What is the First Order of Business? It’s a framework that categorizes and prioritizes communication, branding, and marketing for any owner-operated company or non-profit organization. It’s also the baseline we use to analyze, diagnose and treat problem areas in our clients’ companies. But, more than that, it shows our clients what deserves the greatest priority in their marketing, and in fact, what’s got to come first, second, third, fourth, and fifth for any business to be successful. Millions of companies get it wrong. Tens of thousands of vendors that profit from those millions of companies aren’t necessarily helping them. Until you know your Goals & Values, you cannot come up with a strategic plan. Your strategic plan – based on those goals and values – dictates how you treat the customer (including your most important customers – your employees). Your values, your goals, your plan, and your customer experience determine your message. Finally, then and only then, once you’ve got a solid structure of values, goals, a strategic plan, a delightful customer experience, and a strong message, should you begin think about picking media. Throughout the world, people have this turned upside down. Entire industries devote hundreds of billions of dollars and pounds and euros and yuan and yen and rupees to message development and media buying and placement without giving much thought, if any, to building a strong foundation to help ensure a return on those investments. That stops. For our company, that all ends with the thing. Our whole focus and the way we approach our own company and our clients’ companies is this thing.

3. For whom are
you here today?

4. Why are you
here today?

5. KNOWLEDGE?

6. understanding

7. CONFIDENCE

8. We are the
most distracted
generation in
the history of
the Earth.

9. How many of you check your phone
before you get out of bed?

10. Tony Schwartz
New York Times, 11/28/15
According to one recent survey [by Adobe], the average white-
collar worker spends about six hours a day on email. That
doesn’t count time online spent shopping, searching or keeping
up with social media.
The brain’s craving for novelty, constant stimulation and
immediate gratification creates something called a
“compulsion loop.” Like lab rats and drug addicts, we need
more and more to get the same effect.
Endless access to new information also easily overloads our
working memory. When we reach cognitive overload, our ability
to transfer learning to long-term memory significantly
deteriorates. It’s as if our brain has become a full cup of water
and anything more poured into it starts to spill out.
“

11. The average consumer?
The average teenage girl?
Disengaged workers?

12. And Yet…

13. The Coming Year…

14. How?

15. How do you possibly
communicate
powerfully in this
Age of Rapid
Distraction?

16. Like this?

18. Or this?

20. So… how?

21. Now that the cycle of new is eating
itself in a race to ever-faster, there's a
bigger chance to make long term
change by consistently focusing on
what works (and what's important), not
what's new and merely shiny.”
-Seth Godin
“

22. What are we
going to do
today?

23. 30 MINUTES

24. DIAGNOSE

25. THE GOOD
NEWS?

26. YOU’RE SMART
ENOUGH TO
UNCOVER THE
RIGHT ANSWERS

27. THE RIGHT
QUESTIONS

29. FOLLOW-UP
RESOURCES

30. I’m going to give
you a glimpse
behind the curtain
at what’s worked.

31. Intuitively for
more than
two decades.

33. Goals &ValuesGOALS AND VALUES

34. Goals &Values
Strategic Planning
GOALS AND VALUES
STRATEGIC PLANNING

35. Goals &Values
Strategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE

36. Goals &Values
Strategic Planning
Customer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

37. Goals &Values
Strategic Planning
Customer Experience
Messaging
MediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

38. About Questions.

39. Goals &ValuesGOALS AND VALUES

42. Because of the
nearly limitless
distractions, your
team MUST be on
the same page.

43. “What is it,
specifically we’re
trying to make
happen?”

44. If asked privately
and separately,
would your team
give me the same
answer?

45. 20/20 VISION

46. 20/2/0 VISION

47. “What’s your 20-
year vision?”

48. “What do you need
to do in the next two
years to set up that
vision?”

49. “What five to seven
things need to
happen?
What’s most
important?
What’s in your way?”

50. “What’s the first
step?”

51. VALUES

52. VALUES DETERMINE
THE STRENGTH OF
A BRAND

53. WHAT IS A
BRAND?

54. HAWK

55. EAGLE

56. EAGLES

57. PAT’S

58. GENO’S

59. 13.1

60. 26.2

61. 70.3

62. 140.6

63. YOUR
GRANDMA

64. [YOUR PRACTICE/
BUSINESS]
A brand is simply the sum total of all the
feelings - good and bad - a customer has
about your company ... even if that customer
hasn’t done business with you yet.

65. We buy what we buy because
our choices remind us -
and tell the world around us -
who we are.
WHOAREYOU?

66. Building a strong brand
is simple, but that
doesn’t mean it’s easy.
WHOAREYOU?

67. All you have to do is
mirror the values you
already hold dear ...
as do thousands of
others in your market.
WHOAREYOU?

68. Want examples?
WHOAREYOU?

69. WHOAREYOU?

70. WHOAREYOU?

71. © 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to
like you.

72. © 2008 | Wizard of Ads | All Rights Reserved
Do you know what you
stand for?
Do you know what you
stand against?
Shape your company in
your image.

73. © 2008 | Wizard of Ads | All Rights Reserved
What do you think?
How do you act?
How do you see the
world?

74. © 2008 | Wizard of Ads | All Rights Reserved
Accomplishment
Accountability
Accuracy
Achievement
Advancement
Adventure
Affection (love and caring)
All for one & one for all
Arts
Beauty
Calm, quietude, peace
Challenging problems
Change and variety
Cleanliness, orderliness
Close relationships
Commitment
Discovery
Ecological awareness
Economic security
Effectiveness
Efficiency
Equality
Ethical practice
Excellence
Excitement
Fairness
Faith
Fame
Family
Fast living
Financial gain
Flair
Freedom
Friendships
Fun
Generosity
Global view
Gratitude
Growth
Hard work
Harmony
Having a family
Helping other people
Honesty
Honor
Independence
Individuality,
nonconformity
Influencing others
Punctuality
Purity
Quality of work
Quality relationships
Recognition (respect from
others, status)
Regularity (predictability)
Relationship with God
Religion
Reputation
Resourcefulness
Respect for individual
Responsibility and
accountability
Responsiveness
Results-oriented

75. © 2008 | Wizard of Ads | All Rights Reserved
Find your voice.
Do not stray from it.
You must be willing to
pay the price.

76. A brand diamond consists of 3-5
values that reflect how a
practice or business thinks,
acts, and sees the world.

77. You’ve always had them… even
if you haven’t always
consciously been using them.

79. FIRST BREAKOUT
SESSION
Why They Matter?
How To Uncover Them.

80. GOALS AND VALUES
STRATEGIC PLANNING

81. Your values mean
nothing.

82. SYSTEMS, POLICIES,
PROCEDURES
OBSERVABLE ACTIONS THAT
MANIFEST YOUR CORE
VALUES AND PURPOSE

83. WHAT ARE YOUR
TOUCH POINTS?

84. HOW CAN YOU USE
YOUR VALUES TO
IMPROVE THOSE
TOUCHPOINTS?

85. MARKET IS IN FLUX -
MUST REGULARLY
RE-EVALUATE

86. MARKET POTENTIAL

87. COMPETITION &
POSITIONING

88. MARKETING BUDGET

89. How long have you
been in business?

90. How much do you
markup your product?

91. How high are your
margins?

92. What’s the competitive
environment?

93. How visible is/are
your location(s)?

94. How expensive is/
are your location(s)?

95. How much do you
budget for customer
retention?

96. MATH OF GOOD
CUSTOMERS

97. What’s the value of a
customer/patient over
her lifetime?

98. How much does it cost
to acquire a new
customer/patient?

99. How much does
each lead cost?

100. What’s your
conversion rate?

101. What are you willing to
risk with an awesome
guarantee?

102. How much do you
really want to grow?

103. Are you really willing
to pay the price for
that growth?

104. Goals &Values
Strategic Planning
Customer Experience
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE

105. SEQUENCING TOUCHPOINTS
TO MAP CUSTOMER
EXPERIENCE

106. DIFFERENT CUSTOMERS
HAVE DIFFERENT JOURNEYS

107. SHAREWORTHY
SERVICE

108. MOM
CRY
MADE
MY
a guide to
Shareworthy Customer Service
BEST
BUY
TIM MILES

109. CULTURE OF
OWNERSHIP

110. 14 FACETS OF
SHAREWORTHY CUSTOMER
SERVICE

111. TUNE YOUR CUSTOMER
EXPERIENCE USING YOUR
TEAM TO TUNE THE 14 FACETS

112. Goals &Values
Strategic Planning
Customer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

113. MESSAGING

114. BETTER REALITY

115. WHAT ARE YOU
REALLY SELLING?

116. COMMON DENOMINATOR
QUESTIONS

117. 1. WHAT IS THE COMMON
DENOMINATOR OF ALL THE
PEOPLE WE’RE TRYING TO
ATTRACT?

118. 2. WHAT EMOTIONAL
TRIGGERS ATTRACT THEM
TO THAT COMMON
DENOMINATOR?

119. 3. WHAT IS THEIR GREAT
FRUSTRATION? WHAT IS
THEIR UNSCRATCHED ITCH?

120. F.A.Q. TO YOUR STAFF

121. WHAT ARE THE THREE
QUESTIONS YOU GET
ASKED ALL THE TIME?

122. OBJECTIONS

123. WHAT ARE PEOPLE’S MOST
COMMON OBJECTIONS AND
HOW DO WE OVERCOME
THEM?

124. TRIGGERING EVENTS

125. WHAT LIFESTYLE EVENTS
CAUSE PEOPLE TO NEED US?

126. COPY

127. RACECAR METHOD
R.C.S.C.R.

128. RELEVANCE

129. TALK TO THE CUSTOMER
ABOUT WHAT MATTERS TO
THE CUSTOMER IN THE
LANGUAGE OF THE CUSTOMER

130. CREDIBILITY

131. HERE’S WHERE THAT
APPLICATION OF YOUR
VALUES PAYS OFF.

132. SOCIAL PROOF

133. THERE’S NOTHING
MORE POWERFUL THAN
WORD-OF-MOUTH.

134. CALL-TO-ACTION

135. HOW CAN YOU MAKE IT EASIER FOR
PATIENTS TO GIVE YOU MONEY?
STAY WITH YOU? TRY YOU OUT?

136. RELEVANCE

137. RETURN FULL CIRCLE SO THE
PATIENT IMAGINES HERSELF
HAVING SUCCEEDED.

138. SECOND BREAKOUT
SESSION

139. MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

140. Relax. Pick. Focus. Learn.
If you’ve built a strong
foundation using the first
order of business, you’ll be
positioned strongly to
succeed.
I’ve never seen a business
fail because they chose the
wrong advertising channel.
But I’ve seen hundreds fail
because they said the wrong
thing or delivered a poor
experience.

141. What you say
Where you say it
How you act

142. Where you say it
But only ONE medium was used!

143. The Myth of Media Mix

144. The Myth of Media Mix
$1,590,000,000
$957,000,000
$449,000,000

145. Relax. Pick. Focus. Learn.
• radio
• ppc / local search / display
• cable tv
• broadcast tv
• outdoor
• email marketing
• direct mail
• social / content
• video
PICK ONE

146. CONCENTRIC CIRCLE
STRATEGY

147. WARNING!

149. VETTING MEDIA
COMPANIES

150. 1) Ask for references of similar size if not
similar business category
2) Ask for case studies of problems
they've solved using different media
channels
3) Observe how they market themselves.

151. Relax. Pick. Focus. Learn.
• It’s never been easier to
learn how to use various
tools - the various
mediums - well.
• The hard part is knowing
what to say and how to
say it.
• Now you know.
• The rest is up to you.

152. timmilesco.com/tfobesity

153. For whom are
you here today?

154. Why are you
here today?

155. timmilesco.com/tfobesity
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING