Ways and Words That Cause People to Share Your Content
Published: Tue, 09/06/11
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Remember the marketing prediction I shared with you late last year?
Released on Dec. 28, 2010, my article titled, The Trend That Will Drive Marketing Success in 2011, explained significant changes in the marketing world. The piece stressed how you -- as a small business owner and entrepreneur -- can now compete on a promotional level with larger companies aided by bigger budgets.
Back then, I described the way you contend is by creating "shareable" content. After all, people no longer just read information -- they seek out ways to share it.
Fast-forward several months and content sharing continues to be especially prevalent among people who use the Internet. According to data released by Chadwick Martin Bailey, a marketing research consulting company, three-quarters of Web users say they're likely to share pieces of content with their friends and family.
But the idea that content sharing only occurs online is crazy. Traditional communication methods, such as face-to-face conversations, phone calls and (gasp!) snail mail, are still alive and kicking. (By the way, don't let the U.S. Postal Service's much-publicized financial collapse cloud your view of mail's effectiveness as a marketing medium.)
Ultimately, if you want people to share your content, you must generate a "wow" reaction. This response requires delivering unique information that's not available from your competitors. You must also provide content with substance, instead of a message based on your desire to push sales.
If you regularly use Facebook for marketing (and you should), check out this list of the most shareable words on the social networking site: http://danzarrella.com/the-most-facebook-shareable-words.html.
Two words that immediately jump out are "why" and "how." These terms suggest educational messages and explanations.
Example titles you've seen me use include Why So Many Print Ads Fail and How Much Copy Do You Need to Create Sale. And don't forget my favorite "how" variation -- "How to" (as in How to Cut Marketing's Most Costly Expense).
What should also get your attention is the frequency of "you," or what's been referred to as "marketing's most persuasive word." When you use "you" (and variations of the term), you prove to prospects your content is written specifically for them.
And don't forget ...
If you want people sharing your marketing materials, remind them and provide ways to pass on your information. In addition to including a sentence similar to what's in italics below this article, add sharing buttons on your website that link to Facebook, Twitter, Google+ and social bookmarking sites.
Please feel free to share this information with the people in your network.
Sincerely,
Tom Trush
*** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. ***
Released on Dec. 28, 2010, my article titled, The Trend That Will Drive Marketing Success in 2011, explained significant changes in the marketing world. The piece stressed how you -- as a small business owner and entrepreneur -- can now compete on a promotional level with larger companies aided by bigger budgets.
Back then, I described the way you contend is by creating "shareable" content. After all, people no longer just read information -- they seek out ways to share it.
Fast-forward several months and content sharing continues to be especially prevalent among people who use the Internet. According to data released by Chadwick Martin Bailey, a marketing research consulting company, three-quarters of Web users say they're likely to share pieces of content with their friends and family.
But the idea that content sharing only occurs online is crazy. Traditional communication methods, such as face-to-face conversations, phone calls and (gasp!) snail mail, are still alive and kicking. (By the way, don't let the U.S. Postal Service's much-publicized financial collapse cloud your view of mail's effectiveness as a marketing medium.)
Ultimately, if you want people to share your content, you must generate a "wow" reaction. This response requires delivering unique information that's not available from your competitors. You must also provide content with substance, instead of a message based on your desire to push sales.
If you regularly use Facebook for marketing (and you should), check out this list of the most shareable words on the social networking site: http://danzarrella.com/the-most-facebook-shareable-words.html.
Two words that immediately jump out are "why" and "how." These terms suggest educational messages and explanations.
Example titles you've seen me use include Why So Many Print Ads Fail and How Much Copy Do You Need to Create Sale. And don't forget my favorite "how" variation -- "How to" (as in How to Cut Marketing's Most Costly Expense).
What should also get your attention is the frequency of "you," or what's been referred to as "marketing's most persuasive word." When you use "you" (and variations of the term), you prove to prospects your content is written specifically for them.
And don't forget ...
If you want people sharing your marketing materials, remind them and provide ways to pass on your information. In addition to including a sentence similar to what's in italics below this article, add sharing buttons on your website that link to Facebook, Twitter, Google+ and social bookmarking sites.
Please feel free to share this information with the people in your network.
Sincerely,
Tom Trush
*** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. ***