Transformational Marketing BLUEPRINT

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acknowledgement

"there is nothing new under the sun."

this marketing journey is based on the work of Allan Dib as outlined in his book "The 1-Page Marketing Plan", the work of George Bryant of GB Masterminds (in particular the Lighthouse Method), and the work of Seth Godin, and his multitude of books as well as his Marketing Mastermind Seminar, which I've been privileged to be a part of.

Dr. Jürgen Strauss, Innovabiz

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"Marketing, at its heart, is starting a conversation with someone who could be an ideal, dream customer."

"Marketing is the Art and Science of creating and sustaining exceptional, remarkable customer experiences and relationships."

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Our Marketing Principles

  • Marketing is the Art and Science of creating and sustaining memorable, remarkable experiences and relationships.
     
  • Marketing, at its heart, is starting a conversation with someone who could be an ideal, dream customer
     
  • Let's make marketing human again!
     
  • Build long-term relationships (not one-night stands).
     
  • Successful marketing is value-based, long term, two-way relationships.
     
  • Marketing is basically communicating the right message, effectively, to the right audience, at the right time, in the right place and providing valuable information that transforms that audience.
     
  • Deliver exceptional value first, then offer them an opportunity to engage with us.
     
  • No one gets left behind.
     
  • Our customers are prospects for our competitors! How we keep our customers loyal is purely down to how we look after them.
     
  • The marketing or customer journey is not linear - keep the relationship vibrant and alive.

.......to my many clients, who have taught me so much about marketing and service.

Dr Jürgen Strauss

My Target Market
Ideal Dream Customer

Their Problem/Need - The Transformation

My Message to My Target Market

Visitor wants to
LEARN

Visitor wants to
START A RELATIONSHIP

NURTURING
the RELATIONSHIP

Visitor wants to
BUY

How I Deliver an
EXCEPTIONAL EXPERIENCE

How I Deliver
MORE VALUE

 How I Orchestrate and Stimulate REFERRALS

Scale -
Celebrate and Repeat

Transformational
Marketing BLUEPRINT

My Lighthouse

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Steps:

  1. My Lighthouse
  2. My Target Market - Ideal, Dream Customer
  3. Their Problem /Need - The Transformation
  4. My Message to My Target Market
  5. Visitor wants to Learn
  6. Visitor wants to Start a Relationship
  7. Nurturing the Relationship
  8. Visitor wants to Buy
  9. How I Deliver an Exceptional Experience
  10. How I Deliver more Value
  11. How I Orchestrate and Stimulate Referrals
  12. Scale - Celebrate and Repeat

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Transformational
Marketing BLUEPRINT

Step One

my lighthouse

why, what and HOW...

1.
MY LIGHTHOUSE

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What our (potential) customer wants

  • Who are you? Are you aligned with my values, my needs?
  • What do you do?  Why?
  • How do you do that?

KNOW
(Audience)

Step One

my lighthouse

WHO, why, what and HOW...

1.
MY LIGHTHOUSE

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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.

KNOW
(Audience)

Step Two

MY TARGET IDEAl client

GETTING REALLY CLEAR ABOUT OUR TARGET MARKET,
WILL CHANGE EVERYTHING!

2.
MY IDEAL CLIENT

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What our (potential) customer wants

  • Do I belong here? Am I in the right place?
  • Is this a safe place?
  • Do I feel connected?

KNOW
(Audience)

Step Two

MY TARGET IDEAl client

GETTING REALLY CLEAR ABOUT OUR TARGET MARKET,
WILL CHANGE EVERYTHING!

2.
MY IDEAL CLIENT

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  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.

KNOW
(Audience)

Step Three

their problem or need

what do they really need?

3.
their need

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What our (potential) customer wants

  • Do you get my need, my desire?
  • Do I feel safe?
  • Am I still in the right place?

KNOW
(Audience)

Step Three

their problem or need

what do they really need?

3.
their need

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  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?

KNOW
(Audience)

Step Four

my message to
my target market

what is the transformation -
what promise aM I making?

4.
my message

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KNOW
(Audience)

What our (potential) customer wants

  • Do I feel heard? Do I feel understood?
  • Is this what I want? Are you right for me?
  • Do I feel safe?
  • What are my next steps? Even if I'm not ready to buy?

KNOW
(Audience)

Step Four

my message to
my target market

what is the transformation -
what promise aM I making?

4.
my message

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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.

KNOW
(Audience)

Step Five

VISITOR WANTS TO LEARN

EARNING attention from my target market

5.
WANTS TO LEARN

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LIKE

(Visitors)

What our (potential) customer wants

How do I learn more?

Will I still be safe even if I give you my email address?

Will you be here for me after I give you my email address?

How can I get additional information? What's next?

Step Five

VISITOR WANTS TO LEARN

EARNING attention from my target market

5.
WANTS TO LEARN

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  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

LIKE

(Visitors)

Step Six

visitor wants to start a relationship

my leadS system

6.
START A RELATIONSHIP

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LIKE

(Visitors)

What our (potential) customer wants

What's next? What can I expect?

Where is the information I signed up for?

What action do I need to take now? Can I save it for later?

Step Six

visitor wants to start a relationship

my leadS system

6.
START A RELATIONSHIP

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LIKE

(Visitors)

  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!

Step Seven

NURTURE the relationship

my nurture system

7.
NURTURE THE RELATIONSHIP

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LIKE

(Visitors)

What our (potential) customer wants

More valuable information

Be heard, feel understood

Feel nurtured, taken care of, respected

Opportunity to "try it out" .....

Step Seven

NURTURE the relationship

my nurture system

7.
NURTURE THE RELATIONSHIP

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  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!

LIKE

(Visitors)

Step Eight

visitor wants to buy

my sales conversion strategy

8.
WANTS TO BUY

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LIKE

(Visitors)

What our (potential) customer wants

More valuable information

Certainty that I've made the right decision

Feel nurtured, taken care of, respected

Know what to expect, next steps

Step Eight

visitor wants to buy

my sales conversion strategy

8.
WANTS TO BUY

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LIKE

(Visitors)

  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

Step Nine

how i deliver an exceptional experience

deliver our promise - always

9.
the exceptional experience

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TRUST

(Customers)

What our customer wants

Certainty that I've  made the right decision

Access and accountability

An awesome, exceptional experience

Step Nine

how i deliver an exceptional experience

deliver our promise - always

9.
the exceptional experience

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TRUST

(Customers)

  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

Step Ten

how i deliver more value

partner with customers for long term success

10.
deliver more value

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TRUST

(Customers)

What our customer wants

Be heard, be understood, contribute to your business

Feel nurtured, taken care of, respected

Access and accountability

Preferential treatment (existing customer bonus)

Step Ten

how i deliver more value

partner with customers for long term success

10.
deliver more value

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TRUST

(Customers)

  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.

Step Eleven

how i orchestrate and stimulate referrals

build a tribe of raving fans and a community

11.
EARNING
referrals

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TRUST

(Customers)

What our customer wants

Our business sustainable and successful

Keep being there for me

More great people in our community

Step Eleven

how i orchestrate and stimulate referrals

build a tribe of raving fans and a community

11.
EARNING
referrals

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TRUST

(Customers)

  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.

Step Twelve

mastery - celebrate and repeat

scale and automate

12.
mastery

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TRUST

(Customers)

What our customer wants

Our business sustainable and successful

Keep being there for me

Efficiency gains - what can you teach me

Time gains, as well as continued access and accountability as you scale

Step Twelve

mastery - celebrate and repeat

scale and automate

12.
mastery

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TRUST

(Customers)

  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.

My Target Market
Ideal Dream Customer

Their Problem/Need - The Transformation

My Message to My Target Market

Visitor wants to
LEARN

Visitor wants to
START A RELATIONSHIP

NURTURING
the RELATIONSHIP

Visitor wants to
BUY

How I Deliver an
EXCEPTIONAL EXPERIENCE

How I Deliver
MORE VALUE

 How I Orchestrate and Stimulate REFERRALS

Scale -
Celebrate and Repeat

Transformational
Marketing BLUEPRINT

My Lighthouse

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Further Resources: