Something has shifted in digital marketing. We’re starving for real connections beyond our screens. We’re trying to scrutinize what’s real, and what’s false. We’re exposed to more funnels and sales emails than at any time in history. To top it off, personalization and AI automation mean computers know our names and what we like, but the reality is we’re just bits and bytes in a database. So, what do you say we try this…go rogue!
Forget funnels, lead magnets, and automation – just for a moment.
Move away from autoresponders.
Try a more hands-on approach, and Interact on a human level. Newsletters that are more “letter” than news, gifting a small item in a physical mailer, or even personal phone calls to check in with your clients/consumers. Talk with people.
Build a bridge instead of a funnel.
Every digital marketer worth their salt has learned about the funnel. Don’t kid yourself, every consumer knows about it too. What if we shake this up by building a direct bridge without the middle bits for a change? When messaging your list, show you’ve done your homework about where your audience is at, and tell them where you’re at. It’s even okay if your client base knows you are struggling. They may be moved to help you in novel ways, and you might learn something new you can offer them as well.
Ditch gated content and move toward generosity.
Everyone is trying to control the buyer. If you push too hard, there will be resistance. Use your unique voice to create content that explains what you care about, and how it affects your buyer. And this time, don’t make people download an ebook to get it. Audiences are moving toward immediate gratification more than ever.
Some conversations go better without the hard sell. Imagine someone proposing to their loved one to the tune of “This ring, plus bonus materials, can be yours free if you say yes before midnight tonight, EST.” The appropriate response would be something akin to “I’m so glad I remembered to bring my pepper spray.”
Stay with me for a moment. This isn’t completely absurd. Sure, you need that email address or other information for your CRM and hopefully conversions down the line. Yet, if you offer something of value or simply your raw honesty without asking for anything in return – clients and prospects will trust you more than the competition – even if the competition is offering the same services as you.
There’s a big push toward conversational copywriting in marketing. Yes, it’s another one of those industry slang terms that get on my nerves, but this is something to get behind. Everyone wants to feel like they are being spoken with, not at. I’d rather hear people speaking their truth and apologizing if necessary, rather than wonder what’s behind the mask with a perfectly scripted facade, or worse, canned AI copy. Buyers want to feel at least part of the equation, not manipulated.
There is no downside to trying this approach, except you may delete a lot of marketing drafts because you aren’t used to feeling so exposed. The funnels and magnets and all that stuff will still be there, awaiting your return if you wish to implement them.
Pay attention to the general distrust swirling in the online space. There’s been too much misinformation, scams, and personal violations. It’s time to get back to basics. Wouldn’t it be refreshing to consume content that is factual, educational, or simply entertaining, rather than going for your jugular with the hard sell?
We unintentionally invite multitudes of online hucksters into our homes. You could liken that to someone with a bullhorn barging into your kitchen for coffee. Is their message fact-based or emotion-driven? Audiences are fully aware that while the online world is wonderful, there are times it can be a bit like dancing with the devil. Online access has given us just about anything we could imagine at our fingertips – and that has been incredibly exciting and oh-so-convenient. Now, however, we are being bombarded where we live. We can, and should, make it better.
The internet has become an aggressive battleground, with players trying to monetize every aspect of the online experience. At the very least, we can help make buying stuff fun again.
I think you’ll feel better if you let down your guard, let your freak fly, and interact with your “list” without an angle – at least this one time. See what happens.
