It’s a Memorial Day tradition at Art Biz to offer a list of reminders for your art business.
This is a twist on that tradition.
I opened up my notes from Copyblogger's Authority Rainmaker conference to share my biggest marketing takeaways with you.
The thing to remember about live events, books, and even online classes is that not everything shared is going to apply to you. You’re either not ready to receive it, you’re past its relevance in your growth, or it doesn’t match your business model.
You have to look for the nuggets in these situations. I find that there is usually at least one thing from each talk, lesson, or chapter that is worth the investment.
Here are some of the highlights worth remembering.
To Sell Is Human: Dan Pink
Dan Pink is the author of A Whole New Mind, Drive, and To Sell Is Human.
1. Selling has changed more in the last ten years than in the previous 100 years.
It used to be “Buyer Beware,” but now buyers have so much information at their keyboard fingertips to research their purchases.
2. Interrogative self-talk is better than positive self-talk.
3. Apply Robert Cialdini’s Contrast Principle to sales.
When selling, it’s helpful to have something to compare the product/service to. If there are only positive statements on a sales page, visitors ask themselves: “Compared to what?” A couple of “on the downside” statements (not too negative!) might yield more sales. The negative shines a light on the attractiveness of the positives.
4. Context drives persuasion more than we think.
Be specific and give people an easy way to take action.
Sharing Content: Scott Brinker
Scott Brinker is the co-founder and CTO at ion Interactive and publishes the Chief Marketing Blog.
5. People share interactive content almost twice as much as other content.
We should deliver experiences, not just communications.
Website Usability: Pamela Wilson
Pamela Wilson is Vice President of Educational Content of Copyblogger Media.
6. When people visit your home page, they immediately ask: Where am I? and Is this worth my time?
Since there isn’t a person sitting beside them telling them what to do next, your site better do the trick. Site visitors should be empowered from the moment they land.
Landing Pages: Sonia Simone
Sonia Simone is co-founder and Chief Content Officer of Copyblogger Media.
7. People don’t buy something they don’t want to buy. You’re not that good.
8. People are afraid of feeling stupid for buying your product. Take away the risk. Offer a guarantee to make them feel safe.
Create Inspired Content: Ann Handley
Ann Handley is Chief Content Officer of Marketing Profs.
9. We need ridiculously better content, not just more content.
10. You do you.
11. The best marketing doesn’t feel like marketing.
Remarkable Podcasts: Jerod Morris
Jerod Morris is Vice President of Rainmaker.FM, the digital marketing podcast network produced by Copyblogger Media.
Although his talk was focused on podcasting, this tidbit could apply to every aspect of building a business.
12. Show up reliably over time. It builds trust.
Attitude trumps aptitude.
Creating Difference: Bernadette Jiwa
Bernadette Jiwa is the author of four #1 Amazon Bestsellers and has been named one of the top 100 branding experts to follow on Twitter.
13. We’re afraid of being invisible and are confusing awareness with impact.
Content Creation = Value Creation
14. Marketing is the story of how you create difference.
You must matter to people – one person at a time.
15. People don’t buy what you do or why you do it, they buy how it makes them feel.
This is particularly relevant to your work as an artist because art evokes such strong emotions.
Community: Chris Brogan
Chris Brogan is CEO of Owner Media Group and a New York Times bestselling author of eight books.
16. 80% of sales are made on the 5th through 11th contact with someone.
17. It’s not my community. It’s the community I’ve earned the right to serve.
Fascination in Your Marketing: Sally Hogshead
Sally Hogshead is a branding expert and creator of The Fascination Advantage® Assessment, which is about how the world sees you.
She offered her assessment free and invited us to share. It’s not only entertaining, but it will encourage you to be more authentic in your business and marketing.
Get the assessment here until June 30, 2015. Use the code “copyblogger.”
Feel free to share your Fascinate archetype in a comment here. It would be fun to see everyone's.
18. Difference is better than better. What makes you different?
Competition is a brutal way to make a living. Be different instead.
19. Being the best isn’t enough if nobody listens or cares.
20. The world isn’t changed by people who sort of care. The world is changed by people who passionately, irrationally care.
Search Marketing: Danny Sullivan
SEO expert Danny Sullivan’s talk was a bit above my comfort level with SEO, but I loved that he said this.
21. Stop focusing solely on Search Engine Optimization (SEO) and start thinking about PEO: People Engine Optimization. You have to build sites and content for the people you want to spend time with and to buy from you.
Content Audits: Michael King
Michael King is a Marketing Technologist at iPullRank, which specializes in content strategy, audience research, social media, SEO, and marketing automation.
22. In contrast to what’s been said, content isn’t king on the Internet. The consumer is king.
6 Steps to a Massive Audience with Content: Joe Pulizzi
Joe Pulizzi is the founder of multiple startups, including the Content Marketing Institute.
23. The model is first to build an audience and then to monetize it. We tend to start monetizing too soon and forget to build the audience.
24. The sweet spot of content marketing is the interaction of your passion and your authority. It’s how you are different than others. (Differentiating yourself was another big theme of the conference.)
25. Add outcome to your editorial calendar. What do you want people to do when you write or share something?
Sell Less/Make More: Sean d’Souza
Sean d’Souza is a marketing strategist (and cartoonist) at Psychotactics.com.
26. We sell on price, but customers buy on value. Price only dominates in the absence of information.
Experience: Brian Clark
Brian Clark is the founder and CEO of Copyblogger Media.
27. Traditional marketing promises experience for the customer. Creating content starts the experience. (It doesn’t start after the sale, but before the sale.)
Customer Experience: Scott Stratten
Scott Stratten is the author of UnSelling and the President of Un-Marketing.
28. The best way to get future sales is to make your customers ecstatic about the current one.
For most artists, this means following up soon and consistently.
Conversion Optimization: Ryan Deiss
Ryan Deiss is the CEO of DigitalMarketer.com
29. Nothing is more valuable than attention.
30. Stop using long autoresponder series. Anything longer than 10 days is outdated.
DIY: Henry Rollins
Henry Rollins, author, publisher and former lead singer of the pioneer punk band Black Flag, was the closing keynote and fired up everyone before we filed out to the sounds of Queen’s Bohemian Rhapsody. He was visibly and audibly passionate about his fans and audience.
31. You have to be smart enough to realize you don’t have all the answers. Learn from others who have done it.
32. You need someone to believe in you.
33. Be bold to the point of being savage.
34. Do one thing. And then another. And another.
Do good things.