The document discusses the preeminence mindset, emphasizing that serving others rather than selling to them is crucial for effective marketing. It highlights the importance of understanding clients' needs, building trust, and providing value to drive engagement and loyalty. The author advocates for a perspective shift in marketing from focusing on self-promotion to prioritizing the needs and desires of the audience.

1. The Pre-eminence Mindset

2. This is
Jack

3. Last week,
he wasn’t
feeling so
hot...

4. 15 minutes and
$200 later...

5. That’s lawyer money
at $800 an hour!

6. I was so
relieved...

7. And just like
that, Jack was
back to being a
happy doggo.

8. ✔ Help I needed
✔ Peace of mind
I wanted.
✔ The follow-up
they thought
I deserved.

9. Would I switch my vet?

10. Not a chance.

11. I want you to come on a
journey with me.

12. Imagine the last person you
pitched anything...

14. Frustrating isn’t it?

15. What would happen if...

16. We have lost our way.

17. We have inundated those
who we serve by selling
them instead.

18. With too much Big Data

19. With too many Magic Tactics

20. With too many
broken promises

21. Most people never realize that 80% of the
work is done before you step in a room.
That's why they spend their entire lives
grasping for magical tactics instead of
changing their entire mindset.
- Ramit Sethi

22. 3 out of 4 executives don’t
believe that marketing drives
demand and revenue.

23. 57% of consumers
are actively unfollowing
brands.

24. 43% of marketers
cannot secure enough
budget.

25. Why is this our reality?

26. with
ourselves
We are
more in

27. with those
we serve
Than we
are in

28. It’s because we ask...

29. What do we have to say to
get people to buy?

30. Instead of asking...

31. What benefit do we need to
render to deserve their
patronage?

32. You and I have an opportunity.

33. The key of all life is value.
Value is not what you get,
it's what you give.
Jay Abraham

34. Price is what
you pay. Value is
what you get.
Warren Buffet

35. This is a
perspective shift.

37. Pre·em·i·nence
more important.

38. You > Me

39. The preeminence mindset
is founded on this strong
conviction...

40. I am here to serve you,
not sell you.

41. Catch 22

42. In order to serve you’ve
got to get the opportunity
to do so first.

43. Why haven’t we got
them already?

44. Because they lack faith.

45. Information ≠ Advice

46. We can’t let them fail.

47. What is our job as a marketer?

48. Job → Career → Calling

49. Provide Focus

50. Most people
don’t know
what is
out of focus
till you show
them.

51. They’ll only
make a decision
to change once
they realize
what is out of
focus.

52. Focus Leads
to Clarity

53. Just because you see something
doesn’t mean you know what to
do about it.
Problem #1

54. We need to understand their
biggest frustrations,
challenges, and opportunities.

55. Most people are in
one of two states

56. They either
know
where they
are

57. But don’t
know
where they
are going

58. Or, they
know
where they
are going

59. But don’t
know
where they
are!

60. Do you have clarity on your
specific goals for 2017?
Thought Exercise

61. Clarity Leads to Power

62. Just because they know their
orientation, doesn’t mean they
know what they want.
Problem #2

63. We must turn
abstract needs,
wants, and desires

64. Into a clear and
concise statement of
our audience’s goals.

65. Power leads to
Understanding

66. Opportunity is
missed by most
people because it’s
dressed in overalls
and looks like
work.
Thomas A. Edison

67. Thought Exercise
If Dev Basu bumps into me next
year, and calls me aside to ask me
what I’ve done in the last 365 days,
I want to tell him...

68. Just because they’re clear on
what they want, doesn’t mean
they feel you “get them”.
Problem #3

69. Who was the last
person who
“had your back”?

70. How did they make
you feel?

71. Preeminent leaders
come from a position
of “hopefulness”

72. This earns the loyalty,
admiration, and respect of
everyone you serve

73. You and I have an
opportunity to be
that person.

74. Understanding leads
to certainty.

75. Without trust, people
won’t take action.
Problem #4

76. Certainty leads to trust.

77. To gain trust

78. We have to put their
needs ahead of our own

79. Because only then will they believe
that you can lead them

80. To greater results, less
frustrations, and more
productivity.

81. Thought Exercise
What have you done in
the last 90 days to inspire
other to trust you?

82. Trust leads to Action

83. Focus →
Clarity →
Power →
Certainty →
Trust →
Understanding →
Action

84. with my audience
than myself.
I will fall
more in love

85. Thank
You