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Sell Your Story, Grow Your Business: How to Create Engaging Content That Attracts and Converts38:22 with Michelle Salatar
Learn about the top 4 emotional drivers that motivate people to take action and stick around as loyal customers, how to strategize marketing campaigns around story for maximum ROI. (ie, people don’t connect to the product, they buy into the story behind it), and how to create compelling story-driven copy that pre-qualifies prospects while building a community of lifetime customers who are brand warriors.
[SOUND] So first of all, thank you so much for being here this morning. 0:00 This is not, I'm not gonna be talking about code. 0:04 Or programming or anything of the sort. 0:08 What I'm gonna be talking about is, how to sell your story in order to engage and 0:10 attract customers. 0:14 And one of the reasons that I'm really excited to be here just, and being, 0:16 and, and quite a few other sessions is. 0:19 Talking about user experience and and how important it is that, that, you know, 0:22 you design or you're developing with the end in mind. 0:27 And I own a copy writing firm, 0:30 so we're the people that write that content that everyone talks about. 0:32 And so it's, it's always nice to. 0:36 To just be in a, in a, a, around of people that, that get that. 0:39 And so I just wanna start today with thanks for 0:42 being here and hope this is helpful for you all. 0:46 Okay, so one of the things that is. 0:51 A problem. 0:57 There is way too much going on in the web as you know. 0:58 There's a lot of chatter, and people are overwhelmed. 1:00 Markets will go, you know, marketing messages fall on deaf ears because we've 1:04 heard it all, we've seen it all, we've been there, we've done that. 1:09 So often times adding new animation, 1:12 new video, flashy things to the screen or to an email. 1:14 Doesn't always work. 1:19 And I just you know, statistics. 1:20 You know, what do they say? 1:23 Don't believe nine out of ten of them. 1:23 But these are some recent stats that I pulled from various sources such as 1:25 Forrester Research and the Content Marketing Institute. 1:29 So you know, 61% of consumers say they feel better about a company that 1:33 delivers custom content. 1:37 And we'll be talking a little bit about that with this story. 1:38 There are over 5,000 marketing messages seen everyday. 1:41 23% of consumers trusting ads on TV, doesn't shock me and 1:44 then you know, we've got 78% I believe, organizations providing custom 1:51 content are interested in building relationships with them. 1:55 And the one, the, 1:58 the way that we're seeing things going is the more the content is. 1:59 the, the customer is actually engaged and feels heard and, you know, 2:04 liked, and that there is this relationship going on with a brand. 2:09 It can be a big brand, or it can be a small business, 2:12 it doesn't matter, that people are actually responding. 2:15 So, and by responding, buying. 2:18 Engaging, opening e-mails, clicking through, 2:20 you know, whatever it is that you want them to do. 2:23 So, what I'm gonna talk about today are just three things. 2:26 Number one, The WHY Factor, and why that's so important not only for, 2:30 for user engagement but also for ROI. 2:35 Second thing, how to create a compelling story, 2:39 how to create compelling story-driven copy, the content. 2:42 And then how to maximize marketing campaigns around story for maximum ROI. 2:45 So The WHY Factor, it's the really what it is, it's there are four. 2:51 We've identified there are a lot of them, but. 2:56 Four core emotional drivers, that motivate people to take action and 2:59 become loyal customers, you want brand warriors, right? 3:05 So fear, love, increase and obligation. 3:07 These are overarching, right? 3:15 There are a lot of things underneath all of them. 3:16 But, the one thing to remember when crafting content, when laying out 3:20 a webpage, when sending out an, a responsive email design you know, or, 3:23 excuse me, a responsive email, you know, what's the purpose? 3:28 And how is it, how are you going to best engage with, with the, the end user? 3:32 So people are buying for emotional reasons. 3:38 They are not buying for your reasons. 3:40 They are not buying for my reasons. 3:41 They are not buying for the programmers reasons, or 3:42 the governments reason or whomever. 3:44 They are buying for their own reason. 3:46 And often it can be conscience or it could be sub conscience, but they'll buy for 3:49 emotional reasons and then they're going to use logic to rationalize it, right? 3:53 Which is why the experience itself and being able, making those feel loved and 3:57 heard is so important, because once you start going should I really have bought 4:02 that bag, should I really have done this, did I really need that washer and 4:07 dryer right now, did I need that car. 4:10 You start to backtrack, right and that's, nobody likes returns, [LAUGH] so. 4:12 Anyway, that's, it's just something to keep in mind. 4:17 All right, I'm gonna tell you a story. 4:20 I know there's a lot of gentlemen in this room. 4:22 But, just bear with me. 4:24 All right, this bag right here. 4:25 my, I bought this bag off of QVC last weekend. 4:29 If you don't watch QVC, I highly suggest that you do. 4:32 I also bought this MAc off of QVC and the story behind the bag, 4:37 the reason I'm bringing this, I'm so glad it came in time. 4:43 What's because, here I'm sitting on my couch last Saturday afternoon, 4:47 I'm just watching some college ball. 4:49 Just laying there and I'm like, I gotta see what's on QVC. 4:51 So, [LAUGH] they were doing this, 4:55 they were doing the Duney and Burke show, and then after that was the Gold Galla and 4:55 I want to let you know that I did hide my credit card for that one. 5:01 So I was sitting there and I see this bag and I was like, that looks like 5:03 a mix between the Ralph Lauren bag I saw last weekend and the Michael Kors, and 5:07 it was just like, the heavens open up and I was like I have to have that bag. 5:11 [LAUGH] So I have an account with QVC, 5:15 except for they've changed how they they, you know, you log in. 5:17 And I had ignored all the emails. 5:23 So there's a counter on QVC, at the very bottom. 5:25 And they say the marine bag, 5:29 which is what I bought, with the gorgeous red interior [LAUGH]. 5:31 [LAUGH] There's only like 100 left, and it's counting down. 5:36 And not only is it counting down in numbers, but it's also counting down in 5:40 terms of how long this awesome offer, they had a easy four pay, I mean so 5:43 $77 a month with you know this no interest or anything, it's just an easy pay plan. 5:50 This, this was a six pay and so you know, I'm going oh my God. 5:53 So it's funny. 5:58 What happens is there's water and I thought you know, 5:59 I'd order like wings and stuff [LAUGH] and in the midst of trying to get, 6:01 I'm on my iPad I can't get it to work, I'm on my phone, I'm trying to call QVC. 6:06 I'm spilling water, 6:11 the dog's eating chicken wings that are like, hot version, she shouldn't be. 6:12 I'm trying to grab those up and I, I caught myself only after the fact, but 6:15 I started laughing. 6:19 Be, I got the bag, obviously, right, and I was super excited. 6:21 And then I wanted to share with QVC my, my, 6:24 I've always wanted to be the person that calls and says. 6:27 I love this so much. 6:30 I'm so excited about this. 6:31 Right, cuz freaks at the end of the line. 6:32 They're typically from like, [LAUGH] you know, Mississippi somewhere and 6:34 they're just talk about the bird feeder they bought for 20 minutes, so I want to 6:38 be, I wanted to be that person because I was so excited that I got this bag. 6:42 I love the brand. 6:45 I love their customer service, and I love the stories that they tell. 6:46 You now, they got me to buy this bag, this is how. 6:50 They told the story about how one of the women from QVC, 6:52 she's a professional, she's, you know, in her 30s, she is a strong woman. 6:55 And I'm going oh, that oh, get it? 7:01 [LAUGH] Right? And she's telling me all how amazing I am, 7:04 or how she was. 7:06 And how she walked into a meeting, and this bag just really did it for her. 7:07 And oh, she knows that's how to close the deal. 7:12 I'm sitting there going, I gotta have that bag, right? 7:14 [LAUGH] So, she, through story she sold me and 7:17 then I've got, my whole entire house is destroyed. 7:20 My dog is, you know, thank God not choking. 7:22 She's a Pit Bull so she just eats through the bones. 7:24 But, you know, I'm trying to pull that out. 7:27 Here I am on the phone I can't get in. 7:29 I'm almost crying my credit card is, I'm just oh my gosh. 7:31 Got the bag. The point of the story is this. 7:35 Is that, how many of you in here, whether you work for a company or 7:38 you own your own, would love, love, love, 7:42 love, to create something that made the end user act that way? 7:45 Like completely out of control. 7:50 Could not, just would have probably you know, 7:53 run over a squirrel to get to it at the store [LAUGH] right? 7:56 So, I think that it is really that is something that you know, 8:00 just bringing up the baggage. 8:02 They sold me thru story. 8:04 They would, their customer service on the phone. 8:06 She calms me down, and she walks me thru it. 8:08 I was able to get into the new system, and then we were fine. 8:10 So that's the power, well, that's the power of, 8:14 of being able to engage that way and QVC has provided me with that. 8:17 That experience over and over again which is why, I'm a walking infomercial for 8:22 QVC and I buy everything on QVC. 8:26 I mean seriously you should, you should go check out what they sell, 8:27 it's amazing, they sell everything. 8:30 So. 8:33 I wanna talk first about fear. 8:34 Because what was, there were a lot of whys, behind why I bought what I bought? 8:36 And the, I would say that I would have not acted on that, 8:41 if two things had not happened. 8:44 I'm gonna to get to increase in a minute. 8:47 But, it was the power of increase. 8:48 It was the opportunity that this bag was gonna to provide me, 8:50 to look amazing in walking in some meeting and close some $80,000 deal, right? 8:53 Okay, and then, fear that I wasn't gonna get it because this is 8:58 exclusive to QVC the Dooney & Bourke of this particular bag, and 9:01 there isn't gonna be one sitting on a shelf at at at Nordstrom, right? 9:05 So, I wanted it, I was terrified I wasn't gonna get it. 9:10 So everyone has a boogeyman, 9:13 when we were children the boogeyman was under the bed, right. 9:14 Now it's the stack of unpaid bills. 9:18 It's meeting the mortgage. 9:20 It's you know, what other people will think. 9:21 Failure, getting sick, remaining sick. 9:26 And whether the fear is real, or 9:29 it's a fear of a perceived future event, it doesn't matter. 9:31 Fear becomes very real for people. 9:37 Before I move on to obligation, I wanna talk a little bit about 9:40 telling stories through fear and actually using fear as a in content. 9:43 My company, we try to be as positive as possible. 9:51 We sell through opportunity, and we try to stay away from that acheky, 9:54 you know what I'm talking about, raise your if that creepy. 9:59 Acheky sales from fear. 10:03 It's just like, you know, it's awful. 10:05 So two things. 10:07 There's the. Has anyone seen the LifeLock not LifeLock. 10:08 The LifeAlert commercial? 10:15 The new one that's so traumatizing? 10:18 Does anyone know, what I'm talking about in here? 10:22 You do, do you, it's awful. 10:24 So, I did not bring it up here today because, 10:26 I didn't wannna send everyone home in, in tears. 10:28 But, if you haven't seen there was the original one where she's like help I've 10:32 fallen and I can't get up. 10:35 This one, it takes it to a whole new level where it's literally this woman screaming, 10:37 and the house is dark and it's like a creepy basement. 10:42 I really don't know what's going on, but 10:44 it's, it was, it's really traumatic and it's awful and. 10:45 That's not if, if, if a consumer can't get through the, the content, 10:48 without going, turn that off that's not a way to sell through fear. 10:54 One way you can tap into it is if, you know, for example you know. 11:00 Is your marriage, is your marriage crumbling? 11:04 Like, here's the solution and that sort of thing. 11:06 Meaning. 11:08 Being able to have, convey something in a way where 11:08 they hear, they understand that you see that they're, they, right, they, you get, 11:14 it's like the consumer's like, they get that I'm afraid, but they have a solution. 11:18 So, the focus is still on the solution, instead of the, the, the problem. 11:22 So, Obligation Overload we're all in it. 11:27 [SOUND] Travels. 11:30 people, obligation to family, obligation to friends, obligation to country, 11:32 obligation to God, obligation to you name it, right? 11:36 This is something that, this is, 11:40 it's a real, real, real thing, that people will buy for. 11:42 But, that's one of their why reasons. 11:46 So know what that obligation is, and I'll get into a minute, taking it, mining down. 11:47 INCREASE. 11:51 So, people alway, that's the life, it's the law of increase. 11:54 It's all about more and it doesn't mean more money, and 11:59 it doesn't mean more greedy. 12:02 We all want more. 12:03 We're put on this planet to want more, to be more, to do more, to have more right? 12:04 You always wanna be better, than where you are now. 12:08 And. 12:11 So it's opportunity that people are seeking. 12:13 And if you could always, no matter what it is, what, what you're creating, 12:16 what you're laying out, 12:21 what you're communicating, really be in that space of how of, what I'm doing here, 12:21 what I'm selling, what I'm offering, what this free video series is. 12:27 It doesn't matter if it's paid or not, right? 12:31 What's the opportunity that, that the customer is seeking, and 12:33 how you tap into that? 12:36 They always wanna be better than they are now. 12:38 And here's just a, an example of a client of ours. 12:40 It's all about the opportunity. 12:43 This, this woman happens to be, she works with business analysts, 12:45 and works at the IIBA in getting them certified and also. 12:49 For those who are already, already certified in business analysis she works 12:53 with them on you know, interviewing and really honing in their skills. 12:57 Corporate has cut back on how many how much training their providing. 13:01 So, what they're doing is hiring BA's, and they're putting water wings on them and 13:05 they are shoving them in the deep end. 13:09 And they are like swim and if you don't you're fired. 13:10 Right? And those people have 13:14 an obligation to family and to, you know, meet their bills and 13:15 do whatever, and there's fear that they're gonna lose their job. 13:18 So instead of tapping into that, what we talk about here is opportunity. 13:21 This is just a one-sentence thing, 13:25 but it's like, upgrade, the upgrade to the career you want. 13:26 Like, what's possible for you and your life, and your career if you know this. 13:30 What does it feel like to walk into work, and be confident in what you do? 13:35 So that's, that's an example of opportunity. 13:38 And then, LOVE. 13:42 I mean, just go to Facebook. 13:43 Look at Twitter. 13:45 How many people are dying for your like, 13:47 and your tweet, retweet, and for you to like them, and. 13:48 And watch my YouTube channel and all this stuff. 13:53 So you know, people do want to belong. 13:55 Doesn't matter how old we are. 13:57 That's it's a big driver. 13:58 Loneliness sucks. 14:00 It does. 14:02 There's no other way to say that. 14:03 You know? 14:04 And people really love is, is an interesting why factor. 14:05 Because most, most people will purchase or will take action. 14:09 Not because they, they think it's there, there like it's not like 14:14 what there looking for is it's if I get this if I buy this for 14:18 this person, if I do this then they'll love me then this will happen. 14:23 So, it's an interesting it's an interesting why factor, 14:26 because it's, it's coming from a place of not having and wanting more and, so 14:29 you know, the third point there every one wants to avoid being alone. 14:34 And if you say I like to be by myself right, I love it, 14:38 but there comes a time where I need human interaction. 14:41 And so just pay close attention when you're looking at your customer why. 14:44 So here's the Formula for Success. 14:52 It's very easy. 14:53 It's about [LAUGH] as mathematical I get. 14:54 Know their WHY. 14:57 Give them your WHY, and you'll have Engaged, Connected, and 14:58 Raving Brand, brand loyal fans. 15:03 They will love your brand. 15:05 They will, they will let their dog, this sounds awful. 15:06 They will almost let their dog, choke on chicken bones to buy the purse. 15:11 [LAUGH]. 15:14 [BLANK_AUDIO] 15:15 So this is oh, this isn't it yet. 15:17 So, Sharing Your Why. 15:21 I'm gonna say this, like 19 times, so just bear with me. 15:22 I want everyone really to, because if you walk away with one thing, 15:26 this would be great if you walked away with this. 15:29 Remember people buy the story behind the product or the service. 15:31 They're buying it. Like think about Steve Jobs. 15:36 We bought his story. 15:39 Right? 15:40 When he got up there and he told us that, I watch it like weekly. 15:41 When he unveiled the iPod. 15:46 It was the whole thing was story, after story, after story, after story. 15:47 And after 30 minutes he just whips it out, and he just holds it up. 15:52 And he doesn't, he's like, [SOUND] and the whole room goes bonkers. 15:56 Right? 16:00 He didn't have to be like this is the iPad, and it does this, and it does that, 16:01 and it does this, and it does that and it does this and it does that buy it. 16:06 He really engaged us, and you can find it online, and I highly suggest you watch it. 16:08 It'll, it'll, its, it's phenomenal. 16:13 How he, he tapped into whys. 16:16 The, what's going on? 16:18 Why is this different? 16:19 Without even telling you what it was. 16:20 So you were just, like, what is this? 16:22 And even now when you watch it, 16:24 you're so engaged, knowing the iPod is so last century, right? 16:25 [LAUGH] But you still watch it. 16:29 So, all right. 16:31 What need. 16:33 Do you see or did you see in the market, when you created your business? 16:35 Or when you, you know, like some of you working for 16:38 companies, you're working on product launches. 16:41 You're bringing something new to the market. 16:42 What solution? 16:44 Like what was the need? 16:46 Tell the story behind that. 16:48 And what solution, does it provide? 16:49 You know, what did it take for you to build that app, 16:53 or to create that software, or design the layout, and 16:55 you know what, it maybe is as unsexy as my story. 16:57 About how I almost killed my dog, and fell of the thing and spilt stuff, and you know 17:01 to get this bag, it, it may be, you know, I was living in my moms basement. 17:06 I mean look at what, Jeff Fasos story, I mean, 17:09 like, look at some of these people, they're not afraid to tell it. 17:12 Yeah, my mom had to finance and feed me ramen noodles. 17:15 And, you know. 17:18 It, it happens. 17:19 And it also makes you human. 17:20 It makes everything real. 17:21 Cuz we all know what it's like to have to mooch off mom. 17:23 Raise your hand, if you know what that's like. 17:25 Right? [BLANK_AUDIO] 17:28 So here's an example from a client that, that we have in New Zealand. 17:31 That, that's here. 17:35 That's here in the U.S. now, but. 17:36 It's text, it's mobile marketing, like, hello, everyone knows what that is, right? 17:38 Yeah. 17:43 So what we were faced with was how do you, how do you actually take something that's 17:44 already been done, that everybody thinks they know about or 17:49 everyone rolls their eyes about, or whatever, you know, I already know that. 17:52 Because this had new features. 17:56 This allows for you know, you pull out your phone and 17:57 you can watch the video on it. 18:00 There's no pinching involved, it's a text that comes straight with you, 18:01 it's actually hooked up with CRM's and 18:06 email marketing systems such as infusion soft if anyone uses that, or entreport. 18:08 And I think now a male chimp, so it is being able to integrate all of that and 18:13 we were able to share, we actually showed, 18:18 through, through video sales letters and brought their story to life, 18:22 instead of being like, okay, this is why this is so different, it was like, look. 18:27 This is what was going on with us, this is what we kept having problems with, 18:33 like, it's so disconnected. 18:38 What if there was a mobile marketing solution, that was part of 18:40 the whole entire pie, right, like so the wheel, the marketing wheel actually ran? 18:43 So we were able to bring that to the service, and focus on that instead of. 18:47 Messages, yay! 18:54 It's for business, right? 18:55 And so, a lot of these companies if you go there it's just like, how you can 18:56 triple your business in four days with using text marketing, blah-blah-blah. 19:00 It, that's not what this is. 19:03 We, we completely did it and the company is, you know, 19:04 it's taken off and they got third round funding and they're now in four countries. 19:06 And this just happened, by the way, in May. 19:11 So or April so it's, it's, it's a different way of approaching it. 19:13 This is another client we have that you know, 19:17 this is, it's a tutoring online and offline tutoring company. 19:19 There are dozens of them and what, what my client really wanted to do was to. 19:23 To keep it clean, keep it and get like, keep it about the people, keep it about 19:32 the student, keep it about the tutor, keep it about the connection between the two. 19:37 And so, you know, this is not a very, 19:41 it's just the landing page right now so there's not, for the site is being. 19:43 We're almost at launch. 19:46 It's one of those, we're gonna launch, we're gonna launch, 19:47 we're gonna launch today, you know? 19:51 So. 19:53 Anyway so we're working out, they're working, 19:54 I don't we, the programmers are working out the the what chamacallit? 19:56 The details. 20:01 So, this is a client that's taking it a whole new way, and what she's been doing, 20:02 what we've been doing for her in the background is working on. 20:07 Collecting, like we're, tutor student, there are different landing pages for 20:11 each, and we're really actually starting to nurture these people. 20:14 So before launch, we know part of the reason that we're behind is becau, 20:16 because of the changes being made not only to the content, but 20:20 to the, the user the user experience, right? 20:24 For both the tutor and for the student. 20:27 And, and the customer journey of both, and reworking that based on the feedback. 20:30 Based on the why information we're getting from, from the the our prospects, our, 20:34 our new customers that we're not even ready to launch yet. 20:38 And the, and the new database is pretty huge and it's growing daily. 20:40 So, how we originally got them is we've got this new thing going on. 20:46 And she did it. 20:50 Angela did it through, we did it through video, and we did it through networking. 20:51 And really, here's our why. 20:55 This is why we exist. 20:56 And people flacking, and then we started listening. 20:57 We started telling them stories. 21:01 And then now we're letting tutors tell their stories, with other tutors. 21:04 And now, you know, I'm trying to keep it away from a complaining fest, but 21:08 you know, just really getting them engaged. 21:10 And so we're getting ready to launch with, you know, 10,000 plus on a, on a list. 21:13 So we need, you know, that's cash right there. 21:16 All right, so the second point. 21:20 Creating a compelling story-driven copy that pre-qualifies prospects. 21:23 This is huge. 21:27 We get a lot of people that come to us. 21:28 That are like, we've got a problem. 21:31 We are getting, you know, ten, 15 leads a day, five leads a day, whatever it is. 21:32 And at the end of the month, 0.01% are qualified. 21:36 Well, what a waste, right? 21:40 Waste of time, waste of everything, waste of the sales team. 21:43 So, you wanna create content that pre-qualifies prospects, 21:46 while building a community of lifetime customers. 21:49 Who are brand warriors. 21:53 The brand warriors are the people that, you know, just Ma, think about Mac. 21:55 I mean they people like me sit up here and 21:58 like look, I been, I've been in these events, or been into many sessions, and 22:01 I just see the little glow of [LAUGH] the Apple. 22:05 We're brand warriors and we're out there. 22:09 That's what you're looking for. 22:10 You want the people who will go. 22:12 And share what you have to offer, with others. 22:14 So, storytelling is the most powerful way to capture attention and engage, by far. 22:17 Think about it. 22:23 Stories are, you know, how many times have you watched a movie, 22:25 read a book, listened to the song. 22:31 You know, like what was the name of that movie where the ending where the guy 22:36 that got blown up, but then the dog came to save him and the hurricane was there? 22:41 And everyone's like, oh, what was it? 22:45 Right? Or what's the, you know, you name it. 22:48 What's the name of the book where? 22:50 People remember the story, they don't remember the detail, 22:52 they don't remember the name. 22:54 Always often. 22:57 And that's really, if they don't remember your company name, or 22:58 if they don't remember the product they'll remember the story. 23:01 And that's what's actually once you've got them emotionally engaged fantastic. 23:03 So, story creates the connection, and that's the prop point. 23:06 So there are 3 key elements to make your content relatable, and 23:11 I'm actually a I was trained as a writer in fiction. 23:15 [LAUGH] So, 23:19 these come from really building, build at, this is how you build a story. 23:22 Like a short story, a story, a novel that people read and want to remember. 23:27 So The Hook. 23:32 We have to Tap Into Their Desires, their Needs, their Wants. 23:34 So, you present a complication, right? 23:39 Think about the last movie you saw. 23:43 That was actually good. 23:44 That was good, that's key. 23:46 There was a complication right? 23:47 Now you're hooked. 23:49 Your like ew boy this is good. 23:49 And then you want a tighten state of mind. 23:51 So, you have to do things like set the stage, so 23:53 that they're emotionally like, oh yeah I poor my coffee that way. 23:56 Oh yeah, my wife did that to me, or 23:59 your making the connection and what situations state of mind desires. 24:01 And then you go, you have to go beyond the complication. 24:05 If you stay in the complication, what you do is you get content, you get videos, 24:08 you get you know PVC that you get banner ads. 24:12 Whatever you're doing, that are all about the problem. 24:16 And remember people are buying for opportunity, 24:20 they're buying solution, they're not, like, don't stay in that space too long. 24:22 You wanna get them like, hey is this you? 24:26 Yeah, that's me, that's me. 24:28 But if you stay there, they're gone so go beyond the complication, lead 24:30 them to see that you have something that will fulfill a need that they have or. 24:35 Prevent a perceived future problem. 24:40 Because remember, not often, or not all of our problems are real and 24:47 we're just perceiving, like oh, I really, I can't run out of gas, I gotta have my, 24:50 my tires gotta be good, you know? 24:53 That sort of thing. 24:55 That, just worrying. 24:56 My grandfather [LAUGH] used to. 24:57 If it got below a half a tank, he would flip out, right? 24:59 Just flip out. 25:03 And now it's, it's passed on to me. 25:04 And so, you know, it's that sort of stuff you wanna. 25:05 That, that I don't know, maybe two or 25:09 three times a week I worry about the gas in my car. 25:12 Like, how crazy is that, right? 25:15 But it's real for me. 25:17 So, your prospects or customers have the same thing. 25:18 Maybe not as crazy [LAUGH] but, of course, tap into their why factor. 25:21 Not yours, theirs. 25:25 This is important. 25:26 And of course, the why factor will change based on product, based on, 25:28 you know, how you're positioning the product or the service. 25:31 And then you wanna paint the picture of why, what, what life will be like after. 25:34 This is huge. 25:38 This is the opportunity. 25:39 What, what's the solution you're bringing to the table. 25:41 So, hook em, hook em, hook em. 25:44 And here's some, here's some. 25:46 One great way to hook people is mystery copy. 25:49 We call it mystery copy. 25:50 It's kinda cheesy, but it works. 25:52 So, actual products and service. 25:54 It's a green coffee weight loss supplement. 25:57 Whoop tea do. Does that sound sexy to anybody. 25:58 No. 26:01 But, drink coffee and burn fat literally. 26:02 Wouldn't you be like whoo, click. 26:05 Right? 26:08 A dating coaching problem. 26:09 You're about to discover five ways to look at a girl, and 26:10 make an amazing first impression. 26:14 It's not the sexiest thing, but some of of my internet marketing friends have a. 26:16 online. 26:21 I mean not online dating but 26:22 they, they work with men to get the hottest girl in the room. 26:23 That's what they do, and 26:27 they've made millions, and they are making millions now a month doing this. 26:28 So, they use that as a PVC ad, and it worked. 26:33 High-end, high-end skincare product. 26:38 There are a million of them, right ladies? 26:41 Everywhere you turn, it's like this new thing will relieve that sort of wrinkle, 26:43 which will do whatever. 26:47 Something like this revealed, 26:49 the secrets to looking ten years younger in just one hour a day. 26:50 Who doesn't want that? 26:52 Nobody wants to work for anything. 26:54 If I can just sit back and drink my coffee, [LAUGH] and 26:56 burn fat and put that stuff on my face and look good in a day, you know. 26:59 Great, perfect, so, you know, so this is, this is an example of how to hook. 27:02 And it doesn't always have to be you know, way out there. 27:07 Your audience can, you want them to picture themselves enjoying it. 27:12 Seeing themselves doing it. 27:15 And you can never, ever, ever, ever, rule of thumb, 27:16 ever have content, ever have a call to action button, ever have a headline. 27:20 That makes people think, I have to work for that. 27:24 They will not do it. 27:28 Everybody wants things now, and they don't wanna have to do anything to do it. 27:30 They just want it. 27:35 So this is a friend of mine and a cl, a client, Mine Valley. 27:37 This is Ajit. 27:39 And we recently launched this. 27:41 This actually is in the process of launching right now. 27:43 And they share it with you, because it was a two part video series launch. 27:46 It was launched internally from a list of about 15,000 brand, just hot, right? 27:48 It's a hot list. 27:57 We're testing the to, they are testing the launch. 27:58 So they brought us in to do some of the content for this. 28:00 And it's like, you know, discover how to strategically use five key numbers that 28:03 exponentially grow your business, without any additional anxiety or stress. 28:06 Okay. 28:10 What it coulda said was, hey, do you wanna grow your business? 28:12 Watch this. 28:15 Instead it's about strategically, what five numbers? 28:17 What do you mean, five numbers? 28:20 Just five numbers, that's it? 28:21 How to do it without, additional anxiety or stress. 28:23 Because if you do, this is obviously for business owners. 28:27 If you do own a business, you know or even if, 28:31 wherever you know, that if you're gonna change something guess what, 28:34 it's going to cause more work and nobody wants to do more work. 28:37 So, this is just an example of, you know, how, how he was able to do. 28:41 And, and the thing is it's a, it's a warm list. 28:45 So, what you don't, you see, you don't see here that will be on the, 28:47 when we start driving Pay Per Click and Facebook traffic. 28:53 To this is, it will explain what he's been able to do. 28:57 That he took this company and took it from a. 29:00 You know, $800,000 company to a $10 million a year, in less than four years. 29:04 But, the list coming knows already about who Ajit is and what, how, 29:11 what a miracle worker he is. 29:15 They call him the doubler. 29:17 So, second point, second element. 29:18 Is to Keep them reading. 29:24 Show them how you will solve their needs, their problems, and 29:27 how you're gonna meet it. 29:29 You wanna always tap into the desire for 29:30 more, again, opportunity, opportunity, opportunity. 29:33 The resolution you provide will, is what will get them to act. 29:36 Don't forget the WHY factor, right? 29:40 And stories without resolutions or not remembered. 29:42 How many of you have seen that movie, and 29:44 the end of it you're like really did that just happen? 29:46 You know, it's like I'm a huge True Blood fan. 29:51 any, I just love True Blood and I watched the, 29:54 did anyone in here see the season finale? 29:56 You know True Blood, [INAUDIBLE]. 30:00 Sad. 30:04 [LAUGH] Oh, okay. Well anyway, the ending was you know, 30:05 here you got this it's just it was fantastic the whole season I mean I 30:07 just love the whole series. 30:10 All of sudden at the end the vampires are getting married, and 30:12 their falling in love and you're like this doesn't really like match. 30:14 The felt they need to tie this little bow on it, 30:17 and it really ticked off a lot of people because we're like. 30:20 How does that, that doesn't work, you know, 30:23 now if it's like a giant love fest and everybody, vampires and humans are all 30:26 sitting across this table like Thanksgiving and didn't make any sense. 30:29 So if it's not remembered, and I don't think it will be good for 30:33 the show just in terms of, you know, people will not remember it. 30:36 I can't believe I even remembered what hap, I don't remember what happened. 30:39 That's all I remember is how cheesy and stupid it was. 30:42 Compared to the rest of the show. 30:45 So here's an example. 30:46 We have a new client, we just brought on and, 30:49 and I'm making this as condensed as possible. 30:51 But the real the problem with this particular client, 30:54 is that, the CRM and point of sell system and 30:56 all these different reporting things nothing's integrated so it's like. 31:02 Okay, right, and what's happening. 31:07 This is for their clients. 31:10 I'm sorry, so not my plan. 31:11 Their plan. 31:13 Their problem is they're Losing Money, due to invoicing delays. 31:14 And they're losing money due to invoice. 31:17 This happens to be in a petroleum marketing setting. 31:19 So, when I say they're losing money, they are losing money. 31:22 Tens of thousands of dollars a day in late and 31:26 late you know, invoices, right? 31:32 So, start hemorrhaging 87,000, a 140,000, what have you, and 31:37 it's a problem, and it's the real, real, real problem, when you 31:39 look at problems it's like, is that really the problem or is this the problem. 31:44 So, they're hemorrhaging cash when they don't need to. 31:49 If they just had integration, guess what? 31:51 One cont, one cont, one of their customers just came back with reporting, and 31:53 since January, they have managed to save, actually bring in, 31:58 so, $700,000, just by having the invoices go out one day earlier. 32:03 That awesome, right? 32:07 So that's the solution. 32:08 They've offered a cloud-based solution that offers real-time analytics, and 32:09 reporting to find money leaks immediately, when they happen. 32:11 That's an oversimplification, but that's what you wanna tap into. 32:14 That's how you're gonna get clients. 32:18 That's how, you know, right. 32:20 PROBLEM. 32:22 Your virtual team needs to stay connected 24/7. 32:24 Who's seen the Google commercial that's like, hey, 32:26 we offer all these solutions, check it out? 32:28 And they're telling it through a story. 32:29 You know, hangouts and whatever. 32:31 This is what that, that commercial aims to do. 32:33 Bring everybody together in a community and you can talk and do stuff, and 32:36 if you're like me, you can't figure out hangouts, so 32:39 it doesn't really look appealing, but. 32:41 Anyway so character is the third, the third element. 32:44 It's the emotional bond that, it's the bond, it's the bond that ties and 32:47 makes loyal followers, loyal fans, loyal customers. 32:52 Character is the most important element. 32:57 Your brand is the central character, to your company's story. 33:02 But it doesn't mean that you, that those stories are, was focused on 33:05 your company or your, this particular product or this particular service. 33:08 You really want it to shine through, but you don't want it to be all about you. 33:13 It needs to involve the, the client as well. 33:16 So this is just a cheesy little slide that, you know, my company. 33:18 There are more of us on here but we just have these. 33:23 We have a love for dogs and, wait for it. 33:27 That's mine. 33:29 [LAUGH] So we have animals on our site. 33:30 And people, every time someone calls, 33:34 any time someone says something, theer's two things they ask. 33:36 How'd you get your name? 33:39 Sumera. 33:40 And how is Mama Mia? 33:41 Now this is Mama Mia the Office Manager, and she does absolutely nothing. 33:42 She contributes not at all to anything and she likes pictures, clearly and 33:46 she is front and center on the site, and I know that you have, there is a 90% chance 33:51 that you will purchase from me in the next two months, when you say that. 33:55 It's not right for everybody, but all of our animals and this sort of stuff. 34:00 So, we've made the dog the sort of mascot so 34:03 to speak, and you know, of Sumera and people love her. 34:07 She gets Christmas gifts, right? 34:12 Like the office itself got like a few things, the dog outweighed all of this, 34:16 bully sticks and chew toys and whatever. 34:20 It was like wow, okay. 34:23 So people will call and ask how she is, and that's the thing. 34:24 They're connecting on a level that the only way they know how to connect. 34:27 Right? 34:29 Is through the animal. 34:30 So. 34:31 Your prospects and clients are as much of your story as your brand. 34:32 Don't ever forget that. 34:38 Without them you would not for, exist, period. 34:39 You just wouldn't. 34:42 Let them tell their story. 34:43 Let them get engaged. 34:44 All right, so last, last point I have is strategize, 34:47 strategizing marketing campaigns around the story. 34:51 And again, people don't buy the product. 34:55 They buy the story behind it. 34:59 So, once you have a story, you can craft a campaign around it. 35:00 An example we all know, is the PC versus Mac commercial. 35:03 Where the whole campaign they ran, I'm PC, I'm Mac, I'm PC, I'm Mac. 35:06 That's an example of coming up with, okay. 35:10 How can I tell this differently? 35:12 How can we let people see themselves in it, right? 35:14 You know, at one point I was PC, now I'm Mac. 35:17 I, I switched sides, cuz of QVC. 35:20 [LAUGH] Here's something that we were working on internally, and 35:25 I just wanted to show this because it's, it's I think it's a great example of, 35:28 we went, we had clients who had purchased. 35:32 We do this website Copy Conversion Analysis, so 35:36 we're looking at the content on this site and looking at ways we can optimize for, 35:39 for better conversion, right? 35:43 So when they come to us and they purchase from us, we send them a questionnaire. 35:45 And we're asking you, what's, what's going on here? 35:49 Like, why, what's the problem? 35:50 So what we were able to do is, we're able to break it down into five things they 35:52 wanted, that, what, what was, what was really, you know, 35:55 not okay with the whole thing is that they wanted quality leads. 35:58 Their site needed better, cuz they needed better conversions. 36:00 They wanted something that was easy to navigate, to be able you know, users to, 36:03 to digest information. 36:07 They wanted to generate more traffic, and 36:08 they wanted to clearly convey what they do. 36:10 So what we did was we were able to, mine this down to these five core things. 36:12 We found out the solution that this particular analysis did, and we hit. 36:16 The email marketing, I mean, 36:22 we created an entire email marketing campaign where each email, tapped in to 36:23 what they needed, what they wanted, the desire, right, with really awesome hooks. 36:27 And then, we provided the solution. 36:32 And we told, every one of those emails was a self-containing story inside of it. 36:34 So this is, you know, just how do you break it down? 36:39 How do you find it? 36:42 How do you find out the information? 36:42 This is, it's, kind of, you know, tacky looking, 36:44 but this is a client of ours that's is doing, it's all being revamped, so 36:48 just hang with the branding here, but they are they, they, 36:53 they developed, they built this app for wine lovers that can connect like. 36:57 What's going on in this winery with this. 37:01 And it was highly technical, and they knew that their market was 40, 50, 37:03 60 somethings, and mainly 50, 60, 70 somethings. 37:06 And they were, like, this is going to be really hard for them to get. 37:08 So we made a game, out of getting them to get how to use the app. 37:12 And that's another way. 37:17 Like, we, we had the problem. 37:18 The problem wasn't, the problem was they were bored, and 37:20 they needed to, they could use an app, go have fun. 37:22 That real problem was that, they didn't know how to freaking use it. 37:25 And you're like app what, right? 37:27 So we had, we made a game and, and it, it's, it's it's rolling out soon. 37:29 So there's a great TED talk given by Andrew at Pixar. 37:34 I don't know him, but I call him by his first name. 37:37 [LAUGH] And he says don't give them four, give them 2 plus 2. 37:41 And that's really what, what story telling is all about. 37:45 You wanna, you know, 2 plus 2 equals and then 4, instead of here's everything. 37:48 And that's really, that's what I'd love for you to take away. 37:55 So I am, I know I have a few minutes, do I have any time left? 38:00 Yeah I do? Wow. 38:03 Okay, so, if you ever want to find me on Twitter, I love Twitter. 38:03 Come see me. 38:08 If you want, I'm also gonna be out, outside here if you wanna just like leave 38:09 a business card in the back of the room or something. 38:12 If you wanna get my slides, or chat I'll be here. 38:14 And, that is all. 38:17 Do I, anybody have questions? 38:20
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