Breakthrough Sales AND

Marketing Strategies
TOOLS & RESOURCES
 MARKETING DIAGNOSTIC
Assessing Your Opportunities For Growth & Improvement

YES NO QUESTION

Do you have a WRITTEN marke3ng strategy that you con3nually update and a tac3cal
implementa3on plan that you follow for execu3on?

Do you have an IDENTIFIED budget (or percentage of sales) allocated exclusively to

marke3ng?

Are you geFng at least a 1.5X ROAS (Return On Ad Spend) on all your cold, direct-
response marke3ng?

Do you have a comprehensive database of your prospects and clients iden3fying ALL
these inputs: Name, email, phone number, where they originated, what they bought,
what they looked at but didn't buy, quan33es of past purchases, etc.?

Is your database segmented by different categories of prospects/clients, and do you

send DIFFERENT communica3ons, using different language (based on awareness),
sugges3ng different products or services to them (based on needs) at different 3mes in
their rela3onship with you (based on closeness)?

Does your marke3ng communica3on CHANGE based on response behaviors (versus

sending the same to all and regardless if they responded to the last communica3on or
not)?

Do you know precisely how many ACTIVE clients/buyers you have with complete
profile informa3on on each?

Do you know precisely how many IN ACTIVE past clients/buyers you have with
complete profile informa3on on each?

Do you know the DEMOGRAPHICS and PSYCHOGRAPHICS of your median client?

Do you know the unique profile of your 'BEST BUYER' (your top 20% clients that
produce 80% of your revenue)?

Do you know HOW and WHERE to reach more of your 'Best Buyers'?

Do you know what the COSTS are to acquire a new client (unique to each different
marke3ng channel)?

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 YES NO QUESTION

Do you know your average revenue and profit per client generated within the FIRST
YEAR (unique to each different markeBng channel)?

Do you know the LIFETIME of each client (unique to each different markeBng
channel)?

Do you know your most PROFITABLE source of NEW business (factoring in sales and
markeBng cost, service cost, and enterprise Bme)?

Do you know your CONVERSION RATIO cold: Out of every X leads, I get Y clients or
sales, delivering Z in profit?

Do you have successful ways to acquire new clients/buyers at a BREAKEVEN that

makes a real profit on the BACK-END?

Do you have a progressive back-end system in place where you keep RESELLING
clients ongoing products/services?

Do you repeatedly TEST HEADLINES or their equivalent (i.e., subject lines, opening
sentence of your presentaBons, phone-in sales calls, telemarkeBng scripts, greeBng at
trade shows, etc.)?

Do you have an AUTOMATIC follow-up system for every prospect and first-Bme client
you acquire?

Do you use SOCIAL PROOF on your lead generaBon markeBng, sales pages, and in
your regular client communicaBons?

Do you have a reliable system of COLLECTING and CREATING client tesBmonials and
success stories?

Do you effecBvely and powerfully USE the tesBmonials in ALL your markeBng,
adverBsing, and sales efforts?

Do you have respected INDUSTRY AUTHORITIES who acBvely endorse and promote
you and your company publicly?

Do you have notable CELEBRITIES (paid or unpaid) who acBvely endorse and promote
you and your company publicly?

Do you use a BOLD GUARANTEE, making the client's decision 100% RISK-FREE, to
close sales and differenBate your business from your compeBtors?

Do you offer BONUSES as an incenBve to purchase your product or service?

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 YES NO QUESTION

Do you offer an UPGRADED choice, LARGER quan77es, or BULK purchasing op7ons

at the point of sale?

Do you offer ADD-ON op7ons of other products or services that complement the
client's purchase at the point of sale?

Do you have a SUBSCRIPTION plan, recurring MEMBERSHIP fee, ongoing SERVICE

plan, AUTO-RENEWALS, or AUTO-SHIP plans in place?

Do you think your marke7ng makes an irresis7ble, unbeatable, 'goRa-have-it

COMPELLING OFFER to your prospects?

Do you publicly accept FIVE or more forms of PAYMENT?

Do you write ar7cles, special reports, or books for promo7onal posi7oning?

Do you do podcasts, radio, blog, newspaper, magazine interviews, and issue press
releases for promo7onal purposes?

Do you know your rate of client ENGAGEMENT and RE-ENGAGEMENT?

Do you know what your CHURN or ATTRITION rate is and WHY clients have stopped
buying from you?

Do you have an ac7ve CHURN REDUCTION program in place to retain ac7ve buyers?

Do you have a consistent system to REACTIVATE former clients and non-converted

prospects?

Do you know your REFERRAL RATE and the exact percentage of your business that
comes from REFERRALS?

Do you have at least a DOZEN formalized, referral-genera7ng systems working right

now that everyone in your enterprise uses and follows?

Do you know precisely who your top 50 REFERRERS are, and do you ac7vely and
systema7cally recognize your top referrers?

Do you know the primary SOURCES of lead traffic of your top FIVE compe7tors?

Do you know the MAIN REASON your clients (from their perspec7ve, not yours) buy
from you over your compe77on?

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 YES NO QUESTION

Does your ENTIRE sales and marke4ng team know the advantages, price, terms,
service agreements, and selling incen4ves (bonuses and rewards) of your Top 10
COMPETITORS?

AKer the ini4al sale, do you have a SYSTEMATIC FUNNEL method to communicate
and con4nue to resell clients?

Do you have a formalized INCENTIVE BONUS for employees to create new and beSer
marke4ng methods for the company?

Do you have a powerful USP (Unique Selling Proposi4on) that clearly communicates to
your target client that you are the only viable solu4on to a problem or need they
perceive to have?

Can each of your team members COMMUNICATE your USP on the spot and on
command?

Do you know where your most significant source of UNTAPPED new business is and
HOW to ul4mately mine it?

Do you consistently sell OTHER companies' products or services to your clients?

Do other companies consistently sell YOUR product or services to their clients?

Do you SHARE RESOURCES (marke4ng budget, sales event, technology, sales team,
distribu4on, etc.) with other companies for mutual benefit?

Do you have any JOINT VENTURE, combining two products/services or strengths, to

create a new and separate product or service?

Do you have any AFFINITY GROUPS (pools of your target client organized by another
en4ty) marke4ng rela4onships in place right now?

Do you have ACTIVE and CONTIGUOUS campaigns in place that are GROWING your
database of prospects and new clients on a week-over-week basis?

Do you send emails, newsleSers, reports, or blog UPDATES out (at least bi-weekly)
that provide a benefit to your clients and/or prospects?

Do you have a DIRECT RESPONSE formaSed website that is built around your
marke4ng principles?

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 YES NO QUESTION

Do you have an OPT-IN trigger on the homepage of your website?

Do you have an opt-in trigger on EVERY page of your website?

Do you do an effecCve SEARCH ENGINE OPTIMIZATION (meaning successful at

aMracCng and then converCng) plan in place?

Do you know precisely how many NEW clients your SEO generates each month?

Do you do SPECIAL EVENTS such as seminars, lunch and learns, private VIP-only
events, meet-the-creator-type events, etc.?

Do YOU personally talk with your buyers, prospects, and clients regularly to learn what
they want and then build relaConships with them?

Do you have a systemaCc way to score customer saCsfacCon (Net Promoter Score or
otherwise), and is that feedback reviewed company-wide regularly?

Do you have campaigns to ACTIVELY WORK at driving up your customer saCsfacCon

NPS score?

Do you regularly shop/buy from your COMPETITORS to see what they do differently
or are doing that your company doesn't do?

Do you regularly shop/buy from YOUR OWN business, call into your own customer
service, or take customer service inquiries to experience your business as your clients
experience it?

Have you and all team members who have contact with your prospects and clients had
formalized CONSULTATIVE SALES TRAINING?

Do you RETRAIN and advance their skills in consultaCve selling at least TWICE A
YEAR?

Do YOU know (off the top of your head) the Top 10 OBJECTIONS prospects have
about your product or service?

Do you and your team know the ANSWERS to those Top 10 objecCons cold?

Do you have a complete visual map of every TOUCHPOINT a prospect and client has
with your business?

If yes, do you REGULARLY REVIEW the performance metrics of every touchpoint to

improve and exceed expectaCons?

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 YES NO QUESTION

Do you have IMMEDIATE RESPONSE systems for all prospect inquiries?

Is your response 0me to every inquiry UNDER 15-MINUTES?

Do you have a dedicated person ACTIVELY MONITORING news, review sites, and
social media men0ons of your product/service business or industry online and
addressing issues immediately?

Do you have penetra0on in at least SIX major CLIENT SEGMENTS?

Do you have at least 8-10 dis0nctly separate REVENUE streams?

TOTAL

YOUR GRADE
A = 70+ BRAVO! Superstar!
You are undeniably a marke0ng rock star (unless you fibbed on your answers!)

B = 60 - 69 A0a-boy/girl! Respectable.
Good to have your experience and wisdom to contribute to the group.

C = 50 - 59 Passing grade, but barely.

LOTS of room for improvement (which is exci0ng!)

D = 45 - 49 Yah, (ehem) well…

If you got here marke0ng like this, no telling how great you can become!

F = Less than 45 Uh-oh!

Let’s just say, it’s a damn good thing you are here!

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 WHITE KNIGHT STRATEGY
Becoming The Hope Your Client Has Been Looking For

WHO are you a hero to? Who do you stand for?

WHAT do you stand for? What injus2ces are happening to your target client group that you will right?

What is the HIGHER PURPOSE, the greater vision that you have for your tribe?

What is the ASPIRATIONAL message you have to inspire your target client group?

What is your MOVEMENT? Describe how you are a MISSION that has a company to achieve it?

WHY do people use your product or service and for what PURPOSE?

How can you be?er SHOW the use and outcomes?

Whose SINGLE STORY can you tell as a demonstra2on?

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 Does your mission/business have a SOCIETAL impact? If not, how can it?

As a mission/business, what do you LOVE?

As a mission/business, what do you HATE?

What is the ENEMY of your target client group?

What CAUSE does your target client group care about?

What is an injus?ce or lame prac?ce of your industry that you will FIGHT?

Finally, what is your RALLY CRY to the marketplace on behalf of your target client group?

WHERE, WHEN, and HOW will you market this message?

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 CULT BUILDING
Creating a Client Tribe of Loyal Advocates

Where is my CURRENT marke1ng messaging focused:

Head (logic of features and benefits)

Heart (emo6on of outcomes)

Groin (ego, status, and iden6ty)

Where SHOULD it be focused for be+er results:

Head (logic of features and benefits)

Heart (emo6on of outcomes)

Groin (ego, status, and iden6ty)

1 IDENTITY
How can I be+er sell an iden1ty, an image, a status; access into a special
community and tribe?

2 SECRETS
What are our special lingo, euphemisms, and secret knowledge only our
‘insiders’ know?

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 3 RITUALS
What are our unique rituals and rou0nes that allow our members to express and
reaffirm their shared values, beliefs, and iden0ty?

4 CONGREGATE
How do we bring our members together to foster a feeling of shared
understanding and belonging?

5 RANK & FILE

How do we reward loyalty with hierarchical ascension and recogni0on
within the community?

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 6 BEAT THE DRUM
How do we inspire, challenge, and raise the self-image of the members of
our community?

7 CO-CREATE
How do we engage our community in the process to acBvate member evangelists?

8 LOVE BOMB
How do we make new members feel special and individual in a way they have
unlikely ever felt before?

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 Client Profile Map

EXISTING CLIENTS DEMOGRAPHICS

Who are they? Age, gender, race, creed, educa6on, occupa6on, income level, ZIP code, marital status,
children (ages), what read/listen to, what drive, etc.?

EXISTING CLIENTS PSYCHOGRAPHICS

Hopes, fears, doubts, worries, problems to solve, goals, ambi6ons, value system (honesty, innova6on, social
proof, credibility), what bothers them, looking for pleasure or avoiding pain, how buy (medium, method)?

DESIRED CLIENTS
ROI & ROE: Client type greatest need, most money, easiest to reach, quickest to decide, easiest and least
expensive to service, stay with you the longest, spend the most over 6me, enjoyable to work with?

RIGHT CLIENTS
Real decision-maker/influencer? (Example: Spouse, CEO, ad agency, CFO, aTorney, CPA, consultant,
mentor, IT department, health prac66oner, insurance carrier, parents, etc.)

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 INTERVIEW CLIENTS
What’s the No. 1 problem you are faced with right now?

What really frustrates you about working with our industry?

What is your biggest emoBonal fear in making this purchase?

What’s the one thing, if I could guarantee, you’d pay premium?

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 Client Avatar
My Name Is:

I am years old.

I have been married/single for years.

I have child(ren), age(s)

I have a as a pet(s).

I live in in a bedroom house that is worth

I drive a

As a profession I

My spirituality is

I travel to

My hobbies and personal interests are

I read

I listen to

I watch

My three main values are:

My three greatest fears or worries are:

My three greatest hopes and dreams are:

My three greatest hopes and dreams are:

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 What frustrates me the most about dealing with your industry is:

What I want most from your business is:

You will gain my trust and comfort by:

The service level I expect is:

You can conBnually exceed my expectaBons by:

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 COMMUNICATION FRAMEWORK
Preparing Your Message to Influence Through Emotional Connection

Product or Service:

FEATURES BENEFITS OUTCOMES

Features = Technical specs, func0ons, capabili0es, visual characteris0cs.

Benefits = Why those features ma:er; posi0ve impact those features have on client or user.

Outcomes = The be:er future made possible by those benefits.

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 Who/Avatar:

PROBLEM DESIRES OBJECTIONS

Note: The problem, desire, and objec<ons will change with each avatar.

Who = Targeted Avatar. Start with the one with the greatest perceived need. Problem, desire, and objec<on will change with each avatar.

Problems = The problems, pains, fears, as perceived and described by the target avatar.

Desires = The wanted or desired solu<ons as perceived and described by the target avatar.

Objec0ons = Perceived risks, previous experiences, predisposed concerns, worries, doubts, ques<ons, and limi<ng beliefs.

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 Who's Communica.ng:

FEEL/FELT FINDINGS/RESULTS STRENGTHS TO SOLVE

Note: The feel, felt, findings, and strengths to solve will adjust with each avatar you are communica9ng to.

Feel/Felt = What you felt when you were where they are now. The feelings, pains, doubts, frustra9ons, struggles, failures, desires, and hopes.

Findings/Results = The epiphany, discovery, solu9on you found and the inspiring results it (ones the avatar wants) produced.

Strengths to Solve = The factors that make you uniquely qualified to solve their problem, heal their pain, or provide their desires.

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 MESSAGE
Awareness Stage: Unaware Problem Solu.on Aware

Rela/onship Stage: Cold Spectator Ac.on-Takers In-ac.ve Clients Ac.ve Clients

Channel(s):

Response or Ac/on Objec/ve Is:

IDENTIFY
What makes them say,
“Yeah, that’s me.”

RELATE
Feel/Felt

SHARE
Found, discovery, results,
soluFon

INVITE
How to get what I got, Call To
AcFon (1-step)

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 COMPELLING OFFER BUILDER
Creating An Irresistible, Unbeatable, ‘Gotta-have-it’ Offer

Avatar Target Is:

Life0me Value of a New Client:

NAME:

PRICE:

DISCOUNT OR VALUE ADD:

BONUS OR PREMIUMS:

PAYMENT TERMS:

BOLD GUARANTEE:

URGENCY/EXCLUSIVITY:

UPSELLS & ADD-ONS:

NAME: Not product name, but product descrip2on, in clear terms. Starbucks = coffee, KFC = fried chicken

DISCOUNT OR VALUE ADD: Reason-based discount, BOGO, giD card/voucher, scholarship, credit, cash-back

PAYMENT TERMS: Free trial, pay later, free financing, installment plan, subscrip2on

GUARANTEE: Step or outcome. Par2al back, 100% back, beMer than 100%, pay aDer performance

URGENCY/EXCLUSIVITY: VIP exclusivity, limited quan2ty, 2me restric2ons

UPSELLS & ADD-ONS: Graduate larger, superior product, package bundle, bulk quan2ty, complimentary

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 SHOCK & AWE campaign BUILDER
Planning, Preparation, & Execution Checklist

PLANNING
UNIQUE SELLING PROPOSITION SUCCESS METRICS
Clear descrip,on Exposure

Remarkable benefits and/or outcomes Traffic

Conversions
BOARD OF ADVISORS
PPC, PPV, CPL, CPA, ROAS
Past clients
Data repor,ng and review schedule
Exis,ng clients
Media/audience lis,ng plan
Poten,al clients

TRUSTED AUTHORITY
AVATAR
Empathy connec,on (F,F,F)
Problems/Pain
Unique experience to solve
Desires/Wants
Stories: mine, others, origin
Best Buyer profile iden,fied

Dream 50 iden,fied INFLUENCERS

Contact list
PROMO CALENDAR
WIIFM proposi,on
Marke,ng calendar
Outreach plan
Team roles

PREPARATION
MEDIA ASSETS & CONTENT SALES & MX SUPPORT
Email/SMS communica,ons Screencasts Client avatar/audience iden,fied

Web pages User videos Product packaging & pricing

Social/ads Logo & style guide Top 10 Qs, objec,ons, stories

Graphics/copy Referral material FAQ developed & ready

Videos/scripts Influencer packaging mailings Staffing scheduled

Photos Direct mail materials

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 EXECUTE
TEASE PHASE LAUNCH PHASE
Web pages, entry/exit Database

Early no4fica4on opt-in Websites

Storefront(s) Storefront(s)

Blog(s), podcast(s) Social channels

Email signatures Paid media

Company autoresponders Retarge4ng

Direct mail H2H follow up campaigns

Mail inserts Blog, podcasts

Print Email signatures

Billboards Influencers promo4on

Incen4vize team, vendors

PRE-RELEASE (VIP)
Exclusives, limited edi4ons
Influencer mailings
FOMO, limited quan4ty
Tes4monials & endorsements
Special for first to order
Bonus for early adop4on

Incen4ve for bulk purchase POST-LAUNCH PHASE

Incen4ve for bundle, add on Mobilize community

Online retarge4ng Compe44on

Recogni4on
PRE-RELEASE (CHOIR)
Social proof
Email/SMS
Referral program
Retarge4ng
Event
Direct mail, inserts
More media?
Bonus for early adop4on

Incen4ve for bulk purchase PHASE TWO+

Incen4ve for bundle, add on Rinse & Repeat Pre-Release, Pre-Launch process

Online retarge4ng
RE-LAUNCH PHASE
New updates, edi4ons, super-features

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 REFERRAL SYSTEM CHECKLIST
12-Point Plan to Garner Enthusiastic, Repeat, & Consistent Referrals

Chief Experience Officer on the team is:

1 DELIVER

Baseline expecta-ons of my clients: How we turn into ‘Wow’:

FMOTs (First Moments of Truth): How we turn into ‘Wow’:

Ideas to Make Delivery Experience:

FASTER
Faster service, quicker
responsiveness

SIMPLER
Simpler decision making
process, choice simplicity, clarity

EASIER
Easier process, payment
opAons, returns

SAFER
Certainty, transparency, social
proof, risk-free guarantee

SMALL STEP
Sample, value first, free trial,
free demo

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 2 OVER-DELIVER
Mapping every client touchpoint expecta4on and turning to ‘wow’:

TOUCHPOINT EXPECTATION ‘WOW’

3 ‘WOW’ CULTURE

Ideas to be@er empower staff to offer responsive care and to improvise solu4ons:

Ideas to improve team’s customer empathy and ‘world-class’ experience understanding:

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 4 REFERRER AS HERO

Ideas to be+er posi/on the referrer as the hero:

5 MAKE EASY

Ideas to make it easier for clients to refer others to us:

6 SYSTEMIZE

Ideas to embed referral prompts in our client experience and communica/ons:

7 POSITIONING

Ideas to be+er posi/on our referral prompts with our purpose or cause:

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 8 WIIFM

Ideas to be+er incen0vize referrals through rewards and recogni0on:

9 LEVERAGE

Ideas to invest more 0me, energy, and resources in our highest producing referrers:

10 SOCIAL PROOF

Where to insert more social proof (expert, celebrity, clients, reviews, crowd):

11 ASK

Ideas to be+er ask for ‘help’ by making ‘introduc0ons’:

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 The LTV (life+me value) of a new client is:
Spend 15 minutes a day asking for help with introduc9ons to receive one.

5 (/wk) X 50 (wk/yr) X 25% (become clients) X LTV = $

12 TIMING

The POP (Peak Of Posi+ve) Experiences in my client experience are:

Don’t forget to say ‘THANK YOU.’

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 MARKETING CHECKLIST
The Final Preflight Review to Ensure Success

Avatar Target Is:

Awareness Stage: Unaware Problem Solu5on Aware

Rela/onship Stage: Cold Spectator Ac5on-Takers In-ac5ve Clients Ac5ve Clients

Channel(s):

Response or Ac/on Objec/ve Is:

Headline is compelling and speaks to the ‘conversa5on in the mind’ of your target client

Headline is ‘you’ or ‘your’ centric

Use of human hero image (face or body part) pointed toward the message

Human hero displays an emo5on 5ed to the headline

Focused on heart (emo5on/outcomes) or groin (status/iden5ty), not head (logic/features)

Message speaks one-to-one; friend-to-friend

Message speaks with empathy (feel, felt, found), understanding, and authority

Message addresses predisposed concerns, objec5ons, and ques5ons

Leverages social proof (tes5monials, endorsements, client hero stories)

Offer is irresis5ble, unbeatable, and elicits an “I goRa have it!” response

There is a bold, completely risk-free guarantee

Focused on selling the ac5on and not the product

Uses urgency, scarcity, exclusivity, or fear of missing out

Single call to ac5on that is visibly clear and dominant

It’s easy to respond (mul5ple ways)

Their next step is consistent with the ini5al marke5ng message/visual

First impression touch points are ready to ‘WOW’

Chat or customer experience team trained up and ready

Retarge5ng and follow-up set up for bounces or incomplete ac5ons

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 ACTION PLAN
Prioritizing My 10 Best Ideas

IDEA VALUE ($$) F E P TOTAL

TOTAL

INSTRUCTIONS
VALUE = Projected value of results once implemented.

F = FAST: The 8me it will take to execute this idea.

E = EASY: The 8me and money it will cost to execute this idea.

P = PROFIT: The poten8al net profit this idea can deliver.

Rate each sec8on for each idea on a scale of 1 - 10.

(FASTEST = 10, EASIEST = 10, MOST PROFITABLE = 10)

Add three numbers to get a total FEP score for each idea.

Priori8ze your execu8on by the highest FEP score.

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 ADDITIONAL TOOLS & RESOURCES

COMPETITOR SWOT ANALYSIS

Iden+fying the Strengths, Weaknesses, Opportuni+es, and Threats of compe+tor solu+ons
available to your target avatar to beCer posi+on your Unique Selling Proposi+on (USP).

DREAM 50
Iden+fying your 50 future-changing prospec+ve clients, influencers, or joint venture partners in
order to design a Shock-and-Awe plan to enroll them into your mission.

CLIENT PROFIT MATRIX

Iden+fying your top 50 clients and the char+ng products or services they have and those they s+ll
need to buy so you can build a compelling offer that encourages them to do so.

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 DARREN HARDY RESOURCES
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