Published on February 25, 2014
HOW TO CREATE MARKETING MAGIC Get the Right Message to the Right Market Using the Right Media +Chris Mohritz | email@example.com
OUR JOURNEY ● ● ● ● ● ● Find your market Do your homework Where they want to go How you can help them Thinking tribe The reckoning Discussion (not just a presentation) Interupt me at anytime (questions / comments)
OUR GOAL "Always enter the conversation already taking place in the customer's mind." ~Robert Collier
OUR STRATEGY Where They Want to Go Your Legacy Understand your people Align with your needs Your Message Develop exposure & loyalty Prepare for a community How You Can Help Them Tribe Thinking
YOUR TARGET MARKET Step 1
BRAINSTORM & PRIORITIZE
REMINDER "The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe." ~Simon Sinek youtube.com/watch?v=qp0HIF3SfI4
GET PERSONAL Step 2
DON’T BE A STATISTIC ● Research before writing any copy ● Walk a mile (or 2) in your prospect’s shoes ● Understand your prospect’s aspirations
CREATE AN AVATAR
WHERE THEY WANT TO GO Step 3
WHAT’S ON THEIR MINDS ● Try not to focus on vocal few ● Follow the data whenever possible
INTERVIEW CURRENT CUSTOMERS ● ● ● ● ● What needs does your product satisfy? What made them choose you? Why did they buy? What do they like most about it? What do they wish it had/did?
MARKET FORUMS / GROUPS ● ● ● ● ● ● ● ● ● ● Dedicated, Facebook, LinkedIn, Google+ Participate & build relationships Answer questions (don’t sell) What conversations are going on? What words are being used? What emotions are expressed? What opinions are popular? What beliefs are common? How to they like to be contacted? (dislike?) Who are the influencers?
MARKET BLOGS ● ● ● ● ● ● Dedicated, LinkedIn Influencers, etc. Participate Don’t sell Read other comments What are the hot article topics? What do people want to learn about?
MORE RESEARCH TOOLS
HOW YOU CAN HELP THEM Step 4
YOUR LEGACY ● What is the most important keyword you want your brand remembered for? adwords.google.com/ko/KeywordPlanner/Home
THEIR ASPIRATIONS ● Do they want to achieve a specific goal? ● Do they want to learn a new skill? ● Do they want to gain new knowledge?
HELP THEM ACHIEVE A GOAL
HELP THEM IMPROVE
TIP: CAN YOU MAKE IT FUN? thefuntheory.com
THINKING TRIBE Step 5
COMMUNITY TOPICS Spend a lot of our money on ● ● ● ● ● Cars Financial investments Homes Vacations Fashion / clothing Provokes a strong emotional reaction ● ● ● ● ● Causes Politicians Relationships Pets Sports teams Spend a lot of our time on ● ● ● ● ● Books / TV shows Video games Sports Shopping Gardening Represents a group / status / our identity ● ● ● ● ● Apple products Entrepreneurship “Green” products Jobs / career-related Location (geography)
THE RECKONING Step 6
YOUR NEW CHEATSHEET
BRINGING IT ALL TOGETHER Where They Want to Go Your Legacy contextual sub-message #1 Your Core Message contextual sub-message #2 refine it into as few words as possible contextual sub-message #3 How You Can Help Them Tribe Thinking
DO WE HAVE UNDERSTANDING? ● ● ● ● ● ● ● ● What does your target market think like? What are they interested in? What motivates them? What inspires them? What do they need most? What are their greatest fears? With what do they struggle most? How can you tell your story in a way that they hear and are motivated to respond?
PUTTING PEN TO PAPER
TO SUM IT UP... ● ● ● ● What keeps them up at night? How can you help them with that? At first, focus on concepts Then, fine-tune (ie. split test) wording
GO DEEPER ● blog.crazyegg.com/2013/06/12/sales-copy-matters ● Anything by Dan Kennedy
Feedback? Questions? firstname.lastname@example.org
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