Marketing
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The Story: If your copy can’t cut through the clutter, you never be able to make the sale.
The Point: The reason the old formulae are less effective is: it’s harder to get people’s attention these days. Time to step up your game.
The Resource: Attention Age Doctrine
3 Keys To Grabbing Their Attention:
1. Change Their State.
2. Stop Their Inner Chatter.
3. Appeal To Their Greed, Lust, Or Moving-Away Values.
Click for the Podcast Audio:
Hemingway On Copywriting
The Story: Follow Ernest Hemingway’s Four Simple Rules to improve your copywriting (or any writing, for that matter).
The Point: The more effusive and melodious your prose, the greater the certitude you will obfuscate the concept you are laboriously attempting to elucidate; eschew obfuscation.
The Resource: The Elements of Style
Hemingway’s Rules:
1. Use short sentences.
2. Use short first paragraphs.
3. Use vigorous language.
4. Be positive, not negative.
Note: I have written about Papa’s rules in the past. This time I decided to do a little research before doing the podcast, and found different versions. So who is right? I don’t know. My favorite version, though is at Brian Clark’s Copyblogger site.
Myspace Or Yours? Marketing 101
The Story: One of copywriting’s oldest maxims points out one of marketer’s biggest failures.
The Point: It’s not your website. It’s theirs (if you want to succeed).
The Resource: YouTube
How To Make It About The User:
1. Know your users.
2. Know your users.
3. Know your users.
Click for the Podcast Audio:
Britney Spears Teaches Marketing
The Story: Britney Spears knows how to get your attention.
The Point: While there’s a lot of debate about Britney’s musical talent, career choices, and parenting potential, nobody can argue that she doesn’t know how to get our attention.
You can learn a lot from a diva.
The Resource: Attention Age Doctrine
Keys To Capturing Your Prospect’s Attention:
1. Be relevant to their lives.
2. Give them more of what they want.
3. Don’t betray their expectations.
Click for the Podcast Audio:
Selling Tips From Tony Robbins
The Story: You can learn a lot about selling by watching what Tony Robbins does at his seminars.
The Point: Sometimes it’s more important to emulate what people do than to listen to what they say. Study what Tony does to drive the revenue stream at his company.
The Resource: Tony Robbins
3 Simple Selling Tips From Tony Robbins:
1. Sell people what they want; give them what they need.
2. Create a subculture with its own language.
3. Engage the power of commitment and consistency.
Click for the Podcast Audio:
To Sell More, Use Proof
The Story: The biggest mistake most online marketers make is not offering enough proof in their marketing.
The Point: To dramatically increase your sales, offer a preponderance of proof.
You should use several different types of proof in your selling process.
The Resource: Answers
3 Quick Ways to Prove Your Marketing Claims:
1. Customer testimonials.
2. Third-party endorsements.
3. Case Studies.
Click for the Podcast Audio:
Apple Grows Using Repurposing
The Story: The most underused tactic for increasing sales and profits is repurposing; Apple is the best example of how to do this.
The Point: Learn to repurpose your products as well as those of others for maximum profit.
The Resource: Apple
3 Ways To Repurpose Your Content or Products:
1. Change print to text.
2. Change audio to text.
3. Change text to articles, blog posts, press releases, and emails.
Click for the Podcast Audio:
Scarcity: Double-Edged Marketing Sword
The Story: Conveying sense of scarcity about your product can boost sales… or hurt them.
The Point: Carefully consider the message you’re sending when you employ scarcity in your marketing message.
The Resource: Influence, by Dr. Robert Cialdini
3 Mistakes To Avoid When Using The Scarcity Tactic:
1. Telling lies.
2. Not demonstrating the reason why there is scarcity.
3. Allowing readers to form negative conclusions about the scarcity.
Click for the Podcast Audio:
iPhone Marketing Lessons
The Story: Apple took what most considered a commodity - cellphones - and created a new category.
How did they do that?
The Point: We already know how to do what Apple did. We just don’t like to do it.
It takes imagination.
It takes guts.
It takes money.
The Resource: Apple
3 Ways To Use iPhone-style Marketing In Your Business:
1. Do what others do… in a way that is infinitely more cool.
2. Marry good function with oustanding form (packaging).
3. Fill the experience of doing business with you with pleasant little surprises.
Click for the Podcast Audio:
Tell Stories - Increase Sales
The Story: Telling stories that captivate and engage the reader increases your overall sales.
Stories are attention magnets.
The Point: Too many online marketers adhere to the “just the facts” approach — or worse, they engage in “hype”.
This costs these unfortunate marketers sales and profits.
Integrate a powerful story into your copy and test the results.
The Resource: All Marketers Are Liars, by Seth Godin
3 Ways To Use Stories In Your Marketing:
1. Attention grabbers that draw people into the copy.
2. Rapport builders that mirror your reader’s dominant emotion.
3. Proof elements that create mental images of your product working for the reader.
Click for the Podcast Audio:
