December 18, 2018

SS18 – Magnetic Marketing with Shannon Bush

45 minutes

Welcome to the Create & Thrive Podcast Summer Series, where I replay the highlights from the show in 2018.

If you’re a long-term listener, and you’re looking for fresh content – why not check out my NEW show – The Business of Making?

Also! In this ep I announce the return of my free mini-couse – Look Back Move Forward – which will be kicking off on January 1st!

Click here to find out more and sign up for this FREE mini-course!

Does your marketing copy sometimes just feel a bit… blah?

Like – you’re not quite sure what to say to really explain how awesome your product actually is?

In this episode, you’ll learn a key tactic that will make your product descriptions SO much more powerful and persuasive – and it’s called the benefit statement.

My guest today is Shannon Bush, who has been working with businesses of all shapes and sizes for over 10 years, helping them overhaul their messaging and grow their reach.

In this episode, we talk about her concept of magnetic, or ‘lean in’ marketing – how to draw people to you rather than pushing them away with shouty marketing tactics – and we go in-depth on the process of crafting a benefit statement for your products and business.

So get your notebook ready, and prepare to create powerful product descriptions that will tap into the wants and needs of your ideal customer, and get you more sales!

(P.S. I totally used Shannon’s tactic to write that last sentence…)

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Quotes and Highlights in this episode:

You are never done with business – there are always new things to learn and try.

Magnetic marketing is about finding your own magnetism and creating an approach that is genuine to who you are.

Aim to create the “lean in effect” where people want to engage with you, find out more about your products and are drawn to you and your story.

Take the extra time and effort to connect with your customers and build a relationship.

“People buy from people – remember the human element” {Shannon}

Your marketing helps people understand what you sell and why they should select you rather than others in the same field.

Jess recommends the book “The Fortune Cookie Principle” by Bernadette Jiwa

“The descriptions of what you sell are critical” {Shannon}

Each of your products has a why. Consider why you started making, why you chose those components, why you designed your product this way.

“People do invest based on that perceived benefit” {Shannon}

When writing product descriptions outlines its features and then outline the benefits. This is wordier but it provides customers with why they need this product in their lives.

“Just because you are making something that doesn’t have a practical purpose doesn’t mean that people don’t need it in their lives” {Jess}

Use the language customers are leaving in reviews for your products to help shape your benefits text.

Linking statements are the words between the list of features and the list of benefits that provide extra dynamism. Examples include “so you can”, “allowing you to” and “reminding you that”.

With descriptions, remember to speak to the person directly and use “I” and “you” not “we” and “they”.

Magnetic marketing can feel very easy because you get to be “you”. Be genuine, build relationships and keep it real.

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By Jess Van Den

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