Marketing - Getting Started

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1 Marketing - Getting Started General Guidelines Study your audience - Make sure you are addressing their needs/ wishes For better results frame your conversations into one of these 3 categories: love / health/ money Make sure you are offering some kind of value exchange for people s shrinking free time. Localize your content to connect more deeply with a smaller audience, as opposed to having shallow relationships with a catch-all audience. Create content that is succinct and easy to digest Use headlines that speak to your audience 1. Determine the Purpose of Your Campaign: is it to drive traffic? promote a specific product or service? revive cold leads? 2. Prepare your drip down message sequence following the 95%-5% rule. Send 3-4 messages with valuable info/ tips, 1 message sales. Aim for no less than 14 messages. 3. Test your messages 4. Develop & maintain your list 5. Check your metrics regularly Troubleshooting List Building - Possible causes for low sign up Poor invitation in opt-in box No drool factor in freebie Are the benefits of the sign up clear and speak to your target? Is your page mobile friendly? Troubleshooting List Building - Possible causes for low conversion or non responsive list Make sure you are writing for a specific group of people Are you writing about what gets them out of bed or losing their sleep? Are you writing from their point of view? Are you helping them? Sometimes this help means you have to sell them something Are your call to actions loud and clear? And not too many on one page? Promotion is a small percentage of what you should do, maybe 5%. The other 95% of the time, you need to deliver value and solid information. Or are your percentages the other way round? Is your page mobile friendly? How to build your list Advertising Affiliates - Joint Ventures Speaking Guest Blogging continues

2 Marketing - Message Sequence Send Messages That Flow One to the Next Make sure your recipe delivers a solution that your reader really wants. Break your recipe into a sequence of 7 10 steps. (You can do more if you re ambitious.) Good marketing conversations evolve over time. They tell stories that have a beginning, middle, an end, with each component flowing naturally from the last and weaving a plot. Each step in the conversation should flow from prior communications and move the relationship forward. Here s what an engaging conversation might sound like: Welcome! Here s what to expect. Check out this article. Here s a cool video. See our latest offering. Share this with friends. Here s what others like. Download our new book. Happy birthday! Are you ready to buy? Here s more great content! Join us at our event. You like X, so check out Y. Here are some fun ways to learn more about our products (or services). Take this survey? You haven t bought X yet, so here s a 10% discount.

3 Headlines Cheat Sheet 2 ROT FORMULA HEADLINE GENERATION USING ROT If you aren t creative with headlines, here s a great formula to follow: The You can also mix and match R, T, & O to get a fast headline. ROT formula (Results - Objections - Time). Results they d want Learn to speak Spanish R - T - O Learn to speak Spanish in 20 days even if you have poor English skills! Objections Even if you have poor English skills T - R In 20 days you can learn to speak Spanish. Time frame In 20 days O - R - T Have poor English skills? You can still learn to speak Spanish in just 20 days. Results they d want Objections Get on the New York Times Bestsellers / Become a best-selling author Don t have a large following / Don t have experience marketing books T - R - O T - R This year, we can get you on the New York Times Bestsellers List even if you don t have a large following. Want to become a best-selling author this year? Let us help you become a best-selling author. Time frame This year / Start today R - T - O Did you know that you could still become a New York Times Bestselling Author in one year without having a large autdience? We can help. KOPYWRITING CHECKLIST as suggested by Neville Medhora 4

4 Headlines Cheat Sheet 2 In his book 52 Headline Hacks, reknown blogger Jon Morrow provides a list of headlines for blog posts to go viral. Use it as inspiration for your own content & s. Remember to adapt these to your industry and to your audience :-) Threat Headlines - What Keeps Your Readers up at Night? How Safe Is Your [Valuable Person/Object] from [Threat]? 7 Warning Signs That [Blank] Warning: [Blank] Can We Really Trust [Person/Company/Product]? The Shocking Truth about [Blank] The Great [Blank] Hoax How [Blank] Gamble with Your [Blank]: 7 Ways to Protect Yourself 9 Lies [Group of People] Like to Tell 13 Things Your [Trusted Person] Won t Tell You 5 Little-Known Factors That Could Affect Your [Blank] [Your Audience] Alert: The New [Blank] Scam to Avoid Zen Headlines - Promising Your Readers a Simpler Life The Zen of [Blank] Can t Keep up? 11 Ways to Simplify Your [Blank] How to Take Charge of Your [Unruly Problem] The Minimalist Guide to [Aggravation] 10 Shortcuts for [Completing Tedious Process] in Record Time Get Rid of [Recurring Problem] Once and for All How to End [Problem] How to [Blank] in 5 Minutes 101 [Blank] Hacks: A Cheat Sheet for [Blank] continues

5 Piggyback Headlines - Riding on the Back of a Famous Brand [Do Something] Like [Famous Person]: 20 Ways to [Blank]. [Famous Person s] Top 10 Tips for [Blank] The [World-Class Example] School of [Blank] The [World-Class Example] Guide to [Blank] Secrets of [Famous Group] What [World-Class Example] Can Teach Us about [Blank] Mistake Headlines - Irresistible Teasers from the Masters Do You Make These 9 [Blank] Mistakes? 7 [Blank] Mistakes That Make You Look Dumb 5 [Blank] Mistakes That Make You [Look/Sound] Like a [Blank] 11 [Blank] Mistakes You Don t Know You re Making Don t Do These 12 Things When [Blank How to Headlines - The Oldie but Goodie That Never Fails How to [Blank] How to Be [Desirable Quality] How to [Blank] (Even If [Common Obstacle]) How to [Blank] Without [Objectionable Action] How to [Do Something] While You [Do Something Else] How to [Blank] and [Blank] How to [Do Something] That Your [Target Audience] Will Love How to Use [Blank] to [Blank] How to [Blank] in [Year] How to [Blank] -- The Ultimate Guide How to Be Smart in a World of Dumb [Group] List Headlines - Bite-Sized Content That Readers Adore 7 Ways to [Do Something] 101 [Blank] for [Event/Cause/Process] 72 Killer Resources for [Audience/Process] The Top 10 [Blank] 7 [Blank] Secrets Every [Audience] Should Know 7 Surprising Reasons [Blank] The 5 Laws for [Blank] 7 Steps to [Blank] Get [Blank]! 10 Ideas That Really Work 7 Things Your [Target Audience] Needs to Hear You Say