Growth Hacking : Dangle a Carrot

Tapping into people’s needs, motivations and desires ensures they become more motivated to take action. If you offer knowledge or a resource that assists with a specific challenge then people will be willing to give out some of their information in return (perhaps that’s why you’re reading this very ebook!). Most people cannot resist an opportunity to fill the knowledge gaps or find ways of doing something better. In that sense, it’s the fear of missing out on ‘what could be’ that creates real desire

Give me an example!

Robin-King has won an award for the best estate agent in the UK for two years in a row. One very successful tactic is their ebook, ‘The Case Against Estate Agents’. This is an expose on the essential questions to ask and the common pitfalls to avoid. It’s invaluable information for people that are ready to buy or sell and currently have negative preconceptions. Naturally, they manage to make themselves look squeaky clean in the process, leading to conversations and a great source of new business. Tapping into people’s needs, motivations and desires ensures they become more motivated to take action. If you offer knowledge or a resource that assists with a specific challenge then people will be willing to give out some of their information in return (perhaps that’s why you’re reading this very ebook!). Most people cannot resist an opportunity to fill the knowledge gaps or find ways of doing something better. In that sense, it’s the fear of missing out on ‘what could be’ that creates real desire.

Offer a valuable resource that triggers a desire to act. It could be a course, an ebook, a webinar or any other resource that people would be willing to exchange their contact details for. The draw is often the fact that you have packaged the information up nicely in one place, making it much easier to consume. Irresistible information Ask people to share Meet specific meets Understand what converts Captivating headline.

Irresistible Information

Offer a valuable resource that triggers a desire to act. It could be a course, an ebook, a webinar or any other resource that people would be willing to exchange their contact details for. The draw is often the fact that you have packaged the information up nicely in one place, making it much easier to consume.

Ask people to share

A simple but often overlooked tactic is to place social sharing buttons in the resource itself. This allows people to share a link that directs people back to your landing page to download their own copy (dare you to give sharing buttons in this one a try!).

Meet specific needs

Be specific as possible to the audience you are trying to attract. Find an angle that makes your material different and cries out to be investigated. But put some effort into it. Lacklustre writing and design could actually have a negative impact on your brand.

Understand what converts

Don’t rely on guesswork to assume what makes people act. A/B split testing gives you the insight into the effectiveness of different elements on the page, allowing you to make continuous improvements. Every sentence and image should be crafted to raise expectations and build confidence towards clicking your seductive call-to action.

Captivating Headline

If the headline isn’t powerful enough, people are unlikely to ever see your information. One technique that works is to frame the benefits of your offer in the present, as this is more appealing than something that might occur in the future. For example,how you could grow your business by 30% every month’ could be re-expressed as, ‘get 30% more customers every month’. The flip side is also psychologically powerful, as it triggers immediate loss aversion. In this example it might be, ‘stop losing 30% of your prospects each month’.

This article is taken from the Roceteer Top 10 Essential Growth Hacks for Business E-Book. Rocket fuel your business growth with your free E-Book https://goo.gl/uKIALC

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