1. The document outlines 7 steps to small business marketing success: defining your ideal customer, finding and communicating your difference, developing a talking logo, creating marketing materials that educate customers, generating leads through advertising, referrals, and public relations, automating your marketing, and living by a marketing calendar. 2. Step 1 involves starting with who is not your ideal customer, looking at current customers and competitors to picture your ideal customer through verbs and adjectives. 3. Step 2 is about finding and communicating your marketing features and benefits in how you solve problems or meet customer needs.

1. 7 Steps
to
Small Business Marketing
Success
Matthew Scott, M.S.
Founder & Head Coach
The Life’s Work Group, Inc.

2. I am in the ______ business?
a) Marketing
b) Unemployment
c) None of the above

3. { }

4. marketing is...

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

6. buy
!
rep
like refer
ea
trus
know t tr y
t

7. Focus
1

8. Ideal Customer

9. Ideal Customer
• Start with who is not your ideal customer
• Current customers
• Startup-look at competitors
• Picture
• Verb or Adjectives

10. Law of Customer Attraction
< >

11. My ideal customer is...

12. 2
Find & Communicate Difference

13. [er] Marketing

14. Features & Benefits

15. “There will always be someone who is willing
to go out of business faster than you!”

16. “What do you do?”

17. Talking Logo

18. 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)

19. Package & Process
3

20. men@pause
http://www.svenskidrott.se/Downloads/8514/pics/Nike_logo.jpg

21. Customers Love Protocol
and...

22. Process

23. 4 Marketing
Materials
That
Educate

24. ? ?
rather...

25. { Marketing Kit }

26. 5
Lead Generation
Trio
1. Advertising
2. Referral System
3. Public Relations

27. 6
Automate
&
Dominate

28. You only need a website if...

29. ...want customers

30. You only need a blog if...

31. ...want community

32. web presence
vs.
web site

33. Live by Marketing Calendar 7

34. How many of you in business still plan
on being in business 6-months from now?

35. Attention

36. Coach?

37. Step #1
www.askducttapemarketing coach.com

38. Step #2
www.marketingcoachseminar.com

39. Step #3
www.basecampcoach.com