5 Steps To Powerful Marketing I

Differentiate Your Business and WIN!

• Who are you and what do you do?
• What is marketing—really?
• Are you a Mega-Marketer?
• Introduction to the 5 Steps
• Why Difference leads to greatness and Sameness leads to failure.
• Finding Your Unique Selling Proposition
• Do you need to innovate?
• Are you benefit or feature oriented?
• John Smith’s Eyes
• The Elevator Pitch on Steroids

5 Steps To Powerful Marketing II

Communicate Your Excellence

• Who are you and what do you do?
• Re-Introduction to the 5 Steps
• Ralph Waldo Emerson’s Mousetrap Claptrap
• Marketing is a science - here is the formula
• Your Approach—Emotional or Intellectual?
• The Need to Interrupt
• The Headline—your mental alarm clock
• Sub Heads and Cross Heads Tell Your Story
• Headline Writing Exercise
• Writing Good Copy
• Let’s Play “Find the Platitudes”

5 Steps To Powerful Marketing III

An Educated Customer Is Your Best Friend

• Who are you and what do you do?
• Re-Introduction to the 5 Steps
• Does anyone believe what you’re saying?
• Build a Case for Your Business like a Lawyer
• I’ll Bet You Ignore 94% of your Prospects
• Motivators and Risk Reducers
• Evaluate your marketing or throw your money away

The Writers Workshop

Learn the “Secrets” of Professional Copywriters

• Who are you and what do you do?
• Introduction to the 5 Steps to Powerful Marketing
• Headlines - The Gift of Grab
• Sub Heads and Cross Heads Should Tell Your Story
• Is a Picture Really Worth a Thousand Words?
• Writing for Print—Ads/Flyers/Brochures, etc.
• Layout—Can Help a Little or Hurt a Lot
• Claims—Make Them Clear and Verifiable or Forget It!
• Some Quick Hints When Writing for Radio

Sales Letters That Work!

Direct Response Letter (B2C)

• One quick word about your mailing list.
• What problem are you trying to solve?
• What benefit(s) can the reader expect?
• What response are you trying to elicit?
• What are you offering? Is it something they want?
• Rules of “Writing For Print” apply double.
• Write as many words as you need—and not one word more.
• The Check-List.
• Edit, Edit, then Edit some more.

Professional (B2B) “Credibility Statement®” Letter

• Who are you and what do you want?
• What makes you think you know about what I need?
• Your personal Credibility Statement®
• The Offer—What motivates your reader?