Crafting Your Message

2. Crafting Your Message Darcy Juarez, Executive Director of Marketing at GKIC

3. Magnetic Marketing

4. The Most Powerful Man in the World

6. 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

7. 3 Keys to Magnetic Marketing Success

8. Message • WHO • USP • The Proposition • The CTA • Buying patterns

9. Market • Geographic Targeting • Demographic Targeting • Psychographic Targeting

11. Wasting Bullets?

12. Media • Social Media • Email • Yellow pages • ValPak • SEO • Newspapers • TV • Radio • Direct Mail

13. 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

14. 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

15. E-mail Basics • Compelling subject line • Personal • Text • 55-65 hard break • Consistency • Your unique signature • The important P.S.

16. The Subject Line • Intriguing question • How to… • 7 secrets to • Current event tie in • Personalized • Bizarre • Benefit

17. Make It Personal • You are selling you • Play sports • Hobbies • Bonehead moves • Self-deprecating • Family • Your life

18. Types of e-mails • Q&A • Testimonial • Pure pitch • Disguised pitch • Blog • Announcement • Auto-responder

19. 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)

22. ** #3: Direct Mail Sequence**