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Marketing Top Tip Battle!

Value people's time

I just downloaded a website theme. I followed both versions of the installation instructions and neither worked.

Neither will work for all customers until someone bothers to report it to customer service.

Customer service will probably have the answer.

But I bet you 50p the problem will still exist in a week's time.

By not tying the customer experience into a tight loop of product/service improvements, this company is wasting our time, and the issue is this. To fix it is just one person's effort at the company, but say there are 100 customers going to be affected by this problem or 1,000. For the sake of one person making a little effort, all those customers' get their time wasted for a while. That's high leverage. That's plain rude.

Not wasting customers' time has to become central to everything you do. Make it a core tenet of all your decisions. It helps you reduce clicks, reduce steps, make things easier for your client, and that has to be good. >


This headline will stop you dead

The first job of an article or blog post is to catch people's attention.

We saw in a previous tweak that headlines catch more attention than pictures.

So it's the headline that has to catch people's attention, get them to stop what they are doing and pay attention.

To achieve that, think of the reader constantly wondering "what's in it for me?"

A shorter version is the 'so what?' test.

Imagine you are selling a frying pan.

If your headline in 2017 is "our frying pan has an innovative non-stick coating", no-one will get past 'our'.

If it's "you'll never have to scrub a frying pan again", that speaks to the benefit.

(The copywriting book I'm taking this from was written in 2008, but that example sounds like it's from the fifties doesn't it. We have dishwashers now. Anyway, you get the idea).

1) Know your audience,
2) write a headline that tells them what's in it for them.

So yes, writing the headline is the easy part. Before that, first you have to know your audience. Second, you have to know what their problems are. Third, you have to have a solution.

But at least you know how to write an attention grabbing headline.

This comes thanks to http://amzn.to/2oH1TCA


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Who is A Million Tweaks?

John Allsopp

Hi, I'm John Allsopp and I founded A Million Tweaks in 2009 to do just what it says, continually improve marketing systems.

Nowadays I'm still just as hungry to learn the latest and most effective marketing techniques in what is an incredibly fast moving world. Basically I buy all the training courses so you don't have to.

Actually that's not an insignificant thing. Back in the day I got a first in my degree (Internet Computing) because I did the work, obviously, but also because I studied well and that means taking information from different sources and mixing things up to find the truth in the middle, and I still do that today. I remember waking up one Sunday, switching on the wooden, push button TV we had next to the bed and Tony Buzan came on with his mind maps .. it's still how I study now.

There used to be a very popular service that read all the business books and summarised them for busy executives. I'm not sure if that's still going, but this service is like a modern equivalent, except we'll actually do the work for you too if you like.

In marketing, however, there is an absolute truth: the result. It's often more effort to talk about marketing improvements than to enact them. Don't talk: test. If it works it works. So A Million Tweaks is about making small, low risk changes every day and iterating our way to your fame and fortune.

Anyway, I was supposed to be introducing myself in this box. I live in Scarborough with my partner (who has ME/CFS). I'm 6'6" tall which I think makes me an observer. I drum in a ska band (come see us it's a great night) :-)

If you want to get in touch there's 07762 941921 but best for me is email john@johnallsopp.co.uk or hook up with me on Twitter or LinkedIn. Even better, fill out the form on this page and let's get talking about how we can apply some of these marketing improvements to your business, it's no good left stuck in my head now, is it?