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For whom are you here today?
Why are you here today?
KNOWLEDGE?
understanding
CONFIDENCE
We are the most distracted generation in the history of
the Earth.
How many of you check your phone before you get out of bed?
Tony Schwartz New York Times, 11/28/15
According to one recent survey [by Adobe], the average white-collar worker spends about six hours a day on email. That doesn’t count time online spent shopping, searching or keeping up with social media.
The brain’s craving for novelty, constant stimulation and immediate gratification creates something called a “compulsion loop.” Like lab rats and drug addicts, we need more and more to get the same effect.
Endless access to new information also easily overloads our working memory. When we reach cognitive overload, our ability to transfer learning to long-term memory significantly deteriorates. It’s as if our brain has become a full cup of water and anything more poured into it starts to spill out.
“
The average consumer?
The average teenage girl?
Disengaged workers?
And Yet…
The Coming Year…
How?
How do you possibly communicate
powerfully in this Age of Rapid Distraction?
Like this?
Or this?
So… how?
Now that the cycle of new is eating itself in a race to ever-faster, there's a bigger chance to make long term change by consistently focusing on what works (and what's important), not what's new and merely shiny.”
-Seth Godin
“
What are we going to do
today?
30 MINUTES
DIAGNOSE
THE GOOD NEWS?
YOU’RE SMART ENOUGH TO UNCOVER THE
RIGHT ANSWERS
THE RIGHT QUESTIONS
FOLLOW-UP RESOURCES
I’m going to give you a glimpse
behind the curtain at what’s worked.
Intuitively for more than
two decades.
Goals & ValuesGOALS AND VALUES
Goals & ValuesStrategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
Goals & ValuesStrategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
Goals & ValuesStrategic PlanningCustomer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
About Questions.
Goals & ValuesGOALS AND VALUES
Because of the nearly limitless
distractions, your team MUST be on
the same page.
“What is it, specifically we’re trying to make
happen?”
If asked privately and separately,
would your team give me the same
answer?
20/20 VISION
20/2/0 VISION
“What’s your 20-year vision?”
“What do you need to do in the next two years to set up that
vision?”
“What five to seven things need to
happen?
What’s most important?
What’s in your way?”
“What’s the first step?”
VALUES
VALUES DETERMINE THE STRENGTH OF
A BRAND
WHAT IS A BRAND?
HAWK
EAGLE
EAGLES
PAT’S
GENO’S
13.1
26.2
70.3
140.6
YOUR GRANDMA
[YOUR PRACTICE/BUSINESS]
A brand is simply the sum total of all the feelings - good and bad - a customer has
about your company ... even if that customer hasn’t done business with you yet.
We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
Building a strong brand is simple, but that
doesn’t mean it’s easy.
WHOAREYOU?
All you have to do is mirror the values you already hold dear ... as do thousands of others in your market.
WHOAREYOU?
Want examples?
WHOAREYOU?
WHOAREYOU?
WHOAREYOU?
© 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to like you.
© 2008 | Wizard of Ads | All Rights Reserved
Do you know what you stand for?
Do you know what you stand against?
Shape your company in your image.
© 2008 | Wizard of Ads | All Rights Reserved
What do you think?
How do you act?
How do you see the world?
© 2008 | Wizard of Ads | All Rights Reserved
AccomplishmentAccountabilityAccuracyAchievementAdvancement AdventureAffection (love and caring)
All for one & one for allArtsBeautyCalm, quietude, peaceChallenging problemsChange and varietyCleanliness, orderlinessClose relationshipsCommitment
DiscoveryEcological awarenessEconomic securityEffectivenessEfficiencyEqualityEthical practiceExcellenceExcitementFairnessFaithFameFamilyFast livingFinancial gainFlair
FreedomFriendshipsFunGenerosityGlobal viewGratitudeGrowthHard workHarmonyHaving a familyHelping other people
HonestyHonorIndependenceIndividuality, nonconformityInfluencing others
PunctualityPurityQuality of workQuality relationshipsRecognition (respect from others, status)Regularity (predictability)
Relationship with GodReligionReputationResourcefulnessRespect for individualResponsibility and accountabilityResponsivenessResults-oriented
© 2008 | Wizard of Ads | All Rights Reserved
Find your voice.
Do not stray from it.
You must be willing to pay the price.
A brand diamond consists of 3-5 values that reflect how a
practice or business thinks, acts, and sees the world.
You’ve always had them… even if you haven’t always
consciously been using them.
FIRST BREAKOUT SESSION
Why They Matter? How To Uncover Them.
GOALS AND VALUES
STRATEGIC PLANNING
Your values mean nothing.
SYSTEMS, POLICIES, PROCEDURES
OBSERVABLE ACTIONS THAT MANIFEST YOUR CORE VALUES AND PURPOSE
WHAT ARE YOUR TOUCH POINTS?
HOW CAN YOU USE YOUR VALUES TO IMPROVE THOSE TOUCHPOINTS?
MARKET IS IN FLUX - MUST REGULARLY
RE-EVALUATE
MARKET POTENTIAL
COMPETITION &
POSITIONING
MARKETING BUDGET
How long have you been in business?
How much do you markup your product?
How high are your margins?
What’s the competitive environment?
How visible is/are your location(s)?
How expensive is/are your location(s)?
How much do you budget for customer
retention?
MATH OF GOOD CUSTOMERS
What’s the value of a customer/patient over
her lifetime?
How much does it cost to acquire a new
customer/patient?
How much does each lead cost?
What’s your conversion rate?
What are you willing to risk with an awesome
guarantee?
How much do you really want to grow?
Are you really willing to pay the price for
that growth?
Goals & ValuesStrategic PlanningCustomer Experience
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
SEQUENCING TOUCHPOINTS TO MAP CUSTOMER
EXPERIENCE
DIFFERENT CUSTOMERS HAVE DIFFERENT JOURNEYS
SHAREWORTHY SERVICE
MOM CRY
MADE MY
a guide to Shareworthy Customer Service
BEST BUY
TIM MILES
CULTURE OF OWNERSHIP
14 FACETS OF SHAREWORTHY CUSTOMER
SERVICE
TUNE YOUR CUSTOMER EXPERIENCE USING YOUR
TEAM TO TUNE THE 14 FACETS
Goals & ValuesStrategic PlanningCustomer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
MESSAGING
BETTER REALITY
WHAT ARE YOU REALLY SELLING?
COMMON DENOMINATOR QUESTIONS
1. WHAT IS THE COMMON DENOMINATOR OF ALL THE PEOPLE WE’RE TRYING TO
ATTRACT?
2. WHAT EMOTIONAL TRIGGERS ATTRACT THEM
TO THAT COMMON DENOMINATOR?
3. WHAT IS THEIR GREAT FRUSTRATION? WHAT IS
THEIR UNSCRATCHED ITCH?
F.A.Q. TO YOUR STAFF
WHAT ARE THE THREE QUESTIONS YOU GET ASKED ALL THE TIME?
OBJECTIONS
WHAT ARE PEOPLE’S MOST COMMON OBJECTIONS AND
HOW DO WE OVERCOME THEM?
TRIGGERING EVENTS
WHAT LIFESTYLE EVENTS CAUSE PEOPLE TO NEED US?
COPY
RACECAR METHOD
R.C.S.C.R.
RELEVANCE
TALK TO THE CUSTOMER ABOUT WHAT MATTERS TO
THE CUSTOMER IN THE LANGUAGE OF THE CUSTOMER
CREDIBILITY
HERE’S WHERE THAT APPLICATION OF YOUR
VALUES PAYS OFF.
SOCIAL PROOF
THERE’S NOTHING MORE POWERFUL THAN
WORD-OF-MOUTH.
CALL-TO-ACTION
HOW CAN YOU MAKE IT EASIER FOR PATIENTS TO GIVE YOU MONEY? STAY WITH YOU? TRY YOU OUT?
RELEVANCE
RETURN FULL CIRCLE SO THE PATIENT IMAGINES HERSELF
HAVING SUCCEEDED.
SECOND BREAKOUT SESSION
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
Relax. Pick. Focus. Learn.
If you’ve built a strong foundation using the first order of business, you’ll be positioned strongly to succeed.
I’ve never seen a business fail because they chose the wrong advertising channel.
But I’ve seen hundreds fail because they said the wrong thing or delivered a poor experience.
What you sayWhere you say it
How you act
Where you say it
But only ONE medium was used!
The Myth of Media Mix
The Myth of Media Mix
$1,590,000,000
$957,000,000
$449,000,000
Relax. Pick. Focus. Learn.
• radio
• ppc / local search / display
• cable tv
• broadcast tv
• outdoor
• email marketing
• direct mail
• social / content
• video
PICK ONE
CONCENTRIC CIRCLE STRATEGY
WARNING!
VETTING MEDIA COMPANIES
1) Ask for references of similar size if not similar business category
2) Ask for case studies of problems they've solved using different media
channels
3) Observe how they market themselves.
Relax. Pick. Focus. Learn.
• It’s never been easier to learn how to use various tools - the various mediums - well.
• The hard part is knowing what to say and how to say it.
• Now you know.
• The rest is up to you.
timmilesco.com/tfobesity
For whom are you here today?
Why are you here today?
timmilesco.com/tfobesity
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
