Marketing Workshop Module e 1 Marke keti ting g Mindset et 1 - - PDF document

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Marketing Workshop

Module e 1 Marke keti ting g Mindset et

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The Problem blem

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The Opp ppor

• rtu

tunity nity

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Insert Triangle model

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Massive Cash Flow High End Builders Sales Up By $1.6m Relationship Building Margins Close to 40%

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Why Choose Me…?

Over Others… Over Doing It Myself… Over Doing Nothing…

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U.S.P Must Be…

Sustainable… Defendable… Perceived In Customers Mind…!!!

www.groundcove verlandscaping.co.nz

www.europlumbing.co.nz

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Website Servicing Program What’s On Report Direct Mail – Builders & Property Managers Customer Farming Plumbing/ Electrical Inspection Checklist Email Marketing Vehicle & Site Signage Online Directories Ad Words / On-Line Marketing

1 10 8 7 6 5 4 3 2 9

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33 Marketing Strategies Source of Leads Unique Selling Proposition Customer Database What’s on Report (Council Consents) Adding Services Lead Generation Magnets Tender Lists Servicing Program Referral Program Electrical / Plumbing Inspection Checklist (upselling) Guarantee Email Marketing Direct Mail (to builders, prop. Mgrs., JV partners etc.) Networking groups (e.g. BNI, Trade Networking Group) Google My Business (maps) School Newsletters Safety Inspection Checklists (Upselling) Website Marketing 10 x 10 Signage (Van, Site and Building) Customer Farming (nurture strategy) Online Directories (e.g. No Cowboys, Gum Tree, Trade Me, Yellow On-Line) Radio Fridge Magnets Cold Calling (Telemarketing) Ad Words / Search Engine Optimisation Profitable Niche Markets Regular Newsletter Joint Ventures (e.g. Kitchen / bathroom suppliers) Social Media (Face Book, LinkedIn) Yellow Pages Switchboard Stickers Local TV

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How To Choose Your Market…? Profitable Niches… Point Of Difference…? Expertise…

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Modul dule e 2 Online ne Marketi eting ng – Webs bsites tes That t Work

www.marketingexperiments.com www.digitalmarketer.com www.ilovemarketing.com

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$300 Average Sale 50 Leads Per Month 47 Jobs 95% Conversion Rate

“Our Website is where most of our leads/jobs come from, we have a good Call To Action. It’s worth an extra $14,000 plus a month to our business ”

$14,000 in Revenue 384 Visitors per month 28 Sales 62 Leads $500 Average Sale

“We’ve recouped all the costs of the website within a month of it going live and are making a pretty decent return on investment!”

Actively Searching Surfing The Web Social Media Marketing Database Marketing

Google Adwords Banner Ad Placements Facebook PPC Marketing Email Marketing Search Engine Optimisation Google Display Network Linkedin PPC Marketing Facebook Retargeting Online Directories Youtube Video Re-Marketing Banners Online Marketing Strategy Conversion Tracking Split Testing Monthly KPI Tracking Ongoing Optimisation Strategy Adjustment

No Action Taken Action Taken

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Call to Action Guarantee/USP Call To Action Elements Of Credibility Conversion Pathway Headline Lead Generation Magnet Relevant Image Direct Response Copy USP

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Removes Distractions… Search Engine Optimisation… Ad Words & Quality Score…

Why Use Landing Pages…?

Split Testing…

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Morning Tea

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Module e 3 Client t Of The Quarter er

Modul dule e 4 Gues est t Speak aker r – Aaron

• n Rink

How to Set t Your r Business iness Up to Run n Witho thout ut You

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Modul dule e 2 Online ne Marketi eting ng Conti tinued nued

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Actively Searching Surfing The Web Social Media Marketing Database Marketing

Google Adwords Banner Ad Placements Facebook PPC Marketing Email Marketing Search Engine Optimisation Google Display Network Linkedin PPC Marketing Facebook Retargeting Online Directories Youtube Video Re-Marketing Banners Online Marketing Strategy Conversion Tracking Split Testing Monthly KPI Tracking Ongoing Optimisation Strategy Adjustment No Action Taken Action Taken

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Ad Words… Pay Per Click… Fast… Easy To Split Test… Less Effective Than SEO…

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Slower Than AdWords… More Effective… Top 4 Get 70%… Search Engine Optimisation(SEO)… SEO (A Dark Art)… On Page Optimisation… Key Words… Meta Tags… New Content… Domain Name… Web Site Performance…

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Off Page Optimisation… Reviews… Authority… Links…Your Mates… Google Maps… Free Listing… Get Reviews … Online Directories… No Cowboys… Builders Crack… Trademe… Get Reviews…

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15/12/2016 33 Want a Kille ller r Website ite Within in 6 Weeks ks That t Generates a minimum imum of 15 to 20 Jobs per r Month th?

Contact act Profitab able e Tradie Websi bsites s for a Free Websit site e Audit…

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Modul dule e 5 Love e Your r Existi ting ng Clients ents

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Name Address Email Phone (Landline & Mobile) Fitting/ Appliances

What Information

Where to Store the Data…?

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Trade Software… Simpro CRM… MailChimp… Ontraport… GetResponse Customer Relationship Management Software (CRM)…

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Semi-Relevant… Relevant… Non-Relevant…

3 Types of Content

Current Projects… Products/Services offered… Relevant… Maximum 40%... Client or Employee Spotlight… Personal Stories… Case Study/ Testimonial… FAQ’s… Semi-Relevant… Referral Thank You’s… Industry/ Economic Developments…

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Trivia… Jokes… Puzzles… Cartoons… Non-Relevant… Competitions… Charity Events… Special Deals on Installs/Products… Coupons… Free Plumbing / Electrical Inspection… Seasonal Deals…Gutter, Gas Servicing… Offers… Scarcity & Urgency…

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Headline For Ad Personalise Reason Why Copy Irresistible Offer with Scarcity and Urgency Personal

23 Jobs… 3 Hours… 1 Weeks Work…

Headline For Ad Personalise Reason Why Copy Irresistible Offer with Scarcity and Urgency Personal

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Afternoon Tea

Client t of The Quarter er & Year Winner ers

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Modul dule e 6 Marketi eting ng to Builder ders, Proper

• perty

ty Manager nagers and

• ther

her Busine ness Clients nts Sales From $300k To $1.3m Plus…

Brad Martin

Leading Edge Electrical

“I was hesitant to expand and I used to be at the mercy of the customer by pricing just to get the job. Now I’m all about my profit margin and I’ve managed to keep a strong margin while increasing my turnover from $300,000 to $1.2m.”

Pricing For Margin… Bought New Premises… Off The Tools…

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• 2. Get A List…

Email Address Name Phone (Preferably Mobile)

Database Company (e.g. Martins, Prospect Shop…)

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Build Yourself (e.g. Yellow Pages, Association Websites…Certified / Master

Builders

Internet Scrapping Joint Ventures

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Time Interest 2 Days

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Shock & Awe

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58 Letters… 9 New Clients... 16-20 Jobs per month… $4,300 to $6,500 Monthly Sales… Cost $687…

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Scarcity / Urgency Headline Subheading Problem /Agitate Problem /Agitate Problem /Agitate

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Problem /Agitate Benefits Have fun  and include personality Scarcity & Urgency Benefits based on customer survey Specificity Offer - Risk Free trial Benefits / Guarantee

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Services Benefits / Guarantee Testimonials / social proof Offer P.S. Restating the offer / key benefits

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The Ultimate Direct Mail Checklist ฀ Strategy – What do you want to get from this mailing? How are you going to get these results? Are you using the...

• Right message – What do you want the reader to do?
• Right market – Does the reader want the product and do they have the money to pay for it?
• Right media – What media would be most appropriate to getting the message to the target

market cost effectively? What other media could be used? ฀ How is the campaign going to be run? Is it...

• Sequential mailing
• Lumpy mail
• Phone –mail – phone strategy
• Mail – mail – phone strategy

฀ Multiple Strategies – Use multiple methods to get your message to your target market ฀ Break Even – Determine how many responses you will have to get to pay for the mailing. If your acquisition cost exceeds the lifetime value of the customer, then don’t do it. ฀ Identify the target market – demographically and psychographically

• Research your target market in depth. This makes it easier to write copy and create an

irresistible offer. Use Google, trade associations, magazines and personal interviews.

• Dig for pain. Identify where they are hurting. What are they angry, tired of, stressed or

frustrated about?

• What are their top 4 objections to buying this product or service?
• What do they secretly, ardently desire most?
• Determine your USP. Why should I buy from you versus every and any other option available

to me, including doing nothing?

• Get a picture of a typical buyer in front of you. What would you say to persuade and sell a

prospect if they were in front of you right now? Use these same words in your sales copy.

• Identify and profile that person by income, age, family, occupation and also by their thoughts,

feelings, desires, dissatisfactions, pet hates and problems that they face. ฀ Make it personal – use their name if possible (particularly in the headline). ฀ Headline – Write 50 headlines and whittle them down to the top 12. Test the top 12 to determine the best one. The only test is the market test, not the opinion test.

• Benefit orientated
• Qualify the reader
• Open a loop/arouse curiosity
• Be newsworthy
• Merge the top 3-4 headlines into each other, capturing the best parts of each.
• Use dissatisfaction. For example: “Is your business cash strapped because of the Recession?

Here’s How You Can...” ฀ Sub headlines – For skimmers. Make each sub headline sell what is in the paragraph and lead them to the offer. A reader can get the complete sales pitch just by reading the sub headlines. ฀ Opening –

• Identify the key problem of a prospective customer
• Dig for pain - Agitate the problem, turn the knife until the prospect screams for a...
• Solution – Provide a quick and easy solution to their problems

฀ Irresistible Offer – Is the offer so good that people would be foolish not to take up on it? Is the offer strong enough to make the reader switch from their current supplier to you? ฀ Testimonials – 3-4 photo or video testimonials. Are the testimonials similar to the situation your prospect now faces? Use the testimonials name, occupation and residence in the caption. ฀ Limited offer – Will the offer force the reader to take action NOW, for fear of missing out if they don’t? Does it have a...

• Deadline
• Use scarcity
• Use exclusivity – one person only, but the offer is available to five highly qualified buyers

฀ Guarantee – Identify the top two frustrations your prospect has with buying from businesses in your

• industry. Be specific and guarantee that you will ensure that this does not happen to them. For

example: If you are not completely satisfied, we will... ฀ Call to Action – Give multiple ways for the prospect to respond. Phone numbers should be bigger than the normal sales copy. ฀ Copy Doodles – Does the letter look like it has been personally altered for the reader? ฀ Reason Why – There must be a believable reason why you...

• Are offering this exceptional deal
• Are limiting applications to a certain number of people

฀ Selling what it’s NOT/Takeaway’s – Does the prospect have to qualify themselves to buy from you? Make the reader jump through hoops before they can meet or contact you directly. ฀ Signature – Sign the letter with your name and credentials under the signature. ฀ P.S. – Reinforce a key selling point or tell people not to miss out before a certain expiration date ฀ Dotted line border – Use a scissors graphic to guide the reader to cut out the advert or voucher. ฀ Specific words -16 most powerful words – new, discover, you, free, save, proven...The name of the prospect is the most important word in the world to them. ฀ Outrageous Photo – Use an outrageous photo that sparks interest. Refrain from using a cartoon or line drawing. Use a caption under the photo ฀ Benefits and Features. Does the copy sell what the product will do for your customer, to better their life in some meaningful and tangible way? WIIFM? ฀ Test and Measure – There must be a way to measure the response of the direct mail piece. Prospects must cite a code, bring in a voucher or respond to a certain phone number to measure responses. Editing ฀ Opening – There must be no fluff, no waffle. The opening must grab the reader’s attention and hold it through to the offer. Identify the problem, agitate the problem (dig for pain) and offer a solution. ฀ Make the copy flow – Use the copy in the most logical and persuasive order possible. For example, if you have an sceptical reader, introduce the testimonials earlier ฀ Graphics, embellishments and look – Use bolding, highlighter, copy doodles, underline, check boxes and bullet points ฀ Use sub headlines – Just skimming the headlines the reader should be able to get the main idea and actually buy the product ฀ Use the bucket brigade – Make the copy flow from paragraph to paragraph. For example: But better still... Here’s the deal... Listen, there’s more, much more... ฀ Read it aloud to yourself. Then get someone else to read it aloud to you. ฀ Sleep on it – Let the ad sit for a day. Try to change all the personal pronoun’s of I, We, Me, Us and Our to You or Your. Make it read like a personal conversation with the reader ฀ Grammar and spelling edit – Get someone else to read over for and objective spelling and grammar edit.

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Time Interest 14 Days

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Email / Phone Call / Meet

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Time Interest

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Newsletter / Emails / Social Events / Phone Calls / Consent Lists

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Module e 7 Building Your Plan…

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