Push the Key

The other day I was watching a kiddie show with my 3-year-old daughter. I was impressed with the lessons these shows teach to our kids. Everything from the alphabet to safety concerns.

It made me wonder why they don’t teach them subjects that will increase their success in the business world. One subject that I would start teaching the young ones the minute the pacifier comes out of their mouth is the subject of relevance.

How relevant is your subject matter? How relevant is your elevator pitch, your website, and your emails? Try to detach yourself for a few minutes from your customer communications and ask the question, Would my prospects find this relevant? And then ask, Why would they find this relevant?

Just asking this usually helps you focus your messaging, and helps you trim the fat.

In business communications, relevance is what makes your prospects decide whether they should continue to read your e-mail, your blog, your web page, or your newsletter. It’s a very specific, “Here’s what’s in it for you” for your readers. Relevance makes your prospects decide whether you’re worth their time.

A proven effective way to show your prospects that you value them is to feed them a steady and hefty diet of relevance.

Bryan Eisenberg tackles relevance head-on in his article, Six Ways to Boost Conversion Rates.

E-mail subject lines, newsletters, search engine rankings, pay per click, site navigation, and submit buttons all come under Bryan’s microscope through the lens of relevance. He offers six practical tips you can use to boost your conversion rates—which just happen to be the six most common relevance problems he uncovers for new clients.

Ask yourself the above question and then determine how many of Bryan’s suggestions you can apply right now. Relevance is the staple foodstuff that feeds growing marketing platform.

Is your platform growing? Now you know why not.