The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy. Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time. With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code. It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.

1. REACHand
CAPTIVATE
How to
By AndersLindgren
your most likely buyers?
30 min
guide
TheMARKETING
MARKSMANSHIP
CODE™

2. What is the one
great dream
all marketers
SHARE?

3. We want to
CAPTIVATE and
REACH people
with our content.
On the screen
and in print.

4. In the old days it used to be less complicated.
You simply
followed the
marketing
rule book

5. All you needed was communication
You know, the
kind that puts
quality over
quantity.
CRAFTSMANSHIP.

6. All you needed was a solid marketing
And spend piles of
cash on sales, cold
calls, direct mails, ads
and tradeshows.
Usually the leads
would be pouring in.
BUDGET.

7. THE BATTLE
FOR ATTENTION
Today,
has changed.

8. Through the rumble in digital and
urban media jungle, people are
BOMBARDED
with a quad zillion messages.

9. Never have each of us had so much CONTENT
and so many offers to choose from.

10. Every day, each of sees hundreds,
if not THOUSANDS of pieces of
ads and brand messages.*
* HOTWIRE Communications Trend Report 2016

11. In the media world, the average
person receives ~200 TV channels
and have a MYRIAD of digital
devices to choose from.*
* Nielsen’s Advertising & Audiences Report

12. 2013
2020
0,1 ZB 44 ZB4,4 ZB
2005
DID YOU KNOW?
Experts say, we have created
more information in the last
10 years than in all of human
history before that.
* The EMC Digital Universe study

13. Size of circles
indicate actual and
expected amount
of digitally stored
information in
the world.
EXPLOSIVE GROWTH.
By the start of 2013, there were almost as
many bits of data in our digital universe
as there are known stars in the physical
universe (4.4 zb). By 2020, the amount
is expected to be 10x.
* The EMC Digital Universe study
2013
2020
0,1 ZB 44 ZB4,4 ZB
2005

14. We are all trying to adapt to the revolutionary
DIGITAL RUMBLE

15. It has radically changed how buyers
READ, SHOP and PROCESS information.

16. First of all, most people DISLIKE ads.
Consumers hate ads.
Display ads don’t work.
Users don’t click on
banners. Full screen
pop-ups elicit rage as
they interrupt browsing –
especially on mobiles.”
The Communication Trends Report
2016 from Hotwire, succinctly
sums it all up.

17. Secondly, there are all sorts of ways to BLOCK
out the messages you’re sending out.
Technical devices
provide people
with increasingly
smarter ad filters.

18. The result, is an explosive growth in
people’s use of AD BLOCKING*.
It has left many
advertisers in
block chock.
181
121
54
39
30
21
2010 2011 2012 2013 2014 2015YEAR
Worldwide adblock
users in milllions per
monthon internett
and mobiles.
* Adobe and PageFair Ad Blocking Report 2015.

19. BEWARE!
Ad blocking is just the tip of the iceberg.
Ad blockers
Other marketing
defense systems

20. THE
MIND
People have also started to invoke the world’s
most sophisticated NOISEFILTER.

21. People simply TUNE OUT – mentally.
And IGNORE all messages
that do not immediately
resonate with their needs.

22. If the content craze continues, people will start
to invoke the ultimate defense system:
CONTENT
NAUSEA.
Doug Kessler, Creative
Director at Velocity Partners,
calls the phenomena: the
‘Content Effluent Deluge‘
in his bright presentation:
Crap.
ow.ly/kDlpN

23. Seth Godin ties it all together for us.
Finding new ways,
more clever ways
to interrupt people
doesn’t work.”
– SETH GODIN, best
selling marketing author
and entrepreneur
In April of 2016, this book was selected by
Forbes as one of six essential books every
marketer should have on their shelf

24. RE-THINK
MARKETING.
Time to

25. TURNING
UP THE
VOLUME
and mashing
up lots of content
won’t work any longer.
It’s simply too much noise.

26. There are too many SCREAMING
to be heard at the same time.
BrandsNews

27. No one does it better than the professionals.
Brands are becoming publishers.
Marketers are becoming editors.
Bloggers are becoming journalists
Journalists are becoming click obsessed.
Everyone is MASHING UP content.

29. Menu
Paid Content
Owned Content
Earned Content
Hijacked Content
Curated Content
Shared Content
Sold Content
All serve the
same menu.
Everyone wants to be the new
digital marketing CHEF.
Everyone cooks in the
same pots: Facebook,
twitter, blogs, online
news…

30. HMM! Isn’t there an old proverb:
When everyone does the same
thing, no one is thi…?
NAAH! It slipped my mind..

31. Let’s not kid ourselves.
Reaching our most likely buyers
has always been hard. In todays
digial and urban media JUNGLE,
it requires more finesse than ever.

32. With two decades of experience as marketing
director, I understand how daunting the brave
new digital marketing world can be.
So, I started on a QUEST
to find a surefire formula.
What I created will
make your marketing
way more powerful.

33. TheMARKETING
MARKSMANSHIP
CODE™
I looked at all the best methods and tools and
consolidated them into ONE FORMULA:

34. It’s an easy to ADOPT and unbelievable
powerful marketing formula.
So you can create top-notch content,
that’s relevant to your audience and
capture high quality leads.
All based on one
methodology and
a set of tactics.

35. FOUNDATION?
What’s the right

36. CAPTIVATE!
The twin pillars of the Marketing
Marksmanship Code™ are:
The dual aspect of the marketing discipline
REACH!
If you are not able to reach and captivate your most likely buyers,
nothing else you do as a marketer will matter.

37. The FIRST QUESTION to ask yourself:
What’s the best way
to reach my most likely
buyers?

38. The SECOND QUESTION to ask yourself:
What’s the best way
to captivate their interest
and stimulate buying?

39. MINDSET?
What’s the right

40. Most experts agree, that
people who master marketing
marksmanship have a
special mindset.

41. A TRUSTWORTHY SOUL
A WARM HEART
A PRECISE FOCUS
A CLEAR MIND
The ESSENCE of reaching and captivating
your buyers lies in four essential human skills:

42. The four human skills are FUNDAMENTAL.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL
They are the building blocks for
creating true marketing magic.
Skill 1 deals with how to
reach your buyers.
Skill 2, 3 and 4 deal with
how to captivate their
interest.

43. The skillset represents the ‘HOLY GRAIL’
of marketing.
It has withstood the test of
time and odds of change.
The 4 skill will likely
always be at the core of
marketing marksmanship.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL

44. When you are precise in your focus
and bring together the noble energies
of your heart, mind and soul,
then you master the Marketing
Marksmanship Code. ”
– ANDERS LINDGREN, digital
pioneer, PR-veteran and
content marketing specialist
™

45. FOUR KEY
SKILLS?
How to adopt the
Let’s look at them
one by one.

46. A PRESICE FOCUS
Decide precisely what your
business is and identify exactly
who your most likely buyers are,
then act resolutely to reach them.
1

47. When you decide and define precisely what
your business is, a lot of other aspects…
FALL INTO PLACE.
Peter Drucker, the grandfather
of marketing, placed enormous
emphasis on this decision.
He viewed it as the fundamental
marketing decision of any manger.

48. It makes a huge difference if a company
defines itself as an oil drilling company
instead of an energy provider.
For example:
See the classic video
on Marketing Myopia
by Theodore Levitt:
http://bit.ly/1SMiSNG

49. Identify your MOST LIKELY BUYERS.
Who are they?
Decision makers?
Influencers?
Consumers?
How old are they?
Where do they
live and work?
…
Zoom in on your
target groups.

50. IDENTIFY your
ideal buyers
REACH them
with relevant
messages
INTERACT in
a way that drive
more interactions.
SELL them
exactly what
they want
Being targeted is the secret
to getting leads and sales SOARING.
APPLY TARGETED
MARKETING

51. Create from your heart with warmth,
empathy and genuine appreciation
for your buyers, then your creations
will more easily reach their hearts.
A warm
heart
2

52. Buyers shall not only understand your messages.
Make them FEEL what
you try to get across.
The better your content
stir people hearts, the more
response you get.

53. It’s single most important word in marketing.
empathy
noun | em·pa·thy |
ˈem-pә-thē
The ability to identify
with the situation
and emotions of
other people.
The capacity to
understand what
other beings are
experiencing as if
we were feeling it
ourselves.
To reach people’s heart, you need to have...

54. Place yourself in the BUYER’S SHOES.
The better you do it,
the easier it will be to do
and say the right things
in your communication.
And create a seamless
buying process.

55. When you communicate from
the heart, you seldom need
many words to captivate people.

56. Clarity of writing follows clarity of
thought, so think about what you
want to say, then say it as clearly
as possible.
3
A CLEAR MIND

57. In a complex world SHORT OF TIME,
buyers crave for clarity and simplicity.
You save space.
The viewer saves time.
It seldom gets boring.

58. Demonstrate that you can and
know your stuff, share insights
that is useful for your buyers and
highlight customer testimonials
and your credentials.
A trustworthy soul
4

59. Give guidance.
Share insights.
Inspire people forward
to greatness and a good life.
It’s the way to earn trust.
Move from selling to helping.

60. Understand that nothing builds CREDIBILITY
like people advocating your offers..
That’s the power of word of mouth.

61. Imagine that someone wants to convince
women of their skill as a lover.
“He’s a great lover!”
THIS IS ADVOCATING
“I’m a great lover!”
THIS IS SELLING THIS IS ADVERTISING
Let me illustrate:
Which tactic is most effective?
Buy your lover now!
GREATLOVER.COM

62. VITAL
ELEMENT.
Discover the

63. The Marketing Marksmanship Code™
COMPLETES Aristotle’s classical rhetorical triangle.
Ethos
Pathos
Logos
The worlds
most influential
method of
persuasion.

64. The formula adds the apparent,
yet overlooked VITAL ELEMENT.
Ethos
Pathos
Logos
It makes all
the difference!
Akribos
It’s the Greek
word for
precision.

65. The new REFINED formula is as powerful
as it is simple.
Ethos
A clear mind
A warm heart
A trustworthy soul
Pathos
Logos
A precise focus
Akribos
It’s all about acquiring
the right mindset

66. To have a precise focus is the ZEN
of the Marketing Marksmanship Code™.
It gives focus to your energy
and channels it in the
right direction.

67. Without focus our
efforts are easily
wasted.
With focus our
efforts can have
tremendous
IMPACT.

68. YOU WILL
FAIL!
It doesn’t matter how great your content is,
if you don’t reach the right people –
To put it bluntly:

69. According to experts, it’s the greatest
CHALLENGE for today’s marketers.

70. Getting the ‘right people‘
to view the content
is marketer’s greatest
challenge.”
– LORI WIZDO, principal analyst,
Forrester Research, Inc
Mythbusting 101: Insights into
the Tech Buying Journey, 2014.

71. MENTAL SHIFT!
Many need to take a

72. To adopt the mindset of
the Marketing Marksmanship
Code™, most of us need to
take a MENTAL SHIFT:
A change in how we see
and perceive the world.

73. How it has changed the battle for attention
Specifically, we need to fully understand the
the DIGITAL REVOLUTION.
and people’s purchasing
behavior and reading
habits.

74. People are adapting to the
DIGITAL REVOLUTION
in 7
ways

75. 1. We have become digital animals.
2. We try to avoid content overload.
3. We want things to be easy.
4. Everything should happen quickly.
5. We seek help and guidance.
6. We want to be seen and heard.
7. We trust word of mouth.

76. To gain more insight I recommend these books:

77. MEASURE?
What’s the one key

78. Finding a way to measure your success
has always been vital.
The golden rule is:
Don’t measure what
you can - measure
what you should.

79. The measure of success is not clicks, likes or
That’s just crowd pleasing.
EYEBALLING

80. The measure of success is not
advertising and design
That’s a shallow victory.

81. There is really only
ONE KEY ISSUE
and measure your
management
is concerned about:
To what extent
does your buzz
create business?

82. You should be able to
answer the question.
TO WHAT EXTENT
DO PEOPLE WHO
VIEW YOUR CONTENT
TURN INTO LEADS
AND SALES

83. TAKEAWAY?
What’s the greatest

84. More
PRESICE
REMEMBER that the Marketing
Marksmanship Code™ is all about being:
More
human

85. It’sthe surefire way to
your most likely buyers.
REACHand
CAPTIVATE

86. Check out the 3 versions
of this presentation.
You find all of them
on slideshare.com
http://bit.ly/1Lb6d03
Take the quick or full tour to SUCCESS.
3 min
guide
10 min
guide
30 min
guide

87. TheMARKETING
MARKSMANSHIP
CODE™
IN ACTION
8The magic formula
You might also want to see my
supplementary report
It will soon be
published here
on Slideshare.

88. Here you will learn more about
my magic 8 formula
Stay tuned!

89. © 2016 Anders Lindgren.
The information in this guide is copyrighted, and The Marketing Marksmanship
Code™ and symbol are trademarks of Anders Lindgren.
Sharing and copying is permitted only if the information remains unchanged and
licensee "Anders Lindgren" is referred to as the source.
The information can not be published in print in any media without the prior consent
of the copyright holder.
• Text , design and illustrations : Anders Lindgren
• Photos: © Adobe Stock, © Dreamstime
• Typefaces : Myriad Pro , Myriad Pro Black and Lobster
Contact: Anders Lindgren.
E- mail:
Phone :

90. ABOUT THE AUTHOR and creator of
The Marketing Marksmanship Code™.
Hey, my name is Anders Lindgren.
People who know me well, would label
me as a digital pioneer, PR-veteran and
content marketing specialist. I have two
decades of experience as a marketing
and communication director for large
professional services firms, primarily
PwC and Sopra Steria.
Throughout my career I have been
passionate about sharing insights, and
helping people and brands communicate
in a way that makes them shine and
stand out from the crowd.