© 2018 Million Dollar Round Table Million Dollar Round Table 325 West Touhy Ave. Park Ridge, IL 60068 USA

2018 MDRT Annual Meeting e-Handout Material Title: Marketing Magnetism! Clarifying Your Unique

Value to Drive New Business Speaker: Maribeth Kuzmeski, Ph.D. Presentation Date: Monday, June 25, 2018 Presentation Time: 2:00 - 3:00 p.m. Session Room: JW Marriott - Diamond Ballroom The Million Dollar Round Table® (MDRT) does not guarantee the accuracy of tax and legal matters and is not liable for errors and omissions. You are urged to check with tax and legal professionals in your state, province or country. MDRT also suggests you consult local insurance and security regulations and your company’s compliance department pertaining to the use of any new sales materials with your clients. The information contained in this handout is unedited; errors, omissions and misspellings may exist. Content may be altered during the delivery of this presentation.

5/15/2018

1

Maribeth Kuzmeski, Ph.D.Marketing Magnetism! Clarifying Your Unique Value to 

Drive New Business

J.D. Power’s Department of Labor Special Report

5/15/2018

2

IT’S $65,000BUT YOU

CAN’T LOOK INSIDE…

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

CHANGINGTHE

CONVERSATION

ARE YOU AFAN?

5/15/2018

3

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

It’s How You FeelIt’s Not The

Tangible

5/15/2018

4

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

THE ABSOLUTES

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

EXPLOIT YOUR UNIQUENESS

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

NOT JUST BETTER…

DIFFERENT

5/15/2018

5

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

WHAT’S UNIQUE AND COMPELLING?

5/15/2018

6

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

BRAG ON YOUR BENEFITS

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

THE BIGGEST MISTAKE IN

MARKETING…

FEATURES VS. BENEFITS

5/15/2018

7

DEFINITION OF FEATURES:

Features are factual statements about the distinctive characterist ics of a

product or service.

DEFINITION OF BENEFITS:

Benefits are value statements about the feature of a product or service, with an emphasis on what the customer gets.

A benefit answers the question, ‘Why should I care?’ A benefit tel ls you that you should care because of the result.

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

“…and let me tell you why that’s important.”

5/15/2018

8

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

SRSV FormulaA V e r b a l

1. Focus your message on a target. • NOT focusing on everyone who could do business with you.

2. Describe what they WANT that you offer. • What does your target market truly desire?

3. Share how you are different than most. • You don’t have to be uniquely different from everyone, just offer a key differentiation.

4. Have a story that proves it! • Give an example of what you do.

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

I’m a financial advisor with XYZ company.

We specialize in working with executives

getting ready to retire from Abbott Labs.

SRSV FormulaA V e r b a l

EXAMPLE

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

1.Focus your message on a target. • Executives at Abbott Labs

2.Describe what they want that you offer. • Retirement

3.Share how you are different than most. • Understanding executives.

4.Have a story that proves it! • SRSV

SRSV FormulaA V e r b a l

5/15/2018

9

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

SRSV FormulaA V e r b a l

I’m a financial advisor at XYZ company. We work with many

business owners. In fact, to date, we have helped more than 60

business owners successfully sell their business and move on to

the next phase of their lives.

EXAMPLE

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

1.Focus your message on a target. • Business Owners

2.Describe what they want that you offer. • Guidance in selling a business.

3.Share how you are different than most. • Understanding of business owners really want (hint: they don’t “want” a 401k)

4.Have a story that proves it! • More than 60 business owners…

SRSV FormulaA V e r b a l

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

A MODEL THAT CLARIFIES YOUR VALUE

5/15/2018

10

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

Financial Services Redefined.Planning For Life-Changing Outcomes

Risk‐Management & 

Planning

Investment Management

Intellectual Capital

1%

1%

1%

CredentialsExperience

Vanguard Study

GoalsIntegrationLegacy

Institutional ResearchAsset Allocation

Established Triggers

CAPABILITIES DECK

5/15/2018

11

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

GO VIRAL

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

ARE PEOPLE “GOOGLING”

YOU?

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

9OUT OF

10

5/15/2018

12

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

GOOGLE YOU BEFORE THEY MEET

WITH YOU

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

REPUTATION VS.

ONLINE REPUTATION

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

WHAT IS YOUR ONLINE REPUTATION PLAN?

5/15/2018

13

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

L inkedIn Example

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

5/15/2018

14

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

SUCCESS IS ABOUT EXECUTING ON THE RED

ZONE MOMENTS

C o p y r i g h t © 2 0 1 8 R e d Z o n e M a r k e t i n g

PROTECT YOUR VALUE!PROMOTE YOUR VALUE!