Developing a Rock Solid Marketing Plan

Chas Wilson

May 6th, 2015

www.ChasWilson.com/masterminds

The Entrepreneur

A person so highly talented that they are the only one

who can execute every task, answer every call, and reply to every email so as to save

the company from impending doom!

The Entrepreneur

In a time of drastic change, it is the learners who inherit the future. Eric Hoffer

The Entrepreneur • You have a platform not a job.

The Five Business Disciplines

• Thinking

•Targeting• Tracking• Timing• Teambuilding

Becoming a Marketer

It’s about mastering the A B C’s:

Attract – Build - Convert

Becoming a Marketer

Attract

Dominate one source, don’t dabble!

Gary Vaynerchuk

Becoming a Marketer

Build

How many names did we add to the database?

Tracking

Becoming a Marketer

Leads to Conversion

1. They are Qualified2. They are Listening

3. They Care

Conversion

Offer and upsells

Becoming a Marketer

Convert

How much money did we make today?

Becoming a Marketer

It’s about mastering the three M’s:

1. The Market (Who)2. The Message (What)3. The Method (How)

And T.O.T.- O.T (When)

Target MarketingGetting to the Right People

• Who is your ideal client and prospect

• Where are they and what do they need (want)

• Where do they look and listen?

• How do you connect with them?

Target Marketing

• Building a marketing list and database

• Doing simple and effective market research

• Test your message, learn from the feedback

• What to keep: a solid message with pizzazz

The Language of Marketing

• Words that Sell (Richard Bayan)

• How do you talk about yourself

• Magic comes in threes

• Your look: logo and slogan

The Language of Marketing

Articulating Your Value Proposition

Articulating Your Value Proposition

Articulating Your Value Proposition

• What you do and who you serve

• What they get and how they feel

• Telling your story – heartfelt and memorable

• Testimonials and Endorsements

Peter Shankman story

Offer-Response Marketing

• Give them a reason to call, click or visit

• Apply Words that Sell to making offers

• Discounts, premiums, packages – promos

• Freebies, try-its and special reports – magnets

Offer-Response Marketing

Offer-Response Marketing

Viral Marketing

• Viral Marketing – spreading word of mouth

Implementing the 7 LevelRDS System

• Viral Marketing – spreading word of mouth

• Your database (CRM) is your business• Automation brings balance

• Understanding the business relationship

Your Business is your DATABASE

Networking – B.O.N.D

• People do business with people they know, like, trust, respect and are referred to.

• Its who you know and who they know

• Become a master of networking

• It’s all about BOND-ing and building

Building Your Marketing Plan

• Set up a few basic methods – visits, calls, emails, events and advertising.

• Use creativity and human energy, not money.

• Set up a calendar of events and promotions

• It’s 30% of your time, all the time.

Budgeting and Tracking

• It’s not spending, it’s investing – get an ROI

• Track what works and where leads come from

• Invest 10% of your intended revenue

• Reallocate and upgrade as you grow

Connection Economy

Connection Economy

1. Coordination2. Trust3. Permission4. Exchange Ideas5. Generosity6. Art

Putting It All Together

If failure is not an option then neither is success!

Putting It All TogetherThe person who invented the ship also

invented the shipwreck

Developing a Rock Solid Marketing Plan

Chas Wilson

Portsmouth, NHApril 30th, 2014

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