How to reach and captivate your most likely buyers?

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    29-Jul-2016

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The battle for attention has changed. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy. Simply mashing up lots of content wont work any longer. Its time to re-think marketing. Discover the art and science of marketing marksmanship.

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<ul><li><p>REACH andCAPTIVATEHow to</p><p>By Anders Lindgren</p><p>your most likely buyers?</p><p>Quickguide</p></li><li><p>What is the onegreat dream all marketers SHARE?</p></li><li><p>We want to CAPTIVATE and REACH peoplewith our content.</p><p>On the screenand in print.</p></li><li><p>In the old days it used to be less complicated.</p><p>You simply followed themarketing rule book</p></li><li><p>BATTLE FORATTENTION</p><p>Today, the</p><p>has changed.</p></li><li><p>WWW</p><p>In the rumbling digital and urban jungle, people are</p><p>BOMBARDEDwith a quad zillion messages.</p></li><li><p>Never have so many had so much CONTENT and so many offers to choose from. </p></li><li><p>It has radically changed how buyers READ, SHOPand PROCESSinformation.</p></li><li><p>First of all, most people DISLIKE ads.</p><p>Consumers hate ads. Display ads dont work. Users dont click on banners. Full screen pop-ups elicit rage as they interrupt browsing especially on mobiles .</p><p>The Communication Trends Report 2016 from Hotwire, succinctlysums it all up.</p></li><li><p>Secondly, there are all sorts of ways to BLOCKout the messages youre sending out.</p><p>Technical devicesprovide people with increasingly smarter ad filters.</p></li><li><p>People have also started to invoke the worldsmost sophisticated NOISEFILTER. </p><p>THEMIND</p></li><li><p>If the content craze continues, people will start to invoke the ultimate defense system:</p><p>CONTENT NAUSEA.</p><p>Doug Kessler, Creative Director at Velocity Partners, calls the phenomena: the Content Effluent Deluge in his bright presentation: Crap.ow.ly/kDlpN</p></li><li><p>TURNING UP THE VOLUME</p><p>and mashing up lots of contentwont work any longer.</p><p>Its just too much noise.</p></li><li><p>So</p><p>-</p><p>M</p><p>e</p><p>There are too many SCREAMING to be heard at the same time.</p></li><li><p>No one does it better than the professionals.Brands are becoming publishers.Marketers are becoming editors.Bloggers are becoming journalistsJournalists are becoming click obsessed.</p><p>Everyone is MASHING UP content.</p></li><li><p>HMM! Isnt there an old proverb: When everyone does the same thing, no one is thinking? </p></li><li><p>RE-THINKMARKETING.</p><p>Maybe its time to</p></li><li><p>With two decades of experience as marketing director, I understand how daunting the brave new digital marketing world can be. </p><p>So, I started on a quest to find a surefire formula.</p><p>What I created willmake your marketingway more powerful.</p></li><li><p>I looked at all the best methods and tools and consolidated them into one FORMULA:</p></li><li><p>CAPTIVATE!</p><p>The FOUNDATION and twin pillars of the Marketing Marksmanship Code are: </p><p>The dual aspect of the marketing discipline</p><p>REACH!</p><p>If you are not able to reach and captivate your most likely buyers, nothing else you do as a marketer will matter. </p></li><li><p>A TRUSTWORTHY SOUL</p><p>A WARM HEART</p><p>A PRECISE FOCUS</p><p>A CLEAR MIND</p><p>The key to reaching and captivating your buyerslies in FOUR essential human skills</p></li><li><p>The skillset represents the HOLY GRAIL of marketing.</p><p>They have withstood the test of time and odds of change.</p><p>They will likely always be at the core of marketing marksmanship.</p><p>1. A PRECISE FOCUS</p><p>3. A CLEAR MIND</p><p>2. A WARM HEART</p><p>4. A TRUSTWORTHY SOUL</p></li><li><p>A PRESICE FOCUS</p><p>Decide precisely what your business is and identify exactlywho your most likely buyers are, then act resolutely to reach them. </p><p>1</p></li><li><p>Create from your heart with warmth, empathy and genuine appreciation for your buyers, then your creations will more easily reach their hearts. </p><p>A warmheart</p><p>2</p></li><li><p>Clarity of writing follows clarity of thought, so think about what you want to say, then say it as clearly as possible. </p><p>3A CLEAR MIND</p></li><li><p>Demonstrate that you can and know your stuff, share insights that is useful for your buyers and highlight customer testimonials and your credentials.</p><p>A trustworthy soul</p><p>4</p></li><li><p>The Marketing Marksmanship Code COMPLETES Aristotles classical rhetorical triangle.</p><p>Ethos </p><p>Pathos </p><p>Logos </p><p>The worlds most influential method of persuasion.</p></li><li><p>The formula adds the apparent, yet overlooked VITAL ELEMENT.</p><p>Ethos </p><p>Pathos </p><p>Logos </p><p>It makes all the difference!</p><p>AkribosIts the Greek word forprecision.</p></li><li><p>To have a precise focus is the ZEN of the Marketing Marksmanship Code.</p><p>It gives focus to your energy and channels it in the right direction. </p></li><li><p>YOU WILL FAIL!</p><p>It doesnt matter how great your content is, if you dont reach the right people: </p><p>To put it bluntly:</p></li><li><p>When you are precise in your focus and bring together the noble energies of your heart, mind and soul, then you master the Marketing Marksmanship Code. </p><p> ANDERS LINDGREN, digital pioneer, PR-veteran andcontent marketing specialist</p></li><li><p>MENTAL SHIFT!Many need to take a</p></li><li><p>How it has changed the battle for attention</p><p>Specifically, we need to fully understand the the digital revolution.</p><p>and peoples purchasing behavior and reading habits. </p></li><li><p>And we need to takeownership to the one</p><p>To what extent does your buzz create business?</p><p>ONE KEY ISSUEtop management is concerned about: </p></li><li><p>You should be able to answer the question.</p><p>TO WHAT EXTENT DO PEOPLE WHO</p><p>VIEW YOUR CONTENTTURN INTO LEADS </p><p>AND SALES</p></li><li><p>TAKEAWAY?Whats the greatest </p></li><li><p>MorePRESICE</p><p>REMEMBER what the Marketing Marksmanship Code is all about being:</p><p>Morehuman</p></li><li><p>Its the surefire way to </p><p>your most likely buyers.</p><p>REACH andCAPTIVATE</p></li><li><p>Check out the 3 versionsof this presentation.</p><p>You find all of them on slideshare.comhttp://bit.ly/1Lb6d03</p><p>Take the quick or full tour to SUCCESS.</p><p>3 minguide</p><p>Quickguide</p><p>Fullreport</p></li><li><p>See also my supplementary guide.</p><p>magic tactics8</p><p>It will soon be available on Slideshare.</p></li><li><p>Another related presentation.</p><p>Its alsoavailableon slideshare.</p></li><li><p> 2016 Anders Lindgren. </p><p>The information in this guide is copyrighted, and The Marketing Marksmanship Code and symbol are trademarks of Anders Lindgren.</p><p>Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source. </p><p>The information can not be published in print n any media without the prior consent of the copyright holder. </p><p> Text , design and illustrations : Anders Lindgren</p><p> Photos: Adobe Stock, Dreamstime</p><p> Typefaces : Myriad Pro , Myriad Pro Black and Lobster</p><p>Contact: Anders Lindgren. E- mail: anderlindgren@gmail.com. Phone : 921 30 430</p></li><li><p>About the author and creator of The Marketing Marksmanship Code.</p><p>Anders Lindgren is a digital pioneer, PR-veteran and content marketing specialist with two decades of experience as a marketing and communication director for large professional services firms, primarily PwC and Sopra Steria.</p><p>He is passionate about sharing insights about all communication around people and brands that makes them SHINE.</p><p>no.linkedin.com/in/anderlindgren+47 921 30 430anderlindgren@gmail.com</p></li></ul>