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Picking your-audience-ib


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Picking your-audience-ib

  1. 1. Are You Picking Your Audience?<br />Or is Your Audience Picking You?<br />
  2. 2. Who Am I?<br />My name is Brandon West<br />I am 28<br />Live in California<br />I am college educated<br />I an athlete first, student second, marketer third<br />I ride both mountain and road bikes<br />Don’t like the cold<br />Drink too much coffee<br />Don’t drink enough wine<br />Wonder what sleeping for 8 hours feels like<br />
  3. 3. Who I Am Not<br />I am not married<br />I do not like fast food<br />I am not an attorney<br />I am not good at following rules<br />I am not a fan of Derek Jeter<br />Or the New York Yankees<br />I am not a fan of NASCAR<br />
  4. 4. Why does this matter?<br />
  5. 5. I am a part of your audience<br />
  6. 6. Or maybe not<br />
  7. 7. Your Challenge<br />Define your audience<br />Get specific<br />Use information you have<br />What new information can you get<br />
  8. 8. Your bigger challenge<br />
  9. 9. Evolving worldviews<br />
  10. 10. Evolving Worldviews<br />“A worldview is not who you are. It’s what you believe. It’s your biases. A worldview is not forever. It’s what you believe right now.”<br />Seth Godin<br />All Marketers Are Liars<br />
  11. 11. You don’t have control over your message<br />
  12. 12. Why?!?!<br />
  13. 13. Making the First Impression<br />Like dating, this is important.<br />Unlike dating, you don’t have control over when this happens<br />
  14. 14. Making the First Impression<br />Your website?<br />Bad press?<br />Good press?<br />Word of mouth from a happy client?<br />The person you annoyed in the grocery store while talking business<br />A charitable event?<br />The courtroom?<br />Your public profile on Facebook, LinkedIn, Avvo, Google Business listings, Yelp…<br />
  15. 15. ad nauseum…<br />
  16. 16. Presenting Your Message<br />Personal biases<br />What’s important <br />We all have our own world views<br />
  17. 17. Framing Your Message<br />Tell a great story.<br />Appeal to our senses<br />Not logic<br />Talk to everyone, speak to no one.<br />(Consumers are good at ignoring you)<br />
  18. 18. Framing Your Message<br />What is their perceived benefit?<br />How does it make them feel?<br />Emotions first. Facts second.<br />Be honest – is it about you or them?<br />
  19. 19. Tracking Effectiveness<br />Measure, Measure, Measure.<br />Indentify KPI’s.<br />Trial and Error. <br />Experiment and Learn.<br />
  20. 20. Questions?<br />Email:<br /><br />LinkedIn:<br /><br />Twitter:<br />@brandon_west<br />Presentation:<br /><br />