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© Do Everything Differently 2015. Version 1.01


“Insanity is doing the same thing over and over again and expecting different results.”Albert Einstein


Only 6% of businesses

achieve high growth.

They do things

differently to the rest.

And the very best,

they...

6% High

Growth



“who” do you want your customers to be?

“what” do you offer to your customers?

“how” do you win new customers?

“how” do you delight your customers, so they

return?

“why” should your customer’s care?

“how many” customers do you want?

Some fundamental questions, first…


“who”

buyer personas

customer segments


“what”

solving problems

selling benefits


“how”

marketing process

marketing function

(winning new

customers)


“how”

your product your service

(delighting your

customers)


“why”

emotional logical


“how many”

selecting customers

chasing customers


We start at the end…

“how many” customers do you

want?


The truth is…your capacity is limited!


Exercise 1: Your Capacity

How many customers can you truly serve or how many products can you really sell?




Think buyer persona, not customer segment


Meet ‘work hard, play hard’ Nick


Exercise 2: What’s the Buyer Persona of your Ideal Customer?

Background DemographicsMotivations

Problems / Challenges / Pain Points

Hopes & FearsHobbies & InterestsExperience they want

Average Day

ValuesInformation sources

Goals


“what” do you offer to your

customers?


Achieving GAIN?

Avoiding LOSS?


Achieving GAIN?

Avoiding LOSS?


Achieving GAIN?(selling benefits)

Avoiding LOSS?(solving problems)


Combine problems with personas and you really start

to understand your customer’s needs & wants…


wwwww

www.youtube.com/watch?v=ZUG9qYTJMsI


Dollar Shave Club solve the “expense and inconvenience of buying razor blades”

problem for the…

young blokes who’d rather spend their time & money on enjoying themselves (persona).


www.youtube.com/watch?v=evL5jaZx8vkm


Hubspot solve the “people have transformed how they buy and I need to

adapt” problem for the…

non-marketing savvy small business owner (persona).



Freedom Brewery solve the “great tasting lager” problem

for the… “lager aficionado’s” (persona).



Do Everything Differently solves the “grow fast and grow profitably” problem

for the…entrepreneurs wishing to create

extraordinary value for themselves (persona).


Types of problem you can solve…

Save or make money

Save time or eliminate wastage

Make people feel better - bring increased emotional benefitEase pain, suffering

or negative emotions


“The objective is to create a reason for your perfect client to love what you do, because it solves a high value problem for them in a remarkable way.”

Daniel Priestley, entrepreneur & author


Exercise 3: What problem do you solve for who?

I solve the “…………………..” problem for the………...…… (persona)

aka….your value proposition


It can be an iterative process…

YOU HAVE£$€

YOU

ME

I

ME


“how” do you win new

customers?


Creating a marketing process, not a Marketing function


The Marketing Process…

Generate leads

Convert leads into prospects

Convert prospects into sales


Generating leads…

“Fish where the fish are”– where your ideal customers are


Generating leads…

Think Web, Think Mobile.

2011 2012 2013 2014 2015 20160.0

20.0

40.0

60.0

80.0

100.0

120.0 Mobile

Desktop


Generating leads…Communicating clearly, concisely & powerfully…


Convert leads into prospects…Educate or Entertain


Trust.


Trust.


Calls to Action



Convert prospects into salesProducts for Prospects


Products for Prospects


Credentials – how you’ve solved the problems of other ideal customers.


Scripts


Exercise 4: What’s your Pipeline look like?

• Your pipeline – its Strengths & Areas for Improvements ?

• Numbers – how many Ideal customer leads, prospects and customers do you need?

• Key Actions you need to take?


“how” do you delight

your customers?


Do you have a product that is worth talking about?

A satisfied customer tells 3 friends

A dissatisfied one tells 11.

“Fantastic” “Disgusted”


It’s not about the steak it’s about the sizzle


It’s about the steak it’s not about the sizzle


What value do you deliver?

• make it properly?• make it on time?• make it efficiently?• make promises?• make it matter?• make connections?• make a difference?• make a change?

More compelling(but more difficult)


neutral

Which way will you send your customers?

Wow!

Woe!



Exercise 5: Are you delighting your customers?


“why” should your

customers care


“human being are powered by emotion not by logic.”

Kevin Roberts, CEO Worldwide, Saatchi & Saatchi


www.youtube.com/watch?v=evL5jaZx8vkm

www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en


“if you don’t know why you care about what you do, then how do you expect any one else to care….and be part of what it is you do.”

Simon Sinek, Author “Start with Why”


Why? Everything we do we believe in challenging the status quo, we believe in thinking differently.

How? The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.

What? We just happen to make great computers.


Why? I believe that life is an adventure. Do something new tomorrow and you’ll experience new and wonderful things.

How? Whilst others Zig, I Zag.

What? I challenge people to think and act differently, to achieve new and wonderful things for themselves and their business; I challenge them to do everything differently.


Why? We believe that light influences people’s behaviours and emotions; it can make people happier, feel more secure and be more productive.

How? We light up people’s lives with everything we do.

What? We do this by designing, installing and maintaining exterior architectural, urban and festive lighting and interior LED lighting.


Exercise 6:

Why do you care about what you do?

What do you believe?

Are you doing business with those who believe what you believe?


bringing it all together


Your Marketing Plan…


“what” do you offer to your customers?

“how” do you win new customers?

“how” do you delight your customers?

“why” should your customer’s care?

“how many” customers do you want?


A final word… on pricing

Demand and supply set the price!

….so, turn your attention to those people who will find you highly valuable – and serve them better than anyone else…..

….then demand will exceed supply for what you do amongst your ideal customers

…..and with this your price and profit!


Aston slidedeck

new customers

customers care

ideal customer

high growth

hard nick

young blokes whod

razor blades problem

dollar shave club

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