Earlier this summer, I won $3,588 with a single blog post that I wrote in the middle of the night. And in this post I am going to share with you exactly how I did it. No Jedi mind tricks, just the application of three standard marketing principles, including understanding your audience, comparing the competition, and making yourself stand out.
First a little background: Infusionsoft held an online contest to find their biggest fan and the prize was a year of their software for free ($299/month X 12 months = $3588). This was a great chance to get some exposure on their website with other Infusionsoft users at minimum, let alone a chance to wipe out a $299 monthly expense, so needless to say, I was motivated to write a blog post about why I am Infusionsoft’s Biggest Fan.
Marketing Principle 1: Understanding Your Audience
Infusionsoft positions themselves to new customers as an all in one small business marketing software solution that can handle email marketing, shopping cart services, customer relationship management, and much more. I knew the team at Infusionsoft was looking for a contest submission that spoke directly to their target market about the results and benefits of using the software that they could use and refer to in future promotions. After all, if you were going to give the winning submission $3,588, wouldn’t you expect something pretty good in return?
Marketing Principle 2: Comparing the Competition
I purposely waited until the deadline was near to evaluate the other entries — that’s why I wound up writing my blog post submission late at night, trying to meet the midnight deadline. Videos, social media posts, and blog posts were all acceptable forms of entry. All of the other entries were good, and it was obvious that Infusionsoft has a lot of huge fans. The problem was that all of the entries were taking about how cool and great the software is, but no one directly referenced or talked about the do-anything, pay-anything pain point that Infusionsoft’s software addresses. No one really talked about the problems and needs that the software addresses and fixes! As a customer, and fan, I follow Infusionsoft on social networks, and I subscribe to their blog, so I have seen their message repeatedly and I understood exactly what they were trying to accomplish with the contest.
Marketing Principle 3: Making Yourself Stand Out
Just like any good story, or marketing effort, there needs to a beginning, middle, and an end. In this case, my life and business before using Infusionsoft was the beginning of my story. The changes Infusionsoft allowed me to make in my life and my business was the middle — or the meat of my story. And my business and life after I was successfully using Infusionsoft to manage my marketing was the end of my story. As with any good story, I knew I needed to get personal and be authentic, over providing relevant and valuable information, to show how Infusionsoft made a measurable difference. A personal success story, experience, and message is what Infusionsoft wanted to communicate to potential new customers.
I used these three marketing principles when I wrote my post to speak directly to the team at Infusionsoft, and it worked. When you are crafting your next marketing message, remember the principles here that worked for me.
- Understand your target market and their pain points
- Be aware of your competition, but don’t obsess over what they do
- Make your marketing message stand out by focusing on the results, not features