The document summarizes a marketing presentation by Angela Leavitt and Brian Leonard of Mojo Marketing. They discuss strategies for understanding target audiences, positioning a brand, capturing attention and building trust. They emphasize identifying customer pain points to develop effective messaging that addresses those pains. They also discuss niche marketing and customizing offers and messages for different target market segments.

1. Thursday, February 28
10:15 – 11:15 a.m.
Marco Polo 701

2. Angela Leavitt
Chief Mojo-Making Officer
Mojo Marketing
@MojoMktg
Brian Leonard
Chief Mojo-Fying Officer
Mojo Marketing
@MojoMktg

3. • Why Now?
• Building a Brand That Rocks
• Strategic Positioning
• Capturing Attention, Building Trust
• To Niche or Not to Niche?
• Breakthrough Messaging
• Q&A
• Surprise! Please don’t leave!

4. “What We’ve Got Here is a Failure to
Communicate.”
Captain, Road House Prison 36 – Cool Hand Luke

5. • Economic
o Global recession – winners & losers
o Global economy accelerating
o Companies outsourcing & downsizing
• Social
o We are in “The Connection Economy”
o Your network has never been more visible or valuable
o More options than ever
• Technology
o Cloud changes everything
o Moore’s Law – going exponential
o IT & Telecom are blending
o Prospects have never been more accessible, for you AND your competition

6. • You need bigger fish
• Time is accelerating, and time is money
• You need to fire lots of bullets, and
make every one count!

7. "Products are made in the
factory, but brands are created in the
mind."
Walter Landor

8. • #1: Exactly who you are
• #2: Exactly who your target audience is
• #3: Exactly what your target audience’s pain
points are
ONLY then will you be able to develop
messaging that breaks through the noise and
moves your prospect to ACT

9. • Who are you?
• What do you offer? Traditional? Cloud? Both?
• What are you GREAT at?
• Who are you not? Who is your nemesis?
• What is your company personality?
o Business-like? Casual?
o Controversial? Class Act?
o Professional? Edgy?
o Conservative? Liberal?
o Optimistic? Pessimistic?
o Are you IBM or GoDaddy, or somewhere in between?

11. • Demographics
• Age, Income, Race, Sex, Part of the Country, etc.
• Hobbies/Interests
• Is it Small Business Owners?
• Is it CEO’s? Is it CIO’s?
• Do you have a niche market?

12. • Hopes
• Dreams
• Desires
• Fears
• Frustrations
• Pain points

13. • Other terms:
o Triggers
o Problems
o Questions
• Why so important?
o YOU are the doctor
o If you don’t understand
the pain, you can’t cure it!

14. • Principle #1: Don’t Assume You Know
• Principle #2: Ask open-ended questions
o What keeps you up at night?
o What recurring problems/questions do you have?
o If you could offload a piece of your job, what would it be?
• Principle #3: Listen
o Record the interview if possible
o Pay very special attention to their specific language

16. • The battle for a position in the
current thoughts, beliefs and values
held by your prospect.
• Finding a streamlined entrance into
the mind (through all of the noise)

17. • What is the tallest mountain in
the United States?
• (what was the second?)
• Who was the 1st man on the
moon?
• (who was the second?)
• Who was the 1st person to fly
solo across the North Atlantic?
• (who was the second?)

18. • Can you call you or your company…
o The FIRST at anything
o The ONLY something
o The LARGEST anything
o Any of these “in your city” or “in a vertical” or “in a technology”
“We are the only telecom agency in Arizona
that turns a bill analysis in 24 hours.”
“We are the largest Cloud Provider in the New York metropolitan area.”
This position is a shortcut into your prospects’ mind.
This is NOT the same as BEST.

20. People don't buy for logical
reasons. They buy for
_ _ _ _ _ _ _ _ _ reasons.

21. • VERY important to understand
• Crocodile brain (brain stem)
o First point of contact
o Controls fight or flight
o Evaluates very quickly
• First, can you capture my attention?
• Second, are you trustworthy?
• Of course, this is all sub-conscious.

22. Something that is alive will
move, breathe, jump, walk and run.
• News feed? Update it.
• Blog? Post to it.
• Twitter link? Tweet.
• New products? List them.
• Newsletter? Send it.
• Design? Fresh, current…

23. • Attention spans are short, so…
o Use humor.
o Be creative and novel.
o Do NOT be boring.
• We are inundated with
information, so…
o Differentiate yourself
o Hit from multiple angles, multiple
times.
o It takes 15 touches to make a
lasting impression.

24. Based ONLY on their website
home pages, which of these
companies would you do
business with?

27. Which of these companies
would you do business with?
WHY???

28. • Testimonials
• “Borrowed” credibility
• Social proof
o Large social networks
o Public kudos
o Blog comments
• Professional, current design
Now back to our example…

30. “We’re going to be #1 or #2 in every
market we enter, or we’re getting out.”
– Jack Welch, Former GE CEO

34. • Niche messaging resonates
more
o Open rates increase
o Engagement increases
• “Experts” can charge more
• Trust is implied
• Fits into the “Connection
Economy” model

35. • Start with your current customer database
• Determine which niches are more receptive to
your unique positioning
• Survey the niche
o Are they receptive to cloud?
o What are their pain points?
o What’s their “language”?
• Case study

37. “If you can explain your prospect’s pain to
them, better than they can explain it
themselves, they will automatically assume
that you know how to solve the problem.”
– Author Unknown

38. • You know who you are and aren’t
• You’ve narrowed in on your target
• You understand their pain
• You’ve chosen and researched a niche market
Now…ADDRESS THAT PAIN! (In their language!)

39. • This is the BIGGEST mistake made in marketing
• It’s not about you AT ALL
• It’s about addressing your audience’s pain points

40. 80-90% of what you “market” should attempt to
SOLVE PAIN!!!
Why? This is how you become…
• Trusted
• A thought leader
• Non-threatening
• A go-to person

41. • Pain point: “Cloud is a big hairy monster.”
• Solutions:
o Web banner: Compared to legal battles, Cloud is a cakewalk.
o Blog post: Is Your Law Firm Considering Cloud? 10 Do’s & Don’ts
o Case study: How ABC Law Firm Implemented Cloud (And Lived
to Tell About It)
o White paper: 7 Ways to Simplify Law Firm Communications
Through Cloud
o Webinar series: Solving the Cloud Puzzle for Law Firms
• NOT: Buy cloud from us today or die!

42. • Create an offer and message for EACH target
market
o Whales
o Big fish
o Little fish
o Unknown size of fish
• Customize your elevator pitch, web
pages, marketing materials per target
• Example: Universities

44. GimmeMojo.com/webinar
Angela Leavitt
angela@gimmemojo.com
@MojoMktg
Brian Leonard
brian@gimmemojo.com
@MojoMktg