1-Page Marketing Plan Chapter 2

what is marketing on purpose?

advertising to get predictable results and value

what are two important questions to consider when marketing on purpose?

1. 1. what is the purpose of your ad?

2. 2. what does your ad focus on?

your ad should

invite prospects to indicate interest rather than directly sell

what do you need to communicate to your audience after your objective is made clear?

very clear next steps and a call to action, with multiple ways to take that action

what is the main goal of your unique selling proposition (USP)?

the main goal is to answer one question: “why should I buy from you rather than from your nearest competitor?”

what is wrong with people saying quality or great service is their USP?

1. quality and great service are expectations, not something unique to a business

2. quality and great service are discovered after buying, not before

future prospects should be forced to make an apples-to-oranges comparison when evaluating you and other options so that:

their choice comes down to what’s being offered and not the price

what are two main questions when developing a USP?

1. why should prospects buy?

2. why should they buy from you?

prospects typically have three options

1. buy from you

2. buy from competitor

3. do nothing

rather than your competitors being your biggest problem, it is actually:

inertia

one piece of advise given regarding effective messaging is:

if you confuse them, you lose them

a large part of sales and marketing is

transferring your conviction to your prospects

the product or service you’re selling doesn’t have to be unique, but:

it must be different

a USP that promises the lowest prices is not compelling because:

it is not guaranteed that everything you sell will be priced lower than all your competitors, especially for small or medium businesses

charging higher prices attracts:

a better quality customer

higher-spending customers tend to be:

less demanding and more pleasant to work with

what are some ways to increase the value of your offering

1. bundling with bonuses

2. adding services

3. customizing solutions

what is an elevator pitch?

a concise, well-rehearsed summary of your business and its value proposition, delivered in 30-90 seconds

not giving your ideal target market a compelling reason as to why your offer is different will lead them to:

naturally default to using prices to make their decision

a key question to consider when crafting your offer is

what specific problem are you certain that you could solve for a member of your target market?

people make purchasing decisions with emotions first and:

justify them with logic after the fact

what are the essential elements of an offer?

1. value

2. language

3. reason why

4. value stacking

5. complementary offers

6. payment plan

7. guarantee

8. scarcity

targeting existing pain rather than future pleasure will result in:

1. higher conversion rates

2. increased customer satisfaction

3. lower price resistance

people are attracted to and pay attention to:

strong personalities and opinions

what are the five major motivators of buying behavior

1. fear

2. love

3. greed

4. guilt

5. pride

headliners are one of the most important elements in your sales copy because:

it grabs the attention of your target market and gets them to start reading the email, landing page, digital ad, etc

fear is one of the most blank emotional triggers to use in your sales copy

effective

addressing the “elephant” in the room when discussing the aspects of doing business with you is important because:

your prospect is always running risk evaluations. Addressing any negative aspects may give you a better chance of converting the prospect to a customer

a good sales copy will tell prospects who the product or service is not for. what are some reasons to do this?

1. it filters out people who are not part of your target market

2. it makes it more credible when you tell them who the product is for

3. prospects who the product or service is for will feel more strongly that it is tailored to their needs

what is the copyrighting device known as “the enemy in common”?

it is when you find out what or whom your prospect blames