You have grabbed your reader’s attention. Your next step is extremely important. Here’s what to do next, plus something you must avoid in order for your marketing to be effective.

Let’s go.

Getting the reader’s attention is the easy part. We can do that with a clickbait headline or an outrageous statement.

However, a marketing message needs to tell them something or sell them something. And it absolutely must be consistent with that headline or statement we used.

If not, we lose twice over.

We’ll lose the sale. We’ll lose the reader and the chance to market to them again. They’ll remember that we used an inaccurate headline to trick them into opening that email or clicking that link. They’ll feel foolish. They’ll feel duped. They’ll remember for a long time.

It’s a terrible tactic with a limited lifespan. The longer a business owner uses it, the more

Keep reading this article on Jim's Marketing Blog.

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