When you know how to communicate your message clearly and powerfully, you have the tools to articulate a brand that sells. Here's a talk I gave at the Revolve conference in 2016 for marketers and entrepreneurs.
12. Problem#1
You aren’t talking to the right people
You’re trying to be all things to all people
You haven’t specified the who
Language is vague, unclear
No one gets what you do / why you’re different
21. Problem#2
you’re leading with features / benefits
You’re job- and task-oriented.
You’re leading with what you do,
not who you are.
You are thinking inside your machine.
30. Problem#4
You are thinking transaction, not transformation
You end up with little jobs that don’t add up
You can’t charge much, because there’s no
added value
You are being reactive instead of proactive
31. Do a deep dive first - lay out the big picture
See what you do as a premium service
Just because you can do a job, doesn’t mean
you should
Also: Don’t get business blinders
Instead
…think like a chef, not a short-order cook
32. Problem#5
you’re offering info, not insight
You’re afraid to take a stance
You’re afraid of alienating / offending
You’re not changing my life / perspective
34. Instead
…take a stronger stance
Think like a thought leader
Have an opinion about your industry
Raise the stakes
Hit a nerve
35. Let’s take, for example, the
course I just launched.
From zip.
36. Started with a list size of “0”
Grew to 900+ in 2 months
2% conversion rate (13 enrolled)
$20,000+ launch
6-week online course for experts, authors,
entrepreneurs who want media attention.
37. • Gave away a free pdf
• Gave away a free video course
• Enlisted a few affiliates
• Podcast interviews
• FB ads
• Email marketing campaign
• Content marketing
• Events
• Webinars (even FB Live!)
What we used
38. • “But I’m not an expert!”
• “I don’t have time to do this.”
• “Why should anyone listen to me?”
• “I don’t know who or what to pitch.”
Objections
39. Competitor positioning
• Be your own publicist
• A PR firm charges you $$$ and doesn’t
promise you a thing!
• You need media training
40. Our Positioning
• Being in the media is a game changer
• You don’t need any special certifications
• You need to know how to position your own brand
• Don’t be a one-hit wonder
• We have experience on both sides of the gate
(plus we draw on other parts of our brands)
• We are not a replacement for PR
42. Marnelli Martin
founder of Luxe30
Business: Subscription jewelry
service
Big idea: Women &
entrepreneurship
Vision: To inspire women to feel
strong, beautiful, in control
Influenced by: Trends like Rent
the Runway, StitchFix
43. So we played with a
few ideas:
Your beauty is not on loan.
Don’t loan it. Own it.
Don’t just rent your life. Own it.
Finder’s keepers.
We find. You keep.
44. 3 pieces of jewelry every 30 days.
1 surprise gift.
Unlimited compliments.
$39/mo
LUXE 30
We find. You keep.
45. Grow your existing brand
Find your niche
Communicate your expertise and value
JANUARY
2017!
territrespicio.com
47. Some reading
Linchpin by Seth Godin
Purple Cow by Seth Godin
Essentialism by Greg McKeown
Start with Why: How Great Leaders Inspire Everyone to Take Action
Stand Out by Dorie Clark
How the World Sees You by Sally Hogshead
Sell or Be Sold by Grant Cardone
Pitch Anything by Oren Klaff
Crush It by Gary Vaynerchuk