During last week’s Web clinic, “Does Fear-based Marketing Work?,” we looked at a recent Twitter test run by MarketingExperiments’ parent company MECLABS Institute in promotion of the latest issue of the Executive Series.
Which tweet do you think achieved a higher clickthrough rate?
Here’s some context in case you need help choosing …
In Tweet Version A, the message is straightforward.
- “Customers are more willing to engage with newspapers than you might think.”
In Tweet Version B, the message taps into an implicit fear that a marketer may have — that poor design is negatively impacting performance.
- “Poor UI design and user experience may be negatively impacting the perception of your digital subscription.”
OK. Now make your choice. You can say it out loud if it will help you.
Whatever you do, don’t look directly below this line of text.