The Two-Word Question that Results in Great Marketing

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Marketing ExperimentA little while back I wrote a blog post about a single question that can help you create epic content. That question is “why?”

This is the question helps you get to the root cause of a problem, so that you really solve your customers’ dilemma.

But here’s another question: “how?” How do you solve it. To do that, you need to ask yourself yet another question. And this question, in my opinion, is also the basis for great marketing: “what if?”

The Power of “What If?” 

To be a great marketer, and to discover new methods to promote your business and brand, you oftentimes have to think like a scientist – you have to experiment.

The best marketers are scientists at heart. <–Tweet This.

And to do that, you have to ask yourself “what if?” as often as possible. This single question can lead to great new discoveries.

For example, when you ask yourself “what if?” about object placement on your website, you can make better decisions about optimization. A/B testing, at its core, is just asking yourself that single question over and over again.

Or, when I posed the question to myself about SlideShare marketing, I discovered a new way to build an audience in just minutes (and outrank original content in the process).

Two Necessary Ingredients

There are two ingredients to properly answering “what if?” for yourself. You need intrigue and patience. Intrigue to want to pose questions to yourself; and patience to spend the time experimenting.

The problem is many businesses lack one, or both, of these ingredients for a myriad of reasons. Some legitimate, and some not. Experimentation requires an investment; either time, money or both.

The problem is that it is an absolutely necessary evil.

Great marketing is a process, not an event. <–Tweet This.

It takes time. It takes work. It takes experimentation. Your first go at most things won’t be your best. Unless…

An Alternative

Like I said, many businesses just don’t have the resources necessary to run experiments on their own. And yours may be one. Let me guess, it’s too time consuming and you need results now. Right?

The alternative to doing your own tests, is to learn from tests done by others.

And this is the basis for a new (very accessible) training course I’m currently working on.

Over the past few years I’ve used a certain type of content on several different blogs to drive traffic and build instant authority. Authority leads to trust. And traffic plus trust leads to conversions. This is something any business can use.

If you’ve been following CSH for a while, you probably noticed how I launched this blog. I used this “magic” piece of content.

If not, don’t worry. Within the next few days I will be sharing a free video in which I tell exactly what the type of content is, and why it works over and over again in any niche.

It will be enough information for you to get started. From there you will have a choice: you can go out on your own and experiment, or you can learn from the testing I’ve already done for you.

Either way, this is the type of content that can have a profound effect on your content marketing. And it’s so simple it’s shocking.

If you aren’t already subscribed, make sure you sign up for updates below, and I’ll let you know when this free video is available.

 

 

4 Responses to The Two-Word Question that Results in Great Marketing
  1. Joe Boyle

    A very interesting question, indeed. When I was building the redesign for my website (which will soon go live – horray), I had done something a bit different than usual. I spent about a month or two just sitting there planning. Looking at other websites. Seeing elements of them that worked and looked good to me.

    I didn’t stop there, though. I then said, “What if I did X?” or “What if I took these two and merged them?”. Something magical then happened. All of these ideas I had created became greater than the sum of their parts. I would design them in. Show it to a few of my designer-friends. I’d get their input.

    And then I’d say, “Well, what if…” and we would go back and forth on it. It was a really magical experience that pushed some great ideas onto the playing field.

    Even though my redesign has nothing to do with marketing, it is still an important question to ask universally. Imagine the world if everybody began asking “what if” whenever they had an idea! It’d be a lot different.

    Great post!

    • Eugene

      That’s awesome Joe! Sitting back and asking that question can really lead to some amazing things. I love to sit back and ask myself what might happen if I merged ideas together – that’s often what leads to some great discoveries (even though on the face of it it might seem really trivial). I’m actually working on something like that right…hopefully I’ll report about it soon :) .

  2. Jens P. Berget

    How and Why are important questions. I try my best to do various types of tests and to track the results to see if what I’m doing actually works. But, most important to me is that I find problems that my targeted group of people are having and do my best to solve them.

    It’s been a while, I hope you’re doing great.

    • Eugene

      Hi Jens, it sure has. Lots of things going on with a new move and furniture shopping and all that no-so-fun stuff (it’s amazing what a pain it is in NYC). But getting back on track now – so I’ll be around :) .

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