Charl Coetzee of JBay Studios has got mad skills in marketing. He’s built some successful companies and worked with seven to nine-figure businesses. This gives him a solid grasp of marketing essentials, some of which he shares today.
In their chat, Charl and James break down the crucial three elements of a marketing campaign.
Our experts discuss how planning a marketing campaign ideally starts.
They go into the roles of sales page copywriting and sales page design.
And they look at the ways a tool like Kleq can aid in developing a marketing campaign.
Table of contents
a. Does it work across different devices?
b. The value of a brand style guideline
c. Capturing the essence of your brand
The considerations of a campaign
If you think about anything worth doing in life, says Charl, there’s always a campaign that drives it.
A campaign is, simply put, a methodology to promote something. Some people might equate it with a funnel – a page, a few buttons, and a few images and pics, which will make you a millionaire.
Of course, it’s not that simple. And Charl is here to discuss some of the nuances within a campaign that will inform what you do.
That is, assuming you already have an offer. And an offer, Charl says, is really just the problem you are solving for the market – once you have that in place, you can look at the campaign elements you need to articulate it.
The ideal offer should have three equal legs: the entrepreneur’s understanding of what they have to give, the customer’s understanding of their problems, pains, and fears, and the offer that connects those things together. Think of a Venn diagram with a circle – the offer – overlapping your circle and that of your customer.
Now, these days, it’s not enough to be solving a real problem, to be customer-focused and leading with value as Jay Abraham recommends. With so much media and so many things for people to do, how are we going to cut through the noise and actually get them to pay attention?
This is where a campaign comes in, and looking at how you structure Charl’s three elements.
1: Copywriting – articulating your message
The first element is copy, or copywriting. Really, says Charl, it’s just your messaging – what do you say, and how do you say it?
This is where you position yourself per the Venn diagram: who you are, who you’re talking to, and what your offer is that adds value.
Many people think of copy as a sales page or a webinar, that aims to sell something, and it is that. But even before that is the awareness phase where you have to tell people why they should even pay attention to you and your message, number one.
Then number two, list-building, why should they give you their email address and allow you to continue the conversation?
Third step: why should they buy from you?
And fourth, why should they actually use what they bought from you to get a result?
Now, copy is an essential part of branding, which helps businesses stand out from competitors and develop an identity that customers recognize.
And the verbal elements of branding require consistency and personality to resonate with customers. James, for instance, is known for owning the racecourse, for effective hourly rate, for working less and making more, and for surfing and talking about the life you leave on the table – all this attracts a certain kind of audience to his brand.
2: Design – your visual communication
At some point the verbal voice goes into a visual one, and this is where element number two, design, comes in.
There are facts-and-figures type of people, and there are visual people. You need to communicate with both, and it’s not either-or but an overlap of mediums.
On an opt-in page, for instance, it is important to clearly communicate your offer and why someone should give their email address, while also using branding and design elements to deliver a consistent experience throughout.
When creating a sales page, it is important to consider how the design will support the copy and visually show what the customer will get.
Design can include nonverbal cues such as the setup of a room or the placement of objects in a space, and you need to be strategic and authentic in designing these elements to effectively communicate your brand’s message.
With the right approach to design, brands can stand out rather than blend in with others who use generic templates.
Does it work across different devices?
And design today must work across different devices – a mobile phone, an iPad, different computer screens. Take into mind your copy cosmetics, how it will look when consumed via different formats.
That’s what Charl loves about Kleq. You can choose what to show on different devices, while maintaining an attractive and consistent brand experience.
James uses the app version, and thinks it’s amazing. It allows him to run most of his business from his phone, and he likes how it can display a button on mobile but not on desktop.
The value of a brand style guideline
Something smaller businesses might not be familiar with is the brand design guideline. James recalls from his time with Mercedes-Benz how meticulous they were about font and colors, contrast and spacing, down to the millimeter – there were penalties for non-compliance.
Brand guidelines for companies like Apple and Coca-Cola build trust and familiarity and give a business its own style.
Businesses like Charl’s can actually create brand guidelines for clients who don’t have them. It’s an identity, says Charl, because if you know who you are, and who you serve, and what you do for them, that clarity and that identity supercharges you – you know what you’re going to look like, and what you’re going to do; it frees you up.
Capturing the essence of your brand
One of the ways Charl believes you can stand out from all the current AI and all the noise, is in the way you articulate your essence and your identity.
He suggests using exercises, such as completing a sentence like “I think the world would be a better place if…” to define the brand’s identity and values. He also proposes documenting this essence in its raw form, including what “pisses you off” and what “breaks your heart,” to create a consistent and authentic message across the entire business.
This messaging can be used to filter content for on-brand messaging and differentiate the brand from others.
3: Technology – sequencing it all together
Once you’ve got your messaging down and have identified the look and feel of your brand, it’s time to harness the power of the digital world. How do you use technology to sequence it all together?
Charl and James have mentioned, for instance, Kleq, which is an amazing tool. Using Kleq, you can deliver lead magnets, create welcome sequences, capture zero party data, and tag customers.
On the platform, you can use data points to trigger different messaging and offers based on customer behavior, such as attending a webinar, seeing an offer, or buying a product.
Charl emphasizes the need for responsible entrepreneurship, using technology to provide customers with a transformation rather than just a dopamine rush. Tools like Kleq offer features to ensure people actually use your product after buying it.
Two versions of Kleq usage
Kleq, for those new to to the name, is an all-in-one platform for memberships, business websites, courses and marketing. Charl is one of the very first users and, James thinks, probably has the deepest knowledge of it outside of the official company itself.
James uses Kleq himself for his own business. The way he sees it, there are two ways of using it: version one allows users to build a campaign by simply clicking a button and filling in the necessary information; version two is for people who want to customize their brand and website design.
Charl recommends that users start with the basics of building a list and making offers, where they don’t need to spend thousands of dollars for a simple funnel or offer page. Once they are making money, they might invest in a pro like Charl to customize their brand and website design further.
Charl also advises users to be careful when working with agencies and to make sure they deliver what they promise.
James recalls Episode 993, which talked about building a business by focusing on awareness, consideration, conversion, and retention. Charl emphasizes again the importance of these elements.
What not to do with your software program
How long has Charl worked with Kleq, James wants to know?
About 10 years, says Charl.
James describes a call he saw, by a software founder who abandoned old software programs to work on new ones, leaving customers with buggy software and affiliates with delayed payments.
The point James wants to make is that Kleq and its previous incarnations have been around for over a decade. It is industry-proven and tested.
James backs the program, and his partnership with its founder is strong. And they have full-time developers making it excellent.
It is the only product its founder works on – he is that passionate about it. And it does practically everything you could need in a business platform except email, where it does integrate with nearly all popular email systems.
Would you like help from Charl?
James has had Charl’s customers on the show – a midwife, a gypsy jazz musician, the B2B Leadership guy, Nils. As Charl says, if you always tell the truth, you don’t have to remember what you said – if you get people results, they will talk about it.
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