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Which Means That | Andi Jarvis
The document discusses key strategies for effective marketing communications, emphasizing that marketing is akin to seduction rather than combat. It outlines the importance of clearly presenting product features, advantages, and benefits, using specific examples to illustrate how to convey value to consumers. Additionally, it highlights the role of features in product comparisons and suggests a focus on customer needs rather than just technological superiority.
Which Means That | Andi Jarvis
- 1. Which Means That Three words thatwill change your marketing communications @AndiJarvis
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- 5. “Marketing is more like seduction thanbattle” @AndiJarvis
- 6. Height 180cm Weight 90kg Size11 feet Mixed Race English Lives in Ireland @AndiJarvis
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- 12. Height 180cm Weight 90kg Size12 feet Mixed Race English Lives in Ireland @AndiJarvis
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- 17. “Marketing is more like seduction thanbattle” @AndiJarvis
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- 30. 600 watts 500watts Lightweight Stair mode HEPA filter Bagless @AndiJarvis
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- 32. 600 watts 500watts Lightweight Removes more allergens HEPA filter Healthier family @AndiJarvis
- 33. 600 watts Lightweight HEPA filter Thenew VAX 12345 has 600 watts of suction, is lightweight and comes with a HEPA filter for just €99 @AndiJarvis
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- 39. Have a healthierand happier family by removing more illness- causing allergens from your carpets with our 500 watts of suction Shark cleaner 500 watts Removes more allergens Healthier family @AndiJarvis
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- 44. 1) List allyour features 2) Write “which means that” 3) Write the answer 4) … @AndiJarvis
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- 46. @AndiJarvis Feature WMT Answer 500watts of suction Which means that It collects more dust in less time Stair mode Which means that It’s easier to clean the stairs 2 tonne axel load Which means that It carries two full size horses 100% up time Which means that Your site is always online 4.8* Trustpilot score Which means that People love our product
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- 48. 1) List allyour features 2) Write “which means that” 3) Write the answer 4) Write “which means that” 5) Write the answer again @AndiJarvis
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- 50. @AndiJarvis Feature WMT AdvantageWMT Benefit 500 watts of suction Which means that It collects more dust in less time Which means that You can protect your family from germs Stair mode Which means that It’s easier to clean the stairs Which means that You can spend less time cleaning 2 tonne axel load Which means that It carries two full size horses Which means that Use the time you save practicing riding 100% up time Which means that Your site is always online Which means that You can make money while you sleep 4.8* Trustpilot score Which means that People love our product Which means that You can buy with confidence
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- 53. @AndiJarvis Feature WMT AdvantageWMT Benefit 500 watts of suction Which means that It collects more dust in less time Which means that You can protect your family from germs Stair mode Which means that It’s easier to clean the stairs Which means that You can spend less time cleaning 2 tonne axel load Which means that It carries two full size horses Which means that Use the time you save practicing riding 100% up time Which means that Your site is always online Which means that You can make money while you sleep 4.8* Trustpilot score Which means that People love our product Which means that You can buy with confidence
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- 55. Features Are important Useful for comparisons Having more features makes you look better @AndiJarvis
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- 63. Define offerings bythe needs they meet, not by their features, functions, or technological superiority. @AndiJarvis
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Editor's Notes
- #7 I’ve never been on Tinder, but I’m assuming this would be a shit bio
- #8 I’m Andi Jarvis, MSc in marketing Run Eximo Marketing – Host the Strategy Sessions podcast Logo looks like a person on purpose… marketing is a human discipline
- #13 I’ve never been on Tinder, but I’m assuming this would be a shit bio
- #14 How many matches do you think I’d get if I kept just listing features… don’t answer that
- #15 Sam in products. We forget the seduction and go straight to bombarding with features
- #16 Feature, feature, feature…
- #17 Well known SEO tools
- #18 WHERE IS THE SEDUCTION
- #19 Learning is seen as good We look at things, process it and use our experience to fill in the blanks But it’s not always positive It’s why people see faces in the moon or images of Christ in marmite… This is fascinating… but what does it mean for you?
- #20 Descended from chimps… we’re just chimps in shoes Chimp paradox – Steve Peters Start with Why & Golden Circle Similar things… Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe.
- #21 Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe. Elaborate isn’t possible t have someone big up a product in every house around the country. How else can you do it Ad industry known for years
- #22 Chimp paradox – Steve Peters Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe.
- #23 Start with Why… more pop science version of the same thing. Don’t read the book, just watch the Ted talk and you’ll be fine.
- #25 Limbic system – simple, doesn’t do rationale, does emotional. Hit that connection and it can control what people think and believe. Elaborate isn’t possible t have someone big up a product in every house around the country. How else can you do it Ad industry known for years
- #26 Let me give you an example… Start with the wine example. How do we help that… Understand how the mind works We’re still closely connected to chimps Blind tasting, informed tasting (label) and elaborate (explanation)
- #31 Which one is better?
- #33 Which one is better?
- #34 Which one is better?
- #36 Feature, feature, feature…
- #38 Which one is better?
- #40 Which one is better?
- #43 Whoa… how the fuck do I do this?! Easy…
- #44 Learning is seen as good We look at things, process it and use our experience to fill in the blanks But it’s not always positive It’s why people see faces in the moon or images of Christ in marmite… This is fascinating… but what does it mean for you?
- #48 All we’ve done is find the advantages. So, guess what…
- #53 You DO NOT write your web / product / blog copy with the words which means that in it every sentence
- #55 Something else happening in this study that you can use When they had the informed testing – label only Let me show you this video first
- #57 Which one of these is better… Duke of Wellington close in sales
- #58 B2B often less exciting than B2C So listing features really is boring to boring People buy your products Can be tough when you don’t have direct interaction with customers in B2B sales
- #59 B2B is just FUCKING features
- #60 Focus… groups. Talk to your customers. Listen for emotive words
- #61 Listen for emotive words. That’s a clue to where the benefits or pain points are
- #62 Remember this? The limbic is the emotive centre of the brain.
- #63 Not about to throw out years of marketing theory and declare 4Ps dead and replaced by SAVE Some research – some – published in HBR suggests updating it for B2B sales We can debate the merits of it later, but I like the switch of Product for Solution https://hbr.org/2013/01/rethinking-the-4-ps#
- #64 Description of solution is… Amen to that
- #66 I’m Andi Jarvis, MSc in marketing Run Eximo Marketing – Host the Strategy Sessions podcast Logo looks like a person on purpose… marketing is a human discipline