The Overview

Quick reference

• 00:04 In this video, we're gonna talk about step three, create a marketing plan.
• 00:10 This is huge, you can't start your marketing campaigns
• 00:14 unless you have that foundation of a marketing plan.
• 00:17 Now you've got the information you need to go to this next step.
• 00:20 So, here's the overview, okay?
• 00:23 Marketing plans don't need to be some 200 page document, right?
• 00:28 You could do it even in one page, but we wanna take all that clarity and
• 00:32 start getting this so that we can draft our message, okay?
• 00:35 So the first thing is remember when we talked about getting benefits.
• 00:39 What are the benefits that your product or service or
• 00:42 your company or you personally offers for your clients?
• 00:46 Okay, you wanna make sure you have three.
• 00:49 Pick your top three, if you've got a whole lot of benefits,
• 00:52 maybe five, right, three to five.
• 00:55 You wanna chunk it down, why?
• 00:57 Because if you start going too crazy with benefits, people are just,
• 01:00 you're gonna lose people, right?
• 01:02 And what their brain does is after three it goes one, two, three, many, and
• 01:07 if it's many, it's just gonna take an average of all those benefits, okay?
• 01:12 So the key is three, three rock solid benefits that you can back up, that you
• 01:17 can start using in your bold statements, okay, in your bold promises, okay?
• 01:22 Next, your product,
• 01:24 you want three solutions to those challenges we talked about, okay?
• 01:30 So what are the solutions?
• 01:31 What are the three things that just, boom, that you've got,
• 01:35 that those challenges that you guys handle, okay?
• 01:38 Next we want to know who your ideal client is.
• 01:41 So we wanna take all those characteristics we talked about, right?
• 01:45 Who are they?
• 01:46 Where are they?
• 01:47 Why are they?
• 01:48 Okay we wanna take that information and we wanna articulate it into a sentence.
• 01:53 So for example, for pure customer service my customer service training company.
• 01:57 What we say is, hey we offer customer service training for
• 02:01 business owners and individuals so that they can grow their businesses,
• 02:05 increase revenues and create raving fan clients.
• 02:09 Boom, if that's them, they know who I'm speaking to.
• 02:12 If that's what they want, boom, I'm speaking to the right person, okay?
• 02:16 Excellent, next, your ideal client.
• 02:19 What are three beliefs that they have, right?
• 02:21 What do they already believe?
• 02:23 What could they believe, with more information?
• 02:26 Now this one's great, this one has to do with influence, right.
• 02:30 So when you start with what they already believe,
• 02:32 now you're building that rapport with them, right.
• 02:35 They're like, wow, it's like they're reading my mind,
• 02:37 I already believe X, Y, or Z.
• 02:39 I'll give you an example, the other day I had my family and
• 02:42 we were walking through this museum area, and as we're out front of the museums,
• 02:47 there was a booth that was set up, okay?
• 02:50 And it was one of those marine mammal parks, right.
• 02:53 And so it kinda got my attention, you know.
• 02:55 There's the picture of the whale, and there's picture of the trainer, and
• 02:58 then as I got closer, I'm looking at this poster, and
• 03:01 it looks like just the normal training picture, it's got this Orca whale, right.
• 03:06 And it shows him straight on, and it's got the back legs of the trainer so
• 03:10 you kinda know what's going on there.
• 03:12 But as you get close, you see the whale is missing this part of his flesh, right.
• 03:17 And it's a very graphic picture, but
• 03:19 you don't really register it, until you get close.
• 03:22 And then I looked up, and I saw It was for PETA, okay?
• 03:27 And this is an organization that helps animals and animal rights.
• 03:32 So it was their activists and
• 03:35 what they had was they had a booth set up to influence you, to think like,
• 03:40 wow, maybe these marine mammal parks, they should have these whales in a sanctuary.
• 03:46 Right, somewhere, okay?
• 03:47 And I kinda knew this controversy was going on, but
• 03:49 I didn't have any answers to it.
• 03:51 But when they explained it and said, hey, we just wanna take these animals,
• 03:54 put them into a natural environment, a natural habitat, right?
• 03:58 And it's a sanctuary because you can't rerelease
• 04:01 animals that were brought up in captivity back into the wild, right?
• 04:05 Because they wouldn't make it.
• 04:07 But they could put them in a sanctuary.
• 04:09 And so that got my brain thinking.
• 04:10 I was like, wow, that actually make sense, that's an example of somebody
• 04:15 who's taking hey, what you could believe with more information.
• 04:20 Okay, does that make sense?
• 04:21 Okay, good, so what if you have a revolutionary product.
• 04:27 That's what you're gonna have to do, because people are thinking a certain way.
• 04:30 If you have a contrarian, if you're bold statement is contrary to what
• 04:35 everybody believes, you have to change and
• 04:38 influence what they believe to what they could believe with more information.
• 04:44 Okay, does that make sense?
• 04:45 Okay, good, you got this.
• 04:47 So next, your ideal client.
• 04:48 Remember those three challenges.
• 04:50 What are the three challenges specifically that your ideal client has,
• 04:55 those unspoken and those spoken challenges?
• 04:58 Okay, what are they already facing?
• 05:01 What do they face in the future?
• 05:04 This is a big one.
• 05:05 Because companies that last are companies that can innovate.
• 05:09 Because what worked before isn't necessarily gonna work in the future.
• 05:14 So when you start looking at your idea of clients.
• 05:16 Okay, well these are the challenges they're facing now.
• 05:18 And our product or service is going to help them overcome these challenges,
• 05:22 now look a little bit further, right?
• 05:24 Because you're the expert in your industry.
• 05:26 What's coming?
• 05:28 What challenges are they gonna face in the future?
• 05:30 You may wanna put that into your marketing, as well, okay?
• 05:34 Educating, educating, educating, okay, good, so this is a long video.
• 05:38 So let's go back and recap.
• 05:40 This is the overview.
• 05:41 This is creating a marketing plan.
• 05:43 This is step three.
• 05:45 The first thing, you need your product.
• 05:47 What are the three benefits that your product or
• 05:49 service are going to provide for your clients?
• 05:52 And number two, what are the three solutions,
• 05:55 what are the three solutions to those challenges that your ideal client has?
• 06:00 Okay, so next, who is your ideal client?
• 06:03 Who are you talking to?
• 06:05 What do they believe, right?
• 06:06 So when you put that into your marketing, you want it to be very clear who you're
• 06:09 going to serve and who you're going to help.
• 06:11 And next your ideal client, what are three beliefs that they already have or
• 06:16 what could they believe with more information or through influence.
• 06:20 And finally your ideal client,
• 06:22 what are those three specific challenges that they're facing right now, and
• 06:26 maybe a challenge that they're going to face in the future, okay.
• 06:30 Get that all down into your marketing plan,
• 06:32 and we're gonna move on to the next step.
• 06:34 I'll see you in the next video.

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