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Episode 4: How to Create a Go-To Marketing Piece

Episode 4: How to Create a Go-To Marketing Piece


Hey everyone, Peter Kozodoy here for Stradeso. Thanks for tuning in so we can help you change your problems into projects. Today we’re going to talk about how to create a go-to marketing piece. After spending over 10 years in the business world, you can rest assured that I’ve made pretty much every mistake in the book. So now I am very fortunate to work with a bunch of startup entrepreneurs to help them avoid the mistakes that I made because it’d be a darn shame if I didn’t share those experiences with other people.

I never mind taking time to look at people’s marketing materials, and one day a great young lady reached out to me and said, “Hey I’d like you to take a look at all my content, Peter. I can’t figure out why nobody looks at my content and then no one wants to buy from me.” So I said, “Fine, I’ll take a look.”

I expected her to send me a sell sheet or presentation deck. Instead she sent me 16 pieces of marketing stuff. There was everything from Facebook ads, to what I think should have been a sell sheet, to presentation decks, business cards, brochures, the works, everything. And as I was looking at all the stuff, I noticed that every single piece had a different value proposition, different features, different types of headlines aimed clearly at different audiences. I looked through it thinking to myself, “No wonder nobody wants to buy from you. They can’t figure out what the heck you’re selling.”

So what I want to do today is walk you through how to create a go-to marketing piece — one thing that you can create that will inform all of your other content so that everything is cohesive and people can understand your brand. So let’s take a look at the Stradeso sell sheet as an example, and I’ll walk you through how we made this. Now this is just a draft, by the way. I don’t know if this is going to be the final or not, but at least I can sort of walk you through the different sections and why this is a good go-to piece.

So right off the bat you’ll notice that we’ve included our mission statement on top: “Turn your problems into projects with Stradeso.” If you took a look at our headlines video, you’ll remember that I talked to you about intrigue. Listen, everyone has problems. You might be saying, “I have a couple of problems. How do I turn those into projects? How does Stradeso help me do that? What does that even mean?” That’s sort of the intrigue of this headline, “Turn your problems into projects with Stradeso.”

And of course it communicates our mission. So when we talk about a go-to marketing piece, we want it to answer all the who, what, when, why, and how. So the next question someone’s going to ask is, “What the heck is Stradeso?” And so we’re going to tell them Stradeso is a subscription service that produces your creative content by connecting your projects directly to talented freelancers. What does that mean? It means you get two things: copywriting and graphic design. That’s what we sell. They are in big bold headings. They are in color. This is very clear: Stradeso is about copywriting and graphic design.

So look at what’s above the fold here, as we say in digital parlance. We’ve got your headline, we’ve got what Stradeso is all about: copywriting and graphic design. So immediately you’re connecting the dots as a potential customer.

Then we move into the how. "What does Stradeso have to do with copywriting and graphic design? How does it work?" So in five easy steps, numbered — think bullet points — we have how it works from step one, two, three, four and five, in very simple language. We show all of our features and benefits: Get unlimited projects, get unlimited access, use our easy creative process that gets products done in three days or less. All these things are answering any questions that we think a prospective customer might have.

So now we’ve gone through the intrigue in the headline, what it is and what it has to do with copywriting and graphic design, and how it works.

What’s next? We’re going to go into the who. “Who is this for?” Now, arguably, you may want to include your who up top. For example, “Stradeso is a service specifically designed for marketing departments.” Now in our case, we have several different constituencies — agencies, marketing departments, entrepreneurs, consultants — so we want to name some of these further down on the sell sheet. And then for the person who’s like, “Oh yeah I’m one of those. What can I get again?” Well, we show them that they can get ebooks, web pages, ads, infographics, reinforcing and really hammering in the “Who is this for?” and “What do I get?”

Here’s where we move into the “try before you buy.” When you think of this as a funnel, we’ve gone from know (“What is this?”) to like and trust (“How does this work? Okay that makes sense. I’m starting to trust that I get what this is.”).  And now we move into the trial. Trial: Become a member for $39.97 and get a $100 credit. That’s the offer. Every go-to marketing piece you create needs to include what the offer is.

My business partner likes to remind me of the pink spoon technique that Baskin-Robbins made famous. PIcture this: You’re looking at all the delicious ice cream and you’re like, “Which one of these do I want?”  What do they do? They give you a little pink spoon so you can try one of the flavors. No need to commit to a big cone or little cone, you don’t have to pay anything, you just try it right now.

Of course, it’s not possible to have a pink spoon in every industry that’s free, but you can always have a pink spoon, a trial offer. And so in this case, we have our trial in our call to action, which is coupled with this huge pink blob that says, “Visit Stradeso.com to get more marketing content faster and cheaper.” So if I had to boil this down, what is this all about? It’s about marketing content, faster and cheaper. That’s it.

So you might be thinking, “Yeah it’s a sell sheet that has all this stuff on it. Good for you, Peter. But what does this have to do with being a go-to marketing piece?” Well, this one piece has answered the who, the what, the when, the why, the how it works, and the how to get started.

It’s got everything and it’s one page. From this piece, I can run off on a tangent and create all of my content just from here that says everything I need. Why do I say that? Well, let’s go back to the top and let’s think about turning problems into projects. That’s Stradeso’s mission of course, but when we went to design a content strategy, some of the content that you’re watching right now, we thought to ourselves, “What are all the problems that our target market have — agencies, marketing departments, small businesses — that we can help them turn into projects?

One of those problems might be that they haven’t gotten their stuff together to create one go-to marketing piece that they can use to create all kinds of other awesome pieces. But that’s a problem that hopefully, thanks to this video, you’re turning into a project right now. This video has shown you that you have to do this and how to do it. So this is informing our strategy. This is also giving us all the root copy we need. This copy about what Stradeso is, unless we make a big pivot, is here to stay. Here are the two big things we do — copy, graphic design — and we place them in big design elements.

Now, how do we branch off? Well, what are all the copywriting things we do? All of those things we do are opportunities for content. Same thing with graphic design. Every graphic design piece we could create for you is an opportunity for content. Here’s our process. Each one of these processes is a piece of content, right? Why did we structure Stradeso as a membership? That’s a piece of content. Why didn’t we want to lock anyone into a long-term commitment? That’s a piece of content that helps explain our values. It’s all here. All we have to do is go down the list.

Let's take a look at the who. We could do pages, books of content just for how to get projects done within an agency or for getting projects done within a marketing department, or as an entrepreneur or a small business. So that’s why the structure of this go-to marketing piece is so important. Each one of these things is a channel through which we can deliver more and more content, more insights, and also get people to know, like and trust us better.

You might be wondering, “What’s the best piece I should go to for my go-to marketing piece?” Well, I’ll say two things. One is that it really depends on your target market and the type of content they like to consume. That said, I’d make an argument today that most people like short and sweet bullet points and the trend now is toward video.

Of course this is not surprising since watching a video is sort of passive — people don’t want to read a large thing— so you can give it to them in the video that they can listen to wherever. But you may run into target markets that actually really like to read. For instance, think of doctors who are used to reading medical journals and want to get into the density of the topic. Perhaps they’d appreciate more of a white paper that has data and analysis. Certainly if you’re going after a CTO, you might want to go the data and analytical route. Or, if your message is going to land on people who are design oriented or visual in some way, maybe you want to go with infographics.

Now the reason I like a sell sheet, the reason I showed you a sell sheet today, is because it’s 8.5" x 11". It’s a sell sheet, one. And if you can do everything you need on one sheet of paper, then chances are it’s going to help you be very concise and take everything that’s floating around in your head about your company and sort of coalesce it onto one single sheet of paper with the who, what, when, where, why, and how in a way that’s palatable. And then you can use it to then derive other marketing pieces from that one go-to piece.

Hopefully this blog helps you turn your problems into projects. I’ll see you on the next video.