Marketing

For The Un-Common Businessman

(And Businesswoman!)

Agenda

• What is Marketing?

• Why market?

• Why Doesn’t (Traditional) Marketing Work?

• WSPB2BFY

• Niching

• Marketing methods

Textbook Definition

“identifying and satisfying customer needs profitably”

Slightly Better

“Marketing is about deciding what customers’ business you want to win…..against whom…….and how”

Even Better

“Marketing is about seeing your business through your customers’ eyes”

My Definition

Marketing is about creating perceived value that exceeds price

Reality ≠ reality!

Perception = Reality!

Lesson 1

The only products that succeed are those that offer a perceived benefit to customers……….that is greater than their cost

Creating the Perception• This one comes from Nepal• This one comes from a sacred orchard in Nepal• This one is nourished by the sacred waters of the springs that feed the

Ganges River• This one is tended by virgin priestesses on a daily basis, who caress the

melons, sing to them and turn them to ensure they get the same amount of sunshine on all sides

• This one is hand picked, each one packed into a box with hand-spun cotton to cushion it during the long journey to the UK

• This one is known to have medicinal properties• This one is proven to cure many ailments including coughs, ulcers and

menstrual cramps• This one is highly sought after by many of the worlds celebrities as the juices

have been proven to reverse the effects of ageing and eliminate wrinkles

Perceived Value

Perception Exercise

Product or Service WSPB2BFY

Value waterfall

Price

Perceived Value

Perceived Value

Price follows value!

• Plumber or:– Someone who guarantees you can do your

laundry, wash your dishes and enjoy a hot bath or shower, 24x7 without fail.

• Virtual Assistant or:– Someone who guarantees you peace of mind by

ensuring that you never miss a call from a customer or prospect ever again, every quote and invoice goes out on time and every email you get is filtered and vetted.

Products with Exceptional Perceived Value

£26!!!

The 2 Ronnies

£600 / day £2500 / day

Lesson 2

If you have the choice of being different or being better……….choose to be different! (Being different and the best is the ideal)

Traditional Marketing

Why Niche?

Value of Niching

Revenue PotentialAudience

Competition

Income Potential

Niche Marketing

Ideal Niche

Finding Target Markets

The Role of Marketing?

Marketing is a Journey

Marketing Funnel

7x3

Email / Video

Social Media

PR / Adverts

The Marketing Spectrum

Marketing Tools

Lesson 3

‘Consistent’ content drives everything in your marketing machine!