The other day I saw an opportunity for a ready-made, highly attractive fulfilment piece which a company had missed.
I saw a list the other day of “23 tips for…” It was very useful, but it really looked like a chore. I’m sure I’d have been more inclined to have read it if the list had been just 3, or 6, tips. (I can’t remember seeing any research on that, by the way, but it feels like it would be the case.)
If so, it turns out that there was a missed opportunity here. A list of 23 tips, presumably brainstormed by the company at some effort, is indeed very useful. So here’s what I’d have done. Present the best few as a “3 tips for…” or “6 tips for…” article. Then offer the reader the rest, as part of a free document in return for their contact details, or in return for being sent a brochure or whatever. It seems to me that the company had overlooked an opportunity for a ready-made, highly attractive fulfilment piece.