So You Think Your Marketing Content Drives Sales?
Most People Stop Reading Your Content Within Seconds
“Hey David, you know that paper we just posted? It’s already been downloaded 35,000 times.” Counting downloads and page views is easy, but how many people actually read the content they find? How many take action? Let’s be honest. If you are like most marketers, you really have no idea what people do with your content once they click on it.
The Key to Captivating Your Audience
Readers typically take just seconds to decide if they are going to read your content. As they rifle through your material, they’re asking this question, “What’s in this for me?”
Research shows that most content fails the scan test. That means most people who find your content do not go on to read it.
What if you could turn twice as many scanners into readers? And what if readers were twice as likely to respond to your call to action? Then the same piece of content could be four times as effective.
How is this possible? The key to engaging people more deeply and generating leads is convincing your readers to turn that page and read on. What causes them to make this choice?
Which Paper Would You Rather Read?
The following examples represent two very short white papers covering the same topic. After you review these two papers, there will be a brief quiz…
Answer Key: Did You Know…
That when given a choice, 9 out of 10 readers prefer reading brain-friendly content because they find it more interesting. Readers also spend twice as much time reading it. Why is this so? Why is brain-friendly content more interesting?
Why Do People Prefer Brain-friendly Content?
Being hard-wired for survival, your brain seeks what is most useful and pleasurable. It is always on the lookout for the unusual, anything that might afford you an opportunity for success and gratification (or a threat.)
You can force your brain to do things you need to do, like read a boring white paper your boss sent you, but that’s hard work. Brain-friendly content gives brains what they need, so that they keep reading.
So, what is the language and syntax of brain-friendly content that enables it to captivate your audience? Think about the things you remember most – strong emotions; powerful images; good stories. These are the building blocks we use to create brain-friendly content.
If your brain isn’t curious about a topic, you won’t remember much of what’s said about it. Natural curiosity is the underpinning of all real learning.
Emotional memories are deeper memories. You will remember things associated with surprise, or the shock of revelation, or the discovery that you know something your boss doesn’t, long after you forget a litany of facts.
The ultimate goal of your content is to teach your audience something. Teaching is essential because it’s what readers learn that makes them take action and prepares them for further engagement.
Studies prove people remember up to 40% more when information speaks to them personally, rather than coming across as a lecture.
Studies show words with graphics improve recall 89% over information in the form of words alone. And when words are on the graphics, people are twice as likely to understand them.
“Should I Keep Reading?”
Readers Constantly Evaluate If They Should Stay Engaged
How Do We Know Brain-Friendly Really Works?
It’s Based on Solid Research and Results
Best-Selling Book Series: Head First
One answer to that question comes from an unexpected place – the world of trade book publishing. O’Reilly Media published Head First Java at a time when the sales of most Java books had fallen off dramatically. Why did they introduce a new Java book at a time when the market seemed saturated? Because Bert Bates and Kathy Sierra invented something new – an entire approach based on brain-friendly learning techniques. Bert Bates has trained Studio B’s staff to create brain-friendly marketing content using the same principle’s used in the creation of their best-selling series.
Book for book, Head First titles outsell their competition 4 to 1, and Bert Bates has personally trained our team.
Best-Selling Book: Made to Stick
Dan and Chip Heath set out to determine why some ideas stick and others vanish. Chip, a professor at Stanford University, did extensive research which resulted in a formula for creating memorable content. Dan and Chip Heath trained Studio B’s staff to both analyze marketing content and create memorable content. Many of their ideas and best practices are incorporated into our methodologies.
Made to stick has been a best-selling book since 2007, and the authors have personally trained our team.
Studio B Research
We have been conducting our own research to better understand what readers are looking for in marketing content. Using Docmetrics, we measured the amount of time that a reader would spend with a brain-friendly piece versus a typical piece on the same topic. The preliminary results have been impressive. Readers spent twice as much time with brain-friendly documents. We also tested to see which documents people would be most likely to read based on a scan. Again, brain-friendly documents were chosen more than 90% of the time. Although our research results are preliminary, early indications suggest that response rates can be as much as four times higher with brain-friendly content.
90% of readers prefer brain-friendly content
Readers spend twice as much time with brain-friendly content