Every marketer is playing one of three games

Every marketer is playing one of three games.

Either you’re playing to win attention, transactions, or productivity.

If you’re playing the attention game, you’re trying to maximize the amount of time people spend thinking about you, paying attention to your content, visiting your website, and learning about what you do. This game is all about push and pull. You want to stimulate your audience and hook them in. But you also want to educate them and offer them emotional relief. Here’s what the players of this game find valuable:

  1. Videos, both short and long. They need to be engaging, simple to process, and make viewers ask questions.
  2. Interactive journeys. Gamify learning, create infographics, give them a roadmap of instructions to follow.
  3. Communities. Anything from forums to Facebook groups and Slack channels. Bring people together.

 

If you’re playing the transaction game, you’re trying to get people to take action. Maybe they’re making a purchase, signing up for a newsletter, downloading a free file, or spreading the word on social media. This game is all about trust and exchange of value. They are giving you their time, access to their network, or their hard-earned money. What are you going to give them in return? What are you promising and how are you delivering? Here’s what the players of this game find valuable:

  1. Context. They want to know what they’re doing, the impact, and if anyone else is doing it too. Social proof works.
  2. Ease. How many steps do they need to take to complete the action? How much effort does it require? Simple wins.
  3. Less choices. Seriously, too many choices cause user paralysis. Offer 1-3 choices and only one call to action.

 

If you’re playing the productivity game, you’re trying to make something easier for someone else. Maybe you curated a list of tools, created a template, made a video tutorial, or developed an online course. The goal here is to offer resources that fuel the world that you’re targeting. Google sells ads and they have an Academy for Ads where users can get more information, become smarter, and use Google’s ads product better. You see this a lot in the B2B space, but some B2C companies are starting to catch on. Here’s what the players of this game find valuable:

  1. Support and troubleshooting. They took action and they got stuck, help them find the solution.
  2. Training and development. They know about what you’re doing and respect the way you do it. Help them improve.
  3. Education. They want to hear customer stories and learn about case studies. Give them some ideas.

 

Which game are you playing?

47 comments

  1. I used to be suggested this web site through my cousin. I am now not sure whether this submit
    is written by him as nobody else know such precise approximately my trouble.
    You are incredible! Thank you!

  2. Hello there! This post could not be written any better!
    Going through this post reminds me of my previous roommate!
    He constantly kept talking about this. I will forward this article to him.

    Fairly certain he’s going to have a good read. Thank you for sharing!

  3. Great beat ! I would like to apprentice while you amend your web site, how
    can i subscribe for a weblog site? The account aided me a acceptable
    deal. I have been tiny bit acquainted of this your broadcast provided brilliant transparent concept

  4. Today, I went to the beach front with my kids.
    I found a sea shell and gave it to my 4 year
    old daughter and said “You can hear the ocean if you put this to your ear.”
    She placed the shell to her ear and screamed. There was a hermit crab inside and it pinched
    her ear. She never wants to go back! LoL I know this is totally off topic but
    I had to tell someone!

  5. Does your website have a contact page? I’m having a tough time locating it but, I’d like to shoot you an email.
    I’ve got some creative ideas for your blog you might be interested in hearing.
    Either way, great site and I look forward to seeing it
    grow over time.

  6. Wonderful blog! I found it while browsing on Yahoo News.
    Do you have any tips on how to get listed in Yahoo News? I’ve been trying for a while but I
    never seem to get there! Appreciate it

  7. Great post. I was checking continuously this blog and I’m impressed!

    Extremely useful information specifically the last part :
    ) I care for such info much. I was looking for
    this certain info for a very long time. Thank you and
    best of luck.

  8. I have been browsing online more than 3 hours lately, but I never found any fascinating article like yours.
    It is beautiful worth enough for me. In my view,
    if all webmasters and bloggers made good content as
    you probably did, the net will likely be a lot more useful than ever before.

  9. Thank you, I have recently been looking for information about this topic for ages and yours is the
    best I’ve found out so far. But, what about the conclusion? Are you sure about the supply?

  10. I was curious if you ever thought of changing the page layout of your website?

    Its very well written; I love what youve got to say.
    But maybe you could a little more in the way of content so people could connect with
    it better. Youve got an awful lot of text for only having one or two pictures.
    Maybe you could space it out better?

  11. Pretty component of content. I simply stumbled upon your weblog and in accession capital to claim that I get actually enjoyed account your blog posts.
    Anyway I’ll be subscribing on your augment or even I success you get admission to consistently quickly.

  12. You’re so awesome! I do not suppose I’ve read something
    like that before. So nice to discover somebody with original thoughts on this subject matter.
    Seriously.. thank you for starting this up. This web site is something that’s needed on the web, someone with some originality!

  13. constantly i used to read smaller articles or reviews that also clear their motive,
    and that is also happening with this piece of writing which I am reading at this time.

  14. You really make it seem so easy with your presentation but
    I find this matter to be actually something which I think
    I would never understand. It seems too complex and very broad for me.
    I’m looking forward for your next post, I will try to get the hang of it!

  15. I do not know whether it’s just me or if perhaps everybody else encountering problems with
    your blog. It appears like some of the written text on your posts
    are running off the screen. Can somebody else please
    provide feedback and let me know if this is happening to them as well?

    This might be a issue with my web browser because I’ve had this happen before.

    Many thanks

  16. Hi, Neat post. There is an issue with your web site in internet
    explorer, might check this? IE nonetheless is the market leader
    and a large portion of folks will leave out your magnificent writing because of this problem.

  17. Hello there I am so glad I found your blog, I really found you by error, while I was researching on Aol for something else,
    Anyhow I am here now and would just like to
    say many thanks for a marvelous post and a all round interesting blog
    (I also love the theme/design), I don’t have time to read it all at the moment but I have bookmarked it and
    also added your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the great work.

  18. I am genuinely happy to glance at this webpage posts which contains plenty of helpful facts, thanks for providing these kinds of information.

  19. Hi colleagues, how is all, and what you want to say
    concerning this article, in my view its truly
    amazing designed for me.

  20. I like the helpful info you provide in your articles. I will bookmark your weblog and check again here frequently.
    I am quite certain I will learn many new stuff right
    here! Best of luck for the next!

  21. My brother recommended I would possibly like this website. He was once entirely right.
    This post truly made my day. You can not consider simply how much time I had spent for this information! Thank you!

  22. Hello there I am so grateful I found your website, I really found you by mistake, while I was searching
    on Aol for something else, Nonetheless I am here now and would just like to say kudos for
    a incredible post and a all round enjoyable blog (I also love the theme/design), I
    don’t have time to browse it all at the minute but I have saved it and also added your RSS feeds, so when I have time I will be back to read
    much more, Please do keep up the great job.

  23. Amazing! This blog looks just like my old one!
    It’s on a completely different subject but it has pretty much the same page layout and
    design. Superb choice of colors!

  24. My brother suggested I might like this blog. He was totally right.
    This post truly made my day. You cann’t imagine just how much time I had spent for this info!
    Thanks!

  25. Nice blog here! Also your web site loads up very fast!
    What web host are you using? Can I get your affiliate link to your host?
    I wish my site loaded up as fast as yours lol

  26. Thanks for the recommendations you have contributed here. One more thing I would like to mention is that laptop memory demands generally go up along with other improvements in the engineering. For instance, any time new generations of processors are made in the market, there is certainly usually a related increase in the shape demands of both computer memory and also hard drive space. This is because software program operated simply by these processors will inevitably boost in power to take advantage of the new know-how.

Leave a Reply

Your email address will not be published.