Can you drive more business being boring? Learn how one company is taking a boring approach to content marketing and it's working!
Information overload is a real problem for many business professionals (especially those in the marketing field).
Regardless of your position, employer, or industry, it can be difficult to focus on what matters most.
As a result, you continue to lose time and money, while also driving yourself crazy. What’s the fun in that?
But maybe there is an answer to this common challenge. Maybe you should cut the clutter and implement a more boring approach. It sounds counterproductive, but once you change your way of thinking it will begin to make sense.
Forget the Past
When it comes to web design and marketing, there is an old rule of thumb that more images and videos are always a good thing. A press release is good.
A press release with multiple images is better. A tweet is effective, but a tweet accompanied by a video will surely attract more eyeballs.
You get the point. There are many who subscribe to the "more is better" line of thinking. In some cases they are right, but not always.
Unlike software companies of the past, those of 2016 are beginning to making a change. They are scaling back on the use of images and video, instead taking a straightforward approach accompanied by the use of witty phrases and clever words. And guess what? It’s working!
An Example of How it Works
This email is a perfect example of getting to the point. It’s short, it’s sweet, and it does the job without any of the bells and whistles. It’s not a Cadillac, it’s more of a base model Chevrolet.
Some may consider it boring, but others see it as nothing more than effective:
Here are a few things you should notice:
- The email starts with an eye-catching, attention-grabbing quote.
- It is followed by witty commentary (is it OK to call him Al)?
- Inclusion of a four-step process for getting started.
- One call to action.
- One link to click.
- Contact information (followed by more clever words).
Let’s put it this way: it’s not your average, run of the mill, colorful approach to email marketing, especially in the software space.
And that’s by design. By using the “boring is better” approach to email marketing, companies are experiencing a higher click through and convesion rate.
Related Article: How To Make Content Marketing Work in a Boring Industry
Results Still Matter
If it works, stick with it. If it doesn’t, make a change. When it comes to email marketing, there is nothing more important than results. You can have the biggest list in the world, but this does you no good unless your audience takes action.
This can be anything from a click through to a sign up to a sale.
If you think the email above is simple (and boring), you will be amazed by this one:
No matter how you read it, this email is downright boring, yet to the point. At the same time, it is generating a response rate that most companies would die for.
Through one month, it has led to dozens of people providing valuable feedback that can be used to build a better product. Here are some takeaways:
- The first line efficiently explains what the email is about.
- The second line makes the request.
- The third line explains why the information is so important.
There are no links to get in the way and clutter the content. There are no images or videos stealing away the reader's eyes. It is a simple, straightforward, and clutter-free email with one goal in mind: for people to hit “reply” and provide feedback on the spot.
No clutter means no gray area. Recipients will either click reply or they won’t. All you have to do is track the response rate of this approach, compared to others, to see if it can work for your orgnization.
Related Article: Online Marketing Basics for Start-Ups
Now that you better understand the power of boring, answer this question: are you trying too hard to make your marketing communications stand out?
You may be doing more than you have to. Maybe it’s worth your time to A/B test your current approach against a strategy that is more boring.
It sounds silly, but this is something we are doing with our current software startup, Dasheroo. To this point, the results are positive.