Table of Contents

A FRESH PERSPECTIVE ON MARKETING

  • Be yourself – and get paid for it
  • Are you willing to change?
  • Marketing vs. advertising
  • What’s wrong with marketing today?
  • What’s a more ethical marketing alternative?
  • Using tension, not manipulation
  • You’re not for everyone and that’s ok

MAKING YOUR MARKETING PLAN

  • The simple 6-box plan

WHO – WHAT – WHY

BOX 1: Who is it for?
  • What is their worldview?
  • Who is your ideal client?
  • How to describe your ideal client
  • An easy way to get clear on your niche
BOX 2: What value do you deliver?
  • Taking clients on a journey
  • What’s stopping them
  • Your value from the client’s perspective
  • Creating what your ideal client wants to buy
  • How to answer the question, “What do you do?”
BOX 3: Why can they trust you to deliver it?
  • Tell the story your ideal client has been waiting to hear
  • Your personal story – the story of self – why you?
  • Your business story – the story of us – why change?
  • Your client story – the story of now – why now?

VALUE – PRODUCT – PRICE

  • Communicating your value
  • Mapping your method
  • Creating your product
  • Creating the perfect fit
  • Putting a price on it
  • Your story about money
  • What are you pricing for?

CONNECT – CONSIDER – COMMIT

BOX 4: Creating the first step
  • Your promise
  • The first step
  • ‘Why?’ prompts
  • Do I need a website?
BOX 5: Giving clients something to consider
  • Where are they now?
  • What’s the path they can take?
  • What will your client’s lives be like after they work with you?
  • Creating your method webpage
  • Offering something to take away
BOX 6: Connecting with new people
  • Attracting the right people
  • Making content the easy way
  • Why you only need 100 true fans
  • What content to create
  • How much content to make
  • Which format is best for your content?
  • Making a content workflow
  • Being brave
  • How do you make your content ‘shareable’?

MAKING THE PLAN WORK – OVER AND OVER AGAIN

  • Making it work for you
  • Why are there no timings for this plan?
  • Getting more referrals
  • Forming a marketing habit
  • How to do marketing when you have no spare time
  • Mini Rants: Lessons from 20 years doing marketing