Ma as st te er r Yo ou ur r Me es ss sa ag gi in ng - - PowerPoint PPT Presentation

Ma as st te er r Yo

• u

ur r Me es ss sa ag gi in ng g

How to Convert 85% More Potential Clients Than Your Competition

“People get things but they seldom understand them.”

• David Dubé

Wh ha at t I Is s M Me es ss sa ag gi in ng g? ?

Wh ha at t’ ’s s t th he e D Di if ff fe er re en nc ce e B Be et tw we ee en n M Ma ar rk ke et ti ing g, , S Se el ll li in ng g & & C Cl lo

• s

si in ng g? ?

• Marketing - the process of getting attention on you, your product(s)
• r service(s)
• Selling – the process (typically ‘face to face’) of transforming your

prospect into a customer [getting them to take action (buy now)]

• Closing – the process by which value is exchanged for value ($ for

goods or services)

Wh ha at t I Is s M Me es ss sa ag gi in ng g? ?

Messaging – The dialogue between you and potential client(s) that creates a desire within them to want the products/services you offer

Wh ha at t A Ar re e Y Yo

• u

u Pr ro

• v

vi id di in ng g? ?

Product(s) Service(s)

Ho

• w

w D Do

• Y

Yo

• u

u P Pl la an n

• n

n Ma ar rk ke et ti in ng g Your r B Bu us si in ne es ss s?

Offline

• Friends & Family
• Networking
• Referrals (WoM)
• TV (Feature Spots/Ads)
• Billboards
• Radio

Online

• Website
• Sales Funnels
• Webinars
• Social Media
• SM Advertising
• Podcasting

Ho

• w

w D Do

• M

Mo

• s

st t C Co

• mp

pa an ni ie es s M Ma ar rk ke et t T Th he ei ir r P Pr rod du uc ct ts s

• r

r S Se er rv vi ic ce es s? ?

Wh ha at t H Ha av ve e Y Yo

• u

u S Se ee en n/ /H He ea ar rd d? ?

• I’m a __________
• I’m lawyer
• I’m a house cleaner
• I’m a hair stylist
• I’m a coach
• I’m a brewer
• I’m a developer
• I’m in car sales

Sa al le es s D Di ia am mo

• n

nd d

3% 40% 45% 12% NEED Now Don’t Know Why They Need Know They Need Don’t Need

Wh ha at t’ ’s s P Pr re ev ve en nt ti in ng g t th he e 8 85 5% % f fr ro

• m

m C Con nv ver rt ti in ng g? ?

• Perceptions & Beliefs (Big Domino)

Si im mp pl le e M Ma ag gi ic c M Me es ss sa ag gi in ng g F Fo

• r

rm mu ul la

3 Defining Questions

• 1. Biggest Goal/Desire?
• 2. Greatest Aspiration/Dream?
• 3. Biggest Frustration/Pain?

Si im mp pl le e M Ma ag gi ic c M Me es ss sa ag gi in ng g Fo

• r

rm mu ul la

“I help _____________________ achieve/do ___________________, so they can ____________________ without ___________________.”

St tr ra at te eg gi ic c M Me es ss sa ag gi in ng g Me et th ho

• d

do

• l

lo

• g

gy y

Creating a Mass Movement

• Define Your Blue Ocean
• Create Your Cause or Movement
• Define Your ‘Attractive

Character’

• Breakdown Perceptions & False

Beliefs

• Figure Out Their Big Domino
• Create Your Offer

Re ed d O Oc ce ea an n v vs s B Bl lu ue e O Oc ce ea an n

• What is Everyone Already Doing in Your Industry?
• What Makes You Different?

Yo

• u

ur r C Ca au us se e

• r

r M Mo

• v

vem me en nt t

• What Do You Stand For?
• What Do You Stand Against?
• Why Do You Do What You Do?

Yo

• u

ur r A At tt tr ra ac ct ti iv ve C Ch ha ar ra ac ct te er r

Elements

• Backstory
• Parables
• Character Flaws
• Polarity

Character Personas

• The Leader
• The Adventurer/Crusader
• The Reporter/Evangelist
• The Reluctant Hero

Sa al le es s D Di ia am mo

• n

nd d ( (F Fa al ls se e B Be el li ie ef fs s) )

3% 40% 45% 12% NEED Now Don’t Know Why They Need Know They Need Don’t Need

Fa al ls se e B Be el li ie ef fs s B Br re ea ak kd do

• wn

n

False Beliefs

____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________

Experience Story New Story

____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________ ____________

St tr ra at te eg gi ic c M Me es ss sa ag gi in ng g Me et th ho

• d

do

• l

lo

• g

gy y

Big Domino

• The Vehicle
• Internal Beliefs (Me)
• External Beliefs (That)

On ne e S Se en nt te en nc ce e M Ma ar rke et ti ing g Pl la an n

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”

• Blair Warren

Ex xa am mp pl le e: : C CM MB B S St to

• ry

y

• Getting better or the medical bills?
• 1 million bankruptcies in 2015 due to medical bills
• That doesn’t have to be you
• The system is broken
• We have a system

Th he e O Of ff fe er r ( (A As sk k) )

• It’s a Natural Progression From Beginning to End
• Always Ask Permission
• Then Tell Them What They Should Do Next