Probably none of the books about raising a child talk about how in fact parts of this procedure are like convincing your leads to buy from you. But while you can always bin the bad leads, and look for new ones, well…with kids all is left is to try harder.
Concise and repeated call to actions
I quickly learnt that the polite “It would be great if you could get dressed and we could leave in 10 minutes.” has a way less conversion rate than “Get out now.” And the more times you repeat the CTA, the better. The same way: no conditional in marketing call to actions, unless you want readers to contemplate what if NOT… and don’t suppose they will notice that one and only big red button – if it is there just once.
“Tell us a story! Tell it again. Tell an other.” Kids need stories like they need air and food but my sons listen only until it is absolutely engaging. If I want to get off with a very simple one, or it is not exciting enough, I can see their disappointed face and/or they tell me it was much worse than the previous one. They will wait for a new one, but your customer will not.
Give them a reason
The parenting books and articles often emphasise how effective it is to add a reason to our requests and indeed it works from an early age. Just like with adults! Still marketing materials so many times lack the argument and justification why our customer should do what we ask, why it is good for them. This, on the other hand, should not result in a very long and explanatory call to action.
A basic rule in parenting. If I promised them that we go to the adventure park during the weekend, they don’t care if it is rainy, if I have an urgent work to finish, if it is closed. They will not let me escape it, because “You promised it!” This tends to be valid for your target audience. So if you promised them a blog post each week, a pdf right after the exhibition, a Facebook live each month, keep it. It is no excuse, you are busy with product development or you are on conferences. The consequence in communication is a must.
Listen to your heart
There are several books and articles about parenting and millions of pieces of advice from the family, neighbours, school etc on how to raise them. But nobody knows in advance, nobody can guarantee anything. You just have to wait and see what works and what doesn’t. Do what you believe in and keep trying. Am I still talking about the kids or is it now about marketing?