Scott “Q” Marcus707.442.6243 • scottq@scottqmarcus.com

@scottqmarcus • facebook.com/scottqmarcus

How to Better Target and Organize

Your Marketing Efforts for Better

Results

Thursday, December 5, 13

Barriers

“Lessons from the Field” by Howard Feiertag and John Hogan

Thursday, December 5, 13

death 1%

move 3%

Barriers

“Lessons from the Field” by Howard Feiertag and John Hogan

friend 5%

competitor9%

product14%

Thursday, December 5, 13

death 1%

move 3%

Barriers

“Lessons from the Field” by Howard Feiertag and John Hogan

friend 5%

competitor9%

product14%

Attitude68%

Thursday, December 5, 13

Behavior 101

3

Thursday, December 5, 13

Behavior 101People don’t buy what they need, they buy what they want.

3

Thursday, December 5, 13

Trust

4

Thursday, December 5, 13

confi

denc

eTrust

4

Thursday, December 5, 13

confi

denc

e

Know Me

Trust

4

Thursday, December 5, 13

confi

denc

e Like Me

Know Me

Trust

4

Thursday, December 5, 13

confi

denc

e Like Me

Trust Me

Know Me

Trust

4

Thursday, December 5, 13

confi

denc

e Like Me

Trust Me

Buy Me

Know Me

Trust

4

Thursday, December 5, 13

confi

denc

e Like Me

Trust Me

Buy Me

Know Me

Trust

Open Inquiry

4

Thursday, December 5, 13

confi

denc

e Like Me

Trust Me

Buy Me

Know Me

Trust

Open

Closed

Inquiry

Confirmation

4

Thursday, December 5, 13

What to Say?

5

Thursday, December 5, 13

What to Say?1. Repetition builds Reputation

5

Thursday, December 5, 13

What to Say?1. Repetition builds Reputation

2. A confused mind never buys

5

Thursday, December 5, 13

What to Say?1. Repetition builds Reputation

2. A confused mind never buys

3. WIIFM > “So What”

5

Thursday, December 5, 13

What to Say?1. Repetition builds Reputation

2. A confused mind never buys

3. WIIFM > “So What”

4. It’s about the benefits!

5

Thursday, December 5, 13

What to Say?1. Repetition builds Reputation

2. A confused mind never buys

3. WIIFM > “So What”

4. It’s about the benefits!

(Perception is Reality)

5

Thursday, December 5, 13

Emotions

6

Thursday, December 5, 13

Emotions

89

34,099

3,343,0853.5810,302,007

163.28

6

Thursday, December 5, 13

Emotions

7

Thursday, December 5, 13

Emotions

7

Thursday, December 5, 13

8

Thursday, December 5, 13

8

Thursday, December 5, 13

9

Thursday, December 5, 13

9

Thursday, December 5, 13

10

Thursday, December 5, 13

10

Thursday, December 5, 13

11

Thursday, December 5, 13

11

Thursday, December 5, 13

12

Thursday, December 5, 13

12

Thursday, December 5, 13

13

Thursday, December 5, 13

13

Thursday, December 5, 13

A Formula

14

Thursday, December 5, 13

A Formula

Target Customer

Who We Serve

What We Provide What They Get

Benefit Why It Helps

14

Thursday, December 5, 13

A Formula

Target Customer

Who We Serve

What We Provide What They Get

Benefit Why It Helps

14

Thursday, December 5, 13

A Formula

Target Customer

Who We Serve

What We Provide What They Get

Benefit Why It Helps

14

Thursday, December 5, 13

A Formula

Target Customer

Who We Serve

What We Provide What They Get

Benefit Why It Helps

I help individuals and organizations overcome

perfectionism & procrastination so they will be more productive, happier, and

healthier.

Striving For Imprefection

14

Thursday, December 5, 13

Where to say it?

15

Thursday, December 5, 13

Where to say it?Paid:• Mass Media

• New Media

Free:

15

Thursday, December 5, 13

Where to say it?Paid:• Mass Media

• New Media

Free:• Public Relations

15

Thursday, December 5, 13

Where to say it?Paid:• Mass Media

• New Media

Free:• Public Relations

• Networking

15

Thursday, December 5, 13

Staying in Touch

16

Thursday, December 5, 13

Staying in Touch

Thanks

Referrals

Evaluations

Endorsements

“TREE”

16

Thursday, December 5, 13

conclusions

Scott “Q” Marcus707.442.6243 • scottq@scottqmarcus.com

@scottqmarcus • facebook.com/scottqmarcus17

Thursday, December 5, 13

Know & love your customer

Understand beliefs & feelings

Speak their language

Ask for an action

Modify as necessary

conclusions

Scott “Q” Marcus707.442.6243 • scottq@scottqmarcus.com

@scottqmarcus • facebook.com/scottqmarcus17

Thursday, December 5, 13

Scott “Q” Marcus707.442.6243 • scottq@scottqmarcus.com

@scottqmarcus • facebook.com/scottqmarcus

How to Better Target and Organize

Your Marketing Efforts for Better

Results

Thursday, December 5, 13