Zia Reddy

This week’s article is a bit of a long one because it deals with a form of marketing FOMO that I’ve had to deal with in the past, and the answer to this is supported by quite an extensive number of peer-reviewed studies. So, I needed to dig into the research and make sure that I cover this topic as thoroughly as possible.

I was walking a client through a lead generation campaign last week, and as we were wrapping up, the client paused and asked whether we should also mention all the other people who could use the product. And look, their thinking made sense on the surface. If more people can benefit from their product, it surely makes sense to say so somewhere in the ad.

But, while it may feel natural to broaden a message so it can stretch further, cover more ground, and appeal to more people, the difficulty with this is that attention does not expand in the same way.

So, in this article, I answer the question: why does broadening a message often make it harder for anyone to act on it?

https://www.ziareddy.com/post/why-people-don-t-act-even-when-they-could

Why People Don’t Act, Even When They Could Trying to reach everyone? That might be why your ads aren’t working. Here’s how to fix your targeting, messaging, and conversion flow.

I was on a call last week, going through campaign performance with a client.

We’d covered the setup, looked at what was working, agreed on next steps… all fairly straightforward.

And then right at the end, they asked:

“Is there anything else we should be thinking about that we haven’t covered?”

It’s a good question. But it’s usually not about the campaigns.

It’s that feeling of knowing there’s something missing… you just don’t know what it is.

In this week’s article, I talk about where this question actually comes from, how it shows up in day-to-day work, and what you can do to get out of that loop.

You can read it here: https://www.ziareddy.com/post/what-if-i-m-missing-something

What If I'm Missing Something? That constant feeling of “am I missing something?” in your marketing? Here’s why it happens and how to fix it with a clearer structure.

I’ve been noticing this more and more in campaigns lately that a lot of the time, we’re asking people to take an action because it’s what WE want to happen next, rather than thinking about what would make sense for THEM in that moment.

Someone reads something or watches something and they’re just starting to figure things out. They’re getting a better sense of what’s going on or seeing something they hadn’t quite put into words before.

Then the next step asks them to book a call, request a quote, or make a decision that feels further along than where they are.

When you look at your own content this way, it becomes much easier to spot where things aren’t making sense, and whether it really fits the moment the content creates.

A simple way to check it is to take one piece of content and ask yourself what it’s actually doing for the person on the other side. Are you helping them realise something? Are you helping them understand what’s going on? Are you helping them weigh up options?

Then look at what you’re asking them to do next.

If someone reads it and walks away thinking, “Okay, I think I get what’s happening now,” but the next step is to book a call or request a quote, there’s a gap there. The content has moved them forward, but not far enough for that kind of action.

In that case, the next step should stay closer to where they are. Something that helps them explore their situation a bit more, reflect on it, or see how it applies to them.

That small change in the way you structure and use your CTAs really changes the role they play in the overall customer journey.