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The Antidote to "I don't like marketing but need it."


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Not everybody likes marketing. I personally very much do, but I've come to learn that a lot of entrepreneurs, for a long time, don't. And yet it's really a fundamentally important part of any business.

These slides will help you wrap your head around marketing concepts like buyer personas, marketing funnels, competitor research, differentiating factors and more.

Why? To help you build a marketing strategy that works. A marketing campaign that makes sense and delivers results while being viewed pleasantly by your audience.

Something that you can be proud you've built, instead of a nuisance you can't avoid.

Published in: Marketing
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The Antidote to "I don't like marketing but need it."

  1. 1. The Antidote to the problem... “I don’t like marketing, but need it.”
  2. 2. 2 I hear this a lot. Marketing gets a bad rep. … but what is it really all about?
  3. 3. 3 It involves a lot of different parts… here’s a simplified (and I think more helpful) way of looking at it:
  4. 4. 4 You have an audience.
  5. 5. 5 You’ve made a product for that audience.
  6. 6. 6 Now it’s time to put it in front of them. How do you do that? Well, you could...
  7. 7. 7 Hire someone to be your “content machine”, putting out content at the highest rate possible, for the lowest cost possible, along with hyperlinks, “SEO”, social share incentives and newsletter signup forms... #overwhelmed
  8. 8. 8 Start writing a bunch of sensational or misleading statements in order to get as many people as possible to click on your content. “The Future is Wow!”
  9. 9. 9 Post that clickbait everywhere you can from social media, blog comments, youtube comments and every forum you haven’t been banned from yet.
  10. 10. 10 And of course the ads - make sure they’re pushy and stuffed with keywords, so people really listen.
  11. 11. 11 ...or maybe that’s not the way. That’s actually why marketing gets a bad rep to begin with. Let’s start over and see if we can do better this time...
  12. 12. 12 Start by talking to one person... … who matches your target audience. Pro tip: preferably a friend, or someone you know. If that’s not possible, imagine one of your friends did match your audience.
  13. 13. 13 What would you tell them? Think about it for a bit and write that down. Short sentences.
  14. 14. 14 That’s your key message. That’s going to be the little sun around which your marketing efforts, landing pages, ads and emails will revolve.
  15. 15. 15 By this point you’ve already taken the first steps towards understanding your buyer persona, your key message and primary selling points. Nothing bad so far, right?
  16. 16. 16 Next, we’ll want to continue that streak of “nothing bad” by figuring out how to scale up that conversation with your friend to reach bigger and bigger clusters of people who match your target audience, in a way that makes sense, works with your budget and resources, and doesn’t come across as spammy. In essence, treat everyone in your audience like they are that friend.
  17. 17. 17 Feeling like an overachiever? You can take things even further with a bit more in-depth research to discover who your competitors are and what they’re doing.
  18. 18. 18 Figure out who else is out there, what they’re saying to your friend, and make a list of the things that make your product better. Those will be your differentiating factors.
  19. 19. 19 And that’s your foundation. Those are the elements that lead up to a great marketing campaign. And when you look at it this way, there’s really not much about it to not like. It’s just your business, highlighting what makes it great to those people who actually need it.
  20. 20. 20 And that’s enough to start. … but for people who want to go beyond this foundation, this is where it gets a bit more technical. Laying out the complete customer journey, a professional acquisition model, defining the best mediums at your disposal and how to reach people at every step of that journey is where a more in-depth, comprehensive plan can make a lot of sense.
  21. 21. 21 You remind me of a friend... If you find yourself having that particular goal, then you may just fall within my own target audience. And if that should be the case, then you may be interested in this.