Updated: May 18
Nothing is more frustrating than launching tag-lines and emails that foster no engagement or response.. Perhaps you haven't figured out why, yet?
Our goal for this week's content evaluation is to share and evaluate together, compelling tagline’s that both attract and don't attract your ideal customer so you have the understanding to fix this problem.
During this series, pay attention to what drives you to open, so that you start seeing patterns as to what pulls.
My purpose to help you discover patterns in email tag-lines that have real psychological pull, so you can identify tagline's that work, while also creating them.
Included is a checklist to measure your tag lines, so that you begin to consciously create engagement. .
Checklist for measuring tag-lines.
1. ___ Does the tagline pull to a need or desire motivation? Also known as Need/Desire Motivation - (read more about this below)
2. ___ Does the tagline capture your curiosity?
3. ___ Is there already rapport established? (Where the tagline doesn’t make a difference because you know that person!)
4. ___ Is it a tagline that just doesn’t work? (It’s either an old sales model that seems pushy or it’s just not enticing?)
Cheat short sheet to simplify above:
___ Need/Desire Motivation
___ Compelling, creative, outside of the box
___ Established rapport already
___ Tagline’s that don’t work
Click the blue video link to see me going through my personal email and demonstrating tag-lines that pull and ones that don't.
To watch the video, click here.
Using Behavior science
The second checklist shares the very first measurement based on the need/desire motivation. This is considered behavior science and is based on Abraham Maslow's Hierarchy of needs. How you can use it to create engagement.
In 1943 Abraham Maslow established his hierarchy of needs model stating that people fulfill their needs based on these needs. When Abraham Maslow created his Hierarchy of Needs, he argued that humans are motivated by five essential needs: physiological, safety, social, self-esteem and self-actualisation (also known as self-fulfilment). At the bottom of the pyramid are our physiological needs such as food, water, sleep, and warmth.
Maslow's Hierarchy of Needs
(I positioned this in a checklist format so you can use this to measure the needs/desire model either in your own email evaluation or for content analysis for yourself.)
1. ___ Self Actualization - Desire to be the most one can be
2. ___ Esteem - Respect, Self esteem, Status, Recognition, Strength, Freedom
3. ___ Love and Belonging - Friendship, Intimacy, Family, Connection
4. ___ Safety Needs - Personal security, employment, resources, health, property
5. ___ Physiological Needs - Air, water, food, shelter, sleep, clothing, reproduction
How this relates to email tag-lines and marketing.
Marketers can connect their advertising or communication content based on this model. For example, an overpriced luxury car may highlight safety, security features that will allude to families meeting a safety need (Hierarchy number 2).
You could create these needs in your tag-lines for effectiveness.
You’ll also see this in the more reputable brands, like Michelin tires using this exact same method. Click the link on this commercial that from my perspective, illustrates this concept..
Ok so now we’re going to go through the email and use our checklist evaluating the different tag-lines that pull so we can see these concepts in action.
Think about the tagline logically, by also paying attention to how you’re connecting to the tagline yourself. Are you feeling compelled or not?
Also, I’d like to learn from you which ones grab you the most and why? We’ll be doing content evaluations for various types of content, every Tuesday.
Gaining your competitive edge.
Seeing patterns and understanding what is effective for your tagline, will give you a competitive edge. From my perspective, there are two strategies, one is repetitive visibility, that will create business over a period of time, in this case it won't matter, especially if it's a business you already know. The second strategy is to write to a common buying motive/Maslow's Hierarchy of Needs to fits into a need/desire motivation. This is effective because the content selects those who are looking to solve the need you fill.
If you want to learn more about this, please look forward to future Wednesday Content Evaluations.
We do them live on Wednesday at 4pm EST time, so that you can bring your content and get a chance to have an experiential evaluation for yourself. Email me for more information if you need that type of support.
Have a great day.
PS. Complimentary Wednesday Content Audit day where you can submit your content at email@example.com and get a live peer review every Wednesday at 4pm EST, 3pm CENTRAL, 2pm Mountain, 1pm PST.
This is for you if you're submitting content and it's just not working. We'll show you patterns and lessons that will contribute to your communication success.