My personal poker marketing goal in 2014 was to learn about increasing web traffic, and it went pretty well (expect a future blog on that). My 2015 personal goal is to get really good at copywriting. I’ve already been studying it for a few years, and have had particular success in this area when it comes to promoting strategy content.
It really helps to work for poker’s biggest training site in that regard, as well as having co-written a very popular poker strategy book. Through a lot of trial and error, lots of testing and my best friend Google Analytics, I’ve spotted a number of trends that have boosted traffic and conversions for strategy content by a pretty huge margin.
This has worked for book marketing, strategy articles, training videos, webinars and more. Any content where you are teaching your audience to play better:
Benefits, not brags
Fundamentally you want to frame your content in terms of the benefits to the reader, rather than showcasing how authoritative the content is. It’s quite common for strategy content to really sell how much the author is crushing, so that the reader can be inspired to learn how. You’ll see a lot of headlines like:
Watch [professional poker player] take down [big MTT]
[High stakes cash game player] owning donks
[EPT champion] multi-tables NL400
Show the reader what is in it for them. Some of the coaches at training sites are big enough names to sell content based on that alone, but most are not. It’s much better, therefore, to instead show how the content specifically benefits the reader. For example:
Kill tilt forever
Get out of the micro stakes now
How to deal with a downswing
Five ways to boost your winrate
If the author of the content is a big name, there is no doubt that can attract interest, so why not combine both methods?
Learn to crush NL200 like [WSOP bracelet winner]
[Professional poker player] shows you how to value bet the turn
Eliminate the biggest PLO leaks with [TV pro]
Use the stick, not the carrot
Get-Rich-Quick-Schemes-The-WorkIt’s also common for strategy content to be framed in terms of the biggest benefits, which is usually winning money. So as such big promises are made like ‘win xxxx’ or ‘crush xxxx’ or ‘become a pro’. Again, this is totally understandable why the content would be marketed this way.
However, most of us are risk averse and have negativity biases. We respond much more to the fear of losing something, rather than spoils we could potentially gain. I’ve found that by quite a significant margin, content that promises to cure burning pains, rather than make your wildest dreams come true, gets a much better response. Focussing on fixing strategic leaks, rather than improving A-game, has a much bigger impact (If you have read The Mental Game of Poker 2, this appoach also correlates with how we learn better anyway).
It really helps to work for poker’s biggest training site in that regard, as well as having co-written a very popular poker strategy book. Through a lot of trial and error, lots of testing and my best friend Google Analytics, I’ve spotted a number of trends that have boosted traffic and conversions for strategy content by a pretty huge margin.
This has worked for book marketing, strategy articles, training videos, webinars and more. Any content where you are teaching your audience to play better:
Benefits, not brags
Fundamentally you want to frame your content in terms of the benefits to the reader, rather than showcasing how authoritative the content is. It’s quite common for strategy content to really sell how much the author is crushing, so that the reader can be inspired to learn how. You’ll see a lot of headlines like:
Watch [professional poker player] take down [big MTT]
[High stakes cash game player] owning donks
[EPT champion] multi-tables NL400
Show the reader what is in it for them. Some of the coaches at training sites are big enough names to sell content based on that alone, but most are not. It’s much better, therefore, to instead show how the content specifically benefits the reader. For example:
Kill tilt forever
Get out of the micro stakes now
How to deal with a downswing
Five ways to boost your winrate
If the author of the content is a big name, there is no doubt that can attract interest, so why not combine both methods?
Learn to crush NL200 like [WSOP bracelet winner]
[Professional poker player] shows you how to value bet the turn
Eliminate the biggest PLO leaks with [TV pro]
Use the stick, not the carrot
Get-Rich-Quick-Schemes-The-WorkIt’s also common for strategy content to be framed in terms of the biggest benefits, which is usually winning money. So as such big promises are made like ‘win xxxx’ or ‘crush xxxx’ or ‘become a pro’. Again, this is totally understandable why the content would be marketed this way.
However, most of us are risk averse and have negativity biases. We respond much more to the fear of losing something, rather than spoils we could potentially gain. I’ve found that by quite a significant margin, content that promises to cure burning pains, rather than make your wildest dreams come true, gets a much better response. Focussing on fixing strategic leaks, rather than improving A-game, has a much bigger impact (If you have read The Mental Game of Poker 2, this appoach also correlates with how we learn better anyway).
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