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Breaking into the Emotional Side of Online Lead Generation in UK

By Oliver Scott Subscribe to RSS | July 13th 2012 | Views:
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In essence, humans basically have similar needs, drives and wants. Nevertheless, we address these needs from a dissimilar emotional standpoint.

If you want to run an effective UK lead generation through internet marketing, take note that you have to tap into the emotional side of the copy. As opposed to other markets and industries, audiences in United Kingdom seem to be resistant when it comes to those conventional persuasive approach.

This may pose as quite a challenge for any marketer that aims to target the British market: How to express the features and benefits intrinsic to your goods and services in such a way that this demographic would take notice?

How do you convince the UK Audience?

How do you create a copy which could convincingly persuade even the most resistant UK consumers and manage effective online campaigns from your site?

Here are some ways to get around the persuasion-resistant nature of a British audience.

1) The British are self-deprecating. Yes, this quality is mostly innate in British culture. For typical outsiders, it seem like people living in United Kingdom naturally anticipate and find enjoyment in failure. Irony and self-depreciation work mighty fine together in terms of advertising in UK.

2) British audiences are also ironic. And speaking of irony, the English also regard themselves as the experts when it comes to irony. UK advertisers usually express the positive features and advantages through irony.

3) Casual or conversational copy works well with the Englishmen. Writing in a casual or conversational tone is acceptable in United Kingdom. It works for them because of its laid-back style, not to mention its easy readability.

4) A little sense of humour is good but… Actually, the Brits are naturally fond of humour, but it's a different story altogether in terms of advertising. As much as possible, stay away from humour in your marketing campaigns, well, except if you are a seasoned professional highly experienced in the field of creating successful copies for the market.

5) Brits are highly nationalistic. Patriotic pride rules in United Kingdom as well. This, despite their being a very ironic lot. For them, their country may still be the best place in the world---and that is despite having that 'we are all rubbish in all things and nothing works well' kind of mentality. Many people think that British consumers enjoy that wicked satisfaction of being proud of everything which may frustrate them.

Therefore, knowing all these now, as a marketer, are you prepared to work on what you're up against? If you grew up in UK, there is a favorable chance that you will intuitively know well what is likely to work in the end. That's why you have to look for a way in order for your benefits to get past the cultural barricades established to resist them. This is easier to carry out for online lead generation than offline.

It's advisable to create two ad copies. One is conservative, then the other would be the opposite, a more adventurous shot of how to get the benefits past the British cultural obstructions established to defy persuasion. After that, run these 2 ads in an A/B split testing, and find out which one produces greater responses and eventually lead to business appointments. Eventually, you will develop an unconscious understanding of your market.

Oliver Scott - About Author:


Oliver Scott works as a professional consultant. He helps businesses in UK increase their revenue by lead generation and appointment setting services through telemarketing. To know more about this visit: http://www.callboxinc.co.uk/

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