⚡️ Marketing Upgrade: Tactical Jargon
Add certain industry-specific words to your ads to ensure wrong-fit customers keep scrolling past while still attracting good-fit customers. Real-world Example: Courtney Malone Photography uses industry-insider lingo in their ad that promotes a guide made for pro photographers called the “Lifestyle Lighting Blueprint.” This ad is very likely to be ignored by amateur photographers who won’t resonate with words like “on location” or “lifestyle sessions”. This keeps those wrong-fit leads from engaging and going deeper into their funnel. I wrote more about this in my recent LinkedIn post.
Your homepage shouldn’t just make it clear who your business serves. It should also use language that’s totally irrelevant for the wrong people. Real-world Example: Parents want resources to help their kids with speech issues. However, SpeechPathology.com doesn’t serve parents – only speech pathologists. So it includes industry jargon on its homepage that repels non-professionals.
A quick way to make it clear is saying who something is for in the actual product name itself. Rather than going with a broader, benefit-focused name, include more specific industry language in your titles. Real-world Example: Consulting Success doesn’t serve every type of freelancer or solopreneur — just consultants (or those seeking to become one). To repel those who won’t get value from their offers, they include ‘Consulting’ in nearly all of their product names. This makes each product much less attractive to anyone who doesn’t consider themselves a consultant. That's a wrap. Have an awesome rest of your day. — Bobby P.S. Hit reply and tell me which idea has the most potential for your business. I'd love to hear from you. The Marketing Upgrade is produced by: |
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Estimated time to read: 1 minute 43 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. Your favorite marketing nerd is back with another upgrade. Implement this one on your sales pages and I'd be shocked if you didn't see a conversion boost. 1 Marketing Upgrade Two Paths In 9 words: Articulate the potential futures your customer could experience Dilemma: Sometimes...
Estimated time to read: 2 minutes 3 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. My local ski spot is running a promo. Sweet deal on their 4-pack. In other words, winter is coming. I'm squeezing everything I can out of these sunny days, while they're still here. Hope you're doing the same. 1 Marketing Upgrade Story Trove In 8 words: Let prospects see...
Estimated time to read: 1 minutes 22 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. Despite a tough week I'm showing up and keeping my commitment to you (and to me). Sometimes that's enough. 1 Marketing Upgrade 3-Step Journey In 7 words: Condense your customer journey into three simplified steps Dilemma: It’s human nature to want the result without the effort....