Connection is everything. When your marketing message resonates with your customers, selling becomes easier, retention becomes easier, and your customers become powerful evangelists who market and sell for you. To achieve this, you have to find the right words that make your customers lean in. You have to create marketing that is music to your buyer’s ears.
What’s music got to do with it? More than you may think. Your voice is musical and it is unique.
When you send a written message, it needs to be in your own voice.
In this episode of the Sales Talk for CEOs podcast, my guest Kate Bradley Chernis shares advice on how to do just that. A former live radio DJ, Kate is now the CEO of Lately, a software that uses artificial intelligence to learn the voice of brands and create writing models based on the words, key phrases, and sentence structure that will get the highest engagement. Kate has used Lately technology to get a 98 percent sales conversion rate with the company’s organic messages, and she is sharing tips for creating marketing that connects to customers in this podcast episode.
As Kate explains, the problem with a lot of marketing is that marketers are trying to find ‘the right words that sell.’ “The objective isn’t actually a sale,” says Kate. “The objective is first to engage. Get to the next step. Get the reaction. Get them to lean in. Get that long play going.”
In this interview, Kate discusses the importance of making a connection as you start conversations with potential customers via marketing. Using the neuroscience of music, she explains how marketing messages should be crafted to offer familiar ‘touch points’ that cue nostalgia, memory, and emotion. This, in turn, builds trust, which is the basis for customer acquisition and loyalty. Sound interesting? Then listen in to learn how you too can create marketing that is music to your buyer’s ears.
Watch the podcast below or on our YouTube channel.
Highlights of this Episode:
[2:37] The rollercoaster of the CEO
[8:27] Getting specific about your ideal customer
[17:58] Why the objective of your marketing isn’t a sale
[21:17] Believing in yourself (and not the naysayers)
[28:26] Creating two-way street marketing
[30:33] Making music to your buyer’s ears
[39:00] Creating a seller-free experience
About Our Guest
Kate Bradley Chernis is the Founder & CEO of Lately, which uses AI to automatically transform long-form content like blogs, podcasts, and videos into dozens of “smart” social posts it learns will yield the highest engagement from your audience. As a former marketing agency owner, Kate initially created the idea for Lately out of spreadsheets for then-client, Walmart, and got them a 130% ROI, year-over-year for three years. Prior to founding Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. She’s also an award-winning radio producer, engineer, and voice talent with 25 years of national broadcast communications, brand-building, sales, and marketing expertise.