Expert ADVICE ON HOW TO CREATE MARKETING PEOPLE LoveItrsquos Valentinersquos Day and love is in the airmdashcards roses chocolates So itrsquos the

perfect time to highlight thought leaders and their advice on creating

marketing people love From poets and analysts to authors and agencies

wersquove rolled out the red carpet for some very important people in the world

of marketing and wanted to share that marketing love with you

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You have to know the people you want to reach in order to make content that they will love This isnt just about profiles of who they are but you have to know in your soul exactly the type of people they are

Then youll create content that isnt all about pitching or landing the sale It will share more about your company or solve a problem that they have Theyll begin to connect with you and then all the other great content you have that does include the hard sell will come into play and help convert them into a customer

Start with the soul and end with the sale Not the other way around

CC ChapmanCC_ChapmanFounder of The Cleon Foundation and Author of Amazing Things Will Happen

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You have to know the people you want to reach in order to make content that they will love This isnt just about profiles of who they are but you have to know in your soul exactly the type of people they are

Then youll create content that isnt all about pitching or landing the sale It will share more about your company or solve a problem that they have Theyll begin to connect with you and then all the other great content you have that does include the hard sell will come into play and help convert them into a customer

Start with the soul and end with the sale Not the other way around

CC ChapmanCC_ChapmanFounder of The Cleon Foundation and Author of Amazing Things Will Happen

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If you sell something you make a customer today If you help someone you may create a customer for life The key to success - the key to marketing that people LOVE - is to stop being a salesman and start becoming a Youtility

Youtility is marketing so useful people actually want it If you do that - if you make your marketing inherently truly astoundingly useful - your customers will do your marketing for you Its a paradox but youll sell more by selling less

Jay Baer ConvinceandConvertcom jaybaer

I t s h a r d n o t t o h a t e

someone who constantly

interrupts you with irrelevant

messages assuming they

a l w a y s d e s e r v e y o u r

undivided attention

Its easy to fall in love with

someone who always says

the right thing in the right

way at the right time in the

right place

Which are you going for

Des Traynor

COO Intercom

destraynor

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If marketing is what gets people through the door then you better make sure they like what they see when they come inside Lovable marketing offers a promise and delivers on that promise in a way that leaves a lasting impression From compelling images on advertisements to witty social media messages to the overall customer experience your marketing shares your brands spirit The best marketing feels like it speaks directly to me So much so it compels me to answer

Sarah Evans Chief Evangelist Tracky

PRsarahevans

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lsquoI love being marketed torsquo said no one ever But people do love art music bacon and a good story so pretend youre not marketing and just give people those things and trust that theyre smart enough to figure out who gave it to themrdquo

Jesse ThomasCEO amp Founder JESS3

jess3 jess3com

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Creating marketing people love starts with knowing your customers and a passion for your product Throwing around cool ideas and brainstorming the next big marketing campaign can be exciting but the desire to solve the customers problems and energy from knowing you have the solution will be a beacon While much goes into successful marketing if you dont show love and passion through your actions you wont see much love come your way

Sam MelnickResearch Analyst IDC

SamMelnick

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Solve problems or share

resources dont shill What

marketing content will your

customers THANK you for

Ann HandleyChief Content Officer MarketingProfs

MarketingProfstweet this

The most successful love affairs between brands and customers are either driven by the utility elegance and superiority of the product (think Apple) or by a combination of the product and the utility intelligence and creativity of the marketing For the latter you must have a commitment to bringing wit beauty timeliness and knowledge to every piece of content and text you share And it must be as devoid of your branding and product messages as possible As with any relationship the market favors those who give more value than they ask for in return

Leslie BradshawCOO of Guide (former COO

amp Co-founder of JESS3)lesliebradshaw

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The marketing we love the best is the chance to imagine becoming our best selves Give us something to dream about

Seth Godin Author Blogger thisissethsblog

sethgodincom

[ ]

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Erika NapoletanoAuthor amp Brand StrategistRedheadWriting

Fall madly in love with yourself

Wake up every day determined to become a better you And remember that people dont fall in love with hex colors and logos -- they fall in love with people

Be in love with you -- the people who love you will soon follow

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Chris Penn

VP MarketingTechnologies SHIFT Communications CSPenn

Making marketing that people love is simple You have to love it first Be honest of the last

X campaigns youve sent out or worked on

how many did you actually LOVE How

many did you excitedly tell your friends or

spouse or kids about at the dinner table

The answer is probably few to none Youve

shipped campaigns because you had to hit

a target date or an event or you had to beef

up your lead gen numbers but youve

probably not loved them You may have

liked them you may have thought they were

cute or fun but you probably didnt love

them If you are truly in love with something

youve worked on it will be reflected in the

final product If you dont love it theres no reason for anyone else to either

People typically take this task too broadly trying to

reach too many people all at once For marketers that

know their audience and know their target persona the

better approach is to take a question you know your

audience is asking frequently and answer it from a

position of knowledge Marketing that educates and

informs is always more persuasive in the end than

marketing that boasts or sells too hard

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David Carpenter President Connection Model

a Platinum HubSpot Partner davidcarpenter

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Chris Penn

VP MarketingTechnologies SHIFT Communications CSPenn

Making marketing that people love is simple You have to love it first Be honest of the last

X campaigns youve sent out or worked on

how many did you actually LOVE How

many did you excitedly tell your friends or

spouse or kids about at the dinner table

The answer is probably few to none Youve

shipped campaigns because you had to hit

a target date or an event or you had to beef

up your lead gen numbers but youve

probably not loved them You may have

liked them you may have thought they were

cute or fun but you probably didnt love

them If you are truly in love with something

youve worked on it will be reflected in the

final product If you dont love it theres no reason for anyone else to either

People typically take this task too broadly trying to

reach too many people all at once For marketers that

know their audience and know their target persona the

better approach is to take a question you know your

audience is asking frequently and answer it from a

position of knowledge Marketing that educates and

informs is always more persuasive in the end than

marketing that boasts or sells too hard

tweet this

David Carpenter President Connection Model

a Platinum HubSpot Partner davidcarpenter

People typically take this task too broadly trying to

reach too many people all at once For marketers that

know their audience and know their target persona the

better approach is to take a question you know your

audience is asking frequently and answer it from a

position of knowledge Marketing that educates and

informs is always more persuasive in the end than

marketing that boasts or sells too hard

tweet this

David Carpenter President Connection Model

a Platinum HubSpot Partner davidcarpenter

Great marketers are matchmakers We find ways to get offerings people love in front of the people most likely to love them

April Dunford Co-founder of RocketScope and blogger at RocketWatcher aprildunford

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Mari Smith Facebook Marketing Expert

marismith marismithcom

You must show your fans and followers that you genuinely care about them Content is king but engagement is queen and she rules the house

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Mike LiebermanChief Marketing Scientist and Co-Founder of Square 2 Marketing A Platinum HubSpot Partner

There are two stages to every purchase

decision emotional reaction followed

closely by intellectual justification People

are hardwired to feel first and think second

Inbound marketing combined with a guided

sales process is the ideal way to form an

immediate emotional connection

with your prospects build trust with your

buyers and ultimately generate the leads

and revenue you need to grow your

business

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Effective marketing is now critical to B2B marketers success because useful content accelerates potential buyers along their journey usefulness predicated upon content being available and compelling at all touchpoints in the customer life cycle from the awareness phase to what Forrester calls ldquocustomer retention and expansionrdquo

Peter OrsquoNeillVice President and Principal Analyst Forrester Research poneillforr

Dont try to reach everyone Focus on the dreams and desires of your top 1000 customers Pay them special attention and they will return the favor

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Julia RoyCo-founderWorkHacksjuliaroy

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At the end of the day people make emotional buying decisions -- sometimes even ousting price or convenience If your marketing connects with them emotionally they are going to remember it share it and buy it Figuratively and literally

Christine Perkett President amp Founder PerkettPR MissusP

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Your business is the perfect tool to develop a capacity for things like purpose love wonder courage and grace I love what I do but I get paid for what I finish

John JantschDuct Tape Marketing

DuctTape

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Marketing gets easier -- and more effective -- when you realize its just communication Its everything you say to customers and its also everything you do Focus on what your words and actions are communicating -- your content your site your support team -- and youll find that your relationships with your customers start to magically get better And thats when you see the loyalty social sharing and referral business that create vibrant health for your business

Sonia Simone CMO and co-founder of

Copyblogger Media copyblogger

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Colleen Wainwright The Communicatrix

Communicatrix

Marketing is the truth of you translated

into the language of them

Express yourself with love and no fear and you will

find yourself surrounded by the best the world has to

offer ldquoThemrdquo Your ldquothemrdquo Drawn to you for what they

need and not what you are trying to make them want

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Aaron StroutHead of Location Based Marketing WCG aaronstrout

Marketing that people love isnt a difficult concept Its all about a

companys value exchange with its customers (content experiences

value discounts) If you are doing it right you will never have to sell to

another customer again

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Rand Fishkin CEO and Founder SEOmozrandfish

Tell a story Make it true Make it

compelling And make it relevant

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Chris Brogan CEO amp President

Human Business Works

chrisbrogan

If you sell like youre selling people wont

want to buy But if you help the people you

love to serve youll never starve

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Brent LearyCo-founder and Partner of CRM Essentials LLC BrentLeary

Your relationship with a customer is

only as good as your last interaction

with them So make sure it doesnrsquot

become your last interaction with

themThink before you interact

Better yet think of them before you do

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Ekaterina Walter Social Marketer at Intel and an author of Think Like Zuck

Ekaterina

To stand out from the noise you

have to be passionate about your customer create with purpose invite people into your brand and lean into the possibilities

Build movements not campaigns

Peter StringerSenior Director of Interactive Media Boston Celtics peterstringer

When it comes to building digital marketing people love for the Celtics we speak to our fans passion for our brand and look to strike an authentic chord IAMACELTIC elicits emotional responses because its so inclusive and powerful Our coach and players all talk about what it means to be a Celtic and our fans have embraced the concept as well Its short sweet and easy to remember and it imbues pride in our fans that theyre a part of something much bigger than just a basketball team when they tweet that hashtag Great marketing makes your customers and fans feel like part of something exceptional

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Looking for love from your customers Donrsquot

be afraid to spice up your content (and

your marketing) by howing e passion

personality and purpose

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Shawn GrahamSmall Business Marketing Consultantshawngraham

Most marketing reminds me of your typical cheap one-night standmdashthey say they love you but they really just want to sleep with you amp move on Theres definitely an audience for that but its not a sustainable one I t s e x h a u s t i n g T h e c o s t o f acquisition is high and the churn rate is even higher

The brands that win are the ones that dont waste time on the one-nighter but actively invest in the long-term They know that real value is in loyalty over the long haul and that the one essential ingredient to enduring loyalty is love

Marta Kagan CEO Stunt Double

mzkagan

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