In this episode you’ll hear my thoughts on:

Why ads should not look like ads;
What the original click bait is;
What all marketing & sales communication should have; and
How to create marketing & sales communication that gets opened, read and acted on.

So, listen here to hear as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and today I am talking about junk mail like junk mail I love going through the letterbox to see what kinds of ads people try to target movie but today I’m talking about junk mail in particular I’m talking about Estonian federal election and all of the marketing material has come through so I want to lick this off with two principles the first one is don’t make an ad look like an ad and the second one I’m going to talk about is the original clickbait so when you are asking for votes for an election the people that already love you so you’re warm and you’re hot prospects they already know you very likely and they already trust you they’re part of your tribe they have already been sold on who you are and what you stand for so you do not need to reconvince those people to vote for you now people that are called prospects people that don’t know you don’t like you don’t trust you that is a completely different story so with that context I want you to start to think about everything that I’m about to talk about so the first cab off the rank is this flyer now this flyer taught us about her the candidate all about her where she went to school where she lives where she played netball where she works where she was a Girl Guide and when you flip it on the back this side down here it’s all live statements I did this I did that my name is this and then on the flip side there are some dot points some tick boxes what she can do for you now when I look at that 75% that flyer is all about her trying to convince her sorry prospects core prospects because remember all of the war prospects are already convinced cold prospects like me that I should be voting for her all about her nothing about me or what I want from my representative next one up looks like this it actually looks like the Labour flyers in labor branding with the Labour brand colors but when you flip it over is actually see still a Labour brand color down the very bottom it has got a statement saying that was authorized by the Liberal Party so what they are doing is they’re taking a different tact they’re saying how bad labor is now imagine if I went around in my business saying how bad all the other competitors were and didn’t even mention anything about what I could provide not only that there’s nothing about what they’re even providing or promising no dot points so it was even worse than this one so on each other has dot points of what they’re going to achieve this one just says how badly the competition has Hammond has delivered next one up is this guy’s faces on it so he’s a Labour candidate and the problem with cold traffic is just like what I did then I laughed at him I am going to judge this guy on his picture and picture alone if you do not believe me you are naive I will tell you a little story so many years ago when I was applying for a job I sent out a resume that had my name yes my name a weird name Orren Prunckun look at me are the pretty Caucasian I do not spit the stereotype of an Orren Prunckun now what would happen is people would be quote unquote a racist they would not give me job interviews so what I did was went out and did the exact same resume but put my photo on the resume and guess what I almost doubled the amount of callbacks just purely on that so if you don’t believe people Jake sure on first impressions you are living in a bubble people judge on first impression ever impressions especially cold prospects I don’t know him I don’t like him I don’t trust him yet now if I did and I was a warm hot prospect no I knew him I liked him and I trusted him having his photo won there is a great reminder of who he is not for cold traffic now what I have to do is I thought open up then I have to look through it now with all of these right what these so far in fact before I go into that point the next one is this this one when you open it up Scot brand colors the Palmer United Party but it has no photo of him all it has is dot points so we’re getting slightly better I don’t necessarily agree with these policies or the politician in the politician but in terms of marketing this is slightly better when you flip it over though it’s got his face on and it’s covered in brand colors now the whole purpose for marketing communication is what goes back to a gentleman named East and Norman Lewis he created an acronym called AIDA attention interest desire and action that’s what it stands for now all marketing communication in fact all sales communication at whatever level it is has those four has those four letters of the acronym attention interest desire and action and if you want to translate that to something else there’s a hook it has a story or a reason why you should be interested it has an offer of what is in it for you and then finally it has called action cook story offer call to action every marketing sales communication has that when you break it down now the purpose of all these Flyers is to get someone to open it get someone to read it get someone to believe it and get someone to take action on that with these first couple this one I don’t even need to open it why don’t you do is look at it and literally it goes in the bin I don’t even get a chance to read it because it’s got branding all over it same with this one I don’t even need to open anything to even read it read it and goes threaten the banner beam I haven’t even got to the point of reading it let alone seeing what their offer is and what their quarter action is this one slightly better I actually do have to open it to see what’s in it but it is only slightly better same with this one I’ve got to open up to see what’s in it but really really poor if you’re an accurate average hunter that is a cold prospect they are going to throw that in the bin this is an honor this is only useful for warm prospects and they are already gonna vote for you waste the money now when we move on to the next one we get this don’t even address it to anyone this is really good although not so good at the top it says important voter information for the 2019 federal election that sounds important and if I knew better and I do know better I will probably open this urgently but it is in blue writing and I really know what that means it means it’s going to be a liberal liberal party message haven’t even opened it yet but I’ll show you I guarantee it will be opening it up now and what do you know it liberal party so I opened it that hooked me to open it but I’m not going to read it because you know what I get to see this gentleman’s faced all over don’t know him don’t like him don’t trust him there is no incentive me to read on because I know that is going to be pitching policies for liberal party he would do so much better if he literally did not have any of that branding on it and look at a letter like that and at the bottom if he folded that up and he printed it off like an actual letter you send to a friend that kind of looks like that I would read it because on the front it says important information for the 2019 federal election and then I read that his both got me up open it he’s got me to read it and probably by reading it I actually haven’t read it hard yeah because I just opened it they’re probably some information of what his offer is and what he wants me to do as the call to action they’ll be so much better if you got rid of those two things the next one that came through is this one this one says important voting information inciting red riding like a warning right then it goes on to say don’t risk of fine vote and have your say now because it is in red I bet this is a Labour Party message haven’t opened it yet but let me see if I’m right all these people would get really scared by this for me open it up and think it’s from Australian tour and it’s not I thought it was but it’s actually from the Labour Party to Senator Penny Wong but she’s just got a void information to actually go read register someone to get back to that so again she’s hooked me to open it up right but it’s got all of this like brandy on it and now if I wasn’t a labor supporter and they wanted me to convert me right they better just do this a letter like that just like the Liberal Party so if I wasn’t a Liberal Party voter I should just get rid of all of that hook me into reading the whole thing to see what their story is and what their offer is and then ask me what to do at the end still half the Madrid I’m not gonna do it live on camera but this is really cool this is making my life easy so if I wasn’t already registered for the Australian federal election this would make my life easy so she’s actually added some bonus time-saving stuff in there that makes me going you know what penny you are actually helping me out and in fact in all fairness that looks like one of the liberal parties also has something very similar in there on the back it does it’s got a voidable avoider application form so with this when you are communicating with cold prospects you have to remember they don’t know you they don’t like you and they don’t trust you they’re not already converted to who you are and what your sales messages your whole goal is to follow the AIDA principles get their attention then get them interested then get them to desire what you are actually offering them get them to take action on that or hook them tell my story tell them why it’s important what you’ve got to say and then finally give them an offer and then tell them how to take action on that offer now please don’t put a whole ton of branding on stuff for cold prospects they don’t care they don’t like you they don’t know you and I don’t trust you there’s been a fun day for me I’m grabbing all of the post and going through some marketing messages for you I hope there is some valuable insights into that so what I want to do when you’re going to create a marketing or sales message take that stuff on board and see not how not to do things and try it out see what happens and let me know but I guarantee you I’ve led you up the right path with this hope you have a great day and I’ll talk to you soon.