Afleveringen
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In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. The '2-Step Template' uses the 'conversation' aspect to create a chat bot type interaction with a new potential client. This ad format uses multiple messages to attract the attention of your ideal client, then funnel them down the most relevant path.
This ad format leans on Robert Cialdini's idea of consistency, where once a prospect has said 'yes' once, they're more likely to say 'yes' again. Listen in now as I discuss:
Why the short first message needs to scratch at the problem you solve - at a deep emotional level What to put in your second message The 'dilemma' variation: a way of letting people self-select which problem they want to solveThe 2-Step format isn't my go-to conversation ad format, but it's a useful tool to have in your LinkedIn Ads toolbelt.
Note: the Robert Cialdini book mentioned in the podcast is called Influence: The Psychology of Persuasion.
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In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If things can go terribly wrong for your clients, especially if they make poor choices, then the prediction or warning is a good template to start with.
The prediction or warning is essentially a story of change. You open your message by making a prediction that taps into a conversation already happening in your ideal client's head. On this episode I discuss:
How to shine the 'laser pen' of insight onto a specific thing they may have missed Why to make your prediction or warning quantifiable How including caveats can increase the relevance of your warningThis episode references the Tragedy plot, which you may also want to revisit.
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Zijn er afleveringen die ontbreken?
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In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you work in an industry not generally considered 'marketing savvy', then the Confession Template may be a good starting point.
The confession is a specific structural template designed to evoke curiosity and encourage ideal clients to subscribe to your list. On this episode I discuss:
Why relevance matters, both in terms of your targeting and the confession you are making Why your confession must be based on little-known insider knowledge How to boost your results by including social proof in your ad -
In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you have several 'signature success stories', then the results-led template may be an effective way to capture the attention of your ideal client.
The results-led approach is perhaps the most direct 'hook' you can use in your conversation ad. In effect you are saying, "for a client just like you, facing the same problem you face, we delivered X result. Here's how we did it..."
There is some nuance to adopting a results-led approach. On this episode I discuss:
Why specificity (and believability) matters Why you MUST have a mechanism in the middle paragraph of your ad How to evoke and maintain curiosity with your message -
In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you're work is mission-driven then you may want to test the purpose-led template...
The 'purpose-led' template leads with your mission and purpose as the 'hook' of the message. In Simon Sinek's terminology, you're tapping into WHY you do what you do, rather than leading with the mechanics of the problem you solve. Your ideal client should resonate with this purpose at a deep emotional level. Listen now to learn:
Where I've seen the 'purpose-led' approach work Why you need a deep level of clarity before using this template Why specificity matters - for both your targeting and your message How to sign off your message to maximise your number of leads (clue: offering a 'lead magnet' tends not to work) -
Over the next few episodes I'll be exploring specific templates from my LinkedIn Ads Conversation Ad Template Pack. The first and most important template is the problem-led approach...
When you're a true expert in your field, it's desperately easy to skip or skim over the problem and write about the solution. The trouble is, clients only want to hear about the solution when they've already acknowledged they have the problem to begin with!
Additionally, we only want to hear about solutions from people we know and trust. So when you're messaging people who don't know you, leading with the problem is a much safer bet. Listen or read now to learn:
Why the problem-led template is my 'workhorse' ad Why symptoms are sometimes better than problems - especially if you can name the symptom! How to avoid accidentally patronising the reader How to select problems that will get the attention of your ideal client -
If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them.
At the same time, you're worried about wasting a metric ton of cash. You've heard that LinkedIn Ads can be expensive. You only want to invest a little in your ads to begin with while you prove the use case.
In this scenario, 'conversation ads' are usually my recommended ad format to begin with. Conversation ads are LinkedIn's 'sponsored message' ad format. I've seen great results this year for both myself and for clients.
This episode provides an introduction to conversation ads, including:
What they are and why they work Why a 'good' conversation ad shares similar characteristics to a cold email How to capture the attention of your reader How long your ad copy should be -
Some of your marketing efforts will deliver high-value, rewarding, profitable clients; and some will not. The trouble is, you usually can’t tell upfront which segments of your marketing are delivering the right leads.
If you can find out which slice of your marketing pie is delivering the right people, you can cut out the rest and focus all your resources on that segment. The right segment may have a high cost per click and a high cost per conversion, but if you’re sure they’re the right people, that doesn’t matter. Cost per click and cost per conversion are interim measures.
All that really matters is cost per qualified lead.
On this episode of the Story Selling Podcast, I provide an introduction to the sometimes complicated topic of lead tracking. Lead tracking is about knowing where every contact in your database originally came from, in order to identify your best campaigns, keywords and audiences.
Listen now as I discuss:
What lead tracking is, and why it matters Why lead tracking is a matter of CRM (and not something you'll find in your ad account) How a cookie-based solution typically works How often to review for lead quality Why to JUST start with paid traffic sources The virtues of keeping it simple! -
Part 2 of this mini-series on bidding and budgets examines how much to spend in the 'testing phase' of a new account, and key things to measure after you have generated a lead.
Listen now as I discuss:
Guidance in initial testing budgets How quickly to scale Why 'Time to Money' is one of your key campaign metrics - and one you won't find in your ad account -
The most frequent question I’m asked about LinkedIn ads, Google Ads, or any kind of paid ads, is “does it work?”
The answer to which, is yes. The ad network will take your money and show your ad, 100% of the time. So yes, it works.
The question behind the question is will it work for you? The answer to which depends on any number of factors: the problem you solve, the volume of people searching, the questions people ask themselves about your topic, and your ability to tap into those questions.
Over the coming weeks, we’ll explore these questions on the Story Selling Podcast. Today’s episode begins with bidding and budgets, and asks: should you let the ad network manage your bids? Because guess what – that’s the default setting!
Listen now as I discuss
The relationship between budgets and account structure When to leverage automatic bidding - and when to stick to manual bids Why an increase in budget and conversions may not lead to more clients -
Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It's easy to get down when results don't go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon).
On this episode, I explore how to nurture a detached 'Stoic' outlook to managing your ads in a persistent way. Listen now as I discuss:
The Stoic mindset Persistence Risk (correct budget management) -
Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person).
I've come to the assessment in recent years that EVERY business should have at least one paid advertising platform as part of your marketing approach. Even if it isn't your primary source of leads, running ads teaches you valuable lessons about your market, and incentivises you to develop robust marketing follow-up systems.
The "Big 3" players in the paid advertising space are Google, Meta and LinkedIn. On this episode, I explore how to identify the right platform for your business.
Discussion Points and Bullets:
1. Importance of a Consistent Source of Leads
- Necessity of at least one reliable lead generation method.
- Examples include digital marketing, SEO, referrals, and networking.
- Aim to generate one good lead per day.
2. Role of Paid Advertising in Marketing
- Paid ads provide an instant source of leads.
- Encourages attention to metrics and follow-up on leads.
- Helps in understanding market responses and refining other marketing strategies.
3. Primary Paid Advertising Platforms: The Big Three
- Introduction to choosing among Google, Facebook, and LinkedIn.
- Decision-making on focusing on one primary platform for simplicity and effectiveness.
4. Deep Dive into Each Platform
- **Google Ads:**
- Best for markets with active search behavior.
- Advantages of capturing leads with high purchase intent.
- **LinkedIn Ads:**
- Ideal for B2B service-based markets.
- Ability to target specific job roles and company details.
- Importance of nurturing leads over time.
- **Facebook Ads (Meta):**
- Recommended for B2C markets and interest-based targeting.
- Useful for reaching potential clients not currently in purchase mode.
5. Selecting the Right Primary Advertising Platform
- Criteria for choosing the best platform based on business type and target market.
- Discussion of when to focus on niche markets through specific keywords on Google.
- Exploration of social media for building potential client lists in non-active buying markets.
**6. Implementing and Managing Paid Advertising**
- Importance of focusing on one platform to manage complexity.
- Steps to set up and optimize campaigns on the chosen platform.
- Advice on setting a testing budget for advertising experiments.
**7. Long-term Strategic Planning for Lead Generation**
- Continuous need for lead generation and marketing effort.
- Using paid advertising to ensure a consistent influx of new leads.
- Planning and budget management for scaling successful advertising strategies.
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Podcasting is perhaps the easiest way to communicate your knowledge to the world. Most business owners find it easier to talk than to write - at least on a consistent basis! In this conversation, Rob Drummond and podcasting expert James Marriott explore the concept of 'purposeful podcasting'. If your work makes a real difference to the people you serve, then you'll want to listen to this episode! Takeaways Having a platform, such as a podcast, is essential for communicating expertise and building trust. Purposeful podcasting involves creating podcasts with a clear goal and target audience in mind. Strategy and planning are crucial in podcasting to ensure effective communication and engagement. Audio quality plays a significant role in capturing and maintaining listeners' attention. Video podcasting requires additional considerations and resources, and may not be suitable for all podcasters. Voice and audio communication have a unique power to resonate with and engage listeners. Capturing and maintaining attention in a crowded media landscape is a challenge that requires compelling content and effective promotion. Creating concise content can help win in a marketplace by delivering the same message in a shorter time. Applying the RFM principle (Recency, Frequency, Money) to podcasting can help provide value to specific listeners and increase engagement. Releasing multiple episodes at the beginning of a podcast launch can help engage listeners and build trust. Measuring podcast success should focus on the right audience and specific goals, rather than just the number of listeners. Building a unique equation for success involves identifying the right audience, setting meaningful KPIs, and working towards specific outcomes. Inviting guests on a podcast can deepen relationships and provide networking opportunities. Chapters 00:00The Importance of Having a Platform 07:15Defining Purposeful Podcasting 11:01The Importance of Strategy in Podcasting 14:05The Role of Audio Quality in Podcasting 21:10Considerations for Video Podcasting 25:33When to Consider Hiring a Podcast Studio 29:23The Distinction Between Audio and Video Podcasting 37:11The Power of Voice and Audio Communication 40:56The Challenge of Capturing and Maintaining Attention 44:20The Power of Concise Content 45:00Applying RFM Principle to Podcasting 45:41Engaging Listeners with Multiple Episodes 46:50The Benefits of Binge Culture 49:19Measuring Podcast Success Beyond Numbers 52:45Building a Unique Equation for Success 56:07Using Guests to Deepen Relationships
James's website: https://wearesoundmedia.com/
James's LinkedIn
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'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required.
Last time I updated my Simple Story Selling book, I employed the services of Patty French to help me. Over a book you become (very) blind to your own mistakes. And while I'm a good editor, I'm not a professional. Patty is.
So in this conversation we have an in-depth discussion about the editing process, including the application and limitations of AI tools. If you have a lead magnet or book in the works, you'll want to listen to this one! We discuss:
00:00: The Issue of Proximity and Editing 02:01: The Importance of Professional Editing 08:39: Different Types of Editing 14:06: The Challenges of Converting Audio and Video into Written Content 17:58: The Role of Grammarly in Editing 21:28: Line Editing and Proofreading 24:08: The Importance of Coherence and Flow 28:35: The Impact of Rhythm and Accent on Writing 31:00: Top Editing Tips: Reduction, Clarity, and Flow 36:03: The Emergence of Prompt Editing in AI 38:08: Using ChatGPT as a Prompt Coach 38:47: Understanding the Limitations of AI 40:06: The Potential Impact of AI on the Writing World 41:18: Using AI to Generate Content 45:12: Adapting to the Changing Role of Humans in Writing 46:31: The Need for Judgment and Human Input 47:53: Separating Writing and Editing Processes 51:40: Using AI for Transcription and EditingLinks mentioned:
Grammarly
ChatGPT
Glasgow GPT
CastmagicTo get in touch with Patty please complete the contact form at https://storyselling.biz/contact/
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I’ve been podcasting, on and off, for five years.
Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time.
But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on a scratchy microphone will eventually drive people away.
On the latest episode of the Story Selling Podcast, I interview podcast editor Matt Bliss. I wanted to know:
How good is good enough? How to find the right mic for your voice Efficient podcast editing workflow How to achieve good sound quality while avoiding perfectionism The impact of AI on editing Matt’s top 80/20 editing tipsIf you run a podcast, webinars, or regular online events, this is a mandatory listen. Matt also edited this episode, so you may be interested in comparing the edited footage to the raw conversation (see the trailer below).
Links mentioned:
Matt's LinkedIn | website.
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Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process.
A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the process!
I created a prolific set of processes when I ran an AdWords agency, however I've never fully replicated this with copywriting. However today's guest, Konrad Sanders, very much has. Listen in as we discuss:
03:28 Creation, analysis, implementation: optimizing, proofreading, checking, documenting. 07:58 Started freelance journey with creative copywriting blog. 10:35 Expertise in frameworks, methodologies, and processes fuel growth. 14:38 Methodology and processes go hand in hand. 17:29 Gemba Kaizen book inspired an Oopsie thread. 21:59 "How is more important than why" 24:25 Why and how differ in customer journey. Buying emotionally at first, then seeking tested methodology. Documentation for reassurance and improvement. 28:20 Documenting processes helps agencies define their proposition. 33:00 ChatGPT exploded, easy-to-use interface, collaborative AI. 34:30 Technology is an essential tool for creativity. 40:52 Using ChatGPT as research and validation tool. 42:10 Spitting out transcripts, emails, social posts, starting point for editing. 45:43 13 lenses: copy/content checklist of compelling, convincing, converting content. Goldfish lens prioritized, top of the spreadsheet. 48:35 Eye-friendly design crucial for reader engagement.Links mentioned:
Download the 13 Lenses eBook
Konrad's LinkedIn | website.
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Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising.
The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason why you shouldn’t split test your onboarding sequence. Besides your time there’s no additional media cost!
Listen now to learn:
What metrics to optimise for Which variables to test, and in what order How many emails to include in your sequence The difference between micro and macro testing How to track your test resultsLinks mentioned:
Read my own Lead Incubator sequence | buy from Amazon
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If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video.
Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to foster a relationship with new prospects based on know, like and trust.
In this episode I explain the latest iteration of my 'welcome email sequence' blueprint: The Lead Incubator. Read or listen now to learn:
Why the first email sequence new prospects receive is critical to deliver a positive marketing ROI (across all channels and activity) How many emails to include (initially) in your sequence How often to email Where to place your calls to action How many calls to action to include How to drip your story efficiently and effectively across the sequence How to attract and keep the attention of your ideal clients (and ONLY your ideal clients!) How to share your own story, while also making each email pertinent to your readerLinks mentioned:
Read my own Lead Incubator sequence | buy from Amazon
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Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is.
Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provide - a problem made worse by our education systems.
In this episode I explore ways to uncover your genius with repeat guest Aveline Clarke. Listen in as we discuss:
Why there is gold in your lessons from the school of hard knocks! Why the matrix of Western living tends to obscure your genius Why your genius - when located - gives off a magnetic vibration for your ideal client Why you should write your story before telling it in video (hint: this is to do with co-creation) Why self-understanding lies at the core of empathy, and therefore trust How to accept who you are, right now, today The 'artistic' and 'entrepreneurial' framework to business How to sense there is a misalignment between you and your work… and how to fix it How comparing yourself to competitors can cause a misalignment The interplay between purpose and genius… and the role of intuition Why you are a leader - and why the world needs better leaders!Links mentioned:
Aveline's LinkedIn | website | podcast. Her previous Story Selling Podcast episode on customer journey planning is here.
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There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer.
On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss:
Why the old style of marketing repetition isn’t working anymore Why your brand’s story should be oriented around your customers Why you’re the guide, mentor or catalyst Why story is essential if you don’t want to be perceived as a commodity Why it’s a brave step to tell your story (and why telling your story seems to run ‘against the grain’) How to test the impact of your story using A/B testing How storytelling can maximise marketing ROI (by eliminating waste) Why you should lean on your personality traits in your storytelling Why it’s essential to consider how your message will be perceived in the marketplaceLinks mentioned:
Felice's LinkedIn | website
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