Randy Aimone, the Business Pediatrician, presented this at the Times Square Hilton for PR Web on 3/22/10 and a similar presentation was given to the Southern Dutchess Chamber of Commerce on 5/13/2010 for SCORE of Dutchess County.

1. Your Plan of Arrtact for 2010

2. If you came with a friend from the same company- please change tables.

3. Meet your 4 closest neighbors Trade Cards Tell them what you do (in less than 1 breath) What is 1 thing you plan to learn today

4. Meet your 4 closest neighbors Inigo Montoya Trade Cards Tell them what you do (in less than 1 breath) What is 1 thing you plan to learn today

5. Step 1: Finding your Ideal client

6. Who makes a great Prospect?

7. Who makes a great Prospect? Prospects just like your existing clients!!

8. Write down your 3 Best Clients Think about anything common between them.

10. Kids?

11. Where they vacation?

12. What they drive

13. What they watch

14. Hobbies

15. MusicAge Income Where they live Occupation Race Gender Etc… Etc..

17. Which do people make buying decisions based on?

19. Kids?

20. Where they vacation?

21. What they drive

22. What they watch

23. Hobbies

24. MusicAge Income Where they live Occupation Race Gender Etc… Etc..

26. Kids?

27. Where they vacation?

28. What they drive

29. What they watch

30. Hobbies

31. MusicAge Income Where they live Occupation Race Gender Etc… Etc..

32. Write down your 3 Best Clients Think about anything common between them. Describe your best clients in 2-3 sentences with your panelists

33. Competitors Either want to eat your lunch, or feel you want to eat theirs

34. But I don’t have competition….

35. But I don’t have competition…. You invented a machine that provides electric and hot water for under $1,500 using mostly table scraps. Waste product is diamond dust.

36. Yes you do! Hot water heater manufacturers Diamond Miners Electric Companies

37. Your Key Differences Always Never Tough Love: Negative stereotypes are better than positive ones for this exercise

38. Your Key Differences Always Never Circle at least 3 stereotypes that are NOT you. Those are your key differences

39. Your Benefits Pair up: Write 3 things your firm does well

40. So WHAT?!!?

41. SO WHAT?!!?

42. Your Core Marketing Message:

43. Your Core Marketing Message: I/We ____________ _____________________ (Action) (Benefit) _________________________________________ (Your Target Market)

44. Your Core Marketing Message: An Archetict’s I _ _ ___ _________________ (Action) (Your Target Market) ____________________ (Benefit)

45. Your Core Marketing Message: An Archetict’s I _ Get_ ________________ (Action) (Your Target Market) _________________________________________ (Benefit)

46. Your Core Marketing Message: An Archetict’s I _ Get_ _Contractors_ (Action) (Your Target Market) _________________________________________ (Benefit)

47. Your Core Marketing Message: An Archetict’s I _ Get_ _Contractors_ (Action) (Your Target Market) Paid Faster _________________________________________ (Benefit)

48. Your Core Marketing Message: I/We ____________ _____________________ (Action) (Benefit) ____________________________________ (Your Target Market)

49. Try to help your partner out with one or two examples.

50. Try to help your partner out with one or two. The Goal? To get your group-mates to say:

51. Try to help your partner out with one or two. The Goal? To get your group-mates to say: REALLY?!? ….Tell Me MORE!!!

52. Marketing Strategy

53. Marketing Strategy Right People Right Time Right Message

54. The Marketing Hourglass © Duct Tape Marketing – all rights reserved

55. Know

57. Thank You Questions? Comments Jokes? Recipes? Contact me at: Randy@AimOneMarketing.com