Good copy is the root of all successful marketing campaigns. Simply put bad copy kills marketing campaigns. If you do not see results from your campaigns it most likely has nothing to do with your end product, your traffic source, your offering etc. It has to do with your copy. To generate results focus on one thing: killing objections. In other words, you have to remove all reasons for not buying. Too often we get paralysis of analysis and don’t launch campaigns. We stress about what to say. So, if you want to stop stressing and start launching campaigns then follow this simple process when creating objection killing copy.
1. Identify what your prospect needs to believe to buy your specific product or service. You can identify this further by asking these three questions:
- What are do your prospects need to believe about you?
- What do they need to believe about themselves?
- What do your prospects need to believe about your product service or offers?
2. List all the reasons a prospect wouldn’t buy your product or service. Identify the objections, all of them.
3. Next, put the claims and objections about your product in the logical order. This order will be the outline of your copy. When you look at the overarching messaging, you should be telling an emotionally compelling story showcasing your understanding of your audience.
It’s that simple. Follow these steps to wipe away the sales-killing objectives for not buying. Need help mapping this out further? Shoot me a message, and we’ll talk: firstname.lastname@example.org.
A foundational element of any marketing campaign is a defined niche. The wrong niche can have a massive impact on your ability to generate sales. When selecting your niche you want to look for two key things, budget and drive. The other thing I will add here is that you want a niche that is large enough to support your goals. Even in an ultra tight, targeted niche, a good target number is a minimum of 50,000 active prospects for it to be viable.
You want to make sure your niche has drive or need for your offering. Otherwise, you will have to spend time explaining rather than educating on your specific offering. The marketplace you select should also have cash flow. You do not want to spend your resources on a niche that ultimately cannot pay for the offering.
When determining your niche, ask yourself a variety if not all of these questions:
- Is this niche large enough to support my business?
- Does this market congregate somewhere? Are they accessible online?
- Does this market invest in similar products or services?
- Does this market have money?
- Do I have some affinity within this niche? (Do I already know this market well?)
- Are there trends in the marketplace making it more likely for them to buy or are is this niche trending down?
- How does the marketplace feel about my offering? Negative, positive, open, etc…
- How often are new people coming into the market? How often are people leaving the market? (this churn is not negative, it will just help you as your develop your messaging.)
- Are there certain regularity or legal issues you need to be aware of when marketing to this niche? (worth noting as this may have an impact on your messaging)
- Is this a seasonal marketplace?
- Does the market provide you with an opportunity to plug prospects or customers into a membership or continuity model? (I am a big advocate of this model as it creates ongoing residual revenue)
Having a defined niche allows you to focus your efforts to generate the best results for your company or brand. Once you have the ‘who’ in place, the messaging and strategy flows from there. If you need help identifying your niche or have questions, I am happy to help in any way. Shoot me a comment below and we’ll get in touch!
In an environment of creatives, emerging technologies, and bottom lines we rarely discuss the mechanics of Marketing or Marketing Operations. Marketing is hard. Whether you’re a Marketing Manager, Director of Marketing or VP the need for a more transparent, efficient, and responsible view of marketing is shared. While you’re expected to have a wide breadth of skills as a marketing lead in your organization, you cannot simply be expected to be able to do it all.
The function of Marketing Operations is what affects change. I have come to think of Marketing Operations as the left brain. MO is the role responsible for strategic planning and execution as well as process development. What good is an idea if you can’t act on it?
At its core, MO aligns strategy and processes by managing activities across various marketing and non-marketing channels. Marketing operations are at the center of the marketing activity. Beyond executing a campaign smoothly focusing on the processes allows you to know that the pieces are connected, so there’s no wasted effort.
When I worked in an agency one of the biggest issues, we would face internally was based on process. The strategy would be great, the creative would be great, but the execution would lack. Not for failure to start but for inability to think through the entire process. So before you start your next Marketing Campaign take the time before you launch to dot the ‘I’s and cross the ‘T’s’ by engineering the process. If you need help engineering your next Marketing Campaign, holla at your girl.
Wouldn’t you love to wake up with more money than you had when you went to sleep? I’m pretty sure everyone would say yes. As a millennial (don’t worry I won’t bite) I know the days of the gold watch and handshake easement into retirement are over. I also share the characteristics of my fellow generation. One characteristic being the desire to work on several different things at one time and having the freedom to do so. And today’s environment it’s important to have a side hustle. All this is great, but time is finite. Enter the passive income stream.
Creating a passive income stream is somewhat of an ethereal concept. Right? I mean it sounds good. You nodded your head yes when I asked if you wanted to wake up with more money. It just seems to be out of reach. So how can you get it done?
I’ve spent a lot of time studying how to market and create passive income streams online. The overarching theme (beyond execution) is content. Yes, okay this makes sense, right? You need to create epic content, put it online, and the masses will swarm, and you’ll wake up a millionaire. Well, I wish it were that easy. Still, it’s easier than you realize.
Your homework to get started?
- Identify your expertise
- Identify your audience
- Identify the unique problem they have which you can solve (this goes back to your expertise. The difference is in this step you want to solidify an offering)
More likely than not these three steps are already on the tip of your tongue. However, I challenge you to think these three steps through.
What do you know or can provide to a specific person that would radically change their world?
There are a ton of ways to turn the passive income goal into a reality. I outlined some quick homework to get you started on the path. If you’re interested in learning more, shoot me a message. I’d love to help you create your passive income stream online.
Remember when marketing was all about the strategy and not the tactics? Ya me either. Mostly because I’m young, and I made that up. But also because marketing is one of those ever-evolving doors with shiny new tactics looming just around the corner. While it’s tempting to follow the shiny object or speak marketing jargon when talking to a prospect, don’t. Avoid the temptation to speak gibberish to appear as the expert. Focus on the customer. Focus on the goals. That’s what makes marketing so fun. Yes, it’s great ideas, solid strategy, and staying current with trends. Marketing fundamentals are much more straightforward.
As marketers, we get caught up in what’s trending. When in reality consistent is more important than new. Consistency is where growth happens whether it’s in your workout regime or marketing your business. Consistency is king. When looking for an Agency or Marketer focus less on what they ‘know’ and more on what they do. I have worked with over 100 companies to grow their business using both traditional and digital tactics. The thing that works every time? Execution. Consistently following the process and getting things done. That’s what works in marketing.
Drop the jargon. Stop the talking. Start doing the work.
My hubz and I really enjoy watching travel shows especially the Anthony Bourdain series. There was one episode we watched recently about Tokyo and I haven’t been able to stop thinking about it! Traditionally, the Japanese are known for paying attention to detail to an extreme — just look at bonsai or exquisitely crafted sushi! This same obsession to detail can apply to several scenarios in our life. For me, I kept coming back to focusing on the details that shape goals. Culturally, the Japanese focus on one thing or one pursuit in order to reach as close to perfection as possible, beginning with the tiniest of details.
In our overworked, overloaded and distracted society just thinking about being able to focus on one thing seems impossible. Yet, but what would it mean for your life if you could? If you could focus on just one thing at a time? I’m the worst at doing this. My mind rushes from one thing to the another, from one idea to the next always seeking the latest best thing. Lately, however, my mind keeps going back to the same handful of ideas. So I’m challenging myself to focus on the one thing to in order to see what will develop. Instead of flip-flopping through my plethora of ideas – I need to focus on the details that will enable me to create my bigger picture goals.
I challenge you to also identify what one thing in your personal or professional life for you to focus on. Make it a goal to intentionally spend time focusing your energy and mind towards accomplishing that one thing. Even if it’s 20 minutes a day, start by identifying the details that form your goals. Then as you master each detail of one component you can add on from there. Slowly but surely, you will create what you set out to accomplish by focusing your efforts on the details that make up the bigger picture.