Our brains make thousands of decisions before we decide to give a company our business. When we’re deciding if we should continue to give that company our business it’s a completely separate decision making process that’s just as complicated - and perhaps even more important. In this video tutorial, Mike begins by talking about how a returning customer can be more valuable than a new customer and then discusses a few tips on how to craft your ad copy differently when talking to an existing audience.
- Would you talk to a new customer at your restaurant…the same as a regular?…You wouldn't, right?…So why is your advertising talking to them the same way?…I once worked at a company that operated purly…on a retention marketing basis.…They had reached their limit and simply couldn't support…bringing in new customers.…Every single ad I wrote for them was just for a…returning customer, no new ones came through the door.…And here's the number one thing I learned:…in an acquisition ad, focus is on who, what and why.…In a retention ad, the first thing you want to do…is to acknowledge the relationship…and then present a custom offer.…
Focusing on what it is you're trying to sell in them…isn't as important as why you thought it would be…relevant for them, specifically.…Simply acknowledging that you have a relationship…with the customer instantly increases the…sense of relevance a customer feels,…and in marketing, generating a feeling can be…the hardest thing to do.…In their mind, they go from…"this company is talking to everybody,"…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.