Usable Marketing: Recent Episodes
Ginger Zumaeta
Practical marketing notes, frameworks and wisdom designed to put to use. A podcast about ideas that stick, hosted by Ginger Zumaeta. Support this podcast: https://anchor.fm/usablemarketing/support
If Zoom is your new conference room, here’s how to deliver virtual presentations that get agreements so you can keep your work moving forward.There are 3 things that you need to do:
1) Your presentation needs to be properly STRUCTURED. I’ll give you a simple framework of how to do that.
2) Next, you need to be concise and SUCCINCT. Eliminate anything that doesn’t support your thesis.
3) And finally, you need to use VISUALS correctly. You’ll see what I mean in the video. Get these right and you’ll start getting noticed, getting agreements, and stand out in a way that is more likely to keep you in your job.
You can download the ebook that goes into more detail on each of these here: https://pxle.me/O70E7p2J
Also, I’d love it if you took my survey about presentations here: https://pxle.me/-EjfoKEY
zoom #zoommeetings #presentationskills #quarantinelife
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To all my marketers out there? Are you keeping calm and carrying on? Are you pulling your marketing back? Or are you pivoting?
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🔥Why is it still so hard to get new customers? 🔥
Automate your growth by learning how to turn strangers into friends.
If you’ve been relying on friends, family, and referrals to generate sales, it’s time to address the top of your funnel.
You already have friends, family, and referrals buying from you, but what happens when those avenues are exhausted? It’s time to go to the next level and start turning strangers into friends.
The steps of the purchase journey are:
1) Awareness
2) Consideration
3) Preference
4) Purchase
5) Loyalty
6) Advocacy.
When your sales come from friends, family, and referrals you’ve had the benefit of bypassing the first two steps of the purchase journey. Those friends, family, and referrals already have a level of trust with you. That’s great!
But it also means that you haven’t learned how to drop strangers into the top of your funnel and get them to consider and prefer you. If you want to scale, learning to turn strangers into friends is critical.
To figure out marketing and sales you have to figure out who your ideal customer is and determine what they really want.
If you want to crack that next level and know how to turn strangers into friends. You’ll need to build a go-to-market plan.
❗Need help transforming strangers into friends? Check out CAPTIVATE! It’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise❗http://captivatesprint.com
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You’ll attract more customers who are ready-to-buy if you solve these 3 problems.
A customer always has an end goal in mind.
They are in a current state and are looking for something to get them to their future state. But what you’re selling as a solution, isn’t really all they’re looking for.
Let’s say you’re a business trying to hire a sales consultant — here are the 3 levels of problem your business needs to solve:
External Problem: Their basic need - they need more customers.
Internal Problem: I want my business to be successful.
Global Problem: Their ultimate desired outcome — they want to achieve the dream of running a successful business so they can have ‘the good life'.
When you sell, start speaking to all 3 of these levels of problem and you’ll start seeing greater results. 😀
Which level of the customer problem do you struggle with the most? I want to know!
Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door.
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Here’s how you hit a H.O.M.E. RUN with your marketing!
Marketing has gotten so much more complicated than it used to be!
You need to have the fundamentals down if you’re going to make progress.
Business is about one thing, acquiring and serving customers in a way that they want to give you money.
Keep it simple with the acronym H.O.M.E:
🤠Hero - Who is my customer HERO? Know what they want!
📁Offer - Put together a captivating OFFER for your ‘Hero’?
🎥Message & Media - Where am I going to be presenting this offer? What channels will I use?
💰Easy - Make it EASY for them to say yes! Remove obstacles and de-risk your offer.
If you can master those four things you’re going to hit a marketing H.O.M.E. RUN and your business is going to take off!
⚡️Who is your customer Hero and what are you doing to make it easy for them to say YES to your business?
❗If you want help with your marketing strategy, check out CAPTIVATE! It’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise❗
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How to simplify your brand promise!
A lot of us complicate our brand promise, when it can actually be really simple.
You have to condense your brand promise with this simple question — have you told your audience what to hope for?
Remember the Men’s Wearhouse commercial from back in the day; “You’re gonna like the way you look, I guarantee it.”
It gave the audience a clear brand promise and even backed it up with a guarantee. It’s really that simple!
Here are 5 questions to help you simplify your brand promise:
👉What do they have now?
👉What are they feeling now?
👉What is an average day look like for them now?
👉What is their status now?
👉What is their broken world look like?
Then, you ask yourself the same 5 questions, this time think about them after your prospect has experienced your product or service:
👉What do they have AFTER?
👉What are they feeling AFTER?
👉What is an average day look like for them AFTER?
👉What is their status AFTER?
👉What is their WHOLE world look like?
Watch this video and walk through these 5 questions with me and develop your killer brand promise!
⚡️How are you simplifying YOUR brand promise? I’d love to hear them.
Interested in my Masterclass, check it out at tmcmastery.com. Also, check out CAPTIVATE at http://captivatesprint.com, it’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise!
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marketing #sales #customers #masterclass #storytelling #prospects
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Here’s how to ramp up the appeal of your product or service, so customers want what you’ve got - even if it’s NOT dog food 😉
Customer appeal and product performance are two different things. And dog food sales prove it!
To create more appeal for your product or service, try this thought experiment.
You have to get your customer TO the door before you get them THROUGH the door.
Think about having a pet you are buying dog food for. You buy dog food for your pet and you don’t know if it tastes good or not (I hope!)
You are purchasing this dog food strictly on appeal, and that’s what you need to be doing with your product!
If you imagine your product as dog food, you have to get your purchaser to believe it is a good product without ever trying it.
What are you going to say to get your purchaser to believe that you have a superior product?
👉How are you going to make it appealing?
👉How can you prove it’s appealing?
👉What is it really worth?
What can you do to make your product more appealing to your purchaser?
Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door. Captivate Sprint!
•Watch the podcast on (https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
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#marketing #sales #customers #masterclass #storytelling #prospects
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You need to understand and meet these three needs
If you have a sale where there is a different buyer than there is a user, you have to explore and meet the needs of both people!
I’m going to use the example of buying a pair of basketball shoes for my daughter. I have to deal with 3 separate needs and they are; external needs, internal needs, and global needs.
I not only have to meet these needs for my daughter, but for myself as well.
How do you understand and meet these three needs?
External needs - This is the basic functional need, what the product actually is, and this is the same for both people. In this case we are dealing with a pair of basketball shoes.
👉Daughter - Needs a shoes
👉Mother - Needs to buy shoes for her daughter
Internal needs - These are the personal needs that buying these shoes need to accommodate.
👉Daughter - The shoes have to look ‘cool’ and she has to gain ‘status’ with her shoes
👉Mother - She also needs a shoe to reflect her status and her standards for her daughter
They both want a reflection of themselves, but these needs have to be met in the same shoe.
Global needs - These are the overall needs that buying the shoes must accomplish.
👉Daughter - Wants to be accepted and to have a sense of belonging when comparing her shoes with her friends
👉Mother - Needs to be a good mom and get her daughter a good pair of shoes that — as a good mom — help her meet her daughter’s needs
Yay! We finally found a pair of shoes that are in her school colors and that meet both mine and my daughter’s external, internal, and global needs.
If you have a sale where you have a different buyer than there is a user, how are you exploring and meeting the needs of both parties?
Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door. Captivate Sprint!
•Watch the podcast on (https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
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marketing #sales #customers #masterclass #storytelling #prospects
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🔥How to get past it and see your company grow!🔥
There are forms of paralysis in both big and small companies!
A lot of time in small companies, there’s a lot of people sticking their necks out, but there’s not enough direction.
People are spread thin trying to get a lot done and there’s a lot of things happening, but they aren’t moving forward.
In big companies, sometimes there’s too many people with very narrow lanes. When this happens you lose your entrepreneurial edge, and you don’t have people willing to do things outside the lines.
When you try to go outside the lines in bigger businesses and stick your neck out, you have a bigger chance of getting it ‘cut off’.
What do you do in both of those situations?
How do you acquire more prospects as a small company?
Sometimes there’s just not enough time or people to get everything done.
You have to ask yourself, “what is it that I really need?”
Do I need more customers?
Do enough customers know about my product or service?
Whatever it is, you need to STOP and focus on that one thing! Take time out of each day to focus on that one goal.
With the big companies, you have to develop a flexible mindset!
As companies grow, they develop systems to get things done. And you need these systems, but sometimes they become so narrow that there’s no flexibility to think outside the box.
Don’t let your process get in the way of serving your customer hero! Your systems need to be directly correlated to serving your customer.
What are your thoughts on the Paradox of Paralysis, and what is your company doing to grow?
If your company is stuck in this ‘paralysis’ check out my Captivate Sprint and let me help you get out! Go to http://www.themarketingcanvas.com/captivate-sprint
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People are obsessed with tracking how many people follow them. And for some, it may indeed matter. But there are a lot of situations where it doesn’t matter much at all. Here’s how to figure out whether you should be trolling your follower counts.
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Who are you trying to influence?
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Where are they?
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What do they want?
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What outcome are you really looking for?
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What outcome are you trying to achieve with your social media?
a. Broad consumer product that everyone can buy? Yes, maybe. If they are engaged.
b. Narrow B2B product or service - probably not.
- Where are your buyers
How about your business? Do follower counts matter?
Want that free copy of the Marketing Canvas? Go to Freemarketingcanvas.com
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🔥You have to know your customer before you can sell to them!🔥
🔥Use these three questions to understand your customer better🔥
Here are the 3 questions you should ask yourself.
➡️Who are they (who are you trying to serve)?
➡️What do they want?
➡️What’s holding them back?
Just the act of answering these 3 questions will give you more EMPATHY with your customer.
That empathy will give you CLARITY on how to serve them and give them what they want.
Clarity is POWER because now you can make decisions based on the facts you know about your customer.
Once you can make decisions, you’re able to take action and make PROGRESS.
👉Question For You: What’s holding YOU back from attracting more customers?
❗️Leave me a comment and downloading my Ultimate Customer Persona at personatemplate.com❗️
Want that free copy of the Marketing Canvas I keep talking about? Go to Freemarketingcanvas.com to get yours today.
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Let’s face it. Complex products are hard to explain! If you’re finding yourself saying “It’s Complicated” when you try to describe what you do or what your product does, story selling is the answer.
In this example, I’m going to show you how to create a story for a specialty chemicals company in the metal finishing industry . . . which I have to admit I didn’t even know WAS an industry until we worked together.
Hero: A-line manager at on the metals finishing line at a company like John Deere or Westinghouse
Problem: RUST. Rust is the villain!!
Wizard: My client. For now, we’ll just call them Brand X.
Way: They have a special process that they implement that not only eliminates the possibility of rust - which gets the boss off his back, but it also does it WITHOUT phosphates, which gets the government off their back.
CTA: Schedule a call with my client Jeff at Brand X and he’ll determine in just 30 minutes if they can solve your problem, and save you money at the same time.
Happy Ending (Help them reach the goal SAFELY): In fact, here’s exactly what will happen.
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Just head over to their website and watch the video
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Once you watch the video, you’re gonna realize that this process will absolutely eliminate your rust issue, but you’re still going to want to know how you can implement it on YOUR line
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So just click on the “assess my line” button under the video and answer 5 questions.
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If and only if they know without a doubt that they can solve your problem, you’ll be presented with the ability to book a meeting with Jeff to dig further into your problem.
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IN FACT, we’re so serious about NOT WASTING your time, that we’ll buy your time with Jeff, who will take no more than 30 minutes to tell you straight — without any selling — how they can implement the system for you. That means once the call is completed, he’ll ask you where you’d like $100 bucks sent. And if you can’t accept the $100, he’ll ask what charity you’d like it donated to.
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So you can see, there is zero reasons not to go check out that video. At best, not only do you get to implement a system that will eliminate rust, saving millions of dollars in returns and fixes, but also getting the boss and the government off your back. And at worst, you or a charity of your choice will have $100 more than you did 30 minutes prior.
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Sound good?
So there you go. That’s the story structure applied to a chemicals company
PS. Want more of this goodness with me working on your company personally? Register for my Masterclass to learn my entire system at http://tmcmastery.com OR if you’re the “let’s just get this done now” and you want me to work on this WITH you, you can just shoot me a message.
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In this example, I want to show you exactly how to turn the six-part story-structure to actually SELL.
Do you love to travel, but hate tourists? Me too! I’m going to pretend I’m a travel blogger trying to sell you an itinerary on my new favorite city, Porto, Portugal.
Register for my Masterclass at http://tmcmastery.com
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marketing #sales #customer #masterclass #storytelling #prospects
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If you want more customers, use this 6-step storytelling structure to lead them on a journey to your product or service
There are 6 parts to every great story:
- The Hero
- The Problem
- The Wizard
- The Way
- The Call To Action (CTA)
- The Happy Ending (they reach their goal safely)
Check out the video I made walking you through all six steps.
Wanna know even more? Register for my Masterclass at http://tmcmastery.com
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The Masterclass is back!!!! This is the nuts and bolts to marketing. Our next live course starts September 24th. Go to TMCmastery.com to get on the list. This will be a LIVE class. I invite you to join.
If you haven't yet Go download the Ultimate Persona Template at personatemplate.com
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Knowing who your prospect is one thing. Finding them is another. Here’s how to pinpoint exactly where they are.
I’ll walk through the second and third sections of the Ultimate Customer Persona template. (5 of a 5 part series)
Go download the Ultimate Persona Template at personatemplate.com
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marketing #sales #customers #masterclass #storytelling #prospects
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Here’s how you get the intel to know what your prospect really cares about.
I’ll walk through the first section of the Ultimate Customer Persona template. (4 of a 5 part series)
Go download the Ultimate Persona Template at www.personatemplate.com
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marketing #sales #customers #masterclass #hero #client #prospect
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A documented Customer Persona is the GPS for your marketing strategy.
Listen up for a walk-through of the Ultimate Customer Persona template, and how it will guide your marketing.
Download the Ultimate Persona at personatemplate.com
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How great companies inspire customers and clients to take action.
If you’re not clear about WHO you want to help or guide, they won’t be clear or confident that YOU are the one that CAN help them. It’s a common mistake. The Ultimate Persona Template will help you fix it.
But before we jump into the Ultimate Persona . . .
Why start with Who?
- You get to pick whom you’re going to serve. You can serve few, or you can serve many?
For example, I’ve spent most of my consulting career serving the few, at high ticket prices. But I also loved teaching at Cal Lutheran, and then UCLA. Now I’ve taken my love of teaching and absolute passion for helping growing businesses...
- Knowing WHO with specificity gives you all sorts of answers about what they’re really looking for . . . and Bingo, that’s your Why.
Let me give you an example. Recently I started buying very expensive dog food. In fact, it’s not dog food, it’s human food balanced especially for dogs. The reason I started this is because one of my dogs got sick.
- It also has the side benefit of letting you know WHERE you can find them to target them.
Here’s the reality, if you have a target but don’t know where to find them . . . you don’t really have a target.
So, remember. Start with WHO, and let them are you ready to figure all this stuff out? If so . . .
Go download the Ultimate Persona Template at personatemplate.com
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Get your prospects to seek you out and to willingly and enthusiastically to hand over their money.
Two of the biggest mistakes businesses make that prevent growth are:
1️⃣ They mistake who the “hero” is
2️⃣ The make the offer confusing
But both of these things are easy to fix, and having detailed “persona” or “avatar” is the key.
Go download the Ultimate Persona Template at personatemplate.com
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Need to up-level your sales and marketing? Story-based selling could be the answer.
Everybody loves a good story, and stories are the way we understand the world. I'll break down how to use story elements like the ones below to lead you to the promise land with customers.
🤠 A hero!
🌋An obstacle to overcome
👓A search for a way to overcome the obstacle
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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I put a call out to owner/entrepreneurs about their biggest challenges. Here were the top 3.
👉Prioritization
👉Finding the right team
👉Delegation
Probably no surprise to you . . . but there's a way to push past those issues, and that's by getting CLARITY. Here's how.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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If you're any type of consultant or non-inventory type business, "It Depends" is costing you business. Find out why "It Depends" are the most corrosive, self-defeating, incoherent, lazy and trust destroying two words you can use in business..
If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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Support this podcast: https://anchor.fm/usablemarketing/support
Today we are talking about doubt and skepticism in your own business and how they are crushing your forward movement with your business. The difference between a big business marketing and the small business marketing is the large businesses have already proven to themselves they can grow and are willing to do what it takes to grow. When you're early in your growth path and you're at the crossroads going from DIY (do it yourself) to DFY (done for you) business, this is that bridge between the Small business to Large Business. This is where you run into doubt and skepticism. You start to doubt those you hire and wonder if they can even do the job and do it as well as you. You can't be an expert at everything. When you start to have doubt it then creates skepticism. Once you're skeptical you start looking for problems and leading to disbelief. You're proving to yourself that there are problems by finding problems. Disbelief eroads effort. In my experience working with a bigger company is easier. This is because they are past the doubt and skepticism and they know what it costs to bring in experts, they know what it's going to take to get to the next step. There is no cheaper way around going from DIY to DFY. Really think about your standing before making the move from DIY to DFY. Are you ready to let go? Don't waste the money if you're not ready. Don't bring the Doubt and Skepticism to the table and eroad the relationship between yourself and the one your hiring.
If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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#marketing #sales #customers #masterclass #coaching #doubt #skepticism
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Today I want to talk about why you need to STOP justifying your product. Because reasons are not the reasons they are buying. If people have to be convinced to buy your product. There is no amount of reason is going to be the reason they are going to buy. You need to talk to their inner fear. When your thinking of buying something there is a little voice that is in your head and they are about rejections. Either they are telling you that you don't have the ability to do it, or the fear that someone else or something else is going to be the thing between me and my success.
1) The single biggest thing is to tell stories. Tell a more believable/success story. Give examples of success. Tell a story about a client that had an outcome because of what you did with them or sold them. The story in their head is fictional. You need to tell them a factual story with credibility. Replace your story with their story.
2) Think in advance what their external and internal objections are. Emotions sell and logic justifies. You're catching their attention emotionally. Once you catch them emotionally you have the client hooked. Find a story to squash their objectives.
3) One thing to think about is Future Pace. What this means is to ask your, clients, what it would look like if they did succeed? You want to get them into the realm of what it looks like to succeed. What does the outcome really mean to them?
My assignment to you is, Go and think of the top 5 stories you can tell who has succeeded from your products or services.
I want your feedback. Was this podcast helpful? or How was it not?
If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
•Watch the podcast on (https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
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#marketing #sales #customers #masterclass #coaching
Support this podcast: https://anchor.fm/usablemarketing/support
Today we talk about how to fast forward your progress, profits, and results. You may want to think about getting an advisor. If you're seeing your competitors blazing past you it's time to step it up. I'm going to share with you three things you can do to get ahead. The first thing you can do is read books. Books help you get ahead and open up your train of thoughts. If you really want to move forward you want to get as much knowledge as you can with reading. Reading is free coaching. Here are the three books that have the biggest impact on me.
- Rich Dad Pore Dad by Robert T. Kiyosaki
- Getting everything you can out of all you've got by Jay Abraham
- Expert Secrets by Russell Brunson
The second way to get ahead is to attend seminars and developmental events. There is nothing wrong with getting further into your knowledge. These seminars are put on by people who have proven success. Go learn from them, they are for everyone. Not only do you benefit from the content of the event but you're also meeting new people that will also benefit you.
The third way is to get your self a coach. Get someone who is going to coach you out of your comfort zone and guide you through obstacles. I have a business coach who I am able to talk about real business issues with and they help provide me with resolutions.
It's really important to invest in yourself to move forward. You have to be willing to invest in yourself to receive a return. Leave me a comment on how you're investing in yourself. I want to hear what are you doing or what you're thinking about doing?
If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
•Watch the podcast on Youtube
•Follow us on Facebook
marketing #sales #customers #masterclass #coaching
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Welcome back, I just got back from a conference from Colorado. One of the most humbling moments is when I got schooled by a 13-year-old. At this conference, we were encouraged to bring our children/teens. This was to help get our kids into the entrepreneurship world and open their eyes to the possibilities. Here is where I met Noah Lenz who is 13 and has managed to launch his own digital agency. He basically connected to Russell Brunson by fixing his click funnels (all on his own) then sent them to Russell and explained what he had done and that there were no strings attached. One thing that stuck out in this conference was they talked about the Dream 100. The Dream 100 can be used in a couple of different ways. Who are the 100 people that are big already and your dream customers are already following? How do you access those people? and how do you access that person? Figure out what is so amazing about the person who has your ideal customer. Then how do you cut your way in? All awhile building your platform. Think about how Noah got in touch with Russell Brunson. He bought his products and attended his training and then seen some issues with Russells clickfunnels. He took it upon himself to fix those issues and send them to Russell. Now they are connected making each other successful. Noah was such an inspiration during this conference that I am working on getting him on our upcoming podcasts.
This week we are re-releasing our ultimate persona tool. Keep an eye out for it this week with new links and I touch on the Dream 100. It is the single most used tool I use in my marketing.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
#marketing #sales #customers #masterclass #dream100 #clickfunnels
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Welcome back, I have been out on Vacation and I am back. Today I'm talking about B2B (Business to Business) marketing. B2B is a complex business cycle and different than attracting consumers as you would for a B2C (Business to Consumer) business With a. B2B you still have your website but most likely you don't have a landing page. If you have any type of digital marketing you really need to bring them into a landing page rather then your home website page. The reason for a landing page is to bring that business right into what brought them to you directly. For example, let use Evernote. Let's say I found an ad about Project Management so I click on that and it brings me to the home page on their website. Now it's forcing me to search for the Project Management information. Instead, I should have been able to click on that ad and it takes me directly to what that ad was about. Use this opportunity to gather information about the person who clicked in. Get their phone number, emails, and names or maybe have them do a survey. You can create a very easy Landing Page without touching or changing your website itself.
Don't forget to catch the next round of our MasterClass coming in Septemeber. Get on the waiting list now to receive exclusive information. Go to www.themarketingcanvas.com/masterclass-registration to get on the waiting list to join the next round.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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Today I'm talking about the execution plan. We all know, first, you have to get your strategy right and then comes the execution. What I learned with the Masterclass we just launched is that everyone was so excited about the strategy, but when it came time to put the execution in place it became overwhelming and scary. Don't let it stress you out. I want you to really look at what is your result? Focus on one action at a time. Have you heard, How do eat an elephant? One piece at a time. I encourage you to look at the results you want to produce. What is one small action that you could do to get you closer to that result? Take one step at a time, Start small. Once you take one piece at a time you'll start to see how you're covering a lot of ground and making headway. I challenge you today to just take one small piece and work on it today.
I want to give a Special thank you to everyone who completed this past MasterClass. We will be starting another MasterClass in September. Go to www.themarketingcanvas.com/masterclass-registration to get on the waiting list to join the next round.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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Failure in getting marketing results is usually either a failure of strategy or it's a failure of execution.
And by execution, I mean the tactics. Those are the two sides of marketing - strategy and tactics/execution.
To get strategy right, you need to understand 3 things:
- Strategy is quantum (i.e it's not incremental)
- Strategy is operational (i.e. it affects not only what you say to your market, but if it affects every business process that you have across your entire enterprise)
- Strategy is in the realm of belief building - It's about a big brand promise and manifesto.
In the podcast a breakdown Walmart as an example of strategy.
Now tactics is a different thing. For some folks where everything falls apart. Tactics is the actual building of the campaigns. It's building the website, it's building the lead funnel. It's generating traffic. It's doing a/b split tests, sending email, creating direct mail, running billboards, whatever happens to be appropriate for your business. That is the work of marketing and for many folks that haven't been successful in marketing, the reason that they haven't been successful is because they have been busy doing the work of the tactics (the execution) without first doing the strategy.
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Let's talk about the Hero's journey. Remember the movie Ratatouille? It's the perfect example of the classic Hero's journey. The rat Remy dreams of becoming a great chef, Despite being a rat. He follows his dream with the help of the garbage boy Linguini and he puts his culinary skills to test. Despite all the obstacles, he becomes this major chief who wins over the food critics and proves his culinary abilities with this simple dish. Long story short is anyone can do anything they set their minds to. We are all wired to respond to stories. The story structure begins with the context where you set the stage. Your Hero is in a world and there is a conflict that sets them on a journey. The hero is in their world and figures out there is a wrong within the world. An example is they don't like the flavor or maybe the color of something. Now, you have to find that resolution. Stop thinking of them as customers, start thinking of them as Heroes and you're helping them complete their journey. You serve as many heroes as possible and then they can't resist coming to you. Find out what they want and get it for them. Remember they are the Hero, not the Customer, and not the Client.
Do you want to buckle down and figure out who your Hero is? Go sign up at the Master Class www.TMCmaster.Com
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marketing #sales #Hero #customers
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We're launching a masterclass, and you're not gonna want to miss it. Get on the waiting list at http://tmcmastery.com
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Today I wanted to share with you about the "In process" work that I did yesterday. I put a survey out to my followers asking what the ONE thing that you need to boost up your marketing education. I received some awesome responses. The reason I asked this question is my clients have been asking me to use my brain of knowledge to teach their teams. So many times I see backwards thinking and backwards marketing.
I want to challenge you today to get to know your customers on a ridiculous level. Go look at your competitors and see what they are offering. Take your offer to the market and get to know your customers. If you want to know what your customers want, go look at your competitors and see what they are offering and how does your product/service stand out from them. Learn why the customer is going to them. Find out what is driving the customer their direction.
If these podcasts are helpful to you please Like, Share, Comment or give me feedback.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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businessproblems #getmoreleads #business #marketing #mindset
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Today we talk about how to turn your business problems into high quality questions, for example, How might I _______________ so I can do _______________. Start with the top 3-5 problems that you're dealing with right now and translate those problems into questions. STOP talking about your problems and start asking high-quality questions.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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businessproblems, #turnproblemsintoquestions, #business, #marketing, #mindset
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Today I'm talking about the difference between the Red and Blue ocean. Meaning where to find your customers. Did you know that your customer's prospects are in the Red ocean? Now you have to dive in and figure out what bait your customers are taking and how you can pull them over to your Blue ocean.
We are building a frame worksheet on this that will be available online soon.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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marketing #sales #redocean #blueocean #customers
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Firstly, I credit Dan Kennedy with that quote. It's from a book of his about using presentations to sell.
Breaking down the quote:
Change Agents
- This implies someone who is tasked or called to create change. If you are responsible for selling (or marketing ) in any way, this is likely you. It implies recommending a different set of actions, behaviors, or processes. If you're making an offer to a client or customer, you are trying to affect a change.
Change Makers
- This is the tricky part. In order to bring about the change, your 'audience' or potential buyer must be ready, open, willing, able and ideally pre-dispositioned to bring about that change as well. This is why targeting and QUALIFYING your customers is so important.
And finally, there's Effecting Change
- This is the result of both forces being in play. The change agent, in effect, needs to find a suitable change maker.
“If you cast the finest seeds onto hard, infertile ground, nothing will grow. But even the most ordinary seeds cast upon rich, soft, open, fertile ground can grow bountiful crops.”
So my advice -
If you WANT change, make yourself ready.
If you want to EFFECT CHANGE, make sure there's a change maker ready to receive your gifts.
Do you need a CHANGE in your marketing? Are you the the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create impact in the process, go download our free marketing guide at www.freemarketingcanvas.com.
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marketing #sales #changeagent #dan kennedy
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Want to know where to plant your message so that a customer will listen? Find the pain point in the customer journey. This example is pure genius. It may not get an immediate customer, but it's an innovative way to guarantee customers in the future, probably for years.
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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customerjourney #marketing #sales #directmarketing #directmail
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In this episode, I am breaking down the red ocean. The red ocean contains qualified customers who are already buying. By figuring out how big that red ocean is, you can start to see who your customer is and what your customer's needs are.
Your homework is to get educated on your competitor and learn what they are using to pull customers. Then figure out what your perks are to your business. What is going to draw these customers to you?
Go download our free workbook on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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redocean #blueocean #marketing #sales #idealcustomer
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How to use Amazon listings and book titles to see what customers are really asking for.
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In this episode, I talk about modeling success. Researching your competitor and finding out who they are targeting and what is their Target Persona? What do you need to do to pull that customer towards your business or service? Really pay attention to their ads and how they are constructed, focus on what their hooks are.
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
#mindset #marketing #business #target #persona #traffic
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If you want to achieve your targets, you're going to have to get rid of the work that gets in the way of the work, i.e. distractions. Build routines instead.
Go download our free guide on the most effective way to build a marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
productivity
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In this episode, I talk about how the strategy pieces guide the work. What are the tactics and the work that needs to be done? There are three things to think about when drilling in on your tactics.
1) Who are the People?
2) What Process's do you need in place?
3) What Technology/ Tools are needed?
MindsetMonday
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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What is the critical driver of your marketing? In this episode today I talk about creating awareness for your ideal customer. If you have awareness, do you have a consideration problem? What part of the funnel do you need to attack? We also, discuss the different funnel stages and what each stage is.
Funnel Stages
-
- Awareness
-
- Consideration
-
- Preference
-
- Activate
-
- Loyalty
-
- Adcovacy
Shout out to Keith Cunningham
TrafficTuesday
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mindset #marketing #business #target #pursona #traffic
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In this episode, I talk about is messaging architecture and how to build your core concepts. Building a bucket list of your offerings then building out your core concepts from there will help you build your messaging architecture.
I challenge you to build your bucket list to determine your Messaging Architecture. Find the Labels to your drawers.
MindsetMonday
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mindset #marketing #business #target #pursona #traffic
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In this episode I'm going to whiteboard an entire ideal customer for you. See how we zero in on the medium-sized business persona for The Marketing Canvas.
WhiteboardWednesday
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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whiteboard #marketing #sales #persona #business
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In this episode, I talk about ways to find good traffic and the ways to locate your targets. Don't be general with your traffic. You won't just find them on Facebook you have to dig deeper. Locate your targets groups and pages. Be specific. Make a laundry list of things your target will be utilizing. Take your research to the next level, get detailed.
I challenge you to come up with a list of 10 sites, or 10 podcasts, or 10 groups for your target.
Traffictuesday
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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In this episode I talk about Intention versus Overwhelm. How do you get the most high impact work done? There are so many things to prioritize on a daily basis, it can all start to feel like noise. It's all urgent, and it causes anxiety and overwhelm.
Stephen Covey has a great tool for this. It's his 4 quadrants.
I. Urgent & Important
II. Important
III. Urgent (Not important)
IV. Neither urgent nor important.
The trick is to focus on Quadrant 2, and the way to do it is by looking at your goals on weekly increments.
Here's a link to Stephen Covey, the man himself, talking about it: https://www.franklincovey.com/the-7-habits/habit-3.html
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In this podcast I share a story about a doomed little fly banging it's head against a window plane trying to get outside. It's a powerful metaphor about how we persist in doing the same thing -- to exhaustion and until death sometimes -- in the hopes we'll get a different outcome. If you're stuck, or wondering how to get to thing dream you've always wanted, this one is for you.
You can find the story in a slim little title called You2, by Price Pritchett
Don't be the fly. If your marketing isn't working. It's probably time to take another look. Download my free guide on the 9 crazy easy steps to an airtight marketing plan at www.freemarketingcanvas.com
#storytelling #brandstory #marketing #business
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The 7S Framework is a great tool (from McKinsey) to diagnose your business and see if you're really prepared to go-to-market or compete in a changing business landscape.
7S
- Strategy
- Structure
- Systems
- Skills
- Staff
- Style
- Shared Values
Go check the full story on the 7S Framework
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
#strategy #business #framework #marketing #mckinsey
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Service is the new sales. For the longest time, I had a total mental block on sales. I said "I'm not good at sales," and "I hate sales." Then I had a breakthrough recently. I started to ask myself, "How can I serve at the highest and best level for my customers," and everything changed for me.
Hey, if you haven't done the amazing One Funnel Away challenge yet, it's time! Go to http://bit.ly/ofagz and check it out.
#service #sales #marketing #business #customer
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In this podcast, I break down how we turn a single video into 15 pieces of content, along with all of the tools we use. We had some trouble with the replay of this podcast last week, so we're re-posting it because it's jam packed with practical info about distributing your content. Ironic that this is the one we had trouble with.
A few of the tools we're using:
- Notability App
- Canva
- Anchor.FM
- YouTube
- Google Drive
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com .
Hey, if you haven't done the amazing One Funnel Away challenge yet, it's time! Go to http://bit.ly/ofagz and check it out.
content #marketing
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SEO is like a black box. It's hard to understand from the outside, but there is something you can do that doesn't require you to be a techie.
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
SEO #traffic
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The difference between those who succeed and those who don't is that winners are always learning. They're curious. If you want your marketing plan to be successful, you need to have curiosity about where the results didn't meet your expectations.
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
mindset
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Once upon a time I was a Six Sigma green belt. I learned this handy framework to deconstruct complex processes. Whether you need to troubleshoot a process, or just improve or streamline one, this is the framework for you.
FrameworkFriday
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You may not realize it, but you already have plenty of risk in your life that you've become habituated to. If you're looking for bigger better marketing results, you need to choose a different set of risks that will push you to new results. You need to get comfortable with being uncomfortable.
ARE YOU "PLAYING TO WIN" OR "PLAYING NOT TO LOSE"?
ThinktimeThursday
Mentioned: You2 by Price Pritchett.
Leave me a comment
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If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
- #TrafficTuesday
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If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
mindsetmonday
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
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There's a something blocking where you are right now and 10Xing your business. What is it? What is it that you need to do to be of greater service to your customers?
I'd love to hear what your block is. Leave me a message at Facebook or YouTube.
ThinkTimeThursday
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Most marketers make the mistake of talking about their product or service. If you want to get to the next level, you need to talk about your prospects identity.
Want your own marketing canvas? Go download it at themarketingcanvas.com
whiteboardwednesday
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If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
TrafficTuesday
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
If your watching this on Facebook or Youtube, go ahead and leave a thank you in the comments. Commit to doing the research. If you want to learn a ton about practical marketing, why don't you do the One Funnel Away challenge like I'm doing? I can honestly say it's some of the most direct and practical - ie. USABLE - marketing education I've ever experienced, and I've taught marketing at the undergrad and graduate level. Click the link in the show notes.
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It's Friday....... Lets talk about frameworks. With Frameworks you have to learn how to build a persona. Building a persona is a framework, meaning that it's one of the things that you can consistently go to time after time and it's going to give you fruit. It will always bear fruit. One of the benefits of building a persona is that it gives you so much juicy information right out of the gate. In other words, you're going to have to do your Google work, which is something you're going to have to get good at anyways. You'll want to start to understand all the things there is to know about your target and who this person is. As you start to pull in all of this information, You're building out a persona. But by the time you have finished this, you actually have a really good tangible idea of who this person is. In a very real way, you should give them a name, right? Like who is this person? What do they care about? What are they working on every day? What do they get frustrated with? Where are they going to learn more? Now all of these things start to come together.
My offer to you for today, I am going to give you my 10 favorite personas. There's no catch whatsoever. To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
FrameworkFriday
Here's the action I want you to take today.
Do A Freaking Persona. It's the most obvious thing that you should do before you do anything else on your marketing journey.
If your watching this on Facebook or Youtube, go ahead and leave a thank you in the comments. Commit to doing the research. If you want to learn a ton about practical marketing, why don't you do the One Funnel Away challenge like I'm doing? I can honestly say it's some of the most direct and practical - ie. USABLE - marketing education I've ever experienced, and I've taught marketing at the undergrad and graduate level. Click the link in the show notes.
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You can be a marketer. Anyone can. You do it by starting.
I want to tell you the story of how I became a marketer, and how I have to thank for it.
So what's the takeaway? What's usable?
- Is that what prepared me for stepping into the role, was that I had studied. I had done the research.
- I started acting the part.
- Then I asked for it!
- Then I got help - I used my team. If you don't have what you want
ThankYouThursday
Thanks Don Perry!
Here's the action I want you to take today.
- Who are you thankful for? Thank them publicly, even if you don't know they'll see or hear it. If your watching this on Facebook or Youtube, go ahead and leave a thank you in the comments.
- Commit to doing the research. If you want to learn a ton about practical marketing, why don't you do the One Funnel Away challenge like I'm doing? I can honestly say it's some of the most direct and practical - ie. USABLE - marketing education I've ever experienced, and I've taught marketing at the undergrad and graduate level. Click the link in the show notes.
Find the podcast on iTunes and other podcast players under Usable Marketing
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Hello, welcome to the usable marketing podcast. Today I want to talk a little bit about strategy and results. A lot of what we do here, is strategy. You should be doing strategy before you actually start to do your execution plan. It's really important is to understand what strategy is. Right? Strategy is basically an approach. It's a plan, It's your plan of action, right? If we think of a battle, for example, you can sketch out a brilliant strategy, but the strategy is going to have a lot to do with what are the conditions of the battlefield, right? What do we expect the weather to be? Who are we fighting? Who are my troops? What kind of equipment do I have?
Mentioned strategy steps:
- The Marketing Canvas
- Knowing your customers
- Targeting
- Testing the strategy
- Revising the plan
- Retaining the information gained
- Don't give up on one battle
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Hello this is episode four, this is the usable part of marketing podcast. What I've been telling you guys about is that I have been doing this One Funnel Away challenge, and basically what I wanted to do is update you on what is the strategy of this challenge. I highly recommend it as you are trying to launch a sales funnel from zero to completely out in the public in 30 days. Basically I've been doing it for the last two weeks. And here's sort of what, we've been doing. I'll share some of them in the weekly summaries to give you an idea of, what's been done for each week. So we just finished week two.
In Week One
- Offer hacked 10 competitors
- Building a Funnel sequence
- Finding the WHO's not the how's
In Week Two
- Set-up Publishing Platform
- Incorporating your origin story as hooks to your Platform
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Hello, this is episode three. So when I gave you my story earlier in the week, it's my origin story, right? It's my personal hero story and the hero story is a framework. The hero story is something that was identified by Joseph Campbell. He wrote a great book on it, The Hero's Journey, and it made me start thinking about frameworks in general. I thought I'd share with you some of the frameworks that I think are absolutely fundamental, and they glide into the marketing canvas framework nicely.
Frameworks mentioned:
- The Marketing Canvas
- Landscape Analysis
- Porter's 5 Forces
- Personas
- and more . . .
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Hey everybody, welcome to episode 2 of the Usable Marketing Podcast. And yesterday was telling you my story and about how I had been riding high when I worked at NBC. I had gone to a leadership management program in Crotonville part of GE. I had with the chairman a couple of times. Things were really good. I even collected a few Emmy awards. You can see how having all of these kind of outward manifestations and social proofs got me to a point where I thought I was at the top of the mountain. I used to say "I'm living the dream!"
But the thing is that when I got laid off from NBC in 2009 and went to having no job and not clear what my next move was, it was a very scary time.
Guides, gurus and mentors are what got me through.
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See the videos at here.
Show notes on the way.
Support this podcast: https://anchor.fm/usablemarketing/support