Brandon West introduces himself and discusses defining your target audience and framing your message. He notes that your first impression is important but may be out of your control. West emphasizes the need to understand your audience's perspectives and appeal to their emotions over logic. He advises marketers to measure the effectiveness of their campaigns through key performance indicators and trial and error.
1. Are You Picking Your Audience? Or is Your Audience Picking You?
2. Who Am I? My name is Brandon West I am 28 Live in California I am college educated I an athlete first, student second, marketer third I ride both mountain and road bikes Don’t like the cold Drink too much coffee Don’t drink enough wine Wonder what sleeping for 8 hours feels like
3. Who I Am Not I am not married I do not like fast food I am not an attorney I am not good at following rules I am not a fan of Derek Jeter Or the New York Yankees I am not a fan of NASCAR
10. 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 Godin All Marketers Are Liars
13. Making the First Impression Like dating, this is important. Unlike dating, you don’t have control over when this happens
14. 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 business A charitable event? The courtroom? Your public profile on Facebook, LinkedIn, Avvo, Google Business listings, Yelp…
17. Framing Your Message Tell a great story. Appeal to our senses Not logic Talk to everyone, speak to no one. (Consumers are good at ignoring you)
18. Framing Your Message What is their perceived benefit? How does it make them feel? Emotions first. Facts second. Be honest – is it about you or them?
