To Personalize or Not to Personalize, That Is a Big Question
Giving you the ability and freedom to personalize content is one of our core values. We love seeing what our clients do with the amazing campaigns we’ve built.
With that said, it’s essential to understand what and when you should make changes to a campaign.
Our content development team spends hours researching, writing, testing, and fine-tuning content to accomplish specific goals and results with the intended audience. Every campaign is built on core marketing principles, specific psychological triggers, and a flow that’s easy to interrupt with too many edits.
These are some best practices to keep the right message intact:
- The majority of our campaigns come with FINRA letters, a significant stamp of approval that the campaign generally meets their standards “as is”. Material changes can open up questions of compliance. You’re safer using it in its current form. Therefore, edits to the content should be made sparingly, if at all.
- Lead-generation campaigns are designed from the bottom up with triggers to build urgency and compel a reader to take action. They need attention-getting to get any response from an audience who doesn’t currently have a relationship with you (and is being bombarded by information at every turn). We are cautious about being accurate and following FINRA guidelines while creating compelling campaigns representing best lead generation practices. Watering down the message is not recommended.
You can get some great ideas for personal messages from our Real-Time Marketing Playbook.