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Hey, Marlee, from Metamorphoself here.
And today, we are getting to the nitty gritty in my new series of Radical Marketing.
So, first, I want to set the foundation for Radical Marketing.
And I want to start with the assumption that all marketing efforts,
that is your marketing collateral, all your marketing communications,
everything that relates to promoting your products and services
is driven by the sole purpose to get people to increase an awareness
about your products and services and buy your products and services.
And we’re also going to suppose that people buy products and services
from those that they know, that they like, and that they trust.
And you might be very familiar with this modus. You’ll see a lot of places.
The first place that comes to mind for me is in Duct Tape Marketing by John Jantsch.
He references that phrase quite often that people buy from those they know, like, and trust.
So, our goal with Radical Marketing is going to be to burn about those things,
it’s going to be to bring about knowledge in our company, in our products, and our services,
trust in our products, our services and our company and our likability factor.
So, let’s start to break down these elements of Radical Marketing.
The first element in Radical Marketing is to educate your ideal client
beyond the benefits and features of your products or services.
So, what exactly does this mean?
Well, this means that you not only educate your customer
about the benefits and features of your products
but you also help them learn about how using your products relates and benefits
to the other areas of their life.
So, you go beyond explaining what immediate benefit they’re going to have
by using your product or service and you show them how it extends beyond that.
Now, the reason that this works is because it establishes trust
with your ideal customer.
You see, when they see that you’re going beyond just trying to sell them and make a quick buck
in your one-time transaction,
you can develop a relationship with them overtime.
And this is going to help be more effective in all your marketing activities across the board
because you are establishing those relationships.
So, now let’s look at a good example of this.
Okay, so, a great example of educating your ideal customer
beyond the benefits and features of your product or service
can be seen by Copyblogger Media.
Now, I’m pretty sure most of you are familiar with Copyblogger Media.
But just in case you aren’t, they are the company behind Copyblogger.com the blog
and a lot of the products that are associated with Copyblogger
like Third Tribe Marketing and Scribe SEO and their most recent product, Premise.
Now, if you look at the way that Copyblogger engages in their content marketing
they talk about a variety of topics.
And I want to focus in on SEO Scribe for a moment.
SEO Scribe is an SEO software that will analyze your content to help you write content that’s not only reader-friendly
but also search engine-friendly.
So, it kind of takes the legwork out of SEO for you if you’re a content marketer
or any kind of content developer for that matter.
It’s an incredible software.
I use it myself, and I highly recommend it.
But what they did before they actually launched Scribe and really, what the premise of Copyblogger is as a whole
is to teach you about content marketing.
If you go to the Copyblogger website, you will find blog posts on how to write magnetic headlines,
you’ll find blog posts on how to write a blog post,
you’ll find articles on how to sell, different ways to communicate.
There’s all sorts of articles that will help you use SEO Scribe more effectively.
And in fact, when they launched SEO Scribe,
Bryan Clark created a viral PDF that help you see exactly how you could create viral content
- content that was search engine-friendly.
And this was very complimentary to the SEO Scribe product,
not to mention once you purchase Scribe SEO, you actually get a ton of educational material
behind the scenes.
So, Copyblogger Media does a phenomenal job of educating people beyond
the benefits and features of their products.
SEO Scribe will help you perform well in search engines,
but if your content stinks, then it doesn’t matter.
So, they’ve gone beyond by making sure that they equip you
with the tools and resources that you need
to produce killer content that will match very well with the software product that they’ve provided
to get you found in search engines.
So, that’s a great example of that working in real life.
Now, let me give you an example of how not to do it.
I most recently attended a webinar that will remain nameless,
wherein I was promised that I was going to learn some specific knowledge.
And I was excited about that because it was a really unique spin.
I thought that this was going to be a great opportunity to pick up some new ideas
and perhaps I would learn a product or service that could truly benefit me.
Well, when I logged in to give away 55 minutes of my life, I basically signed up for a giant pitch fest.
And that’s pitch with a P.
I was really disappointed because I was even told at the beginning of the webinar
that they were going to give me some great tips at the end, so to hang on.
And I really was told nothing.
It was just a bunch of circular claims and a lot of social proof
and a lot of roo-ha-ha.
And that’s great, but I ended up very disgruntled because my time is very valuable
and I spent an hour to have an expectation be met and it wasn’t.
They failed at that.
And even though the product and service that they were pitching sounded interesting,
I was more miffed at the fact that I didn’t get what they had promised,
than I was even interested in their product or service,
which actually made me think that maybe I can’t trust them
because maybe I’m going to get into their product and service and it will be equally as untruthful
as that hour was that I spent with them.
So, this is a perfect example of how this works in the reverse,
which is where you’re not delivering and educating beyond the benefits and features.
Because they told me all the benefits and features of their products and services.
I mean, I could sell it to you right now. I know so much about that.
But they didn’t educate me beyond that.
And for that reason, I feel like they failed at radical marketing.
So, what do you think?
Do you think that educating your ideal customer beyond the benefits and features of your products and services
is an element of Radical Marketing?
And how do you think that you can do that more starting right now?
I can’t wait to hear your feedback in the comments below,
so do let me know!
Talk to you soon.