Episode 23: Brief: How do you get the attention of your audience?
Throughout my career it has always been about reaching our audience where they are and creating content that would entice them to buy or make them feel good about their purchase or even just so they saw our name and we stayed top of mind.
Your goals define your strategy and your tactics should come from there.
Most people start out in marketing with tactics and it should really be driven by your goals and strategy.
Now, if your goal is to engage your audience, you need their attention, right?
One way to get their attention is to provide them with content that resonates with them.
Have you ever driven down the road and seen a billboard and started nodding your head? Or seen a commercial that really spoke to you?
I always reference the 1800 contacts commercial - Watch it here: My BRAND : 1 800 Contacts Special Eyes
Most of you won't know but I have always had really bad vision. jI had vision correction surgery and now just wear glasses to read and see the computer, but I can walk down the hall and everything. Yes. I couldn't always see to walk down the hall. My contact prescription was worse than a -16. Yes. I said 16.
Anyway, with vision that bad, I had special eyes and years later I still remember this commercial.
First, you really want to understand your target audience. I feel that I am a broken record with this statement, but you really do.
I just finished a new guide to defining your target audience and would love to know what you think. You can get it at Kendracorman.com/target
What else can you do?
- If they sign up for your emails or a downloadable, be sure to send a welcome email that thanks them for opting in and letting them know what they will be receiving from you.
- Be sure to get to the point. Keep paragraphs short and easy to read. Make sure you have calls to action or the main point before they have to scroll. Back in the olden days, we called it above the fold when we were working with newspapers, but now it's all about above the scroll. (this goes for your website and your emails)
- Make sure your subject line or headline breaks through and intrigues people but is also easy to digest.
- Use video. People love to interact with videos, and we all read so much. It's important to keep your message digestible and if a picture is worth a thousand words a video is worth a heck of a lot more.
How do you get the attention of your audience?