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Marketing expert Kim Morrison says a more subtle approach to selling is often more successful




We’ve all seen those old-style sales pages filled with yellow highlights and screaming red text and lots of “BUY NOW” buttons, and when we think of copywriting, that’s often what comes to mind.

While that style of sales page can be effective, it’s not the only way to make sales.

In fact, by taking a more subtle approach, you might even find that you generate more interest – and potentially more sales.

Kim Morrison
Kim Morrison

STORIES SELL

One effective way to entice readers to click through to your sales page is with stories. These can be your stories or those of other people, with the goal of helping your readers to see themselves in the same situation.

Did you help a client turn her chaotic household into a calm oasis with better organisational skills? Her story on your sales page will get more clicks than all the yellow highlight you can buy.

What about that time you trashed your entire business plan and started over because you simply weren’t passionate about your work? Your potential business coaching clients will be anxious to learn more, and will click through without you even asking.

That’s the power of stories, and you can use them everywhere: in your blog posts, in your emails, on your sales pages, and even in videos and on social media.

BE GENUINELY HELPFUL

Want to build a reputation as the go-to person in your niche? All it takes is to help people. Answer questions on social media, volunteer to speak to groups who need your advice, write blog posts that address the most common issues your readers face.

By volunteering your time and knowledge, you’ll attract a wide audience of potential customers who may need your services in the future. Who will they turn to? That very helpful person who went out of her way to offer assistance in the past.

Now I’m not saying you have to give away all your time but, if you really want to show off your expertise, you can’t do better than a little volunteer work. Not only will you make an impression with the person you help. But chances are good they’ll share with their friends as well, further expanding your audience.

Of course this doesn’t mean that there’s no place in your business for a strong call to action. “Click here to buy” and “Learn more right now” are still useful (and even necessary) on sales and opt-in pages. The key is to know when to make a subtle offer and when to offer a bit more hand holding.

Try more subtle online marketing techniques
Try more subtle online marketing techniques

Try these alternatives and see if your results improve and you feel more comfortable than with a hard sell approach.

BREAKING NEWS

Facebook

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Facebook Announces New Measures to Assist in COVID-19 Vaccine Take-Up, Combat Vaccine Misinformation: Facebook has announced a range of new measures to assist in the communication of COVID-19 vaccine updates.

Facebook May Soon Enable Users to Share their Instagram Reels to Facebook Watch: Facebook's testing a new option which would enable Instagram Reels creators to gain more audience by sharing their Reels to Facebook Watch.

Facebook Tests New Topic Exclusions for Advertisers Within News Feeds: Facebook's testing a new set of ad placement tools to help brands avoid negative association within News Feeds.

Facebook Tests New Prompts to Encourage Users to Allow Data Tracking as IDFA Changes Loom: Facebook is looking to provide more context on data tracking a means to negate the expected impacts of a coming change in iOS.

Facebook Reports Record Revenue and Warns of Apple's Privacy Changes: CEO Mark Zuckerberg cautioned that small businesses will no longer be able to reach their customers with targeted ads due to Apple's planned changes to IDFA.

Facebook Explains How the News Feed Predicts What We Want to See: Facebook takes us on a tour of the master AI system built to keep us scrolling. Learn how the news feed uses our activity to predict what we want to see and more.

Instagram

Instagram Will Now Limit the Reach of Re-posts from TikTok Within its Reels Clone: Instagram has announced that its taking extra measures to disincentivise TikTok re-posts within Reels.

Instagram's Developing a TikTok-Style Vertical Feed for Stories: Instagram is looking at another way to replicate the UI of TikTok, this time within Instagram Stories.

Instagram Adds 'Recently Deleted' Folder to Safeguard Against Mistaken Post Removal: Instagram's adding a new 'Recently Deleted' folder to all accounts, ensuring that users can restore deleted posts for up to 30 days.

Instagram Tests Removing the Option to Share Feed Posts Within Stories: Instagram is testing a new option that would stop users sharing feed posts to their Stories.

Instagram Launches New Professional Dashboard, Helping Creators Make a Living: Instagram wants to help people turn their passions into a profit. With the launch of Instagram's Professional Dashboard, brands and individual creators can find tools and resources to grow their business through the centralised hub.

LinkedIn

LinkedIn Announces New Measures to Tackle Inherent Bias as Part of Black History Month: LinkedIn has announced a new set of measures to address racial bias in both its systems and external recruiting processes.

LinkedIn's Advertising Business is on the Rise, While User Engagement Remains Solid: Microsoft has reported that LinkedIn revenue increased 23% in the most recent quarter, ahead of expectations.

6 Tips for Measuring LinkedIn Campaign Performance [Infographic]: LinkedIn has created a downloadable six-step checklist to help marketers with their LinkedIn ad campaigns.

Pinterest

Pinterest Rises to 459 Million Users, Posts Strong Revenue Result in Q4: Pinterest is now up to 459 million users, while it also brought in a record amount of revenue in Q4 2020.

Pinterest Introduces Story Pins Follower Streams: Pinterest continues to expand upon its content discovery offerings with the release of Story Pins following streams.

Snapchat

Snapchat Prompts Users to Review Their Connections for Safer Internet Day: Snapchat will prompt users to review their connections as part of its broader effort to boost awareness on Safer Internet Day.

Snapchat Posts a 62% Increase in Revenue, Adds 16 Million More Users in Latest Quarterly Update: Snapchat has posted a 62% increase in revenue, and a solid rise in usage, in its latest performance update.

TikTok

TikTok Publishes 2021 Content Trends Report, Highlight Rising Subjects of Audience Interest: TikTok has published a new trends report, highlighting all the key topics that saw significant growth in interest on the platform throughout 2020.

TikTok Announces New Licensing Arrangement with Universal Music Group: TikTok has announced a new agreement with Universal Music Group which will open the door to new music options in the app.

TikTok Lays Out Plans for New eCommerce Integrations as it Eyes the Next Stage: TikTok is looking to add more eCommerce integrations as it seeks to maximize its revenue opportunities.

TikTok Adds New Video Warning Labels to Stop the Spread of Misinformation: TikTok is adding new warning labels to videos that include unsubstantiated claims, as tagged by fact-checking partners.

TikTok Announces New Partnership with WPP: TikTok has announced a new partnership with advertising giant WPP to facilitate new brand collaborations and opportunities.

Twitter

Twitter Explores New Tweet Subscription Options, Paid Tools for TweetDeck: Twitter is exploring new options to maximize its revenue opportunities, while also, potentially, solidifying its creator eco-system.

Twitter Quietly Removes its Ads Transparency Center: Twitter has quietly sunsetted its Ads Transparency Center, which provided a full overview of all paid promotions being run on the platform.

Twitter Provides Recommendations to Help Advertisers Prepare for Coming IDFA Change: Twitter has provided an overview of how its preparing for coming changes to Apple's data tracking processes.

Twitter Embraces Imperfection With Its Fresh New Look: Twitter's design team looks at the brand from the angle of their community, embracing the fun, weird, chaotic, imperfect beauty of human nature.

Twitter Takes a Unique Approach to Handling Misinformation with the Launch of Birdwatch: What we know about Birdwatch, Twitter's community-driven approach to handling misinformation.

Twitter and NBCUniversal Explore New Ways to Meet the Demand for Premium Social Content: The two are expanding their work in advertising sales and content sharing as the pandemic drives up consumer appetites for formats like livestreaming.

Twitter Announces Acquisition of Newsletter Platform, Revue: Twitter has acquired Revue, a service that helps anyone create and get paid for their newsletters.

WhatsApp

Latest Download Charts Underline Concerns for WhatsApp: The latest numbers show a significant rise in downloads for alternative messaging apps.

YouTube

YouTube Shares a Sneak Peek of Its New Video Sharing Feature, Clips: YouTube has launched a new feature to share between 5 to 60-second snippets from content on its platform.

Contact Kim via Kim@morrmarketing.co.uk

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