In a way, it can get pretty tricky, Especially that the competition has risen to unprecedented highs. While you put an ad, a blog, or just merely posting on social media, there are almost 2.4 million searches on Google every second, 700 thousand logins & 41 thousand Facebook posts, and nearly 40 thousand posts on Instagram. It is overwhelming, and if your content is weak, then there goes the effort. Content marketers are in a struggle to get the consumers attention to a product or service and then hold that interest through the road of getting an opt-in and forge a relationship with your brand until the point where you gear them toward a call to action.
With that much activity every minute it gets pretty hard, and almost 50% of posts and blogs posted go unnoticed; not only that, you could be spending a lot of money with no use and even though all the statistics suggest that your numbers are playing well, nothing seems to work. Here goes thousands of dollars lost in thin air.
There are many marketing models and schemes. Even psychological triggers that could help achieve all your goals if exploited correctly. One of my personal favorites is called reinforcement theory which has a lot in common with 3 methods that I am going to discuss. The first is operant conditioning. For those who haven’t heard of operant psychology, it is a method of learning that goes through a rewards and punishment system in which it favors a specific behavior.
The second method that is similar to reinforcement theory is confirmation bias. Experiments have frequently observed that people tend to examine hypotheses in a biased way by seeking evidence that is consistent with their current belief.
Last but not least is a principle called the law of effect. The Law shows responses that produce a satisfying result in a specific situation is more likely to occur again in that situation. On the other hand, experiences that provide a discomforting effect become less likely to happen again in that situation. The principle could suggest that we are similar to animals and depend on trial and error to know where positive and negative outcomes occur, but Edward Thorndike who advanced this principle states that humans don’t necessarily have to go through such trials to discover their surroundings.
The model generally states that people are more inclined to retain any message that fits or support their values that are already ingrained in their behavior. In simpler words, people will almost always prefer things that align with their present experiences and worldviews. Try threatening or challenging those views, and it may strongly result in people not listening or hating you all together.
Humans will continually want to encircle themselves with experiences that conform to their expectations. Stating that people do not like to have previously-held beliefs challenged. People, in general, don’t want to be wrong, While it is not socially possible to completely avoid all unwanted information. When people are exposed to such information, another phenomenon soon follows.
When specific information is unavoidable, the person might choose to neglect it if it does not go with their beliefs.
The final mechanism behind the theory of reinforcement is selective retention and recall. It usually happens when people remember only the information that is in agreement with their predispositions and is not clashing with them.
You may have noticed that many of us tend to take the easy road to a full tummy. What I mean is fast food. While many diseases have been incorporated by the fast food industry and processed food, someone who aligns themselves into such a lifestyle and it is in their core beliefs that have no adverse effects on them, any attacks on their views will go ignored. Any content that says that the food is healthy will be taken with a warm heart. Who can beat a juicy burger that is as addictive as drugs?
If a preexisting belief that plastic is bad for the environment, even though it is quite apparent, I mean who in the 21st century thinks plastic is normal anymore? Then this person stumbles upon an article that says “This Alternative to plastic is helping the earth and going viral” they are going to be extra inclined to click, learn more, and remember such an article that says how much change they could make; it’s even possible they would get into your newsletter.
Want more fans for your brand or personal brand; you need to read them first. Analyze and determine what your objective in the market looks like and believe. What are your targets values? Are they headstrong, or more easily influenced? What practices do they have that could be used in your strategy? In spite of your efforts to learn the potential and behaviors of the market, although no straight answer applies to each person in your target audience. But often you would find general aspects of your market that will help you determine the content to write tomorrow.
Flattery is precious, and no content marketer should exist thinking that whatever they offer does not need good manners. Writing content or posting things that make your readers feel better about themselves is forever going to beat any media that does the contrary. I also can’t emphasize how valuable your headlines are in grasping your audience’s attention. For instance, Instead of “Study shows that burgers might not be that bad after all” try using flattery like “You deserve a mouthwatering burger! Research shows it will make you happier.”
Or “study shows vacations make you extra productive,” use this “You deserve peace! Study points it will get you earning more.”
You are about to publish a bomb that would promote conflict with your audience, then be cautious about how you compose your title. No one could argue of how essential your headline is, and that is the king of your content where the rest of your article is under its roof. It is a deal breaker for your viewers. Use original phrasing to evade dispute. For example, you might find that GMO’s are dangerous and pretty concerned and want to share awareness, so you go ahead and write this headline “GMO’s are not dangerous, so get lost!” For an audience that has become so aware of how they are unforgivably nasty and unhealthy, why not use a softer way to introduce your opinion like “Are GMO’s truly that ugly?”
Controversial topics do have its spot in every marketing strategy ever implemented. However, use it sensibly to reap its gains later on. Stacking too many controversies in succession is not advisable. A better way to do this is spreading out your controversial articles to do it over time. Above all, when debating a point, make sure to incorporate counterpoints to serve as a mental anchor for the ones who will “surely” object.
Sometimes you want your users to modify their views on a particular subject, don’t attempt to compose a compelling piece. Lead them in tiny steps, or inject the concept slowly. For instance, it has become very challenging for hotels to compete in the market because of the internet and the emergence of platforms that offer replacements; such as well furnished and hotel-like apartments that you could enjoy at a fraction of the price and the best of locations. While it is challenging, everything has a weakness that could be exploited to your benefit. You could make a blog about how you could spend less money by renting out places in your destination, casually mentioning some of the stuff that could go crazy along the way, such as long waiting hours for check-ins, no room service and how much of a mess could be created along with your stay. By referencing a resolution at the end of the blog, when a reader might be hooked. After all the agony that you have provided in your piece and throwing something like “Enjoy our Early check-in solution for those who arrive at 5 AM and have to wait for their check-ins.” For example offering a lounge inside that hotel of yours where visitors could lay down with their luggage comfortably, getting a complimentary drink and free wifi until they are checked in. Marketing it that “You Deserve the extra care, this is what we do for early arrivals.”
I better get a complimentary suite along with my partners for this insight that no one has used yet.
Last but not least, for the theory to work, you need to have a strong relationship with your readers. Augmenting your principles should be infrequent, declaring them explicitly or assuming their existence can help remind your audience what you stand for and forge vital connections with them.
Because of this theory, people will continuously be far more likely to endorse any content that strengthens what they already believe disproportionally and discredits or reject any material that opposes their beliefs. That does not imply you have to withdraw any content that doubts your reader’s assumption, but it does intend that you will need to think thoroughly about how you should throw those thoughts.
Learn the art of crafting articles and master it, posts or about anything; with the theory in mind, you will notice far more likability, visibility, traffic and engagement from your fans.
It’s quite hard to focus on your business needs and also think of marketing and how you could enhance your strategies, if you need a professional team to help with your next plan, do not hesitate to connect with our bears and fill our form to craft your next campaign.