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ExpertADVICE ON HOW TO CREATE
MARKETING PEOPLE Love
It’s Valentine’s Day, and love is in the air—cards, roses, chocolates....
You have to know the people you want to reach in order to make content that
they will love. This isn't just about profiles...
If you sell something, you make a customer today. If you help someone,
you may create a customer for life. The key to succ...
It's h ard not to h ate
someone who constantl y
interrupts you with irrelevant
messages, assuming they
alwa ys deserve you...
If marketing is what gets people through the door, then
you better make sure they like what they see when they
come inside...
‘I love being marketed to’ said no one, ever. But people do
love art, music, bacon, and a good story, so pretend you're
no...
Creating marketing people love starts with knowing your
customers and a passion for your product. Throwing around
cool ide...
Solve problems or share
resources, don't shill. What
marketing content will your
customers THANK you for?




            ...
The most successful love affairs between brands and customers
are either driven by the utility, elegance, and superiority ...
[
The marketing we love the best is the
chance to imagine becoming our best
                                       ]
selve...
Fall madly in love with yourself.


Wake up every day determined to
become a better you. And remember
that people don't fa...
Making marketing that people love is simple.
                            You have to love it first. Be honest: of the last...
People typically take this task too broadly, trying to
reach too many people all at once. For marketers that
know their au...
Great marketers are matchmakers.
     We find ways to get offerings
     people love in front of the people
     most like...
You must show your fans and
        followers that you genuinely care
        about them. Content is king, but
        eng...
There are two stages to every purchase

decision: emotional reaction, followed

closely by intellectual justification. Peo...
Effective marketing is now critical to B2B
marketers' success because useful
content accelerates potential buyers
along th...
Don't try to reach everyone.
       Focus on the dreams and
       desires of your top 1,000
       customers. Pay them sp...
At the end of the day, people make
emotional buying decisions --
sometimes even ousting price or
convenience. If your mark...
John Jantsch
Your business is the
perfect tool to develop a   Duct Tape Marketing
capacity for things like             @Du...
Marketing gets easier -- and more effective -- when
you realize it's just communication. It's everything
you say to custom...
Marketing is the truth of you, translated
into the language of them ...
                                                  ...
Aaron Strout
                           Head of Location Based
                           Marketing, WCG
                 ...
Tell a   story.   Make it true. Make it
compelling. And make it relevant.

                                Rand Fishkin
  ...
If you sell like you're selling, people won't
want to buy. But if you help the people you
love to serve, you'll never star...
Your relationship with a customer is
only as good as your last interaction
with them. So make sure it doesn’t
become your ...
To stand out from the noise you
have to be passionate about your
customer, create with purpose,
invite people into your br...
When it comes to building digital marketing people love for the Celtics, we speak to
           our fans' passion for our ...
Looking for love from your customers? Don’t
be afraid to spice up your content (and
your marketing) by showing some passio...
Most marketing reminds me of your
                   typical cheap one-night stand—they
                   say they love y...
Learning Loveable Marketing from the Experts
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Learning Loveable Marketing from the Experts Slide 1 Learning Loveable Marketing from the Experts Slide 2 Learning Loveable Marketing from the Experts Slide 3 Learning Loveable Marketing from the Experts Slide 4 Learning Loveable Marketing from the Experts Slide 5 Learning Loveable Marketing from the Experts Slide 6 Learning Loveable Marketing from the Experts Slide 7 Learning Loveable Marketing from the Experts Slide 8 Learning Loveable Marketing from the Experts Slide 9 Learning Loveable Marketing from the Experts Slide 10 Learning Loveable Marketing from the Experts Slide 11 Learning Loveable Marketing from the Experts Slide 12 Learning Loveable Marketing from the Experts Slide 13 Learning Loveable Marketing from the Experts Slide 14 Learning Loveable Marketing from the Experts Slide 15 Learning Loveable Marketing from the Experts Slide 16 Learning Loveable Marketing from the Experts Slide 17 Learning Loveable Marketing from the Experts Slide 18 Learning Loveable Marketing from the Experts Slide 19 Learning Loveable Marketing from the Experts Slide 20 Learning Loveable Marketing from the Experts Slide 21 Learning Loveable Marketing from the Experts Slide 22 Learning Loveable Marketing from the Experts Slide 23 Learning Loveable Marketing from the Experts Slide 24 Learning Loveable Marketing from the Experts Slide 25 Learning Loveable Marketing from the Experts Slide 26 Learning Loveable Marketing from the Experts Slide 27 Learning Loveable Marketing from the Experts Slide 28 Learning Loveable Marketing from the Experts Slide 29 Learning Loveable Marketing from the Experts Slide 30 Learning Loveable Marketing from the Experts Slide 31
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Learning Loveable Marketing from the Experts

  1. 1. ExpertADVICE ON HOW TO CREATE MARKETING PEOPLE Love It’s Valentine’s Day, and love is in the air—cards, roses, chocolates. So it’s the perfect time to highlight thought leaders and their advice on creating marketing people love. From poets and analysts, to authors and agencies, we’ve rolled out the red carpet for some very important people in the world of marketing, and wanted to share that marketing love with you.
  2. 2. You have to know the people you want to reach in order to make content that they will love. This isn't just about profiles of who they are, but you have to know in your soul exactly the type of people they are. Then you'll create content that isn't all about pitching or landing the sale. It will share more about your company or solve a problem that they have. They'll begin to connect with you and then all the other great content you have that does include the hard sell will come into play and help convert them into a customer. Start with the soul and end with the sale. Not the other way around. C.C. Chapman @CC_Chapman Founder of The Cleon Foundation and Author of Amazing Things Will Happen tweet this
  3. 3. If you sell something, you make a customer today. If you help someone, you may create a customer for life. The key to success - the key to marketing that people LOVE - is to stop being a salesman, and start becoming a Youtility. Youtility is marketing so useful people actually want it. If you do that - if you make your marketing inherently, truly, astoundingly useful - your customers will do your marketing for you. It's a paradox, but you'll sell more by selling less. Jay Baer, ConvinceandConvert.com, @jaybaer tweet this
  4. 4. It's h ard not to h ate someone who constantl y interrupts you with irrelevant messages, assuming they alwa ys deserve your undivided attention. It's easy to fall in love with someone who always says the right thing, in the right way, at the right time, in the right place. Which are you going for? Des Traynor, { COO, Intercom @destraynor } tweet this
  5. 5. If marketing is what gets people through the door, then you better make sure they like what they see when they come inside. Lovable marketing offers a promise and delivers on that promise in a way that leaves a lasting impression. From compelling images on advertisements to witty social media messages to the overall customer experience, your marketing shares your brand's spirit. The best marketing feels like it speaks directly to me. So much so, it compels me to answer. Sarah Evans Chief Evangelist, Tracky @PRsarahevans tweet this
  6. 6. ‘I love being marketed to’ said no one, ever. But people do love art, music, bacon, and a good story, so pretend you're not marketing and just give people those things, and trust that they're smart enough to figure out who gave it to them.” Jesse Thomas CEO & Founder, JESS3 @jess3, jess3.com tweet this
  7. 7. Creating marketing people love starts with knowing your customers and a passion for your product. Throwing around cool ideas and brainstorming the next big marketing campaign can be exciting, but the desire to solve the customer's problems and energy from knowing  you  have the solution will be a beacon. While much goes into successful marketing, if you don't show love and passion through your actions, you won't see much love come your way. Sam Melnick Research Analyst, IDC @SamMelnick tweet this
  8. 8. Solve problems or share resources, don't shill. What marketing content will your customers THANK you for? Ann Handley Chief Content Officer, MarketingProfs @MarketingProfs tweet this
  9. 9. The most successful love affairs between brands and customers are either driven by the utility, elegance, and superiority of the product (think: Apple) or by a combination of the product and the utility, intelligence, and creativity of the marketing. For the latter, you must have a commitment to bringing wit, beauty, timeliness, and knowledge to every piece of content and text you share. And it must be as devoid of your branding and product messages as possible. As with any relationship, the market favors those who give more value than they ask for in return. Leslie Bradshaw COO of Guide (former COO & Co-founder of JESS3) @lesliebradshaw tweet this
  10. 10. [ The marketing we love the best is the chance to imagine becoming our best ] selves. Give us something to dream about. Seth Godin, Author, Blogger @thisissethsblog sethgodin.com tweet this
  11. 11. Fall madly in love with yourself. Wake up every day determined to become a better you. And remember that people don't fall in love with hex colors and logos -- they fall in love with people. Be in love with you -- the people who love you will soon follow. Erika Napoletano Author & Brand Strategist @RedheadWriting tweet this
  12. 12. Making marketing that people love is simple. You have to love it first. Be honest: of the last X campaigns you've sent out or worked on, how many did you actually LOVE? How many did you excitedly tell your friends or spouse or kids about at the dinner table? The answer is probably few to none. You've shipped campaigns because you had to hit a target date or an event or you had to beef up your lead gen numbers, but you've probably not loved them. You may have liked them, you may have thought they were cute or fun, but you probably didn't love them. If you are truly in love with something Chris Penn you've worked on, it will be reflected in the VP MarketingTechnologies, final product. If you don't love it, there's no SHIFT Communications reason for anyone else to either. @CSPenn tweet this
  13. 13. People typically take this task too broadly, trying to reach too many people all at once. For marketers that know their audience and know their target persona, the better approach is to take a question you know your audience is asking frequently and answer it from a position of knowledge. Marketing that educates and informs is always more persuasive in the end than marketing that boasts or sells too hard.  David Carpenter President, Connection Model, a Platinum HubSpot Partner @davidcarpenter tweet this
  14. 14. Great marketers are matchmakers. We find ways to get offerings people love in front of the people most likely to love them. April Dunford Co-founder of RocketScope and blogger at RocketWatcher. @aprildunford tweet this
  15. 15. You must show your fans and followers that you genuinely care about them. Content is king, but engagement is queen ... and she rules the house! Mari Smith Facebook Marketing Expert @marismith marismith.com tweet this
  16. 16. There are two stages to every purchase decision: emotional reaction, followed closely by intellectual justification. People are hardwired to feel first and think second. Inbound marketing combined with a guided sales process is the ideal way to form an immediate emotional connection with your prospects, build trust with your Mike Lieberman buyers and, ultimately, generate the leads Chief Marketing Scientist and Co- Founder of Square 2 Marketing, and revenue you need to grow your A Platinum HubSpot Partner business. tweet this
  17. 17. Effective marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey; usefulness predicated upon content being available Peter O’Neill and compelling at all touchpoints in the Vice President and customer life cycle, from the awareness Principal Analyst, Forrester Research phase to what Forrester calls “customer @poneillforr retention and expansion”. tweet this
  18. 18. Don't try to reach everyone. Focus on the dreams and desires of your top 1,000 customers. Pay them special attention and they will return the favor. Julia Roy Co-founder, WorkHacks @juliaroy tweet this
  19. 19. At the end of the day, people make emotional buying decisions -- sometimes even ousting price or convenience. If your marketing connects with them emotionally, they are going to remember it, share it and buy it. Figuratively, and literally. Christine Perkett President & Founder, PerkettPR @MissusP tweet this
  20. 20. John Jantsch Your business is the perfect tool to develop a Duct Tape Marketing capacity for things like @DuctTape purpose, love, wonder, courage, and grace. I love what I do, but I get paid for what I finish. tweet this
  21. 21. Marketing gets easier -- and more effective -- when you realize it's just communication. It's everything you say to customers, and it's also everything you do. Focus on what your words and actions are communicating -- your content, your site, your support team -- and you'll find that your relationships with your customers start to "magically" get better. And that's when you see the loyalty, social sharing, and referral business that create vibrant health for your business. Sonia Simone CMO and co-founder of Copyblogger Media @copyblogger tweet this
  22. 22. Marketing is the truth of you, translated into the language of them ... Colleen Wainwright Express yourself with love and no fear and you will The Communicatrix find yourself surrounded by the best the world has to @Communicatrix offer. “Them.” Your “them.” Drawn to you for what they need and not what you are trying to make them want. tweet this
  23. 23. Aaron Strout Head of Location Based Marketing, WCG @aaronstrout Marketing that people love isn't a difficult concept. It's all about a company's value exchange with its customers (content, experiences, value, discounts). If you are doing it right, you will never have to 'sell' to another customer again. tweet this
  24. 24. Tell a story. Make it true. Make it compelling. And make it relevant. Rand Fishkin CEO and Founder, SEOmoz. @randfish tweet this
  25. 25. If you sell like you're selling, people won't want to buy. But if you help the people you love to serve, you'll never starve. Chris Brogan, CEO & President Human Business Works @chrisbrogan tweet this
  26. 26. Your relationship with a customer is only as good as your last interaction with them. So make sure it doesn’t become your last interaction with them...Think before you interact. Better yet, think of them before you do. Brent Leary Co-founder and Partner of CRM Essentials, LLC. @BrentLeary tweet this
  27. 27. To stand out from the noise you have to be passionate about your customer, create with purpose, invite people into your brand, and lean into the possibilities. Build movements, not campaigns! Ekaterina Walter Social Marketer at Intel and an author of Think Like Zuck @Ekaterina tweet this
  28. 28. When it comes to building digital marketing people love for the Celtics, we speak to our fans' passion for our brand and look to strike an authentic chord. "#IAMACELTIC" elicits emotional responses because it's so inclusive and powerful. Our coach and players all talk about what it means to be a Celtic, and our fans have embraced the concept as well. It's short, sweet, and easy to remember, and it imbues pride in our fans that they're a part of something much bigger than just a basketball team when they tweet that hashtag. Great marketing makes your customers and fans feel like part of something exceptional. Peter Stringer Senior Director of Interactive Media, Boston Celtics @peterstringer tweet this
  29. 29. Looking for love from your customers? Don’t be afraid to spice up your content (and your marketing) by showing some passion, personality, and purpose. Shawn Graham Small Business Marketing Consultant @shawngraham tweet this
  30. 30. Most marketing reminds me of your typical cheap one-night stand—they say they love you, but they really just want to sleep with you & move on.  There's definitely an audience for that, but it's not a sustainable one. It's exhausting. The cost of acquisition is high, and the churn rate is even higher. The brands that win are the ones that don't waste time on the one- nighter, but actively invest in the long-term. They know that real value Marta Kagan is in loyalty over the long haul, and CEO Stunt Double that the one,  essential ingredient to @mzkagan enduring loyalty is love. tweet this
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