How To Create a Powerful Marketing Message That Stands Out with Holly Fisher
Mar 09, 2022
Holly Fisher has helped dozens of organizations clarify their marketing message and develop an effective sales funnel that generates more leads and boosts their bottom line. A long-time professional writer and former full-time journalist, Holly believes in the power of story to inform and engage and will share how to create a powerful marketing message that stands out in this episode of Cash In On Camera.
Here’s a glimpse of what you’ll hear…
▶️ [0:46] A lot of folks get caught up in trying to be really clever and really cute with their marketing. What winds up happening is people don't really understand what you do.
▶️ [1:25] I think people think I've got to be really clever. I've got to outsmart other people, but when you do that and you take that approach, you end up confusing people. And then you're confusing people, a confused mind does nothing.
▶️ [3:57] There is something to be said for gathering intelligence about your ideal customer and client. And there's a variety of different ways in which you can do that. Like, you can read comments on your social media, you can survey people, you can just listen to conversations and make notes about how people are saying different things or what kind of questions they're asking.
▶️ [5:36] Yes. And so you do have to really pay attention to the things that your customers and your clients are saying to you. And like you said, you can just do that even just with listening. If you do a lot of discovery calls or even consultations with people, just notice if the same phrases, the same words, and the same problems, continue to bubble to the surface.
▶️ [7:29] People make a lot of decisions based on emotions. And so we need to understand how they're feeling. And then also it's just really important if you spend any time listening to StoryBrand, you'll hear us talk about the importance of being the guide, making your customer, the hero of the story. It's not all about you.
▶️ [9:13] We can certainly include some of those things to help add that credibility and that authority. But first, we need to make sure that people understand. The problem that we're solving for them and that we really have their best interests at heart.
▶️ [11:29] You want to make sure that when people land on the website, they know what they're getting, right? What you do and how they're going to benefit. And then of course you have to give them a way to engage and interact with you in some sort of Call to Action.
▶️ [13:19] And sometimes it's a matter of just figuring out, where do you, want to get customers? What do you want customers for? If you're offering a bunch of different things. Are they all successful? Are they all profitable?
▶️ [14:36] Back in 1999, websites were pretty new. And so I think our temptation at that point was to go, "I'm going to tell you all about myself on my website because it's new and it's exciting. And I want to brag about my business". And so, now we know better, right?
▶️ [15:30] This is a free guide, on three things missing from your website and actually they're very simple things that you could probably change today, that would really help improve your website.
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