10 Essential Marketing Skillsfor Non-Marketers

Keith Shiley, GlowhornGlowhorn.com

Q: How Many Marketers Does Your Company Have?

A: The Same as its Number of Team Members

#1 Communicate the Brand Message

Message Components

1. Value Proposition

Message Components

1. Value Proposition

2. Key Differentiator

Message Components

1. Value Proposition

2. Key Differentiator

3. Brand Stories

#2 Connect Through Stories

“What the marketers sold her was a story, a story that made her feel special. Stories (not ideas, not features, not benefits) are what spread from person to person.”

“We’re here for the story and the way believing it makes us feel…”

“Before Maui I was successful (financially) with a

business doing $5 million a year in sales with

over $1 million in profit per year. But I was

working myself to death to do it. I was working

80 hours a week and the stress was killing my

health, my family, and my just about everything

else. Here I am 7 years later and my company

has grown four-fold to over $20 million a year

in sales, and over $3 million in profits - and

best of all, I’m literally not needed to do anything

for the business any more.”

– Tom Santilli

xByte Technologies

For us at Patagonia, a love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet. We donate our time, services and at least 1% of our sales to hundreds of grassroots environmental groups all over the world who work to help reverse the tide.

Team Meetings

#3 Write Effective Copy

Good Copywriting is SPEW

Good Copywriting is SPEW

Simple

Good Copywriting is SPEW

Simple

Persuasive

Good Copywriting is SPEW

Simple

Persuasive

Engaging

Good Copywriting is SPEW

Simple

Persuasive

Engaging

WIIFM (What’s in it for me?)

Good Copy

BadCopy

Good Copy

Join us for a webinar and we’ll demonstrate the powerful new features of our CRM software.

Join us for a webinar and we’ll show you powerful new tools and techniques to close more deals.

Bad Copy

Good Copy

Join us for a webinar and we’ll demonstrate the powerful new features of our CRM software.

Join our free webinar where we’ll reveal three powerful new tools to improve your closing ratios.

Bad Copy

Good Copy

Hi Larry, I just wanted to let you know that it has come to my attention that we haven’t received your event payment yet. Also we need your completed RSVP form. Please be sure to send these to me today so that we can be sure to guarantee your seat at this hugely popular and sure to sell-out event.

Hi Larry, we haven’t received your event payment or RSVP form yet. Please be sure to send these today so we can guarantee your seat at this sellout event.

Bad Copy

Good Copy

Hi Larry, I just wanted to let you know that it has come to my attention that we haven’t received your event payment yet. Also we need your completed RSVP form. Please be sure to send these to me today so that we can be sure to guarantee your seat at this hugely popular and sure to sell-out event.

Hi Larry, we haven’t received your event payment or RSVP form yet. Please be sure to send these today so we can guarantee your seat at this sellout event.

Bad Copy

Good Copy

Let me know if you’d like to schedule an appointment with one of our consultants sometime.

One of our consultants has asked me to offer you a free consultation. When would be a good time for you this week?

Bad Copy

Good Copy

Let me know if you’d like to schedule an appointment with one of our consultants sometime.

One of our consultants has asked me to offer you a free consultation. When would be a good time for you this week?

Bad Copy

Good Copy

Hi Keith, great to meet you at the trade show last week. I’d like to introduce you to ACME Displays. We’re a full-service trade show display printing and production company with capabilities ranging from x to y and even z. Please keep us in mind for all of your trade show display needs.

Hi Keith, great to meet you at the eMetrics show last week. Nice work on the new branding and booth design for your client! I’d love to have a chance to hear more about other upcoming shows you're working on, and see how ACME Displays can help with our full line of x,y,z capabilities.

Bad Copy

Good Copy

Hi Keith, great to meet you at the trade show last week. I’d like to introduce you to ACME Displays. We’re a full-service trade show display printing and production company with capabilities ranging from x to y and even z. Please keep us in mind for all of your trade show display needs.

Hi Keith, great to meet you at the eMetrics show last week. Nice work on the new branding and booth design for your client! I’d love to have a chance to hear more about other upcoming shows you're working on, and see how ACME Displays can help with our full line of x,y,z capabilities.

Bad Copy

#4 Use Images Effectively

Before you reach for that stock photo...

Will a picture even add to the story?

What other type of picture could you use?

#5 Maintain Brand Consistency

#6 Respond to Negative Feedback on Social Media

Responding on Social MediaDon’t Do

Ignore it Share with team

Go on the defensive Give the benefit of the doubt

Respond impulsively or heatedly Fully understand (who, why…)

Leave it hanging Offer a solution

Insist on having the final say Know when to leave it be

Responding on Social MediaDon’t Do

Ignore it Share with team

Go on the defensive Give the benefit of the doubt

Respond impulsively or heatedly Fully understand (who, why…)

Leave it hanging Offer a solution

Insist on having the final say Know when to leave it be

Responding on Social MediaDon’t Do

Ignore it Share with team

Go on the defensive Give the benefit of the doubt

Respond impulsively or heatedly Fully understand (who, why…)

Leave it hanging Offer a solution

Insist on having the final say Know when to leave it be

Responding on Social MediaDon’t Do

Ignore it Share with team

Go on the defensive Give the benefit of the doubt

Respond impulsively or heatedly Fully understand (who, why…)

Leave it hanging Offer a solution

Insist on having the final say Know when to leave it be

“A wise man told me don’t argue with foolsCause people from a distance can’t tell who is who”

- Jay Z

#7 Create Raving Customers

3 Steps to Raving Customers

1. Create an amazing experience

3 Steps to Raving Customers

1. Create an amazing experience

2. Request a review/referral

3 Steps to Raving Customers

1. Create an amazing experience

2. Request a review/referral

3. Repay the love

#8 Write a Marketing-Friendly Blog Post

Marketing-Friendly Blog Post

Know your audience/topic Write a strong headline…

65 characters or less A compelling description…

155 characters or less An engaging article…

500+ wordsSubheads, bullets and bolding

Use powerful image(s)Alt tags and captions

End with a relevant call-to-action Recommended tool: YOAST

#9 Craft a Professional Email

Shiley Curve of Email Formality

#10 Send an Effective eBlast

Effective eBlasts

Subject lineLayout (KISS)Call-to-action, PSWebsite linkRepetition

Maui Mastermind Marketing & Sales Workshop

Lead Generation and Conversion Systems to Grow Your Bottom LineOctober 3rd & 4th, 2015

Glowh

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