A 5-step process for marketing success in this social-digital world. Presentation slides from a keynote presentation at the IHRSA Congress in Seville, October 2016

1. Buy’ology
A 5-step strategy that will change the way
you market your business.
Adrian Marks
Chief Buyologist / CEO
enjoy!

2. Traditional
advertising
as you know it
is dying.

3. There is now a new
world order, where the
customer is in control.

4. But it has never
been easier to grow
your business

5. To survive and thrive
in this new social-
digital economy
you have to master
5 key strategies…

6. Technology+
Strategy+
4.
Deliver
sequences
that drive
change
5.
Build everything
around technology
& become a
web-centric
business
Psychology+
2.
Align your
marketing with
how people
now buy
1.
Sell
“Why”
3.
Nurture
& sell with
mental
triggers

7. Step 1.
Understanding why people
buy anything at all in this
modern social-digital world
Selling “Why’

8. People no longer have any
real interest in your actual
product or service.
Your members are only
interested in how they will
make them look and feel.

9. People buy not on price
but on wants and needs.
And 85% of that buying
decision is emotional.
Only around 15% of any
purchase is driven by logic.

10. Only 4% of men buy a watch
just to tell the time.
The most expensive dress you’ll
ever buy is the only one you’ll
wear once.
The average female has 32 pairs of
shoes, but only one pair of feet.

11. BONUS POINT
Price is 85% irrelevant.
Purchases are made on
value and affordability.

12. So what and WHO
do you stand for?
And what do you
stand against?
CREATING VALUE

13. Step 2.
Align your marketing
with how people now buy

14. Traditional stand-alone
‘old’ media advertising is
70% less effective than it was
just 6 years ago…

15. People are now looking for
products and services sooner and
in completely different ways……
Smart Phones & Tablets – Google
Facebook – 4G & Broadband

16. How people buy…
The 5 steps of the ‘change continuum’

17. Traditional marketing focuses on
driving contact only when the customer
reaches the purchase point…
Ultimately traditional marketing is
simply preaching to the converted.

18. BUT people are now looking for
the solutions you offer long before
you go searching for them
Ultimately preaching to and
converting themselves!

19. To thrive in this modern digital age you
MUST align your sales & marketing funnels
with this new consumer ‘buying’ funnel.

20. 1. MINDSHARE
2. YOUR VALUE STRATEGY
3. OWN THE SEARCH

21. 4. Attract your chosen market
Inbound Marketing
• Search marketing
• Seo
• Social media
• Blogs
• Articles
• Referral marketing
Outbound Marketing
• Facebook marketing
• Linkedin advertising
• Email marketing
• Display advertising
• Remarketing
• ‘Traditional’ marketing
30% 70%

22. The biggest mistake you can
make with your marketing is
to just try and sell your
products or services.

23. The second biggest
mistake is trusting a web
designer
to build your website

24. If you currently only convert 2%
of your current website traffic
you are losing the
other 98%
Into the deep depths of
the world wide web…
forever!

25. It’s all about ‘the list’
We are all in the ‘lead generation’
business

26. ‘FREE’MIUM
10X Your Enquiries
To thrive in this social-digital age
you MUST now give away your
products and services for free.
Who got married on their first date?

27. Nurturing is about creating Value by
building trust, expertise, authority,
consistency, confidence & desire.

28. • Create the right incentive
• Deliver with risk reversal
• Create an imperative
• Deliver ‘scarcity’
• Use the shortest timeframe

29. It’s then
simply all
about %

30. Analyse the effectiveness of your
Lead Generation Model
& then repair the blockages
and holes in your funnel

31. You may not even need to attract
more traffic you might just need
to generate, nurture and convert
more effectively.

32. Step 3.
Nurture and sell
with mental Triggers
Growing your %

33. Human Influence Triggers:
• Reciprocation
• Scarcity
• Authority
• Consistency
• Fear of Loss
• Social Proofing

34. People are obliged to give back
for what they’ve taken.
[This is one of the key principle trigger behind
lead generation marketing]

35. FOCUS ON DRIVING ‘PROOF’ AND THE
SALES WILL JUST HAPPEN
Testimonials – results – ‘before and
after’ – education - Use video

36. Scarcity creates desire; people always
want what they can’t have…
And they react frantically & illogically
when they can’t have it

37. Step 4.
Deliver sequences
that drive change.

38. 1. Lead Generation – 10X your enquiries
2. Liquidation Offer – Get the sale anyway
3. List Nurturing – spend increases with trust
4. Closed Selling - [ 10X Trigger campaigns]
5. Ascension Selling - [ 10X Trigger Campaigns]
STANDARD SALES MODEL
vs
LEAD GENERATION MODEL

39. ARE YOU MR PRE SALE?
ARE YOU THE LAUNCH GUY?
I’m the Trigger Campaign Guy

40. Bringing it all together…
Trigger Campaigns
Pre-sales
Referrals
Closed groups
Ascension

41. Step 5.
Build everything around
a web-centric platform.

42. ‘Why just have a web site…
When you can have a 24/7 365
sales and marketing machine’

43. The real power of the
‘buy 'ology
5–step strategy is
LEVERAGE

44. All the profit
is in the back-end.

45. A ‘LIST’ allows you to leverage all of
the 5 Key Profit Streams - FOREVER…
1. Sell new Customers and Clients
2. Sell the same things more often
3. Sell them additional products/services
5. Sell them more things they aren’t
even aware they actually need right now
4. Upgrade them to higher priced services

46. “Let’s write my mum and dad
a swimming pool”
John Lennon

47. Create your own
money printing machine…
By just ‘turning the taps on
and off’

48. Some companies that get LEVERAGE!
In 2015…
SKY TV sent 32 MILLION direct mail pieces
Talk Talk made 60 MILLION sales calls
easyJet sent 775 MILLION emails
Coca Cola tweeted 15,000 times
Apple sent 75 BILLION emails

49. It works regardless of price…
We signed up a Client onto our Elite
programme on the 23rd of last month.
We sent them their first direct
marketing piece on February 3rd…
744 emails and 123
trigger campaigns ago…
2005!

50. Text
+44 7525 153 888
and I’ll send you a crib sheet of all the technology
we use to deliver our Client marketing strategies.
PLUS EXACTLY HOW WE DO TRIGGER CAMPAIGNS
Emaila.marks@enjoymarketing.co.uk
JOIN MY ‘LIST’!