Welcome to CMO – creative marketing online, from soap to nut, from leather to lace or code to gaming console, this is where makers like you learn copy, content and marketing tips to grow your business online.
Thank you for joining me today, I really appreciated you being here and listening – and learning – so you can up your marketing game by being you…and writing your kind of copy and content that connects your kind of audience.
Today I’m talking with Justin Blackman.
Justin works a full time job in marketing – and has also gone freelance so he can do his own thing. He rebooted his website, which is called Pretty Fly Copy. He writes simple messages for complicated businesses. You could say Justin is a very busy marketing and copywriter!
I met Justin this past year in a group I belong to and one of the things that impresses me about Justin, his marketing and his business sense is…his humor. And, how he can take some pretty complicated idea and make them simple.
Today we’re talking about connecting with your audience. Sampling. Buying from brands we like. Trying to find a niche – still. AND of course the 100 headlines a day for 100 days.
Justin has spent 2 decades in field marketing running consumer marketing and sampling working with brands like Redbull and 5 Hour Energy where he learned the power of good voice.
I’m really interested in the idea of sampling and Justin lets us in on…
The “art” of sampling
The big thing with sampling is you need to make the connection using The 3 “R”s. Right time. Right place. Right person.
Don’t fall into the Trick-or-Treater sampling habit, where all the samples get thrown into a pile, picked apart and most thrown into the trash. (sad-face emoji) But, stand out at a trade show and have people oogle and ah your samples. Justin tells us his secret that got him the interaction that had the most powerful effect.
Justin explains that to get maximum impact, tell your prospect when the best time is to use your product – when you want them to use it!
People love to be taken care of and Justin gives us the insider way to do this!
How do we differentiate our brands from competitors?
- Customers don’t like to read boring emails, so write like you’re talking to a friend and be yourself. What sets you apart from “the big guys.”
- Personalize your emails. Show the person behind the keyboard.
- Embrace your smallness and be a “friend.”
- Short subject lines that don’t sound salesy.
Being the face of your business makes your audience feel a part of your brand.
We buy from brands we like.
Still trying to find niche and writing about headlines
Justin’s 100 headlines a day for 100 days was a huge lesson in writing short and finding different ways of saying things. He wanted an arsenal of messages he could reach in and use.
Get as much power into a short message as you can by practicing!
Finding your niche…
Everything Justin thought about finding one…was wrong
Justin also shares what really standing out when finding your brand voice means. That taking what’s ordinary and putting your own spin on it will make a big difference.
When Justin talks about using humor and that right after you get a laugh is when people are most aware. I talk about this (thanks to Justin for pointing me to the podcast) which you can read here.
Constraints make you…better?!
And the last thing we talk about is embracing original constraints…it’s how big brands got even better. How to turn constraints into your defining moments and become an expert because of them.
Justin’s last words of wisdom…be yourself! Does it sound like it’s a theme with my guests?
Thanks for joining me with my guest Justin Blackman. If you like the content here on Creative Marketing Online, please help spread the word by giving a review and some stars on itunes and sharing on your favorite social media and with your community.
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Links from the show.