This document summarizes Part II of a free webinar about understanding one's audience. The webinar covered customer mapping and engagement techniques like B.O.R.E. (Benefits, Outcomes, Results, Extras) to attract an audience. Specific engagement tips included focusing conversations on individuals, their needs and benefits. The webinar also discussed sharing authentically and understanding one's customers to best communicate with them. It concluded with information on accessing chat transcripts and replays of the event.

1. FREE Webinar
WELCOME Part II!
Starting At 4pm EST/1pm PST
Today, Wed, April 30, 2014
• Part II: Online Seminar with Martiel Beatty
• Hashtag: #DYA2014
• Q&A: How You Can Ask Questions
 Join the Chat below this video here on the website

2. ThankYouSponsors!

3. What You Are Going to Learn
Part I: Collect + Plan + Begin Part II: Map + Engage + Achieve
• The Creative Business Model
• Your Goals & Your Audience
• Customer Types
• 6 Steps to Understanding Your
Audience Better
• What message do you send?
• The Customer Mapping
Method ©
• B.O.R.E.’ing your Audience
• The Art of Sharing

4. The Creatives Business Model

5. Communicating with Your PAC is Essential To Your Success!
People – You need them to make your blog or business work. People are why you are
here in the first place.
Audience – These people check in regularly, share your content and are otherwise
known as FANS. You need to love them as much as you love your customers.
Customers - These people buy your products or services and are how you make a
living; key players!

6. Your Message: What does it say about You?
There are two ways to talk to your audience
You can push information out or you can be a magnet that attracts people.
Message Pushers
• Have to pay to get their
message out there.
• Believes their audience
should read it because they
wrote it.
• 99% of people do this.
Message Magnets
• Rarely, pay for advertising.
• Believes there is something
their audience needs to
know, so they wrote about
it.
• Almost no one does this.

7. TIME FOR
A BREAK!
LET’S
CHOOSE A
GIVEAWAY
WINNER
+
Q&A

8. Worksheet
Customer Mapping:
A Road Map to Your
Audience

9. Discover Your
Audience
For this Segment you will
need:
 The worksheet pictured to
the right*
 Pen or Pencil
 Worksheet: 6 Steps to
Uncovering the Needs,
Wants and Whereabouts
of Your Audience *
(Provided in Part I)
*Download from
presentation page.

10. Meet Betty!
Betty is in your audience.
Here are a few things we
know about her:
 She is female
 She speaks English
 She lives in the US
 She likes to read,
connect with new
people, do crafty and
creative projects and
enjoys being online.
 She could your perfect
customer….
Today we’ll find out!

11. Customer
Mapping
• What are your customer’s
needs?
• What are your customer’s
problems?
• How can you be a
solution to both?

12. Your Audience has a Problem.
You Must be their Solution!
Your Customer/Audience…
Wants a wedding gift that is
meaningful, fun and can be
shipped to the ceremony destination
where it picked up.
Is new to _______, (Could be
driving, parenthood, blogging,
learning a new language, etc.) and
would like to learn more about it.
Your Solution Could Be…
Your His & Her Just Married
Luggage Tags. They are
personalizeable, easy to ship and
super fun!
Your resource page, video
tutorial or other information you
have published on the topic
either on your site or elsewhere.

13. Your Audience has Needs.
You Have the Opportunity to be their Solution!
Your Customer/Audience…
Needs a bracelet that fit her large
wrist.
Needs to know when, where and the
proper soil type to plant tulips.
Your Solution Could Be…
Your bead bracelets threaded on
elastic. Super comfortable
because they are stretchy.
Your eBook on gardening for
beginners, specifically the
chapters on blubs and soil
composition.

14. TIME FOR
A BREAK!
LET’S
CHOOSE A
GIVEAWAY
WINNER
+
Q&A

15. Customer
Mapping
• Who is your customer?
• Where are they?
• What do they do?

16. Engagement
B.O.R.E.’ing Your Audience
B.O.R.E. Method:
Whenever you talk to your
audience, make sure you share
your BORE’ing information.
B = Benefits
O = Outcomes
R = Results
E = Extras

17. Engagement
A Few Tips
• Whenever you share, think
about it as if you are sharing
with one specific person.
• Use words like “You” and
“Your” instead of “They” or
“We.”
• Forget about money, make
every interaction about
relationships and people.

18. TIME FOR
A BREAK!
LET’S
CHOOSE A
GIVEAWAY
WINNER
+
Q&A

19. Thoughts on The ART of Sharing
• How you share isn’t a static
experience; learn from your
customers and change
accordingly.
• Understanding your customer
allows you to understand how
to best communicate with
them.
• Be your real self with your
people, always.

20. Thoughts on The ART of Sharing
• Your customer/ audience isn’t
you so don’t talk to them like
they are.
• Focus on their needs and
problems.
• Keep all interactions positive
and uplifting.
• Not everyone can be your
customer, and it will be okay.
• Have fun!

21. How did I Learn This?

22. What You Achieved!

23. ThankYouSponsors!

24. FREE WebinarEnd of Part II
• Hashtag: #DYA2014
• Q&A: Chat Transcripts
 Transcript of the chat transcripts will be available in
the seminar classroom following today’s event.
• Access to the Replay
 All replays will be available on the ARTcademy
website within 24 hours.