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.

1. HOW TO CREATE
MARKETING MAGIC
Get the Right Message
to the Right Market
Using the Right Media
+Chris Mohritz | chris@mohritz.co

2. OUR JOURNEY
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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. OUR GOAL
"Always enter the conversation already
taking place in the customer's mind."
~Robert Collier

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. YOUR TARGET MARKET
Step 1

6. BRAINSTORM & PRIORITIZE

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. GET PERSONAL
Step 2

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. CREATE AN AVATAR

11. WHERE THEY
WANT TO GO
Step 3

12. WHAT’S ON THEIR MINDS
● Try not to focus on vocal few
● Follow the data whenever possible

13. INTERVIEW CURRENT CUSTOMERS
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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. MARKET FORUMS / GROUPS
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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. MARKET BLOGS
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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. MORE RESEARCH TOOLS

17. HOW YOU
CAN HELP THEM
Step 4

18. YOUR LEGACY
● What is the most important keyword you
want your brand remembered for?
adwords.google.com/ko/KeywordPlanner/Home

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. HELP THEM ACHIEVE A GOAL

21. HELP THEM IMPROVE

22. TIP: CAN YOU MAKE IT FUN?
thefuntheory.com

23. THINKING TRIBE
Step 5

24. COMMUNITY TOPICS
Spend a lot of our money on
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Cars
Financial investments
Homes
Vacations
Fashion / clothing
Provokes a strong emotional reaction
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Causes
Politicians
Relationships
Pets
Sports teams
Spend a lot of our time on
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Books / TV shows
Video games
Sports
Shopping
Gardening
Represents a group / status / our identity
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Apple products
Entrepreneurship
“Green” products
Jobs / career-related
Location (geography)

25. THE RECKONING
Step 6

26. YOUR NEW CHEATSHEET

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. DO WE HAVE UNDERSTANDING?
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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. PUTTING PEN TO PAPER

30. TO SUM IT UP...
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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. GO DEEPER
● blog.crazyegg.com/2013/06/12/sales-copy-matters
● Anything by Dan Kennedy

32. Feedback?
Questions?
chris@mohritz.co