Marketing Moxie: Online Marketing I Branding I Promotion I Copywriting I Conversions I Traffic

Have you ever wondered why one person is so fascinating and another is completely forgettable? Could be the same message or story, but the person sharing it makes all the difference? Welcome to the science of fascination, and the Fascination Advantage System created by Sally Hogshead.  In this episode I talk about the power of this system, how to use this information for your business and a few of the things it taught me about myself. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode64.

Items Discussed in this Episode:

  • The difference between the Fascination Advantage test and all the other tests out there.
  • The concept and science behind the Fascination Advantage System and how it helps you stand out in your marketing and business.
  • Way to ‘make a story sticky’ so you don’t get ignored or quickly forgotten.
  • A breakdown of how the system works and using your primary/secondary advantage.
  • My primary advantage and my secondary advantage and how I apply them to my business and marketing.
  • Discussion of some of my favorite applications for the Fascination system.
  • Some of the ‘double trouble’ archetypes and how they can help you stay out of trouble.

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie64.mp3
Category:general -- posted at: 2:00am EDT

Business is so much easier when you approach a lot of what you’re doing as a test. The more you test, the more you correct and you’re on the road to success that much faster. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode63.

Items Discussed in this Episode:

  • It’s so easy to stay paralyzed by fear of failure in your business and not do anything to grow
  • Taking the action to fail actually can lead to success
  • By failing spectacularly at launching my first group program, I learned how great I am at one on one coaching and why it works best for my business
  • Everything we do in our business is like running a lab-it’s all about testing and failing and testing and succeeding
  • What may work for one person may not work for another in the exact same business
  • Why trying and failing in your business is like poker

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie63.mp3
Category:general -- posted at: 8:23am EDT

When it comes to speaking, and pretty much anything else, it’s all too easy to be forgettable. Dr. Michelle Mazur joins us today to talk about how to create a story around you and your business that’s uniquely you and positions you into a category of one. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode62.

Items Discussed in this Episode:

  • Is just telling your story enough? Michelle explains why it’s not even close to enough.
  • Making your story ‘audience centered’ is key to speaking.
  • Michelle explains how you can use your story to create a connection with the audience, and then move on to how it can help them.
  • How to find your ‘small moment’ stories and then how to think about relate that to your audience.
  • Storytelling is almost like a fable, it should have a ‘moral’ or a key point to takeaway.
  • Michelle explains how to position yourself in a category of one, and why it’s so important.
  • What is a ‘me too’ speaker, and how can you avoid becoming one?
  • If you could pass your notecards off to someone else and they could give the same speech, your content is ‘milk’.
  • If you know your natural advantages, you can use that to create your presentation.
  • Michelle explains how to bring the category of one concept into everything else you’re doing, not just public speaking.
  • How to think about the conversation you're participating in to position yourself as somebody different in your field.
  • Once you discover your core message, Michelle describes how to keep it consistent.

Top 3 Takeaways for this Episode:

  1. Your presentation doesn’t need to be about you. The story should be something people will actually be interested in. Just writing up your story and pitching speaking engagements with it is not enough.
  2. Are you standing alone? Are you in a category of one? Can you pass the ‘notecard test’? There is nothing worse than a boring or vanilla speaker.
  3. Don’t botch the closing.The last impression of your speech is the most important thing. What do you want your audience to feel, takeaway, and act on?

Links for this Episode:

Dr. Michelle Mazur

Direct download: MMoxie62.mp3
Category:general -- posted at: 8:44am EDT

Some truth telling and a true story about my first online course back in the day in today’s episode. Dishing up feisty thoughts on what “they” don’t tell you about running your online business amid the big promises and formulas. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode61.

Items Discussed in this Episode:

  • When I entered the online world, I actually thought it would be easy to make money online - which we all know isn’t exactly true.
  • The people who make millions online are the extreme exception, not the rule!
  • When you only have influencers or early adopters, it’s very hard to scale your business; 1:1 work is really the fastest way to a profit.
  • The very first something is launched in the software market, it isn’t an immediate success-you need to go through the cycle.
  • Don’t be afraid to buck the trend and use what works for you!

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie61.mp3
Category:general -- posted at: 2:00am EDT

Too often when it comes to preparing copy for our site customer proof is an afterthought. It’s not just about having some testimonials and calling it good, but crafting customer proof that sells for you. Well done customer proof can help do the heavy lifting as people decide whether or not to buy from you. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode60.

Items Discussed in this Episode:

  • How do customer proof and copywriting go together?
  • Think of customer proof as storytelling, not just having a bunch of quotes on your site
  • The problem with negative social proof is and how to avoid it
  • How to strategically place the different kinds of customer proof on your site: small quotes, case studies, client interviews, etc.
  • Don’t shy away from sharing your customer stories on social media, publicly showing your connection to your clients is a good idea
  • How to actually go about collecting customer proof and how to do it in a timely fashion
  • Some pointers on how to actually present the information from your clients in a way that speaks to a result potential clients can achieve by working with you

Tips for Creating the Content Once You Have the Client Proof:

  • Always tell the story that speaks to the result. Every quote, every case study, etc. should speak to the actual impact and outcome the client got from working with you. You want a ‘before’ and ‘after’ feel.
  • Check your tone. Always make sure your tone is on point with your audience and actually sounds like your client would.
  • Keep it short, especially with your quotes. Less is actually more.
  • When you’re actually writing your customer proof, look at the rest of your content to figure out where you want to actually place them. You want the quote to fit in with everything else on the page.
  • Make sure when you interview a client that you have a plan in place to get specifically what you need.
  • Don’t let customer proof be an afterthought. Social proof is so powerful that really great social proof is more motivating to buyers than a discount.

Top 3 Takeaways for this Episode:

  1. When it comes to customer proof, always think about the storytelling and ‘before’ and ‘after’ effect for the client.
  2. Be very intentional and intelligent about how you will be using the social proof. How you’re going to write it should be dictated by the form and the medium you’re going to use to present it.
  3. Don’t let your case studies be something you scramble to get. Ask your customers and create time on your calendar to get the feedback. This is gold in your business!

[Tweet "Don’t let customer proof be an afterthought. Craft customer proof that sells. New episode from @magspatterson"]

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie60.mp3
Category:general -- posted at: 2:00am EDT

Feisty Friday and today I’m sharing what I consider a cardinal sin of asking questions in a group setting. Asking basics that you could easily Google doesn’t cast you in the best light, so ask Google first, then your community, next. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode59.

Items Discussed in this Episode:

  • Going to a community to ask a google-answerable question time after time is a waste of time (and makes you look bad).
  • To be a good citizen of an online community, you need to make sure your question is helpful to others, not just all about you.
  • If you use Google to teach yourself how to do something and don’t just have surface knowledge, you can just use that for your clients in the future.
  • “Google first, community second!”

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie59.mp3
Category:general -- posted at: 2:00am EDT

About pages are one of the most important pages on our websites, but too often they entirely miss the point. This episode breaks down about page must-haves, how to hook your visitors and invite them into your business and outlines everything you need to avoid. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode58.

Items Discussed in this Episode:

  • We all have an about page, and it is a really critical page! Besides the home page, it’s probably the most popular one on your site, so you don’t want to botch it.
  • Leading by talking about you on your about page is doing a major disservice to your readers, and may turn them off.
  • It’s not all about you, it’s all about ‘them’, meaning your audience and their needs.
  • The number one thing to have in your about page to ensure you connect with your reader.
  • Take some time to think about the kind of people you want to be attracting (and who you don’t want to work with).
  • Bragging is actually necessary on your about page, so you’re going to need to find a way to make it work for you, even if it feels icky.
  • How to nail your Call to Action for your about page to invite them to explore further.
  • About page cardinal sins that you need to be aware of.

Top 3 Takeaways for this Episode:

  1. Make sure your about page has a strong hook and doesn’t read like a boring resume of your work or your life story.
  2. Brag on your about page without crossing the line.
  3. Welcome isn’t a good opening line. Boring. You can do better.

[Tweet "Time for an about page refresh! Get these tips from @magspatterson #marketingmoxie"]

Links for this Episode:

Blog Post on the Hero’s Journey

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie58.mp3
Category:general -- posted at: 2:00am EDT

It’s the first episode of what I’m calling Feisty Friday where I tackle a trend, issue or question and break it down into practical, actionable steps.  This first one is addressing the focus of personal brands meaning let me talk about ME all the time, make marketing all about ME, and holy crackers, I really don’t give a flying anything about what you’re saying. You sound like Charlie Brown’s teacher and you’re missing the point. To make marketing meaningful, you need to make it about your community and your customers. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode57.

Items Discussed in this Episode:

  • The focus of marketing has seemed to switch to being all about ‘me’
  • What this comes down to is a case of bad storytelling
  • The main question that should be answered in your story should be ‘what’s in it for me?’
  • There is a simple fix, and I’ll explain it here
  • There are many ways to make small changes in your story to help your marketing

Links for this Episode:

Get the Storytelling Shortcut (Free Guide)

Link to Free Marketing Moxie Facebook Group

Direct download: Marketing_Moxie_FF1.mp3
Category:general -- posted at: 2:00am EDT

The term conversions is thrown around all the time with copy, but what does that mean and how can you create copy that actually converts? My friend Jen Havice joins us today to shed some light on conversion copywriting and all the need to knows. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode56.

Items Discussed in this Episode:

  • According to Jen, what is the number one conversion killer?
  • When someone lands on your page, you’ve only got a couple of seconds to grab their interest, so pay attention to how you’re grabbing it
  • Jen explains what ‘value conversion’ is, and why it’s not as scary as you think
  • Making sure your message doesn’t get lost in your design can be tricky, but it’s necessary to make sure each page of your site has a goal
  • The more decisions you’re asking the client to make, the faster they will leave your site
  • What are some conversion basics you need to know, even if you have a small site
  • Jen’s absolute best trick for creating copy that converts
  • Pay attention to your buttons and if what they say are affecting your conversion

Top 3 Takeaways for this Episode:

  1. You need to make sure with any page of website copy, that you have a clear goal for the page.
  2. What does your customer need to make the decision to buy? What will make them feel comfortable, what will reduce friction, etc.
  3. Understanding conversion and the numbers behind your website is not just for big sites. Understanding the structure and copy of your page and whether they are connected or not can make or break your conversion.

[Tweet "Talking conversions with @jenhavice and why using the word submit is a bad idea. @magspatterson hosts"]

Links for this Episode:

Make Mention Media

Jen’s Conversion Copy Review Service

Marketing Moxie Episode 55

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie57.mp3
Category:general -- posted at: 2:00am EDT

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