If there is one constant in the world, it is that things change. Companies change, products change, audience changes, the market changes. As a smart marketer, it is important to always be on top of the changes in your organization, audience, and market, and to respond to those changes in your marketing messaging. In this presentation, you'll hear how to respond to change by refreshing your messaging and also expand your market and motivate your customers. https://www.acmemarketing.net/

1. FIND YOUR VOICE!
How to refresh your messaging to
expand your market and motivate
your customers
With Rob Parker of ACME Marketing

2. ACME Marketing creates
marketing strategies,
technology, and campaigns
to help companies connect
with customers.

3. Marketing Strategy
• Market research
• Marketing strategy
• Positioning & messaging
• Pricing & packaging
Marketing Communications
• Writing & content development
• Animated videos
Design
• App & product design
• User experience research & design
Marketing Optimization
• Search optimization (SEO)
• Conversion rate optimization (CRO)

4. Rob Parker
• 18 years in B2B & B2C marketing and design
• Designer, writer, art & creative director
• Industrial product design & manufacturing
• Software and technology marketing
• Creative service agencies

5. Do I really need to refresh my
marketing? Can’t I just “set it
and forget it?”

6. Do you:
• Spend time and money on advertising
campaigns and marketing strategies that
aren’t as effective as you hoped?
• Answer the same questions to prospects
and customers over and over again?
• Have a hard time articulating why
someone should choose you over the
competition?
• Waste time on low-quality leads?

7. Do you want to:
• Attract new customers?
• Open up new markets?
• Increase website traffic (SEO)?
• Increase onsite sales or contacts
(CRO)?
• Increase quality of leads?
• Reduce risk?

8. Time for a marketing refresh!

9. Four steps to take when updating
your marketing messaging:
1. Challenge your assumptions
2. Revisit your value proposition
3. Refine your voice
4. Always bring value

10. 1. Challenge your assumptions:
• Customer
• Offering
• Competition

11. 2. Update your value proposition:
• What do you have that the
customer needs?
• Why should they pick you?

12. 3. Refine your voice:
• Pick a style
• Be consistent
• Be clear

13. Picking a style:
• Features & benefits
• This is what we do and why it’s
good for you
• Solution-based
• Identify a customer pain point or
problem, answer questions
based on that point of view

14. Features & benefits-based
messaging:
Introducing the ShovelWowTM!
With a premium, titanium alloy blade,
ergonomically designed fiberglass handle,
and FlexigrabberTM hand grips, the
ShovelWowTM cuts through dirt faster,
reduces back pain, and is easy on the hands
for hours on end.

15. Solutions-based messaging:
Nine out of 10 landscapers agree, moving
dirt is hard work. While we all may wish the
dirt would move itself, sometimes you just
need to shovel it. But who wants the back
pain and sore hands that go with shoveling?
Even worse, why would you put yourself,
your employees, or your reputation at risk?
Well, worry no more! With ShovelWowTM
and our patented FlexigrabberTM technology,
you can dig longer and more efficiently
without the personal and financial risk of
injury on the jobsite.

16. 4. Always bring value:
• Measure of respect
• Increases your credibility
• Great for SEO
• Affective priming

17. Tips & Tricks

18. Writing for websites
• Be concise
• Clear call to action
• Don’t make me think!
• Use language people will use when
they search for you
• People ask questions, answer them in
your copy
• Bring value, value, value!

19. Writing for email marketing
• Only to customers who have
consented
• Exclusivity (offers, access)
• Bring value, value, value!

20. Writing for social media
• Build relationships
• Shared interests and values
• Give people content they can share
• Bring value, value, value!

21. Writing for video
• Identify a problem
• Identify a solution (intro)
• Establish credibility for yourself
• Expand on the solution
• Appeal to the emotions
• Clear call to action
• Bring value, value, value!

22. Four steps to refresh your
marketing messaging:
1. Challenge your assumptions
2. Revisit your value proposition
3. Refine your voice
4. Always bring value

23. Thanks!
Rob Parker
ACME Marketing
www.acmemarketing.net