Posted by danielburstein
This blog post ends with an opportunity for you to win a stay at the ARIA in Vegas and a ticket to
Email Summit, but it begins with an essential question for marketers…
How can you improve already successful marketing, advertising, websites and copywriting?
Today’s Moz blog post is unique. Not only are we going to teach you how to address this challenge, we’re going to offer an example that you can dig into to help drive home the lesson.
Give the people what they want
Some copy and design is so bad, the fixes are obvious. Maybe you shouldn’t insult the customer in the headline. Maybe you should update the website that still uses a dot matrix font.
But when you’re already doing well, how can you continue to improve?
I don’t have the answer for you, but I’ll tell you who does – your customers.
There are many tricks, gimmicks and technology you can use in marketing, but when you strip away all the hype and rhetoric, successful marketing is pretty straightforward –
clearly communicate the value your offer provides to people who will pay you for that value.
Easier said than done, of course.
So how do you determine what customers want? And the best way to deliver it to them?
Well, there are many ways to learn from customers, such as focus groups, surveys and social listening. While there is value in asking people what they want, there is also a major challenge in it. “People’s ability to understand the factors that affect their behavior is surprisingly poor,” according to research from Dr. Noah J. Goldstein, Associate Professor of Management and Organizations, UCLA Anderson School of Management.
Or, as Malcolm Gladwell more glibly puts it when referring to coffee choices, “The mind knows not what the tongue wants.”
Not to say that opinion-based …read more