crafting your message darcy juarez, executive director of marketing at gkic
TRANSCRIPT
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Crafting Your Message
Darcy Juarez, Executive Director of Marketing at GKIC
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Magnetic Marketing
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The Most Powerful Man in the World
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The Pyramid of Power• Generalist = trying to be
everything to everyone (substitute)
• Specialist – They don’t come to you, you go to them
• Authority – powerful, limited availability, not readily accessible
• Celebrity
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3 Keys to Magnetic Marketing Success
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Message
• WHO• USP• The Proposition• The CTA• Buying patterns
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Market
• Geographic Targeting• Demographic Targeting• Psychographic Targeting
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Wasting Bullets?
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Media
• Social Media• Email• Yellow pages• ValPak• SEO• Newspapers• TV• Radio• Direct Mail
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People don’t buy things…• We don’t buy goods or services – we buy
feelings• We don’t purchase knowledge – we purchase
a sense of security• We don’t just buy from a salesperson or your
store
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Why do people get up at 3am to shop black Friday sales?
When we buy there is a euphoric adrenaline pump to having found something good – that we are excited about …making the decision to buy is an empowering feeling
They feel superior, heroic and they have a story to tell
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E-mail Basics• Compelling subject line• Personal• Text• 55-65 hard break• Consistency• Your unique signature• The important P.S.
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The Subject Line• Intriguing question• How to…• 7 secrets to• Current event tie in• Personalized• Bizarre• Benefit
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Make It Personal• You are selling you• Play sports• Hobbies• Bonehead moves• Self-deprecating• Family• Your life
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Types of e-mails• Q&A• Testimonial• Pure pitch• Disguised pitch• Blog• Announcement• Auto-responder
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CTR• You need to look at both open and click rates• Increase click through– Link in intro, body, PS– Image in emails (link under image)
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** #3: Direct Mail Sequence**
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