Introductioncongruentbusiness.com/pdf/CM_Slides.pdf · Maui Marketing Mastermind © 2011 James Jacobson ALL RIGHTS RESERVED 808‐344‐4800 Page 3 Slide 7

MauiMarketingMastermind©2011JamesJacobsonALLRIGHTSRESERVEDwww.MauiMarketingMastermind.com808‐344‐4800 Page1

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Congruent Marketing®

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Slide 2

Introduction

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Slide 3 Success

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Slide 4 Feeling Alone?

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Slide 5

“Where you’ve been is not half as important as where you’re going…”

‐ Anonymous

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Slide 6

“The problems we face today can not be solved at the same level of thinking we were at when we created them…”

‐ Albert Einstein

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Slide 7

“You don’t build it for yourself. You know what people want and build it for them.”

‐Walt Disney

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Slide 8 “Most entrepreneurs are merely technicians with an entrepreneurial seizure. Most entrepreneurs fail because you are working IN your business rather than ON your business.”

‐Michael Gerber The E Myth

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Slide 9 “The teacher, if indeed wise, does not bid you to enter the house of their wisdom, but leads you to the threshold of your own mind…”

‐ Kahil Gibran

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Slide 10

Terms

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Slide 11 Marketing

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Slide 12 Marketing

The process of developing, positioning, promoting, selling, and distributing a product or service.

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Slide 13 Congruent

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Slide 14 Congruent

Corresponding in character or kind, appropriate to the situation.

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Slide 15

Communicating in such an authentic fashion that the prospect, customer, or client sees your business as the only appropriatesource for the goods or service you offer.

Congruent Marketing®

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Slide 16 Prospect, Customer, Client• Prospect

• Customer

• Client

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Slide 17 Strategies vs Tactic• Strategies: ultimate goal you

would like to achieve, systems‐oriented

• Tactics: things you do to achieve your goal. (ie: direct response ad, sales call, blog post, viral video)

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Slide 18 Mindset• A set of beliefs or way of

thinking that pre‐determines a person's behavior, outlook and mental attitude…

• …specifically, their responses to and interpretations of situations.

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Slide 19

Always act in your client’s best interest.

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Slide 20 Agenda

• Introduction• Terms• Congruent with Your Authentic Self• 7 Concepts• Big Money• Optimization• 10 Mistakes• Unique Selling Proposition• Web Tools I use• Completing the Puzzle

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Slide 21

Congruent with Your

Authentic Self

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Slide 22

• Era of Specialization

• Know self to identify “highest use”

Authentic Self

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Slide 23

• Express Authentic Self in as many situations as possible.

What’s My Life Purpose?

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Slide 24

• Church

• Government

• Business

Agents of Change

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Slide 25 Do what You’re Born to Do

You will be successful and profitable.

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Slide 26

• 2‐3 word answers

• Don’t think– just answer

Quick Exercise

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Slide 27 Think Back on Your Childhood and Answer these 5 Things

1. Something you loved to do.

2. Some action, game, or project you were really good at finishing and enjoyed.

3. Something that really got you excited.

4. What you were doing when you happiest.

5. How you expressed your creativity best.

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Slide 28

Why?

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Slide 29 Rinse & Repeat

• Teenager

• Adult

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Slide 30 15 Activities & 15 Whys

• Look for themes

• Patterns

• Specific Areas that re‐appear

• List all keywords

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Slide 31 Life Purpose: First Draft

Basic formula is:

Talent + Passion(What I’m Good at) (Why I Do It)

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Slide 32 Examples:

“Uncovering the simple and clear truth in any situation so that everyone may be their happiest, most relaxed and healthy selves.”

“Harnessing the power of the media and commerce to help raise planetary consciousness by helping people raise their own consciousness.”

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Slide 33 Agenda

• Introduction• Terms• Congruent with Your Authentic Self• 7 Concepts• Big Money • Optimization• 10 Mistakes• Unique Selling Proposition• Web Tools I use• Completing the Puzzle

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Slide 34

7 Concepts

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Slide 35 Jay Abraham

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Slide 36 7 Concepts

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Slide 37 Concept # 1

People are Silently Begging to be Educated.

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Slide 38

People desperately want to be acknowledged and told they are important. Educate them (without making them feel stupid) and direct them to take action.

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Slide 39 Educate on:

• Your product/service

• Your firm

• Your field in general

• Tangentially related subjects

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Slide 40 Are You an Expert?

• Position (or re‐position) your firm/yourself as the source of expertise in your field.

• Do homework: read trades, Google, newgroups, blogs, forums, conferences

• Make yourself a personality in your business.

• Create your own reports, speeches, radio show, blog, newsletter…

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Tell People what Specific Action to Take.

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Slide 42 CTA

Call to Action

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Slide 43 CTA

• Don’t be abstract

• Be very, very specific

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Slide 44 CTA

• Call 808‐344‐4800

• Click “Buy Now” button

• Mark your calendar now

• Drop by between 4PM and 8PM

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Marketing is the Ultimate Financial Leverage.

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Slide 46 Leverage

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Slide 47 Example: Advertising

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• Magazine ad “A” costs $1,000

• Generates 10 sales

• Cost per sale = $100

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• Magazine ad “B” costs $1,000

• Generates 20 sales

• Cost per sale = $50

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Advertising is Salesmanship.

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Slide 52 Institutional Ads

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• Not trackable

• Main purpose: put name out to general public

• Often cutesy

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Slide 55 Direct Response Ads

• Trackable

• CTA (call to action)

• The more you tell, the more you sell

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Slide 56

People wont fully appreciate you– until you educate them.

Concept # 5

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Slide 57 Preemptive Advantage

• Very few use this tactic

• First in a field to use it has major advantage

• If audience don’t know, it’s a profound revelation

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Slide 58 Schlitz Beer 1919#15 Best Selling Beer in America

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Slide 59 Claude HopkinsScientific Advertising

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Slide 60

4,000 ft artesian well by Lake Michigan

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Slide 61

Mother yeast result 2,500 experiments

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Slide 62

Thousands of experiments in the Schlitz Beer Lab

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Slide 63

10‐step process to condense, redistill, recondense for purity

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Slide 64

Tasters taste 5 different times

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Slide 65

12 steps to clean & sterilize bottles

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Slide 66 Tell the Story!Fascinating Details

Wow!

But…

That’s how everybody makes beer

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Slide 67 Tell the Story!Fascinating Details

I know, but we’ll be the first to tell the story…

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Slide 68

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Slide 69

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Slide 70 Schlitz Beer 1921#1 Best Selling Beer in America

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Bonuses can be Profound.

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Slide 72 Bonuses

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Reverse Risk

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Slide 74

Whenever possible, reverse the risk so you assume more than the prospect or customer.

Concept # 7

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Slide 75 Who is at more Risk?

You or Your Customer?

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Slide 76 Guarantees

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Slide 77 Guarantees

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Slide 78

Quick Review

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Slide 79 7 Concepts

1. People are begging to be educated2. Tell people what specific action to take3. Marketing is ultimate financial leverage4. Advertising is salesmanship5. People wont appreciate ‘til you educate6. Bonuses can be profound7. Reverse Risk

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Slide 80 Hot Seat

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Slide 81 Agenda


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Slide 82

Big Money& Goals

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Slide 83 Big Money

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Slide 84 Goals

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Slide 85 3 Reasons for Not Reaching Goals

1. Goal isn’t clear

2. Goal is overly optimistic

3. Goal is too distant

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Slide 86 Clear & Specific Goals

• What is goal

• When is goal

• How to reach goal

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Slide 87 Optimistic Goals

• May require setting an interim goal

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Slide 88 Distant Goals

• Stage goals

• Set milestones

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Slide 89

Optimization

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Slide 90 Three Ways to Grow

1) Increase number of customers

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2) Increase average transaction value

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3) Increase frequency of repurchase

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Slide 93 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100

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Slide 94 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100

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Slide 95 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2

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Slide 96 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

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Slide 97 10% increase

customers $ per sale frequency

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Slide 98 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

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Slide 99 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

110

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Slide 100 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

110 $110

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Slide 101 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

110 $110 2.2

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Slide 102 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

110 $110 2.2 $26,620

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Slide 103 $26,620

‐ $20,000$6,620

10% increase33% increase

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Slide 104

10% + 10% + 10%

= 33% Exponential !

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Slide 105 Example # 2

33% 25% 100%

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Slide 106 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

133

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Slide 107 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

133 $125

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Slide 108 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

133 $125 4

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Slide 109 # of

Customers

Average

$ per Sale

Purchase

Frequency Total

100 $100 2 $20,000

133 $125 3 $66,500

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Slide 110 $ 66,500‐ $20,000$ 46,500

33% * 25% * 100%

333% increase

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Slide 111 Hot Seat

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Slide 112 Agenda


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Slide 113

10 Mistakes

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Slide 114 10 Mistakes to Smash

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Slide 115 Pain vs Pleasure

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Slide 116 Mistake # 1

Not Testing

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Slide 117 Who is Wiser?

You or Your Market?

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Running institutional advertising instead of direct response.

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Failing to develop & articulate a unique selling proposition

(USP).

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Slide 120 Unique Selling Proposition

• Almost as common as failing to use direct response ads

• USP is the distinguishing advantage you present in your marketing

• Philosophical foundation pervades everything you do

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Not having a

“back‐end.”

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Slide 122 Lifetime Value of a Customer

• Prospect, customer, client

• Sacrifice early profits for long‐term relationship

• Upsells, frequency boosts, referrals

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Failing to determine and address the needs of prospects, customers, and clients.

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Slide 124 Mistake # 5: Needs

• Last longer

• Save time

• Look better

• Multi‐function

• State‐of‐the‐art

• Save money

• Reduce stress

• Generate more money

• Increase productivity• Just around corner• Stock more items, sizes

• Personalized service• Expert advice• Lowest possible price• Best guarantee

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When a problem occurs, failing to educate—and instead relying on price‐cuts.

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• I have a huge inventory of 9,000 widgets• The widgets are good for x,y and z• I’m interested in selling retail• The quality of the widgets is x• Others would sell these widgets for $X• I will sell them for $Y because …

– reward patronage– first‐time customers– if you buy specific other product

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Failing to make doing business easy, desirable & fun.

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• Initial contact with a prospect

• Call on Phone

• Enter store

• Conscientiously follow‐up inquiries

• Order status

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• You can not service too much

• You can not educate enough

• You can not inform too much

• You can not offer to much follow‐up

• You can not make ordering too easy

• You can not make calling or coming in to your business too desirable.

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Failing to Tell Customers The Reason “WHY”

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Slide 131 Power of Why

• Why is your price lower than competitor?

• Why is price higher?

• Why make such an appealing offer to me?

• Why? Why? Why?

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Not sticking with marketing campaigns that still work.

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Slide 133 Don’t Mess with Success

• When an approach works, don’t abandon it arbitrarily.

• Develop new ideas to test against the control.

• Just because you are sick and tired of it does not mean your marketplace is!

• Keep going with something until it stops working.

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Failing to focus on the intended customer (and no one else) in advertising.

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Slide 135 4 Keys to Ads

1. Use headlines to attract your target.

2. State your offer.

3. Use the rest of the ad to support the offer and why the prospect should take action.

4. Tell the prospect what to do—CTA.

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Slide 136 Agenda


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Slide 137

Unique Selling Proposition

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Slide 138 Unique Selling Proposition

• Makes you special in eyes of prospects, customers & clients

• Most firms do not have one

• Can not appeal to everyone

• Crisp & clear paragraph

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Slide 139

“The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.”

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Slide 140

“When it absolutely, positively has to be there overnight."

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Slide 141

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Slide 142

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Slide 143 "The milk chocolate melts in your mouth, not in your hand."

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Slide 144 Tips to Make Your USP

• Address an obvious void or gap in marketplace

• You must be capable of filling it well

• Consider it the framework for your marketing efforts

• Write paragraphs and edit, edit, edit

• 60 second elevator pitch

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Slide 145 5 Things to Consider

1. What is your biggest benefit?

2. What is unique?

3. Solve pain or gap in performance.

4. Specific

5. Offer Proof

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Slide 146 USP Example

Five times the selection,

Four times the color choices,

Three times the number of convenient locations

Two times the Warranty

Half the Markup of Any other Dealer

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Slide 147 USP

• Reinforce in ads, sales calls, business cards, phone greetings, etc…

• All employees must “grock it”

• Repeat USP AFTER the sale

• Every offer you make must be a logical extension of the USP

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Slide 148 USP

Create your own Unique Selling Proposition

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Slide 149 Agenda


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Slide 150

Web Tools

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Slide 151 List is King

• Add names whenever you can

• Buy traffic

• Communicate regularly & relevantly

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Slide 152 Aweber

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Slide 153 Aweber

http://evaluate.aweber.com

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Slide 154 1ShoppingBasket

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Slide 155 1ShoppingBasket

http://1shoppingbasket.com

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Slide 156 Ring Central

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Slide 157 Ring Central

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Slide 158

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Documents

Introductioncongruentbusiness.com/pdf/CM_Slides.pdf · Maui Marketing Mastermind © 2011 James Jacobson ALL RIGHTS RESERVED 808‐344‐4800 Page 3 Slide 7