Date post: | 08-Jul-2015 |
Category: |
Business |
Upload: | added-value-solutions-ltd |
View: | 132 times |
Download: | 2 times |
Our agenda: What you will discover…
Strategic marketing
Your 3-step process
A simple way to create great USPs
Websites – with Ellen and Susan
The top 5 requirements your website must have
The 6 measurement statistics you must review regularly
The one critical element you MUST have on your website
Bonus information
How to stand out from the crowd
Webinars
Referrals
Selling
Joint ventures
Direct mail
Video
Social media
Testimonials
Online marketing
Strategy
SurveysWriting copy
Websites
Public relations
Theory…. aaaaaaargh
competitor analysis
product
promotion
price
place
people
physical evidence
processes
i s n o t a
s t r a t e g y
Hope
Your 3-step process
Step One:D e c i d e t h e
type of client
y o u
really want
Profitable and successful
Location
Age of business or decision makers
Willingness to refer
Online presence
Ambitious – know what they want
Financial viability
Likeability
Integrity and attitude
Size of business – turnover or no. of employees
Industry type
Your 3-step process
Step Two:I d e n t i f y w h a t
those clients
really want
From their businesses
In their bank accounts
In their lives
For their families
When we meet their broader needs
we suddenly makes ourselves
compellingly
attractive
What is more attractive?
Suddenly we become the
people that help
change their
lives
Dave, 40, married, two kids 8 and 10, £100k mortgage
Set up service business 10 years ago
Turns over circa £1m, employs 6 people
Grew by word of mouth – but growth now stalled
Business cashflow is tight
Can’t pay himself as much as he wants
Works 50+ hours a week
“Pen pictures”
Valued Not as valued
Proactive Reactive
Fast Slow
Known fees Surprise fees
Work with clients Work on clients
Personal contact Letters
Recommendations Justifications
Prevent problems Respond to problems
Be candid Hold back
Plain English Jargon
Your 3-step process
Step Three:I d e n t i f y w h a t y o u
can do for
them
Features
Benefits
Ultimate benefits
Your “sweet spot”
What
they
want
What
you
can
deliver
The „last writes‟Source: Andy Bounds
RW
ITES
w e a l t h i n c re a s e d
r i s k re d u c e d
i n c o m e i n c re a s e d
t i m e s ave d
ex p e n d i t u re re d u c e d
st re s s re d u c e d
C h a n g e y o u r s t r a t e g y i f y o u r
sweet spot
d o e s n ’ t c o v e r t h e
“last writes”Change your services to meet their needs
Change the type of clients you want
1. Decide the type of clients you really want
2. Decide what those clients want
3. Identify what you can do for them
Strategy in 3 simple steps…
Summarise your „sweet spot‟
It is your
compelling
attractiveness
So it should be your
core marketing message
In writing
For use verbally
Using their type of language
Covering all 6 of the last writes
The 4-step USP generator
they aren’t very proactive, spend most of their time measuring the past and charge for every minute
Step One:
You know how most people have a problem with
accountants because…
The 4-step USP generator
they aren’t sure their accountant is adding enough value
Step Two:
Which means that…
The 4-step USP generator
a diagnostic review and report with your accounts every year showing new ways to add thousands to your bank account, and give you a fixed price for every piece of work
Step Three:
Well, what we do is…
The 4-step USP generator
you can be certain that you will never receive a surprise bill, and will never miss out on any opportunities to earn moremoney, keep more of it, and become more financially secure.
And by helping you become wealthier you also get more control over your life, with less stress and the option to work fewer hours if you want.
Step Four: Which means that…
The worst time to think of
the best thing to say is as the words
are coming out of your mouth
- Rob Brown
“
“
What do you do?
Why should I choose you?
That’s expensive
My accountant is a friend
Asking for referrals
Script and practice your
key conversations
Demonstrate
you are
dramatically
Why
should
clients
choose
YOU?
d i f f e r e n t
5 ways to be the expert
One: Your LinkedIn profile
This is who I am
This is who I help
This is how I can help you
5 ways to be the expert
Two: Write a book
5 ways to be the expert
Three: Run events
When you
cross that
line…
You
become
the
exper t
5 ways to be the expert
Four: Run webinars
5 ways to be the expert
Five: Use video
4P marketing workshop
Strategic marketing and websites
Thank you so much for watching our webinar,
a n d
look out for our next webinar
please, please complete the short survey,