Contents

 

PART ONE: YOU ARE LEAKING PROFIT

Their thinking = your marketing

  • A considered purchase
  • A marketing task for each step

Identify your leaks

  • The Thirteen Touchpoint Leaks
  • The Four Foundation Leaks
  • Sales funnels don’t exist

PART TWO: WATERTIGHT MARKETING

Their needs = your messages

  • The Logic Sandwich
  • Messaging for momentum
  • When to say what
  • The long-term benefits
  • Key points

Their pace = your timing

  • The right to time
  • Match their schedule
  • Sell the next step
  • Slow down to sell more
  • Be quick about it
  • Time to plan
  • Key points

Their team = your audiences

  • The decision team
  • Who needs to know what?
  • Reaching third parties
  • The internal salesperson
  • Your Commercial Karma
  • Key points

PART THREE: BUCKETS, FUNNELS AND TAPS

Your business Bucket

  • There’s a perpetual hole in your Bucket
  • Your product or service offer
  • Leak #1 – Forgotten customers
  • Leak #2 – Poor on-boarding
  • Leak #3 – No emotional connection
  • Your Watertight Bucket Checklist

Your Funnels, not funnel

  • Surviving scrutiny
  • Leak #4 – No gateway
  • Leak #5 – No critical approval
  • Leak #6 – No proof
  • Your Watertight Funnels Checklist

Now, turn your Taps on

  • The Awareness Equation
  • Leak #7 – Information overload
  • Leak #8 – Not represented how they’re looking
  • Leak #9 – Not represented where they’re looking
  • Leak #10 – Not represented when they’re looking
  • Leak #11 – Not known by who they ask
  • Leak #12 – Not known for what you do
  • Leak #13 – No emotional impact
  • Your Flowing Taps Checklist

PART FOUR: MAKING IT HAPPEN

Your affordable marketing plan

  • Joined-up marketing
  • Your ABC Budget
  • Your contingency budget
  • Key points

Mindful measurement

  • Your time horizons
  • Interesting, but what does it tell you?
  • Your starting point
  • Don’t measure out the value
  • Key points

Your lifelong marketing habit

  • Marketing is like fitness
  • Leak #14 – The wrong kind of work
  • Leak #15 – Unused marketing muscles
  • Leak #16 – No familiarity to work from
  • Leak #17 – Expensive exhaustion
  • Remember…
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