Someone Else Is Serving Your Clients · • You’re “marketing” but it’s not getting traction • Your idea of marketing is spending hours on social media (or hiring someone

@darnyellejervey @ncrediblefactor

Someone Else Is�Serving Your Clients

3 Keys For Rising Above the Noise in the Crowded Marketplace


©www.IncredibleOneEnterprises.com All Rights Reserved

“Nothing happens until somebody sells something”

Mary Kay Ash



“Nothing happens until somebody serves someone”

Darnyelle A. Jervey


But you can’t��

if you can’t get







Can I give you a gift?


Visit BizMistakesCD.com


There’s a lot of noise out there…

• 294 billion emails are sent • 2 million blog posts are written • 864,000 hours of video are uploaded… to YouTube

alone • 48 million Google searches are conducted • 2.4 million tweets are posted • 16.4 million pieces of content are shared on

Facebook ©www.IncredibleOneEnterprises.com

All Rights Reserved

*Digital Buzz Blog


And that’s just the tip of the iceberg…�



Marketing Myth: �Only Online Vehicles Lead to Your Website

*Nielsen / Webvisible

Your Website Facebook

LinkedIn

Twitter

Blog

Instagram

Your Website is central to everything you do online!


Right Now, Potential Clients Are Looking for You

• They don’t know you exist • So, they’ve invested in themselves through

someone else • But you’re much more Incredible than your

competition • To meet them, you need to be Positioned Above the

Noise to Serve (and Profit)



Strategic Marketing is HOW you get Positioned



A few things before we get started…



The Incredible Factor®

HUG – Hot Undeniable Gift +

SBM – Signature Business Move +

UVP – Unique Value Proposition



Universal Law of Business

“Get found by a group of people [Audience of One®] who have THE

EXACT problem that you solve that are ready RIGHT NOW to pay for a

solution to that problem.”




• Brand Messaging is how you get KNOWN�

• Marketing is how you get FOUND�

• Sales are how you get PAID�

• Operations are how you build a BUSINESS

The Process


Marketing is one of the hottest topics in business.

BUT… it’s also one of the most misunderstood topics in business





You’re not in the business you THINK….��

You’re in the business of MARKETING your products and services



If You’re in Business, �You’re a Marketer

(Psst!: It’s seldom about how you serve, it’s always about how you package and

position it!)



You’re in the right place if…. • You only market when you have space for new

clients • You’re “marketing” but it’s not getting traction • Your idea of marketing is spending hours on social

media (or hiring someone to do that for you) • You don’t have a clear strategy and plan in place

that keeps the phones ringing with new clients clamoring to be seen by you

• You’re tired of having less clients that you can handle



Marketing is just a conversation…



“Marketing is the act of creating a powerful message

and then deploying that message through the

appropriate delivery systems to a defined target market in a way that will have them willingly make an emotional

investment in it.”



If You Want to Get Above the Noise, You Have to Be

STRATEGIC



Bold Mindset and

Confidence

Business Above the Noise

+ Strong,

Consistent Brand

Message x

Strategic Marketing

and Positioning

=



Your Marketing Message Must

• Offer an Experience • Share some Education • Focus on a Problem • Elicit Emotion And when it does, it will increase

your reach above the noise…



• 3% Loves Your Products/Services

• 7% Considers Hiring You • 30% Knows Where You Are if They Need You

• 30% Has No Idea Who You Are

• 30% Is Not Interested in Your Products/Services



• 3% Loves Your Products/Services

• 7% Considers Hiring You • 30% Knows Where You Are if They Need You

• 30% Has No Idea Who You Are

• 30% Is Not Interested in Your Products/Services



How will you maximize YOUR 67%



Do you want to generate awareness or revenue?



Awareness Gen vs Revenue Gen • Awareness Gen

–  Blogging –  Social Media –  Video –  Advanced Marketing

Materials –  Website –  Public Relations/Media –  Book –  Podcasting

•  Revenue Gen –  Speaking –  Strategic Networking –  Phone Prospecting –  Email Prospecting –  Referral Marketing –  Leveraging Your Network –  “Serve” calls





The Rise Above the Noise Mix:�ALL Roads Lead to Your Website

*Nielsen / Webvisible

Your Website

Social Media/Online

Marketing

Speaking

Networking

Direct Mail

Referral Marketing

Over 85% would visit your site if you diversified your marketing

mix

Your Website may be central to everything you do but you can leverage online AND off-line strategy to drive traffic


The 3 Keys To Rising Above the Noise …

• Solve a SPICE Problem and Build Your Key Messages Around It

• Take it Back to the Old School • Build Robust Referral Marketing Campaigns



What’s your CORE Brand Message?

(write it down in one sentence)



Someone else will be serving your clients if you can’t say it in one

sentence.� (and, you’re not in DEMAND)



People in pain are actively seeking a pain killer



You May be the best ��

People will only seek you out if your message rises above the noise when they’re ready to

purchase the solution that you offer



A SPICE PROBLEM



A SPICETM Problem is…


Specific & Substantive Pervasive & Persistent Immediate & Insurmountable Clear & Conscious Expensive & Expansive



There are 6 MAIN CATEGORIES That SPICE Problems that position

you above the noise fall into.



HEALTH/WELLNESS

MONEY/CAREER/BUSINESS (people, process, profit)

LOVE/RELATIONSHIPS

IDENTITY/PURPOSE

TIME/LIFE BALANCE

SEX/FULFILLMENT


There are also 6 motivation categories or reasons why people are motivated to make

an investment to solve a problem…




SAVE TIME, MONEY, ENERGY, SPACE, EFFORT PROTECT INVESTMENT, SELF EMPLOYEES/FAMILY, PROPERTY REDUCE INVESTMENT, EFFORT, WORRY, EXPENSES, RISK

MAKE MONEY, SPACE, CONFIDENT, RELAXED, STRESS-FREE

INCREASE HAPPINESS/FULFILLMENT, PROFIT, RESULTS, CONFIDENCE

IMPROVE EARNINGS, RESULTS, IMAGE, STATUS, RELATIONSHIPS, EFFICIENCY


The most well positioned problems hit ALL categories. To ensure that you are positioned to

Rise Above the Noise, run the problem you solve through the filters…. �

�





1 – 3 %

20 - 30% Or


Let’s Take it Back to the Old School • Telephone • Handwritten notes • Speaking about Your Niche (Focus on the Problem) • Direct Mail • PR and Media • Local Marketing: Preferred Partner • Host Education Events Locally



Old School Tactic One: Telephone

• Create Scripts • Remember that 80% of sales occur on the 5th to

12th contact yet most stop calling after the 2nd attempt

• Leverage Infusionsoft to keep you focused on follow up



Old School Tactic Two: Handwritten Notes

• Do something that warrants a call • Send 5-10 per week, every week • Don’t make the note about a sale • Have a call to action (Invite them to a phone call) • Use as part of a campaign to turn a lead into a

client –  In other words, Follow Up



Old School Tactic Three: Speak

• # 2 way to Rise Above the Noise • 87% of your success tied to your ability to speak

well • Leverage the power of being face to face with

leads and prospects • Showcase your expertise • Offer a free gift (lead generation magnet) • Follow up after you speak



Speaking Continued

• Business Development Speaking the easiest to book • Create a list of places your ideal clients are

gathering consistently • Leverage Infusionsoft by creating tags for each

engagement to make follow up more seamless



Old School Tactic Four: Direct Mail

• Make sure it doesn’t look like a bill • Share client success stories • Make letters conversations • Share statistics, your story and why you’re the

right person to solve their current SPICE problem • Offer a free gift so they go online and enter their

contact info



Old School Tactic Five: PR & Media

• Make sure your “pitch” solves a SPICE problem • Before you go on TV, leverage Infusionsoft to set

up a landing page to capture leads (give the station that URL)

• Have your follow up system already mapped out in Infusionsoft



Old School Tactic Six: Local Marketing Strategy

• Make a list of the top 10 companies in your city • Speak with Community Relations about preferred

vendor status • Draft your pitch around your SPICE problem and

value add to employees • Works for most industries



Old School Tactic Seven: Local Education Events

• Pick a day each month to hold an event in your community

• Pick a topic that will appeal to the problems of your ideal client

• Offer networking to get listed in the local paper’s events section for free

• Have your lead capture system ready



Just adding one old school tactic to your marketing mix can increase your results

significantly…Which will you try?



The Power of Referral Marketing

• 88% of your clients would refer you if you formalized a system around it

• No marketing beats referral marketing, it’s the #1 way to Rise Above the Noise

• Brainstorm what your referral program could look like

• Remember people work harder for praise and recognition then they do for money



The Power of Referral Marketing

• Seed about your referral program at the onset of the relationship

• Use Infusionsoft to keep track of your referrals • Create a campaign that generates automatic

emails and task reminders for offline components





Again, I remind you to be…



The 3 Keys To Rising Above the Noise …

• Solve a SPICE Problem • Take it Back to the Old School • Build Robust Referral Marketing Campaigns




Pick up your copy today at www.incredibleoneenterprises.com/author


Let’s Connect Darnyelle A. Jervey, MBA

Author | Speaker | Business Optimization Strategist/Consultant www.IncredibleOneEnterprises.com

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Someone Else Is Serving Your Clients · • You’re “marketing” but it’s not getting traction • Your idea of marketing is spending hours on social media (or hiring someone

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