The written components of your lead generation campaigns — ie. the words you write on ads and landing pages — are FAR more important than your campaign’s visuals or ‘design execution’.
In online lead generation, the things you write — ie. your messaging — is ultimately what creates the connection between your customers and the value you provide.
Your messaging allows you to demonstrate that you understand your customers’ unwanted problems and desired outcomes. Your messaging allows you to highlight your points of differentiation and articulate irresistible marketing and sales offers. It allows you to showcase social proof and tell a compelling story about the desired end state your brand creates. And deliberate messaging can clearly communicate the unique benefits of working with your brand.
Impactful and persuasive marketing messaging is CRITICAL for any effective lead generation campaign. Weak, misaligned, or non-existent direct-response messaging will provide you with disappointing results… so it’s important to craft your messaging foundations before you create ads, landing pages, and other tactical campaign collateral.
In this article, I want to share with you the four core questions (AKA “keys”) we ask when designing direct-response marketing messaging foundations for our clients… and I’ll also give you some additional questions to help you write sizzling, impactful copy.
Design is important too…
As a quick caveat, please don’t get me wrong regarding design — your campaign’s visuals and ‘look and feel’ are very important too. Design conveys quality. Design contains hidden persuasion strategies. And colour choice, image … Read More >>