Are Your Consumers Offered the Excuse to ‘Learn More?’
A large part of our work involves finding the perfect moment in a photograph; sometimes that’s the obvious and authentic laugh of a subject, other times it’s a still life that finds a perfect reflection. But that’s often just the beginning. Given the flood of content flowing across social channels these days, the big trick usually involves finding the right opportunity to engage a consumer, a way to get your foot in the door.
Consumers are now highly skilled curators, scanning and quickly rejecting content that is of the least interest and, many times, only offering a basic bookmark action for the most interesting. So, how do we successfully break through for our clients? We use the standard toolbox, of course: contests and invitations, sale pricing and limited time offers, too, but our most effective one-two punch has always been, first, a beautiful photograph and, second, a clearly visible button with a plain call to action. It’s amazing to me how often that’s missing in expensive placements. Leaving out the simple, courteous “ask” to engage in the equation drops the click rate significantly and, without a doubt, loses an opportunity for a prospect to envision participation for the brand.
These things are simple: put out your hand to welcome a prospect, invite engagement, ask the question: “Want to Learn More?”
Jon is the CEO & founder of 3VERB.