Today, it seems everyone is focused on raising click rates. Well, at least every marketer should be because more clicks mean more conversions.
In traditional marketing, companies focus on sending messages to their customers about their latest discounts, promotions, blog posts, news, and events. They know that in order to convert they need to get clicks so they create fancy designs, breathtaking copy, and outrageous offers, but when they look at their click-through rates they are appalled.
For email, the average CTR is less than 2%, for web banners and ad units it is even less.
Why isn’t their focus translating into clicks?
According to the Harvard Business School Paper titled “The Ikea Effect” their marketing is futile because they give it away for free with little effort. Psychologists have long spoken about “effort justification” – the more effort we put into an activity, the more we value it.
When it comes to clicking, people are weird and irrational. As soon they see your message is openly available they immediately cast it off as worthless. As a self-defence mechanism, our brain tells us that if it were worthwhile it would not be given away so easily.
To your readers with an attention span of 8 seconds it needs to be perceived as valuable or else it will be immediately filtered out as spam. So what drives perceived value?
Price and effort drive perception of value.
Therefore the perceived value of a product is influenced greatly by the difficulty it takes to get it.
“The real price of every thing, what every thing really costs to the man who wants to acquire it, is the toil and trouble of acquiring it” – Adam Smith
Therefore things that are hard to get are perceived as more valuable whereas things that easy are not… like your messages and promotions.
We have all heard someone say, “Things that are easy aren’t worth having”. In the human mind this is very true, if we don’t have to give to get, then is it really valuable?
Humans tend to think it is not.
By giving away your offers within your emails, banners, and ad units you’re are devaluing your message. So how do you apply what we’ve learned to add perceived value to your messages?
By revealing it.
Enter Reveal Based Marketing
Reveal Based Marketing flips marketing on its side by adding perceived value to otherwise “normal messages.” Instead of giving consumers messages for ‘nothing’ it conceals them, requiring an action to be revealed.
This increases clicks in 3 major ways:
- It incites curiosity from the consumer about what could be “behind the door” increasing clicks.
- It gives more value to the message, as the consumer has to perform an action to receive their “prize”, increasing clicks.
- It tempts the user that they could “win” which has been shown to heighten intrigue and engagement increasing clicks.
So to build a colossal amount of clicks all I have to do is conceal my message?
Not so fast. Let’s break it down.
The most successful reveal based marketing campaigns have four key components:
(1) Teasing Copy – Your copy is the core of any Reveal Based Marketing campaign. It is the text that attracts potential customers to click. Reveal based marketing campaigns use enticing language to suck the viewer in.
(2) Image – An attention-grabbing image that speaks to the user’s curiosity, but doesn’t give away the surprise.
(3) Interactive Action – Undoubtedly one of the most important pieces of any reveal based marketing campaign is the interactive action. This is what the user must do to receive their “message” or “prize”. In the process of doing the action, the user spends time engaging with your brand and deepens their attention and desire.
(4) Call to Action – Every Reveal Based Marketing campaign must end with a strong call to action. The users have been intrigued, excited, and have now completed their action to receive their message, the CTA is crucial for ensuring they convert.
If you master these four components your message won’t only be clicked, but it will be valued.
What types of Reveal Based Marketing actions are there?
Games: Promotions and discounts that require you to scratch away, spin, or play a flash game before viewing a deal.
Problem Solving: Promotions and discounts that require you to draw a picture, build a puzzle, or solve a riddle.
Motion Interactions: Promotions and discounts that require you to move, shake, tilt, blink, or jump to reveal.
There you go. It’s been 120 seconds, give or take a few, and you now know that is necessary to add perceived value to all of your messages. You have also been given a proven tactic for delivery.What kind of reveal based marketing campaign will you make?
What’s next? This is what we suggest you do now
> Free webinar: Go here to register for the “Reveal based marketing for email marketers” webinar.
> If you want to learn more about Zembula the leading technology platform for reveal marketing, contact us here.
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