Roland Frasier – Principle & Managing Director, DigitalMarketer

The bullet proof talk session was delivered Mr. Roland Frasier, the principle & managing director at DigitalMarketer and one of the leading marketing experts in the world.

When creating a digital marketing campaign one of the most difficult things to do is knowing what to say. Most people don’t know how to create and effective marketing campaign system. You might be asking yourself that very question.

The fact is that it takes between 21 to 24 interactions with a potential customer to get them to buy. However, for most marketers they do not understand how to go about doing this. Usually, their path looks follows a sequence such as this one:

1. they tell the potential customer to buy their product.

2. They remind the customer that they forgot to buy their product.

3. They give the customer a last chance to buy their product.

4. They give their customer another last chance to buy their product.

5. They freak out and tell their customer to BUY MY PRODUCT! Needless to say, this is not a very convincing marketing campaign.

Rather than doing this and getting no sales, you should be using the 5 step messaging mastery system.

Step 1. Make sure to focus your messages on micro moments. This means that you need to focus your message based on where you customer is in their buying journey.

Step 2. Identify relational triggers using script sheets. These allow you to speak to a customer’s needs and allay their fears.

Step 3. Spawn many different types of unique messages using meta-messages. Here you will match the hates, fears, and wants of your customers to your products or services.

Step 4. Use the multi-touch matrix in order to create high converting message sequences. When doing so, the Gain-Logic-Fear sequence works best.

Step 5. Use the Modality Wheel to powerfully persuade your customers using scientifically proven high converting messages. Here you will link the Maslow’s needs hierarch, impacting factors such as time and age, wanted outcome, plot type such as the quest or comedy, and persuasive technique such as reciprocity and authority to create the perfect marketing message.