Welcome to Intentional. This is the first post in a series of ‘Masterclass’ content to help you to convert more of your potential when advertising online. In this series we share the strategies and mindsets we have used to invest in millions of dollars in digital advertising on behalf of our clients. You’re going to learn everything from Working with Algorithms to unlocking your unique Brand voice to fixing your Marketing Funnel to creating great ads!
From the minute that you get up and decide what it is you want to wear, to a conversation you may have later in the day with a client or colleague, you’re advertising.
You may be advertising that: “Hey, I’m a professional. I know what I’m doing” or “I’m a creative, trust my gut instinct” or even “I’m a rebel, I don’t really care what you think about me”.
But whatever it is, we’re constantly advertising. You may have advertised a number of things today and not even realized you were doing it.
In the same way, any time somebody comes in contact with anything your Brand puts out online, whether that’s an email, a video, your website, or an ad – you’re communicating something.
If you’re going to be advertising anyway, we may as well get intentional about exactly what it is that we are wanting to say.
The stereotypical picture of advertising is that advertising is about manipulating poor defenseless consumers to buy things that they just don’t need. That the ruthless advertiser always wins at the expense of the poor helpless consumer.
Unfortunately, just like in every area of life, such bad actors do exist but the good news is that when it comes to online advertising because every single brand touch is being measured, such advertising is actually the least effective and the most expensive kind of advertising that you can do.
Such advertisers are actually penalizing themselves on each and every ad they are showing and are being forced to pay a higher digital tax for being unremarkable.
Great advertising, on the other hand, is about great leadership.
It’s about knowing your audience, knowing your market, listening to what they’re saying and just as importantly listening to what they’re not saying – finding that gap in the market and serving the underserved.
It’s about sending the right message to the right person at the right time so that they take action that they actually want to take.
And in this online age, it’s also about taking your audience on a journey over time that they have a personal vested interest in.
The best part of all of this for the Intentional advertisers out there is that if you do this the right way, you will get surfaced more than your competitors who are trying to reach the same target market and you are going to pay less than your competitors for the privilege.
About this Masterclass
In this class, I’m going to share with you all the strategies and mindsets that I and my team have used to invest millions of dollars in digital advertising over the last 10 years.
You’re going to learn everything from:
Working with algorithms, to
understanding the competitive advantage that is your unique brand voice, to
identifying, working with calibrating and fixing your digital marketing funnel, and finally, to
creating great advertising.
More importantly, you’re going to learn how to achieve your Brand’s goals by leading and serving your audience so they can achieve theirs.