Slides from the recent Business Club Marketing Seminar

1. Welcome to …

2. “You Can not change the direction and forces of the wind, but you can change the setting of your own Sail” - Jim Rohn

3. “Where you’ll be in 3years time will depend on the Books You Read, thePeople You Associate With AND the StrategiesYouImplement!”

4. Your Top 3 Wins Since First Meeting...?

5. What Were Your Top Learning's & Ideas?

6. Your Business Engine – Revving Up Results Profit Margins Life TimeValue Conversion Rate Up Sell/Cross Sell Enquiries Score the pistons from 1 – 10 (1 being lowest and 10 being highest)

7. Your 4 Types of Customer Fuel... D Grade Low Profit High Maintenance C Grade Low Profit Low Maintenance B Grade High Profit High Maintenance A Grade High Profit Low Maintenance

8. To Accelerate Your Business in 2010

10. “A Business has but two Purposes... Marketing & Innovation.” Peter Drucker

12. What is marketing

15. Top 7 Reasons for Marketing Failure No clear business strategy, plan or budget Viewed as Event not a Campaign No clear USP, CTA or Guarantee No metrics for performance Not Investing enough to get a new customer Poor Target Market No Compelling Offer

16. The advertising formula ... Attention Interest Desire Action

18. Magnetic Marketing …

19. Who is your target market?

20. Where to Invest Your Marketing Money? Local Geographical Area 10% 60% Existing Customers 30% New ‘A’ Prospects

21. The 6 Keys to ethical influence in marketing ...

22. 1. The Law of Reciprocity

23. 2. The Law of Scarcity

24. 3. The Law of Authority – People respond to perceived power ... Dr Stanly Milgrams obedience study 1961

25. 4. Law of Consistency and Commitment Start small and work up to the big sell!

26. 5. Law of Liking – Power of Social Networks

27. Member Spotlight …Your time to Shine!

28. Building Your Business with …

29. The 4C Marketing System of the Social Media World Free content Connection content Conversion content Relationship content

30. Winning topics for headlines Self Interest Speed

31. Headline rules to follow DON’T use your own Name ... Put the word YOU in it ... Open a LOOP ... QUALIFY the right readers ...Sell the BENEFITS ... 20 to 25% of the space of the Ad ... Times New Roman Upper and Lower Case ... NO italics, CAPITALS, or underlining ...

34. Headline Testimonial Pictures Free Offer 2ndOffer Accreditation Coupon Logo 34 Call to action

35. Offers

36. Time to Trade up & Trade In…

37. Real Life Client Case Study ... “I was mucking around on my calculator at the weekend (in between working and sleeping!) and worked out that the return I got on my marketing investment in the XX magazine of £1800 was 24,556% or £442,008.” “Is this good coach???” Marc Smith – MD Turnover £250,000 to £850,000 in 18 months

38. Build Perceived Value Vs Discounting

39. Copy Sells!

40. William Bernbach’s formula for successful copy The most powerful element in copy and advertising is the truth The truth is not the truth until people believe you They can’t believe you if they don’t understand They can’t understand if they don’t listen They won’t listen if you’re not interesting You won’t be interesting if you don’t day things imaginatively, originally, freshly Your job is to bring the dead facts to life

41. USP Guarantee

42. 1.Justifies higher prices 2.It will increase conversion rates 3.It will scare your competition Why Have a Strong USP and Guarantee? 4.It will generate more enquires 5.It will create word of mouth “buzz” 6.Lowers the barrier to ownership

43. Well known Guarantee Examples .. Fresh hot pizza delivered to your door in 30 minutes or it’s free! If the movie you want is out of stock it’s free next time! We offer a money-back guarantee if we miss our published delivery time by even 60 seconds!

44. Guarantee Myths ... Why people resist Between 1 – 2% of people will claim ...

45. Two types of Guarantee ... Hard

46. Test Your Offers on a SMALL Scale first!!!

47. Who is your Specific Target Marketfor this campaign? What is your “Outrageous” Offer orBig Bold Claim? What Action do you wantpeople to take physically? The 7 Power Question Marketing Plan … What 5 marketing tools will you use to contact them? What GUARANTEE are you offering to reduce their risk? Why should people respond Now,what is your Compelling Call To Action? What is your marketing Breakeven and target ROI?

48. Thank you