Here is a sample buyer persona for Susan, the head of HR at a mid-sized company:
Name: Susan
Role: Head of Human Resources
Company Size: 150 employees
Background:
- Has worked in HR for 15 years, starting as an HR Associate and working her way up to Head of HR
- Enjoys the challenges of managing people processes but also feels pressure to contain costs
Goals:
- Retain top talent to minimize turnover and maximize productivity
- Reduce healthcare costs and choose the most cost-effective benefits package
- Stay up-to-date on HR best practices and legislation
Challenges:
- Budget constraints limit benefits offerings and training programs
- Employees want
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
Door To Door Sales Training PowerPoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Door To Door Sales Training Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of fourtysix slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below.
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
Door To Door Sales Training PowerPoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Door To Door Sales Training Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of fourtysix slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below.
Laserfiche Empower 2014 Presentation
What makes your ideal customer choose you, rather than a competitor? Your value proposition! Learn how to discover and define your value proposition, and convey your brand promise concisely to current and potential customers.
For more on value proposition, I highly recommend Marketing Sherpa's Value Proposition courses: http://www.meclabs.com/training/online-course/value-proposition-development/overview
Whether you are a start-up, an established or mature business it is important to plan and document a marketing strategy. Inbound marketing is a methodology that looks to attract rather than distract customers, and it does this by drawing customers onto your website by helping leads find you through educational and informative content.
Building a sales oriented culture in consulting servicesGustaf Brandberg
B2B sales, especially in professional services, is not so much about SELLING as it is about BUSINESS DEVELOPMENT. If you help your customer solve their business problems, they will gladly buy services from you.
Everyone working in the consulting company needs to be aware of the customers' challenges; You need a sales oriented culture. This presentation summarizes my experience of selling consulting services and creating a sales oriented culture in consulting companies from the last 18 years.
Creating value by design thinking or create businesses that customers lovePatrick Stähler
We need new boxes to think in. We have to learn to unlearn and learn new boxes to think in. Not products should be in your focus but the job-to-be-done you solve for your customers. Besides new boxes we need a design like process where we plan our learning and experimentation process and not the result. Learn and execute faster with new boxes to think in and a business design process to fill the boxes. Presentation at the Leadership Revolution Conference by AI Group, 1. Sept. 2015, Melbourne
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
Creating better CX to increase customer loyalty Nic Tinworth 田尼克
It's not enough to expect your customers to react to traditional stamp or points-based loyalty programs anymore. Now, more than ever, you must consider the entire customer journey and what customer motivations and pain points you should address along it to maximise the emotional connection.
Any type of advertising that is in written format, such as:
Newspaper ad
Magazine ad
Billboards (outdoor advertising)
Transit ads (buses, bus stations, bus stops, taxis, trucks)
written under AIDA..
Entrepreneurial Design: Building a business that customers love and with whic...Patrick Stähler
Why should anybody care for your business? How do you find the right thing customers love and with which you earn money? What are the jobs-to-be-done for your customers. The presentation was held at the StartupCamp Switzerland 2014. It is all about finding the right business model and how to develop a real, customer tested business from your idea. Cases are blacksocks, Über, Mytaxi, AirBnB, Krinner, Geberit and many others.
Laserfiche Empower 2014 Presentation
What makes your ideal customer choose you, rather than a competitor? Your value proposition! Learn how to discover and define your value proposition, and convey your brand promise concisely to current and potential customers.
For more on value proposition, I highly recommend Marketing Sherpa's Value Proposition courses: http://www.meclabs.com/training/online-course/value-proposition-development/overview
Whether you are a start-up, an established or mature business it is important to plan and document a marketing strategy. Inbound marketing is a methodology that looks to attract rather than distract customers, and it does this by drawing customers onto your website by helping leads find you through educational and informative content.
Building a sales oriented culture in consulting servicesGustaf Brandberg
B2B sales, especially in professional services, is not so much about SELLING as it is about BUSINESS DEVELOPMENT. If you help your customer solve their business problems, they will gladly buy services from you.
Everyone working in the consulting company needs to be aware of the customers' challenges; You need a sales oriented culture. This presentation summarizes my experience of selling consulting services and creating a sales oriented culture in consulting companies from the last 18 years.
Creating value by design thinking or create businesses that customers lovePatrick Stähler
We need new boxes to think in. We have to learn to unlearn and learn new boxes to think in. Not products should be in your focus but the job-to-be-done you solve for your customers. Besides new boxes we need a design like process where we plan our learning and experimentation process and not the result. Learn and execute faster with new boxes to think in and a business design process to fill the boxes. Presentation at the Leadership Revolution Conference by AI Group, 1. Sept. 2015, Melbourne
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
Creating better CX to increase customer loyalty Nic Tinworth 田尼克
It's not enough to expect your customers to react to traditional stamp or points-based loyalty programs anymore. Now, more than ever, you must consider the entire customer journey and what customer motivations and pain points you should address along it to maximise the emotional connection.
Any type of advertising that is in written format, such as:
Newspaper ad
Magazine ad
Billboards (outdoor advertising)
Transit ads (buses, bus stations, bus stops, taxis, trucks)
written under AIDA..
Entrepreneurial Design: Building a business that customers love and with whic...Patrick Stähler
Why should anybody care for your business? How do you find the right thing customers love and with which you earn money? What are the jobs-to-be-done for your customers. The presentation was held at the StartupCamp Switzerland 2014. It is all about finding the right business model and how to develop a real, customer tested business from your idea. Cases are blacksocks, Über, Mytaxi, AirBnB, Krinner, Geberit and many others.
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
I would define ‘Customer Experience’as:
‘How customers or prospective customers perceive their interactions with your organisation’
Customer experience encompasses every aspect of an organisation’s offering - the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability.
How can you drive a consistently good and improving Customer Experience for your customers or prospects?
In this A to Z I’ll give you some of the answers and some tips from Oak Consult
Nezar Kadhem and Tomas Paulauskas prepared this PPT document to help Startup Weekend Bahrain participants on how to present a final pitch. Scroll through this presentation to learn how to convince a judging panel of venture capitalists, angel investors, and business professionals to pick your idea as the potential business success story. Participants can use this framework to present their validation, execution, and an easy to understand business model.
Sales Hacker Conference San Francisco - Lincoln Murphy - Customer Success as ...Sales Hacker
Customer Success as a Growth Engine by Lincoln Murphy
Sales Hacker Conference San Francisco - November 6, 2014
Visit SalesHacker.com for more sales hacks, tips, and tactics.
The New Merchant Orientation is necessary to help you successfully start your store on Konga Mall. Therefore it is important that you spend some quality time reading and understanding the Konga Mall trading etiquette.
Startups don't win because of a great vision, but because of a superior strategy. If you want to have the superior strategy, you must simply have a better customer insight. Customer discovery principles can help you to get real insights about your customers.
The first rule is to fall in love with a problem, not your solution or business idea. You must have a clear picture what your product is hired to do. With customer interviews and different types of tests your job is to prove value hypothesis (that people are prepared to pay for your solution).
You can write down all your hypotheses on business model canvas, running lean canvas or even in a spreadsheet. Then you have to constantly sketch out alternative business models by asking yourself difficult questions and testing different assumptions.
Steps to customer discovery include developing a vision, setting the hypotheses, getting out of the building and performing a reality checks. The best way to start the customer discovery process is with the riskiest assumptions.
Important tools that can help you with customer discovery are also segmentation, personas, empathy map and value proposition canvas. After exploiting all the tools you should have a clear picture what are your customer's pains and gains and what are they willing to pay for.
When you are doing the customer discovery interviews to get the market insights you have to avoid doing any behavior predictions or being satisfied with compliments, opinions or stalling. What are you looking for is a real commitment from early-evangelists.
Remember, wrong assumptions are mother of all fu*ck-ups, and with customer discovery you can make sure you are not building your business based on the wrong assumptions.
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Define Your WoW! Factor – Create an Unforgettable BrandVerticalResponse
A strong identity helps make your business memorable for customers and prospects and stand out amongst other competitors. But branding is more than just shiny logos and punchy mottos. It’s about developing an essence and helping customers see themselves as ‘belonging to’ your brand. Learn how to refresh your brand and how to keep it consistent across different sites.
This webinar will cover several different key elements of strong branding, including:
-The Brand Wheel
-Integrated messaging across platforms
-Creating solid logo identity
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Similar to Copywriting Weeks 4 and 5 Fall 2018 (20)
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
2. Elements of an ad
• Product category
• Ad execution
• Brand
• Message
3. What Will Your Business Stand For?
• In order to have a unique selling proposition (USP), you
can’t be known for everything.
• Choose what your business will stand for and what
you’ll be known for. By doing that, you’ll become known
for that unique quality and stand out from the crowd.
• So what will your business make a stand for? What will
you be known for? Or what makes your current
business unique?
4. How to Develop Your USP
• What products or services are you selling?
– Boxes and moving supplies.
• Who is your target audience?
– Local homeowners who are moving, and don't have a lot of time to look
for used boxes in order to pack.
• What does your business do well?
– We provide quick, responsive service while making the purchasing
process easy for our customers.
• What is your most important customer-focused business goal?
– Helping our customers get the moving supplies they need quickly,
easily, and affordably.
5. USP: Next Steps
Our example company that sells moving boxes
may identify the potential customer's problem
as not being able to easily locate the proper
containers when they are packing their
belongings and preparing to move.
6. Identify the Differentiators
• This step focuses on identifying what it is about your solution to
your customer's problem that is different, or better than, the
solution your competition offers. The value you identify here will be
one of the primary reasons why your customers will choose you
instead of a competitor.
• The potential differentiators of our moving supply company may be
that they offer sturdier boxes, less expensive boxes, complete
packing solutions, same-day delivery, or exceptional customer
service.
7. Make a Promise
• This step combines the most important elements of the previous
steps into a concise statement that embodies the value your
company has to offer. Keep in mind that your USP essentially
implies a promise, or a pledge, you are making to your customers.
• The moving supply company, for example, may create a USP that
says simply, "Sturdy Boxes in 24 Hours," aimed toward their
overwhelmed customers who are getting ready to move, and
quickly need boxes that won't collapse.
8. USP: The Words
• In a nutshell, developing your USP means:
• Appealing to the prospects pain
• Showing them how you’re the best person to
solve their pain
• Give them a reason to care
9. USP: The Words
• Only
• Fastest
• Best
• Largest
Or use offers like:
• Order by 2pm, delivery by 3pm
• Bottom-of-the-bottle guarantee
• 7,698 parts in stock
• Unlimited, on-site training
•
•
10. USP: The Words
Fluff doesn’t sell. Specifics do.
Don’t say:
• “Best customer service”
• “Lowest priced plans”
• “Largest selection in town”
Instead:
• Dedicated support specialist 24/7
• Plans start at $4/month
• 50,357 parts in stock
28. What traditional ads look like
• Illustration 65 %
• Headline 10 %
• Copy 20 %
• Logo5%
29. How well do you know your customers?
So now this is the part that allows you to describe your
product or service in greater detail. This is known as
your copy block.
There is no question that you should be testing
headlines – seeing which ones work – and which don’t.
Don’t forget the call to action here.
30. How well do you know your
customers?
So now this is the part that allows you
to describe your product or service in
greater detail. This is known as your
copy block.
There is no question that you should be
testing headlines – seeing which ones
work – and which don’t.
Coupon box to
be added to the
side of the ad
when you want
to include a
discount,
promotion or
limited time
offer.
25% OFF
Don’t forget the call to action here.
31. How well do
you know
your
customers?
So now this is the
part that allows you
to describe your
product or service in
greater detail. This is
known as your copy
block.
Coupon box to be
added to the side
of the ad when
you want to
include a discount,
promotion or
limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question
that you should be
testing headlines –
seeing which ones
work – and which
don’t.
32. How well do you know your customers?
So now this is the
part that allows you to
describe your product
or service in greater
detail. This is known as
your copy block.
Coupon box to be
added to the side of
the ad when you
want to include a
discount, promotion
or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no
question that you
should be testing
headlines – seeing
which ones work –
and which don’t.
Serif
Sans Serif
Point size
Bold Italics
33. Tone of Voice
In the foothills of the Himalayas you will see slopes
covered with Indian Rose Damascene with an exquisite
smell. Here we found Pawan and his family who have
been growing and distilling roses for many generations
while also supporting local rose farmers.
Pawan knows the soil, he knows the plants, and the way
he tests their qualities is as natural as breathing.
He smells the roses, knows the precise moment to pick
them and use their petals for immediate distillation.
35. Audience
Brand life vs. shelf life
“Marketing materials that are
meant to be long-term or short-
term and therefore, consumed
over different channels”
36. Guidelines for Brand Communication
Brand Essence
Mission, values, purpose
What makes the brand unique?
37. Guidelines for Brand Communication
Word Bank
Collection of suitable words
What types of words should you use?
38. Guidelines for Brand Communication
Company dictionary
Identify and define industry-specific jargon
Why you should opt for plain English
39. Guidelines for Brand Communication
Brand Hierarchy
House of brands? Branded house?
Unilever vs. Coca-Cola
How do the brands relate to each other?
How can they have same core values but
unique personality?
40. Guidelines for Brand Communication
Sample copy
Show clear examples of what works
and what doesn’t
42. Identifying Value proposition
• Accessibility “build a diversified investment portfolio”
• Newness “get the latest smart phone”
• Performance “More powerful, faster”
• Customization “A plan built for you”
• “get the job done” “Let us worry”
• Design “Stand out in a crowd”
• Status “A special sense of belonging”
• Price “No frills”
• Cost reduction “Turnkey solution”
• Risk reduction “Guarantee”
• Usability “Download right from your phone…”
43. Pro Roofing Contractors
You found Toronto’s most dedicated roofers.
A leaking roof can create a lot of damage very fast.
You cannot afford that. We are here to provide you
with professional work, expert advice and the best
value for the money. Pro Roofing has helped
hundreds of homeowners in Toronto and Greater
Toronto Area get and maintain beautiful roofs. Take
a look at the types of roofs we install for our clients.
44. How many of these headlines are questions?
• ask a question – “Do you have…?”
• excite curiosity - “How to …”
• issue a challenge – “Can you get…”
45. Set clear goals - Objectives and bottom line
Specification of a product or a service so that it is
understood by the right target audience
Promotion of a product or a service so that the
appropriate target audience makes an order
Creation of interest and demand on the shopper’s
side
Building awareness of products and services
Building the right company and brand image
46. Luxury, performance or safety?
• Enjoy bold, spirited styling with an air of sleek
confidence
• Raw power is unleashed precisely through a
short-throw, 6-speed manual…
• Preventative safety features like Dynamic
Stability and Traction Control (DSTC) help you,
the driver, avoid accidents by evading them
47. Key message (s)
What is the one thing I want my audience to know?
Concise: avoid jargon and acronyms
Active: make every sentence active
Positive: talk about what you can do, not what you can't
Short: one memorable sentence, 10-15 seconds to say.
Specific: address a particular challenge and audience
48. What Are Buyer
Personas?
Buyer personas are fictional representations of your ideal customers.
They are based on real data about customer demographics and
online behavior, along with educated speculation about their
personal histories, motivations, and concerns.
?
49. How Are Buyer
Personas Created?
Buyer personas are created through research, surveys, and interviews of
your target audience. That includes a mix of customers – both “good”
and “bad” -- prospects, and those outside of your contact database who
might align with your target audience. You’ll collect data that is both
qualitative and quantitative to paint a picture of who your ideal customer
is, what they value, and how your solution fits into their daily lives.
?
50. How Do You
Socialize A
Buyer Persona?
So you’ve done the research and conducted all the interviews …
you’ve finally figured out who your buyer persona is. Congratulations!
But how do you communicate that new understanding of your target
customer with your entire organization? After all, if your sales and
marketing teams don’t understand who they’re speaking to, it’s hard
to craft a message that really resonates.
?
51. This is Susan
BACKGROUND:
•Head of Human Resources
•Worked at the same company for 10 years;
worked her way up from HR Associate
•Married with 2 children (10 and 8)
DEMOGRAPHICS:
•Skews female
•Age 30-45
•Dual HH Income: $140,000
•Suburban
IDENTIFIERS:
•Calm demeanor
•Probably has an assistant screening calls
•Asks to receive collateral mailed/printed
52. Susan
GOALS:
•Keep employees happy and
turnover low
•Support legal and finance teams
CHALLENGES:
•Getting everything done with a
small staff
•Rolling out changes to the entire
company
HOW WE HELP:
•Make it easy to manage all
employee data in one place
•Integrate with legal and finance
teams’ systems
53. Susan
REAL QUOTES:
•“It’s been difficult getting company-wide
adoption of new technologies in the past.”
•“I don’t have time to train new
employees on a million different
databases and platforms.”
•“I’ve had to deal with so many painful
integrations with other departments’
databases and software.”
COMMON OBJECTIONS:
•I’m worried I’ll lose data transitioning to
a new system.
•I don’t want to have to train the entire
company on how to use a new system.
54. How Exactly do we Evaluate Ads?
Keeping in mind that creativity is purely
subjective, there are some objective
measurements that can help predict a creative
concept’s effectiveness.
Follow these six simple guidelines to know if
you’ve got a winner:
55. How Exactly do we Evaluate Ads?
1. Will it grab attention?
The first order of business for any creative
concept is to attract the attention of the
reader (or viewer) and compel them to spend
a few moments with your message. It helps if
it’s original, and different from the other
messages around it. It helps if it’s clever or
emotional and engages the mind.
57. How Exactly do we Evaluate Ads?
2. Is it directed at the target?
Remember, you are not the target. Your
potential buyer is the only one you need to
think about. Does the concept resonate with
the things the customer cares about and
needs?
61. How Exactly do we Evaluate Ads?
3. Is the concept on strategy?
All advertising should be based on a sound
marketing strategy. You should know what
you’re trying to do, who you’re talking to, and
what core message holds the best promise for
success.
62. On Strategy
“ Dear Young People”
https://www.youtube.com/watch?
v=t0e9guhV35o
63. How Exactly do we Evaluate Ads?
4. Is it benefit oriented?
Is the creative built around what problem it
can solve for the customer, or what advantage
it can give them? Beware concepts that just
tout a feature, without interpreting how that
feature represents a benefit for the reader.
65. How Exactly do we Evaluate Ads?
5. Does it support the brand? Does it create
awareness?
Most companies have an identity in the
marketplace, contributing to a consistent
image and perception among customers. Does
the concept support the brand? Does it fit
within the framework of the corporate
personality? It doesn’t have to look exactly
like everything else, but it should be
compatible.
67. How Exactly do we Evaluate Ads?
6. Is there a call to action?
Does the ad or concept ultimately
communicate what you want the reader to
do? Are you asking for the sale? Are you
asking for people to look at your company in a
different way? What is the action or attitude
shift you want to take place, and is the
creative moving the reader towards that
action?
70. The 20 most important copy tips
1. Demonstrate knowledge
2. Use short sentences
3. Do not overwhelm
4. Run from pompous words
5. Educate
6. Use a great headline
7. Strike a nerve
71. The 20 most important copy tips
8. Know your audience
9. Focus on benefits
10.Magnetize
11.Make an impact
12.Be client-centred
13.Show your image
14.Bring out your personality
72. The 20 most important copy tips
15.Know how the message translates
16.Be organized
17.Be consistent
18.Proofread
19.Test your copy
20.Edit and then edit some more
Samara is a non-partisan organization that aims to connect Canadian citizens with politics. It was targeted at a young generation of Canadians, since they are among the more important audiences that are open to having their minds and attitudes about politics and democracy changed.
Have you ever asked yourself if a person dying without care in the hallway of a public hospital is condemned by corruption? What about people who stretch their budget to pay for private health insurance because of the failure of the public health system? And a family who cannot place a child in daycare? Someone without a job? An entrepreneur forced to close shop due to a crisis caused by low confidence? Yes, all of them are condemned by corruption. Regardless of the individual story of each Brazilian citizen, we have 217 million victims in a country where few are in jail paying for the crime of pocketing public resources.
To call attention to the issue, advertising agency Momentum created a special campaign for newspaper Estadão. A huge mirror set at Praça da Sé, a square in the heart of São Paulo City, on April 2-8, invites onlookers to recognize themselves as “condemned” by corruption. The idea behind the action is that, seeing their faces, people realize that they suffer the consequences of the embezzlement of government funds.
The campaign goes even further. In addition to putting the issue on the table, it presents the possibility of real change with #votointeligente (#smartvote). With this motto, the campaign encourages people to get more information to choose the best candidate for all government seats out for grabs in the October elections.