I’m a marketing guy (forgive me!).

Almost always I am looking at how marketing and words and images are used to engage people and influence their behavior.

I’m always interested in making even the smallest of changes to get better results.

Successful marketing involves moving as many interested, qualified people as you can from being “potentials” to actual new clients.

Remember AIDA?

  • Awareness
  • Interest
  • Desire
  • Action

This past weekend I became interested in a local lecture / discussion on authenticity. I’d say on a scale of one to ten this topic interests me in the 6 range, with the potential to be an 8 or 9.

Personally, I think I’m pretty “authentic” to myself and others. But, (1) I might be wrong, and (2) it might have given me some more insight into the topic itself (i.e. self-improvement, spirituality). So I was definitely interested in the topic, an interested BUYER, and qualified to buy.

As I was reading the marketing copy promoting the event, it really didn’t move the needle for me. I had other things to do this weekend and looking back at it now the marketing copy just didn’t convince me enough to (a) take time out of my already planned weekend and (b) spend $30.00.

In other words, they successfully got the A (awareness), and I (interest), but then they lost me.

Words matter, and how you use them on at your website to promote yourself WILL make the difference between someone making an inquiry and hiring your – or not.

Here’s the before and then below how I might have written differently to add more PUNCH and probably got me to go to the lecture (instead of rake leaves).

In the world of marketing to brides, better marketing copy is the difference between a bride/groom making an inquiry, or just clicking their back-button and leaving your website. Words matter!


Finding Authenticity with Jaime Robbins | TreetopYoga | Sunday, 21. May 2017

Join Jaime Robbins for a very real, intimate, and candid talk about honesty, coincidences and happiness.

This event is designed to uncover layers of your life to reveal the purest form of “you”. It is for individuals who are fed up with their own drama and are ready to crawl out of the haze. It’s for anyone who has been unexpectedly smacked in the face by life. It is for people who feel stuck, trapped, and are sick-and-tired of being stagnant. This workshop is a stepping stone for people who want to grow, change, be inspired, find a sense of Spirituality, and get the most out of this one life.

This is not a physical yoga practice and you do not need to be part of the yoga community to attend this class. Wear comfortable street clothes as you will be sitting on bolsters and blankets for a lecture format with discussion. Appropriate for both men and women ages 18 and up. You are encouraged to bring a journal, an open mind and a tolerance for light swearing.

$25 pre register/ $30 at the door
Go to the Treetop to reserve your spot!

To learn more about Jaime, visit her blog at:
www.jaimethinksaydo.wordpress.com


Finding Authenticity Lecture with Jaime Robbins

At TreetopYoga
Sunday, May 21, 5:00pm – 7:00pm

Do you sometimes feel “stuck,” “trapped,” stagnant, or even smacked in the face by life?

Do you feel like there is MORE, but are having trouble connecting to it?

We all feel these things at times, so you are not alone!

Spend just two hours Sunday afternoon with Jaime Robbins and uncover the layers of your life that reveal the purest form of “YOU.”

This workshop is a very real, intimate, and candid talk about honesty, coincidences and happiness. It is for individuals who are fed up with their own drama and are ready to crawl out of the haze.

In this workshop you’ll learn:

  • How to create stepping stones that lead to personal growth and happiness
  • How to create positive changes in your life
  • How to be inspired
  • How to connect more with your own spirituality
  • How to get the most out of this one life

This is not a physical yoga practice and you do not need to be part of the yoga community to attend this class. Wear comfortable street clothes as you will be sitting on bolsters and blankets for a lecture format with discussion.

This two-hour workshop is appropriate for both men and women ages 18 and up. You are encouraged to bring a journal, an open mind and a tolerance for light swearing.

Register early and save $5.00 at http://treetopyoga.com

TreeTop Yoga
3 Pond Road
Gloucester, MA 01930
Directions: <link to map here>

To learn more about Jaime, visit her blog at:
www.jaimethinksaydo.wordpress.com

** One final note: If I was their marketing consultant I would have also used an online request form to request more information. Not to create more work for myself, I would have connected it to an auto-responder and replied with more details about the event, and a reminder to register early to save $5.00 and that “we expect a big crowd!” This would have engaged me more as a potential interested and qualified buyer – while also building an email list for future events!

Take Away

Words matter, a lot!

Taking the time to fine-craft your marketing message leads to more sales.

Poor marketing copy directly impacts conversion – in a bad way!

Sales don’t always occur when someone first becomes aware or even interested (AIDA).

Build your email list using every opportunity you can.

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