Seminar Presentation Slides

1. How To Stand Out In Over Crowded Markets

3. Virtually Every…
Industry Product Service
There Are Tons Of
Companies Selling
The Same Stuff

4. • Who does a potential customer
buy from and why?
• What is the deciding factor
between you and a competitor?
• What is the focus of a customer
in this environment?
3 Very Important Questions To Ask
What Do I Mean By Look-A-Likes In Over Crowded Markets?

5. • Who does a potential customer buy from and why?
• What is the deciding factor between you and a competitor?
• What is the focus of a customer in this environment?
THE ANSWER IS…
PRICE
If the market is overcrowded full of look-a-likes, looking,
acting, saying and selling the same way with virtually the
same product or service the consumer can only differentiate
each company by one thing… Price

6. Seth Godin
Marketing
Thought Leader
Author of
“The Purple Cow”
The 5 P’s
1.Product
2.Positioning
3.Packaging
4.Pricing
5.Promotion
In Today’s Over Crowded
Markets the 5 P’s Are NOT
Enough Anymore

7. What is a Purple Cow?
SOMETHING WORTH TALKING ABOUT
Even Though There Were New Cows Along The Way
They Became Boring and Common – Losing Viewing
Attention Fast.
They could be… perfect, attractive, great personalities…
but they’re still boring…
Godin Says; What if there was a purple cow?
That would be interesting for at least awhile.
The overlying essence must be remarkable…
something worth talking about.

8. What Can You Do To
Stand Out In Your
Over Crowded Market?
STOP DOING
WHAT EVERYONE
ELSE IS DOING
Be the Company Who Engages, Educates and Supports Your Market
Helping Your Potential Customers Be Better Buyers Of Your Products

10. It’s Increasingly More Difficult
To Get Someone’s Attention
• Married
• Children
• Friends
• Interests
• Business
• Sleep
• Commuting

11. • DVR – TIVO
• Satellite Radio
• Voicemail
Change In Consumer Behavior
• Email Filters
• No Call List
• Print Decline
Resulting In Privacy & Control From
The Bombardment of Marketing Messages

12. Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so many choices at one time like they do NOW.
Fragmented Focus: We are all connected at all times, consuming
a lot of information at one time creates Continuous Partial
Attention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronic
equipment and appliances consumes our time and attention
as never before.
Information Overload: There’s never been a time in our history
where information is a click away. New information is available
everyday to our email, phones, Internet and TV.
Disruption Overkill: A daily onslaught of emails, text messages,
phones calls, and meetings consumes our time and energy
to focus on one thing for a productive length of time.

13. Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so many choices at one time like they do NOW.
Fragmented Focus: We are all connected at all times, consuming
a lot of information at one time creates Continuous Partial
Attention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronic
equipment and appliances consumes our time and attention
as never before.
Information Overload: There’s never been a time in our history
where information is a click away. New information is available
everyday to our email, phones, Internet and TV.
Disruption Overkill: A daily onslaught of emails, text messages,
phones calls, and meetings consumes our time and energy
to focus on one thing for a productive length of time.

14. Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so many choices at one time like they do NOW.
Fragmented Focus: We are all connected at all times, consuming
a lot of information at one time creates Continuous Partial
Attention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronic
equipment and appliances consumes our time and attention
as never before.
Information Overload: There’s never been a time in our history
where information is a click away. New information is available
everyday to our email, phones, Internet and TV.
Disruption Overkill: A daily onslaught of emails, text messages,
phones calls, and meetings consumes our time and energy
to focus on one thing for a productive length of time.

15. Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so many choices at one time like they do NOW.
Fragmented Focus: We are all connected at all times, consuming
a lot of information at one time creates Continuous Partial
Attention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronic
equipment and appliances consumes our time and attention
as never before.
Information Overload: There’s never been a time in our history
where information is a click away. New information is available
everyday to our email, phones, Internet and TV.
Disruption Overkill: A daily onslaught of emails, text messages,
phones calls, and meetings consumes our time and energy
to focus on one thing for a productive length of time.

16. Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so many choices at one time like they do NOW.
Fragmented Focus: We are all connected at all times, consuming
a lot of information at one time creates Continuous Partial
Attention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronic
equipment and appliances consumes our time and attention
as never before.
Information Overload: There’s never been a time in our history
where information is a click away. New information is available
everyday to our email, phones, Internet and TV.
Disruption Overkill: A daily onslaught of emails, text messages,
phones calls, and meetings consumes our time and energy
to focus on one thing for a productive length of time.

17. We must all bear in mind that, "at the end of
the day, the ability of the average consumer to
even remember advertising twenty-four hours
later is at the lowest level in the history of
advertising", according to the US Advertising
Research Foundation.
Supply OF Market Attention Is Severely Limited
Demand FOR Market Attention Is Growing By The Minute

18. Stop Doing What Everyone
Else Is Doing
Create Quality Content Your
Market REALLY WANTS
Build Authority and Expertise
In Your Market

20. Print To Screen

21. Three VERY Important Questions
Business Owners, Company Executives and Marketing
Managers MUST Ask About Their Business Websites
Is Your Website Telling Or Selling?
Why Is This Important To Know?
How Do You Know
The Apple & Orange
Difference?

22. How Do You Know If You
Have A Brochure Website?
Websites That Don’t Engage, Educate & Support
Site Visitors With Useful Problem Solving Content
SITE LACKS USEFUL CONTENT
Websites That Tell Don’t Generate Targeted Email
Lists Of Interested Buyers and Customers
SITE LACKS LEAD GENERATION STRATEGIES
Website Doesn’t Provide Any TRUE Payoff
To The Site User Beyond Product Features
SITE LACKS BENEFITS FOR THE VISITOR

23. Like TV & Radio Commercials, Magazine Ads
and Direct Mail speak at the reader, viewer or
Visitor, not allowing for a two-way interaction.
BROCHURE SITES ARE ONE-SIDED
Two Way Interaction Can Be…
 BLOGS
 FORUMS
 MEMBERS ONLY
 WIDGETS
 COMMENTS
 RSS FEEDS

24. Not everyone who comes to your site is ready to buy.
Without a strategic marketing strategy to interact with
site visitors, you miss out on those who buy LATER.
BROCHURE SITES DON’T MARKET TO VISITORS
Marketing From Your Site Is…
 Premium Content
 Video Streaming
 Podcasts
 Entertainment
 PDF Downloads
 Target Specific
 Solve Problems
 Expert Positioning

25. Brochure sites generally have overview product
Information without sharing “insider” content the visitor
can consume, nor does it create a positive experience.
BROCHURE SITES ARE BROAD & GENERAL
Your Website Creates An Experience…
 Support
 Advice
 News
 Customer Service
 Entertainment
 Events

27. You Build Trust And Credibility From Your Website And The
Internet Through The Development Of Your Own Expertise.
AUTHORITY = Expert Content + Marketing Strategy
AUTHORITY GENERATES TARGETED
AND HYPER-RESPONSIVE LEADS
LEADS GENERATE SALES

28. OK, SO NOW WHAT?

29. • MARKETING
• DESIGN
• DEVELOPMENT
3 Keys To Your Business Website

30. MARKETING
1. Target Audience
2. Content Creation
3. Lead Generation
4. Tracking & Reporting

31. DESIGN
1. Brand
2. Usability
3. Interaction
*Design is a piece to the puzzle…
not the strategy and not the starting point.

32. DEVELOPMENT
1. Web Tools
2. Content Management
3. Search Optimization
*Development is a piece to the puzzle…
not the strategy and not the starting point.

33. Website Traffic
1. SEO
2. Social Media
3. Email Marketing
4. Off-line Channels
*Traffic Generation is a piece to the puzzle…
not the strategy and not the starting point.

34. How To Stand Out In Over Crowded Markets