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SPECIAL: My Social Marketing Nightmare

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We all know the potential power of social media marketing "if we get it right". However, keeping up the tempo across multiple platforms slowly turns from a pleasure into a nightmare.


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Progressive disclosure in your website design

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Progressive Disclosure protects the user from too much irrelevant information. It's a pattern which only shows information gradually if it makes sense to do so - often in the context of forms. Typically, progressive disclosure's gradual unveiling is also accompanied by some form of inline expansion or slide out animation. If too many fields increase effort and scare people away, then this is another tactic of avoiding having to enter unnecessary fields. Only show/ask for what is relevant to the situation at hand.


Try Smaller Commitments instead of one big one
Ask people to start off with a smaller upfront commitment followed by some larger ones down the road. Big commitments can scare people off. Borrowing from Robert Cialdini’s work, using commitment is a powerful persuasion strategy which taps into people’s desire to be seen as having a consistent self image. That quest for consistency suggests that generally people can climb a series of smaller and connected actions more easily than one larger one. An application stemming from this is known as the foot in the door technique which works by “getting a small 'yes' and then getting an even bigger 'yes.'”. One example of this would be a dating site that is asking people to just look around, followed by an introduction task, followed by a couple ideas for a date, etc. This is opposite of course to asking the same users to lock into a marriage right away (nothing wrong with getting married). :) In the context of pricing, another example can be seen when we ask customers to pay a series of monthly fees instead of an annual one. A related tactic of lowering upfront commitment might also show a “no contract” messaging in order to make customers feel that they can leave anytime which further decreases the barrier to entry.


Try Softer Prompts instead of modal windows
The modal window or dialog box is an attention hog, like it or not. Grabbing someone’s attention can be a good thing, but modal windows often come with some nasty problems. First of all, modal windows can block users from performing other functions or referencing information from behind the modal. They can also be difficult to get out of for some users. Dialog boxes are also at fault for often halting the computer from completing given work which can be irritating if the user is away. Finally, modals may frustrate with interruption if someone is deep in their task and not ready to take other actions. Why not consider more subtle inline or slide out methods which might be less obtrusive and can equally capture people’s attention?


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