The Entrepreneur’s G.P.S. GET IT DONE Webinar & Workbook I hate marketing Telesummit © 2014 Emporium Marketing Consultants Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means without prior written permission of Emporium Marketing Consultants Inc.. For permission requests, please contact Diana@dianalidstone.com . 2 GET IT DONE November 17, 2014 Introductions This is your bonus webinar & workbook from the I HATE MARKETING telesummit 2014. My name is Diana Lidstone and I’m the Entrepreneur’s GPS. I will be your guide to take the information you learned in the telesummit and put it into action. – step-by-step – so that you can celebrate your successes. The Entrepreneur’s GPS …. What is a GPS? A GPS is that tool on your dashboard that “guides you turn by turn to your destination” . I use the analogy that building your business is like taking a road trip. You need to know where you are going; who you are going with; how long, etc. There’s lots of planning that happens. And sometimes you might use a map or a gps to find your way without taking wrong turns or getting lost. GPS Strategy keeps you focused on your long term dream of your successful business. And then some of you might say – who am I? I won’t waste your time on this webinar or bore you (you can check me out on my website and read my story at http://www.dianalidstone.com/about/. My mission is to help ONE million women biz owners to SHINE so that they can share their gifts with the world and inspire others! www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 3 What is marketing? Quick review …. Marketing is how you let your perfect customer know that you have something they need WHAT www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 4 PRE-Marketing As the Entrepreneur’s GPS, I teach a 7 step GPS strategy to help you get twice the clients in half the time! 1. 2. 3. 4. 5. 6. 7. Starting point – place of origin – this part is about you & your strengths Destination – where are you going? Goals – specific goals that are aligned with your vision for your biz Perfect Client – who are you marketing to? Perfect Client’s Unique Problem Strategic Action Review, Revise, Repeat Now you will notice that first 5 steps of the GPS Strategy are pre-marketing. That means – that you have to invest some time working out the first 5 steps BEFORE you actually start marketing! www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 5 L.T. Vision 90-day Goals Weekly Commitments Daily Actions www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 6 When you know where you are going …. Overwhelm almost disappears. It’s easier to make decisions that will benefit your business. As a side note, if creating a vision for your business is something new to you, I’d be happy to work with you OR you can purchase for Vision 4 Success A + B for an unbelievable $27 an mp3 and a workbook which will guide you to create your vision or dream destination (http://www.dianalidstone.com/shop/vision-4-successa) However – right now, let’s just take a moment and write down what you envision your business to look like in 3-5 years. This will help you decide which marketing strategies might be MORE beneficial for you. ACTION 1 What is your vision for your business? Be specific – think big - process Pick a date – 3-5 years; How many hours do you want to work? Do you have a team? VA – other support staff What are you paying yourself? Not sales - profit What will this money do for you? Lifestyle - travel Are you painting a picture in your mind? Everyday, it’s important to revisit this picture or movie in your mind. If you are more visual – create vision board (Dec 18th) & post where you will see it If you like to write – write out your lifescript and listen to it daily Creating your vision or dream destination for your business is one of the best time investments you can make for your business. It’s also a process – as you grow and as your business grows; you may change your vision. That’s okay. Keep your current vision in front of you and refer to it daily! www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 7 ACTION 2 Next part of pre-marketing is knowing your Perfect Client – on the telesummit, you heard Ryan Harris talk about finding your tribe and how this empowers you! So if you haven’t clearly defined, named, etc. your perfect client …. Then you MUST do this before you can marketing effectively! What happens when you don’t write marketing aimed at your Perfect Client o dilutes your marketing copy making you invisible to potential clients o you attract the wrong customers who suck your energy & fun o it will feel like no matter how hard you work, you will struggle to reach o your business goals o prevents you from standing-out in an already crowded market place o subsequently – wastes time & money. When you focus on attracting YOUR perfect clients, you are able to: o Close sales more quickly & easily o Get more referrals of other perfect clients o Spend less on marketing o Have a higher average sales o Increase the lifetime value of your clients o Enjoy working with your clients more www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 8 Perfect Client (wants to change) Niche (going thru divorce) Target Market (35-55 women, in transition) Have no fear – you won’t be turning away business – in fact you will become the go-to-expert in your field and you will position yourself away from your competition. No matter what industry or field you are currently in!!! The process of creating your PC takes a little longer than we have here today. However, if you are interested, please feel free to ask me how I can help you with this challenge. www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 9 Strategic Actions ACTION 3 Let’s evaluate what you have already tried for marketing todate? Write it down. What are you currently doing for marketing? Networking, webinars, coffee dates, phone calls, live events, speaking, joint ventures/strategic alliances, direct mail, trade shows What do you have for marketing tools? Website, business cards, brochures, social media identity, written book, Enewsletter, print advertising You’ve probably tried local networking – but are you actually getting clients? You might have a website, business cards, brochure – but are they all sending the same consistent message that is actually inspiring your Perfect Client to say HELL YEA – I want to work with you? _________________________________________________________________ What has worked? How has it worked? ________________________________ What’s the return on the investment? _________________________________ What marketing strategies/tactics are your competitors using? (Do you want to stand out from them – perhaps then you don’t want to use the same tactics) IT’S NOT ABOUT WHAT YOU ARE DOING OR NOT DOING. IT’S ABOUT WHAT YOU ARE SAYING OR NOT SAYING. www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 10 ACTION 4 Which marketing strategies do you feel attracted to? Which are scary and move you beyond your comfort zone? Guess what … the ones that move you outside your comfort zone are the ones that will move your business forward. Was it videos? Was it speaking? Was it writing a book? Which ones scare you …____________________________________________ Which ones would you like to try _____________________________________ ACTION 5 Let’s create a short list of marketing strategies that you think you would like to implement by choosing from this list – you can also add your own. Direct Contact and Follow-Up • Cold Calling • Warm Calling • Lunch or Coffee (with prospects) • In-Person or Phone Appointments • Staying in Touch with Former Clients • Personal Letters and Emails • Announcement Card or Letter • Nice-to-Meet-You Notes • Sending Articles or Links • Extending Invitations • Reminder Postcards or Mailers Email Marketing • Newsletters and E-Zines • Broadcast Email and Autoresponders Networking and Referral Building • Attending Meetings and Seminars • Developing Referral Partners • Participating in Online Communities Writing • Publishing Articles or Book www.dianalidstone.com Social Media • Text Messages > LinkedIN . Facebook . Pinterest I HATE MARKETING Telesummit (514) 690-1867 11 • Lunch or Coffee (with contacts) • Volunteering • Sharing Information and Resources • Strategic Alliances • Swapping Contacts • Leads Groups • Giving Referrals • Reprinting Prev. Written Articles • Writing a Column • Publishing a Blog Public Speaking • Acting as Master of Ceremonies • Serving on Panels • Making Presentations • Virtual Speaking (Webinars) • Giving Classes or Workshops Media • Linking to Your Website • Posting to Social Media • Being Quoted by the Media • Having Stories Published About You • Being Interviewed on Broadcast Promotional Events • Trade Shows • Live Seminars &Demonstrations • Open House or Reception • Co-Sponsored Events • Giveaways, Contests, and Surveys Advertising • Increasing Website Visibility • Facebook Advertising • Online Directories • Print Directories • Online Classifieds • Newspaper or Magazine Classifieds • Banner Ads • Print Display Ads www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 12 • Event or Conference Programs • Unsolicited Bulk Email or Text Ads • Direct Mail • Brochure or Flyer Distribution • Radio or TV Ads • Billboards - Cross out the ones you DON’T want to try ________________________________________ ________________________________________ - Cross out ones that haven’t worked for you ________________________________________ ________________________________________ Now let’s get serious about your marketing. If you listened to Stacey Hylen on the telesummit, she taught that effective marketing should be: 1. 2. 3. 4. 5. 6. Written for your perfect client (everyone talked about this) direct response (asking client to do something) stacked (leverage) call to action; deadline consistent, profitable plus…. Going to add a couple of more … As small business owners where our time is precious we should be ensuring that our marketing is ONE TO MANY. Now let’s look at the list of marketing options from above again … 1. 2. written for your perfect client direct response www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 13 3. 4. 5. 6. 7. 8. stacked call to action; deadline consistent; profitable one to many gets me closer to my Vision beyond my comfort zone ACTION 6 I want you to pick 3 marketing strategies that you feel would work for you and write them below. AND then you have to rate them against the 8 criteria 3 _____ MARKETING 90 days 2 _____ 1. written for your pc 3. stacked 5. consistent & profitable 7. closer to my vision www.dianalidstone.com 1 _____ 2. 4. 6. 8. Direct response CTA & deadline One to many Outside my comfort zone I HATE MARKETING Telesummit (514) 690-1867 14 Before we continue with our Strategic Actions, I’m going to talk for a minute about one big challenge that I see often --Time Management Start with some assumptions…. We are all busy & we all have different demands We all have the same amount of time in a day What we do with that time is OUR decision We can decide what we want to do Our decisions should be based on our values and our vision for the life we want to lead. If you aren’t happy with your life or your business, then it’s time to make some changes You can decide which changes you want to make As women & mothers, we feel that we have to take care of everyone; we suffer from this innate “Wonder Woman’ syndrome. AGAIN – get out your agenda – if you don’t have a paper agenda for 2015, I recommend http://www.attitudeorange.com/en/product/my-attitude-2015- planner-copy/ We are going to do some time blocking in your agenda. Some of you may like to do it with colored highlighters (erasable) – others in pencil. Each time you time block in your agenda, you are going to consider it an appointment with yourself. So start thinking about the business of your dreams. Start treating your customers and yourself as if you are a big business. Start thinking about building a team around you – for many of you that’s so far fetched that you think I’m crazy! WHY? Because you should be generating revenue and marketing – that’s all!! www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 15 ACTION 7 Okay – let’s get back into your Strategic Actions. Let’s take the template I sent you entitled CORE STRATEGIES. Here are the steps you are going to take – let’s review & then I will walk you thru them. 1. You previously chose 3 marketing strategies – going to pick main i.e. – remember that each strategy must be evaluated against the 8 criteria …. They are going to be your CORE strategies (1-2-3) 2. You will then identify what specific actions you need to support those CORE strategies. 3. You will assign DATES that you commit to for the next 90 days. When you have completed this template, you will have a 90-day marketing plan. Why? o o o o o Because it’s easy to see 90 days ahead It’s not too overwhelming It’s easily adjustable If you are planning the year – just use 4 of these Personal success with this as have my group coaching students in the 90-days 4 success program (btw- another starts in Jan) 4. You will take each action & it’s date and write in your agenda when it is due to be completed. 5. Then you will reverse engineer the supporting steps. www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 16 ACTION 8 Get out your agenda – that’s right YOUR AGENDA – you should live & breathe by your agenda! It can be paper – preferably; or electronic AGENDA and time blocking. Look at your agenda now and for the next month – block in ….. o o o o Your regular appointments (exercise, meetings, networking) Sanity Meetings (or CEO time – planning time – every Sun nite/Mon) Marketing time – Office time Core Marketing Strategies ACTION 9 … walk thru the example Now continue the process of reverse engineering! Let’s look at your dates for Core Strategies – mark in those deadlines As you continue doing this step-by-step process, you can see that in a very short time you have created your own 90-day marketing plan! If you have gotten value from this webinar and perhaps even enjoyed it, www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867 17 I like you to consider: What would it be like to do this every 90-days What would it be like to have your own GPS to guide me & help me focus What would it be like to sharing & brainstorm with other like-minded entrepreneurs? What would it be like to continually work with your Perfect Client What would it be like to have marketing that easily attracted your Perfect Client, the ones you love working with; the ones that easily pay you well; and ones that referred you to other Perfect Clients? What would it be like to have the marketing overwhelm, the frustration and the struggle GONE because you have a solid, yet flexible, plan in place? You can – just by joining 90-days 4 Success - a group coaching program that offers all of that. The next program starts January 12th. For more information & to reserve your spot http://www.dianalidstone.com/90days/ Space is limited and some spots are already filled! Diana Lidstone The Entrepreneur’s G.P.S. (514) 690-1867 www.dianalidstone.com Facebook https://www.facebook.com/TheEntrepreneursGPS www.dianalidstone.com I HATE MARKETING Telesummit (514) 690-1867