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Even though the election season is over, I’ve opted to extend the debate and move it into the realm of online marketing. In 4 Anti-Science Marketing Attitudes That Keep Us In The Stone Ages I compare the anti-science efforts used by politicians and their campaigns to the anti-science efforts stacked against you, my fellow marketer.
The most egregious of the anti-science foes is the person who actively campaigns against data-driven marketing, using any of several excuses. You may have heard them yourself.

        

  1. Everybody else is doing it.
  2.     

  3. It’s not “on brand.”
  4.     

  5. I wouldn’t respond to that!
  6.     

  7. It’s not creative enough.
  8.     

  9. Give visitors the facts and they’ll figure the rest out.
  10.     

  11. We sell to everyone!

Read the entire article at Search Engine Land, or listen to the article via the Conversion Scientist Podcast.


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It’s 130 words long, and can build your practice or get you more interviews

Email is the biggest social network on the planet. Even 80-year-olds have been on email long before giving Facebook a try. Because of this, it is the most effective tool for building a network that will connect you with the people that can give you work — whether you are a freelancer or a The Market for Me Book Blog.
The problem is that email is a very personal medium. If we send unsolicited email, we feel we’re invading someone’s personal space. After all, we’ve all had spammers invade our space.

The Magic Email

The Magic Email gives you polite, respectful access to your email network. It contains the following components:

        

  • It is specific about it’s purpose: to get permission to contact someone by email
  •     

  • It states exactly what the recipient can expect from future emails
  •     

  • It states specifically how the recipient can help
  •     

  • It offers to reciprocate, making you a resource for them
  •     

  • It tells the recipient how to remove themselves from your list

As a bonus, it should offer something of value; a link to something of broad interest.
The Magic Email creates an email network that has given you permission to contact them. It is through these contacts that you will win more freelance opportunities, and have your resume and cover letter delivered directly to hiring managers.

The Details of the Strategy

If you want to turn email into a work-generating network, listen to my presentation at Freelance Austin. Furthermore, Austin-based CardboardResume.com™ has sponsored a free copy of my book The Market for Me: Surviving Job Loss and Building Your Lifetime Career Network.


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The Job Song courtesy of Industrial Jazz Group via Music Alley.

New presentation debuts at Innotech eMarketing Summit in Portland

After collaborating for a ClickZ article on Social Conversion with Dave Evans, I was pleased to get an opportunity to work with him to expand on the topic. I presented the topic at the eMarketing Summit during Innotech Portland 2009.
This is a topic that is moving quickly, and I suspect you will have something to say. Please do.
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You can connect with thousands of visitors to your site by understanding only four modes of persuasion.

imageCommunicating is connecting. If you’re communicating successfully, each of your readers will feel that you are writing directly to them.

I’m going to introduce you to a method of writing that will forge strong connections with your readers.

You will understand your readers when you understand the four “Modes of Persuasion.” Every visitor fits into one of four modes, and, as will see, each mode describes a different way of connecting. If you can master each of these modes, you can effectively draw anyone closer with your words.

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The Four Modes of Persuasion

Each of your visitors will come in one of four modes: Competitive, Methodical, Humanist, or Spontaneous.

COMPETITIVE visitors are looking for information that will make them better, smarter or more cutting-edge. Use benefit statements and payoffs in your headings to draw them into your content.

METHODICALS like data and details. Include specifics and proof in your writing to connect with them.

HUMANISTS want information that supports their relationships. They will relate to your writing if you share the human element in your topic.

SPONTANEOUS visitors are the least patient. They need to know what’s in it for them and may not read your entire story. Provide short headings for them to scan so that they can get to the points that are important to them.

When you understand that every visitor consumes information differently, you can build empathy with more of your readers. In time, your content will appeal to a wider audience making your Web site more enjoyable and accessible.

You can learn more about these four Modes of Persuasion in the book Waiting for Your Cat to Bark? by Bryan and Jeffrey Eisenberg.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

From the Society of Word of Mouth comes this little podcast about the change in marketing. It’s more serious than you might think.
“It is no longer sufficient to communicate powerfully, you must say something powerful.”


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Dave Evans is one of the smartest guys in Social Media today and has the ability to ask questions that make you stop and think. Really think. So, when he asked my opinion on where social media meets conversion strategy, I really had to think.

The result of our collaboration is his latest ClickZ article Social Conversions: Taking Step Two. For me, the process crystallized the reasons that so many of us have trouble seeing the ROI in social marketing. We’re looking at it wrong.

I will expand here on how we use inappropriate strategies for our social marketing campaigns. In subsequent posts, I’ll drill down on some of the strategies mentioned in the column and show you how they work.

The Flaw in our Social Marketing Model

Dave’s article hints at the way we use old measures of success in new paradigms. We see social media as simply another way to drive traffic to our traditional conversion funnels.

With this model, we try to cram our social strategies into the Awareness portion of the marketing funnel. While this is a valid use of social marketing, it is it’s most limited.

When we realize that there is a whole world of conversion after the purchase we begin to use our social marketing more strategically.

Strategic Social Marketing

We can use social media strategically when we apply it to the post-purchase portion of the funnel

This expanded model for social media let’s us use social channels more strategically.

Instead of asking, “How can we use video to drive more traffic to us?” we can instead ask, “How can we use video to increase use of our offering?”

Instead of asking, “How can we use Facebook to build a list of prospects?” we can ask, “How can we use Facebook to get people talking about our product?”

Can you see how we would apply social marketing in a more purposeful way when we change our point of view? Doesn’t it become clearer how we would measure the success of our social campaigns beyond just traffic and page views? If you answered “Well, kinda,” don’t worry.

I’ll be exploring best practices for some of the strategies mentioned in the Social Conversion article, including:

  • Use of notification emails which “are among the most overlooked opportunities for engaging new product users.”
  • Designing a blog that converts buyers to users, users to opinion, and opinion to talk.
  • B2B implementation circles

For a complete understanding of the marketing funnel, read Dave’s book Social Media Marketing: An Hour a Day.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

There are 10,000 online strategies to choose from in the marketing landscape. Will you try them all?

 

Brian-Massey-Innotech1108-4

 

No matter how unique your product service or business is, your Web site follows a specific pattern. For each pattern. There are certain set of strategies that you must get it right or you will have difficulty converting traffic to leads or sales.

 

Listen to my presentation from the Innotech eMarketing Summit to learn what pattern your web site should follow, and the three strategies that you must case to make the Web work for your business.

 

Listen to Brian Massey’s Presentation


Download the audio