🎯 The Core Strategy

Marketing isn’t random tactics – it’s a systematic approach divided into 9 squares across three phases. This framework helps business owners get clarity and take consistent action, rather than doing “random acts of marketing.”

📊 The Big Picture: Three Phases

Marketing flows through three distinct phases:

1. “Before”: Getting prospects to know you
2. “During”: Converting leads into customers
3. “After”: Keeping customers and getting referrals

Each phase contains three critical elements that build on each other.

“Before.” 1. Getting Prospects

Target Market:

• Riches are in niches – don’t try to serve everyone
• Create detailed customer avatars
• Use the PVP Index (Personal fulfillment, Value to marketplace, Profitability)
• Focus on becoming a big fish in a small pond
• Being specialized allows you to charge premium prices

“Before.” 2. Message

Messaging Strategy:

• Craft compelling messages that solve specific problems
• Stand out from competitors through unique positioning
• Focus on benefits and results, not features
• Use emotional triggers in your copy
• Create a clear unique selling proposition (USP)
• Tell stories that resonate with your target market

“Before.” 3. Media

Media Selection:

• Choose channels where your target market actually is
• Track ROI on all advertising
• Never rely on just one marketing channel
• Test and measure everything
• Build multiple lead sources
• Understand the difference between mass and direct response marketing

“During.” 1. Lead Capture

Lead Capture:

• Don’t try to sell immediately from advertising
• Focus on capturing prospect information
• Offer valuable lead magnets
• Build a robust marketing database
• Use ethical bribes to identify high-probability prospects
• Implement proper follow-up systems

“During.” 2. Lead Nurture

Nurturing Process:

• Regular follow-up is critical to success
• Provide value before asking for the sale
• Use automation where possible
• Position yourself as an expert
• Create content that educates and builds trust
• Develop a systematic follow-up sequence

“During.” 3. Sales Conversion

Converting Leads:

• Focus on trust-building and positioning
• Use risk reversal guarantees
• Price based on value, not cost
• Make it easy to buy
• Remove all friction from the buying process
• Create multiple pricing tiers

“After.” 1. Delivery

Delivery Excellence:

• Create systems for consistent delivery
• Document all your processes
• Use technology effectively
• Build remarkable experiences
• Turn customers into raving fans
• Systematize the wow factor

“After.” 2. Lifetime Value

Maximizing Customer Value:

• The real money is in repeat business
• Increase transaction value
• Raise prices strategically
• Fire bad customers
• Create ascension models
• Develop subscription offerings

“After.” 3. Referrals

Referral Systems:

• Actively seek referrals (don’t wait passively)
• Create systematic referral processes
• Partner with complementary businesses
• Build your brand through delivery
• Make referrals easy and automatic
• Reward referral behavior

📈 Implementation Is Everything

The Author Stresses:

• Knowledge without action is worthless
• Start implementing immediately
• Test and measure everything
• Make marketing a daily habit
• Focus on systems over tactics
• Transform from business owner to marketer

🎓 The Ultimate Goal

Business Transformation:

• Become a marketer who owns a business
• Build systems that work without you
• Create consistent lead flow
• Develop multiple marketing channels
• Build a valuable business asset
• Live life on your own terms

⚡ Key Success Factors

Remember These Principles:

• Marketing is a system, not random acts
• Always measure and track ROI
• Focus on specific niches
• Build relationships before selling
• The money is in follow-up and repeat business
• Implementation beats knowledge every time