Product Managers Turn A Competitor

As product managers sometimes we have to sit back and just watch our competition execute a fantastic marketing program. Due to limitations that might be budget based, resource based, related to our product development definition, or simply lack of time based there is nothing that we can do to counter what our competition is doing. As their sales then zoom up we kick ourselves for not being able to come up with an effective program to counter their moves. This is no fun. Over at the mobile service provider Sprint this was happening to them. However, then they decided to do something very bold…

Sprint’s Bold Plan To Steal AT&T Wireless Customers

So here’s the problem that the Sprint product managers were looking at. Over at their dreaded competitor AT&T Wireless, the parent company, AT&T, had just gone out an slapped down US$49B to purchase satellite television company DirectTV. Clearly what the parent company wanted to do was use this purchase to create unique communication channels to millions of DirectTV customers in order to convince them to purchase more AT&T Wireless products.

Sprint has been financially struggling for the past several years. They certainly don’t have billions of dollars to go toe-to-toe with AT&T. They would like to get the millions of people who subscribe to DirectTV to purchase Sprint wireless products instead of AT&T wireless products. However, what they needed was a way to get the attention of DirectTV customers. This is when the Sprint product managers got really creative.

What they decided to do was to appeal to DirectTV customers directly. They created a Sprint program where they told DirectTV customers that they would give them a free year of wireless service if they would switch to Sprint. Wow – this is the kind of thing that you can put on your product manager resume. Very clearly this was a direct attack on AT&T Wireless. One of the reasons that AT&T was willing to pay so much to purchase DirectTV was because they assumed that they would be able to convert a lot of those television subscribers into AT&T Wireless customers. Clearly Sprint’s new program was going to cause some problems for AT&T Wireless.

Will Sprint’s Plan Work?

So there’s no question that Sprint’s product managers get high marks for boldness. All of the other wireless companies were just content to allow AT&T to purchase DirectTV and then start aggressively marketing AT&T wireless services to DirectTV subscribers. However, boldness is one thing, but effectiveness is the most important thing. Does the Spring plan have a chance of success?

As expected, AT&T is trying to laugh the Sprint program off. They are saying that it is a desperate attempt by Sprint to get more customers and they point out that the program does come with a number of restrictions. What Sprint is offering is a plan with unlimited talk, text, and up to 2G of data per month for free for one year. This program does not include the cost of a smartphone. After the year is up, Sprint says that it will start to charge customers US$50 / month. AT&T says that they still feel good about their offers.

Cleverly the Sprint product managers have restricted the amount of time that this program will be available to roughly a month. What this means is that DirectTV customers who are probably only now starting to get marketing information from AT&T Wireless will now be put under some pressure to make a decision in the short term. The biggest question is going to be how much of a financial hit this may cause Sprint. If the program is successful, they will be giving away a lot of free service for a year. However, no matter how many DirectTV customers they sign up, they will still have made a splash and ensured that people became aware of the Sprint product offerings.

What All Of This Means For You

The one thing that product managers don’t like to see is when their competition gets an advantage. In the case of the wireless service provider Sprint, one of their biggest competitors, AT&T Wireless’ parent company had just purchased the DirectTV satellite television service and its millions of customers. The Sprint product managers knew that they needed to take action, but the big question was what should they do?

What they decided to do was to make a bold move – this is what our product manager job description tells us to do. They created an offer for DirectTV subscribers. They told them that if they were willing to switch their wireless service to Sprint, then Sprint would give them free wireless service for a full year. This included unlimited voice, texting, and 2G of data per month. After the first year, the subscribers would have to start paying $50/month.

Sprint’s plan is very bold. The other wireless providers were just sitting back and allowing AT&T to start to market to the DirectTV customers. The Sprint product managers shook this process up. The limited time line for their offering means that DirectTV customers will have to make a decision quickly in order to take advantage of the Sprint offer. This means that AT&T Wireless has precious little time to communicate a counter-offer. We’ll have to see how all of this works out.


How to Turn Leads Into Qualified Leads

What is Marketing?

In our digitally connected world, getting a potential customer’s attention can be difficult. Marketing is all about having the ability to “grab and hold attention” in order to impart knowledge that inspires and motivates audiences to determine if your offer is ideally suited for them. Think of marketing as a funnel. The Top of Funnel is the first level – Awareness – where you define who you are, what your brand is about, and how you can be a valuable resource for people. How do you achieve this? By leading with content and having it available via different channels, like YouTube, Twitter, Facebook and LinkedIn, and in various forms, like content in articles and newsletters. The Middle of Funnel – Evaluation – is where customers figure out what they want to buy or not buy based on their criteria and what’s important to them. The Bottom of Funnel stage – Confirmation – is where potential customers confirm that they want to be a customer.

Customer Marketing Behavior

Marketing behavior helps you understand your customers’ nonverbal, “digital body language” by noting how they interact with content. It helps you to determine their level of interest and engagement and ultimately leads to person-to-person communication, particularly if you’re a B2B company and not selling online. The benefit of monitoring customer behavior is that it allows you to know your customers in order to better serve them.

Marketing Automation

Marketing automation is using intelligence in the marketing process to share a message that resonates with a target audience, so that customers gain the information they need to make informed buying decisions. The marketing process includes traffic generation, lead capture and lead follow-up, and to follow up in a way that segments the audience so that people get what they need and find relevant and useful.

The reality of not deploying marketing automation is that you don’t have the bandwidth to follow up with every lead every time, all the time, 365 days a year, multiple years of perpetuity. Follow-up can be manual or automatic in the process of capturing lead information, preferably a combination of both. Key attributes to choosing a good solution are to have a centralized database. Next, create a flowchart to represent all communications with customers that allows updates. Finally, have an intelligent system that can read marketing behaviors, so that you understand a customer’s actions and interests and can send them the most relevant content. Use a system that is highly integrated with all aspects necessary for success, like lead capture, sales automation, and e-cards to recognize and collect revenue online.

Contingency Marketing

Contingency marketing is having the appropriate marketing response irrespective of what your prospects do inside of a campaign, and particularly when they deviate from the marketing path you desire them to travel. The ideal process is a marketing campaign designed to pick up a lead at point A and move them through a process until the customer is happy to talk with you. Contingency marketing is being able to bring the customer back to the original pathway or take them to another relevant path in the process.

To create an effective contingency marketing plan, document your ideal process using pen and paper, for example, a flowchart. Identify ALL derivation points. Create a plan to bring them back to the ideal process, as well as provide a different journey that results in live interaction with you or, better yet, to purchase through your online website.

Marketing Qualifying Lead

A market qualifying lead is a lead or a person with a specific problem and a desire for it to be solved. People will buy if they see that your company, your product and you can help them fulfill their desire. However, they will not buy if they like you and your company, but not your product. They also won’t buy if they like you and your product, but don’t trust your company. These three factors must always be present. If you don’t differentiate, you will spend a lot more time and money with people who are not qualified leads.


Great Ideas to Turn Your Customer Holiday Gifts

The simplest way to make your holiday gift a marketing tool is to choose a promotional product with your company’s name and/or logo on it. But for best results, make sure it’s something your client will actually use-ideally, in a setting when they’ll be thinking about buying what you sell. Also make sure it matches your brand and is relevant to your business.

For example, if you sell accounting services to businesses, a high-quality pen set, a pad folio for notes, or a travel coffee mug is likely to be used at or on the way to work when the client is thinking business.
If you are a cyber security company, a tech item would be a great gift.

Personalize it:

A promotional product with your logo isn’t the only way to put your personal touch on a corporate gift. For instance, if you own a graphic design business, you could design your own wrapping paper or gift boxes for your gifts (be sure to add a label that says you designed it!). This way, you’re subtly reminding clients of your talents while they open your gift. If you own an interior design firm, you could make gift wrap or ribbons out of leftover fabric swatch.

Give what you make or sell:

This not only saves money because you’re using your own inventory, but also reminds the client of your quality product. Every time the client drinks a cup of coffee made with your fresh-roasted beans, uses your handmade stationary or puts his iPod in your leather case or holder, he’ll be reminded why he does business with you.

Deliver your gifts by hand:

If your clients are local, make an impact by delivering your holiday gifts yourself. THE PERSONAL TOUCH! Make a brief appointment so you’re not interrupting, and spend the time catching up with the client. Don’t make this a hard-sell sales call, but listen for clues as to how you may be able to help them in the future, and cement your interest in working with them again next year.

Give the gift of time:

Instead of giving a physical gift, take key clients out to breakfast or coffee-something brief that provides a break in their busy days, but also gives you time to reconnect. You’ll stand out from the crowd of social media connections by simply being present in real life, and you’ll be top of mind when the client turns to next year’s budget.

How Dumb On Your Customers

How important is honesty to a product manager? You would think that this would be a big deal to most of us, right? The thinking goes that if we’re not straight with our customers, they they’ll stop trusting us and they’ll go somewhere else to get the products that they need to solve their problems. However, what would you do if you found out that this wasn’t true? What if you discovered that your customers wanted you to lie to them?

The Problem With Concert Ticket Prices

Welcome to the 21st Century! If you are planning on going to see a live concert, then you are going to need to get your hands on some concert tickets. The way that we do this today is everyone goes online and goes shopping for the best price possible for the event that they want to see. The company that has always dominated the online selling of concert tickets is called StubHub. StubHub, which is owned by eBay, is a key player in the US$6B annual market for concert tickets.

Awhile back the StubHub product managers did exactly what they were supposed to do: they took a survey of their customers. They were looking to find out what part of the ticket ordering process caused them the most grief. It turns out that just about everyone said that they hated the fact that the tickets were priced at a low price until you reached the end of the online buying process and all of sudden how much you were paying shot up as additional fees were tacked on.

Based on what they were hearing their customers tell them, the StubHub product managers decided to make some changes to their product development definition. Under a program that they decided to call “all in”, they changed the prices for tickets that were listed on their website to reflect the final price that someone would end up paying for the ticket. However, when they did this, all of sudden to online shoppers it looked like StubHub’s ticket prices were higher than their competitors. StubHub’s share of the online ticket sales market started to decline. Over time it went from 60% – 70% of the market down to roughly 50%. Clearly something was wrong here and this was not going to look good on anyone’s product manager resume.

StubHub’s Next Steps

The idea behind the “all in” pricing program was a great idea. Since customers had identified separate service charges as being their top annoyance, the natural action for a product manager was to make that problem go away. By showing customer what they would really be paying at all times the customer should be happy, right? In this case, that did not turn out to be the case.

It was pretty clear pretty quickly that StubHub had made a mistake when their customers started shopping at other sites. StubHub had thought that because of their dominant market position, when they created a price that included all charges, everyone else in the market would be forced to do so also. When this happened customers who were shopping for tickets would see roughly the same ticket prices from all vendors. Much to the dismay of the StubHub product managers, this did not happen.

This has left StubHub in a difficult position. Thy tried to do the right thing by presenting their customers with the actual amount that they were going to end up paying. However, their customers have reacted angrily to this honesty and are now shopping at other vendors who are lying to the customers about how much they are going to end up paying for tickets. The StubHub product managers feel that they have no choice: they are going to have to go back to the old way of doing business. They are going to leave a checkbox option on their shopper’s screen that will allow them to see real ticket prices; however, the default is that customers will see lower prices until checkout time where they’ll see their cost shoot up by about 17%.

What All Of This Means For You

As product managers we spend a lot of our time trying to get to better understand our customers just like our product manager job description tells us to do. What we want to know is what parts of our product offering they like and where we can make improvements that will make our products more attractive.

Over at StubHub they sell concert tickets online. Their product managers surveyed their customers and discovered that they didn’t like it when extra charges were tacked on to their concert ticket purchases when they were making a purchase. StubHub created an “all in” program that showed their customers the true price of what they were planning on buying. However, it turns out that once customers saw these higher prices they fled to other websites that listed lower prices and then increased prices during the checkout process. When StubHub’s market share started dropping there was only one thing for the product managers to do: go back to the old way of doing business. Sometimes your customer doesn’t want to know how much they’ll be paying.


Tips to Success Guarantee On marketing trick

download (3)Raising awareness can require a lot of thought for individuals that are just now discovering how important it is to raise awareness. When individuals are able to successfully increase awareness, charities will begin to see an increase in the number of donations, non-profit organization make their presence and services known and events will become more popular than ever. When individuals make awareness for their event or organization, they are encouraged to follow these key tips that will make them more successful than ever.

Be Informative

When raising awareness, whether it is in the form of a homemade flyer or professionally designed brochure, it is vital to include information about the business and/or event. Pamphlets for events should include fun things for a variety of target populations, such as kids, teens and adults so that everyone will find the event appealing.

Pamphlets and flyers that aim to promote businesses should also include what the business does, an about us section, and any ways that the business contributes to the community, such as sponsoring a local soccer team.

Vibrant Colors

Flyers should have vibrant colors and pictures to catch the average person’s eye. Businesses are encouraged to make logos and pictures vibrant and full of life without being overwhelming to the senses. For example, a picture of children playing soccer with a beautiful blue sky is a better choice than neon colors for professionals.

Designers often specialize in creating logos and catchy pictures that can be printed in color. Brochure businesses are usually experienced in printing and have in home designers to assist businesses.

Holding Events

Events are a great way to create awareness for organizations, diseases and non-profit organizations. These can be anything from simple soup and sandwich lunches to full-blown block parties, complete with bouncy houses and carnival style games.

At events, make sure to hand out pamphlets from a professional that specializes in brochure printing services to inform participants about your business or organization.

Whether your event is big or small, taking the time to look into professional brochure printing and design services can help your organization to pass out at the event, or they can increase your visibility for your event.


Social media pages and accounts remain some of the most popular sources used to raise awareness. First, they are cost effective. Making a page or account on Facebook, Twitter or Instagram is free and easy. Maintaining those same pages is also easy.

Facebook has installed a feature that lets business pages’ schedule posts so it is no longer necessary to log in every day.

Businesses and organizations can also hire specialists to manage their social media accounts for them. Specialists can help by creating pictures and other graphics that social media users will love. Marketing agencies know the key tips to increasing the number of followers, likes and shares on a page. Many marketing agencies also provide consultations and other services to help business owners manage their own social media pages more effectively.

Something to Take Home

Give individuals something that they can take home with them to remember your business by. This may be a personalized mini football, or it can be something that people can easily fit into their wallet, like a flyer or business card. A brightly colored business card will stand out every time a potential customer opens their wallet, reminding them that your business is there if they need you.

It is something that can make or break a business. It can make an event the most popular weekend activity, or it can make it seem like a ghost town. How well a business or event planner raises awareness about something can easily lead to businesses being more successful than ever?

How To Make Your Clients Like You More On Marketing

Any salesman will tell you: the key to making a sale is to make the customer happy. Well, when you are an attorney, potential new clients that are calling you need to feel a sense of either happiness or hopefulness that you will be able to help them. Here’s how you can make your potential clients like you before you even get the chance to speak one on one with them.

Always Have a Live Person Answer the Phone:

When potentially new clients are calling you, they aren’t calling with the intention of leaving a voicemail. In fact, recent studies have shown that voicemail retrieval is down, and the amount of voicemail being left is down as well. People do not trust that these recorded messages will be heard, and therefore will hang up on move on in their search for help. When you have a live receptionist inside your office or a virtual receptionist at your answering service answer the call, it exerts professionalism, and allows the caller to experience the intake, which will let him/her know you will be calling them back to discuss his/her case. Even better, answer your own phone when you can!

Make a Lasting Impression:

Having a live representative of your firm answer your phone creates the right first impression. This way, your callers know you are dedicated enough to your practice to make sure that there cry for help did not fall on deaf ears. If you simply could not answer the phone because you weren’t available to speak, but you can send the potential client an email or a text, do it as soon as possible. The quick follow up will let callers know that you are always reachable and that you handle matters swiftly.

Establish Your Web Presence:

Your website has to look new. Think of your web presence as your physical appearance. If a potential client came to hire you for your legal services and you were dressed in sweatpants and a stained t-shirt, they will sprint in the opposite direction. If your website is outdated, looks hard to navigate, IS hard to navigate, isn’t mobile friendly, or doesn’t provide helpful information, you will get the same result as the sweatpants example. Make sure your website is easy to navigate, mobile friendly, looks brand new, and has helpful information so that your potential clients are impressed when they visit your website!

Genuinely Do Some Good Work:

This part is up to you. You don’t have to give away millions of dollars, but taking one pro-bono case and getting it in the local news won’t break your bank. Help someone out and do a nice thing, and people will see you as the local hard-working and genuine person that you are! People saying nice things about you will probably make you feel all warm and fuzzy, too.


Build a Successful Business Begin Om Marketing

Why Movement Marketing?
A fundamental shift is taking place in the Customer Engagement economy that deals with the way in which we communicate with customers and prospects and the way in which we build our brand. How we do that must be done in a certain way to make sure that we are building a brand that is built to last. There is an alignment between the values of customers and prospects and the values of the companies they do business with, and it’s much more than simply understanding values and shaping culture. Yes, all that is super important, but it’s part of a bigger picture.

Wanting to learn more about this subject, my research includes reading a very interesting book recently, Scott Goodson’s Uprising: How to Build a Brand – and Change the World – by Sparkling Cultural Movements, published by McGraw-Hill. I give credit where credit is due in sharing many ideas from that book. If the information resonates with you, then you owe it to yourself to pick up a copy. And if you really like what we’re talking about, you can tweet the author, as I did, and encourage him to do an interview for Customer Engagement Magazine and directly share some great ideas as one of the experts in this field.

Let’s start with the Mind Map on Movement Marketing and study what Movement Marketing is all about. Most people think of a movement in the context of overthrowing a government, and while that is one type of movement, it’s not today’s discussion.

What is a movement? A movement is a group of passionate people with a shared identity who are committed to implementing a change in the world. There are macro movements and micro movements. The movement is often based on a set of values and beliefs that fuel its growth. A couple of key points stand out here. It’s a group of passionate people, not a group of people who are not passionate. They have a shared identity and are committed to implementing something that they strongly believe. They are all individuals but have something in common that binds them together. A movement is often tied to a higher purpose of creating meaning in the world.

Why do people enroll in a movement? There are a number of reasons: an enchanting leader captivates them; a movement helps them to do something they otherwise could not do.; the social psychology of wanting to belong to a bigger group. It’s frankly cool in some cases, and human beings naturally like to organize in groups. Also, there is a perception of strength, which is very significant. In the 2008 U.S. presidential election, President Obama had a stronger movement than all of the people he competed with for the presidency. He was very good at building a movement to mobilize his message and get it out into the world, and he was successful with it. Movements are very important, and I’ll share some business movements as we continue.

Why is a movement relevant? There’s a growing hunger for meaning in the world, for a sense of belonging, of purpose and significance in a complex and challenging world. People want their lives to matter and their values to be aligned with something that is important to them as well as to the bigger picture. As mentioned, movements can occur at the macro level and at the micro level. For example, the Arab Spring is a macro level movement, while Livestrong, formally associated with Lance Armstrong in fighting cancer, is more of a micro movement.

There is immense power behind these movements and mobilizing people to push their ideas forward to obtain a result. There’s an input, an output, and an outcome that movements try to strike. Some movements have been successful, some haven’t. For example, Occupy Wall Street wasn’t very well organized, and although they started strong, they weren’t able to sustain their message.

A key aspect of relevancy is that buying behavior is shifting. Customers are moving towards supporting brands that are more aligned with their values and morals. For example, as supermarket shoppers become aware of how food is made, they start to vote with their currency, in terms of where they want to spend their money. One thing I personally look for is the GMO Project, genetically modified organisms. I look for products that do not use GMOs. In this sense, I’m part of that movement and make purchasing decisions based on a company that believes as I do about value.

Smart companies know that it’s about understanding the values of their market and where those values make sense. They want to be seen as authentically and transparently supporting those values. Smart companies understand that they must be a relevant part of the big picture in order to move forward in the economy, and that they must show alignment.

What are the attributes of a movement? First, there is a like-minded group of souls or community in a movement with a common set of values, beliefs, and worldview. These people have passion and purpose and are part of a crusade they feel is worth fighting for. What is the crusade in your business? What are you fighting for?

People in a movement are interested in creating significance in the world, and that’s really the motive. They want a sense of contribution, and that, in itself, is the payoff: the ability for them to contribute and to accomplish their objective, which is rooted in their value and belief structure. There is often a cultural nemesis, as in the biblical story of David and Goliath. Who are they fighting? Typically, movements have a cultural nemesis that they are against, which is the struggle. In many Hollywood storylines, someone fights against the bad guy.

Movements involve having a role model, and there can be multiple role models. They are foundational-based, meaning that usually there is some type of book or manifesto of ideas. Look at any strong major movement in history and you’ll find a book; for example, in all religions of the world there is a book. There is something to reference that bonds people together. There’s a common language, common symbols, and a mantra. A mantra is a word or sound that’s easy to communicate and repeat which expresses the essence of what the movement is all about. There are common symbols, logos, flags, banners, or wrist bands, as in the case of the Livestrong movement. This helps to identify someone who is or is not part of the movement.

From a macro standpoint, many businesses use these exact ideas in Movement Marketing. There’s a cultural set of rules for people who are part of a movement. There are do’s and don’ts, acceptable and non-acceptable behaviors. Often, there is a shared experience of a struggle that binds the community together. A good example is CrossFit.

I used to be an avid supporter of CrossFit, a health and fitness regimen. A CrossFit Box is an example of language. A box is essentially the gym referred to as a box. They use a term called WOD, “workout of the day,” a language in that community. All CrossFit facilities provide an exercise facility and have various logos. They have rules and a culture. They are for and against certain things. For example, they believe in Paleo; raw food, organic food. These are all parts of ideas in this community. People support it because they want to be part of the community. They want to exercise together so they can share the struggles and the results. Part of the reason I participated in CrossFit is because I thought about all of the intense pain I went through doing the exercises and wanted to do it with others.

Work delegation and leadership development are elements of a movement. It’s very important to be able to distribute responsibility and to give people something to do, to empower them to take action and to organize themselves. A physical place where people can get together several times a year to build bonds and relationships is powerful. Getting together physically for fun and camaraderie is a key ingredient, because you can’t be too serious. Some historical movements have been very serious, but there must be some points in the movement where people are able to let their guard down a little bit in order to connect with other people in the movement. If a physical gathering isn’t possible, meeting virtually is a great idea.

Two conditions that fuel a movement are restlessness and social strain. When there’s a problem in society, there must be an issue that motivates people to come together. If there’s no issue, it’s not going to happen. Movements provide comfort through community and shared experience. A movement needs a message that is clear and repeatable, a medium to communicate the message, and a well-defined audience that appreciates the message. The message can be distributed live on a webinar, on a broadcast channel, or in an article. But it must be targeted to an appreciative audience.

Regarding organizational systems, viable means must be available to enrol people in numbers, to assimilate and activate members into a movement, and to spread the message in a viral nature. That’s where social media and SMS (short message service, texting) technology on telephones come in handy. The more you can share the message and make it easy to activate and enroll people, the more successful you will be.

How do movements operate? Scott Goodson talks about “The Swarm Effect.” Consider a group of bees flying through the air, moving in unison as they swarm. They can identify resources, opportunities and threats as they move about and communicate inside the swarm. That’s also an important attribute of a movement, because as you build a movement in the business environment, you want to consider ideas that make it easy for your group to move and to grow.

Let’s further consider some business implications. One key aspect comes straight from Scott Goodson’s book:

“I think it all breaks down as follows: for a movement to happen, you need to tap into the passion, energy, or restlessness that people have concerning some aspects of culture. To do this, you need to articulate a big idea that somehow addresses the restlessness and is expressed in a fresh, compelling way which is where semiotics can come into play. If you succeed in doing that, you may end up with a group of true believers who are ready to act, and at that point you can foster that action by providing support tools and platforms.”

That sums up the key idea here. It’s really critical to realize this idea, because everything I’m going to talk about next flows from this central concept. He goes to say:

“So you basically end up with a formula: restlessness plus an alternative idea that’s expressed effectively, plus true believers, plus facilitation equals a cultural movement.”

That’s the key idea, so let’s dive in and unwrap this concept even more.

Movement Marketing was done very differently in the old world. Today, Movement Marketing takes the old world and flips it upside down, and I want to show you how that happens. Before, customers just seemed to make purchasing decisions. Now, a lot of buying has to do with making purchasing decisions based on values, beliefs, sharing, and connecting with like-minded people in the marketplace. Scott goes on to say, “As customers begin to care deeply about issues, businesses must care about them, too.”

If the public is moving forward to a world of greater collaboration and sharing, then businesses must begin to do the same. They must move in this direction; otherwise, they will fall out of touch and become irrelevant. And if people, newly empowered by technology, gravitate towards constructive and creative movements, then businesses need to figure out how they can be relevant and move in the same direction.

Instead of marketing and advertising being focused on the individual, we now see in Marketing 3.0 a shift toward taking a message and looking at how individuals are interconnected into multiple groups that share common values and beliefs. So instead of attempting to persuade people into a particular ad message, marketers must think about how do they tap into what the market already believes? I want to really emphasize that key point. Instead of being focused on selling, the way to connect with movements is to be dedicated to sharing the message instead of controlling the message. Marketers must learn to relinquish control and let people who are part of the movement be able to share in this new Customer Engagement economy.

Strategy: You must have a clear understanding of the business movement you want to create. What are the inputs? What are the outputs? What are the outcomes? What are you trying to accomplish? Then you can start to think about why you want to accomplish it and eventually how you will do it.

Declaration: It starts inside your organization. You must build support for what you’re doing and why you’re doing it. You must declare this inside of your organization.


Point Formula to Creating High Quality Of Marketing

Are you having a hard time creating a massive amount of high quality content that can serve you though your sales and marketing lifecycle?

The truth of the matter is, if you do not create high quality content, you will not be able to differentiate yourself from other businesses in the market. Today’s market is highly competitive and if you don’t make a name for yourself and stand out above the rest, your business will slowly die.

This nifty little document has the formula that will help get you on your way to building a solid library of high quality, high converting content.

The 5-Point Formula:

I. Know Your Market.

Make a clear list of the problems your market faces.

II. Aggravate the Itch.

Be clear about the repercussions of not solving these problems for your customer.

If the above problems are left unsolved, you will not be able to…

III. Develop a Framework

Develop a framework that could be used as a teaching aide to solve the biggest problems they face.

A framework is a logical sequence of steps that integrates what needs to be done and in what order to get a predictable outcome.

Examples of Popular Frameworks:

7 Habits of Highly Effective People” is a framework on how to be more effective in life.

Napoleon Hill’s book on the 17 Success Principles“is a collection of principles derived from interviewing the world’s most successful people at the turn of the century.

IV. Dissect the Framework

Now that you have a framework, for each aspect, write down the following that relates to the framework:

a. Biggest Question On your Market’s Mind

b. Biggest Myth your Market Believes in

c. Biggest Industry Trend in your Market

d. Biggest Mistake Made in your Market

V. Piece Everything Together

Now that you have a better understanding about the problems that your market is currently facing, you have listed the possible repercussions that they will contend with if they do not solve it quickly, you created your framework and dissected it, it is now time to put everything together to create your high quality content.

What you can do is pick one problem from the first section, then pick an agitator to the problem. Once done, you are going to pick an aspect of the framework which serves as the solution. You will then show how the problem can be resolved based on the solution that is in the framework. In addition, you can include once of the aspects that you dissected from the framework. Once pieced together, you will needs to source for images that will compliment your content. The final product will be a high quality blog post.

Creating a rich and comprehensive blog post is very important. When I say rich, I mean using videos, images, graphs, info graphics etc. To create a comprehensive blog post, you can select multiple problems that you market is facing with multiple aggravation points tied up with multiple frameworks and combine all of these into one big blog post. Once that is done, you can carve out smaller blog posts out of this one blog post and deploy them.


What Your Target Audience Wants and Needs

When it comes to your target audience members, it is not always easy to determine exactly what they want and need. However, you probably agree that it must always be your main focus. Your needs (as a business owner) should come second to what the other person wants and needs. If you can give them what they are asking for, you will, in turn, get what you need from them as well. Find out what they want and do your best to give it to them.

How do you determine what your target audience wants and needs?

There are many different approaches that you can take when it comes to determining the needs of your target audience members and the one that you ultimately choose will be the one that is best suited for your particular business. One thing that you should keep in mind is that your relationship with each of your target audience members begins with a human/emotional connection. In other words, you need to relate to them as people before you can consider doing any business with them at all.

Here is one of the possible approaches that you can take to figure out what your target audience wants and needs.

Meet them on their own territory

Well, it is a really good thing that you have an office. That is where you do some of your finest work. However, when it comes to building relationships with your target audience members, your office is not always the best choice for venue. The truth is that, before you have had a chance to know the other person at all, it is a good idea to do everything possible to make him or her as comfortable as possible. That may mean meeting the person at his or her office (or, at least, in some neutral place). You want the person to feel at ease. You want to engage the other person and you want your interactions to be as easy as possible.

Listen more than you speak

Your listening skills are extremely important when it comes to meeting the needs of your existing and prospective clients. If all you do is talk, you can’t possibly hear what they are saying. There will be plenty of time for you to get your “two cents” in. Listening intently gives you a lot of advantages. In addition to listening to the needs and wants of your target audience, you will also pick up a lot of potentially valuable information that you may be able to use to become more and more successful. It is very important that you embrace the idea that you can learn a great deal from other people who have had different professional experiences than you have. You can use that information to improve upon what you have and upon what you are doing. Another extremely positive side effect is the fact that if you really listen to the other person, you will be making that person feel really valued and respected. That is a wonderful way to build the foundation of your relationship together.

If you want to know something, ask

Nobody expects you to be a mind reader. Of course, it is always possible that you actually have that gift. However, for the rest of the people in the world, there is a way around it that will still allow you to obtain the information that you need in order for you to do your job effectively. It may be a really effective approach for you to ask your existing and prospective clients what they need and want. It certainly is the quickest way to get some idea, in any case. Once you have gotten some response to your question, it will be time for you to get to work on making it happen for them. At the very least, they will recognize and respect the effort that you have made. At most, you will succeed in giving them what they want and need and your relationship together will flourish.

Ask yourself if you find what you are giving to others valuable to you

If you look at what you are trying to give to other from an objective perspective and you determine that it is something that you also want and need, you are on the right track. On the other hand, if you don’t see the value in it from an objective perspective, you will have to shift gears and come up with a new, more effective strategy. The analogy that applies here is about gift giving. When you give a gift, the object should be one that you would like to receive as well. If it isn’t, you should rethink whether that gift is appropriate and/or meaningful to the other person.


The Important Use Emotion in Marketing Communications

Great marketing seeks to tug at the emotional strings of the audience. Because if you can get them to think about things that trigger emotions – like happiness, longing, their sense of loss and more, you can also trigger them to answer your call to action. In fact, if you do it right, you can elicit those emotions in an audience just by them seeing your brand.

* Titles – Use emotional trigger words in your titles to get your audience’s attention. Appeal to their sense of curiosity or loss. Words like “last chance” or “limited time offer” can and will go far in helping you get more click-throughs and responses, too.

* Headlines – Whether it’s an email marketing message or a blog post, it’s important to develop creative headlines that don’t confuse the reader but instead pique their attention. Use headlines such as “8 Ways to Ride a Bike” or “101 Ways to Avoid a Dating Disaster” to get their attention and make them want to read the article, eBook or content.

* Subheaders – Sometimes a subheader can help explain what’s going to be inside so that you entice your audience to read the content, listen to the podcast, or watch the video. You can think of them as taglines too. Just a few words to push your audience over the edge to consume the content will go far.

* Power Words and Phrases – Create a swipe file of power words and phrases that you can use when you want to trigger emotion in your audience. Words and phrases like “act now”, “bonus”, or “breakthrough” will work to get your audience into the mood you want them in to receive your messages.

* Transitions – Don’t underestimate how important transition words are in text and speech. You can put your audience in exactly the mood you want them in with the right transition words. Words and phrases like “Listen… ” or “Never again” or “Still not convinced” will go far in helping you explain a concept even more deeply.

* Calls to Action – Never, under any circumstances, forget to add in a call to action or two. Your CTA is important because without it your audience is unlikely to do what you want them to do based on the information you’ve provided. You have to tell them what to do. “Buy now”, “Reserve your space”, “Click here now to start your free trial”, are all good CTAs, but you need to be as specific as possible.

* Closing Phrases – Another opportunity to tug at your audience’s emotions is with closing phrases. You can use phrases like, “It’s in your hands”, “This is the final day that… ” or “You’re moments away from changing your life by… ” and so forth. See how these words trigger certain emotions?

* Postscripts – Never forget the power of a P.S. when you’re writing a letter, a sales page, or email. After you’re done, just in case the audience is still reading instead of acting, include the P.S. and say something like, “P.S. Your satisfaction is always guaranteed” or “P.S. Act by Friday and you’ll also get the free report” and so forth.