HOW TO CREATE MARKETING MAGIC

Get the Right Messageto the Right Market

Using the Right Media

+Chris Mohritz | chris@mohritz.co

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

Your Message

Your Legacy

TribeThinking

Where They Want to Go

How You Can Help

Them

Understand your people

Develop exposure& loyalty

Align with your needs

Prepare for a community

YOUR TARGET MARKETStep 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 PERSONALStep 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 THEYWANT 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 YOUCAN 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 TRIBEStep 5

Spend a lot of our money on

● Cars● Financial investments● Homes● Vacations● Fashion / clothing

Spend a lot of our time on

● Books / TV shows● Video games● Sports● Shopping● Gardening

Provokes a strong emotional reaction

● Causes● Politicians● Relationships● Pets● Sports teams

Represents a group / status / our identity

● Apple products● Entrepreneurship● “Green” products● Jobs / career-related● Location (geography)

COMMUNITY TOPICS

THE RECKONINGStep 6

YOUR NEW CHEATSHEET

BRINGING IT ALL TOGETHER

Your Core

Message

Your Legacy

TribeThinking

Where They Want to Go

How You Can Help

Them

refine it into as few words as possible

contextualsub-message #1

contextualsub-message #3

contextualsub-message #2

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?chris@mohritz.co