ppai atlantic city: 7 steps marketing to small business marketing success
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TRANSCRIPT
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.
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Thanks,
Donald Trump