Your Marketing PLAN™

Your Marketing PLAN™ has four distinct phases. Each phase contains a fast lane and a slow lane for clients, and each phase is marked by a psychological needs barrier and a single goal to give you clear, research-backed guidance for all your marketing strategies.

P—Present:

Create intrigue. Make your prospect want to know more!

Slow Lane: Use intrigue to awaken prospects to the problem you are solving.
Fast Lane: Use intrigue to make prospects aware of your superior solution.

L—Learn:

Demonstrate how, where, and why your product or service belongs in the story about their life. Make them want you in their lives!

Slow Lane: Systematically expose your slow-lane prospect to multiple “how, where, and why” marketing touches.
Fast Lane: For a prospect prone to an impulse decision, provide a more succinct “how, where, and why” with a strong “fear of missing out” element.

A—Ask:

Give clear, concrete instructions on how to make the transition to customer. Make the action required as simple and clear as possible.

Slow Lane: Clarity trumps persuasion every time, so it is important to script the critical moves in the transition. Don’t assume that anything is obvious.
Fast Lane: A prospect in the fast lane skipped the Learn phase and is ready to make an impulse decision. Ensure that the impulse is easy to follow through on.

N—Nurture:

Strengthen your customer’s commitment to the relationship. Prove to them over and over again that the decision they made was the right one and more than worth the price they paid.

Slow Lane: Make it easier to stay together. By being proactive in communicating and by providing excellent care, customers will feel that you love and appreciate them.
Fast Lane: That impulse decision the fast-lane client made is the sign of a shallow and fragile relationship. The way to strengthen the relationship in this phase is to provide the information that was skipped in the Learn phase while also making the client feel loved and appreciated.