Master Messaging and Marketing, Effective Customer Communication

Master Messaging and Marketing, Effective Customer Communication

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SPEAKER: Jesse Razo

Hey guys, Jesse Razo, once again, super excited to share another local marketing hack with you.

I’m gonna talk to you about how to segment your messaging, how to meet people where they’re at and what you should be doing when you’re talking about either messaging and media planning for organic reach and, or messaging and media planning for your paid advertising and your website.

So, I’m gonna jump right in and I’m gonna provide, I’m gonna do a little bit of white boarding on this impromptu white boarding so that we can get some visualization going.

I’m a visual learner. I don’t know if you are, but this usually helps out in regards to figuring things out.

So we’re gonna go over to our paint white board. I’m gonna talk with you a little bit about this real quick and I’m gonna talk with you about a sales funnel and really meeting people where they’re at in regards to their temperature when it comes to engaging with your brand and what your messaging is gonna be.

So, real quick, I’m gonna draw out a funnel here.

Not one that looks like that. But one that looks a little bit more like a funnel.

And let’s say that you have people, this is part of your funnel and you have people that are in different stages of your funnel.

Boom. It’s like I, I’ve driven, drawn this before.

But at the top of the fun, of course, you have your cold contacts.

We have warm.

Yeah, I’m hot and then you have post-repair contacts.

And as you can see here, what this gives us the ability to do is kind of segment what it is that we’re doing so that it makes it easier for us to understand kind of the contact process and what type of messaging that we want to deliver at each stage of our funnel.

This can make it incredibly powerful for you to format your messaging, make sure that you’re delivering messaging that’s relevant to people where they’re at in regards to your funnel.

So that you can have more effective messaging, whether it’s paid advertising or if you’re publishing repair videos or any other type of content that you’re publishing on a regular basis, you want to make sure that you meet people where they’re at in regards to your funnel.

And the way that this works most effectively is if you understand that all contacts are doing one of two things: a) they’re either trying to avoid some type of pain and/or b) they’re trying to achieve some type of pleasure or they’re running towards some type of pleasure.

If you understand, or if you’ve ever done any research on NLP or neuro-linguistic programming, you’ll realize that people are either driven by pain avoidance and/or pleasure acceptance or pursuit of pleasure.

So, what you want to do is you want to create your messaging based off of where people are at.

Now, the majority of people out there in the general world are trying to avoid some type of pain. So if you think about it and you’re thinking about trying to attract people into your funnel or trying to put cold contacts into your funnel, what you want to be doing is you want to think about, well, what is the pain points in my messaging that I want to communicate that people might want to avoid?

You know, what are the things that they’re trying to avoid in regards to the repair process?

Is it something that has to do with the fact that they’re going to avoid their deductible or maybe deductible-free repairs?

I know a lot of people probably don’t understand the value proposition out there in regards to avoiding their deductible or not having to pay their deductible and having a dent repair that’s much less than their deductible. They probably sit on it for a long time.

If you’re in the PDR industry, if you’re in automotive hail, I’m sure it’s probably picking the right provider. There’s a lot of providers out there. A lot of hail chasers, probably a lot of companies that are reputable and some companies that are not.

Excuse me, I have a cold and a little bit of a cough. So I’m trying to get through this presentation without coughing all over the place.

But anyway, really identifying what these pain points are is an incredibly powerful process.

And in order to do that, what you want to do is you want to create what’s called a buyer persona.

So if you know who your buyer is, let’s say that you have a buyer persona that’s built out here, it’s like a painted with stick figures in the past.

But anyway, so the first thing you want to do is find out who your ideal client is, who you want your ideal client to be.

And the majority of us want clients that are more interested in the quality of your work than the price of your repair. Maybe hiring clients, people that have a little bit more money, they want to take care of their vehicle, make sure that they get their repairs done correctly.

So, the first thing that you want to do is make sure that you create what’s called a buyer persona and list the characteristics of this buyer, make sure that you know all the things about them. Maybe they’re, these are all personas or characteristics of the ideal buyer for your business.

So if you’re looking to attract an ideal buyer, you want to make sure that you understand who that is, first and foremost, and what it is that they want. You want to make sure that you know all the characteristics of this buyer. What are their pain points?

What are the things that they’re running away from in regards to the repair?

And when you publish any type of content, whether it’s organic and/or paid advertising out there, you want to make sure that if you don’t have a pre-existing relationship with them, you communicate these pain points in your messaging. Your first title would be something like, you know, worry-free, debt repair or worry-free hail repair or, you know, save time on your hail repair, you know, low-stress hail repair, you know, things of that nature because people that have these personas or have these preconceived conceptions of what that repair process is gonna be like as far as pain.

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And you want to make sure that you identify those pain points and you’re driving away. And this is for your cold market.

So, if they don’t have any existing relationship with your brand, they’re out there and you want to advertise to them and put them into a warm market, give them an introduction to your brand, and start the indoctrination process.

You definitely want to start by communicating the pain points associated with them doing business with you.

Now, if they are part of your warm market, what you want to do is talk about their desires.

So warm market marketing would be things like, put the pride back in your ride. I’ve seen that one out there before. Take care of, you know, make your car look as good as new.

Preserve the factory finish, preserve the look and value. You know, these are all messages that would be appealing to your warm market.

They’ve already got an introduction to your brand. They already know who it is. You are, maybe they’ve clicked through one of your ads or something like that, but you always want to communicate their desires, that buyer persona’s desires, if they are part of your warm market.

And so the key in regards to your messaging and media plan is segmenting your messaging, the media, and making sure that you segment your contacts.

And this doesn’t matter whether or not it’s organic reach or if you’re going after more market.

Let me talk with you a little bit about organic. If you’re just publishing things online, definitely want to speak to people’s pain points.

Definitely want to, if you don’t have a specific market that you’re going out to, you definitely want to speak to the pain points.

If you have a marketing list and/or you’re targeting people based on retargeting people that have visited your website, maybe you’re retargeting them on Facebook and/or Google, YouTube, Instagram, those types of networks.

What you want to do is you want to talk toward their desires in regards to getting their repair work done.

So that can be very powerful because now, in order to convert them from cold market into warm market, you’ve already spoken to their pain points and now you’re actually speaking to their desires in regards to getting their repair work done. It doesn’t matter if you’re in the painless and/or specialize in automotive hail repair.

These are incredibly powerful ways to segment your messaging and make sure you communicate with people where they’re at.

Now, if you’re looking for a hot market, of course, what you want to do is just talk about your product or service.

They’ve already been introduced to you. Maybe they’ve clicked through, downloaded some type of content, they purchased from you in the past. They’re part of your customer base hot market. You can go ahead and just promote your products and services to them and convert them very easily.

You don’t have to warm them up. You don’t have to do any work in regards to speaking to their pain points and/or the desires that they have. This would be for your hot market and then the post-repair market.

But you definitely want to segment all those contacts out there and make sure that you know exactly where they’re at in your customer life cycle, where they’re at in your sales funnel. So that you can communicate a clear message that talks to either their pain points, their desires and/or spotlights your products and services.

So, some super helpful training there, I know that we went a little bit longer, generally, we like to do these in less than 10 minutes, but we went a little bit over on this training and that’s gonna limit where we’re able to utilize it, which we’re totally bummed about.

Of course, if we’re over 10 minutes, we can’t utilize these training on LinkedIn, which super bums me out. But anyways, couple of takeaways, some things to focus on: make sure that you develop a buyer persona or what your ideal customer looks like.

That can be an incredibly powerful part of the process, just go through and list their pain points so that you can get clear about what type of messaging to reach out to them, whether they’re in your cold, warm, or hot market.

Make sure that you identify what their desires are so you can create messaging around that as well. And communicate that when you convert them from cold leads into a warm market. And then, of course, also get very, very clear about the benefits of your products and services and how to communicate through your hot market those types of things.

Again, this will give you or give you the framework to start building a media plan and/or messaging plan that’s gonna be much, much more effective than just throwing things up against the wall.

So, hopefully, you got a ton of value out of that. If you did, go ahead and leave a comment. If you didn’t, let me know what you thought. Let me know whether you liked the training or not. If you’re watching this on any one of our networks and you want to get notified of future posts, go ahead and set reminders up and follow us on our social networks or any of the other networks that we’re out there syndicating content on.

Till the next time we speak, make today and every day a fantastic day. I’ll talk to you real soon.