Original subtitles

hello and welcome to session No. 5

and in this session

we are talking about your marketing message

how can you attract

more clients by having your message correctly provided

how do you project your message

so you get more followers

more clients wanted to buy from you

in other words

what to say

so that your service is noticed

and stands out in the very crowded

marketplace that we are in

so you don't want to be same same

same as anybody else

you wanna stand out

and that's what we are talking about in today's session

before I go into today's session

let me remind

you about the actions we talked about from last session

and if you haven't done these actions

it's important

it's imperative that you do them

because every session builds on top of the next

action session

otherwise you will find yourself getting lost

and having to rewind back

so get to make sure you do

these sessions as they come up

the last session

we talked about

create your own joint venture chain list

so making that list is important

make a list of at least one company in each sector

that you could joint venture with

and start making a list of other companies

within each sector

that you could probably do something with

what what I would say is

contact at least one company

and start the JV conversation

start a joint venture conversation

in terms of what's in it for them

what's in it for you

how can you both win

from this joint venture partnership

okay so if you haven't done these things

make sure you go and do them

let's look at this session

in this session

we are talking about

your marketing message

and the starting point is really

understanding and creating what we call your market

dominating position

your market dominating position

otherwise known as

the thing that makes you stand out in the marketplace

some people call it your unique selling proposition

or your unique selling point

this is probably a bit more meteor than that

often when people are asked to define their unique

selling proposition

in other words

what makes them very different and unique

from anybody else

often small business owners struggle

to come up with that

so I've got a process that we are going to go through

that will allow you to create your market

dominating position

which is very similar to your unique

selling proposition but much

much stronger

so make notes as we go through this

and then you'll have some home actions to take

as well at the end remember

the premise at the beginning of this program is this

why would anyone give you their money in business

well why would your ideal client give you their money

because you have a business

well they have a problem

that they don't want

and the result they want

but they don't have

essentially

that's why they're gonna pay

for you to fix that problem

and also get them the result that they looking for

and often they not clear on these

so you have to mess

you have to have clarity in your messaging

so that they are drawn to you

so let's look at it

so there are three key components here

one is the client has a problem

you have a solution

and to couple with all of that

once you can understand that

with every single

one of your ideal clients

there is a hot button

there is something that will trigger them

something that you

when you say it

and you say it the right way

will trigger them

to want to inquire further

or want to buy from you

so what is that hot button

we're going to look at that

very shortly

and so in order to

really create your market dominating position

there are going to

there's going to be some questions

I'll ask you

to complete

and also get clarity

in your own mind

and I call this the matrix

in a matrix

I want you to take some time out

in this session

to focus on answering these four

in these four areas

one is what is the advantage

of your company

what's your company's advantage

now some people say

oh there are a lot of companies

in my marketplace

in my sector

and yes they may be

but there are

advantage of use

there's advantages of using you

rather than them

maybe they're much bigger than you

maybe they're just smaller than you

maybe they don't have immediate

access to the phone

maybe you you cannot

you allow your clients to contact you directly

maybe they can

your clients can email

email you directly

rather than having to pull out a ticket

and then go for a ticking system

and a waiting system

so identify

what it is that you makes you different

what's the advantage of using you

maybe the advantages they can speak to a human being

so I want you to take some time out and look

list down some of those advantages

that others can't provide

maybe you're qualified in a specific arena

specific area of doing something

also list down your competitors weaknesses

what are some of their weaknesses

what are the things that make them

less stronger than you in particular arenas

maybe their weaknesses is that they

getting back to clients after four or five days

and instead of getting

back to the clients within 24 hours

what are some of the weaknesses

maybe their weakness is a ticketing system

that people don't want to be sitting

and waiting on the phone

so what are their weakness

so take time to understand that

and also for your business

I want you to think about the market opportunities

what are the opportunities in the marketplace right now

maybe those opportunities you can go after

so remember

within any crisis

within the economy

or within any crisis within your marketplace

there's also opportunities so

what are the opportunities that are showing up for you

list them down

maybe two or three opportunities right now

and finally

I want you to list down the benefits to the client

that your service provides

so what are the key benefits

to the client that your service provides

so bear in mind that the competitor doesn't communicate

they may also provide it

but they do not communicate it

so identify what those benefits are

list down 2 or 3 or 4

and bear in mind that

especially if that competitor is not communicating it

in on their website

on their social media

in the audio communication

so what are benefits

remember benefits are very different from features

so a feature is the

the thing that your service or your product provides

but the benefit is what they get

from using your service or from your product

so for example

if we talk about a personal trainer

and a personal fitness trainer

within their communication might say um

so some of their features

remember there's features and there's benefits

what are the features

if that features would be

you can work with me and be

I will be able to provide you fitness training

between the hours of 10:00am and six PM

I will give you a workout

flow chart to follow on a daily basis

you'll also get a nutrition guide

now these are all just features

so what are the benefits

what are benefits would be

you'll be able to lose 10 kg in less than three months

similar to some of my other clients

the benefits is you're going to have a revitalized

renewed energy

so you'll feel

more energized every single day when you wake up

the benefits could also be

you'll be able to keep up with your young children

when they running around the park

you'll be able to keep up with them

the benefit could also be

you'll be able to sleep better at night

and get a full night's rest

so that's the benefit I get from that personal trainer

so do not mix it up with the features

okay so take time

it takes time to do this

so once you've done this

then we're going to move on to

for me the very

very most important part

of creating your market dominating position

remember the market dominating position is

it's that thing we're gonna create

which you're gonna use in all your marketing

we're gonna make sure elements of it come out

where in all your messaging

but in order to do that

we need to identify what the hot button is

now when it comes to marketing and selling

if you can identify your ideal client's hot button

they're more likely to buy from you

and more ready to buy from you

so I looked up the definition of the hot button

so the hot button

the way to look at it is

it's a cue that triggers an emotion

a prospective buyer

that causes that person to buy that product

remember that's what we want to do

in the client attraction system anyway

we want the client

to buy from us

in an ethical and morally the right way

let's have a look at another definition

a hot button is an issue that the customer may have

hidden or obvious

now these issues

are the things that keep the customer awake at night

and influence the customer's decision to buy

they may also be the objectives

the customer is trying to achieve

so when you work through

and discover what the hot buttons are

for your ideal client

remember it's an emotional trigger

and when they have that emotional trigger

then they're more likely to buy from you

so it takes time to identify what those hot buttons are

or the hot button is

let me give you an example

of a hot button

which once I show you this

you will get it

and then you've got to work on your own one

to create yours so

if in this session

you are going to be creating a market

dominating position

so here's an example statement

so you're going to create your own statement

in this session

I'll give you an example

and reason why I wanna give you an example

because we're talking about the hot button

I want you to think as I go through this

I want you to identify

what do you believe the hot button is

for this particular client

now just hazard a guess

so here's a statement from a

client they use in their marketing everywhere

in their brochures

in their leaflets

in their websites

in their social media

this is a dentist

and so their Market MDP statement says

pain free dental treatments

in a clean and professional environment

let me repeat

paying free dental treatments

in a clean and professional environment

now if you saw this particular messaging

and you saw another messaging that said

what would it say

or say another dentist company that says

we've been established since 1963

we provide dental treatments

in a clean and professional environment

now which one are you more likely to go with

the first one

pain free dental treatments

or the second one

we've been established since 1963

well most people say pain free dental treatments why

imagine your ideal client is sitting at home

they need they know they need to go to the dentist

they sitting there in agony

holding their their jaw

rubbing their jaw

oh and they are in pain

they are in excruciating pain

but they do not want to go where

they don't want to go to where

the dentist why

because they associate the dentist with what with pain

thank you with pain

and so they see an advert that says

prefer dental clinic

established since 1963

providing dental

care in a clean and professional environment

they see that advert

and then they see this advert that says

pain free dental treatments

in a clean and professional environment

which 1 are they more likely to be drawn to

thank you yeah

I hope you said this one here

pain free why

let's look at a trigger

what was the hot button

the hot button was what

pain free because that ideal client was associating

the dentist with pain

so this dental company says pain free

that's the hot button

I'm gonna give you some other examples

and then what I want you to do is you're going to then

define your own hot buttons

as well as create your own

market dominating position statement as well

in this session

so let's give you three examples

here's an example 1

and as I go through this example

identify or attempt to identify

the hot button for this ideal client

now this is

this company is a marketing consultancy company

it's a marketing consultancy company

and their market dominating position statement

is this a guaranteed

proven system to consistently increase leads

grow clients and make sales

now what's the emotional trigger

or the psychological trigger for that client

for you for their ideal client

well what what is it

is it a guaranteed

is it proven

is it system

is it consistently

is it leads

is it grow clients

is it make sales

well let me tell you about this client

this client

as had hired lots of marketing consultancy companies

to help them with their generation of leads

and what would happen at the beginning

with these other companies is it will be stop and start

they get good leads

and then nothing comes through the good leads

so from a psychological and emotional trigger

the word that was their hot button

was this one here

one was guaranteed and one was consistently

consistently means it's consistent

it is not stopped start

and so they

they my client started using this and they were more um

their client was happier

or they found more clients by using this messaging

rather than saying

we will get you to the first page on Google

or we will promise you this

it's consistently was a trigger for them

let's have a look at example No. 2

example number two

now this is a plumbing

this is a plumbing and pipe

manufacturer

but wholesaler

so they sold piping system

and plumbing systems to retail outlets

now them MDP statement is delivering high quality

branded guaranteed

Complete pipe systems

dispatched the same day

now when our client created this Market MDP statement

they went through 4 or 5

6 different variations

iterations before they came up with this

and the reason why they came up with this statement was

their retail clients constantly complained that

some of the wholesalers that were supplying to them the

the goods that they were getting were not complete

so their plumbers

the retailers

plumbers wanted complete pipe systems

so whenever they bought something

as a plumber

everything connected very

very well and also

one of the challenges

or the problems for the plumbers

was that there was poor quality

goods coming into the country

some of them were being imported from

countries like China

and the problem was that they were inferior

they weren't branded

so my client only

our client only provides branded

guaranteed complete pipe systems

now I want you to think what was

what would be an emotional trigger

or a psychological trigger

for the retailer who's buying these pipe systems

well let me give you an idea

one was complete pipe systems

because that when these plumbers bought them

it doesn't work

then they just stop buying

or they just return them and say it doesn't work

same day same day

with was a hot button as well

because the retailer said when they place the orders

sometimes it'll take days and days and days

sometimes over a week for their pipe systems to arrive

with us our client

this particular client

said they were

they could dispatch

and they dispatch their goods

their products on the same day

and then they provide the retailer with a tracking code

so they can track where it is on their journey

so at least they know it's been dispatchment

it's on his way

and often they get it the same day or the next day

let's have a look at one more before you start

creating your own market dominating position statement

this is a hotel consultancy company

and this hotel consultancy company

their job is to help clients to make more money

as well as have high ratings on companies like Expedia

hotels.com bookings.com Airbnb

Trip Advisor

so they provide consultancy to hotel

general managers and hotel owners

so what's their MDP

their MDP is a proven system to

to boost profits

boost ratings

and create a consistent quality service

every single time

now what do you think

for the hotelier or for the general manager

what the hot button for them

the hot button

what that my client discovered

was that they were losing money

so they hot button was boost profits

boost profits

okay so this is very

very important

and so what I want you to do this week

your home actions are here

one you are going to complete

the MDP matrix for your ideal clients

remember we talked about your competitive advantage

we talked about the opportunities in the marketplace

we talked about your clients weaknesses

and we talked about the benefits that your clients get

complete that matrix

it will help you to really

start coming up with a statement for your company

your MDP statements

then I want you to crystallize your hot button

for your ideal client

what's the hot button

what's the trigger word

that will get them to buy from you

identify what that is

and then create two or three versions

of your MDP statement

once you've created two or threes of them

then decide on one that you can refine

you're going to go through four or 5

six different variations

that is okay

that is normal

and then you refine it to one that you think

yes this is it

it's got the hot button

it's got the keywords in there

and this is a statement that's going to make me stand

out in the marketplace

so that's what we're going to do

and so once you've created that

what I want you to do is

add all this information to your dashboard

under the MDP tab

there is a tab called MDP

add the details about the matrix in there

add a hot buttons

details in there

add the various variations

the variations of your MDP statements in there

and finally

the one that you think best fits your business

crystallize it in there

because if you

Voxer us and you have a question

what we will do

or you message us

and you have a question will

my team will look directly into your dashboard to see

what details you've put in there

now also complete your sales activity

part of your dashboard

so these are the numbers

how many leads

how many conversations

make sure you're completing that on a daily basis

to keep into the habit of

creating leads

and closing

as well to habit

that we want to create here

until next session

take care speak soon

bye for now