Digital Marketing Therapy

If we aren't curious, we aren't learning. Curiosity breeds energy and creativity in your organization and within your team. In this episode we dive into the fascinating world of curiosity marketing with the brilliant Emily Aborn. Emily shares her insights on how we can use curiosity to better connect with our audiences, both online and offline. Whether you're a nonprofit, small business, or just someone who wants to have more engaging conversations, this episode is packed with practical tips and strategies you won't want to miss. What you'll learn: → What curiosity marketing is and how it can benefit your organization → The four different types of curiosity and how to tailor your approach for each → Practical ways to incorporate curiosity into your marketing and team culture → How to build trust and encourage more meaningful conversations → Tips for refreshing and revamping your existing content and resources Want to skip ahead? Here are key takeaways: [03:34] Curiosity marketing is about opening a gap between what someone knows now and what they want to know. It is an opportunity to dive deeper into a topic, learn and figure out things you didn't even know you needed to know. [08:34] There are four main types of curiosity: problem solver, fascinated, empathizer, and hard to reach. Understanding your audience's curiosity type can help you connect with them more effectively. [15:01] Tapping into the curiosity of your audience and potential audience can lead to higher conversions. Using questions, stories, and everyday language can help create curiosity and engagement, rather than just pushing information at your audience. [22:06] It's important to stand up for relevant issues and not try to be everything to everyone. This can help build deeper relationships with the right people. [27:25] Curiosity also has a place in the workplace. Fostering a culture of curiosity within your team, by asking different types of questions, can lead to better collaboration and understanding. Emily Aborn Want to know a secret about today's guest? Want to know a little secret? Emily Aborn writes for a living and even she sometimes struggles to write for herself or about herself. As a Copywriter, Podcaster, and Content Marketing Consultant, Emily helps small business owners overcome the blinking cursor of doom by taking writing website copy, blogs, emails, and other marketing materials off their plate entirely. An entrepreneur for over a decade, Emily's had experience in over 110 industries and has guided thousands of nonprofits and businesses to find their voice, make their impact, and connect with those who need them most. She lives in New Hampshire with her husband, Jason, and their dog Clyde and enjoys game nights, hiking, and a stack of emotional support books on her night stand. http://facebook.com/Emily.CatherineGrace http://instagram.com/EmilyAborn http://linkedin.com/in/EmilyAborn Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Is your website failing to convert visitors into donors, volunteers, or supporters? In this solo episode, I share the single most critical mistake I see nonprofits making on their websites – and it's costing them valuable connections with potential supporters. After reviewing countless nonprofit websites, I've noticed the same pattern emerging: organizations are missing clear, compelling calls to action that guide visitors toward meaningful engagement. The Power of Clear Direction Drawing from fundraising best practices, I explore: - Why your website should function like an in-person donor meeting - How to apply the "next step" mentality to your digital presence - The connection between offline fundraising success and online conversions Common Website Conversion Killers Discover the two biggest mistakes that are hurting your website's effectiveness: - Failing to ask visitors for specific actions - Making it difficult for people to find essential information about your mission and services - How unclear messaging sends potential supporters away empty-handed Practical Solutions for Immediate Impact Learn actionable strategies to improve your website today: - Crafting compelling button text that reflects your organization's personality - Strategic placement of multiple calls to action throughout your pages - Creating blog posts that convert readers into engaged supporters Testing and Refining Your Approach I share insights on: - How to evaluate your current website through fresh eyes - Getting feedback from your existing supporters and volunteers - Balancing professional presentation with authentic connection Want to skip ahead? Here are some key takeaways: - 06:22 Applying Fundraising Principles to Web Design Learn how successful donor cultivation translates to effective website strategy. - 12:15 Creating Effective Calls to Action Discover how to write compelling buttons and links that encourage visitor engagement. - 19:30 Blog Post Conversion Strategies Explore how to turn your content into a pathway for deeper supporter involvement. Whether you're seeing low engagement rates or simply want to maximize your website's potential, this episode offers straightforward solutions you can implement today. Don't let another visitor leave your site without taking action – tune in to learn how small changes can create significant results for your nonprofit's online presence. Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Are you struggling to create website content that truly connects with your audience? In this episode, I sit down with Aaron Husack, a business owner who grew his company from one employee to 130 while earning Inc. 5000 recognition four years running. We explore how artificial intelligence can help you shift from writing content that makes sense to you, to creating content that resonates with your readers and drives them to take action. Moving Beyond Your Own Perspective Aaron shares valuable insights on: - Why thinking like your audience is more important than analytics when you're starting out - How to create a master prompt that ensures consistent voice and messaging - The power of asking AI to review your content from your reader's point of view Structuring Content for Maximum Engagement Discover practical strategies for making your content more user-friendly: - Creating TLDR sections that help readers quickly assess value - Using AI to format content with proper headings and internal links - Testing different content structures to see what resonates best with your audience Building Trust Through Comprehensive Coverage Learn how to position your organization as the go-to resource: - Developing pillar content that covers topics from every angle - Using social media questions to generate new content ideas - Creating content that addresses common objections and concerns before they arise Practical AI Applications for Nonprofits We address real-world implementation strategies: - Leveraging multiple AI platforms to find what works best for your organization - Turning frequently asked questions into valuable website content - Using AI to ensure your content speaks to your audience's emotional needs, not just their logical ones Whether you're just getting started with content creation or looking to refine your current approach, this conversation offers actionable strategies to help you create content that truly serves your community and drives meaningful engagement. Want to skip ahead? Here are some key takeaways: - 08:45 Creating Your Master Prompt Learn how to develop a comprehensive guide that helps AI write in your voice and speak to your specific audience. - 15:20 The Reader's Perspective Exercise Discover how to use AI to review your content through the eyes of your ideal supporter or program participant. - 22:10 From Questions to Content Explore how social media questions and common inquiries can become valuable website resources. - 28:30 Building Content Pillars Understand how comprehensive topic coverage helps establish your organization as a trusted authority. Don't miss this opportunity to learn how AI can help you create content that truly connects with your community and drives the actions you need. Tune in for strategies that could change how you approach all your written communications. Resources Google Gemini - https://gemini.google.com/app Claude - https://claude.com/ Manus AI - https://manus.im/ "They Ask, You Answer" - https://marcussheridan.com/they-ask-you-answer/#:~:text=For%20almost%20a%20decade%2C%20Marcus,Books%20Every%20CMO%20Should%20Read%E2%80%9Dhttps://marcussheridan.com/they-ask-you-answer/#:~:text=For%20almost%20a%20decade%2C%20Marcus,Books%20Every%20CMO%20Should%20Read%E2%80%9D Aaron Husak Aaron Husak, has spent 20+ years in HVAC, plumbing, solar, and energy-efficiency – building businesses. He founded Balanced Comfort in Fresno, CA in 2012 and grew it from 1 employee to a peak of 130+, earning Inc. 5000 4 years in a row, peaking #511 and at the same time earned the Great Place to Work® certification 3 times. All while building a 5-star service culture with 4,000+ five-star reviews online. Learn more at https://www.sequioageo.com https://www.facebook.com/SequoiaGeoMarketingAgency https://www.linkedin.com/company/sequoia-geo Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Are you spending weeks creating fundraising campaigns that could be done in hours? In this episode, I sit down with Russell Van Broecklen, a New York State Senate-funded dyslexia researcher and founder of dyslexiaclasses.com, to explore how artificial intelligence can revolutionize your campaign development process. We discuss practical strategies for using AI tools to create compelling, authentic messaging that connects with your donors and community. Finding Your Campaign's Universal Theme - Identifying the core message that drives your entire campaign - Using AI to refine broad concepts into focused, actionable themes - Avoiding jargon-heavy language that disconnects you from your audience - Creating messaging that resonates emotionally with supporters The Step-by-Step AI Campaign Creation Process Discover how to leverage multiple AI platforms effectively: - Starting with ChatGPT Thinking to develop your foundational concepts - Moving to Claude Opus for superior writing quality - Using specific prompts to guide AI through multiple revision cycles - Implementing a quality control system that ensures publication-ready content Avoiding Common AI Pitfalls We address critical considerations for maintaining authenticity: - Why rushing through the process leads to generic "AI slop" - How to balance efficiency with quality in your campaign materials - The importance of human oversight in the creative process - When to involve team members versus maintaining singular vision Building Better Campaigns Through Data and Iteration Learn strategies for continuous improvement: - Using results from previous campaigns to inform future messaging - Incorporating feedback loops to refine your approach - Balancing team input with focused decision-making - Measuring success and adapting your strategy accordingly Whether you're a small team handling multiple responsibilities or looking to streamline your campaign creation process, this conversation offers practical insights to help you create more effective fundraising materials in less time. Want to skip ahead? Here are some key takeaways: - 08:45 The Universal Theme Methodology Learn how to identify and refine the core message that will drive your entire campaign strategy. - 15:22 Platform-Specific AI Strategies Discover why different AI tools excel at different tasks and how to use them strategically. - 23:10 The Revision Process That Works Understand the specific prompts and quality checks that ensure your content is ready for publication. - 31:40 Balancing Team Input with Vision Explore how to incorporate stakeholder feedback while maintaining message consistency and focus. Don't miss this opportunity to learn how AI can help you create more compelling campaigns while freeing up time for other critical nonprofit activities. Tune in for strategies that could transform your approach to fundraising communications. Russell Van Brocklen is a New York State Senate–funded dyslexia researcher and the founder of **DyslexiaClasses.com**, where he has spent over a decade helping students transform from hesitant writers into confident communicators. His groundbreaking approach, *The Writing Method*, was developed by combining the brain research from *Overcoming Dyslexia* by Dr. Sally Shaywitz with the practical classroom strategies from *Strategies for Struggling Writers* by James Collins. This blend of neuroscience and pedagogy became the foundation for his research, later owned by the **SUNY Research Foundation**. Russell's students—many diagnosed with dyslexia or other language-based learning differences—have achieved remarkable progress, often improving their writing by **seven to eight grade levels in a single academic year**. He has presented his work at the **Everyone Reading Conference in Manhattan** (2006, 2014–2019) and the **Learning Disability Association of New Jersey Conference** (2018), sharing his mission to make literacy instruction brain-aligned, empowering, and practical. dyslexiaclasses.com https://www.linkedin.com/in/russell-van-brocklen-2007ab87/ Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Are you struggling to build trust with your donors and community members? In this episode, I sit down with Jonathan Schuessler, a marketing strategist and videographer who has reached over 1.4 million users through authentic testimonial content. We explore how video testimonials can transform your nonprofit's credibility and help you connect more deeply with potential supporters. Overcoming the Fear of Asking Jonathan shares insights on: Why three out of four people say yes when asked for testimonials How requesting reviews actually increases referrals and word-of-mouth marketing Breaking through the mental barriers that prevent us from reaching out to satisfied supporters Strategic Interview Techniques That Get Results Discover practical approaches for conducting powerful testimonial interviews: The 10-question framework that puts the most important question at position six How to make people comfortable on camera, even with minimal equipment Using doorways for optimal lighting when filming with just a phone Maximizing Impact Across Multiple Platforms Learn how to: Create short, focused versions that capture the most compelling moments Repurpose content across social media platforms for maximum reach Use transcripts strategically to improve search visibility and AI discovery Building Trust Through Authentic Stories We discuss the power of featuring different perspectives: Testimonials from people directly impacted by your work Stories from recurring donors about their giving experience Board members and volunteers sharing why they stay involved Jonathan emphasizes that the uniqueness of any organization isn't in what they do, but in how they treat people and make them feel. Video testimonials capture this emotional connection in ways that written reviews simply cannot match. Whether you're working with a professional setup or just your smartphone, this conversation provides actionable strategies to help you gather compelling testimonials that build trust and drive support for your mission. Want to skip ahead? Here are some key takeaways: 06:22 The Psychology of Asking Learn why most people are happy to help and how testimonials create a ripple effect of referrals. 12:15 Strategic Question Placement Discover the interview framework that gets to the most valuable content naturally. 19:30 Equipment and Setup Tips Understand how to create professional-looking testimonials with minimal resources. 26:45 Repurposing for Maximum Impact Explore strategies for using one testimonial across multiple marketing channels effectively. Don't miss this opportunity to learn how authentic video testimonials can help your nonprofit build stronger relationships and increase support for your important work. Jonathan Schüßler is a marketing strategist, photographer and videographer specialising in testimonial videos and weddings. With his organic content structure he reached over 1.4 million users in his target audience driving sales through building trust. chuzlaire.com jonathanschuessler.com www.linkedin.com/in/jonathan-schüßler-marketing https://www.instagram.com/chuzlaire/ https://www.tiktok.com/@jonathan_schuessler Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours