Effective marketing is not easy.
The art of psychological attraction is a sophisticated mix of language, imagery, and delivery. To complicate matters, we all don’t agree about what constitutes good marketing. Some people prefer subtle messaging, some love the audacious approach.
Notice that the accompanying photo doesn’t have a caption or a call-to-action of any kind. Yet the image shows a person, perhaps an author, signing a bunch of books. I call this subtle form of messaging, “image marketing,” because the photo does all the communicating.
People who are serious about marketing often go to school to learn the intricacies of persuasion. They learn that most effective marketing campaigns involve comprehensive planning, attention to details, and these five attributes:
1. An undeniable value proposition.
The training session you are marketing, for example, might be, “a premiere training event.” Your message should convey that this is special training that cannot be obtained in any other way.
2. Overlapping impressions.
Members of your target audience must hear about or read about your event multiple times in a variety of modalities. This modality array might consist of social media, email, word-of-mouth, and announcements at group meetings.
3. Culture or context.
People pay attention to marketing when whatever is being marketed is somehow highly anticipated or popular. In some ways, marketing is a kind of mirage the message precludes fulfillment of the value proposition. In other words, marketing creates the illusion of a concept before the concept can be experienced.
Culture or context helps the target audience understand and appreciate what’s being offered.
Sending one email to your list will probably not get the job done. Consider a strategy that employs iterative messaging. You might, for example, send three emails, one with long copy, one with short copy, and one email containing no copy at all—maybe just a video.
When only one person is pushing out promotion messages, your campaign is missing energy. Employ multiple voices and be sure that the messages have relevancy and a little bling or showmanship. Positive adjectives can be very persuasive. Photos should eye-catching.