F*** THE POOR
As we move into an era where we are all so busy in our highly productive lives, each competing for some of the 'customers time' to make our pitch', it is worth reflecting on how we can improve the conversion ratio to achieve more effective return on the communication.
In this area, there remains some basic marketing principles that have stood the test of time and are probably even more relevant today in the saturated and frantic markets that heavily compete for customers. I refer to the marketing acronym known as AIDA. It was designed as the guiding principle for all commercial communications covering business development.
Stage 1 – Get their attention.
The single most important part of communication. If you fail to get the customers attention, then the entire tactical approach of the proposition is wasted, this is obvious, however careful consideration needs to be given to the rules and standards within which our industry is based. As I have seen a surge lately in the usage of ‘shock tactics’ or ‘guerrilla PR’ often used years ago by a young Sir R Branson.
I was reminded of the story of a beggar person that had placed a large placard on himself with the message that read, F*** thePoor. This caused uproar and almost every passer by challenged him about his message. This gave him the opportunity to 'engage' with each person, thus, creating the opportunity to make his proposition heard, which after meaningful dialogue, often resulted in smiling hand outs for the beggar, which he probably would never have received.
The following day as a test, he returned and removed the F*** on his placard, replacing it with the originally intended word which was of course - Feed. This achieved zero response, it was as if he had become invisible, not one person approached him, he did not get any hand-outs. A valuable lesson had been learned, not just in humanity but really about differing methods of communication, to open the engagement channel to achieve the end goal.
Stage 2 – Provide relevant information.
Once you have the customers attention, using standard or innovative communications tactics, you then need to provide the correct amount of relevant information to take the engagement to the next stage. Remember we are competing for their time, so short concise pieces of highly relevant, personalised info should be used to raise the level of interest.
Stage 3 – Create desire to learn more.
There are many tactical approaches here to make this happen; a compelling proposition, referencing others from the same socio/economic group, enticing phrases; incentives, discounts, exclusivity and all the things that this person will react to. Once the interest level has been raised and the curiosity instinct has been sparked, you will have successfully created a desire to find out more information, as it fulfils a need and not to lose out.
Stage 4 – Call to action.
This is the area where the entire model can fall down if not executed or managed correctly. The' Call to Action' (CTA) is the closing line of every communications message, which can be constructed in either one of the standard push or pull tactics, or indeed something more personalised. However, it is vital that the CTA promotes a sense of urgency and actively encourages the customer to respond. It goes without saying that the urgency created must be dealt with by the same level of urgency from the seller perspective.
By following the AIDA principle, lead generation can be taken to new levels. The quantity and quality of the leads should be raised leading to improvements in business development, subscribers and of course revenues.
Note: I would not recommend the drastic 'attention' headline I have used here to just illustrate the point. But there are numerous and successful guerrilla style attention grabbing tactics that can be applied, within legal, respectful and polite communication frameworks, you just need to be creative and develop them. If anyone needs assistance in creating E2E communication campaigns that drive results, we can help.
Steve Gardiner, Co-Founder