It ain't about you 9 6
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Transcript of It ain't about you 9 6
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1Licensed with permission Marketoonist.com
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What Dr. Phil Taught Me About B2B Lead Gen & Content Marketing
Presented by Stacy Mercer and Amy Doll, Sammons Retirement Solutions, Inc.
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Take a moment to introduce yourself to your table◦ Name◦ Title/Role◦ Company
Table Introductions
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Have You Experienced This…
Licensed with permission Marketoonist.com
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Have You Experienced This…
Licensed with permission Marketoonist.com
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Have You Experienced This…
Licensed with permission Marketoonist.com
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Have You Experienced This…
Licensed with permission Marketoonist.com
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Have You Experienced This…
Licensed with permission Marketoonist.com
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Have You Experienced This…
Licensed with permission Marketoonist.com
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10Image licensed with permission istockphoto.com
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If you think your product could win in the most boring category, share it with your table.
Table to pick one to shout out in exactly 2 minutes.
Table Discussion- Most Boring
Product PRIZE
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Content as The Hook
Compelling Content Creation
How to Tell if it’s Successful
Agenda
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Mad Men
HELP
Real Life Example
Content as The Hook
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When Don Draper & Mad Menruled Madison Avenue…
Today 70% of buying process complete CEOs aren’t impressed
◦ 33% marketing impact documented ◦ 47% may contribute, but value isn’t
documented ◦ 20% don’t know if marketing costs are
justified
Content as The Hook
Source: Mastering Marketing Metrics VerticalNerve Distribution 2015
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Help the reader solve a problem
Content As The Hook
Required
Reading
Benefit vs. Feature
Image licensed with permission istockphoto.com
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Feature vs. Benefit Real Life Example
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3 minutes—write down features by yourself, then turn them into benefits
5 minutes—share and decide as a table on one to share with the larger group
REMEMBER: Benefits out sell features Emotion out pulls intellect E = 0 when you emphasize everything, you
emphasize nothing
Table Discussion-Feature vs. Benefit of Your Product
2
Feature Benefit
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Content as The Hook
Compelling Content Creation
How to Tell if it’s Successful
Agenda
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What’s your audience’s BIGGEST pain point?
Help them SOLVE it….FOR FREE!
Bonus! Once you determine this, it drives not only your content, but also… ◦ Your offer◦ Your creative for email, mail, Adwords, whatever!
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High net-worth investors have 4+ financial advisers
When they retire, they’ll pare down to 1-2 financial advisers
Will you make the cut? (Especially in the giant Boomer audience!)
Real-Life Example
www.wealthmanagement-growwithoutataxbill.com/Wealthy_Investors_4_Financial_Advisors_Planning2.html
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Real-Life Example, continued Here’s how… give your clients something
complimentary
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Real-Life Example, continued
META!!!
We’re doing for financial advisers what we’re telling them to do for their clients.
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Real-Life Example, continued “Hardworking” material gets us the best results
Tell advisers exactly what to do
Worksheets
Maybe (probably!) no product mention at all!
This helps us to simplify versioning and list select
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Real-Life Example, continued
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Now… how do you market your great content?
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“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
David Ogilvy
Now… how do you market your great content?
http://www.copyblogger.com/lessons-from-david-ogilvy/
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Now… how do you market your great content?
You can increase your response rate dramatically… at least 50% …… possibly even double.
That means the headline is where you should spend a lot of time (or subject line or envelope teaser)
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1) What’s In It For Me
“Tennis Elbow? Play without Pain or Your Money Back GUARANTEED.”
5 Rules to Writing Headlines
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2) If you have news, announce it in the headline
Announcing the First Practice Management Software for Chiropractors… FREE!”
5 Rules to Writing Headlines, continued
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3) Don’t just provoke curiosity
“Are Your Ducks in a Row?”
5 Rules to Writing Headlines, continued
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4) Choose cheerful and positive … not gloomy or negative
“You can Look the Sparrow Straight in the Eye from 250 Feet and You can See it Blink.”
5 Rules to Writing Headlines, continued
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5) Highlight your solution as quick and easy
“End the Pain and Misery of Tired Aching Feet with This Simple Trick.”
5 Rules to Writing Headlines, continued
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29 Quick and Easy Headline Formulas
1) Begin your headline with the word 2) Use words that have an 3) Begin your headline with the word4) Begin your headline with 5) Begin your headline with the words
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29 Quick and Easy Headline Formulas, continued
6) Put a in your headline 7) Write your headline in style 8) Feature the in your headline 9) Feature 10) Feature a special
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29 Quick and Easy Headline Formulas, continued
11) Feature an - 12) Feature a 13) Offer information of 14) Tell a 15) Begin your headline with the words
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29 Quick and Easy Headline Formulas, continued
16) Begin your headline with the word 17) Begin your headline with the word 18) Begin your headline with the word 19) Begin your headline with the words 20) Begin your headline with the word
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29 Quick and Easy Headline Formulas, continued
21) Begin your headline with the word 22) Begin your headline with the word 23) Use a - headline 24) Offer the reader a 25) Use a - headline
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29 Quick and Easy Headline Formulas, continued
26) Use a - headline 27) Warn the reader to delay 28) Let the manufacturer speak to the reader 29) Address your headline to a or group
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Convert the 5 lackluster headlines at your table
3 minutes—write down better headlines yourself
3 minutes—share with your table
Share best one with the larger group.
Table discussion- Lackluster Headlines
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1) “Make One Million Dollars in One Day”2) “Health Insurance Companies HATE This New
Trick”3) “The Weight Loss Trick That Everyone Is Talking
About”4) “No Results With Your Attempts to Stop
Overeating?”5) “The Importance of the Legal Aspects of Business
Correspondence”
Lackluster Headlines
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We need to know what people want and what will help them respond
Write the way you talk
What seems like even a TINY word change can have a HUGE effect on response
As marketers, we’re primitive psychologists
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Submit
Primitive psychology, continued
Claim yours now Find out now
Receive This means something is being performed on them How about “collect”?
Here is the information you requested Here is what you asked for You asked for this
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At last
Primitive psychology, continued
Finally Respond
Reply Less commitment, less scary
Anxious EagerAnxious is negative
Passed away Died
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Lifetime guarantee
Primitive psychology, continued
Guaranteed for 20 years
Experienced tourist Sophisticated traveler
Can you help us? Will you help us?
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If you order now, you’ll get …
Primitive psychology, continued
Order now and you’ll get … You pay much less
Others pay much more Puts them in a competitive posture
We’ll even pay shipping costs Free shipping First example highlights there are shipping costs
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Word docs at tables Awesome prizes Some math required
Correct= 1 point Incorrect – 0 points Add them up at the end Prizes for winners
Guess the Headline Winners
29 Headlines
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The Hook
Compelling Content Creation
How to Tell if it’s Successful
Agenda
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Metrics that matter
Testing
Best practice example
How to Tell if It’s Successful
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49Licensed with permission Marketoonist.com
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Within Your Organization, Which is More of a Challenge?
#1: Tracking marketing metrics
#2: Marketing metrics that drive decisions and understanding with other
stakeholders and executives
Metrics That Matter- Polling Question
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Start Simple- Test subject lines Test Headlines Benefit Focus Results Tracking and Socialization Modify and Refine
Testing as a “way-of-life”
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THE BRIEF• Audience: Savvy Financial Advisers• Sales Dept was focused on product features
(8%/5%) and large graphics
THE SOLUTION• Test a <insert leader’s name> against a benefit
focused plain text email
Test Example- Feature vs. Benefit
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#1- Big Graphics and Features
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#2- Medium Graphics and Promoting TWO Features
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#3- Plain Text Benefit Driven
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FIA Email 3 Way Test#1 #2 #3
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#3 Plain Text Benefit Driven
• It AIN’T about YOU
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Best Practice Content Creation Example
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Content as The Hook◦ Feature vs. Benefit◦ It AIN’T About YOU
Compelling Content Creation ◦ Rules to Writing Headlines◦ Headline Formulas
How to Tell if it’s Successful ◦ Integration of Stakeholders into the Testing Process
Wrap Up
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Documents you can use at your job◦ 29 Headline Formulas◦ Note card: Immediate Implementation
Workshop Benefits
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On the note card at your tables: Write down 2 items you will implement Post the note card at your desk and Do it! Within the next week.
Next Steps
And Remember…It AIN’T About YOU