Impulse Marketing

"Impulse Marketing" is simply finding and formatting an issue sufficiently compelling that one is motivated to take the desired action, e.g. leave their email address.  Political issues are often like this.  Crimes, people being treated unfairly, and other issues that have "legs" in the media can be effective (I saw over 300,000 emails acquired from a landing page discussing the firing of Don Imus). 

One key to impulse marketing is simply mechanical, the path from initial influence (display ad or other medium)  issue to result (thank you very much for signing up) must be as easy and short as possible, ideally all on a single page, with as few boxes to fill in as possible.  It's not as easy as it looks!


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