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- Aug 2, 2017
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Great points @Argue
It's worth highlighting the point about figuring out who you're talking to and how they're getting to your page.
The example of G FUEL is helpful, not (just) because they have great copy. The phrases "great copy" and "converting" are meaningless except as far as they connect with the people you are talking to. Your words and images need to convey the kinds of meaning that your people identify with.
It really is about building a brand, but "branding" sounds like sterile corporate-talk. I think the better word is "identity". You aren't selling a supplement, you're selling an idea. An opportunity. A vision of the future. You're offering a cool and interesting way of life.
A lot of marketers sadly end up thinking in terms of raw traffic numbers. The project is to make the traffic convert using the right colors and layouts and so forth. But that's missing out on this whole space of identity that gets attention and motivates buys.
Your sales funnel isn't just a net to sweep in all-comers and then cast a spell on them that makes them buy.
You need to find your people and speak to their desires and aspirations.
It's worth highlighting the point about figuring out who you're talking to and how they're getting to your page.
The example of G FUEL is helpful, not (just) because they have great copy. The phrases "great copy" and "converting" are meaningless except as far as they connect with the people you are talking to. Your words and images need to convey the kinds of meaning that your people identify with.
It really is about building a brand, but "branding" sounds like sterile corporate-talk. I think the better word is "identity". You aren't selling a supplement, you're selling an idea. An opportunity. A vision of the future. You're offering a cool and interesting way of life.
A lot of marketers sadly end up thinking in terms of raw traffic numbers. The project is to make the traffic convert using the right colors and layouts and so forth. But that's missing out on this whole space of identity that gets attention and motivates buys.
Your sales funnel isn't just a net to sweep in all-comers and then cast a spell on them that makes them buy.
You need to find your people and speak to their desires and aspirations.
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