Scaling relevance - Brennan Dunn.pdf

1. @brennandunn
Scaling Relevance:
To Infinity And Beyond
A practical guide to sending the right
message, to the right person, at
exactly the right time.
1

2. @brennandunn
In 2017, I
abandoned my
high six figure/yr,
one-person training
business
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3. @brennandunn
RightMessage
3
Double Your Freelancing

4. @brennandunn
I had an incredible partner
who took over the business for me
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MY SECRET WEAPON:

5. Basically worked non-stop
Had no life (never asked for a holiday)
Did all the queuing and scheduling of
campaigns
Coordinated sales promotions
Handled market research and customer
interviews
Proactively followed up with non-buyers
–and often closed them!
Salary: $369/mo!
✅
✅
✅
✅
✅
✅
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6. @brennandunn
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My email marketing platform
THE PARTNER?

7. @brennandunn
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“What do sales teams do,
and marketing teams don’t?”

8. @brennandunn
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9. @brennandunn
9
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Static

10. @brennandunn
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Monologue

11. @brennandunn
11
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“Baseline”

12. @brennandunn
🙋
“I’m curious!”
💁
“How can I help?”
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13. @brennandunn
🤷
“This is what
I’m struggling with”
🤦
“I hear you! Here are
some ways you can solve
this problem”
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14. @brennandunn
❄
“But I have very
unique needs! I’m not
sure you can help…”
🏋
“Here’s how we’ve helped
others like you with these
exact same challenges.”
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15. @brennandunn
💁
“OK, what can you offer
me that will get me to
where I need to be?”
👩
👨
“I think this is exactly what
you need, and here’s why
I think that…”
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16. @brennandunn
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💁
“OK, what can you offer
me that will get me to
where I need to be?”
👩
👨
“I think this is exactly what
you need, and here’s why
I think that…”
Fluid

17. @brennandunn
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💁
“OK, what can you offer
me that will get me to
where I need to be?”
👩
👨
“I think this is exactly what
you need, and here’s why
I think that…”
Responsive

18. @brennandunn
18
💁
“OK, what can you offer
me that will get me to
where I need to be?”
👩
👨
“I think this is exactly what
you need, and here’s why
I think that…”
Relevant

19. @brennandunn
19

20. @brennandunn
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21. @brennandunn
In this talk, I’m going to show you how to go
from “one-size-fits-all” blanket messaging to
individually relevant campaigns.
✅ Profiles and segments based on
identity and need
✅ Facilitates ongoing market research
for you
✅ Develops trust, brand recognition,
and problem/product awareness
✅ Delivers personalised pitches for
your products or services
✅ Uncovers and responds to purchase
objections
✅ Assists your sales team by “creating
customers”
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22. @brennandunn
(Basically, how to create an
incredible salesperson who doesn’t
care if they’re juggling 1 or 1,000
deals concurrently.)
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23. @brennandunn
(…and doesn’t take a commission.)
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24. @brennandunn
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Why email?
• Relational – 1:1
• Lifecycle – individual timelines
• Permanent – read or delete
• Universal – everyone has it
• Decentralised – portable
• Flexible – personalisation built-in

25. @brennandunn
5 Strategies to increase
holistic relevance
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26. @brennandunn
Create Research Flywheels
1.
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27. @brennandunn
1.
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28. @brennandunn
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1.

29. @brennandunn
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1.
The best copy is
curated, not created.
– Joanna Wiebe, Copyhackers

30. @brennandunn
Associate raw feedback (“voice of
customer”) with segment data.
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1.

31. @brennandunn
2.
Turn actions into segmentation
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32. @brennandunn
“57% are okay with providing personal
information on a website as long as it’s
for their bene
fi
t and being used in
responsible ways.” –HubSpot
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2.

33. @brennandunn
Use your email
platform / CRM as your
“single source of truth”
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2.

34. @brennandunn
Purchases
Surveys/NPS
Email Activity
Website Activity
Communication
Ad Behaviour
In-App
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2.

35. @brennandunn
35
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3.

36. @brennandunn
Combine V.O.C. with segment data
Not yet "all-in"
✅ Marketer
Not sure they're
"good enough"
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3.

37. @brennandunn
Make your emails actionable
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3.

38. @brennandunn
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3.

39. @brennandunn
Given what I know about
you, how do I prepare
you to become my next
customer?
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3.

40. @brennandunn
Their offer.
Not your offer.
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3.

41. @brennandunn
❌
My problem is
$PROBLEM
✅
If $PROBLEM
went away, I
would experience
$OUTCOME
👑
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4.

42. @brennandunn
Where are they in
the product?
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4.

43. @brennandunn
Offer = Alignment
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4.

44. @brennandunn
Don’t be afraid to use
urgency
Discount
Bundle
Limited Time
Extended Trial
Concierge
Strategy Call
Higher Tier
Quarterly Review
Swag
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4.

45. @brennandunn
Segment non-buyers
Price
Time-strapped
Dubious ROI
Missed Deadline
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5.

46. @brennandunn
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5.
• 22% missed the deadline
• 21% say they don’t have time
• 48% (!!!) think it’s too expensive
• 6% don’t trust Spreadsheeto
• 3% don’t want to get better
Spreadsheeto added 10%+ to
email-derived sales

47. @brennandunn
Segmentation is ongoing.
Present messaging looks
to the past.
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48. @brennandunn
Personalisation reacts
to segmentation.
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49. @brennandunn
“You are unique. I respect
your time. I want to give
you what you need – and
nothing more.”
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50. @brennandunn
In summary:
✅ Create systems that uncover
segmentation opportunities + Voice
of Customer language
✅ Go beyond first names and email
addresses, and find out the WHO’s
and WHY’s of your audience
✅ Deliver bespoke experiences that
react to segmentation data
✅ Dial in on someone’s specific
problem, and pitch your product as
the best way to solve said problem
✅ Uncover sales objections that you
can use to individually re-pitch and
re-evaluate your messaging
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