Category: Scientific Marketing

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Are you using a Sales or a Marketing Message?

Your marketing message is a crucial component in reaching your target customer.  The first thing to do, however, is to identify all customer benefits because this will in-turn generate interest.

Marketing Messages and Sales Messages

STEP #1 How to Target Your Market By Answering 3 Questions.

Copy-Boarding is an exercise in benefit clarification. Copy-Boarding consequently flips sales-objections into benefits.

Marketing Message - Copy BoardingA simple copy boarding exercise nail down your messaging. These sessions take about an hour and are valuable in all your marketing copy. Book a Copy-Boarding session here.

So Are You Using a Sales or Marketing Message?

First of all, what are your tactics?

  • “Tactics are the actions you take to implement your strategy. Think about these carefully so you can determine what response you’re trying to generate from your target audience. For example, you might want them to:
     – Go to your website to get more information.
     – Fill out an online survey.
  •  – Call to speak with a salesperson.
  •  – Request that a salesperson call them.
     – Attend a free webinar.
     – Download a free white paper.
     – Call for more information.
     – Agree to a sales meeting or presentation.
     – Attend a free seminar or workshop.
     – Request a free product demo.
     – Take a 30-day free trial of the product.
     – Refer your services to others in your target market.
     – Become an affiliate and sell your products and services.
     – Buy the product with a credit card.”
    Excerpt is from Robert W. Bly’s book The Marketing Plan Handbook.

Marketing Message DartsMarketing messages are different because of the approach you deliver to the prospect.

Most noteworthy in sales vs. marketing messages — while both are aimed at increasing revenue — most don’t realize the difference between the two. This is mostly because most small organizations have too few employees to separate the two.

Marketing is the lead-up and into benefits for the prospective buyer; how it will affect them after they buy and start using. Sales simply is the offer; the guarantee; the close of the deal.

And regardless of the size of an organization, an alignment to your messaging must have continuity through sales and into the aftersale (or customer service). This is where Social Media is a crucial component of your strategy and effort-mix.

Are you still wondering about the effectiveness of your Marketing Message?

Schedule a time to do a copy-boarding exercise and discover the way you can take your message to the next level and get better results in both engagement opportunities and sales.

 

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Artificial Intelligence (AI) for Customer Experience

Artificial Intelligence — It is no surprise that technology is amazing, but when technology out-thinks, out-creates, and out-plays us humans, are we ready?

Artificial Intelligence

What’s Next? Artificial Intelligence (AI) for Customer Experience… oh yeah, that is already here.

As a professor of human nature — I am not really a professor — Artificial Intelligence (or AI) fascinates me.
The level of “computations per second” needed has been exponentially increasing over the past 30 years and most recently we have begun to have the understanding of the quantum world and entangled particles, which is what led Dr. Feynman to have a vision.

“In quantum physics, entangled particles remain connected so that actions performed on one affect the other, even when separated by great distances. The phenomenon so riled Albert Einstein he called it “spooky action at a distance.” The rules of quantum physics state that an unobserved photon exists in all possible states simultaneously but, when observed or measured, exhibits only one state.” ~ LiveScience.com

The research being done on this is still in its infancy, however, quantum computers tap directly into an unimaginably vast fabric of reality—the strange and counterintuitive world of quantum mechanics.

Artificial Intelligence - Quantum ComputingThe story behind the theory of ‘quantum computing’ is about 35-years-old when Nobel Prize-Winning physicist Richard Feynman fostered the idea of a ‘quantum computer’. 

Physicists — like Feynman — have a unique way of looking at things and while the thought of increasing a computers speed had — in 1982 — been around for about Forty-years, the theory of quantum computing blew the best minds of the day, and in many ways shaped the path we have been on ever since.

Artificial Intelligence in MarketingThe Next Big Step For Artificial Intelligence

It seems that there’s no question that AI will play a large role in humanity’s future. In fact, it is already here. Cortana, Siri, Alexa, Google’s voice all are early AI. But what is it missing? There are many schools of thought, however, there are two main agreed-upon hurdles — computation speed and Interface.

The fastest computers can do 33,860 trillion calculations per second — or in computing terms 33.8 petaflops.

Artificial IntellegenceArtificial Intelligence — Where Are We Today?

In 2010, the Tianhe-2 knocked the US Energy Department’s Titan machine off the No 1 spot. The Titan achieved a paltry 17.59 petaflops per second by comparison. By comparison, even further, the Quantum D-Wave 2 Is 3,600 Times Faster than Tianhe-2.

“Quantum computing differs from classical computing at its most fundamental level. While traditional computers rely on the alternate bit states of 1 and 0 to store data, quantum computers exploit the fuzzy effects of quantum mechanics, allowing its “qubits” to exist as a 1, 0, or both simultaneously, a.k.a “superposition.” So while a traditional computer will sequentially explore the potential solutions to a mathematical optimization problem, the quantum system looks at every potential solution simultaneously, known as quantum annealing, and returns answers—not just the single “best” but nearly 10,000 close alternatives as well—in roughly a second.” ~ Read more about the D-Wave

Artificial Intelligence needs Quantum Computing not because of speed, but because of the interface.

 

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Your Website Is Your Window The World …

… are you ready to start marketing yet?

Your Website Marketing Banner

Your website is your hub for all your online business dealings

As a website and marketing developer, I have found that it is crucial for businesses to understand that having a website or that having an online-presence — no matter whether it is eBay, Etsy, Shopify, et.al. — is only one leg of the process and does not equate to online sales. It sets you up for online sales, but it is not the right tool for the next phase of this process.

Think of it like this. A carpenter has a toolbox full of tools, however, even with all those tools, a building will not get built without the carpenter putting his skills to the task.

Regarding your website “Understanding the all the components (the ones that drive conversions) is separate from the build — although still integrated with your overall strategy.” ~ Trevor Greenfield from Redwood SEO

Your WebsiteAlong with your website — other things to think about!

Getting noticed — via SEO, Social Media, et.al. — is only part of the plan. In today’s modern marketing, it is crucial to know the different awareness levels of your varying targets so your outbound messaging has the right timing to the intended target. This often overlooked ‘timing’ component is a crucial step.

More information about marketing your website…

Your Website — if designed correctly — will allow you to deliver the right message at the right time; a crucial component of inbound marketing, I suggest you contact me directly and we can chat about you and your business.

If you are looking for more information about marketing your website, I have written about this in two blogs that may interest you.

  1. VISIT: dickinsonent.com/cortex/the-right-message/ — where I talk about delivering the right message at the right time.
  2. VISIT: dickinsonent.com/cortex/marketing-messages/ — this is about the marketing messages that you will put out
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