ATTRACTION-BASED MARKETING
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1 ATTRACTION-BASED MARKETING Marketing Secret #4 -- Action Guide
2 Copyright 2011 Chris Makell All rights reserved. No portion of this book may be reproduced mechanically, electronically, or by any other means, including photocopying, without written permission of the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission from the publisher. Chris Makell 4 Hakim Street Danbury, CT Info@ChrisMakell.com Limits of Liability and Disclaimer of Warranty The author and publisher shall not be liable for your misuse of this material. This book is strictly for informational and educational purposes. Warning Disclaimer The purpose of this book is to educate and entertain. The author and/or publisher do not guarantee that anyone following these techniques, suggestions, tips, ideas, or strategies will become successful. The author and/or publisher shall have neither liability nor responsibility to anyone with respect to any loss or damage caused, or alleged to be caused, directly or indirectly by the information contained in this book. All Rights Reserved ~ Chris Makell ~ 2
3 The person who will use their skill and constructive imagination to see how much they can give for a dollar instead of how little they can give for a dollar is bound to succeed. Henry Ford All Rights Reserved ~ Chris Makell ~ 3
4 You cannot teach a man anything; you can only help him discover it in himself. Galileo Galilei All Rights Reserved ~ Chris Makell ~ 4
5 Mar-ket-ing /n/ - activity or process involving research, promotion, sales, and distribution of a product or service. Why do most entrepreneurs fail at or dislike marketing? How do you feel about marketing? All Rights Reserved ~ Chris Makell ~ 5
6 Consider these millionaire marketers Fabienne Fredrickson no excuses approach Adam Urbanski it s a no brainer Suzanne Evans whatever it takes Chris Makell my current focus creates the future I want! What are you willing to do about marketing your business? What will be your mantra? All Rights Reserved ~ Chris Makell ~ 6
7 There are 2 keys to Marketing: 1. Your AND 2. Your And ALWAYS in that order! Where do you begin? It all begins with! Next figure out. All Rights Reserved ~ Chris Makell ~ 7
8 Where do they hang out? Social Networks Associations Groups Networks Hobby Groups Social Events Charity Events Subscribers to Newsletters/Magazines (Bestezines.com) Blogs Videos Podcasts Civic Groups Educational Activities All Rights Reserved ~ Chris Makell ~ 8
9 What is Attraction-based Marketing? MINDSET: Recognizing your value and what you deliver to your clients. MODEL: Creating the business that is designed and systemized so that it s value based, customer focused and scalable to deliver real profits. MESSAGE: Designed to educate and pull clients to you vs. you chasing clients via cold calls, razor edged sales tactics. MARKETING: Leveraging strategies and systems that are both active and passive to reach more to teach more to earn more. MOMENTUM: Embracing the M-word as core to how you truly create a profitable and sustainable business. All Rights Reserved ~ Chris Makell ~ 9
10 What will be YOUR key to Attraction-based Marketing? This approach creates incredible shifts: vs. vs. vs. All Rights Reserved ~ Chris Makell ~ 10
11 Attraction-based Marketing Tools: PASSIVE All Rights Reserved ~ Chris Makell ~ 11
12 ACTIVE All Rights Reserved ~ Chris Makell ~ 12
13 Attraction-based Marketing - ONLINE: Irresistible Offer - Special reports - Audio series - Video series - Book excerpts - ecourse - ebooks - Tips sheets - Templates - Scripts Key to creating a powerful and irresistible offer: All Rights Reserved ~ Chris Makell ~ 13
14 Must be immediately useful Must be targeted to a specific audience Must be easy to use Must deliver a solution or result Tips: 1. Create multiple formats PDF and audio or PDF and video 2. Include an offer to work with you or up sell to an entry product 3. Create a follow up series to ensure consumption Teleseminars/Webinars Great for: - List building - Gaining expert status - Educating your profitable market - Attracting joint venture partners - Building valuable speaking and selling skills Keys to powerful teleseminars/webinars: Topics that are how to ; what is ; when should I All Rights Reserved ~ Chris Makell ~ 14
15 Invite guest speakers who deliver what your market wants to know Deliver one per month to build consistency and momentum Market your teleseminars and leverage promotion buddies for preview calls Tips: 1. Record the calls and provide MP3 for teleseminars and Replay only for webinars 2. Provide worksheet to engage the audience during teleseminars 3. Use PowerPoint slides to maintain attention during webinars 4. Use Teleseminar/Webinar Project Plan for planning and delivering powerful presentations. Newsletter / Ezine Indispensible and underutilized stay-in-touch vehicle Gives you incredible platform from which to lead your tribe, hive, community, followers Supports joint venture, referral and product marketing! What a newsletter/ezine does for your marketing strategy: - Allows you to educate your market about what s important - Enables you to directly and indirectly make offers - Creates a means to make affiliate dollars - Becomes a vehicle to be shared and referred to leads and prospects - Establishes you as a published author - Can be leveraged for articles, blog posts, tweets, and products - Nurtures your list and maintains your tribe, etc. All Rights Reserved ~ Chris Makell ~ 15
16 Keys to powerful newsletters/ezines: Make them interesting with stories, pictures, quotes Use everyday observances to connect with your audience Include your personality, family, pets, travels, lessons, mistake Make it visually appealing and branded to your website/business Tips: 1. Deliver it consistently, people notice and you will too when they start to unsubscribe when you suddenly reappear 2. Invite guest authors to submit articles or insert articles with appropriate credit 3. Always add in some welcome note from you it may be the only part they read. Attraction-based Marketing - OFFLINE: Speaking Best way of establishing a COI (center of influence) Gives you a platform for educating your market and attracting qualified leads and prospects Helps with list building, conversion, credibility Keys to effective speaking: Start small and where you re already known Bring materials and/or exercises to engage the audience All Rights Reserved ~ Chris Makell ~ 16
17 Bring sign up / offer sheets, product samples (CD, books, DVD case, etc.) with you to get participants to take action at the end Request a testimonial from host and audience Tips: 1. Always make an offer either to sign up for your newsletter/ezine, attend a teleseminar/webinar or participate in a strategy session with you. 2. Take a camera and/or Flip camera to capture photos of you speaking, the audience, you and the host (to pair with the testimonial), the venue and place the photo s in your speakers kit, newsletter, social media, website 3. Make note of conversions from speaking engagements what worked, what didn t, etc. This will help you maximize your time and investment. Live events/ Workshops Gives your profitable market a way to learn from you in person. Provides credibility and leadership in your market. Can be highly lucrative. Keys to getting started with live events/workshops: Promote early Start small and learn from the experience All Rights Reserved ~ Chris Makell ~ 17
18 Get help; don t try to put it on alone. Have an offer ready to make at the event/workshop Tips: 1. Select a topic that s hot for your market. 2. Use promotion tactics like real tickets; bring a friend ticket, free ticket to next event. 3. Don t just teach; engage the audience in exercises that create community and participation. Networking Fish where YOUR fish are! Plan and evaluate your results Don t waste your time Keys to effective networking: Positioning you want people coming to you. All Rights Reserved ~ Chris Makell ~ 18
19 Prepare irresistible bait Be curious, ask engaging and challenging questions Make it your dinner party Tips: 1. Get visibility by sharing a great resource with everyone or ask the speaker a question that will showcase your own expertise. 2. Have a business card that makes you money 3. Follow up, follow up, and follow up. Down and Dirty Marketing Funnel Highest Value / Highest Price (Lead generation) Product // Program (Lead generation) Mid-level Value / Mid-level Price All Rights Reserved ~ Chris Makell ~ 19
20 (Lead generation) Product // Program (Lead generation) First level value / First level Price (Lead generation) Gift // Low cost entry Lead Generation System Effectively Generate Leads The reason why most people can t attract enough new clients is because they try to! Instead, your marketing efforts should focus on first! Don t advertise your services or products always All Rights Reserved ~ Chris Makell ~ 20
21 to your client s problems! And use only marketing methods! Key to getting leads to convert to prospects is: And! Your Attraction-based Marketing plan! What 2 ACTIVE strategies will you use now? What results do you want to have? All Rights Reserved ~ Chris Makell ~ 21
22 When will you get started? How and when will you measure your results? What 2 PASSIVE strategies will you use now? What results do you want to see? All Rights Reserved ~ Chris Makell ~ 22
23 When will you get started? How and when will you measure your results? (Remember the key is consistency!) Your Next Steps All Rights Reserved ~ Chris Makell ~ 23
24 Homework: Complete your next steps Post your two active and two passive strategies in the forum and provide input to support each other. Review the sections of the Attraction-based Marketing you completed during the call. Explore the resources on the forum too! Complete your Ah-ha s from this Secret and Ah-ha s All Rights Reserved ~ Chris Makell ~ 24
25 NOTES All Rights Reserved ~ Chris Makell ~ 25
26 The aim of marketing is to know and understand the customer so well the All Rights Reserved ~ Chris Makell ~ 26
27 product or service fits him and sells itself. Peter Drucker All Rights Reserved ~ Chris Makell ~ 27
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