Master Your Message Deck 101718justinroot.com/wp-content/uploads/2018/10/Master-Your-Message-D… · For the last 10 years, I’ve honed my skills in marketing and sales because I

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

http://NutritionalRoots.com

http://JustinRoot.com

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


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


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


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


Dr. Todd's Choice: Wellness solutions for supporting optimal health.



2013-2017


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


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


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


“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…


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


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


1. Market Fitness

2. Customer’s Context

3. Standardize Your Story

4. Disseminate Your Messages



1. MARKET FITNESS

PICK YO’ PLOT


Design from patterns to details.

Goal: Segment until you’re special

1. Evaluate

2. Plot

3. Quantify

THREE STAGES



QUALITATIVE EVALUATION


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


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


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


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


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


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


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



Key Message: This is the most important idea to share.

Keyword or Hook



PUNCHLINE STRUCTURE



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


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


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


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


A better you is brewing. | BrewNatureCBD.com



http://BrewNatureCBD.com

Documents

Master Your Message Deck 101718justinroot.com/wp-content/uploads/2018/10/Master-Your-Message-D… · For the last 10 years, I’ve honed my skills in marketing and sales because I