Drive Your Marketing Message Home with Guru Marketing

Eben Pagan did it again at his Guru Marketing seminar this weekend.  Every time I think I have marketing dialed in, Eben reminds me that marketing is like golf…

No matter how good your game is, you can always improve.

Before the seminar, I used a pretty involved process to focus on the benefits desired by my customer.  In reality, I was just focusing on the tip of the iceberg.

Now I have a 21-step process to drive my marketing message home.

Your customer is being overwhelmed with marketing messages from ads in their inbox to product placement in movies, videos and music.

Now more than ever, your marketing has to resonate with your customer.

So what did I learn?

The more you understand and empathize with your customer, the more you can help him or her.

Put in the time up front to really understand your customer’s underlying desires and fears.  Drill down as far as you can.  As long as you stay concrete and specific, it’s hard to drill down too deep.

Here’s why…

When you craft a marketing message based on your customer’s deep-seated, underlying “hot buttons”, you create a message that will resonate.  If your marketing doesn’t resonate, your customer will just filter it out and go about their day.

Here’s your homework assignment (if you dare):

1. Identify your customer’s underlying desires, fears and frustrations (“hot buttons”).  Remember to keep drilling down.
2. Next, review the marketing you use to attract your customer into your sales funnel.  Does your marketing speak to your customer’s hot buttons?
3. If you need to rewrite any marketing, do it and split test it against your current marketing (your “control”).

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