Alan Weiss - Masterful Marketing: How to Dominate Your Market With a Value-Based Approach

Lisa and Alans masterplan of solid marketing strategies is what all businesses need at this time. Dont go into the future without it.

Ali Brown, Founder and CEO of The Trust: the new, premier global network for women entrepreneurs generating 7- and 8-figure revenues.

This intriguing book turns conventional wisdom upside down, stressing the need to create disruption and exploit volatility in providing value to customers and clients globally.

Jonah Berger, Marketing Professor, Wharton School at the University of Pennsylvania and author of Invisible Influence, Contagion, and The Catalyst

I tried to skim the intro but ended up devouring the entire book! Just when I thought Ive seen it all they show me new ways of thinking and reminding me of all their great historical skills. The case studies alone are priceless.

Noah Kagan, CEO of AppSumo.com

Other Works by Alan Weiss

Alan Weiss on Consulting (interviewed by Linda Henman, Aviv Shahar)

Best Laid Plans (originally Making It Work)

Business Wealth Builders (with Phil Symchych)

DNA of Leadership (with Myron Beard)

Getting Started in Consulting (also in Chinese)

Fearless Leadership

Good Enough Isnt Enough (also in Spanish)

Great Consulting Challenges

How to Acquire Clients

How to Establish A Unique Brand in the Consulting Profession

How to Market, Brand, and Sell Professional Services

How to Sell New Business and Expand Existing Business

How to Write A Proposal Thats Accepted Every Time

Legacy

Life Balance

Lifestorming (with Marshall Goldsmith) (also in Korean, Indonesian, Turkish)

Managing for Peak Performance (also in German)

Million Dollar Coaching (also in Portuguese)

Million Dollar Consulting (also in Portuguese, Russian, Polish, Chinese, Korean, Arabic)

Million Dollar Consulting Proposals

Million Dollar Consulting Toolkit

Million Dollar Launch

Million Dollar Maverick

Million Dollar Referrals

Million Dollar Speaking (also in Chinese, Portuguese)

Million Dollar Web Presence

Money Talks (also in Chinese)

Organizational Consulting

Our Emperors Have No Clothes

Process Consulting

The Consulting Bible (also in Portuguese)

The DNA of Leadership (with Myron Beard)

The Global Consultant

The Great Big Book of Process Visuals

The Innovation Formula (with Mike Robert) (also in German, Italian)

The Language of Success (with Kim Wilkerson)

The Modern Trusted Advisor (with Nancy MacKay)

The Resilience Advantage (with Richard Citrin)

The Son of the Great Big Book of Process Visuals

The Talent Advantage (with Nancy MacKay)

The Ultimate Consultant

The Unofficial Guide to Power Management

The Power of Strategic Commitment (with Josh Leibner and Gershon Mader)

Threescore and More

Thrive!

Value Based Fees

Whos Got Your Back?

Your Legacy is Now

Podcast Series: Alan Weisss The Uncomfortable Truth

Video Series: Alan Weisss The Writing on the Wall

Newsletters: Balancing Act: The 1% Solution

Million Dollar Consulting Mindset

Alan Weisss Monday Morning Memo

Blog: Contrarian Consulting

Masterful means powerful and able to attract others. And marketing is an activity intended to help sell products and services.

Any questions?

Well, you should have some and our intention is to answer them within the following pages.

Weve all been exposed to brilliant marketing:

• The giant hammer smashing the screen with Big Brother on it, signalling Apple taking on IBM in their Super Bowl commercial from 1984;
• The rinse and repeat direction on shampoo bottles which doubled use of the product without a penny of marketing investment (despite the fact that no one needs to shampoo twice);
• The advice that certain cigarettes are better for you than others even for pregnant women decades ago, as attested by doctors;
• The modern role of influencers on social media;
• The power of sayings and memes: Dont leave home without it.

But marketing doesnt need to be as grand and global as these examples. Effective marketing for your firm, no matter what its size, is incremental and daily. How you attract people (we call them browsers), how you convert them to customers, how you capitalize on that conversion with expanded business and referral business is what strong, growing businesses do daily.

Our focus is on value and creating need, not merely responding to wants. Thats the difference between being seen as a unique source judged for return on investment (ROI) and not solely a commodity being judged on price. Well also demonstrate that not every customer is a good customer, not every lead is a worthwhile lead, and how to tell the difference.

In a global, electronic, volatile age you may be prone to think that you have to shout louder, appear all over and generally be calling attention to yourself. But thats to be a part of the herd that is doing that every day, rumbling across the plains, raising a cloud of dust. We want to help you stand out in a crowd by leaving the crowd. We want you to be easily found by your ideal buyers and to impress them with the value of a relationship immediately, whether in person or remotely. How can we do that? Well, weve both done it with our global client base and weve helped others to do it with our coaching and support daily. Were happy to share all of that in this book to accelerate your growth through truly Masterful Marketing.

Join us on this journey of helping others.

Alan Weiss, East Greenwich, RI
Lisa Larter, Calgary, Canada
September 2022

One fine day, about 35 years ago, I made the last cold call purchase in my memory. A woman I didnt know called me and this was the ensuing conversation:

Woman: Is this Alan Weiss?

Me: Yes. (Could have been my doctor or the bank.)

Woman: Do you drive a Mercedes 450 SLC?

Me: Yes. (I figured it was a recall or warranty issue.)

Woman: How would you like to own one of the first car phones in New England?

Me: (After a three-second pause) How fast can you get here?

We want you to understand three basic concepts right off the bat:

1. 1 We know what we want, but not always what we need.
2. 2 Logic makes us think but emotion makes us act.
3. 3 A luxury is only a luxury until used once, after which its a necessity.

Not long after the installation I was talking to London while driving with my wife. This was via a hard-wired regular handset with a holder on the dashboard. After the call, I said, Pretty poor reception. She said, Alan, youre talking to London from your car, shut up!

Even people who are clearly in touch with their wants are not always willing to do whats needed to achieve the want. You may want a new car, but you need to save the money to finance it. You may want to be the market leader, but youre unwilling to take even prudent risks to stand out in a crowd.