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 ou 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 os si in ng g? ? • Marketing - the process of getting attention on you, your product(s) or 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 ou u Pr ro ov vi id di in ng g? ? Product (s) Service (s)

Ho ow w D Do o Y Yo ou u P Pl la an n o on n Ma ar rk ke et ti in ng g Your r B Bu us si in ne es ss s? Offline Online • Friends & Family • Website • Networking • Sales Funnels • Referrals (WoM) • Webinars • TV (Feature Spots/Ads) • Social Media • Billboards • SM Advertising • Radio • Podcasting

Ho ow w D Do o M Mo os st t C Co omp 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 o or r S Se er rv vi ic ce es s? ?

Wh ha at t H Ha av ve e Y Yo ou 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 on nd d NEED Now 3% Know They Need 40% 45% Don’t Know Why They Need 12% 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 om 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 or 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 or 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 od do ol lo og 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 ou ur r C Ca au us se e o or r M Mo ov vem me en nt t • What Do You Stand For? • What Do You Stand Against? • Why Do You Do What You Do?

Yo ou ur r A At tt tr ra ac ct ti iv ve C Ch ha ar ra ac ct te er r Elements Character Personas • Backstory • The Leader • Parables • The Adventurer/Crusader • Character Flaws • The Reporter/Evangelist • Polarity • The Reluctant Hero

Sa al le es s D Di ia am mo on nd d ( (F Fa al ls se e B Be el li ie ef fs s) ) NEED Now 3% Know They Need 40% 45% Don’t Know Why They Need 12% Don’t Need

Fa al ls se e B Be el li ie ef fs s B Br re ea ak kd do own 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 od do ol lo og 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 ory 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