Leads United

©Results Rules OK Ltd 2011 www.resultsrulesok.com 1

Leads United… M

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2)

…8 Steps to Marketing Brilliance…

Results Rules OK...

David Holland MBA

The Results Guy…

June 2011

E Book 6


Contents

1. Introduction

2. The 8 Steps to Marketing Brilliance

Step 1 – Product

Step 2 – Target

Step 4 – Location

Step 4 – Language

Step 5 – Method

Step 6 – Process

Step 7 – Systems

Step 8 - MOIRA

3. About Results Rules OK – the marketing bit...


1. Introduction.

Of the 5 P’s – Philosophy, Product, Process, Promotion & Profit – Promotion is paradoxically

the most overlooked and yet the most powerful contributor to your business success.

It is our Promotional activities that allow us to grow our business and attract the Customers

we need to achieve the results we desire. In my experience, it is the area Promotion that

most people in business either avoid or ignore, due to time constraints as they focus on the

Product and Process or knowledge constraints as without a clear and simple guide, the

Promotional activity seems overwhelming.

The only purpose you do any promotional activity is to get someone to make a positive move

towards buying from, either for the first time or for repeat business. In the Small to Medium

Philosophy

Product

Process Promotion

Profit


size Enterprises - SME’s - in which most of us operate there are a couple of basic rules to bear

in mind when undertaking your activity;

Rule One – you are not in the business of building a brand – let Coca Cola do that…

Rule Two – you are in the business of building a reputation – everywhere…

Rule Three – you are a sniper not a machine gunner - cheaper on bullets…

Rule Four – it’s a numbers game – not everyone is ready to buy today…

Rule Five – there are no more rules – keep it simple.

The only reasons you should do any promotional activity is to get the telephone to ring, your

“In Box” to fill up or your someone from within your target to simply say to you “can you help

me..?”

These simple rules will help you focus on the appropriate activity for your business, and help

you build a promotion strategy that is simple, effective and makes you money.

This E Book is designed to explain the basics about generating leads for your business, with a

specific focus on getting leads for FREE – so enjoy the read and let me know how you get on.

Finally, the other reason I have written this document is because it is part of my Promotional

activity and is intended to move you towards getting in contact and working with us on one of

our programs – so please prove me right and email me to see how we can help you build your

remarkable business.

[email protected]

Enjoy reading…

mailto:[email protected]


2. The 8 Steps to Marketing Brilliance…

a. Step 1 – Product.

Be clear about what it is that you are actually selling. This sounds like an unusual

question, but remember we need to focus on what the customer is buying rather

than what you think you are selling.

For example, let’s look at my business. No business owner wants to hire a

Consultant, Coach or Advisor – what they want is results. These results can include

an increase in sales, profits and cash in their business, working fewer hours,

achieving a specific goal or simply having support and ideas to help them on their

journey.

My product is Results – that is why the business is called Results Rules OK, because

Results do Rule, and in order to achieve Results, you have to follow the Rules.

It’s why I am called The Results Guy. I could call myself the Managing Director, CEO

or Founder – all of which are true, but they are only important to me, they are not

important to my clients.

Ask yourself not what you sell, but what do people buy and you will begin to build a

message that is more compelling to your prospects. It doesn’t matter whether you

are in the Website, Dental, Transport, Restaurant, Printing or Retail business -

people may not be buying what you think you are selling.

One of my companies was a transport and courier business. I realised that I was not

selling transport at all – I was selling signed delivery notes. A signed delivery note

that is on time and clearly dated meant that my customers Despatch Manager could

relax, invoices could be raised and reputations made. How I got the delivery note

was down to me, we used a fleet of vehicles, but that is not what my customers

bought – they simply bought signed delivery notes from me. When my message

changed to reflect this we won more business.

People don’t go to Restaurants for the food – they go for the experience, part of

which of course is the food, but it is the context in which the food is enjoyed that

defines a restaurant.


b. Step 2 – Target.

Now you know what you are actually promoting – which people will be the most

likely to buy from you..?

When you go into a restaurant, do you simply ask for “anything” or do you like to be

more specific. From the menu you will choose the dish, how it is prepared, the

sauce and the drinks to accompany – to enjoy a great evening you need to be

specific about what you want. Same in business, the more specific you are about

who you want as customers, the more you will enjoy a great result.

This is where your sniper skills come in to play. In the SME market we have to be

efficient with our activity and give attention only to those targets that we know

have the need, money and motivation to buy from us. We cannot afford to promote

ourselves to everyone, we have to be specific, and being specific means knowing

exactly who to aim for.

Defining your target simply requires you to list down the top 10 key attributes of

your ideal customer – refer to my book Your Business Rules OK for more detail.

For example here is a list of criteria for a town centre Italian Restaurant;

Ideal Customer Criteria – Francesco’s Restaurant

1 Age range – 35 to 65

2 Location – within 3 miles of the Restaurant

3 Family People in Relationships

4 Income - £40,000 plus

5 Car – BMW or Mercedes

6 Eats out twice a week

7 Prefers Wine to Beer

8 Non Smokers

9 Will give referrals and introductions

10 Takes European Vacations

Now, being this specific about exactly who we want to be our customers means that

we will instantly recognise one when we see one, and that we can adjust our

activities such that they will appeal to these types of people rather than “anyone

with a credit card and a pulse”.

Now remember that whilst this is the “ideal” customer, if a 30 year old beer

drinking smoker from 20 miles away turns up in a Porsche, to your restaurant, you

will of course allow them in. This list is not designed to exclude anyone; it is simply

designed to enable us to be clear on what we are looking for so we can adapt our

message accordingly.


c. Step 3 – Location

Now we know what we are selling and who we are selling it to, we need to know

where all these prospects actually are. What do they read, where do they relax,

where do they live, what schools do their children go to etc.

The reason we need to know where they show up is because that is where our

messages will need to be displayed. If I want to attract people to my Italian

Restaurant according to the criteria I have chosen, then I will not display my

message at the local Youth Centre or Job Centre.

Your prospects have several types of locations that you need to know about and they

fall under three main categories;

i. Online.

1. Facebook

2. LinkedIn

3. Twitter

4. Website

5. Blog Site

ii. Physical

1. Home address

2. Work address

3. Email

4. Telephone

5. Mobile

6. Fax – just for fun send someone a Fax, for old times’ sake

7. Skype

iii. Associated

1. Clubs and Associations

2. Children’s School

3. Networking Groups

4. Alumni

This may sound like we are stalking rather profiling, but the more we know about where

our ideal prospects “show up” the more clinically and therefore economically we can

deliver our promotional message, and the more likely we are to get a positive response.

Clearly, the location of your prospects will be different, but the principle is the same –

only put your message where you want it to be seen.


d. Step 4 – Language & Step 5 - Method

So far during my career I have had the good fortune to have visited 41 Countries -

plus 15 States of the USA - worked in 21 of them and lived in 3. I have been “around

a bit”…

I have learned that language is really important – it’s not just what I say but the way

I say it that counts…

When we were in the USA we used cell phones, shopped at the mall, put the

groceries in the trunk and drove home along the freeway. Now whilst everyone in

the UK understands what I’m talking about (thanks to Hollywood…) – it is not in the

language of common use in the UK, and in order to get my message across more

effectively I would replace the terms above with mobile phone, shopping centre,

boot, motorway etc…

So it is in promoting your business – you need to speak the language of your

prospects such that they feel at ease with you and you are able to find common

ground and rapport.

Once we have identified your targets, we need to understand two key things about

which language to use;

Physical words and phraseology - We need to choose the sayings,

phrases and jargon that the prospects are used to. If they speak a

different language, then we should out of courtesy use their language

not English for at least some of our correspondence. I did a workshop in

Mexico and although I had interpreters on hand, I did a full

introduction in Spanish, and won the respect of the audience.

“comunic8N W teens nEdz a specl nu n weird lang dat l%ks weird 2 d restof us bt

maks senZ 2 em” – for example..

Method of Distribution –If someone prefers E mail to telephone, or text

message to direct mail; then use whatever method they feel most

comfortable with. I have invited people to my seminars by telephone,

text, email, letter, on Facebook, Twitter and LinkedIn – however my

prospects prefer to communicate, that’s how I get my message to

them.

Remember, the true test of whether your communication is working is

the type of quality of responses you are generating as a consequence.

If the message isn’t getting through, change the message.

http://www.lingo2word.com/lingodetail.php?WrdID=78480




















e. Step 6 – Process.

With the best promotions activity in the world, not every prospect that you get your

message to will immediately become a customer of yours. The more effectively you

apply the 8 Steps of course, the more likely that your conversion rates will be

higher, but don’t assume that everyone will sign up straight away.

Refer to page 4, Rule 4 – It’s a numbers game and you need to understand the

numbers in order to win the game.

We run a number of programs for business owners. A regular event is a FREE Seminar

in the UK, run from 18.30 hrs to 21.00 hrs where I explain the key concepts to

building a business, and explore the models and strategies that will help the

audience achieve great results. We like to have around 12 people in the room, and

in order to get this many people my marketing team will undertake a number of

strategies, each built with regards to both the language and distribution needs of

our targets.

For example, Lynn will send out 2,500 Emails to business people inviting them to the

seminar. She will do this on the Friday, two weeks before the event, the Wednesday

of the preceding week and Monday of the actual week of the event – and we will get

around 18 people register their place.

We know that approximately 1/3 of people will just not show up, so we get 12

people attending – perfect.

The same types of processes will apply to your promotions activity; it is a process

not an event. Be prepared for people to request to be removed from your list (make

sure you do…), be prepared for smart Emails back offering attendance in return for

favours (yes really...). Also be prepared for your best ever customer to be attracted

to you from your activity – you just need to do enough of the appropriate activity

and the results will come.

You will need a CRM system, need to develop a systemised process of keeping in

touch with your prospects such that after a number of “touches” they are compelled

to contact you. I have had customers who saw me on stage and then took 12 months

of keeping in touch for them to call me to work on one of my programs. Follow up,

follow up and follow up again.


f. Step 7 – Systems

Your Promotional activity should run like a machine, with regular activities planned

in advance and scheduled accordingly. I have my FREE Seminars planned at least 6

months in advance, if someone can’t make June then we can offer them July or

August or even October of they prefer – systems give you clarity and structure.

Use more than one single method of promoting your business and build structure

around the methodology such that you can prepare for it and your prospects will

know what to expect – here is a sample of some of our systemised promotions

activity;

Monthly FREE Seminar – booked 6 months out.

Weekly Blog

Twitter Updates

LinkedIn Updates

Facebook Updates

Email Marketing – monthly program

Newsletter – monthly to 25 Countries

Referral Program for Customers

E books – they work, that’s why you’re reading this...

“How To” Flyers

PR and press releases

Speaking Engagements

Books – Life Rules OK & Your Business Rules OK

All this activity combines to build our reputation and attract people to us who like

what we do and want to find out how we can help them. We need to build a similar

pipeline for your business – of course the strategies we use may be different,

however, the approach is the same.

One of the key benefits of systemising all your activity is that it can be measured. I

know exactly what it costs me to run a seminar, what response we get from our

newsletter, and how much it costs me to acquire a new customer.

In your business, we need to know the same, we need to understand your conversion

rates at every stage of the process so we can improve the pinch points, and we need

to know what the return on investment is so we can always look for improvements.

When we have a proven system, where for every £10 we put in we get £50 or £500

back, then we can build your business…


g. Step 8 – MOIRA

Any strategy must be measured and the results checked to make sure they are in

line with expectations. The offers you make and the strategies you employ will be

dependent upon your business and the customers you serve, but regardless of the

sector you are in, it is the results that are

critical. Be prepared to adapt strategies and

tactics regularly based on the results. Also

be prepared for some strategies not to work

from time to time. The method of managing

your strategies should follow the MOIRA

process.

Measure – Measure the performance of the

process or system before you make any

changes to the method of working. This gives

you a fixed start point against which future

results can be compared.

Objective – Agree to an objective for the future performance of the process or

system. Consider the consequences of not only the improvement in one aspect of

the business but the potential for reductions elsewhere and make sure the net

effect is positive. For example, sales values vs gross margins.

Introduction – Introduce the strategy to your business with training and consultation

with the team. Consider limited time offers, introducing the strategy in one small

part of the business first before rolling out to the whole company.

Reporting – Measure the results achieved as frequently as possible and within the

shortest reasonable timescales. Daily and weekly reporting will enable adjustments

to be made to any strategy introduced. Share the results with the team, whether

they are positive or negative.

Analyse – Look at the results and consider what changes, if any, need to be made.

This analysis should include the raw data for the strategy being considered – in this

case average order value – and also the consequential effects that the strategy has

on margins, customer experience, and the number of times the customer comes

back to order again. Remember that any strategy you introduce must be consistent

with your philosophy and the vision and mission of the business. If customers sense

that they are not congruent, they will lose trust in your motives.

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= (p x t) + (l x l x m) + p + (s x m2)


3. About Results Rules OK

Results Rules OK was created with a simple and clear 2020 vision;

To enable everyone to enjoy learning, achieving, doing and being more...

This is achieved through the delivery of World Class Business Coaching, Training, and

Development Programs designed for business owners and entrepreneurs just like you…

We recognise that all businesses are different, as are the people that build, own and run

them so we have a range of products and programs that will help, inspire and support you –

whatever stage of development your business is at…

You can register for our newsletter, check out David’s latest blog and even download

documents and templates from our website at www.resultsrulesok.com

If you’d like to come along to an event – either to join one of our Webinars or participate

in a Workshop or Seminar – click on the LINK to find our full schedule of events.

David is offers a limited number of FREE Business Strategy Sessions for qualifying

businesses, to arrange a meeting or discussion with David, simply got to our Home Page,

scroll down and press the “Book Free Session with David” button...

Our USP is our people, our delivery, the results our Clients achieve and our philosophy of

Fun in Life and in Business. We are a growing profitable business, and we believe in making

contributions to charity and causes that are aligned with our values.

David’s unique experience, background and passion for adding value to the business and

personal lives of others have enabled him to become not only a top Business Coach, but an

accomplished Speaker and Author. Having worked in 21 countries so far, his presentations

and key note presentations are compelling, informative and fun and his books reflect his

knowledge and personality…

David’s first two books are available now…

Buying David’s books in Hardback, Paperback or in

Kindle format is easy – just click on the LINK…

To check David’s schedule and arrange for him to

speak at your next event, or arrange a bespoke

program or workshop for your team – just drop us

an email at [email protected]

We look forward to hearing from you…

http://www.resultsrulesok.com/

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If you have got this far then maybe we should talk…!

Contact Us;

Web – www.resultsrulesok.com

Email – [email protected]

Results Rules OK Ltd

55, Newhall Street,

Birmingham,

B3 3RB.

England

Tel - +44 (0)121 416 0023

Looking for someone inspirational, competent but also kind & honest? He's THE guy. A true leader that's always there to make you better.'

"David Holland MBA is FUN, he is extremely engaging and shares his wisdom generously with an intent to always be of service to others."

'David is always able to add just the right bit of humour to his professional

endeavours’

'David is a superb coach with extensive business experience and knowledge - oh,

and one of the funniest people I have ever met! '

'David has been an inspiration to me with my business and possesses many systems

and processes to help anyone!'

'David is an amazing coach & trainer.'

''David blends strong practical commercial experience across a number of industries

and continents with a great sense of humour. '



Leads United

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