Make it easy — even irresistible — for your target audience to engage with your company. Give them compelling reasons to dive into your communications. And once they’re in, give them more reasons, and the opportunity, to take action.
Remember, your marketing communications aren’t about you. They should focus on something that’s important and valuable to your prospects. And once you’ve connected the dots between their need and your solution, make it easy for them — psychologically and functionally — to begin the purchase process.
Offer something of value. Streamline the contact process. Make your target want to engage with your company, and enable them to do so before something else distracts them.
AAM knew what advisors wanted in a low-rate environment. Targeted emails with a compelling, to-the-point headline and a distinctive supporting image ensured a high open rate. Simple, direct content that gave credibility to the headline’s promise helped to seal the deal, and multiple contact points provided immediate opportunities to act.