What Killer Caterpillars Taught Me About Persuasive Marketing


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You know those moments when a tweet about a killer caterpillar species catches your eye and the next thing you know you’ve spent 10 minutes reading the article and buying into the conspiracy in a big way?

…no? Yeah, me neither…

OK so it happened to me yesterday. And in my defense, that tweet told me that the caterpillars were threatening the existence of the 2012 Olympic Games in London. And let’s be honest, I can’t go around letting some rogue insect get between me and my precious once-every-four-years Michael Phelps bonding time.

The point is, wherever that tweet came from, it got me. It hit on something relevant to my life and, consequently, I was pulled in. Had the tweet been about Nascar or Comic-Con, I might not have cared. (No offense to any die-hards out there.) And that was the primary key: relevancy.

Having a hard time turning your social media posts into traffic? What are you posting about? And who is your audience? Are these two answers in harmony with each other? Is this a lot of questions all in a row? I thought so.

At Skyhook we serve a wide range of clients in various industries from A to Z. Finding an audience interested in the nuances of cabinet refinishing or RV renovating or bankruptcy attorneys? Tricky. Doable, but tricky. Finding an audience interested in current events? Easy. Doable, and easy. The trick, I’ve discovered, is to mix it up. Sometimes when I blog in behalf of a client, I write specifically about a service they offer. Other times, I write about the latest sports game or breaking news story or my growing fear of killer caterpillars. I pick a topic with a wide appeal that is, in some way, related to the industry of a client. And then I write!

More than writing articles that are 100% focused on our clients’ work, I focus on writing articles that are interesting. And, in the end, that benefits our clients the most. Now please excuse me while I go check on Michael Phelps’ twitter feed and make sure he is alive, kicking (literally) and unscathed by the killer caterpillar plague.

P.S. That edited caterpillar picture up there? Via Microsoft Paint? Keep in mind that we actually hire real designers at Skyhook and that I am not one of them. Though for the life of me, I still can’t see why not.