If you treat every visitor of your website equally and communicate with everyone the same way, you communicate to nobody.

You can have the best product on the market, huge marketing budgets, nice looking websites, and branding… But nothing will matter if you communicate it wrongly.

If your website visitors do not catch the value they can get from you in a glimpse, you’re screwed! They just close the browser window and will never come back.

I spent two decades and hundreds of thousands looking for the best solution on how to communicate online – the goal-oriented way. I'm still learning, but in the last three years I’ve finally found some solutions that work like a charm.

How do doctors prescribe you a treatment?

First, the doctor asks you some key questions to identify and eliminate the wrong directions. Then he diagnoses your illness’ name, knows the illness journey, and inspects at what stage you are right now so he can prescribe the best possible treatment for you.

It’s the same in digital marketing!

If you think that running Google Search Ads (this channel delivers pretty good targeted traffic) or any other channel that brings you targeted traffic means that everyone who lands on your landing page is your ideal client, it could be true . . . but only in your dreams.

Ask the right questions to segment your traffic

The most famous personal data use cases in the world

Maybe you were thinking “Why should I care about this at all?” Well, if you want to succeed online, it’s better to use all the advantages of the digital world. You might hear about Cambridge Analytica and the Facebook “data breach” (the problem here was not that Facebook leaked the data, but that users themselves gave the data). As in the Netflix documentary “The Great Hack,” it was mentioned that personal data surpassed oil in value. Data is the most valuable asset in the world.

Retargeting ads with customized AI-powered messaging technology, based on more than 5000 data points on every person, gave amazing results both in Donald Trump’s election campaign and in the UK’s Leave campaign. Data was used on a more sophisticated level to change beliefs and communicate with users a way that could change their beliefs and make them supporters of the movement.

I have given an extreme example of how user data can be used. But this is exactly what amazed me with all those retargeting technologies from 2012. To use that power, you need to learn about your prospects and the easiest way to do so is to ask them a few questions and sort them into groups where you can present your offer in a more persuasive way to each group. That's why it should matter for you. Better presentation of your offer leads to more sales.

Maybe you were thinking “Why should I care about this at all?” Well, if you want to succeed online, it’s better to use all the advantages of the digital world. You might hear about Cambridge Analytica and the Facebook “data breach” (the problem here was not that Facebook leaked the data, but that users themselves gave the data). As in the Netflix documentary “The Great Hack,” it was mentioned that personal data surpassed oil in value. Data is the most valuable asset in the world.

Retargeting ads with customized AI-powered messaging technology, based on more than 5000 data points on every person, gave amazing results both in Donald Trump’s election campaign and in the UK’s Leave campaign. Data was used on a more sophisticated level to change beliefs and communicate with users a way that could change their beliefs and make them supporters of the movement.

I have given an extreme example of how user data can be used. But this is exactly what amazed me with all those retargeting technologies from 2012. To use that power, you need to learn about your prospects and the easiest way to do so is to ask them a few questions and sort them into groups where you can present your offer in a more persuasive way to each group. That's why it should matter for you. Better presentation of your offer leads to more sales.

Do you still think that you need more content in a noisy information age?

The fog of information started to make people sick. I hear from a lot of marketers that you need to create MORE content to make people hear you. If they don’t hear you, you are not creating enough…

I do not agree with that. Let me explain why.

Content quantity vs content consumption

More content doesn't mean it is consumed by your users. I'm shocked about how many 'pro events don't know the KPI's of their content consumption and user behavior with their content.

In this case, it doesn't matter how much  content you have. If you create a piece of content, make sure it is used/consumed by your prospects.

I was so surprised when I studied online courses selling process and marketing strategies, and then I started to look at the strategies of how course creators help their students go through the course. Basically, what I see is that almost no one cares how their content will be used or if it will be used at all… That's why 75% of people who buy online courses never finish what they bought. From the commercial side, I understand it. If you collected your money, you might not care how people will use the end product. I hear it a lot of times from experts that this is not their problem. But I don’t agree with them.

I believe if course creators put at least a similar amount of energy into course content communication as in course marketing communication, that percentage will be totally different. And more people will finish the course and get their results. More will recommend your course and you will get more success stories. That means your conversion rate starts to increase as your marketing gains more trust. Everything is related, but not everyone is using it. So if you think you are in a competitive market, check out how your competitors are treating their paid customers and how they help them to archive the results. The more results you deliver, the more loyal clients you will get for your upsales and future products.

The future of content delivery to your brain

I'm a big believer that if you treat people differently, adapting to each one, you will get better results. It’s the same with education. I think the biggest change in education, or the revolution of education, will happen when content is be adapted by AI technologies (similar to Cambridge Analytica) but used to deliver content for the person in the best way so they can consume it and get the idea in the fastest and most effective way. And for everyone, the same content will be delivered in a customized way, adapting to the person’s needs, knowledge, personality, and stage of the journey.

Maybe it sounds like science fiction, but I have spoken with academic researchers who have done a decade of research and who are now adapting that knowledge with military projects in US and British military forces – experiments that are already in progress. Of course, the purpose is a bit different as goals are different, but all experiences are based on getting the most effective ways to deliver new information to the human brain and keep humans in a productive state as long as possible. Every person gets a personalized pack of how it works only for him or her.

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