7 Steps to

Small Business Marketing Success

Matthew Scott, M.S.Founder & Managing DirectorThe Life’s Work Group, Inc.

WHEN: June 10 @ 2PM Central Standard TimeWHERE: http://webinars.ppa.org “CLICK TO REGISTER”WHAT: Post-Meeting Q&A

This presentation is designed for small business owners

How many of you in business still plan on being in business 6-months from now?

{ }

You are in the marketing business...

---->>

... no matter what you sell.

Day in life of small business owner-

Discussion• kids off to school.

• fix the copy machine.

• run personal errand.

• check email

• make payroll

• ship stuff

Attention

Entrepreneur Illumination:

That which got you there will not keep you there

Entrepreneur Reality

• being really good at something and starting a business is not a predictor of success.

• overlook sales & marketing.

Godfather of Marketing

guides our way...

Small Business Owner Pain:

• Overwhelmed w/stuff

• Marketing flavor of month

• Resistant to paid help--> complacency zone

What small business owners want and need is a...

systematic

&

affordable

marketing is...

marketing is getting people with a specific challenge to know, like, trust, and refer you.

knowlike

trust try

buy repeat refer !

Matthew LIVES here...

...and here.

and WORKS here...

Matthew THINKS here...

With people FROM here...

Matthew LOVES family...

and the girl he had

a crush-on in 7th grade...

marries girl (23yrs)...

My FRIENDS & I like to...

and...

CHALLENGE each other...

EAT & DRINK my...

I have a GLOBAL FOOTPRINT...

27 countries & counting...

Matthew drives this...

With my dog “Surf”

and this

Matthew WORKED as...

His OFFICE was ...

Just Like his father...

Matthew TRANSITIONS...

COMBAT BOOTS for...

Wing-tips...

AND then...

{ Sold for 16x Earnings }

Consulting

Coaching

7 Steps to Small Business Marketing

Success

are...

1

Focus

Ideal Customer

Ideal Customer

• Start with i.d. is not your ideal customer

• Current customers & common characteristics.

• Competitors

• Picture

• Where are more people who look/act...?

Law of Customer Attraction

< >

My ideal customer is...

2

Find & Communicate Difference

[er] Marketing

Features & Benefits

“There will always be someone who is willing to go out of business faster than you!”

“What do you do?”

Talking Logo

The pattern for the Talking Logo is:

Step #1

Action Verb (I show, I coach, etc…)! ! ! +Target Market (divorced mothers, GREEN landscapers, etc…)! ! ! +How to XXXX (solve a problem or meet a need)

must be...

Related to your ideal customer market

&

You can deliver!

Ideal Response is...

“How do you do that?”

Examples

• I teach small business how to double what they charge.

• I coach sales forces how to double their appointments using promotional products.

• I show home owners how to get the most from their thermostat.

Talking Logo Practical Exercise

Be Bold&

Not Lame

3Package & Process

men@pause

http://www.svenskidrott.se/Downloads/8514/pics/Nike_logo.jpg

Customers Love Protocol

and...

Process

www.marketingcoachseminar.com

Step #2

Step #2

www.basecampcoach.com

4Marketing

Materials

That

Educate

? ?rather...

{ Marketing Kit }

“Old-School” Marketing Kit

Tri-Fold- 1 document Flexible/Personalized Doc.

Lame Mission Statement “Our Difference Statement”

Your Words Actual Customer Words

Customer Testimonials Customer Case Studies

The StoryFeatures & Benefits

Customer Process“jiba-jaba”

Outrageous Guarantee

On-Line ReadyTrash Can Ready

Lead GenerationTrio

1. Advertising2. Referral System3. Public Relations

5

Call us! 1-866-Dill-Weed!

Hank’s Auto Repair Service

Location near you:

Booger Holla Amityville Buck Tussle

The sole purpose of small business advertising should be....

to...

... gain permission to communicate and/or educate

Imagine...

... come here & give me permission to give you complimentary and relevant information

~ The Secrets of Hiring a Roofing Contractor Without Getting Burned~ The Legal Tax Cuts That Your Accountant May Not Even Know About~ 101 Ways to Get More from ACT! Software~ What Your Pediatrician May Not Be Telling You About Car Seats ~ 10 Surefire Methods to Help You ~ Evaluate Your Auto Mechanic’s Ethics ~ How to Buy Everything at 50% Off ~ How to Squeeze Every Drop of Value from Your Attorney~ Professional Mover’s Secrets to Packing Your Household Possessions So Nothing Gets Damaged~ 10 Must Know Health Tips for People Over 40~ How to Be Sure You Pay the Absolute Lowest Health Insurance Premium~ 10 Things You Must Know Before You Lease a Car~ How to Create a Flood of New Business in 7 Simple Steps

What is Free & Valuable ?

Referral System

• make an expectation for doing business as part of your process. customer testimonial line on audio acrobat

• teach people what to say

• capture testimonials

Public Relations

• Most believable because someone else is saying...

• Media Pitch-They could give a “rip” about your business. They want a relevant story.

• P.R. releases direct to ideal customers.

• What are your clients reading?

6

Automate &

Dominate

Automate

• On-Line Shopping Cart

• Opt-in & Auto-Responder

• Ezine Newsletter

You only need a website if...

...want customers

You only need a blog if...

...want community

web presence vs.

web site

7Live by Marketing Calendar

Coach?

7 Steps to

Small Business Marketing Success

Matthew Scott, M.S.Founder & Managing DirectorThe Life’s Work Group, Inc.

Want This

Presentation ?

mscott@lifesworkgroup.com

PPAI PPT Presentation

Oh Captain, My Captain,

Please send me a copy of your PPT Presentation on 7 Steps to Small Business Marketing Success.

Thanks,

Donald Trump