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THE SCIENTIFIC Changing The Marketing DNA To Maximise Your Results MARKETING MAKEOVER
THE SCIENTIFIC
Changing The Marketing DNA To Maximise Your Results
MARKETING MAKEOVER
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Thankyouforattendingtheseminarandfordownloadingthe‘Scientific
MarketingMakeoverBlueprint’.WhatfollowsistheexactdocumentourcoachesusetohelpourCoreAssetPROcoachingclientsimmediatelyimproveeveryexistingandnewsalesandmarketingstrategytheydeploy.What’smissingfromitistheprecisedetailsourcoachesaddtoenableourclientstosimply‘cutandpaste’theirimprovementsintothesalesandmarketingstrategythatisbeingevaluatedand‘madeover’.That’stheadditionalsalesandmarketingexpertiseandsupportourcoachesbringtoourclients.
AsStevementionedduringtheseminar,youwon’thaveseenanythinglike
thisbefore,andwiththeknowledgeyougainedalongwiththisblueprintyoutoowillbeabletoevaluateandimproveyourownsalesandmarketingstrategies.
AllimprovementsaremadewithNOEXTRACOSTtoyourbusiness.Ofcourse,you’llgetfasterandbetterresultswhenyoujointheCore
AssetPROcoachingprogramme.Thereare3simplewaystotakeadvantageofthespecialofferSteverevealedattheendoftheseminar…
1. Clickontherelevantbuttononthepagewhereyoudownloadedthe‘ScientificMarketingMakeoverBlueprint’
2. Completethe‘SpecialofferForm’handedtoyouattheendoftheseminarandemailittosupport@thecoreasset.com
3. Calluson01163666325
IfyoudecideNOTtojointheprogrammeand‘goitalone’,wewishyoueverysuccessinthefuture.
USING THE MAKEOVER
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TheScientificMarketingMakeoverisaprovenandtime-testedsystemfor
improvingtheresultsofyoursalesandmarketingstrategies.Foundedonscientificresultsfromthousandsofmarketingtestsoverthelast
7years,theMakeoverdeployssomethingwecallthe‘COREELEMENTS’tobreakdownthesalesandmarketingDNAofyourstrategyandscoresitseffectiveness.WethenprovidetheprovenformulaforoptimisingeachCOREELEMENTofthestrategy,toenablesignificantimprovementinitseffectiveness.
TheMakeoverhasthreeimportantsections…
1. SECTION1:TheCoreElements&HowTheyRateThereare5‘MarketingElements’and4‘SalesElements’.ThesemakeuptheDNAofeverysalesandmarketingpiece.EachCoreElementhasitsown‘SuccessFormula’(SalesandMarketingDNA)andweevaluatehowmanypiecesoftheformulaarepresentandthenhowwellthey’rebeingdeployed.EachCoreElementisscoredfrom0to10,with‘0’meaningitisn’tpresentand‘10’meaningitisthebestitcanbe.
2. SECTION2:DNAThermometerReadingYou’llthenseeavisualsummaryofhowgoodyourstrategyisbasedonthetotalDNAscore.Don’tbesurprisedifitscoreslow.Overthelast7yearstheaveragescoreis16.8%.Yourtargetshouldbe75%ormore.
3. SECTION3:ImprovingTheDNAOfTheCoreElementsHowtoimproveeachoftheCoreElementstotransformyourstrategyintoawinnerandtomaximiseresults.You’llseeeachCoreElementcomeswithitsownSuccessFormula(SalesandMarketingDNA)Note,allimprovementsaremadewithzeroextracostandtakeeffectassoonastheyareimplemented.
INTRODUCTION
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THE‘COREELEMENTS’
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COLUMN I: Marketing Elements COLUMN II: Sales Elements DNA STRENGTH: Each element can either be Strong (10) or Weak (0) or anything in between.
SECTION 1: THE CORE ELEMENTS & HOW THEY RATE
# CORE ELEMENT
DNA PRESENT
DNA STRENGTH
1 TM 2 D 3 H 4 IO 5 FAB 6 G 7 RW 8 SP 9 CTA DNA Total DNA %
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ThehighlightedthermometershowswhereyourstrategysitsintermsofitscurrentDNAscore.Asyoucansee,there’salotofroomforimprovement.That’sgreatnews!Itmeansyourresultscanbeenhancedsignificantly.Thenextsectiondetailsexactlyhowtodothat…
SECTION 2: DNA THERMOMETER READING
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1. TARGET MARKET
SUCCESSFORMULA:
(I+A+T)=TM
(I)IDENTIFYNotallcustomersarecreatedequallyandyourbusinesswillnaturallyattractdifferentsegmentsofthemarket.SothefirstpartoftheSuccessFormulaistoidentifythosetypesofcustomerswhoaremostlikelytobuyfromyou.
(A)AVATAROnceyou’veidentifiedyourcustomersegmentsyouneedtobuildasimpleprofileofthem(theAvatar).Puttingyour‘CustomerAvatar’togetherisaSuccessFormulainitself,butfornowyouneedtoidentifytheircommonalitiessuchas…
INDIVIDUALS:
Demographics(theaverageortypicalcharacteristicsofyourtargetmarket):Age,annualincome,educationlevel,maritalstatus,numberofchildren,location,typeofdwellingetc.
Psychographics(whatmotivatesthemtotakeaction):Behaviours,values,hobbies,etc.
Whataretheirpainpoints?(Efficiency,easeofuse,time,etc.)
Whataretheirmostcommonobjectionstodoingbusinesswithyou?(Cost,time,etc.)
SECTION 3: IMPROVING THE DNA OF THE CORE ELEMENTS
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BUSINESSES:
Demographics(theaverageortypicalcharacteristicsofyourtargetmarket):Size,numberofemployees,ageofbusiness,turnover,location,numberofdirectors,industrytype,etc.
Psychographics(whatmotivatesthedecision-makersinthebusinesstotakeaction-personalandbusinessspecific):Behaviours,values,hobbies,impactofdecisionforthebusinessandforthempersonally(willbedifferentforeachpersoninvolvedinthedecision-makingprocess).
Whataretheirpainpoints?(Efficiency,easeofuse,time,etc.)
Whataretheirmostcommonobjectionstodoingbusinesswithyou?(Cost,time,etc.)
(T)TAILOROnceyouknowWHOyou’retargetingyoucanthentailoryoursalesandmarketingstrategiestotheAvatar.Thisiswhenyouconnectwiththecustomerorpotentialcustomeronacompletelydifferentlevelandwhentheysayorthink‘thisisforME’yoursalesandprofitswillmultiply!
Thereasonissimple…ifpeopleseeyourmarketingpieceandimmediatelythink‘thisisspecificallyaimedatpeoplelikeme’–thenyourresponserateswillimmediatelyincrease.
***
PLEASENOTE:AlltheotherCoreElementsshouldbefocussedonyourTargetMarkettoensureyoumaximiseresults.
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2. DIFFERENTIATOR
SUCCESSFORMULA:
(U+C+CC)=D
(U)UNIQUENESSMakingyourbusinessstandoutinanover-crowdedmarketplaceisarguablyyourbiggestsuccessfactor.Ifyouofferoneormoreuniqueness’sthatyourcompetitorsdon’torcan’toffer,you’llautomaticallyattractmorecustomersandkeepthembuyingfromyouforlonger.
Mostbusinesseshaveadifferentiatoralreadyintheirbusiness,theyjustdon’tcommunicateit.Souncoverexactlywhatyoudothat’sUNIQUEanddifferentfromthecompetition.
(C)CREATEOfcourse,notallbusinesseshaveadifferentiator.Sometimesyouneedtocreateit.Therearemanywaystodothis.Hereare10provencategories…
1. NewandUnique
2. HighestQuality
3. ExpertStatus
4. AmazingCustomerService
5. TheLargestSize/Selection
6. Speed
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7. StrongestGuarantee(seelater)
8. Problem/Solution
9. MagicWand
10. THEBiggest,MostImportantBenefit
(CC)CRAFT&COMMUNICATENowyou’veidentifiedorcreatedyourdifferentiatoryouneedtocraftitsoitimmediatelyconveystheuniquenesstothetargetmarket.Ideallyitshouldbeaoneortwosentencestatement.Forexample,here’sawell-knowndifferentiatorfromDominosPizza…
‘Redhotpizzadeliveredtoyourdoorin30minutesorlessguaranteed’
Thenonceit’scraftedyouneedtocommunicateitonallyoursalesandmarketingstrategies.
***
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3. HEADLINE
SUCCESSFORMULA:
(HT+T+F)=H
(HT)HEADLINETEMPLATETheheadlineisTHEmostimportantpartofeverysalesandmarketingstrategy.Unfortunatelyit’smissingfrom95%ofmarketingpieces.Thenameofyourbusinessisn’taheadline!
Simplyaddingapowerfulheadlinetoallyourmarketingpieceswillmultiplyyourresults.
Manyoftheheadlinetestswe’vecarriedoutresultinmassiveincreasesinresults…andthat’stestingonegreatheadlineagainstthenext.
We’vealsodiscoveredthatthereareanumberof‘HeadlineTemplates’thatbecauseoftheirstructure,willalwaysbringresults.Forexample,here’soneofourfavourites…
HowTo…
Simplyaddingthosetwowordsatthestartofaheadlinetransformsitintoawinner.Therearemanymore.
Ifyourirresistibleofferisafreespecialreportthefollowingheadlinetemplateswillallworkverywell…
“IfYouWantToGetTheRight<EnterIndustryOfClientHere>ForTheJob…”
“GetYourFREECopyOfThe…”
“TheUltimateGuideTo<XYZ>AndAvoiding<Industry>MistakesThatCouldCostYouDear”
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(T)TESTBEFORELAUNCHNextyouneedtotestyourheadlines.
Theultimatetestisofcoursewhenthestrategygoeslive,butit’sbesttodoatestpriortolaunchingbecauseitcansaveandmakeyousignificantsumofmoneyintheprocess.
Todothisyoucanuseour‘Pre-LaunchHeadlineTest’.
Verysimply,allyoudoisisolatetheheadlineandaddthewords:Formoreinformationcalluson0800123456.
Whatyouthendoisscoreeachheadlinerelativetoeachotheronascaleof1-10,with‘10’beingperfect.
You’lleasilybeabletopickoneortwowinnerstogowith.
(F)FORMATFinally,onceyou’vechosenyourheadlineyouneedtoformatitcorrectly.Thatdependsonwhereyou’reusingitandthereareseveralformattemplatesfordoingthat.Asabasicsetofguidelinesyourheadlinesshouldbesetinlargetype,havequotationmarksaroundthemandbenolongerthan17words.
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4. IRRESISTIBLE OFFER
SUCCESSFORMULA:
(D+S+C)=IO
(D)DESIRECreatinganirresistibleofferiskeytoattractingnewcustomersandforgettingexistingcustomerstobuymoreoften.
Mostsalesandmarketingpiecesaredevoidofanirresistibleoffer.
Thekeytocreatinganirresistibleofferisbeingabletooffersomethingtoyourpotentialcustomersthattheyhighlydesire.
Oftenthiscanbeafreespecialreport,ifyou’relookingtogeneratemoreleads,oranofferthathasenhancedvalue(addedbonuses)tomakethesale.
Thisreallyisoneofthemostimportantthingsyoucando.It’stransformational.
Forexample,offeringapieceofinformationorpackagethatsolvesyourprospectsbiggestproblemsandresolvessomeoftheirfearsandyou’llcapturetheirinterest(thisiscalled“joiningtheconversationintheirheads”).
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Soyoucouldoffer,forexample,the…“UltimateBuyersGuideTo<INSERTYOURINDUSTRYHERE>ForXYZ”(XYZwouldpickoutyourtargetmarket).
Thiswouldgetanumberofpeopletosharetheirdetails(nameandemailatleast)sotheycandownloadit.
Here’swhythisapproachworkssowell…
Whenitcomestoyourmarketing,themostimportantthingistoensurethatthosewhoseeit,sharetheirnameandemailaddress(andotherinformationyourequire)inexchangeforyourdesirablepieceofinformation.ThisiscalledBUILDINGTHELIST.
Whenyouputthisstrategyinplayyouarebuildingahighlyvaluableandtargetedlistofprospects.Plus,oncethey’veoptedinforyourfreeinformation(freebooklet,buyersguide,specialreport,etc.)youcanmarketbacktothemforfree(usinganauto-respondersystem)andmostimportantlyBUILDARELATIONSHIPbasedontrustwhichwillleadtomuchbetterqualityprospectsthatconvertatahigherrate.
Plus,becausetheyarenowonyouremaillistyoucanmarkettothemwheneveryouwant!
Butbecausemostbusinessesdon’tusethisstrategytheymissout.
Theyaretryingtoselltheirbusinessandservice/producttooearlyinthesalesfunnelwithNORELATIONSHIP.Whattheyshouldbedoingisgeneratingtheleadorenquiryfirstandthenconvertingtheenquirytotheserviceorproductsecond.
TheofferofaFREE‘buyersguide’(orsomethingsimilar)avoidsthismistake.
Ontopofthat,forallthepeoplethatrequestthefreeinfo,youshouldhaveatleast7follow-upsprogrammedintoyouremailauto-responderasmostpeoplewon’trespondimmediatelyaftertheyfirstgetthefreeinfo.
Thesefollowupsshouldaddvaluebygivingevenmoreinformationthat’shelpfulandgivesthemareasontomovetothenextstageofyoursalesprocess.
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Afterthattheyshouldreceiveamonthlynewsletterpackedwithusefulinforelatingtothingstheyshouldavoidandopportunitiestheycouldbetakingadvantageof(Thenewsletterispartofwhatwecallthe‘CustomerContactStrategy’).
Allyouhavetothinkaboutisthis…‘whatcanIofferthatisabsolutelyirresistibletoalargepercentageofmytargetmarket?’
(S)STIMULATOROnceyou’vegotanirresistibleoffer,youneedtodoeverythinginyourpowertogetpeopletotakeaction,andtakeitNOW!
That’swhyyouneeda‘stimulator’.Itreducesprocrastination.
Forexample,youcanusedeadlines,limitedavailability,etc.
(C)COMMUNICATEOnceyou’vecreatedyourirresistibleofferyouneedtocommunicateitonallyourrelevantsalesandmarketingpieces.
***
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5. FEATURES & BENEFITS
SUCCESSFORMULA:
(FL+L+CB+OI)=FAB
(FL)FEATURELISTAlmosteverybusinessownerisawareof‘features’and‘benefits’.Butit’ssurprisinghowfewpeopleusebenefits.Alltoooftenthefeaturesarecommunicatedratherthanthemorepowerfulcorrespondingbenefitsandasaresultthepowerofyourmarketingisreducedsignificantly.
Benefitsarethe‘sizzle’.Theyaretheemotionaltriggersthathelpinthedecision-makingprocess.
A‘Feature’isastatementofwhatyoudoorwhatsomethingdoes.Itformsthelogicalpartofadecision-makingprocess.
SobothfeaturesANDbenefitsareimportant.
First,youneedtowritealistofallthefeaturesofyourproductorservice.
(L)LINKThentomaketheprocessorwritingthecorrespondingbenefitseasier,usewhat’scalleda‘link’.Nexttoeachfeaturewritethewords‘whichmeansthat’.
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(CB)CRAFTBENEFITNowcreatethecorrespondingbenefit.
Forexample,hereare3features…
• Self-settingclock
• Open24hours
• Batteriesincluded
Eachisafeature…afactualstatementabouttheproductorservicebeingpromoted.
Butfeaturesaren'tthe‘sizzle’.That'swherebenefitscomein.Abenefitanswersthequestion"What'sinitforme?"meaningthebenefitprovidesthecustomerwithsomethingofvaluetothem.
Solet’slookatthecorrespondingbenefitsofthefeaturesabove…
• Thebenefitofaself-settingclockisconvenience.
• Thebenefitofastoreopen24hoursisyoucanbuywhenyouwant.
• Thebenefitofbatteriesincludedistheproductisreadytouseoutofthebox.
Whilethesemayseemliketruebenefits,they'rereallyjustelaborationsonthefeatures.Sowhatistrulyabenefit?
BenefitsAreResults
Thebestwaytounderstandthetruebenefitofyourproductorserviceistoanswerthe"What'sinitforme?"questionandtofocusonresults.
Whenyoutrytosellthefeaturesofyourproductorservice,you'remakingthecustomerdoalltheworktofigureoutwhytheywantthefeature.It'sinaseller'sbestinteresttodrawtheconnectionforthem.Buttodothat,youhavetoknowtheresultsyourself.
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Let'stakeanotherlookatthatfeatureslisttoseethepossiblebenefitsfromthecustomer'spointofview…
• Self-settingclock:Iwon'tfeeldumb!
• Open24hours:Whenmypregnantwifecravespicklesandicecreamat4a.m.,Iwon'thavetodisappointher.
• Batteriesincluded:I'llneverhavetoseethecrushedlookonmychild'sfacewhenhistoywon'tworkbecauseIforgottobuybatteries.
Seethedifference?
(OI)ORDEROFIMPORTANCEFinally,putyourbenefitsinorderofimportance.Biggestfirst,secondbiggestnext,andsoon.Usetheminthisorder!
***
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6. GUARANTEE
SUCCESSFORMULA:
(GP+P)=G
(GP)GUARANTEETHEPROMISEWhilstthissuccessformula,likealltheotherslooksverysimpleIcantellyouthatasfewas1ina100,000microbusinessesactuallyuseaguaranteeintheirbusiness.
Aguaranteeworksatthepointofpurchaseandiswhatwecalla‘salesconverter’.Applyingaguaranteewillincreasesalesimmediately.
Thefirstthingyouneedtodois‘GuaranteeThePromise’.Inotherwords,identifytheultimateresultthatthecustomerisbuyingandthenpromiseyouwilldeliveronit.
Forexample,referringbacktothedifferentiatorDominosPizzause…
‘Redhotpizzadeliveredtoyourdoorin30minutesorlessguaranteed’
Noticetheyguaranteethepromise,whichistodeliver‘redhotpizzain30minutesorless’.
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(P)PUNISHTHEBUSINESSIFPROMISENOTDELIVEREDWhenyouapplythefirstpartoftheSuccessFormula,itwillimmediatelytranslateintosales.However,byaddingthissecondpart,yoursaleswillincreaseevenfurther.
Whatyouneedtodoispunishthebusinessifitdoesn’tdeliverthepromisedresults.
Forexample,ifDominosdon’tdeliveryourpizzawithin30minutes,it’sFREE.
***
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7. REASONS WHY
SUCCESSFORMULA:
(R+A)=RW
(R)RATIONALEIfyoumakeasensationaloffer,oryoumakeastatementthatcouldbehardtobelieve,thenifyoudon’tbackitupwithreasonswhy…you’lllosesales,becausepeoplewillthink‘it’stoogoodtobetrue’.Basically,anyofferyoumake,andasyounowknowyoushouldalwaysmakeanoffer(it’soneoftheCoreElements),shouldbebackedupwithreasonswhy.
Themoresensationaltheoffer,themorereasonswhyyouneedtogive.
ThebestwaytothinkaboutthisisyoujustneedtojustifyWHYyou’redoingitorsayingit.
Forexample,youcouldbethequickestatdeliveringX.Ifthat’sthecaseyouneedtoexplainWHYyou’rethequickestatdeliveringX.Byaddingtherationalebehindwhyyou’rethequickestmakesitbelievableandinfactaddsevenmoresalespower.
(A)ARTICULATEYouthensimplyneedtoarticulatetherationalesoitmakessenseandcompletelyovercomesanycynicismordoubtsinthemindofyourcustomerorpotentialcustomer.
***
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8. SOCIAL PROOF
SUCCESSFORMULA:
(CB+C)=SP
(CB)CREDIBILITYBUILDERSSocialProofisatermusedtodescribeasetofcredibilitybuilders.Themorecredibilityyouhaveinyoursalesandmarketing,themorebelievableitallbecomesandthatinstantlytranslatesintoimprovedresults.
Credibilitybuildersincludecommentsandtestimonialsfromcustomers,casestudies,membershipofcredibleassociations,industryawards,etc.
Themoreyouinclude(n)–thebetter.
(C)COMMUNICATEOnceyou’vecollectedyourcredibilitybuildersyouneedtothencommunicatetheminyoursalesandmarketingpieces.
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9. CALL TO ACTION
SUCCESSFORMULA:
(SO+SR+MR+WHN)=CTA
(SO)SUMMARISETHEOFFERTheCallToActionissimplytellingthecustomerorpotentialcustomerwhattheyneedtodonext.Whatexactlydoyouwantthemtodototakeyouuponyouroffer.
ItmaysurpriseyoutolearnthatalmostallmarketingpieceswereviewDON’TincludeaCallToAction,yetit’ssoeasytodoandresultscanatleastDOUBLEwhenyouincludeawell-structuredCallToAction.
JustshowingyourphonenumberoryourwebaddressisNOTaCallToAction.
ThefirstthingyouneedtodoistoSummariseTheOffer.
Tellthemwhattheywillgetwhentheyrespond.
Forexample…
TodownloadourFREEspecialreportdetailingthe‘7SecretsToSaving5-FiguresInTax’…
(SR)STIMULATORREMINDERNext,remindthemwhytheyneedtorespondnow(your‘Stimulator’–see‘IrresistibleOffers’mentionedearlier)…
Remember,downloadourFREEspecialreportdetailingthe‘7SecretsToSaving5-FiguresInTax’withinthenext4days…
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(MR)MULTIPLEWAYSOFRESPONDINGThen,givethemmorethanonewaytorespond(unlessyouhavegoodreasonforofferingjustonewayofresponding).Peoplehavepreferentialwaysofrespondingandbuying.Themoreoptionsyougive,thebetteryourresultswillbe…
Remember,downloadourFREEspecialreportdetailingthe‘7SecretsToSaving5-FiguresInTax’withinthenext4days.Simplygotowww.abc.comorcalluson0800123456…
(WHN)WHATHAPPENSNEXTFinally,tellthemwhatwillhappenwhentheyrespond…
Remember,downloadourFREEspecialreportdetailingthe‘7SecretsToSaving5-FiguresInTax’withinthenext4days.Simplygotowww.abc.comorcalluson0800123456.You’llthenbeabletoapplyeachofthestrategiesandsecretstoyourownbusiness,resultinginhugesavingsintax.Doitnow.
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