It ain't about you 9 6
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Slides from "It Ain’t About YOU: What Dr. Phil Taught Me about B2B Lead Gen & Content Marketing" from Sept 21, 2016 Presentation
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It ain't about you 9 6
- 1. 1Licensed with permission Marketoonist.com
- 2. 2 What Dr. Phil Taught Me About B2B Lead Gen & Content Marketing Presented by Stacy Mercer and Amy Doll, Sammons Retirement Solutions, Inc.
- 3. Take a moment to introduce yourself to your table ◦ Name ◦ Title/Role ◦ Company 3
- 4. 4 Have You Experienced This… Licensed with permission Marketoonist.com
- 5. 5Licensed with permission Marketoonist.com
- 6. 6Licensed with permission Marketoonist.com
- 7. 7Licensed with permission Marketoonist.com
- 8. 8Licensed with permission Marketoonist.com
- 9. 9Licensed with permission Marketoonist.com
- 10. 10Image licensed with permission istockphoto.com
- 11. If you think your product could win in the most boring category, share it with your table. Table to pick one to shout out in exactly 2 minutes. 11
- 12. Content as The Hook Compelling Content Creation How to Tell if it’s Successful 12
- 13. Mad Men HELP Real Life Example 13
- 14. When Don Draper & Mad Men ruled Madison Avenue… Today 70% of buying process complete CEOs aren’t impressed ◦ 33% marketing impact documented ◦ 47% may contribute, but value isn’t documented ◦ 20% don’t know if marketing costs are justified 14 Source: Mastering Marketing Metrics VerticalNerve Distribution 2015
- 15. Help the reader solve a problem 15 Required Reading Benefit vs. Feature Image licensed with permission istockphoto.com
- 16. 16
- 17. 3 minutes—write down features by yourself, then turn them into benefits 5 minutes—share and decide as a table on one to share with the larger group REMEMBER: Benefits out sell features Emotion out pulls intellect E = 0 when you emphasize everything, you emphasize nothing 17 2 Feature Benefit
- 18. Content as The Hook Compelling Content Creation How to Tell if it’s Successful 18
- 19. 19 Help them SOLVE it….FOR FREE! Bonus! Once you determine this, it drives not only your content, but also… ◦ Your offer ◦ Your creative for email, mail, Adwords, whatever!
- 20. High net-worth investors have 4+ financial advisers When they retire, they’ll pare down to 1-2 financial advisers Will you make the cut? (Especially in the giant Boomer audience!) 20www.wealthmanagement-growwithoutataxbill.com/Wealthy_Investors_4_Financial_Advisors_Planning2.html
- 21. 21 Here’s how… give your clients something complimentary
- 22. 22 META!!! We’re doing for financial advisers what we’re telling them to do for their clients.
- 23. 23 “Hardworking” material gets us the best results Tell advisers exactly what to do Worksheets Maybe (probably!) no product mention at all! This helps us to simplify versioning and list select
- 24. 24
- 25. 25 Now… how do you market your great content?
- 26. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy 26http://www.copyblogger.com/lessons-from-david-ogilvy/
- 27. 27 You can increase your response rate dramatically… at least 50% … … possibly even double. That means the headline is where you should spend a lot of time (or subject line or envelope teaser)
- 28. 1) What’s In It For Me “Tennis Elbow? Play without Pain or Your Money Back GUARANTEED.” 28
- 29. 2) If you have news, announce it in the headline Announcing the First Practice Management Software for Chiropractors… FREE!” 29
- 30. 3) Don’t just provoke curiosity “Are Your Ducks in a Row?” 30
- 31. 4) Choose cheerful and positive … not gloomy or negative “You can Look the Sparrow Straight in the Eye from 250 Feet and You can See it Blink.” 31
- 32. 5) Highlight your solution as quick and easy “End the Pain and Misery of Tired Aching Feet with This Simple Trick.” 32
- 33. 33 1) Begin your headline with the word 2) Use words that have an 3) Begin your headline with the word 4) Begin your headline with 5) Begin your headline with the words
- 34. 34 6) Put a in your headline 7) Write your headline in style 8) Feature the in your headline 9) Feature 10) Feature a special
- 35. 35 11) Feature an - 12) Feature a 13) Offer information of 14) Tell a 15) Begin your headline with the words
- 36. 36 16) Begin your headline with the word 17) Begin your headline with the word 18) Begin your headline with the word 19) Begin your headline with the words 20) Begin your headline with the word
- 37. 37 21) Begin your headline with the word 22) Begin your headline with the word 23) Use a - headline 24) Offer the reader a 25) Use a - headline
- 38. 38 26) Use a - headline 27) Warn the reader to delay 28) Let the manufacturer speak to the reader 29) Address your headline to a or group
- 39. Convert the 5 lackluster headlines at your table 3 minutes—write down better headlines yourself 3 minutes—share with your table Share best one with the larger group. 39
- 40. 1) “Make One Million Dollars in One Day” 2) “Health Insurance Companies HATE This New Trick” 3) “The Weight Loss Trick That Everyone Is Talking About” 4) “No Results With Your Attempts to Stop Overeating?” 5) “The Importance of the Legal Aspects of Business Correspondence” 40
- 41. We need to know what people want and what will help them respond Write the way you talk What seems like even a TINY word change can have a HUGE effect on response 41
- 42. Submit 42 Claim yours now Find out now Receive This means something is being performed on them How about “collect”? Here is the information you requested Here is what you asked for You asked for this
- 43. At last 43 Finally Respond Reply Less commitment, less scary Anxious Eager Anxious is negative Passed away Died
- 44. Lifetime guarantee 44 Guaranteed for 20 years Experienced tourist Sophisticated traveler Can you help us? Will you help us?
- 45. If you order now, you’ll get … 45 Order now and you’ll get … You pay much less Others pay much more Puts them in a competitive posture We’ll even pay shipping costs Free shipping First example highlights there are shipping costs
- 46. Word docs at tables Awesome prizes Some math required Correct= 1 point Incorrect – 0 points Add them up at the end Prizes for winners 46 29 Headlines
- 47. The Hook Compelling Content Creation How to Tell if it’s Successful 47
- 48. Metrics that matter Testing Best practice example 48
- 49. 49Licensed with permission Marketoonist.com
- 50. Within Your Organization, Which is More of a Challenge? #1: Tracking marketing metrics #2: Marketing metrics that drive decisions and understanding with other stakeholders and executives 50
- 51. Start Simple- Test subject lines Test Headlines Benefit Focus Results Tracking and Socialization Modify and Refine 51
- 52. THE BRIEF • Audience: Savvy Financial Advisers • Sales Dept was focused on product features (8%/5%) and large graphics THE SOLUTION • Test a <insert leader’s name> against a benefit focused plain text email 52
- 53. 53
- 54. 54
- 55. 55
- 56. 56 #1 #2 #3
- 57. 57 • It AIN’T about YOU
- 58. 58
- 59. Content as The Hook ◦ Feature vs. Benefit ◦ It AIN’T About YOU Compelling Content Creation ◦ Rules to Writing Headlines ◦ Headline Formulas How to Tell if it’s Successful ◦ Integration of Stakeholders into the Testing Process 59
- 60. Documents you can use at your job ◦ 29 Headline Formulas ◦ Note card: Immediate Implementation 60
- 61. On the note card at your tables: Write down 2 items you will implement Post the note card at your desk and Do it! Within the next week. 61 And Remember… It AIN’T About YOU
Editor's Notes
- Welcome, and thanks for coming today. When you signed up for this session, you may have wondered what in the heck Dr. Phil has to do with B2B lead generation and content marketing. If you ever watched his show… or if you ever even saw parodies of his show… you would frequently see him telling guests (or guests of his guests) in an exasperated tone, “It ain’t about YOU!!!” So, if you were wondering what in the world Dr. Phil has to do with marketing… specifically B2B content marketing… here’s the thing… I whisper to myself under my breath multiple times a day. It’s my way of reminding myself when I’m writing to always consider my audience. Because as marketers, it’s not about us. It’s about our audience. But more of that in a minute.
- Please introduce yourself
- I thought we’d start with something we can all relate to. As professionals that write and produce content, we are accustom to a lot of feedback from colleagues. Raise your hand if you’ve ever had this.
- Focusing on what can be changed with the content is important.
- Being specific on how content can be improved is beneficial for the writer and the overall message.
- Having a clear goal in mind can keep everyone on track and disallows for the hidden agenda.
- When people micro-manage projects, creativity can be stifled or progress can be slowed.
- Amy and I have a lot of the CRAMMER because we work in Financial Services and there’s a lot you just have to say because it’s regulation.
- Sometimes we think what we’re writing about is dull, but we’d like to put it to the test.
- We’re talking a yawner here marketers.
- We’re going to cover three topics today: content as the hook, how to create compelling content, and how to tell if that content is successful.
- Mad Men, helping the reader solve a problem, and an example from one of our campaigns will be used to illustrate how to use content as the hook.
- Raise your hand if you are familiar with the show Mad Men and Don Draper- the creative savant of the show. When mad men rules madison avenue, clients were finding out and learning about products a different way than today. Today, 70% of the buying process is complete before the sales person has a conversation with the prospective client.
- I know we may not all be writers here, but turn one of your product features into a benefit
- AD to jump in here. This is an example of feature vs. benefit.
- <PINK-Feature vs. Benefit Worksheet – Word doc page P1>. At your tables, take a few minutes to write down features, then think about those features as benefits. Then take a few minutes to talk at your table to decide on the best example to share with the larger group.
- Now we talk about creating compelling content.
- Helping people out with their biggest pain point is an upfront benefit that will have lasting impact.
- When financial advisers retire, they cut their financial advisers in half. What can be done to make the cut?
- Giving your clients something complimentary creates conversation and introduces your product.
- We create content for advisers to use with their clients.
- Hardworking content is effective in giving advisers what they’re looking for in a simple, concise way. And it perfectly tees up the product
- Here is a real life example.
- Now we’re going to discuss how to market your great content.
- Headline: could be email subject line, outer envelope teaser, or article headline.
- Use you. Forces you to include you
- Announcing news in the headline is a great way to get the audiences’ attention.
- You need to do more than simply provoke curiosity with your headline.
- Cheerful, positive headlines are more effective than gloomy, negative headlines.
- When proposing a solution, highlight the solution as being quick and easy.
- <Move to word doc- YELLOW pg Y1> Announcing Announcement quality New Now At last
- 6) Date 7) News 8) Price 9) Reduced price 10) Merchandising offer
- 11) easy-payment plan 12) Free offer (free offer for information or hypothetical information) 13) Value 14) Story 15) How to
- 16) How 17) Why 18) Which 19) Who else 20) Wanted
- 21) This 22) Advice 23) testimonial-style 24) Test 25) one-word
- 26) two-word 27) Buying 28) Directly 29) Specific person
- You all have 5 lackluster headlines at your table. Take a few minutes to write better headlines, share with your table and as a group, decide on the best headline to share.
- Don’t overpromise and under-deliver in content. Be intriguing, but also be believable and truthful. Sounds like click bait, which people hate. Again, be intriguing but more specific. If everyone is already talking about it, why is a content needed? Doesn’t tell you anything. The best headlines tell you what the article will offer. Say it in plain English. If people don’t understand the headline, they won’t read. Also, this sounds boring.
- Knowing what our audience wants and what will encourage them respond helps us compose a successful message.
- Here are some examples of how specific wording makes a big difference.
- The wording you use will impact the response rate.
- A very small word change can have great impact on response rate.
- The wording of a message greatly impacts how people will respond to that message.
- We’re going to do an activity where we try to guess the winning headlines. The headlines are on the yellow papers at your tables.
- Now we will move on to discussing how to tell if the content is successful
- Using metrics and testing can help discover what content was most successful.
- While this is what we might like to do to improve results. We’re going to touch briefly on metrics. We could do another multiple hour session on this topic. But, we’re going to boil it down to a few high level tips.
- Within your organization, which is more of a challenge?
- Sometimes we think testing has to mean all new creative and lots of extra resources, but, I would argue there are simple tests that you can do to help create an environment where testing is a way of life. One of the most important things you can do is not just track the results but socialize them to bring greater awareness to the organization as a whole about what works and what doesn’t. Changing the culture from an opinion based critique to one based on numbers and statistical significance. Part of our socialization process involves guess the winner.
- I could choose to share a more complex “marketer savvy” razzle dazzle test than this one that makes me look like a creative savant, but I am sharing this one not because of it’s shocking test results, but because of the process and socialization for the organization as a whole that surrounded it.
- This is an example of a campaign that uses large graphics and discusses features.
- This is an example of a campaign that promotes two features and uses medium sized graphics.
- This is an example of a plain text driven campaign message.
- Running tests is a good way to tell which content was most successful
- Overall, the plain text message of the campaign was the most successful.
- Here’s one example of content creation that registered with our audience.
- Today we talked about using content as the hook, how to create compelling content, and how to tell if that content was successful.
- The 29 headline formulas list and creating a note card with your goals to implement are two things to take away from this workshop.
- On the note cards at your tables: write down 2 things you want to implement at work, post the card at your desk as a reminder, and do those two goals within the next week. And thank you for coming!