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8Musts ofMARKETING

Hey, this is Dr. Len Schwartz andwelcome to the8 Musts of Marketingfor Building a Million Dollar Businessand Beyond: Secrets of the MostSuccessful Business OwnersI want to share some information about my background. Iwas able to build one of the largest 100% by-referral-onlychiropractic clinics in the country after only five years inpractice. You literally had to know someone to get in. Iwas able to systematically get 97% of my new patients tocommit to care and prepay. I am one of the only marketersin the world that teaches doctors and professionals how toinitiate, nurture and maximize referral relationships. I haveworked and/or partnered with some of the biggest andbest marketers in the world. They include: the late ChetHolmes, Jay Abraham, Tony Robbins, eMyth’s MichaelGerber and dozens of other internationally known andrecognized business builders and marketers.I want to teach you how to go from wherever you are (inbusiness) to a million dollars (or more) in annual revenue.And frankly, even if that’s not your goal, there are powerfullessons for you within the secrets of this kind of growth.questionSo, quickbegin.before weave theDid you hing supergoal of bel beforesuccessfued youryou start?businessCopyright 2015 Create Your Fate, LLC Dr. Len SchwartzIf your answeris, “YES!” thenyou’re in theright place.2

And here’s the next most obvious question(Admittedly, if you have all of the business youcan handle. and the time, freedom and moneyto do what you want, when you want, wheneveryou want - you do NOT need what I have to offer.)However, if you’re interested in learning how toachieve, receive and acquire the income and allof the business you can handle – keep reading!Do you havyourebusinesexactly wh sereyou wanit to b te?Before we begin, I actually have a recommendationfor how to take good notes. Divide your pad ofpaper in half, or if you are taking notes on yourcomputer, consider having two sides (of the page),where the right side takes up three-quarters of thepage and the left side takes up only a quarter of thepage. On the right side you’re going to write downyour thoughts, ideas, etc. And on the left side, Iwant you to identify your biggest action steps, yourbiggest breakthroughs, or things that really appealto you. Later, I’m going to ask you for your biggestbreakthroughs, so I need you to keep really goodnotes for both of us.Copyright 2015 Create Your Fate, LLC Dr. Len Schwartz3

TheBIGSHIFTI want to start off with the big shift that willchange everything for you. Here it is - Youhave to think of yourself and your business likea product, or a brand, that you want to makefamous in your community. I would ventureto say that 97%, or more, of all businessowners never embrace the mission of makingtheir business famous in their city. If you likethe idea of becoming famous in your city- I guarantee you that I’ll show you how tobecome super famous (with tremendous nameAND brand recognition) in your city. Whenyour “buying audience” thinks about hiringsomeone that provides the service/solutionthat you do - they’ll think of you first.Copyright 2015 Create Your Fate, LLC Dr. Len Schwartz4

THEULTIMATEGOAL OFMARKETINGI say this is the ultimate goal ofmarketing - and it should be yourultimate goal of marketing - becauseI’m going to show you how toget your buying public to think ofyou when they think about buyingwhatever it is that you sell.So let’s try an exercise: I want you tothink of the name of a baby shampoo, thename of an American car company, andthe name of a cola company. And it won’tcome as a surprise to learn that many ofyou thought of Johnson & Johnson for thebaby shampoo, Ford, Chrysler, GM, etc.,for the car company, and Coke or Pepsi fora cola company. What’s the point?Well, they spend millions and millions ofdollars each year to get you, the buyingpublic, to think of their name and theirbrand almost instantly when you’re readyto buy their product(s). Do you see howpowerful name and brand recognition is?So let me hit you with an important pieceof information:95% OF ALLBUSINESSESWILL NEVER REACH 1 million inannual salesWhy? Or, why not? What makes thedifference?Copyright 2015 Create Your Fate, LLC Dr. Len Schwartz5

Well, here’s one of the most importantanswers to that question: You mustbe a marketing and business-buildingSTRATEGIST, not a tactician. Let me giveyou some definitions. A tactic is an ad, aflyer, a customer meeting, a brochure, adirect mail campaign. And the strategy isthe long-range goal, the overall impact,or the ultimate goal or position you wantin the marketplace. The reason this isa problem is because 95% of businessowners are marketing tacticians. Mostbusiness owners never consider thestrategy behind the marketing effort(s),and frankly, 90% of you reading this havea “spray and pray” marketing plan thatconsists of, “Let’s throw as much crapagainst the wall and we’ll see what sticks,”- which of course, is not a marketing andbusiness-building plan at all. I’m certainyou can understand why so many businessowners continue to suffer the ripple effectsof being marketing tacticians.So I want you to ask yourself,What is my strategic objective?What is the strategic objectivebehind each of my tactical efforts?Let me give you an example and ask thisquestion: What do you want to happenwith a potential new patient/client/customer? Most of you would say, “I wantthem to buy my product or service.” Well,is that all? You know, just a few minutesago I discussed the importance of brandloyalty and perpetuating your brand withinyour marketplace.Are referrals a strategic objective? Isbuilding your name, brand, and famea strategic objectives? Of course, theanswers to these questions are, “Yes, Yes,Yes, and Yes.”Do you want your customers to understandhow and why you do what you do?Do you want your customers to know whyyou’re better/different as compared to allof your competitors? The answer is a BIG“Yes”!Do you want your customers to tell theirfriends why you and your business arebetter/different as compared to all of yourcompetitors in your city, state or country?So these are just a few examples ofstrategic objectives. Let’s go through astrategic exercise that my good friend,the late Chet Holmes, presented to me,and it’s called a stadium pitch, which isa great exercise that forces you to thinkstrategically.Imagine for a second that you could speakto your entire city in a massive stadium.What would you say? What would youwant to accomplish? What would yourstrategic objectives be?Before we continue, let’s define your(buying) audience. No matter where youare, the audience for your product orservice in your city, state or country, lookslike this:Only 3% are buying what you’re sellingright nowAnother 6% are open to buying yourproduct/service or hiring you30% are not thinking about you or yourproduct/service30% think they’re not interested in you oryour product/serviceCopyright 2015 Create Your Fate, LLC Dr. Len Schwartz6

3% atBuying whyou’re sellingright now30%nkingNot thiabout you oryour product/service6%ying30%Think thenot inte y’rerestedin you oproduc r yourt/service3n0it%ely notOpen to buyour product/service or hiringyoudefited ininteres ’reuwhat yoselling30% are definitely not interested in whatyou’re sellingmeans that 90% of the audience will likelyget up and walk out.So in your stadium, the great majority aresimply not interested in what you have tosell. So a great stadium pitch will drivebuyers straight up the pyramid.But on the flip side, a great pitch might be,“The Five Keys To Radically Improving YourFinances and Retirement.” More peoplewill stay to hear that information because itis benefit-rich to them. The “Five Keys” titleis focused on the audience.And by the way, I’m your emcee, soright before you walk out there, I tell theaudience the following: “You had to come,but you don’t have to stay. If this persondoesn’t keep your attention, you can getup and walk out.” So you better come outswinging for the fences and you better befocused on THEM NOT on you.A bad pitch, for a financial advisor, asan example, might be, “Let me tell youhow great I am at helping clients plan forretirement.” Now, you may not realize it,but that’s entirely self-focused.whichTo attract and serve your customers,you have to focus on what they relate toinitially, which in this example, is financialindependence. And then, with highlystrategic and consistent education, youcan help them become devoted to you,and make them highly effective at bringingyou more new customers (i.e. referrals).Now that you understand the keydifference between a marketing strategistand a marketing tactician Let meCopyright 2015 Create Your Fate, LLC Dr. Len Schwartz7

The1ST MUST OFMARKETINGThe first must of marketing is the mostpotent form of marketing. It generatesthe best new customers. It builds yourname and fame better than all othermarketing efforts combined.What is it?It’s Word of Mouth! “Personal contact”marketing is the most potent form ofmarketing. In fact, none of your marketingefforts will have as much impact as contactwith you, your staff, your customers and/or community leaders when they raveabout you. So make sure your customersand your referral relationship partners areeducated so that they can effectively referto you.different initiatives do you have in placeright now that guide the word of mouthprocess with your existing patients/clients/customers? You need to have at least 12.Here are some ideas:And by educated, I mean that theyunderstand how and why you (and yourbusiness) are better/different than allof your competitors. This ties in with thestrategic objective(s) I talked about justa few pages back. And this is how youstimulate amazingly positive word of mouthand penetrate your market in a way thatnone of your competitors can. How manyt -FDUVSFTt .POUIMZ OFXTMFUUFSTt 8FFLMZ WJEFP PS UFYU F NBJMTt 4QFDJBM EBZTt &WFOUTt 4FNJOBSTt )PMJEBZ NBJMJOHTt #JSUIEBZ DBSETt 6QEBUFT PS QSPEVDUT PS TFSWJDFTt 3FGFSSBM SFXBSE PQQPSUVOJUJFTt "QQSFDJBUJPO EBZ DFMFCSBUJPOT FUD How many more can you think of?Copyright 2015 Create Your Fate, LLC Dr. Len Schwartz8

The2ND MUST OFMARKETINGIn 1995, only 5 million people usedthis marketing weapon. Today,virtually everyone uses it. Want totake a guess? If you guessed theInternet, you are correct.introduce you to the 8 Musts of Marketingfor Building a Million Dollar Business.The Internet can create your worstnightmare. Why? Because an amazing 20to 30% of you, or more, are still functioningeither without a website or you have awebsite, but you don’t market it, whichmeans you have zero rankings on theWeb. So when someone wants to buyyour product or service, and/or hire youfor a specific service, when they do asearch for your product/service, they can’tfind you. And if they can’t find you, youLOSE business.So you must be on the Web. You mustbe at the top of the search engines. Youmust market yourself and your website onthe Web.You also want to capture email addressesof your new, existing and prospectivecustomers. Why? Well, it’s a free and easyway to do direct email. It’s also free to sendvideo email and Google loves video, so youreceive higher rankings for video. Higherrankings more traffic to your website more leads more new business.And for each of your customers, you mustget their email address so that you cansend them an outstanding newsletter – atleast once per month. You should alsosend weekly tips, updates, news and/orinformation that helps them in some way.This is a great way to add value and/orenhance or improve their lives, becausefrankly, people need to get to know, likeand trust you before they stay, pay, andrefer to you. And if you don’t have thisCopyright 2015 Create Your Fate, LLC Dr. Len Schwartz9