Connection is everything. When your marketing message resonates with your customers, selling becomes easier, retention becomes easier, and your customers become powerful evangelists who market and sell for you. To achieve this, you have to find the right words that make your customers lean in. You have to create marketing that is music to your buyer’s ears.
In this episode of the Sales Talk for CEOs podcast, my guest Kate Bradley Chernis shares advice on how to do just that. A former live radio DJ, Kate is now the CEO of Lately, a software that uses artificial intelligence to learn the voice of brands and create writing models based on the words, key phrases, and sentence structure that will get the highest engagement. Kate has used Lately technology to get a 98 percent sales conversion rate with the company’s organic messages, and she is sharing tips for creating marketing that connects to customers in this podcast episode.
As Kate explains, the problem with a lot of marketing is that marketers are trying to find ‘the right words that sell.’ “The objective isn’t actually a sale,” says Kate. “The objective is first to engage. Get to the next step. Get the reaction. Get them to lean in. Get that long play going.”
In this interview, Kate discusses the importance of making a connection as you start conversations with potential customers via marketing. Using the neuroscience of music, she explains how marketing messages should be crafted to offer familiar ‘touch points’ that cue nostalgia, memory, and emotion. This, in turn, builds trust, which is the basis for customer acquisition and loyalty. Sound interesting? Then listen in to learn how you too can create marketing that is music to your buyer’s ears.
2:37 The rollercoaster of the CEO
8:27 Getting specific about your ideal customer
17:58 Why the objective of your marketing isn’t a sale
21:17 Believing in yourself (and not the naysayers)
28:26 Creating two-way street marketing
30:33 Making music to your buyer’s ears
39:00 Creating a seller-free experience
“The objective isn’t actually a sale. The objective is first to engage. Get to the next step. Get the reaction. Get them to lean in. Get that long play going.”
Connect with Kate Bradley Chernis in the links below:
You can learn more about and connect with Alice Heiman in the links below: