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Marketing Made Simple
#185: 5 Minute Marketing Challenge—What Do My Customers Want?
00:19:14
As the holiday season ramps up, maintaining clear and impactful marketing becomes more important than ever. That’s why we’re bringing back one of our most powerful series: the 5 Minute Marketing Challenge! Originally released last year, this...
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- [00:02]
HubSpot Marketer
How do you begin to describe your job as a marketer? Well, you have to generate leads, create content, gather data. You're spread way too thin. But HubSpot has a better way. With the help of Breeze, HubSpot's collection of AI tools and features like Content Remix, you can turn one piece of content into a suite of assets. Then pinpoint the best prospects and level up your campaign's KPIs with a new analytics suite. And most importantly, you're going to have a way easier time describing your job at parties. Visit HubSpot.com marketers to learn more.
- [00:46]
Dr. J.J. Peterson
We want you to be able to continue to grow your business, continue to refine, continue to create great marketing that's easy and works. And so we decided we would do this next series all about really getting back to clarity. In this season when everything feels probably a little out of control, like getting into the busy season for businesses, getting into the busy season for family. What are the things that we can do to hone in on making a difference that also doesn't take a ton of work? And we decided we wanted to get back to clarity. Hello, hero maker. Welcome to the Marketing Made simple podcast, powered by StoryBrand and brought to you by the HUD HubSpot Podcast Network, where we believe your marketing should be easy and it should work. I AM your host, Dr. J.J. peterson and I am joined by my co host, April Sunshine Hawkins. Hi, April.
- [01:46]
April Sunshine Hawkins
What up, JJ and hello, hero makers.
- [01:50]
Dr. J.J. Peterson
April. Yeah, it's the most wonderful time.
- [01:55]
April Sunshine Hawkins
Oh, my voice is so bad right now. I tried to come in, you tried.
- [01:59]
Dr. J.J. Peterson
To come in, but I've got a little. It was the wrong key, but it's, it's fine. It's still. It's the most wonderful time of the year is. I love this season of the fall, first of all, leading into the winter, where we have finishing Halloween, the pumpkins, going into all of the changing of the colors and the gourds and the pumpkins and Thanksgiving and then Christmas. And I love it, absolutely love it. I genuinely. It's the most wonderful time of the year.
- [02:25]
April Sunshine Hawkins
Yeah.
- [02:25]
Dr. J.J. Peterson
You know, I don't know if our listeners know, but you know that I recently became a father and nobody told me how crazy things get with birthday parties, soccer practices, band performances, holiday parties.
- [02:44]
April Sunshine Hawkins
Nothing can prepare you.
- [02:46]
Dr. J.J. Peterson
It doesn't stop. It doesn't stop. That's the thing that I think parents hold back. They're like, it's wonderful. It's great. Which it is. I mean, let's just all say it is. However, having a 6 year old who has 30 kids in his class who then he is invited to every single birthday party, on top of Christmas performances, on top of than his older sister's band performances and basketball and everything else that's happening. April, it's crazy.
- [03:13]
April Sunshine Hawkins
I only feel your pain by proxy.
- [03:16]
Dr. J.J. Peterson
Because I don't have.
- [03:18]
April Sunshine Hawkins
I don't have the children of my own. But I'm witnessing your life ramp up and I'm like, jj, you want to hang out? You're like, well, yes.
- [03:29]
Dr. J.J. Peterson
I literally had to miss your birthday party. Like your. Your birthday party. Cause I was like, I can't. That's homecoming. And there's a huge band performance. And so I brought you cookies. So pizz, people don't. Don't think I didn't do anything. I brought cookies. But this season that we're entering into is like next level. It's next level. And on top of that, we're trying to finish the year strong in our business. We're trying to continue to grow, set up for 2024. And it's a lot. It's a lot. And so we were just kind of brainstorming as we want to just, you know, care for our listeners.
- [04:02]
April Sunshine Hawkins
Yes. We care about you. We have lots of empathy for you this time of the year.
- [04:08]
Dr. J.J. Peterson
Yes. And so we dec that we would do this next series all about getting back to clarity. And we know the best way to win in the marketplace is to have a clear message. And the best way to have a clear message is to use the story brand framework. The story brand framework is the framework that should be powering all of your marketing and messaging. And it really shows you how to invite a customer into a compelling story where you position them as the hero, you identify their problem, you position yourself as a guide, call them to action to buy your products or service, and then clearly show them how to avoid failure and achieve success, which ultimately, when you create those messaging points, invite them into that powerful story, you transform them into the hero, you as the guide, and they are more likely to buy your product or service. But it all comes down to having those clear talking points, clear messaging points. So that your customers need know that you are their guide and your product will solve their problems.
- [05:13]
April Sunshine Hawkins
And throughout this year, you've likely created these talking points multiple times even. But we want you to focus on them with fresh eyes because you're coming up against. Maybe your hero is experiencing a different problem this time of year, or maybe they want something a little bit different as it relates to what you have to offer. Or maybe the Plan for this time of year is a little bit different, or maybe you're going to offer empathy a little bit differently, just like we're offering you empathy right now on this and playing the guide and giving you a plan and a path forward for making your marketing easy this holiday season. And so you can bust out an old brand script where you keep all of your talking points, all of your story, so that it flows well together. And we have a free tool that you can use if you go to storybrand.com sb7 then you can sign up if you don't have this tool yet. But it helps you keep track of all those talking points. So you can pull up an old brand script if you want to use that, or you can be creating a new one as we go. So we've decided to make the end of the year, your marketing strategy, super simple for you. You're just gonna listen every week like you always do, to the episode that comes out and take our five minute marketing challenge where we're going to focus on one piece of the story, brand framework, and call you to action to actually create a piece of marketing, either a social media post or an email or a blog around this specific piece of the framework and just do it in five minutes and be done.
- [06:52]
Dr. J.J. Peterson
There are seven elements that have to be in every story for it to be clear and compelling. First, you have to clearly identify a character who wants something. Then that character has to encounter a problem. They can't solve that problem on their own, so they meet a guide who gives them a plan that calls them to action, that ultimately results in either failure or success. And these seven elements have to be in any story for it to be good. If any of those are missing or they're not clear, it's a bad story. And so we help you create talking points around each of those elements so all of your marketing and messaging can be clear. And when you create those talking points for that story, you're not going to use all of them in every piece of collateral. You're going to take those talking points, talking points and make sure that in all of your collateral, those talking points exist. And really only those talking points exist. And you can use in some things, character and problem. In another social media post, you can put the plan in an email, you can talk about success or authority. So you can use these in a whole bunch of different places. So when we walk through each of these, what we're going to do is not only talk about the specific element and how to create that element of a Clear story, but then how to use it. Give you templates and examples for how to use that talking point in your marketing collateral. So the very first one is character want. And as this applies to marketing, what this means is in order for your customer to enter into the story, you're inviting them into where you position yourself as a guide and your product solves their problem. In order for them to even know that this is their story that they want to be a part of, you have to identify very clearly what it is that your customer wants. So the question we always ask people when we're working with them is, what does your customer want in regards to your product or service? And what we're talking about in this, in the most simple form, what I always like to say is, what would people Google in order to find your product or service? Because the mistake a lot of people make in this section of the brand script is, let's say you are a business consultant who helps people manage their employees better. That's really what you do. But on your website, you say something like, have more freedom and enjoy life. Well, that's a success of what you might experience if you're able to manage your employees better. But in reality, if all you say on your is, have more freedom and enjoy life, I don't know what you actually offer. So I don't know if this is my story. I don't know if I want to be a part of the story you're telling. So the thing that you have to talk about in your marketing so clearly is exactly what you offer, and that really identifies what it is that your customer wants. So they know if this is a story they want to be a part of. So to identify this talking point for your brand script, the first question I want you to ask yourself is, what would people Google to find me? That will help you find clarity in this first point. Now, you can expand on it a little bit and say if you sell cupcakes, and you know that in your town, if somebody going to Google you, they're going to look for like the best cupcakes in Nashville, something like that, you probably want to have that on your website or in your marketing. But you can also say cupcakes that give you some kind of success. So cupcakes that create memories, or cupcakes that help you celebrate, you can add a little bit to it. But cupcakes has to be a part of it. That's where you want to start in this section. What would people Google to find you? And that really answers the Question what do customers want when it comes to your product or service?
- [10:46]
HubSpot Marketer
System Saved Me is hosted by Jordan Gill and brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Each week on the System Saved Me podcast, top ranking podcast host and multimillion dollar business mentor Jordan Gill lifts the hood to show you behind the scenes of successful businesses with freedom at its core. Entrepreneurship is meant to give you freedom and flexibility. But how does that actually happen? Systems, of course. And that's what the show's all about. In fact, go check out a recent episode called 6 key signs you need a digital business Manager with guest Daya Aliaga. Daya is the founder of Digital Business Manager Bootcamp and she talks about how hiring a digital business manager or DBM can be a game changer for your business. She also calls out some key signs you might be seeing when your business is in need of a dbm, like team management, overload, moving forward on ideas with no real plan of action, or constantly being hit with the chaos of scaling. So if you're feeling overwhelmed and you're needing ways to streamline your operations and scale effectively, System Saved Me is for you. Listen to System Saved Me wherever you get your podcasts.
- [12:01]
Dr. J.J. Peterson
And now back to the show.
- [12:03]
April Sunshine Hawkins
All right, so before we have you take this challenge and actually get to work writing, what we want to do is we want to help grease the wheels a little bit and give you some examples from our story. Brand certified guides, they have come and been trained by us and they do marketing on people's behalves all the time. And so we pulled a couple of examples that they've provided just just on website copy. So I'm looking at a couple of websites and the first website was created by Katie Land Took and this is a website for caring for postpartum. So after you've had a baby and the copy is super simple. Helping mamas thrive. So what do the moms want? They want to thrive, that is the character want and then the thing that they offer are on demand classes for parents.
- [12:59]
Dr. J.J. Peterson
This is a perfect example because I don't have any questions when I look at this header on a website. I don't have any questions about what they do. They have on demand classes. It's for postpartum care and it's to help moms thrive. All of that is together. So when I said earlier, like what would people google to find you? What that does is say give me the clarity. And then when you add in that little bit of customer want, it's to Help them thrive a little bit, which ultimately comes out of the success bucket, but that's really what people are looking for. Need help thriving after having a baby. Very clear, super tight, in just less than a dozen words. And now, if I am a mom who wants to thrive, who's struggling with postpartum, I'm in.
- [13:42]
April Sunshine Hawkins
And we know this sounds so simple. Should I really create a social media post using words like this? Yes, yes, you should. Because reminding people of what they want helps them put their consciousness there. And they go, oh, yeah, maybe I will decide to take action and get this thing that I really need to help support me through this holiday season. So another example. Let's do one more. We've got Southern states. Toyota Lift is the name of the business. And right here at the top of the website, it says, get forklift issues off your plate. We'll take care of it with a comprehensive service plan that keeps your forklifts working. So you can too. Jj, I know that you need to click this get a plan button so that your forklifts can stay operational, but it's super clear what it is they do and what their customers want. They want their forklift issues to be gone. You know, they don't want to have to deal with them anymore. And if they can have a plan that gets them off their plate so that their forklifts can do actually what they need them to do, ah, what relief they'll feel.
- [14:57]
Dr. J.J. Peterson
The specificity of that is the key here. Right? Because if I have forklifts and I'm struggling with issues with them, I need them to keep working. I know that this company can help me with that. Now, if they just said, you know, we're mechanics like you and that was it, or, you know, they showed just a picture of a mountain with, you know, forklifts and didn't talk about or show forklifts at all, and they're just like, we help you get back on track. No, none of that works. The clarity and the specificity. And one of the things that sometimes when we're working with clients, they push back on as they go. But anybody in our industry could write this. The reality is, yes, that's exactly what you want. Now, you can have other language there, like, you know, get the forklift problems off your plate. That's clever. But we start with clarity. Always start with clarity.
- [15:47]
April Sunshine Hawkins
And this website example was created by Story Brand Certified guide, Jesse Congleton. And if you are really wanting to get some instant feedback from a Story Brand certified guide, they can coach you at our Upcoming live stream. We've got one coming up December 5th and 6th. And so if you are a person who is like, yeah, I'm someone who would like to talk out loud and get some feedback from somebody about what I'm creating and that way you can really feel confident about your message and your website and your emails and your marketing plan. Then go to storybrand.com live and sign up for the December 5th and 6th live stream. You can do it from anywhere in the world and you're going to be knowing that you're doing it right because you've got live coaching from a story brand certified guide coming alongside you. And now it is time for your five minute marketing challenge. Let's get into it. Jj.
- [16:45]
Dr. J.J. Peterson
Yes. So here is our five minute marketing challenge for you. We want you to set a timer and take five minutes. That's really all you need for this, five minutes. And want you to, with fresh eyes, write down what is it that my customers want. And specifically it's in regards to your product. So it can't be vague about. They might just want a better life. Yes. But it needs to be specific to your product. And like the examples we gave with the postpartum work, they talked about about on demand classes with the forklift operator, they talked about a maintenance plan to keep the forklifts going. Right. So get that specific. Write that down. That's the first piece is write down what it is that your customer wants. The second piece then is to take that language that you just wrote down and put it somewhere in any of your marketing look at your website. Does the header of your website need to be changed so that it reflects what your customer wants? Can you create a social media media post that uses this language that invites your customer into a story? Can you create an email, just a quick email that you're going to send out to all of your customers reminding them of what you do. Take five minutes, set the timer and take this marketing challenge. When you do this, you are going to be able to very clearly invite your customers into a story. They can see that this is a story I want to be a part of because that's what I am looking for. When you do this, when you are clear about what you offer, what you're doing is instead of saying here's what we do, what you're saying is here's what you want as a customer, we have what you want. What that does is make the story about your customer. It positions your customer as the hero and you as their guide. And this is ultimately what makes you a hero maker. So get ready. Start that five minute timer as soon as you're done listening to this and get that marketing done. Make it clear, and it's gonna be easy. That's all for this week's episode of Marketing Made Simple. Thank you so much for listening and believing, like us, that your marketing should be easy and it should work. Your five minute marketing challenge starts now. And we'll see you next week.
- [19:07]
April Sunshine Hawkins
Hey.
- [19:08]
Dr. J.J. Peterson
You cannot stop me. You cannot stop me. Go.