The key to successful marketing is to understand how and why people think and act in the way they do - to tap into the psyche of your audience and to create stories that mean something to them - ultimately, driving positive consumer action. This talk looks at ways to use language to effectively target your audience and improve the success of your paid search campaigns.
4. I WANT YOU TO LEAVE WITH THREE THINGS.
THE UNDERSTANDING
That language is your most
powerful asset.
THE INSPIRATION
To be creative.
SOME TRICKS
To get the most out of it.
5. POWERFUL COPY CONSIDERS...
WHO
You are talking to.
WHAT
You want them to learn from
your message...and then do
with it.
WHY
They should care.
? ? ?
8. People don’t buy what you do, they
buy why you do it and why your
product or service will in some way
enhance their lives. It’s not your
why they care about, it’s theirs.
9. Less space makes it even
more important to create a
powerful message.
10. If great ads were just keywords, text
and some clever fandagglement,
then every worthwhile ad would
be successful - but they’re not.
11. THE TIME HAS COME TO
BREAK THE HABIT OF
GENERIC PPC COPY FOREVER.
26. PERRY MARSHALL’S SWISS
ARMY KNIFE METHOD:
(THE RELATIONSHIP THAT EXISTS BETWEEN YOUR CUSTOMER AND ELEMENTS IN THEIR LIVES)
IDENTIFY YOUR CUSTOMERS
IDENTIFY A THING YOUR CUSTOMERS LOVE
A THING THEY HATE
THEIR BEST FRIEND
THEIR WORST ENEMY
