Traditional marketing doesn't look at your products and services with the eyes of your customers. Creating perceived value is the key to successful marketing. Here's a high leve look at how to start creating that perception so you can attract more of the right type of prospects with smaller investments. This approach is all about clearly defining your ideal target market, and creating the value propositions that really appeal to that market.

1. Marketing
For The Un-Common Businessman
(And Businesswoman!)

2. Agenda
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What is Marketing?
Why market?
Why Doesn’t (Traditional) Marketing Work?
WSPB2BFY
Niching
Marketing methods

3. Textbook Definition
“identifying and satisfying customer needs profitably”

4. Slightly Better
“Marketing is about deciding what customers’ business you
want to win…..against whom…….and how”

5. Even Better
“Marketing is about seeing your business through your
customers’ eyes”

6. My Definition
Marketing is about creating perceived value
that exceeds price

7. Reality ≠ reality!
Perception = Reality!

8. Lesson 1
The only products that succeed are those that offer
a perceived benefit to customers……….that is greater
than their cost

9. Creating the Perception
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This one comes from Nepal
This one comes from a sacred orchard in Nepal
This one is nourished by the sacred waters of the springs that feed the
Ganges River
This one is tended by virgin priestesses on a daily basis, who caress the
melons, sing to them and turn them to ensure they get the same amount of
sunshine on all sides
This one is hand picked, each one packed into a box with hand-spun cotton
to cushion it during the long journey to the UK
This one is known to have medicinal properties
This one is proven to cure many ailments including coughs, ulcers and
menstrual cramps
This one is highly sought after by many of the worlds celebrities as the juices
have been proven to reverse the effects of ageing and eliminate wrinkles
Perceived Value

12. Perception Exercise
Product or Service
WSPB2BFY

13. Value waterfall
Perceived Value
Price
Perceived Value
Price follows value!

14. • Plumber or:
– Someone who guarantees you can do your
laundry, wash your dishes and enjoy a hot bath
or shower, 24x7 without fail.
• Virtual Assistant or:
– Someone who guarantees you peace of mind by
ensuring that you never miss a call from a
customer or prospect ever again, every quote
and invoice goes out on time and every email
you get is filtered and vetted.

15. Products with Exceptional
Perceived Value
£26!!!

16. The 2 Ronnies
£600 / day
£2500 / day

17. Lesson 2
If you have the choice of being different or being
better……….choose to be different! (Being different
and the best is the ideal)

19. Traditional Marketing

20. Why Niche?

21. Value of Niching
Income Potential
Competition
Audience
Revenue Potential

22. Niche Marketing

23. Ideal Niche

24. Finding Target Markets

25. The Role of Marketing?

26. Marketing is a Journey

27. Marketing Funnel
7x3

28. Email / Video
Social Media
PR / Adverts
The Marketing Spectrum

29. Marketing Tools

30. Lesson 3
‘Consistent’ content drives everything in your
marketing machine!