It ain't about you 9 6

transcript

1Licensed with permission Marketoonist.com

What Dr. Phil Taught Me About B2B Lead Gen & Content Marketing

Presented by Stacy Mercer and Amy Doll, Sammons Retirement Solutions, Inc.

Take a moment to introduce yourself to your table◦ Name◦ Title/Role◦ Company

Table Introductions

Have You Experienced This…

Licensed with permission Marketoonist.com

10Image licensed with permission istockphoto.com

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

Content as The Hook

Compelling Content Creation

How to Tell if it’s Successful

Agenda

Mad Men

Real Life Example

Content as The Hook

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

Help the reader solve a problem

Content As The Hook

Required

Reading

Benefit vs. Feature

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Feature vs. Benefit Real Life Example

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

Feature Benefit

Content as The Hook

Agenda

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!

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

Real-Life Example, continued Here’s how… give your clients something

complimentary

Real-Life Example, continued

META!!!

We’re doing for financial advisers what we’re telling them to do for their clients.

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

Real-Life Example, continued

Now… how do you market your great content?

“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

http://www.copyblogger.com/lessons-from-david-ogilvy/

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)

1) What’s In It For Me

“Tennis Elbow? Play without Pain or Your Money Back GUARANTEED.”

5 Rules to Writing Headlines

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

3) Don’t just provoke curiosity

“Are Your Ducks in a Row?”

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) Highlight your solution as quick and easy

“End the Pain and Misery of Tired Aching Feet with This Simple Trick.”

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

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

11) Feature an - 12) Feature a 13) Offer information of 14) Tell a 15) Begin your headline with the words

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

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

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

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

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

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

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

At last

Finally Respond

Reply Less commitment, less scary

Anxious EagerAnxious is negative

Passed away Died

Lifetime guarantee

Guaranteed for 20 years

Experienced tourist Sophisticated traveler

Can you help us? Will you help us?

If you order now, you’ll get …

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

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

The Hook

Agenda

Metrics that matter

Testing

Best practice example

How to Tell if It’s Successful

49Licensed with permission Marketoonist.com

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

Start Simple- Test subject lines Test Headlines Benefit Focus Results Tracking and Socialization Modify and Refine

Testing as a “way-of-life”

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

#1- Big Graphics and Features

#2- Medium Graphics and Promoting TWO Features

#3- Plain Text Benefit Driven

FIA Email 3 Way Test#1 #2 #3

#3 Plain Text Benefit Driven

• It AIN’T about YOU

Best Practice Content Creation Example

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

Documents you can use at your job◦ 29 Headline Formulas◦ Note card: Immediate Implementation

Workshop Benefits

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