3.12.13 spectacled marketer-evan_horowitz_advising_webinar

5 SECRETS TO BOOST YOUR ONLINE ROI

March 12th 2013

Tyrona Heath Founder, Spectacled Marketer

@tyrona

Evan Horowitz Business Advisor, Evan Horowitz Advising

@ehadvising

1. How to make prospects say WOW! instead of cool

2. How to close more of your prospects into paying customers

3. How to not waste time and money on the wrong things

What Will You Learn Today?

www.spectacledmarketer.com tyrona@spectacledmarketer.com

@tyrona

We drive leads for organizations with clarity, and return on investment.

We are your marketing department.

Ty Heath Founder of Spectacled Marketer

Background

• MBA in Marketing from Emory

– Hubspot Certified Partner

– AdWords Qualified Professional

– Google Engage Agency

• 7 years at Google managing advertiser campaigns and product education

• Trained thousands on Google’s marketing products

Google Team: Hood to Coast Relay

Me!

Background

• MBA from Harvard

• 10+ years of experience achieving extraordinary growth in $200+ million businesses

- Companies such as Samsung, Macy’s, Walmart, Costco, Best Buy

- Managed marketing, operations, HR, and finances

www.EHAdvising.com evan@EHAdvising.com

@ehadvising

Evan Horowitz Business Advisor

I empower entrepreneurs to grow their businesses faster & smarter

I’m a personal trainer for businesses, turning entrepreneurs into smarter CEOs

This is

Aunt Sandy

in her boutique

Revenue

Profit

Revenue

Profit

Year 2 Year 1

Growing Profits for Aunt Sandy’s Boutique

Experts versus CEOs

Experts know their craft

CEOs grow businesses

Characteristics

Skilled & talented Produce a great product Offer a wonderful service Want to grow a company around this!

Characteristics

Are experts Step out of the expert role to:

1. Attract customers 2. Manage the team 3. Plan for growth

Some CEOs (Who Are Also Experts)

Bill Gates

Anna Wintour

Martha Stewart

Donald Trump Michael Bloomberg

Oprah Winfrey

Ever Felt This Way?

People don’t see how awesome our

product is!

People don’t always get it when I explain

what we offer!

I wish it were easier to close sales!

If they’d just try us, they’d see how great we are.

Secret #1 Talk About Customer Needs, Not About Yourself

Experts talk about

their product or service

CEOs talk about

their customers’ needs

You need XYZ and here’s how

we do that for you.

Our product is so awesome for all

of these reasons!

Secret #1 Talk About Customer Needs, Not About Yourself

Experts talk about what they offer

We’ve been in business for

30 years.

Our XYZ runs 25% faster.

We use only top-quality materials.

We work harder!

Secret #1 Talk About Customer Needs, Not About Yourself

CEOs talk about customer needs

We’ve been in business for 30 years.

Our XYZ runs 25% faster.

We use only top-quality materials.

We work harder!

You can depend on us.

It’ll save you time. You’ll be thrilled with the results!

It will save you money

Secret #1 Talk About Customer Needs, Not About Yourself

How to Know Which One You’re Doing

Features Describe the Product

Benefits Solve Customers’ Needs

Feature: Diet Coke has 0 calories

Feature: the new iPad has a retina display

Benefit: Lose weight by switching to Diet Coke

Benefit: Movies look more lifelike on the new iPad

Secret #1 Talk About Customer Needs, Not About Yourself

Resist the Temptation to Talk Features

You’re an expert, so it’s obvious (to you) why those features are great

Don’t make your customers do the extra work

Connect the dots for them

Secret #2 Focus on the Specific Audience

CEOs

Focused Pitch

We know how to help people like you.

We are great at what we do and help lots of

different clients.

OK cool, I can see you’ve got great

expertise.

Oh wow, you understand my exact situation!

Expert’s

Unfocused Pitch

Secret #2 Focus on the Specific Audience

I’m great at helping women lose weight.

I’m an experienced trainer and will help you get the body you want.

OK cool, I can see you’ve got great

expertise.

Oh wow, that’s exactly what I

need!

Example: Personal Trainer

Secret #3 Appeal To Customers’ Emotional Needs

CEOs Pitch

That thing that is stressing you out?

We’ll take care of it.

You’ll benefit from our awesome process

and expertise.

OK cool, that sounds good.

Oh wow, thank goodness! I’m

so glad I met you!

Expert’s Pitch

Secret #3 Appeal To Customers’ Emotional Needs

It’ll be a joy to cook in this kitchen!

You’ll love the big kitchen and all the

natural light!

OK nice, that sounds good.

Yes! I can picture myself cooking here,

and it feels great!

Example: Real Estate Agent

Secret #3 Appeal To Customers’ Emotional Needs

You & your husband will have the most

romantic and stress-free honeymoon.

We’ll save you time! We’ll save you money!

OK cool, that sounds good.

Awesome! I am so excited for my trip!

Example: Travel Agency

Secret #3 Appeal To Customers’ Emotional Needs

You’re awesome, but your customer really doesn’t want to buy from you.

They just want their problem solved.

What do they wake up & say in the middle of the night?

Use their own words!

Secret #4 Make Content That People Want & Give it Freely

80s & 90s: The Hunt Today: The Watering Hole

Secret #4 Make Content That People Want & Give it Freely

Become A Publisher Now With These Lead Generating Offers (Ranked by Effectiveness)

1. E-books or Guides

2. Templates or Presentations

3. Research & Reports

4. Whitepapers

5. Kits

6. Live Webinars

7. On-demand Videos

8. Blogs With Offers

9. Blog Posts With Call to Action

10. ‘Middle-of-the-funnel’ offers

Secret #5 Chart a Clear Path From Prospect to Sale

? What’s Your Customer’s Journey?

Secret #5 Chart a Clear Path From Prospect to Sale

Without trust there is no sale.

Hey, I just met you… And this is crazy… But here’s my number, So call me maybe?

Secret #5 Chart a Clear Path From Prospect to Sale

Source: Hubspot

61% of Global Internet Users Research Companies Online

Secret #5 Chart a Clear Path From Prospect to Sale

Education Problem? What Problem?

Interest What Solutions Are There?

Problem Recognized I Need An Expert.

Ready to Buy Validate Company

Who needs this and why?

What are the consequences of doing nothing?

What are my options?

Why should I work with you?

Secret #5 Chart a Clear Path From Prospect to Sale

The Customer Journey 1. Blog

2. Call to Action

3. Landing Page with Top of the Funnel Offer

4. Thank You Page

5. Email Nurturing, Social Media and

More Engagement Through Top of

Funnel

6. Middle of the Funnel Offer

7. Bottom of the Funnel

Offer

Secret #5 Chart a Clear Path From Prospect to Sale

Make a Call to Action for Products & Link to Landing Page

Secret #5 Chart a Clear Path From Prospect to Sale

Market to an Audience With an Audience of Audiences

Secret #5 Chart a Clear Path From Prospect to Sale

Share Information, Network & Publish Relevant Content Share information, ideas, and experiences (Digg, StumbleUpon, Reddit, and others)

Publish content that is

relevant to a particular audience (Twitter, YouTube, Yelp, and others)

Network and

interact with people (LinkedIn, Facebook, and others)

People Share Things That Make Them Feel

Nostalgic, Funny, or Smart

Secret #6 (Bonus!) Get Me Visits, Get Me Leads, Get Me Sales

Visits Leads Sales

5,000 Website Visits

500 Newsletter Signups

50 New Customers

Summary of Secrets

Secret #1 Talk About Customer Needs, Not About Yourself

Secret #2 Focus on the Specific Audience

Secret #3 Appeal To Customers’ Emotional Needs

Secret #4 Make Content That People Want & Give it Freely

Secret #5 Chart a Clear Path From Prospect to Sale

Secret #6 Get Me Visits, Get Me Leads, Get Me Sales

Keep In Touch!

Evan Horowitz evan@EHAdvising.com www.EHAdvising.com Twitter: @EHAdvising Facebook: /EHAdvising Phone: (917) 524-6017

Tyrona Heath tyrona@spectacledmarketer.com www.spectacledmarketer.com Twitter: @tyrona Facebook: /SpectacledMarketer Phone: (607) 744 - 2757

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How Can We Help?

Evan Horowitz Tyrona Heath If you have any questions about how to make prospective customers say "WOW,” contact Evan at evan@EHAdvising.com.

For questions about getting more qualified leads through inbound marketing, contact Tyrona at tyrona@spectacledmarketer.com

Get Your Freebies!

Spectacled’s Inbound Marketing Starter Kit: A No-Nonsense Guide for Building Profitable Long Term Customer Relationships

Evan will be including you in his twice-

monthly Business Tips Newsletter. If you'd like to learn more about how he helps business owners become smarter CEOs, watch his 1-minute intro video at

www.EHAdvising.com

Thank You!