TELECOM AGENT MARKETING: THE ROCK, PAPER, SCISSORS METHOD

Thursday October 18, 2012

11:00 a.m. PST

SpeakersAngela Leavitt

Founder, Chief Mojo-Making Officer

Mojo Marketing

Dave Wallace

Aligned Communications

President

Why Now?• You need to move upstream• The “Bears” (big carriers)

• Stockpiles of cash• Hungry, demanding investors.• Massive Networks• Big Marketing Budgets• Mergers & Acquisitions

This is, of course, OUT of your control…

Why Now? (cont.)• More Agents Entering the Market• Moore’s Law

• Technology getting faster and less expensive exponentially • Must sell more to make the same

• The Web – BIG game changer• Social Media• Google

This is also OUT of your control…

Why Now?• Outdated or homemade web presence

• Nearly half of consumers base a company’s credibility on the visual appeal of their website.

• Lack of action or movement• Out of sight, out of mind• Inconsistent messaging• Inconsistent image

All of this…YOU CAN CONTROL!!

Our Client’s Sad Story• Patrick went up against a carrier• Lost a deal worth $70k/mo.• Was told he lost it because he

looked too “mom & pop”• In other words, he didn’t appear

trustworthy

The Good News Is…

It’s never been easier & more cost-effective to • Appear larger• Appear more professional• Reach a wider audience• Reach your exact target

You just have to know WHAT to do,

and HOW to do it!

THE ROCK, PAPER, SCISSORS METHOD

Understand Your Prospect• Everything starts here.• You must study him!• Who is he?• What are his stats?• Needs• Desires• Fears• Dreams

The Rock: Your Website

• Your website must demonstrate:• Steadiness• Dependability (not going anywhere)• Weight/power• Authority• Thought leadership

The Rock: Your Website

Must Haves:• Clear messaging of who you are/what you do• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners

Paper: Your Collateral Image

What does your image say?

Image includes:• Collateral• Business Cards• Folder• Apparel• And more…

Your Image

Paper: Your Image• High-res graphics• Organization & design

• Borrow from others

• Effective copy • Forget features, it’s all about

BENEFITS, baby!

• Headers & Footers• Hair & shoes!

• Keep it clean• Think Apple!

Features vs. Benefits

Features

• Describe what a product or service does

• “High speed internet”

• “Simultaneous Ring”

• “Lower costs”

Benefits

• Describes how the feature benefits the user

• “Save time with faster downloads”

• “Never miss an important call again”

• “Add more to your bottom line”

Scissors: Relevant Content

This helps you “cut through the noise” to the prospect to establish thought leadership • Blog posts• Newsletters• Case Studies/White Papers• Online Articles• Online Reviews

Scissors: Social Media

Use:• LinkedIn, Twitter, Facebook,

YouTube, Google+

Connect with:• Industry leaders• Media people• Partners• Current customers• Prospects

This goes for telecom as well as vertical markets.

THANK YOU!

Questions & Answers

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