Writing for social media

Writing for social media: everyone does it, right? But when you do it as a business, it’s a little bit more complicated than just posting something that I like. In the business world, writing for social media doesn’t only mean sharing stuff, but also networking with clients, potential clients, partners, and potential partners, with the purpose of eventually making business. (You can find the video version os the article at the bottom of the page.)

This may take talent, creativity, focus and a deep understanding of your audience. Every social post you publish reflects on your brand and that’s why it’s important to write well on social media. You need to be able to cram as much value into as few words as possible. You also have to be consistent and engaging at all times.

So, the question is, how to do that?

In this blog post, I will deal with some concepts to keep in mind when you write on social media. I will talk about

  • the types of reader personas,
  • the variety of posts,
  • which type of leader you could be,
  • the structure of a post, and, finally,
  • I will show you what a content cube is.

No worries if it sounds harder than you thought, with a little practice and paying attention to the right stuff you will be great! Reading these clarifications and tips, you will be amazed at how much more confident you will be and how clearer and more effective you’ll write.

Let’s get started!

Obviously to your buyer personas; to the ideal person, you would like to read your post. In this case I am referring to a reader avatar and what you have to do is to imagine what that reader thinks while they are reading your posts.  

Nevertheless, I would like to share with you four specific categories who you should talk to when you are writing on social media:

  1. Clients: those with whom you have already built a relationship. You should help them understand your services better, suggest which product suits them better, share insights and make them feel good for having chosen your company.  9This also helps them bring you referrals.)
  1. Prospective clients: people who are interested in your service. Prospective clients really want something that you offer, but they are on the fence. That’s why, in this case, you should help them make their decision through your posts. But what can you write about? Talk about your background and philosophy, post about what to consider, what mistakes they could make, and about the processes in the industry. These posts help a lot because if your customers see that you are open, trustworthy, and honest they will be more likely to choose you.
  1. People who are not aware of the problem: those who could be great prospective clients. Through your article they will find out exactly what they need, so you have to help them recognise the problem. In this case you can use different tools like listicles or case studies in which you show what the original problem was, how you solved it and what the transformation/result was. 
  1. People who are resistant to what you offer, but they would need it. They might have had a bad experience with a competitor of yours and lost trust. In this case, help them understand better because they might have misbeliefs. Moreover through the stories of your company, people can see how you manage problems, mistakes and bad experiences.

Smart tip: have a really balanced content writing strategy! The beauty is that whatever you write to any of the categories it will be well received also by the others. 

The next step is to use a variety of content categories: 

Educative content pieces are always a good choice because this is how people will see your expertise after reading your posts. 

Entertainment really works! Enrich your posts using interesting quotes, curiosities and news. Don’t forget to have fun; if you work with passion it will be noticed and results will arrive!

Mission-based posts Stories, interviews, and “behind the scenes” content pieces are powerful weapons. Exciting facts about your company, but also about clients, your team, your products, partners, and so on, are really appreciated by your readers because these make you unique.   

Customers’ stories: Remember that it is not about your previous customers or about your company, but prospective clients have to see themselves there. How? Using case studies and, above all, testimonials.

Or, better, what readers want to read about? 

In order to discover that you can choose one of these two solutions: you can simply ask them or you can use a couple of platforms. Personally, I recommend tools like Buzzsumo; useful to identify what people read about a specific topic or keyword, Quora; which allows you to find out which are the most asked questions about a specific agent, and AnswerThePublic.

Since I am talking about questions: How can I become a thought leader

Daredevil , mentor, guru, geek and helper are all different profiles of leaders; but each of them have the same goal: to be unique and to have their voice. Writing information that everybody says doesn’t work. You have always to formulate your own opinion and thoughts talking about, for example, dishonest competitors, clients’ misbehaviours and misunderstanding, anomalies, frauds and frustrations in the industry. 

Let’s understand better which leader’s type you can be: 

  • The Daredevil is always there; it is a very outspoken person with a very strong opinion. 
  • The Mentor helps you doing something by supporting you as much as possible 
  • The Guru is very popular and gives you a lot of motivation
  • The Geek focuses on processes, theory, tools and rules 
  • The Helper, finally, helps you do your stuff or solve a problem 

Choosing the right leader’s type comes, obviously, from your personality, don’t try to be someone you are not.

Smart tip: You can also have a combination of those

Again, excitement is essential. So, don’t worry about the length, but rather about the excitement. 

I really recommend you to start with titles, headlines or first sentences just because people use to scroll pages and having reference points allows your readers not to get lost among information and posts. You can also use subheadlines and very short blocks; this will really facilitate the reading. 

Remember to put things into context: what you are talking about and why has always to be clear.

Here too emotions are really important. They could be positive or negative, it doesn’t matter, what counts is that you don’t have to be afraid of evoking some strong emotion in your readers; they will be very impressed! 

Finally, don’t forget to close your post with a call-to-action or a question. This will help your reader to get involved by doing something, reading more, answering or getting in touch with you.

Scheduling: use a Content cube!

This method is really useful to plan your content strategies and calendar. In this cube, you will put different types of content (education, story, offer, testimonial) and tools like texts, photos, videos, or slides. By using this technique it will be easier to avoid repetitive posts and to decide which tools will suit better with a specific content and platform. 

Smart tip: Reusing contents is not forbidden, do it!

And that’s it! I am completely aware of the fact that the world of social media is massive and looks like it requires a range of skills. Becoming a great and successful social media content writer may take time, but I am really confident that with a little practice you will surely achieve your goals.

The article is based on the below video, you can watch it now.

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This article was written by the Francis Cooper team based on 21 years of experience in marketing and copywriting. If you’d like to practice the above at a copywriting workshop, and write your own high-converting landing pages, email tk@franciscooper.com.

How to write high-converting landing pages?

Writing an effective landing page has its rules. A good landing page, actually, goes beyond simply creating and designing something that “looks good”. It’s much more a conversation with the reader we have to understand what customers think and be able to reflect on those thoughts. What is the best structure to use? How can you understand the psychology of your readers and what else do you have to be aware of? 

These are the key questions, I will answer in this blog post, showing you the E.P.I.C. Model, how to write a successful headline and giving some smart tips to keep in mind. In this way, you will get the answers to all your doubts and you will be able to write a complete and successful landing page. But, for a start, let’s understand better what a landing page is. 

What is a landing page?

Traditionally, a landing page is a dedicated web page of a service or product. But why is it so important and useful? Because with a simple click the reader will immediately arrive right at the page of the service or product we are talking about. (And normally, there’s no menu bar to distract the attention and give way to an escape:)

Smart tip: You can consider the home page a full-fledged landing since it is the most visited page of the website and gives a very detailed overview of the company. Navigating is more of a challenge on mobile, so it’s a good idea to make the home page count!

Use this E.P.I.C. model

The structure of the landing should reflect the psychological process of how your readers process information and make their choices.

This structure is can be described by the E.P.I.C. Model. 

This is a very elegant sales technique and the acronym E.P.I.C. is useful to keep in mind when you write your landing page: Excite, Project (problem), Inform (solution), Close. 

Your first task, as opposed to what people usually think, is not the sale or the product’s presentation, but increasing the excitement. Grabbing the reader’s attention is the first step to writing a successful landing page. 

The winning headline: the hardest part of the job

The headline has the key purpose of making the reader read on. Avoid using formulas like “Welcome to”, “More than”, “Your trusted accountants” because they don’t mean anything and, above all, they don’t make people excited.  Writing a powerful headline takes time that you don’t always have. 

Therefore, here are three easy formulas that always work: 

  1. The WOW without the OW: promise a big benefit while taking out the pain that usually goes with it. When you promise something that is significant, objections and concerns come up in the reader’s mind. However, in the headline, you should make sure that this pain will be removed. It’s about thinking of the biggest benefit that you can offer, realizing your customers’ possible objections, and making sure they won’t have to face those. Here an example to understand better: “Wonderfully natural sleep. Without the chemicals”.
  1. Small yeses lead to a big yes: ask small, specific and smart questions about the reader’s current situation, avoid the generic and vague ones. In a practical way, instead of using questions like: “Do you want to look good?”, “Do you want to sign in?”, use a more precise one, like: “What an amazing look for you night out?”.
  1. Compare the concept to something they know: just try to imagine what your customers already know and connect your service with that, so they recognise your value proposition right away. As a simple example: “Your full-time CFO for $30 a month”.  

This is the section in which your readers can identify themselves with a particular problem, since your aim is to talk about your customers and not about the company. In order to understand their problems, forums, comments and feedback are essential. But how can you talk about their problem? Showing statistics or facts, presenting some statements, asking questions and exposing some clients’ stories are some strategies to use. 

Smart tip: don’t be superficial, showing strong emotions is essential in order to gain conversions!

Before proposing your product or service, show them all the alternative solutions and, after that, explain to them why these alternatives aren’t the perfect solutions for them. 

Smart tip: Be honest! By telling your clients that there are alternatives you are credible, you build a relationship and they will trust you.

Then there is the ideal solution; at this point you have to describe your proposition.

Attention! You still don’t have to speak about your product. 

Only after having described your solution you can come up with your product. At this stage you have to answer three important questions: (1) why clients should buy your product, (2) why should they buy it from your company and (3) why should they buy it now.

Firstly, it is essential to write about the benefits, the transformation and not only about the product’s features. Obviously, people always expect a positive change when they buy something. Demonstrate that change on your landing page to show how customers feel after having purchased your product. 

Smart tip: Don’t write about the future, use the simple present tense; make your clients feel they are already there!

Secondly, in order to demonstrate your USPs without saying that your company is the best choice in the world, you just have to show how you are unique. By describing your specific process, exposing your achievements and results, showing your clients’ testimonials, and writing about your team, your personality, your background.

Smart tip: Be demonstrative and specific! Avoid generic information that everybody says. 

Thirdly, you have to tell your clients what they miss out on if they don’t buy your product right away (or until a deadline). Again, be honest! If it is not the right time for them to do that, just tell them; this will increase your credibility.  

Help your customers make that last step by adding a few lines above the button on why they should do it. Propose them different packages with a clear overview of what they get with each, and when that specific package is a good choice.

At this point, it is very important to recap, to sum up the benefits of the offer, how it helps them and what happens later. (It helps them if they need to convince a decision maker.)

Smart tip: Don’t force your readers, it has to be their decision!

There you go! Keep in mind the above structure and writing high-converting landing pages won’t be a problem anymore!

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This article was written by the Francis Cooper team based on 21 years of experience in marketing and copywriting. If you’d like to practice the above at a copywriting workshop, and write your own high-converting landing pages, email tk@franciscooper.com.

Profit and Gloss Blog

Marketing know & how for entrepreneurs

Writing for social media

Writing for social media

Writing for social media: everyone does it, right? But when you do it as a business, it’s a little bit more complicated than just posting something that I like. In the business world, writing for social media doesn’t only mean sharing stuff, but also networking...

read more
How to write high-converting landing pages?

How to write high-converting landing pages?

Writing an effective landing page has its rules. A good landing page, actually, goes beyond simply creating and designing something that “looks good”. It's much more a conversation with the reader we have to understand what customers think and be able to reflect...

read more

Profit and Gloss Blog Marketing know & how for entrepreneurs MARKETING LOVE LETTERS EVERY FRIDAY Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It's not a newsletter but a conversation with my lovely readers. They...

read more
LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy That brings you business What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these...

read more
Five Hollywood plots every story can be boiled down to

Five Hollywood plots every story can be boiled down to

Five Hollywood plots every story can be boiled down to Storytelling ideas with real-life examples No marketing conference is complete without at least one (but usually more) speaker pointing out how important storytelling is in your marketing toolkit. But as we go...

read more

MARKETING LOVE LETTERS EVERY FRIDAY

Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It’s not a newsletter but a conversation with my lovely readers. They regularly get back to me with compliments like “To say that it was helpful is an understatement.” or “You should publish a book and include these.”

Fill in the form below and you get the next one. (And there’s a link in each letter to unsubscribe.)

By signing up you agree to receive epic content and offers from me that I will always carefully craft to help your marketing (And if not, you can always leave me. See our Privacy Policy here.)

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Ready to Stand Out From the Crowd?

How to convert more clients at the first consultation? The magic staircase

Convert more clients

Build a brilliant product staircase for your business

 

Does it ever happen to you that you had a nice consultation with a client, you spent some time with them but they didn’t sign up for your services or products? There could have been several reasons why they didn’t sign up. They might have not been ready to buy your full service or product yet. They might have not been aware of the problem that you’re solving. They might have not been at the same stage as you are. At this point, a product staircase could come into the picture. 

In this blog post, I’ll show you the product staircase. What it is and how to build one for your business. (See my video about the topic below the article).

Basically what you do in business or in marketing is that you take the prospective client by the hand, at the bottom of the staircase and you walk them up, step by step to the top which is the point you are making the profit, making them a happy customer. There is not just one grade in the stairs but there are several. You have to take every single one of them seriously. 

So we are starting from the bottom of the stairs;

Awareness 

This is the stage where you have to make them aware of the fact that you are actually. If you tell them to buy something at this stage, the response will probably be “No thanks.” You usually need a cheaper entry-level product or even better, something for free. This is the stage that those products will be webinars, PDFs, events on one niche area. A service which will give them a taste of what you do. But be careful, this is not a simplified or poorer version of what you do. This should give them a high value. They should see this: Even for the free product, you are giving them something valuable. What is good with webinars and publishing a book, is that you can talk to groups easily. It’s very easy for them to step up at this stage. If they don’t sign up, and this may happen, it means that they don’t really need it, so no worries. 

Consideration

Now, they have seen what you can do, they have seen the problems and their solving, your service. This is the stage where they are not fully committed to buying your service but getting familiar with it. If you offer them something that would be so easy to buy, like free trials, you can give them something to say “Yes” easily. At this stage, your product is an entry product so make sure to keep the price low. Also, keep this in mind, they can easily refer you at this stage. Which is a perfect advantage for your business.

Purchase

By this stage they will understand what you do, understand how you are different so they won’t ask you the price-related questions because they already know the answer. They can see the value you are offering to them. It means that it is time for the core product. Complex and profitable. 

Advocacy

Ok, they are now clients. Many clients will want to buy more from you, be a VIP or premium version of what you do. Create a product just for them. We would like to call this a premium product, with the highest profit. Around 20-30% of your clients will be ready to step up. You can give them even better service or something extra and they will pay you more.  

What are the common mistakes? 

So the fact is, many businesses make the mistake of not having Awareness and Consideration stage, which means the clients are not ready to jump up to the Purchase stage. They will lose clients and generally, the lost-clients will directly go to the competitor. Skipping the Advocacy stage is also a common mistake. Many of the businesses don’t have premium products. Therefore, make sure to have all these stages. One step further is a membership. One step further is a client. One step further is the highest profit. Never think you don’t need it. You need all these steps.

Pricing? 

Once you are ready with these stages then you think of the pricing and products. Marketing doesn’t start with communication. It starts with the right product staircase, then communication. So it’s time for organic and paid commercials. Don’t be mislead, even if your product is a service you should be able to productise what you offer. Think of your product staircase, how you can meet your prospective client at where they are at not where you are. Think with their heads and you will get this done!


This article was written by Timea Kadar, Chief Marketing Strategist of Francis Cooper based on the thoughts of other professionals duly quoted. Timea has 21 years of experience in marketing working as a marketing lead at large corporations and a marketing mentor at smaller ventures and start-ups. If you’d like to know the marketing strategies for your business, contact her at tk@franciscooper.com

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy

That brings you business

What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these questions for you to make your LinkedIn experience worthy. (Below the article, you can watch my video on the topic.)

4 types of LinkedIn users 

Sales Pitcher 

This type of users is reaching out for you to sell their services from messages, sending you sales pitches or some quick call all the time. Sometimes they are even chasing you and we are all overwhelmed by this type of users. Aren’t we? 

Ghost

This type of users is connecting with you on LinkedIn and then disappear. They never comment, they never post, you can’t engage with them because they are not there. 

Social Butterfly 

This type of users is closest to the best, we can say. They are posting, they have an opinion about everything, they post about everything not only their businesses. You know they are there however, they don’t think of the main goal of LinkedIn. They don’t have a strategy and that is the problem. 

LinkedIn Strategist  

This type of users is aware of what they are doing. They don’t spend too much time to search for what to post, how to comment. Because they already have a strategy and this is so rare. 

You should think of LinkedIn as a platform to grow your business. Therefore, the things you need to do on this platform shouldn’t be different from your real-life business strategy. For example, if you go to a networking event, would you go and directly talk about yourself? You should build a relationship with people on LinkedIn who either become your client or lead you to that. And generally, vice versa. So let’s dive deep into the LEAD LinkedIn Strategy. 

If you want to be a LinkedIn Strategist

Look at the 30-day LinkedIn Challenge here. A self-service one-month course to get you into the habit of using Linkedin and have business out of it.

LEAD LinkedIn Strategy

Link to connections

Engage with your audience

Assist others

Develop the relationship

Link to connections 

There are 2 types of connections you need to have on LinkedIn. The first one is just people you know. Even if they are not your target audience, even if they can’t become your clients they know people who know people. So if you are in front of them they may refer you. But make sure your profile is ready to connect! 

The second one is your target audience. In this group, you can build a strategy to connect with your clients or people who can lead you to them. Be mindful and strategic and connect with those who will be good for your business even if you don’t know them.

-Engage with your audience

So you have already connected with the right people, now it’s time to be in front of them. Which means, to post. You don’t have to and you should not post every day. We recommend you to post once a week or two. Let them see you. You can also set up events on LinkedIn, you can run webinars, you can set up your group, a page so they can engage with you easily. 

-Assist others 

You can start by commenting on other people’s posts so you can build a relationship with them. By doing this, you are also in front of their connections. Also, you can write a recommendation about your connections, which may be so helpful while you are building your relationships. 

-Develop the relationship

You are doing a business on LinkedIn so don’t be shy to act like it. Set up a meeting! Meet with those people you have already built a relationship with. Get to know each other, develop your relationship further. 

Content Cube for LinkedIn 

  1. Educate your connections on any subject
  2. Tell a story
  3. Offer something that will make your connections closer to you
  4. Testimonial 

Divide your month into four, so basically choose one of the contents above and post each of them for a week. 4 weeks, 4 contents. Set your monthly calendar and stay committed to it. Use text, photo, video or slides.  We promise you will get the results back shortly. 

The article was written by Timea Kadar, marketing strategist and trainer. Timea has been running LinkedIn courses for over a year and has helped over 500 business owners use it strategically and have consistent business out of it. If you want to build your LinkedIn strategy one task at a time, look at the legendary 30-day LinkedIn Challenge here.


Four steps on how to book high-profile people to be your clients, speakers, partners

Book high-profile people

To be your clients, speakers, partners

In this blog post, we are going to touch these points:

  • What you can achieve by booking high-profile people
  • The method I used to get in touch with Apple, Tesla, Forbes, Economist
  • The four steps of the process

Watch my 40-min talk on the subject here. (You can read an extract below the video.)

What can you achieve? 

Clients

You can have clients; big clients at big companies. London Marketing Academy is an example for them. I reached out to them, I didn’t sit and wait for them to reach out to me. 

Partnerships

I had events with the London Marketing Club at Apple, Tesla and Hay Hills. I didn’t pay for these events it was a partnership and it was a perfect experience.

Speakers

 I had fantastic speakers from Adidas, Google, Uber. 

Press

Yes, you can also get into the press even if you don’t pay them or if you don’t have a PR. If you have a good story it means you can be published in the press. I or my clients were published in Forbes and Economist. 

The four steps of the process

  1. Mindset 
  2. Preparation
  3. Contact 
  4. Follow up 

Mindset

Without the right mindset, it won’t happen. Never forget this: as human beings we are equal. Some of the people have a higher reputation but they are still human. So it doesn’t mean you can’t reach out to the directors or people who have achieved something good. You have to believe in your proposal. You have to believe that you are at the same level as human beings. Also remember, never apologise for reaching out. Be confident. Don’t miss the opportunities while you’re thinking they won’t get back to you. Because they will. When you have a big name it’s easier to reach out to others. 

Preparation

Simply, copy-paste emails won’t work. You should know these people’s perspective. Imagine how many emails they receive and try to fit in there. Try to see their needs, their wants. Also, buy from them. In some cases, it can really help that you can approach them based on something that you have already tried. If you can’t, then at least read, watch, listen from them. The most dishonest thing is when somebody is telling you they love everything you share but never engage with it. It should be visible that you are supporting them. A fantastic way is to attend conferences. Always easier to reach out with this opportunity, highlighting something from the conference and complimenting on that. 

Contact 

Cold E-mail

Don’t start it like everybody else. When you want to grab attention, cliches won’t work. Don’t be too formal, not too chatty. Write as you speak. Start with telling them briefly who you are and why you want them. Be honest. Make a value-led proposal. Don’t forget these are all companies and they all want clients. If you find out how they get clients, how they get business and how you can help them with that it will help you with this process. Keep this in mind: High profile people want to be in front of people and you are offering them this. You can add an optional CTA at the end of your e-mail. In some cases, it would be pushy but offering some options may also be good.

The Trojan Horse 

I’d like to call this a Trojan Horse but of course, we are not being the enemy here. You can always invite those people to an interview. Tell them who is listening, what are topics, why you want them. You can ask them to speak or contribute to a book. If you want to approach specific job title like HR directors you can ask them for research or ask them for their insights to validate your product. Always think with their head. 

Follow up 

You have to follow up several times. People are busy. Lots of emails got forgotten. You can reach out to them again and it won’t hurt anyone. Refer to potential bad timing, ask them to confirm what they think about your invitation. You can also tell them how you proceed. Ask for contact or tell them to refer you the right direction.

You shouldn’t invite people just for the brand. The audience is always first. 


This article was written by Timea Kadar, Chief Marketing Strategist of Francis Cooper based on the thoughts of other professionals duly quoted. Timea has 21 years of experience in marketing working as a marketing lead at large corporations and a marketing mentor at smaller ventures and start-ups. If you’d like to know more ways to find high-profile people and invite them for your business, contact her at tk@franciscooper.com

Five Hollywood plots every story can be boiled down to

Five Hollywood plots every story can be boiled down to

Storytelling ideas with real-life examples

No marketing conference is complete without at least one (but usually more) speaker pointing out how important storytelling is in your marketing toolkit. But as we go back to work to start to write a story, the question comes up: ok, but how to craft a story that sells? Just copy the techniques of Hollywood blockbusters.

The power of story in marketing is obvious and the reasons are discussed intensively elsewhere so I won’t go into that. Instead, I will show you a list of easy-to-adapt templates which – apart from above the average email campaigns – brought me a one-page article in Forbes, a TEDx talk, speaking at the Digital Marketing Innovation Summit in London – just to mention a few.

 At first sight, storytelling doesn’t seem to be difficult, we tell stories and listen to stories every day, multiple times. But our customer (and by customer I also mean editor/potential partner/investor) doesn’t have to be polite to listen to us, nor did they pay for listening to us as we pay to watch a film. So they will abandon us as soon as it is of no interest to them.

Therefore, at the end of the day, the story should be about the reader: to teach, inform, and convince them in an entertaining way. To build powerful stories let’s follow examples that worked already: the blockbuster Hollywood films. Your stories don’t have to be long though, you can do it in a few sentences.

Pretty woman

Use this: if you want to show progress, results, achievement, credibility.

Where: About section of your homepage, presentation about your company, showing results your clients achieved

 Plot: hero with high potential and limited financial circumstances has a big dream and makes it come true.

How you can use it: show a goal – which should be challenging enough – you or your client wanted to achieve, even better if nobody believed in it. Then present how they succeeded.

Real-life example: ‘When speaking at a conference I made a promise to the audience that I will get published in Forbes magazine within a year and will document the steps I take. I sent the first email the next day and I was published in the next issue.’

 Armageddon

Use this: if you want to show how your company and services are different from the rest, show USP or if you want to emphasise the problem your service solves.

Where: in eDM, about section, social media post

Plot: devastating danger approaches but superhero Bruce Willis steps in to save the world

How you can use it: talk about the weaknesses of most competitors in your industry – you don’t have to name the companies – and how you do it differently. Another option to show the big problem of your customers and how you, the superhero solve it.

Real-life example: ‘I am so upset to have just heard from a friend who booked an amazing hotel room for their wedding anniversary, to find out on the plot that they have to sleep in a musty basement. This is why I started my travel consultancy to make sure my clients have a more amazing stay than in their dreams.’

 Hitch

Use this: if you want to show concerns about your service or industry and want to demonstrate it’s not true in your case. You can also present a testimonial where your client says how much they didn’t believe in your service and finally how much it helped them.

Where: eDM, FAQ section, video

Plot: beautiful woman and handsome man hate each other but then they fall in love.

Real-life example: ‘I hear people saying that insurance is expensive and insurance companies eventually never pay you. Just last year we paid xxxx to our xx clients to compensate for their damages.’

Back to the Future

Use this: if you want your audience to imagine their future, to have a dream you can help them achieve

Where: company brochure, email, website, PPC

Plot: it shows the future and makes you think about the future. Even if it seems impossible at present, show the customer how you will make it real. Or you can tell them step by step what happens when they sign the contract with you, how their life will change for the better.

Real-life example: ‘Your next birthday you keep receiving birthday wishes telling you how younger you look than your age. Suddenly Facebook pops up a photo from 3 years before and you are shocked to see how much younger you indeed look. You thank yourself for having used xxxx face treatment.’

Saving Private Ryan

Use this; if you want to show people what happens if they don’t use your service or product. You can showcase examples when clients turned to you after suffering a lot with other solutions – and what a relief it was.

Where: email, landing, FB ad

Plot: hero suffering, struggling and suffering but finally finds peace.

Real-life example: ‘You can go on the net and try to decide on your own which of the hundreds of tips will work in your case. You think it is free, but in fact, Mr x spent exactly xxx and lost the trust of all of his clients before turning to me. Now he hosts 1,000-member conferences and earns millions of dollars.’

The article was written by Timea Kadar, the lead of the Your Story™ Storytelling Program which helps business owners share their stories and engage with their clients. The program is launching on 28 January, be among the first ones to be notified about it, and get the best deal offer. Sign up here.

Marketing trends for 2021 (and looking back on my forecast for 2020)

Marketing trends for 2021 

(and looking back on my forecast for 2020)

To include some accountability I looked back at the predictions I made a year ago and checked how these have held up. Based on trend reports – including the one from the Chartered Institute of Marketing on Kantar’s forecast – and what I see as emerging, or ongoing trends. Brand design prediction for the year by brand strategist Caroline Somer shared at Marketing Megahits Festival in October. (Reading time: as long as you read 1,825 words.)

Full disclosure: I am no god, no magician, I can’t see the future. No human can. (But you can always call me names publicly if anything doesn’t happen like I said.)

A year ago we had the last face-to-face meeting of London Marketing Club at the prestigious Devonshire Club, where I talked about Marketing Trends for 2020. Internet connection at the venue broke at the last minute, so I had to deliver the presentation without the slides, but that was no problem, as I knew what was written on my slides by heart. I wrote them from my heart and talked from my heart, just as I do now.

The Marketing Trend 2020 presentation in January 2020. In the background the two gentlemen trying to fix Internet, with no results.

Nobody knew that in a few weeks it would be the least of our worry not having internet at a venue. The biggest worry was not having the venue at all (Devonshire Club went into administration as lockdown started in March). Not having anything the way we planned, expected, predicted. But we still carried on and here we are again, with a lot of the unknown ahead of us.

Strategic use of LinkedIn

A year ago a big part of my presentation was about the LEAD LinkedIn Strategy, and how to be a strategist on LinkedIn instead of spending a lot of time posting every day without a purpose (or even worse, not being present at all.)

Many people say that the surge in LinkedIn usage was due to covid and lockdown, I’m convinced it would have happened anyway, as already a year ago there was a rapidly growing interest and activity on the platform.

An increasing number of people joined our 30-day LinkedIn challenge each month since January, and as people started to see results, the number of (really good) posts have rocketed.

It will keep going this year, and even if there’s a rising concern LinkedIn being the next Facebook, story-led content will always be among the top ones.

It’s safe to predict that at some point LinkedIn will reduce the reach and we have to pay for it, it’s hard to say when, so let’s party until we can.

Storytelling in marketing

In spite of the regular mention of storytelling at industry events, it’s still the most underused content type. Probably as people find it hard to write these (nobody tells them how), and feel it’s too personal to share. Last year we saw a long due surge in sharing honest content with emotions, including failures along the successes, as failing in the wake of a pandemic doesn’t seem to be the fault of the author.

We could see the people behind the brands and could see the emotions of these people. I consider this a big leap, which will go on in 2021, and every business has to consider stepping out of their formal self (or even shelf?)

(To help this we’ll soon launch Your Story™, a 12-month storytelling program, sign up to be notified here.)

The rise of on-demand content

On-demand content providers have been blooming for some time, and the likes of Netflix, Amazon Prime, and newcomer AppleTv and Disney+ will be joined by Paramount+ next year. And it’s not just the big players: a small business Rogue Opera launched their VIP Opera Pass program offering on-demand opera productions after they had to pause their event-based services. 

However, it’s not only the film and music industry but also the business world. Several training companies, conference providers converted their products to the online world. The challenge now is to make sure people come back, bring other people with them, and use the platforms so that they renew their subscriptions.

On top of that, professionals who lost their businesses, started online courses, entering an already saturated market. This also changed the pricing picture and thus the pricing expectations of users.

Once sought-after events have become available for a few bucks, and it has become more difficult to communicate the difference between a lead gen webinar and a fully fledged training program or a VIP Membership program.

In 2021, I expect some stabilization in this area. Online training and conference platforms have invested a lot in developing systems with extra features, and it will become easier to add a difference to our service.

As we are more used to an online-only offering, people start to understand that just because it’s online, it’s not free (or low priced.)

Online training

Put the fun back into the funnel

Speaking of funnels, this was one of my predictions a year ago: the ‘traditional’ pushy sales funnels will be replaced by a more customer friendly and entraining path. This absolutely happened, as users have figured out that they are dropped into the funnel, and then are overwhelmed by the storm of emails and ads trying to push them down the way.

I’m not saying it’s not happening or it doesn’t still work like that for many providers, but it’s definitely not something that has the greatest potential. We have to be able to leave some money on the table and build long-term connections and work towards a more sustainable revenue model. A sales path is more like being a partner, and adviser, standing by our prospects and clients, and inviting them to (online) events, offering them value at each stage of the path. We still have to know and plan what the next stage is, but it’s more for them to reach out when they’re ready.

Social media and influencers

We’ve already mentioned LinkedIn, and could talk about this topic forever, but one thing we can all agree on is that Tik Tok is the one to watch. With provenly much higher and easier reach than in other social media channels it’s surely something to experiment with.

While Instagram influencers have become like what TV ads used to be: they have their management companies, retainer packages and ROI might be questionable. This is what peanut butter company Nerdy Nuts co-founder Craig Mount talks about in The Hustle magazine: while working with 18 Instagram influencers resulted in selling 107 jars, 2 Tik Tok influencers generated millions of views and sold 5,947 jars, and their sales ballooned.

WhatsApp has become more than a messaging service, it has become what used to be Facebook groups (at least in the UK), where communities meet and vividly interact with each other. I expect more functionality to be able to manage groups, and keep track of updates and shared documents. 

Online vs offline vs hybrid

Event marketing has become more liberal and more inclusive, as online events are cheaper to organise and can accept an unlimited number of attendees from anywhere in the world. At the same time it’s a challenge to keep people engaged and deliver the experience people are used to at offline events.

If this year at some point we – hopefully – can return to face-to-face events, organisers will want to keep the advantages of an online event too.

“Hybrid events have to offer a different – and better – value proposition vs the online-only or the offline-only versions. These events have a real future.” – says Marton Berze, CEO of The Underground marketing agency. They launched the Onlife event series in May 2020 and since then have run several other successful online events, which went beyond a simple online conference delivering a full experience to attendees.

Being hybrid also applies to eCommerce: personal styling company Stitch Fix invented it already 10 years ago. They deliver complete clothing outfits in their subscription service styled by algorithms based on data gathered from the customer. You order online but you still have the feeling of being in a shop and trying on clothing. You can return whatever you don’t like.

This kind of hybrid thinking will be a trend in 2021, to give customers an offline experience after making a purchase online.

Audio search

This was a big prediction by me a year ago. I was so excited having finished my one-year research on voice search and how to create content for all these voice assistants. I had a presentation about how these work and how these will change the way we consume – and the way we create – content.

Well, I was wrong.

It didn’t pick up the way I expected, at least not in mainstream marketing. Obviously, voice search is in use, (Apple launched HomePod Mini which is really affordable at £99), but the big breakthrough is still ahead of us. Content creators don’t focus on it yet, and now I’m cautious to say when – and if – they will.

What to put into the marketing mix in 2021?

This is a Facebook PAID ad by a FUNNEL company that promotes a program to generate leads WITHOUT having to spend on ADs and building FUNNELS…haha, very credible.

To answer the above question: both paid and organic tools are needed. Paid ads work and organic tools are amazing too – if used the right way – and this won’t change. 

What’s wrong is exactly this witch hunting of certain tools and methods to fool people.

It’s like a cake: the right proportion of several ingredients is needed to make it a yummy cake.

And a good deal of credibility and authenticity. This will never expire.

That’s the ‘secret’ recipe!

Testing and experimenting

And the good old mantra of testing. “[Around] 80%, 90% of your budget needs to be on what you know works, but you need to be testing and experimenting on the new channels…to find the next rich vein of performance,” says Mark Inskip, Kantar Media’s UK & Ireland CEO in the trend report published by the Chartered Institute of Marketing.

2021 might be the last full year of third-party cookies, as Google earlier announced that these will be phased out by 2022 (and replaced by other tracking systems).

Meanwhile, brands will have to focus on the gold mine they are sitting on: keeping track and understanding their own first-party data.

Brand design

As I’m a rookie at brand design, here are some golden nuggets from my friend, brand strategist Caroline Somer from Somer Design shared at her presentation at the Marketing Megahits Festival in October 2020.

  1. Muted colour palette

We are going to see more settled colours, more pastels and fewer neons this year. 

  1. Simple data visualisations 

Basic visualisations that people will get it straight away. No more confusion! (And vector illustrations like the ones you see attached to this post (I’m so trendy:)

  1. Serif fonts 

As in the 15th century

Wait, and what about email marketing?

I’m glad that you asked. It will live forever. Sign up for my weekly Profit and (G)Loss Newsletter and you will too:) (Well, not really, but you’ll enjoy it until you do.)

This trend article was written by Timea Kadar, Chief Marketing Strategist of Francis Cooper based on the thoughts of other professionals duly quoted. Timea has 21 years of experience in marketing working as a marketing lead at large corporations and a marketing mentor at smaller ventures and start-ups. If you’d like to know the marketing predictions for your business, contact her at tk@franciscooper.com

You can flip through the Trend report here:

Make your out of office message work for you: five creative ideas

Make your out of office messages work for you

Five creative ideas

Your out of office message is probably the most hard-working colleague you have ever had: diligently answers all messages right away. It reaches the sender when their attention is high, as they have just sent you an email and happy to get the response right away.

Why let them down and waste this fantastic opportunity by sending a boring out of office message, that nobody really opens, (apart from quickly checking the return date)? Below you’ll get a bunch of cool ideas on how to make better use of this often overlooked communication tool.

First things first

Before you get too creative, don’t forget that the main goal of the out of office message is to let the sender know:

  • that you are not able to take their message, it’s an automated message
  • if there is any replacement, who helps them while you’re away (if it applies)
  • when you’ll be able to answer. (Be generous with yourself when committing to the date when you get back to the person, and leave some time after you return. Anything is better than ‘as soon as possible’.)

Use a friendly tone

The out of office message is part of your communication, so no need to use a more official style than you normally use when talking to your clients. Use the same tone you would otherwise, the sender should feel that even if you’re not there, you care for them.

“I can’t believe I’m missing your message, but I [insert here what you’ll do at your holiday].” You can be personal, and write about your plans for the holiday (anything is better than “I’m currently out of the office.”)

“I’ll be so happy to find your email once I’m back, and I can’t wait to catch up with you [insert here when].” (Obviously, it’s just an example, use a friendly style that reminds the sender of you.)

“If your question can’t wait, please do me a favour, and forward your message to [contact person] who will be happy to take care of you.”

Make your Out of office message work for you

The sender is faced with a disappointment as you’re not available, so it’s time to sweeten the pill and give them something exciting (while increasing the engagement with your business.) Find a few ideas below.

#1 Share your latest post, video, article

While the sender reads your OOO message anyway, that’s the best place to offer them a really relevant and exciting post, article, video you created. This can be the latest one you prepared for this occasion, or you can pick an earlier one, the most important is the relevancy. (Like a year planner or a checklist.)

“I don’t want you to leave empty-handed, so before I left I prepared this [insert here the content topic] for you to read while I’m away.”

#2 Ask them to sign up for your email list

You can grow your database while being away from the office, how cool is that! It’s only possible however, if you give the sender a very – very – good reason to do so. If you plan to send something valuable (a trend report e.g.) for your database once you return, it’s a good idea to increase the excitement and invite senders to be among the first ones to receive it.

“Right after I return, I finalise our [insert here the content topic], and send it to all the lovely people who signed up for our newsletter. If you want to be among the first ones to see it, please share your wish here: link.”

#3 Ask them to fill in a survey

If you have a survey anyway, or want to gather some info about your audience, you can also use the OOO message to do this. Remember to include a very simple survey with only a few questions.

“Even if we can’t talk right now, I’d love to hear your opinion about [topic of the survey]. It has five quick questions, and I’m happy to share the results with you: link.”

#4 Raise funds for charity

Yes, the OOO message can do that! Ask the sender to comment on a social media photo – or do something that is very easy to do – and you’ll donate £x for each comment. This increases the engagement of the sender for a good cause.

“Before you go, could you do me a favour, and with one comment help [name of the cause]. Once I’m back, I’ll donate £5 for each comment on this post (link) to [name of the charity].”

#5 Show how much people love you

Do you have a testimonial or a review from a client that you are very proud of? Would you shout out about it to everybody? Do it now, in your OOO message that gets to all the senders while you’re away. The best is to add a video, but if you don’t have that, you can add a written one.

“Even if I love being on holiday, I can’t wait to get back, as we have amazing clients like [name of the client who gave the testimonial] who [sum up the main message]. I’m so proud of this feedback, if you have a minute, please watch it here: link.”

Don’t forget the subject line

Instead of the boring Out of office subject line that is really impersonal, adjust the subject to the theme of the email. If you offer a valuable piece of content, you can write ‘I have something for you.’ or ‘I can’t wait to get back to you, meanwhile I have prepared this for you,’

Warning: the above is only recommended if it’s your dedicated business email. Be careful with the general and customer service emails. You can still use a friendly tone, as if you were talking to the client, but think of the potential messages, that might include complaints.

Have you picked up any of the above? Do you have any other ideas? Please get back to me and let me know, I will read it and reply to it (once I’m back from my holiday:) – tk@franciscooper.com

The article was written by Timea Kadar, chief marketing advisor of Francis Cooper Marketing Consultancy. She has been in marketing for 21 years, and since then has planned and run thousands of campaigns for global enterprises and startup companies. If you liked it and want to get more of these kinds of things, ask for the weekly Profit and (G)Loss Statement about the marketing wins, losses, and lessons here.

Five misbelieves that you always hear about LinkedIn [and the truth]

Five urban legends about LinkedIn

And the cold hard truth

There are several urban legends, tips, and word of mouth knowledge that is passed on about how LinkedIn works. And I’m the last to say I know better. What I can say though is that I tried and tested, several times, at several accounts, and I share my experience based on these tests.

#1 LinkedIn algorithm prefers comments that are added right after the post was published and will show it to more people

As I said above, I can’t say explicitly if it’s true or false – and nobody else can. LinkedIn doesn’t publish its algorithm preferences, and even if it did, these change. So anyone saying anything about what LinkedIn likes or dislikes is spreading an urban legend. My own research doesn’t show a correlation between the imminency of the comments added and the number of views the post reached. The below Halloween post I added on a Saturday afternoon, and comments started to come in the days after, and with only 9 comments it reached 1,481 views. The post on the right I published in the morning, it was commented on right away, and the reach is lower (1,212). This is not the only time when I see no correlation between the imminency of the comments and the reach. It’s great to have comments, no matter when.

#2 LinkedIn doesn’t like external links, so if you add it in the post, it will have fewer views.

The above belief makes people add links in the first comment, which becomes a hard-to-find comment once several comments are added. It’s the most annoying when I’m really interested in something the author talks about but I find out that they wanted to please Linkedin more than me 🙁

I decided to focus more on my readers and user experience than the algorithm, and it was rewarded with a 50% higher click through rate of the link versus when it’s in the comments. So even if this belief is true, I won’t make my readers look for the link in the comments. (Besides, I’m not experiencing fewer views when the link is in the post.

#3 LinkedIn is a professional platform, personal content won’t work there

There’s no platform on Earth (and potentially in the universe, but I have no proof of that) where stories wouldn’t work. People don’t wear suits and tie when reading Linkedin and then switch to pyjamas before turning to Facebook! In a lot of cases, they don’t even notice where they are. My posts with the highest number of views are all about my story or look at the one below (more than 10,000 views). It’s true however that the story has to make a point, and shouldn’t be just for the sake of sharing a story.

#4 LinkedIn is for B2B businesses

While the majority of the businesses are B2B, if you have your B2C customer on LinkedIn, you can reach them there. Remember that people don’t change their hats, they can be on LinkedIn as a business owner AND a busy mum AND a dog owner at the same time. Just two examples below whose posts I really love: Anthony takes us to wonderful places and shares amazing stories as a travel expert (non-business). (No wonder he retrained as a copywriter for the covid period.)

April’s posts are always popular, she is a permanent make up artist and anti-ageing therapist.

Whether you’re B2B or B2C, you are talking to people, and if you can impress them, you’ll do good on LinkedIn.

#5 LinkedIn Stories is a new feature that LinkedIn will show to a lot of people

It’s really new, but it hasn’t made it yet on LinkedIn. I tried several various types of content reaching 21-21 views, while the same content reached thousands as a post. This below is my first Tik Tok video. It had 170 views on Tik Tok (I have 6 followers).

I uploaded the same to Instagram Story: 30 views (4,300 followers.) Linkedin Story: 6 views (3,800 connections). When I posted it in the feed, over 400 views. The same way as one person doesn’t have to be good at everything, one platform doesn’t have to do everything.

Conclusion

Don’t try to impress the algorithm, the gurus, LinkedIn, but your audience. And while it’s recommended to keep track of numbers, don’t be lost in the count of views, likes, comments, but the quality of the connections you make

The article was written by Timea Kadar. She started the 30-day LinkedIn Challenge in January 2020 to help business owners get into the habit of using LinkedIn, build their strategy, and get quality connections and leads in 30 days. Read more about the Challenge here.