Highly Contagious Marketing, Judy Murdoch
Business success of epidemic proportions.
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about judy
Small business owners: are you tired of working hard at attracting more customers without getting the results you want?
You are an innovative business owner offering products and services that may be radically better than what is currently available in the marketplace.
And you've been successful--to a point: your clients and customers praise your products and tell you how much they like using them. You have pages of testimonials from the many delighted clients with whom you've worked--all proof that you're providing something special.
Yet to attract customers you have to attend endless networking events, make cold calls, and spend hours in meetings that go nowhere.
Or perhaps, you've tried the e-commerce route. You paid someone to design a website for your business not to mention monthly fees for search engine optimization, credit card processing, etc. Now you're wondering when the e-commerce miracle is going to hit: When all those cyber-customers are going visit your website and start buying stuff.
Is all this work ever going to pay off?
Even worse, when you do get new business, you tend to neglect your sales and marketing activities because now you have new customers that are keeping you busy. When things finally calm down enough for you to begin working on your business again, you’ve been out of circulation and you’re back to the frantic marketing merry-go-round to attract new customers.
The majority of business owners run their businesses like this for years. It’s exhausting and takes an enormous toll on their health, relationships, and ability to enjoy life.
Marketing Can Be Effortless.Really
You don't have to strive and struggle to attract more customers. In fact, I believe that when it comes to marketing...
- the actions you take are ones that you find easy, even fun
- your ideal customers come to you
- opportunities to expand your business and make more money start showing up like crazy.
I know what it's like to feel as though marketing your business is constantly taking two steps forward and one step back. You may be making progress but it comes at a tremendous cost to your time, energy, and sanity. I struggled for a number of years to get Highly Contagious Marketing off the ground before I found what works.
Introducing...
The Marketing Roadmap
a one-on-one, in-depth program to accelerate your business' success
Your business is on a road trip: you have a destination, a timeline, and a plan for getting there. The Marketing Roadmap program is going to give you, not just the map but it's actually going to take you through from where you are to where you want to be.
What the Program Covers
Think of Marketing Roadmap as the equivalent of having an expert guide who knows the terrain, who can help you find the best places to go, who can help you avoid the problems and obstacles that can ruin your trip, and will enable you to reach your destination within your time and budget requirements.
The program covers three phases: planning, implementating, and optimizing.
Phase 1: Planning
As with any trip, you need to develop a plan that covers where you want to end up and how you will get there. In addition, you will want to take into consideration your preferences-sights you want to see, types of places you'll eat at, where you'll sleep, and so on-into account. And you'll need to work within constraints such as the amount of time you have, money, and other resources.
Planning your marketing includes:
Setting your destination and progress indicators. There's a saying, "If you don't know where you're going, anywhere will do" (Frederic M. Hudson). When you plan a trip, you select a final destination along with stops along the way. The same holds for your marketing road trip. It's not enough to know that you don't want to be where you are now. Before you hit the road and take action you need to:
- Decide how many customers and clients you want to have
- Decide what types of clients you want to have
- Decide what products you will be offering, which products you will discontinue, and new ones you will introduce
- Decide what customer problems your products and services will solve
- Select monthly and quarterly benchmarks (where do you think you should be)
- Choose one or two methods to track your progress (your "mile markers" and other indicators that measure how well and how quickly you're traveling)
Defining the ideal customers for your business. Ideal customers and clients are genuinely excited about working with you--they value your products and services, and best of all, they often come to you. To do this we will:
- Use a straight-forward process that helps you quickly identify ideal customers so that you make the most of the opportunities where you are likely to meet prospects.
- Use a simple but powerful format to create an ideal customer profile that will make it easy your customers and colleagues to spot and refer ideal prospects you way.
Getting crystal clear about what your customers value about you and your products and services. Understanding how your products and services provide unique value to your customers is the core of effective marketing. Your customers need to feel that you understand their situation AND that your products and services are the very best option for solving their problems and meeting their needs. To do this:
- We will use my proprietary workbook, Where Does It Hurt? to identify the problems and associated pains that are most compelling to your customers so that you can position your products and services as the best solutions to those problems.
- We will use a simple question that almost magically inspires your customers to tell you, in their own words, precisely what makes you and your products and services so uniquely valuable to them.
Every action you take in your marketing will take into account your ideal customer and the results they value.
Assess your products and services for additional revenue opportunities. When you offer a narrow selection of products within a specific price range, you typically miss numerous opportunities to meet the needs of prospective customers. Prospects who would buy from you if your price was just a little higher or a little lower or if your product was packaged a little differently. To do this we will:
- Use a unique "gap finder" that will enable you to quickly identify revenue opportunities within your existing product line.
- Create a menu of "products and services" that will enable you to price and package your products and services in a way that your customers will find irresistible.
Create a route that will get you where you want to be. When you plan a trip, especially a scenic one, you need to plan a route that will get you there quickly but also allow for unforeseen difficulties and opportunities. In marketing roadmap language, this is your marketing strategy.
- When you plan your trip, you usually have a preferred route. For your marketing road trip you want to choose the marketing activities that will enable you to reach your goals most effectively. For example, do you plan to make better use of your website? Do you want to implement a referral marketing strategy to develop a local market? And so on.
And what are your milestones? what progress do you expect to make and by when?
- You also need to consider the unexpected. No matter how good your strategy—unexpected obstacles and unexpected opportunities will occur requiring you to rethink your strategy. During the planning process, we consider the most common obstacles and opportunities and how you can find alternative routes and detours.
Phase 2: Implementing
Once we’ve developed a solid plan—a good map of the territory, we can hit the road. In other words, it’s time to implement that activities we’ve planned. You’re at the wheel and making the decisions but anytime you have a question, aren’t sure whether or not you should take a short cut, and so on, I'm right beside you and ready to provide support.
Some of the activities we'll be doing include:
- Creating your marketing message. You need at least one compelling message that clearly communicates to your ideal customer or client how your products and services solve their most aggravating problems. A message that tells them "Hey, I understand what you're dealing with and I might have exactly the solution you've been looking for!"
- Creating your current and upline offers. In their desire to help the customer, a lot of small businesses end up throwing everything--including the kitchen sink--into their offers. Unfortunately this approach often ends up overwhelming and scaring away prospects. I'll teach you how to create a series of "just right" offers that will provide additional revenue opportunities for you and additional value for your customer.
- Getting Your Message Out to Customers and Prospects. You need to take consistent, focused action to bring your marketing message in front of the right people. And you might be surprised to know that some of the old mainstays of marketing are not only expensive but not necessarily the most effective. There are lots of creative, inexpensive, extremely effective guerrilla marketing tactics that will do a far better job of capturing your prospects interest and attention.
- Turning Prospects into Customers. It's one thing to get people's attention and to get them interested but getting them to take that all-important step from being interested to actually purchasing requires another level of implementation. And, you'll learn how to know when a prospect is ready to purchase and how to make the purchase the next natural step for your prospects.
- Responding to the Unexpected. I'll teach you how to not only respond constructively to the unexpected but also how to find hidden revenue-producing opportunities that most businesses miss.
Phase 3: Optimizing
Learning and adjusting as you go is every bit as important as initial strategy and planning. Your customers are live human beings and the marketplace is constantly in change. Although planning is priceless, you need to continually optimize, change, and improve, based on how things are shifting.
Optimizing activities include :
- Progress compared to milestones on your marketing roadmap. Have you completed the activities needed to attract more prospects and convert them to customers? Are you attracting as many prospects as you expected? How many new customers are you getting?
- Refining your marketing strategy. Depending on your progress, you may need to change your marketing message, the things you do to follow up, the process you use to convert prospects into paying customers, your product packaging, the way you're getting your message out, and so on.
- Making the most of what you have gained. If your marketing activities have resulted in new customers who are delighted with your work or a substantial subscriber list or strong word of mouth activity, you want to leverage what you now have. For example, can you turn your satisfied customers and clients into powerful source of referrals? Can you upsell and cross sell to your subscribers?
- Strategic Partnerships: finding buddies to come with you. The most powerful marketing opportunities reside in strategic alliances with complementary businesses. You can sell one another's products to your customers. You can collaborate on a new product. You can introduce one another to your connections and resources.
Once you have a marketing system and some products in place, we'll use a simple, step by step process that will help you attract power partners with whom you can collaborate.
So how does this actually work?
We'll meet regularly each month to plan and strategize, discuss specific steps for implementation, troubleshoot problems, and brainstorm.
- 12 individual 60-minute sessions over a six-month period. Typically, we meet by phone but in-person meetings are available if you live within the Denver, Colorado metro area.
- Laser calls between scheduled meetings. Stuck trying to accomplish something? Need input on a big decision? Just need some encouragement? You can call between scheduled meetings to discuss these and other specific issues.
- Unlimited e-mail support. Want me to evaluate a new product offer or a page on your website? If it's not super urgent, just email me, let me know what you need and when you need it and I'll respond, often on the same day.
- Recorded sessions. Have you ever been in a meeting where someone says something that's really good; something you want to remember but no one wrote it down? By recording our sessions, you can focus on the discussion without worrying about taking notes. The recordings are yours and you can listen to them as often as you wish at your convenience.
- Workbooks, guides, assessments, and other tools designed expressly for Marketing Roadmap participants. Based on input from clients over the years, I've created a number of worksheets, assessments, articles, and other tools that clarify and reinforce our work together.
More goodies for Marketing Roadmap Participants
- More Referrals NOW eCourse.
- 30 Extraordinary Ways to be Memorable eBook
- 51 Coolest Guerrilla Marketing Ideas
Your commitment
The cost for this program is $2400 for the six months. You can either pay in one payment, or you can pay $400/month. I accept Visa/MC. This assumes that I will be working one-on-one with one person: the business owner or primary decision-maker.
For partnerships or organizations where more than one person needs support, let's talk and find out what structure is needed.
This program is for those who are tired of struggling to attract customers; who are tired of not having much to show for their efforts. If you want to sell your products and services in a way that attracts great customers, fosters a growing bottom line, and works with your personal style, you want to seriously consider the Marketing Roadmap program.
My guarantee to you
I want everyone who takes this program to be delighted with the results they get. Why? Because there is no more powerful marketing than referrals from customers who are "raving fans."
If you are not completely satisfied with the results of our work together, I will refund your payment for the current month.
Unconditionally. No questions asked.
What's the next step?
Complete the application and send it in. Once I receive your application, I’ll be in touch to set up some time to discuss how I can best help you achieve your business and marketing objectives.
Wishing the very best to you and your business!
