Boston Red Sox

We've all done it. We forget to buy tickets for an important game or concert when they first go on sale. Because of this mistake, we then spend hours on Craigslist looking for tickets, ending up clicking on all types of sketchy ads.

Why? Because some Craigslist scalpers are great call-to-action (CTA) writers. While looking at spreadsheets and attending workshops are important educational opportunities, I would argue that a few minutes of looking at ticket scalpers' ads on Craigslist can also provide ammunition to bolster your lead generation activities.

Don't believe me? I took just 5 minutes on Craigslist, and here is what I learned. 

1. Context Matters -- When we use Craigslist to look for tickets or anything else for that matter, most of the time we have a clear idea of what we are looking for. For example, if you are looking for Boston Red Sox tickets and you see a random ad for "Boston Tickets," you're likely not going to click on it. The same is true if you are a B2B company that is working to generate leads to sell medical supplies. CTAs work best when they are in the right context. To make your CTAs work better, it is important that you segment your content. For example, if you are putting CTAs with blog posts, make sure that the CTA relates to the content of the post as closely as possible. 

2. You Have to Get Noticed, Even When People Are Looking -- When people are on a web page, many visual elements can distract them. On Craigslist, people visit the site with the intention to buy, but they don't go through and click all the ads. One of the things I love about looking at Craigslist ads is that every seller is working with the same text ad, yet some can make ads grab your attention by using tactics like all CAPS. Design matters.  It isn't good enough that somebody has decided to come to your site; it is your job to create a CTA that has the visual appeal to convert them into a lead.

3. Pricing Too Soon Can Be a Deal Breaker -- How many of you have avoided a Craigslist advertisement simply based of the price listed in the headline? Be honest; we all have done it. The lesson to learn here is to avoid mentioning pricing in your CTA whenever possible. Focus on creating non-monetary value for the prospect to help ensure they will convert without being influenced prematurely by price.

4. Building Trust Only Takes a Split Second -- When looking for tickets, one of the most comforting phrases you can see is "face value." It makes you think that the person is a fan and not a scalper after your hard-earned cash. What is the "face value" of your CTAs? What is a word or phrase that you can put in your CTAs today that can help build trust with prospective customers? Find the answer. It is normally some type of phrase that creates a middle ground between you and the customer.

5. Urgency Sells -- Timing is a key factor that drives people to action. Does your CTA have a timing element? Think back to our friends, the Craigslist scalpers. How do they use timing? They use phrases like "won't last long." When creating CTAs, remember to include some type of element of urgency. Some examples: "offer ends tomorrow" or "only for the first 100 visitors." Sure, these phrases need to work with the overall theme of the CTA, but urgency can mean the difference in hitting your leads goal this month or not.

You can learn from anyone at anytime. People who sell tickets through one-line text ads everyday get very good at writing them. Take a few minutes and see what you can learn from Craigslist scalpers that could apply to your business.

What other non-traditional sources do you look to for marketing inspiration?

Photo Credit: David Gallagar

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What is There to Do in Boston? is a post from Chris Pirillo

It’s been awhile since we last wrote about travel tips, as sent in by our community members. We asked months ago for you to send us the top ten places to visit in your hometown. So many of you responded that we are STILL trying to get them all posted! Today we’re going to talk about Boston. We may end up with more than ten things to do, since three of you sent in your ideas. Thanks to Mike, Robert and Charmain for letting us know what great things there are to do in Boston, Massachusetts!

• USS Constitution – Better known as Old Ironsides, the USS Constitution was a prominent Civil War ship. Tour the ship or visit the museum, which is full of over 150 interactive displays.
• Harvard Walking Tour – After taking this tour, you’ll be able to say you’ve been to Harvard! Tour the famous campus with a student leader, and learn of its history and prestige.
• Massachusetts Institute of Technology (MIT) Campus Tour – Regularly scheduled student-led campus tours are conducted Monday through Friday at 11:00 AM and at 3:00 PM.
• Institute of Contemporary Art – For more than a half century, the ICA has presented contemporary art in all media – visual arts, film, and video, performance and literature – and created educational programs that encourage an appreciation for contemporary culture.
• Bunker Hill Monument – In this first major battle of the American Revolution, the outnumbered American militia flew a red, white, and blue flag bearing the pine tree emblem of the Massachusetts Bay Colony. Today, you’ll find a 221-foot granite obelisk marking the site of the famous battle.
• Fenway Park – Fenway is the home of the Boston Red Sox baseball team. It’s a gorgeous stadium, and one that you’ll enjoy visiting… even if you’re not a baseball fan!
• New England Aquarium – Founded in 1969, the New England Aquarium is a global leader in ocean exploration and marine conservation. The Aquarium is one of the premier visitor attractions in Boston, with over 1.3 million visitors a year, and a major public education resource.
• The Public Garden – The Public Garden was created in 1837, Boston Common in 1634. What a difference two centuries made. From its inception, the Public Garden was decorative and flowery, the Common pastoral and practical. The Common’s walkways were for crosstown travel, the Public Garden’s paths for meandering. The Common was America’s first park, the Public Garden its first public botanical garden.
• Boston Tea Party Ship and Museum – This is a comprehensive museum dedicated to preserving and interpreting the legacy of the single most important event leading up to the American Revolution. It is scheduled to re-open in the summer of 2010 (after renovations are complete), and will undoubtedly be a huge hit.
• Boston Children’s Museum – The Boston Children’s Museum exists to help children understand and enjoy the world in which they live. As an early museum experience for children, the environment is informal, but the purpose is serious. The exhibits are geared towards children ages 2 – 10.
• Boston National Historical Park – The Boston National Historical Park is an association of sites that showcase Boston’s role in the American Revolution. It was designated a national park on October 1, 1974. Seven of the eight sites are connected by the Freedom Trail, a walking tour of downtown Boston.
• Boston Duck Tours – You’ve never toured Boston in anything that comes close to Boston Duck Tours. The fun begins as soon as you board your “DUCK”, a W.W. II style amphibious landing vehicle. First, you’ll be greeted by one of our legendary ConDUCKtors, who’ll be narrating your tour. Then you’re off on a journey like you’ve never had before.
• Arnold Arboretum – The Arnold Arboretum of Harvard University is the oldest public arboretum in North America and one of the world’s leading centers for the study of plants. It is a unique blend of respected research institution and beloved public landscape.
• Whale Watching Cruise from Boston Harbor – Boston Harbor Cruise’s Whale Watching cruise is both an unforgettable and educational experience. The guides, who are researchers from the Whale Center of New England, will teach you about everything from whale behavior and migration patterns to the local ecology. You’ll also be able to get amazing photographs of the area – and the whales!
• Franklin Park Zoo – Franklin Park Zoo is a 72-acre site nestled in Boston’s historic Franklin Park, long considered the “crown jewel” of Frederick Law Olmsted’s Emerald Necklace Park System. You’ll find hundreds of exhibits, and enjoy hours’ worth of fun.

It sounds as though there is no shortage of fun – and educational – things to do around Boston! There seems to literally be something for everyone!

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