Capturing your customer voice is vital no matter your business. But how do you capture their voice?
Our strategy is to go where the fish are.
In this presentation, we share 4 potential fishing holes your customer could be hanging out.
Writing for the Internet? You're doing it wrong.space150
You have your content plan. An editorial calendar. A campaign idea. Even a tagline. But how do you actually put those words together in a digital way that helps people grok them? Take a peek into how we tackle it at space150.
How to start a business on a ramen noodle budgetFelecia Hatcher
Felecia Hatcher and Derick Pearson the Chief Popsicles of Feverish Ice Cream shows you how to start small and finish big! How to Start a business on a Ramen Noodle Budget! This is perfect for college students! Now is the time to start a business don't let money be an obstacle when you can get creative with your limited resources and catapult your dreams into a BADASS BUSINESS! Remember a recession is a terrible thing to waste!
Making the Case for Doing More Video - WistiaFestWil Reynolds
Pitching your company to do more video? Not every company / manager or boss "gets it" so this presentation will help you get that opportunity / buy in.
Writing for the Internet? You're doing it wrong.space150
You have your content plan. An editorial calendar. A campaign idea. Even a tagline. But how do you actually put those words together in a digital way that helps people grok them? Take a peek into how we tackle it at space150.
How to start a business on a ramen noodle budgetFelecia Hatcher
Felecia Hatcher and Derick Pearson the Chief Popsicles of Feverish Ice Cream shows you how to start small and finish big! How to Start a business on a Ramen Noodle Budget! This is perfect for college students! Now is the time to start a business don't let money be an obstacle when you can get creative with your limited resources and catapult your dreams into a BADASS BUSINESS! Remember a recession is a terrible thing to waste!
Making the Case for Doing More Video - WistiaFestWil Reynolds
Pitching your company to do more video? Not every company / manager or boss "gets it" so this presentation will help you get that opportunity / buy in.
Entrepreneur’s Connect Promotional Presentation by @itseugenecEugene Cheng
Presentation re-design done for Entrepreneur's Connect @ Ngee Ann Polytechnic in Singapore : An initiative to aid budding student entrepreneurs. Slides are used to promote entrepreneur-aid initiatives by the entity to students.
Want something like this done for your next pitch? Contact me at my site : http://itseugene.me/contact
How We (Unexpectedly) Got 60K Users in 60 HoursMattan Griffel
A presentation by Patrick Ambron, CEO of BrandYourself, at GrowHack on October 16, 2012. For more growth hacks you can use to get more users visit www.growhack.com
You have an idea, lot of motivation and some skills. That’s a great beginning if you want to build a product but you might find a few issues on the way of making it successful.
Let’s discuss together about what is a product.
Don’t expect the magic formula but tools and questions to help you transform your idea into something valuable.
Talk given at Softshake 2015
Best mail marketing examples for small business, templates and strategies from Traffic & Conversion Summit 2018. See subject line examples, email copywriting, deliverability and more.
Content marketing strategy for small business bloggers and agencies presentation by Perry Belcher includes his best tips, ideas and examples in this presentation at Traffic and Conversion Summit.
Ken Courtright teaches how to increase website rankings at CeoSpace. He teaches topics ranging from how to determine website rankings to how to use photographs online.
LinkedOut: The job you want from the place you areBeutler Ink
How can you find job opportunities that speak to your interests and education level outside of major city centers? This presentation was delivered during the 2016 Vermont Young Professionals Summit in Rutland, VT.
BrightonSEO: Volpe Marco (èdita) - how to create your own dynamic remarketingMarco Volpe
In my presentation at BrightonSEO April 2017 edition I shared reasons and methods to use custom dimensions in Google dynamic remarketing campaigns to increase website conversion.
Presented at 2019 Engage Conference in Brussels by Keith Brooks, B2B Whisperer discussing internal guerilla marketing to create an affinity among your osers
Entrepreneur’s Connect Promotional Presentation by @itseugenecEugene Cheng
Presentation re-design done for Entrepreneur's Connect @ Ngee Ann Polytechnic in Singapore : An initiative to aid budding student entrepreneurs. Slides are used to promote entrepreneur-aid initiatives by the entity to students.
Want something like this done for your next pitch? Contact me at my site : http://itseugene.me/contact
How We (Unexpectedly) Got 60K Users in 60 HoursMattan Griffel
A presentation by Patrick Ambron, CEO of BrandYourself, at GrowHack on October 16, 2012. For more growth hacks you can use to get more users visit www.growhack.com
You have an idea, lot of motivation and some skills. That’s a great beginning if you want to build a product but you might find a few issues on the way of making it successful.
Let’s discuss together about what is a product.
Don’t expect the magic formula but tools and questions to help you transform your idea into something valuable.
Talk given at Softshake 2015
Best mail marketing examples for small business, templates and strategies from Traffic & Conversion Summit 2018. See subject line examples, email copywriting, deliverability and more.
Content marketing strategy for small business bloggers and agencies presentation by Perry Belcher includes his best tips, ideas and examples in this presentation at Traffic and Conversion Summit.
Ken Courtright teaches how to increase website rankings at CeoSpace. He teaches topics ranging from how to determine website rankings to how to use photographs online.
LinkedOut: The job you want from the place you areBeutler Ink
How can you find job opportunities that speak to your interests and education level outside of major city centers? This presentation was delivered during the 2016 Vermont Young Professionals Summit in Rutland, VT.
BrightonSEO: Volpe Marco (èdita) - how to create your own dynamic remarketingMarco Volpe
In my presentation at BrightonSEO April 2017 edition I shared reasons and methods to use custom dimensions in Google dynamic remarketing campaigns to increase website conversion.
Presented at 2019 Engage Conference in Brussels by Keith Brooks, B2B Whisperer discussing internal guerilla marketing to create an affinity among your osers
The Freelance Primer: Your First Year as a FreelancerShane Pearlman
Just going Solo or need to get back to the basics. This talk will get you a solid foundation and get you the right setup so that you can kick ass.
* Why you ALWAYS get a deposit
* How to get a business license and what form of business to choose
* Don't be a cowboy, get input from the right people
* Why you should clock your time, even if your aren't paid for it
* Contracts matter - finding a template you can use
* The IRS is watching: separate bank accounts and track your finances
* Planing makes you real money: think about deductions and expenses now
* Avoid the bad projects and evil clients with a project checklist
* 6 months in the bank = freedom to define your terms
* And so much more...
Presentation: The Business of Blogging (for Lawyers)
Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com
One of the primary reasons for undertaking a blog is to engage in business development of one kind or another. People who will find you online are searching for answers. If you want to capitalize on this opportunity it will be necessary to provide intelligent, insightful information that the reader did not possess prior to visiting your website. Over time your job will be to provide lots of that information that ties together little by little to demonstrate that you have a deep level of understanding. The lesson is simple: It is far better for a prospective client or customer to come to the understanding that you know what you are talking about for themselves than it is for you to tell them you know what you are talking about directly. It should go without saying, that the plan requires that you are read by others, which means you absolutely, positively cannot write like a lawyer!
Fast: How Purpose Helps You Maintain Your Brand Identity in a Disruptive WorldHien Lam
Tthe world is constantly changing. It always has been, but it is undeniable that changes are taking place more quickly than ever before.
This speed of change creates complexity and uncertainty for even the savviest brands. So much so that you’re all at here today trying to figure out how to stay ahead of the game and not get left in the dust.
There’s good news. We believe each and every business has a secret weapon to create an adaptable culture.
Though the world around us is VUCA, we can combat it by relying on something that’s constant.
Something that if prioritized, generates a lasting positive impact no matter what happens around us.
And that thing is your BRAND PURPOSE.
By tapping into the power of your brand purpose, you'll be able to:
1. Attract Talent
2. Seduce Customers
3. Fuel Growth
4. Create Impact
JOYRIDES | The Lean Startup-Inspired Tool to 10x Your BusinessHien Lam
While most agencies are willing to gamble on the traditional sales approach of wasting countless hours in writing and revising proposals, Hien Lam, co-founder of Ohm Works, believes there’s a better way. He calls his lean-inspired concept “Joyrides,” which involves short-term, lower-cost workshop experiments with clients that validate ideas before anyone writes a line of code or crafts a page of marketing material. He’ll share how anyone, regardless of industry, can put this concept to use to de-risk projects, validate customer vision, and build trust with clients.
How John Wick Can Help You Create a Blockbuster BrandHien Lam
Unless you’ve been living under a rock, you’ve probably heard that if you want a successful brand you have to have a clear brand message that will compel your audience to take action. However, you’re probably struggling to clarify your message to ensure your audience hangs on to every word you have to say.
In this talk, you’ll learn to do exactly that.
Through an in-depth analysis of what made John Wick a hit movie, you’ll learn the formula you need to transform the way you talk about who your brand is, what your brand does, and your brand’s unique value proposition. (At the very least, you’ll hear a lot of John Wick references.)
Stress Free Living - Making Stress Your FriendHien Lam
Stress isn't your enemy - it's your friend. Instead of trying to reduce or manage stress, you should be harnessing the power of stress.
In this presentation, I show you the 3 simple steps to take advantage of the power of stress.
You weren't put on this earth to work a job you hate until the day you die. Learn to turn your life into an experiment to discover your ultimate purpose.
Do you have goals that seem outside your reach?
Do you find yourself stretched too thin?
Are you overwhelmed, stressed, and burnt out?
If you answer yes to any of these, then Chillpill is coming to the rescue! (You’re welcome)
This presentation shows you EXACTLY how to reclaim your precious time and energy.
During this presentation, we show you:
HOW to get focused on achieving your goals.
WHY time management is not the answer.
WHAT you can do to boost your focus, attention and productivity.
Start taking steps towards shaving wasted hours off your life - hours you can spend on things that matter like your relationships, your health, your goals - your life!
STOP WASTING YOUR LIFE, START ACHIEVING MORE
ABOUT Hien Lam & Matthew Hansen
Hien and Matthew started ChillPill to help you create an extraordinary life for yourself. (Yes, even you, dear reader!) They research and write about habits, routine, and performance that allow people to be their best self.
Learn more at www.chillpill.io
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.
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
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
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
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
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
13. Winner, winner...
End The Headache of Constantly Emailing Files & Appointment
Requests Back-and-Forth
Our business suite is the no-hassle way to quickly create a secure space for sharing files, calendar
events, and more.
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Customize your calendar, file folders, and to-do lists in ways that other business software can’t even
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Eliminate Up to 99% of Your Paper Files
Store files securely online. Access them easily. And collaborate in a single, private location.
26. 1. Problem: Identify your customer’s pain point.
2. Agitate: Stir it up so it hurts to the point of
discomfort.
3. Solve: Deliver a solution.
4. Action: Call to action.
The 4 Parts of PASA
27. You know what doesn’t just fall into your lap? Your dream job.
There’s nothing more frustrating, embarrassing, and an absolute waste of your time than applying for
jobs that are perfect for you, but all you get are crickets after you submit your application and
perfectly crafted cover letter. Who are these jobs going to anyways?
What’s worse...the BEST jobs aren’t ever posted on job boards or Monster.com! So good luck finding
them. It all kinda feels like these age old job hunting techniques are around just to keep you stuck in
a rut, doesn’t it?.
You weren’t put on this Earth to work a job you hate until the day you die. Our “Screw the Cubicle”
workshop will show you how to take your career into your hands with a proven system to:
● Stand out from the sea of faceless applications
● Network like you’re the most interesting man in the world
● Crush interviews and negotiate like a boss
Sign up to make your dream job come true!
Example: Dream Job PASA
30. For more, you can find us
@thechillpillist or
info@ohmworks.co
FIST BUMPS!!!
Editor's Notes
MH
Thanks for having us today and to be a part of this 8-part “Project Lifecycle” series.
Up to this point, you guys have covered topics like project discovery, design, and development just to mention a few.
Today we’re going to talk about writing compelling content that sells your product. Because this is the last thing we want…[next slide]
MH
For you to create a product, launch it to little to no fanfare.
We all know the typical stories of starting a business or creating a product. Someone has a gamechanger idea, immediately creates the thing, and then doesn’t know what to do with it?
Why isn’t anyone buying it? What’s going on? Is there something wrong with my product, my sales copy, my marketing, my pricing, etc. etc. etc.
And maybe rather than trying to figure out what the problem is, they look at all the variables, throw up their hands, and chalk it all up as a loss
The “field of dream killer” approach to product and business - “if you build it, they’ll come.”
This of course has never happened to anyone in this room, right?
MH
So we’re obviously preaching to the choir about how NOT to create a product or start a business. It’s widely known now that this the wrong approach, and there are tons of systems out there like Lean Startup to reduce risk and validate product-market fit
What we’ve done with our work is adapt principles across different systems that work and simplified them into our own framework. We don’t have time to cover every aspect of it let alone cover everything around capturing customer voice and writing for different customer segments.
But today we want to show you how to make it easier on yourself to capture customer voice to increase your sales and conversion.
Before I do that, it probably makes sense to introduce myself so you know who this bozo up here is
(Btw - this gif honestly doesn't really have anything to with this slide - just love it and needed some way to work it in)
HL
I specialize in SEO, email management, and copywriting. I run a design agency called Ohm Works where we work with clients to better communicate their value prop, identify their target market, and increase their sales. We do web design, branding, content strategy, email marketing, and SEO.
We also run a personal development coaching business based on our own actionable philosophy called Sabi-do.
In both of my businesses, customer segmentation and voice are vital to the products and services we offer.
You can imagine marketing a dental office is different than marketing a BBQ joint. Even though the value is potentially the same for these markets, it needs to tailored to fit the right market. Because every customer type views value differently.
So tonight we’ll show you some techniques we use to craft that message for the product you’re developing.
HL
It's 6:30pm on a Wednesday - hump day party time!
No matter what business we run, having fun is a key ingredient, so let’s have fun tonight and kick up the jams with a pop quiz
HL
Who doesn’t love a good quiz?
The good news is there’s only 1 question and no bomb on a bus or anything, but it’s a hard question...
HL
How do we capture the customer’s voice?
To put in their own words what benefit they’re going to get from your product/ solution.
Our job is to use real people’s words to express what they want, what they like, what they need.
Our job is to empathize with our customers. And when we can do that, we’ll see marked improvements.
By empathezing with the customer, we truly see what they need and are looking for. And what they’re looking for is a solution to a problem.
HL
This quote by Theodore Levitt, legendary marketer from Harvard, captures the essence of understanding customer needs.
It’s the whole idea of selling benefit, not feature.
Again, not earth shattering from those in the room. But it was quite eye-opening when we discovered this concept.
HL
This image is one of our favorite in terms of driving home the importance of selling benefits and not features. So if you’re having trouble selling your product or are trying to come up with ways to sell it, always think of Mario shooting fireballs from his hand instead of the flower.
Another great example is to sell a good night’s sleep - not the mattress. People have little interest in purchasing a bed. What they want is a good night's sleep.
If you sell features, then you won’t answer the question of “What’s in it for me?”
As Seth Godin puts it, “My favorite person is me”
MH
So the last slide was a theoretical example, but here’s a real life one that we’re all familiar with.
Whether you love Apple or not, you have to admit their marketing game is on point - at least it used to be. And the marketing for the ipod is a great example of finding customer needs and telling them “what’s in it for you?”
While other mp3 players were selling the tech, Apple sold the benefit. 1,000 songs in your pocket? You could barely get 10 songs on a cd when this thing came out. It’s a clear and vivid benefit.
Bass boost! Anti-skip!
The reason why I want to stress this concept and idea is because it works
MH
You’re not the only one selling what you sell. You should assume there’s at least 5-10 competitors doing what you do. Just like at the sheer number of apps on the Apple Store. There are what? Over a billion apps?
So when we recognize that the market is full of competition, we need a way to stand out and get customers on your site at the very least. And the best way to do that is capture client voice.
The better we can capture the client’s voice the higher the conversion AND the lower the competition. We’re not going to cover any SEO tonight, but if anyone has questions about it, please come find us or reach out.
But in short, your customer has to be able to find you and your product. So if you’re not optimizing your product with keywords that your customer will search for, then you’re basically putting yourself out on a deserted island.
In this image, you can see an example of a product which is a t-shirt. T-shirt is high competition and also not very specific. Again, not all customers are the same. Hien likes black tees, I like grey. The closer and closer you can get to the phrases your customer would use like “Blue American Apparel t-shirts,” the higher your chance of conversion.
HL
To show the power of the customer voice, we want to go through a quick case study of how simply using the customer voice increased conversion for this client by 100%
In this case, conversion = clicks from a landing page to a pricing page.
So, here’s the original copy from the client. We took their name out.
So that’s the baseline. We’re going to show 3 variations of of a headline and subtitles, and we want you to tell us which led to the increased conversion.
HL
So, here we go.
Which one do you think increased conversion? As a matter of fact, 2 out of the 3 lost to the original copy. That’s just embarrassing.
Alright, so the winner is….A!
….
Just kidding! It’s C
It’s simple to see why right? And the beauty is, the only Copy is the subheader. The headline was all customer voice that came from fishing.
HL
Up to this point, I spent a lot of time talking about customer voice, sell benefits instead of features. But the question is how?
My favorite thing to do as a copywriter is find what I call fishing holes. If you’re an experienced fisher, you know where to go to get the fish. You don’t just cast your line out anywhere and hope for a catch. That’s what you need to do as a copywriter. Find the fishing holes.
The better the fishing hole, the better you can get into the minds of your customers. Like shooting fish in a barrel as they say.
The key to fishing is finding the right fishing spot. To do that, you have to ask yourself...
HL
Number 1 question. If you don’t know where your customers hanging out, you havent spent enough time thinking about who your target customer is.
Even if you already know your customers and you have an existing product, we’d recommend doing this exercise.
Once you find out where your potential target customers hang out, you can start to discover their underserved needs.
Here are 3 potentially valuable fishing holes:
HL
Forums are like having live focus groups at your fingertips 24 hours a day, 7 days a week.
The easiest way to find forums where your target audience hangs out is to use these search strings in Google:
“keyword forum”
“keyword” + “forums”
“keyword” + “forum”
“keyword” + “board”
Once you find a forum, note how the forum is divided up into sections: Each of these sections is often a Niche Topic. For example, if you search basketball forums, you’ll find niche forums like:
NBA Draft
Fantasy Basketball
College college recruiting
Basketball socks
Basketball confidence
MH
Chances are your target audience hangs out on Reddit.
Which means, with a little stalking, you can find fistfuls of Niche Topics with ease. Then, choose a subreddit where your audience is likely to hang out in. Then, keep an eye out for threads that have lots of comments.
Rinse and repeat.
Simple thing that I find not enough people do is scroll down to the bottom of a google search and look at the related searches
I’ve been playing basketball all my life and never have I thought of using the term “how to dribble a basketball faster” but apparently 90 people look this up every month. Over 1000 people a year.
By digging into that, I found a phrase that I knew but totally forgot “basketball handles” - this is a very specific bball term. And 800 people search for “basketball handles drill” every month.
Same concept - dribbling and handles and its a 10x if you use a specific bball term.
MH
Wikipedia is an often-overlooked goldmine of niche research.
Where else can you find overviews on a topic curated by thousands of industry experts and organized into neat little categories?
Here’s how to use Wikipedia to find Niche Topics when you search “Basketball”
You can also click on some of the internal links on the page to check out the Table of Contents of other, closely related entries. AND you can click on the references
MH
As you find your fishing holes, ask yourself - What type of people are they?
Go beyond demographics because they don’t sell. For example, you don’t buy the Wall Street Journal because you’re 55, you’re male, you’ve got 2 kids and you bring in between $125 – $250K a year. There’s something more about the person who buys the WSJ that leads them to buy it. That’s what you’re trying to find.
This also helps you set the tone for your copy as well (which is another talk we could give).
Once you figure this out, ask yourself...
MH
What do they want? Mr. 5-hour energy guy is hoping for a system that will get rid of his absurd hack. You’ll find people write things like “all I want is to wake up with energy and without having to hit the snooze button.”
Another benefit of asking this question is you get to find out what solutions your customer is using today to achieve their goals. These are your competitors.
MH
And lastly, you want to identify what the PITA is aka “pain in the ass” (in this case, pain in the knee)
You may also hear this being called “burning pains”
What are they complaining about? What words are they using? Phrases? Key in on language that’s repeated over and over and over. There’s a reason why they’re using it.
We were going to create a Better Sleep course (that we put on the backburner), and we went through this process. Were we to create the product, one of the comments we were going to use in our copy was “To wake up in the morning, I tie a 5-hour energy from the ceiling over my head and set System of a Down’s Chop Suey as my alarm. When the song goes off, I stand up and pound the 5-hour energy.”
You hear that and you immediately can understand the pain this person goes through to wake in the morning
This is the voice of the customer that you can use in your sales copy to sell your product.
HL
Once you find your fishing holes, you’ll start to see different niche target markets. Maybe your product can solve each and every one of their problems, but make sure your content is clear on WHO your target market is. If it’s too generic, you won’t be able to capture the customer’s voice.
Take cars for example.
If you make cars, what kind of car are you making? Is your customer Batman or Uncle Rico? You have to answer this question because depending on your answer, you’ll have different needs to serve.
For example:
Batman’s car needs to shoot missiles and turn into a motorcycle.
And it can only come in black.
Is this your market? Or is it Uncle Rico?
Uncle Rico, on the other hand, needs something to carry his video camera and tupperware
Can you see a scenario where both Batman and Uncle Rico would want the same car?
Both need a car, but once you get deeper than the surface, you’ll start to see different needs - one to fight crime and the other to relive his glory years
This is why we emphasize the work and time needed to identify niche markets and capturing the customer’s voice. It’s a ton of work up front, but saves you so much on the backend.
HL
Now that you’ve found some fishing holes and identified your target niche market and their burning needs, it’s time to write content and add value like a boss.
How do we take the burning points and market them?
HL
The formula we like to use is PASA (and we say PAHSA not PAYSA coz it just sounds classier). We took a copying writing formula known as PAS and added a missing one critical ingredient. So we remixed it like R.Kelly remixed Ignition to come up with PASA.
There are other copywriting formulas out there like AIDA (Attention, Interest, Desire, Action) or SLAP (Stop, Look, Act, Purchase) etc. but we’re fans of this formula because it’s simple to apply. And it works within the framework we’ve been through go through really well.
HL
A simple way to think about this is having an itch in the middle of your back that you just can’t scratch. You want to point that itch out using the research you did, and make the itch unbearable. Do this by calling attention to it. Use the burning points you found as your agitation.
And just sell them the back scratcher using benefits language.
MH - Read off slide
We’re working on a dream job workshop for our subscribers and this is a quick draft of some copy. Wanted to share it so you can see PASA in action.
Again, really rough copy but I’d say 80% of it was purely copy, paste, and editing existing phrases, words, and sentences I found in fishing holes.
MH
You’ll be happy and make it rain. Thanks everyone for having us, and thanks again to Angela, Brian, and Nutshell for hosting us.
MH
MH
Did anyone try to apply this to a real product they’re working on tonight? We’d love to chat about how it went.
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