Where Stellar Messages Come From
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Transcript of Where Stellar Messages Come From
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Where Stellar Messages Come From
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You’re not selling a product.
You’re not selling a service.
You’re not selling a solution. An app. A pair of shoes. A device. An upgrade.
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You’re selling your prospects a better version of themselves.
Here’s the only thing you’re selling, no matter what business you’re in and what you ship:
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Your prospects are asking some essential questions?
• Why should I choose you?
• Why should I stay on your site? Why should I come back to your blog? Why should I trust you? Why should I give you my email address, my tweet or, most of all, my hard-earned money?
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Do I really know who my target customer is?
• Surveys
• Go Talk to People
• Social Media Inquiries
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You’ll want to learn their• Age
• Gender
• Martial Status
• Number of Children
• Education
• Annual income
• Disposable Income
• Favorite Web sites
• Favorite pasttimes
• Device Usage
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Then Segment
• That is, you want to choose the segment that will visit your site with the most frequency and be most likely to compensate you in some way for your service – whether that compensation is actual money paid to you, referrals sent your way, or new users brought into your fold.
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2 Sides to Crafting a Message
• 1. Targeting pain
• 2. Reflecting motivation, including a desire to derive value
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Pain • Ask yourself, what keeps my customers up at night?
• Audit your competitors’ sites to see what pain points they hit on
• Monitor people in your ideal customer segment on Twitter and/or in their blogs to see what pains they mention
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Motivation
• “Motivation” is the driving force behind the actions we take. When a user comes to your site, they are motivated to do so – motivated by forces that live outside the virtual walls of your virtual store.
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Let’s Meet Theresa
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Let’s Meet KristinaAnd her fiancee Asa
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Social Media is Storytelling
“Stories are just data with a soul.” —BRENÉ BROWN, TEDx HOUSTON 2010
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Bryan Stevenson“We need to talk about an injustice”
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Gary Vaynerchuck“How to tell stories in an A.D.D. World”
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Questions?