There are only 2 types of marketing campaigns, Direct Intent & Diversion
- Direct Intent = A person is aware of their Want/Desire OR Fear/Frustration and are actively seeking a solution.
- Diversion = A person does not know what they don’t know and are not even aware the issue/solution/you exist.
Elements of A Direct Intent Campaign
1. Hook
2. Story
3. Offer
Elements of A Diversion Campaign
1. Hook
2. Story
3. Offer
What is the difference? YOUR MESSAGE TO THEM IN EACH ELEMENT.
If a person is actively seeking a solution to “a perceived” problem, real and/or imagined, they have a different “mindset” than the person that was not even aware of you, the problem or the solution.
Think about this: How would you talk to a person that does not know you VS a person that does? AND that is the difference.
The Magic Sauce for Each:
1) Direct Intent Campaigns: Make individual “Case Study” examples of how your product/service solves each and every frustration for people seeking a solution to “xyz.”
2) Diversion: Create your messages so that you are educating people along their journey of life. Sequence This Information Similar To The Chapters of a Book.
TIP #1: Reflect on how your product/service can improve their current “lifestyle” if they only knew this “product/service” existed (life before vs life after).
TIP #2: Ever Heard “Never Judge a book by it’s cover?” This is FALSE. The “Book Cover” is your diversion attention grabbing element. The title is the “Hook”
Tip #3: The layout used for creating a book is the perfect layout for creating an educational “diversion” campaign. Front cover art, title, preface, table of contents, the chapters, attribution links, closing (CTA), AND the back cover summary.
If you would like more information on this, call me.
Wes
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