creating powerful marketing literature
DESCRIPTION
The Slideshow from Fiona Humberstone's Creating Powerful Marketing Literature workshopTRANSCRIPT
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How to create
powerful marketing
literature.
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1. plan2. angle3. copy4. design5. distribution
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Why does mostmarketing fail to pull the response it should?
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blah…blah… blah
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3…2…1…
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busy audience
busy audience
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we, we, we…
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“you want me to what?”
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“ excuse me?
”
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7, 12, 21, 24
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“ And we do this… and this…
and this…”
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focus?
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“ Who do you
think I am? ”
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“ expect me to
take you seriously? ”
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Format inappropriate
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unrealistic expectations
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How to make your literature more effective
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1. plan2. angle3. copy4. design5. distribution
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plan
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What do you want to achieve?
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What are you producing?
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What do you need it for?
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who?
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What’s your deadline?
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Set SMART objectives
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SpecificMeasurableAchievableRelevantTimed
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specific?
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measurable?
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achievable?
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relevant?
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timed?
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Five-9 Solutions
24% response
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angle
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Your proposition (angle) needs to Break through the clutter and Demand the attention of your customer. A strong, clearproposition is the driver for Marketing communications that deliver increased sales and response. The Institute of Direct Marketing
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SPIN
SituationProblemImplicationNeed
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who exactly are you talking to?
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Your customer archetypes
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motivations?
motivations
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needs?
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expectations?
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SPIN
SituationProblemImplicationNeed
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SPIN
Do you have a powerful angle?
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Better/ different than competitors?
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Can we deliver?
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powerful copy
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What do you want people to know, think, do?
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you not we
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aidca
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attentioninterestdesireconviction
action
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grabattention
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generateinterest
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create desire
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show theproduct
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buildconviction
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testimonial
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guarantee
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trade body
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design
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call toaction
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Big, bold, clear
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appropriate
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Grow Your Business: 800+ visitors
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format
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impactfulimpactful
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impressiveimpressive
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Designdesign
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2/3
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£225
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sell a lifestyle
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grab attention
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evoke emotion
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attract
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set the tone
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make sense
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professionalism
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And the difference adding colour can make…(website)
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builds trust
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stand out
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how to…
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fonts
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colours
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layout
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images
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style
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cut the clutter
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action
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emote
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on brand
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What brands do they love?
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distribute with impact
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Lists: Yours vs. publication
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6%
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named contacts
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tailor
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delivery…
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fulfill fast
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letter
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repeat
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personalise
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integrate
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How to create
powerful marketing
literature.
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1. plan2. angle3. copy4. design5. distribution
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action plan
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If you found this useful…
Marketing Planning 3rd
3rd Decemberwww.marvellousworkshops.co.uk
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Fiona Humberstone runs printing.com in Guildford which helps businesses with their brand and marketing communications.
Fiona is the author of the forthcoming book: Exhibit Profitably and runs regular workshops and events around the South East. If you’d like to book Fiona for a one to one consultation or to speak at your company or group please email [email protected]