mm4 - stop pitching products for engagement
TRANSCRIPT
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Stop Pitching Products!
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Stop pitching at the top of the funnel in the engagement phase.
Pitch product features and benefits only at the bottom of the funnel.
No pitching here
Pitch products here
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Why does product pitching fail to engage?
This is your target
audience
This small dot represents the people who are in the immediate mode to purchase your product at any given time they see your product message.
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Why does knowledge marketing work?
Target Audience
This large circle represents the people with a common pain point your firm can help solve.
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People Care About
WIIFM
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Answering WIIFM TOMA+ Credibility+ Reciprocity____________
Growth, Market share, Expert position
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Takeaways1. Count the first person pronouns in one of
your brochures or on your home webpage. If there are a lot of words like ‘we’, ‘us’ or ‘our’, you aren’t focused on your target audience.
2. Find your company’s value proposition. Is it a description of your offering or a statement about WIIFM from the audience perspective.
3. Is your firm differentiating top of the funnel content from bottom of the funnel content? Is TOFU answering the question WIIFM?
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ManufacturingMarketingAcademy
Contact me to reserve your spot before May 1st and receive the Early Adopter rate (25% off the normal rate of $2500 per month.)
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Bruce McDuffee, Founder and Executive Director
Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success.
Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan
to pilot to success.
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