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.

1. Marketing
is not a dirty word.
Lauren Bacon
@laurenbacon
Wednesday, 27 June, 12

2. Talk amongst yourselves.
photo: emdot
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3. What is your biggest
marketing challenge?
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4. 3 kinds of marketing challenges:
1. Philosophical
2. Strategic
3. Tactical
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5. Philosophical Challenges
The “Ick” Factor
photo: Stuck in Customs
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6. Strategic Challenges
Who, What, & Where
photo: Matthew McVickar
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7. Tactical Challenges
When & How
photo: Bethan
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8. If your challenges are tactical…
they’re not, really.
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9. Philosophical Challenges
The “Ick” Factor
photo: Stuck in Customs
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10. Less icky?
What if we called it…
relationship building,
community creation,
or lead generation?
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11. Push vs Pull
photo: pasukaru76
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12. Wednesday, 27 June, 12

13. Community is built with
common ground
& common language.
photo: Brandon Christopher Warren
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14. Strategic Challenges
Who, What, & Where
photo: Matthew McVickar
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15. Find your people.
photo: See-ming Lee
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16. Fun with personas
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17. Exercise: Mini-Persona
• First Name
• Age
• Occupation
• Currently reading…
• Likes to eat…
• Chooses your product/service
because…
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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

22. Cultivate your voice.
photo: VancityAllie
Wednesday, 27 June, 12

23. Be useful. Be generous.
photo: kris krug
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24. Brochures and websites and
business cards, oh my…
photo: Michael Kappell
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25. One thing at a time.
photo: splorp
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26. Measuring success
photo: Julia Manzerova
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27. DIY Marketing Strategy
1. Find your people (personas, empathy
map)
2. Define your value proposition
3. Cultivate your voice (meal exercise, room
exercise, icons/heroes)
4. Brainstorm content ideas (enthusiasm,
knowledge, inspiration)
5. Choose & prioritize materials & venues
6. Decide how you’ll measure success
7. Experiment, measure, & refine
Get (and share!) the worksheet: http://bit.ly/diymktg
Wednesday, 27 June, 12

28. Questions?
The Boss of You:
www.thebossofyou.com
Twitter: @laurenbacon
Wednesday, 27 June, 12