picking your-audience-ib
TRANSCRIPT
Are You Picking Your Audience?Or is Your Audience Picking You?
Who Am I?My name is Brandon WestI am 28Live in CaliforniaI am college educatedI an athlete first, student second, marketer thirdI ride both mountain and road bikesDon’t like the coldDrink too much coffeeDon’t drink enough wineWonder what sleeping for 8 hours feels like
Who I Am NotI am not marriedI do not like fast foodI am not an attorneyI am not good at following rulesI am not a fan of Derek JeterOr the New York YankeesI am not a fan of NASCAR
Why does this matter?
I am a part of your audience
Or maybe not
Your ChallengeDefine your audienceGet specificUse information you haveWhat new information can you get
Your bigger challenge
Evolving worldviews
Evolving Worldviews
“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.”
Seth GodinAll Marketers Are Liars
You don’t have control over your message
Why?!?!
Making the First Impression
Like dating, this is important.Unlike dating, you don’t have control over when this happens
Making the First Impression
Your website?Bad press?Good press?Word of mouth from a happy client?The person you annoyed in the grocery store while talking businessA charitable event?The courtroom?Your public profile on Facebook, LinkedIn, Avvo, Google Business listings, Yelp…
ad nauseum…
Presenting Your Message
Personal biasesWhat’s important We all have our own world views
Framing Your MessageTell a great story.Appeal to our senses
Not logicTalk to everyone, speak to no one.
(Consumers are good at ignoring you)
Framing Your MessageWhat is their perceived benefit?How does it make them feel?
Emotions first. Facts second.Be honest – is it about you or them?
Tracking EffectivenessMeasure, Measure, Measure.Indentify KPI’s.Trial and Error. Experiment and Learn.
Questions?Email:
www.linkedin.com/in/brandonwestTwitter:
@brandon_westPresentation:
www.slideshare.net/brandon.w.west