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About this lesson
Learn to put together your clear, concise message that you want to articulate to your prospects. You will also create a compelling company or individual story that you will use to build rapport with your audience.
Exercise files
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Messaging.docx54.5 KB Messaging - Solution.docx
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Quick reference
The Messaging
Put together your clear, concise message that you want to articulate to your prospects. You will also create a compelling company or individual story that you will use to build rapport with your audience.
When to use
You need to know exactly what you want to convey to your prospects through your marketing campaigns. Put together your clear, concise message using this framework for any kind of advertising.
Instructions
Take the information we have so far and put it into an ad format. This framework works for any kind of advertising whether online, email, flyers, video, radio, etc.
Start with the bold promise to grab attention – question or statement.
- “What if there was a way to triple the amount of referrals you get into your business next month?”
- BMW: "The Ultimate Driving Machine, Guaranteed."
- “96% of your unhappy customers won’t tell you they are unhappy, they just won’t come back. How does that affect your business?”
Back up the bold promise with social proof – 3 testimonials. At the most, choose 5.
- What challenge the customer experienced before your using product or service
- How your product or service helped them
- Where are they now
Have ONE direct and explicit “call to action” with a specific outcome in mind. What action do they take?
- Call now
- Email us today
- Click here for XYZ
A call to action is crucial in marketing. Without this, people may just move on to the next thing. Choose one call to action only and be clear on the outcome you want to steer them towards.
- Buy a particular item
- Take a specific action
Include a personal story
- Personal stories allow people to get to know you and like you through your marketing.
- For example, the story of why you or the founder started the company.
- Tell the struggle as well as the successes. Where did you or the company start, what challenges did you have to get to the point you are now.
- 00:04 In this video, we're going to continue with step three, create a marketing plan.
- 00:09 So, these is where we actually take the framework
- 00:12 of everything that you've got from your marketing plan in the last video,
- 00:16 now we're going to put it into an actual ad format.
- 00:20 Okay, so you could use this on a flyer.
- 00:22 You could use this in a video.
- 00:25 You could use this in some sort of radio ad, right?
- 00:28 This is the framework, okay.
- 00:30 And once you have this framework, you got this framework and you can use it for
- 00:34 any mode of advertising that you're going to do, online, email, anything, okay.
- 00:39 And, we're gonna talk about some more of those ways in future videos, as well.
- 00:44 So next, this is the messaging.
- 00:47 This is the messaging portion, okay?
- 00:49 And we start with what?
- 00:51 What do we start with?
- 00:53 What grabs the attention of your client?
- 00:56 The bold promise, good.
- 00:58 So, they can be in a question or it could be in a statement.
- 01:01 So if it was a question for example, here is an example of my company,
- 01:04 Pure Customer Service.
- 01:06 What if there was a way,
- 01:08 to triple the amount of referrals you get into your business next month.
- 01:12 That's in the form of a question.
- 01:14 Hm, what if there was a way.
- 01:16 They'll read on, right.
- 01:17 I just kind of grabbed their attention.
- 01:19 Number two is a statement.
- 01:22 And I like to use statistics and statements, okay.
- 01:25 So, 96% of your unhappy customers wont tell you they're unhappy,
- 01:29 they just wont come back.
- 01:31 How does that affect your business?
- 01:35 Really? Let me read on Okay?
- 01:37 Now, once you make that bold statement,
- 01:39 you have to have the evidence to support it, right?
- 01:41 That's social proof, so these are those three testimonials,
- 01:45 that's the magic number is three.
- 01:47 Again, if you have a ton of testimonials,
- 01:49 you could go up to five, but I would say three is all you really need, okay?
- 01:54 So three case studies of somebody who had a challenge, they use your product or
- 01:58 service and now they're here.
- 01:59 These are the results that they got, okay?
- 02:02 Next, did is so big.
- 02:04 I've seen this missing from so many pieces of marketing.
- 02:08 You have to have a specific and explicit call to action.
- 02:13 What action do they take?
- 02:15 Okay.
- 02:16 So, you want them to either call now or
- 02:20 you want them to email us today, or click here for X, right?
- 02:25 You have to be explicit and you have to ask.
- 02:29 It's called the Call to Action.
- 02:32 Because otherwise, they could read through everything and go, that's great.
- 02:35 Awesome. And
- 02:36 then they're on to the next thing, right?
- 02:38 Cause there's a lot of information coming at us.
- 02:40 You have to be explicit for what you want them to do next.
- 02:44 Make sure your call to action is one thing.
- 02:47 Don't call us now, and then email us, and then click here.
- 02:49 No, no, no.
- 02:50 One thing, in your call to action.
- 02:52 It's going to really help your ROI, and your percentages, okay?
- 02:57 Next, be very clear on the outcome you want.
- 03:01 Don't try to sell them a bunch of different things,
- 03:03 don't try to throw a bunch of different things at them.
- 03:06 Get an outcome, but get something specific, right?
- 03:09 So, you either want them to buy something in particular, right, just one thing.
- 03:14 Or you have one specific goal, you want them to take a specific action, or
- 03:19 you want them to take a survey.
- 03:20 Okay, whatever it is, there's one thing, one item, one service.
- 03:24 So, you have to be clear on that and steer them into that piece, okay?
- 03:30 So, if you have a company, right?
- 03:34 You wanna be able to tell a story.
- 03:37 Why is that so important?
- 03:38 Remember I talked about our brains connect with the why?
- 03:43 Right, they connect with the why of a company, and
- 03:46 then they get behind the product.
- 03:47 And now, they'll resonate with you, and you'll build rapport.
- 03:51 And the best way to get connected with your why is through a personal story.
- 03:56 Why do you do what you do, okay?
- 03:58 And when people get behind that, now they're starting to know, like, and
- 04:02 trust you, just through your marketing, and they haven't even met you yet, okay?
- 04:07 So I'll give you an example.
- 04:09 I owned an entertainment company a number of years back.
- 04:12 And, I started off with this huge struggle, right?
- 04:15 Because I was living in LA, my office was in Beverly Hills.
- 04:20 And we would service the movie studios.
- 04:23 And it's a very tight knit Industry as you can imagine, right.
- 04:29 So, everything is based on referrals.
- 04:31 So I was going though how can I get referrals and
- 04:34 I was struggling because I loved entertainment.
- 04:36 We provided entertainment for live events, it was DJs,
- 04:40 show host, it was live bands, some video production, right.
- 04:45 And we really loved it and we were really good at it right.
- 04:49 We love entertaining people.
- 04:50 I loved to entertain since I was a little kid right.
- 04:53 I mean, that was my thing for me right.
- 04:56 So for me, I was struggling to get referrals in this industry.
- 05:00 And then, what happened when it dawned on me was when,
- 05:03 I would really give some great customer service to somebody, to one of my clients.
- 05:09 They would send me a referral.
- 05:11 Started thinking hm, there must be a system that I can put together,
- 05:15 a customer service system that could boost our referrals, and
- 05:19 that's exactly what happened.
- 05:21 I put this system into place, and I did it on every single client every single time.
- 05:25 And, all of a sudden our referrals starting to explode.
- 05:28 So much so,
- 05:29 that when I sold the company at that time 90% of our business came from referrals.
- 05:36 And we have all the major studios, we had Universal, we had Paramount,
- 05:39 we had Dreamworks, we had Sony, we had MGM at the time.
- 05:43 And we do a lot of the parties on their back lots, we do the movie premieres,
- 05:46 we gonna all that stuff.
- 05:48 And it was that customer service framework that we put together, okay?
- 05:51 So, that's an example.
- 05:53 So for you, think about your company.
- 05:55 Think about your industry, okay?
- 05:58 What is your story?
- 05:59 Why did you start that company if you're the founder for example, or
- 06:03 if you're working for that company, why do you work for that company?
- 06:07 Okay, what is your Y?
- 06:09 What's your story?
- 06:10 And a lot of times when people tell their story.
- 06:13 They just go like hey look at me I'm so great blah, blah, blah.
- 06:16 Okay, that's awesome but also put in the struggle that you had.
- 06:21 Where did you start?
- 06:22 What were the challenges, right?
- 06:24 People like to connect with that.
- 06:26 What was the challenge?
- 06:27 What brought you up?
- 06:28 To get to that point where you're standing like this.
- 06:31 Okay?
- 06:31 Because people will connect with the struggle that you or
- 06:35 your company went through, and the reason behind you do what you do.
- 06:38 Okay? So for example,
- 06:39 if you have healthy food snacks, there's some health food companies
- 06:44 that started from disease in the family and they had to change something.
- 06:49 And then, they got into health food and it changed their life.
- 06:54 People relate to that story, so huge in marketing.
- 06:59 Lets do a quick recap, step three create a marketing plan,
- 07:03 this is the frame work Start with your messaging, your bold promise, right?
- 07:08 It could be a question, or it could be a statement.
- 07:11 Then you want at least three testimonials, three to five, three is the sweet spot.
- 07:16 People who've used your product, used your service, they struggled,
- 07:19 they had a challenge.
- 07:20 They used your product or service, and now they got a great result.
- 07:23 Okay, next, you need a call to action, the action they take either to call you,
- 07:29 to email you to click here, okay whatever it's going to be you need
- 07:33 that specific call to action and get super focused on the outcome that you want.
- 07:38 Do you want them to buy something in particular?
- 07:40 Do you want them to sign up for something?
- 07:42 Do you want them to do a survey?
- 07:43 One thing, keep it simple that you want them to do, okay?
- 07:47 And finally, get your story straight.
- 07:50 It doesn't have to be a long, drawn out story,
- 07:52 it could even just be a few sentences of how you started your company,
- 07:56 or why you started that job, or whatever it is for you.
- 08:00 Get a personal story that people can relate to in your marketing, okay?
- 08:04 Make sense?
- 08:05 This is an important video, so if you have to go back,
- 08:08 watch it again get that information and I'll see you in the next video.
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