#527 Lessons from Late Night Advertising

The marketing minute is a shorter version of the popular More than a Few Words podcast.  Instead of a conversation with a marketing professional, host Lorraine Ball shares a quick tip to start you on your day as a business owner.

These days, it seems like everyone is talking about content marketing. But what is it really?

If you watch late night television, you've probably seen infomercials for some random product. In the wee hours of the morning you find yourself watching with interest the demonstration of the  Jack LaLane power juicer.  And as cheesy as the infomercial might be, the format works. People buy Snuggies and Shamwow.

How do these companies keep you watching essentially the same message for 20 or 30 minutes? It boils down to four elements.  And these elements will  work in your marketing too.

1. Reliance on repetition.  The  same value proposition is presented multiple times throughout the program.
2. Informal down to earth presentation style
3. Real people supporting the proposition with testimonials.
4. And there's a promise that if you wait, there's more

As you design landing pages for your website, think about these same four ideas.

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