Zephyr Marketing

Zephyr Marketing Helping results-hungry marketers plan campaigns, develop innovative sales strategies, and deliver outstanding results with direct-response copywriting.

Events Conversion Campaigns | Seasonal Promos | Sales & Launch Sequences

A marmalade sandwich would be rubbish without marmalade. Even more so if you were going for a premium sandwich. Say you’...
09/10/2024

A marmalade sandwich would be rubbish without marmalade.

Even more so if you were going for a premium sandwich.

Say you’ve bought the crustiest, freshest farmhouse bread and the creamiest West Country churned butter.

Nice as they are, those are the (albeit tasty) premium delivery mechanisms for the marmalade.

So you wouldn’t stop there. You’d want to get some good marmalade, made with fresh fruit, simmered just long enough to make the peel soft, gently boiled to a set with sugar…… (yeah, OK Nigella).

If you’ve spent a fortune on tech, and your team are plotting out detailed customer journeys, but you’re just throwing in random messages without taking into account your client’s frame of mind when they receive these messages…..

Well, you may as well have gone to Tesco, bought the value bread and butter. And skipped the marmalade altogether.

This highly contrived analogy was brought to you by me, aka The Secret Sauce (or marmalade) for events marketing.

Get in touch if you'd like to talk marmalade and messaging.

Well, this is a pretty fabulous way to finish the week. Andrew is a seasoned events industry specialist with 30+ years o...
22/03/2024

Well, this is a pretty fabulous way to finish the week. Andrew is a seasoned events industry specialist with 30+ years of experience to his name.

So to receive these kind words from him today was an absolute delight. Happy Friday folks!

20/03/2024

Realised we're coming up on the Covid anniversary. Here's a random question. What companies did you get irrationally annoyed by?

15/03/2024

65% conversion on a brand-new event with only six weeks of consistent attendee-focused retention marketing activity?

Don’t mind if I do.

Happy Friday 🎉

"Top-notch marketing" and "bloody great stuff". Anecdotal feedback I received last night after day 1 of an event I've be...
14/03/2024

"Top-notch marketing" and "bloody great stuff". Anecdotal feedback I received last night after day 1 of an event I've been writing copy for.

What spurred this outpouring of emotion? My emails. More specifically the "retention sequence". These were the emails that were sent AFTER an attendee signed up, and before they SHOWED up.

They're in place to ensure you can put your hand on your heart at the next board meeting and say that people are going to be there. That your exhibitors and sponsors will be delighted and will book again. That you're going to hit target.

They're there to ensure your event is buzzing with people to enjoy all the epic stuff you planned.

No, it's not a monthly newsletter or an email that you ping out every time you sign a new partner. It's a strategically planned campaign to ensure you get the footfall that you're projecting.

Want to talk about email marketing for your event? Drop me a message.

Yesterday was a good day. Buddy got down to his target weight.The hubby asked if we could "stop starving him now". To wh...
14/03/2024

Yesterday was a good day. Buddy got down to his target weight.

The hubby asked if we could "stop starving him now". To which I was able to reply, "Well yes, he's allowed an extra 5gm of dry food a day now".

No, I'm not that mean. He might have got a few teeny bits of left-over sausages...

I am still surprised when people email me special offers for something I know nothing about. They’ll often then stick a ...
13/03/2024

I am still surprised when people email me special offers for something I know nothing about.

They’ll often then stick a deadline on it (presumably trying to play the scarcity / time-limited card).

But here’s the thing. I often don’t know them well enough to buy.

I certainly don’t know anything about the thing they’re selling or offering (remember even if your thing is “free” there is still a cost to me to consume or receive it).

At the very least, warm me up. Drop hints about it everywhere you post, explain what’s coming. Get me intrigued.

Do the same via your email, tell me little stories. Give me a peek under the hood.

Then when you hit me with the offer, I’ll be ready to find out more. I’ll be far more likely to buy.

Who'd like their event to be the subject of one of my masterly flow charts?You know you do.OK, truth be told, this wasn'...
26/02/2024

Who'd like their event to be the subject of one of my masterly flow charts?

You know you do.

OK, truth be told, this wasn't the actual plan for my client's event retention email sequence.

But it is what happened when last week I realised they didn't have an always up-to-date registration CMS. So, they'd been manually generating new lists every week to capture registrations. They'd then been dropping new subscribers at the top of the sequence, which was:

🙀 Generating more work for an already stressed-out event marketing team
⌛ Going to mess up the number of emails each week we were sending to new sign-ups - they were going to have loads in a short space of time
📅 In danger of delivering emails with date-specific content on random days
🤯 Going to be a bloomin' nightmare to re-align in time for the event.

And a whole host of other problems I won't go into here.

It was time for me to put on some jazz 🎶 , get out the green pen, and figure out how to get everything back on track.

With a little bit of lateral thinking, I was able to send back a (proper) new flow chart and plan to get all the registrations into a single sequence.

When you hire me to work on a project, I am never just writing your content. I'm jumping in to help your team, I'm checking for problems before they happen. I'm monitoring what's going on and adjusting accordingly.

Good copywriting isn’t art it’s a science.It needs data first. A good copywriter should have a lot of questions for you ...
24/02/2024

Good copywriting isn’t art it’s a science.

It needs data first. A good copywriter should have a lot of questions for you before they start. Take a leaf from their parchment before you write your stuff.

❓Who exactly is your ideal client? We aren’t looking at a broad demographic, but the ideal person to sign up for or buy your thing.
✅What has worked before? Why did it work? Can you prove it? What specifically was successful?
👍🏼What do your clients need to know to choose your event or your offer?
🕰️What are they doing now instead?
🦄Why should they choose you?
↪️What are they giving up or being asked to change?
☀️How is your event going to substantially make their lives better?

OK, there’s a bit of art, but the art, the creativity, it comes after the facts.

In the meantime, fountain pens appease the creative soul….

Are you still treating ChatGPT like the unpaid intern you send out for coffee ☕ ?Big mistake, I mean huge (thanks Julia ...
23/02/2024

Are you still treating ChatGPT like the unpaid intern you send out for coffee ☕ ?

Big mistake, I mean huge (thanks Julia Roberts....).

I saw something this morning that read along the lines of "I asked ChatGPT to write me a social post on this topic.....".

They'd included the "brief". Two sentences at most.

If the robot 🤖 was a person and had been given a brief so slim, the output would be pretty bad too.

Try thinking about AI writing tools differently. Treat them as if they were the new hire you're investing in. A £150k salary staff member.

What job are you asking them to do? What do they need to know about your business before they go and talk to customers? Give it a role.

And then give it a brief. Brainstorm. Come up with ideas together.

But don't ask it to just write for you. You're missing a much bigger trick.

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