Table of Contents
Preface v
The problem with marketing
Make it relevant
Results matter
The good news
About the Author ix
Introduction xi
The only one marketing model that really matters
Debunking the One Strategy Marketing Myth
Chapter 1 21
It Starts With Attitude
What kind of attitude does in take to succeed in business and in life?
You can choose either heaven on earth, or hell on earth
Don’t be F.I.N.E
What are your dysfunctions?
Selling Defined
But why all the talk about attitudes?
Six statements to help you stay within the Positively Passionate mindset
Chapter 2 27
Inside the Prospect’s Mind
There’s a huge difference between marketing and marketing well. Here are some of the questions that you’ll need to anticipate early on if you expect your prospect to choose you.
Chapter 3 31
What is Marketing?
The Marketing Machines
Addicted to H.E.L.P.
How to cause a marketing machine to implode
How you can at least disconnect from the marketing machine in three steps (not easy, but possible)
Marketing: the quintessential tree of knowledge
Chapter 4 37
Positively Passionate Marketing
What is Positively Passionate Marketing?
P.A.S.S.I.O.N!
Follow these six steps to grow your closing rate and develop ongoing sales opportunities.
How to sell the dream by painting a future for the buyer that puts them into an imaginative mode.
How to persist no matter how much resistance comes your way.
Chapter 5 45
The 4As of Marketing
What constitutes effective marketing? Before spending a single cent on anything that’s supposed to generate revenues for the company, ask these questions.
Enter the 4As
A closer look at the 4As…
The value of forever
Important trends
Chapter 6 55
Creating the Perfect Buyer (and How to Find Them)
How to Target the Right Buyers
Ten sources you can turn to gather the demographic information you need
Strategies for building your house list
Beyond standard demographics
Meet Your I.D.E.A. Prospects
The ultimate equation for determining who your perfect buyers are
Seven factors to consider before you decide on which lists to use for your marketing campaigns:
Chapter 7 75
Generational Marketing
Six generational categories you can use to better
understand your buyers
Master the 6Cs
Chapter 8 83
10 Unbreakable Marketing Rules – and When to
Break Them
Chapter 9 89
Delivering Value (And Why Free Ain’t All it’s
Cracked up to Be)
If you aren’t charging what you’re worth, follow these 10 principles.
Chapter 10 95
My Favorite (and most Effective) Sales Strategies
How to answer unexpected objections immediately
Use questions to gain trial
Remember to assume the sale
Think like a trial lawyer
The Four Most Common Objections and How to Answer Them
Five Whys
Research
Benefits and Close
12 Contact Plan
11 time-tested skills that will help you (or your sales team reach the decision-maker.
Chapter 11 101
Creative Blockbusting! Nine Steps to Solving
Your Marketing Problem in Half the Time
Everyone’s born a creative genius.
Mastering the 9-step Creative Blockbusting Process
Chapter 12 107
How to Unleash Your Marketing Genius
Learn to enjoy being comfortable being uncomfortable.
How to ask the right questions
What Lasik taught me
The sewing machine, Post-it Notes & The Pet Rock
Transforming your problems into positive action statements
Chapter 13 113
Using Provocative Questions and Unexpected
Scenarios to Engage Your Brain
15 scenarios and questions to rid your company of “Rocks with Lips”
Chapter 14 117
13 More Techniques for Finding New Ways
to Boost Your Creative Marketing Results
Chapter 15 125
The Creative Marketing Matrix
Learn to construct an entire marketing campaign, complete with kick-butt copy, in less than 30 minutes
Chapter 16 139
Problem Busting
Get to the heart of any problem quickly with this amazing technique
Chapter 17 147
18 Creative Sales and Marketing Strategies
to Boost Response Fast!
Four easy ways to get referrals
Removing skepticism with testimonials
Turn your guarantee into a marketing tool
Generate more and better leads
Common mistakes the doom lead generation efforts
Alternative methods for getting leads
Six commonly overlooked direct response tweaks
Chapter 18 173
Marketing Strategies and Tactics That Rock!
Define Your Unique Marketing Proposition
Object Marketing
Magalogs
Advertorials
Value-Based Pricing
Instant publishing
Creative Payment Plans
The Managers Special
Seven Questions to drive your Mouth Marketing campaign
Chapter 19 187
Vice Marketing
What’s your vice?
Chapter 20 191
The Chapter about Advertising
Here’s what I dislike about most advertising.
Why Awareness alone isn’t enough
The Size Myth
How to make any type of advertising worthwhile
The Branding Myth
Smart Advertising
Chapter 21 199
The Right Way to Build a Killer Brand and
Create Customers for Life
Is there a right way to build a brand?
Eight Steps to Creating Customers for Life
What can you do to address the believability litmus?
What creates the perception of quality?
Cult your business and level of service
Creating monogamous buying, selling and referral agreements
The questions your customers are eternally asking…
An important formula for building Repeat Business
Chapter 22 211
Secrets to Writing Great Copy
My 10-step copy writing system
The Copy Sandwich
Developing your Primary Motivational Hook
Apply the Selfish Test
Winning Headline Formulas
13 additional strategies for adding impact to your headlines
Using benefits and features
Eliminate these 12 weak words and phrases from your copy
Use the seven deadly sins to your advantage
12 words that make your headlines and subheads come to life
15 question to ask when writing your copy
Additional hints for writing better copy
How to avoid getting stuck in Cliché Valley or Tech-Speak Canyon
Through the eyes of a child
The Selfish Test
Chapter 23 235
Creative but Legal: A Regulatory Primer
for Marketers
Here is a quick regulatory overview of what’s currently being legislated, coming down the pike and penalties for companies that don’t follow the rules.
The CAN-SPAM Act of 2003
The National DO-NOT-CALL Registry
The Giant Loophole
Telephone Consumer Protection Act of 1991
Junk Fax Prevention Act of 2004
Chapter 24 239
Image Matters: Looking Great in Person and on Paper
Your image in person
Your image on paper
The business card checklist
Chapter 25 247
How to Make Your Newsletter One of the
Most Effective Tools in Your Marketing Arsenal
The five most important questions you must answer before you begin with your newsletter are:
Part II: Creative Strategies for Your Online 251
Sales and Marketing Campaigns
Chapter 26 253
Taking Your Newsletter Online
Chapter 27 257
16 Killer Questions to Answer Before You
Build Your Website
Be sure to ask the following questions before you invest any money in creating a web presence.
What can you do to neutralize and dominate your competition and likely copycats?
How to come to your buyers!
Chapter 28 265
The Truth about Website Marketing
Eight realities of web site marketing
Chapter 29 269
Measuring and Interpreting Your Online
Results…Industry Benchmarks To Success
“You can’t change what you can’t measure.”
The Four “Laws” for Measuring Your Results
Timing Metrics: When and How Often to Send your Email
Search metric question that you should be asking
Value Metrics
Benchmarking Strategies
Chapter 30 275
Winning the Search Engine War
24 SEO strategies for quick results.
Six more steps for search engine optimization for your website
Chapter 31 281
Seven Direct Email Marketing Maxims
How to get your emails open, read and responded to
Winning subject lines
Grabbing your recipients attention without triggering the SPAM alarm
Chapter 32 285
The Four Ps to Making Your Emails Count
Secrets to successful permission marketing: Essential strategies for optimizing your e-mail
Five ways to make your emails winners and NOT be mistaken for SPAM
How to create marketing pieces that don’t get dumped by some gate-keeping SPAM filters
Words to avoid in your email messages…
Chapter 33 291
How to Grow Your Email Database
Part III Pathways to Quickly Becoming an 293
Expert in Your Industry
Chapter 34 295
Get Prolific...Get Published!
Tips for submitting articles
Chapter 35 299
The Anatomy of a Brilliant Media Release
Chapter 36 305
The Ultimate Media Kit
Chapter 37 309
Positively Passionate Networking
Don’t be a Judy!
13 Positively Passionate Networking Rules
Perfecting your “Elevator Speech”
Chapter 38 317
How to Speak Your Way to New Clients
Why you should never speak for “free.”
Powerful one-sheets
Program Assessments
Where do your give your presentations?
How long should you speak?
What should you talk about?
How do you use your presentation to create the highest number of new buyers?
Tips for Communicating More Effectively
Overcoming Stage Fright
Chapter 39 327
Becoming a Community Resource
Ten ways to become a community resource
Part IV: Great Marketing Begins From the 329
Inside Out! Mastering the Secrets to Getting Buy-in
Chapter 40 331
How to Get Buy-in From Your Boss, Employees
and Team Without Kissing Up or Selling Out
The responsibility of growing sales and ensuring repeat business belongs to every person who encounters that organization.
Four reasons that answer why new ideas and new ways of thinking are essential
Ten specific factors that can bring creativity, change and implementation to a nauseating standstill (and what to do about it)
Additional strategies for getting buy in from your boss, team or employees:
Making your sales and customer service staff are part of the marketing equation.
Motivating your staff...
Chapter 41 363
Conclusion
Appendix 365
Sample Online Newsletter 367
Sample Media Release 371
Sample Q&A Sheet 373
Sample Bio Sheet 375