HOW TO CREATE
MARKETING MAGIC
Get the Right Message
to the Right Market
Using the Right Media

+Chris Mohritz | chris@mohr...
OUR JOURNEY
●
●
●
●
●
●

Find your market
Do your homework
Where they want to go
How you can help them
Thinking tribe
The ...
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 expos...
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 wh...
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 pr...
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?
...
MARKET FORUMS / GROUPS
●
●
●
●
●
●
●
●
●
●

Dedicated, Facebook, LinkedIn, Google+
Participate & build relationships
Answe...
MARKET BLOGS
●
●
●
●
●
●

Dedicated, LinkedIn Influencers, etc.
Participate
Don’t sell
Read other comments
What are the ho...
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...
THEIR ASPIRATIONS
● Do they want to achieve a specific goal?
● Do they want to learn a new skill?
● Do they want to gain n...
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

Pr...
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-m...
DO WE HAVE UNDERSTANDING?
●
●
●
●
●
●
●
●

What does your target market think like?
What are they interested in?
What moti...
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, f...
GO DEEPER
● blog.crazyegg.com/2013/06/12/sales-copy-matters
● Anything by Dan Kennedy
Feedback?
Questions?
chris@mohritz.co
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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.

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

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

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

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