Now that you’ve gotten the traffic that you need for your site through marketing, your next step is to tailor your actual content—your products and services—for the various people who are going to want to see it. Host, Ken Courtright, goes through the follow-up after a successful $50 marketing trial, and what you have to do to bring your audiences further in. Different personality types respond differently to different content styles and media, and your job is to make sure every single person stays where you want them to.
Listen to the podcast here:
The $50 Follow-Up
For those of you that read episode 83, you know that we can do a simple split test with $50 using Facebook to give us a crystal clear picture of exactly who’s interested in our products and services, and how often they want information from us. It gives an inside view of a real-life case study of how to go about taking the number one benefit of your product or service and realizing that it can be split and perceived in multiple different ways by what you might think is a standard ubiquitous audience. Episode 83 was fantastic, using a real-life case study. This is episode 84. This is on the presupposition that in episode 83, what you did with that $50 case study worked. As in the case that has already happened, I didn’t give out the stats but those $10 per campaign resulted in numerous people coming into that website. It was fantastic.
We have clearly seen per that episode 83 that different verbiage and saying the same thing gives drastically different results. We understand that wording things a little bit different, just a slightly different word tripled the result in one case. If it’s the case in changing the verbiage to get people to your landing page or to your website, wouldn’t it also be the case that once they’re inside the landing page and website, we might want to offer them different verbiage? I call it pace or cadence of content for different people. Would we provide a 75-year-old male who likes to absorb information slow and steady the same type and pace of information as a 22-year-old female that wants it fast, hot and often? Of course, we wouldn’t. If we have the time, energy and money, we’re going to tailor our website to hit everybody.People digest all information differently. If you have a product or service, let people absorb it in multiple ways. Click To Tweet
There’s a famous book by Florence Littauer called Your Personality Tree. In there, she breaks down the four personalities. One is the choleric, which is the driven, dominant, wills things they have in person. The phlegmatic, which is the peace at all cost person. The melancholic, which is the analytical, detailed, deep thinking, accountant, engineer type of person. The sanguine, which is the life of the party and people-pleasing type of person. People unequivocally are 60% to 90% one and 10% to 40% another. That’s how life is on planet earth. If we know that, do we want to deliver our presentation in a boring, static and mundane way? That will appeal to the phlegmatic, but that’s only 15% of the population. Do we want to be a hard-charging go-getter? “Here’s what it is. Here’s the benefit.” That appeals to the choleric. They want it fast to know. They want the facts. They don’t want the details. They don’t want the story, where the sanguine and melancholic want the story. They don’t want the facts. You’ve got to read Your Personality Tree to understand that.
This is what it all boils down to. People digest info differently. My recommendation is if you have a product or service, which I’m assuming you do because you’re reading this, you allow people to absorb it in three different ways. You can see evidence of this on our two main sites, IncomeStore.com and TodaysGrowthConsultant.com. If I’m going to deliver information, I want to deliver the same piece of information in video, text and audio. If you want to see proof of this, you’ll see all of the videos get transcribed into MP3s. Go to a podcast all the podcast get ripped so you can see it well and transcribed. Click podcast on KenCourtright.com and you’ll see the transcriptions of every podcast.
Why do we do that? Because some people want to watch the video. They want to see body language. They want to see my eyes. Some people want to hear this stuff in their car while driving. They want the audio. Some people want the written. They want to highlight and go back every 90 days to see if they’ve learned it, studied it and got it. They want to then turn around and teach it. A lot of times, it’s easier if you have it in writing. Number two, if you do the video piece, you then only have to do something once. You can rip out the audio and then transcribe the text and you get three pieces out of it instead of just one. Once we’ve got that and understand, you want to get your audience the same piece of info in three different ways. It’s about alternating the content on your website and your landing page a little bit in a way that hits the gamut of your audience.
Let me give you an example. If you go back and review every title from number 1 to number 84, you will see that I was doing episodes that hit individual business owners like SOHO or small office/home office and big business owners. I’ve got a number of things for big companies and management, managers, entrepreneurs, young business owners. I have stuff titled for failed entrepreneurs, married business owners. Our three episodes, 80, 81 and 82, my wife and I cut those together. Those are fantastic. You’ll see a couple of things in there for the old business owners, especially when I’m speaking of Jim Collins’ Good To Great and stuff like that.
I’m conscientious that this is not just the small business owner reading this. I know that for a fact. It’s not just management of Fortune 500 trying to get their team of people to pull better, but I know I’ve got that audience. It’s not just the serial entrepreneur running, gunning and doing twenty different things. Although I know I’ve got that audience on here too. My suggestion is if you know your product and service, you also know that there are many different types of people buying that. Is your website tailored to deliver information to them in a way that they want it? This is episode 84. See you on the trail. I hope that helps.
- Episode 83 – past episode
- Your Personality Tree
- 80 – past episode
- 81 – past episode
- 82 – past episode
- Good To Great