If you want to create great marketing content for your brochure, direct mail or any other marketing piece, simply follow the masses.
The term, “monkey see, monkey do” has a lot of validity especially when it comes to marketing. People in general follow the masses because it lessens their fear of standing alone and taking a risk that apparently other people aren’t willing to do.
Take for example copycat crimes. Research has shown that the larger the news story, the greater the chances that imitative incidences will arises. Another study in New York showed that when one person stopped in the street and looked up, approximately four percent of the people walking by also stopped to look up. When five people stopped to look upward, 18 percent of those passing by stopped to take peek; and when the crowd increased to 15 people taking plight upward, 40 percent did so as well. And if you have teenagers, you’ll understand this phenomenon well as they take to doing what their peers are doing rather than follow their own distinctive path alone.
Your Marketing Content Should Leverage Testimonials
Knowing and understanding how and why people follow the masses will help you move one step ahead so you can create content that works. Leveraging testimonials reinforces that others took a risk on buying your products or services, easing potential customers’ fears of making the wrong purchasing decision. Testimonials are powerful and provide information in which others can identify.
Your Marketing Content Should Create Some Buzz
Companies advertise the size of their customer base all the time. Case in point, McDonalds proudly displays in numerical value how many billions they have served. Like a gas station sign, they add to that count for every new billion served and if 100 billion people have chomped down on a McDonald’s hamburger at some point, it can’t be all that bad, right? Remember, people like to follow the masses.
Your Marketing Content Should Tell a Story
Effective non-profits looking to raise funds do this well – they create marketing content that tells a story. Stories are emotional and appeal to people because they provide a human side and are relatable. Maybe your company doesn’t have a huge social cause behind it like working to cure malaria, but there’s probably story or two about how your products or services solved people’s problems and made their lives better.