Guided Exercises
Part 1: Refining Your Message
Exercise 3: Finding Your Audience
Chapter 3 Worksheets Copy
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Question 1 of 19
1. Question
In the space below, brainstorm about the purpose and value of your product, as well as the problem your product solves.
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Question 2 of 19
2. Question
Copy over the three demographics we worked on in Chapter 1. Expand this as much as possible in the space below to make your target audience as specific as you can.
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Question 3 of 19
3. Question
Research Notes
Competitors:
Visit your top 3 competitors on their website, social media pages, and Google them to find any recent news coverage or press releases. Then answer the following questions in the space providedWrite down the 3 competitor brands you will research in this section below:
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Question 4 of 19
4. Question
How many followers do they have on each channel?
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Facebook: 1. 2. 3.
Twitter: 1. 2. 3.
Instagram: 1. 2. 3.
Google+: 1. 2. 3.
LinkedIn: 1. 2. 3.
Pinterest: 1. 2. 3.
Snapchat: 1. 2. 3.
Other: 1. 2. 3.
CorrectIncorrect -
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Question 5 of 19
5. Question
What kinds of content are they posting?
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Question 6 of 19
6. Question
Are people interacting with their content? Do most of their posts have comments/shares/retweets/etc.?
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Question 7 of 19
7. Question
Do they have coverage on any notable blogs or publications? Note them below.
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Question 8 of 19
8. Question
What is the overall tone of their audience’s comments? Is there any criticism? Take special note if they have customer complaints. It lets you know what to avoid!
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Question 9 of 19
9. Question
Are they responsive/engaged with their audience? Do they try to resolve issues? Do they engage with people who talk to the brand?
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Question 10 of 19
10. Question
Social Media:
On Twitter, Facebook, Instagram, etc., search for the name/category of your product or service (ex. “baby clothes” or “business consulting” – whatever generic term best captures your product).What kinds of conversations are happening already around that term?
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Question 11 of 19
11. Question
Are there any hashtags that seem relevant in these discussions?
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Question 12 of 19
12. Question
Do these conversations convey any specific problems or frustrations related to the existing products available?
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Question 13 of 19
13. Question
Can you identify 10-20 “influencers” from different channels on the topic?
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Question 14 of 19
14. Question
Make a list of 5-10 hashtags that were relevant on the posts related to your product/service category. You might find these more easily on Twitter and Instagram. Do the hashtags make sense for your product? Are they good “umbrella topics” for your business?
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Question 15 of 19
15. Question
Search:
Now do a Google search (you should also do a Bing and Yahoo search, especially if your target audience is older/less tech savvy) of the name/category of your product or service.Who ranks on the first page?
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Question 16 of 19
16. Question
Click on the “News” tab. Which publications are writing about it?
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Question 17 of 19
17. Question
Are there any ads or sponsored search results that come up? For what company(ies)? This will give you an idea of the competition in terms of AdWords.
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Question 18 of 19
18. Question
Bonus Exercise: Your “Dream Customer”
A “dream customer” is someone who could radically change your business (or even your life) if they were to become your customer and/or promote your brand. Think about who this person (or persons, no more than 3) is and why their endorsement could change the game.Who is your “dream customer” and why?
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Question 19 of 19
19. Question
So how can you target your dream customer? I like to tell my clients to think big! Ever heard of “6 Degrees of Kevin Bacon?” The same is true here: you’re very likely to know someone who knows someone who can connect you to your dream customer. Brainstorm the connection to your “dream customer” below and think about how you might be able to get introduced.
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