This document provides guidance on developing effective marketing messages and copywriting. It discusses the importance of understanding audiences through research before developing messages. It then outlines different types of message frameworks to use, including focusing on personal or signaling value, gain vs loss framing, and emotions to evoke. It also discusses headline types, hooks, and ways to attract attention and persuade audiences by appealing to both rational and primal thinking. The overall message is that copywriting is an important expertise for digital marketers to develop effective ads and they should use frameworks like those outlined to improve performance.
f you’re looking to build bigger and better ideas, you need to get feedback.
To get effective feedback you need to be able to explain your ideas clearly, really listen (listening is not just hearing!), slow down to make sure you are on the right path and most importantly be ready to kill bad ideas.
Deliverable: Do people understand the idea, what do they think of the idea, are we making progress. If there is no good hope of progress, kill the idea
Training your frontline staff in crisis communications - prepared for SOCAP 2...grantsmith8
During a crisis, frontline staff can be the point of containment for some issues, or the tipping point for inflaming a situation. By thinking strategically about the role of direct-to-consumer communication during a crisis we can improve our chances of successfully managing a crisis - before it gets out of hand. Credit to some great thinking by Dr V Covello.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Every startup begins with an idea. This is a talk on how to come up with startup ideas and how to use validation to pick the ones worth working on. It's based on the book "Hello, Startup" (http://www.hello-startup.net/). You can find the video of the talk here: https://www.youtube.com/watch?v=GkmiE8d_5Pw
f you’re looking to build bigger and better ideas, you need to get feedback.
To get effective feedback you need to be able to explain your ideas clearly, really listen (listening is not just hearing!), slow down to make sure you are on the right path and most importantly be ready to kill bad ideas.
Deliverable: Do people understand the idea, what do they think of the idea, are we making progress. If there is no good hope of progress, kill the idea
Training your frontline staff in crisis communications - prepared for SOCAP 2...grantsmith8
During a crisis, frontline staff can be the point of containment for some issues, or the tipping point for inflaming a situation. By thinking strategically about the role of direct-to-consumer communication during a crisis we can improve our chances of successfully managing a crisis - before it gets out of hand. Credit to some great thinking by Dr V Covello.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Every startup begins with an idea. This is a talk on how to come up with startup ideas and how to use validation to pick the ones worth working on. It's based on the book "Hello, Startup" (http://www.hello-startup.net/). You can find the video of the talk here: https://www.youtube.com/watch?v=GkmiE8d_5Pw
Six Business Lessons From 10 Years Of Fantasy FootballRoss Simmonds
What many people don’t know is that my obsession with social media and technology all started with Football. It was my first year of University and because things like Facebook didn’t exist, I procrastinated by writing a daily Fantasy Football blog for SportingNews.com. In fact, my blog brought quite a bit of success and generated a loyal following. After about a year of blogging about Football and helping people all over the world win their first championship, I decided to start a business from it.
I integrated my blog with an eCommerce platform selling Football Memorabilia and had enough to cover tuition for two more years. To be blunt, I’ve been a Fantasy Football junkie ever since and have learned a lot along the way. Many of the lessons I learned through this journey I’ve applied to my marketing and entrepreneurship career.
Here are some of the most important insights and tips I’ve learned over the last few years from playing Fantasy Football. Use these insights wisely and take your business to the next level while start getting closer to achieving success.
To learn more about me and my thoughts on business and life, visit:
www.rosssimmonds.com
www.twitter.com/thecoolestcool
James Altucher: 40 Alternatives To CollegeJamesAltucher
UPDATE: I'll tell you 10 More Reasons Why Parents Should Not Send Their Kids to College ---> http://www.jamesaltucher.com/2011/01/10-more-reasons-why-parents-should-not-send-their-kids-to-college/
<p>So you want to make more money on Amazon using Hypnotic Amazon Copywriting tactics? Discover how to add an additional $18,000…$34,000 or even over $100,000 per PRODUCT per MONTH … SEE PROOF of how I can help you beat your competitors and become a top Amazon seller using our with our affordable Amazon product listing service at <a href="http://www.amazonsalesguru.com/">http://www.amazonsalesguru.com/</a></p>
<p><strong>About Diane Boerstler, M.NLP - The Hypnotic Amazon Listing Copywriter</strong></p>
<p>As the Hypnotic Amazon Product Listing Copywriter Diane Boerstler, M.NLP has generated more than $220,000,000 for her Amazon product description copywriting clients. Her expertise in Amazon FBA copywriting consistently places her as one of the #1 Best Amazon Copywriter professionals in the world. Every Amazon product description, title, bullet points and piece of sales-increasing insight she provides through her professional Amazon listing service is backed by a 10X REVENUE GUARANTEE – making her Amazon copywriting one of the most highly sought after in the world.</p>
<p>When she’s not busy beating the pants off of Amazon listing grader software (because they can’t possibly push the emotional hot buttons needed to become a top-ranking Amazon Seller) she enjoys providing free Amazon seo optimization trainings and copywriting for Amazon secrets via summits and webinars with trusted organizations like Splitly, Illuminati Mastermind, Augustas Kliglys Software Mondays and other secret insider groups. And when she finally takes a breather she enjoys hiking in the San Juan Islands or foraging for edible mushrooms with her 4 kids and awesome hubby of 11 years and business partner Philip.</p>
<p>QUESTIONS? I LOVE to give guidance on how you can boost your Amazon sales using copywriting for Amazon and other Amazon seller secrets…so please DO feel free to email me at ANY TIME with any question at <a href="mailto:Diane@AmazonSalesGuru.com">Diane@AmazonSalesGuru.com</a></p>
<p>SECRET BONUS</p>
<p>So you got this far and you're still curious to discover how to optimize your Amazon listing? Discover how to get a fully optimized amazon listing...how to optimize your amazon listing for more sales...and really every facet of Amazon listing optimization at https://amazonsalesguru.convertri.com/100ktemplate</p>
Conscious Selling - knowing yourself before you sell to anyone
Concept : People buy People before they buy your Product or Service
A new, exciting way of never having to SELL again - build relationship & rapport
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
33 Tips to Level Up your Presentation Skills ➔ Have a look at these main takeaways to perform the perfect (innovation) pitch!
Prepare for a presentation upfront by looking into these key tips and level up your skills for a successful pitch.
Don't forget that these skills are just as important as the content you are presenting. Whether or not you'll achieve the desired outcome, can be affected by the way the handle the presentation.
We'll go three different topics to pitch like a king:
✔︎Storytelling & Framing
✔︎Body language & Attitude
✔︎Slides & practical tips.
We use these elements in our own innovation accelerator program: https://www.boardofinnovation.com/corporate-innovation-accelerator/
10 Community Building Tips - share alikeKoen Peeters
Presentation I gave at the Kluwer Somex Day. It sums up 10 tips and examples that will help you build a community in or around your company, brand or product. Inspired by Brains on Fire, Martin Lindstrom and my experience at Flanders DC.
Feel free to share and comment. Love to discuss with you guys.
You dont have to wait for things to happen... You have the power to make things happen! The Art of Selling describes the basics of how you can persuade people more effectively, more ethically, and more often. Youll also discover that there is virtually nothing on earth that brings as much personal satisfaction as being able to save another person time, money, or frustration because of the goods, products, and services you have to offer.
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this deck Philippe looks at 12 emotions that will make your messages explode with persuasiveness.
Six Business Lessons From 10 Years Of Fantasy FootballRoss Simmonds
What many people don’t know is that my obsession with social media and technology all started with Football. It was my first year of University and because things like Facebook didn’t exist, I procrastinated by writing a daily Fantasy Football blog for SportingNews.com. In fact, my blog brought quite a bit of success and generated a loyal following. After about a year of blogging about Football and helping people all over the world win their first championship, I decided to start a business from it.
I integrated my blog with an eCommerce platform selling Football Memorabilia and had enough to cover tuition for two more years. To be blunt, I’ve been a Fantasy Football junkie ever since and have learned a lot along the way. Many of the lessons I learned through this journey I’ve applied to my marketing and entrepreneurship career.
Here are some of the most important insights and tips I’ve learned over the last few years from playing Fantasy Football. Use these insights wisely and take your business to the next level while start getting closer to achieving success.
To learn more about me and my thoughts on business and life, visit:
www.rosssimmonds.com
www.twitter.com/thecoolestcool
James Altucher: 40 Alternatives To CollegeJamesAltucher
UPDATE: I'll tell you 10 More Reasons Why Parents Should Not Send Their Kids to College ---> http://www.jamesaltucher.com/2011/01/10-more-reasons-why-parents-should-not-send-their-kids-to-college/
<p>So you want to make more money on Amazon using Hypnotic Amazon Copywriting tactics? Discover how to add an additional $18,000…$34,000 or even over $100,000 per PRODUCT per MONTH … SEE PROOF of how I can help you beat your competitors and become a top Amazon seller using our with our affordable Amazon product listing service at <a href="http://www.amazonsalesguru.com/">http://www.amazonsalesguru.com/</a></p>
<p><strong>About Diane Boerstler, M.NLP - The Hypnotic Amazon Listing Copywriter</strong></p>
<p>As the Hypnotic Amazon Product Listing Copywriter Diane Boerstler, M.NLP has generated more than $220,000,000 for her Amazon product description copywriting clients. Her expertise in Amazon FBA copywriting consistently places her as one of the #1 Best Amazon Copywriter professionals in the world. Every Amazon product description, title, bullet points and piece of sales-increasing insight she provides through her professional Amazon listing service is backed by a 10X REVENUE GUARANTEE – making her Amazon copywriting one of the most highly sought after in the world.</p>
<p>When she’s not busy beating the pants off of Amazon listing grader software (because they can’t possibly push the emotional hot buttons needed to become a top-ranking Amazon Seller) she enjoys providing free Amazon seo optimization trainings and copywriting for Amazon secrets via summits and webinars with trusted organizations like Splitly, Illuminati Mastermind, Augustas Kliglys Software Mondays and other secret insider groups. And when she finally takes a breather she enjoys hiking in the San Juan Islands or foraging for edible mushrooms with her 4 kids and awesome hubby of 11 years and business partner Philip.</p>
<p>QUESTIONS? I LOVE to give guidance on how you can boost your Amazon sales using copywriting for Amazon and other Amazon seller secrets…so please DO feel free to email me at ANY TIME with any question at <a href="mailto:Diane@AmazonSalesGuru.com">Diane@AmazonSalesGuru.com</a></p>
<p>SECRET BONUS</p>
<p>So you got this far and you're still curious to discover how to optimize your Amazon listing? Discover how to get a fully optimized amazon listing...how to optimize your amazon listing for more sales...and really every facet of Amazon listing optimization at https://amazonsalesguru.convertri.com/100ktemplate</p>
Conscious Selling - knowing yourself before you sell to anyone
Concept : People buy People before they buy your Product or Service
A new, exciting way of never having to SELL again - build relationship & rapport
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
33 Tips to Level Up your Presentation Skills ➔ Have a look at these main takeaways to perform the perfect (innovation) pitch!
Prepare for a presentation upfront by looking into these key tips and level up your skills for a successful pitch.
Don't forget that these skills are just as important as the content you are presenting. Whether or not you'll achieve the desired outcome, can be affected by the way the handle the presentation.
We'll go three different topics to pitch like a king:
✔︎Storytelling & Framing
✔︎Body language & Attitude
✔︎Slides & practical tips.
We use these elements in our own innovation accelerator program: https://www.boardofinnovation.com/corporate-innovation-accelerator/
10 Community Building Tips - share alikeKoen Peeters
Presentation I gave at the Kluwer Somex Day. It sums up 10 tips and examples that will help you build a community in or around your company, brand or product. Inspired by Brains on Fire, Martin Lindstrom and my experience at Flanders DC.
Feel free to share and comment. Love to discuss with you guys.
You dont have to wait for things to happen... You have the power to make things happen! The Art of Selling describes the basics of how you can persuade people more effectively, more ethically, and more often. Youll also discover that there is virtually nothing on earth that brings as much personal satisfaction as being able to save another person time, money, or frustration because of the goods, products, and services you have to offer.
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this deck Philippe looks at 12 emotions that will make your messages explode with persuasiveness.
We all have fears that stop us in business—fear of rejection, fear of failure, fear of success, fear of humiliation, fear of criticism, fear of the unknown—you get the idea.
How to get your first 100 customers by being helpfulKevin Dewalt
This is a presentation I'm giving at Lean Startup Seattle.
I'm going to talk about practical ways you can get the first 100 customers for your startup - first step is to forget about 90% of the useless crap the marketing pros are trying to get you to do.
CONQUERING FEAR” is the ultimate guide for those who want to live a more courageous life and turn their biggest fears into fuel for success.
In this life-changing blueprint, you will discover everything you need to know about “Conquering Fear”. In this journey, you’ll discover all the proven strategies and tactics to develop the habit of taking action — 5 things you probably never knew about fear, 10 simple ways to boost your self-esteem, why even the strongest people have fear, and how they overcome it, affirmations for releasing fear and overcoming anxieties… and many more life-changing tips waiting to be uncovered inside!
Ultimately, this is your customers’ go-to self-help blueprint to start unleashing their full potential and put an end to chronic procrastination.
Everyone sells, even you. Learn a simple, easy way to sell by thinking like a buyer, not a seller. Every sales cycle has four phases, but learn why the second one – educating your buyer – can make or break the deal. I’ll teach you the 5 step CM!(tm) process, set you up with a toolbox full of ideas, and get you started on how to become a convincing expert.
For audio and slides, go to http://theideamechanic.com/convince-me-indieconf-2010-soundslides
A 10 step system for getting exactly what you want. This was an "accelerated" version of the program. It will help with isolating exactly what you want; whether it's clients, employees, funding, new business, or advisers. This is a simple system that can be quickly and immediately implemented.
Building your brand for freelancers and consultantsMolly O'Kane
Consultants and freelancers encounter unique challenges, participants will explore the ways to build a strong personal brand and market presence, and practice communicating the value of their time and expertise. Attract the customers you love working with.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Vince Stanzione Millionaire Dropout Sildes From Biz Start Up Show LondonVince Stanzione
Http://www.themillionairedropout.com Packed out talk on how to start a business with £100 by Vince Stanzione Millionaire Dropout at Business Start Up Show. Fire Your Boss, Do what you love & reclaim
Customer Development - Identifying and Testing Startup HypothesesHenrik Berglund
Presentation for VCs, angels and incubator coaches on how to help startups implement customer development, specifically how to identify and test startup hypotheses.
Draws heavily on ideas and content from Steve Blank, Cindy Alvarez and Jason Evanish.
A presentation from Outrageous Impact about crisis communications, research and how charities and purpose-led businesses can use them to navigate the 'new normal' as we pass through, and beyond the coronavirus outbreak.
Tips, examples, route maps and more to help Marketing and Comms Directors to successfully navigate these strange times.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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
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
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
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.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. Before Starting on Message
You should have depth knowledge of your audiences with the support of
marketing research and psychology disciplines
Questions you should have the answer before copywriting:
- What is the problem/pain/fear/anxiety?
- Where is it? (Emotions, usage, outcome)?
- Why is it needed to go away?
- Where does she/he want to be taken
3. M o s t d i g i t a l
marketers overlook
c o p y w r i t i n g
because they don’t
have knowledge
about it, and it is
another expertise.
That is why most
digital ads perform
badly.
Problem
X
4. The Message
Message
Personal Value ( Personal Belief,
Private Self-Belief, Low Self-
Monitoring)
Behavioral Outcomes (Framed)
Utilitarian (Object Appraisal,
Knowledge, Utility) -CORRECT
ATTITUDE
Cognitice (1-Direct Sending, 2-
Belief change) (CR, Framed)
Direct Selling (Concern Selling
for cold audience)
Belief Change (Drama selling for
warm audeince=
Information Gap ( mystery for
hot audience, secret, discover,
how-to, amazing, etc)
Affective(PR, Primed)
Evaluative Conditioning
(Attitude Object)
Behavioral Conditioning
(Relevant Behavior)
Observational Conditioning
(Role Model)
Behaviroal
Self Perception (Labeling:
adventurer, Loyal, Compotent,
Cool, Intelliget, etc)
Normative (proof. by authority,
social spread, proof that it is a
norm) ( bu normlara uymadıkları
zaman zarar görürler,
istemedikleri yönde giderler)
Self Perception
Hope (Primed)
Envy
Desired Outcome
Controling Things
Tranquality
Signaling Value (Collective
Belief, Collective Self-Belief,
High Self-Monitoring)
Value-Expressing (Life Style,
Prestige, Peer Pressure)
Alturistic
Bad (avoid)
Good (Loyal, Moral, Conformity)
-Charitable Contributions, etc
Selfish (Self-Concept, Central
Value)
Bad (avoid)
Good (self identity)
Social Adjustment (Domimance,
Socially Desireable)
Selfish (Bragging about or
Authority image) (You are
unique, Smart, Succesful, You
have money
Alturistic
Good (complying with social
norms)
Bad (not complying with social
norms)
5. Personal Value
If your product/service is u"litarian
for the lives of audiences, you need
to use one of the strategies of
Personal Value.
You need to communicate with your audience directly how your product/service is going to help them have a be>er life. Either your product/
service will change their life or the outcome of your product / service will change their life. You can claim that;
•Real Result Claiming: What will change in the life of your audience
•Hope Claiming: Where will your audience be
6. Signaling Value
If your product/service is for
self-esteem, acceptance in
society, or iden"fica"on, you
need to use signaling value
strategies for communicaBon
with your customers.
7. Message Valence
Gain (Go) Loss (Don’t Go)
Promotion If you go there, you’ll have
more positive
If you don’t go there, you
won’t get positives
Prevention If you go there, you’ll have
less negative
If you don’t go there, you’ll
more negatives
Gain Loss
Promotion (Go) If you go there, you’ll have
more positive
If you go there, you’ll have
more negatives
Prevention (Don’t Go) If you don’t go there, you
won’t have positive
If you don’t go there, you
won’t have negatives
8. Loss-Framed messages are typically effective when they raise
consciousness on the risks or losses associated with a lack of
action. For example, you may kill people by texting and driving, or you
may be financially ruined if your house is destroyed by a fire and you
have no insurance.
Accentuate feeling in promotion, use facts and reasons in prevention
Focus on pleasure for promotion versus pain for prevention
High Involvement: Loss Frame ≥ Gain Framing (Long Headline)
Low Involvement: Gain Framing ≥ Loss Framing (Short Headline)
Message Framing
GAIN
LOSS
9. Emotion and Design for Promotion Focus:
Some emotions to evoke in promotion regulatory creative are:
• OpBmism
• Praise
• Nurturance
• Love
• AdmiraBon
• Happiness
• Joy
• Excitement
Framing
10. Emotion and Design for Prevention Focus:
Emotions to evoke in Promotion regulatory creative include
Security
Conversation
Safety
Calmness
Familiarity
Tradition
Stability
Pessimism
Caution
Relief
Framing
11. Persuasive Messages
Persuasive messages do not work unless they first influence the primal brain
(system 1). When a message is friendly to the primal brain, it will quickly radiate
to the upper section of the brain where the information will be elaborated using
critical thinking and logic.
Successful persuasive messages capture the primal brain first and convince the
rational brain second.
- To capture the primal brain use the peripheral route of processing
- To convince the primal brain to use the central route of processing
12. Attract Attention: The brain will only afford your message a very brief “window” of time to gain its notice. Exceed the
limit, and your material is either overlooked or erased. Therefore, it’s imperative that messaging be extremely well
crafted to grab the attention of the subconscious. The devices you can use to do that include:
- Employing “action” words. The brain will afford this greater significance than milder/passive language.
- Please with puzzles. Quick, simple-to-solve puzzles attract the brain.
- Visually-based puzzles are preferable to semantic-based.
- Pose questions. This self-involving, community-themed approach can work well for primarily female audiences.
- Call for quick replies with male audiences. Direct “appeals to action” trigger the subconscious to respond.
Attention Grabbing
13. CRP & PRP
- Peripheral route of processing (PRP): Heuristics, biases, social influence, evidence
- Central route of processing (CRP): Storytelling, two-sided argument, sequenced arguments
14. Headline Closing
Headline Closing Types:
- You will certainly arrive
- The different results
- The crossroads
- The decision time
- The handholding
15. Hook Types
- Straight -Forward ( Aspirational/ Transformation): For whom (social validation), What ,
why( rewards), how (investment)
- Name/ Get / Obey
- Story with 'without' (Got milk?): What would happen without the product
- Huge claims: 30 minutes or less or it is free
- Compare: this vs that
- Result + Time Frame + Guarantee: show the end / transformation ( hands that look lovelier in 24 hours
-or your money back
- Offer + Proof: Money- saving - bargains from American's oldest diamond discount house
- Solution + Problem: Here is a quick way to break up a cold
- Word Play (Metaphor, traids, idioms, Aha moments )
- Problem + how easy to solve / consequences if not solve / if solved
16. Headline Framings
Information Gap Types of Headlines
1. How to….
2. The Art of….
3. The little Secret that….
4. The Truth About….
5. The Facts About…
6. The History of …
7. The Story of ….
8. The Key to….
9. The mistakes…
17. Email Headline Types
1. FREE: 'Free Books Shows You How to Write Sneaky Advertising That Practically Forces People to Send You Money
2. NEW: 'Powerful New Seminar Teaches Flea Marketers the Power of ‘Flea-Psych' to Drive People Into a Buying Frenzy'
3. AT LAST
4. THIS: 'This New Invention Stops Any Attacker in His Tracks Without a Gun, Knife, or Black Belt in Karate.'
5. ANNOUNCING: 'Announcing the Hottest New Sandwich Craze From Southern California: The Malibu Curst Pocket!'
6. WARNING! WARNING! Some Dog Groomers WRAP a Noose Around Your Dog's Neck!'
7. JUST RELEASED: ' Just Released: Psychologist's Study Reveals Little-Known Speaking Patterns That Immediately Put Rude
Salespeople in Their Place.'
8.NOW: 'Now You Can Stop Any Attacker Without Guns, Knives, or a Black Belt in Karata.'
9. HERE'S: 'Here's How a 95-Pound Granny Made a 275-Pound Psychopathic Killer Cry Like a Baby for its Rattle...'
10. THESE: 'These Three Very Italian Men Make a Pizza to Kill For.'
11. Which Of: 'Which of these Hot Bodies Would You Like to Show Off?'
12. FINALLY: 'Finally...a Self-Improvement Seminar That Moves, Empowers, and Transforms Your for Life!'
13. LOOK: 'LOOK! Now You Can Buy Cotton Candy Machines at Wholesale Prices.'
14. PRESENTING: 'Presenting the Easiest Way Ever Developed to Learn the Piano.'
15. INTRODUCING: 'Introducing the Only Water Ice Stand in Philly that Uses Real Fresh Fruit.'
16. HOW: 'How to Sing Like an American Idol in 90 Days or Less- Guaranteed.'
17. Do YOU: 'DO You Know How to Stop Vicious Dog Attacks with the Push of a Button?'
18.WOULS YOU: 'Would You Trade $2 for Our Famous Brick-Oven Pizza?'
20. CAN YO: 'Can You Be Sure Your Child Wont Get Kidnapped?'
21. IF YOU: 'If You Hate Cleaning Your Pool, This Ad Brings Good News!'
22. STARTING TODAY: 'Starting Today You Can Dance %97 Better...If You Follow These Rules.'
18. This is just one classification for your digital marketing. To have the best digital marketing
strategy and the lower CAC, you need to apply more than one classification to your marketing
operations.
IMPORTANT NOTIFICATION: