4 - What’s Stopping You? Selecting Your Success Ingredients Flashcards
(46 cards)
What are Success Ingredients?
The tools, information, or skills needed to address areas of marketing that are stuck or need more work
How do you begin selecting Success Ingredients?
Ask yourself why you are not making progress in your chosen stage of the Universal Marketing Cycle
What should you limit your Success Ingredients to in your action plan?
At least one and no more than three
What is the ‘Black-Box’ Principle?
A method to enclose unknowns in a black box and design the rest of the process without needing to know the details
What should you do if you are unsure about how to acquire a Success Ingredient?
Choose the ingredient and include it on your Success Ingredient list without needing to know how to acquire it yet
What are the six marketing strategies indicated by icons in the Success Ingredient Shopping List?
- Direct Contact & Follow-Up
- Networking & Referral Building
- Public Speaking
- Writing & Publicity
- Promotional Events
- Advertising
What is included in the description of services as a Success Ingredient?
A clear, specific description of features, benefits, structure, and cost of primary services
What does a market niche definition describe?
The target market you wish to do business with and the niche area of specialization
What is a 10-second introduction?
A self-introduction that describes what you do and who you do it for in a clear and memorable way
What is the purpose of business cards in marketing?
To include contact information and a brief summary of what you offer
What are lead sources?
Groups, institutions, publications, websites, media sources, and networking contacts that provide information about potential clients
What is the role of networking skills as a Success Ingredient?
Techniques or experience to help you feel comfortable meeting people and building relationships
What does a contact management system do?
Keeps track of all your contacts in an organized method
What is a 30-second commercial?
A brief verbal summary of what you do and who you do it for
What is the purpose of a marketing kit?
An expanded brochure with multiple pieces like professional bio, client list, and testimonials
What are qualifying questions used for?
To determine if prospects are likely candidates for your services
What does the term ‘professional credibility’ refer to?
How prospects perceive your ability to perform based on your background and expertise
What is the purpose of testimonials or references?
Letters or quotes from satisfied clients that support your credibility
What is the cost of staying in a state of inaction in business?
It can lead to procrastination, fear, and despair about achieving results
Fill in the blank: A clear, specific description of features, benefits, structure, and cost of services is known as a _______.
description of services
True or False: You should check all sections of the Success Ingredient Shopping List regardless of your chosen marketing stage.
False
What should you do if you find yourself losing momentum in your business?
Ask yourself reflective questions about your current situation and feelings
What are the first three questions to ask when losing momentum in your business?
- Where are you now?
- Where do you want to be?
- What feelings are you experiencing in this gap?
What is the cost of staying in your current situation?
The cost to you and your business of staying in your current situation.
