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7 Steps
            to
Small Business Marketing
        Success



          Matthew Scott, M.S.
      Founder & Managing ...
WHEN: June 10 @ 2PM Central Standard Time
WHERE: http://webinars.ppa.org
       “CLICK TO REGISTER”
WHAT: Post-Meeting Q&A
This presentation is designed
for small business owners
How many of you in business still plan
on being in business 6-months from now?
{   }
You are in the marketing
business...



                           ---->>
... no matter what you sell.
Day in life of small
     business owner-
       Discussion
• kids off to school.
• fix the copy machine.
• run personal er...
Attention
Entrepreneur Illumination:


That which got you there
will not keep you there
Entrepreneur Reality


• being really good at something and starting
  a business is not a predictor of success.
• overloo...
Godfather of Marketing




                 guides our way...
Small Business Owner
        Pain:

• Overwhelmed w/stuff
• Marketing flavor of month
• Resistant to paid help--> complacen...
What small business owners want
and need is a...
systematic

    &

affordable
marketing is...
marketing is getting people with a specific
 challenge to know, like, trust, and refer you.
buy
                                                  !



                                 rep
       like               ...
Matthew   LIVES   here...
...and here.
and   WORKS   here...
Matthew   THINKS   here...
With people   FROM   here...
Matthew   LOVES   family...
and   the girl he had
a crush-on in 7th grade...
marries girl (23yrs)...
My   FRIENDS & I like to...
and...
CHALLENGE each other...
EAT & DRINK   my...
I have a   GLOBAL FOOTPRINT...
27 countries & counting...
Matthew drives this...
With my
dog “Surf”
and this
Matthew WORKED as...
His   OFFICE was   ...
Just Like his father...
Matthew   TRANSITIONS...
COMBAT BOOTS for...
Wing-tips...
AND then...
{ Sold for 16x Earnings }
Consulting




Coaching
7 Steps to Small
Business Marketing
     Success

                 are...
Focus




        1
Ideal Customer
Ideal Customer

• Start with i.d. is not your ideal customer
• Current customers & common
  characteristics.
• Competitors...
Law of Customer Attraction




<                   >
My ideal customer is...
2
    Find & Communicate Difference
[er] Marketing
Features & Benefits
“There will always be someone who is willing
to go out of business faster than you!”
“What do you do?”
Talking Logo
The pattern for the Talking Logo is:

Step #1

Action Verb (I show, I coach, etc…)
! ! ! +
Target Market (divorced mothers...
Related to your ideal customer market


                 &



          You can deliver!
Ideal Response is...



“How do you do that?”
Examples

• I teach small business how to double what
  they charge.
• I coach sales forces how to double their
  appointm...
Be Bold
                     &
                 Not Lame




  Talking Logo
Practical Exercise
Package & Process
                    3
men@pause



   http://www.svenskidrott.se/Downloads/8514/pics/Nike_logo.jpg
Customers Love Protocol




                          and...
Process
Step #2



www.marketingcoachseminar.com
Step #2




www.basecampcoach.com
4   Marketing

    Materials

      That

    Educate
?        ?
    rather...
{ Marketing Kit }
“Old-School”                  Marketing Kit
Tri-Fold- 1 document     Flexible/Personalized Doc.

Lame Mission Statement   ...
5
    Lead Generation
          Trio

    1. Advertising
    2. Referral System
    3. Public Relations
Hank’s Auto Repair Service
               Location near you:


Booger Holla      Amityville        Buck Tussle



    Call...
The sole purpose of small business advertising
should be....




                                        to...
... gain permission to communicate
and/or educate


                        Imagine...
... come here & give me permission to give
you complimentary and relevant information
What is Free & Valuable ?

~ The Secrets of Hiring a Roofing Contractor Without Getting Burned
~ The Legal Tax Cuts That Y...
Referral System

• make an expectation for doing business as
  part of your process. customer testimonial
  line on audio ...
Public Relations

• Most believable because someone else is
  saying...
• Media Pitch-They could give a “rip” about
  your...
6
    Automate
       &
    Dominate
Automate

• On-Line Shopping Cart
• Opt-in & Auto-Responder
• Ezine Newsletter
You only need a website if...
...want customers
You only need a blog if...
...want community
web presence
     vs.
  web site
Live by Marketing Calendar   7
Coach?
7 Steps
               to
   Small Business Marketing
           is
         h ?
           Success
        T n
       t i...
mscott@lifesworkgroup.com

      PPAI PPT Presentation

Oh Captain, My Captain,

Please send me a copy of your PPT
Present...
Atlantic City PPAI: 7 Steps to Small Business Marketing Success
Atlantic City PPAI: 7 Steps to Small Business Marketing Success
Atlantic City PPAI: 7 Steps to Small Business Marketing Success
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Atlantic City PPAI: 7 Steps to Small Business Marketing Success

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Transcript of "Atlantic City PPAI: 7 Steps to Small Business Marketing Success"

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