2. Format of the Session
Please Do…
• Make notes
• Ask simple questions
as we go along
• Help yourself to water
• Write down complex
questions to ask at the
end
• Get involved
Please Don’t…
• Ask questions that are
specific to your
business
• Talk when others are
talking
• Leave with un-
answered questions
10. Positioning Statements:
Migraine
• Potential Prospect
– What? 15-55 suffer from Migraine once a month
– Where? In the UK
– Pain? They will get a Migraine soon
• Potential Solution
– Ideal? Change something to get no migraines
– Tone? Medical research & testimonials
– Result? Never get another migraine
• Potential supplier
– Why this? Only one without prescription drugs
– Why me? Ex-sufferer
– Why now? Difference tomorrow
11. Positioning Statements:
Accountants
• Potential Prospect
– What? Self employed, T/O £100k, 2 employees
– Where? 20 miles form Manchester
– Pain? They are behind with VAT return & fear an inspection
• Potential Solution
– Ideal? Low cost, low effort accountancy system
– Tone? Experienced, calm, advisory
– Result? No more worries (invite HMRC over for tea)
• Potential supplier
– Why this? Bookkeeper cheaper than accountant
– Why me? I used to keep messy accounts
– Why now? Half price set up for next 10 days
12. Positioning Statements
• The 3 Positioning Statements:
1. “My best prospect is…”
2. “They are looking for…”
3. They should choose me because…”
13. Target: Migraine
• 3 Positioning Statements:
1. “My best prospect is… a migraine
sufferer in the UK and is really worried
about getting another migraine soon”
2. “They are looking for… something based
on medical research that will permanently
prevent migraines”
3. They should choose me because… I
also suffer, and I found a cure based on
medical research/Herbal medicine”
14. Target: Accountancy
• 3 Positioning Statements:
1. “My best prospect is… a small business
who is behind on their financial paperwork”
2. “They are looking for… something that
will help them organise their finances
easily & cheaply”
3. They should choose me because… I
used to be in their shoes and trained as a
book-keeper to help them”
15. 3. Marketing ‘Metrics’
• ROI
–Amount spent ÷ amount
brought in
• CPL & CPA
–Never-ending Marketing Budget
–LV
16. Advantages
• Cheaper
• Better conv
• Automatic
Disadvantages
• Longer lead time
• More work up front
4. Funnel Marketing
17. 4. Funnel Marketing: Virgin
Broadband £12.50
TV Package £31
Broadband 50meg
FULL TV
Package £31
18. 4. Funnel Marketing: Us
Free Course
Mentorship: £5 per session
Full Consultancy: £1500
Group
Mentorship:
£2500
22. 6. Track & Test
Testing
• Split Test (A/B)
• Channel test
• Web copy (2.3)
• Multivariate (2.4)
23. 6. Track & Test
Tracking Resources
• Google Analytics
• SitescanGA.com
• Domain Stats
• URL Shortener
AreMySitesUp.com
• Ranking reports
• Links back to site
• Testing Resources
• Multivariate
• A/B Split Test
• Web Optimiser
• Hypertracker.com
24. 7. Niche Website
Advantages
• Very bespoke
• High conversions
• Good quality leads
• Free (almost)
• Good tracking
Disadvantages
• Might choose wrong
keyword as a theme
• Slow
• Low volume of leads
E.g. DidsburyCleaners
(2.5 & 2.6)
25. 8. The 3 M’s of Marketing
Market
Media Message
26. 8. The 3 M’s of Marketing
• Market
– Who? Narrow & deep better than shallow & wide
– E.g. Iceland adverts
• Media
– Accessibility of media
– E.g ITV3 for Iceland
• Message
– What is their pain? Use correct vocab
– Kerry Katona/Coleen Nolan
27. 9. Guarantee & USP
Guarantee
• Specific & Measurable
• No quibble
• Can you afford it
–Add to cost of services
–OR
–Subtract from marketing budget
28. 9. Guarantee & USP
USP
• Old fashioned
• “Why should I take the action
suggested by you as opposed to
everything other option available
to me, including doing nothing?”
29. 9. Guarantee & USP
USP
• Examples
• John Lewis
• Fedex
• BMW
• THE DADDY: Dominoes
• Guiding statement
32. 10. Expertising
How do you become an expert?
• Write a book
• Lecture at Uni
• Lecture at IBM
• Article
• Quoted in press
• Top 3 books (Last link in breadcrumb) (2.6, 7 & 8)
33. 11. Build relationships using
CRM
• CRM does heavy lifting
• Examples of CRM
– Act!
– Goldmine
– Salesforce
– Infusionsoft
– Clientstream
34. 11. Build relationships using
CRM
• Drip marketing
• Multi event
– Calls
– Letters
– Brochures
– Email
– Video
– Voicemessage
35. 12. Email Marketing
Pro
• Direct
• Cheap
• Immediate
• Systemised
Con
• Spam
• Recorded
• Tonality
• Ban
36. 12. Email Marketing
Key Principles
• Relevant? Anticipated? Personal?
• Sell? Help you buy?
• Magic email
–I noticed
–We do
–Can I talk to you
–Reply with date & time
40. 14. Advertorial
Rules
• Beat the “Advertising Feature” regulation
• Copy the article format of the publication
• Create the article around topical subject
matter
• Only mention your company towards the
end of the copy
• Include a “friendly face” photograph
• Always have a clear call to action
41. 14. Advertorial
We saw the article in the paper”
“We thought he had a trusting face”
“We knew you were legitimate as the Manchester
Evening News wouldn’t do articles on just
anyone”
“We are about to sell our house, can you come have
a look at the other companies proposal?”
43. 15. Newspapers
Headlines
• 8 Reasons to call Chris Skips
• Advice for those ordering a skip
• 7 Reasons why Chris Skips are
different
• Don’t order a skip till you have read
this
• 6 Reasons why I supply the best skips
44. Where is the headline?
No Strong Call to Action
Where are the benefits?
(Tiny and tucked away)
Guarantee? USP?
No response Test
52. “Do you want to make that meal large for only 30p?”
Is it worth the “Hassle” to Up sell?
2500 restaurants in the UK
Serving Approximatley 300 Meals a Day
200 People Choose To “Go Large”
£150,000 per Day on Up Selling!
17. Upselling
55. I.T. Support Company
Package 1: £75 Per Month – IT Support for 3 P.C., 1 free callouts per month,
Unlimited Email Support, Discounted Remote
Assistance.
Package 2: £150 Per Month – IT Support for up to 5 P.C. 2 Free Callouts Per month,
Email Support, 3 Remote Assistance Sessions.
Package 3: £300 Per Month – Total unlimited IT support, no min callouts, unlimited
installations, software support, email support,
Unlimited Callouts, Unlimited Server Support, Data
Backed up daily.
17. Upselling
58. 40 Minutes Sale = £100 (Every Minute
you spend with customers is worth
£2.50)
30 seconds Sale = £2 (Every Minute you
spend with them is worth £4)
Why It is Worth Cross Selling Even a Low
Priced Product?
17. Cross-selling
61. Host Beneficiary Examples
Hair Dresser & Beautician
Dog Trainer & Dog Groomer
HR Consultants & Personnel Survey Company
Accountant & Solicitor
Garage & Tyre Dealers
IT Company & Marketing Consultants
Plumber & Electrician
Office Furniture Company & Stationary Company
Estate Agent & Mortgage Broker
Invoice Finance Company & Business Loan Broker
Debt Advisor & Liquidators
Fast Food Shop & Taxi Firm
18. Host Beneficiary
62. 18. Host Beneficiary
Host Beneficiary Issues:
• Approaching Host Companies
• Trust Between Host Companies
• Fear of Loosing Customers
• Fear of Loosing Data and Customers
being Spammed
• Fear of New Concept
64. Check Customer is Happy
Share Your Business Growth Plans (No
Cheese)
Update and Follow Through
Thank you!
What kind of referrals you want?
What will you give for them?
69. 21. Pay Per Click
Pro
• Results
• Quick
• Audience
• Track
• Test
• Unlimited
• Better=Cheaper
Con
• Hard
• Expensive
• Ongoing
• Competitive
• Lose money
70. 21. Pay Per Click
Key Principles
• Research
• …more research
• …and more research
• Tight groups
• Bespoke landing page
• Daily budget
• Location & Day-parts
• Bribe, not a product
71. 21. Pay Per Click
Good Examples
• Marketing (4.1 & 4.2)
• Weight loss (4.4 & 4.5)
• Dog training (4.7 & 4.8)
Bad Examples
• Marketing (4.1 & 4.3)
• Weight loss (4.4 & 4.6)
• Dog training (4.7 & 4.9)
75. 23. SEO
• Relevancy
– Hairdressers in Oldham
– Different to hairdresser in Ashton
– Keyword density
• Competition
– Big? Need help
– Niche down
– Market Sam
76. 23. SEO
• Other factors
– Links
– Meta tags
– Yahoo £199
– Link checker
– DMoz
– Social media
77. 24. Social Media
Pro
• Easy
• Updateable
• Ranking
• Communities
Con
• Confusion
• Time-drain
• Distracted
• Fraud
• Noise
78. 24. Social Media
Key Principles
• Business, not pleasure
• Friends=customers
• Don’t sell
• Relationships
• Not no of friends, no of conversations
• Test
• Schedule updates
• Don’t give up
79. 24. Social Media
Good Examples
• Paul Johnston (5.1)
• Discussion (5.2)
• Updates
• Questions
Bad Examples
• Mr G (5.3)
• Selling, No Photos
• Nestle (5.7)
86. J.V. Ideas
Share Cost of Flyer Drops
Posters In Each Others Premises
Loyalty Bonuses
Discounts
Sell Each Others Products
Advertise on Their Vehicles
Web-Banner on Each Others Websites
Email Market to Their Customers
Test Marketing Methods and Share Results
Buy Subscriptions/Marketing Aids and Share Them
Personal Referrals
Advertise on Each Others Invoices
28. Strategic Alliance
98. Top 5 PR Rules Learned From The “Experts”
1.Don’t Make Your Press Release All About
You
2.Present it in a Journalistic Fashion
3.Find Out Names Of Editors/Journalists
4.Send to All The Publications You Can
5.No Blatant Call To Action
33. PR
104. 34. Direct Mail
• Advertising in envelope
• List is most important
• Get 10 responses (statistically
predicable)
• Copy: It’s about them not you
• Test on Google first
• BusinessListsUk.com, & Write to Sell
• Example of DFS
105. 35. Process for Success
1. Look over notes
2. Work out CPA
3. Set up test & measure
4. Think about niches
5. 50% of marketing budget every
month
6. Start Testing
106. 36. Don’t do it alone
1. Us – 30 days free
support
2.People in the group
3.Discussion Board
4.Books
107. 37. Steal Ideas
1. Sign up to competitors
2.Look outside your
industry
3.Use us – free 2 hours
108. Offer of Further Help
• Mentorship
• Benefits
– Build it with you
– Our knowledge
– As few or as many
sessions as you like
– Lifetime email support
forum
– Free domains etc
• Session on:
– Marketing plan
– PPC
– Direct Mail
– Emails
– Advertising
– Websites
– Automating
110. Offer of Further Help
• 1,000% guarantee
• £75 per 2hr session
• Talk about anything
– PPC
– SEO
– Email
• Set up
– PPC
– Website
– Anything!
111. Testimonial
• What did you want out of the day?
• What did you get out of the day?
• What was your favourite bit?
• What was the revelation?
• What difference do you think it makes to
your business? ££
• Your website address & brief description
of your business
Notes de l'éditeur
Note 1
Notew 1sssss
2 Rules of business:
Find out what your customer wants
Give it to them
Love your customer
What do they
Do?
Like?
Have?
Hate?
Profiles:
Deomgraphic
Where
Who?
Ahe etc
Psychographic
Attitudes
Values
Opinion
Demoegraphcis
Ksdcj
Sdjch
skdlnc
We look at a mixture of both (do we need ot even talk about demo & physcho?)
We use this 4 step model:
What is thier scab?
Who do thjey trust?
What infomration do they seek?
What makes them take actin now?
Example:
Migrane Sufferer
Scab: Migraines
Trust: Doctors, anyone with medical qualifications, someone who suffers
Info: Stop the pain, stop the onset
Act Now: a prompt solution with no risk
Business needed an accountant
Scab: Receipts in a bag
Trust: Accountant, qualifications, experience
Info: organisation for future, reports, don’t watse time
Act Now: fear of impormtu assessment, year end,
Demographics
Tyoe of compnay/person
Age/employees/Turnover
Location
What od they read?
What search terms do they look for?
Example: Migraine
Type of person: Anyone with migrain pain
Age: Prob between 13 – 60
Location: Lets restrict to UK
What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html
Search terms: Migrain releif, migrain symptons. Show keywords
Example: Accountants
Type of person: Small business
Age/T/o/Employees:
Location: Lets restrict to Manchester
What do they read: startup.co.uk, business link
Search terms: accontancy, cheap accountnacy. Show keywords
What can we learn?
Where they are loking
What key terms they use
What tone they respoind to
What info they want
Further resources,
Look at forums
Do google alerts
Do twitter alerts
Putting ity together
