Tag Archives: social media for business

Social Media Telesummit day 3 – Andy Wibbels Venn Diagram for marketing

I want to share with you, my clients, some fantastic marketing tips from Andy Wibbels’ presentation Friday night at day 3 of the Social Media Telesummit hosted by Leesa Barnes. The hour presentation was titled:

Time, Money, Sex (and Salvation): How to Turbo Charge Your Blog Posts, Podcasts and Sales Copy for Maximum Traffic & Greater Impact with Andy Wibbels

(On a side note, Andy Wibbels is a very entertaining speaker, so if you ever have a change to listen to him – to a podcast, or to attend a teleseminar that he is participating in – I encourage you to do so.)

Andy Wibbels has a background in theater, and because of this he sees the world from a narrative perspective. He sees the act of shopping as a giant screen play, and has spent years studying the characters involved and analyzing what motivates them.

Wibbels started by saying that we tend to focus on “why should people buy from me” from the perspective of ourselves – because they like me, because I’m credible, because of my reputation. That may be true, but in order to successfully market, he says that we need to understand the underlying motivation behind their purchases – we need to see into the DNA of their psyche. Shoppers won’t buy from us only because they like us, they will buy from us because something in their emotional psyche is urging them to buy our product, and that that underlying urge is wrapped up in self preservation.

Andy Wibbels pointed out that we buy things (and he is not talking about essentials, like eggs and milk and toilet paper, he is talking about the extras) – we buy based on emotions and then justify it.

Andy asks us to look at the stories around us, and at how things come out in a narrative structure. In every a story, movie, play or poem, he points out that characters act when their self preservation is threatened. “Every movie, play, story or product is about the end of the world. ”

According to Wibbels, you can translate that to the marketing world. If we have a perceived threat to the trajectory of our lives or our livelihood, if we, as consumers, feel threatened, then we act – AND to do so we must see the product or the service that we a compelled to buy as the savior, the grail, the salvation. The product must be perceived as the life raft.

To better illustrate his philosophy, Andy Wibbels had us draw a Venn diagram.


Andy specifies that these are the main reasons why we buy things beyond our daily needs – (not toilet paper, oatmeal, cat litter).

We want to save time – to use our time more wisely. Everybody is so busy, no one has time to do anything.

How does your product or service help people use their time more wisely? Does it free up time for them to do what they would rather do?

Everybody is broke.

How can your product, service, ebook, teleseminar, phone call, magazine help people make money, make more money, or have them use their money more wisely

Wibbels points out that our advertising is “soaked in sex, wreathed in sensuality and bathed in lust”. He said that (and I paraphrase some of this) “Sex is one of the main reasons why we buy things … not talking about getting on – rather how does your product or service make people more attractive so that they can have more sex? How does it help people have more sex, better sex, more partners, better performance, more offers for sex. The idea not just of sex as ‘get it on’, ‘get it together’, but performance and yourself as an attractive person”…
to a business this translates to: search engine ranking, brand, visibility, how your business is perceived – your means, your products, – the best description of social software is software that gets you laid.

Andy Wibbels’s VENN diagram maps out an easy way to talk about your products and services. This is a quick way to cook down what you do, and put your job description to 3 points.

  1. How do your products/services save time
  2. How do your products/services save money
  3. How do your products/services increase sex appeal, the attractiveness of your brand and visibility

According to Wibbels, people are driven by emotional needs which are tied to our self preservation – “our need to spread our genes and our means.” You can answer their emotional reaction, justifying this NEED to buy with data: (your products saves time, money and increase a business’s sex appeal).

At the center of Wibbels diagram is control.

“Who wants to be out of control?”, he asks, ” Nobody! We all want control … every theme in every movie, song or play is about control”.

Ask yourself, how do your products and services help people take that control.

We must write our marketing material as if we were writing a screen play, (or a one act skit). We have analyzed why our hero is in pain and in need of help. We have scripted how our products and services can save the day!

In writing this marketing script, Wibbels advises us to make sure we illustrate tangible benefits of the product or service that we are selling. We need to be direct and exacting, to point out specific benefits that people (our hero) can latch on to. Do not talk generalities, he says, we are talking about the pain/discomfort that people are experiencing in their lives, and how our services can help.


Wibbels has an addition to his diagram. Off to the side, there is another reason why people do things – a dotted line not connected to the main circles. And that reason is salvation – some people do do what they do for salvation, divinity, to connect with a divine inside themselves…
Salvation, he said, is less about control and more about connection.

That is why we buy: time, money, sex, control, salvation

Social Media Telesummit day 1 and 2

I have been “attending” the Social Media Telesummit, hosted by Leesa Barnes. Yesterday was the first day of the telesummit. The first part of it ran from noon until 3:00 PM. I am very happy that they will be posting podcasts of the sessions, because, to be honest, my phone rang off the hook with client calls all afternoon and I missed the majority of what was said besides a general gist that even if you are a one person business, you can reach a global market through social media, and that linkedin.com is a good way to network for business. An evening with the family conflicted with the evening speaker, so I am anxiously awaiting those podcasts and looking forward to re-digesting everything at my leisure.

Today my office phone was amazingly quiet and I was able to listen to the telesummit from noon until 3:00 without interruption.

The way this telesummit is put together is a testament to the power of social media and the importance of mixing up your different medias (if they weren’t posting the audio archives of the guest speakers – I would be unable to benefit from this summit). It is hosted on a blog (http://wordpress.com is the platform used). It uses a wpmember interface works with 1shopping cart to create membership levels in wordpress. (Your intuitive-website also has the membership component that you could use to create premium/ members only content for your visitors.). It uses a forum, as well, that attendees can post questions on. It combines written content with audio, and interactive elements.

It is wonderful to be able to hear a panel discussion and to submit questions. The speakers today had pdf handouts that we could download and refer to during their discussion, and an archive of the telesummit will be posted in podcast form to re-listen to at our leisure. There was a LOT of information given to us today – so it will be nice to have the pdf files and the audio to refer to later.

  • What I learned #1 – combine media: use written, printable, audio (and video) to disseminate your content

The first speaker today was Jason Van Orden and his topic was: Using Social Media and Premium Content to Create New Profits Centers for Your Business

Jason was eloquent and had some great advise which I will start to summarize here, but will go into more detail about later. He outlined several steps:

  1. Find a niche market
    • Find a niche that you are familiar with – that you are a member of or understand very well
    • Find a market that has a need that you can fill
    • pick a market that has money to spend
    • narrow down your niche
  2. Realize that you have valuable information to offer and that you don’t need any body’s permission to be an expert in your field.
  3. Use as many different media channels as you can to get your content out there.
    • Create a web presence using social media tools best practices.
      Your web presence should be RSS ready (by the way, your intuitive-website allow you to publish rss feeds of your content)
    • You should regularly create valuable content for your market.
    • Establish through leadership – post fresh content, offer tutorials and step by step tips for people.
    • Use as many different media channels as you can and always link back to your home site or blog.
  4. Create a relationship with your target market. Relationships and trust are the new branding. Maintain your email list, but also, start a community.
    • inform your relationships – give them valuable content
    • entertain them – through anecdotes that illustrate your points, through the passion that you bring to your area of expertise
    • offer them a place where they belong – offer belonging.
  5. Find out what your niche wants – not what you think they need. Ask for feedback. You can use services like http://surveymonkey.com or the custom form builder in your intuitive website to create questionnaires and find out what your audience is looking for.
  6. Give your niche premium content at a premium price.
    • through membership areas
    • e-books
    • archives of content and podcasts
    • consulting

Session 2: Branding and Blogging: The “New” Success Secret for Attracting More Clients and More Money with The Blog Squad

The blog squad talked about the importance of establishing an online brand, and that branding in combination with blogging is a powerful tool. The blogs that thrive are ones that have mastered the branding with the blogging. The blog can help you control your business identity, what people see of you online.

My first question might be, “What do you mean by branding?”
This is what I think they mean, and we can combine this with Jason’s wise words: What is your niche market and what do you have to offer them? That is your brand. Ask yourself, “who is my ideal reader? how do I solve their problems? what are the core reasons for reading this blog?”

My second question might be, “How do I incorporate my branding in my blog?”
One way is to write smart titles to your posts and pages . The blogsquad said that you need to be strategic with your keywords – using words that are specific to your niche – specific to your customers and your expertise – when people do a search on those keywords that are specific to the problems that you solve – in all likelihood you’ll be found much easier.

What is the core message of the blog? what is the brand? Make sure the blog includes that brand statement, a consistent design and what you want people to know about you and your business and your services.

Communicate consistently with passion and focus, and stay on topic. Stay focused on your expertise.

Make sure your blog reflects the look and feel of your other marketing material.

Include a photo of the author, an about statement and contact information. Blogs are less formal, so use the first person – this is your story – not a cv or resume.

Include links to other social media pages- facebook link etc.. so that people can see where your active (professional pages).

Remember what the purpose is – is it to build your business? to get leads? to get sales? to establish yourself as a thought leader? use common sense about what stays on and what goes off.

Include testimonials from your clients.

To develop your brand through blogging requires ongoing activity, over time. It doesn’t happen writing once a month – or with one blog post. You have to post several times a week.
Professional blog etiquette
In my notes I have written:

a blog is a public forum – keep in mind – anyone can find this content – future clients etc.. which is what you want – so keep it professional. Make sure you are professional. It is okay to reveal personal information but make sure it supports your objective, and tread lightly around religion and politics unless you are in that business.

Some of the last advise from the blogsquad was to mention your blog everywhere. Drive traffic to your blog. Find other blogs that are in your niche, read them, and leave comments on them (respectfully and without overtly marketing your business), including your blog url in your signature. Start building relationships.

Starting to build relationships segues into the next speakers.

5 Ways to Use Social Media to Find & Create Your Next Joint Venture with MaryPat Kavanagh & Michele PW

Michele and MaryPat spoke about the importance of networking and finding people with similar business interests to work with. I am going to have to comment on their input later, however, because it is almost time to listen to the final speaker in today’s telesummit schedule.