Tamsen Webster

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The document discusses how to build a differentiated brand through effective messaging. It emphasizes starting with the audience and their needs or goals in mind. The key aspects are identifying who the target audience is, what action you want them to take, what beliefs need to be instilled, and what knowledge they require to believe and take action. The overall message is that messaging should be audience-centric and focus on moving people through the stages of knowing, believing, and doing.

Social Media

@tamadear© 2014, Oratium LLC#TCISBS
Fig. 1

@tamadear© 2014, Oratium LLC#TCISBS
What’s the goal of Marketing?
ACTION

@tamadear© 2014, Oratium LLC#TCISBS
☑ 1. Right people
☑ 2. Right places
☐ 3. ___________

@tamadear© 2014, Oratium LLC#TCISBS
Fig. 2a - Sender-centric Fig. 2b - Audience-centric

@tamadear© 2014, Oratium LLC#TCISBS
Fig. 3

@tamadear© 2014, Oratium LLC#TCISBS
“Our after our”

@tamadear© 2014, Oratium LLC#TCISBS
“_______________ is an all-suite
boutique hotel, sits on beautiful Grace Bay
Beach, on the Caribbean island of
Providenciales, in the Turks and Caicos
Islands.”

@tamadear© 2014, Oratium LLC#TCISBS
Fig. 4 - Beaches Fig. 5 - Beds Fig. 6 - Bars

@tamadear© 2014, Oratium LLC#TCISBS
ACTION

@tamadear© 2014, Oratium LLC#TCISBS
Fig. 7

@tamadear© 2014, Oratium LLC#TCISBS
Belief precedes action.

@tamadear© 2014, Oratium LLC#TCISBS
Knowledge precedes belief.

@tamadear© 2014, Oratium LLC#TCISBS
KNOW - BELIEVE - DO
Order for people:

@tamadear© 2014, Oratium LLC#TCISBS
DO - BELIEVE - KNOW
Order for planning:

@tamadear© 2014, Oratium LLC#TCISBS
“Whether you’re looking for escape, adventure,
romance, or a great time with the kids,
__________ is the perfect destination .”

@tamadear© 2014, Oratium LLC#TCISBS
1. WHO are you talking to
2. What do you want them to DO
3. What do they need to BELIEVE?
4. What do they need to KNOW?

TAMSEN WEBSTER
SVP, Executive Communications
tamsen@oratium.com
THANK YOU.

You invest so much time, effort, and money on content marketing, yet it doesn't seem to connect, or convert, the way it should. Why? Because you haven’t built your content around what your customers actually connect *with* — but only connection converts. Is there another way? Yes: design your content around what you want customers to *do,* not what you want them to *know.* You’ll leave the session with a simple technique that will not only revolutionize how you look at your content marketing, but also help you plan messages designed to win your rightful share of customers’ minds… and wallets. In this session you will learn: Why most content marketing fails… and what to do instead; What *really* drives customers’ decisions; Three questions to ask before crafting any message

Have you ever noticed how everyone makes content marketing seem so much easier than it actually is? Everyone today has a flawless success story to tell. But you and I both know they’re just that: stories. What most people don’t talk about is the trail of content mistakes and mixups that paved that path to success. So, rather than hide our marketing missteps, we should embrace them, because that’s where content wins really come from. And we’ll do just that with this humorous and light-hearted talk. After this session, you’ll be able to:

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Tamsen Webster

1. How to use   MESSAGING   to build a truly   DIFFERENTIATED BRAND

20. TAMSEN WEBSTER SVP, Executive Communications tamsen@oratium.com THANK YOU.

Tamsen Webster

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