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Copyright © 2015 Neural Impact Inc. All rights reserved. This document is for the use of client personnel only. No part of it may be circulated, quoted, or reproduced for distribution outside of the client organization without prior consent.
Digital Emotional Engagement Workshop Day 2
Participant Workbook
AUTHOR: SHARKA CHOBOTNeural Impact Inc. | [email protected] August 30, 2017
PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT
© Neural Impact Inc. 2016
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TABLE OF CONTENTSMARKETING TOP GOALS:.........................................................................................................3WEBSITE TOP GOALS:..............................................................................................................3RESULTS SUMMARY:................................................................................................................4EMOTIONAL ENGAGEMENT MODEL..........................................................................................5WEBSITE TRIBAL INDUSTRY EVIDENCE REVIEW.......................................................................7EMOTIONAL TRIGGER QUESTIONS...........................................................................................9PROSPECT AND CUSTOMER VALIDATION RESEARCH.............................................................10PRIORITIZATION OF PAIN - CRITERIA.....................................................................................11EMOTIONAL HOOKS FOR EACH PERSONA..............................................................................12EMAIL CREATION EXERCISE...................................................................................................13PODCAST THEMES & SPEAKERS............................................................................................14RECIPROCITY IDEAS...............................................................................................................15CONTRAST IMAGERY.............................................................................................................16EMOTIONAL MENU MESSAGING.............................................................................................17INFOGRAPHIC BRIEFING........................................................................................................18CONCRETE STATEMENTS AND CLAIMS..................................................................................19HUMOR IDEAS.......................................................................................................................19CUSOMER CASE STUDY/TESTIMONIAL REVIEW......................................................................20RE-WRITE HEADLINES TO BE QUESTIONS..............................................................................20EXERCISE: PROOF OF PAIN MAPPING.....................................................................................21CASE STUDIES & TESTIMONIALS...........................................................................................23EXERCISE: BUILDING YOUR VALUE EXCHANGE.....................................................................24NURTURE & CONTENT CALENDAR.........................................................................................25TRIAL CONVERSION...............................................................................................................29CONTENT SUBSCRIPTION IDEAS............................................................................................30FREE FOREVER IDEAS............................................................................................................30UPSELL IDEAS........................................................................................................................31DAY 2 KEY TAKEAWAYS.........................................................................................................35
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Strengths and Weakness of Current Website(s)
Marketing Top Goals:1. _____________________________________________________________________________________________
_________________
2. _______________________________________________________________________________________________________________
3. _______________________________________________________________________________________________________________
Website Top Goals:
1. ______________________________________________________________________________________________________________
2. _______________________________________________________________________________________________________________
3. _______________________________________________________________________________________________________________
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Results Summary:4. _____________________________________________________________________________________________
_________________
5. _______________________________________________________________________________________________________________
6. _______________________________________________________________________________________________________________
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Emotional Engagement Model
Tribal Engagement
Immediate Tribal Identification
Tribal Specific Images
Inclusive Tribal Language
Undeniably a Trusted Member of the Tribe
Demonstrated Tribal Leadership
Persona Engagement
Clearly Defined Personas
WHAT Persona Content
HOW Persona Content
WHY Persona Content
Customer Persona Photos
Claims that appeal to each persona
Emotional Engagement
Triggers
Emotionally Charged Content
Content is Prospect Centric
Creating ContrastStrong Beginning & End
Unveil PainAppeal to all Learning
StylesStimulate Fear and Loss
to Motivate Action Desire Creation
Speak to your prospect
Visual Stimulation
Visually Grabbing Homepage
Visual Imagery
Video Motion
Emotion Maximizing Design
Persuasive Language
Visually Communicate Data
Curiosity and Persuasion
Engage Through Humour
Master Story TellingAttention Grabbers Build Anticipation
with QuestionsSurprise Elements
CuriosityProvocative Questions
Frequent Content Refreshment
Simplicity vs Complexity
Video Background
Minimize User Distress
Tangible, Concrete Language
Less is More
White Space
Clean Menu Choices
Proof of Claims
Social Proof - Compelling
Customer Proof (80-100% effective)
Demos to Prove your Claims (60%-100%
effective)
Use Data to Prove your Claims. (20-60%
effective)
Create a Vision to Prove your Claims (10-40% effective)
Differentiate your Claims Against
competitors
Trust and Credibility
Transparency
Optimism and Fearlessness
Integrity
Sustainability Story & Socially
Responsibility
3rd Party Validation
Leverage Transference
Customer community as co-collaborators
Value Exchange & Action
Engagement
Teach Prospects
Original Content
Bandwagon Urgency
Compelling Call-to-Action
Competitor Engagement Benchmark
Degree of Emotional Engagement Comparison
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Website Tribal Industry Evidence Review EXERCISE: Conduct a review of your website. Identify the degree of tribally relevant images, videos, language and content you currently include.
TODAYTribal People – Visual images, video, icons
Tribal Specific Text: (words & menu buttons)
Tribally Relevant Value Content: (blogs, white papers, case studies etc.)
COULD ADDTribal People – Visual images, video, icons
Tribal Specific Text: (words & menu buttons)
Tribally Relevant Value Content: (blogs, white papers, etc.)
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Industry Tribal Gathering Places
EXERCISE: Where will your tribe be gathering next? Identify upcoming opportunities to meet tribe.
Identify Where your Customers Will be
Industry Conferences
Industry Tradeshows
Industry Association Meetings, Events
Industry Award Events
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Emotional FearsProvocative Questions
WHY
Provocative Questions
HOW
Provocative Questions
WHAT
GrowthMerger or acquisitionLarge or complex new projectService/Geo expansion
FearLost a key customerLost a strategic bidSigned a bad/high risk contractProject overrun or missed milestoneProject write-offUtilization <70%Increase margins/profitability
RiskSystem Failure/obsolescence Compliance penaltyLitigation
ControlPoor decision (due to bad data)Change in leadership
Emotional Trigger QuestionsExercise: Identify provocative questions that resonate with your prospects core fears. Identify how your solution will help them resolve that pain.
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PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page | 11
Prospect and Customer Validation ResearchExercise: Review your prospect research to to validate your empathy map, pains and triggers.
1.
2.
3.
4.
5.
6.
Prioritization of Pain - Criteria
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EXERCISE: Identify key pains and determine which are a priority to leverage. Score each as high (3 points), medium (2 points) or low (1 point).
WHY Pain Intensity Timing Awareness Score
HOW Pain Intensity Timing Awareness Score
WHAT
Pain Intensity Timing Awareness Score
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Emotional Hooks for Each PersonaEXERCISE: Identify key emotional hooks for each persona to include in EVERY marketing communications piece.
Hook Why How What
How they will feel better(joy, pride, relief, relaxed, confident)
Status increase(look good, rewarded, look competent, more power, influence, respect)
Social proof – evidence that others are doing this and that they need to as well
How their work life will be better or easier (faster, more control, better decisions, more efficient, effective, more time)
Call to Action
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Email Creation ExerciseWrite a very short email for each of the personas including each of the emotional triggers. Use persuasive words:
Dear Why,
Dear How,
Dear What,
Podcast Themes & SpeakersTOPIC GUEST
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Reciprocity IdeasExercise: Delight and surprise prospects, give to get! Identify ideas on what you could give.
Contrast ImageryEXERCISE: Refer to your persona pain mapping done earlier, find or sketch one visual before and after picture that is relevant to one of your personas. 16 | P a g e
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Before After
Emotional Menu MessagingEXERCISE: Create new menu choices for your website which have a clear pain element.
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Infographic Briefing EXERCISE: Develop a creative brief for an important info graphic.
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Concrete Statements and Claims EXERCISE: Rewrite long, complicated blah, blah, blah statements in your headlines and sub-headlines
Humor Ideas
Cusomer Case Study/Testimonial Review
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EXERCISE: Conduct a review of your customer case studies and testimonials. Identify the degree of emotionally engaging elements as discussed in the workshop so far.
TODAYTribal People – Visual images, video, icons
Tribal Specific Text: (words & menu buttons)
Pain Language
Contrast
What, Why, How Differentiation
Re-write Headlines to be Questions EXERCISE: Rewrite your headlines statements to be questions.
Exercise: Proof of Pain Mapping 21 | P a g e
EXERCISE: List your most important gains, then identify what kind of proof you have to prove your claims.
Gain Customer Evidence
Prove with a
Demonstration
Data Evidence Vision
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EXERCISE: Identify ONE sustainability strategy that could help your company gain credibility and build trust with your prospects and customers. Try to align with the values of your tribe.
Case Studies & TestimonialsEXERCISE: Document which case studies you have and which you need.
Proof of Claim Customer
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Exercise: Building your Value Exchange
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Nurture & Content CalendarEXERCISE: Develop a 6-month nurture and content calendar.
Calendar
Month
Theme
Target Persona Topic Content
Format
CTA (Event or Asset)
Subject Matter Expert
Publish Date
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Apprsource Listing
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AppSource Listing
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AppSource Landing Page
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Trial Conversion
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Content Subscription Ideas
Free Forever Ideas
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UPSELL IDEAS
Add on Functionality (i.e. integration with a specific app, bar code module, geo mapping.)
Value Add CONTENT(data you license and resell – currency exchange data, commodity pricing, federal agency daily recalls)
Free Trial
Fremium Forever 32 | P a g e
(limited functionality)
Free to specific markets (offfice free to students)
Scarcity and Loss Promotion(limited time, limited number)
Competitive Price Comparisons/Upgrades
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Action PlanEXERCISE: Based on today’s workshop, document your next steps/action items.
Action Item
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Day 2 Key TakeawaysCapture the top learnings or ideas that you will take away from today’s session.
Key Learning/New Idea
1.
2.
3.
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NOTES
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Did you get value from the workshop?Please help us make this and future workshops even
better by sharing your valuable comments with us.
www.neuralimpact.ca/ISVmarketing
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