Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Category: Advanced Thinking

PR: Getting Interview Invites From The Media

How Can PR Help Me Grow My Business?
How Can PR Help Me Grow My Business?

One of the Best Free Marketing & Promotion Opportunities a Business Can Get is to be Invited to Speak on Radio or TV About Their Field of Expertise 

You often see experts on TV, hear them on radio or read their comments in the paper. But where do the media find them? Where, at short notice, can the media find an authority to speak about a breaking story? And how can potential interviewees prepare? 


The media actually need countless numbers of experts to interview every day. And this morning it was my turn to be interviewed by Stephen Jardine on BBC Radio Scotland. Stephen wanted my views on the Build a Bear promotion. This was a promo that promised a bear that could be purchased for a price equivalent to the child’s age. So a £3 bear could be bought for a three year old. The result was long queues outside stores, people having to wait hours and the police being called in some cases. 


How to Get Media Interview Invites 

So, how did I get an invite to appear on the show to discuss this issue? In fact why was I invited back for an interview just weeks after previously being on BBC Radio Scotland?


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The Psychology of Selling

Understanding the Psychology of sellingIf You Understand The Psychology of Selling; That’s How People React to Various Buying and Selling Situations, You’ll Sell More

Online or offline, the basic psychology is the same and it is a subject we all need to have a basic awareness of if we are to succeed in business.

For example, when people go to a website they expect the menu bar to be in the “usual place”.  In other words across the top of the page and perhaps down the left-hand side in some cases.  They expect to find some stuff in the right-hand column in some cases. What they don’t expect is for the menu bar to be in the footer or across the middle of the page. We expect to see a pattern we recognise.


Why are Patterns Important?


There is a simple psychological reason for this. As a species, we expect to see patterns in life.  We react to patterns.  We hate change and react against it. It reinforces the inertia in us and it is difficult to break people of this habit.

Most of the time, we look for patterns that match our habits. When we find a pattern match, we can embrace it without re-evaluating our beliefs.

So if someone has never eaten meat it is very difficult to convince them that they should buy your new meat product.  They don’t recognise the pattern.  but offer them a new fruit or vegetable and they live in a world where fruit and veg is part of the pattern they recognise and they are much more likely to buy.  Tell them that you know they love trying new types of fruit and that you have one you know they will enjoy trying and you will find them very receptive to the idea. Patterns are like beliefs or habits; hard to break or change.

So selling the idea of me taking the train when I’d always driven was a really hard sell.  Logic didn’t come into it.  I understood that it could be more relaxing, that I could work on the train or even sleep on the train, but I remembered my car driving pattern. What I did recall was the time the train was late on one of the few occasions I took a train. 

At this point selling me a new car, it fitted my pattern, would have been easy.


Disruption Breaks Patterns

It was only when my pattern was disrupted that I considered taking trains more frequently. I reached the age when I could get a discount card that could be used on the rail. The idea of saving money appealed more than the logic of using a train.  So I bought into the idea of a discount card and the spin-off I take the train a bit more often now.  It took disruption to break the pattern.

As a species we are are pattern-matching machines. Logic doesn’t come into it. But if we can match the pattern that our prospect adheres to it is much easier to sell to them. 


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Lead Magnet Brevity

As an advertiser and marketing guy, I’m all for brevity.


So my daily walks this week are going to focus on getting my Lead Magnet reduced to 6-7 words that encapsulate it in a memorable and repeatable way.


Things like ….
I came, I saw, I conquered
Just do it
Diamonds are forever


The first is a story in six words
The second is an imperative
The third is emotional


Can you reduce your Lead Magnet or big idea to a few words that people will remember AND repeat to others? That would be true word of mouth marketing

How could you reduce your Lead Magnet to 6-7 words? 

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How to Optimise Chatbot Data to Increase Sales & Engagement with Pubble

There are Chatlines and SUPERB Chatlines


Marketers are missing huge opportunities by either NOT using a chatline / Chatbot … OR not realising the magic data that your chatbot is probably capturing. 


Of course, not all Chatbots allow you to get at the data I use to increase engagement and/or save a lot of money.


In this video I talk with John Dineen, CEO at Pubble, about how I've taken over 4000 online enquiries, analysed them and used the information to drive the AI Pubblebot far beyond what most people dream of. 


If you want to know more about getting a free trial of Pubble or how to drive engagement and profits with optimised data just give me a ring. 


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