Kory Marchisotto’s Post

I came across this that I made a note of last year and it got me thinking… Think of a brand that you have seen a tv advert for that makes you laugh. Have one?  Straight away and without you knowing it, you now have a positive connection with this brand as it gave you a dopamine hit. It made you happy by making you laugh. This is a clever marketing strategy, as to make people want to buy YOUR product, you have to make them feel something positive. You need to build up that CREDIBILITY and TRUST with them, and you do this by making your brand voice known. So, if your question is how do I increase my sales and revenue, you have to give your customers and potential customers an experience. Be uniquely you and make them feel happy! What is your favourite brand? 

Yes! In fact the more you do this, the worse your copy performs. That's why your constantly having to change your advertising campaigns regularly. Eventually, your audience will permanently ignore you because they will see it's all about you and nothing about them. Your copy has 1 mission: build meaningful connections and relationships with those in your audience. You do that by being genuinely helpful and of a service (that's what it means to have a business). The sole purpose if any business is to provide solutions to a specific set of people. It is not your gateway to making millions of dollars, although if you operate business your business in the way it is meant to be operated, it is possible you will become quite wealthy. But if that's your only goal for your business, you don't have a business - you have an over glamorized JOB. And this will be reflected in your copy and you will have to constantly change it because the more people that interact with it will see your only goal is to make money at their expense. Over the next 25-50 years, business owners that operate this way are really going to experience this more and more and eventually will be shut down because no matter what their copy says, the audience just won't care.

𝑰𝒏 𝒕𝒉𝒊𝒔 𝒕𝒉𝒐𝒖𝒈𝒉𝒕-𝒑𝒓𝒐𝒗𝒐𝒌𝒊𝒏𝒈 𝒗𝒊𝒅𝒆𝒐 𝒔𝒆𝒈𝒎𝒆𝒏𝒕: Lee and Mark delve into the profound impact of their work as marketers. They reflect on the importance of using their powers for good, promoting Positive Behavior Change, and leaving a legacy they can be proud of. 𝑯𝒐𝒘 𝒊𝒕 𝒔𝒖𝒑𝒑𝒐𝒓𝒕𝒔 𝒐𝒖𝒓 𝑷𝑩𝑪 𝒎𝒆𝒔𝒔𝒂𝒈𝒆, 𝒎𝒊𝒔𝒔𝒊𝒐𝒏, 𝒂𝒏𝒅 𝒑𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈: At DiMassimo Goldstein (DiGo), our mission is not just about being great; it's about using our talents to create positive change in the world. We firmly believe that marketing should be a force for good, inspiring behavior that enhances lives and fosters meaningful connections with brands. 𝑯𝒐𝒘 𝑫𝒊𝑮𝒐 𝒑𝒓𝒐𝒅𝒖𝒄𝒕𝒔 𝒐𝒓 𝒔𝒆𝒓𝒗𝒊𝒄𝒆𝒔 𝒍𝒊𝒕𝒆𝒓𝒂𝒍𝒍𝒚 𝒉𝒆𝒍𝒑 𝒘𝒊𝒕𝒉 𝒕𝒉𝒊𝒔: As an advertising and positive behavior change agency, we take the responsibility of marketers to heart. We strive to promote behavior that benefits individuals and society, ensuring that our client's brands become habits that make a positive difference in people's lives. At DiGo, greatness is not measured by size, but by the positive impact we create. 𝐓𝐡𝐞 𝐆𝐨𝐨𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬. “Grandpa, what did you convince people to do in your marketing career?” I often ponder what my answer will be… Smoke cigarettes? Drink more alcohol? Gamble their savings? No chance. Knowing that someday I will be answering this question has greatly influenced my commitment to Positive Behavior Change. Here’s to all using our powers for G̳O̳O̳D̳ :) #positive #behavior #change #brand #habit #mapping #start #stick #stay #marketing #advertising #commitment Lesley Bielby, Lee Goldstein, Jennifer Simotics, Quentin Webb, Jess Lloyd, Catherine (Lance) Bones, L John Baker, Margot Grady, Jess Manganelli, Kent Oliver Bhupathi, MEcon

The chapter How not to sell, in sarah carter and Les Binet’s excellent How not to plan, opens with a similar quote from Martin Boase. It ends with a useful “2 minute checklist” ; here are my favourites: - Remember: your competition isn’t other brands, it’s people’s lives. People don’t want to give you their attention. - If you’re not interesting, entertaining or useful, you’re an irritating distraction. At best, people will screen you out. At worst, they’ll resent you for it. - Think from the other end of the telescope. What are people doing? People watch TV for relaxation, so shouty, hard-sell ads aren’t welcome. People looking for information online may not want to be entertained. - Don’t use excessive frequency. It’s better to talk to many people once than annoy the same people repeatedly. Use digital techniques to cap frequency. Be wary of ‘loyalty’ strategies extracting value from the same people. It leads to shrinking pool of irritated consumers. - Be a “pull” not “push” brand. If people feel good about you, you have permission to sell to them. Build a strong brand and response rate will rise. Remember: excessive activation damages brands. Too many promotions make you look cheap. And nobody likes spam. Be a charming guest! #marketing #advertising #entertainment

Most of you got your Marketing campaigns wrong! 😐 You don't need to promote your product or your service, all the time! & yet, every other Independence Day video or campaign there is doing it! I mean, come on: - Stop relating Independence with your key offering - Stop making 90-95% of the video just about your offering - Give people a chance to celebrate Independence for what it is 📌 I mean, stop pouncing at every opportunity to promote your product/service. Do it, maybe subtly, upholding the "essence" of the day! - Stop planning an "aggressive promotional campaign" for all festivals/days. - Start planning something that resonates with people, life, relationships. - Start planning something that does not sound salesy, like all the time! Doing this: - Shows your brand values - Shows you care about your people - Shows you aren't desperate to sell, like all time A highly emotional & less salesy brand campaign fosters high brand recall! Before you know it, you have immense brand loyalty. Now, if that's what you want: - Plan a campaign around the day & related emotions - Build storytelling around nostalgia, love, joy - Add a subtle touch of your brand values Happy Campaigning, champ! P. S. - That's my first Marketing & Branding Talk. Thanks for attending! #marketing #branding #brandingtips

I agree. Brand accounts are kind of dead. It used to be about perfectly curated product shots, then recipes, and then fun memes. Now people are craving PEOPLE. I tell my clients and people within my membership that you don't have to put your face out there to build your brand but it does make things so much easier. Decide how you want to show up and what you want to share. You may not want to share your kids or your partner but definitely share your journey, your passion, and your vision. What do you think about brand accounts being dead? #branding #foodmarketing #foodbranding #cpg #foodbusiness https://lnkd.in/gtWtaxwr

What is the number one reason people make a purchase? 👆 I’ll give you a hint, it’s not the benefits of the product, it’s not how it makes them feel… it’s not even the price. 💵 It’s about how much they #TRUST the company, about how much they TRUST you as an individual personality and professionalism. In today’s crowded market, TRUST isn't just a buzzword—it's what sets you apart from your competition. #AuthenticMarketing is about aligning your marketing messages with your core values. But why is that important? Because consumers are savvier than ever at detecting discrepancies between what brands say and what they do. Consistency in your message and actions builds trust. Humanizing your brand by sharing stories and insights from real people within your company can create a relatable brand image. Who does this the best? Perhaps someone who doesn’t consider themselves a marketer at all. Ryan Reynolds. 😎 Most people may know Ryan Reynolds from his movies, but he has owned major stakes in Mint Mobile, Aviation Gin, and even a soccer team. ⚽ Unlike other celebrities who tweet inauthentic promotions of brands they’re associated with, Reynolds has a level of credibility with his fans and followers that is a direct result of his personality. Authentic marketing isn't about presenting a perfect brand image, but about being true to what your brand stands for. 🛡️ In the long run, authenticity fosters loyalty and can transform customers into lifelong fans. 🤗 Video Credit: Ryan Reynolds Content Copyright: Davy Shi #trust #marketing #branding #authenticity #consistency #humanity #corevalues

Personal branding is creating the “celebrities” of tomorrow ↴ And the founders/ CEO’s that do it well now will embody fame. This is my prediction, and it’s a bold one. Yet it’s something I’ve been talking about for years. Now more than ever building a strong personal brand alongside your business is crucial when securing trust, reliability and confidence for your customers/ consumers. If you’re thinking about working with someone in the B2B space you’re way more likely to go for the person that you can literally see with your own eyes online and gage their energy. And with the rise of these personal brands comes a rise of new influence. Take Steven Bartlett for example, the master at building a successful personal brand who’s already looking like he deserves a slot on Netflix. Authentic, thought leaders with real substance behind them. 🫶🏻 This will be the new “celeb”, and in my opinion it will be healthier for society to look up to people with something useful to say! (Whilst still being entertained of course) What do you think? 💁🏼♀️ P.S I came from the entertainment industry as an actor for 10+ years so this subject has really got me. #personalbranding #celebrities #buildyourbrand #socialmedia #onlinepresence

Superconsumers: Your Brand’s Secret Weapon for Growth that you're sleeping on. Binge-watching “Superhot,” a show about people obsessed with eating hot peppers, revealed a powerful truth for me: Superconsumers like Shahina Waseem (shown in photo) are more than fans—they're the engine behind exponential brand growth. Their zeal transcends typical loyalty, propelling entire categories to new heights. The Essence of Superconsumers These individuals live for their passions, influencing and inspiring an entire community. Their commitment is a beacon for brands seeking to amplify their impact and reach. Harnessing Their Power Engaging with Superconsumers isn't just beneficial; it's transformative. They're not merely customers but vibrant advocates and innovators, driving both sales and brand enthusiasm. 🌶️ The Spicy Takeaway “Superhot” isn’t just entertainment; it's a lesson in strategic engagement. Identifying and nurturing your Superconsumers is crucial for turning a niche into a norm, leveraging their passion in your brand DNA to fuel new growth at a reduced CAC. For those looking to dive deeper into this concept, I built a platform called TREND-O-MATIC to help you scout and craft content to reach and engage your "supers". A recent pilot revealed that this doesn't just work; it drives up your cLTV by over 30% while also reducing your SG&A costs by 30%. Want to play with it? Link in the first comment.

We don't choose one type of milk over another because we're "logically" giving each one a fair shake. 99% of the time, it's simply because we have an ingrained habit of buying a specific brand. (And, we're tired after a long day!) Many brands miss this. And are underestimating the power of "habits" in their customers' lives. If you'd like to connect on strategies for building positive habit brands... OR (a fun topic!) how to un-habit a competitor's brand... DM me.