When was the last time you enjoyed marketing your business? Or even being marketed to? Many of us associate marketing with icky, pushy, inauthentic, and unwelcome sales pitches - but there's hope for the entrepreneur who knows she needs to market her products or services, despite the ick factor.
In this workshop, I give an overview of the 3 types of marketing challenges, wax poetic about how to overcome the ick factor, and explain exactly how to design your very own, custom-built, DIY marketing strategy.
There is an accompanying worksheet available at http://bit.ly/diymktg.
17. Exercise: Mini-Persona
• First Name
• Age
• Occupation
• Currently reading…
• Likes to eat…
• Chooses your product/service
because…
Wednesday, 27 June, 12
18. What does she THINK & FEEL?
core values
major preoccupations
worries & aspirations
What does she HEAR? What does she SEE?
environment
what friends say
friends
what influencers say
what the market offers
The Empathy Map
What does she SAY & DO?
attitude in public
appearance
behaviour towards others
PAIN GAIN
fears
wants/needs
frustrations
measures of success
obstacles
Credit: XPLANE
Wednesday, 27 June, 12
19. What does she THINK & FEEL?
core values
major preoccupations
worries & aspirations
What does she HEAR? What does she SEE?
environment
what friends say
friends
what influencers say
what the market offers
What does she SAY & DO?
attitude in public
appearance
behaviour towards others
PAIN GAIN
fears
wants/needs
frustrations
measures of success
obstacles
Credit: XPLANE
Wednesday, 27 June, 12
20. Some people are not your
people. And that’s OK.
photo: Telstar Logistics
Wednesday, 27 June, 12
21. Stand out from the crowd.
photo: onkel_wart
Wednesday, 27 June, 12