DishyMix: Success Secrets from Famous Media and Internet Business Executives

DM 221: Real Time Emotional Patterns

Susan Bratton — Tue, 07 Feb 2012 14:51:00 -0000

It's likely you have an innate skill you're not fully utilizing in your marketing -- the ability to see "real time emotional patterns" in the conversations your customers are having with you.Listen in as Susan tells you about six "Real Time Emotional Patterns" she leveraged using technologies like webinars, live chat, online surveys and more to get "inside the mind of her prospect" to drive more conversions for her online self-help programs.

DM 220: Sean D'Souza The Secret Life of Testimonials

Susan Bratton — Tue, 20 Sep 2011 12:35:00 -0000

In the first 5 minutes Sean divulges the six questions that get you fantastic testimonials for your product or service.Listen now to find out:You have a formula for Testimonials. What is it and how did you arrive at this particular set of questions?When and where in the structured communication of leading a prospect through the conversion funnel are testimonials best placed?What makes a testimonial unbelievable? Are there mistakes made in organizing testimonials that we should avoid?Testimonials are one form of social proof, what are others?Are there different kinds (including audio,video, written), categories, styles of testimonials and if so, what kind? Is there a system a marketer can put in place that will effortlessly deliver a steady stream of quality testimonials with the least amount of work?What does a marketer do when a product is new and there are no customers but they need testimonials?What can a marketer do if their customers want to retain confidentiality and won't easily give them testimonials?Should you fix spelling, grammar, punctuation and clarity within a testimonial, or leave them completely unedited.I'm under the impression, like product reviews, if a testimonial includes negative perspectives or criticisms, but all in the testimonial is positive, then the testimonial is more highly considered by a prospect because it's authentic. Do you agree or not and why?Where on a web page do testimonials perform most effectively? Have you done eye tracking or mouse tracking (ClickTales) research on the effective placement of testimonials?Is there a way to use testimonials in auto-responders that results in higher conversions to sale of prospects?Testimonials, as social proof, are one form of trust. If you are trying to create a solid aura of trustworthiness as a brand, what are some other strategies a marketer can employ to underscore trust with customers and prospects?Customer stories seem more powerful, testimonials can feel fake and marketing-oriented. How do you think about stories vs. testimonials? Where and how can a marketer employ stories in addition to testimonials?

DM 219: David Spark on Brand Journalism

Susan Bratton — Tue, 06 Sep 2011 10:25:00 -0000

David Spark has a fresh, smart way to give your brand a voice in the market that is efficient and most effective when done at a conference your company is attending.He calls it, brand journalism (an old way of saying it is custom publishing or content marketing). What he does is build editorial (produce videos and content) that is associated with your brand. That helps your company associate themselves with a big industry issue. For example in the case study white paper David got Tripwire associated with the topic of “compliance” in the security industry through creating videos and articles. And recently for another case he helped increase Zoho’s visibility with CRM.If you're attending a conference, have a booth or speak op and want to intelligently leverage that time and energy, hire David to create a ton of video, articles, session overviews, Tweets, FB Page posts and influencer interviews that push you to the top of the content visibility for an event.This can be done at any time but the reason it’s valuable to do this at a live event is that everything is compressed in terms of people and content in a very short period of time. So we can talk about brand journalism, and specifically doing it around live events and why it’s so valuable to do it then.

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Susan Bratton

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