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Master Your MessageBetter sales with improved storytelling and positioning
Justin Root
A Marketing Dude
10/17/2018 | PCR Speaker Series
TODAY’S DESTINATION
!2NutritionalRoots.com | JustinRoot.com |
Teach you the most concise and compelling way to explain
your company, so that your sales and marketing:
• Grab attention, influence attitudes and inspire action
• Amplify through your customers and advocates
• Drive sales and growth
TABLE OF CONTENTS
!3
Chapter 1
Who are we riding with?
Chapter 2
We went the long way
Chapter 3
But we found short cuts
Chapter 4
See you there
CHAPTER 1
!5
Who Are We Riding With?
“Because the purpose of business is to create a
customer, the business enterprise has two–and only
two–basic functions: marketing and innovation.
Marketing and innovation produce results; all the rest are
costs. Marketing is the distinguishing, unique function of
the business.”
Peter DruckerThe Practice of Management
1954
ABOUT ME
!7NutritionalRoots.com | JustinRoot.com |
For the last 10 years, I’ve honed my skills in marketing and sales because I
wanted to create businesses around my ideas and creation, but there’s a
lot about marketing you can only learn from experience.
There’s a lot they can’t teach in text books.
There’s a lot you can only learn the hard way.
ABOUT NUTRITIONAL ROOTS
!8NutritionalRoots.com | JustinRoot.com |
A plant-based diet is your best choice for nutrition because the Standard
American Diet is harming the health of people and the planet.
But modern living can make it hard to meet all your nutritional needs.
Nutritional Roots solves this challenge. Our plant-based medical doctor
designed premium supplements and essential oils to easily complete
your plant-based life.
It all started in New Orleans at a boutique PR agency…
Then to San Diego for some natural foods experience…
MY ROOTS
!11NutritionalRoots.com | JustinRoot.com |
NEW ORLEANS
PR Agency
+ World’s Best Food
+ Booze (Lots of Booze)
= 30 additional pounds
SAN DIEGO
Natural Food Startup
JACKSONVILLE
Direct Marketing Firm
Digital Marketing
Tech Startup
ANNUAL PHYSICAL
Uh oh.
CLEVELAND, OH
Nutritional Roots Sprouts Up
Experienced Founders
CONFUSED BUT CURIOUS
Research + Trials + Failures = Progress
FOCUS
Nutrition
Sustainability
Agriculture
KOSHKONONG, MISSOURI
This place is dope.
OLD LOOK
!12NutritionalRoots.com | JustinRoot.com |
Dr. Todd's Choice: Wellness solutions for supporting optimal health.
2013-2017
!13NutritionalRoots.com | JustinRoot.com |
Products
9 Supplements
8 Essential Oils
1 Smoothie Powder
4 Energy Stickers
4 Nutrition Bars
Position
P r e m i u m r a w
supp lements and
wellness solutions.
Founded by a root
doctor turned M.D.
POSITIONING & MESSAGES SUCKED
!16NutritionalRoots.com | JustinRoot.com |
We didn’t have a concise, compelling and differentiated way to
explain ourselves.
This created lots of problems.
Did not have a target audience. Customers were apathetic.
WE NEEDED A LOG LINE
!17NutritionalRoots.com | JustinRoot.com |
Concentrate on writing one sentence. One line.
Because if you can learn how to tell me “What is it?” better,
faster and with more creativity, you’ll keep me interested.
…The point is that a good logline, in addition to pulling you in,
has to offer the promise of more.
Snyder, B. (2005). Save the cat!: The last book on screenwriting youll ever need. Studio City, CA: Michael Wiese.
CHAPTER 2
!18
We Went The Long Way
Laughably long…
THE STRUGGLE IS REAL
!21NutritionalRoots.com | JustinRoot.com |
“Turns out, the future of your health will have roots in our past.”
…
“Also, we believe a healthy planet grows healthy people.”
….
“We make innovative supplements by harnessing the health-empowering potential
of plants.”
…
“Our doctor cares for patients – when he’s not caring for the planet.”
…
“We all can revitalize food by helping regenerative farms.”
…
“Restore your Nutritional Roots”
THREE MONTHS…
!24NutritionalRoots.com | JustinRoot.com |
Better Soil. Better Nutrition. Better Health.
A Doctor’s ancient solutions for the future of wellness.
CHAPTER 3
!33
But We Found Short Cuts
TODAY’S DESTINATION
!34NutritionalRoots.com | JustinRoot.com |
Teach you the most concise and compelling way to explain
your company, so that your sales and marketing:
• Grab attention, influence attitudes and inspire action
• Amplify through your customers and advocates
• Drive sales and growth
PROCESS
!35NutritionalRoots.com | JustinRoot.com |
1. Market Fitness
2. Customer’s Context
3. Standardize Your Story
4. Disseminate Your Messages
1. MARKET FITNESS
PICK YO’ PLOT
!37NutritionalRoots.com | JustinRoot.com |
Design from patterns to details.
Goal: Segment until you’re special
1. Evaluate
2. Plot
3. Quantify
THREE STAGES
QUALITATIVE EVALUATION
!38NutritionalRoots.com | JustinRoot.com |
1. Geography: Observe and orient for place.
a. Physical location & Distribution channel
2. Time: When can you make an impact?
a. New Emerging Market (Ride the wave) i. New Technology
ii. Population Growth
iii. Legislative Changes
iv. Media Attention
b. Established Market (Attack the leaders) i. Industrial Mistakes
ii. Disruptive Approach/Technology
iii. Consumer’s Behavior
QUALITATIVE EVALUATION
!39NutritionalRoots.com | JustinRoot.com |
Watching and listening is critical.
Find hard-to-ignore problems and anticipate solutions.
“If you can’t be first in a category, setup a new
category you can be first in.”
Ries, A., & Trout, J. (1994). The 22 immutable laws of marketing: Violate them at your own risk. New York, NY: HarperBusiness.
PLOTS & GRAPHS
!40NutritionalRoots.com | JustinRoot.com |
Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Massachusetts:
Havard Business School Publishing Corporation.
QUANTIFY
!43NutritionalRoots.com | JustinRoot.com |
Validate your thesis with market research.
Find industry data to support your position in market and category.
Find data to measure the risk of choosing this position.
“Fair fights are for boxing rings. If you’re
playing a fair game, that’s just bad strategy.
You want fights where you have as big of an
advantage as possible.”
Jeff BezosAmazon Founder
2. CUSTOMER’S CONTEXT
BECOME YOUR AUDIENCE
!46NutritionalRoots.com | JustinRoot.com |
1) Logic and reasoning of available choices in location
a. Explicit and implicit needs
2) Emote: how we feels color how we think
a. Brand = Association + Experiences
3) Experience every touch point
4) Listen for friction and confusion
Rackham, N. (1988). SPIN selling. New York: McGraw-Hill.
“If you’re trying to persuade people to do
something, or buy something, it seems to
me you should use their language, the
language they use every day, the language
in which they think.”
David OgilvyOgilvy on Advertising
3. STANDARDIZE YOUR STORY
WRITE YOUR SONG
!51NutritionalRoots.com | JustinRoot.com |
1. Brand Story (why?)
a. Logline - simple, contextual, memorable, enticing
2. Sales Story (how? & what?)
a. Features v. Benefits
b. Needs and solutions
3. Visual Story
Message hierarchy. Consistency is key.
4. DISSEMINATE YOUR MESSAGE
SING FROM THE SAME HYMNAL
!53NutritionalRoots.com | JustinRoot.com |
1. Punchlines
2. Social Currency, Triggers, Emotion, Public, Practical Value, Stories
3. Repeat. Repeat. Repeat.
Berger, J. (2013). Contagious: Why things catch on. New York: Simon & Schuster.
PUNCHLINE STRUCTURE
!54NutritionalRoots.com | JustinRoot.com |
Berger, J. (2013). Contagious: Why things catch on. New York: Simon & Schuster.
Key Message: This is the most important idea to share.
Keyword or Hook
PUNCHLINE STRUCTURE
!55NutritionalRoots.com | JustinRoot.com |
Berger, J. (2013). Contagious: Why things catch on. New York: Simon & Schuster.
Key Message: This is the most important idea to share.
• Support fact to illustrate the idea in an analogy
• Supporting fact to quantify the impact of the idea
• Supporting fact to contextualize the idea.
Jabs
Commonly Used
Phrases
CHAPTER 4
!59
See You There
ARRIVED
!63NutritionalRoots.com | JustinRoot.com |
We’re not done rolling out the messaging and position, but in
the first few months…
• Sales are growing
• More partners than we can handle
• More vendors than we can pay
• Running out of products
REMEMBER
!64NutritionalRoots.com | JustinRoot.com |
Here’s what to do…
• Listen for your market fit
• Feel like your customers
• Short, sweet and relatable story
• Never get tired of sharing your story
THANK YOU
!66NutritionalRoots.com | JustinRoot.com |
Nutritional Roots
NutritionalRoots.com
Thinks & Things
JustinRoot.com
“We have been telling stories for over 300,000 years.
Before we invented writing, we used stories to share
hard-earned knowledge: don’t eat the red berries with
the spots. Don’t pet the big kitty. Our brains have
evolved to pay attention to story, because they hold
secrets to our survival.”
Christina WodtkeElegant Hack
BREW NATURE | CBD DRINKS
!68NutritionalRoots.com | JustinRoot.com |
A better you is brewing. | BrewNatureCBD.com
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