The essentials of marketing that will keep your business customer centric and your promotions effective.

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For Growing
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2. 4 x 4 Plan
• 4 hours personal development Sponsored by
• 4 hours set & review SMART objectives
• 4 hours mentoring another business
• 4 hours insource another skill

4. Marketing for

5. Marketing for
Would You?
Invest 15% of annual income as an Amateur
Know how to get a 400% Return
Be surprised to see your investment shrink?

6. Marketing for
The Marketing Plan
What is it?
Marketing is the management process
responsible for, identifying, anticipating, and
satisfying customer requirements, profitably.
Chartered Institute of Marketing

7. Marketing for
The Marketing Plan
Strategic marketing can easily double your profits in a year
Businesses are NOT different
please be willing to try things that have worked elsewhere
Losers make excuses - Winners take responsibility
or less

8. Marketing for
Advanced Marketing for Maximum Profits
Relate Create
Determine
Identify & Understand Build
Passion
key Build Create
Target Your buying customer infrastructure
relevant product or
Customer behaviour & value to operate
brand service
competition triggers and sell
Promote Monetise
Commitment
Build Send
Do follow
promotions promotions Fulfil with
up Sell Deeper Sell Broader
partners measure Excellence
promotions
affiliates responses

9. Marketing for
The Marketing Plan
Any kind of business success begins with customers
Focus and Pay constant attention to Customers
• Who are they?
• What motivates them?
• Who do you want them to be?
– This choice will determine the upper limits of your wealth
• The speed, The ease, The marketing strategy, 6 figure or 7 figure income

10. Marketing for
Who is your customer?
• What interests your customers?
• What is their buying behaviour
– Have they bought recently, do they buy frequently?
– Do they have the power to decide?
• What is their wealth
– Is a £500 pen ten times more difficult to sell than a £50 pen?
– 5 – 10% of customers are willing to spend 5 times more than the average
• Demographics
– Your best customers have certain demographics in common
• Identify them – Profile them
• Geography
– Is your market, your village, town, city, region, country, world

11. Marketing for
Who do you want your customer to be?
• You haven’t asked because…….
• Believe and the only issue is time
– When will it happen?
• There is no right answer
– But, there is a more profitable answer
• Customers are the source of your wealth
– Without customers there is no Joy to multiply
• Source of Joy
– Who are they?
– How many of them are there?
– Where are they?
• How do you find them online
There are multiple customer sources – Exploit them systematically

12. Marketing for
Test Multiple Marketing Approaches
• Most businesses are built on just one method of
business development
– Often referrals
There are multiple marketing methods – Test them systematically

13. Marketing for
Test Multiple Marketing Approaches
• Most businesses are built on just one method of
business development
– Often referrals
There are multiple marketing methods – Test them systematically

14. Marketing for
The Most Dangerous Number in Business
• There are many businesses 100% dependent
on Google Adwords
– Google closed 30,000 adwords accounts in December 2009
Google decided by computer
algorithm which to close
The Risk of ‘1’
Never take huge risks
There are multiple marketing methods – Test them systematically

15. Marketing for
Marketing Techniques are Numerous
Direct Sales, Trade Shows, Joint Ventures, Affiliates, Telemarketing, Internet
Advertising, Display Advertising, Sponsorship, Direct Mail, Pay-Per-
Click, PR, SEO, Social Media…………
• All businesses are unique, and no business is unique
• Test Small
• Test often (try something new each month)
• Failure is good (Just don’t fail at the same thing twice)
• Fail fast
• Successful people fail more often and the most successful people fail most
• When testing, only ever aim to break even
– You will always improve by split testing in production
– Upside is all positive
There are multiple marketing methods – Test them systematically

16. Marketing for
Marketing Is Currently Cheap
Many big businesses are bewildered,
‘where did all the customers go?’
budgets got slashed and deals are cheap.
• Test often (try something new each month)
There are multiple marketing methods – Test them systematically

17. Marketing for
Status and Celebrity Sells
• The age of celebrity is now
– Chefs (Oliver, Ramsey, et al)
– Estate Agents (Phil & Kirsty)
– Gardeners, Builders, Antiques Dealers………..
• People crave leadership
• Natural flow towards the experts
– Wealth flows naturally to the top
Celebrity is a ‘land grab’ – Claim it before someone else does

18. Marketing for
Status and Celebrity Sells
• It is there to be claimed, just grab it
• It allows super premium pricing
• How to get status
• Just decide to do it
• Tag line ‘The leading/top/world’s most…..’
• Identify yourself as an authority
• PR
• Include in all marketing
• Emails, video, reports, information products
Celebrity is a ‘land grab’ – Claim it before someone else does

19. Marketing for
Status and Celebrity Sells
• Be seen with other celebrities and share it with your
customers
• Get celebrities to your personal celebrations then share the
pictures with your customers
• Celebrity connection
• Drives up the price
• ‘status pricing’
• Add a super premium offer
• 1-3% of the market in every market will pay 20 to 50 times
more
• Leader breaks free of price competition
• There is only one market leader and it tough to overtake
Celebrity is a ‘land grab’ – Claim it before someone else does

20. Marketing for
Status and Celebrity Sells
• People are trained to look up to
authority/celebrity/status
• Ex-prime ministers, footballers, titled gentry
• Leader builds scarcity
• The only thing that sells to the super rich
• Restrict mobile #
• The world’s10 richest people do not own a mobile
• Contrast with typical business owners
• Anonymous, run ragged, in debt, going bust
Celebrity is a ‘land grab’ – Claim it before someone else does

21. Marketing for
The Key Question
• Which question should a business owner ask?
– ‘How much can I afford to spend on
marketing/advertising?’……….. Or,
– ‘How many customers can we buy’
• 3 ways to buying customers
– Lead generation
– Self liquidating offers
– Buying customers at a loss
The purpose of a customer is not to get a sale, the purpose of a sale is to get a customer

22. Marketing for
Lead Generation
• Immediate sale does not work
– Advertising response very low or nothing
– Online never
• Advertising does not sell – it begins a relationship
– Entice people with a benefit
– Offer free information
– Key word for lead generation is ‘FREE’
• Reports, videos, samples, consultancy, event
The purpose of a customer is not to get a sale, the purpose of a sale is to get a customer

23. Marketing for
Self Liquidation Offer
• Buy customers at breakeven
– If it costs £250 to get 5 customers that earn £50
• Most, think it not worth repeating
• Smart, think it is fantastic - they know they will be back
Buying Customers at a Loss
• Giving free trial, selling below cost
The purpose of a customer is not to get a sale, the purpose of a sale is to get a customer

24. Marketing for
Understand Customer Lifetime Value
• Know how long you keep a customer for any
given product/service
– How many times will they repeat? How often?
– What is each sale worth?
• Marketing Budgets
– Are Wrong!, Wrong!, Wrong!
– Plan your cash flow, but invest all you can
The purpose of a customer is not to get a sale, the purpose of a sale is to get a customer

25. Marketing for
Multiply Joy
• Winning and retaining customers
• Multiple target customers
• Up-selling customers with additional product
• Using multiple marketing methods
• Continuously improving effectiveness
• Investing for fantastic %age returns
• Managing cash
• Marketing budgets
– Are Wrong!, Wrong!, Wrong!
– Plan your cash flow, but invest all you can
The purpose of a customer is not to get a sale, the purpose of a sale is to get a customer

26. Marketing for