The Secrets of Brand Messaging Hosted by KettleSpace

thanks for joining us my name is joseph katz i work with kettlespace mac and i are co-workers marty katz who will be presenting today is not related to me we deny any connection other than our last name but i appreciate you all joining us today uh i'll give a quick introduction to kettle space and then introduce marty and i'll take it away from there so kettle space pre-pandemic ran the network of co-working spaces in the new york city the greater new york city area since the pandemic we launched a virtual community which this event is part of we run events every week multiple events we have the community slack channel where people can offer help and advice to other members cross promote their businesses and we currently are working with companies who when they're ready plan to go back to work with their return to work plans we have a technology product to assist with that and then at some point we will reopen our spaces when it's safe to do so uh so that is who we are and i encourage everyone to stay in touch with us join us for other events i think many of the people who have come to multiple events find them valuable and make connections to help their businesses so i'd like to welcome marty thank you for joining us today i'm going to be here happy to be here thank you for inviting me yeah our pleasure marty katz is a passionate about connecting your company with target audiences by designing the message that cuts through marketplace clutter he creates awareness and develops engagement his work generates an increase in sales leads and ultimately business growth he has worked virtually in all marketing disciplines including marketing strategy branding advertising promotion public relations as well as sales strategy and training his experience includes working for ad agencies serving large marketers like kraft heinz rj reynolds and campbell soup connectors 360's clients include heron wealth interview mastery more and better health and hiring transformed marty welcome to kettle space thank you for doing this and the floor is yours thank you thank you for that very gracious introduction so uh i'm a marketing consultant and i specialize in brand messaging that's what i do so let me tell you why we're here today uh i'm a specialist as i mentioned in brand messaging and i work with leaders of small to mid-sized companies and the problem that they have is they're responsible for growth but they're not getting the sales that they want they're not connecting with their target audience and that's because their message is not clear or memorable and this leaves them feeling frustrated so i work with them to develop a message that generates connection engagement and sales leads that's what i do i'm going to share some of what i've i've developed over time and have a particular methodology that i use but let's first start talking about what is brand messaging is it the same thing as sales the answer is no it's not a brand message is a strategy uh it is the way that the foundation for all of your outreach communications efforts it is how you plan for your online presence your sales activities uh your networking activities uh social media linkedin etc so a brand message is where you begin it's where to start this whole process and the reason why this is important is because this allows uh marketers to find the the way that they can they can pierce the the unconsciousness that people often face in uh in the marketplace because there's so many people doing whatever we all do we're all in competitive market spaces so how do you break through so uh that's really what a brand message is and so today i'd like to talk to you about my particular vision of what a brand message is very importantly i i would invite all of you to step in as part of this presentation and talk about what your brand is and what your message is so i can provide some feedback to you uh to see if maybe you might want to modify it or just hear a particular way of looking at it that might enhance your your efforts so i'm going to invite all of you whoever wants to to volunteer how does all that sound so far i guess you're all mute so you can't really see anything with giving me a thumbs up i'll just add marty um if you have any questions during marty's presentation feel free to throw them in the chat and uh during the q a period we'll uh we'll read those off right so like i say this is this is the strategy it's also the blueprint because the in marketing there's three buckets one bucket is the what what are we what is the marketer what what is your identity that's the first place that's where to start that's what i'm responsible for the next thing is is the how or brand expression that's your website your logos your colors all of your copy that's the brand expression a lot of people figure that a brand is a logo it's not a logo as a brand expression it expresses like you think about nike they have that whoosh and that is a brand expression but their brand is really based on performance that's what their brand is based on that's their message and just do it is an expression of that as long as as well as their logo the third area is your marketing which is your outreach effort how do you actually where do you go to meet your target audience it's the where it's the where does your target audience engage with you that's that's the that's the the value and the purpose of digital marketing these days so that's the where so it's the what it's the how and it's the where so we're going to start so let's start with first slide please nick so here it is the secrets of messaging from me connectors 360. let's start with messaging versus sales communication messaging generates awareness and engagement and it informs uh the target audience and creates interest so that's the that's the way you start that's how you you in order for you to develop sales leads people have to be aware of you and then they want to engage with you engagement is how they connect with you they read information about you via your website you send them information about yourself that's the engagement the awareness is what makes you special and different how do you stand out and why should people need you in the first place that's what the awareness is based on and that but sales is about closing so the branding of the brand messaging is about developing the awareness in the engagement and sales is about closing once you get people interested then the sales people come in and they close next please the usual way of communicating with the prospects i've seen this over and over as you tell prospects about your services how you solve problems your background your credentials your achievements this is what we've been trained to do we've been trained to impress people about what we've done and how we've done it and where we've done it for whom we've done it it's it's the way that we really uh show our our intellectual prowess and our business achievements that's the usual way of communicating with prospects however next here's the important thing nobody cares now that sort of may sound sort of harsh but it's true see nobody is waking up in the morning and saying i need a particular solution they are saying i have a problem and they have a problem is maybe they don't have enough sales or they're getting too many returns or they have high employee turnover or they can't get the financing that they want so the things that they think about are their problems and when we think about brand messaging we really focus on what is the problem that is resident in and for the prospects not about uh about how you solve them that comes next as part of the brand message you have to start with what's uh important to your target audience before you try to bring in your solution next so how do you connect with your target audience the three rules of marketing as i've started to talk about the first one is nobody cares about you because they're just not interested in your solution they only want to focus on what it is that they have to deal with and the second people will only remember the problem you solve if you give them a lot of data information and a talk about your services and your technologies and your achievements and your credentials they they can't remember any of that they can only remember the problem you solve and the problem you solve is their problem it's not about your solutions and the third thing is they will not do the work to figure it out that means that if you give people all this information about yourself and what you've done and how you've done it they have to sort of dig through that and fared out what's important to them and they're not going to do that next how do you how do you generate engagement how do you generate interactions with people because people buy transformation they're only really interested in what they will have that they don't have now and how their lives will be easier that's really the purpose of all of our work is how do we how do we create transformation for our for our target audience because right now they have certain problems they can't figure it out they don't know they don't know what to do about it and they want to find a way to make their lives easier so that's the purpose of developing a message that starts the process of explaining what you do and how you do it because they just want to have their lives work much better next this is me if you want to contact me here's the information and mac is going to send this brief presentation to all of you uh sometime after this after today so now i would like to take a moment to uh invite anybody who would like to to let me know if you'd like to talk about yourselves and your own companies and your own brand message and i'll provide you with my own feedback uh any brave person want to stand up raise your hand don't be shy hi victor hi marty how are you i'm good victor and i have met in the past virtually okay a couple of times so so victor is going to let us know a little about the company that he represents and just just talk about the problem that you solve and for whom sure all right that sounds great uh thanks marty uh thanks for the opportunity hi matt thanks for uh hosting this great event and uh good morning to everybody from wherever so here's the situation i've just taken on a role as a cmo of a new company and the problem we're solving is something that could apply to you know any almost anybody on this call and that is that many of us of our generation are often have some level of responsibility for older adults you know aunts uncles parents that kind of a thing and that we try to help out as much as we can so you know they meet maybe you know they're living on their own but maybe they need to go to the doctor they need to go shopping and so we do what we can to accompany them and help them out with those things um but often you know we also we have our own lives we have our own responsibilities we have jobs we have families and so we can't always be there when our relatives need us so what is the what is the problem that they have and what do you do just say so what what is the service that you provide and what is who's your target audience and what's the problem that they have sure the problem is the target audience is people who are have responsibility for older adults okay and what is that what's their problem and the problem is that often you can't be there when they need your help going to the doctor going shopping getting a haircut right so the problem okay so the problem is that they want to support these elderly relatives or friends i guess right uh but they they can't spare the time they can't always spare the time that's exactly right okay and so why is that why because they have their own we have our own responsibilities right we have jobs we're busy we have families and so how does this leave them feeling well it leaves them feeling guilty ah excellent so what do you do about this okay so we have a service where through an app you can uh schedule an event a trip to the doc you're on strip to the doctor you can pick from a list of pre-screened providers and uh they'll take it from there they'll take your relative to the doctor make sure they get there uh wait while they're there and then bring them back so the short version is that your solution what's the name of the company it's called sage z-a-g-e okay sage so zage provides uh uh i'm not sure what the right word is on on-demand elder services okay that's on demand elder services that's it yep very good does everybody's here i was a little long in the beginning it was too much right i mean remember nobody cares about the background they don't but if i have you know in fact i do have a cousin who's in her 90s who can actually use this kind of service perfect she lives alone uh and she could so these are elder services people who immediately understand that you provide elder services which implies instantly that you can that you provide uh you know assistance i'm not sure what the what they're not nurses or or it's it's not medical it's really accompaniment and companionship i was thinking about companion but that's that's not really the right word either a company meant this guy a company meant for for important services for elderly people excellent excellent very good victor thanks marty yeah who's next okay victor can't be the only one i would love to who is that speaking i can't tell itamar oh itamar gill eat tomorrow hi itamar where are you hi i'm uh new york queens oh very good so itamar tell us about about who you are the name of your company what you do and the problem you're solving for whom so um i'm currently a student and i'm also building a dating app um that's targeting uh generations d young singles um and we try to solve their main problem which is that they go on dating apps and they match with a lot of people but rarely go on actual dates so framing it in one sentence is uh we want to solve the problem of having only 150 matches to one date ratio basically well so okay so you have a dating app and what's it called comma k-a-m-a comma like kama sutra um it's coming from me my partner is singaporean so he's uh he's uh this is from the hindu language i know i get it i get it so i think that's actually a pretty good name so you're a desire or this is why so you're the you're the ceo of comma which is uh a dating app and you your target audience is gen z men and women and the problem that they have is that they have had it seems to me the problem that they have is that they go on dating apps but they don't find real dates correct exactly and why is that why is it that they go to you know all these apps eharmony all the rest of them and why is that so um there are a few reasons main reasons um first of all many of them um go on the app but then gets ghosted so they receive they send a message but don't receive a message back this is too long a story and remember no one no one's going to stick around for the long story you hear that picture was very clear the people don't have the time the the younger generation they don't have the right victory right they're not they don't have the time so so what what is the reason why this problem exists for these young people they go on the dating apps they don't get dates why so um so i i guess it's the the thing here is that for me at least i get so many different answers but usually what happens is that people tell me i wish i could go on more dates i don't end up going on dates they don't really can pinpoint their problem so i have a few reasoning few reasons points well but try to make it only one thing because no one's going to listen to a long list i'm going to guess and say something like perhaps the people who who are on these dating apps are not properly screened or or that they are not uh they're not authentic about who they say they are something like that so how would you frame the the reason which is that people um speak on the app like text each other but never never make it to the next step of like setting up the logistics or like taking to that step of like okay let's meet right so the reason they don't have they can't get dates is that on these other dating apps they're just a lot of talkers mm-hmm because they're just talkers that's it you know so the problem is they go on these apps and looking for dates and they don't get them and the reason is is they all the people on these apps are just talkers so uh how does this leave them feeling okay you get to answer that now yeah i think so so when you say when you talk about feelings you mean that they basically um have this dissonance between their uh potential the goal of going on the app and the actual result well that's too intellectual you can say they're feeling frustrated uh-huh okay they feel left out or they feel disappointed i mean that's those those are you know those are the key things remember you have to make this ultra simple i mean this is the the what i've observed over many years you may have noticed i'm not 25 years old anymore is that that that people like the simplest thing that's what really drives them like i mentioned about nike just do it you can't get much simpler do you know how many hours it took uh to create just do it it took hours thousands and thousands of hours to develop that yeah and that swoosh that took thousands of hours so so at least they're feeling frustrated so what do you do to solve this problem so i set updates for people uh are you a matchmaker so i wouldn't say it's a matchmaker it's more of a literally dating app so once people match and we have some preferences that they provided for us we set up the date for them so they can still text each other but they have this idea of like okay we have this time in place in our in our mind that we should go and meet and this is kind of an opt-out mechanism you know in which they can only too long too much information so so the way you solve it is you actually set up dates between people yeah that's it because if you set up a date that means if i agree to meet somebody then i'm gonna be unless i'm a total jerk unless i'm a completer which does happen i understand that uh now i'm gonna actually show so what you do is you actually create dates between interested parties that's it so that is the beginning of of your brand message that's not the entirety that just starts after that you'll talk about your processes and your credentials all of us will do this our credentials uh our experience what makes us special and different uh our why you know the simon cynic why and the transformation that we deliver all those things will follow what we're talking about here in this particular presentation is just the beginning part because that's the hardest part for people to actually get a hold of is that helpful to you very yeah really helpful right thank you thank you matt yeah totally uh uh is so she's posting some feedback in the chat actually just to me but um she she just she also pointed out that there are different intentions of why people use a dating app like someone uses eharmony to find a life partner somebody uses tinder you know for like a one-night stand basically so you do have to consider like why people want to use these different dating apps too well actually actually that's that's probably true but it's also incidental from from the point of view of his company he has he's dealing with serious daters not people are just you know tinder so it doesn't really matter that that dynamic exists i mean in any any market you'll have people who are more serious or less serious but he's pretty serious right isn't that true it mmr yeah kind of our messaging on this on this regard is basically that for whatever reason you want to meet what we want you to like our target is people who actually want me right so that's it so like people are just you know window shopping that's not his target market so it doesn't matter whether they show up or not show up or join his group doesn't matter because that's not that's not what he's about is that does that respond to what he was saying uh okay who's next thank you carol i saw your hand go up carol okay hi carol townsend so you're in england i am well tally ho hello hello okay so um i'm just finishing a masters in addiction psychology um counselor for about 16 years so i would i would like to go and do seminars um for companies um for um for the people that work there to talk about um addiction and how to solve it a lot of addicts are very shameful you may have people in that company that are on cocaine alcohol food you know um and they don't know how to fix it but they keep it all very under wraps very interesting so who i get it so first of all what's the what would the name of the company be do you have that yet no okay we'll get to that later we'll just call it carol for now okay uh because that's not we wouldn't use the word that for sure but still so you're the ceo of carol and so what what is the now one of the things that's really important is that we very be very clear about our i'm only going to use one piece of marketing jargon this is it it's called product id and what product id means what is it that you do a lawyer an accountant a marketing consultant whatever so what would it be for you would you be let's just say a wellness consultant i'm an addiction psychologist i know but that's but the company would be it seems to me would be a corporate wellness consultant okay because remember it's you have to play to your target audience so no one's really going to care that about you and your your background but if i'm the head of hr or as they say in england hr but if i'm the head of hr uh i am responsible for the wellness of the employees of my company so the idea of having corporate wellness programs is not foreign at all it's been around forever it's only increased in its importance so if carol is the ceo of carol inc and it and the company is a corporate wellness consultant that is perfect okay so who is your target audience um people that work in companies really people with addiction who's who has the money to pay for your services uh businesses i know but the people who are hr the people who are in this i mean who who will have the budget i guess big corporate companies would i know but who what see companies never make buying decisions ever there's no problem that's ever made a buying decision it's only people that make buying decisions so so while you say are you asking what type of company no i'm asking you what what where in the company yeah is it is it is it hr directors i guess it would be wouldn't it okay yes it would um okay so so my name is carol i work with ahr directors at at mid to large-sized companies yes okay good yes so what's the problem what's the problem that you solve what is their problem the problem is um under achievement of their workers if they are addicted to something well i mean yeah sort of under achievement i think it's a little bit more than that i think that the problem that they have is that their their employees are they're not fun they're not functioning properly because they're they're they're uh there's a disconnect between what they're supposed to do what they do meaning that there's they're dysfunctional that they their problem is that a number of their employees are dysfunctional yes and why right and why is that because they are um preoccupied with something else something else takes center stage no their reason is that they have substance abuse issues oh yes right yeah yeah or phone addiction well let's just say let's just addiction issues let's leave it that way okay could be phone could be scrolling it could be you know we have doom scrolling you know here because of trump or all doom scrolling constantly let's not get started on that so so they have they have addiction issues yes so how does this leave the hr directors feeling worried yes worried they're very worried and i would say that they're anxious they're fearful i mean if i'm responsible for a whole group of people in my company and some of them i'm concerned have these addiction issues i'm worried about them i'm worried about the company and i'm responsible for them i i'm not responsible for their their work product or their output but i am responsible for their well-being because that's my job yes so what do you do to solve this problem what's your solution education giving them tools to help themselves well it seems to me that you have pro you have addiction programs that help them regain their health yes wouldn't that be a better way to say it you're good at this i've been doing this for a while [Laughter] exactly that begins the process after that then you get into the specifics about your background and your credentials what makes you special and different uh for whom you've done this in the past uh your why like why why should somebody choose you and the transformation that you pick in total in my particular methodology they're about 10 steps but this first piece is the toughest because of what you've just seen so how does that all that sound to you it helps massively thank you so much you're welcome really good thank you okay thank you who's next i see uh hedge pedge plus page paige okay can you hear me yeah hi paige okay hi um so i guess i'll use um a max framework that he put in the chat so i'm paige and um i do host a podcast however i'm also um i have a okay so i've been coaching for many years but i never turned it into a business officially um only because i was like working in the corporate industry so what i'm doing none of this matters skip all this i don't want to know my name is paige i'm the ceo of what what is the product id what is the problem you solving for whom skip any background i'm no one is it remember no one cares about you or your background or anything like that all right rewind um so hi everyone i'm paige and i'm a wellness um i'm a whole nest coach and a life advisor kingdom-based life advisor and what kind of a life advisor you're what kingdom-based so so kingdom-based ism i use biblical principles no oh no first of all you don't want to bring any data that is confusing or misleading so if you're a wellness coach you're a wellness coach but you want to be very crystal clear like i said earlier with carol i'm a lawyer i'm an accountant or a marketing consultant i'm a business consultant i'm an architect i'm an engineer you have to be crystal clear don't bring in anything that colors or distracts from the simplest possible way start again my name is paige okay my name is paige and i'm a wholeness coach and um since kobe hold on honey wholeness coach yes wholeness i don't know what that is okay so basically um wholeness is a state of being where you actually feel complete and i mean why would you expect anybody would know that i you that's a really good question because i thought um you know wholeness was something a lot of people knew about no i mean i think wellness is the current term okay what about well-being or wellness i can say well yeah because the thing is you don't want to make you don't want to do anything except bring people into your tent you want to create awareness of what you are you're a wellness coach i get that that's easy there are many people to do that in fact you don't really at the get-go you don't want to stand out in the beginning you want to be a lawyer and or an accountant or whatever uh or corporate lawyer or tax attorney all that stuff you actually want to include yourself in the i've sort of lost you you used to be there well i'm still here oh there you go right so i you want to you want to focus on what is the easiest thing for for people to put you in a bucket that you want it on purpose so wellness coach is very popular these days people know what it is just stick with that don't talk about wholeness because you have that means the expectation is people will know what that is they don't okay so you're a wellness coach okay and so what is the problem you solve for whom i have a i have a question on that i feel um a lot of people are wellness coaches but what about well-being coach because when people hear wellness i'm thinking like the massages and it's fine you want to be initially in a pool that people immediately can identify with because well-being coach is not the term of art you want you will have plenty of time to differentiate yourself you absolutely will do that about how you are special and different and the problem you solve you will get to all of that stuff but you want to start out by making it as easy as possible possible people say oh yeah i know that wellness coach i get that no no no well being coaches like i'm not expecting i'm not sure what that is you don't want to do anything that distracts people from focusing on you go all right so hi everyone i'm paige and i'm a wellness coach and um since kovid forced a lot of people uh men and women to go within and figure out you know too long what who is your target audience um i'll say men and women but maybe mostly women um are these is this a corporate thing or is this is this is this b to b or b to c um i'll say b to c oh okay fine so you're speaking okay god so it's you're not looking okay all right not looking for corporations to hire you correct no but however um i do have another thing for corporations so we're trying to talk about that i'm gonna pick one because remember no one will care about anything like that so just pick one if you want to do b to c that's fine you want to b to b that's fine whichever you like all right so b b this is b to c okay so you work with men and women uh any particular ages um i'll say from age 27 to about 45. let's just say 20s to 40s okay got it okay good and what is the problem that they have that you solve what is what is their problem so they're not sure um like what they're going through in their life so they're going through some sort of transformation but they don't know how to explain it or how to describe it or what to do about it well that's that's that's starship what is their problem that's true but what's their problem oh they're stuck now you're talking so the problem that they have is that they're stuck in their lives they're at a crossroads right yes they're stuck in their lives they're at a crossroads yes and they don't know what to do right why is that um because they're confused um they they feel they can start over or they they just don't know what to do basically they don't have a roadmap they don't have a roadmap so they don't have a road map to um how they can get out of the stickiness it's enough to say they don't have a road map and so how does this leave them feeling um for a lot of people it feels them not engaging fully with their lives too intellectual sorry too intellectual to intellectual okay so they they're not thriving they're just they're fearful that's right okay i'm writing down these keywords yeah and so what do you do what's your solution one sentence one sentence only okay so i um what do i do so i help them understand the where they are in life and i also no no no so you you have a 10-step program that allows them to make decisions that they really need to make when i made up 10 steps it could be three steps i don't know the number of steps so you have a program that allows them to reach the decisions that they're looking for yes i do have a framework okay a framework is a little vague program is something specific a program that allows that that that allows uh people to make the decisions that they that they need to make the choices you can say choices if you don't like decisions you know you could say you have a you have a program yeah okay you have a program that that allows people to make the decisions they need to make to move on with their lives yes that's it okay after that you get into all the specifics but this is like i say this is the beginning this is not the whole thing this is just a start how does all that sound it sounds great it's like really short and sweet basically straight to the point right you just have because people don't have a bandwidth for anything more than that we're overwhelmed by messages okay like when we confuse people with all the fluff i hit around yeah don't don't we're devoted about not uh confusing people that's that's a commitment okay so who's next thank you sure great job paige it sounds sounds great all right who else is how much time do we have mac we're at 9 42 so maybe time for for one more okay one more person step up who's it gonna be marty's uh very vocal so who's the brave person here yeah alexander yep oh that's me hi alexander all right good morning thank you thank you you're doing a really great job marty thank you thank you alexander and your last hope you can help me pair mine down okay so you are alexander what's your last name i can't question simmons alexander simmons okay alexander so so you're going to tell me your name your title the name of your company your product id the problem solving for whom okay so if i can get that in the full order my name is alex simmons um simmons and company you can call the name of my company i'm a freelancer about though the organization or the program that i have is called now is the time to write the crime and i'm a writing coach okay just say i'm a writing coach i'm a writing coach okay okay good you're a writing curse that's excellent okay good so cause i know a couple of writing coaches so this is okay this is easy so okay so with whom do you work who is your target audience my target audience is either uh new or struggling young writers who are having trouble writing their script or their novels they're stuck okay so you're that you're dealing with individuals who are let's just say junior in their fields okay and right they're junior people in their fields and they're writers of novels and screenplays is that correct okay and their writers of novels are screenplays okay and what's the problem that they have they either don't know how to fulfill or or work out a plot or they don't know how to write from the beginning to the end of their story they get stuck they don't know how to work out character development and several other things i'm just trying to pare it down well i would say that they uh they don't have the they don't have the skills that they need to write okay right okay and why is that because they're new they're new at it they haven't had enough experience practice or guidance so the reason they have this problem of not having the skills is they've not had a mentor to show them the way i love it right okay yep okay because the word mentor is a hot word particularly well for both the mentee and the mentor for both like i have a number of of mentees many and it's a hot word because it really brings people in they don't have a mentor so how does this leave them feeling frustrated angry and sometimes very depressed i would say depressed i kind of tend to avoid depressed because it's a little too much of a debbie downer so it's true they're probably are depressed but let's just say that they're frustrated and and maybe you could say anxious or frustrated and i mean they're just frustrated and anxious about the future yep and so what do you do what's your solution what is the alex solution the alex solution i like that um i teach them seven to ten techniques or steps that guide them through the blockage so they can complete their product their project i like it that's good wow i mean that doesn't need to be modified that's good great the upfront portion has to be modified a lot but your solution is it's crystal clear perfect great just just restructure the upfront portion i will definitely do that thank you you're quite welcome all right so by the way if any of you are interested in contacting me uh as i say please feel free to do so maximum let you know all that information uh he's gonna send you the presentation which includes my contact information and i work with people who really do want to move their business forward and responsible for growth in the way that i just mentioned and what i've just demonstrated today is sort of the beginning of and after as i mentioned after you get the the first portion set up then you talk about your solutions what makes you special and different are your credentials why should people should choose you and the transformation that you bring all those things will follow this if you're interested in contacting me further

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Length: 43min 13sec (2593 seconds)

Published: Thu Jan 14 2021