Jen asks, “What is your take on the opinion that attention spans are getting shorter and people don’t read long-form content any more?” If that were true, Netflix would be out of business. Disney+ would not exist. Attention spans are longer than ever, by the very definition of binge watching. Attention for crap quality content,…
Summary In today's episode, I dismantle the myth that shrinking attention spans are killing long-form content and show why quality is the real culprit. Here's what this means for you. You'll reframe your marketing mindset from competing for scarce attention to competing with Netflix, Disney+, and Spotify on quality. You'll also learn these concepts: why…
Jen asks, “What do you suggest for building content that persuades leads to make a purchase decision?” Remember what buying is: an emotional decision we rationalize later. Thus, the question we need to ask is, what emotions do our prospects buy with, and do they match what we sell with? This means analyzing our bottom…
Summary In today's episode, I break down how to craft bottom-of-the-funnel content that matches the emotional drivers behind purchase decisions and backs them up with rational proof. Here's what this means for you. You'll align your offers with what buyers actually feel at the moment of purchase, lifting conversion rates without changing your product. You'll…
Melissa asks, “What content works best for moving prospects from the awareness stage and turning them into leads?” The answer to the question of middle of funnel content is contingent on what kinds of prospects they are and where they are in the demand spectrum. You’ll fundamentally need 4 kinds of content. Branded demand content…
Summary In today's episode, I break down the four fundamental types of content that work best at the middle of the marketing funnel for turning aware prospects into qualified leads. Here's what this means for you. You gain a clear framework for matching your content to the specific kind of demand your audience brings so…
Jen asks, “How can brands find out which kind of Facebook Ads work best for them?” You’ll need to do a content assessment in 4 layers: – Audience content – Your own content – Competitive content – Landscape content Once you’ve done all 4, you’ll have an understanding of what the different concepts and media…
Tiff asks, “At what reading level should website copy be written? Is it the same as print?” The answer to this question depends on two things: your audience, and what readability score you’re using. There are 5 major readability scores: – Flesch-Kincaid grade level – words/sentences – syllables/words – Gunning-Fog index – words/sentences – complex…
Summary In today's episode, I walk through how to pick the right reading level for website copy and which readability algorithm to use for marketing content. Here's what this means for you. You can match your writing to your audience's actual reading ability and test whether readability changes truly move your conversion rates. You'll also…
