Reading 1 - overview
Chp. 1 - relationship with money Chp. 2 - loss prevention Chp. 3 - test and split-test Chp. 4 - folow up Chp. 5 - multiple customer value with a “ladder” or “acension pyramid”
- customers stay longer when they are climbing from level to level
- get a customer engaged and committed to getting to a goal
How? bundling of goods/services, greater access to the guru, exclusivity, status in the community, status outside the community (e.g. a prestigious accredidation, partnership or affiliation).
Chp. 6 - raising prices Chp. 7 - “Place Strategy” (both geographic and virtual) Chp. 8 - Metrics = Sales Chp. 9 - Understand and manage ROAS “return on ad spend” Chp. 10 - FOUND MONEY MAP
Looks like a good framework and checklist for evaluating a business and it’s potential to increase profits.
Reading 1 - overview
chp 1. -
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find who you want to be your customer and get them to respond in a specific way
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don’t waste effort on branding, image, etc.
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YOUR agenda: “sell something now!”
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separate yourself from the competition with unique selling proposition (who choose you?)
- what do you do that’s different from competitors?
- how you do uniquely benefit your market?
- can you niche your target market in a way no one else can/will?
chp 2. - why marketing fails
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marketing to wrong people, saying wrong things, asking them to do the wrong things, thinking you can advertise anywhere/everywhere, no marketing system, chasing clients, thinking you have a Fortune 500 budget, competing on price, no follow up,
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start by knowing WHO you are trying to reach
chp 3. - attract instead of chase
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make marketing #1
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focus on needs and dreams of you target customers
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understand your customers and change USP to give them exactly what they want
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stop doing what everyone else is doing
chp 4. - do direct marketing, make sure ad spend is profitable
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starving crowd
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not a 3/4 inch drill a 3/4 inch hole
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connecting to the real underlying desire (e.g. lists in Cashvertising)
chp 5. - principles
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message, market, media
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irresistible offers
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lead gen offers
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consultation offers
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direct purchase or final offer
chp 6. - 10 foundational rules
- There will always be an offer
- There will be a reason to respond right now
- You will give clear instructions
- There will be tracking, measurement and accountability
- Only no-cost brand building
- There will be follow up
- There will be strong copy
- It will look like mail-order advertising
- Results rule. Period.
- Be tough-minded and disciplined, make sure the business sticks to the rules 100%
chp 7. - the system / Lead Generation Magnet
- ads, etc. to send traffic to lead gen magnet
chp 8. - conversion system
- some ideas that can be used for conversion
- develop your own system to convert leads
chp 9. - retention
- what can you do that is remarkable, that makes people HAVE to tell others about you?
chp 10. - applying the system
- get endorsements