Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
evidence to suggest that audiences will be far more curious to know about mistakes made than about what an unknown outsider feels can improve their life. Moreover, marketers often underestimate the cognitive effort required of audiences to evaluate the appeal of “12 ways to secure your career” vs. “The number one career mistake capable people make.” Wouldn’t most of us be more attuned to how we could fail than the myriad of career choices that could benefit our future? i.e., We are essentially asking our audiences to determine what is missing before they consume the content.
Any content caption that begs the question “did I get that right?” is likely to attract your attention at least momentarily. Our brains are attracted to anomalies (not the same beautiful teeth, romantic cruises, and jewelry that dominate the advertising landscape). Some common techniques used to capture attention include the use of reverse context. Otherwise known as the “don’t do’s,” reverse context means talking about what not to do. Not convinced? Check out the engagement statistics below on these rather mundane subjects. There is ample
Talk about what NOT to do
10,580 reactions & comments (click on article)
17,397 reactions & comments (click on article)
14,801 reactions & comments (click on article)
6,499 reactions & comments (click on article)
12,111 reactions & comments (click on article)
7,600 reactions & comments (click on article)
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