3 Business Fundamentals Most Businesses Get Wrong

Posted by tracyhawkey on May 1, 2018

There are 3 business fundamentals every business MUST have in place to not only survive but to THRIVE. First, your business must stand out from the crowd, it must be “unique.” You MUST establish that all-important market-dominating position. Second, your business must offer extraordinary and exceptional value. Your prospects, no matter who they are or what they’re buying, always want the best deal. That doesn’t mean the lowest price, it means the most value for the price they pay.

They will gladly pay a higher price, as long as the perceived value is greater than the price. The key words here of course are “perceived value.” In an upcoming presentation, we’re going to help you specifically define what their perceived value is as it relates to your specific product or service.

The third and final fundamental may be the most important of the three. You must have a compelling message that confidently communicates the first two fundamentals. You must be able to explain to someone quickly and succinctly what it is you do, and how your product or service will benefit them.

With these 3 fundamentals firmly in place, you instantly separate your business from your competition, and immediately position yourself as the dominant player in your market. Your prospects will literally be thinking to themselves that they would be absolute fools if they bought your product or service from anyone else but you.

What are the important Next Steps?
First, you MUST separate your business from your competition. If you don’t, you’re doomed to forever compete on price. When you offer the exact same product or service as everyone else in your industry, price becomes the only differentiating factor. You MUST establish a market-dominating position for your business. This one fundamental will make or break your business. Spend as much time on this fundamental as necessary and apply it to your business. Just this one critical fundamental can set the stage for the success or eventual failure of your business, so get it right.

Next, most business owners feel they must attract a wide range of prospects to their business, so they try to be all things to all people. That’s one of the worst things you can ever do.

You must identify and find the prospects by focusing on your ideal target customer. Your ideal target customers are those prospects who WANT what you sell, versus those who NEED what you sell. That one difference alone is huge.

Prospects may or may not buy what they need, but they will always buy what they want. When you have the ability to identify and separate these two groups, and then position your product or service so it attracts only the prospects who WANT it, you begin to separate your business from your competition, and you make your business “unique.”

When you know what your target customer really wants, you can easily define your “perfect” market. Once you define your perfect market, your target customers are much easier to find. And because they want what you sell instead of need what you sell, they’re easier to sell to. And since they share your passion and love what you do, they continue to buy from you forever. They pro- vide you with a much greater return on every marketing dollar you invest.

They will spend the most money with you, require little to no maintenance when it comes to customer service, and they’ll demand you sell them additional products and services, because they respect and trust your expertise. They will sing your praises to everyone they meet, send you more referrals than you can handle, and offer you their unsolicited testimonials. Imagine the fun, satisfaction and financial reward you will gain when you have a business full of these target customers.

The Bottom Line
Let’s face the facts. For the most part, the marketplace is nearly void of great business building systems. Knowledge of advanced marketing is extremely rare. Business owners are crying out for solutions, yet they don’t know where to go for help.

Most companies that we’ve worked with have a very limited understanding of the basics of marketing. Take for example the Yellow Pages, both the online version and the physical book that is still in use. We found that 99.92% of companies who attempt to advertise in the Yellow Pages have no recognizable USP, which stands for Unique Selling Proposition.

In other words, they have no market-dominating position they hold over their competition. They’re losing money every single day because of that missing fundamental.

We have created a paint-by-the-numbers marketing system for serious business owners and we will train you in knowing, understanding, developing and applying the essential marketing and business growth fundamentals that are required in order to build your business.

Every business owner wants to build a multimillion dollar business. But building a multimillion dollar business requires effort, planning and a proven and tested process. That won’t happen overnight. If you agree, then you’re on your way to unprecedented business success. If you’re ready to commit to putting in the time, effort and energy, then we’re ready to give you the formula for business success.

Our E-Learning Marketing System is the most powerful and proven business growth program on the planet. We have a proven and tested process that can help you build a multimillion dollar business. It has already helped thousands of small business owners worldwide become successful. We designed our E-Learning Marketing System as an effective way to help serious business owners build up the momentum they need to get their business up and running and making money and be accessible for less than $7.00/day.

Once you become an E-Learning Marketing System member, If can also get additional help in applying the marketing system to your business by joining our “weekly group coaching sessions”, or seeking one-on-one advice from me, your marketing master.

I look forward to seeing you on the other side.

Kindest Regards,

Tracy R. Hawkey
Business Growth Expert
Author | Coach | Market Strategist
Associate Contributor – The Six Figure Coach Magazine
Office:720.934.6767 | trhawkey@toc.coach| http://www.toc.coach

 

 

Small Business Owners “KEY” to Successful Marketing

Posted by tracyhawkey on April 26, 2018

Here’s the key to successful marketing. You MUST be able to enter the conversation taking place in the head of your prospects. Or another way to look at it is to be able to address the number one question on your prospects mind at just the right time. So how do you do this? It’s actually quite simple when you know and understands the fundamentals of marketing.

The conversation that’s taking place in EVERY prospect’s mind revolves around two major points.

  • There’s a problem they have, and they don’t want… and
  • There’s a result they want but don’t have.

Now, believe it or not, there is actually a marketing formula we follow that takes these two points into account… and spits out a message so compelling it practically forces your prospects to buy what you sell.

It’s called the Conversion Equation, and it looks like this…

  • Interrupt, Engage, Educate and Offer.

The Interrupt is your headline – which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral… or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.

The Engage is your sub-headline – which is the second thing your prospects see or hear. It MUST address the result your prospect wants but doesn’t have.

The Educate is the information you provide… either verbally or in writing… that presents evidence to your prospects that you and your product or service are superior in every way to your competition.

Unfortunately, MOST businesses aren’t different from their competitors, and that’s why you MUST innovate your business to create what we refer to as a market-dominating position.

You MUST make your business unique… it MUST stand out from the crowd. It MUST make your prospects say to themselves that they would be absolute idiots to buy from anyone else but you – regardless of price. And finally, the Offer. You MUST create a compelling offer that makes it so irresistible your prospects can’t turn it down. But here’s another critical fundamental of marketing.

Because of the saturation of marketing messaging these days, most prospects have become numb to most marketing.

Following our (ww.toc.coach) Conversion Equation can dramatically overcome this, but even with this powerful tool in play, it will still take multiple “touch” points before your prospects will buy what you sell.
For most businesses today, it takes anywhere from 20 to more than 100 touch points before a prospect makes their buying decision. Following the “Conversion Equation” reduces the touch points to somewhere between 5 to 12 points of contact.

But here’s the key… most businesses don’t follow up with their prospects at all, and this provides a HUGE window of opportunity for ANY business that does follow up… to position themselves as the dominant force in their industry.

But in order to have the opportunity to get your message in front of your prospects 5 to 12 times, you MUST find a way to collect their contact information, and that’s the purpose of your Offer.

Most businesses offer something that only appeals to prospects we call NOW buyers… prospects ready to make an immediate purchase. Unfortunately, NOW buyers make up less than 1% of the total number of prospects that are in the market to buy what you sell.

These businesses typically offer prospects a free consultation, a discount, a coupon, a free assessment, a complimentary quote… or the biggest mistake of all… CALL US!

For most businesses, all of their marketing material… their website… their business card… all list their phone number as their sole offer… and that ONLY appeals to that 1% of NOW buyers. The remaining 99% of viable prospects are “investigating” and gathering information about what you sell.

They’re searching for information because they want to determine who is offering the best value. You see, prospects DON’T shop price – they shop VALUE!

The only reason prospects consider the price is that most businesses don’t give them any other value proposition to consider except price.

Remember, you need to make your business unique and create a market-dominating position. Most businesses don’t do that, and since they… and all of their competitors… look exactly the same, prospects are FORCED to shop price.

If you change your messaging and establish a plan of communication to your target customers, you will become successful.  We are here to help you determine the best path for you to distance your company from the rest of the pack.   With some coaching, you can change your path to one of domination in your market and mega-riches.  Let me know if I can help!

Tracy R. Hawkey
Business Growth Expert
Author | Coach | Market Strategist
Associate Contributor – The Six Figure Coach Magazine
| Office:720.934.6767 | trhawkey@toc.coach | http://www.toc.coach

An Affordable Breakthrough Marketing Program for Small Businesses

Posted by tracyhawkey on April 25, 2018

We have created a marketing program to provide you with the perfect combination of done-for-you marketing resources, tools, and live support to help grow your business and…

  • Overcome any financial distress they’re presently experiencing
  • Learn the strategies they need to immediately generate more leads and attract more clients
  • Get laser-focused on their highest income-producing activities
  • Develop & then apply the proven marketing fundamentals that build multimillion dollar businesses
  • Gain direct access to top marketing experts through weekly group coaching sessions

Our online system and the “Done-For-You “resources and tools are a total game-changer!

This marketing program is truly a breakthrough in marketing and advertising, yet it’s simple and easy to understand. We have thousands of client successes to prove that this works literally every time it’s implemented properly, regardless of what business or industry you’re in.

This program will introduce you to:

  • Some very common-sense principles of marketing that you’ll be able to instantly validate and embrace,
  • Principles that will give you a clear vision of what your marketing is supposed to look like and, just as importantly, what it’s not supposed to look like.
  • Fundamental formulas and strategies to not only make your marketing work better… but to enable you to create what we call “competition-crushing” marketing.

I want you to see how powerful all of this is… allow you to comprehend what the possibilities are for your business… and what a significant advantage you’ll hold over your competitors when you implement it.

The Marketing System
First, you will need to review this powerful series of 3 “competition-crushing” marketing videos that will help you to immediately implement proven and tested tactics that can generate instant cash flow to the bottom line of any business.

This video series will help you understand the process we use to help you design and plan and implement that plan.

Complete Business Diagnosis
Once you have watched the powerful series of 3 “competition-crushing” marketing videos, we will perform a complete diagnostic on your business to determine the exact steps needed in order to grow your business from where it is right now to where you really want it to be.

Customized Roadmap
Once they complete the comprehensive 5-minute diagnostic, we will literally hand them a roadmap that outlines everything they need to do… and in the order, they need to do it in.

  • We’ll tell them where they need to start… the exact online video presentations they need to review and the order with which to review them
  • We’ll point out the forms they need to complete and show them exactly how to go about doing that quickly and efficiently.
  • We’ll literally take them by the hand and lead them to success and wealth

World-Class, Step-By-Step Marketing, and Business Building Content Audio Learning Modules
We have created an entire series of powerful audio recordings that give them a complete overview of each critical marketing and business growth fundamental they need to attract as many clients as they can handle.

Video Learning Modules
We have created a powerful series of recorded business growth presentations… chock full of examples featuring a multitude of businesses… so your members can easily relate their business to one of the examples we highlight in each presentation.

  • During the presentations, we give them successful marketing examples to show them exactly how to take the information presented and apply it to their own business and situation
  • Each presentation has its very own self-study workbook so they can take notes… reinforce the marketing and business growth information we’ll expose them to… and use the online examples as templates

 

Unrestricted Access to Incredible Done-For-You Small Business Resource Library

  • Advertising and Marketing Library – we’ve assembled 8 powerful, results-producing libraries to provide you with the tools, resources and support you need to generate leads, attract new clients, create competition-crushing marketing and develop million-dollar messages.
  • Inside this section are entire libraries filled with proven and tested ads and marketing collateral, elevator pitches, unique selling propositions (USP’s), powerful sales letters, scripts, and emails.
  • We have just added more than $1 million in new turnkey marketing campaigns to our Ad Library. Want to see… click here to view our $50,000 Contractor Campaign.
  • Template Library – imagine your members having their own state-of-the-art graphic layout and design templates so they know specifically how to achieve top results from their marketing and advertising, website, landing pages, business cards, reports, etc. These templates allow them to create “competition-crushing” marketing in minutes, and it’s as easy as paint-by-numbers…
    • Done-For-You Advertising And Marketing
    • Done-For-You Website Templates
    • Business Card Examples And Templates
    • Done-For-You Elevator Pitch
    • Revenue Plan
    • Marketing Schedule
    • Gap Analysis
    • Marketing Definitions
    • List Of Distribution Channels, Strategies, And Tactics
  • Headline Bank – more than 400 of the world’s most powerful headlines that can jump-start their marketing and advertising copy. The Headline Bank gives them the unprecedented ability to write eye-catching headlines that transform browsers into buyers. These headlines make readers stop in their tracks, pay attention to every word of their copy, and click their “Add to Cart” button without a second thought. Sample Letter Library – now they can leverage 59 of the most powerful, results-producing letters ever created. Use them as templates to create marketing that will out-sell their competition. These letters are responsible for driving millions of dollars in revenue to companies such as Newsweek, Time Magazine, Mercedes Benz, Mastercard, and Timex.
  • Script Template Library – now your members can create the perfect on-hold message, voice mail message and develop a receptionist script that transforms their receptionist from a glorified human answering machine into a powerful salesperson and lead generator.

 

If you are a business owner and want to improve your revenue and profit situation, you should go to  Done-For-You Marketing and get started upgrading your marketing by using this program for less than $7.00/day.

$1M Marketing Library
Never struggle with marketing again. Stop spending hundreds or even thousands of dollars creating, designing and developing marketing for your business. We have it done-for-you! Our proprietary Ad Library contains more than $1 million dollars’ worth of tested and proven done-for-you marketing collateral. This library may be the largest and best produced “swipe file” ever created. Instead of spending months to develop your marketing campaigns, we need mere hours and we’re ready to execute.

I look forward to helping grow your business.

Tracy R. Hawkey
Business Growth Expert
Author | Coach | Market Strategist
Associate Contributor – The Six Figure Coach Magazine
Office:720.934.6767 | trhawkey@toc.coach | http://www.toc.coach

Are you ready to Dominate your Market?

Posted by tracyhawkey on April 4, 2018

A few months ago, I realized that many of the businesses I was engaged with, are battling the same type of challenges and it is affecting their survivability.  Businesses struggle to attract new leads; their messaging does not speak to their target market problems, even if they know who their target market is; and they show little to no differentiation to their competitors. Additionally, businesses are spending a lot of time and money on marketing tactics pressed by an on slot of “must-have” messaging from marketing vendors pushing the latest craze for such things as video marketing, social media outlets, and content-based website proliferation.  Businesses are overwhelmed, discouraged and frustrated with these tactics, their dismal results, and they need help.

Armed with this information, I shed processes and systems I have used in the past that are to complicate, theoretical in nature (expensive to implement) and take way too long to get results.  This made it difficult for business owners to use most of my services but I knew I had more to offer.  So, I began to innovate my business model and worked to produce powerful and simple SMB sales and marketing strategies, processes and content-rich solutions that solve these business problems and produces tangible results.

To make this happen, I changed my business to focus on more awareness teaching, strategy implementation, and business growth coaching for business owners. My new company is called “TOC Coaching” (TOC = The Only Choice), and our primary focus is showing business owners how to remove the risks of owning a business and the proven ways they can achieve immediate results. We show our members how to create a continuous cycle of innovation and combine those innovations with proven strategies and tactics that help them to find more leads; convert those leads into paying customers, and dramatically increase their revenue and profits.

Building a relationship with TOC Coaching means you will have access to the latest, proven sales and marketing tools, systems, content, and strategies that can be implemented by small and medium advantaged business owners, via any one or all of three membership plans: 1) DIY E-Learning marketing memberships; 2) Group business growth coaching sessions with complete access to the best E-Learning library on the planet; and or 3) Personalized one-on-one business growth coaching, again with complete access to the best E-Learning library on the planet.  All access options are affordable and deliver “x” factor ROI’s that no only else is producing and we guarantee results, period.

I hope you are as excited as I am and will take a few minutes to visit my website to exercise a guided tour of TOC Coaching offerings  http://TOC.coach/myguidedtour  It will be worth your time I promise, as I want you to see what is possible for your business with the right system in place.

If you see potential in working to dominate your market and find hidden revenue send me an email so we can get started to help you realize extraordinary results for your business.

If you have any questions or need help with the website, please call or send me an email, otherwise, we will talk soon.  I can’t wait!

Kind Regards,

Tracy R. Hawkey

trhawkey@toc.coach

720.934.6767

http://www.toc.coach

Check out my new book

 

Dedicated to your success!

Lessons I Learned from Paris Hilton

Posted by tracyhawkey on March 28, 2018

Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.

It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.

We all self-promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.

Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.

  1. The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.

Also, consider:

Who can help me meet my goals?

Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?

Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.

  1. Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest it wouldn’t hurt) J What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?

If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.

There are lots of little subtle changes you can make. Reassess your:

  • Business cards
  • Company message
  • Your picture
  • Your wording

Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)

You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you greet people at meetings or other events. Think about your 30-sec elevator speech.

  1. The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually, you head out to the store.

You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.