Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

digital marketing

How to Create Viral Videos Worth Sharing

Not so long ago, a friend shared a link with me on Facebook.

The video recording quality was grainy. The audio was out of sync with the video. The props were cheap. The film set was non-existent. The result?

A viral video that was viewed almost 40 million times, and shared 23 million times, in 12 months. When I shared this video to my wall, I immediately got two responses — one that said, “Wow, I wish I was their client.

Unfortunately, there was no chance of that happening (since the video maker was a dental practice in London, South Carolina and my wishful friend lived in northern Michigan). But the video maker had achieved the holy grail — a viral video that doesn’t just entertain, but ATTRACTS NEW CLIENTS.

So, what was so magical about a video for a dental practice? I mean, seriously. Is there a less sexy business? Few businesses create such a uniform groan from their patients when it’s time for your appointment. Big companies spend hundreds of millions creating videos that they hope will have a tenth of the social engagement that this video had. So how did they do it?

1. Use lots of humor. Self-deprecating is always good (as long as it is in good taste), but other good uses of humor include showing familiar things in a humorous light.  Remember the e-Trade baby? That set of hilarious viral videos was first launched eight years ago, and still remains the most effective ad campaign in its history.

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2. Keep the videos short. And entertaining. There’s a reason Instagram limits its videos to 60 seconds or less. Effective viral videos need to be fast and furious. The second they lose their humor, or momentum, the audience is lost.

3. Be as human as possible. The days of slick corporate ads are long gone. People want to feel real connections with the business they buy from and the products they use. My dental video example couldn’t be less polished and less “unprofessional”.  Yet it’s wildly successful. Why? Because the dentist is being “real”. If you are familiar with my Client Stampede marketing, then you will know that creating personality-infused marketing is at the heart of every uber-successful ad campaign.

So to recap on the formula for viral video success. You don’t need expensive camera equipment.  Or professional lighting. Or fancy video editing. Or special costumes, in order to make a viral video, viral.  As with any marketing for your business, it’s all about the message. What are you saying, in a funny, entertaining way, that resonates deeply with the audience?

 

(Oh and the dental video I’ve been referring to? You can view it here:

 

 

7 Tips To Writing Emails That Won’t Get Deleted

Most people scan their inbox with their finger hovering over the delete button.  Here are 7 easy tips to ensure your email actually gets read.

  1. Start with a compelling, curiosity arousing Subject Line Your subject line is THE most important part of your whole email.  Keep it short – I always recommend about 7-10 words max, try and include a benefit or arouse curiosity: e.g.  The One Simple Sales Mistake That’s Costing You Thousands Double your income? Use this marketing secret 3 Secret Tips To Recession Proof Your Business
  2. Personalize the email Most people write mass emails like, well mass emails – not personal communications written to an individual.  One of the biggest turn offs when opening an email is getting a broadcast message.  When writing your email – even if it is being sent to thousands, make sure it sounds like a friendly conversation you’d have with them over a cup of coffee.
  3. Avoid delete worthy words like “passion”, “thrilling”, “state of the art”, “leading edge”.  These words have been used to death and have become completely meaningless
  4. Make your email a compelling read.  I often get asked how long an email should be.  Simply it should be as long as it needs to tell your story or get your message out.  Anyone who tells you the shorter the better clearly doesn’t understand the power of good copy.   If someone is reading a good email, just like a good book they’ll be devouring every word and won’t be able to put it down.  The old sales adage “the more you tell the more you sell” is so true – but it’s gotta be interesting to read.
  5. Keep it simple.  Forget slick email templates and fancy headers.  Hands down the emails that pull the best response are the ones that look just like they’re composed as a personal email – from you to me.  Plain black font (no multi colors).  And don’t add more than one attachment.
  6. Talk about benefits not features.  A feature is our lamp contains 6 different dim settings.  The benefit is this: you won’t strain your eyes from harsh light enabling you to read for longer periods of time.
  7. Always include clear instructions for a call to action.  The simpler the better e.g. just click here to have our widget rush mailed to you, or call my personal cellphone directly and … etc.

 

Your DIRECT RESPONSE “MUST HAVE” Laundry Checklist For ALL Your Marketing

In the last post I discussed the vital importance of scrapping traditional/brand based advertising for your business.  Instead, I talked about the importance of shifting all your marketing and advertising to direct response marketing. What’s direct response marketing again?

In its simplest form, direct response marketing is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately.  Direct response marketing directly sells a product or service by containing an irresistible offer – it doesn’t just talk about what you sell with no reason to take action now.

Using direct response marketing, you can tell within a day or a week of running an ad exactly how effective it was. You can tweak successful ads to try and make them more successful, and scrap the dud ads that aren’t pulling a response. No more guesswork. This way, every one of your marketing dollars can be ruthlessly tracked and held accountable.

For examples of direct response marketing think of home shopping channels like QVC, or catalog marketers like J Peterman, and Cabela’s.  It doesn’t matter what kind of business you’re in – whether you offer legal services or sell tires for a living – direct response marketing WILL work for your business.  In fact it’s the missing ingredient required for a major marketing break through.

As promised in the last post, here are the essential ingredients you must include in your marketing to ensure it’s a direct response advert, not a brand/traditional advert:

An irresistible offer or offers

  1. A deadline for response
  2. Clear instructions on what they need to do to respond (e.g. To place your order call our customer service department at xxx-xxx-xxxx or fax your order to...etc.)
  3. A bold guarantee that reverses the risk for your prospects
  4. Strong sales copy that talks about benefits, not features (e.g. Feature: This drill has 21 different speeds.  Benefit: You can get your work done in half the time)
  5. Testimonials from customers that overcome your prospect’s main objections
  6. Follow up.  Don’t just mail one piece or send out one letter – use ideally a three-step follow up process

I go into more detail about each of these steps in the Client Stampede Ultimate Home Study Kit and show you exactly how to apply these to your business, including done-for-you templates that you can “swipe and deploy” to use in your own business.

The information contained in this blog post is pure gold!  Many, many fortunes have been made based on applying just these 7 principals! These principals will work for you too!

Print out this blog post and pin it to the wall so you can refer to this information often!

Direct Mail - Even Google's Doing It & Why You Should Be Too

I recently stumbled upon a blog posting made by HubSpot that made me very angry.  In case you haven't heard of HubSpot,  they're a relatively new comer to the digital marketing game and have carved out a pretty nice niche for themselves as the go-to folks for everything social media. Note their entire business is DIGITAL MARKETING.  Anyhow, this blog posting absolutely slammed direct mail as being a dying media - and they accused anyone of using direct mail in their marketing as being antiquated, not "hip" and very much behind the times. First of all that's total crap.  Way more businesses, small and large, acquire new customers using targeted direct mail than any other form of media.  I write more about the vital importance of using Direct Mail in this month's Marketing Dynamite newsletter - delivered incidentally by direct mail to my clients, future clients and colleagues in the marketing industry. (If you're not currently a subscriber, subscription is currently FREE - which I know is a bit ridiculous given the enormous value it delivers, and won't be for long - go to www.BlazingCopy.com to sign up).

In 2010, the federal government alone spent a total of $41,534,848 on Direct Mail Advertising.  Direct mail is a multi-billion dollar industry and growing.  And if you're not using targeted direct mail in your marketing, you're missing out on a mega-sized opportunity.

So, just in case you haven't figured out why Hub Spot is so anti-direct mail, I'll connect the dots.  It isn't their business.  They're 100% online marketers.  Instead of advising their clients on what actually works in marketing 9and finding a way to offer those services within their own company, even if it means doing (gasp) traditional marketing - they're sending their clients down a rabbit warren, giving them misguided advice, and costing their clients millions in lost revenue.

So - be very careful who you listen to....

11 Social Web Facts That Are Mind Boggling

We all know that social media and the internet is exploding.  But just exactly how much can be something that's a bit difficult to wrap your head around. The folks over at Pingdom compiled some incredible statistics about the Internet's growth.

Here's are 11 facts that are...well...mind boggling...

1. In 2010, 107 trillion emails were sent on the Internet. (Source)

2. At the current rate 36 billion photos will be uploaded to Facebook each year. (Source)

3. Each day 2 billion videos are watched on YouTube. (Source)

4. Each month 30 billion pieces of content (links, notes, photos, etc.) are shared on Facebook. (Source)

5. In 2010, users sent 25 billion tweets. (Source)

6. Worldwide there are 1.97 billion Internet users. (Source)

7. At the end of 2010, there were 88.8 million – .COM domain names registered. (Source)

8. As of December 2010, there were 255 million websites. (Source)

9. Worldwide, there are 2.9 billion email accounts. (Source)

10. The average Internet user watched 186 online videos per month (USA). (Source)

11. Every minute 35 hours of video is uploaded to YouTube. (Source)

Has your jaw hit the ground yet?  Which of these is the biggest surprise to you?

How To Use A Stealth Social Media Tool To Spy On Your Mailing List Subscribers

I recently stumbled across a fantastic tool that I want to share with you that answers that multi-million dollar question - how can I leverage social media to grow my business? (actually it's one of the top 3 questions I get asked by my clients all the time). The impact this one little tool could have on your business is monumental.  Are you ready for it?

The tool is called Flowtown and here's why it's incredible:

On Flowtown you upload an email or your entire email list.  FT  then trots off to all the major social networks and finds those people for you.  You'll be able to see WHO those people are and exactly what they're talking about.

That in itself is of huge value to your business.  But FT does a lot more than that.

(drum roll please)...

FT will then spider your lists to show you who your major influencers are, which of those people have others following them and how many followers they have.

Wow.  Imagine if you knew the top 5% of the most influential people on your list.  How would you treat them differently?  What kinds of relationships could you start up if you contacted them directly?

FT also enables you to hook a little script onto your opt-in forms, so when people opt in to hear from you - you'll be notified immediately when people of influence have joined your list.

The impact this one little tool could have on your business is monumental.  Just think about your mailing list for a second.  How much do you really know about the people on it?

If your mailing list is a bit, ahem, neglected - if you're missing major chunks of information about your prospects or customers, then not only can FT fill in the gaps, but you can know more about the people on it than you ever imagined.  And, almost in the blink of an eye you can know who the most valuable people are on it.

What takes most businesses years to figure out (if they ever actually do), you can know immediately.

So then you can treat these major influencers very very differently.  You can create special offers just for them - do whatever it takes to turn them into raving fans of your business, reach out to them for JV opportunities, ask them to become trusted advisers in your business and get their feedback on new products or services you're about to launch...  the possibilities are endless!