“Pay to play.”
A phrase you’ve heard, no?
In fact, if you’re a marketer, it’s probably a concept you grapple with on a day-to-day basis.
But if you think you’ve got to spend money to make money…
You’re dead wrong!
Because money doesn’t just magically make your marketing more effective.
Think about it…
Just like you can’t throw money at your problems, you can’t simply pay people to CARE about you or what you’re offering.
Instead, you strive to be compelling, intriguing, and curiosity-provoking.
You’ve gotta grab your prospects by the eyeballs and make ’em hang, with bated breath, on every word you’ve got to say.
And guess what..?
You can’t pay for that kind of attention.
Instead, you have to EARN it.
The most important currency for marketers isn’t what’s in your wallet
You can’t make anyone do ANYTHING without capturing their attention first.
Attention is what everyone is fighting over, after all.
Everyone, including your spouse, kids, mother, brother, crazy uncle, and all the folks who love to hear themselves talk…all want your undivided attention, right?
It’s your most precious and finite resource.
And your prospects are no different.
The good news is that earning the attention of your audience doesn’t have to cost an arm and a leg.
And when you forget about money for a moment, and focus on getting attention, you can make your marketing exponentially more valuable.
And that, dear reader, is we’re going to break down, step-by-step, below.
You can’t put a price tag on achtung, baby!
In fact, I have a great example of a (now) household name that mastered the art of attracting attention, minus a bloated ad budget.
Rewind to 2014…
A freshly IPO’d company qualified to appear in YouTube’s “Top 10 Most-Viewed Advertisements of the Year.”
(The top 10, as you might imagine, included the likes of Nike, Budweiser, and Samsung; companies whose marketing budgets are nothing short of staggering.)
However, this up-and-coming brand was disqualified from appearing on the list, despite amassing HUNDREDS of MILLIONS of organic views.
Their reason for getting the boot?
They didn’t spend enough to have their videos considered as proper “ads.”
Yeah, that’s right.
Their universally-adored ads were killing it, but were so cost-effective that they couldn’t be labeled as advertisements.
This company achieved their success by taking a do-it-yourself approach to advertising, much of their marketing in-house.
Oh, and by having their hordes of satisfied customers create ads for them…willingly and without any compensation.
Who are we talking about, by the way?
Who essentially “broke” the traditional advertising model as we know it?
Ever hear of GoPro?
Yup, that’s right.
GoPro manages to sell billions worth of HD cameras year after year with a marketing strategy solely based on grabbing people’s attention…
Not outspending their competition.
Instead of following everyone else paying-to-play, GoPro played by a different set of rules.
You can do the same too.
How to ‘GoPro’ your marketing game
Although GoPro has the luxury of selling a sexy product, there are some takeaways that any marketer should consider cornerstones of their marketing strategy.
No hacks or cheap tricks.
And certainly no funny stuff.
Let’s talk about the three tried-and-tested tactics to getting more eyes on your ads…
First you gotta make your ads valuable
Unless you literally work in advertising, you probably don’t spend a lot of time sharing ads with your friends and family (…except perhaps during the Super Bowl).
However, GoPro’s ads are so damn good that people go out of their way to watch them voluntarily.
This one has garnered nearly 40 million views on YouTube and is the textbook definition of a share-worthy ad…
Now, I know you clicked play (and bit your fingernails the whole time).
Marketers should strive to craft copy and ads that achieve the same effect.
You need to create content that people would not only read or watch, but is valuable enough to actually share with others.
Doing so might seem like an uphill battle, but it’s actually pretty straightforward when you break down what makes content or an ad valuable in the first place.
Here are a few rules to consider…
Valuable advertising is original
Repeating what’s been said a million times before isn’t going to get your prospects excited.
In fact, it’s just going to make you seem like another face in the crowd.
It’ll just put them to sleep.
The LAST thing you want your prospects saying to themselves?
“Meh, I’ve heard this before.”
So rather than regurgitate what everyone else is saying…
- Put a new spin on things
- Contradict conventional wisdom
- Share your thoughts and convictions
Sure, always feel free to draw inspiration from others, but don’t lose your voice and personality in the process.
Valuable advertising solves problems
We’re moved by copy and ads that address problems in our lives, plain and simple.
Someone might be won over by a GoPro ad because they’re tired of lugging around a clunky, fragile camera.
And your prospects might interested in network marketing because they’re tired of working a soul-crushing 9-to-5.
So if you’re not sure where to start with an ad, begin with the pain points of your audience.
- What are people complaining about on Facebook?
- What are the most common questions that pop up in your inbox?
- Importantly: what did YOU struggle with when you first got started?
These concerns from your prospects point directly to what you should write about next.
Valuable advertising is entertaining
Being boring is the kiss of death for any piece of content you might create.
Rather than allow your readers to gloss over what you’ve made, you need to grab them from the word “go.”
GoPro could rest on their laurels and put out the same video ads again and again, but they’re dedicated to the art of entertaining their audience.
Are you writing headlines that are so irresistible that your prospects have no choice but to click?
Is your copy guiding readers from “Point A” to “Point B,” keeping them on the page?
When your copy ticks these boxes, people are much more likely to hand over their attention to you.
Next you gotta PROVE yourself to your prospects.
Everyone’s a skeptic these days, which can make the process of grabbing people’s attention tricky.
In order for someone to give you their undivided attention, especially to the point where they’ll even consider buying from you, you need to gain their trust, too.
They’ve been burned in the past.
You need to communicate you’re the real deal.
That’s where social proof comes in handy.
Returning to our example, GoPro’s marketing campaigns are oozing with social proof.
In addition to scoring over a billion views on YouTube, GoPro’s Instagram account has accrued over 13.5 million followers while being made up of almost entirely of user-generated content.
Nobody has to ask if GoPro’s customers are satisfied…
Their rabid base of fans posting photos and videos tells the whole story.
How to snag social proof in a matter of seconds
The good news?
Proving your worth to prospects is arguably easier than ever.
It’s all about backing up your claims with hard evidence and data…
- If an ad you’ve run has received huge engagement or a piece of your content has gone viral, take some screenshots as proof
- If you’ve produced results for your clients, ask for a quick testimonial you can plaster on your website
Heck, you can pull proof from just about anywhere.
The list goes on and on.
Any positive feedback regarding you and your business is fair game.
In a day and age where people are glad to dig for dirt on any given business, having social proof handy keeps you one step ahead of the game.
The quicker you establish trust with your prospects, the more likely you are to hold their attention.
Finally, you need to adopt the motto: “show, don’t tell.”
The classic principle of “show, don’t tell” is so important in an era where your prospects’ attention is so scarce.
For example, the GoPro HERO6 boasts a 60 FPS frame rate, high-quality 4K video capture, and shoots in Ultra HD.
However, GoPro’s ads DON’T communicate ANY of this information!
I mean, why bother telling customers a laundry list of features when they could simply SHOW people what those features look like in action?
That’s the power of “show, don’t tell” in action.
Your copy should follow the same rules.
Don’t worry about details that’ll just get in the way…
Focus on storytelling and take your prospects on a journey
Evoke emotions and allow them to FEEL what you have to say.
Take your copy, for example.
Imply details instead of saying them outright.
Don’t say, “I was broke.”
Instead say, “My stomach sunk whenever the phone rang.”
You’ve probably seen those popular Facebook ads from entrepreneurs whether someone’s standing in front of a supercar or sitting on the beach sipping cocktails, with a headline like, “It wasn’t always like this…”
The “rags to riches” story is implied and readers naturally want to learn more.
There’s a reason why those types of ads are so popular: they get people curious about the story.
And at the end of the day, that’s the only goal…
To get people paying attention to what you have to say.
So, as we’ve seen…
Effective advertising is so much more than dollars n’ cents
It all starts with earning peoples’ attention.
And while earning that attention requires a bit of work, you can make it happen when you understand what makes advertising compelling in the first place…
- Create valuable content
- Prove you’re worth listening to
- SHOW the benefits
If you can master this process, you’re waaaay ahead of the game.
You know, I still watch GoPro videos in my free time, and have to remind myself they’re actually ads.
And that’s what you want to achieve!
GoPro earned their audience’s attention.
Now how about you go out and do the same?
As I hope you’ve seen…
Effective advertising isn’t about throwing money around and seeing what sticks
That’s not marketing; that’s gambling.
Effective advertising is predictable, scalable, and downright formulaic.
So if you haven’t seen the advertising ROI you’ve been looking for, we’ve got something just for you…
Here at Elite Marketing Pro, we’ve put together a step-by-step tutorial that reveals our exact advertising process in a 100% FREE online workshop, hosted by none other than Tim Erway, our co-founder and CEO, who’s responsible for generating over 30 million dollars in online revenue (and counting).
You’ll discover how you can put together a profitable ad campaign in just 10 minutes a day with as little as $10 in initial ad spend.
We’ve used the exact formula to turn a $10 test campaign into $141,246.30 in sales.
And Tim will show exactly how we did it.
So if you haven’t registered yet, what are you waiting for?
Here’s to your success!
Director of Content
Elite Marketing Pro
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