PowerPoint Presentation

Crafting Your MessageDarcy Juarez, Executive Director of Marketing at GKICMagnetic Marketing

The Principles of Magnetic MarketingI want to share some of the strategies that will put more money in your pocket whatever business you are in secrets that we like to call magnetic marketing.

Two things you should never outsource in your businessyour check book and your marketing. WRITE THIS DOWNthe first giant quantum leap youll take to radically transforming your business is when you go from a DOER of your thing to a MARKETER of your thing. You dont sell houses..you are a marketer of homeYou dont sell insurance . You are a marketer of insurance servicesYou are not a dentist you are a marketer of Dental ServicesYou are not widget maker you are a marketer of widgetsThis is the ONE key revelation about marketing that 99% of entrepreneurs fail to grasp that can prove fatal to their business --- if you leave here with just this, I will have done my job Most people are so focused on WHAT they do, they dont focus on HOW TO SELL What they do. Which is what we are going to look at today

3The Most Powerful Man in the World

Position of PowerOften said that the president of the United States is the most powerful man in the worldWho got the president to fly to Chicago, helicopter across the city, and drive into her studio to tape an interview?

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You tell me who is the most powerfulThe who comes to who tells us a lot and why we want to engineer our businesses so that people are coming to us and we arent going to them

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The Pyramid of PowerGeneralist = trying to be everything to everyone (substitute)Specialist They dont come to you, you go to themAuthority powerful, limited availability, not readily accessibleCelebrity63 Keys to Magnetic Marketing Success

3 Keys to Magnetic Marketing SuccessMessageMarketMedia

7MessageWHOUSPThe PropositionThe CTABuying patterns

Message1. Who is it for, Who are you, and what is your product about

2. USP: Dan says that your USP will answer the following question Why should I choose to do business with you versus any and every other option available to meIm not talking answers like we offer quality or Great satisfactionI will show you a model to followLets see if you recognize any of theseFresh hot pizza delivered in 30 minutes or less guaranteed Dominoes built their business on their USPWhere it absolutely, positively has to be there overnight FedExYour USP is more than just a tag line it needs to be benefit oriented, WIIFM#1: It needs to be narrowly defined positioning you cant be everything for everybody when you attempt to do that you end up being nothing to everyone. When we have a heart condition, we arent seeking out a general practitioner they are looking for someone who specializes in their condition the same holds true in everything that we doAre you the high end real estate agent (like you see on Million Dollar Listings) they wont look at listing a property that is less than 1 million dollars or do you specialize in suburban or city, investment properties or 2nd homesAre you selling a yoga DVD that is for everyone.or have you tailored it to be specific to; teenagers, working moms, stay at home moms, pregnant women, male professionals, female professionals, senior citizens, etc.#2: It must have meaningful specifics and meaningful to your customers, clients, patients, etc. #3: It needs a guarantee. If you cant guarantee your product or services you shouldnt be selling them This can be the outcome, your service, or the actual productStory of the plumber guaranteeing no plumbers crack --- Going against industry stereotypesStory of Comcast we pay you $25 if we are late I know Dentist who use this as wellGuarantee that if you dont think this is the best service, you dont have to payIf you dont think our event was worth ever penny not only will we give you your money back we will pay you $500 towards your travel

8MarketGeographic TargetingDemographic TargetingPsychographic Targeting

Market a great message sent to the wrong people will always fall upon deaf ears if it hits the wrong people they are not going to be interested in what you haveGood news/bad news regarding privacyGood news = privacy is dead which means it easier than ever to get the names, addresses, even email addresses for just about any target you are looking forFacebook Geographic Targeting: like getting in a plane and dropping our flyers hoping you hit the right personDemographic targeting: gives us a surface levelPsychographics: carpet cleaning business storystarts to delve into what people are thinking, how they actExamples;Story of Hyundai trying to offer me lower financing on a 0% financed loanSelling baby items to a single maleSelling beer to highly affluent client who only drinks fine winesAdvertising your school to households that dont have childrenNow, what if you targeted your message to highlight the advantages of buying a home when you currently rent and you only sent these flyers to apartment dwellers whose credit scores qualified them?Offering home owners insurance to people who own a home

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Wasting Bullets?

MediaSocial MediaEmailYellow pagesValPakSEONewspapersTVRadioDirect Mail

Do you remember when you used to have to farm your area.going door to door to meet everyone in your area? It has now morphed into calling everyone in the phone book but there is a better way! And its called Direct mailNow I know. Everyone here was probably looking for the newest and greatest do-hickey to use online.but the cold hard fact is major on-line companies like Google and Amazon use direct mail.and the best part you have no competitionThe key to this is never do just 1-shot mailings everyone who says direct mail doesnt work isnt doing it right.People are not waiting by the mailboxes, sitting by their email waiting for your message to come through people are not always ready for your message right now which is why you have to use repetition and follow up!

The big mistake marketers make is thinking that 21st century marketing just means online. Offline is old school and old hat. Wrong.

Tonight Im going to give you a concrete, step by step walkthrough of anintegrated 21st century campaign that totally rocked.

21st Century is not online only, it's combo online/offline -- follow up letter -- follow up email campaign

12People dont buy thingsWe dont buy goods or services we buy feelingsWe dont purchase knowledge we purchase a sense of securityWe dont just buy from a salesperson or your storeWhy do people get up at 3am to shop black Friday sales?

When we buy there is a euphoric adrenaline pump to having found something good that we are excited about making the decision to buy is an empowering feeling

They feel superior, heroic and they have a story to tell

When we write & sell its the negative ads that will win14E-mail BasicsCompelling subject linePersonalText55-65 hard breakConsistencyYour unique signatureThe important P.S.

15The Subject LineIntriguing questionHow to7 secrets toCurrent event tie inPersonalizedBizarreBenefit16Make It PersonalYou are selling youPlay sportsHobbiesBonehead movesSelf-deprecatingFamilyYour life

17Types of e-mailsQ&ATestimonialPure pitchDisguised pitchBlogAnnouncementAuto-responder

18CTRYou need to look at both open and click ratesIncrease click throughLink in intro, body, PSImage in emails (link under image)

** #3: Direct Mail Sequence**

The hidden step that less than 1% of the room is currently doing

Why try and fight your way through the 4000 marketing messages that people see everyday -- fight through the 1,000s of emails/day why not be the only one in the mailbox?

Afraid

To do = multi-step

When do you stop mailing = when you are no longer making money

Most people put a budget on their marketing he who spends more wins but he spends more and wisely will always win

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