You’re marketing in the same ways that worked before. Maybe you’ve improved your copy writing skills, launch tactics, and putting your offers together.
Yet – it just seems harder to get people to show up for your free offers and invest.
If you’ve been experiencing this for yourself know you’re not alone. It is getting more challenging to get our prospective clients’ attention and have them buy our offerings.
It used to be I’d slap up an opt-in page, lead a preview teleseminar, enroll people into my programs, and easily generate a few thousand dollars. This was before I even knew how to “do” an online launch. I can tell you it’s just not that way any more.
This is a problem we need to get fixed fast – because if the marketing methods we’re using aren’t working, we aren’t generating our desired revenues.
Why is it harder to get people to invest in our content?
There’s actually many reasons why marketing in and of itself may not be working. For it to even have a chance at working the basics have to be in place, such as:
- clear and differentiated positioning and messaging
- it is clear who the offer is meant to serve
- the offer solves one main problem your ideal clients will pay to get solved
Another reason has to do with current trends and what’s “hot” right now.
Our prospective clients want more on-demand and downloadable formats with lots of visual content.
They’re also dealing with content overload.
Two to three years ago it was easier to market a free preview teleseminar and get lots of people signing up and showing up for the calls. Today, there is a plethora of choices for our prospective clients to choose from because everyone seems to be offering them.
It was commonplace for free preview teleseminars to be up to 1.5 hours long and marketed as “content rich.” Rich content is great! However, too much is overwhelming.
The trend is now moving towards shorter length learning periods. Our potential clients are tired of having a ton of content pushed at them to absorb quickly.
There’s the saying that “a confused mind always says no.” We can expand that to say “an overwhelmed mind always says no,” too!
Content is still “Queen”, but…
It’s not enough nowadays to differentiate yourself with high quality content. The reason is because there is so much content out there, and so many choices to choose where we get our content, that this has created content overload for our clients.
Consumption of content is moving quickly to more visual content.
That’s why Pinterest and Instagram have surged in popularity, Twitter has added the option to include pictures to tweets, and Facebook recently enhanced the size of picture posts. You can transition your content to be more visually satisfying (to meet demand).
This is all good News! You’ve just discovered why marketing your content may not be working as well as it used to. This is the first step to making changes in your marketing and content delivery methods to get better marketing results.
Learning preferences have changed.
As for desired learning methods, our clients are seeking more on-demand and downloadable formats, such as eBooks, self-paced online learning programs, and streaming educational videos.
To transition to adding more visual components, take the content you already have and re-purpose into a visual media, such as videos, charts, infographics and interactive online charts, videos and pictures.
Our clients also prefer content to be delivered in smaller, more “digestible” chunks.
All these reasons are why I’m reformatting my teleseminars and webinars to be 30 to 45 minutes in length, launching streaming video this summer, and sending quick email tips and ideas in bite-sized pieces, such as in my upcoming 21-Day Summer Freedom Project.
A picture is worth 1,000 words. Our clients are moving toward a more visual learning experience. Incorporate more of them into your programs and you’ll see the results of your marketing efforts improve.
Change happens and is inherently part of being in business. Be flexible, adaptable and willing to make changes in your marketing and content delivery strategies.
To sum it up for you…
Here are my recommendations how to market your content and get more people buying:
- Add visual content into your programs – video tips, streaming video, webinars, downloadable formats, infographics
- Deliver content in ‘easy to digest’ smaller pieces – daily 1 action emails, 20′ learning segments
- Add self-paced study and online learning programs – so your clients can get the content when they want it
Keep on top of the trends, changes and embrace them! When you do you’ll quickly begin to get better marketing results!
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