5. Two
Sides
To
Every
Business
Inside
Reality
• Quality
of
your
product
or
service
• Your
people/staff
-‐
Customer
service
• Your
systems,
performance
• Those
things
that
make
you
valuable
to
the
marketplace
6. Two
Sides
To
Every
Business
Outside
Percep3on
• How
the
marketplace
perceives
your
“Inside
Reality”
• Based
upon
your
communicaGons
with
the
marketplace.
• Your
sales,
markeGng
and
adverGsing
messages
all
build
the
“Outside
PercepGon”
• Rarely
do
they
match
-‐
most
businesses
do
a
very
poor
job
of
communica3ng
their
inside
reality
7. The
Basics
1. Have
something
GOOD
to
say
-‐
The
“Inside
Reality”
2. Say
it
WELL
(Strategic
MarkeGng)
-‐
The
ability
to
explain
and
get
prospects
to
believe
it
The
“Outside
PercepGon”
3. Say
it
OFTEN
(TacGcal
MarkeGng)
-‐
RepeGGon
The
“Outside
PercepGon”
8. All
MarkeEng
Starts
By
Knowing
Your
Customer
• who,
specifically,
is
your
target
market
and
how
can
you
reach
them?
• what
are
their
hot
buVons?
• why
should
they
buy
your
product
instead
of
a
compeGtor’s?
• why
should
they
believe
anything
you
say?
9. Defined
vs
Undefined
Target
Markets
• For
a
defined
target
market,
DR
is
best
way
to
reach
them
-‐
examples
• For
an
undefined
target
market,
you
need
broad
based
markeGng
to
cause
your
prospects
to
idenGfy
themselves
-‐
examples
• Lists
-‐
complied,
response,
SRDS,
Nextmark,
InfoUSA
10. Strategy
Before
TacEcs
Marke3ng
Strategy
• what
you
say
• how
you
say
it
• who
you
say
it
to
Marke3ng
Tac3cs
• when
you
say
it
• how
o]en
• through
what
media
11. Some
Basic
TacEcs
• test
and
track
everything
• set
up
markeEng
funnels
-‐
set
up
ways
for
people
to
interact
at
no
risk
and
gradually
increase
their
involvement
and
purchase
size
• build
a
relaEonship
and
trust
before
you
ask
for
money
• set
up
automated
follow
up
systems
using
mulEple
media
-‐
combine
online
with
offline
12. How
Your
Brain
Works
3
Major
Concepts
• Alpha
mode
• Beta
Mode
• ReGcular
AcGvator
13. Alpha
Mode
• Have
you
ever
driven
to
work
and
when
you
got
there
you
realized
you
hadn't
seen
a
thing
along
the
way?
• Have
you
called
a
friend
on
the
phone
only
to
have
a
different
friend
answer
the
call?
• Have
you
ever
heard
the
saying
“I
could
do
it
in
my
sleep?”
• Guess
what?
You
do
almost
everything
in
“Alpha-‐
sleep”
14. Alpha
Mode
In
MarkeEng
• State
of
apathy
toward
any
markeGng
or
adverGsing
• Makes
consumer
literally
oblivious
to
nearly
all
adverGsing
messages
• Ads
are
not
even
noGced
in
the
first
place;
gives
adverGser
no
chance
to
sell
• Your
job
is
to
break
consumer
out
of
this
state;
to
get
them
to
“snap”
awake.
15. Beta
Mode
• State
of
acGve
mental
engagement
• Person
is
consciously
aware
of
what
he/
she
is
doing
• Person
in
interested
and
eager
• State
of
acGve
problem
solving
and
learning
16. Beta
Mode
In
MarkeEng
• Person
consciously
noGces
adverGsements
• Person
acGvely
seeks
out
informaGon
on
products
or
services
• Person
is
open
to
ideas
and
suggesGons
about
how
to
solve
a
problem
• Person
will
read
or
absorb
as
much
informaGon
as
necessary
to
make
the
best
17. ReEcular
AcEvator
• The
part
of
your
brain
that
makes
you
noGce
things
that
are
familiar,
unusual
or
dangerous
• You
have
no
control
of
this
whatsoever
• Survival
mechanism
18. Your
MarkeEng
Needs
To:
• Interrupt:
GeVng
qualified
prospects
to
pay
aXenEon
(done
with
headlines)
• Engage:
GeVng
those
who
do
pay
aXenEon
to
remain
interested
(sub-‐headlines)
• Educate:
Giving
enough
informaEon
to
make
the
prospect
feel
like
he/she
can
make
the
best
decision
(body
copy
/
text
/
evidence)
• Offer:
GeVng
the
prospect
to
take
an
acEon
based
on
informaEon
given
(risk
lowering
offer)
(classified
ad
to
30
page
sales
leJer)
19. How
To
“Interrupt”
• Use
headlines
based
on
HOT
BUTTONS
to
interrupt
the
prospect
-‐
their
RA
forces
them
to
noEce
• Can
also
be
used
in
conjuncEon
with
pictures/
sounds
(see
on
TV
with
animals
or
kids)
• Hot
BuXon-‐based
scenarios
are
received
into
the
reEcular
acEvator
and
the
proper
emoEonal
response
is
triggered
• Then
the
prospect
immediately
searches
for
addiEonal
clarifying
informaEon
and
is
ready
to
be
ENGAGED
20. How
To
“Engage”
• What
would
a
prospect
need
to
see
or
hear
in
order
to
feel
like
they
have
enough
informaGon
to
make
a
decision?
• The
sub-‐headline
needs
to
make
the
promise
that
it’s
worth
their
Gme
to
keep
reading/listening
21. How
To
“Educate”
• Once
the
prospect
has
been
interrupted
and
engaged,
you
need
to
give
him/her
enough
informaEon
to
make
an
intelligent
decision
• Your
job
is
to
educate
the
prospect
to
the
point
where
he/she
“becomes
the
expert”
and
feels
like
they
are
in
CONTROL
• This
is
done
by
Building
your
Case
and
providing
Evidence
• CopywriEng
is
the
difference
between
good
and
great
results
22. How
To
Create
An
“Offer”
• Every
markeEng
piece
should
contain
a
risk-‐
lowering
offer
to
encourage
the
prospect
to
take
the
next
step
in
the
sales
process
-‐
best
if
can
capture
future
buyers
in
addiEon
to
NOW
buyers
• Offer
should
be
obvious,
easy
to
understand,
and
easy
to
see
(coupon
works
well)
• Offer
can
be
for…
more
info
via
markeEng
tools
(gives
prospect
control),
bonuses
or
premiums
when
ordering,
special
offers
for
first
Eme
users
• Avoid
the
“talk
to
a
sales
person”
offer
23. The
Right
Offer,
Made
At
The
Right
Time,
To
The
Right
Person,
Trumps
All
Gary
Halbert’s
poli1cally
incorrect
example.
.
.