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Paid and Unpaid
Offline and Online
Market Research
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 Target Market?
 Who in market is most likely customer?
 How many are there?
 Competitors, their prices and services
 Price comparison
 Trade industry magazine or Google alerts
Copywriting
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Elicit a “I need help response”
Identify the problem
Shine a light on the problem
Validate with third party data
Twist the knife (the problem is even bigger than you
thought)
 Tell your story
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 Your product or service is the light at the end of the
tunnel (call to action)
Power Words
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 New to the market, never been seen before
 Money back guarantee
 Secret that no one else knows or have what others do
not
 Expert, evidence
 FREE
 You (talking directly to customer)
 Limited time only (scarcity)
 POWER (what power will it give)
Roadmap to Buying

 These are stages that people must pass through
before they buy anything.
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 Attention
 Interest
 Desire
 Action
3 temperaments
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 that you have to appeal to work into your messages
 fear –what are they afraid of? You will have to turn that
into a positive
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 power – when they are impressed with you they feel you
are in power but not lording over them.
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 Freedom – freedom from working for a wage- freedom
have more free time
 Free to have what you want
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You are the Authority
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 you can attract far more buyers by offering to teach
something of value to them or by entertaining them
than you will ever attract by trying to sell them
something
Prolonged Exposure
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Tracking
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 Email marketing tracking
 Asking your customers how they heard of you
 Tracking how your customers travel the internet
It’s not the money you spend
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 What has gotten your attention recently
Word of Mouth
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 BE really really good
 Give aways
Weird & Wonderful
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 National pickle week
 Celebrity visits (Mickey Mouse)
 Free mugs and tee shirts (fans when it’s hot)
 Scavenger hunts
 Parties
 Build a bear workshops
Facebook
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 Highly targeted ads towards tight small groups
 Start with a question
 Great Picture with text?
 Make Promise
 Call to action
 Contact owners and offer
Signs
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Direct Mail
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Handwritten
Colored envelopes
Short and sweet
Make them call
For every 100 you might get 10
Get owners name
 When they call, “I think I can really help you but want to
make sure I am right. Is it a good time to ask a couple of
quick questions?
Flyers
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Buy or borrow lists

 Hyper targeted for direct mail
 Or newsletters
 Or groups
 Or blogs
Email Marketing

 I didn’t say you were stupid
Local Events
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 Community
 Charities
 Schools
 Speaking engagements
Internet Advertising
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 Pop ups
 Youtube
 Podcasts
 Directories
 Blogging
 Advertising on other blogs
 Press releases
 Give aways
 Vouchers
Email Signatures
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 Highlight what your company offers.
 Offer an incentive for recipients taken a specified action.
 Use the associated web address for the incentive, if it’s also on
your site.
 Give better visual positioning to the promotion rather than
contact info.
 Play with eye-catching fonts and colors.
 Use less than 64 characters/line so that words don’t wrap to a
new line.
 Write a “signature” for different categories of recipients.
 Change your signature copy frequently.
 Never miss a chance to get your product or company noticed.
Classified Ads
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 Gumtree
 Craigslist
 Directories (niche)
Printed Copy
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 Newspapers
 Magazines