Transformational Marketing BLUEPRINT

Where clarity and congruency are born. This is the foundation of our brand and the stance we take in this world. Lighthouses don't react to their environment - they proactively continue to shine their light with the same intensity and the same direction that they always do, so that their customers can always find their way.

Our lighthouse represents our business - it requires 4 levels to be operational, it's essential foundations. For our business to work, our lighthouse must have all 4 levels:

• Level One - WHO
  • ​Self awareness, own our story
  • Structure:  I am a [description] AND I'm so much more than that..... then repeat.  Keep repeating. Then take all the statements and compile them into something that helps us elevate our self-awareness.
• Level Two - WHY
  • ​Why we do what we do
  • Personal
  • Business
• Level Three - WHAT
  • ​What we do - expressed succinctly - 10 words or less
• Level Four - HOW
  • ​How we do what we do
  • Modalities of delivery
     

With total clarity on the 4 levels of our lighthouse, we can have congruence in every single message that we send out.

1. Clearly define our niche - WHO do we serve - where do we get personal fulfillment, where do we add value and where are we profitable?
    
2. Build a deep understanding of our ideal customer - develop a customer profile (start with your favourite client - clone them!) - this is more than just an "avatar"!
   • What do they want?  What do they need? What are their fears? Their frustrations? What do they struggle with?
   • What are their characteristics and behaviours?  Who influences them?
   • What do they believe? What are their values?
   • What do they want? What do they want to BE? What gets in the way?
   • Think about communication styles and buying behaviour
      
3. ​Develop an Empathy Map
    
4. How will I help them achieve their goal, whether they give me their credit card or not? Even if they don't buy, I want them to be advocates that will promote my brand / business.

1. Develop a deep understanding of the target market's real problem and need
   • 5xWhys exercise. What causes that? - Problems get attention!
   • What is their most desired result? What is the means to get to that result?
   • What do they want? What do they want to BE? What gets in their way?
      
2. Define our customer's BEFORE and AFTER - distance between before and after determines the VALUE
   • ​​what do they have before and after?
   • how do they feel before and after?
   • what is their status before and after?
      
3. What are the Objections the customer will have to reach the AFTER state?
    
4. How does our product / service meet the needs and remove the problem?
   • What methods do we use to take our customers from their before state to their after state?
   • What change will it bring about? The Transformation
      
5. Where is our ideal client at now and what's their next step?
   • ​​How will they decide to buy or not buy?
   • What is the next step in their journey and how will I guide them?

Now that we've defined our lighthouse and ideal client, there's a simple structure we can follow to build our message.

1. The Message Formula
   • Say something about the before state (or we can start with the after state)
   • Say something about the after state (or the before state)
   • Share the method that helps bridge the gap between the before state and the after state
   • A call to action - what is our ask of the customer? Lead with exceptional value, then ask.
      
2. Make our message clear, compelling and congruent - follow the lighthouse!
    
3. What methods will we use to deliver our message?
   • e.g. email, social media posts, videos, podcasts, advertising, e-books, books, mail, training, newsletters, website, blog etc
      
4. EVERY message must give our ideal client an opportunity to learn more, opt-in, or take the next step of their journey.
   ​

Deliver exceptional value first, then offer them an opportunity to engage with us.

1. Earn attention by FIRST giving attention
    
2. Build a connection - or it's just noise
    
3. Give value first
    
4. Offer opportunities to
   • Join (subscribe)
   • Engage
   • Join Community
   • Take the next step of their customer journey
      
5. Engage in 2-way conversations
   • Ask questions, Listen!
   • Answer questions
      
6. Modalities - Email, Groups, Blog, Social Media, Podcast, Videos.....

Successful marketing is value-based, long term, two-way relationships

1. Make it easy to subscribe or sign up for more information (and PLEASE don't ask them to "submit")
    
2. Follow up the opt-in request with immediate delivery of promised information
   • Make it easy (no "jumping through hoops"; no "upsells")
   • Thank you page with information - direct delivery
     ​
3. Personalised, immediate acknowledgement
    
4. Email follow up - add more value - every email gives an opportunity to
   • Leave (unsubscribe)
   • Engage
   • Join Community
   • Take the next step of their customer journey
     ​
5. Engage in 2-way conversations
   • Ask questions, Listen!
   • Answer questions

​Build long-term relationships, not one-night stands!

1. Customised, ongoing communication
   • Meet them where they are on their journey
   • Train them how to be our customer
      
2. Further information
   • Reinforce and repeat
   • New
   • Levels of Learning
     ​
3. Every communication gives an opportunity to
   • Leave (unsubscribe)
   • Engage
   • Join Community
   • Take the next step of their customer journey
     ​
4. Engage in two-way conversations
   • Ask questions, Listen!
   • Answer questions
      
5. Modalities - email, groups, blog, social media, podcast, videos, private communities
    

​Build long-term relationships, not one-night stands!​

1. The buying choice - buy or not buy
   • ​​Meet them where they are on their journey
   • If they've come this far on the journey, the sale is the logical next step
   • Clarity on the way forward
   • Minimise their risk
     
     
2. ​Make it easy to buy
   • ​Payment options
   • Transparency (price, access, trial period)
     
     
3. ​Immediate confirmation of purchases
   • ​​Thank you page and email - what to expect next, timelines, delivery
   • Train them how to be our customer
     
     
4. ​Cart Abandonment
   • ​​No one "forgets"!
   • Abandonments are on US.... find out WHY
   • Leave no one behind
     
     
5. ​Re-inforce and congratulate the decision to invest in themselves

1. Reinforce and congratulate the decision to invest in themselves​
    
2. Outstanding onboarding
   • Immediate access, ease of access, multiple access options
   • Clear next steps
      
3. Accountability
   • Focus on the transformation (not the product or service) - enable them to achieve their goal, their desired after-state
   • No one gets left behind
     ​
4. Outstanding customer service
   • Training on how to be our customer, how to use our product or service
   • Support and access
     ​
5. Customer Experience Management
   • Have a working system
   • Ongoing communication - no news is also news!
     ​
6. Access to 
   • Us | Community | Other resources

1. Identify opportunities to partner - action​
    
2. Exceptional value - always
   • Keep giving attention
   • Keep nurturing the relationship
   • Focus on the transformation - achieving their goals, their desired after state
   • Be obsessively committed to their success
      
3. Seek their feedback
   • Improve existing products and services
   • Uncover additional needs
   • Engagement
     ​
4. Additional products and services
   • First look, first opportunity
     ​
5. Nurturing existing, current customers vs attracting new customers
   • Existing customers FIRST and BEST
   • Customer retention focus
     ​

The Journey from Customer to Raving Fan

Successful marketing is value-based, long term, two-way relationships.

1. Have a referral mindset and system​
    
2. GIVE referrals
    
3. Ask for referrals and reviews and testimonials
    
4. Partnering opportunities
   • Networks
   • Affiliates
   • Joint Ventures
   • Marketing Alliances
     ​
5. Networking - provide introductions
    

​Our customers are prospects for our competitors! How we keep our customers loyal, is purely down to how we look after them.

1. Celebrations
   • Reward, surprise and delight customers
   • Be remarkable
     
     
2. Operations and Scale
   • Systems and processes - document, refine, improve
   • Focus on efficiency and effectiveness - innovation and CANI (Continuous and Never-ending Improvement) mindset
   • Automation opportunities for efficiency
   • Profitability
   • Measure and report
     ​
3. Keep it personal
   • Keeping marketing human - systems and processes free time to spend on the relationships
     ​
4. The focus now
   • What's my Queen Bee Role? (Clockwork: Mike Michalowicz)
     ​
5. Growing my team - Doing, Deciding, Delegating, Designing
   ​

The Marketing Journey continues at another level. Always deliver exceptional value and keep the relationship vibrant and alive.