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Engaging customers | StartUps | Corkscrew Thinking

This document provides guidance on engaging customers through effective messaging and content creation. It discusses three key steps: having a simple message conveyed in 10 words or less, creating shareable visual content like photos and videos, and targeting the messaging at early adopters who will spread the word. The goal is to develop content that resonates and spreads widely through social sharing.

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Engaging your customers 
Nowadays, our attention is taken up by a lot of different 
things all going on at once – you need to fight to keep your 
audience paying attention. Now you’ve identified who they 
are, this presentation is to help you to talk to and engage 
with your potential customers. 
Come on, let’s get started.
Yesterday 
& today 
You can’t target everyone 
It’s all about how it makes them feel 
1 As a customer, it’s all about how it makes you feel. Brands 
Not even Nike, McDonalds or Starbucks targets 
everyone. Be specific when naming a target audience. 
that make an emotional connection have happy customers. 
2 
Work closely with your 1st customers 
Today: How to talk to your customers 
3 Today we’ll be looking at messaging and shareability – 
Work with your first customers as closely as possible to 
make sure you’re getting it right every time. 
factors that make your idea spread. 
4
Three steps of engaging your customers 
If you want a message and idea that resonates with the right people, you need these 
three things to create an idea that spreads - one that is shareable. 
Shareable 
content 
You need a simple message in 
order to have the best chance of 
capturing someone’s attention 
We live in a visual age of social 
media, and in order to impress, 
you’ll need good visuals. 
Show The 
right people 
A clear message & shareable content 
is a start, but for it to really take off, 
you’ll need to target the right people. 
Simple 
Message
Step 1: Simple message 
If you can’t say it in 
10 words, don’t say it.
Map what you’re offering on a piece of paper 
Keeping your messages simple is about being completely clear on what you’re offering and why people will use you. 
A good way to picture this is by drawing the message map shown below – yes, actually draw it out! 
Why 
Customers Will 
Choose You 
Why 
Customers Will 
Choose You 
Why 
Customers Will 
Choose You 
WHAT 
You Do In One 
Sentence
Creating your mini pitch 
A Mini-Pitch is a short presentation of your business idea 
which you can say to potential customers, potential contacts 
or even just to your Nan. Make sure you include these: 
Who you are & What you do 
E.g. Corkscrew provide training courses in business start-up 
1 
Why people will choose you 
E.g. Improved confidence & initiative, great professional experience 
2 
A ‘call to action’ 
A ‘Call To Action’ is somewhere the listener can go to if they’re 
interested in what you’re saying. It could be your website, a video 
or social media page, or perhaps it’s something offline like an event 
or a signup sheet. 
3 
Who you are and 
What you do 
Why people will 
choose you 
Where someone can go 
for more information

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Engaging customers | StartUps | Corkscrew Thinking

  • 1. Engaging your customers Nowadays, our attention is taken up by a lot of different things all going on at once – you need to fight to keep your audience paying attention. Now you’ve identified who they are, this presentation is to help you to talk to and engage with your potential customers. Come on, let’s get started.
  • 2. Yesterday & today You can’t target everyone It’s all about how it makes them feel 1 As a customer, it’s all about how it makes you feel. Brands Not even Nike, McDonalds or Starbucks targets everyone. Be specific when naming a target audience. that make an emotional connection have happy customers. 2 Work closely with your 1st customers Today: How to talk to your customers 3 Today we’ll be looking at messaging and shareability – Work with your first customers as closely as possible to make sure you’re getting it right every time. factors that make your idea spread. 4
  • 3. Three steps of engaging your customers If you want a message and idea that resonates with the right people, you need these three things to create an idea that spreads - one that is shareable. Shareable content You need a simple message in order to have the best chance of capturing someone’s attention We live in a visual age of social media, and in order to impress, you’ll need good visuals. Show The right people A clear message & shareable content is a start, but for it to really take off, you’ll need to target the right people. Simple Message
  • 4. Step 1: Simple message If you can’t say it in 10 words, don’t say it.
  • 5. Map what you’re offering on a piece of paper Keeping your messages simple is about being completely clear on what you’re offering and why people will use you. A good way to picture this is by drawing the message map shown below – yes, actually draw it out! Why Customers Will Choose You Why Customers Will Choose You Why Customers Will Choose You WHAT You Do In One Sentence
  • 6. Creating your mini pitch A Mini-Pitch is a short presentation of your business idea which you can say to potential customers, potential contacts or even just to your Nan. Make sure you include these: Who you are & What you do E.g. Corkscrew provide training courses in business start-up 1 Why people will choose you E.g. Improved confidence & initiative, great professional experience 2 A ‘call to action’ A ‘Call To Action’ is somewhere the listener can go to if they’re interested in what you’re saying. It could be your website, a video or social media page, or perhaps it’s something offline like an event or a signup sheet. 3 Who you are and What you do Why people will choose you Where someone can go for more information
  • 7. More information on the message map Creating a message map is the best way of getting your message right. Once you’ve got your message right, the next best thing to do is to practice saying it! Message Map: How To Pitch Anything In 15 Seconds Forbes Contributor Carmine Gallo tells you how to pitch anything in 15 seconds using a Message Map. 1
  • 8. Step 2: shareable content Making something people actually want to look at
  • 9. Make your pictures stand out Visual content is very important in today’s media culture. However, capturing the attention (and imagination) of your audience can be quite hard with so many messages around us. Try these tips to give your photos a good start. Take nice pictures Use interesting camera angles and clear the background Add text & tell a story Pictures should be self explanatory Keep it relevant Only post what your followers would want to see
  • 10. There’s an app for that There are many, many apps out there that will help you take and make great pictures. These are just a few of our favourites: Instagram Take pictures with a vintage feel overgram Write text over your Instagram best shots Afterlight Lots of filters and options to make things look good. Camera awesome Try the ‘Awesomize’ button! Piclab HD Add drawings and doodles to your images Photoristic Pro application with advanced image tweaking options
  • 11. Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t 1 Viral videos: 007 & coke zero Viral videos are videos that are short, usually funny, and always very shareable. You can’t expect to hit a home run every time, but you should be aiming for the same characteristics in your videos. have to be long, in fact, the shorter the better - under 2 minutes is ideal.
  • 12. Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t 1 Viral videos: 007 & coke zero Viral videos are videos that are short, usually funny, and always very shareable. You can’t expect to hit a home run every time, but you should be aiming for the same characteristics in your videos. have to be long, in fact, the shorter the better - under 2 minutes is ideal. Bently makes an ad shot entirely on iphones This film, ‘Intelligent Details’, is an advert shot for Bentley Motors and filmed entirely using iPhones. You don’t need expensive equipment to make good videos. 2
  • 13. Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t 3 Stopmotion pizza This video is a great demonstration of what you can achieve with a little creativity. There are lots of stopmotion apps which will help you create a similar effect have to be long, in fact, the shorter the better - under 2 minutes is ideal.
  • 14. Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t 3 Stopmotion pizza This video is a great demonstration of what you can achieve with a little creativity. There are lots of stopmotion apps which will help you create a similar effect have to be long, in fact, the shorter the better - under 2 minutes is ideal. 4 One second every day This can be a great way of showing off what you’re doing – imagine it in a business context! It’s a very easy effect to achieve if you’re willing to put in the time.
  • 15. There are apps for videos, too There are also a lot of great video making apps out there that can help you create great videos with little or no camera or editing experience. Instagram Instagram can handle videos too! vine Create 6 second videos with no editing skill needed magisto Great app for editing videos, including filters. Cute cut A video editor which feels similar to iMovie somehow One second everyday Records segments beautifully Stop Motion Recorder Get started with stopmotion
  • 16. Supertip: make an emotional connection Make an emotional connection in what you’re doing. If you can provoke a reaction in people then you are much more likely to create content which is shareable. Make sure your pictures and videos have the ‘wow’ factor. Funny Crazy scary Shocking Amazing Sad
  • 17. Step 3: show the right people Find the people that care about what you’re doing
  • 18. This is bob. He’s a software engineer in London and enjoys lazy weekends and walks in the park. Bob also loves gadgets. One time he actually waited in a queue for hours just to get his hands on the new iPhone 5S. Bob is fanatical about gadgets Bob loves his gadgets. He loves unwrapping the latest phone & downloading the newest apps to try them out. 1 He loves telling his mates 2 about new tech and gadgets Whether it’s online or offline, he likes talking to people about new interesting technology – and they like it too! Bob’s opinion matters because 3 He’s an ‘early adopter’ Bob is always the first in line to try new apps, gadgets and devices. His opinion is going to affect what his friends do. He’s what we call an Early Adopter!
  • 19. This guy is an early adopter too
  • 20. And so are these people
  • 21. More on early adopters: the lifecycle of a product It helps to picture the full lifetime of a product and below is a chart of just that. It’s a graph of how many people adopt a product over its lifetime – it helps to picture it in terms of years, with each chunk being a year. In Year 1, 2.5% of the public will start using it, and so on. Innovators & early adopters Year 1 Year 2 Year 3 Year 4 Year 5 These guys are the first to buy things and love writing reviews on review sites. They’re the fanatics of the world! Early & Late Majority This represents most people and will buy something only once it becomes more commonplace, cheap or popular. Laggards - the last ones These are the last people to get something. Laggards are reluctant, stubborn and consider your product unnecessary.
  • 22. How To Make Your Ideas Spread Seth Godin This is another fantastic TED talk. Seth Godin is back to tell us about who early adopters are and what they truly care about. 1 Find your early adopters It’s important to find your early adopters, the people that care about what you do enough to be the first to try it, and hopefully they’ll tell their friends. Here’s Seth Godin to explain the idea in more detail.
  • 23. So Remember these Three steps Remember, if you want a message and idea that resonates with the right people, you need these three things to create an idea that spreads - one that is shareable. Shareable content You need a simple message in order to have the best chance of capturing someone’s attention We live in a visual age of social media, and in order to impress, you’ll need good visuals. Show The right people A clear message & shareable content is a start, but for it to really take off, you’ll need to target the right people. Simple Message
  • 24. If you can nail these three steps, you can hit a home run and go viral Viral is a term used to describe ultra shareable content – the stuff that flies around the internet all the time. Anything can go viral from articles and videos to funny pictures of cats.
  • 25. Going viral Today we’re continuing the work on your movement from last week. Yesterday we identified exactly who would be interested in your idea and now it’s time to put the wheels in motion and make it all happen. Create 4 images to promote your movement Create a cool video to explain or 1 2 demonstrate your movement Try some of the apps 3 mentioned above
  • 26. Things to takeaway Can you say it in 10 words or less? Create yourself a mini pitch 1 Use the Mini Pitch structure to talk to people about your Keep going until you can. It takes a lot of work to break down your idea enough that you can explain it easily! idea and get them interested in what you’re doing. 2 Put effort into your visuals find your early adopters 3 Find and talk to the people that are going to care Set aside the time and energy to create awesome visuals – you don’t need any design experience. about what you do. Find the fanatics! 4
  • 27. Engaging customers Done! www.cork-screw.org

Editor's Notes

  1. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.
  2. Abercrombie and Fitch? Probably not. Companies don’t have to exist to solve a problem – it could also be a want or desire, like most fashion or luxury companies! Problems could be a good place to start with your own business.
  3. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.
  4. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.
  5. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.
  6. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.
  7. Abercrombie and Fitch? Probably not. Companies don’t have to exist to solve a problem – it could also be a want or desire, like most fashion or luxury companies! Problems could be a good place to start with your own business.
  8. Abercrombie and Fitch? Probably not. Companies don’t have to exist to solve a problem – it could also be a want or desire, like most fashion or luxury companies! Problems could be a good place to start with your own business.
  9. Abercrombie and Fitch? Probably not. Companies don’t have to exist to solve a problem – it could also be a want or desire, like most fashion or luxury companies! Problems could be a good place to start with your own business.
  10. Everything we buy is now about the experience you get – about how it makes you feel. Every company at the moment is trying to show you how their product will make you feel.