The 7 Minute Mentor

526 - Marketing Campaign Messaging & Creative Design

October 30, 2018

Hey, what's going on? Welcome to episode 526 of The 7 Minute Mentor with me, Mark Asquith. Today, we're going to kind of wrap up with a last piece of wisdom from me about being a marketing founder, a founder who is a decent marketer. We're going to wrap this up by talking about marketing campaign messaging and creative design, okay? The things that people see and read when it comes to your marketing, we're going to dig into that in just one second.

But what I want you to do first of all, is consider joining me this Friday on my free coaching session. Listen, I do it every single week, and actually this week, I'm going to be doing it from the campus of Harvard up in Cambridge, Massachusetts, because I'm honoured to be able to speak at Harvard on the subject of becoming an audio influencer.

I'm going to be flying out there on Thursday and I'm going to be speaking at Harvard over the weekend, and it's going to be a wonderful, wonderful event. I'm in such a proud position to be able to do that.

I wanted to give you a little bit of behind the scenes and give you some inspired advice from the grounds of Harvard University campus. So come along to the session on Friday. That's going to be running at 4:00 PM UK, 11:00 AM Eastern, 8:00 AM Pacific, and you can register for that session at excellence-expected.com/freecoaching.

Also, AWeber, the guys that I trust with my email marketing. You remember yesterday, I talked about choosing your marketing campaign channels, and how to effectively implement a marketing campaign? Well, none of my marketing campaigns that I have ever, ever run, ever, not one that I have run, has ever, ever, ever not used AWeber.

All of the success that we've had, all of the webinars that we run, all the products that we release, everything that we do is centralized around email marketing. It's the one channel that I always use in my marketing, and AWeber have been with me from day one, and they can help you as well. They help us make money, that's what they do. All right?

Go and check them out. Go and use them for free for 90 days, and get a feel for how they can increase your bottom line. You can do that at excellence-expected.com/AWeber. Right.

Creative design and how you parley your message are two vital, vital, vital, I can't stress that enough, components that you simply cannot rush when it comes to creating an effective marketing campaign. But how do you get it right?

I'm going to tell you something, all right, that it took me quite awhile to understand. When I first started marketing years ago, it was a funny thing. I thought that I had to sell the features of the thing that I was selling, and then I got told to sell the benefits. And I understand that logic, sell the benefits of what you are doing so that you can understand how it will help people, and you start to sell those benefits. But I'm going to tell you something else. That's not what you should be selling. At least that's not what you should be focusing all of your marketing on.

When it comes to effective messaging, the words that you write, the phrases that you use, and when it comes to creatively effective design, the things that people see, the things that people interact with, you have only got one job. That job is to make someone feel something, to make them feel something. Whether it's a fear of missing out, whether it's a desire, whether it's I need to be there, I want this thing, this will help me, this will help me solve my problem, you have to help them feel, okay? That's why content marketing exists. You know, we help people feel through providing solutions, and becoming essentially the Wikipedia of our industry.

So what you got to understand is, people get this wrong, people rush this, and that's why branding agencies and marketing agencies exist, to help you with this. Because it is a talent, it is a skill. I'm very lucky, in that I've been told, and I'm starting to agree with this, but I see how people feel. I understand what people want to feel like. It's an intuition that I've got, that I didn't really see as a skill for a long time. You might not have that, and that's all right, but surround yourself with people who do.

But what I will tell you is this. I wrote a piece last week, called Confidence Through Competence, and by doing what you do, by being an expert in your industry, by being yourself, you actually do, you actually do know what people want in your industry. You just need to have the confidence not to market like everyone else. To not use the same terminology, not to use the same standard, boring, cliche text. Not to use the same crap images. You have to stand out, you have to be you.

You have to understand that to make people feel, you've got to get right to the core of what they believe, right to the core of what they want, and that's why those personas exist. That's why campaigns exists, so that you can say, for the next two months all of our marketing will be guaranteed to make people feel like they want to take my vitamins that I am selling, because it will help them to spend better time with their grandkids, better time with their kids, run up those stairs, run that marathon, lift those weights, do that martial arts, okay?

This is what I'm talking about, it's exactly what you need to do. It's market to people's emotions, make people feel. And the messaging that you use, the messaging that you use, and the visuals that you employ, are so unbelievably vital to that.

Ask yourself, if I saw this, what would I feel like? What would I feel like? Then run it past other people. Now, this doesn't have to be difficult. You can use things like Canva to put creative together. I always love using a brand agency, I love working with marketing agencies, but honestly they are expensive. You get what you pay for in a lot of cases, especially if you choose wisely, but they are expensive, and I understand that you can't always afford that. So use things like Canva to create aspiration, to create desire, okay?

That's what you need to be doing, create emotion. Help me to feel. Help me to feel, and I will want to work with you. That is the point, okay? You know the old phrase, people buy from people? Well, marry that together with the wonderful Maya Angelou quote, which is paraphrased as, people seldom remember what you said, but they'll always remember how you made them feel. People buy from people. All we have to do is make people feel, all right? Think about that.

I'll see you tomorrow guys, and never forget, the more you expect from yourself, the more you will excel.