Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Forbes 30 Under 30 Forum 2017 (Sofia) Resist The Dark Side Of Marketing And Stop Selling Your Product

1,363 views

Published on

So you’re selling a life changing service or application but no one seems to care? The truth is: People care about their own problems and seek solutions. In this workshop, Ben Harmanus will show you how your brand can provide value instead of devilish marketing gibberish, and will turn faceless traffic into a community of loyal followers and customers.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Forbes 30 Under 30 Forum 2017 (Sofia) Resist The Dark Side Of Marketing And Stop Selling Your Product

  1. 1. https://giphy.com/gifs/technoir-lOvIps2y7vTH2 @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria RESIST THE DARK SIDE AND STOP SELLING YOUR PRODUCT
  2. 2. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria WHAT IS YOUR USP? http://www.thedailybeast.com/avengers-infinity-war-watch-the-leaked-trailer-that-won-comic-con
  3. 3. http://www.cbs.com/shows/big_bang_theory/photos/1000235/season-6-episode-18/35841/-the-contractual-obligation-implementation-episode-18-of-season-6/ @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria “1.3 TERAFLOPS“ “1.8 TERAFLOPS“ “1 TERABYTE“ “500 GIGABYTE“
  4. 4. Spec Sheet: https://www.digitaltrends.com/gaming/nintendo-switch-versus-xbox-one/ @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria IN YOUR DREAMS
  5. 5. Boring Gif: https://giphy.com/gifs/H9Li75tmlnwkg @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria REALITY
  6. 6. https://www.xbox.com/en-US/xbox-one-x?xr=shellnav @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria GAMES? GRAPHICS? BLU-RAYS? NETFLIX? AMAZON VIDEO? ONLINE GAMING? SET-UP? EXTRA COSTS?
  7. 7. https://www.xbox.com/en-US/xbox-one-x?xr=shellnav @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  8. 8. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria https://www.xbox.com/en-US/xbox-one-x?xr=shellnav
  9. 9. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  10. 10. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  11. 11. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  12. 12. https://www.tesla.com/models
  13. 13. https://www.tesla.com/models PEOPLE DON’T BUY PRODUCTS. 
 THEY BUY BETTER VERSIONS OF THEMSELVES.
  14. 14. SO WHAT? @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  15. 15. AHA! @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  16. 16. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  17. 17. WRITE AND DRAW IN THE AIR USING THE WORLDS SMALLEST 3D PEN HEADLINE: BENEFIT SUBLINE: USP @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  18. 18. WRITE AND DRAW IN THE AIR USING THE WORLDS SMALLEST 3D PEN @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  19. 19. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  20. 20. How to transform a feature-focused list into one that highlights the benefits for potential customers. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  21. 21. List all the features of your product. Select the features that make your product/service one of the strongest in your industry. STEP 1 @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria 1. Up to 256 GB capacity 
 
 
 2. Waterproof to a depth of 20 meters
 
 
 3. Wireless charging
  22. 22. 1. Up to 256 GB of capacity
 
 
 
 2. Waterproof to a depth of 20 meters
 
 
 3. Wireless charging Explore the true benefits of each feature by finding out what they mean to your potential customers on an emotional level. STEP 2 1. Up to 256 GB of capacity for stress-free use, so you'll always have plenty of space for your videos, photos, apps and anything else you want to carry with you. 2. The freedom to stay connected to the world through a waterproof housing, even in the rain and on summer holiday. 3. Wireless charging saves you the trouble of annoying cable clutter and the wear and tear of connections. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  23. 23. „Up to 256GB of capacity? So how much space is there? How can I extend it?" 
 „Can I really sink the waterproof housing into the water? How deep? How long? Can I take sharp photos and videos underwater?"
 "How exactly does wireless charging work? How far from the charging station can I be? Is the charging station as portable as my charging cable used to be? Now provide a detailed description of advantages and functions to answer all questions. STEP 3 @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  24. 24. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria WELCOME TO THE 7TH ERA OF MARKETING: EXPERIENCES* *Book tip: „Experiences: The 7th era of marketing by Robert Rose and Carla Johnson“
  25. 25. The complete instructions on how to reformulate function descriptions into advantage statements in four steps can be found at: http://thelandingpagecourse.com/landing-page- copywriting-for-conversion/ @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria 999€
 Sign-up in the next 60 minutes and save 50% JUST KIDDING. IT’S FREE!
  26. 26. PEOPLE DON’T CARE ABOUT FEATURES. THEY CARE ABOUT SOLUTIONS TO THEIR PROBLEMS. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  27. 27. THE BENEFITS OF YOUR OFFER DESCRIBE WHICH PROBLEMS YOU SOLVE. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  28. 28. @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria FEATURES DESCRIPTIONS EXPLAIN WHAT YOUR PRODUCT CAN DO AND HOW IT SOLVES THE PROBLEM. https://www.buzzfeed.com/nicolenguyen/apple-iphone-x?utm_term=.ke6kp4ryxr#.ryV96Alkol
  29. 29. Ben Harmanus Head of Community & Content Marketing Unbounce D/A/CH Thank you! @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria
  30. 30. WANNABE BOOK AUTHOR UNBOUNCER #1
 IN EUROPE https://www.filmtourismus.de/die-tribute-von-panem/ THE UNSEEN EXTRA IN THE HUNGER GAMES RECOVERING FOOTBALL PLAYER RETIRED PRO BLADER http://www.skatelife.tv/2013/07/22/insights-adapt-brand-stepping-up-the-game/ SPEAKER
 ALLFACEBOOK CONFERENCE CONVERSION CONFERENCE CEBIT, CMCX, COREACH …
 https://content-marketing-conference.com/blog/speakers/ben-harmanus/
  31. 31. | WHO WE ARE • 3 offices: Vancouver (HQ), Montreal and Berlin • 180+ employees (6 in Berlin) • 14.000 customers worldwide, 700+ in Germany/Austria/ Switzerland @BenHarmanus @Unbounce_DE @Forbes #30under30 #forbesbulgaria

×