Creating Better Promotions: Machine Gun or Sniper?
A common rookie mistake (I remember it well myself) is to clutter a promo page with bunches of unrelated ads in the belief that it will increase the chances at least one of the ads gets clicked. This "machine gun" approach just fires a bunch of ammo at the unsuspecting audience, hoping to hit the target (and anything else in the vicinity.) In practice, however, when people see 10 banners on a page they don't really see any one of them. They flee from your barrage by clicking quickly away to something, anything, more engaging. You have wasted a lot of ammunition and possibly still missed your target.
Let's think about a different approach. What does a sniper do? He/she identifies the target, studies the target, understands the target, acquires the target, and fires a single shot at the target. If your target is a sale, you need to know who your ideal buyer is, where they can be found, what they need from your product. You then aim with a focused, targeted communication to them. Examples of a sniper shot:
- Placing a sign-up form for your gun enthusiast mailing list on your antique gun blog;
- Send a coupon for your new ebook to customers who already bought your first book;
- Create a splash page for a single product with a "get more information" link to your mailing list.
People like to feel special--as if you are talking directly to them and understand their need. Be authentic and aim at the people who will truly benefit from your product so you can reach them.
Note: I am talking to myself here, in the hopes others might benefit as well.
That is a really good explanation and a great strategy to hit the bulls eye @fiberfrau, we need to focus on our target to hit it, keep up your great work and stay awesome.
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You have made some very good points here and put it in a good nutshell. Well done
Thank you Kimberly for your interesting article.
Yes, a rifle approach to marketing is so much more effective. Use the shotgun or machine-gun approach to determine the audience sector that responds best to your marketing campaign, then like you say, rifle down to that target audience.
Analytics is so important here, to determine the best sector - perhaps geo-targetting, or age, or disposable income - and also the right promotional method such as splash, squeeze, or lead capture pages.
This is good advice thank you for sharing