The Transformational Marketing Blueprint is a comprehensive 12-step journey that provides a systematic framework for marketing - creating and sustaining memorable, remarkable experiences and relationships.

1. TRANSFORMATIONAL
MARKETING BLUEPRINT
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2. Our Marketing Principles:
.......to my many clients, who have taught me so much about marketing and service.
Dr Jürgen Strauss
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Marketing is the Art and Science of creating and sustaining memorable, remarkable experiences
and relationships.
Marketing, at its heart, is starting a conversation with someone who could be an ideal, dream
customer
Let's make marketing human again!
Build long-term relationships (not one-night stands).
Successful marketing is value-based, long term, two-way relationships.
Marketing is basically communicating the right message, effectively, to the right audience, at the
right time, in the right place and providing valuable information that transforms that audience.
Deliver exceptional value first, then offer them an opportunity to engage with you.
No one gets left behind.
Our customers are prospects for our competitors! How we keep our customers loyal is purely
down to how we look after them.
The marketing or customer journey is not linear - keep the relationship vibrant and alive.

3. Visitor wants to
LEARN
NURTURING
the RELATIONSHIP
Visitor wants to
START A RELATIONSHIP
Visitor wants to
BUY
My Lighthouse
My Target Market -
Ideal Dream Customer
Their Problem / Need -
The Transformation
My Message to
My Target Market
How I Deliver an
EXCEPTIONAL EXPERIENCE
How I Deliver
MORE VALUE
How I Orchestrate and
Stimulate REFERRALS
Scale -
Celebrate and Repeat
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TRANSFORMATIONAL
MARKETING BLUEPRINT

4. 1 - MY LIGHTHOUSE
KNOW
(Audience)
Step One
WHY, WHAT AND HOW.....
MY LIGHTHOUSE
Who are you? Are you aligned with my values, my needs?
What do you do? Why?
How do you do that?
What your (potential) customer wants
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5. 1 - MY LIGHTHOUSE
KNOW
(Audience)
Step One
WHY, WHAT AND HOW.....
MY LIGHTHOUSE
Level One - WHO
Self-awareness
Level Two - WHY
Why you do what you do
Personal and Business
Level Three - WHAT
What you do
Level Four - HOW
How you do what you do
Your lighthouse represents your business - it requires 4 levels to be
operational, it's essential foundations. For your business to work, your
lighthouse must have all 4 levels:
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6. 2 - MY IDEAL CLIENT
Step Two
GETTING REALLY CLEAR ABOUT YOUR TARGET MARKET,
WILL CHANGE EVERYTHING
MY TARGET IDEAL CLIENT
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KNOW
(Audience)
Do I belong here? Am I in the right place?
Is this a safe place?
Do I feel connected?
What your (potential) customer wants

7. 2 - MY IDEAL CLIENT
Step Two
GETTING REALLY CLEAR ABOUT YOUR TARGET MARKET,
WILL CHANGE EVERYTHING
MY TARGET IDEAL CLIENT
Clearly define your dream client - WHO
Deep understanding of your ideal, dream customer - this is more
than just an "avatar"!
Empathy with your ideal client using an Empathy Map
Help them achieve their goal, even if they choose not to pay.
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KNOW
(Audience)

8. Do you get my need, my desire?
Do I feel safe?
Am I still in the right place?
What your (potential) customer wants
3 - THEIR NEED
Step Three
WHAT'S THE PAIN AND WHAT DO THEY REALLY NEED?
THEIR PROBLEM, PAIN OR NEED
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KNOW
(Audience)

9. 3 - THEIR NEED
Step Three
WHAT'S THE PAIN AND WHAT DO THEY REALLY NEED?
THEIR PROBLEM, PAIN OR NEED
My dream client's real pain, problem and need
My client's BEFORE and AFTER state
What are the Objections to reach the AFTER state?
How does your solution meet the needs and remove the problem
Where is your ideal client at now and what's their next step?
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KNOW
(Audience)

10. 4 - MY MESSAGE
Step Four
WHAT'S THE TRANSFORMATION - WHAT PROMISE
AM I MAKING?
MY MESSAGE TO MY
TARGET MARKET
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KNOW
(Audience) Do I feel heard? Do I feel understood?
Is this what I want?
Do I feel safe?
What are my next steps? Even if I'm not ready to buy?
What your (potential) customer wants

11. 4 - MY MESSAGE
Step Four
WHAT'S THE TRANSFORMATION - WHAT PROMISE
AM I MAKING?
MY MESSAGE TO MY
TARGET MARKET
The Message Formula
Make your message clear, compelling and congruent
Methods of delivery
Opportunity to learn more, opt-in, take the next step of their journey
Now that you've defined your lighthouse and ideal client, there's a simple
structure you can follow to build your message.
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KNOW
(Audience)

12. 5 - WANTS TO LEARN
Step Five
EARNING ATTENTION FROM MY TARGET MARKET
VISITOR WANTS TO LEARN
LIKE
(Visitors)
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How do I learn more?
Will I still be safe even if I give you my email address
Will you be here for me after I give you my email address?
How can I get additional information? What's next?
What your (potential) customer wants

13. 5 - WANTS TO LEARN
Step Five
EARNING ATTENTION FROM MY TARGET MARKET
VISITOR WANTS TO LEARN
Earn attention by FIRST giving attention
Build a connection - or it's just noise!
Give value first
Opportunity to opt-in, engage, join community, take the
next step of their journey
Engage in 2-way conversations
Modalities
LIKE
(Visitors)
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14. 6 - START
A RELATIONSHIP
Step Six
MY LEADS SYSTEM
VISITOR WANTS TO START A
RELATIONSHIP
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LIKE
(Visitors)
What's next? What can I expect?
Where is the information I signed up for?
What action do I need to take now? Can I save it for later?
What your (potential) customer wants

15. 6 - START
A RELATIONSHIP
Step Six
MY LEADS SYSTEM
VISITOR WANTS TO START A
RELATIONSHIP
Make it easy to subscribe or sign up for more information
Immediate delivery of promised information
Personalised, immediate acknowledgement
Email follow-up - Opportunity to leave, engage, join community, take
the next step of their journey
Engage in 2-way conversations
Ask questions, Listen!
Answer questions
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LIKE
(Visitors)

16. 7 - NURTURE THE
RELATIONSHIP
Step Seven
MY NURTURE SYSTEM
NURTURE THE RELATIONSHIP
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LIKE
(Visitors)
More valuable information
Be heard, feel understood
Feel nurtured, taken care of, respected
Opportunity to "try it out"....
What your (potential) customer wants

17. 7 - NURTURE THE
RELATIONSHIP
Step Seven
MY NURTURE SYSTEM
NURTURE THE RELATIONSHIP
Customised, ongoing communication
Further information
Opportunity to leave, engage, join community, take the next step
of their journey
Engage in two-way conversations
Modalities!
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LIKE
(Visitors)

18. 8 - WANTS TO BUY
Step Eight
MY SALES CONVERSION STRATEGY
VISITOR WANTS TO BUY
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LIKE
(Visitors)
Easy to buy, pleasant experience
Certainty that I've made the right decision
Feel nurtured, take care of, respected
Know what to expect, next steps
What your (potential) customer wants

19. 8 - WANTS TO BUY
Step Eight
MY SALES CONVERSION STRATEGY
VISITOR WANTS TO BUY
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LIKE
(Visitors)
The buying choice - buy from you, from them or not buy
Make it easy to buy
Immediate confirmation of purchases
Cart Abandonment - No one forgets!
Re-inforce and congratulate the decision

20. 9 - THE EXCEPTIONAL
EXPERIENCE
Step Nine
DELIVER YOUR PROMISE - ALWAYS
HOW I DELIVER AN EXCEPTIONAL
EXPERIENCE
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TRUST
(Customers)
Certainty that I've made the right decision
Access and accountability
An awesome, exceptional experience
What your customer wants

21. 9 - THE EXCEPTIONAL
EXPERIENCE
Step Nine
DELIVER YOUR PROMISE - ALWAYS
HOW I DELIVER AN EXCEPTIONAL
EXPERIENCE
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TRUST
(Customers)
Reinforce and congratulate the decision
Outstanding onboarding
Accountability and Access
Outstanding Customer Service
Customer Experience Management (system)

22. 10 - DELIVER MORE
VALUE
Step Ten
PARTNER WITH CUSTOMERS FOR LONG TERM SUCCESS
HOW I DELIVER MORE VALUE
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TRUST
(Customers)
Be heard, be understood, contribute to your business
Feel nurtured, taken care of, respected
Access and accountability
Preferrential treatment (existing customer bonus)
What your customer wants

23. 10 - DELIVER MORE
VALUE
Step Ten
PARTNER WITH CUSTOMERS FOR LONG TERM SUCCESS
HOW I DELIVER MORE VALUE
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TRUST
(Customers)
Opportunities to partner
Exceptional value - Be obsessively committed to their success
Seek feeedback
Additional products and services - First look, first opportunity
Nurturing existing, current customers vs attracting new customers

24. 11 - EARNING
REFERRALS
Step Eleven
BUILD A TRIBE OF RAVING FANS AND A COMMUNITY
HOW I ORCHESTRATE AND
STIMULATE REFERRALS
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TRUST
(Customers)
Your business sustainable and successful -
keep being there for me
More great people in our community
What your customer wants

25. 11 - EARNING
REFERRALS
Step Eleven
BUILD A TRIBE OF RAVING FANS AND A COMMUNITY
HOW I ORCHESTRATE AND
STIMULATE REFERRALS
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TRUST
(Customers)
Referral mindset and system
GIVE referrals
Ask for referrals and reviews and testimonials
Partnering opportunities
Networking - provide introductions

26. 12 - MASTERY
Step Twelve
SCALE AND AUTOMATE AND IMPROVE
MASTERY - CELEBRATE AND REPEAT
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TRUST
(Customers)
Your business sustainable and successful -
keep being there for me
Efficiency gains - what can you teach me
Time gains, as well as continued access and accountability
as you scale
What your customer wants

27. 12 - MASTERY
Step Twelve
SCALE AND AUTOMATE AND IMPROVE
MASTERY - CELEBRATE AND REPEAT
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TRUST
(Customers)
Celebrations
Operations and Scale
Keep it personal
The focus now

28. Visitor wants to
LEARN
NURTURING
the RELATIONSHIP
Visitor wants to
START A RELATIONSHIP
Visitor wants to
BUY
My Lighthouse
My Target Market -
Ideal Dream Customer
Their Problem / Need -
The Transformation
My Message to
My Target Market
How I Deliver an
EXCEPTIONAL EXPERIENCE
How I Deliver
MORE VALUE
How I Orchestrate and
Stimulate REFERRALS
Scale -
Celebrate and Repeat
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TRANSFORMATIONAL
MARKETING BLUEPRINT

29. V 2.01
Further Resources:
Innovabiz Website
InnovaBuzz Podcast
Tales of Marketing Transformation Show
More FREE and to-buy Information
FREE - Marketing Master Mini-Class