1. 7 Steps
to
Small Business Marketing
Success
Matthew Scott, M.S.
Founder & Managing Director
The Life’s Work Group, Inc.

2. WHEN: June 10 @ 2PM Central Standard Time
WHERE: http://webinars.ppa.org
“CLICK TO REGISTER”
WHAT: Post-Meeting Q&A

3. This presentation is designed
for small business owners

4. How many of you in business still plan
on being in business 6-months from now?

5. { }

6. You are in the marketing
business...
---->>

7. ... no matter what you sell.

8. Day in life of small
business owner-
Discussion
• kids off to school.
• fix the copy machine.
• run personal errand.
• check email
• make payroll
• ship stuff

9. Attention

10. Entrepreneur Illumination:
That which got you there
will not keep you there

11. Entrepreneur Reality
• being really good at something and starting
a business is not a predictor of success.
• overlook sales & marketing.

12. Godfather of Marketing
guides our way...

13. Small Business Owner
Pain:
• Overwhelmed w/stuff
• Marketing flavor of month
• Resistant to paid help--> complacency zone

14. What small business owners want
and need is a...

15. systematic
&
affordable

16. marketing is...

17. marketing is getting people with a specific
challenge to know, like, trust, and refer you.

18. buy
!
rep
like refer
ea
trus
know t tr y
t

19. Matthew LIVES here...

20. ...and here.

21. and WORKS here...

22. Matthew THINKS here...

23. With people FROM here...

24. Matthew LOVES family...

25. and the girl he had
a crush-on in 7th grade...

26. marries girl (23yrs)...

27. My FRIENDS & I like to...

28. and...

29. CHALLENGE each other...

30. EAT & DRINK my...

31. I have a GLOBAL FOOTPRINT...
27 countries & counting...

33. Matthew drives this...

34. With my
dog “Surf”

35. and this

36. Matthew WORKED as...

37. His OFFICE was ...

38. Just Like his father...

39. Matthew TRANSITIONS...

40. COMBAT BOOTS for...

41. Wing-tips...

42. AND then...

44. { Sold for 16x Earnings }

45. Consulting
Coaching

46. 7 Steps to Small
Business Marketing
Success
are...

47. Focus
1

48. Ideal Customer

49. Ideal Customer
• Start with i.d. is not your ideal customer
• Current customers & common
characteristics.
• Competitors
• Picture
• Where are more people who look/act...?

50. Law of Customer Attraction
< >

51. My ideal customer is...

52. 2
Find & Communicate Difference

53. [er] Marketing

54. Features & Benefits

55. “There will always be someone who is willing
to go out of business faster than you!”

56. “What do you do?”

57. Talking Logo

58. The pattern for the Talking Logo is:
Step #1
Action Verb (I show, I coach, etc…)
! ! ! +
Target Market (divorced mothers,
GREEN landscapers, etc…)
! ! ! +
How to XXXX (solve a problem or
meet a need)
must be...

59. Related to your ideal customer market
&
You can deliver!

60. Ideal Response is...
“How do you do that?”

61. Examples
• I teach small business how to double what
they charge.
• I coach sales forces how to double their
appointments using promotional products.
• I show home owners how to get the most
from their thermostat.

62. Be Bold
&
Not Lame
Talking Logo
Practical Exercise

63. Package & Process
3

64. men@pause
http://www.svenskidrott.se/Downloads/8514/pics/Nike_logo.jpg

65. Customers Love Protocol
and...

66. Process

67. Step #2
www.marketingcoachseminar.com

68. Step #2
www.basecampcoach.com

69. 4 Marketing
Materials
That
Educate

70. ? ?
rather...

71. { Marketing Kit }

72. “Old-School” Marketing Kit
Tri-Fold- 1 document Flexible/Personalized Doc.
Lame Mission Statement “Our Difference Statement”
Your Words Actual Customer Words
Customer Testimonials Customer Case Studies
Features & Benefits The Story
Customer Process
“jiba-jaba”
Outrageous Guarantee
Trash Can Ready On-Line Ready

73. 5
Lead Generation
Trio
1. Advertising
2. Referral System
3. Public Relations

74. Hank’s Auto Repair Service
Location near you:
Booger Holla Amityville Buck Tussle
Call us! 1-866-Dill-Weed!

75. The sole purpose of small business advertising
should be....
to...

76. ... gain permission to communicate
and/or educate
Imagine...

77. ... come here & give me permission to give
you complimentary and relevant information

78. What is Free & Valuable ?
~ The Secrets of Hiring a Roofing Contractor Without Getting Burned
~ The Legal Tax Cuts That Your Accountant May Not Even Know About
~ 101 Ways to Get More from ACT! Software
~ What Your Pediatrician May Not Be Telling You About Car Seats
~ 10 Surefire Methods to Help You ~ Evaluate Your Auto Mechanic’s Ethics
~ How to Buy Everything at 50% Off
~ How to Squeeze Every Drop of Value from Your Attorney
~ Professional Mover’s Secrets to Packing Your Household Possessions
So Nothing Gets Damaged
~ 10 Must Know Health Tips for People Over 40
~ How to Be Sure You Pay the Absolute Lowest Health Insurance Premium
~ 10 Things You Must Know Before You Lease a Car
~ How to Create a Flood of New Business in 7 Simple Steps

80. Referral System
• make an expectation for doing business as
part of your process. customer testimonial
line on audio acrobat
• teach people what to say
• capture testimonials

81. Public Relations
• Most believable because someone else is
saying...
• Media Pitch-They could give a “rip” about
your business. They want a relevant story.
• P.R. releases direct to ideal customers.
• What are your clients reading?

82. 6
Automate
&
Dominate

83. Automate
• On-Line Shopping Cart
• Opt-in & Auto-Responder
• Ezine Newsletter

84. You only need a website if...

85. ...want customers

86. You only need a blog if...

87. ...want community

88. web presence
vs.
web site

89. Live by Marketing Calendar 7

90. Coach?

91. 7 Steps
to
Small Business Marketing
is
h ?
Success
T n
t io
W n an tat
re se Matthew Scott, M.S.
P
Founder & Managing Director
The Life’s Work Group, Inc.

92. mscott@lifesworkgroup.com
PPAI PPT Presentation
Oh Captain, My Captain,
Please send me a copy of your PPT
Presentation on 7 Steps to Small Business
Marketing Success.
Thanks,
Donald Trump