Start small and make your marketing all about the recipient - not about you, your products and services.

2. 100 Names, Days, Ways to
Growing Your Business
Dawn Westerberg
www.dawnwesterberg.com

3. Names, Days, Ways

4. The Shocking Truth About
Prospecting

5. Who Wants To Be Spammed?
• 2000 marketing
messages/day
• 90% of email marketing
never opened
• 200+ on “Do Not Call”
list
• Blasting our way to
irrelevance

6. Have We Lost Our Minds?!

7. People Want to Be Treated Like
People

8. Marketing Hourglass
• Know
• Like
• Trust
• Try
• Buy
• Repeat
• Refer

9. Relationships Take Time

10. Closed Business = Relationships
• Building relationships
• Referrals
• You’re the reason for
winning the deal
• 100 Days, Names, Ways
is a micro marketing
methodology that I did
for my own business

11. Micro Marketing = Personal
• Origins
• Vertical Marketing
• Niche Marketing
• 1:1 Marketing
• Differentiation
• All About Them

12. 100 Names
• Make a list of 100
• Referral Partners
• Prospects
• Customers
• Influencers
• Friends & Family

13. 100 Days
• 10 days to get the list
together
• Month 1 –
communication
• Month 2 –
communication
• Month 3 –
communication
• Repeat

14. First 10 Days
• Assemble the List
• Order logo’d items
• Vehicle
• Set up Intelligence
gathering
– Google Alerts
– Facebook
– LinkedIn
– Eyes & Ears

15. Message
• It’s all about THEM
• It’s hand-written
• It’s obvious you’ve
thought about it and
put time into it
• There’s no Call to Action
• It’s a Call to Feel Special

16. Heavy Lifting (sort of)
• It takes:
– Effort
– Thought
– Money (but not a lot)

17. Objective: Build a Relationship
• Build a relationship
versus score a prospect
• The gift that keeps on
giving
• The customer for life
you want to have

18. Delight People you Wish to Engage

20. Differentiate
• While your competition
– Spams away
– Blasts away
– Becomes
indistinguishable
• You Stand Out
• You Are Memorable

21. Costs
• $7,011 for the year
• Includes extras for ITA
• Giveaways at speaking
events
• Extras for misc.

22. Results
• $49,000 business to
date
• $64,000 in
pipeline/opportunity
• Immeasurable goodwill
• Relationships matter –
feel good factor for me
as well

23. Month 1 - $167
Postcard
$50 – design
$85 – 500 postcards
$32 – stamps
Max. 30 minutes/day
Month 2 - $167

24. Month 3 - $1335
• $1100 – 100 T-shirts
• $175 – postage
• $60 – packging
• Month 4 - $167
• Month 5 - $167

25. Month 6 - $1540 • Month 9 - $1500
• $980 – Bears • Month 10 - $167
• $135 – buttons • Month 11 - $167
• $125 – packaging • Month 12 -
• $300 – postage
• Month 7 - $167
• Month 8 - $167

26. 100 Ways - Get Noticed By Noticing

27. Acknowledgement
1. Acknowledge their accomplishments
2. Acknowledger their energy
3. Acknowledge their efforts
4. Participation
5. Loyalty
6. Quickness to respond

28. Acknowledgement
7. Acknowledge their support
8. Positive attitude
9. Hard work
10. Talent
11. Generosity

29. Congratulations
12. Promotion
13. Top 100 VARs
14. Most Influential in [Accounting]
15. Business Journals Top 25
16. New hires
17. Mergers and acquisitions

30. Congratulations
18. New business
19. Speaking gigs
20. Awards
21. Accomplishments
22. Life milestones
23. Son/daughter accepted to University
24. Spouse opens new business

31. Compliment
25. Consistent, good work
26. Innovation
27. Bravery
28. Kindness
29. Creativity
30. Quality of their blog
31. Perseverance
32. Sense of humor

32. What do you respect them for?
33. Knowledge they share
34. Good citizen
35. How they serve their customers
36. What they give back to community
37. Willingness to share/assist
38. Grace under fire

33. Offer help
39. Getting started with Social Media
40. Introduction to writer or editor
41. Use of tool or platform
42. Finding the right contact within an
organization
43. Great deals you’ve found
44. How to work a gadget

34. Referral/Recommendation
45. If you can refer them business do so
46. If you can help recommend them (LinkedIn)
47. Recommend article
48. Recommend book

35. Introduction
49. Introductions “When we’re at ITA remind me
to introduce you to…”
50. If you see one of my LinkedIn connections
and would like an introduction, let me know

36. Encouragement
51. When they try something new, encourage
them
52. If they’re operating in a tough local
economy, encourage them
53. People are always posting things about
training for marathons, establishing a new diet,
etc.
54. Any sort of positive energy you can send

37. Thanks
56. Show gratitude for past kindnesses – “I don’t
know if you realize this or not, but when you
helped me with XYZ back then, it helped me so
much. Thank you.”
57. Show gratitude for past tough love that
provided attitude adjustment.

38. Thanks
57. Thanks for ReTweets, Faceboook likes,
comments, +1 – all of which are a type of
referral
58. Thanks for a recommendation (book,
restaurant, good hotel to stay at, etc.

39. Appreciation
59. For what they’ve done for the profession
60. For what they’ve done for the community
61. For what they’ve done for you
62. For what they’ve done for someone else

40. Thoughtfulness
63. If you ever find yourself in Austin, let me
take you out for dinner
64. If you’re thinking about visiting Austin, let
me make some recommendations
65. If there’s some specific service/item you
need while you’re in Austin

41. Thoughtfulness
66. This quote reminded me of you
67. Tell them why you like them
68. Tell them what you admire about them

42. Care
69. I read about your illness and I hope you are
feeling better.
70. Heard about the wildfires and hope they are
under control.
71. Know you travel a lot and hope the tornados
and delays at DFW didn’t affect you.

43. Notice
72. You’ve been showing up in my Google Alerts
a lot lately
73. I’ve noticed your advertising on…
74. I saw you got quoted in…
75. Keep a supply of birthday cards and when
you get your Facebook notice to upcoming
birthdays during the week – send a card.

44. Attention
76. That your New York Mets are doing well in
April…
77. That you alma mater won the NCAA baseball
championship
78. That [their favorite show] won an Emmy
79. That [their favorite singer] won a Grammy

45. Laughter
80. Your alternative lyrics to ‘Imagine’ had me
chuckling all day
81. Reference a funny story that they told you
and how you thought of it when…
82. Something funny they posted on Facebook

46. Value
83. Send a logo’d T-shirt (to wear when you’re
biking, jogging, pushing a vacuum cleaner
around)
84. Send a book
85. Send a Bear
86. Send a pen
87. Send a re-usable grocery bag

47. Value
88. Send a re-usable water bottle
89. Send seeds
90. Send a magazine article
91. Send a list (e.g. I sent a list of Austin start-
ups that I found to someone who I knew did
business with start-ups all over the country)

48. Shared Experience
92. Enjoyed having lunch
93. Will you be attending ITA
94. Great place to pick up CPE and get some
good information
95. Seasonal greetings

49. Shared Experience
96. Comments/topics on LinkedIn
97. Comments/topics on Facebook
98. Publisher Conferences
99. Working with a service
100. Article in newsletter