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PPAI Atlantic City: 7 Steps Marketing to Small Business Marketing Success
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PPAI Atlantic City: 7 Steps Marketing to Small Business Marketing Success

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  • 1. 7 Steps to Small Business Marketing Success Matthew Scott, M.S. Founder & Managing Director The Life’s Work Group, Inc.
  • 2. WHEN: June 10 @ 2PM Central Standard Time WHERE: http://webinars.ppa.org “CLICK TO REGISTER” WHAT: Post-Meeting Q&A
  • 3. This presentation is designed for small business owners
  • 4. How many of you in business still plan on being in business 6-months from now?
  • 5. { }
  • 6. You are in the marketing business... ---->>
  • 7. ... no matter what you sell.
  • 8. 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
  • 9. Attention
  • 10. Entrepreneur Illumination: That which got you there will not keep you there
  • 11. Entrepreneur Reality • being really good at something and starting a business is not a predictor of success. • overlook sales & marketing.
  • 12. Godfather of Marketing guides our way...
  • 13. Small Business Owner Pain: • Overwhelmed w/stuff • Marketing flavor of month • Resistant to paid help--> complacency zone
  • 14. What small business owners want and need is a...
  • 15. systematic & affordable
  • 16. marketing is...
  • 17. marketing is getting people with a specific challenge to know, like, trust, and refer you.
  • 18. buy ! rep like refer ea trus know t tr y t
  • 19. Matthew LIVES here...
  • 20. ...and here.
  • 21. and WORKS here...
  • 22. Matthew THINKS here...
  • 23. With people FROM here...
  • 24. Matthew LOVES family...
  • 25. and the girl he had a crush-on in 7th grade...
  • 26. marries girl (23yrs)...
  • 27. My FRIENDS & I like to...
  • 28. and...
  • 29. CHALLENGE each other...
  • 30. EAT & DRINK my...
  • 31. I have a GLOBAL FOOTPRINT... 27 countries & counting...
  • 32. Matthew drives this...
  • 33. With my dog “Surf”
  • 34. and this
  • 35. Matthew WORKED as...
  • 36. His OFFICE was ...
  • 37. Just Like his father...
  • 38. Matthew TRANSITIONS...
  • 39. COMBAT BOOTS for...
  • 40. Wing-tips...
  • 41. AND then...
  • 42. { Sold for 16x Earnings }
  • 43. Consulting Coaching
  • 44. 7 Steps to Small Business Marketing Success are...
  • 45. Focus 1
  • 46. Ideal Customer
  • 47. Ideal Customer • Start with i.d. is not your ideal customer • Current customers & common characteristics. • Competitors • Picture • Where are more people who look/act...?
  • 48. Law of Customer Attraction < >
  • 49. My ideal customer is...
  • 50. 2 Find & Communicate Difference
  • 51. [er] Marketing
  • 52. Features & Benefits
  • 53. “There will always be someone who is willing to go out of business faster than you!”
  • 54. “What do you do?”
  • 55. Talking Logo
  • 56. 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...
  • 57. Related to your ideal customer market & You can deliver!
  • 58. Ideal Response is... “How do you do that?”
  • 59. 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.
  • 60. Be Bold & Not Lame Talking Logo Practical Exercise
  • 61. Package & Process 3
  • 62. men@pause http://www.svenskidrott.se/Downloads/8514/pics/Nike_logo.jpg
  • 63. Customers Love Protocol and...
  • 64. Process
  • 65. Step #2 www.marketingcoachseminar.com
  • 66. Step #2 www.basecampcoach.com
  • 67. 4 Marketing Materials That Educate
  • 68. ? ? rather...
  • 69. { Marketing Kit }
  • 70. “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 Features & Benefits The Story Customer Process “jiba-jaba” Outrageous Guarantee Trash Can Ready On-Line Ready
  • 71. 5 Lead Generation Trio 1. Advertising 2. Referral System 3. Public Relations
  • 72. Hank’s Auto Repair Service Location near you: Booger Holla Amityville Buck Tussle Call us! 1-866-Dill-Weed!
  • 73. The sole purpose of small business advertising should be.... to...
  • 74. ... gain permission to communicate and/or educate Imagine...
  • 75. ... come here & give me permission to give you complimentary and relevant information
  • 76. What is Free & Valuable ? ~ 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
  • 77. 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
  • 78. 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?
  • 79. 6 Automate & Dominate
  • 80. Automate • On-Line Shopping Cart • Opt-in & Auto-Responder • Ezine Newsletter
  • 81. You only need a website if...
  • 82. ...want customers
  • 83. You only need a blog if...
  • 84. ...want community
  • 85. web presence vs. web site
  • 86. Live by Marketing Calendar 7
  • 87. Coach?
  • 88. 7 Steps to Small Business Marketing is h ? Success T n t io W n an tat re se Matthew Scott, M.S. P Founder & Managing Director The Life’s Work Group, Inc.
  • 89. mscott@lifesworkgroup.com PPAI PPT Presentation Oh Captain, My Captain, Please send me a copy of your PPT Presentation on 7 Steps to Small Business Marketing Success. Thanks, Donald Trump