This presentation is an insight into understanding who your customers are, how to connect with them thoughtfully, and the best method of first contact.
9. - What was your life like before
Penguin Planner?
What was your life like after?
How would you recommend Penguin
Planner to a friend?
Survey sent to top 20 customers
(invcentivised)
15. What is a hook?
The compelling reason or reasons that encourage a
prospect or customer to take the actions you are
requesting of them. (Digital Marketer)
23. You can't have a good hook without:
> A great understanding of the product itself
> What it does for people
> How it produces that after-state
> Understanding the Avatars within the market
25. People don’t buy products or services…
They buy outcomes. They buy access to the “After”
state.
"Before" & "After" states
26. People don’t buy products or services…
They buy outcomes. They buy access to the “After”
state.
A great offer will genuinely move a customer to a desired “After”
state…
… and great marketing simply articulates the move
from the “Before” state to the desired “After” state.
"Before" & "After" states
31. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
32. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
More organised, and nothing gets forgotten about.
33. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
More organised, and nothing gets forgotten about.
“It’s nice to keep up with the cleaning in the house, I keep tabs on
which room was deep cleaned when.”
34. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
More organised, and nothing gets forgotten about.
“It’s nice to keep up with the cleaning in the house, I keep tabs on
which room was deep cleaned when.”
House is cleaner, and there is a structure to housekeeping tasks.
35. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
More organised, and nothing gets forgotten about.
“It’s nice to keep up with the cleaning in the house, I keep tabs on
which room was deep cleaned when.”
House is cleaner, and there is a structure to housekeeping tasks.
“It keeps me accountable for what needs done in the month”
36. “my life is more organised with Penguin Planner, I have one place
to keep all our doctors appointments, school activities and planned
day trips.”
More organised, and nothing gets forgotten about.
“It’s nice to keep up with the cleaning in the house, I keep tabs on
which room was deep cleaned when.”
House is cleaner, and there is a structure to housekeeping tasks.
“It keeps me accountable for what needs done in the month”
Accountability buddy.
41. "Our business is infested with idiots who try to
impress by using pretentious jargon."
42. "Our business is infested with idiots who try to
impress by using pretentious jargon."
"Study the methods of your competitors and do the
exact opposite."
43. "Our business is infested with idiots who try to
impress by using pretentious jargon."
"Study the methods of your competitors and do the
exact opposite."
"A good advertisement is one which sells the
product without drawing attention to itself."
49. Copy needs to be specific
to each Avatar...
mums entreprenuersVs
Penguin Planner
50. Copy needs to be specific
to each Avatar...
mums entreprenuersVs
Busy lifestyles, and both want to saving time and
be more organised...
Penguin Planner
... but day-to-day is extremely different.
52. Mums and their "after state" hooks...
“Ever feel frustrated, like everything is getting on
top of you? Get a handle on the chaos with Penguin
Planner."
Emotion/feeling:
53. Mums and their "after state" hooks...
“Ever feel frustrated, like everything is getting on
top of you? Get a handle on the chaos with Penguin
Planner."
“Wake up feeling organised everyday with your
new personal assistant, Penguin Planner."
Emotion/feeling:
Average day:
54. Mums and their "after state" hooks...
“Ever feel frustrated, like everything is getting on
top of you? Get a handle on the chaos with Penguin
Planner."
“Wake up feeling organised everyday with your
new personal assistant, Penguin Planner."
“Did you know 83% of mothers feel guilty about
'not being good enough'? Our customers registered
an increase in their productivity & happiness. Be at
your best with Penguin Planner.”
Emotion/feeling:
Average day:
Logic:
55. Mums and their "after state" hooks...
“Ever feel frustrated, like everything is getting on
top of you? Get a handle on the chaos with Penguin
Planner."
“Wake up feeling organised everyday with your
new personal assistant, Penguin Planner."
“Did you know 83% of mothers feel guilty about
'not being good enough'? Our customers registered
an increase in their productivity & happiness. Be at
your best with Penguin Planner.”
Most people respond to logic.
Emotion/feeling:
Average day:
Logic:
