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Which
Means
That
Three words that will
change your marketing
communications
@AndiJarvis
Price
war
@AndiJarvis
for
talent
@AndiJarvis
@AndiJarvis
“Marketing is
more like
seduction
than battle”
@AndiJarvis
Height 180cm
Weight 90kg
Size 11 feet
Mixed Race
English
Lives in
Ireland
@AndiJarvis
@eximomarketing
@andijarvis
Price
war
@AndiJarvis
Which Means That
@AndiJarvis
Height 180cm
Weight 90kg
Size 12 feet
Mixed Race
English
Lives in
Ireland
@AndiJarvis
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
@AndiJarvis
@AndiJarvis
@AndiJarvis
“Marketing is
more like
seduction
than battle”
@AndiJarvis
Which Means That
@AndiJarvis
@andijarvis @eximomarketing
@AndiJarvis
@AndiJarvis
@andijarvis @eximomarketing
@AndiJarvis
@AndiJarvis
@AndiJarvis
@AndiJarvis
Features Advantages Benefits
@AndiJarvis
@AndiJarvis
600 watts 500 watts
Lightweight Stair mode
HEPA filter Bagless
@AndiJarvis
Features Advantages Benefits
@AndiJarvis
600 watts 500 watts
Lightweight Removes more
allergens
HEPA filter Healthier
family
@AndiJarvis
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
@AndiJarvis
@AndiJarvis
Features Advantages Benefits
@AndiJarvis
Feature:
Advantage:
Benefit:
500 watts
Removes more
allergens
Healthier
family
@AndiJarvis
Features
Benefits Advantages
@AndiJarvis
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
Features Advantages Benefits
@AndiJarvis
Features
Benefits
@AndiJarvis
Advantages
@AndiJarvis
Which Means That
@AndiJarvis
1) List all your features
2) Write “which means that”
3) Write the answer
4) …
@AndiJarvis
@AndiJarvis
@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
Features Advantages Benefits
@AndiJarvis
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
@AndiJarvis
@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
@AndiJarvis
Which Means That
@AndiJarvis
@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
Features
Benefits Advantages
@AndiJarvis
Features
 Are important
 Useful for comparisons
 Having more features
makes you look better
@AndiJarvis
Features
@AndiJarvis
@AndiJarvis
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
@AndiJarvis
@AndiJarvis
@AndiJarvis
@AndiJarvis
@AndiJarvis
4Ps
Product
Place
Price
Promotion
SAVE
Solution
Access
Value
Education
Define offerings by the needs they meet, not by their
features, functions, or technological superiority.
@AndiJarvis
Which Means That
@AndiJarvis
Email Signup
eximomarketingstrategy.com/signup
@AndiJarvis

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Which Means That | Andi Jarvis

Editor's Notes

  1. I’ve never been on Tinder, but I’m assuming this would be a shit bio
  2. I’m Andi Jarvis, MSc in marketing Run Eximo Marketing – Host the Strategy Sessions podcast Logo looks like a person on purpose… marketing is a human discipline
  3. I’ve never been on Tinder, but I’m assuming this would be a shit bio
  4. How many matches do you think I’d get if I kept just listing features… don’t answer that
  5. Sam in products. We forget the seduction and go straight to bombarding with features
  6. Feature, feature, feature…
  7. Well known SEO tools
  8. WHERE IS THE SEDUCTION
  9. Learning is seen as good We look at things, process it and use our experience to fill in the blanks But it’s not always positive It’s why people see faces in the moon or images of Christ in marmite… This is fascinating… but what does it mean for you?
  10. Descended from chimps… we’re just chimps in shoes Chimp paradox – Steve Peters Start with Why & Golden Circle Similar things… Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe.
  11. Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe. Elaborate isn’t possible t have someone big up a product in every house around the country. How else can you do it Ad industry known for years
  12. Chimp paradox – Steve Peters Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe.
  13. Start with Why… more pop science version of the same thing. Don’t read the book, just watch the Ted talk and you’ll be fine.
  14. Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe. Elaborate isn’t possible t have someone big up a product in every house around the country. How else can you do it Ad industry known for years
  15. Let me give you an example… Start with the wine example. How do we help that… Understand how the mind works We’re still closely connected to chimps Blind tasting, informed tasting (label) and elaborate (explanation)
  16. Which one is better?
  17. Which one is better?
  18. Which one is better?
  19. Feature, feature, feature…
  20. Which one is better?
  21. Which one is better?
  22. Whoa… how the fuck do I do this?! Easy…
  23. Learning is seen as good We look at things, process it and use our experience to fill in the blanks But it’s not always positive It’s why people see faces in the moon or images of Christ in marmite… This is fascinating… but what does it mean for you?
  24. All we’ve done is find the advantages. So, guess what…
  25. You DO NOT write your web / product / blog copy with the words which means that in it every sentence
  26. Something else happening in this study that you can use When they had the informed testing – label only Let me show you this video first
  27. Which one of these is better… Duke of Wellington close in sales
  28. B2B often less exciting than B2C So listing features really is boring to boring People buy your products Can be tough when you don’t have direct interaction with customers in B2B sales
  29. B2B is just FUCKING features
  30. Focus… groups. Talk to your customers. Listen for emotive words
  31. Listen for emotive words. That’s a clue to where the benefits or pain points are
  32. Remember this? The limbic is the emotive centre of the brain.
  33. Not about to throw out years of marketing theory and declare 4Ps dead and replaced by SAVE Some research – some – published in HBR suggests updating it for B2B sales We can debate the merits of it later, but I like the switch of Product for Solution https://hbr.org/2013/01/rethinking-the-4-ps#
  34. Description of solution is… Amen to that
  35. I’m Andi Jarvis, MSc in marketing Run Eximo Marketing – Host the Strategy Sessions podcast Logo looks like a person on purpose… marketing is a human discipline