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ARE YOU WASTING MONEY ON MARKETING? Get a Watertight Marketing operation in place for your business in which you fix each of these profit leaks to step off the roller coaster and get your business on a sustainable upward curve. YOU CAN FIX THESE LEAKS AND ACHIEVE WATERTIGHT MARKETING | WWW.WATERTIGHTMARKETING.COM CAN YOU SEE THE HORIZON AND THE NEXT STEP? • PICTURE THE LONG-TERM VISION • TAKE THE NEXT STEP • KEEP GOING WHATEVER THE WEATHER THE THIRTEEN TOUCHPOINT LEAKS Does the way your business interacts with customers and potential customers leak profit? TRIAL TRIAL AWARENESS AWARENESS 1 3 4 5 15 7 NO GATEWAY INFORMATION OVERLOAD NO CRITICAL APPROVAL 6 NO PROOF 2 EVALUATION EVALUATION THE FOUR FOUNDATION LEAKS Does your own attitude and approach to marketing leak profit? ARE YOU IN THE RIGHT SHAPE? • FIX THE TOUCHPOINT LEAKS ARE YOU MAINTAINING A ROUTINE? • COMMIT TO A BASELINE LEVEL OF ACTIVITY NO EMOTIONAL CONNECTION WHAT KIND OF PEOPLE ARE YOU? • VISUAL IDENTITY • TONE OF VOICE • THE PERSONAL TOUCH IS THERE A TIERED PATH TO PAYMENT? • PRODUCT LADDER • NO-COMMITMENT TRIAL ARE YOU EVERYWHERE THEY TURN? • TRIANGULATION WHY DOES IT MATTER? • EMOTIONAL HOOK (PROBLEM) DO YOU STAY IN TOUCH? • CUSTOMER COMMUNICATIONS ARE YOU AVAILABLE TO HELP? • THREE-LEVEL CUSTOMER SUPPORT • CUSTOMER SATISFACTION TRACKING • PROACTIVE SERVICE COMMUNICATION FORGOTTEN CUSTOMERS LOYALTY LOYALTY BE CONSISTENT BE HELPFUL BE THERE BE PROVEN ADOPTION ADOPTION BE FRIENDLY WHO CAN SAY NO? • REACHING THIRD PARTIES • EQUIP FOR INTERNAL SELLING HAVE YOU GOT YOUR TIMING RIGHT? • SELECTIVITY • SEASONALITY • SCHEDULING WHAT DO PEOPLE SAY ABOUT YOU? • ENDORSEMENTS • AFFILIATES • REFERRALS WHERE’S THE EVIDENCE? • FACTS AND FIGURES • CASE STUDIES • GUARANTEE POOR ON-BOARDING DO THEY GET WHAT THEY EXPECTED? • WELCOME WINDOW • WELCOME PACK • NEW CUSTOMER COMMUNICATIONS INTEREST INTEREST BE RELEVANT UNUSED MARKETING MUSCLES 16 ARE YOU DOING ENOUGH TO MAKE A DIFFERENCE? • ENOUGH TO MAKE A DIFFERENCE • THEN, STEP IT UP NO FAMILIARITY 17 EXPENSIVE EXHAUSTION WHEN 10 WHAT WHAT ARE YOU TALKING ABOUT? • THE RIGHT KIND OF WORK • ONE THEME, THREE MESSAGES • NAME AND STRAP LINE WHO ARE YOU MENTIONED BY OTHER PEOPLE? • WORD OF MOUTH • CONVERSATION STARTERS NO EMOTIONAL IMPACT 9 WHERE CAN THEY DIGEST AS THEY WANT TO? • FORMAT SELECTION 8 HOW 13 14 THE WRONG KIND OF WORK WHAT DO YOU LOVE DOING? • FOCUS ON YOUR PASSION 12 11 IS IT WORTH FIVE MINUTES? INVITATION INFORMATION

Marketing is Messy

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ARE YOU WASTING MONEY ON MARKETING?Get a Watertight Marketing operation in place for your business in which you fix each of these profit leaks to step off the roller coaster and get your business on a sustainable upward curve.

YOU CAN FIX THESE LEAKS AND ACHIEVE WATERTIGHT MARKETING | WWW.WATERTIGHTMARKETING.COM

CAN YOU SEE THE HORIZON AND THE NEXT STEP?• PICTURE THE LONG-TERM VISION• TAKE THE NEXT STEP• KEEP GOING WHATEVER THE WEATHER

THE THIRTEEN TOUCHPOINT LEAKSDoes the way your business interacts with customers and potential customers leak profit?

TRIALTRIAL

AWARENESSAWARENESS

1

3

45

15

7

NO GATEWAY

INFORMATION OVERLOAD

NO CRITICAL APPROVAL

6NO PROOF

2

EVALUATIONEVALUATION

THE FOUR FOUNDATION LEAKSDoes your own attitude and approach to marketing leak profit?

ARE YOU IN THE RIGHT SHAPE?• FIX THE TOUCHPOINT LEAKSARE YOU MAINTAINING A ROUTINE?• COMMIT TO A BASELINE LEVEL OF ACTIVITY

NO EMOTIONAL CONNECTION

WHAT KIND OF PEOPLE ARE YOU?• VISUAL IDENTITY• TONE OF VOICE• THE PERSONAL TOUCH

IS THERE A TIERED PATH TO PAYMENT?• PRODUCT LADDER• NO-COMMITMENT TRIAL

ARE YOU EVERYWHERE THEY TURN?• TRIANGULATION

WHY DOES IT MATTER?• EMOTIONAL HOOK (PROBLEM)

DO YOU STAY IN TOUCH?• CUSTOMER COMMUNICATIONS

ARE YOU AVAILABLE TO HELP?• THREE-LEVEL CUSTOMER SUPPORT• CUSTOMER SATISFACTION TRACKING• PROACTIVE SERVICE COMMUNICATION

FORGOTTEN CUSTOMERS

LOYALTYLOYALTYBE CONSISTENT

BE HELPFUL

BE THERE

BE PROVEN

ADOPTIONADOPTIONBE FRIENDLY

WHO CAN SAY NO?• REACHING THIRD PARTIES• EQUIP FOR INTERNAL SELLING

HAVE YOU GOT YOUR TIMING RIGHT?• SELECTIVITY• SEASONALITY• SCHEDULING

WHAT DO PEOPLE SAY ABOUT YOU?• ENDORSEMENTS• AFFILIATES• REFERRALSWHERE’S THE EVIDENCE?• FACTS AND FIGURES• CASE STUDIES• GUARANTEE

POOR ON-BOARDING

DO THEY GET WHAT THEY EXPECTED?• WELCOME WINDOW• WELCOME PACK• NEW CUSTOMER COMMUNICATIONS

INTERESTINTERESTBE RELEVANT

UNUSED MARKETING MUSCLES

16ARE YOU DOING ENOUGH TO MAKE A DIFFERENCE?• ENOUGH TO MAKE A DIFFERENCE• THEN, STEP IT UP

NO FAMILIARITY

17EXPENSIVE EXHAUSTION

WHEN 10

WHAT

WHAT ARE YOU TALKING ABOUT?• THE RIGHT KIND OF WORK• ONE THEME, THREE MESSAGES• NAME AND STRAP LINE

WHO

ARE YOU MENTIONED BY OTHER PEOPLE?• WORD OF MOUTH• CONVERSATION STARTERS

NO EMOTIONAL IMPACT

9 WHERE

CAN THEY DIGEST AS THEY WANT TO?• FORMAT SELECTION

8 HOW

13

14 THE WRONG KIND OF WORK

WHAT DO YOU LOVE DOING?• FOCUS ON YOUR PASSION

12

11

IS IT WORTH FIVE MINUTES?INVITATION INFORMATION