8 Things You Can Do To

Improve Your Marketing

… In order to increase
your sales
Presented by
Kevin Toney
The Marketing Coach

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 What is Effective Marketing?
 ATTRACTING people/businesses, PROSPECTS who
are most likely to want or need your services and
can afford to pay

 BUILDING RELATIONSHIPS to encourage repeat

sales and referrals

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 The Marketing Mind Set?

 Marketing is the life-blood of your business

 Most important skill to learn is Marketing

Effective Marketing = Easier Selling

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #1. Practice Target Marketing
 Clearly identify your target market – develop a
profile of your ideal client

 Focus on one TARGET MARKET or NICHE at a

time

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #2 Make Your Business Standout
 What unique benefits or value do you offer

 Do you operate your business in a unique way that

makes you different?

 ***Why should people do business with you instead

of your competitors?

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #3 Position Yourself as an Expert

 Become an Expert, Trusted Advisor – by

educating your clients and prospects

 Marketing activities and materials should

educate prospects how to solve their problems

 clients will seek you out instead of you chasing

after them

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 Ideas For Education-Based Marketing
1. Monthly newsletter - printed or email to
prospects and clients
2. Give-away free reports, tip sheets, consumer
guides
3. Public speaking/Seminars

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #4 Awareness Advertising
vs. Direct Response Advertising

 Awareness ads focus on Branding

 MYTH - “Get Your Name Out There”

 Brand advertising is for large corporations

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 Awareness Advertising vs. Direct
Response Advertising

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 Direct Response Advertising
Is The Magnet
 1st Goal: get people to IDENTIFY THEMSELVES as
your PROSPECTS

 ATTRACT prospects with a COMPELLING,

ATTENTION-GRABBING HEADLINE

 Make an OFFER to ENTICE prospects out of your

“haystack” or TARGET MARKET

 Offer something of VALUE for FREE

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 Use Direct Response Advertising
 Free Report, CD/DVD, Booklet, E-book
 Ask for a SPECIFIC RESPONSE
 Email, call, visit your website
 Add a SENSE of URGENCY

 2nd Goal: Capture prospects contact info so you can

follow-up repeatedly

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 Example of Direct Response Ad

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #5 Develop a Marketing Database
 List of all past, current and potential clients
 Collect contact info and other relevant info
 Helps you stay organized, saves time and effort
 Makes following-up with your clients and prospects easy
and efficient
 60 % of lost sales are due to lack of effective follow-up

Example: ACT, GOLDMINE, MAXIMIZER

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #6 Use a Multiple Lead
Generation System
 Use lots of different ways to attract new
business
 Don’t rely on only 1 or 2 ways to ATTRACT
LEADS
 M.L.G.S. will help you develop a steady flow of
potential clients

Example: Referral program, flyers, Direct mail sales letters,

Postcards, Email marketing, Newsletters, Website,
Contest, Networking, Joint-venture,

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 How to Generate a Steady
Flow of Sales Leads

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #7 Develop an Internet Strategy
 Know your purpose

 You need a client centric website

 Focus on the NEEDS, WANTS, PROBLEMS

and SOLUTIONS of your clients

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #7 Develop an Internet Strategy
 Lead capture system is key (email/first name)

 Must PROMOTE website every where

- business cards, flyers, postcards, invoices,
contest, networking functions

 Use social media tools – Facebook, free online

directories like www.LinkedIn.com

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach
 #8 Develop a Marketing Plan
 Inconsistent, hap-hazard marketing = wasted, time,
money, effort and lost business opportunities

 Include a Marketing Calendar: a to-do list of all your

planned marketing activities. Start date, who will do it,
estimated cost, track and measure results

 Companies that follow a marketing plan do about

24% more sales than businesses that do not.
(U.S. SBA research)

Kevin Toney - The Marketin

g Coach
www.MarketingMadeEasy.ca *
 Conclusion

 Focus more on Marketing

 Select a Target Market/Niche

 Position yourself as an EXPERT w/ Education-

based marketing

 Focus on Direct Response, Lead Generation

Marketing and Advertising - NOT BRANDING
Kevin Toney - The Marketin www.MarketingMadeEasy.ca
g Coach
 Conclusion

You are in the Business of Marketing

 Marketing is the #1 Skill you need to master if you

want to achieve long-term, remarkable success

 DEVELOP A WRITTEN MARKETING PLAN

THANK YOU!
Kevin Toney - The Marketin www.MarketingMadeEasy.ca
g Coach
 Free Marketing Help!
Call Kevin Toney
the Marketing Coach

204-783-6342
Get 2 free sessions of
marketing coaching
(a value of $170.00)

Go check-out
www.MarketingMadeEasy.ca

Kevin Toney - The Marketin www.MarketingMadeEasy.ca

g Coach