In this podcast episode, Corey Maass and Michelle Frechette, co-hosts of a live marketing session, delve into the nuances of marketing a WordPress product. They explore the creation of customer personas, the differentiation between various customer types, and the importance of tailored marketing strategies. The discussion covers the challenges of targeting decision makers and users, the role of agencies, and the significance of language in marketing to diverse customers. They also emphasize the need for understanding the product’s benefits from each persona’s perspective and adjusting marketing efforts to effectively engage with each group.
Top Takeaways:
- Understanding Customer Personas: Corey and Michelle emphasize the importance of understanding and defining different customer personas based on their roles and decision-making processes.
- Tailoring Marketing Language: They discuss the need to tailor marketing language and messaging to resonate with each customer persona, highlighting their unique motivations and pain points.
- Identifying Benefits and Features: Corey suggests creating a matrix or spreadsheet to map out the benefits and features of the product across different customer personas, helping to identify areas of overlap and nuances specific to each persona.
- Speaking Each Persona’s Language: They stress the importance of speaking each persona’s language, focusing on what resonates with them and addressing their specific needs and concerns.
- Iterative Marketing Strategy: Corey and Michelle acknowledge the iterative nature of marketing strategy development, expressing their willingness to adapt and refine their approach based on feedback and new insights.
Mentioned In The Show:
Sponsor: WordPress.com
Build and manage professional sites with secure managed hosting on WordPress.com. Beautiful themes, built-in SEO, and payment tools, and access to over 50,000 plugins. Everything you need for your business, plus 24/7 support from WordPress experts.
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You can follow Post Status and our guests on Twitter:- Corey Maass
- Michelle Frechette (Director of Community Relations, Post Status)
- Olivia Bisset (Intern, Post Status)
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Transcript
Michelle Frechette (00:00:01) – And we’re live. Welcome everyone to watch us market a WordPress product live. I think that’s what we call it marketing in WordPress. I got it right. Yes. Session 12.
Corey Maass: And with this and with awesome swag.
Michelle Frechette: With awesome swag, you have got to show off your swag. And then I have something to show off to you.
Corey Maass (00:00:26) – Bourbon is not swag, but.
Michelle Frechette (00:00:29) – I may have some of that later myself. It just cracked open a water though, so I’m going to drink my water. While it’s still fizzy.
Corey Maass (00:00:36) – All right. So what have you got for me?
Michelle Frechette (00:00:38) – All right, so let me share a screen and hit play, cause this is fun. Ready? Here we go.
(MIchelle plays a song from computer)
Lyrics:
Bright Colors pop
Catch the eye
A good featured image can’t deny
It tells a story
Draws you near
Sets the Tone
Makes it clear
Corey Maass: WOW
Song continues: Capturing the essence
Like magic in a frame
A visual masterpiece
Michelle Frechette: It goes on for a minute and 45.
Song continues:
It’s not the same
With an image that speaks
It sets the stage
Grabbing attention
Turning a new page
Michelle Frechette: Then the beat drops.
Corey Maass: an image is worth a thousand words.
Song continues: A picture worth a thousand words they say
Gets the readers hooked
Makes them stay
It’s the first impression
A glimpse of what’s inside
Corey Maass: This is fantastic
Song continues: A preview of the journey
You’re about to ride
Michelle Frechette: You’re about to ride. It has a good beat
Corey Maass: This is so good
Michelle Frechette (00:02:08) – 30 seconds of instrumental.
Corey Maass (00:02:09) – This is the DJ, you know. Let’s let’s you mix it in and out. So.
Michelle Frechette (00:02:14) – I mean, I am not a DJ so.
Corey Maass (00:02:19) – That’s fantastic.
Michelle Frechette (00:02:21) – I didn’t actually listen to the very end, so I don’t know what’s coming. Maybe that’s it. That’s it.
Corey Maass (00:02:30) – I think that’s it. Just long fade out.
Michelle Frechette (00:02:32) – That’s it. Yeah.
Corey Maass (00:02:34) – That’s so good.
Michelle Frechette (00:02:35) – That was auto generated. All I said was write a song about how a good a featured image benefits a blog post, and that create was created. There’s another version that’s a little bit of a different music. Same. So, same words, different music, which I will share with you offline.
Michelle Frechette (00:02:56) – We don’t do this. Listen to all of them. But wasn’t that cool?
Corey Maass (00:03:00) – That’s so cool. That’s just a yeah. I realized today that like the main. Well yeah. The the main reason to run a, run a product company is so to do this kind of stuff like songs and should I, should I put it on?
Michelle Frechette (00:03:21) – I’m like, you should actually I should have had you put it on a dance in it.
Corey Maass: Probably.
Michelle Frechette: I should have. Okay. But let’s see it. I mean, I’ve seen it. It’s amazing. We have one person watching. Whoever you are, you gotta. You’re gonna love it.
Corey Maass (00:03:38) – I’m. Drumroll, please.
Michelle Frechette (00:03:45) – And. Ta da! That is, like, the best. It’s the best. I just like I wish they came in my size. I would totally rock that. Well, I mean, I don’t know how well I’d rock it, but I would wear it. Let me just say it.
Corey Maass (00:04:03) – That it is. It is the most absurd thing.
Corey Maass (00:04:05) – Like, I can’t stop giggling, which I think is like, why it works.
Michelle Frechette (00:04:10) – Oh yeah. Yeah. I love the collar. Everything about it. It’s just the colors they like. They spot on. Got the colors right to at least.
Corey Maass (00:04:20) – Yeah, yeah . The printing is gorgeous. I’m really impressed.
Michelle Frechette (00:04:24) – Is that fun? Oh my gosh.
Corey Maass (00:04:26) – Yeah. So and it’s like yeah. Fits well. Like I’m over the moon. You know you always you’re always skeptical because this kind of stuff is can be very hit or miss and dealing with a printing company that I hadn’t dealt with before. But that’s, that’s something special because, like. Yeah, for every product, we have t shirts like, that’s standard hats and things and so for Kanban, it’s like you go to a conference in your cold. And so I always you always need like a hoodie or.
Michelle Frechette (00:05:02) – Something, yeah.
Corey Maass (00:05:02) – But they’re very like hoodies to me are a little informal or like I want to be you know, I, I so years ago for Kanban, I actually had to order like a transfer and then order a separate track jacket and then get it printed and then so I’m searching, searching, searching and, and argued with a couple of different websites that like, wouldn’t let me do a nice layout and then stumbled across like print all over and I’m like, this is too good to be true, but I’ll I’ll take a chance.
Michelle Frechette (00:05:32) – And what did you just say? That hoodies were too. What? Informal?
Corey Maass (00:05:37) – Yeah.
Michelle Frechette (00:05:40) – Like the jacket you just put on was formal wear.
Corey Maass (00:05:44) – Right? Right. No. It’s like. It’s like the.
Michelle Frechette (00:05:48) – In that which I love.
Corey Maass (00:05:50) – I like, there was a time in my life where I wore a tie every day and and didn’t like, I didn’t work in an office, like I wore a tie for me, you know, like, and and was into a bit of fashion and, and I rode a scooter. I wore skinny ties. Yes. I was that guy for, for decades. And so I still have like, and there’s just sort of the sense of like going to a conference like, you know, t shirts are fine, like, if it’s nice stuff, but like hoodies become schlubby so quickly and, and it also doesn’t to me, it’s not like eye catchy, eye catching. Obviously I have no problem with hoodies. Like, most of the time you guys have seen, like when I’m on these calls, most of the time I’m wearing a hoodie.
Corey Maass (00:06:39) – But like, if I go to a conference and I’m representing myself as a business, like generally I want to do, you know, like a polo at least, or something a little, you know, a little nicer. and so this like, you know, I don’t know, it’s outrageous.
Michelle Frechette (00:06:54) – You will not blend. And I love that about it. Like, it is not it is not camouflage by any way, shape or form. It will be what I think is really like phenomenal about it is it will generate conversation.
Corey Maass: Well that’s it.
Michelle Frechette: Exactly right. Let’s do.
Corey Maass (00:07:11) – Yeah. I was talking to a buddy of mine who was rolling his eyes when I sent him the you know, this this screenshot of the designed version, you know, with just an AI model kind of thing. And. And he’s rolling his eyes, but I’m like, but, you know, literally people will laugh at point and laugh and go, what the hell is that outrageous thing? Or, you know, best case scenario, people are like, I want a selfie with this clown.
Corey Maass (00:07:41) – You know,
Michelle Frechette (00:07:43) – A new selfie challenge
Corey Maass: And we win.
Corey Maass (00:07:45) – And then it works, you know, because, like, if you’re if you’re a walking billboard. I was, on my Mastermind group, there’s a guy who’s, It’s it’s in some ways it’s good. Like he represents the, the fear or the apprehension that a lot of us have. And so he’s the like, I don’t, I don’t, I when I go to a conference, I don’t want to hand out business cards. I don’t want to talk to people about my product. I don’t want to wear a loud t shirt, you know, because he doesn’t he doesn’t want to offend anybody. He doesn’t want to come off as ostentatious or, douchey, you know, and. My brain just went. You shouldn’t say that word, but I don’t know of a better word. Like it’s the perfect word. So I’m sorry if I offend anybody. Like we swear once in a while. So I feel like it’s just kind of on that same, same par.
Michelle Frechette: Yeah.
Corey Maass (00:08:43) – A sleazy. There you go. That’s the better word. but anyway, the point is, like. And I get that, but I’ve. Yeah, but talking to him, I’m like, but like, there’s a, there’s a way, there’s a good way to do it in a bad way to do it. And like, you know, have fun with it. Because we finally convinced him, like, you need a shirt and he’s like, okay, it has the logos like this big. It’s like, no, like, if you’re gonna do it, do it, you know, and and I realized like, that’s more my personality type and but but even I it it took me a long time to be okay with that. I was like sales is gross and marketing is sleazy. And it’s like, okay, but if you’re not, as long as you’re not shoving it down people’s throats or being a really pushy sales person, you know there’s a way to do it.
Michelle Frechette (00:09:27) – Yeah, I agree.
Michelle Frechette (00:09:28) – I think there’s and I think the way to lean into it is really, as we’ve said time and again, is to have fun with it. Right? So even if you’re doing formal marketing, there should be some element of fun to it doesn’t have to be off the wall. It doesn’t have to be crazy. But like I always look at Coca Cola, like Coca Cola has been a powerhouse of marketing, right? Like they have topped the cola wars for years and years and years because they do something really well. And not only do they have a product that people like, but like, and I know some people say, well, I only like Coke, I don’t like Pepsi, I don’t like RC, whatever, right? I can’t taste the difference unless it’s a really low quality like store brand, whatever. So for a lot of us, if you can’t taste the difference, then what does it come down to? It comes down to that affinity. It comes down to having that feeling of I like this better because of XYZ and and XYZ is always how they connect with their customer, which is what marketing is, right? So yeah, whether it’s the logo on the can, whether it’s, you know, the 70s and they want to teach the world to sing.
Michelle Frechette (00:10:34) – Right. Because that was Coca Cola, and that like lean into the hippie thing and like I still have that song in my head. Sometimes I will wake up, like, ‘I like to teach the world to sing.’ Right? Because. And was it funny? No. But was it fun? Yes. There was an element of fun and belonging to it. And those and even the super elite, like the car commercials that come on television for cars that I could never in my wildest dreams imagined myself owning there. I’m not an audience, right? So. But the person who sees that car and can feel themselves sitting behind that wheel and knows what it feels like beneath your feet to have that engine hum. Those are the people that they’re they’re having that affinity with. So when you can take yourself out of the smarmy, sleazy kind of thoughts about it and put yourself into how can I have fun and how can I connect with my customers, then it’s a win win for sure.
Corey Maass (00:11:31) – Well, and I think I suspect this is why, like I remember in the early 2000, there was so much when when startups were first a thing and, and, and small solo founders was it became a thing which was always a thing.
Corey Maass (00:11:48) – Right. But people wouldn’t admit it. But anyway, I think that’s why, like marketing was. So the word marketing was so revolutionary at the time because all of us nerds who were building web apps were like, can’t do sales, won’t do sales. And and we’re insecure about it. And so then buried it in a bunch of like, well, sales is gross and or, you know, buried it in a bunch of judgment because we were scared to do it. But then marketing was like, well, if I write infinite blog posts and at that point, like inbound marketing was more of a thing or more, it was easier to do because there weren’t quite so many sharks in the water. But. I think it it there was a shift and then anyway now it’s like so we’re back to talking about like walking around a WordCamp as a billboard. Just own it. I mean, do it in your own way. Do it in your own style. To some people, it’s going to be about numbers and like not wearing a shirt, but talking to as many people as you can.
Corey Maass (00:12:45) – To some people, you you need to feel legit in order by buying a table and and tabling. Nothing wrong with that. You know, for me, I’m cheap and I have no problem being the center of attention. So I’m going to wear outrageous clothes. And there there are also that I did not buy them yet, but there are also pants that could.
Michelle Frechette (00:13:08) – I knew you were going to say that.
Corey Maass (00:13:12) – So I could totally just rock the tracksuit, rock the a big gold chain, and then the OMG tracksuit.
Michelle Frechette (00:13:17) – Okay, well here’s your challenge. I will pay for the pants. If you order the pants, I will do you give me your Venmo offline and I will pay for the pants. I have got to see this at WordCamp Canada.
Corey Maass (00:13:29) – I think we I think we have to well let’s like I think we should set a sales goal. Like that would be a fun way to do it. yeah. The other thing that I, I think we should do is, I will I’m, I need to do a little, like, photoshoot of myself in this modeling this thing.
Corey Maass (00:13:46) – And I think we should, I mean, some we’re obviously, we’ve given the secret away, but not everybody watches this, so I think we should. I’m going to take some photos and we’ll, like, create a silhouette of me, you know, like, blacked out and, like, let’s put that on socials and, like, we can do it. We can sort of tease it. Like, on Friday, Corey will reveal the new. You know, the the newest add on to the OMG plugin will be our fashion line. You know, something like that. Like, let’s.
Michelle Frechette (00:14:17) – I should.
Corey Maass (00:14:18) – Again lets do something fun with it just to get some attention.
Michelle Frechette (00:14:19) – Does it come with batteries because it is bright.
Corey Maass (00:14:25) – Years ago. Years ago. So, you know, I’m a DJ and and music producer. Years ago, there was early, like 25 years ago, like, there was a more of a market for, like, live electronics, like live laptop. Not just like playing tracks like nothing wrong with deejaying, but at the time, like in New York, that was part of the scene.
Corey Maass (00:14:48) – I was I was in was showing up with your laptop, with software that would let you, like, manipulate music on the fly. And so as part of the, like, nerdy outrageousness, you know, that we saw throughout with like, Daft Punk and, you know, Dead Mouse and other people. I had a, I started by wearing a jumpsuit, white jumpsuit, like, sort of like an astronaut. I don’t know what my theme was, but. Oh, because originally I walked into a, a vintage clothing place because I was again into that and I found a white, like, submarine, a person who works on submarines, like white jumpsuit. And then that turned into I found one that’s like the same, like, shiny polyester material. Bright, bright white. I was like, this is great because when I’m on stage, like I want the light to hit me.
Michelle Frechette: You want to show up. Yeah.
Corey Maas: And then and a new product, at least new to me came out at the time called L Wire, which we now know is like led, but it, like thin.
Corey Maass (00:15:51) – It’s like like almost like a thread. And so I fed that through all the seams. And so my jumpsuit would actually light up. and of course.
Michelle Frechette (00:16:00) – Do you have video of this. You have pictures like I want to see.
Corey Maass (00:16:04) – I have like three crappy photos. Like I still have it in a box somewhere, whether it still works or not. I haven’t taken it out in 20 years. it.
Michelle Frechette (00:16:13) – It will need new batteries.
Corey Maass (00:16:13) – But the funny thing about it was, so most of the time I was playing like basement bars and clubs, like little little, because I was not in any way famous. You know, I’m normally paying to anywhere from zero to maybe 40 people at best. But, which usually meant that I was, like, changing in the kitchen or the men’s room and then like, you know, going out to the stage kind of thing. But so it ran off of a nine volt battery, but it was actually an, an inverter, so it would convert it to, essentially 100 like 110V, like it’s like if you grab a lamp with an exposed wire like it, it’s shocking.
Michelle Frechette (00:16:57) – It will shock you. Yeah.
Corey Maass (00:16:58) – And that was in the small of my back. And so I again, would put this thing on and turn it on and then go running to a stage. But I’m sweating. it’s not always the best, you know, conditions. And so there was one lovely performance where I was jumping every. stage yourself.
Michelle Frechette (00:17:21) – Did you tase yourself?
Speaker 3 (00:17:25) – I 100% was tasing myself. Yeah.
Michelle Frechette (00:17:30) – Oh my gosh. So if anybody wonders if sweat is a good conductor of electricity. Yes, yes.
Corey Maass (00:17:36) – 100%, 100%. I can vouch for it. 100%.
Michelle Frechette (00:17:39) – Oh my gosh, that is funny.
Corey Maass (00:17:41) – So, you know, so I can probably get some wire, stick it in this thing. And then for, you know, the after party at whatever WordCamp. We can light it up.
Michelle Frechette (00:17:52) – I think that that would be freaking amazing. Absolutely. Oh my goodness. Well, one of the things that I put out on social today that we would be talking about was something you brought up to me earlier today was talking about personas and who our customer personas are.
Michelle Frechette (00:18:08) – And so I do want to make sure we cover that a little bit. And actually the conversation we’ve been having leans into that as well. Right. Because your marketing has to hit those personas in a certain way. And I used to have I think I mentioned this before, but I had a customer when I was freelancing who was a chiropractor. Have I told you the chiropractor story before? I might have anyway. So the chiropractor had a ton of clientele already. Like I was one of his customers and I could hardly ever get in because he was so busy. And it was majority of them. I mean, I was in my 40s then, but and I was one of the younger clientele, right? Like I was sitting in there and there was like.
Corey Maass (00:18:46) – Oh you did tell me this.
Michelle Frechette (00:18:47) – Of geriatric and slip and fall and all that kind of stuff. And he wanted athletes. He wanted to be a chiropractor to athletes. And I said to him, do you want to, like, lose your current clientele while you build that? Because I don’t know how you’re going to switch that over like that.
Michelle Frechette (00:19:04) – Right. And so one of the things is to think about who your primary customer is, and then to go with who your tertiary or secondary and tertiary your customers are. Right. And so you can’t market the same message to everybody all the time and expect that everybody’s going to be your customer. And so but having those different personas that you can talk about, of who your customers are, could help you figure out how to segment your email marketing. It can help you figure out how to segment all of your advertising, for sure. But then also how do you talk to people? 1 to 1, how do you talk to people through your blog posts and all of those different things? So, I have to mute myself because my nose is running. But you take it from here for a minute.
Corey Maass (00:19:53) – Yeah. And it’s. And I there are a couple of, other ways to describe it and, and places that we see it. Right. Like because I Rin I’ll talk about my experience of.
Corey Maass (00:20:05) – What is everybody promotes like doing this exercise of creating personas. And and it feels weird and daunting and, and like corporate speak or something. But customer types is is at least mostly overlaps with what we’re talking about. and it’s something that you see on a lot, a lot of product websites of like because you, you specifically. You know. I don’t know what my dog is doing. But specifically, it’s like you. You want to. One of the things that we are always told in, in building, like, especially a product home page, product landing page is who who are you speaking to? And you because you want people to land on the page and go, oh, this is for me or this is not for me. Essentially qualifying customers because you also you if it’s not for them, if you have a product for. You know, razor scooter enthusiasts, you do not want, you know, I don’t know people who are not into razor scooters to linger on your sight. What’s the point? it’s not for them, right? They’re not going to get it.
Corey Maass (00:21:13) – They’re not going to enjoy it. And you don’t want them putting stuff in their carts because it’s false numbers, yada, yada, yada. And you want to essentially, in a small part, you want to shoot them away. But then there’s my understanding is there’s also kind of the reverse psychology aspect of it too, of like, the enthusiast is going to be doubly thrilled that essentially your site says this is for you, not for the other guy. And so it draws them in and they feel, you know, you want to use the words that they use and stuff like that. And so it again helps to have an actual personas on often, listed on the site, which I thought we did, but we don’t. yeah, we do at the bottom. Or maybe I have it hidden, I think I have it hidden. Yeah, I have it hidden because I wanted to do this exercise better than I had done myself. So let’s see if I. Present. Share my screen. If it lets me.
Michelle Frechette (00:22:15) – It will eventually.
Corey Maass (00:22:16) – WordPress. Yeah, I’m just making sure it has permissions.
Michelle Frechette (00:22:22) – There you go.
Corey Maass (00:22:24) – Making it the right size and shape. but yeah. So if I go into the editor Beaver Builder version, there’s a hidden section where I’ve, I started kind of flushing this out. But thought. It’s finally time. The day has come.
Michelle Frechette (00:22:42) – We need to do this.
Corey Maass (00:22:45) – Well and I. More than anything, it’s like. Part of the joy of working with you is you are involved, but you are not. Head up where the sun doesn’t shine involved. And so I feel like, you know, like I’m so in the weeds with this, you know, that it’s hard to. It’s hard to step back. I’m like, well, this is for everybody. But that’s not valuable to anybody and that’s not valuable for this exercise. So, so this is kind of where I started. and I know you’re supposed to be more specific and like, if you walk through, like, HubSpot actually has a really great persona generator, essentially.
Corey Maass (00:23:25) – I mean, it’s just a form you fill out, but they they make you pick an avatar and they make you give it give the person a name. And so it would be, you know, Cory content creator or, you know, Wendy, WordPress agency or something. But, but anyway, so this was kind of the. The the first attempt.
Michelle Frechette (00:23:52) – Gotcha. And I like that you have the headers, but I don’t read Latin, so we gotta rewrite that part.
Corey Maass (00:23:58) – Kind of my point. And why exactly why it was hidden.
Michelle Frechette (00:24:02) – For sure. Little known fact. The latin that we put in Lorem ipsum is called Greeking, even though it’s in Latin.
Corey Maass (00:24:10) – It’s Latin-ing.
Michelle Frechette (00:24:12) – But it’s it’s called Greaking because people would look at it and say, it’s Greek to me. And that is the gospel truth. Yeah. I was like, I wonder why it’s called that and looked it up. So yeah. So right now the Greeking is in there, the lorem ipsum and. Yeah.
Michelle Frechette (00:24:29) – So, do you want to walk us through the thought process? Do you want. How do you want me to help today?
Corey Maass (00:24:35) – Yeah, that’s a that’s a good question. Okay. So, we could do this another way. So we’ve got. Again. First stab was content creators, WordPress agencies. Let me stop sharing that and let’s share another screen. Personas.
Michelle Frechette (00:25:02) – And I’m gonna play devil’s advocate a little bit, too, because I already have questions, please.
Corey Maass (00:25:05) – Please. Yeah. So. Oops. Agencies. What did I say? Bloggers and I, you know, and some of this is redundant.Um marketers.
Michelle Frechette (00:25:15) – Am I sharing your screen again or not yet?
Corey Maass (00:25:19) – Um aren’t I sharing?
Michelle Frechette (00:25:20) – You are, but I wasn’t you. You switched, and so it took it off. So I didn’t know if I should put it back up. Okay. Yeah.
Speaker 3 (00:25:25) – There you go. Okay.
Corey Maass (00:25:25) – Yeah. So I just kind of, you know, copying it over here of, like, we should talk it through.
Corey Maass (00:25:32) – And I had pulled up too many tabs. Too many tabs. Trying to find basically the questions you’re supposed to answer.
Michelle Frechette (00:25:48) – Okay. My first question to you is what is the difference between a content creator and a blogger, or a content creator and a marketer? Okay. Because to me there’s a lot of overlap. Content creator kind of goes like all three of those are really content creators. But are you talking about like content creators for for lack of a better term? And we all know that my head is stuck in TikTok all day, like TikTok, everybody who makes money on TikTok calls themselves creators, and they have the Creators Fund and that kind of thing. Are you like microblogging and that kind of thing? And how is it different than bloggers? I guess so I’m trying to figure out what where you came up with those four to begin with.
Corey Maass (00:26:29) -100%, um Michelle, it’s because the design had two rows with two columns, so I needed four things.
Michelle Frechette (00:26:37) – Okay.
Corey Maass (00:26:38) – You laugh, but like, that’s sometimes I have to do this, right.
Michelle Frechette: No, I get it. I get it.
Corey Maass (00:26:41) – I lay out the page, and thus lorem ipsum. Right. It’s like you need placeholders. So that’s kind of where we’re starting. So. So the really good. Maybe way to approach this, is. And I want to. Oh, gosh. Now I’m going to blank on his name. Oh. oh. Come on, come on. Twitter. Help me with the people. I’ll find it in a second. But the the the the way that I, an exercise in a way to,
Corey Maass (00:27:25) – Loki. Come on. That’s enough. Sorry. I’m kind of.
Michelle Frechette (00:27:31) – Loki has an opinion.
Corey Maass (00:27:34) – She does. Oh okay. Here we go. Eli Feiner.
Michelle Frechette (00:27:44) – Okay.
Corey Maass (00:27:47) – Who. So, Yeah. Finer Eli on Twitter. who I’m a fan of. I like his newsletter. Was the one that gave me or gave the idea, put out the idea of, but essentially list benefits. List features. And then to me that would help us go, okay, so who essentially who benefits from this? But also it’s like as you’re building out each persona.
Corey Maass (00:28:18) – Which benefits or features speak specifically to those personas? Which I think would also, remove the redundancy. There’s obviously going to be lots of overlap, but, in my mind, that was kind of the the approach that I thought we might take.
Michelle Frechette (00:28:35) – Okay, sure.
Corey Maass (00:28:38) – so OMGIMG benefits. So features obviously is easy, right? Remove. There we go. Featured image generation. Open graph image generation. Are the high level. Features.
Michelle Frechette (00:29:04) – Can you make everything bigger? It can’t be seen very well on our YouTube channel right now.
Corey Maass (00:29:09) – Word up.
Michelle Frechette (00:29:11) – Hit that 100% up there. Yeah. There you go. Perfect. Okay, now everybody can see it. Thank you.
Corey Maass (00:29:16) – Yeah.Look at you. Zero. But we’ll go up to 150.
Michelle Frechette (00:29:21) – Perfect.
Corey Maass (00:29:26) – Yeah. Cool. Yeah. So. Yeah. Featured image generation. And, We talk about enhancement is a weird word, but making it better.
Speaker 3 (00:29:45) – Hmmhmm.
Corey Maass (00:29:48) – The benefits. if we do. Featured image first. the benefits of using OMG on a featured image, are, more. Go ahead.
Michelle Frechette (00:30:07) – I was gonna say consistent branding is one of the ones that comes to my mind first.
Corey Maass (00:30:10) – Nice. Consistent Branding. Love it. You can do things like put the author so, you know, into the into the featured image. So I would say like. You can, you can get across, you can convey more information. If you put in content, if you put in a, a bulleted, you know, here are the three points that you’re going to get. Like there’s the TLDR aspect. So you can draw people in with a blockquote. Guess these are. This is technically a feature. But you can, More compelling image, to draw people in.
Michelle Frechette (00:31:17) – Excuse me.
Corey Maass (00:31:21) – And maybe this is the same for all images.
Michelle Frechette (00:31:25) – I mean, it could be right, but but how does OMGIMG do it better, I guess is is the good way to think about it. and because you can enhance those images, you know, you can not only more compelling, but try and look at my article that we published this morning.
Michelle Frechette (00:31:41) – Right. So that there’s that emotional appeal, which is, you know, that compelling, compelling-ness, how it’s compelling. I don’t know how to say that. Right. but also optimized for SEO. That’s another one. So that’s that open graph part of it. Right. And that, you know, as long as you’re using a high quality image, using OMGIMG is going to maintain that high quality. It’s not going to degrade it in any way, shape or form. It’s only going to add to it as well.
Corey Maass (00:32:14) – Right. So the branding style. I’m trying to think of the, the more agnostic way to say this, but basically to make a you could take a stock photo. So it’s like you can elevate. Elevate a boring image.
Michelle Frechette (00:32:35) – Yeah.
Corey Maass (00:32:39) – Oh. And then. So this is these are these are like the image benefits. Image benefits. Actual plug in. What do we want to say? Software. Come up with a better way to put this in a second. Software.
Corey Maass (00:32:59) – But like the software benefit is you don’t have to jump to Canva or Photoshop.
Michelle Frechette (00:33:05) – It’s in app as they say. Right. So it’s in within WordPress.
Corey Maass (00:33:09) – Yeah.
Corey Maass (00:33:18) – Oh well. And. Yeah. So. And then high level, SEO, marketing. Like if you don’t have an SEO plugin. Ao page. Post product. Specific. Open graph image. Like we let you set that even if you don’t have, Even if you don’t have an SEO plugin. And if you do, again, most of them. By default have a site wide and then they they will let you set a page specific. But it’s not always. The most relevant or, you know, they’re going to grab your featured image, which again, might be a stock photo that doesn’t have the extra value. So.
Michelle Frechette (00:34:11) – And we, we. I say we, I said I have any developer chops at all. We’d also built into it accessibility. Right. So the being able to do the alt text.
Corey Maass (00:34:22) – Yeah.
Michelle Frechette (00:34:22) – That’s definitely a benefit as well.
Corey Maass (00:34:27) – Yeah. Which is. Yeah. It’s you can. Yeah. You can like. Well, I guess it’s all that it’s relevant to all like all of these things. You can get there with other solutions. But we make it easier faster.
Michelle Frechette (00:34:40) – Right. Built right in there. Yeah, yeah. I love that.
Michelle Frechette (00:34:46) – can you also just generate text text images without having to have a featured image?
Corey Maass (00:34:52) – There you go.
Michelle Frechette (00:34:53) – Okay, so that’s another one, right?
Corey Maass (00:34:55) – Image from content. Without having to find an image. Find a photo.
Michelle Frechette (00:35:05) – Right or graphic, I would say. Yeah.
Corey Maass (00:35:09) – Fine. Be specific.
Michelle Frechette (00:35:11) – I mean, you know, I just wrote that article yesterday and it made me think about the differences of, of photographs versus. You know graphic images that have been generated.
Corey Maass (00:35:25) – Yeah. And, and that’s, that’s a different conversation. But that’s something that I’ve definitely struggled with and I think I’ve. Thank you. Thank you. ChatGPT like finally landed on like.
Corey Maass (00:35:41) – In a sentence. How do you say we. We take your image and make your image make a better image. Like, you can’t say that in language. And so, I think most of us will differentiate a. They are all images. A photo probably came from a camera. Or I suppose now AI. But now graphic.
Michelle Frechette (00:36:06) – No, AI is graphics. They are not photos. Photos have to be something that is captures with a camera.
Corey Maass (00:36:10) – THere you go. Unless it looks like a photo?
Michelle Frechette (00:36:12) – No, it’s still not a photo.
Corey Maass (00:36:14) – I hear you.
Michelle Frechette (00:36:15) – It’s still generated.
Corey Maass (00:36:17) – But would most normal people agree?
Michelle Frechette (00:36:20) – They should. Because, for example, there were images. This is a little bit of an aside, but I was watching a lot of things online about the Met Gala, which was last night, and all of these crazy like getups that people wear to the Met Gala and Katy Perry photos at the Met Gala were circulating, even though Katy Perry wasn’t at the Met Gala, and even her own mother messaged her to say, I didn’t know you were going to be there.
Michelle Frechette (00:36:46) – That dress is gorgeous, but if you zoom in on the photos, number one, it’s the wrong carpet from last night’s event. And number two, the photographers in the back are missing fingers, halves of faces. Like, you know where AI kind of fell down on the job in the background. but if it is a generated image and not an actual photo of something that actually happened, I will fight to the death to say that’s not a photograph.
Corey Maass (00:37:14) – Which I again, I agree. But but if you showing that graphic to, you know, my dad, he’d be like, oh, that’s a cool photo even if it’s generated. But I hear you. But yeah. So image overall photo versus graphic versus, you know, and like you get into vector and and dot dot dot. But, I love, like, sometimes you need it with, Brian Eno. A long time ago. Was it him who started it? Had a deck of cards that were essentially like, play it backwards.
Corey Maass (00:37:56) – He was a musician. Play it backwards. You know, play it underwater. Play it, you know, six play at 100 octaves higher. Play it like outrageous things, but it like.
Michelle Frechette (00:38:07) – It’s only dogs can hear it.
Corey Maass (00:38:09) – Yeah, right. You know, essentially random idea generator or random variable generator. And so. I love that for like ChatGPT or like even a dictionary once in a while. Like you just flip through and point at words. But but I love the phrase visuals now, and so.
Michelle Frechette: Oh yeah.
Corey Maass: Because I think that still has like an elegant feel to it. I mean, obviously this is all colloquial. I have no idea how Australians are going to interpret the word visuals. But like taking an image and creating visuals, I love that. That was a digression, I apologize.
Michelle Frechette (00:38:48) – I like it though. No. That’s good. Actually, it’s good marketing talk, right? How do you describe the product in a way that people understand without getting overly specific or irritating people, that that’s not a photo, right? Like, because there are people like me who will say, that’s not a photo.
Corey Maass (00:39:02) – Yeah.
Michelle Frechette (00:39:04) – And marketing professionals, especially when we look at that persona, are going to be more specific about the kind of image that you’re using. So to use a general term like visuals makes sense. At the umbrella level? Absolutely I agree.
Corey Maass (00:39:25) – Editor in app. So anyway, we’ve I feel like we’ve got we’ve got a list going. Of some of these things. And then the when we we as, as has been talked about, we receive we got most of our sales during Black Friday when we launched, last November and about half of the sales, we were able to identify as agencies based on their email addresses and doing a little customer homework, essentially. So. At the at the high level. I feel like you’ve got. You’ve got groups of people and you’ve got individuals. My expectation is at least like the way that I’m using it, I’m, you know, I have a music blog that I’ve talked about. I have, you know, my, my music website. I’ve got a couple of other project websites.
Corey Maass (00:40:33) – Anytime that I and so today I, we, we published an article on OMG. Written by this amazing author named Michelle. And so that was then. We then pushed that to socials.
Corey Maass (00:40:51) – Right and so that’s not an agency scenario. That is a. Presumably. I guess it’s like we. Why do we put out blog posts to try to draw, to get people’s attention? Hey! Over here!
Michelle Frechette (00:41:06) – Right.
Corey Maass (00:41:06) – because the the blog post itself was relevant to images and, and talked about all the amazing ways to like what makes a featured image good, but it wasn’t specific to it wasn’t another blog post where Corey talks about some new feature in OMG, right? Right. So the intent is to draw the attention of people thinking about what makes a good featured image, to get them to the website, to them that get them to go, oh what is this OMG thing? And so there’s a couple I think a couple of ways to look at it. one is. From a marketing standpoint.
Corey Maass (00:41:46) – So obviously there’s two of us. We wear lots of hats. But at the moment of writing that blog post and then publishing that blog post, we were representing the marketing department. Is that fair to say?
Michelle Frechette (00:42:03) – It is.
Corey Maass (00:42:04) – So. So to me that’s. You know.
Corey Maass (00:42:08) – That’s why a marketer. Would be interested in what I’m saying.
Michelle Frechette (00:42:16) – So that’s okay. So the way I see those four distilled down to three, if I might, would be. Basically your blogger/entrepreneur. So somebody who’s building and working on their own site by themselves or very, very small. Okay. And then you have agencies who are building sites and doing marketing for others. And then that third are people in-house at a bigger organization like Stellar WP, like Freemius, like, you know, some of your big ones who are doing in-house marketing and using that product at a more, I don’t know, enterprise level, if that’s the right terminology. and so those are the three different people that that were primarily marketing to those, the small.
Michelle Frechette (00:43:03) – You know, I would say mom and pop, but it’s not mom and pop. Like it’s me on my blog. It’s it’s, you know, somebody who’s it’s Marc Westergaard, who’s, you know, got WS Form and and he’s a show of his own. Right. And then you have the people who are, like Bohannan, who are building sites for other people and who are helping maintain those sites for other people who are helping come up with all of those kinds of content and creating those sites. And then the third would be the marketing team at Stellar WP, who’s putting all the images and everything out onto our brand pages. So that’s kind of like how I saw it. And I and you know, feel free to push back on that because it was hard for me to kind of get my myself around that in a, in a way, because like, agencies are still marketers, bloggers are still marketing and so like, but to like think of it as those particular three personas and, and it’s a little bit by size but also by intention.
Michelle Frechette (00:44:00) – Right. So a marketing team can be just as big as your, as your agency team. But there’s they’re creating for a different group of people.
Corey Maass (00:44:10) – Marketing.
Michelle Frechette (00:44:12) – I know it’s hard, right?
Corey Maass (00:44:15) – Mechanisms. Mechanisms
Michelle Frechette (00:44:15) -. Yeah.
Michelle Frechette (00:44:17) – Automation mechanism. Whatever. Yeah. Automation might not always be the right word but. Yeah.
Corey Maass(00:44:23) – So it’s. Yeah. So I’m. Yeah I’m. Everything you said was amazing and perfect as ever. I am.
Michelle Frechette (00:44:32) – I was wish…
Corey Maass (00:44:34) – Right. but trying. Yeah. I’m, I’m typing and thinking, so obviously I’m not ignoring you or disagreeing.
Michelle Frechette (00:44:41) – nope. But but if you do have different ideas, then let’s discuss them, because I have.
Corey Maass: Sure, sure.
Michelle Frechette: Because I have an idea, you know?
Corey Maass (00:44:49) – So. Yeah. So. Agencies. The emphasis is is for others.
Michelle Frechette (00:44:55) – Right.
Corey Maass (00:44:57) – So it’s.
Michelle Frechette (00:44:59) – That website is your client’s website, not your company website or your personal website.
Corey Maass (00:45:05) – Right, exactly. Clients. so it’s because it’s about. Helping clients.
Michelle Frechette (00:45:13) – Right?
Corey Maass (00:45:13) – And getting paid for it.
Michelle Frechette (00:45:15) – Absolutely.
Corey Maass (00:45:18) – So you’re. Yeah. Agencies being. So I think we can. Yeah. Building. Yeah. Building. Because it’s the building sites like yes, they might install the plugin, but what the reason they would install the plugin.
MIchelle Frechette (00:45:37) – Right.
Corey Maass (00:45:37) – Is.
Michelle Frechette (00:45:39) – Is that marketing mechanism. Yep.
Corey Maass (00:45:41) – Is that marketing mechanism. Like here are it’s like what. You know we’re we’re going to build you a website and we’re going to install an SEO plugin. We’re also going to install OMG because whenever you generate content, whatever it is, it needs these things. It needs SEO, it needs open graph fields. It needs and it needs open graph images. It needs featured images that have more value than just uploading a picture of a person typing on a keyboard.
Michelle Frechette (00:46:09) – Yes.
Corey Maass (00:46:12) – And then so yeah. And I think this is great because these things overlap, which is fine. But these are probably, as we said, the different personas, the different roles we’re going to try to speak to.
Michelle Frechette (00:46:25) – I think to make it a little bit clearer, I would I would put the top one is marketing agencies and the next one is marketing teams, because the team is within a larger corporation. Does that does that help distinguish it a little bit?
Corey Maass (00:46:37) – Totally. Yep. Marketing. One. I think we could even go in-house.
Michelle Frechette (00:46:45) – Yep.
Corey Maass (00:46:46) – Marketing team.
Michelle Frechette (00:46:47) – So it’s. Yeah, exactly.
Corey Maass (00:46:49) – The agencies that include marketing. It’s them. It’s not them doing the marketing.
Michelle Frechette: It could be,
Corey Maass: but it’s them. True.
Corey Maass (00:47:05) – But then it sort of shifts to that, like, and again, like there’s the overlap.
Michelle Frechette (00:47:09) – Not necessarily like if I think about, Lindsey Miller and Content Journey, they are creating all of that as a marketing company and marketing agency for their customer.
Corey Maass (00:47:21) – Got it, got it, got it.
Michelle Frechette (00:47:22) – And so that’s what I was thinking along for the agency is they may have built the site, but they’re also helping with getting the marketing out there. So maybe they’re doing the social media.
Michelle Frechette (00:47:32) – They’re doing the blog posting there. You know they’re gathering featured images and in app or in post images and things like that to tell the story of their customers. And it’s almost always white labeled. Right. You’re not going to see Lindsey Miller Content Journey on XYZ website as the author, but that’s you know, but that that place is outsource their marketing, or at least that part of their marketing for somebody to help them do that.
Corey Maass (00:48:02) – I think this is where we run the risk of, like, talking ourselves in a circle though.
Michelle Frechette (00:48:06) – Right.
Corey Maass (00:48:07) – Does it at the at the end of the day, we’re talking about a person who’s going to install OMG for somebody else. Or install OMG for themselves. And and and then we can break that down further.
Michelle Frechette (00:48:26) – But so let me ask you this then.
Corey Maass (00:48:29) – Please.
Michelle Frechette (00:48:30) – Is is the person we’re marketing to, the person who’s installing it or the person who’s using it? Because those might be two different people.
Corey Maass (00:48:39) – Exactly. And that’s and that’s what I’m setting it up for somebody else.
Corey Maass (00:48:44) – So like to me an agency that says that hands over the keys. And so they they might they install Yoast, they install, a security plugin. They install, you know, all of the, the things they might install. They install OMG, they might write documentation that says, here’s everything you should do every time you add a product to your Woo shop or EDD shop, or every time you generate a blog post or any, any time dot dot dot. And so I guess that to me is why it’s agencies that include because we, you know, for others different from and I realize so in-house it’s like the people who are actually going to touch do it, you know, who are going to touch the plug in. So it could be an in-house marketing team that, you know, and so maybe, maybe there’s a lot that like there might be a lot of overlap between these first two, but they are I, I hear you I agree they are. They are. They might be slightly different.
Corey Maass (00:49:52) – So these are like, you know, hand over the keys and the client does it. So what you know, so listing the benefits of you know how do you when you hand over a website what is the how do you sell to. So I’m, I build a website for my local bakery. What is my explanation for installing Rank SEO and why I might charge them more for using my license, or I might why I might tell them I’ve installed it. Same with one a security plugin and whatever theme I might have chosen. Right? Versus. Yeah, talking to Lindsey Miller and saying and her saying, you know or why why we might because she would buy it, right? She would buy it for her own use. same as a in-house marketing team again, like you said, you know, Freemius has a team of marketers, let’s say, you know, why would somebody go to Vova, somebody on their team, go to Vova and say, hey, we need to spend 100 bucks a year on this plugin because dot dot dot.
Michelle Frechette: Right.
Corey Maass (00:51:11) – Versus, I’m making the decision myself. Right is. Somebody is,
Corey Maass (00:51:25) – Jonathan, I’m always flubbing his last name. Bassinger. Who is. You know, he he’s blogging, Or Tom McFarland. Right? Just putting out these these fabulous, tutorials or blog posts. How to do recently he how to do closures in PHP. You know, he’s writing his own blog posts for his own blog to benefit his own brand. The Tom McFarland brand. Boy, I hope I’m saying his name right.
Michelle Frechette (00:52:02) – I think so.
Corey Maass (00:52:04) – Or Corey putting out or and Michelle putting out a blog post to promote OMG. But we are a team of two.
Michelle Frechette (00:52:15) – We’re a rag tag team.
Corey Maass(00:52:17) – They. Rag tag. Love it. Well, yeah, but I like to me that’s that’s this, you know, and again, this is why it’s such an interesting conversation. My my other dog agrees.
Michelle Frechette (00:52:28) – Hahahahaha!
Corey Maass (00:52:30) – We’re getting close to dinnertime so. you can.
Michelle Frechette (00:52:33) – Tell they’re everybody.
Corey Maass (00:52:33) – Starts to lose their minds.
Michelle Frechette (00:52:36) – Hungry cranky.
Corey Maass (00:52:39) – Convince. I remember reading about this years ago, but like the if you’re, you know, having to list the benefits, it’s like, trying to sell a, sell a product to developers who work at a, a tech firm is like, you’ve got to convince the developer to then convince the decision maker, because the developer might not be the decision maker. Decision maker and maybe that may be the same. With a marketing agency. Who.
Michelle Frechette: Hmhm.
Corey Maass (00:53:23) – Lindsey might be making the decision. Mostly because I’m going to tell Cory, and Cory is going to tell her and she loves me. So, she will just go. Yes, of course, but one of the people who write for her. Go to a WordCamp with that that Corey and Cory are not at, and somebody says, oh, you should. You know, if you’re generating content that includes generating images, you should be using this OMG plugin. And she needs to then go back to Lindsey and say, we need we need this plugin.
Corey Maass (00:54:01) – That’s interesting. That’s really interesting.
Michelle Frechette (00:54:06) – It is. And one of the most interesting things about it is it’s not necessarily easy to figure this stuff out, right? Like you think, oh, it should be so easy. We’ll just boom, boom, boom. We’ll have our personas. But. It isn’t as easy as that. It does take some time to think it through and what we say today we might tweak tomorrow.
Corey Maass: 100%.
Michelle Frechette: For sure.
Corey Maass (00:54:31) – That’s really cool because it’s it’s also like. Yeah. Who’s who’s going to plug in the credit card number.
Michelle Frechette (00:54:40) – But who told them to like is the right. So like if it’s you or me we’re just plugging it in ourselves. Right. But if we’re marketing agency like at Stellar, like I have to say I have to requisition that. Right. Like we want to buy this, I have to say why I want to buy this. And then I have to say, here’s where you go do this for me, because they’re not just handing out credit cards right and left to everybody that works at a big company.
Michelle Frechette (00:55:02) – So it’s it’s an it’s somebody influencing, like you said, not only influencing the decision maker, but then there’s a chain that happens. Like my own blog, I whip out my credit card and I just buy it, and then I download it and I install it. Boom. Done. And then.
Corey Maass (00:55:18) – And then you have confetti on your blog.
Michelle Frechette: And I have confetti.
Michelle Frechette (00:55:20) – And all those wonderful things. At a company like Liquid Web, I have to say why I want it. I have to convince other people to do it. Then once they buy it, somebody else will have to install it for me because I don’t install plugins on our WordPress websites even though I can. But that’s not my job. And then the people who have that job need to do that job. So where for myself, that decision was five minutes, at a company it might be a week before something like or even two, depending on what the workload for those other people looks like in the meantime. So it’s different. It’s a different, timing process.
Michelle Frechette (00:55:57) – I can’t think of the right word, but cycle, purchase cycle, it’s a different kind of yeah, I’m not saying they’re all right, but you know what I’m trying to say?
Corey Maass (00:56:07) – Credit card. Yeah. And so I think these are the at this level, these are the same. But the benefits might be different.
Michelle Frechette: Right.
Corey Maass: Explain the benefits to a client and why they need the plugin. So it’s yeah. So we’re decision maker. So we’ve got essentially potentially right now what we have. We have three different kinds of decision makers. Sorry. We have two different. You are the decision maker or somebody else is the decision maker. Ultimately.
Michelle Frechette: How many degrees of separation.
Corey Maass: Right.
Michelle Frechette (00:56:56) – How many degrees of separation are there between you, the decision maker, and the person with the credit card? I mean, that’s that could be a different situation for every company. But yeah, there’s it isn’t necessarily as cut and dry as you might like it to be.
Corey Maass (00:57:10) – Right. So yeah. So at the top level it’s I’m making this decision or somebody else is making the decision.
Michelle Frechette (00:57:16) – Yes.
Corey Maass (00:57:17) – And then underneath the other people are making a decision. You’ve got it’s probably a boss, a team leader, an owner or and that kind of in my mind that visually goes up.
Corey Maass (00:57:31) – Versus you’ve got a client that in my mind visually goes down, you know, many to one and one to many. If I want to get developer nerdy about it, database schema about it.
Michelle Frechette (00:57:44) – Let’s see. Array I don’t know what an array is. I just like using it just for that.
Corey Maass (00:57:51) – You used it perfectly. I was hoping that was what you were.
Michelle Frechette (00:57:54) – No idea.
Corey Maass (00:57:54) – Totally. Totally nailed it.
Michelle Frechette (00:57:57) – Good to know.
Corey Maass (00:57:58) – Ones and zeros all the way down. but yeah. So you’ve got you essentially, you know, in three out of four of these as we have them at the moment, you need to explain it to somebody else, convince somebody else that it’s worth it.
Corey Maass (00:58:14) – Two of those are up. The boss, the team leader, the owner. One of them is is the client down. And so it’s documentation. It’s and I think it’s in some in some aspects it’s at least some scenario depending on who owns the license, it’s easier to convince a client because hopefully you’ve established yourself as the expert and they’re doing what you tell them to do. You know, you’re going, look, you need to use this, you know, two factor authentication plugin for security. You need to use this SEO plugin for these benefits. You need to use dot dot dot. Versus, you know. Yeah. Like you said, you going to somebody else at a team you work on and saying, hey, I need the company credit card, or can I send you a shopping cart where you buy this and then plug in the license, and then now we have the benefits of using this, right.
Michelle Frechette (00:59:12) – Yeah, exactly.
Corey Maass (00:59:13) – I think we stop here. I think this is a top of the hour, but this is already fantastic.
Michelle Frechette: Yeah. I think its a good place to stop.
Corey Maass (00:59:19) – It’s just. It’s so like, I love this the psychology of it and the, I love putting things in boxes. I’m a developer. I guess that makes sense. Right?
Corey Maass (00:59:33) – But it’s like.
Michelle Frechette (00:59:33) – Yeah, but there’s nuance to it. Where it becomes so intriguing.
Corey Maass (00:59:37) – Yeah.
Corey Maass (00:59:38) – Concentric circles. Yeah. They they overlap. But defining those things and defining the rules. So much better then. I mean, as you saw what I said, what we what we started with. Because Corey and in ten minutes. Well essentially with the designer had on said we want you know, you want twos, threes or fours. And so you know, I said, okay, let’s do four boxes. Content creator and blogger are different things when they’re not.
Michelle Frechette (01:00:07) – There’s there was a video earlier this year and I, I’m sure I won’t be able to find it, but I’ll try. Where they have like those children’s blocks where they have all the different shapes that you have to put the, the, the circle one through the circle and the square one through the square and the half moon, through the half moon or whatever.
Corey Maass (01:00:23) – I failed those, I always failed those. Square peg.Round hole. My whole life.
Michelle Frechette (01:00:27) – So much of those. But and you’re a developer, I thought you would like to to get it right. Get it right. But, but there was one where people were selling this, like basically a bucket with the different shaped holes on top, and they, the different shaped things that were supposed to go through them. But it turned out that if you just turned things one certain way, they could all fit through the same hole. Because it wasn’t designed properly to actually test those kinds of theories. That’s but that’s so, so in that respect that you have like and it kind of makes me think of this. Right. So like does OMGIMG do the same thing for every end user. Yeah. You could put all the blocks through that one hole, right? But that’s not how you market it. You market it so that the star goes through the star hole. The circle goes in the circle hole.
Michelle Frechette (01:01:16) – The square goes in the square hole.
Corey Maass (01:01:17) – Moon. There was a crescent moon.
Michelle Frechette (01:01:18) – The half moon. Yep. Goes in the half moon one. Yeah. That kind of thing because that’s how people think of themselves. They don’t think of themselves as, as I’m the one that goes with everything. They think of themselves in those different things. And that’s why you have to market to them.
Corey Maass (01:01:31) – So. Yeah.
Corey Maass (01:01:32) – Well, and that’s why like I love the exercise. I, I might continue with this of like I envision a matrix a spreadsheet. That has the benefits, the features and and essentially a cross section where you could do like okay, if you’ve got all of the features and then a column per persona green, green, green and and there’s going to be a lot of overlap, but it’s not going to be 100%. And so you can focus on the highest value for each one. And they might generally be the same. But there’s got like you said, there’s going to be a little bit of nuance.
Corey Maass (01:02:10) – And then like I mentioned earlier. My intention then with the language would be to speak Lindsey Miller’s language, to speak Tom’s language, to speak, you know, different essentially. And there might be a key word or two that I can use in the intro paragraph, because I talked about this a long time ago. Totally stole the idea from. Oh gosh, it’s the plugin that has the, like superhero. I have it bookmarked somewhere. but they have. On their website like they had these customer types, and you could click through to each customer type, like they took the avatar thing all the way to the logical extreme. but you know, clicking through, it’s like what’s what is the language and speaking to them.
Michelle Frechette (01:03:02) – What’s in it for me.
Corey Maass (01:03:02) – Saying, yeah, saying to the agency on the agency page, saying like, okay, you have a client, how do you how do you sell this to the client so that you it makes you look good versus you have a blog, why would you buy this? Because it makes you look good, etc..
Michelle Frechette (01:03:21) – Exactly. Awesome.
Corey Maass (01:03:24) – Now all we got to do is go do all of it.
Michelle Frechette (01:03:27) – I mean, you know, no biggie, right? We are not meeting next week. So we will be skipping a week, I think.
Corey Maass (01:03:37) – How dare you.
Michelle Frechette (01:03:38) – It’s you. You cancel next week. It wasn’t me.
Corey Maass (01:03:44) – I can look. I will be driving somewhere in around New Jersey by the time we’re doing our call. So we could do it from the road. But.
Speaker 3 (01:03:55) – Let’s skip a week.
Corey Maass (01:03:57) – But you’ll hear more cursing than anybody should ever hear.
Michelle Frechette (01:04:02) – So everybody, thank you for tuning in. We will see you in two weeks if you have ideas for us, if you have different ideas, if you think we just did this all wrong, please let us know. We’d love, we’d love to learn from you. So.
Corey Maass (01:04:15) – Yes, please. I’m making this up as we go along based on the five minutes of googling right before the call.
Michelle Frechette (01:04:23) – Building the plane as it takes off.
Michelle Frechette (01:04:25) – Yes. All right, we’ll see everybody next time.
This article, Marketing a WordPress Product Live: Session 12, was published at Post Status — the community for WordPress professionals.
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