Category Archives: HelloSeoCopywriting

8 Lessons Learnt from Disney’s Sales Manual

Picture If there’s one brand that knows how to sell, it’s Disney. Spanning the decades and transcending generations, Disney continually creates new, compelling reasons for their wide-reaching audience to buy back into the brand. From theme parks to animations, Disney magic is alive and well. So what can we learn from the masters themselves?

We’ve examined Disney’s Sales Manual – a guide for travel agents selling holidays to Disneyland Paris – and extracted 8 important sales lessons for your business. Enjoy!

1. Offer a clear hook to your audience 

The Disney Sales Manual leads with a series of bullet-pointed facts and figures, giving an immediate insight into the Disneyland offering. The opening sentence, “this guide has been created to help you provide your customers with the best possible advice,” says it all. Its clear, relevant and helpful information is vital to the sales process.

For Disney, that means providing an immediate snapshot of the Disneyland experience, including specific statistics (“the leading tourist destination in Europe with 14.9 million visits in 2013”), and aspirational statements (“365 days of magic, every year”). And, while Disneyland operates in a very specific niche, businesses across all industries can learn from this fact-driven, easy-to-digest introduction.

When selling a product or service, give your customers an instant understanding of what you are offering, including features and benefits. After all, why should your audience pay any attention to your business without this initial pivotal information? Giving customers a reason to discover more via ‘top of the funnel’ content doesn’t have to be laborious. In fact, 74% of top-performing companies use automated lead nurturing tools before launching into the full sales pitch.

2. Give customers the freedom to personalise their purchase 

As customers, we like to feel an element of control when making a purchase. For Disney that means giving visitors the freedom to select their length of stay, their hotel and a number of add-ons and upgrades.

Salespeople from any industry can learn from this tactic. By offering your customers a set of clear, limited options for personalisation – whether it’s graded services (like Spotify’s ad-free option) or bolt-on extras (like Disney’s meal plans) – customers are empowered to tailor their purchase according to their needs and values.

For many businesses, these personalised options not only boost sales but allow staff to build rapport with customers, inciting brand loyalty in the process. In the case of Disney travel agents, they can chat with customers over the phone or in person, getting to know their specific needs and helping to create an experience entirely suited to them. 

In a survey of more than 1,100 digital and ecommerce professionals by Econsultancy and Monetate94% of people stated that personalisation ‘is critical to current and future success.’ Impressively, businesses that offered a personalised online experience with the ability to quantify any improvement in sales, experienced a 19% increase in sales on average. Here are the main reasons why those interviewed are offering a personalised website experience:

​Did Instagram Stories Just MURDER Snapchat?

Picture Earlier this month, Instagram launched a brand new feature. A feature so unique, so groundbreaking and so unbelievably original that tech-lovers the world over were thrown into a frenzied state of appreciation. Oh, wait. That’s definitely not what happened.

It’s like yours, but different

The innovative feature in question, Instagram Stories, lets users take and post videos and photos that magically vanish after 24 hours. Here’s how they announced it to the world. 

Have we met before?

Sound familiar? Within seconds of the launch, thousands of people took to their smartphones to point out the alarming similarities with another well-known company’s feature. The company in question? Snapchat. The feature? Snapchat Stories.

Instagram trying to be Snapchat □□

— V (@vvaishnaviii) 4 August 2016

The biggest court case of the century: Snapchat v. Instagram

— Coleman (@ColemanHayes_) 3 August 2016

How I feel about this ig story thing https://t.co/DrIpcevas8

— ✨Cirez V✨ (@PielCanelaVF) 5 August 2016

Instagram MURDERS Snapchat

Not sure what all of the fuss is about? American filmmaker and vlogger Casey Neistat highlighted the similarities perfectly in a recent vlog on YouTube.

All’s fair in love and Silicon Valley?

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​Did Instagram Stories Just MURDER Snapchat?

Picture Earlier this month, Instagram launched a brand new feature. A feature so unique, so groundbreaking and so unbelievably original that tech-lovers the world over were thrown into a frenzied state of appreciation. Oh, wait. That’s definitely not what happened.

It’s like yours, but different

The innovative feature in question, Instagram Stories, lets users take and post videos and photos that magically vanish after 24 hours. Here’s how they announced it to the world. 

Have we met before?

Sound familiar? Within seconds of the launch, thousands of people took to their smartphones to point out the alarming similarities with another well-known company’s feature. The company in question? Snapchat. The feature? Snapchat Stories.

Instagram trying to be Snapchat □□

— V (@vvaishnaviii) 4 August 2016

The biggest court case of the century: Snapchat v. Instagram

— Coleman (@ColemanHayes_) 3 August 2016

How I feel about this ig story thing https://t.co/DrIpcevas8

— ✨Cirez V✨ (@PielCanelaVF) 5 August 2016

Instagram MURDERS Snapchat

Not sure what all of the fuss is about? American filmmaker and vlogger Casey Neistat highlighted the similarities perfectly in a recent vlog on YouTube.

All’s fair in love and Silicon Valley?

​So the question on everyone’s lips is this: was it legal for Instagram to copy Snapchat, or was it a dirty move by Facebook’s CEO, Mark Zuckerberg? Surprisingly, it was – technically at least – a perfectly legal move. Instagram’s CEO Kevin Systrom has certainly not hidden the fact that Instagram Stories owes a lot to Snapchat. In an interview with TechCrunch Systrom was open about who deserved the credit. “When you are an innovator, that’s awesome. Just like Instagram deserves all the credit for bringing filters to the forefront. This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it… Don’t you think that Snapchat’s done a really awesome job? And Facebook’s done a great job. And Instagram’s done a great job. I think all of these companies have done a great job. Some people invent stuff. We’ve invented things.​Gmail was not the first email client. Google Maps was certainly not the first map. The iPhone was definitely not the first phone. The question is what do you do with that format? What do you do with that idea? Do you build on it? Do you add new things? Are you trying to bring it in a new direction?”

Snapchat or Instagram? You decide

​Have you tried Instagram Stories yet? How does it compare to Snapchat? Let us know what you think! If you’re looking for more blogs like this, take a gander at: How to Write Superhuman Call-to-Actions That Work Wonders Evergreen Content Isn’t Just for Christmas  The GoT Guide to Writing Slogans​

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​What Is Wishpond & Do You Need It?

Wishpond
If you work in the marketing industry, you may have heard of Wishpond – the tool, the myth, the saviour. Well, let it be a myth no more as we delve into the wonder that is Wishpond!

Its popularity has catapulted over time and many business marketers seem to be raving about it. So, to address the main question being asked – what is it? Well, the short answer is that Wishpond is a marketing suite for retailers and brands alike, with 40+ analytics, sales and payment and collaboration apps.

Still frowning? Although this is a great dictionary definition, we know what most of you will be thinking…

But what actually is it?

So, here’s the long version – Wishpond is an all-in-one suite that includes over a dozen apps for marketing, including photo competitions, showcasing Pinterest boards and social commerce (and adding them to e-commerce websites).
 
It basically helps you out with everything that takes time, effort and serious concentration when – let’s face it – you have more important things to be doing. And it makes them super simple with no drains on your time. Sounds pretty great already, doesn’t it?
 
Their apps can be used on Facebook, through email or on websites – both standard and mobile.
 
Wishpond very much advertises itself as empowering to retailers and brands, aiming to attract customers and engage with them, eventually growing the amount across all channels. And, yes, of course they would say that but – actually – the reviews seem to agree.

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