Hello, Is There Anybody Out There?

When you’re broadcasting messages to people, do they listen? Do they respond to your ads, do they click on your links, do read your newsletters, et cetera? If the results are underwhelming, try some of these approaches:

• Content: Rewrite the content to be more about them than about you. While messages should cover what you’re promoting, they should also emphasize the benefits to users. Scrutinize your content and check whether its relevance is high enough for your audience.
• Form: Experiment with different types of headlines to different audiences. The headline of a press release should catch the attention of a journalist, but at the same time, it might not be enticing enough for a consumer. Play with the layout and the use of images to make your message more attractive or reader-friendly. Make use of consumer (eye-tracking) studies to see what areas should be focused.

Don’t be afraid to throw spaghetti at the wall and see what sticks.