STEP TWO: Marketing Foundation
Week 6 & 7
Your Ideal Customer: Eliminate the unreliable nature of sales from “anyone who might buy”, and instead generate a deliberate, reliable stream of great clients who are ready to work with you. Get super clear on your ideal clients’ profile – their urgent needs, and pain points they’re ready to address (and pay for), the transformation they seek, and the significance of this change in their lives. Appreciate the full significance (and nuance) of what you offer to this person or group of people so you’re set up to create the perfect offer for them, and communicate it in a compelling way.
Week 8 & 9
Move from unstructured to streamlined. Work to understand your business context relative to your competition. Use this understanding to position yourself competitively. Meaningfully differentiate from the crowd in your customers’ eyes. Use this knowledge and the insights from Module 4 to structure and price a “pyramid” of offers (from low to high value) tailored to meet your ideal clients’ needs and level of engagement readiness. Deliver quality and value at every level to develop client trust and stature as an authority, which is critical in generating repeat business, higher level investment, and to capture of all important referrals and testimonials
Week 10, 11 & 12
Create Your Message:
Transform the impact of the words you use in your sales and marketing (and words are used in just about everything!). Make ‘blah’ copy a thing of the past, and keep your customers reading instead! Create a compelling set of messages that attract and engage your ideal customer. Learn to distinguish features and benefits and use this knowledge to increase message impact. Use the insights gained in Module 4 to powerfully focus on your customer needs and desires. Learn to “sell the sizzle, before the steak” for increased impact. Develop basic skills to exponentially increase engagement across all your marketing communications (web site, email campaign, Facebook page, brochures, sales conversations etc)