If and when you’re able to visit our favorite restaurant again, odds are you’ll be searching for quality meals instead of the pursuit of quantity found in fast food. The same is true of the content you create for your website, emails, and opt-in giveaways to battle the content saturation we are all experiencing lately.
“Content saturation is when a particular niche is overly crowded with content pieces that even the most exceptional and fresh article or infographic [might] get buried deep in the search results.” (DigitalMarketingPhilippines.com)
It’s perhaps not unsurprising that, the very fact that we are so saturated with content every time we go online or flip on the TV, we’ve developed an unconscious, sophisticated screening process for what we pay attention to and engage with, and what we ignore.
It should go without saying but must be repeated, that such an overabundance of input from advertisers and content marketers requires that the content you create must at all times be exceptional – lest it becomes lost in the glut.
Making Your Lead Magnet Stand Out From the Crowd
As an example, let’s use your lead magnet. First, you already know that virtually every website you’ve ever visited has a “freebie” on offer; an opt-in gift in exchange for an email address. That’s a pretty standard marketing tactic, right?
So, how can you make your tease, and the gift you offer, more appealing than your competition?
If the key to success in real estate is location, location, location; then the key to successful online marketing is copywriting, copywriting, copywriting!
To get the job done, the minimum requirements will be:
- Promote effectively – Descriptive and compelling copy will be the key to getting your audience to opt-in for your freebie. That is how you build an email list so the copy you use must speak to their needs and explain the benefits of taking advantage of your offer. All for the low, low, price of their email address!
- Display your expertise – The opt-in gift itself must address a serious issue and offer a realistic solution. You cannot afford to fall back on platitudes here. Rather, the “free” gift you are giving them should be something that others would be willing to pay for. That is how you create value, which is what they are “buying” with the currency you’re asking for – their email address!
- Follow-up by email – A series of well-written emails to follow-up will go a long way toward keeping them engaged and, hopefully, entice them to start buying. Begin with a “Thank you” email and ask for their feedback. Next, offer another high-value freebie to keep them interested. Then, begin promoting services or a webinar at a “Special Subscriber-Only” price. With the right kind of compelling sales copy, these emails keep them “Coming back for more!”
Is Hiring a Professional Copywriter the Right Choice for You?
Creating high-quality promotional copy, or even paying for professional copywriting, will generate greater interest in your lead magnet or opt-in. Whether you need “Ghostwriting” services to create a valuable opt-in gift, or you need help generating promotional copy, hiring a professional copywriter to do the work for you may be a solid investment.
For more on what it takes to create compelling copy, check out a couple of our previous blog posts: Writing Tips for Effective Content Marketing or Benefits Based Copy – You Like Features, Your Prospects Like Benefits, Who’s Right?
The team at YOMT offers professional copywriting packages to help you create interest and engage your audience on a higher level than you may have been able to do on your own. If you would like to chat about how we can support you, feel free to contact us.