Marketing That Makes Money © 2014 Malcolm T. Upton Money Making Marketing
Jan 22, 2015
© 2014 Malcolm T. Upton
Marketing That Makes MoneyMoney Making
Marketing
© 2014 Malcolm T. Upton
I know that half myadvertising doesn’t
work. The problem is,I don’t know which half…
- John Wannamaker
© 2014 Malcolm T. Upton
© 2014 Malcolm T. Upton
The most important business benefit I have received from Dr. Malcolm … is consistent constructive feedback on any marketing question I have had. Marketing is such a vast, complex field, in which I felt completely lost. Shortening the learning curve has saved me a lot of headaches, time and money. His insight and advice has been invaluable.Eva RosenkrantzOwner, WellYes Today
Shortening The Learning Curve…
© 2014 Malcolm T. Upton
What Is Marketing?
Find CustomersCreate Demand
Get Your Name Out
Sell Stuff
Build Brand
Generate Leads
Educate
Convince People
© 2014 Malcolm T. Upton
Marketing Is…
Art DemandCreation
BrandBuilding
ProspectAttraction
© 2014 Malcolm T. Upton
Alice asked, “Cheshire Puss, Would you tell me, please, which way I ought to go from here?
“I don’t much care where-” said Alice
“Then it doesn’t matter which way you go,” said the Cat
“That depends a good deal on where you want to get to,” said the Cat.
© 2014 Malcolm T. Upton
Goal In Business
Help PeopleHave Freedom
Control of my TimeGive Back
Financial Goals
© 2014 Malcolm T. Upton
Operations
Provide More Value Than The
Customer Expects
Sales
Convert Interested Prospect To
Buying Customer
Marketing
Attract Interested Prospects (Repel
Uninterested)
© 2014 Malcolm T. Upton
© 2014 Malcolm T. Upton
1. Results Rule – Period2. Thou shalt have an
offer or offers3. Thou shalt have a
reason to respond now
4. Thou shalt provide clear instructions on how to respond
5. Thou shalt track and measure
6. Thou shalt follow-up
7. Thou shalt have strong copy
8. Thou shalt not pay for brand building
9. Thou shalt continue, change, or stop based solely on results (see first commandment)
9 Commandments Of Money Making Marketing
© 2014 Malcolm T. Upton
Marketing Piece Checklist
Attention capturing headline
Second read◦ Subheadlines◦ Bullets◦ Bolds
Focused on Benefits Keep It Super
Simple Wise use of
graphics/ images
Wise use of white space
Clear, enticing offer Clear, specific call
to action Reason to respond
now Tracking information Follow-up
information
© 2014 Malcolm T. Upton