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HOW-TO: Craft a Message That Matches Your Target Market
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HOW-TO: Craft a Message That Matches Your Target Market

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In marketing, the magic happens when your message matches your market's existing conversations - and you connect with your audience on their terms. …

In marketing, the magic happens when your message matches your market's existing conversations - and you connect with your audience on their terms.

Presentation given at a workshop on how to craft your message so that it is a match for your target audience.

Published in: Business

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  • 1. HOW TO CREATE MARKETING MAGIC Get the Right Message to the Right Market Using the Right Media +Chris Mohritz | chris@mohritz.co
  • 2. 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)
  • 3. OUR GOAL "Always enter the conversation already taking place in the customer's mind." ~Robert Collier
  • 4. 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
  • 5. YOUR TARGET MARKET Step 1
  • 6. BRAINSTORM & PRIORITIZE
  • 7. 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
  • 8. GET PERSONAL Step 2
  • 9. 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
  • 10. CREATE AN AVATAR
  • 11. WHERE THEY WANT TO GO Step 3
  • 12. WHAT’S ON THEIR MINDS ● Try not to focus on vocal few ● Follow the data whenever possible
  • 13. 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?
  • 14. 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?
  • 15. 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?
  • 16. MORE RESEARCH TOOLS
  • 17. HOW YOU CAN HELP THEM Step 4
  • 18. YOUR LEGACY ● What is the most important keyword you want your brand remembered for? adwords.google.com/ko/KeywordPlanner/Home
  • 19. 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?
  • 20. HELP THEM ACHIEVE A GOAL
  • 21. HELP THEM IMPROVE
  • 22. TIP: CAN YOU MAKE IT FUN? thefuntheory.com
  • 23. THINKING TRIBE Step 5
  • 24. 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)
  • 25. THE RECKONING Step 6
  • 26. YOUR NEW CHEATSHEET
  • 27. 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
  • 28. 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?
  • 29. PUTTING PEN TO PAPER
  • 30. 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
  • 31. GO DEEPER ● blog.crazyegg.com/2013/06/12/sales-copy-matters ● Anything by Dan Kennedy
  • 32. Feedback? Questions? chris@mohritz.co