Every session will provide a list of the Big Ideas that you can take away from the audio or video content. This is not an exhaustive list of ideas, so remember to take your own notes!
Marketing is anything you do that communicates your value proposition.
Value Proposition: the perceived value that your customer places on your business and your services, and this perceived value is determined by the actions and messages your company is always communicating, whether actively or passively.
2 different types of marketing.
- Passive
This is what your customer experiences every time they come into contact with your business: your t-shirts, logo, signage, phone answering, employee conduct, product quality, craftsmanship, tone of voice, etc.
- Active
This is anything you do to draw in inquiries to have a sales opportunity: advertising through mail flyers, radio ads, Google ads, networking meetings, etc. Much like fishing, you’re actively doing something to directly get prospects attention and start a conversation with them.
ABM = Always Be Marketing
You are always passively marketing at the very least because everything your business stands for becomes your message to your prospects and customers. But ABM reminds you that you should always be ACTIVELY marketing to bring new customers into your marketing funnel. .
USP – Unique Selling Proposition
It is not imperative that you have them, but having clearly defined USPs will elevate your value in the customer’s mind.
Walls By Design has 5 USPs, but 2-3 USPs would be fine.
- Lifetime Warranty
- Lifetime Touch-Ups
- Free Color Design
- Painters are Employees (no subs)
- Systems for Everything
USPs are propositions that you can promise every time for every job.
