Wednesday, October 17, 2018

How to Generate Sales by Triggering an Emotional Response from Your Customers

Emotions drive our lives.

Whether you recognize it or not, you feel a wide range of emotions on a daily basis. You might even be feeling some emotions right now as you’re reading this.

The word emotion is defined by an instinctive state of mind as a reflection of mood, circumstances, relationships, knowledge, or reasoning.

Sometimes emotions can cause erratic behavior, depending on the circumstances.

Other times, emotions can make people do great things. If someone is feeling inspired, they may create something that changes their life and the lives of people around them for the better.

As a marketer, you need to find ways to put yourself into the minds of the consumer.

You should be doing things like developing a customer persona to improve your conversion rates.

Once you can understand how people think, you can use that information to your advantage.

Marketers that know how to leverage the emotions of consumers will have greater success over extended periods of time.

emotional

In fact, 43% of emotional advertisements had positive effects on businesses for three or more years.

Ads that trigger above average emotions create a 23% increase in sales volume.

That’s right. If you can stimulate an emotional response from your customers with an advertisement, it will increase your sales volume today and potentially for years down the road.

But where do you start? Which emotions work best?

Depending on who you ask, humans have anywhere between 6, 27, or upward of 100 emotions.

Honestly, the number doesn’t really matter. As long as your strategies can trigger a response that impacts the way the consumer feels, you’re getting the job done.

I’ll show you some of the best ways to generate sales by guiding consumer emotions.

Build trust

Would you give money to someone who you don’t trust?

I doubt it.

So you can assume that consumers won’t give money to brands that appear to be untrustworthy. That’s why you need to take steps to build and establish trust with your customers.

Take a look at the most trustworthy advertising channels based on a recent survey of consumers.

trust

As you can see, none of the top five responses are forms of digital content.

Online advertising just isn’t as trustworthy as the other types of advertising channels.

People have the perception that they’re going to get scammed online. They are afraid of getting their identities stolen or credit cards compromised.

However, if they know that they’re dealing with a trustworthy brand, they’ll feel much safer.

For example, would you hesitate to enter your personal information and credit card number to make a purchase from Apple? Probably not.

That’s because they’re a well-known, established, and credible brand.

But if you’re browsing online and get a popup advertisement from a company that you’ve never heard of, are going to buy something without asking any questions? I hope not.

If your business doesn’t have a reputation established yet, you need to take the right steps to add credibility to your website.

Showcase customer testimonials. Encourage your customers to review your products.

Display your contact information. Make it easy for people to reach you with any questions, comments, or concerns.

Secure the checkout process. Get rid of ads for other brands on your site. Promote your hassle-free return policy.

If you do things like that, people will trust your business. Once they trust you, they’ll be more willing to buy.

Create FOMO

Fear is a powerful emotion.

I’m not saying that you need to scare your customers, although that can be an effective strategy as well.

For example, let’s say your company sells home alarm systems. You could run a video ad showing the results of a robbery.

The camera can show a missing TV that was ripped off the wall, furniture displaced and flipped over, a broken window, bedroom drawers pulled out of the dresser. Maybe the ad even shows a child’s bedroom.

As a result of this type of ad, people without an alarm system might be afraid that this could happen to them. So they buy an alarm from your company.

However, this type of tactic isn’t reasonable for every business.

Let’s say you sell clothing. It wouldn’t make sense to run an ad about trying to scare people into buying a t-shirt.

So instead, you can create FOMO or the fear of missing out.

Here’s an example of how Expedia uses this strategy to sell hotel reservations through their platform.

expedia1

They use this method all over this page.

For the first hotel, they have a message stating that four other people booked a room at this hotel in the past 48 hours.

Then there is a separate alert saying that the hotel is in high demand. There are only two rooms left at $135 per night.

As a result, the consumer will be afraid that if they don’t book the room now, the rate will go up, or the hotel will potentially sell out of rooms.

Expedia doesn’t stop there. When you click on a property to get more details, they continue applying the FOMO strategy.

expedia2

So they’ve already told you that there are only two rooms left.

But now you find out that there are 14 other people viewing this property right now.

This makes the consumer think that they need to act even faster to secure the advertised rate.

You can apply this same tactic to your ecommerce website. Put up an alert that tells people there are a limited number of a certain product remaining.

I’m not advocating that you should lie to your customers, but realistically, nobody will know if you actually have plenty left in stock. So do what you want with that information.

Identify the desires of your customers

Desire can stimulate emotions as well.

Just like you and I, your customers have wants and needs. If you identify what they desire, you can use that to reach them through your marketing campaigns.

Let me show you what I mean.

Here’s an example of a simple advertisement from Calvin Klein.

ck

What do men desire? Women.

Look, I get it. It’s 2018. I’m not here to get into a debate about sexual preferences or anything else like that.

I’m just trying to show you how Calvin Klein’s marketing team positioned this advertisement in a way to stimulate desire.

The ad implies that if you use this cologne, beautiful women without clothes will be attracted to you.

Obviously, that’s outrageous. But subconsciously, people will see this ad and get an emotional reaction from it.

Let me give you another example so you can look at this concept from a completely different perspective.

We’ll say that your company sells running shoes.

What do competitive runners desire? Winning.

So you can run an ad that shows someone winning a race while wearing your shoes.

Focus on what your customers want. Then tailor your marketing strategy accordingly around that idea to stimulate their desires.

Trigger envy

Envy and jealousy are not necessarily considered positive emotions.

However, as a marketer, you can still use these ideas to your advantage. I’m sure you’ve seen ads like this before.

There are commercials on TV all of the time about products like fertilizer that will help you grow a lawn that’s greener than your neighbor’s.

Those ads are trying to trigger the envious emotion that people feel. You walk by your neighbor’s house and see that their grass looks better than yours. Time to do something about it.

So when you see an ad like that, it speaks to you.

Here’s an example of this strategy used by Zeus Beard.

envy

Zeus Beard sells a variety of beard grooming products and accessories.

This blog post explains how people can grow a beard that’s thicker and fuller than their friend’s beard.

So anyone who is envious of their friends or other bearded people will be inclined to read this content.

After that, they’ll be eager to buy products from this company.

It sounds silly, but it’s human nature to want to be better than people. Whether you want to admit it or not, I’m sure you’re envious sometimes too.

Don’t be ashamed. You’re not alone.

Fortunately, your customers get envious too. So trigger that emotion to get them to make a purchase from your brand.

Create content that’s creative and humorous

You need to run ads that will get the attention of your current and prospective customers.

So be creative and try to get some laughs out of people.

Here’s an example from the Old Spice Instagram page.

old spice

What exactly is happening in this picture?

It looks like this guy is skydiving with a lion on his back while putting mustard on corn dog that the lion is holding.

Is that going to make people buy deodorant? Not necessarily.

But it certainly grabs their attention. It may even make people laugh.

As a result, it will show them the human side of your brand, and even establish trust with them. This is something that we discussed earlier.

Laughter will improve the mood of the people viewing your ad.

If someone is happy, they’ll be more likely to buy whatever it is that you’re selling. So have some fun and get creative with your next marketing campaign.

Go for shock factor

Is a lion going skydiving shocking? Yes, but that’s not exactly what I’m talking about.

Shock your audience with reality.

Depending on your approach, this strategy can be used to stimulate fear, which we previously discussed.

One of the best ways to shock people is by showing them an alarming statistic to back up whatever you’re selling.

Here’s an example from the Action on Smoking and Health Organization.

tobacco

This company is trying to get people to stop smoking.

So they ran this ad to inform people how tobacco products can cause diseases that lead to death. The idea here is that it’s more common than people think.

Someone may not realize the harm that they’re doing to their bodies by consuming certain products.

However, after seeing a shocking ad like this, they may reconsider their actions. As a result, they could reach out to the organization and seek whatever services they’re offering to help them quit a bad habit.

With that said, shock doesn’t always have to be associated with fear.

You can shock people with news that’s exciting and encouraging as well.

Inspire your customers

Sometimes you just need to give people a little bit of motivation to accomplish something.

By triggering emotions that inspire consumers, you can entice them to make a purchase.

Here’s a great example from the Nike website.

nike

Just do it.

We all know this as the Nike slogan. But what does it really mean?

This powerful image on their website shows exactly what their slogan looks like in real life.

Football is a difficult sport for anyone to play. So for someone with only one good arm, it may seem like just a crazy dream.

Nike explains that it’s only a crazy dream until you do it, and they have proof to back it up.

Are they displaying this content to tell people across the globe that they can play football with one arm? No.

They’re doing this to inspire people.

No matter what you think is holding you back, you can accomplish it.

Do you think you’re too overweight to go to the gym? Are you too old to run a marathon?

Whatever it is that you need to overcome, a promotion like this can inspire you to accomplish your goals. Once people feel inspired, they’ll need to buy the right products to help them reach their potential.

Build anticipation

Anticipation can drive you crazy.

We’ve all been there. Waiting by the phone for a certain call. Sitting in front of the TV anticipating a new episode of your favorite show to start.

Waiting to hear back the results of a test.

Once anticipation gets built, you can get your customers to buy something.

Here’s an example from the Apple website.

apple

Apple is notorious for their keynote events.

During these events, they announce the launch of new products and software. In the past, some of these announcements have been groundbreaking to the industry.

So by promoting the event with not much information besides the date, location, and time, it builds anticipation.

If they told people exactly what they were going to announce at the event, it would defeat the purpose.

This is a great example of how to build hype for a new product launch.

Once they announce the new products, they still aren’t available right away. However, Apple gives their customers the opportunity to pre-order items.

First, they build hype by promoting the event. Next, they continue to build anticipation by announcing a new product without launching it.

By the time the product hits the shelves, people are lined up around the corner ready to hand their money over.

Entice kindness

Despite what you might think, people are actually kind.

I know some of you who live in certain places may not agree with that, but just bear with me for a minute here.

If people believe in a certain cause or want to help other people, their kind nature will be brought out.

Take a look at how Box Lunch incorporates this strategy with their overall brand mission.

box lunch

For everyone $10 spent, this company helps provides meals to people in need.

It’s a great pitch to consumers.

Buy from this brand, and you’ll help feed the hungry.

If your company supports charitable organizations, don’t be afraid to share that with your customers. Use that to help stimulate an emotional response.

This will help you generate more sales.

Promote joy and happiness

Lots of times people associate certain emotional responses with negative feelings.

Someone may do something stupid if they’re mad or angry. But on the flip side, people who are happy and joyful can have an emotional response as well.

Nobody who is in a bad mood buys coffee for a stranger.

But someone who is having a great day might pay it forward to the car behind them when they’re going through a restaurant drive-thru.

If someone is feeling down or depressed, they probably won’t be as open to spending money.

However, if you can find a way to bring joy to the lives of your customers, they’ll be more likely to buy what you’re selling.

Here’s an example from Tropicfeel.

tropic

This startup company sells sneakers for both men and women.

They posted this image on Instagram to show two people having a great time while wearing Tropicfeel sneakers.

Just look at their faces. As a consumer, you almost can’t help but smile while looking at how happy these people are.

Sure, they’re models working for this company.

But that doesn’t change the fact that this picture can make you happy.

This relates back to one of our previous talking points about identifying desires. People have the desire to be happy.

If you’re able to explain through your ads how your brand can make this possible, it will increase your chances of getting people to convert.

Conclusion

Certain actions and behaviors happen as the result of an emotional response.

Marketers need to recognize this concept, and learn how to leverage consumer emotions into sales.

Build trust with your customers. Identify their desires.

Stimulate fear, envy, shock, creativity, and humor.

Be inspiring. Build anticipation. Entice kindness. Find ways to make your customers feel joyful and happy.

If you can stimulate these emotions properly, consumers will respond by making purchases.

How is your company driving sales by leveraging the emotions of your customers?



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Transcript of Focus on Existing Assets to Generate Better Marketing Results

Transcript of Focus on Existing Assets to Generate Better Marketing Results written by John Jantsch read more at Duct Tape Marketing

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Transcript

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John Jantsch: We all want to go out there and chase that new customer, get those new leads but the truth of the matter is for most businesses, some existing assets, existing traffic, existing customers, existing email list, that’s where the money is. In this episode of the Duct Tape Marketing Podcast we speak with Louis Gudema to talk about his approach called bullseye marketing, check it out.

This episode of the Duct Tape Marketing Podcast is brought to you by CloudPhone. You can get big-time, modern, virtual phone functionality at a fraction of the cost. In fact, keep listening, I’m gonna tell you how to get 50 percent off.

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Hello and welcome to another episode of The Duct Tape Marketing Podcast. This is John Jantsch and my guest today is Louis Gudema. He is the president and founder of Revenue & Associates and the creator of The bullseye marketing framework and we’re going to talk about a book built on that called Bullseye Marketing: How to Grow Your Business Faster. Louis, thanks for joining me, welcome back, I should say.

Louis Gudema: Hey John, It’s great to be back. Good talking with you again.

John Jantsch: One of the things that I’m going to put out as a premise of the book is that we’re all getting excited about big data and AI and voice search and social media, but many businesses that I work with, and you certainly contend this in your book actually need to start way before that, that that stuff is actually not important to them or could be important to them, but it’s probably not a priority, is it?

Louis Gudema: Yeah. That’s real graduate level stuff, and most businesses aren’t taking care of the one or one and one or two kinds of things. I actually did a study on this a few years ago, and I looked at 351 B2B companies with 50 to 1000 employees, and there was a huge difference between the software companies and the non software companies. The software companies were by and large great marketers and the non software companies … and these are not trivialized companies, these are sizable companies. They were doing in manufacturing or medical devices or professional services, many other fields doing almost no marketing.

And it was a shock to me because I had kind of been working in this tech marketing world, and I assumed everybody knew about these tools, and yet outside of the software industry, almost no one was using them, and then I came back to this just this year, and I looked at the same 351 companies and for those non software companies, there was very little progression and I think that a big reason for that is that marketing has become so complex.

John Jantsch: Yeah. What does not marketing mean? They have a website, they probably have a sales team, is that kind of where it ends?

Louis Gudema: Yeah, pretty much and trade shows and brochures. What I did was, I had … when I’ve done business development, I had developed this digital marketing scorecard essentially and I was doing business development. I had my own agency for a dozen years and then I did business development for a couple other agencies after I sold my agency 10 years ago and so I had developed a way to look at what were companies … what were prospects doing before we talked so I could have a more intelligent conversation with them. You can tell without ever talking to someone, do they have a marketing automation program?

Are they doing search engine advertising? Are they doing anything on social media. This was more important four years ago than now, but did they have a mobile friendly website. And so there were these nine programs that I looked at and thought of it as kind of a digital marketing scorecard or maturity model, and for the software companies, the median was that they were using seven of the nine programs and for the non software companies, the median was that they were using two of the nine. And you got one point just for having Google analytics on your website, so effectively-

John Jantsch: Another point if somebody actually knew the login, would that be for good analytics[crosstalk]

Louis Gudema: I couldn’t tell if anyone ever looked at it, but if they scored a two, I kind of assume they probably didn’t. Then I also looked at those software companies and found that this actually correlated very well to revenue growth, and the companies that were using eight or nine programs regrowing about five times faster than the companies that were using zero to three programs. It was a real affirmation both of … well, it was a shock to see how different it was between software and non software companies, but it was a real affirmation that marketing does work and it does drive revenue growth when it’s done well.

John Jantsch: Does this scorecard still exist? I’d love to see it, If it does.

Louis Gudema: Yeah, absolutely. I’ll send you a copy of the report. I haven’t put out the update yet. I’m going to put that out shortly. I can send you that 2014 report and you can see it.

John Jantsch: One of the things that you talk about and I completely agree is there are so many people out there that they have customers but all their focuses on how do we get new customers and a lot of what you talk about in this book is to break down “Hey, let’s start with exploiting what we have already” our existing website customers email list. How would somebody go about … it seems so obvious but why are people not doing it, and if they aren’t doing it, they’re listening today. What’s the way to unpack that?

Louis Gudema: Yeah, so that was … as I worked with companies, I kind of realized as you have, that they were kind of jumping ahead and they weren’t taking care of the basics first and they were … “Oh, we have to do social media or we have to do advertising or we have to create a lot of content”, And they didn’t take care of what I call the marketing assets. They didn’t take advantage of the marketing assets they have already owned. That’s the center of the bullseye, and the center of the center is the customer. First of all, is just talking to customers, and a lot of what I say here will be … to some people will be “Well, of course”.

But as I was saying to much of the business world, this is not being done today. Whenever I work with a company where I’m doing consulting, and I interview their customers, the CEO or the owner always is “Oh, no, we know what our customers want, We know what they think” And yet when I come back with the results of these interviews, they’re invariably shocked and they find out all sorts of things about what their customers want or need or think about them, think about their competition, what’s important. Secondly, taking that information to create a great customer experience.

Forrester does an annual survey of 10s of thousands of consumers, asking them about their customer experience of hundreds of major brands, and that actually has gone down for the last two years. Customer experience, again, is not something we should take for granted, because many companies are not doing it well, and the ones that do, do it well really profit by it. And then the third thing about the customer is to focus more on customer retention and growth and not so much on new customer acquisition. Not that, that’s not important also, but companies over emphasize it.

And maybe it’s just a kind of holdover from when they were just starting out and they had to really, really, really work on getting those new customers, but you get to a certain size … and Salesforce knew this from the beginning. They were focused on customer success and retention and growth very early on, and it’s important for all companies because it’s so much more expensive to acquire a new customer than it is to retain and grow an existing customer.

John Jantsch: Well, not just more expensive, I think it’s a lost opportunity a lot of times too. That customer that already trust you, that is already given you money, it’s a lot easier to ask them for 10 times the money that they’ve been giving you for a bigger service, bigger product bigger offering, then it will ever be to go out and try to sell that to the world. And I think that’s a thing that a lot of people miss, is that there’s so much more opportunity in their existing customers.

Louis Gudema: Oh, yeah, for sure, and that … one of the things about those customer interviews is they’re not sales calls, but I would say one out of five times when I conduct them, customers will say “Hey, by the way we need this, can the company do that for us?” And so they actually generate a lot of new business just from talking and listening.

John Jantsch: An existing asset that I see a lot of people missing as well is that they’re getting leads, they’re getting traffic but it’s just not turning into business. A lot of times when I go to work with a company, one of the first places I look at is their sales process or what happens when the phone rings. It may just be the way the phone’s answered even because you turn the dial up on that a percentage or two and that can have huge growth impact.

Louis Gudema: Oh absolutely. I actually had a client who … they had terrible sales and marketing collaboration and the head of marketing said that it could take two weeks for sales to respond to an actual inquiry, not just someone downloading a white paper but someone contacting the company and saying, “Hey, we want to talk about your product, possibly buying it.” Two weeks is just criminal, that’s a dead lead.

John Jantsch: Another one that I see is just you email us. I can’t tell you how many times I’ve walked into an organization, they’ve got 2000 names of people that have bought products from and they’ve never sent him a thing.

Louis Gudema: Yeah. Well, you and I are perfectly aligned on all of these John. You get an honorary member badge, but yeah … And I’ve had the same thing. Companies who say “We’ve got 9000 emails, 20,000 emails more than that and you say, “How often do you email them” And they say, “Oh, at the holidays” And yet email marketing … you look at almost any survey of marketers about their most effective channels. Email Marketing is always number one or number two. And McKinsey actually said that it’s 40 times more effective than social media, and I believe it.

John Jantsch: In terms of certain goals, no question.

Louis Gudema: Yeah, absolutely, and so that’s another one of those marketing assets people aren’t taking advantage of, their websites because, again, in my survey, I found that about three quarters of these B2B companies had no calls to action, no conversion devices on their website, and a lot of them had pretty poor messaging too, but that’s a little more subjective, but just 99% of the people would come and go, and the company would have no idea who they were or what they wanted, or if there was any opportunity there at all.

John Jantsch: Yeah. I know I’ve gone to a website ready to buy, so it wasn’t just getting information. I wanted their phone number, I wanted to call them and buy something and I couldn’t find their phone number the[inaudible]. It was partly because it was a mobile friendly design, I think and so they made me work so hard, I finally gave up. Imagine how much that’s costing people.

Louis Gudema: Oh, yeah, absolutely. These are these center of the bullseye opportunities that first of all, they cost almost nothing to do. Companies already have these email lists, they have customer relations, they have sales and marketing people and some of these other opportunities there because there is about six or seven of them, and it is really fast, it’s really inexpensive, it’s low risk, and they start to see results really quickly. That can really start to build the confidence and the buy in to then go to the second ring and the third ring of the bullseye approach.

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I’m jumping around a little bit here because there’s some other channels or opportunities I want to cover, but I find that to me, one of the greatest reasons is because there’s a lack of data. There’s no analytics, there’s no information. They don’t know what’s making the phone ring, and so consequently, it’s hard to double down on something, if you don’t really know what’s having the impact, so you tell me, I struggle with this all the time, because it’s telling people that have to take a math class, just to talk about analytics. How do we get people using the data to make better decisions?

Louis Gudema: Well, one of the challenges actually for small and mid sized companies and I have a whole chapter on analytics and data in the book and I talk about it constantly in other chapters too. About how can you measure the impact of some of these channels, but one of the real challenges for small and mid sized companies is, they don’t have enough data. It’s not really statistically significant and they have to go by anecdote almost more than kind of the rigorous data that a P & G or a Coca Cola or a Salesforce, or someone might be able to do with huge numbers of customers.

John Jantsch: But I’m talking about simple things like if we run an ad, can we set up conversion goals and see if we got … even if the number is two, you’re going to see that you got to conversions.

Louis Gudema: Yeah, absolutely, and part of that’s culture. In a lot of these companies, where they just have not been doing much marketing, they’re just not used to it, they’re not used to looking at it, and you do have … there was a Dilbert cartoon I remember several years ago about, now we have more data that we can ignore when we make our decisions. It is part of culture, it does have to be part of what the company and the management is willing to use as part of their decision making process and not all … you do have especially in owner operated companies, people who are used to making their own decisions, and that’s what they do.

John Jantsch: Yeah, and you stole a little bit of one of my questions, so I’m going to jump right to that too. I find that marketing is a culture thing. In a lot of organizations, there’s a resistance, “It doesn’t work, I hate it, It’s too salesy”. There’s a lot of resistance to what people see as marketing, and I think the best organizations are actually very marketing driven.

Louis Gudema: Yeah. Well, I haven’t heard that it’s too salesy too much, because almost all companies are sales focused, but very few owners or SMB presidents have a marketing background. Most people who started companies are really good at their industry. They had some innovation or they thought they could deliver service better, and then they realized over time they had a whole company that had all sorts of things they weren’t thinking of before, like marketing and HR and finance and a lot of things.

But marketing is one where it’s greatly misunderstood. It’s just not in their DNA, and many people think of it as just advertising and promotion. And that is very … that’s in the outer ring of my Bullseye approach, and there’s just so much more to it that a lot of people in companies just don’t understand.

John Jantsch: Yeah, I think that’s a great point because a lot of companies even if they’ve gotten fairly successful it’s because the founder has been good at selling I think, and I think so there’s no senior marketing type of hire even.

Louis Gudema: Yeah, and they will think of marketing often as an expense and not an investment in growth.

John Jantsch: You advocate and I’m a full supporter of this, but some things that people are kind of turning a little bit of a side eye to these days is Print for example and PR. I think those are still both direct mail particularly in the print category. I think those are still fabulous channels for companies that are maybe more opportunity there now than ever.

Louis Gudema: Well, they’re in the outer ring, so they’re not a top priority. You’ve got those existing marketing assets as I mentioned in the center of the bullseye. In the second ring, you really focus on trying to identify people who are planning to buy soon and focusing your marketing around those people who plan to buy soon, because most people in your market aren’t, unless you’re selling something like food or clothes that people buy all the time, most people aren’t looking to buy and most companies aren’t looking to buy a lot of things.

So you really need to focus much more and use intent data and things like search advertising to get in front of the people who are researching and intend to buy soon. And then in the outer ring, you have these long term branding and awareness programs and Print certainly falls into there, and direct mail can. I think the wrap on Print is that it may be a little expensive for the amount of exposure you get, and so you really … and it’s not measurable in the way that digital is.

John Jantsch: Yeah, you better have your conversion part down if you’re going to spend hard dollars on driving people to your website or something, right?

Louis Gudema: Yeah, exactly.

John Jantsch: I’m sure you get this a lot. I fully on board with this idea of existing assets, but what if you’re a startup? What’s a startup to do?

Louis Gudema: Yeah. Obviously a startup doesn’t have the existing assets, but a lot of the approaches that I talk about in the book are very applicable to startups as well, and I mentor startups at MIT. I’ve worked with startups many times. The idea of understanding your customer, creating a superior customer experience, having a website that has clear messaging, and great calls to action, using remarketing. Those are all things that are really valuable for startups.

And something I talk about in the book is account based marketing or sometimes it’s called target account marketing, key account marketing, but that kind of direct sales approach being supported by marketing to help them with the research, to help them create the custom content and so forth. That’s often the way that startups have to start. They just have to get out there and pound on doors and make some sales, and marketing definitely has a role in helping them do that. And those things that are in the outer ring, things like content or inbound marketing that can take two or three years to have an impact. Things like social media, that also can take a very long time to have any sort of impact or Print, those should be delayed.

John Jantsch: Yeah. A good marketing is good marketing whether you’re a startup or existing business though, isn’t it?

Louis Gudema: Yeah, Well said.

John Jantsch: Yeah. Louis, where can people find more about you and your work and obviously Bullseye Marketing and of course we’ll have links in the show notes.

Louis Gudema: Yeah. Bullseye Marketing is available on Amazon. If you know have a Kindle or just in the introduction in the first chapter, you get a lot of information about what the approach is all about. The book website is louisgudema.com. My business website is revenueassociates.biz. People are welcome to contact me at louis@revenueassociates.biz. I’m also on Twitter @Louisgudema. I’ve got one of those names where I didn’t have to be Louis Gudema four, five one, one or anything, so would I love to hear from people and hear their feedback to the book, and their reactions and questions.

John Jantsch: Well, Louis it was great to catch up with you again, great book and I appreciate to you stop by the show and hopefully we’ll see you someday out there on the road.

Louis Gudema: All right. Thank you John.



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Focus on Existing Assets to Generate Better Marketing Results

Focus on Existing Assets to Generate Better Marketing Results written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Louis Gudema
Podcast Transcript

Louis GudemaMy guest this week on the Duct Tape Marketing Podcast is Louis Gudema. He is the founder and president of Revenue & Associates and the author of the book Bullseye Marketing: How to Grow Your Business Faster.

A serial entrepreneur, Gudema’s previous venture was the internet marketing company Magic Hour Communications, which he grew to one of the top companies in the national Web SaaS market before selling the agency in 2009.

Gudema has worked with numerous companies to create sales and marketing wins, including IBM, Philips Healthcare, Genzyme Genetics, Avid Technology, The Boston Globe, Stonyfield, Houghton Mifflin, and the University of Miami.

Today, we discuss the marketing strategies he outlines in the book and the best way to harness existing assets to create marketing successes.

Questions I ask Louis Gudema:

  • How can business owners better market to their existing customer base?
  • What effect does the sales approach have on growth?
  • How do businesses use analytics and data to make better decisions?

What you’ll learn if you give a listen:

  • What you can learn about marketing from software companies.
  • Why the customer is at the center of the marketing bullseye.
  • How you can better use your existing assets to improve your marketing approach.

Key takeaways from the episode and more about Louis Gudema:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by CloudPhone! CloudPhone is perfect for small businesses: it comes with a free local or toll-free vanity number, lets you send and receive text messages on your business line, and works with any phones you already own. Plus it includes a ton of other business features like a virtual receptionist menu, call recording, conference calling, and voicemail transcription.

To help support the show, CloudPhone is offering our listeners an exclusive deal. Sign up today and get 50 percent off CloudPhone’s SMB plan forever. Just go to CloudPhone.com/ducttape.



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Unintentional Traps We Set for Customer Success

There exists probably no more despised phrase in the Customer Success lexicon than “one throat to choke”. Ironically, it’s often used in a positive, inspirational way, as in, “This is critical. You’re our best and we need to prevent that customer from defecting. We’re going to give them one throat to choke. You.”

As if what customers really desire is to commit an act of murder. They don’t. What they really want is for the products to work and that they live up to even half the sales and marketing hype that they bought into. So if customers are reacting with annoyance and rage, and threatening to leave, offering them up a sacrificial lamb wrapped in a superman cape is not going to deliver any long-term benefits to anyone. In fact, it likely makes things worse because it deflects energy away from working on the real solution. At this point in the evolution of the tech business, hearing the phrase “one throat to choke” should be a signal to pull the ripcord on the commercial relationship because it’s likely already lost. 

Seriously, whoever thought it was a good idea to immediately disable the value of a customer-facing person by positioning them as a customer’s object of scorn and as a locus of rage, instead of positioning them as one half of a relationship of business equals, should be, well, throttled. That imbalance, one so emblematic of a reactive strategy, is what I refer to when talking about traps for Customer Success.

A proactive strategy that involves understanding the customer’s business goals and building a plan to systematically drive customer effort towards achieving those goals is a far better approach. It requires significant initial upfront work when setting up the Customer Success practice (really difficult to retrofit afterwards so a big caution there) and while it’s obviously better for the customer it’s also better for those poor individuals who are tired of having their worn out throats choked. Who wouldn’t be happier, more content, and enjoy a high degree of gratification and career confidence if they were able to focus on delivering a customer’s desired outcomes? 

What’s the only thing stopping this from happening across our industry? This is going to sound harsh but it boils down to poor leadership. See this post I wrote after I attended the CS100 Summit 2018 for my thoughts on leadership’s role in changing the paradigm.

I’ll close with a story. Remember that last episode of Breaking Bad, called Felina, in which the Jessie character is working in a woodshop? The viewer immediately sees he’s focused on the delicate, final assembly of a beautifully crafted wooden box he built himself. We know he’s built it because his hands are shown conducting that final assembly process and because of the tools arrayed on the bench and on the wall behind him. As he bends to admire its exquisite grain and smoothness of surface, we assume he created it for a child or a lover. 

It must be the warm light of the scene that triggers the viewer’s confusion. Confusion that’s actually a welcome respite from binge watching the violent series because the mood of the entire scene is so incongruent with the mood of all the episodes of the previous five seasons. And because we are confused we’re surprised when forced to face the reality that the scene is a dream and Jessie wakes from his delusion to find he is still shackled, still held hostage, in the meth lab belonging to the latest vile gang (this one American as opposed to the previous Mexican one) that has intersected with his young, unfortunate life. The scene concludes with our depressed reaction as we realize Jessie, the volatile acolyte of the series’ lead character, Walter White, will spend his remaining days and years (depending on the good graces of his “hosts”) being forced to cook that exceedingly rare blue 98%-pure meth, the coveted substance, a proxy for all that’s wrong with our world, and that’s driven the Breaking Bad story for five seasons.

Think of Jessie’s daydream the next time you have the urge to take short cuts around the design of customer engagement. Your CSMs want to be Jessie in the daydream, creating something good and enduring.



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Want to Persuade Your Audience to Take Action? First, Look for Clarity

Copywriting is the answer to: “How can I make money on the Internet?” That’s why there’s so much advice about...

The post Want to Persuade Your Audience to Take Action? First, Look for Clarity appeared first on Copyblogger.



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How will Google’s new Android app licensing rules in Europe impact Chrome and search?

The company is unlikely to see any loss of mobile search share as a result of complying with Europe's antitrust decision. The post How will Google’s new Android app licensing rules in Europe impact Chrome and search? appeared first on Marketing Land.

Please visit Marketing Land for the full article.


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Twitter Has Renewed its Live Video Push & Here’s What You Need to Know

Once a pioneer in bringing live video to the social media world, Twitter fell behind the likes of Facebook, LinkedIn, and others as this format rose to mainstream prominence. However, the platform’s recent move to make live video more easily discoverable shows Twitter is recommitting to video. But the question is: Can Twitter recapture the magnetic energy of live video? When I attended Jane Weedon’s keynote speech at Content Marketing World last month, I was deeply struck by this remark from Twitch’s Director of Business Development: “Authentic and real-time video can be better than immaculately produced when it comes to engaging an audience.” Her company’s model serves as proof of this assertion. Twitch welcomed more than 15 million daily visitors last year, and continues to see explosive growth, largely because of this dynamic. There’s nothing too fancy about most of the platform’s broadcasts — it’s just real people on-screen in real-time, creating a uniquely relatable and immersive experience for viewers. Increasing engagement is on the mind of social media marketers everywhere. As such, Twitter’s efforts to rejoin the live video fray are very much worth tracking, so let’s take a deeper look.

Twitter and Live Video

I’d almost entirely forgotten about this until a coworker reminded me, but Twitter was in on live video long before it was in vogue, having acquired Periscope back in 2015 while the live-streaming app was still in beta. For whatever reason, that partnership never amounted to much, and real-time video has yet to take off on Twitter feeds. But the company is renewing its push to make this content more prominent and discoverable, announcing in a mid-September tweet: “We’re making it easier to find and watch live broadcasts. Now, when accounts you follow go live, the stream will appear right at the top of your timeline.” This falls in line with similar efforts from other social media channels. If you’ve logged into Facebook over the past several months, you’ve probably noticed a high prioritization of live-video broadcasts in your feed, even those from contacts you rarely engage with. The rationale is clear. Video content is highly engaging, and when a live broadcast hooks a viewer it’s likely to keep them plugged into the site or app. Twitter, in particular, is well suited for real-time video, because the platform’s experience is so strongly driven by what’s happening in the moment. Sure, Twitter’s content display algorithm has a tendency to (sometimes annoyingly) elevate hours- or even days-old posts in your feed, but when you click refresh you’ll get up-to-the-second tweets at the top. This is part of what makes Twitter such an addictive destination for users. But it also presents a marketing conundrum — one this new move might help solve.

Marketing Implications of Twitter’s Live Video Focus

The trouble with Twitter’s transitory feed is that the content becomes somewhat ephemeral. If your tweet isn’t noticed immediately, it can quickly become buried under a deluge of newer posts, especially if it fails to garner enough initial engagement for algorithmic traction. This has made life challenging for social marketers searching for organic results on Twitter. And that’s exactly why this live video push is intriguing. As Andrew Hutchinson of Social Media Today writes:
“Now, live-streams will occupy more prominent space in the app screen, which could make it a more appealing option for businesses to consider. Having the option to get your streams shown right in front of your followers' eyes could help raise brand awareness, and get people interacting with your content.”
Precisely. At a time where social media reach keeps growing more elusive for brands in the face of saturation and competition, it’s critical to take advantage of initiatives being stressed by the companies behind these channels. TrackMaven CEO Allen Gannett was able to rack up millions of organic views with LinkedIn video, in large part because he recognized LinkedIn’s internal emphasis on growing and popularizing its native video feature. He figured out how to ride the wave, and turned his #AllenAsks series into a tsunami force.

Considerations Before Going Live on Twitter

Ready to dive in? Before you and your brand press record, there are a few things to keep in mind. This tactic is more about growing engagement than reach. The increased visibility of live video on Twitter only applies to your existing followers. So while you will stand a better chance of grabbing their attention, live-streaming won’t necessarily help you attract new eyeballs. Live video requires preparation and improvisation. There’s something tantalizing about live broadcasts, which helps explain why numerous sitcoms and dramas have experimented with the format as a means to boost ratings. For the viewers, there’s a sense that anything can happen, as you’re actually watching an event play out with no editing, no do-overs. That’s also what makes it unnerving for brands and marketers. Before going live, make sure you prep thoroughly, and feature people with a knack for thinking on their feet. Live video also requires a purpose. As with any marketing tactic, you shouldn’t just do this for the sake of doing it. Is the live format actually adding something to your content? Is there a reason for using this approach, other than simply angling for exposure? A while back, our Caitlin Burgess offered up nine clever ways to activate live video on social media.

Stepping Up the Twitter Game

Without a doubt, Twitter is one of the toughest nuts to crack for social media marketers. But there are ways to make a real impact on the platform, and this latest development with live video offers one such pathway. For further guidance, check out some of our past posts full of Twitter marketing tips and insights:

The post Twitter Has Renewed its Live Video Push & Here’s What You Need to Know appeared first on Online Marketing Blog - TopRank®.



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Tuesday, October 16, 2018

Autopilot debuts real-time collaborative customer journey map

The Google Docs-like feature lets remote users work in real-time on a customer journey map, as well as add annotations or manage campaign functions. The post Autopilot debuts real-time collaborative customer journey map appeared first on Marketing Land.

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Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform

The company says the move will bring together two developer-focused, API-based communications platforms that have worked together for years. The post Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform appeared first on Marketing Land.

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Marketing Day: Facebook TV, YouTube ad metrics, native ad tests

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. The post Marketing Day: Facebook TV, YouTube ad metrics, native ad tests appeared first on Marketing Land.

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Facebook: Coming to a TV near you?

The company is rumored to be working on a device under the name Project Ripley to launch next spring. The post Facebook: Coming to a TV near you? appeared first on Marketing Land.

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Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube

Trade group argues advertising against professionally produced content is the only way to avoid brand safety risks. The post Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube appeared first on Marketing Land.

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