Remember that age old sales advice that you should sell the sizzle and not the sausage?
Some marketing still focuses on features which makes the message about the product and not about the customer. Let’s have a look at getting back to the sizzle.
Welcome to episode 184 of the Marketing and Finance Podcast.
What you’ll hear about in this episode
Selling benefits rather than features
Framing the benefit in the context of the customer problems you are solving
Lessons from Fast Moving Consumer Goods (FMCG)
Using the “problem agitate solution” marketing communications formula
Keeping messages simple and free from bloat and jargon
If you enjoyed – Product marketing: Selling the benefits not the features – please leave a comment or a review on iTunes.
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Ask me to speak at your event and I’m all in to give you and your guests a motivating and memorable experience.
You can expect:
Live at your IN-PERSON event, live or pre-recorded (or both) for your VIRTUAL event
No death by bloody PowerPoint (in fact hardly any slides at all)
Real personal stories
Real strategies, from real business, that produce real results
No pitch speeches. Just value for your guests
Easy to work with. I’m here to help you make your event a success
Audience interaction and participation
Infectious Enthusiasm
Energy
But if you book me I’ll do more than deliver a speech. I don’t just turn up 15 minutes before the gig, expect a posh green room with champagne and perks, and then dash off to the airport as soon as I exit the stage.
Conference organisers love it when I get involved in promoting their events.
Here’s what you can expect when you hire me to work with you.
The talk
Me at your event all day
Teaser video
Social media promotion
Live video
The Talk
Although I offer more than just a speech for your event, the talk is the main reason you want to work with me. Keeping marketing simple. Fighting complexity in marketing. Putting together a content marketing strategy. These are the topics I can inspire and motivate your audience with.
But I’ll work with you to fit my talk to your audience. Let’s have a video call well in advance to make sure the talk hits all the spots want it to.
I’m your’s for the day
I’d love to spend time getting to know your guests, answering their questions, and simply hanging out.
You don’t need to hide me in a green room behind the scenes and pamper me with rose petals and champagne (I’m told some speakers expect this). I don’t have an ego you need to massage. I’m not the kind of speaker that arrives with only 15 minutes to spare, delivers his talk, and then does a quick runner for the airport.
You book me and you’ve got me all day.
Want me to have a one to one with selected guests? Perhaps run a workshop? Maybe chat to your sponsors and to the press? I’m happy to do audio or video interviews if it helps you build your business.
Teaser video
Once we’ve agreed on the topic of my talk, I’ll put together a teaser video for you. Lasting 1-2 minutes and in the style of my “RogVLOG” and “Marketing Made Simple” videos on YouTube, I’ll shoot it specifically for your event. You can use the teaser video on your website. On social media. On your YouTube channel. And I’ll share it on social media as well.
Social media promotion
In the run-up to your event, I’ll help your promotional activities on social media. Tell me the event hashtag and I’ll engage with your guests in advance. Maybe get to know some of them a little. It’s a great ice breaker. Guests love being able to see and chat to speakers in advance.
During the event itself, I’ll be using social media, mainly Twitter and Instagram, to tell people about my experience at the conference. Sharing photos, videos and quotes – all using the event hashtag of course.
Live video
The day before your event, or when I arrive in your city, I’ll broadcast live on Twitter, Instagram or Facebook to further promote the conference and engage with the guests. If there’s time, we can talk about putting on a live broadcast during the event as well.
Here’s an example from Content Experience in Serbia, June 2018.
On the show this week, I talk to life and business coach, Jon Covey.
We talk about goal setting, how to come up with a proposition that’s different to everyone else’s, and how to engage with customers through communications.
Welcome to episode 182 of the Marketing and Finance Podcast.
What you’ll hear about in this episode
The benefits of helping others in business
Jon’s tips for goal setting mastery
How to set the right goals for you
How to develop your offer
Moving from blood red waters to clear blue oceans
Using social media in your marketing strategy
Who is Jon Covey?
Jon is an award-winning life and business coach, leadership trainer and entrepreneur with over two decades of experience. He dropped out of school at 14 after bosses at his summer job asked him to stay on.
Jon tried a succession of different jobs before he decided he didn’t want to be the one who everyone sacked. After landing in a sales role which allowed him to start from the bottom and learn everything he needed.
He developed the ethics and principles to set up his own businesses. His experiences mean he can identify gaps in the market and help people to get the best from their company or their life.
Summary of our chat
Jon believes that helping people is so important. We do more for others than for ourselves, and once you know how to leverage that, you can live a fulfilled life. If you can tap into that desire to do more and use it to serve other people, that’s true fulfilment.
To successfully set effective goals, you need to be really clear what you want. Goals need to be believable and something that you can act upon. They also need to be inspiring. One of the first questions Jon ask new clients is what they truly want, and that’s where they often get stuck.
Jon says it’s essential to know how goals work for you. Some people are driven by a goal that pushes them, others by being pulled. Consider if you’re introverted or extroverted and choose your goals accordingly. He encourages the people he works with to break them down to realistically assess them.
Jon has developed the ‘blue ocean’ strategy which is about moving away from a competitive space to forge new markets for yourself. It makes the competition irrelevant and allows you develop your offer and innovate it. Identifying your unique selling proposition allows you to stand out from the crowd.
All businesses can find and connect with their customers on social media. Jon believes it’s vital to segment your clients to deliver them the right marketing materials and understand their psychology. Be clear on your audience before you move into a space. Knowing how you work makes this easier.
You have to define what works best for you as an individual. Jon isn’t a fan of writing, but enjoys video and audio. It’s enabled him to build authority with his audience. However, he cautions to choose what you’re comfortable with and make sure you’re in the same places as your target customers.
A Marketing Campaign or Product Which Grabbed Attention
Jon has been impressed with Volvo’s hack of the Super Bowl in the States. It’s the most expensive time to advertise on TV, and all the other car manufacturers were spending loads of money on adverts.
What Volvo did was to start a campaign saying: “Every time you see any make of car during the Super Bowl, use the hashtag ‘#VolvoContest’ and we’ll put you into a competition to win a car for someone you love.”
Recommended business book
Jon describes himself as a sponge when it comes to books and aims to read a book a week. He says Solve for Happy by Mo Gawdat, about creating algorithms for happiness is phenomenal. He’s read it four times since he bought it a year ago and highly recommends it.
