How to Get Higher Conversions from “The Edit”

In our last issue we talked about improving the conversion rates from landing pages. In this issue we will look at other tactics you can employ to see a higher return across all of your marketing mediums.

Our clients often report that their emails aren’t getting great responses or click-throughs. They say this because it is a medium they can very clearly measure. On the very same day you send an email, you can see who clicked, who interacted, and other engagement stats. Unlike some of their other marketing pieces, email is inherently track-able, and that makes it the perfect place to start when looking at what you could be doing better as a marketer to boost response.

The problem for almost 90% of the poor-performing emails we review is confusing messaging. Businesses are notorious for trying to say too much with their marketing collateral and emails, i.e. We have 10 different things that make us unique – let’s feature them all! And let’s include our history. And include a couple of different offers.  And don’t forget to list every conceivable way they can contact us. That’s simply too much information, too many calls-to-action, and too much going on.

Focus on the old mantra KISS- keep it simple or what we will call “the edit”.

Many marketers unknowingly get in their own way. They are so focused on making sure every little thing about their company, their product or service, is communicated that they just cannot edit.

THE EDIT – Editing to clarify will help prevent your customer from getting confused. A confused customer doesn’t take action.  Instead, they move onto the next in a series of endless distractions vying for their attention. In a society where most people have at least two email accounts, three social media accounts, 10+ apps and a host of other real-life distractions, marketers have to be even better at “the edit”.

Consider this: If you have too much to say in your next marketing piece or email, could it be you’re not communicating frequently enough? Perhaps you are simply not sending out enough communications.

If you’re only sending one email a month and are shoving all of your information into that one communication, then information overload could be preventing people from reading your message. Few agents have the time to read and absorb a once-a-month newsletter that includes announcements of upcoming events, important dates, new product or service enhancements AND new hire details.  And, I imagine even fewer customers will get through a newsletter containing various stories on different insurance topics, plus new service announcements, plus tips for the season, plus . . .etc.  My insurance company sends me a beautifully printed newsletter once a month that they have designed in a magazine format. I can tell they put a lot of effort and expense into this piece but I simply do not have the time to read it . . . and I’m in the business!  I can only imagine most of these pieces are immediately discarded, not because it isn’t valuable, it just asks for too much time and attention.

It would be far more effective to distill that information and then spread it out into more easily digestible pieces.  To do this, work on a content calendar and think through everything you need to communicate that month. Then edit it down into bite-sized portions that can be communicated once a week, twice a month or whatever frequency makes sense.  When you’re working on content, keep each communication focused on that ONE thing you want them to understand, or want the recipient to do.

This concept applies to every marketing effort. When they come to your Facebook page, what is the one action you want them to take? When someone visits your blog, do you just want them to read your post and leave, or click through deeper into your site for more content and to learn more about you?

Instead of fire-hosing your prospect or customer, ask yourself the following questions as you sit down to start planning your next communication:

  • What is the one thing I want them to do when they read this?
  • What is the one thing I want my customer or client or prospect to do when they visit my website?
  • What is the one next step I want them to take?

Work on your editing skills and it will surely pay off in your customer “click-throughs”, engagement, and conversions.