Eben Pagan - Modern Marketing [PDF]

Zitiervorschau

Marketing Channels:  Cold Marketing – cold call, door-to-door selling, blind direct mails  Mass Marketing – newspaper, TV ads, affiliate  Existing CR (of others) – complimentary products, endorsed relationship  Search Marketing  One to One Marketing – one refers to others – network marketing, word of mouth, viral Start with response-based marketing models 2 Phases of Marketing – to avoid selling to s.o who doesn’t even know you yet  External: lead generation – advertising, getting attention  Internal: lead conversion – converting to sales Testing: >80% of advertising and marketing tests fail ~ don’t bring enough sales Optimization 10 Commencements of Powerful Response Marketing Documents 1. Show them that they’re in the right place IMMEDIATELY  Can be negative (reduce pain) or positive (favorable results)  Focus on what they want, not what I want them to want. 2. Know the emotional hot buttons or pain points. Say them over and over. Relate everything to them and the outcome they’re looking for. 3. Talk personally, in one-to-one conversational tone. 4. Design everything to be easily understood – A way that naturally evokes confidence & trust. 5. Leave them better off than they were when they arrive by giving sth they can use to get closer to their desired results NOW. 6. Make them feel I’m trustworthy, authentic, and authoritative (by showing the good the bad the ugly). 7. Make them feel they’ve discovered a wonderful secret personal resource, a go-to advantage that they can access whenever they need. 8. Tell them my story of how me, my product, service came to be in a way that resonates with them on a personal individual level. Tell my passion for helping you. 9. Tell them exactly what to do in order to take the next step to get the result that they want. Convert your methods into a currency that they can understand intuitively. 10.Take away their risk or turn it around that I, as a business owner, have more than them. Biz Owners talk about their greatness, customers’ seeking solutions to their pains. The Elements of Marketing

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Headlines: Ads of the Ads. Appealing words: now, new, announcing, free, how to Write simple copy. Clear and straightforward. Use short words. Short paragraphs, long copy, tell my whole story. “Enter into a conversation that the prospect already has in their mind” Get out of the psychological illusion that I’m a big company trying to impress people, to sell the product. Motivation by scarcity - limiting quantity or time, exclusivity - having exclusive offer, bonuses – best done in surprise

Words have Power What are the customers really looking for, in the final end? Design: Good design should be invincible, amplify the message, never distract from it – David Ogilvy – Ogilvy on Advertising  1 Dominant visual element, only 1  Clear visual hierarchy – follow natural reading gravity  Simple Borrow from editorial companies  Big bold headlines  Sub headlines  Drop caps  Bulleted List  Narrow columns  Captions for pictures  Callouts Rules           

of Thumb for Great Design – Clarity, not Beauty Simplicity Repetition Contrast Alignment Rules of Third Balance 2 font types – 3 max 2 sizes – 3 max 2 complimentary colors – 3 max 2 alignments – 3 max, Left, don’t center, justified