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
49. Ideal Customer
• Start with i.d. is not your ideal customer
• Current customers & common
characteristics.
• Competitors
• Picture
• Where are more people who look/act...?
58. 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...
61. 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.
62. Be Bold
&
Not Lame
Talking Logo
Practical Exercise
72. “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
73. 5
Lead Generation
Trio
1. Advertising
2. Referral System
3. Public Relations
74. Hank’s Auto Repair Service
Location near you:
Booger Holla Amityville Buck Tussle
Call us! 1-866-Dill-Weed!
75. The sole purpose of small business advertising
should be....
to...
77. ... come here & give me permission to give
you complimentary and relevant information
78. 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
79.
80. 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
81. 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?
91. 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.
92. 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
