Messaging and Branding: How to write your next trade show description, sales script, or home page copy | Kokoro - Marketing that starts sales conversations

If you need to refresh your home page copy or write your next trade show description (and who doesn’t?!) check out this sweeeet (20-min) mini-workshop to go through a proven messaging framework used by marketing pros.
Text the word “SalesScript” to +1 530-203-5703 to automatically get the PDF used in the session.

Cindy Zuelsdorf of Kokoro Marketing and Kitty Higinbotham of Wall Street Communications are your guides for this LIVE! On session. You will get a step-by-step system for your next messaging project.

“I am trying to figure out how to talk about my company.”
“I have this event listing I have to write…”
“Do you know how to write website copy?”
“I have to give a presentation and don’t know how to start it.”
“Is this a good way to talk about what I’m selling?”

If you’ve ever had any of these thoughts, then you gotta check this out!

This is for you if you need to refresh your home page copy or write your next trade show description. During this 20-minute mini-workshop, you’ll step through a proven messaging framework used by marketing pros.

You’ll discover:

Top 2 mistakes to avoid
Best way to define your perfect customer/client
Best CTAs
How to know what to write
How to know what NOT to write

Transcript:

Cindy Zuelsdorf

Glad you’re here. If you want to work on your messaging or branding you’re in the right place. Some of us are writing trade show descriptions for NAB right now, and all that good stuff. And I’m here with Kitty Higinbotham and we are going to get into messaging, branding and give you the framework that we actually use.

Hey, Kitty!

Kitty Higinbotham

Hello!

Cindy Zuelsdorf

So before we dig in, Caryn, Chris, Lucia, did you want to show where we can all meet up in 20 minutes from now in the rooms?

Caryn Cohen

Okay. So we are looking at the platform that we’re all currently on called Live. You can see on the left hand side. It’s a navigation bar. If you ever don’t know where you are. You can hit map view, and it’ll take you there.
These are the various rooms. All of us right now are in the main stage. So if you look at main stage, you can see we’re all there.
and after we have our little chat you will be able to jump to other rooms. So if you have a question, or you want more discussion with either Cindy or Kitty, you can just hit either of these buttons or the names of the rooms on the side, and you’ll get a leave and join in your zoom window, and you can just join them in another room.
And that’s how you use the LIVE! platform.

Cindy Zuelsdorf (Kokoro Marketing)

We are going to give two real-life examples of messaging and branding that we put together.
And we even have one of the companies on the call here. So I’m really excited about that. I’m sure there’ll be questions – you can jump in. You can talk during the session, and also, we can go to the rooms afterward to chat, and you can just pepper us with questions or whatever you want to do. So that’s how that will look.
All right. Let’s get right into it.
Kitty and I were talking yesterday about the problem and the challenge, and that’s that we just have such a big story to tell, and so many details, and how to get that wrapped up into like a succinct message that makes sense to our customers, our clients, and just tell them something that resonates and make sense to them.
Does that sound familiar to anybody here ? Or am I the only one? Anybody… give me a Yes.
You guys are quiet! I got a thumbs up at least…

What people are saying about Kokoro

Cindy is terrific to work with - professional, enthusiastic and highly motivated to thrill her clients. My favorite part about working with Cindy is she has a consistent passion for understanding customer problems and solutions from their point of view - and seeks to write and talk about them in the language they use. This a sign of a skilled marketer.

Alan Repech Data-driven Marketer in Media and Entertainment and Pro A/V

Cindy is a marketing genius! She got our phones ringing off the hook in a matter of days. She has the ability to listen to you talk and manages to take notes out your comments while she comes up with ideas to help you reach new customers. Cindy also knows the Broadcast market really well. Not just the customers but the actual technology! Very rare.

Jessica Colyer Director of Business Development and Customer Care, D2D Technologies. Owner, Broad Reach Technical Solutions, LLC.

Cindy is such an incredible marketer, but also one of the most amazing business owners skilled at sales and the sales process. Cindy knows how to maintain control of the conversation while really making her prospective clients comfortable to ensure they get their needs met. Cindy is great at helping prospective clients see areas of opportunity they may not see themselves that are in their business by asking great specific questions. If Iwas a business owner seeking a head of sales position, I would do everything i could to poach Cindy away from her own business because she is amazing in growing businesses!

Kristina Rueling Regional Partner Manager at Keap

When it comes to sales and marketing, most professionals know one or the other well, or possess mediocre skills in both. At Kokoro Marketing, Cindy and her team have an unfair advantage of knowing and implementing both sales and marketing techniques and best practices with precision and drive. The excellence with which the team works ensures all partners are well serviced and receive special attention to their brand’s voice and goals. When you want to drive engagement, convert leads into clients, and ensure continued development of clients into brand evangelists, Kokoro is who I recommend. Their industry knowledge, passion for marketing and sales, and desire to help brands achieve the best results is like none other!

Shell Vera Voice Discovery Coach and Writer

Cindy helped me launch my new consulting business last year. She has a keen sense of the market and was quickly able to connect with my customers, launch a web portal, and helped me become relevant in LinkedIn. She is also very agile and able to pivot a marketing plan when the need arises. She is a joy to work with.

Chris Homer

We’ve been working together for 1 year and have developed all kinds of simple, efficient, cost-effective marketing emails for DekTec. Cindy understands that the key to success is providing simple, meaningful information about products, technology and market to our customer base. She advises us on what works and what doesn’t, helps us develop the content and handles all the work to make it happen successfully. Results in terms of visibility and sales are obvious. Cindy and her team have the right approach to modern marketing in today’s over-communicated-with-no-real-substance world. I would recommend Kokoro and Cindy in a heartbeat.

Stephanie Billat General Manager, DekTec America Inc.

I am new to Cindy’s service on LinkedIn, it is refreshing to see immediate results from a marketing campaign. I have a fairly narrow target market and the results after 2 weeks have been amazing. Cindy and Fallon have been great to work with and really know how to get results. If you are using LinkedIn as a marketing platform, you need to see what they can do. Their follow-up and follow-through are the best. They deliver!

Jay Maynard Meemic Insurance Company

All of this is a whole lot of awesomeness! Thank you for taking the time to read, watch, and understand Vizrt’s key messaging in our content, and spice it up to the next level. The copy within each email is exactly what I was hoping to see, and only wish I had the time to write.

Melanie Crandall Freding AMECS Demand Generation Manager

I have been working in Graphic Design & Marketing Communications for over 35 yrs. and I hate to admit it but I had not kept up with current trends, especially Social Media. I think Cindy Zuelsdorf and her company Kokoro Marketing offers its customers the latest insights into the most effective marketing tools & strategies for today's world especially with regards to how the business marketplace has changed since the pandemic. Cindy's experience in social media, webinars and automated marketing is second to none. She's among the best you will find to boost your business. Make sure to read her new book, " 7 Marketing Basics". I have known her for over 5 years and she has always been a pleasure to work with and always eager to share her business knowledge. I would highly recommend Cindy for any marketing needs that your business might require.

Gary Whitten Freelance Graphic Designer / Product Photographer / Retoucher in Albuquerque

Team Kokoro actively feeds my obsession with results! They know their craft inside and out, and Cindy’s extensive knowledge of InfusionSoft and digital marketing is truly impressive. Her professionalism shines through in everything she does!

Carolyn Archambault Director, Marketing & Communications at Embrionix

I was on our stand at our biggest exhibition of the year and a colleague asked me, “Does the work that Kokoro do for you actually do anything, do you measure it?” I pointed to a demo happening right next to us and said, “That guy is here because of the email promotion we did. He replied to the email and set up the appointment. In fact, the 10 appointments we have this morning are a result of our work with Kokoro.”

Saifudin Mohd. Sani Regional Manager at Techtel

A year ago, I could not work out how we could reach the masses – we had a great product and we were struggling. And then, we talked! If someone had asked me about this sort of responsive marketing previously, I would not have believed it. All the marketing we have done with Kokoro’s help and involvement in the last 12 months is actually giving us re- sults... When someone downloads software and then visits the links we send, it works. I have to say that InfusionSoft and Kokoro have transformed our marketing – I’m so glad we’re working with you. I mean this sincerely.

MC Patel Founder & CEO, Emotion Systems

The crew at Kokoro Marketing was great to work with. Cindy and her team helped us out by providing some of the content creation and writing for our video marketing campaigns that my team and I didn't have time to do. They did the video editing, blog post, wrote several email marketing pieces, created the social media post templates for us to us, the video description, video transcript, and gave it to use in an easy to use format for us to then push it out in our marketing. Thank you!

Heidi Steffen Chief Revenue Officer at TitanTV, Inc; Marketing Manager at The Linn County Fair; Vice Chair of ATBA

In a word, Cindy is “amazing.” She’s a marketing expert who understands complex technical concepts like an engineer and is able to explain them through her marketing. In the past I have struggled finding marketing professionals who understand the broadcast television markets and technology. Cindy gets it. She is able to explain and speak to customer pain and present solutions through marketing. She’s an expert at marketing automation (especially but not limited to InfusionSoft), email marketing, online lead generation, Facebook ads, social media marketing, LinkedIn marketing, graphic design, webinar marketing, white paper or ebook marketing, content marketing and so much more. She stays up to date with the latest marketing trends and automation tools. Cindy is a valued member of the VidOvation marketing team. She is a true pleasure to work with and I highly recommend her.

Jim Jachetta, MS EE CTO, VidOvation