Here are my notes (typed on my Crackberry Pearl) from a speech by John Jantsch, author of Duct Tape Marketing, last week at the Infusion Software User Conference…
Most of life is exceeding expectations, so the first thing I want to do is lower yours. (LOL
Everyone needs a Marketing SYSTEM!!
I’d rather see one good idea with massive action, than pages of ideas.
The new definition of marketing:
“Getting someone with a need to Know, Like, and Trust you.”“You can’t approach a new strategy with old thinking”
The 4 P’s of Marketing are dead. (“We’re gonna make a product, figure out a price for it, figure out where we’re gonna sell it, then promote the heck out of it!” That don’t work no more.)
The 4 P’s are now the 4 C’s.
- Content, but people are drowning in content, so the trick becomes…
- Context, build trust by being a good filter
- Connection, a human need, something that people crave even more, which leads to
- Community, goes hand in hand with connection, built on like-minded individuals to share an idea. (And it all leads to Commerce.)5 Steps to get to the 4 C’s:
Step 1) Fire 10% of your customers.
Don’t take business you shouldn’t take, but it happens when we don’t know who our ideal customer should be, and we need the money…so you have to NARROWLY define WHO your ideal customer is.*Action step – put all your customers in a spreadsheet and make columns for all the things you can know about the customer, sales volume, etc then add “Do they refer us?”, and you’ll find common characteristics about your most profitable customers and the ones who refer you – and this will enable you to write a concise paragraph about your buyer, and all that you do will target them AND no bad leads will come your way.
Step 2) Most relevant conversations
Take that group, and what is the most relevant conversation they are having among THEMSELVES, and they probably aren’t talking the same way you are.What do people really buy? Profits – that’s what they really want!! All purchases have logical reasons, but the choice is totally backed up by emotion.
* Action step: REALLY find the right customer, because the people who refer you have an emotional attachment. They know, like, and trust you!! So go interview them and ask them specific questions:
- Why did you hire us, what was it about our message that resonated with you?
- What would you like to see us do that no one else in this industry is doing?
You’re looking for common themes.
Warning: It’s not the first answer, but the second or third layer into that answer. “You provide great customer service”. “Can you give me an example of a time that you had great customer service?”(“The Edit Weapon does NOT offer great service or great pricing.”
Step 3) Discover your story
If we know the ideal customer, we have to package our brand story around why we do what we do. Don’t be afraid to let your company’s story be the forefront of your message. And all of our messages become educational tools, NOT brochures.Step 4) Stop selling.
Stop thinking in terms of what you do. Set up a cycle to Know, Like, Trust, Try, Buy, Repeat, and Refer You.And how can we make sure that when they become a new customer, they don’t fall off a cliff.
5) Blog damn it.
You can’t afford to sit new media out.
Sent via BlackBerry
