The 2% advantage that transforms relationships into sales. Trish Witkowski, Author & Keynote Speaker, Host of The Edge In the world of marketing, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays. But what if you could have an unfair advantage? A bit of foresight, better strategy, and an action plan—a “Marketers Edge” so-to-speak? Wouldn’t that change the game completely? By using basic Blackjack principles and fascinating insight from counting cards, direct marketing veteran Trish Witkowski will remove the emotion and uncertainty from the sales process to provide a more rational view of your business relationships—and she'll back it up with powerful case studies from B2B, B2C and Non-profit business scenarios. Learn how to: • Identify and implement the four critical Edge moves • Use scorekeeping methods to help you make the best next move • Gain deeper insights from the data you're generating • Play a smarter sales game and win more business You’ll walk away with a real Marketer’s Edge, armed with actionable steps to dramatically increase revenue, and with strategies that will forever change the way you approach sales.

2. We all want to
grow our businesses
and our reach.

6. We’re wasting precious time
exploring a world of options.

7. ✓ Most ideas are additive
✓ Every idea is a “good” idea
✓ Meetings lead to more meetings
✓ Analysis paralysis / demotivation

8. Print is an opportunity
like never before.

9. BEST NEXT MOVE
As marketers, we don’t need more ideas.
WE NEED TO KNOW OUR

10. STOP PLAYING BATTLESHIP.
START PLAYING
BLACKJACK.

11. Beat the dealer without going over 21

12. DEALER UP: 4 YOUR HAND: 12

13. TAKE A CARD?
DEALER UP: 4 YOUR HAND: 12

15. HOUSE EDGE

16. DEALER UP: 4 YOUR HAND: 12

19. Basic Strategy Says: STAND
DEALER:
40% BUST RATE

20. HOUSE EDGE

21. I like this optimal move idea!

22. There are distinct parallels
between Blackjack moves and
the moves we make in business.

24. Stay the
course

25. Provoke
action

26. Go
“all-in”

27. Hedge
your bet

28. What if there was a
“Basic Strategy Table”
for business?

34. This Matrix helps you
determine which move
you are in the position make.

39. To Hit means you’re willing to make a move
and take some risk to better your position.

41. The Matrix is designed
to help you make
strategic moves, faster.

42. Think of every business decision
as “cards in-hand.”

43. Do you like this hand,
or do you want to change
your situation?

44. DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM

48. 3% conversion rate

49. How do we
improve conversion
rates?
Add a teach
and travel “lite”
experience
Go to
college fairs
Develop a
mobile app
Make cool
movies about
teach and travel
Reassess
SEO
Send a survey
or focus group
the offerings
Buy more ads
Increase content
marketing and
social media
Partner with
a popular brand
or influencers
Create lead tools
and automate

50. “Where are we doing well?”

52. Do you like adventurous food?
Have you taken the TEFL exam?
Have you traveled outside the United States?

53. Aspiration = Buying Intent

54. 11x
MORE LIKELY TO
COMPLETE 3 LEAD TOOLS

55. Most Likely to Close (+4)Least Likely to Close (-5)

57. Let’s get inside Danyl’s brain

62. Double Down is a high risk “all-in” move that is
used in situations of confidence, or desperation.

63. Target Audience

64. Target Audience NEW Target Audience

65. How do we
reach this new
customer?
Create a new
division
Increase
advertising
spend
Develop a
mobile app
Cruises!
Partner-up
with AARP
Add new
concierge
services
Add new travel
packages
Increase content
marketing and
social media
Revert to
traditional media
Overhaul
marketing
strategy

66. Dan started marketing
to attitudes.

72. To stand is do more of what you’re currently
doing, or to consciously choose inaction.

73. IN 3 YEARS, DAN GREW
THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM

74. The RIGHT DATA will point you
to the right decisions.

75. Data gives us the confidence
to make a move.

76. You can play an emotional game,
or a strategic one.
In business, and in Blackjack:
(Hint: strategy wins)

79. Card counters keep a running score:
2 – 6 = +1 7 – 9 = 0 10 – Ace = -1

80. Card counters keep a running score:
+1
RUNNING SCORE: 1

81. Card counters keep a running score:
+1
RUNNING SCORE:
-1
0

82. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1
1

83. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0
1

84. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1
0

85. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
1

86. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
2
+1

87. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1+1
3
+1

88. PLAYER’S EDGE

89. BASIC STRATEGY + CARD COUNTING =
THE Player’s EDGE

90. Card counters know
when the odds are in their favor,
and when they’re not.

91. The DATA tells them
which move to make.

92. In business, the right data will
support your decisions,
save time and reduce risk.

93. THE MATRIX + THE RIGHT DATA =
YOUR EDGE

94. How do we do it?

95. Think like a
CARD COUNTER

99. ✓ 1.6M+ YouTube views
✓ 20,000 loyal subscribers
✓ Adding products and services
✓ Being helpful, building relationships

100. GROWTH = FLAT
✓ 1.6M+ YouTube views
✓ 20,000 loyal subscribers
✓ Adding products and services
✓ Being helpful, building relationships

101. WHAT ARE THEY DOING RIGHT?

104. IT’S NOT JUST
KNOWING THE MOVES.
IT’S KNOWING WHEN
TO USE THEM.

105. ✓ Focus on what they have in-hand
✓ Always have strategy in mind
✓ Use data (not emotion) to drive action
CARD COUNTERS:

106. To get the right data:
ASK THE RIGHT
QUESTIONS

107. BRIAN BENSON / BENSON INTEGRATED MARKETING

108. ~$6MM

109. “How can we make our CUSTOMERS
look like HEROES in their organizations?”
Brian asked:

110. He sent a monthly customer survey

111. What are you struggling with in your organization?
What would make your job easier?

112. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”

113. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”
“Branded apparel is killing us!”

114. SIGNS IN 2 WEEKS!

115. Brian had a
decision to make.

122. Opportunity: Multifamily Real Estate

123. Again, Brian analyzed
the situation.

129. NEXT: Banking Industry?

134. To Split is to recognize two good opportunities,
and to play two separate hands with a dual focus.

135. Brian didn’t need to Split.
He already had a winning hand.

137. ON PACE TO HIT
$50MM in 2018

138. Brian chose to:
by disrupting new markets
on the multi-family real estate market
on the market they know best

139. Brian asked the right questions,
and got powerful information in return.

140. IT’S ALWAYS ABOUT THEM.
IT’S NEVER ABOUT YOU.
When it comes to asking questions:

141. Instead of asking more questions
to gather more data, ask
ONE IRRESISTIBLE QUESTION
to unearth actionable insights.

142. Irresistible questions inspire
PASSIONATE REACTIONS
that deliver unexpected, but
exponentially valuable, insights.

143. Valuable insights inform
your BEST NEXT MOVE and
give you a competitive edge.

144. Think like a
CARD COUNTER

145. Card counters rely on
constant feedback
to fuel the best next move.

146. CONSTANT FEEDBACK FUELS
BETTER BUSINESS
DECISIONS

147. CRAIG COFFEY / LINCOLN ELECTRIC

158. Seek constant feedback,
both active/reported and behavioral.

159. 300+ Marketing-Qualified Leads (MQLs)
20+ Sales Accepted Leads (SALs)
10+ Quotes

160. . . . and addressed
“The other 97%”

161. Craig chose to:
with dual-marketing strategies
first-to-market educating the category
on their traditional marketing model

162. Constant feedback
will fuel your best next move.

163. Card counters cannot break
their concentration.
Distraction leads to failure.

164. They can only focus on the
hand they’re dealt.

165. Card counters
trust in the long game.

166. Focus inward and find the power in
WHAT YOU
ALREADY HAVE

167. DR. DUSTIN BURLESON / BURLESON ORTHODONTICS

169. With helpful lead tools and a
laser-focus on timely follow-up and
follow-through, he started winning.

176. 85%

177. The quiz made it easy
to let the least-compatible
customers go.

183. TOP IN NORTH AMERICA
1%
7,500 active patients
4 locations
$4+ million in revenue

184. Dr. Burleson chose to:
by using technology to extend his
reach in a hyperlocal market
by letting customers walk away

185. Dr. Burleson focused-in on
providing the best service to his
existing customers.

186. Focus inward and find the power in
WHAT YOU
ALREADY HAVE

187. What about Foldfactory?

188. FOCUS: B2B

189. FOCUS: B2B
GROWTH = FLAT

190. What am I willing to do
with my business?

196. “Where are we doing well?”

197. ✓ 60,000 views
✓ 115,000 impressions per month
GROWTH: B2C

204. We’ve chosen to:
our B2B and B2C opportunities
on Foldfactory’s B2B offerings
B2C market with Foldfactory Craft

205. ✓ Play a strategic game, not an emotional one
✓ Ask the right questions to get the right data
✓ Focus inward and find power in what you have
✓ Let the data tell you the best next move
GET YOUR EDGE

206. THINK LIKE A
CARD COUNTER
To find your edge
and make your best next move: