Engaging your customers Nowadays, our attention is taken up by a lot of different things all going on at once – you need to fight to keep your audience paying attention. Now you’ve identified who they are, this presentation is to help you to talk to and engage with your potential customers.

Come on, let’s get started.

Yesterday & today

Not even Nike, McDonalds or Starbucks targets everyone. Be specific when naming a target audience.

You can’t target everyone 1 As a customer, it’s all about how it makes you feel. Brands

that make an emotional connection have happy customers.

It’s all about how it makes them feel 2

Work with your first customers as closely as possible to make sure you’re getting it right every time.

Work closely with your 1st customers 3 Today we’ll be looking at messaging and shareability –

factors that make your idea spread.

Today: How to talk to your customers 4

Shareable content

You need a simple message in order to have the best chance of capturing someone’s attention

We live in a visual age of social media, and in order to impress, you’ll need good visuals.

A clear message & shareable content is a start, but for it to really take off, you’ll need to target the right people.

Three steps of engaging your customers If you want a message and idea that resonates with the right people, you need these

three things to create an idea that spreads - one that is shareable.

Show The right people

Simple Message

If you can’t say it in 10 words, don’t say it.

Step 1: Simple message

Map what you’re offering on a piece of paper Keeping your messages simple is about being completely clear on what you’re offering and why people will use you.

A good way to picture this is by drawing the message map shown below – yes, actually draw it out!

Why

Customers Will Choose You

Why

Customers Will Choose You

Why

Customers Will Choose You

WHAT You Do In One

Sentence

Creating your mini pitch A Mini-Pitch is a short presentation of your business idea which you can say to potential customers, potential contacts or even just to your Nan. Make sure you include these:

Who you are & What you do E.g. Corkscrew provide training courses in business start-up

1

Why people will choose you E.g. Improved confidence & initiative, great professional experience

2

A ‘call to action’ A ‘Call To Action’ is somewhere the listener can go to if they’re interested in what you’re saying. It could be your website, a video or social media page, or perhaps it’s something offline like an event or a signup sheet.

3

Who you are and What you do

Why people will choose you

Where someone can go for more information

More information on the message map Creating a message map is the best way of getting your message right. Once you’ve

got your message right, the next best thing to do is to practice saying it!

Forbes Contributor Carmine Gallo tells you how to pitch

anything in 15 seconds using a

Message Map.

Message Map: How To Pitch Anything In 15 Seconds

1

Making something people actually want to look at

Step 2: shareable content

Make your pictures stand out Visual content is very important in today’s media culture. However, capturing the attention (and imagination) of your

audience can be quite hard with so many messages around us. Try these tips to give your photos a good start.

Take nice pictures Use interesting camera angles and clear the background

Keep it relevant Only post what your followers would want to see

Add text & tell a story Pictures should be self explanatory

There’s an app for that There are many, many apps out there that will help you take and make

great pictures. These are just a few of our favourites:

Instagram Take pictures with a vintage feel

overgram Write text over your Instagram best shots

Afterlight Lots of filters and options to make things look good.

Camera awesome Try the ‘Awesomize’ button!

Piclab HD Add drawings and doodles to your images

Photoristic Pro application with advanced image tweaking options

Viral videos are videos that are short, usually funny, and always

very shareable. You can’t expect to

hit a home run every time, but you

should be aiming for the same

characteristics in your videos.

Viral videos: 007 & coke zero 1

Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t

have to be long, in fact, the shorter the better - under 2 minutes is ideal.

Viral videos are videos that are short, usually funny, and always

very shareable. You can’t expect to

hit a home run every time, but you

should be aiming for the same

characteristics in your videos.

Viral videos: 007 & coke zero 1

Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t

have to be long, in fact, the shorter the better - under 2 minutes is ideal.

This film, ‘Intelligent Details’, is an advert shot for Bentley Motors

and filmed entirely using iPhones.

You don’t need expensive

equipment to make good videos.

Bently makes an ad shot entirely on iphones

2

This video is a great demonstration of what you can

achieve with a little creativity.

There are lots of stopmotion

apps which will help you create

a similar effect

Stopmotion pizza 3

Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t

have to be long, in fact, the shorter the better - under 2 minutes is ideal.

This video is a great demonstration of what you can

achieve with a little creativity.

There are lots of stopmotion

apps which will help you create

a similar effect

Stopmotion pizza 3

Try making a short interesting video Videos are a great way of explaining what you’re offering and are always very shareable if done well. It doesn’t

have to be long, in fact, the shorter the better - under 2 minutes is ideal.

This can be a great way of showing off what you’re doing – imagine it

in a business context! It’s a very

easy effect to achieve if you’re

willing to put in the time.

One second every day 4

There are apps for videos, too There are also a lot of great video making apps out there that can help you create great

videos with little or no camera or editing experience.

Instagram Instagram can handle videos too!

vine Create 6 second videos with no editing skill needed

magisto Great app for editing videos, including filters.

Cute cut A video editor which feels similar to iMovie somehow

One second everyday Records segments beautifully

Stop Motion Recorder Get started with stopmotion

Funny

Crazy

Amazing Shocking

scary

Sad

Supertip: make an emotional connection Make an emotional connection in what you’re doing. If you can provoke a reaction in people then you are much

more likely to create content which is shareable. Make sure your pictures and videos have the ‘wow’ factor.

Find the people that care about what you’re doing

Step 3: show the right people

This is bob. He’s a software engineer in London and enjoys lazy weekends and walks in the park. Bob also loves gadgets. One time he actually waited in a queue for hours just to get his hands on the new iPhone 5S.

Bob loves his gadgets. He loves unwrapping the latest phone & downloading the newest apps to try them out.

Bob is fanatical about gadgets 1

Whether it’s online or offline, he likes talking to people about new interesting technology – and they like it too!

He loves telling his mates about new tech and gadgets 2

Bob is always the first in line to try new apps, gadgets and devices. His opinion is going to affect what his friends do. He’s what we call an Early Adopter!

Bob’s opinion matters because He’s an ‘early adopter’ 3

This guy is an early adopter too

And so are these people

More on early adopters: the lifecycle of a product It helps to picture the full lifetime of a product and below is a chart of just that. It’s a graph of how many people adopt a product over its lifetime – it helps to picture it in terms of years, with each chunk being a year. In Year 1, 2.5% of the public will start using it, and so on.

Innovators & early adopters

Year 1 Year 2 Year 3 Year 4 Year 5

Early & Late Majority

Laggards - the last ones

These guys are the first to buy things and love writing reviews on review sites. They’re the fanatics of the world!

This represents most people and will buy something only once it becomes more commonplace, cheap or popular.

These are the last people to get something. Laggards are reluctant, stubborn and consider your product unnecessary.

This is another fantastic TED talk. Seth Godin is back to tell us about

who early adopters are and what

they truly care about.

How To Make Your Ideas Spread Seth Godin

1

Find your early adopters It’s important to find your early adopters, the people that care about what you do enough to be the first to try it, and

hopefully they’ll tell their friends. Here’s Seth Godin to explain the idea in more detail.

Shareable content

You need a simple message in order to have the best chance of capturing someone’s attention

We live in a visual age of social media, and in order to impress, you’ll need good visuals.

A clear message & shareable content is a start, but for it to really take off, you’ll need to target the right people.

So Remember these Three steps Remember, if you want a message and idea that resonates with the right people, you

need these three things to create an idea that spreads - one that is shareable.

Show The right people

Simple Message

If you can nail these three steps, you can hit a home run and go viral

Viral is a term used to describe ultra shareable content – the stuff that flies around the internet all the time. Anything can go viral from articles and videos to funny pictures of cats.

Going viral Today we’re continuing the work on your movement from last week. Yesterday we identified exactly who would be interested in your idea and now it’s time to put the wheels in motion and make it all happen.

Create a cool video to explain or demonstrate your movement 2

Try some of the apps mentioned above 3

Create 4 images to promote your movement

1

Things to takeaway

Keep going until you can. It takes a lot of work to break down your idea enough that you can explain it easily!

Can you say it in 10 words or less? 1 Use the Mini Pitch structure to talk to people about your

idea and get them interested in what you’re doing.

Create yourself a mini pitch 2

Set aside the time and energy to create awesome visuals – you don’t need any design experience.

Put effort into your visuals 3 Find and talk to the people that are going to care

about what you do. Find the fanatics!

find your early adopters 4

www.cork-screw.org

Engaging customers

Done!