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**