You're doing something important and the world needs to know about it. But there’s more noise to combat than ever before, so you only have seconds to grab someone’s attention and give them a reason to care about what you’re doing. It’s got to be brief, clear and compelling.
Here are three simple things that we have found can make a big difference.
1. Super Simple Messaging
Say it in five words or less.
Gone are the days of the one-page summary and the elevator pitch. Now it's got to fit on a t-shirt. We know what you do is more nuanced, and you'll have time to tell the whole story later, IF you can give your listeners a reason to want to know more.
It may be a grueling process and we're here to help.
This is our booth at a recent trade show. We do a lot more than livestreaming, but at this show, that was the ONLY THING we wanted everyone to know. Interestingly, because we removed the standard booth identification provided by the show, the organizers couldn't find us. But that didn't matter because we weren't there for them.
2. The Right Images
They say a picture is worth 1000 words and research shows we can make sense of a visual image in .01 seconds! But choosing the right image is easier said than done. You want to make sure it's compelling and relevant. Here are three factors to consider:
Composition
Is a whole body shot best, or would a closeup show the right detail?
What's in the background? Is your subject isolated or is the background distracting?
If you're showing a product, like blueberries, should it just be the product or would some styling be better?
This style of photograph is a great choice when it's all about the product, such as a product shot for an e-commerce site.
This is perfect for when you want to elicit a FEELING; when you want a customer to imagine how your product will fit perfectly into their life.
Lighting
Dramatic lighting conveys stronger emotions while soft lighting conveys something more tranquil. Which is right for your image?
Color
Colors convey emotions too. Warmer photographs can feel exciting and energetic, or they can make you think of warm weather or warm and fuzzy feelings. Cooler photographs can feel clean and moody and can evoke feelings of calmness.
Here are some examples:
Both of these shots are of virtually the exact same moment in the ceremony. But we don't get the emotion and detail in the wide shot like we do in the tight shot. This shows how composition really affects the emotion.
We love both of these shots we captured for WoodLowe.co wooden bowties. They both feature a handsome model, good lighting and good composition. But if we want to see the product, the tight shot wins out.
Why does this make you want to pour a glass of Lost Ark Rum? Besides the beautiful model, the shot here has some mystery and intrigue. We created some drama by having her face partially hidden by her hair, and the slight smile makes you wonder what she knows. (I think she knows how tasty the rum is!). The warmth of the photo brings out some passion and intensity.
3. Clear Call to Action
Don't say no for them.
Without a CTA your interaction is over, possibly forever. After you're given the privilege of someone's attention, make sure they have a next step and make it clear and easy.
Below are two great examples on websites. (But remember, CTAs are important in social posts, videos and print materials as well.)
There is a clear call to action in the top announcement bar and in the body of the home page. This will be updated for each phase of the Biz Challenge process: Kickoff Registration, Apply, and attend the Live Finale. But we'll only have the one relevant CTA at any one time.
After about 10 seconds, you'll see a popup with a big red button to unlock an offer and a small, "No Thanks" to opt out.
So there are three easy marketing ideas that will make a big difference in how you tell the world about what you’re doing. Let us know how we can help!
