How to Convert Better with Tight Pinch Points
Sometimes when you’re looking at things from the 10,000 foot view, you need simple words to describe complex processes The Know-Like-Trust paradigm provides them, but when we’re down in the nitty gritty of developing marketing strategies, we need to remember that Know-Like-Trust is just a simplified version of the Buyer’s Journey.
A potential customer can quit at any point, but they are more likely to quit at some points than others. I call them pinch points.
Pinch Points are where Customers Quit
Imagine for a moment, that ten million people see your content posted on social media.
Most of them won’t read or watch your content.
Most of those that do read or watch will click away without spending even a fraction of an instant figuring out how you can help them.
Most of the people who do investigate further will read a page or two then click away to watch cat videos.
A few of them will sign up to your mailing list because they love what you’re doing and think you can make their lives better.
That’s a journey. It ended with a decision to opt in to your e-mail list, but there were several points along the way where they decided to stick with you. If you can optimize those points—if you can convince more people to stick with you—your audience will grow faster, and you’ll get more paying customers.
Every Decision is a Pinch Point
Brains are lazy and making decisions is hard. Every time someone has to make a decision, they’re probably going to decide not to engage.
- Someone sees a headline. Do they click through and read the article?
- Someone clicks through and sees a giant wall of text, do they engage?
- Someone reads it all, thinks it’s cool, and wants to take the next step. What is it?
- Someone clicks over to your About Page and it’s corporatized bullshit. Do they like you?
- Someone clicks over to your Home Page and it’s unclear what you do, do they care?
- Someone loves everything they’ve seen and wants to hear more from you. Can they?
- Their eyes fall on the e-mail signup form in your sidebar—what’s in it for them?
People can click away at any time, but they do it most often at specific points. If you convert better at those points, not only will you get more qualified prospects, you’ll get better qualified prospects.
That’s because at almost every step along the way, optimizing your pinch points means attracting better prospects and driving away lesser ones.
How Do You Do Them Better?
In general, optimizing your pinch points means tailoring them to your specific audience, and that requires experimentation, but there are some best practices you’re going to want to try first.
None of the work you put into your content will pay off unless people read or watch it. That means the headlines you put on social—or that get automatically populated when other people post it on social—are the gateways to all of your organic social media efforts. Don’t just pick something that makes sense, pick something that attracts the attention of your ideal audience.
You can also check out the Headlines tag in the blog.
Nobody wants to wade into a wall of text. Simply dividing your content up into 200-300 word chunks with relevant, skimmable sub-heads makes it infinitely more readable. Breaking it up further with pull-quotes that highlight key points make it more readable and make the key points more memorable.
Just be better. Don’t just put out crap for the sake of consistency. Put in the effort to tailor your content to your ideal customer. Put in the effort to turn mediocrity into excellence before you publish. Demonstrate your authority by being excellent.
I won’t belabor the point, but tepid content is useless. If you’re trying to appeal to everyone, you’ll appeal to noone.
Standard spelling and grammar is the ticket to entry not the key to excellence. Excellence is in the details.
Better Content at Specific Points
Some of your content is going to be seen more than the rest. Optimizing that content makes all of your efforts more efficient.
That content includes posts like this one that are cornerstone content intended to be shared to social media repeatedly. It also includes your About Page, Home Page, and the opt-in page for your mailing list.
If someone reads your content, likes it, and wants to know more about you, what are they going to do? They will read more content or click over to either your Home Page or your About Page.
The more frequently a piece of content gets read, the more important it is to make it remarkable.
The opt-in page for your mailing list is only going to be seen by people who are legitimately interested in what you have to say. The people who sign up for your list actively want to learn from you and are inviting you to nurture them into paying clients.
That makes optimizing the conversion rate of your opt-in page one of the most important things you can do for your new business.
Six more people signing up to your list every day is 2,190 more people signing up to your list every year. Fix your opt-in page once, and it will work for months, maybe years.
Even if you can’t pay a pro for every piece of content, you should consider paying one for the key pieces that have to be of pro quality. That’s why I’ve offered to do them at a bit of a discount for new enterprises that have done the brainwork. [add link]
Clear Calls to Action
What do you want people to do when they’re done reading or watching a piece of content? You should know that when you start the creation process, and you should be explicit with it on the way out.
Call to Action
I’m a Copyblogger Certified Content Marketer. That means I’ve studied with the premiere Content Marketing educators on the internet and they’ve judged me worthy. I know the difference between tepid content and remarkable content. I know the differences between copy that’s designed to attract attention and copy that’s designed to convert that attention into action. I know it like it’s my job—because it is.
If you’d like to put that knowledge, and my dedication to professionalism, to work for you, drop your best business e-mail address in the form below and let’s get to work.