Sell me this raincoat

Umbrella in trash generated by Google Gemini

The title of this blog is a variant on the "Sell me this pen" challenge. 

Confession: I find most marketing presentations a waste of time because they just rehash what I already know. But there is the rare exception that offers helpful insight and perspectives that spark my own #WriteWay creativity. 

That has been my experience in attending the Full-Funnel Summit.  Jen Allen-Knuth proposed shifting the sales intro from pushing your product of a $100 raincoat that may meet resistance from buyers who don't want to shell out that kind of money.

Jen said she'd frame it this was for a target market in the windy city of Chicago where it rains for about 1/3 the year: studies say only a small percentage of people remember to take their umbrellas. Those who forget will decide no to walk in the rain and so have to shell out $45 a pop for an Uber.

The implication that trying to save the $100 could end up costing you more if you forget your umbrella and end up paying for rides to try to stay dry.

As I wrote in the chat there, my approach would be different. I'd say "Ever notice how many umbrellas you see in the trash on a stormy day? That's because the wind rips through and breaks them. But have you ever seen a raincoat in the trash on a rainy day? No, you haven't. Here's why." 

And then I'd calculate the cost of multiple umbrellas purchased over the years vs. the one-time cost of the raincoat.

Why did I come up with this? Jen's framing refers to the forgetfulness of most people that you may think doesn't apply to you. You're smart enough to remember your umbrella, right?

 But even so, you have, no doubt, experienced your umbrella getting blown out from a strong wind and have seen multiple umbrellas thrown out that prove that even if you remember to take it, it can prove useless. Also the fact that you never see a raincoat peeking out of a trash can the way you see umbrellas creates a strong visual impression.

Another thing that made me come up with a different approach to Jen's was my thinking that it didn't make sense that her target market would hesitate over shelling out $100 for a raincoat would solve the problem of forgetting an umbrella by spend $45 on a single Uber ride to avoid walking in the rain. Generally, one would first look for a cheap umbrella, look for public transportation or just accept the inevitability of getting wet when walking home. 

If you're marketing to a price-conscious market, you have to speak to the in their own terms. They're not likely to indulge in expensive rides when they can walk. But they certainly can can calculate the cost of multiple replacements for umbrellas that don't stand up to the wind.

While I'm sure that Jen charged the client four or five figures for this marketing idea, I came up with it on the spot, and I'm sure I can come up with something that is equally sound and creative for your B2C or B2B.  The Write Way is all about putting yourself in the mindset of your target audience.

Visit my site to learn more about my marketing and writing services and book a free consultation call.

What B2B content marketers get wrong

You know that advice that every piece of B2B content should have a clear CTA? It's bogus. In fact, the piece of content I wrote that had an immediate impact in terms of bringing in a sales qualified lead for a six-figure annual contract the day after it was published had no CTA at all -- not even a hint about having to schedule a demo.

What it did have were features that many B2B businesses forget about in doing their own imitation of thought leadership outlets and removing all content from individual identity.

Here's what the article had:
☑A vivid description of the challenges he experienced in his work that others in the same line would identify with
☑A clear presentation of the company's solution and how it directly addressed these pain points
☑Mostly important of all, it had a name associated with a bio and pic for the expert in the insurance industry who served as the source of information for the article and related his own experience.

💡Why was this most important? As it turned out, that was the lead's way of marking his interest in the solution. He know the featured expert, maybe even had direct dealings with him in the past. That made him not just trust what he said but also feel comfortable enough to reach out to him directly rather than to a general company contact or form to say he was interested.

One of my pet peeves about B2Bs is that they offer no point of direct and immediate contact. Many of them refuse to list a phone number, and some won't even put in an email. No, they insist, if people are real prospects, they'll fill out the form that makes it easy for us to automatically feed their information into a CRM and send it on to sales people.

This foolish delusion prevents easy access to people who don't want to have to be treated as just prospects you'll get to at your own convenience. They want to get a response while they're thinking that your offering may be just what they need. Keep them waiting, and they'll start looking elsewhere for that solution, and you may not even know you had a prospect that got away. That's the wrong way to attract inbound.

Learn more about the #WriteWay by following The Write Way Pro LinkedIn page and connecting with me on that platform.

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Yes, I did include a CTA here. I didn't say never to have a CTA -- only that you don't have to have a CTA for every piece of content. But I'm going to break another rule here and give you yet another course action. You can check out my portfolio here: AriellaBrownPortfolio.blogspot.com

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The 6 step plan that fails

Photo by Aleksejs Bergmanis: https://www.pexels.com/photo/aerial-photography-of-concrete-bridge-681347/

I should have known better, but I still  fell for it. 

I put in my information in order to ungate and  download the tantalizingly titled "How to build pipeline with content in 6 steps" from a company I won't name here. Disappointment doesn't begin to express my feeling at this one-pager that only someone who has never created business content wouldn't know.

The first step is: "Do some research" in order to know you customers.  Obviously, that is your starting point. But it doesn't give you any advice on how to go about this. That's what many businesses who fail to understand their customers really need help with. Surveys are ignored, and few take the time for really in-depth talks because all conversations turn to upsells and not to fostering understanding.

Step 3 is another obvious step for any content creator: "Tell a story.  That was to be the bridge to step 4: using data and the claim that first-party data is the best (definitely debatable).

But the real goal of the whole piece was to declare in step 5 that you need the right tool -- the one the company that put this out offers -- to track engagement. Step 6 is to track engagement (no doubt, with this tool).

The dichotomy that's wrong

What struck me more than the blatant selling in this presented-as-helpful-guide  was the assumption of step 2, which focuses on a division of content that must appeal to people who love categories but that is, ultimately, counterproductive.

It says: "Determine if your content is tactical or 'experience-driven'.” It then goes one to explain that "collateral related to the business image like presentation decks, press releases, and thought leadership" all goes into the "tactical" bucket.

That is presented as distinct from "collateral related to demand gen activities, supported by personas, nurture content, event material, and industry-specific content" go into the "experience" bucket. The chef's kiss here is that the writer (I picture a college student intern using Chat GPT) adds in this note: "(hint: this is the one you want to focus on for demand gen)."

Now, if were to uphold this division of content type, something I don't advocate at all, I would definitely put thought leadership into the experience/demand gen bucket. No question about it that it belongs there. On the other hand, there is a very important form of content for the tactical bucket that is not named -- case studies or success stories.

Ultimately, though, the division seems to be about the more direct sales enablement materials that would be considered tactical vs. the brand and relationship-building content that is more often associated with demand gen. The delusion of this division is that the former works for immediate conversions-- at least to the point of an MQL while the latter is the stuff you put out to get the person primed for the tactical stuff.

But in reality, your target customer won't be pushed into a linear funnel, neatly progressing from your ToFu to your MoFu to your BoFu content and take the action specified as soon as they hit the tactical content. The buyer's journey is a lot more complex and recursive than that, and recognizing this reality should be part of your first step in building your pipeline.

 Related:

Visualizing the customer journey

Building foundations for castles in the air

“If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.”

― Henry David Thoreau 

Two results of the Gemini-generated pics for my prompt based on the quote. Let me know which one you prefer in the comments

This is the essence of creative content marketing. You can start with the creative idea to construct something truly different and unique. But if it is not grounded in reality, which is the actual experiences of the target customer, then it will never be a sustainable structure.

HT to Alfredo A. Lopez for making the comment on Tom Goodwin's post that made me think of this.

I'm wondering if Tom's dichotomy was sparked by reading the "bothism" advocated by Mark Ritson. https://www.marketingweek.com/ritson-bothism-cure-marketers-fascination-conflict/in which he says:

We’ve had the decade-long custard-pie fight over ‘digital’ versus ‘traditional’ forms of communication. I remain completely bemused as to what these terms actually mean in 2020, given almost every form of communication from radio to outdoor is now demonstratively digital in delivery. And yet we have spent all this time pushing the benefits of one side and then defending the honour of the other.

Twenty minutes with a decent data set and an open mind would demonstrate to any marketer that when you adopt a Bothist view of communications and add a dash of traditional media to the digital cake mix, the whole confection improves dramatically as a result.

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