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Which Means That | Andi Jarvis

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These are the slides from Andi's talk at Digital Gaggle in May 2021.

Talk Description:

You’ve got a great product or service, everyone in your organisation thinks it’s AMAZING. Yet when it’s out in the wild, no one buys it. Worse than that, no one cares either. Why is that? Well, if your product/service is as good as you think, the problem is the way you’re communicating it.

Marketing communications has been overrun by the boring brigade, listing features and hoping to batter customers into submission. We’re better than that. You’re better than that. This presentation will give you some practical tools and tips to help you improve your marketing communications and make customers care.

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Which Means That | Andi Jarvis

  1. 1. Which Means That Three words that will change your marketing communications @AndiJarvis
  2. 2. Price war @AndiJarvis
  3. 3. for talent @AndiJarvis
  4. 4. @AndiJarvis
  5. 5. “Marketing is more like seduction than battle” @AndiJarvis
  6. 6. Height 180cm Weight 90kg Size 11 feet Mixed Race English Lives in Ireland @AndiJarvis
  7. 7. @eximomarketing @andijarvis
  8. 8. Price war @AndiJarvis
  9. 9. Which Means That @AndiJarvis
  10. 10. Height 180cm Weight 90kg Size 12 feet Mixed Race English Lives in Ireland @AndiJarvis
  11. 11. Feature Feature Feature Feature Feature Feature Feature Feature Feature @AndiJarvis Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature
  12. 12. @AndiJarvis
  13. 13. @AndiJarvis
  14. 14. @AndiJarvis
  15. 15. “Marketing is more like seduction than battle” @AndiJarvis
  16. 16. Which Means That @AndiJarvis
  17. 17. @andijarvis @eximomarketing @AndiJarvis
  18. 18. @AndiJarvis
  19. 19. @andijarvis @eximomarketing
  20. 20. @AndiJarvis
  21. 21. @AndiJarvis
  22. 22. @AndiJarvis
  23. 23. @AndiJarvis
  24. 24. Features Advantages Benefits @AndiJarvis
  25. 25. @AndiJarvis
  26. 26. 600 watts 500 watts Lightweight Stair mode HEPA filter Bagless @AndiJarvis
  27. 27. Features Advantages Benefits @AndiJarvis
  28. 28. 600 watts 500 watts Lightweight Removes more allergens HEPA filter Healthier family @AndiJarvis
  29. 29. 600 watts Lightweight HEPA filter The new VAX 12345 has 600 watts of suction, is lightweight and comes with a HEPA filter for just €99 @AndiJarvis
  30. 30. @AndiJarvis
  31. 31. @AndiJarvis
  32. 32. Features Advantages Benefits @AndiJarvis
  33. 33. Feature: Advantage: Benefit: 500 watts Removes more allergens Healthier family @AndiJarvis
  34. 34. Features Benefits Advantages @AndiJarvis
  35. 35. Have a healthier and happier family by removing more illness- causing allergens from your carpets with our 500 watts of suction Shark cleaner 500 watts Removes more allergens Healthier family @AndiJarvis
  36. 36. Features Advantages Benefits @AndiJarvis
  37. 37. Features Benefits @AndiJarvis Advantages
  38. 38. @AndiJarvis
  39. 39. Which Means That @AndiJarvis
  40. 40. 1) List all your features 2) Write “which means that” 3) Write the answer 4) … @AndiJarvis
  41. 41. @AndiJarvis
  42. 42. @AndiJarvis Feature WMT Answer 500 watts of suction Which means that It collects more dust in less time Stair mode Which means that It’s easier to clean the stairs 2 tonne axel load Which means that It carries two full size horses 100% up time Which means that Your site is always online 4.8* Trustpilot score Which means that People love our product
  43. 43. Features Advantages Benefits @AndiJarvis
  44. 44. 1) List all your features 2) Write “which means that” 3) Write the answer 4) Write “which means that” 5) Write the answer again @AndiJarvis
  45. 45. @AndiJarvis
  46. 46. @AndiJarvis Feature WMT Advantage WMT Benefit 500 watts of suction Which means that It collects more dust in less time Which means that You can protect your family from germs Stair mode Which means that It’s easier to clean the stairs Which means that You can spend less time cleaning 2 tonne axel load Which means that It carries two full size horses Which means that Use the time you save practicing riding 100% up time Which means that Your site is always online Which means that You can make money while you sleep 4.8* Trustpilot score Which means that People love our product Which means that You can buy with confidence
  47. 47. @AndiJarvis
  48. 48. Which Means That @AndiJarvis
  49. 49. @AndiJarvis Feature WMT Advantage WMT Benefit 500 watts of suction Which means that It collects more dust in less time Which means that You can protect your family from germs Stair mode Which means that It’s easier to clean the stairs Which means that You can spend less time cleaning 2 tonne axel load Which means that It carries two full size horses Which means that Use the time you save practicing riding 100% up time Which means that Your site is always online Which means that You can make money while you sleep 4.8* Trustpilot score Which means that People love our product Which means that You can buy with confidence
  50. 50. Features Benefits Advantages @AndiJarvis
  51. 51. Features  Are important  Useful for comparisons  Having more features makes you look better @AndiJarvis
  52. 52. Features @AndiJarvis
  53. 53. @AndiJarvis
  54. 54. Feature Feature Feature Feature Feature Feature Feature Feature Feature @AndiJarvis Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature
  55. 55. @AndiJarvis
  56. 56. @AndiJarvis @AndiJarvis
  57. 57. @AndiJarvis
  58. 58. @AndiJarvis 4Ps Product Place Price Promotion SAVE Solution Access Value Education
  59. 59. Define offerings by the needs they meet, not by their features, functions, or technological superiority. @AndiJarvis
  60. 60. Which Means That @AndiJarvis
  61. 61. Email Signup eximomarketingstrategy.com/signup @AndiJarvis

These are the slides from Andi's talk at Digital Gaggle in May 2021. Talk Description: You’ve got a great product or service, everyone in your organisation thinks it’s AMAZING. Yet when it’s out in the wild, no one buys it. Worse than that, no one cares either. Why is that? Well, if your product/service is as good as you think, the problem is the way you’re communicating it. Marketing communications has been overrun by the boring brigade, listing features and hoping to batter customers into submission. We’re better than that. You’re better than that. This presentation will give you some practical tools and tips to help you improve your marketing communications and make customers care.

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