What do you lead with? (MarketingSherpa Podcast Episode #4)
What is an impactful way to increase conversion?
Or …
How do you grab your customer’s attention?
See, I could have led with either statement. Both statements describe our conversation in the latest MarketingSherpa podcast. But my hypothesis was that the first statement would grab your attention more.
Customer attention is a scarce resource. There is only space for one headline in the print ad, only a set amount of characters in a paid search ad, only six seconds that will be the opening six seconds of your TV commercial. And yet, your product likely has many value attributes.
So what do you lead with? To elucidate (and other fancy words) yourself on this subject, you can listen to this episode below in whichever way is most convenient for you — or click the orange “Subscribe” button to get every episode.
Listen to the podcast audio: Episode 4 (Right mouse click to download)
More About Episode #4 — Value sequencing
The initial question of the podcast leads to a bigger topic — value sequencing.
What do customers need to know? And when do they need to know it during the buyer’s journey? In addition, which customers need to know which things about your product?
This is true for their entire macro-journey with your brand but equally important at the micro-level within each customer interaction. For a landing page or an email, what do they need to know in the beginning, middle and end?
These are topics Austin and I dove into. Here are the show notes from this episode:
