Part 1 Custom Private Advisory Mentorship and Training

The Core Four 

Every business owner thinks that they need to spend money to advertise to get more clients, customers, or patients, the problem is actually that they need strategic planning to attract their desired audience. The problem with advertising that is void of the following Core Four and Big Four is that business owners fail to use the right media in the right way in order to quickly grow.

The HMA System will HELP you.

1. Uncover and define your U.S.P. (Unique Selling Proposition and Brand Positioning). Ask yourself this question: Why would someone want to choose to do business with me instead of my competitors? Your answer is the first part of your U.S.P. Many businesses fail to carefully define who they are in the business world, and simply continue selling their product or service until the money runs out because they have failed to differentiate themselves in the marketplace.

So, what is a Unique Selling Proposition (USP) is a statement that describes how your product, service, or company is different (and hopefully better) than the competition. The best USPs take a unique quality and explain how that quality will benefit your customers, all in a few memorable words. Many companies past and present use USPs as their slogans so that they can put them in front of as many prospective customers as possible. Below are a few particularly great examples of 5 of the most rememberable high-quality U.S.P.s such as FedEx and Domino’s Pizza. Do you remember these Famous U.S.P.'s?“.

Avis

We're number two. We try harder.

This USP does a remarkable job of turning what seems like a negative quality into a benefit. For many years, Avis was in the unfortunate position of being the second-largest car rental company, while Hertz claimed the #1 spot. In fact, Avis was having trouble just staying solvent. So Avis decided it was time for a total image makeover and hired the famous ad agency Doyle Dane Bernbach to come up with a new ad campaign that would pull the company out of its hole. The 'We Try Harder' campaign was so successful, Avis' market share went from 11% to 35% in just four years.

FedEx Corporation

When it absolutely, positively has to be there overnight.

FedEx no longer uses this slogan, but while it lasted it was perhaps the perfect example of a great USP. In a few words, FedEx gives its customers the guarantee that it will deliver their packages safely and on time. The slogan actually delivers not one but two benefits: the security of knowing that the package will be delivered as promised, and the ability to save time by getting it there overnight. Sadly, FedEx has since replaced it with the slogan, "The World on Time," which is far less powerful because it doesn't contain a USP.

M&Ms

The milk chocolate melts in your mouth, not in your hand.

This is an example of how even a quirky USP can attract customer interest. Who would think of making a selling point out of the fact that your product doesn't melt when you hold it? M&M's did, and it worked very well for them. This goes to show that as long as a benefit is meaningful to prospective customers, it will be effective. In this case, the fact that the M&M candy shell keeps the chocolate inside from oozing out and dirtying your hands is a definite plus for customers.

DeBeers

A diamond is forever.

There's a reason that the famous DeBeers slogan has been in use since 1948 and is still used by the company to this day. The USP here is that diamonds, being almost unbreakable, last forever and thus are the perfect symbol of eternal love. As a result, diamonds became by far the most popular choice for engagement rings. It's no surprise that Advertising Age magazine named this the best slogan of the 20th century.

Domino's Pizza

You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free.

This slogan is really too long to be catchy, but it's still an excellent USP because it's spelled out a guarantee with perfect clarity. The terms of the deal are laid out so specifically that Domino's customers know they can hold the company to it. Sadly, Domino's no longer uses this slogan or offers this deal because it lead to a series of car accidents when delivery drivers started driving like maniacs so that they could beat the thirty-minute limit.

Those are just a few good examples of the Unique Selling Proposition. Another example is our own HMA U.S.P.: Grow Your Business 25% – 100% in 90 days without spending more money on advertising, GUARANTEED, or the DODM U.S.P.: "Stand Out. Get Noticed. Disrupt Your Market. DOMINATE Your Competition."

What is your U.S.P.? Do you have one yet? Is it just words or does it offer your clients value as far as what you bring to the marketplace? A U.S.P. is NOT the same as a tagline, slogan, or jingle! The whole basis of a USP is that it is something that others don’t, won’t, or can’t do. Only you can uncover your USP as a result of research. Your USP is what makes you different in the minds of potential clients. This is what will let you carve a special place for yourself in the marketplace.

A tagline is more of a wrap-around for the U.S.P., a slogan is more of just a catchy phrase and a jingle is that catchy phase set to music. The U.S.P. helps you target and attract your ideal market.

The second important part of the U.S.P. is integrating that U.S.P. into your entire business. Everyone, everything, and all messages have to live and breathe the U.S.P. that is developed. Sales training may be necessary to ensure your staff is on board with your unique message. If not, this will kill sales conversions…and decrease potential and future sales. After that, you have to set up a system in the second pillar.

The third part of the U.S.P. is Our Bonus Market (BRAND) Positioning Training. I personally do not know who you consider as your TOP 3-5 competitors; however, as part of your positioning, it may be: “The World’s or Nation’s or Region or City Leader or Thought-leader in “Whatever It Is That You Do or Offer” as a Valued Position over and above whatever weakness(es) your competitor has.” Also setting up Top marketplace VALUE positioning, right from the get-go is what lets you charge more than your competition! With rare exceptions.

How positioning can help you most; you can use just one or combine multiple positioning statements into one. The nine types of positioning include Product Characteristics; or Client Benefits; Price in terms of high, medium, low, and discount products or services; 1 Quality; 2 Use or Application; 3 Product Process; 4 Product Class; 5 Cultural Symbols;  6 Based on Competitors, and 7 Positioning your Events, ie, Podcast, Webinars, Tele-seminars. There are 5 ways to get your positioning message out there, all five create a massive flood in business and sales. Writing a BOOK that you author or that we author for you as a Ghost Writer and making it into a “BESTSELLER.”

Writing a BLOG. an ongoing series of articles can also be converted into a book. A Blog shows a business owner's knowledge and expertise, it helps to position business owners as The Obvious Expert just like authoring a physical book. Guest Blogging on leading and Influential Blogs can also help to drive more qualified visitors back to your website.

PODCASTING. paying for a radio spot which in most cases does not necessarily target your ideal market, unless the syndicated radio host market is the same, usually becomes a waste of money. The best way to target and attract your ideal market is to become the expert host on your subject material since podcasts are available for syndication, which increases the broadcaster's exposure in effect creating your own online “RADIO SHOW.”

VIDEOCASTING AND VIDEO MARKETING. Many videos that businesses create are totally useless, lacking clients attracting structure, an offer, and a compelling call to action, and even if a business gets this part right, what they get wrong next is that generally, they fail to properly market the video. Videocasting much like podcasting is in effect your very own cost-effective TV Commercial that airs 24/7. Your video content is spread online through an RSS feed.

Video Marketing is targeting your ideal market with your video content on Google, and YouTube and also Syndicating your video content on over 30 video sites.

INTERVIEWS. After writing a book, there is a TRIANGLE effect to business growth, books if written correctly can be the catalyst to helping you gain media interviews and media interviews can be the springboard to getting high-paying speaking gigs. The mistake that most business owners make who have gotten media attention is that sometimes ego gets in the way; they think that the media replaces their need for lead generation, yet the media has to be connected to their lead generation efforts in order to keep the lead flow coming. If the media stops and there is no lead flow, the money stops.

SPEAKING. Do you speak for free or do you charge a little or high-end fee? Where to start your speaking career and how to get event planners to book you is not as simple as you might think. Imagine earning an additional six figures per year just for sharing your expertise over and above your primary business. Speaking opens the doors to more service and product sales when done right.

2. Database Marketing/AKA Back-End Marketing. How often do you follow up with your customers that have bought from you? What about those potential clients that have not bought from you yet? Is there structure? Today, Back-End sales to current customers are one of the most important tools that 9 out of 10 business owners misunderstand. Do you have a marketing system for generating referral business and additional repeat sales or upsells? Do you have a system to keep clients loyal?

Or how about a system that allows you to track real-time marketing results from ad placement to call to an appointment to show up to purchase your service, product, or program?

This kind of tracking is crucial to business growth. Weakness in this area will mean that you constantly have to source new clients, customers or patients to make money in your business…and that process is getting more and more expensive as time goes on. Generally, if this area is not working properly in your business it means that you’re losing money or leaving money on the table.

This is a highly misunderstood model, most business owners still think this is spamming, when it is not, or people think this is about sending out old-school newsletters when it is not.

3. Referral Marketing. This is where 9 out of 10 businesses really drop the ball. Almost all business owners that I meet tell me that they get referral business and it’s the lifeblood of their business, but when I ask how many referrals they got in the last 30 days, who made the referrals, did they close the referral, if they didn’t buy what did you do, they have no idea. Here’s the bottom line: if you’re not tracking your referrals then you do not have control over how many are coming in and how much referral money you are making, losing, or leaving on the table. The truth is that, for most people, making referrals is “UNCOMFORTABLE!”

And asking your clients for them is just as “UNCOMFORTABLE!” A Referral Marketing Program is the answer to adding a 100% to 300% increase to your business bottom line, year after year.

4. Internet Marketing and the Business website. We are in the 21st century, yet still, 95% of most businesses that I consult with today run their business like it’s 1980 or 1990, starting with their 1980/1990 website design template done by a friend, or family member, a cheap poorly done Wix or Webs DIY web design, or a custom design by someone who wants to be creative rather than help to build a business.

Why Internet Marketing and the Business Website? What matters most is getting traffic online to your website. There are slow traffic and fast traffic methods, most businesses start with slow traffic, struggling for years when they don't have to, the bottom line is you need "PAID" Traffic first while you are waiting for SEO and or Local Organic results in order to earn money now! Always keep in mind consistent cash flow is what is most important.

Then we add in slow traffic methods. But most importantly, because I show our clients how to focus on increasing their business in numerous ways, my clients don't wait like other companies to break even.

Internet Marketing comes before the website, and anyone who starts showing you things that relate to a website before they share Internet marketing with you is setting you up for immediate failure because a website is a car, Internet marketing is the engine, hence the term, search engine, the engine is built to fit the car, so, where there is no engine or a poorly built engine, the car just won't go on to produce as many sales as it should.

Though many business owners say that they know this. I see time and time again that both small and mid-size companies miss this all because they hire someone and don't pay attention to what's not being done, they only focus on the income or expense rather than on the results that produce the income, meaning that it's equally important to know when and where you can make marginal improvements. So, the needed improvements never get done prior to the business owner pulling back their marketing investment, trying different things, and blaming the ad medium when it's actually poor planning.

So, any business that fails to understand the following is losing money or leaving money on the table online. Digital Marketing starts with, not ends with; what is called Content, Traffic, Pre-Qualify, Pre-Sell, Then Monetize. The problem with 97% of websites, is that designers (who work for themselves or for digital marketing agencies) who are also,  "NOT" Digital Marketers who have specialized training in high-converting website design development, try to monetize first and fail. We will show you advanced ways to get in the game, compete, and then dominate online with websites, funnels, quizzes, courses, and e-commerce.

Currently, I Only Take On Up to 1 Person Per Week For A 3-Day (Fri., Sat., Sun.), 4- 5 Hour, Weekend Intensive