why marketing should care about quality
TRANSCRIPT
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Why Marketing should care about Quality.
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Imagine Barry needs to cross a canyon to spend money with you. There’s a thick fog of uncertainty obscuring his route.
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He can only just make out the first small he needs to take. He has no idea what to expect.
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Quality is about pushing back the fog and thereby removing perceived uncertainty.
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But what is quality?
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Quality is the sense you get that someone, or something, has what it takes to offer you a rewarding experience.
[Nice apple] Quality[Rotten apple with worm] Bad quality
(Visual check)
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[Wheelbarrow with round wheel] Quality[Wheelbarrow with triangular wheel] Bad quality
(Experience check)
There are a vast number of different reward categories that are checked and measured.
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[Expressive person] Quality[Dull person] Bad quality
(Relationship check)
Most importantly we want to know what kind of relationship there might be between us and the company or product.
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The ability to sense quality evolved to avoid wasting energy on something that’s not going to be rewarding.
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Your mind collects the available information (body), calculates the reward potential (mind) and produces a quality rating (emotion).
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How Barry thinks, feels and experiences quality is critical at every step of his journey.
(Aware, Intrigue, Engage, Understand, Emotions, Desire, Action.)
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If your marketing content fails any important quality test, Barry might disappear in the blink of an eye.
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Quality is about getting more people to cross the canyon and do business with you.
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So, let’s have a look at what the mind does to rate the quality of your marketing content.
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First, at 60 000 x the speed of text processing, comes a visual check.
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Visual communication quality• Wow! Excites.• Oh-hum! creates doubt. • Ugh! sets off alarm bells.
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Next, the mind starts sampling the information.
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Information quality.• Aha! Excites.• Huh? creates doubt.• Yackety-yak! sets off alarm bells
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Then, the mind tries to ascertain if the information is translating into a reward or is likely to do so.
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Reward quality check. • Ooh! Excites.• Hmm! creates doubt.• Nope! sets off alarm bells.
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The mind also constantly checks the effort it takes or might take to acquiring the reward – think smaller chinks, visuals, video, animation and storytelling.
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Quality is always accompanied by emotional responses that strengthen conviction: Wow! Aha! Ooh! Easy!, Yes!
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Quality is always accompanied by emotional responses that strengthen conviction: Wow! Aha! Ooh! Easy!, Yes!
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[Cartoon strip]Forget quality, let’s go for volume!An avalanche of information descents …We’re going to need a good quality shovel to dig him out.
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High quality content is rewarded by high quality inbound links, trust, credibility and authority.
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So, what do you need to do to get quality marketing?
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Visual quality:
• Make it visually pleasing and exciting. Get a good artist.
• Make sure the visuals communicate effectively. Get an experienced artist.
• Find an approach that resonates with your audience. Dare to experiment.
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Information quality:
• Make sure everything is easily understood. Simplicity.
• Make sure everything is factually correct. Check.
• Organise everything in a logical way. Test. Does it make sense?
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Reward quality:
• Make it useful. What do they want?
• Make it emotional. What does it feel like?
• Make it engaging. Create intrigue.
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Effort quality:
• Make it an appropriate length.How long can you keep the engaged?
• Make it easy to digest. Use smaller chunks, visuals, video, animation and storytelling.
• Bring it to life – use stories, humour, inject personality. Break away from conformity.
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Content marketing is about focusing on quality over quantity.
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Take the time to create one useful piece of content rather than a bucket load of mediocre oh-hum.
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Then slice and dice that content into smaller pieces such as social posts, infographics, cinemagraphs and email campaigns.
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That’s it.And hey, remember, I love tobe the character guy for agencies, video companies andyes … you too.
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