Start by answering the question, “What am I selling?”
You need to first:
- Learn everything you can about your product and/or service.
- What does it do
- How does it function
- What problem does it solve
- Use it (read back issues, take a demo, see how easy it really is, check out the competition).
- Talk to current or past buyers, subscribers, donors and/or members
- Talk with telesales, service, tech-support reps
- Analyze: why and how is this going to help me? What problem is it going to solve?
Project into the mind of the user what the experience will be like with your product!
The importance of Benefits….
The more you talk about how your company, product or service will improve the life of your customer (“you” copy), the higher the response.
The more you talk about the company, the product, the service (“we” copy), the lower the response.
Tonight my 4 year old was screaming at the top of her lungs to her sister “I’m not normal!’ As usual I went to scream back and ask why are you screaming in my house…Okay, maybe there is another story there in the screaming…but the point is this. Her next response. “Mommy, I’m trying to tell sissy that I’m not normal because every one of my cut outs are different on purpose.” I asked her what she meant and she further explained, “Mommy, I make cut out phones and each one is different. Some have a long handle and some have buttons to push and some have dots that I drew on. But they are all different because I don’t want to be normal. I want to be different and make sure that each phone stands out.”
I just stared at her for a second. Then I thought for another second..”That’s my baby,” haha! But on a serious note, is your marketing plan too “normal?” And what is your definition of “normal?” Interesting right? We all know that in today’s market, we have to be innovative, we have to stand out. So how do you do it? You’ve got to remember how Continue reading
Can marketers learn from the techniques that hip hop artists use? I say the answer is emphatically, YES! No, I am not saying that you should start using the technique of using cuss words, don’t be that closed minded, keep reading and see what I am talking about. Take the rapper Drake as my example. He’s got a catchy song called “Over,” which has been on the airwaves for several months and has crossed over to mainstream radio. Why has it done so? Well check out what he’s done. Some of his techniques are similar to what we tell businesses to do on their website everyday! In the second verse, he makes mention of not one, but three Continue reading
I watched a great video today..It was of several interviews with Will Smith. Funny how that man has grown from the skinny little rapper to this man who has enough insight to literally change the way we as marketers do business. What I mean by this is…well you’ve got to watch the video..but I will give a tad bit of it away before you watch it and simply say this. “Whatever you decide to be in life, be the best at it so that no one can ever do it better than you. Get all the training you can possibly get so that you can be the EXPERT in that field.”
And with that my marketing friends, be well, be the best, and enjoy a bit of Will’s inspirational thoughts!
I was chatting with a good friend of mine yesterday about how she always appreciates all of my marketing advice. She said I was one of the smartest people in the industry she knew. It was a nice compliment, however I told her sometimes I find myself having a reoccurring nightmare about not being able to Continue reading
When it comes to a website, sometimes the hardes part is not how to get them there, but how to keep them on your site longer than 2 minutes. Well, for me anyway. So, I thought I would share some techniques that have worked for me.
First things first
Your content should be the first thing you consider during a redesign. You need to make sure that you CALL THINGS WHAT THEY ARE!! Don’t use words like “surrogated-liner impact sealer” when its really just a door knob. If a search engine is trying to help a potential customer of yours find a door knob…do you think they will know your Continue reading
Let me start this conversation like this…”Do you want your company to be all over the internet with bad press or good press?” Testimonials are one of the most unique and fastest way to sell and brand your product. They also happen to be an older method of marketing that is often forgotten. But ask yourself this one question, Continue reading