crafting your message darcy juarez, executive director of marketing at gkic

Crafting Your Message

Darcy Juarez, Executive Director of Marketing at GKIC

Magnetic Marketing

The Most Powerful Man in the World

The Pyramid of Power• Generalist = trying to be

everything to everyone (substitute)

• Specialist – They don’t come to you, you go to them

• Authority – powerful, limited availability, not readily accessible

• Celebrity

3 Keys to Magnetic Marketing Success

Message

• WHO• USP• The Proposition• The CTA• Buying patterns

Market

• Geographic Targeting• Demographic Targeting• Psychographic Targeting

Wasting Bullets?

Media

• Social Media• Email• Yellow pages• ValPak• SEO• Newspapers• TV• Radio• Direct Mail

People don’t buy things…• We don’t buy goods or services – we buy

feelings• We don’t purchase knowledge – we purchase

a sense of security• We don’t just buy from a salesperson or your

store

Why do people get up at 3am to shop black Friday sales?

When we buy there is a euphoric adrenaline pump to having found something good – that we are excited about …making the decision to buy is an empowering feeling

They feel superior, heroic and they have a story to tell

E-mail Basics• Compelling subject line• Personal• Text• 55-65 hard break• Consistency• Your unique signature• The important P.S.

The Subject Line• Intriguing question• How to…• 7 secrets to• Current event tie in• Personalized• Bizarre• Benefit

Make It Personal• You are selling you• Play sports• Hobbies• Bonehead moves• Self-deprecating• Family• Your life

Types of e-mails• Q&A• Testimonial• Pure pitch• Disguised pitch• Blog• Announcement• Auto-responder

CTR• You need to look at both open and click rates• Increase click through– Link in intro, body, PS– Image in emails (link under image)

** #3: Direct Mail Sequence**