Emotional Branding: 4 Critical Questions, and Stupidity

Emotional Branding: 4 Critical Questions, and Stupidity

Be Sociable, Share! TweetWe all believe that getting your message right will resonate with potential buyers, improve your brand’s positioning and increase your sales. By reading this article, you’ll have a better understanding of a valuable tool – emotional branding – to improve how you communicate with your market. If you sell your products or services based on features, functionality or price, you’re an incredible idiot, and ridiculously stupid. So how dd that make you feel? The words “idiot” and  “stupid” are pretty emotional words that evoke a fairly strong feeling in most people. And how do you physically describe that feeling? It’s pretty tough to describe, isn’t it? You’re actually not stupid, and you’re not an idiot. You can definitely be successful selling based on these foundations, and the majority of products and services on the market are sold in this fashion. When you walk into a pharmacy, which medication will you buy? You’ll compare your symptoms to the products on the shelf and then buy the one that best meets your needs. Very factual. Very easy. But what if the packaging said “We’ll get rid of your stuffy nose, and we’ll also put a smile on your face while improving your relationship with your significant other. We make you happy”.  How cool would that be? An over the counter cold medicine that makes you happy! But, in reality, most cold medicine does usually make you happier. It gets rid of nasal congestion, lets you breathe easier, and helps you get a better night’s sleep. Yes, the alcohol in it might act as a mild depressant, but the good effects tend to outweigh the bad (I’m...
How to Sell Search Engine Optimization (SEO) to your CEO

How to Sell Search Engine Optimization (SEO) to your CEO

Be Sociable, Share! Tweet Wow. My last post about search engine optimization from a CEO’s perspective must have struck a chord. I’ve never had such a wonderful response, so I’m guessing that looking at SEO from a CEO perspective must be of interest. With that in mind, I thought I’d focus this post on how to convince a CEO to invest in search engine optimization. There’s a lot of information here that relates to more than just selling SEO to your upper management. I’d recommend reading through the article to gain insight on tasks you should accomplish no matter what when you are looking to invest in SEO. I did some research on this topic before deciding to write it. There are numerous articles on how to convince your boss to invest in SEO, but very few on how to get the CEO to buy in. The few articles I found had some amusing suggestions on approaches to take: “Everyone else is doing it.” “Search engine marketing is the future of marketing and sales.” “SEO won’t add more work for you.” “Show Graphs, Numbers, Charts & Visuals.” In a small businesses, most decisions to spend more than a few hundred dollars are still floated by the CEO. So it’s important to put together your strategy before you walk through their door. How Does a CEO Think? Let’s talk about the CEO of a business that has 15-100 people. A CEO’s day is generally filled with wall to wall meetings, with some time for e-mail responses, telephone calls and impromptu person to person conversations crammed in between them. The more people...
Search Engine Optimization (SEO) From A CEO’s Perspective

Search Engine Optimization (SEO) From A CEO’s Perspective

Be Sociable, Share! Tweet There are a billion articles and blogs on search engine optimization, but most of them target webmasters, digital marketers and technology people. I struggled with whether or not I should write yet another article on SEO – especially since it’s not my specialty – but decided to when I found that most articles explained how to do SEO, and didn’t explain what SEO is, and why a CEO should care. That IS my specialty. There are a lot of terms and parts to SEO today. Each of these has it’s own specific definition, but from a CEO perspective they can all be lumped together. I look at it from a personal computer point of view. A personal computer has a processor, memory, hard drive, graphics engine, keyboard, mouse, screen, etc. – but who cares? All a CEO cares about is that it’s a PC and that it runs the applications he or she needs. SEO is kind of the same. There are a lot of terms thrown about. There’s search engine marketing (SEM), Pay Per Click (PPC), Content Marketing, Link Building, Social Media, Conversion Optimization, Authorship, A/B Testing and more – but they really all are methods and parts of search engine optimization, and they are all focused, eventually, on maximizing what your website does for your company. My First Introduction to Search Engine Optimization (SEO) When I owned my last company I had an awesome marketing manager. A Brit by the name of Gavin Cooper. He’s working at another company in the region now and they are lucky to have him. Anyway, we were a fairly good sized technology company....
FWS Weekly Resource Roundup n.5 – Focus on Free Press

FWS Weekly Resource Roundup n.5 – Focus on Free Press

Be Sociable, Share! Tweet I wrote a blog entry recently – “Shout! Scream! Yell! Your Company Depends On It!” – that focuses on the need to make people aware of your existence if you want them to hear your message.  What better way is there for a small business to get their existence noticed than to gain free press. In today’s weekly roundup, we’re going to focus on tools and ways to find reporters and bloggers and how to make yourself known to them – all in the name of gaining free press for your small business. First, when you’re going after free press, let’s make sure you understand how to approach the reporters and maximize your opportunity to be included as a source.  Also, what are some ways – other than the services below – to get mentioned in the press? Proven Tips for Getting Free Publicity on HARO 25 Ways to Get Press for Your Business How Do You Work With Reporters? With A Little Common Sense and Methodology. 11 alternatives for a news release And how about a tool to help you come up with a great headline for news releases and blog articles?  Check out the Emotional Marketing Value Headline Analyzer.  Your headline will be analyzed and scored based on the total number of EMV words it has in relation to the total number of words it contains. Now, how about some tools that will help you get free press?  The reporters and bloggers on most of these sites do not focus on a single industry – or even just business.  They run the gamut from breaking news,...
Shout! Scream! Yell! Your Company Depends On It!

Shout! Scream! Yell! Your Company Depends On It!

Be Sociable, Share! Tweet A friend said to me yesterday, “Your company has strong offerings, but they mean nothing unless people know you exist.” I proffer this same advice to my clients, but it really clicked personally when he repeated these words back to me. “What you offer will never be bought unless people know you exist.” I’ve Heard of Them Politicians don’t get elected because of the fact that they have a great message. They get elected because the public, first, finds out they exist. It’s only then that their message is truly heard and they find their support. The church doesn’t have an opportunity to communicate its beliefs until you know it is out there – and the churches with the strongest voices in your community are usually the ones with the largest membership. There are thousands of companies that make and sell software, but I challenge you to name more than a dozen of them off the top of your head. Why is this so difficult? Because very few have roared “We’re here.” So What’s Your Point? Marketing. Sales is one to one. Marketing is one to many, and creates a funnel for those one to one sales – and, more importantly, the opportunity for you to share your message. In small businesses, marketing – if it even exists in the first place – is an afterthought, usually has a minimal budget and is often one of the first areas to be cut when expenses need to be decreased. On the other hand, most small businesses give little thought to adding “the ultimate salesperson”. You know...
Contact Us!
  • This field is for validation purposes and should be left unchanged.
×