The Jolt! 11.13.2013

Hope your week is going well.

Here’s The Jolt! 


Are you on the same page with your prospect?

I am delighted to introduce you a free book called Inside The Buyers Brain from Hinge, an agency that specializes in branding and marketing for professional service firms.

Inside focuses on the misalignments between buyers and sellers of professional services. It is based on research that Hinge conducted using a sample of 700 B2B sales worth a total of $3.1B – a sample that is just too big to ignore!

Here’s three key points.

The Relevance Gap. The all-too-classic ‘you want to talk about you’, while what your prospect is waiting to hear is ‘what are you going to do for me.’

Understanding the key issues and priorities of target audiences goes a long way in helping firms talk about their services in a way that is relevant to their buyers.

Blind Spots I’ve never come across this term before, but I’ve certainly made the same mistake. It’s another spin on understanding what the prospect values instead of blathering on about what the marketing team thinks is important. One big hint here:

Sellers vastly overestimate the importance of cost to their buyers. The margin isn’t even close.

Winners vs Runner Ups Winners came up big for three primary reasons regardless of the products or services involved.

  1. Winning sellers educated buyers with new ideas or perspectives giving them new insights and helping them avoid potential pitfalls. This IMO is a combination of thought-leadership and domain expertise.
  2. Winning sellers collaborated with buyers to find the right solution to the buyer’s problem. This is a consultative approach that requires active listening and responsiveness.
  3. Winning sellers persuaded buyers they will achieve results. A wide range of techniques can work – data, testimonials, case studies etc. – but whatever you chose must be persuasive.

By solving client issues and delivering enhanced value, your reputation for producing results grows.


Are you looking at audience acquisition as a sales funnel?

The ideas and observations in Content And The Marketing Funnel offer effective insights that can be used to build event attendance (audience generation to some.) Here is a partial list of tactics for the critical mid-funnel lead nurturing stage with a few comments from me.

  • Videos – put the prospect on the floor with some interesting video.
  • eBooks – put together a greatest hits piece – abstracts of the 10 most popular sessions identified by post-event downloads.
  • Case studies – there might be an idea here if you need to build exhibitor participation.
  • Reviews – pull together a page or a sidebar of social media comments that went “live” at the event.
  • Testimonials – same idea as the reviews, also post event surveys can be a great source for this.
  • Frequently asked questions – the key point is that this person is looking for information – consider a FAQ written from the perspective of a newbie.

The point being that:

It’s the leads that are still deciding that you’ll lose without good content.

The Big AHA!

Isn’t it a little early to start thinking about Christmas?

I know – it’s not even Thanksgiving yet – which used to mean something in terms of the beginning of Christmas advertising – but never mind. The Bear and The Hare, a TV spot from John Lewis, a UK retailer, is simple and lovely and elegant and heartfelt. It is a wonderful twist on a Christmas story.

And it has already garnered over 5 million YouTube views!

As an encore, the crew at Beloved Brands put together the evolution of the John Lewis Christmas ad campaign since 2009. Each is unique. This year is the first time that they used animation.

By the way I can’t help but compare and contrast The Bear and The Hare to the Chipotle Scarecrow video recently featured in The Jolt! Both are big crowd pleasers – which one do you think is more effective?

The John Lewis ads take you on a journey with a slight twist at the end as they tug at the heart and bring a reminder of what the season is all about:  the gift of Giving.

Metrics & ROI

Looking for ways to effectively use the data you have?

Business, Marketing, and Big Data: 5 Key Tips for Bringing Them Together is worth your time. FWIW I take an exception to the author’s premise that this is as relevant to a small business as a big business. Bottom line – it’s not. Big Data means “BIG”. As in LOTS.

So, why post this? Because this is a practical article that is relevant to anyone thinking about performance metrics for events. And +1 for being in easy to read English.

A bit of paraphrasing and some commentary.

  1. Standardize best practices and processes. You can’t get to apple-to-apples any other way.
  2. Segment for success. This is the biggest opportunity in event metrics.
  3. Integrate multiple data sources. The other biggest opportunity.
  4. Integrate the data into your marketing. In other words, figure out what is actionable and take action based on individual responses.
  5. Know what matters. Not all data is created equal.

…deft analysis of this “big data” is the new key to making better business decisions.

Marketing 501

Do you know why something goes viral?

Fractl, an agency that specializes in things viral offers up an interesting model in The Emotions that Make Marketing Campaigns Go Viral. 

But what if your brand or company doesn’t have an active audience of avid content consumers already? In this case, piles of mediocre content certainly won’t do the trick. If you don’t already have a large built-in audience, you must attract them from elsewhere. Viral marketing is hands-down one of the best ways to do this.

To me, recommending viral marketing is a startling conclusion…after all, isn’t there a good bit of mystery to what makes a piece go viral?

The authors propose a research based set of guidelines that increases the probability that content will go viral. As you would expect, this only works within rather strict guidelines.

Lesson 1: Create a Viral Coefficient >1

Their 3 step formula is:

  1. Write a compelling title.
  2. Use strong emotional drivers to make people care and share.
  3. Create content that strikes the correct emotional chords.

Lesson 2: Tie Your Brand To An Emotional Message

Lesson 3: Consider The Public Good

There is a lot more detail in the article as well as some interesting tools, so if you need to “connect” it is well worth a look.

Marketers are no longer in charge of what people see. If you want to get people’s attention, contribute something worthy of consumers’ time and emotional investment.

If you haven’t subscribed to The Jolt! just click here – easy, peasy and done. And try remember to bookmark
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You’ll be glad you did!