Be the Lobster – A Marketing Masterclass

$1,795.00

Ready to Stand Out, Attract the Best Clients, and Win Every Sale that Comes Your Way?

Every sale is won or lost on your answer to one simple question: Why should I choose you?

To win the job, they must believe – beyond a shadow of a doubt – that you are the hands-down best choice.

Those that position themselves as that best choice from the onset will have a distinct advantage against the competition. And when done right, your clients are sold before your salesperson even says hello.

Based on his bestselling book, Lobster on a Cheese Plate, this intensive class will cover everything from positioning, messaging, building a marketing plan, measurement, customer research techniques, and more.

Who Should Attend?

Registration includes attendance for up to two attendees. Whomever is responsible for creating and executing the marketing, and the business owner should attend. (If they are both the same person, that’s okay, too.)

The business owner’s attendance isn’t required, but it is VERY helpful in the process of creating the positioning and messaging for the company.

From a skill level perspective, this class is for all. Whether you’re an experienced marketer or just starting out, this class is designed to help all levels of marketing expertise excel.

Mark will help you develop a solid foundation for leading your company’s marketing more strategically and efficiently.

What Should You Bring?

Bring anything and everything! Marketing plan, marketing budget, customer surveys conducted, sample creative, sample ads. . . whatever you like!

Don’t have anything? That’s fine too! You’ll get tons of value regardless of your starting point.

Sample Agenda

Research

Qualitative vs Quantitative
Crafting Effective Questions
Understanding Net Promoter Score
Drafting a Research Plan

Positioning

Who’s Your Target
Target Customer vs. Client Personas
The Persona Problem
Unmet need and the problem you’re solving
Defining Your Competitive Framework
Identifying a Strong Point of Difference
The Reasons to Believe
Finding Your Personality

Messaging

Creating a Powerful Story
The Messaging Matrix
The Three Laws of Copy
The Brain’s Three Flaws

Developing Your Marketing Plan

Hands-on Exercises Such As:

Find the Bull’s Eye
Hey, You Look Like Richard Lewis!
Stand Up to Stand Out
This is MY Sandbox
My Marketing Pulse
Beers with Peers
Competitive Detective
Measure Twice, Cut Once

More Classes Coming Soon!

Sorry, current dates are sold out, but more classes are on the way!

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