See Through Your Clients Eyes

8/22/2019 See Through Your Clients Eyes

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SEE THROUGHYOUR CLIENT S

EYES

Proft

Activators

35Point Checklist

Waro theWordsA sureire way to a get the best print advertising

to galvanize your business

WHAT CAN WE LEARN FROM THEWORLDS BEST MARKETERS?

How to transorm words into sales 8


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askyourselthe ollowing:

Prestige Vision IncPhone: (1) 250 585 2628

Email: [email protected]: www.prestigevision.com

IntroDear riend,

Ask someone in the aviation

industry about the last our yearsand theyll most likely tell you,

Business has been slow. I talk to

managers every day, and see the

resulting ear in their aces and

hesitation in their voices.

It is very challenging to sell aircrat.

This is due to the reality that planes

are a not a commodity but a luxury.

In act, planes are probably last onthe list o priority purchases or

consumers.

I put together this mini guide

and gathered valuable marketing

inormation rom dierent

marketing experts. It is my pleasure

to share this with you.

The growth o my company is

directly connected your success, so

I hope those tips will be protableto you.

editorVincent Finetti

Doyouwantmore qualied buyerstocontact

you?

Doyouwanttocut your advertising costs?

Doyouwantto learn the secrets ofworldclass

marketers?

Doyouwanttomaximizeyourmarketshares?

DoyouwanttohelpyoursalesteamwithmarketingthatactuallySELLS?

Marketing is the key to

your entire business.

The most successful

companies in the

marketplace are not the

ones with the best products

or best services,

but the ones who market

them the best!

pvMagazine/ January, 20122


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Pull vs Push:Compelling adsthat sell

EectiveDemonstrations

04

06

08

12

18

20

21

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The Shortest Path to a SaleWhatroledoesmarketingplayinyourbusiness?

The Importance o MarketingIsyoursalespipelineinverted?

Marketing Q&AQuestionstohelpsteeryouintherightdirection

8 Proft ActivatorsTogalvanizeyoursales

War o the WordsVisualandCopywritinginAdvertising:BacktotheBasics

Mouse, Cheese andCatTheultimatewaytothinkClientFirst!

The Stadium SpeechMaximizetheimpactofyour

message

35 point Checklist:Howtoproducekillerprintadvertising

2417

pvMagazine/ January, 2012 3


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Like manyin theaviationindustryand

business world, Iused to think thatsales were thelieblood o everybusiness. That is,

until the day I heardthis denitiono marketing:Marketing is theshortest path to

the sale. In otherwords, the goalo marketing isto make selling easyand, ideally, unnecessary. This quotecreated some curiosity and even though I was working in themarketing eld, I had little knowledge o the subject matter.I started studying marketing erociously and very quickly,

realized that marketing was the spinal cord o every businessand part o the product or service itsel. By speaking withothers, I discovered that most people are oblivious to thistruth. I came to the realization that marketing is sometimesoverlooked in the aviation industry and does not have theplace it should have. I kept hearing rom dierent companiesthat their marketing budget was cut signicantly. I thenstumbled on some academic research that proved that inthe last six recessions, companies that did not cut back theiradvertising budget achieved greater increases in prot thancompanies that did make cuts.

All o this pushes me to nd out more about marketing. I am

an avid reader (read more than 300 business books over thelast three years) so thought that I knew a lot about marketing.I realized that I did not know a lot. I started ollowing worldclass marketers and spent countless hours reviewing thebest marketing books by thought leaders like David Ogilvy,

Seth Godin,Gary Halbert,Dan Kennedy,Claude Hopkins,Dean Jackson,Joe Polish, DanSullivan, KenBlanchard,Harvey Mackay,Tony Heiz, and

many others. Ithen decidedto put togetherand share thisknowledgewith the peoplewho make myabulous job

possible: You.But beore starting, I need you to be aware that I am stillnot a world class marketer and what I am sharing with youmight or might not work in your situation. The aviation worldis so vast that the methods mentioned might or might notwork or you, but the undamentals are there and must beunderstood and applied.

I didnt invent anything but careully selected provenmethods o world-class marketers and authors.

Many o you have more experience than I have in sales andmarketing but it is sometimes necessary to go back to thebasics and undamentals. I am not here to judge you or tellyou what you are doing is wrong. I am simply trying to helpyou, give you some eedback and apply some undamentalsthat can be easily implemented to improve your companyssuccess. Marketing is not about spending money and

crossing ngers until we get a sale.Marketing is about thinking in the shoes o your clients,

using creativity (that sells), undamentals and proven

techniques. Marketing is not about thinking o the market, itis thinking as the market. I it doesnt sell, it is not marketing.

theshortestpath to a sale



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Modern marketing and branding have donea complete 180. With the technologicaladvancements, much has changed in how wereach the consumers. Well, almost everything. The

good news is marketing isnt magic or luck. The rules havechanged but the undamentals have stayed the same.

The rules that have dictated how businesses attract clientsand generate prots have changed. This isnt a temporarydownturn; it is a undamental shit rom the crazy-easy moneyyears, with lasting eects rom hard lessons learned, on thespending habits o consumers. You could use the samegrowth strategy you used last year and the year beore, butor most companies, i you keep on doing what you have beendoing, youll keep on getting what you have been getting.

What might have worked three or our years ago does notwork today. How can you prosper in this economy? It is verysimple, start using your brain instead o using your wallet.

All proting companies achieve success rom a great productaccompanied by innovative marketing ideas

One o the rst actions that you can do is change the why oyour business and shit your ocus rom YOU to your CLIENTS.When I go to work in the morning, my main goal is not to

sell virtual tours or applications but to help a client sell moreplanes. This is what drives our company and why we took the

time to write this report. I was a boat broker or many yearsand understand the pain and diculties o selling.Howard Schultz, CEO o Starbucks, said, We are not in thecoee business serving people, we are in the people business

serving coee. This is brilliant and we can clearly see the mainocus o the business.

When somebody asks you how is business, how do you usuallyrespond? You probably dont say our customers bought ourplanes, rather, you say we sold a ew planes.It is time or you to switch your mentality. Great companiessolve problems and dont just simply look at their personalbenets.

Stop selling planes and start

offering a lifestyle,

a solution, and a dream come

true experience

to your customers

The World o Marketing Has Changed

Have you Been Let Behind?



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why is marketing

so important?What is marketing? We could argue and talk or hours about the defnition o marketing. A greatdefnition would be easy to understand and have a positive impact in our lie and business.T

he good news is that I ound it or you ater sorting through tons o material on the subject: marketing is the shortestpath to the sale. We should regard marketing and advertising aspart o the productand treat it as a production cost, nota selling cost. It ollows that it should not be cut back when times are hard, any more than you would stint on any other

essential ingredient in your product. David Packard o Hewlett-Packard ame once observed, Marketing is too important tobe let to the marketing people. Because the purpose o any business is to create a customer, the business enterprise has

two--and only two--basic unctions: Marketing and Innovation (Innovation doesnt necessarily mean technology. It meansbringing greater value perception to the market In other words, that the market desires you). Marketing and innovationproduce results; all the rest are costs. Marketing is the distinguishing, unique unction o the business. Today, when topmanagement is surveyed, their priorities in order are nance, sales, production, management, legal and people. Too oten,marketing and innovation are sadly missing rom that list.



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What makes adierence? Selling a plane isdierent than selling shoes, clothesor cell phonesyou are not in thecommodity business. The luxuryindustry is unlike any other, utterlyunique, existing or reasons all its own.So too, is the marketing o it. I love thisquote rom the CEO o Rolex: Whywould I need to know how the watch

industry is doing?Im in the luxurybusiness. Though exaggerated, theproclamation is revealing. No one wearsa Burberry trench coat merely to staywarm. No one buys Dom Perignon justbecause theyre thirsty, and no one buysa Riva Yacht simply to navigate rompoint A to point B. Luxury productsexist or a much less rational reason.Thereore, marketing these itemsmust be much more emotional. Inshort, mass marketing is the businesso selling reality. Luxury marketingis the business oselling dreams. Ask

yoursel the question, what exactly areyou marketing? A product or an image(emotional refection o your product inthe customers head).

What are the

consequences o a bad

or wrong marketing

strategy?I it doesnt sell, it is

not marketing. I stumbled on someacademic research that proves that thewrong messages can actually un-sella product. In a Claude Hopkins bookhe cites a study that showed how acertain beer had lower popularityamong people who remembered itsadvertising as opposed to beers thatdid not have any advertising. Thebrewer had spent millions o dollars onadvertising, which un-sold his beer.

David Ogilvy reported seeing anadvertisement actually sell not twiceas much, not three times as much, but19.5 times as much as another. Ads ormarketing collateral are not written

to entertain or seek applause, they

are written to sell your product. Donttry to show o. Do just what you thinka good salesman should do with a hal-sold person beore him. But be cautious,a very small dierence can make a big

impact. Just like in lie, everything will

make a dierence in marketing. This iswhy it is very important to understandthe basics and proven marketingmethods.

One o my avorite laws in lie is the lawo winning edge, which states that asmall dierence in eort will create

a huge dierence in results. Lets usethe example o a horse race:

Horse #1 might be 0.01% aster thanHorse #2 but will gain 100 times more.Horse #1 will be 0.05% aster than thehorse #4 and gain 1000 times more.

Marketing is the distinguishing, unique unction o thebusiness. I love this quote rom the CEO o Rolex: Whywould I need to know how the watch industry is doing?

Im in the luxury business. Though exaggerated, theproclamation is revealing.

Marketingandinnovation

produce

results,all the rest

are costs.

There isno reward

for

secondplace insales!

This applies in aircrat sales as well; thedierence between losing a consumerto the competition is pretty small butthe dierence in numbers will be huge!



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81

2Positioning and

Identiying a TargetAudienceThe idea is to narrow your ocus andselect a target market (positioning).Who are you going to serve? Too manycompanies are trying to think aboutand capture the broadest possibleaudience or their business, trying tobe too much to too many people. Theway to greatness today is to transeryour ultimate passion away rom yourproduct, your service, your company,

and instead, all in love with your client.Here is an example o a photography

company who understood the concept o

positioning perectly:

Use Direct Response

Oers to Compel

Prospects to Contact You:Theres nothing more exciting thantransorming your company rombeing a manual labor prospector intoan automated marketer. There is a loto dierent ways that you can compelprospects to actually contact you

or your dealers. Compelling is likewhen youre stuck in trac becauseo an accident. Youre upset becauseeveryone is driving slowly, but whenyou pass in ront o the scene, youcannot not look. In the same way, youshould position your product or pitchto be so compelling that people cannotnot look at it. Here is a quote romGuy Kawasaki, author and ex-chieevangelist at Apple: I you have moremoney than brains, you should ocus on

outbound marketing. I you have morebrains than money, you should ocus

on inbound marketing. I hope this willmotivate you to start thinking o usingmagnetic marketing rather than usingmegaphone marketing. Be creative andnd a way to compel your clients tocontact you.

PROFIT ACTIVATORS

Every time I want to improvean area o my lie or encountera challenge, I like to ask myselthree simple questions:

1. Where am I?

2. Where do I want to go?

3. How am I going to get

there?

Asking yoursel those 3 questions

rom a marketing perspective isa great initiative but might be abit complex and overwhelming.An easy alternative to this is tolook at it in 3 dimensions. This willbring clarity and make it easierto develop the right marketingstrategy. Those 3 dimensionsinclude:

The Beore Unit

The During Unit

The Ater Unit

Look at your business as threeindependent units with their owndistinct measurable monetarygoals, and impact areas. You caneasily triple your business bylooking at it this way.

The Before Unit

This is the unit in charge o nding,identiying, educating, and motivatingprospects to come to you or the rsttime.

The during Unit

This is the unit o your business thatdelivers the experience that peoplehave when they are doing businesswith you.



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3

4

Patiently and

Systematically Educate

and Motivate Prospects to

Meet You......When they are ready! Buying a planeis a long process and you know thatyou dont get clients overnight. Youcant aord to build your marketingcampaign or immediate buyers. Youneed to be patient and build trust. It

is very important to determine yourclients buying periods. Is it 4 weeks, 6month, 2 years, 5 years? Once youvedetermined the average buying period,make a solid plan to consistentlyinorm, educate and nurture yourclients until the nal purchase. Toooten companies ail to ollow up withpotential clients and end up makingsignicant eort or a short period otime or nothing simply because they

Present a Unique and Easy

to Start Oer:Consumers need prompting. Wehave all been raised to not impose on

people, and not to make people goout o their way or us. It goes bothways. Make sure your team avoids weakpropositions like, I theres anythingI can do or you, or i you have any ques-tions...dont hesitate to give me a call;Im more than happy to help. I like theexample o bringing you into my home,sitting you down in the living room, andsaying I theres anything you want toeat or drink, theres lots o stu in theridge...just eel ree to help yoursel. Illbe in the other room. Again, I would becompletely sincere in that oer, and Iwould love it i you would eel comort-able enough to help yoursel to some-thing in the ridge, but I know thats notwhat you would do. Now, contrast thatwith me coming into the living roomwith a plate o reshly baked cookies,holding them right in ront o you andsaying, Would you like a cookie?

The truth is, it would be very dicultor you NOT to take a cookie underthose circumstances - even i theywerent your avorite cookie - becauseIve clearly gone out o my way to make

these cookies or you, and it would berude to reject me.Consumers dont want to lead. Theywant someone to tell them what to do...and make it EASY or them to do it.

I listened to a Tony Robbins interviewrecently and when asked

What [is] the

most importantthing to succeedin a business,he responded

withouthesitation:

an attractiveoffer

Imagine I am selling a horse or $5000.Which o the ollowing oers would yoube most likely to accept?

Pay me $5000 and buy this horse.

Pay me $5000 and get this horse ora week; i you dont like it, bring itback and Ill give you your moneyback.

Take the horse and come back in aweek i you dont like it. I you like it,keep the horse and pay me $5000.

I know it might be dicult to build aMaa oer (an oer so good you cantreuse) when you ask or $5 million inor an aircrat but there are dierentways to make your oer more appeal-ing. There are always multiple ways to

present an oer to a customer. Thinkabout it and strengthen your oer.

didnt take the time to constantly ollowup and care about the clients until theywere nally ready to buy.Educating prospects and clients is theabsolute best technique, and its themost ethical orm o advertising andmarketing. Thats why its irritating tosee 99 % o marketers simply tryingto sell you something. Your prospects

are lost with so many choices in themarketplace. The only thing they arelooking or is an expert to educate themon how to make the right choice orthem. We want people that are pre-

Selling is notyelling

interested, pre-motivated, pre-qualiedand predisposed, and actually happyand condent to seek out your servicesor products. A lot o times, people startusing ree reports as their oer. They

think, Okay, Im going to select my targetmarket, Im going to run a direct response

ad oering a ree reportnot realizingthat educating is not enough. Youcant send out the reports and then sitback and expect people to call. Makesure that your report is built to meetthem. You need to ask them or the sale.Your report needs to have a motivator- something to connect the dots thatmakes it easy or people to want tomeet you.



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7

This unit is all about 2 things:Nurturing lietime relationships and

Orchestrating reerrals. Businessesail to leverage marketing opportunityin this unit but it is much easier thanthe beore unit.

Nurture Lietime

Relationships and Focus

on Lietime ValueImagine looking at the lietime value oprospect the moment you meet them;it will change everything about the wayyou think about your business. Let sassume you are selling luxury cars, and

The After Unit6Deliver Some Free Ater-SaleLook at the aircrat buying experienceas an example. The customer had agreat experience at your sales oceand bought the plane o their dreams,wired the money, got a antasticdelivery and is ready to fy. The majority

o the companies will stop providingree service as soon as the clientnishes paying or the product and takepossession o it. This is a big error. Whenis the new owner most likely to talkabout his buying experience? Within30 to 90 days, right ater he just got hisaircrat delivered.

5Deliver a Dream Come

True Experience rom Your

Clients PerspectiveThe idea is that you want a customerwho goes through the processto say, This was the best aircratbuying experience I have ever had. Ihighly recommend you to read thebook, Raving Fans: A RevolutionaryApproach To Customer Service by KenBlanchard. You will rapidly understandthe importance o the during unit. Iremember reading the story o SteveWynn (Hospitality and Casino guru inLas Vegas). He got inspired to buildhis hotel empire ater his wie anddaughter shared with him an amazing

customer experience at the George VFour Seasons in Paris. Today, beoreevery shit, the employees o Wynngather in a meeting room and sharea customer service story rom theirprevious shit. One o the stories was:

Mr. X called me and told me he had to

cancel his stay. I asked him the reason

and he told me that he orgot his

medication at home in San Antonio. Ihad a cousin living there so I asked him

i he could go to his house, pick up the

medication and express post them to

the hotel within 24 hours! The client

couldnt believe the service and was

happy to stay and enjoy his stay at the

Wynn.

I heard that Ritz Carlton has a dailybudget o $1000 per employee and percustomer to x any issue or complaintto oer the best customer experience.

They very rarely use the money butthe act that the money is there andavailable to any employee withoutasking permission to management isthe best catalyzer to a solid customerexperience.

It is in theduring unit

that you mustabsolutely

deliver extraservice and

care so you canbe sure that

they will talkto their friends

about you



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8Orchestrate Reerrals by Giving Your Clients theOpportunity to Feel Great

We can divide reerrals into 3 categories:

Passive Reerrals: Meaning somebody calls you up and says, Hey, mybrother just bought a new plane, and he said I should give you a call to comeand see what youve got. So, its happening without you really doing anything tomake it happen. Everybody gets those kinds o reerrals.

Reactive Reerrals: This is where somebody calls up and says, Hey, mybrother John is thinking about buying a new aircrat. You should give him a call.

Now, you have to react to that reerral and do something to make it happen.

Orchestrated Reerrals: This is calling a satised client and asking, Do youknow anybody who would like to buy an aircrat? The only type o reerral thatyou can control 100% is the orchestrated reerral, where you are asking or andgetting a very specic type o reerral. Have you ever heard someone exclaimthat they just had the best meal in their lives or watched the most moving lmever? Yes, many times, simply because ater a great buying experience, theconsumer is always happy to share the experience with their riends. Turn thisto your advantage during this moment o excitement ater a antastic consumerexperience; create a situation to orchestrate reerrals.

your average customer usually spendsabout $40,000. Now imagine lookingat this client or the next 10 years. Shemight upgrade to a higher-end modeli shes satised. And i she reersjust one person, that immediatelydoubles the amount. That would be$160,000 instead o $40,000. Dontleave your current client as a one time

transactional thing. It is ar easier toget somebody who has bought aplane and had a great experience tocome back than it is to get somebody

to try it or the rst time. I came acrossresearch showing that

its 6 timesmore expensive

to get a newcustomer

than it is toget someone

who has donebusiness with

you before.I you look at the majority o

businesses, they spend most o theireort on getting new customers,and they neglect the ones theyvealready got. Make sure your clientsare not tempted to try someone elsejust because you are not in contactwith them or lose touch with them.Nurture, nurture, nurture.



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Marketing |Q&AWould you rather be rich

or amous?Imagine being the sales manager o anaircrat brokerage company. You are at

an aviation show in a conerence roomwith hundreds o pilots and owners(interested in the same category oaircrat you are selling). Would yourather:

1. Step on the stage and promoteyour company to the entire roomor a ew minutes, then give yourbusiness card or brochure to eachperson in the room.

2. Not talk or interact with anybody

but receive the contact ino o the50 prospects that will invest in anew plane in the next six months?

This is the dierence betweenpromotion marketing and directresponse marketing. I see manyplane builders ocusing solely onbrand exposure. I have seen ull pagecolor magazine advertising withonly the logo o a company! Do youreally believe that seeing a logo ona page will motivate a prospect tobuy? Selling is not yelling. Would yourather dominate 100% o the people10% o the way or 10% o the people100 % o the way?

be extremely cautious of brand

exposure, you dont have the budget

for it and the majority of your

marketing dollars will go to waste.

What are the dangers obrand exposure?I remember watching a video rom DanKennedy, a world-class marketer. He

mentioned that every time he askedan audience which company used alittle bunny to a play drum in theircommercials, 30% would say Duracellwhile it was actually Energizer. What

does it mean?

a shocking percentage of viewers

remember your advertising but forget

the name of your brand.

Many small businesses all into thetrap o attempting to imitate thebrand strategies o big, internationalcompanies like McDonalds, orStarbucks. These companies havemultimillion dollar advertising budgets

to build their corporate brands. Insteado having a recognizable name or aceattached to their companies, they useslogans (Im loving it!) and brand logos.

Be cautious of ad agencies that will

gladly take your money and try to

sell you into this exact approach.

They oten talk about building yourbrand through repeated exposure,which essentially translates to youspending thousands o dollars onadvertising that doesnt get measurableresults!

Emotional or rational

advertising?Did you ever wonder how your clientmakes a buying decision? Whatevertype o aircrat you sell, the buyingdecision is the same.

Emotion drives us when it comes to

decision-making. People buy with

emotion and justify with reason.



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empathy sells.

Why putting yoursel in

your client shoes will payo big.An old adage says that you cantunderstand someone until youvewalked a mile in his/her shoes. Iremember going to a nancial advisoror the rst time and seeing a nice pairo shoes hanging out on a beautiulrame on the wall o his oce. Ater aew greetings, I couldnt restrain myselrom asking why they were on the wall.He responded that it was a way or himto remember daily to put himsel in theshoes o his clients. Fail to understandyour client and you will go the wrongdirection, lose market shares andstruggle in todays challenging market.

People are not rational creatures and

it has been demonstrated numerousways. One o the rst very persuasivepieces o evidence came rom Dr.Antonio Demasio when studying apatient named Elliot who had lost theability to experience emotions due to abrain tumor. He was a perectly rationalcreature. Demasio discovered that Elliotwas pathologically indecisive becausehe couldnt experience emotions. Hestruggled to make even the smallestdecision. He would spend hours togure out what to have or lunch.When presented with two commercialoers, he would spend all day decidingwhich one to choose.So remember,feelings comes frst andemotion is vital

in decision-making.

Empathy sells. Nothing will attract

your client more than eeling thatyour company put themselves in theirshoes. Your clients ask themselves ourimportant questions

1. What are you trying to sell me?

2. How much is it?

3. Why should I trust you?

4. What do I get out o it?

Help them answer those questions byeducating them, building trust and

creating a lasting relationship that goesar beyond making a sale.

Nothing will attractyour client more than feeling

that your company putthemselves in

their shoes



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Customers dont buy a product, theybuy an image. Lets take whiskey orexample. Why do some people chooseJack Daniels while others choose

Johnny Walker, Glenddich or any otherbrand? The reality is these brands havedierent images that appeal to dierentkinds o people. It isnt the whiskey theychoose, it is the image.

It is exactly the same with many aircratmanuacturers. There are many buildersworldwide, and people do not try outevery model. They will be attracted to theaircrat that is most associated with their

image.

But what exactly is an image? Wecould dene it by the personality oyour product. The personality o yourproduct is an amalgamation o many

Does creativity help sell?Yes, as long as you never orget thatyou dont want to be creative to seekapplause or win an advertising award. Iam sure that you are more interested byselling a plane than winning advertisingawards. Start your creative process bykeeping 2 majors things in mind:

My campaign must sell

I will put mysel in the client shoes

Here are two examples o creativecampaigns that sold and were ocusedon the client and not the product.

I remember hearing about this Porsche

dealership in Toronto that was usingGoogle Street View to capture photoso customers homes. Then, they woulduse Photoshop to add a Porsche inront o their driveway and send them abeautiul postcard with the caption: It iscloser than you think!

I also remember hearing about thecampaign rom Dassault selling theirplane, the Citation. They sent toprospects carrier pigeons with their

address and asked them to release thepigeon i they wanted to receive aninvitation to an event to discover thelast Citation.

It was a very original and un way torequest marketing material. I am surethat a ew pigeons nished on theprospects kitchen table or some gotlost on the way back. However, oncethe interested prospects released thepigeon and it arrived at its destination,they sent the customer a brochure with

an invitation or a show event. Thiscampaign generated a Citation sale!

things: the name, the price, the style oadvertising and, above all, the nature othe product itsel.

You must create an image yourprospects can relate to

In other words, dene your brand:

Who is our target audience?

What are our areas o expertise?

What do we do better or dierentlythan our competitor?

What personal characteristics do wewant to be known or?

Do you have a well-dened brandimage? I not, it is time to seriouslythink about it and dene it.

The reality is these brands have different images that appeal to different kinds

of people. It isnt the whiskey they choose, it is the image

What are our customers buying, exactly?



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Why will a client choose

my brand over another?Imagine John Smith going to a car showand shopping or a sedan. He has a

choice between Lexus, Mercedes, BMW,Jaguar, Audi, Acura, VW, and this is justto name a ew. Do you think that Johnwill try them all? Do you think he will goto see each manuacturer and patientlygo through the entire sales pitch? Itspretty doubtul. So, what can you do togive yoursel the best chance that Johnwill buy a car rom you?If you want to

sell what John Smith buys, you have

to see through John Smiths eyes. Oncehe is ready to make his nal decision,John will ask himsel only one question,whom can I trust the most to give them

my money?Did you ever ask yourselhow you could gain a customers trust?

The way to greatness

today is to transfer

your ultimate passion

away from yourproduct, your service,

your company, and

instead, fall in love

with your client

Trust is engendered by your brandimage, which combines your value with

your credibility, while simultaneouslymitigating risks and ears in thecustomers mind. So, to maximize yourchances o prot and gain marketshare, make the advertisement aboutthem. The point is to stop usingadvertising thats about You... Startusing advertising and marketing that isabout them.

You can make more riends in two

months by becoming interested in other

people than you can in two years bytrying to get other people interested in

you. - Dale Carnegie

Why is positioning critical

or your business?Positioning can be dened as what the

product does and whom it is or. Forexample, what brand comes to mindwhen I say MP3 player? iPod (Apple).Similarly, what do you think o whenI say photocopies? You think Xeroxor Cannon. Thus, these brands havepositioned themselves in the minds otheir customers such that whenever thegeneric product is mentioned, thosebrands come immediately to mind.Heres a great example opositioninga brand. In Norway, Saab had nomeasurable prole and low sales. Ovigly

positioned it as a car or winter. Threeyears later, it was voted the best car orNorwegian winters and sales soaredsignifcantly.

When your product is

essential, people look

for you rather than

you having to look forthem

Imagine you have intimate knowledgeo your clients and prospectswhatkeeps them up at night, what theyremost excited about - Then combine thisunderstanding with what you knowand do best, and youll be creatingdream solutions that your clients loveand your competition cant even copy.

Well I am sure this applies to sales andmarketing as well. You can make morecustomers in two months by becominginterested in them than you can in twoyears by trying to get them interestedin you.



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How can I easily improve

sales closing ratio?Did you ever go through an importantevent or process in your lie, and you

didnt know what was going to happenbeorehand? Maybe you purchased anew car, or underwent some kind omedical procedure. Or maybe you weremaking a BIG purchase, such as land,or a home, or a building. And when youdidnt know what to expect, didnt youeel a bit nervous? Even a bit lost? Evenworsedidnt you eel a bit earul?Well, believe it or not, thats how mosto your clients eel when they work withyou.

Your customers are araid: o You (selling situation, salesperson,

selling environment, contract to sign,etc.);

o making mistakes; o being lied to; o incurring debt; o judgment o others; o the unknown; o a bad past experience; o a prejudice; o the overall economic situation;

o third party inormation; o making a decision between two or

more brands; o committing to recurring expenses

Sales &

Marketing are

about removing

the fears,indecision and

procrastination

from customers.

Your prospects

must overcome

many fears toinvest in a plane.

Can we rethink the way

people buy plane?Yes, you should. Successul companieswill be the ones who will be innovativeand reinvent the way consumersshop or aircrats. Stay away rom theclassic product/sales situation. It is notattracting or clients anymore and theyeel the pressure o the commercialenvironment. Take or example howTesla is reinventing the way peopleshop or cars. They are abandoningthe more traditional car dealership

models and setting up shop in retaillocations. The clean looking shopscontain hands-on exhibits, interactivetouch-screen experiences, and a designcenter where customers can customizetheir own models. This new type ostore oers an interactive experiencethat is unprecedented in the industry.The purpose o the store is not just tosell cars. Rather, sta are charged witheducating customers and buildingrelationships. The marketing value o a

mall location is to attract oot trac andbuild a buzz around the brand in thehopes o generating a kind o culturalmomentum. What are you doingdierently? It might be time to rethinkthe way people shop or aircrats.

How can you get your

prospects to contact you?You now realize that it is much easieror your sales team to sell an aircrat

to a pre-qualied, pre-motivated andpre-disposed to buy client rather thanyelling to everybody how wonderulyou and your company are. In orderor them to contact you, you must give

them something valuable, educate

them and ask or their contact ino inexchange.

Heres what matters to your client:

Trust How can you be more trustedthan by giving away ree inormationand advice? You usually trust yourdoctor, lawyer, or mechanic becauseyou perceive them as experts,correct? So, giving ree educationalino will help you be perceived as anexpert and automatically increaseyour trust rom your customers.

Price and Quality There is a bigdierence between the lowest priceand the best quality. So, what do yourcustomers want? Do they want thebest price or the best quality? Theyusually want a combination o both.

Here is an example o an interestingheadline that can help improveperceptions o trust and quality:

Free recorded message (video, report,

etc.) reveals how to purchase your

aircrat, at the most competitive price.

When you put your own ego aside andocus only on what your customersreally want without any mention oYOU or your business, thats when thereal magic happens. They dont see thatthere is a sales message involved. Theysee that it is completely and exactly

what theyre looking or. Thereore, theyeel sae to call or contact you, and youincrease your trust level with them.



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Why is it so important to

educate my customers?Imagine I am representing a smallaircrat manuacturing company. Iwould do a print ad with the ollowingcall to action: Download our reereport that reveals the 10 main things

you must consider prior to buyingan aircrat. Now, imagine John Smithagain who was struggling to choosebetween dierent aircrats. Do youthink that he will see value in receiving

Can I use demonstration

to market my product?Yes, clients love proo. Demonstrationsthat show how well your productperorms are above average in theirability to persuade. Certainly, acompany that is using demonstration

Should I use testimonials

to help me sell more

aircrat?What your clients say about you is 1000

times more persuasive than what yousay about you even i you are 1000 times

more articulate,- Dan Kennedy. I youare not amiliar with him, he is themarketing genius that helped hundredso companies to make millions odollars by applying client oriented andinfuential marketing techniques.What exactly should you say on yourtestimonials:

Highly Specic Outcome

At 93 Miles-per-hour with theengine operating at 3310 RPMs theloudest sound in my new Lexus wasthe turn signal.

The key is to be very specic with thenumbers. Its not Over $1000 in a dayits $1017.23 in a day.

Scan QR Code to watch client testimonial

Watch this great Client testimonial from

the electric car company: tesla

When collecting a testimonial,remember the medium doesnt matteras much as the content. Here are some

ideas or example:

Video Audio, or Written (i its all you can get)

the report? This message is directresponse marketing, and will resultin communication rom interested,pre-qualied customers alreadypredisposed to buying your products.Did you know that an educated client

is worth 8 to 10 times more money toyou than an uneducated client? Youcan give them the education neededto make them not only more likely tobuy rom you, but more valuable toyour company when they do make thatpurchase.

Companies will spend thousands of

dollars talking about how great they

are or how beautiful their product

is but never focus on what the client

actually wants

Should have the persons ull name

Should have a still picture othe person (with audio/writtentestimonials)

Ideally, the picture should show useo your product where appropriate

to their best advantage since manyyears in the boating industry is certainlyBoston Whaler. They became amouswith their campaign o the huge truckdriving on top o the small hull; Theboat cut in hal by a chain saw and still

foating and navigating easily or the100 people onboard a small boat toprove that it is truly unsinkable.



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What dierentiates a $1 bill rom a $100 bill? The message. It is the same

or words; some words are worth $1, others are worth $100.

Visual and Copyin Advertising:

Back to the Basics

Time to go deeper into the practiceand see what is necessary to createmarketing that sells. I you dont

show it, you cant sell it. I you dont tell it,

you cant sell it. Show it right, say it rightand you will sell it ast!

When you break down all the flu, there are two ways

to promote and market your business: dumber, slower,

and expensiveor smarter, aster, and cheaper. David Siteman Garland, Host o the Rise to the Top

Show Smart. Sell Fast.We live in a visual environment and yourconsumer expects visual inormationrom you. I you are not transparent,

and show exactly what you have to oer,consumers will go somewhere else. 40%o people will respond better to visual

inormation than text; this is one o thereasons visuals are extremelyimportant.

Showing helps you to

infuence and sell more.I came across a study by Aaron G.Newmans, proessor at the VictoriaUniversity o Wellington. He provedthat images make claims morebelievable. I you put any image nextto a claim, even i it is a decorativeimage, that claim will becomemore believable in the eyes oyour ideal customer. 700 students

were gathered and asked to rate astatement as either true or alse. Forexample:

whether the statement is true

or false, were more likely to

believe its true when an image is

placed next to it.

The liquid inside a

thermometer is made

o magnesium.



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Showing properly helps you save time

and bring in qualied leadsWhat is the rst thing your customers want to do atan aviation show? Do they ask or the price? Request abrochure? Watch a video or still photos o your aircrat? Noneo the above, they want to actually step on-board the aircrat.Thanks to Prestige Vision, you can now show a plane toany potential buyer around the world, 24/7.The PrestigeVision technology helps you walkthrough unlimited high-quality 360-degree scenes showcasing the entire interior/exterior and technical areas o your aircrats. The reason

you can do this today is that I was in your shoes a ew yearsago and was wasting too much time showing boats to hull-kickers rather than ocusing time on real buyers. There isnothing worse than trying to sell somebody that is notinterested into what you have to oer. Dont start sellinguntil you are sure that the client likes the plane you have tooer. Technology can help you ensure that your prospectsare interested in what you have to oer. Leverage thosetechnologies to pre-qualiy your prospects and interact withonly those who will be potential buyers.

Now that you understand the importance and benets o

visual inormation, you need to understand how to use theright message that will infuence your prospects and convertthem into buyers.

Transorm Words into Sales

With the right words, you can build your brand, engage

with your customers and encourage more sales.

I love the saying that you will rarely lose a sale by a ew dollarsbut always by a ew words. This doesnt apply only in ace-to-ace selling but also in brochures, websites, email, print andany other type o advertising.

The right words sell. Its scientically proven. To get the best

results rom your advertising campaigns, your copy needs tobe relevant and engaging. Striking the right tone with yourconsumers can mean the dierence between success andailure. And o course,

the fundamental incopywriting is the same:Dont make it all about

you. Its not about you,its about the client.



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The Cat, Mouse and The CheeseI learned a trick rom a world class marketer that I would like toshare with you. Remember this and it will pay o big or yourbusiness. In every relation with your clients, always rememberthe analogy o the mouse:

There are 2 things that matter in the lie a mouse:

Get some cheese, (positive things)

Avoid the cat (negative things)Now you can translate this analogy directly into your clients.Reach them and ocus on the cheese: what they want, theirbenefts, making money, their own pleasures and avoid theopposite (the cat or the whiskers), which is spending money,

your benefts, your objectives, your own pleasure. Let me sharewith you a story that will really help you see the value o thischeese/cat theory.

There was a sales rep who was selling birthday packagesor restaurants. He put together a newsletter and sent it tothousands o restaurants. The newsletter described all theantastic benets and eatures o his solutions and why the

restaurants should use them. He got absolutely no responsesback. A consultant came and told him to orget about thenewsletter and send one short email with the ollowingsentence only:

Do you organize birthday parties?

He got hundreds o positive responses and was able to startcommunicating with those prospects and engage with themon a cheesy conversation. The reason he received such anoverwhelming response was that he ocused on the cheese(what was important to the prospect), rather than on the cat.

So, talk about the CHEESE, not the CAT and your customerswill WANT to talk to you.

The same consultant went to see a realtor and asked him ihe had emails o prospects that he helped in the past but nolonger showed interest in his oerings or never ended upselling them a house. He told him to send the ollowing nine-word email:

Joe, are you still looking or a house?

The email incited curiosity rom the prospects and the realtorgot a huge response. Just like the mice, you can separate

everything in your interaction with your clients. When yougive them a ree report on the 10 things to absolutely knowbeore investing in an aircrat rather than bombing themwith emails or a newsletter telling them how beautiul yourproduct is, they will be more engaged and more likely to buy.



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Imagine I couldput you in agiant stadiumright now as thepresenter, and

the entire audienceis completelycomprised opotential customers.Are you ready right

now? Could youwalk out on thatstage and presentyour company andproduct to thecrowd? Beore youwalk out there, theaudience is told, Youhad to come, but you dont have to stay. I the presenter ails to

keep your interest, you can simply get up and leave. Now, letme even urther complicate the situation by telling you thegood news and the bad news:

The good news: At any given time, 3% o your prospectsare currently in the market to buy your product or serviceand looking right now to get it. 6-7% are open to it, but notcurrently looking.

The bad news: 30% are not really thinking about yourproduct right now. 30% think theyre not interested (butmight be, i you did a good job at presenting to them). 30%KNOW theyre not interested.

Remember, 90% o the audience isnt in the market or youraircrat at this time. At least they think theyre not interested.

That means i you walk out there and start immediatelytalking about how great your planes are, 90% o your

audience is going to get up and leave.

You need to open your stadium pitch, with what I call wows.All great presentations start with inormation that makes

your prospectssay, Wow, I didntknow that.Theocus must beon THEM andthings o interestto THEM, notyou. Rule numberone o a greatpresentation is

that it must beocused on the

prospect and

not on you (atleast not initially).The rightpresentation canincrease closing

ratios rom one out o ten to eight out o ten.Lets bring that stadium pitch down to its most practicalapplication. Oer prospects something o value outside yourproduct or service, something important to THEM.Let me give you a concrete example. I am oering virtualtours. I I ollow the stadium speech ormula, only 3% o myprospects are currently shopping or virtual tours. I my salesrep calls a shipyard and hammers out a spiel, do you wantto invest in a VT, we oer great ROI, only 3% to 10% wouldsay sure, give me more ino. Now, imagine instead that wecall and say, We would like to share with you a ree report o10 proven proft activators or the marine industry.How manymore people would be interested to get in contact with us?You get me now, this is inormation that is o value to THEM,and creates a superior access vehicle.

Again, the most important rule or building a killer

presentation is to have inormation that is OF VALUE toyour prospects -- even i they have never heard about yourproducts or services. Inormation that is above and beyondthe product or service you are oering will be consideredextremely valuable to them.

StadiumspeechI you want to maximize the impact o your message, always imagine being

in the stadium.



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FUNDAMENTALS

INTO PRACTICE

When talking about marketing, wecan choose an incredible number odierent topics. We will not have time

to review everything so I decided to putone topic into practice and go a littlebit urther by giving you the basics andundamentals to get the best ROI.

I am a digital marketer and alwayscompete with magazines oradvertising dollars, so it wouldntbe wise or me to encourage you todo more print advertising. However,the purpose o this report is not tosell you my service but help you.Stop spending money advertisingwith ull page photos and a 4word headline. You pay or thecommercial space so use it wisely

and get the best ROI. I notice thataviation companies really believein print advertising and still spendquite a lot o money on it. I eelthat print advertising is wonderuland can bring good results as longas it is done properly, moderatelyand in the right publications. Everytime I pick up an aviation magazineI notice that many companiesspend money on ineective printadvertising as a result o notrespecting the undamentals o

print advertising. Thereore, I havedecided to put together a list obased on research that I collectedrom world class experts on thesubject.

PRINT ADVERTISING

CHECKLIST

Make a compelling

message. Compelling islike when you are stuck in trac

because o an accident. Youreupset because everyone is drivingslowly, but when you pass in ronto the scene, you stare too. In otherwords, you cannot not look.

Keep the message

simple and crystal

clear. Dont make your messagecomplex. Work with what youhave. Be authentic. Avoid visual

banality and use an attractivephoto. I you want the viewer topay attention, show her somethingshe has never seen beore.

The types o

photographs that work

best are those that

arouse the readers

curiosity. She glances atthe photograph and says tohersel, Whats going on here?Photos with story appeal are arabove average when it comes toattracting attention.

Captions should

appear under all your

photographs. Twice asmany people read them as readbody copy. And make sure you useyour captions to sell, not describe!

Long copy more than350 words actually attractsmore readers than short copy. Dr.Charles Edwards concluded, Themore acts you tell, the more yousell. An advertisements chanceor success invariably increasesas the number o pertinent

merchandise acts included in theadvertisement increases. Directresponse advertisers know thatshort copy doesnt sell. In split-runtests, long copy invariably outsellsshort copy.

When you

have a chance to

communicate a lot o

dierent sales points,use call-outs. They areabove average in recall tests.



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Help the reader withbullets, asterisks and marginal marks.

Limit your openingparagraph to a maximum o 11words.

Ater two or three

inches o copy, insert a cross-head, and then ollow that patternthroughout the rest o the copy. Itwill keep the readers interested andwilling to move orward.

A subhead o two lines,between your headline and your bodycopy, heightens the readers appetiteor more.

Set key paragraphs inbold ace or italic.

Using line-spacingbetween paragraphs, will increasereadership by an average o 12%.

Include a call to actionor each ad, call, email, QR code orURL, coupon etc

Use real photography.It has been proven that cartoons,drawings, 3D and other artisticelements attract readers much lessthan real photography. I you can,avoid using those types o material.

Set your copy in

sanseri(proven toincrease readership).

Type is

set black on

white and notin reverse-white

(which is proven todecrease readership

signicantly).

Beore or Ater: Dr. Gallupsamous study did not nd a singlebeore and ater campaign that didnot increase sales. This can work

particularly or shipyards oeringrets or interior design companies.

Advertisements in

color usually cost 50% more thanB&W, but, on average, they are 100%more memorable; a good bargain.

Do not put a period at

the end o the headlinePeriods are also called ull stops,

because they stop the reader dead intheir tracks. You will nd no ull stopsat the end o newspaper headlines.

Do not set copy in a

ormat that is too wide or

too narrow to be legible. Peopleare accustomed to reading newspapercolumns, which are set about 40characters wide.

Dont use all caps intitle. Remember that our eyes arecreatures o habits. Proessor Tinkero Stanord has established thatcapitals retard reading. They have noascenders or descenders to help yourecognize words, and tend to be readletter by letter.

Show the product in

use. It pays to show the product

being used, and i possible,the end result o usingit. In a commercialor motor oil,show how thepistons lookater 50,000miles.

What

size type

should Iuse? In general,use 12 point but thereare always exceptions.

Headlines: On average,ve times as many people read theheadlines than read the body copy. Itollows that unless your headline sells

your product, you have wasted 90% oyour money. The headlines that workbest are those that promise the readera benet.

Ads with news recall onaverage 22% more people than adswithout news.

I you can, put a brand

name in your headline. Iyou dont, 80% o readers (who dontread your body copy) will never knowwhat product you are advertising.

Body copy will be read

by 10% o the readers butthat 10% consists o the prospects.These people are interested enoughin what you are selling to take thetrouble to read about it. What you sayto them determines the success o youradvertisement.

Focus on the clients or

your brand. Avoid pointing outothers aults or yelling that you are thebest in the world.

I you can, try editorial

type advertising. Only about5% o magazine readers actually readthe body copy o an ad. However, sixtimes more people read the article

content o magazines. Turn that toyour advantage. I you make them looklike editorial pages, you will attractmore viewers. It makes sense; peoplepurchase a magazine or the contentand not or the advertising.

Using testimonials romexperts can be extremely eectivebut even more i you use a photo withthem.

Use images to make claimsmore believable. (Remember thethermometer experiment.)

Keep this print

advertising checklist in

mind when creating your

marketing campaigns



24/28

NOW LETS HAVE FUN AND PUT OUR CHECKLIST

INTO PRACTICE TO CRITIQUE A FEW PRINT ADS:

This ad has great story appealand a solid tag line that makes it aantastic advertisement.

Great beore and ater eect thatbrings a solid story appeal.

This ad does not have enoughstory appeal. Capitalization plus

period use make the headlinedicult to get. Reverse (whiteon dark) copy on bottom rightdoesnt acilitate readership.



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Jealousy.This ad has solid storyappeal and a simple and eectiveheadline but does it really sell?

What will the viewer remember,the paint, the beautiul model orthe car? (I it doesnt sell, it is notmarketing)

Simplicity and visual clarity o thelayout places the ocus on themessage! It uses editorial typeadvertising and has solid storyappeal. The headline ties intothe story appeal o the picture.Theres a perect testimonialrom an engineer (I would add

his photo to make the statementmore credible). The body copy isplaced in correct relationship toboth the picture and the headlineso it anticipates the readersvisual preerences and enhancesreadability. It eatures robustbuying benets with long copyand a killer call to action.



26/28

The car itsel conveys the story appeal. Lookat the amount o inormation the readersget rom the advertisement. This ad does thework o a salesman. The image logo reinorcesthe credibility o the brand. The copy is magicand every word chosen perectly to triggerthe desired response.

This has no storyappeal, bad layout withdicult to read text and hard to viewimage. It uses no headlines and thecopy is set in reverse-white.

This ad wasntdone to win an

advertisingaward!

This ad wasdone to SELL.



27/28

I

t is well known that the simplest things we do always generatethe most dramatic results. This guide is composed o lots obasic concepts but i you ollow them, they will help you to

make major improvements in your business. Keep this report onyour desk and review it regularly. It contains the basis or yoursuccess.

Marketing or Success

Stop spending money i you dont reach the destination.

However, make sure to spend enough money to do the jobproperly. The surest way to overspend in advertising is not tospend enough to do a job properly. It is like buying a ticket togo three-quarters o the way to Europe; you have spent somemoney, but you do not arrive.

As a CEO and or marketing manager, you are one o the two

most important people in your company, and understandingmarketing is absolutely vital or you.

Changing the course o your business is not easy but can bedone as long as you have a strong willingness to changeand are able to adapt and implement new actions quickly.Success belongs to the companies who can adapt quickly intodays ast changing world.

In 1981, no major American manuacturer had built aconvertible car or ve years. Sensing an opportunity, the CEOLee Iacocca asked his lead engineer how long it would take to

make a convertible or him to test. The answer was three years.Iacocca didnt understand why it would take so long. It wouldtake him 4 hours to take a chainsaw to a sedan and end up witha convertible. Within a ew days, Iacocca had a reshly toplesscar to drive around to see i women would stare at him (his keyindicator). They did, and the LeBaron convertible was born. Itwas a huge success, selling 21,000 units over projection in therst year.

And nally, dont orget to see through your clients eyes.Oer them what they really want and not what you want orwhat you think they want. Understand WHY people LOVEyou and your aircrats, be grateul, positive and jump in ALL

THE WAY.

Fair winds,

Vincent Finetti

Vincent Finetti is 33 and lives in British Columbia,Canada. He is married and has a 1-year-old son.He graduated with a Masters Degree in eventsmanagement. He was a ormer athlete and membero the French Swimming National team or 3 years.He loves shing and anything that foats or fys, and

the reason he goes to work in the morning is to helpaviation companies to sell more aircrat.

He has spent the last our years travelling to boatand aviation shows in Australia, the Middle East,Asia, Europe, the Caribbean and North America.When he ounded Prestige Vision, he was looking ora way to maximize his own brokerage listings anddeveloped a 360-degree virtual tour process thatskyrocketed inquires and sales. Today, this powerultool serves over 220 clients in over 30 countries onve continentshelping to sell thousands o boatsand planes worldwide.



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A special thank you to all our clientsOn behal o our team, we would like to sincerely thank you or allowing us to do what we love. We loveplanes and we love helping you succeed. Feel ree to contact me at any time i you need any help, adviceor i you have any questions. Thank you again to all rom the bottom o my heart. You made my dream oworking in the yachting industry and around the world possible.

Book Reerences

Abraham, Jay. Getting Everything You Can out of

All Youve Got: 21 Ways You Can Out-think, Out-

perform, and Out-earn the Competition. New York:Truman Talley /St. Martins, 2000. Print.

Kennedy, Dan. The Ultimate Sales Letter: Attract

New Customers. Boost your Sales. NewYork: Ad-

ams Media, 2011. Print.

Ogilvy, David. Confessions of an advertising man.

[Rev. ed. New York: Atheneum, 19881987. Print.

Hopkins, Claude C.. My life in advertising ; &, Sci-

entic advertising. Lincolnwood, Ill.: NTC Business

Books, 19861966. Print.

Holmes, Chet. The ultimate sales machine: turbo-

charge your business with relentless focus on 12

key strategies. New York: Portfolio, 2007. Print.

Levinston, Jay Conrad. Guerrila Marketing, 4th

edition: Easy and Inexpensive Strategies for Mak-

ing Big Prots from Your Small Business: Hough-

ton Mifin, 2007. Print

Kim, W. Chan, and Rene Mauborgne. Blue ocean

strategy: how to create uncontested market space

and make the competition irrelevant. Boston,

Mass.: Harvard Business School Press, 2005.

Print.

Blanchard, Kenneth H., and Sheldon M. Bowles.

Raving fans: a revolutionary approach to customer

service. New York: Morrow, 1993. Print.

Hopkins, Claude C.. My life in advertising ; &, Scientif-

ic advertising. Lincolnwood, Ill.: NTC Business Books,

19861966. Print.

Lehrer, Jonah. How we decide. Boston: Houghton

Mifin Harcourt, 2009. Print.

Ogilvy, David. Confessions of an advertising man.

[Rev. ed. New York: Atheneum, 19881987. Print

Sinek, Simon. Start with why: how great leadersinspire everyone to take action. New York: Portfolio,

2009. Print.

Jantsch, John. Duct tape marketing: the worlds most

practical small business marketing guide. Nashville:

Nelson Business, 2006. Print.

Derek Halpern: Social Triggers.com

http://socialtriggers.com/

Dean Jackson & Joe Polish: Ilovemarketing

http://ilovemarketing.com/

Thank You

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See Through Your Clients Eyes