Ep 250 | The Value of Messaging with John Gumas

Email is a great strategy for any organization. However, if you don't get the messaging right then it misses the mark. Understanding the way you share your organizations impact, through the eyes of your audience, can lead to much better results. Learn how to refine your messaging and increase the engagement from your emails in this episode. What you'll learn: → common mistakes people make with their email. → how value in your emails can increase your open rates and engagement. → messaging isn't just about emails. → how to understand the language your audience uses. → resist the urge to sell. Want to skip ahead? Here are key takeaways: [5:58] Messaging matters, and most organizations assume what their audience wants to hear. Spoiler alert – they are usually wrong! Its hard to step outside your organization to truly see it from the perspective of your audience. It comes down to understanding the words they use and using them yourselves. [10:39] When you prioritize adding value in your emails it builds trust. This allows them to understand what is coming and that its about them. It will increase the likelihood they open the next one because they know they aren't being sold to. Then follow your analytics to see what stories and value resonate most with your audience. [18:26] When you take the time to refine your messaging, it doesn't just affect your emails. It should be utilized in all your communications. This includes your website, social media posts, one-on-one conversations and more!  [19:13] Interview your audience to learn what they think about your organization. This works best with phone interviews so they can be more open and honest. Look at common responses and start to craft your language. Remember that people connect to emotion so really pull out the stuff people are sharing. Resist the jargon. Resources [book] Challenger Brand Marketing Book Ep 221 | Creating a Language Guide EP 222 |What are you Famous For? with Craig Alexander John Gumas Founder, Gumas Advertising A veteran of the advertising and interactive marketing industry, John founded Gumas Advertising in 1984. Today, the award-winning firm is consistently named as one of the top branding and interactive marketing firms by the California Business Times. John is recognized as one of the country's foremost authorities on challenger brand marketing. He is the author of the popular books "Marketing Smart" and "Challenger Brand Marketing" which describe how challenger brands can effectively develop marketing strategies to take on their larger competitors. In addition, John has been an adjunct professor of branding, advertising and interactive marketing, a sought after speaker and a regular columnist for several publications and blogs. John currently sits on many boards, including the San Francisco Giants, The San Francisco Chamber of Commerce, San Francisco State University Foundation, The Greater San Francisco Advertising Club, The Bay Area Sports Hall of Fame and The Elios Society. John was recently inducted into the San Francisco State University Hall of Fame, and was Alumnus of the Year. John has also been recognized for his extensive community service and leadership by the U.S. Senate and the San Francisco Giants.Learn more at https://gumas.com Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click  Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours