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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