Marketers Marketing Their Marketing Mastery at the World’s Biggest Marketing Conference Get Schooled On Making Their Marketing Messages More Marketable

We’re excited to attend this year’s Traffic & Conversion Summit! For some on the Griffin Hill team, it will be their first time at this conference.

As we looked through the list of all the breakthrough sessions to decide which ones we want to attend, we noticed that some session titles are more enticing than others. We couldn’t help but recognize what was compelling about them, and what could be done to make them more powerful.

Because there are so many breakout sessions, we’ve split this post into a 3-part series, one for each day of the conference. But before we get into it, here are some notes on our judging criteria.

Our Judging Criteria & Qualifications

  • Scope – We are evaluating strictly the words and the message in the session title. Of course there are other things that go into deciding which session we’ll each attend, such as the needs of our unique business, how popular a speaker is, our mood, etc. Thus, as we compare the sessions, it’s from the view of “all other things being equal,” ie. which headline does the job better all on its own?
  • Proof/Results – You’ll soon see our bias for believable evidence that supports a claim. We all intuitively know the power of real customer testimonials. The research just confirms this. Griffin Hill’s Sales & Marketing System is built on the science of human performance and psychology, and in that system we call them proofs. These are perhaps the most compelling of all messages. Instead of (or in addition to) telling them what they’ll get, tell ’em what you (or others) got. This attribute is definitely weighted heavy in our evaluations. As an example of what we mean by proofs, you can go here to check out some good ones.
  • DigitalMarketer – They have some great swipe files of headlines and email subject lines that have proven effective. These are in our head.
  • Human – Everyone gets to describe their reaction to everything that is put in front of us. Inasmuch as we are buyers/users/audience/prospects, our very response to the ad/commercial/breakout session title reveals how effective the message is. Every person gets their “opinion.” Even more so, every person attending the T&C Summit 2020 will necessarily be judging which breakout sessions are most alluring, in the very act of deciding which they plan to attend. Which is why you should cast your vote on which session titles you think are the best for each breakout slot at our facebook polls (facebook.com/griffinhillconsulting). And if you haven’t already grabbed your free interactive Breakouts PDF, it lets you see all breakout titles at once.
  • Brilliance – Hey, we’re pros. This is what we do. With a drop of natural talent and lots of experience, writing marketing copy for our clients is our thing. We’re humble too.

Here’s the kind of checklist that is in our brains:

AttributesPower Words
Succinct
Specific
Fear of loss
Results
Front-loaded
Gain/greed
Emotion
List / # of things
Mistake
Easy
Weird
Secret
How / How to
Fastest
Free
Proven

Day 1 (Tues, March 31)

10:15 – Day 1

Cast YOUR Vote

Which breakout title do you think is most enticing?
Vote now before you see our assessments and scoring.

5 Easy Strategies to Reduce CAC, Boost Retention + Skyrocket Referrals

What’s Good

Using the ol’ tried-n-true list. Saying there’s a number of things (in this case 5) has power on our psyche. Curiosity is created: what are those five things?

Is fairly specific on what we’ll get (CAC, retention, referrals), plus is dealing in outcomes of things we want, meaning it is results-oriented and offers benefits.

Moreover, it includes some decent power words:

  • strategy
  • easy
  • skyrocket

Finally, this title is concise, short, and does what so many breakout sessions fail to do: front load by getting right to the point with the very first words.

What Could Be Improved

While fairly enticing, this title is lacking:

  • specific results
  • emotional hook or touchpoint
  • what most session titles do not have: proof, a la case study…here’s what we were able to achieve, here’s the results we got

Enticement Score: 7

(out of 10)

Time-slot Ranking: 2

(against the other breakout sessions it is competing against; 1 is first place)

A More Compelling Title

5 Easy Strategies that Reduced Our CAC to 1%, Boosted Retention by 30% & Skyrocketed Referrals by 400%

Alternately, to tighten it up…

5 Easy Ways We Squashed CAC to 1%, Boosted Retention by 30% & Skyrocketed Referrals by 400%

And to give confidence to prospects that these “easy strategies” will work for them too, that the results were not just luck or one time only, you could always add words like proven and repeatable, or reference multiple clients it worked for:

5 Easy, Proven Strategies that Reduced CAC to 1%, Boosted Retention by 30% & Skyrocketed Referrals by 400% for Dozens of Clients

Alternately, throwing in an even stronger descriptor:

5 Secret Strategies that…

How I Spent Over $60M with Influencers

What’s Good

Using case study/proof. Using “how to.” Being specific in amount. Using dollar numbers. Using large dollar amounts.

This title might win the award for brevity. Pretty much impossible that any words or message gets hidden behind the ellipses cutoff.

What Could Be Improved

At first blush, this title gets the juices flowing in anticipation of what initially seems to be an amazing proof. But then let down occurs as you see that this gigantic number of 60 million is dollars spent–NOT revenue, NOT profit, NOT earnings.

Remember, we want benefit. Specifically, what’s the benefit to me. Spend is not the goal. Spend is not the result I care about. We care more about earnings/revenue than we do spend. Even better, what are we left with after revenue minus spend? What’s the profit? What’s the ROI?

You can argue that no one would spend $60 million if it wasn’t profitable, therefore the assumption is built in. But if there was profit, why not share it? Maybe you’re trying to share lessons learned from spending that much.

Plus you’re tying the “how to” to spending, which is not really answering the big question we’d have for someone bragging about spending $60 million. Anyone can spend a boatload of money. How you spent it is not so intriguing as why. Why did you spend $60 million on influencers? Or better yet, how much did you make by spending sixty mil?

Also missing are any benefits to the approach, or how easy it was, or automated, etc.

Enticement Score: 5

(out of 10)

Time-slot Ranking: 3

(1 is first place)

A More Compelling Title

How I Profited $2 Million From Influencers While Spending 8 Hours a Week

Alternately, depending on focus…

Spending $60M on Influencers Taught Me the Secret Method to 20% ROI

Email Marketing Trends to Capitalize on in 2020

What’s Good

What’s trending. What’s working now. Forecasting/future look.

Capitalize is kind of a power word. We all want to be able to capitalize on opportunities.

Maybe this one wins the title for brevity. It’s concise, with no excess.

What Could Be Improved

We’re barely into this long post (item 3 of like 50), and you can probably guess what we’re going to suggest.

What kinds of results can we expect? How will I benefit in 2020 if I capitalize on these trends?

How easy is it to capitalize on these trends?

Even though it’s already super short, saying “marketing” is probably not even necessary. If you’re talking email at a marketing conference, we’ll assume you’re talking email marketing. Dropping that long word could free up space for something more enticing.

Enticement Score: 4

Time-slot Ranking: 4

A More Compelling Title

4 Underground Email Trends That’ll 2x Your Revenue in 2020

Alternately…

How We Boosted Profits 23% Using 4 Secret Email Trends

The 5 Launch Hacks We Discovered that Increased Sales 234% Without Spending More in Ads

What’s Good

Using number/list. Hacks is a power word–we all like shortcuts. Discovered is a power word.

Great specific proof on a desired benefit in “increased sales 234%.” See, this is how you do it. Here’s these great results we got, and we’ll reveal how we got them.

But they don’t stop there. They include what almost no other speaker does in their title: a means benefit or bonus benefit. “Without spending more in ads” makes it even more compelling. It’s the ol’ without clause that we find in DigitalMarketer’s headline and email swipe files.

What Could Be Improved

Given that the small area allotted on the agenda page only shows about 9 words, space is at a premium. Think billboard. Therefore toss any word that is not absolutely essential. In this case, the word is “the” at the very beginning. It’s perfectly fine (and better even) to start with “5 Launch Hacks…”

While discovered is a good word, it is a bit long. Given space is at a premium, there might be a better use if you give up the long word.

I’m not sure about the need for “launch.” In the description, she talks about funnels, like it’s ongoing. Maybe this should be “5 Funnel Hacks…”? So, one, I’m not convinced this is only for launches. And two, even if it is, I’m not sure that launch is the best word to use there.

Enticement Score: 8.5

I’m tempted to make it a 9, but I think the few subtle weaknesses keep it from getting quite there.

Time-slot Ranking: 1

A More Compelling Title

Discovered Hacks that Surged Sales 234% Without Additional Ad Spend

Alternately…

Secret Hacks We Used to Boost Sales 234% w/o More Ad Spend

Or…

How to Grow Sales 234% via Easy Funnel Tweaks No One Is Doing

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