Crafting Your Message Darcy Juarez, Executive Director of Marketing at GKIC.
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Transcript of Crafting Your Message Darcy Juarez, Executive Director of Marketing at GKIC.
Crafting Your Message
Darcy Juarez, Executive Director of Marketing at GKIC
Magnetic Marketing
The Most Powerful Man in the World
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
3 Keys to Magnetic Marketing Success
Message
• WHO• USP• The Proposition• The CTA• Buying patterns
Market
• Geographic Targeting• Demographic Targeting• Psychographic Targeting
Wasting Bullets?
Media
• Social Media• Email• Yellow pages• ValPak• SEO• Newspapers• TV• Radio• Direct Mail
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
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
E-mail Basics• Compelling subject line• Personal• Text• 55-65 hard break• Consistency• Your unique signature• The important P.S.
The Subject Line• Intriguing question• How to…• 7 secrets to• Current event tie in• Personalized• Bizarre• Benefit
Make It Personal• You are selling you• Play sports• Hobbies• Bonehead moves• Self-deprecating• Family• Your life
Types of e-mails• Q&A• Testimonial• Pure pitch• Disguised pitch• Blog• Announcement• Auto-responder
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)
** #3: Direct Mail Sequence**