Michael W May

Personality Marketing: Targeting, Creativity and Performance Basics for Traditional, Owned, and Social Media Plus Video Sites and Personal Co Michael W May

Publisher Marketing: Anyone can be a content publisher or broadcaster using owned media including websites, plus social and video sharing sites or traditional media. Personality Marketing covers communication strategies for all contacts that are designed to entertain, teach or persuade others. This includes advertising, content marketing, presentations, product demonstrations, and personal selling. The book is for managers, customer service personnel and salespeople, and for any other staff members who might want some fundamental communication, marketing or performance training. It's also a good foundational text and reference on the basics of copywriting, performing and promoting for broadcasters, webcasters, agencies and other content creators. The book begins with the elements of the marketing mix from conception to consumption. It explores how targeted creative communication can help in competition against those with larger budgets by planning and then transferring the right ideas, images and feelings to targeted individuals. Personality in the marketing cycle includes defining the company's products, knowing the target audience and customers, and training personnel. To get prospects to know, trust and like what a company has to offer, the firm must first get to know the prospects and their needs. Once the company defines who it is, what it has, who it's trying to reach and why, it can more effectively build marketing plans on a tight budget. Good promotion engages others by grabbing and holding attention, teaching a message, and persuading them to take action. This book explores general human motivations plus specific reasons why people make decisions. It covers product awareness, branding, imaging, positioning, differentiation, and calls-to-action. It outlines creative techniques for effective copywriting and scripting, including the use of visualization, wit and humor. It addresses the use of traditional media, the web, and mobile devices as promotional vehicles. It covers the principles of good video and audio for content marketing, training, and advertising in both traditional and new media. It concludes by outlining vocal techniques, the subtext, and characterization methods for performing as personalities and marketers, and for training personnel to project the right qualities in all of their contacts.