In this meeting, the State Changer discussed the importance of creating an emotional connection with customers in marketing. They highlighted the need to convey this emotional connection on landing pages and outlined the four sales that need to happen on a landing page: capturing attention, getting readers to commit to reading the whole page, getting readers to buy into the marketing thesis, and providing a call to action for the final sale.
They emphasized the strategy of leading with a big idea communicated in the headline, which consists of an emotionally compelling part and an intellectually interesting part. The big idea should be broken down into a core promise, which represents the emotional component of the transformation that happens when someone takes the offer. Additionally, they discussed the importance of the unique mechanism, which provides hope for customers and makes the product stand out. The State Changer provided examples of effective big ideas, such as a financial newsletter using a headline about a new railroad in America that makes people rich. They also discussed market sophistication and how the unique mechanism can address customer needs at different levels of market awareness. Furthermore, they shared the importance of focusing on emotional benefits rather than just features in marketing copy. They emphasized the need to explain the features while also highlighting the emotional benefits that customers will experience. Striking a balance between emotional and intellectual appeal was emphasized as well. The meeting ended with the State Changer offering assistance and asking for any questions or further clarification.
(Source: Guest Speaker - Mitch Van Dusen on Marketing 9/13/2023 )
