creating the brand you love - for startups & small business owners
Post on 10-May-2015
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HOW TO CREATE A BRAND THAT CUSTOMERS YOU LOVEwelcome to the revolution...
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This May Be Offensive. That’s ok, it’s not for you.
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We Are The SameWe did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
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We Are The SameWe did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneur
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We Are The SameWe did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneurTo Enter
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We Are The SameWe did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneur
To PioneerTo Enter
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We Are The Same
an individual who organizes and operates a business or businesses, taking on financial risk to do so...
a person who pays a certain price for a product to resell it at an uncertain price...
We did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneur
To PioneerTo Enter
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We Are The Same
an individual who organizes and operates a business or businesses, taking on financial risk to do so...
a person who pays a certain price for a product to resell it at an uncertain price...
We did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneur
To PioneerTo Enter
3
We Are The Same
an individual who organizes and operates a business or businesses, taking on financial risk to do so...
a person who pays a certain price for a product to resell it at an uncertain price...
We did not become entrepreneurs to work 20 hour days. Break down the walls of the cubicle you have created for yourself.
entrepreneur
To PioneerTo Enter
Credits - http://www.justsell.com/
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Profit is KingYou must make money, this is why you’re in business 1
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Profit is KingYou must make money, this is why you’re in business
Creating Your BrandChoose something to stand FOR or AGAINST
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Profit is KingYou must make money, this is why you’re in business
Creating Your BrandChoose something to stand FOR or AGAINST
Raving FansCustomers come and go but RAVING FANS are there for forever!
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First Things First
Lowering your pricing is not the key to more sales. Don’t do what everyone else does. Don’t believe the B.S.
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First Things First
Lowering your pricing is not the key to more sales. Don’t do what everyone else does. Don’t believe the B.S.
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First Things First
‣ Unlearn the LIES that You Have Been Sold• The economy sucks vs. I’m not participating.
• It’s all about your attitude, not the economy.
‣ Protect Your Value (i.e. TIME) • Are you rich enough to not waste time? (Wallstreet 1987)
‣ Get Rid of Your Fear of Rejection • Get used to not taking NO for an answer and love your
prospect enough to ask “Why Not?”.
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PROFIT IS KINGIt’s not an option, you need cash and lots of it.
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CREATING YOUR BRANDWhat are you going to stand FOR (or against)?
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BRANDS PEOPLE LOVE...STAND FOR SOMETHING
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BRANDS PEOPLE LOVE...STAND FOR SOMETHING
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BRANDS PEOPLE LOVE...STAND FOR SOMETHING
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BRANDS PEOPLE LOVE...STAND FOR SOMETHING
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Henry Ford“If I would have asked people what they wanted, they would have said - faster horses.”
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Why are we asking our customers what they want? They have no idea
what the possibilities are. They called you because they need an expert, so
be the expert they crave.
Target your ideal client, track your success, capture the leads.Marketing 101
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LEADS
Target your ideal client, track your success, capture the leads.Marketing 101
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TARGETKnow who you are targeting. Develop avatars, personas, etc. Create your ideal customers. 1
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LEADS
Target your ideal client, track your success, capture the leads.Marketing 101
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TARGETKnow who you are targeting. Develop avatars, personas, etc. Create your ideal customers.
TRACKMonitor and improve
your campaigns to increase your captures.
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LEADS
Target your ideal client, track your success, capture the leads.Marketing 101
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TARGETKnow who you are targeting. Develop avatars, personas, etc. Create your ideal customers.
TRACKMonitor and improve
your campaigns to increase your captures.
CAPTUREUse landing pages and web forms to funnel your leads into a systematic selling system that has some sort of automation.
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LEADS
The most valuable asset you have is your list of prospects. Building Your List
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The most valuable asset you have is your list of prospects. Building Your List
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Build Your List of Prospective Clients
The most valuable asset you have is your list of prospects. Building Your List
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Generate prospective clients using Facebook ads, Adwords, Email Marketing or other strategies.
Build Your List of Prospective Clients
The most valuable asset you have is your list of prospects. Building Your List
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Generate prospective clients using Facebook ads, Adwords, Email Marketing or other strategies.
Sell to Your List
Build Your List of Prospective Clients
The most valuable asset you have is your list of prospects. Building Your List
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Generate prospective clients using Facebook ads, Adwords, Email Marketing or other strategies.
Give away something of value and then deliver your unique value proposition. Earn their attention, then pitch!
Sell to Your List
Build Your List of Prospective Clients
The most valuable asset you have is your list of prospects. Building Your List
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Generate prospective clients using Facebook ads, Adwords, Email Marketing or other strategies.
Give away something of value and then deliver your unique value proposition. Earn their attention, then pitch!
Raise The Entry Fee
Sell to Your List
Build Your List of Prospective Clients
The most valuable asset you have is your list of prospects. Building Your List
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Generate prospective clients using Facebook ads, Adwords, Email Marketing or other strategies.
Give away something of value and then deliver your unique value proposition. Earn their attention, then pitch!
If done correctly, you’ll need to constantly raise your pricing to avoid be overwhelmed with new business.
Raise The Entry Fee
Sell to Your List
Build Your List of Prospective Clients
Punk Rock Marketing
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Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
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Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED3. WHAT PROBLEM DO THEY HAVE?
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED3. WHAT PROBLEM DO THEY HAVE?4. HOW ARE YOU GOING SOLVE IT?
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED3. WHAT PROBLEM DO THEY HAVE?4. HOW ARE YOU GOING SOLVE IT?
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED3. WHAT PROBLEM DO THEY HAVE?4. HOW ARE YOU GOING SOLVE IT?
USE POP CULTURE IN YOUR MARKETING EFFORTS TO ENGAGE THEM AT AN EMOTIONAL LEVEL.
Understand that your Value Proposition has nothing to do with your Products or your Services...
Punk Rock Marketing
‣ Where To Start• Who do you want to work
with... Honestly? Profile your dream client!
• Never make it about the money. Make it about who you will love working with.
• Find something to stand FOR or AGAINST that people can rally around.
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1. CREATE IDEAL CLIENT PROFILE(S)2. BE SPECIFIC / DETAILED3. WHAT PROBLEM DO THEY HAVE?4. HOW ARE YOU GOING SOLVE IT?
USE POP CULTURE IN YOUR MARKETING EFFORTS TO ENGAGE THEM AT AN EMOTIONAL LEVEL.
Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Give away something of value and earn the right to pitchCapturing Leads
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Opt-In Sucks!
Give away something of value and earn the right to pitchCapturing Leads
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Opt-In Sucks!
Give Them Value!
Give away something of value and earn the right to pitchCapturing Leads
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Opt-In Sucks!
Give Them Value!
Give away something of value and earn the right to pitchCapturing Leads
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Opt-In Sucks!
Give Them Value!
Give away something of value and earn the right to pitchCapturing Leads
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Opt-In Sucks!
Give Them Value!
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How Much Would You Pay for a New Customer? for your ideal customer
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How Much Would You Pay for a New Customer? for your ideal customer
How Much Should You Pay for a New Lead? for a qualified buyer
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How Much Would You Pay for a New Customer? for your ideal customer
How Much Should You Pay for a New Lead? for a qualified buyer
Lifetime Value of a Client
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Lifetime Value of a Client
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Lifetime Value of a Client
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LVC
Lifetime Value of a Client
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$ Average Purchase Price
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$ How Many Time Per Year They Buy
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# How Many Years They Stay With You
= $$$
LVC
Lifetime Value of a Client
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$ Average Purchase Price
X
$ How Many Time Per Year They Buy
X
# How Many Years They Stay With You
= $$$
LVC
(LVC) $1,000 X 2 X 2 Years = $4,000/ea
LVC Equation: (Average Value of Sale) X (# of Repeat Transactions) X (Ave. Retention Time in Mo/Yrs)
Lifetime Value of a Client
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$ Average Purchase Price
X
$ How Many Time Per Year They Buy
X
# How Many Years They Stay With You
= $$$
LVC
(LVC) $1,000 X 2 X 2 Years = $4,000/ea
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BONUS...SALES PYRAMID
THE SALES PYRAMID
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Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Love
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Love You’re doing this to help them. Let go of your ego.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Forgiveness
Love You’re doing this to help them. Let go of your ego.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Forgiveness
Love You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Forgiveness
Gratitude
Love You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Forgiveness
Gratitude
Love You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Grace
Forgiveness
Gratitude
Love You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Grace
Forgiveness
Gratitude
Love You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
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Grace
Forgiveness
Gratitude
Love
Order
You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Love your prospect enough to Call Them Back! THE SALES PYRAMID
18
Grace
Forgiveness
Gratitude
Love
Order
You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Bring about the order: “What you want is this...”
Love your prospect enough to Call Them Back! THE SALES PYRAMID
18
Grace
Forgiveness
Gratitude
Love
Order
You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Bring about the order: “What you want is this...”
Love your prospect enough to Call Them Back! THE SALES PYRAMID
18
Grace
Forgiveness
Gratitude
Love
Order
HONOR
You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Bring about the order: “What you want is this...”
Love your prospect enough to Call Them Back! THE SALES PYRAMID
18
Grace
Forgiveness
Gratitude
Love
Order
HONOR
You’re doing this to help them. Let go of your ego.
Most people do not get loved, they get ripped off. Forgive them instantly for any push back.
They have been hurt before. Give them gratitude and thank them for their honesty.
Most sales people are manipulative and liars. Be real and be thankful for their grace when they listen to you.
Bring about the order: “What you want is this...”
Always honor what you sold. Do what you say.
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25%Based on average selling skills, most salespeople can expect to close/convert 25 percent of their leads into paying customers.
It’s simply a numbers game.
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NO ONE HATES SALES. YOU HATE NOT SELLING.
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Raving FansBecome the extreme example of your brand
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Raving FansBecome the extreme example of your brand
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Jonathan HinshawOnline Business Guru
Thank You
jonathan@ebwaycreative.com
www.ebwaycreative.com
skype: ebwaycreative
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