Does our marketing content inspire love?

Loveworks: How the world's top marketers make emotional connections to win in the marketplaceI just found this useful guest post written by Brian Sheehan, author of Loveworks. Please head over to skim the article for yourself, but here are the headlines from the article, “How the World’s Top Marketers Make Emotional Connections to win in the Marketplace.”

A loved company:

  • Is driven by purpose
  • Inspires people
  • Is emotional
  • Uncovers truth
  • Is a creative leader
  • Has a rallying cry
  • Has people power
  • Has mystery
  • Has sensuality
  • Has intimacy

Are these objectives intentionally part of our marketing strategy? Should they be?

I believe Logos is loved in the marketplace, though I suspect the love may be driven more by our our product value and customer service than our marketing communication. (But I’m fairly new here, and I may well be wrong.)

Thoughts?

Rich

Pitching makes a huge difference

The intern hack-a-thon taught me a lot about the importance of constantly growing the skill of pitching.

Learning how to pitch can make a huge difference in your career.

You can use pitching skills to:

  • Drive customers to open emails, click on buttons and place orders
  • Get approval for, and excitement about, your ideas
  • Persuade others that your project or request deserves more focus or a higher priority (or that it should be canceled)
  • Recruit awesome people to join our team
  • Convince a publisher to let us put their books into our format
  • Ask for  a promotion and/or a raise

The intern hack-a-thon: pitching skills can make or break it

As a marketing mentor for the intern hack-a-thon I had the opportunity to to hear three versions of almost every team’s pitches:

1. Friday at lunch they gave pitches to recruit team members

  • As I watched groups formed I realized that convincing the right team member to join a team could make or break the team’s success.
  • The max team size was five members. There was a team that started with two members and didn’t recruit anyone else through their initial pitch. They ended up being the only team that was not able to demonstrate a working prototype.

2. Saturday morning I met with most of the teams about their product pitches

  • Two of the teams sent me stuff to review ahead of time. One team sent me an email the night before asking for data to quantify the potential revenue their product could produce. Another team sent me a written pitch that showed they had really thought through the business and marketing implications of their product.
  • Both of the teams that prepared in advance ended up winning.
  • One team I met with had “something” missing from their product. As we talked we realized it was that the presenter wasn’t passionate about the product.
  • During my meetings it was interesting to see that some teams joined together in crafting their pitches while others delegated it to a single member.

3. Saturday after lunch the interns presented their pitches and demos for the judges

  • It was stressful! The main conference room was filled with tension and excitement.
  • The pitches/demos were timed (4 minutes) with a 1-minute warning. No additional time was given for technical malfunctions.
  • The judges asked questions for 5-6 minutes. The questions were intense and topics included: revenue implications, how revenue estimates were determined, why a specific coding language was used, why an app wasn’t integrated into Faithlife, how long it would take to get the code ready to ship, etc.

Some take aways

  • If others don’t buy-in or join in, you probably need to refine your pitch or come up with a different idea.
  • If you don’t feel passionately about your idea or products others probably won’t either.
  • You can give an excellent pitch and still not win.
  • Pitches don’t have to be perfect to be successful.
  • Presenting pitches with a team is useful because they can answer questions that you can’t.
  • Planning the “go-to-market” pitch with the entire team led to greater insights and better presentations then when the marketers worked on their pitches separately from their teams.

Here’s a few articles I thought were interesting on this subject:

You may also want to check out this video that Jim shared with the interns: https://www.youtube.com/watch?feature=player_embedded&v=mB5VVxWre2M

I’m currently reading Getting to Yes: Negotiating Agreement Without Giving In and getting ready to start Spin Selling. If anyone wants to do a book discussion group on either one, let me know.

Do you have any other articles (or books) you would recommend?

5 Myths About Incentives

Some believe that only coupon hunters want free stuff. Those who want free stuff never buy. And those who are freebie hunters don’t stick around for the long term. But are these statements true?

Click on the link below to download and read a(very,very short) pdf about incentives.

http://engagement.punchtab.com/e/19242/mythbusting-incentive-programs/3cb3p/83116488

*Bonus*
Punchtab emailed this out. I downloaded it quickly to learn more. But something is wrong. What am I supposed to do when I’m done reading this whitepaper/infographic? What is the next step?

Let me know what you think in the comments How you think Punchtab could have been more effective. (or on Twitter @NateSmoyer)

7 Marketing strategies that work better than advertising

Advertising-on-your-blog7 Marketing Strategies That Work Better Than Advertising

This is a great article and I think we as a company do a lot of these things.

How a can we “exploit” what we do well to drive more engagement?

The Ultimate Guide to Conversion-Centered Design

The Ultimate Guide to Conversion-Centered DesignGood design is effective design. If a page fails to accomplish its goal well, it’s worthless—no matter how beautiful or easy to use it is.

Unbounce has a great free resource that deals with this subject: “The Ultimate Guide to Conversion-Centered Design.”

Here’s what it covers:

  1. Conversion Centered Design vs. User Centered Design: Find out how design is evolving
  2. The Seven Principles of Conversion Centered Design: Build from a solid foundation
  3. CTA Design & Page Placement: Best practices for the strongest CTA’s
  4. Persuasive Copywriting: Work with your prospects, not against them
  5. A/B Testing Designs for Higher Conversions: Test your designs for optimal results
  6. Designing for Mobile Conversion: Embrace the platforms your customers use
  7. Conversion-Based Page Templates: Example landing pages designed for conversion

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