Get on the Brand Wagon

Welcome back to another Brand Wagon ride! Seeing the word compel frequently made me feel compelled to dive into #compelling creative because, let's face it, if your content isn't compelling, it's repelling! 😜

But before we take this compelling journey, why are we even discussing this?
The call to be compelling isn’t rocket science. 🚀
You live in today’s hyper-noisy digital world, and you consume content.
So, you know firsthand that you only get a nanosecond to grab attention (and that’s only if the algorithm lets your content be shown – an entirely different topic)!

Therefore, it stands to reason that if your content isn't compelling, your audience will scroll past faster than you can say "compel."

So, what does it mean to compel? It means to evoke interest, attention, or admiration in a powerfully irresistible way. Here’s how to nail it.

1. Compelling Visuals: Eye Candy 🍭

First things first, your visuals need to be as irresistible as a triple-chocolate fudge cake.
Here's how:

• Bold Colors and Graphics: Use vibrant, eye-catching colors that stand out in a sea of sameness. Following your brand guide, of course. Don’t know what a brand guide is? It's simply a set of rules a business uses to establish how it presents itself to the public. The goal of a brand guide is to make a brand more recognizable, regardless of who creates content for it Learn more here>
• High-Quality Images: Blurry images are a no-no. Always opt for high-resolution visuals that scream professionalism. And with generative AI tools, you have access to more options than ever. BUT…in the quest to break out of the sameness to be compelling, leveraging organic images may be the way to remain authentic. #B2H – Business-to- Human.
• Creative Layouts: Think outside the box! Dynamic, unexpected layouts can stop thumbs mid-scroll. Canva is a great tool that’s easy to learn; you don’t have to be an Adobe whiz.

2. Compelling Headlines: Word Wizards ✨

Your headline is your first impression. Make it count:

• Use Power Words: Words like "Unleash," "Proven," "Revealed" grab attention and compel action.
• Create Curiosity: Leave your audience wanting more. "What happens next will blow your mind" is a classic for a reason.
• Be Clear and Concise: Don’t be ambiguous. “Learn How to Triple Your Sales in 3 Months” is clear and compelling.

3. Compelling Copy: Words That Convert 💬

Your copy should be as engaging as a binge-worthy Netflix series, even in business-to-business. We are all humans at the receiving end. (Well, that’s probably a wrong assumption, given…you know…AI 😉)

• Tell a Story: Humans are wired to love stories because they appeal to our emotions and senses. Weave a narrative that your audience can relate to.
• Use Emotion: Evoke feelings—whether it’s joy, excitement, or even a bit of FOMO (Fear of Missing Out).
• Keep It Conversational: Ditch the jargon. Write as if you're chatting with a friend over coffee.

4. Compelling CTAs: Call to Adventure 🚀

Your Call to Action (CTA) is where the magic happens:

• Be Direct: “Sign Up Now,” “Get Your Free Trial,” “Download Today” are clear and actionable. But please, oh please, stop using words like Submit or Register…so passe and uninspiring.
• Create Urgency: Use phrases like “Exclusive Access Ends Soon” or “Only a Few Spots Left” to prompt immediate action.
• Offer Value: Make sure your audience knows what’s in it for them. “Join Now for Exclusive Tips” works better than “Sign Up.”

5. Compelling Consistency: Be Everywhere (Your Target Audience Is) 📍

Consistency is not a hobgoblin, as Ralph espoused (unless you’re rigidly sticking to the same patterns even when it is no longer reasonable or beneficial); it’s key in making your brand compelling and memorable.

• Brand Voice: Keep your tone and style consistent across all platforms.
• Visual Identity: Use the same colors, fonts, and imagery style to create a cohesive look.
• Content Schedule: Regularly post/disperse compelling content to engage your audience, but note posting daily is not a social media strategy. [Another side note: Is it time to return to paper in this hyper-digital hackable frenzy?]

Practical Tips for Your Compelling Journey 🛤️

1. Empower Your Creative Team: Don’t have staff? Hire freelancers. Can’t afford contractors? Find a way. Please don’t just spit out content as-is from ChatGPT (or any generative AI tools). That’s a race to the bottom.
2. A/B Test Your Content: Experiment with headlines, images, and CTAs to see what resonates best. Don’t drink your own kool-aid and think your messaging works without confirmation from end-users.
3. Analyze and Adapt: Use analytics to track performance and adjust your strategy based on what works.
4. Engage with Your Audience: Respond to comments, ask for feedback, and create a community around your brand.

And now for your entertainment … compelling creative examples:

Sources: https://www.youtube.com/watch?v=BBIX9FG6kZ0&t=8s   (This ad is funny; Ben stars in it.)
https://www.mk2groupdesign.com/post/top-10-brilliant-print-ads-of-2024
https://www.linkedin.com/pulse/28-best-linkedin-ads-examples-saas-companies-2024-justin-rowe-egzdc/

Conclusion: Compel and Conquer! 🌟

Creating compelling content isn't just about being flashy—it's about connecting with your audience in a meaningful way. When you compel, you captivate, engage, and drive action. So, fellow brand whisperers, let's go forth and create content that not only compels but conquers! 🎉

Remember, the magic of “compel” is in making your audience feel something so powerful they can't help but act. Happy creating! 🚀

And there you have it, another cheeky and practical guide to boosting your brand's appeal.

Got a compelling story of your own? Share it with us! We'd love to hear how you're rocking your creative game. Until next time, keep those creative juices flowing and the compelling content coming! 🎨📈

When else but on the 4^th of July would we ponder the burning question of whether #freebiepromotions really work? 

People love free stuff, not just around a freedom holiday😉, right?!

In this Brand Wagon edition, let’s discuss this from a business and consumer perspective because we are all both. #B2H
Plus, we'll cover practical tips on ensuring your freebie campaign doesn't fizzle out faster than a dud firework! 🚀

Does FREE work in marketing 🤑

Running free promotions can be like a double shot of espresso for your brand—it can energize your audience, drive engagement, and even boost loyalty. But it’s gotten a lot more complex considering hidden costs (for both businesses and consumers), such as:

Data and Privacy: You are collecting data about users. This data can be used for targeted advertising, sold to third parties, or analyzed for market research. Therefore, consumers recognize that they "pay" with their personal information and privacy. That’s why you often get fake contact details in a free promotion.

Ads: Free promotions often get supported through ads to scale reach and targeting. This can result in a less enjoyable user experience as ads bombard users. This will impact your ROaS, which is why your free offer better deliver real perceived value. And what if your target doesn’t use social media? Unless they’re off the grid, they have a digital footprint and can be targeted with ads on other channels (Google, sponsored site ads, retargeting, etc.)

Quality and Reliability: From a buying perspective, sometimes, free products and services are of lower quality or less reliable than their paid counterparts. This can lead to additional costs regarding time, frustration, or the need to purchase alternatives.

Subscription Traps: Free trials can lead to subscription traps, where consumers forget to cancel before the trial period ends, resulting in automatic charges. This often leads to public outcry, which in turn leads to brand damage. If you offer a subscription model, do right by your users and communicate regularly and fairly about terms and conditions with a customer-centric cancellation policy.

Opportunity Costs: From a buyer and provider perspective, engaging with free products or services can consume valuable time that could be spent elsewhere, representing an opportunity cost.

FREEdom to move forward

So, you considered the cons and decided to move forward. Then, follow the path to campaign success, starting with your creative brief clearly defining your actions.

1. The Hook: Get Their Attention 🎣
   First things first, you need to hook your audience. Think of your free promotion as a sizzling hot dog on the 4th of July—irresistible! Here are some ideas:

• Eye-Catching Visuals: Use vibrant, festive images that scream "celebration" and "excitement" and “unique”.
• Enticing Headlines: Phrases like "Free for a Limited Time!" or "Get Yours Before It's Gone!" or “Free, but Only X Left” or “Must-Have for Your Next Board Meeting/Last Chance” create a sense of urgency or FOMO.
• Engaging Copy: Keep it light, fun, focused, and aligned with your brand voice. A touch of humor goes a long way. 😄 Even a B2B campaign can still be clever. After all, if a tree falls … (i.e., will anyone ever see your offer when they’re constantly bombarded? You must do something that makes you stand out and doesn’t make your target audience tune out.)

2. The Value: Make It Worth Their While 🎁
   Your free offer should provide real value. Whether it's a free trial, a sample product, or a valuable piece of content, ensure it's something your audience genuinely wants (vs. what you want to give).

• Exclusive Content: Offer an eBook, whitepaper, or webinar packed with insights.

• Product Samples: Let them try before they buy with free samples.
• Discount & Loyalty Coupons: Who doesn't love a good discount? 🎟️

3. The Spread: Amplify Your Reach 📢
   Now that you have their attention and your offer is irresistible, it's time to spread the word. Use multiple channels to reach your audience where they are:

• Social Media: Share your promotion across all your platforms with engaging posts and stories.
  As noted above, under cons, ads may be necessary to reach new and more eyes, but if done correctly with targeting and testing, you can get ROaS.
• Email Campaigns: Send your subscribers all the juicy details. Notice we said, subscribers. If you’re doing cold emails to new lists or unengaged contacts, your messaging should be nuanced appropriately. 
• Partnerships: Collaborate with influencers or complementary brands to expand your reach.

4. The Follow-Up: Keep the Momentum Going 📈
   The promotion doesn't end once the freebie is claimed. Follow up with your new leads to nurture the relationship and convert them into engaged contacts. Notice we didn’t say anything about loyal customers. Loyalty to brands is a fickle subject. You should aim for engaged contacts who want to hear from you [or, in data privacy terms, consent,ed, and opted-in] beyond the freebie.

• Thank You Emails: A simple "thank you" email can make a big impression.
• Exclusive Offers: Provide additional discounts or offers to encourage further engagement.
• Engaging Content: Keep them interested with valuable content highlighting your brand's benefits.

5. The Results: Did It Work? 📊
   Last but not least, track the success of your promotion. Here are some metrics to keep an eye on:

• Conversion Rate: How many of those freebie claimers turned into paying customers?
• Engagement Rate: Did your social media posts and emails see a spike in engagement?
• Customer Feedback: What are people saying about your freebie? Use surveys or social media listening to gather insights.

Conclusion: You’re Free to Choose! 🎇

Running a successful free promotion is like hosting the ultimate 4th of July party. It takes planning, creativity, and a bit of flair, but the results can be spectacular. So, light up your brand's sky with dazzling, carefully considered offers, and watch the sparks fly! 🎆

Remember, fellow brand whisperers, the key to FREEdom in marketing is to give generously, engage authentically, and follow up diligently. Now, go forth and create some fireworks with your brand! 🚀