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HOW TO CREATE MARKETING MAGIC Get the Right Message to the Right Market Using the Right Media +Chris Mohritz | [email protected]
| Date post: | 21-Oct-2014 |
| Category: |
Business |
| View: | 267 times |
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HOW TO CREATE MARKETING MAGIC
Get the Right Messageto the Right Market
Using the Right Media
+Chris Mohritz | [email protected]
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
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
