Our agenda: What you will discover…

Strategic marketing

Your 3-step process

A simple way to create great USPs

Websites – with Ellen and Susan

The top 5 requirements your website must have

The 6 measurement statistics you must review regularly

The one critical element you MUST have on your website

Bonus information

How to stand out from the crowd

Webinars

Referrals

Selling

Joint ventures

Direct mail

Video

Social media

Testimonials

Online marketing

Strategy

SurveysWriting copy

Websites

Public relations

Email

Theory…. aaaaaaargh

competitor analysis

product

promotion

price

place

people

physical evidence

processes

i s n o t a

s t r a t e g y

Hope

Your 3-step process

Step One:D e c i d e t h e

type of client

y o u

really want

Profitable and successful

Location

Age of business or decision makers

Willingness to refer

Online presence

Ambitious – know what they want

Financial viability

Likeability

Integrity and attitude

Size of business – turnover or no. of employees

Industry type

Your 3-step process

Step Two:I d e n t i f y w h a t

those clients

really want

From their businesses

In their bank accounts

In their lives

For their families

When we meet their broader needs

we suddenly makes ourselves

compellingly

attractive

What is more attractive?

Suddenly we become the

people that help

change their

lives

Dave, 40, married, two kids 8 and 10, £100k mortgage

Set up service business 10 years ago

Turns over circa £1m, employs 6 people

Grew by word of mouth – but growth now stalled

Business cashflow is tight

Can’t pay himself as much as he wants

Works 50+ hours a week

“Pen pictures”

Valued Not as valued

Proactive Reactive

Fast Slow

Known fees Surprise fees

Work with clients Work on clients

Personal contact Letters

Recommendations Justifications

Prevent problems Respond to problems

Be candid Hold back

Plain English Jargon

Your 3-step process

Step Three:I d e n t i f y w h a t y o u

can do for

them

Features

Benefits

Ultimate benefits

Your “sweet spot”

What

they

want

What

you

can

deliver

The „last writes‟Source: Andy Bounds

RW

ITES

w e a l t h i n c re a s e d

r i s k re d u c e d

i n c o m e i n c re a s e d

t i m e s ave d

ex p e n d i t u re re d u c e d

st re s s re d u c e d

C h a n g e y o u r s t r a t e g y i f y o u r

sweet spot

d o e s n ’ t c o v e r t h e

“last writes”Change your services to meet their needs

Change the type of clients you want

1. Decide the type of clients you really want

2. Decide what those clients want

3. Identify what you can do for them

Strategy in 3 simple steps…

Summarise your „sweet spot‟

It is your

compelling

attractiveness

So it should be your

core marketing message

In writing

For use verbally

Using their type of language

Covering all 6 of the last writes

The 4-step USP generator

they aren’t very proactive, spend most of their time measuring the past and charge for every minute

Step One:

You know how most people have a problem with

accountants because…

The 4-step USP generator

they aren’t sure their accountant is adding enough value

Step Two:

Which means that…

The 4-step USP generator

a diagnostic review and report with your accounts every year showing new ways to add thousands to your bank account, and give you a fixed price for every piece of work

Step Three:

Well, what we do is…

The 4-step USP generator

you can be certain that you will never receive a surprise bill, and will never miss out on any opportunities to earn moremoney, keep more of it, and become more financially secure.

And by helping you become wealthier you also get more control over your life, with less stress and the option to work fewer hours if you want.

Step Four: Which means that…

The worst time to think of

the best thing to say is as the words

are coming out of your mouth

- Rob Brown

“

“

What do you do?

Why should I choose you?

That’s expensive

My accountant is a friend

Asking for referrals

Script and practice your

key conversations

Demonstrate

you are

dramatically

Why

should

clients

choose

YOU?

d i f f e r e n t

5 ways to be the expert

One: Your LinkedIn profile

This is who I am

This is who I help

This is how I can help you

5 ways to be the expert

Two: Write a book

5 ways to be the expert

Three: Run events

When you

cross that

line…

You

become

the

exper t

5 ways to be the expert

Four: Run webinars

5 ways to be the expert

Five: Use video

4P marketing workshop

Strategic marketing and websites

Thank you so much for watching our webinar,

a n d

look out for our next webinar

please, please complete the short survey,