The Four Step Marketing Plan
Step 1: The USP
Give me two reasons why I should buy from you instead of your competition in the next 15 seconds.
Can’t do it? Then your business is in trouble.
Why? Because you have a weak unique selling point.
Also called your USP, your unique selling point is the special twist on your business that compels people to buy from YOU instead of buying from your competition — regardless of the price.
Your USP should make people say, “Cool! That’s exactly what I want. I don’t care how much it costs!”
Creating a winning unique selling point is powerful and it’s the first step of a revolutionary marketing method that we use called “Four Step Marketing”.
Step 2: Platforms and Offers
Step two of Four Step Marketing involves determining the right platforms where you’ll deliver free offers to A to Z scale buyers. Well, they’re not totally free — your prospects will exchange their contact information for your free offer.
Once you have their contact information, you can follow up with them and market to them throughout the entire buying process. You’ll take them from prospect to customer and then from customer to repeat customer for life.
Your free offer doesn’t have to be expensive to produce. It just needs to provide information to A to Z prospects who will find it valuable enough to give you their contact information.
Free offers might be a CD, DVD, coupon, report, podcast, or anything else valuable to your prospects.
For example: you might promote a free 24 hour recorded message in a classified ad, offer a free coupon in a direct mail letter, offer a free e-book from your website or a free podcast on iTunes.
Step 3: The Marketing Arsenal
The most exciting part of the Four Step Marketing method is step three! It’s where you’ll choose marketing weapons to add to your marketing arsenal that will drive targeted traffic right to your free offers.
Although it’s exciting to start driving eyes and ears to your free offers, step three is really only effective because of all the great work you did developing your USP in step one and in choosing platforms and creating free offers in step two.
Creating your marketing arsenal is fun. It’s exhilarating seeing more prospects opting in to receive your free offers than you ever imagined possible.
Since you already know what your audience wants to hear, where they hang out, and you have free offers and drip marketing ready to nurture A to Z prospects through the entire buying process, your business will be booming.
The Unique Selling Point (USP)
Marketing Weapons Examples
There are numerous marketing weapons out there to add to your online and offline marketing arsenal regardless of your marketing budget. Here are just a few:
- Social Media Marketing
- Search Engine Optimization (SEO)
- Internet Marketing
- Podcast Marketing
- Video Marketing
- Pay Per Click Marketing (PPC)
- SMS Mobile Marketing
- Email Marketing
- Classified Marketing
- Amazon Marketing
- EBay Marketing
- Direct Mail Marketing
- Free Recorded Message Marketing
- Television Marketing
- Radio Marketing
- And Much More
Step 4: Marketing Automation
If you don’t have marketing automation set up in your business, it’s likely you’re struggling to make sales. Automation is critical to business success in any industry today. At Calderon Marketing Systems we believe in automation so much that we built Four Step Marketing around it.
This leads us into step four of our Four Step Marketing Method — marketing automation. In step one you developed your USP, in step two you developed your offers, platforms, and drip marketing campaign. You built a solid marketing arsenal in step three, and now in step four you’re going to automate your follow up campaigns, so you build a base of raving fan customers practically on autopilot.
Two Types of Automation
Marketing automation comes down to two different types:
- A to Z PROSPECT Follow Up– You guide them through the buying process until they make a purchase and become customers.
- CUSTOMER Follow Up– Once A to Z prospects buy, you automate follow up that converts them into a repeat customer.
It doesn’t matter what kind of follow up you’re automating (emails, text messages, phone calls, direct mail, or anything else), by setting up marketing automation, you ensure that none of your prospects will ever be overlooked or lost in the shuffle.
It’s impossible to sit there all day sending individual messages to each person on your prospect list. With step four of Four Step Marketing, you’ll automate your follow up so you can spend that time wiser — on building your business.