 30 percent off a $100 item equals $30. Better to say “save $30.00.”
  4. Illustrate improvement or satisfaction increases using specific numbers. Better: give numbers visual life in charts or graphs.
  5. Guarantee your product or service for a specific number of days (more time, such as 60 or 90, is stronger than 30 days).

All said, you may be able to get a prospect to make a purchase decision in your favor from snap thinking and decision-making (and if you can close them quickly, then why not?). But most people don’t act that impulsively. And impulsive decisions are a slippery slope to buyer’s remorse. Slow them down, if you can, in these final days before the holidays with a few strategically placed speed bumps.

The ‘Right to be Forgotten’ – Ode to Solitude

Alexander Pope is making a 21st Century comeback. I’d love to be in Google’s conference room as the team there decides just how to adhere to a European court’s decision that European citizens have a right to be forgotten (on Google). Or what about email? A UK court just took a British retailer to task—John Lewis—for having a pre-checked form box for new customers that permits an email communication to the paying customer, along with an easy-to-use opt-out

Alexander Pope is making a 21st Century comeback.

I’d love to be in Google’s conference room as the team there decides just how to adhere to a European court’s decision that European citizens have a right to be forgotten (on Google).

Or what about email? A UK court just took a British retailer to task—John Lewis—for having a pre-checked form box for new customers that permits an email communication to the paying customer, along with an easy-to-use opt-out. The court found that a customer having to uncheck a box is just too taxing, and more than that, a privacy violation.

Here’s an interesting Ken Magill point of view.

I confess that I, too, am a bit of a reactionary to all of this. If commerce is so evil, if advertising is such a privacy violation, maybe we should just pack it up and go back to serving consumers and making money—and paying taxes, and generating jobs—here at home.

Can you imagine what types of costs Google will incur in its attempt to comply—never mind the impact on Google’s utility in Europe? Certainly John Lewis is taking the matter seriously, as it should. As reported in The Register (UK):

A John Lewis spokeswoman said: “Mr Mansfield voluntarily gave us his email address, set up an account online and chose not to opt out of marketing communications when that option was available to him. This case was a very specific set of circumstances and in this instance whilst we do not agree with the decision, we will abide by it. We apologise to Mr Mansfield that he was inconvenienced by our emails.”

Let’s be sure none of this zaniness creeps into our policy and case law here (ethics and best practices are another story), for the sake of our economy.

Sometimes I look to Europe and I scratch my head—yet there are some in America who want to bring these inflexible regimes here. While I respect different cultures for privacy around the world, let’s not sacrifice trade and commerce on the altar of some notion of gaining privacy, when in truth, marketing innovation and privacy can, and do, move along in concert. I guess some parts of the world figure that advertisers are all big brands who spend money only on image campaigns, and then sit back and wait for customers to come to them. In short, if you don’t have the Euros, you don’t get to compete.

Seriously, if an individual wants to be Rip Van Winkle, go to sleep for 20 years and don’t bother participating in the marketplace. Don’t drive. Don’t vote. Don’t shop. Don’t look at your mail. Don’t subscribe to any newspapers or magazines, or watch TV. Don’t browse the Internet. Don’t donate to causes—or to campaigns. And please, don’t tell me you’re a privacy advocate, or even participate in opt-out programs.

Because I’m just going to flag your name and store it in a database somewhere so I can reference you (apparently inappropriately) along with other “privacy-sensitive” folks, or to omit future communication. I certainly don’t want to bother you with any information—such as a product or service to help you protect your privacy, or bolster your security.

The “business” of privacy is booming, even as the “ethics” of privacy in marketing have been around in industry codes for decades. Browsers offer private surfing, and there are apps that allow you to cover your tracks. But how could someone know to learn about these services if we’re all forced to forget such a person by default?

All marketers want to do is create and serve a customer—and they go to great lengths to ensure an opt-out is honored. Where’s the harm? Answer: In commerce, there are only winners. While we can choose to lower our profile through myriad ways, to mandate such profiles as a legal default is to deny the very intelligence—and our consumer economy—that data has served to create.

And here is Alexander Pope on the matter:

Ode on Solitude
Happy the man, whose wish and care
A few paternal acres bound,
Content to breathe his native air,
In his own ground.

Whose heards with milk, whose fields with bread,
Whose flocks supply him with attire,
Whose trees in summer yield him shade,
In winter fire.

Blest! who can unconcern’dly find
Hours, days, and years slide soft away,
In health of body, peace of mind,
Quiet by day,

Sound sleep by night; study and ease
Together mix’d; sweet recreation,
And innocence, which most does please,
With meditation.

Thus let me live, unseen, unknown;
Thus unlamented let me dye;
Steal from the world, and not a stone
Tell where I lye.

—Alexander Pope (1688-1744)

My 9 Insider Tips to Build Your Email List For Low or No Cost!

Whether you’re an entrepreneur, corporation or online publisher, the power of the lead is critical in growing your business … and your email list. Leads, also known as prospects, are typically the entry level point of the sales funnel. 

Whether you’re an entrepreneur, corporation or online publisher, the power of the lead is critical in growing your business … and your email list. Leads, also known as prospects, are typically the entry level point of the sales funnel.

A popular business model by many online publishers is to bring in leads at the “free” level (i.e. report, e-newsletter, webinar, white paper, etc.), add those names to their house list and typically over the course of 30 to 90 days (the bonding time) that lead will convert into a paying customer. This practice is known as lead generation, name collection or list-building efforts.

Today, I’m going to share with you some proven online marketing methods I’ve used and had great success with at some of the top publishers in America. And bonus … many of these tactics are low- or no-cost. Here’s my list, in no particular order:

Power eAcquisition Polls. In my last blog post, I wrote about using polls for lead generation. Incorporating a poll on your website or having a poll on another site is a great way to build your list. It’s important to spend time thinking about your poll question—something that is a hot topic, controversial and relevant to the locations where you’re placing your poll. You want to pull people in with your headline and make the poll entertaining. Your answers should be multiple choice and have an “other” field, which encourages participants to engage with your question. I’ve found this “other” field as a fantastic way to make the poll interactive. Many people are passionate about certain subject matters and won’t mind giving you their two cents. Then, to show appreciation for talking the poll, tell participants they are getting a bonus report and a free e-newsletter subscription (which they can opt out of at any time). And of course, make sure to mention—and link to—your privacy/anti spam policy. After you kick off your list-building efforts, make sure you start tracking them so you can quantify the time and resources spent. This involves working with your webmaster on setting up tracking URLs specific to each website you’re advertising on. It also means looking at Google Analytics for your website and corresponding landing pages to see traffic and referring page sources.

Teleseminars or Webinars. This is a great way to collect qualified names. Promote a free, relevant and value-oriented teleseminar or webinar to targeted prospects. You can promote it through several organic (free) tactics, such as LinkedIn Groups/Events, Facebook Events, Twitter, online press releases, affiliate marketing/joint ventures. Remember, this is for lead generation, not bonding. So your goal is to cast a wide net outside of your existing list, create visibility and get new names. Your value proposition should be actionable, relevant information that your target audience would find useful and worth giving their email address for. The trick is to promote the event in as many places as possible without incurring advertising costs; then your only costs may be the set up of the conference call (multiple lines, 800#) or webinar platform. And, in case you were wondering, I have been involved with teleseminars with non-toll-free numbers and response rates were not greatly impacted.

Co-registration. Co-Reg is another way to collect names, but involves a nominal fee. Co-Reg is when you place a small ad on another publisher’s site after some sort of transaction (albeit a sales or lead-gen offer). So, for instance, after someone signs up to the AOL Travel eNewsletter, a Thank You page comes up with a list of sponsors the reader may find interesting, as well—other free e-newsletter offers. The text ad is usually accompanied by a small graphic image representing the sponsor. The key here is to pick publishers and Co-Reg placements that are synergistic to your own publication and offer. Another important note is to make sure you follow up quickly to these names so they don’t forget who you are and go cold quite fast. I suggest a dedicated auto responder series for bonding and monetization. Co-Reg efforts can cost you around $1 to $3 per valid email address.

Frienemy Marketing. This includes JVs (joint ventures), affiliate marketing, guest editorials, editorial contributions and reciprocal ad swaps (for leads generation or revenue sharing). This tactic is extremely effective and cost-efficient. The key here is having some kind of leverage, then approaching publishers who may want your content or a cross-marketing opportunity to your current list (note: This only works if you have a list of decent size that another publisher will find attractive). In exchange for content or revenue share efforts, you and the other publisher agree to reciprocate either e-news ads or solo emails to each other’s lists, thereby sending a message to a targeted, relevant list for free. Well, if you agree on a rev share, it’s free as far as ad costs, but you are giving that publisher a split of your net revenues.

SONAR Marketing. I’ve written about this many times, but can’t stress it enough. Content is king and you can leverage it via what I call “SONAR.” It’s an organic (free) online strategy that works with the search engines. It’s a comprehensive method of repurposing, reusing, distributing and synchronizing the release of relevant, original content (albeit text, audio, video) to targeted online channels based on your audience. SONAR represents the following online distribution platforms:

S Syndicate partners, content syndication networks and user-generated content sites
O Online press releases
N Network (social) communities
A Article directories
R Relevant posts to blogs, forums and bulletin boards.

SONAR works hand-in-hand with your existing search engine marketing (SEM), social media marketing (SMM) and search engine optimization (SEO) tactics.

Search Engine Marketing. It’s a shame more marketers don’t see the value of SEO or SEM. In order to drive as much organic traffic as possible to your website, you need to make sure your site is optimized for the correct keywords and your target audience. Once you optimize your site with title tags, meta descriptions, meta keywords and relevant, keyword-dense content, you need to make sure you have revised your site to harness the traffic that will be coming. That means adding eye-catching email collection boxes to your home page (and it’s static on all your subpages), relevant banners and obvious links to e-comm webpages. You don’t want to miss a single opportunity to turn traffic into leads or sales.

Smart Media Buying. To complement your free online efforts, you may want to consider targeted, low-cost media buys (paid online advertising) in the form of text ads, banner ads, blog ads or list rentals (i.e. e-news sponsorships or solo emails). You’re paying for the placement in these locations, so you must make sure you have strong promotional copy and offers for the best results possible. High-traffic blogs are a high-performing, low-cost way to test new creatives. I like BlogAds.com network and you can buy placements a la carte and search by genre.

Pay Per Click (PPC). Many people try pay per click only to spend thousands of dollars with little results. Creating a successful PPC campaign is an art—one that I’ve had success with. You must make sure you have a strong text ad and landing page and that the ad is keyword dense. You must also have a compelling offer and make sure you do your keyword research. Picking the correct keywords that coincide with your actual ad and landing page is crucial. You don’t want to pick keywords that are too vague, too competitive or unpopular. You also need to be active with your campaign management, which includes bid amounts and daily budget. All these things—bid, budget, keywords, popularity and placement—will determine the success of the campaign. And most campaigns are trial and error and take anywhere from three to six weeks to optimize.

Viral Marketing. Make sure you have a “forward to friend” feature in your e-newsletter to encourage viral marketing. It’s also important to have a content syndication blurb in your newsletter; this also encourages other websites, publishers, editors and bloggers to republish and share your content, as long as they give you author attribution and a back-link to your site (which helps in SEM).

The following, in my personal experience, doesn’t work for quality list building …

Sweepstakes and Giveaways. You’ve seen the offers: Win a free TV, iPhone or similar in exchange for your email address. This gets the volume, but the leads are usually poor quality or unqualified (irrelevant). The numbers may look good on the front end, but when you dig deeper, your list is likely compromised with deliverability issues (high bounce rates), inactives and bad emails. This is because the leads are not targeted. The offer wasn’t targeted or synergistic with the company. With lead generation efforts, it should be quality over quantity.

Email appends. According to Wikipedia, email appending, also known as e-appending, is a marketing practice that involves taking known customer data (first name, last name and postal address) and matching it against a vendor’s database to obtain email addresses. The purpose is to grow one’s email subscriber list with the intent of sending customers information via email instead of through traditional direct “snail” mail. The problem with this, in my direct experience, is that on the front end your list initially grows, but these names are not typically qualified or interested. At one company where I worked, we tracked a group of email append cohorts over the course of a year to see what percent would “convert” to a paying customer. Nearly 75 percent of the names dropped off the file during that year and never even converted. Email appending is a controversial tactic, with critics claiming that sending email to people who never explicitly opted-in is against best practices. In my opinion, it’s a waste of time and money.