A quick rundown of the key concepts from Part Two of 'Watertight Marketing; Delivering long-term sales results' - helping you to align your marketing to the way that real people really buy things.

1. WATERTIGHT
MARKETING 31 January 2013
Delivering long-term sales results | Bryony Thomas

2. WATERTIGHT
MARKETING 31 January 2013
Delivering long-term sales results | Bryony Thomas

3. WHY?
Step off the roller coaster
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4. £ YO-YO £ WATERTIGHT
TIME TIME
MARKETING ACTIVITY
SALES RESULTS
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5. WHO?
A considered purchase
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6. LOW RISK HIGH RISK
IMPULSE BUY CONSIDERED PURCHASE
OR AND
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7. "OK, I COULD DO WITH A THINGAMABOB”
"I THINK
AW AR EN ES S
AWA REN ESS
TLT IN TERES
T AWARENESS
THEM-LOHEMD"
DO T
"OOH LOOK, THEY
INTERE
ST
HAVE A GREAT GUIDE TO
CHOOSING THE RIGHT
THINGAMABOB”
ON
EVALUATI
EVALUATION
" THEM-LOT PROVIDE
THINGAMABOBS FOR THOSE D”
PEEPS... THEY MUST BE GOO
TRI
AL
HINGAM A BOB
"THEIR MINI T CT FOR ME TO
IS PERFE
TRY ONE O
UT"
TR IA L
"YAY, I LO
I'M GOING TO VE IT,
GO FOR A
GOLD THIN
GAMABOB
FROM THE
M-L OT"
ADOPTIO ADOPT
N ION
"MY THINGAM
WHAT I EXPECT
ABOB IS JUST
ED, IT’S GREAT..
GOING TO TELL . I’M
EVERYONE ABOU
THEM-LOT" T
L OYA LT Y
LOYA LT Y
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8. © Bryony Thomas | watertightmarketing.com

9. AWA R E N E S S
AWARENESS INTEREST
INTERE
ST ALUAT
ION
EV
EVALUATION
TR IA L TRIAL
ADOPT
ION
ADOPTION
L OYA LT Y
LOYALTY
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10. FRAMEWORK
Their thinking = Your marketing
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11. The Logic Sandwich
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12. THEIR NEEDS
EMOTION LOGIC
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
LOYALTY
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13. KEY POINTS
➡ Start with emotion, go onto logic, then back to emotion.
➡ Negative emotions are best at kicking off a buying journey.
➡ Positive emotions are important for maintaining momentum.
➡ Logic alone will rarely stop someone in their tracks.
➡ Emotional answers to logical questions seem slippery.
➡ Making an emotional connection reduces price sensitivity.
➡ If all things are logically equal, the emotional connection will win the sale.
➡ Making an emotional connection protects your company from criticism.
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14. Earning the right to time
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15. THEIR
TIME
12
9 3
6
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
LOYALTY
© Bryony Thomas | watertightmarketing.com

16. KEY POINTS
➡ You need to earn the right to take up a person’s time.
➡ Think of ways to help people rather than sell to them.
➡ Cut your material into chunks of time that increase in duration through the
buying decision.
➡ Use your marketing materials to qualify potential buyers.
➡ Only ever sell the ‘next step’.
➡ Respond quickly when someone enquires.
➡ Have enough fresh content to enable people to stay interested for a period
of time.
➡ Use interactions with different materials as indicators of future business so
that you can be ready for it.
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17. The extended audience
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18. THEIR
TEAM
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
LOYALTY
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19. THEIR
TEAM
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
LOYALTY
© Bryony Thomas | watertightmarketing.com

20. KEY POINTS
➡ Buyers talk to different people at different stages in their decision.
➡ They cast the net wide, then reduce their focus to key trusted people as the
decision draws near.
➡ Different people need to know different things about your business.
➡ Think about the media consumption of the third parties, not just the buyer.
➡ Be particularly alert to people with the power of veto.
➡ Think of ways to equip your buyer to become an internal salesperson.
➡ Consider the legacy all of your interactions.
© Bryony Thomas | watertightmarketing.com

21. THEIR NEEDS THEIR THEIR
EMOTION LOGIC TIME TEAM
12
9 3
6
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
LOYALTY
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22. ALSO
In the book
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23. Thirteen Touchpoint Leaks
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24. Affordable Marketing Plan Mindful Measurement
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25. WORKBOOKS
An exercise for every idea
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26. © Bryony Thomas | watertightmarketing.com

27. THANK YOU
Questions please..
@bryonythomas
@watertightmkg
facebook/watertightmarketing
watertightmarketing.com
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