REACH andCAPTIVATEHow to
By Anders Lindgren
your most likely buyers?
10 minguide
The MARKETINGMARKSMANSHIPCODE™
What is the onegreat dream all marketers SHARE?
We want to CAPTIVATE and REACH peoplewith our content.
On the screenand in print.
In the old days it used to be less complicated.
You simply followed themarketing rule book
THE BATTLEFOR ATTENTION
Today,
has changed.
Through the rumble in digital and urban media jungle, people are
BOMBARDEDwith a quad zillion messages.
Never have each of us had so much CONTENT and so many offers to choose from.
It has radically changed how buyers READ, SHOP and PROCESS information.
First of all, most people DISLIKE ads.
Consumers hate ads. Display ads don’t work. Users don’t click on banners. Full screen pop-ups elicit rage as they interrupt browsing –especially on mobiles .”
The Communication Trends Report 2016 from Hotwire, succinctlysums it all up.
Secondly, there are all sorts of ways to BLOCKout the messages you’re sending out.
Technical devicesprovide people with increasingly smarter ad filters.
THEMIND
People have also started to invoke the world’smost sophisticated NOISEFILTER.
If the content craze continues, people will start to invoke the ultimate defense system:
CONTENT NAUSEA.
Doug Kessler, Creative Director at Velocity Partners, calls the phenomena: the ‘Content Effluent Deluge ‘in his bright presentation: Crap.ow.ly/kDlpN
TURNING UP THE VOLUME
and mashing up lots of contentwon’t work any longer.
It’s just too much noise.
There are too many SCREAMINGto be heard at the same time.
BrandsN
ews
No one does it better than the professionals.Brands are becoming publishers.Marketers are becoming editors.Bloggers are becoming journalistsJournalists are becoming click obsessed.
Everyone is MASHING UP content.
HMM! Isn’t there an old proverb: When everyone does the same thing, no one is thinking?
RE-THINKMARKETING.
Maybe it’s time to
With two decades of experience as marketing director, I understand how daunting the brave new digital marketing world can be.
So, I started on a quest to find a surefire formula.
What I created willmake your marketingway more powerful.
The MARKETINGMARKSMANSHIPCODE™
I looked at all the best methods and tools and consolidated them into ONE FORMULA:
It’s an easy to ADOPT and unbelievable powerful marketing formula.
So you can create top-notch content, that’s relevant to your audience and capture high quality leads.
All based on one methodology and a set of tactics.
CAPTIVATE!
The FOUNDATION and twin pillars of the Marketing Marksmanship Code are:
The dual aspect of the marketing discipline
REACH!
If you are not able to reach and captivate your most likely buyers, nothing else you do as a marketer will matter.
A TRUSTWORTHY SOUL
A WARM HEART
A PRECISE FOCUS
A CLEAR MIND
The ESSENCE of reaching and captivating your buyers lies in four essential human skills:
The skillset represents the ‘HOLY GRAIL’ of marketing.
It has withstood the test of time and odds of change.
The 4 skills will likely always be at the core of marketing marksmanship.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL
A PRESICE FOCUS
Decide precisely what your business is and identify exactlywho your most likely buyers are, then act resolutely to reach them.
1
When you decide and define precisely what your business is, a lot of other aspects…
FALL INTO PLACE.Peter Drucker, the grandfather of marketing, placed enormous emphasis on this decision.
He viewed it as the fundamental marketing decision of any manger.
Identify your MOST LIKELY BUYERS.
Who are they? Decision makers?Influencers?Consumers?How old are they?Where do they live and work?…
Zoom in on yourtarget groups.
Create from your heart with warmth, empathy and genuine appreciation for your buyers, then your creations will more easily reach their hearts.
A warmheart
2
Buyers shall not only understand your messages.
Make them FEEL what you try to get across.
The better your content stir people hearts, the moreresponse you get.
It’s single most important word in marketing.
empathy noun | em·pa·thy | \ˈem-pә-thē\
The ability to identify with the situation and emotions of other people. The capacity to understand what other beings are experiencing as ifwe were feeling it ourselves.
To reach people’s heart, you need to have...
Clarity of writing follows clarity of thought, so think about what you want to say, then say it as clearly as possible.
3A CLEAR MIND
In a complex world SHORT OF TIME, buyers crave for clarity and simplicity.
You save space.The viewer saves time.It seldom gets boring.
Demonstrate that you can and know your stuff, share insights that is useful for your buyers and highlight customer testimonials and your credentials.
A trustworthy soul
4
Give guidance. Share insights.Inspire people forwardto greatness and a good life.It’s the way to earn trust.
Move from selling to helping.
Understand that nothing builds CREDIBILITY like people advocating your offers..
That’s the power of word of mouth.
Imagine that someone wants to convince women of their skill as a lover.
“He’s a great lover!”
THIS IS ADVOCATING
“I’m a great lover!”
THIS IS SELLING THIS IS ADVERTISING
Let me illustrate:
Which tactic is most effective?
Buy your lover now!
GREATLOVER.COM
VITALELEMENT.
Discover the
The Marketing Marksmanship Code™ COMPLETES Aristotle’s classical rhetorical triangle.
Ethos
Pathos
Logos
The worlds most influential method of persuasion.
The formula adds the apparent, yet overlooked VITAL ELEMENT.
Ethos
Pathos
Logos
It makes all the difference!
AkribosIt’s the Greek word forprecision.
To have a precise focus is the ZEN of the Marketing Marksmanship Code™.
It gives focus to your energy and channels it in the right direction.
YOU WILL FAIL!
It doesn’t matter how great your content is, if you don’t reach the right people –
To put it bluntly:
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. ”
– ANDERS LINDGREN, digital pioneer, PR-veteran andcontent marketing specialist
™
MENTAL SHIFT!Many need to take a
How it has changed the battle for attention
Specifically, we need to fully understand the the digital revolution.
and people’s purchasing behavior and reading habits.
And we need to takeownership to the one
To what extent does your buzz create business?
ONE KEY ISSUEtop management is concerned about:
You should be able to answer the question.
TO WHAT EXTENT DO PEOPLE WHO
VIEW YOUR CONTENTTURN INTO LEADS
AND SALES
TAKEAWAY?What’s the greatest
MorePRESICE
REMEMBER that the Marketing Marksmanship Code is all about being:
Morehuman
It’s the surefire way to
your most likely buyers.
REACH andCAPTIVATE
Check out the 3 versionsof this presentation.
You find all of them on slideshare.comhttp://bit.ly/1Lb6d03
Take the 3, 10 or 30 minute tour to SUCCESS.
3 minguide
10 minguide
30 minguide
The MARKETINGMARKSMANSHIPCODE™
IN ACTION
8The magic formula
See also the supplementary report.
It will soon be published here on Slideshare.
Here you will learn my magic 8 formula.
Stay tuned!
© 2016 Anders Lindgren.
The information in this guide is copyrighted, and The Marketing Marksmanship Code™ and symbol are trademarks of Anders Lindgren.
Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source.
The information can not be published in print in any media without the prior consent of the copyright holder.
• Text , design and illustrations : Anders Lindgren
• Photos: © Adobe Stock, © Dreamstime
• Typefaces : Myriad Pro , Myriad Pro Black and Lobster
Contact: Anders Lindgren. E- mail:Phone :
ABOUT THE AUTHOR and creator of The Marketing Marksmanship Code™.
Hey, my name is Anders Lindgren.People who know me well, will label me as a service marketing specialist, digital pioneer, PR-veteran and futurist. I have two decades of experience as a marketing and communication director for large professional services firms, primarily PwC, AT&T and Sopra Steria.
Throughout my career I have been passionate about sharing insights, and helping people and brands communicate in a way that makes them shine and stand out from the crowd.
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