Logical Marketing

7 Keys to Build Your Brand

and Reach Your Target Market

The Seven Keys

Know What You Do
Know Whats In It for Them
Understand Your Buyers Motivation
Match Your Brand to Your Buyers Motivation
Locate Your Target Market
Go to your Target Market
See Who Else Occupies That Space

Key 1
Know What You Do

Crafting a Brand Statement

For ____________________________________ (state
who want or need ___________________ (state
my company provides _______________ (state
that benefits them by ________________ (state
so they can ____________________________ (state

the target market)

what they lack)
what you give them)
the primary benefit)
the positive outcome)

Example: Prime Event Decor

Eco-Friendly Weddings

For eco-friendly couples who are planning a wedding

who want or need eco-friendly event styling
my company provides environmentally-conscious styling options to suit their taste
that benefits them by creating a customized event look while protecting the environment
so they can have a memorable, unique wedding while supporting an important cause.

Eco-Friendly Non-Profit Fundraisers

For organizers of non-profit events who care about the environment

who want or need a professional, eco-friendly event look within a limited budget
my company provides environmentally-conscious, affordable styling options
that benefits them by creating a cohesive, professional, and eco-friendly look to impress donors
so they can create a memorable event to get more donations within a tight budget.

Rules of the Brand Statement

1)
2)
3)
4)

Describe specifically who you help. Use precise adjectives.

Multiple target markets? Multiple brand statements.
Describe exactly how you help. Tailor the positive outcome.
The brand statement is your core messaging.

Key 2
Know Whats In It for Them

Reverse Brand Statement

From the customers perspective

I am a ________________________________
I have a problem. It is _____________
I am looking for _____________________
This will help me by _________________
so I can _______________________________

(my target market)

(what I need/want)
(the outcome I want)
(the benefit to me)
(how it empowers me)

Example: Prime Event Decor

Eco-Friendly Weddings
We are a couple planning a wedding.
We have a problem. It is we want to have an elegant wedding yet remain eco-friendly.
We are looking for someone to create a perfect, elegant wedding look that respects the environment.
This will help us by saving us time yet creating a unique, classy, eco-friendly event look
so we can have a memorable, unique, earth-friendly wedding and have time to plan other things.
Eco-Friendly Non-Profit Fundraisers
I am a non-profit employee planning a fundraiser for an eco-friendly organization.
I have a problem. It is I need eco-friendly dcor for the event on a very limited budget.
I am looking for a professional-looking, environmentally-conscious event on a tight budget.
This will help me by creating a professional event, keeping with the cause, that will impress donors.
so I can raise more money while spending less.

Why Reverse the Brand Statement?

1) Start to think like the customer.
2) The customer is deciding if you fill a particular need.
Answer that question.
3) The customer wants to know how they will be impacted.
It is not about your wishes, needs, or goals.

Key 3
Understand Your Buyers Motivation

Buyer Motivation
B2B Buyers are motivated by some
combination of Profit / Gain, Preventing Loss,
and Cause Affiliation
B2C Buyers could be motivated by any
combination

Comfort /
Pleasure

Pride / Prestige

Profit /
Gain

Preventing Loss

Avoidance
of Pain

Belonging
Cause
Affiliation*

Appealing to Your Buyers Motivation

The Problem You Solve:
Buyer Motivation:
Emotional Appeal?
Which Emotion?:

_________________________________________
_________________________________________
Yes / No
_________________________________________

Example: Prime Event Decor

Eco-Friendly Weddings
The Problem You Solve:
Buyer Motivation:
Emotional Appeal?
Which Emotion?:

Creating a unique, eco-friendly event look.

Cause, Pleasure, Prestige?
Yes
Pride, Feeling Special

Eco-Friendly Non-Profit Fundraisers

The Problem You Solve:
Buyer Motivation:
Emotional Appeal?
Which Emotion?:

Creating a low-cost, professional, eco-friendly event.

Profit/Gain, Preventing Loss, Cause
No

Key 4
Match Your Brand to Your
Buyers Motivation

Language and Emotion

Tone

Language and Emotion -

Triggers

Enticing:
1) Sensory - Appeal to the sense of sight, sound, touch, taste, or smell.
2) Word Imagery In the absence of an actual picture, create a mental image.
3) Outcome Connect an action with a distinct positive outcome.
4) Verbs Use active, present tense verbs to call the reader to action.
5) Repetition Be consistent with trigger words. The mind looks for and recalls patterns.
6) Exclusivity Words that suggest or imply exclusivity make us feel special.
Halting:
1) Negative Words No, Not, Never trigger a fear response via the amygdala.

Visuals and Emotion

SERIF

SANS SERIF

Script

Formal
Traditional
Respectable
Reliable
Authoritative

Universal
Simple
Stable
Clean

Feminine
Fancy
Elegant
Creative

Good for print

body of content

Good for web

body of content

Good for
invitations

Font

DISPLAY /
DECORATIVE

MODERN

EXPRESSIVE
AMUSING
UNIQUE
BOLD
MEMORABLE

COOL
DISTINCT
PROGRESSIVE
STYLISH

Good for
headlines

Good for
niche markets

Visuals and Emotion -

Shape

Order, logic, security

Energy, power, masculinity

Connection, community, femininity

Optimistic, Warm, Happy, Young

Exciting, Intense
Romantic, Beautiful, Compassionate
Friendly, Cheerful, Warm, Retro

Visuals and Emotion

Color

Trustworthy, Dependable, Tranquil

Peaceful, Healing, Refreshing, Natural
Royal, Dignified, Wise, Luxurious, Passionate

Authoritative, Powerful, Sophisticated

Innocent, Pure, Simple, Hopeful
Balanced, Calm, Security
Genuine, Practical, Sad

Key 5
Locate Your Target Market

Who is your target market?

Build Your Demographic
Gender
Age
Culture
Religion
Language
Relationships
Other Key Attributes

Where is your target market?

Geography
National
Regional/Provincial
City/County
Neighborhood
Socioeconomic Factors
Cultural Traits

Spending Their Time

Office, School
Home
Social media
Current Events
Magazines, News
Stores
Exclusive Clubs / Groups

Know How the Community Communicates

Newsletters
Mail
Social Media
Bulletin Boards
Groups
Advertisements, Brochures
Member Discounts

Key 6
Go to Your Target Market

Building Trust in Marketing

1. Be where the people are. Often.
2. Create Goodwill
Byproducts
Recency Illusion
Referrals

The Rule of Seven

It is said that it takes at least 7 touches
to turn a lead into a buying prospect.
Read: It takes 7 points of contact
before they may be ready to buy.
Read: It takes 7 points of contact to
build the relationship.

Key 7
See Who Else Occupies That Space

Partners
1. Businesses from other industries or different segments of
the same industry that are already in the space where
your target market is.
2. Businesses in the same niche of your market, where a
mutual agreement can be made for outsourcing or
overflow business.

Competition
Businesses from the same segment of your industry that
are already in the space where your target market is
+
Businesses that cannot be persuaded to see you as other
than a threat.

The Seven Keys

Know What You Do
Know Whats In It for Them
Understand Your Buyers Motivation
Match Your Brand to Your Buyers Motivation
Locate Your Target Market
Go to your Target Market
See Who Else Occupies That Space

Questions?