Download - 45 min whatsthemeat
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What’s The Meat?How to Achieve Exponential Growth By Finding Out What The Customer Wants
WhatstheMEAT.com
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Housekeeping
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• Why Are You Here? • What Are You Trying To Make
Happen?
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Which do you think would work better, the brilliant execution of a
flawed strategy, or the flawed execution of a brilliant one?
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In business, it’s the flawed execution of a brilliant strategy
that usually wins the day.
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So Where Do You Find A Brilliant Strategy?
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Ivan Pavlov
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There’s really Only One Thing I Know About Strategy
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What’s The Meat In The Heart Of Your Dog?
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Matters EnoughAll Tell
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WHAT’S IN IT FOR ME?
Nobody cares about you they only care about themselves
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Every business owner is on the inside,
looking out, and what they see is entirely different from what their customers see.
Customers are on the outside, looking in.
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Felt Need:
A desire in the heart of the customer. To speak to an unfelt need is to answer
a question that no one was asking.
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What is Your Market Potential?
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33% of the market is about the most you will ever get. The rarest of rare will only see 40%
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Selling Strategy We won the game when we picked the teams.
Part I
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Morris Hite
"If you have a good selling idea, your secretary can write your ad for you."- Morris Hite
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Growing A Business is Easy When You Have a Strong Selling Strategy
• Good strategy always starts with the customer.
• Bad strategy is about the business, business owner or anything other than the customer.
• What’s in it for the customer?• What could you do your competitors
couldn’t, wouldn’t or don’t have the guts to do?
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Defining Characteristics
Unusual features or distinguishing elements that are used to identify the “shape” of a business or customers.
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Objections? • What objections do
customers have for not doing business with you?
• What objections do the customers have for your industry?
• Do people NOT do business with you because they don’t know about you or because they DO know about you?
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Limiting Factors:
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Anything that’s holding you back.
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• What Is limiting you from growth?• What’s limiting customers from
buying from you?
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REMOVE THE LIMITING FACTOR!!!
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Unleveraged Assets:
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An Ace You Forgot Was Up Your
Sleeve
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WhatstheMEAT.com
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Can A D.U.I Lawyer Have A Strategy?
• Had A 5 Frequency ~ was a household name in his market.
• Was doing 1.8 million.• Increased to 4.6 million in 12 months
with the right selling strategy.
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What’s The Offer?
• If you don’t feel like a person would be an idiot not to follow up on this don’t do the offer.
• Guarantees?
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WhatstheMEAT.com
•Founded in 1999.•Exceeded 1 Billion in sales in 2008.•365 day money back guarantee with paid shipping both ways.
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Experiment
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Nothing has to be set in stone, you can always conduct experiments.
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Business Problem Topology
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Henry Ford •Henry Did Not Invent The First Automobile•Gottlieb Daimler and Karl Benz in 1886•2000 manufacturers preceded Henry Ford•Henry's Sword In The Stone was to sell automobiles at $795•Overhead Rail, Hook and Disassembly Line•In 1908 Ford Motor Company introduced the Model T for $850 selling nearly 15,500,000 by 1920 for as low as $280
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WhatstheMEAT.com
What Are You Trying to Make Happen?
What Are The Objections?
What Are The Limiting Factors?
Do You Have Any Unleveraged Assets?
What Does The Customer Care About?
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Part II:Brand-Development
A Brand Is A Character,It Has A Personality
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1 2
3
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RELATIONAL ADVERTISING
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Protagonist The Protagonist
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WhatstheMEAT.com
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WHO DID YOU PICK?
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Goal Of A Campaign
1. Be the company people like, know, trust & feel best about when they need your product or service.
2. Develop the character and personality of the company.
3. Become a household name (Top Of Mind).4. Be Who You Say You Are.
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Character Diamond:
1.T
hinks
2.Acts
Core Values & Personality Traits That Determine How The Business Owner
David Freeman 3.Sees The World
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Your uncompromised set of beliefs, what you stand for and what you stand against
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Personality Traits
•Honesty•Generosity •Fairness •Stubborn
•Anxious •Gullible •Happy•Witty
•Dangerous•Jovial •Frank • Giddy
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Elements Your Character Diamond Must Have
1. Strong Traits (Amped Up) - get remembered.2. Must have at least 3 defining characteristics. 3. Duality - Skewed opposites - Conflict raises
interest. 4. Relatable - who will you attract to your tribe?5. You must also be believable, authentic,
humanistic.
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Forest GumpA Brilliant Goober
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WhatstheMEAT.com
Talked about his mom a lot – Strong
Always ran from trouble – Relatable
Forest always thought of Jenny – Strong
Brilliant Goober – Duality
Jenny came in and out of his life - Loyalty
Big Hearted – Strong
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How Many Forrest Gump Quotes Do You Know?
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Word Flags
• Unexpected• Memorable Name• Word or phrase that customers will
voluntarily mention in their efforts to be friendly or connect with you.
• Forrest Gump – Many Word Flags• Forrest Gump – Different Language Tone
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WhatstheMEAT.com
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WhatstheMEAT.com
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Strategy Trumps Character
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Fun Insurance Man
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Word Flags
10 Bucks Hugs
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Become The Company PeopleLike Know Trust & Feel Best About
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Customer Experience
Part III
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Good Marketing & Advertising Cannot Fix A Bad Business, A Bad Customer
Experience Or A Bad Selling Idea.
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A business is a reflection of its
owner. That persons core values and characteristic traits trickle down into the rest of the
organization.
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Cleanest Restroom In America
www.whatsthemeat.com/customers-shoes/
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How Do You Hire?• Hire those who have already been
trained by their parents. • If you see someone that is great
OFFER THAT PERSON A JOB.• Zappos offers $2,000 to quit. • If a candidate doesn’t reflect your
core values DO NOT HIRE THAT PERSON. Core Values first Experience second.
• Create a place people want to work.
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What Is Your Close Ratio?Are You Talking People In To Buying From You Or Are You Talking People
Out Of Buying From You?
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What is Your Customer Experience Factor?
•Never say you have “Great Customer Service”.
•Customer Service is Experiential.
•Show Don’t Tell
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Pleasant Surprise Factor
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• Create A GREAT Selling Strategy.• Become the company people like, know,
trust and feel best about when they need your product or service.
• Give Exceptional Unexpected Customers Experience.
What’s The Meat?How to Achieve Exponential Growth By Finding Out What The Customer Wants
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And Always, Always Ask “What’s The Meat In The Heart Of Your Dog”?