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Marketing: Frameworks, Skills, and Resources for CEOs

Marketing is how you promote and sell your products or services, from market research to messaging to advertising. This page collects the frameworks, videos, and resources we point CEOs and marketers to. Start with the videos, then work through the readings and tools. Watch the 6 Videos Video 1 of 6: The AIDA Model: What It Is and How to Use It AIDA stands for Attention, Interest, Desire, and Action, the stages a buyer moves through on the way to a purchase. The model is usually credited to advertising pioneer E. St. Elmo Lewis in the late 1890s, and it

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Value Equation from $100M Offers

Value Equation from $100M Offers This video will help you understand the factors in the value that you provide to your customers, such as “time delay” and “perceived likelihood of achievement”. Define your value ladder by identifying your dream customer, the result, and the new opportunity. This video will help you understand the factors in the value that you provide to your customers, such as “time delay” and “perceived likelihood of achievement”. Define your value ladder by identifying your dream customer, the result, and the new opportunity.

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I’ve Followed Up, Now What? How to Find Reasons to Keep in Touch

You did the hard part. You went to the conference, perfected your pitch, sent personalized notes, and followed up. People seemed interested. Now you're waiting, and your energy is starting to flag. This stretch is one of the hardest parts of any business development effort, and it's where most people quietly give up. Here's how to keep going, and why patience combined with a system works better than persistence alone. Closing Takes Far More Touches Than You Think The first thing to accept is that big deals take many points of contact. Liz Whitehead of 12PointFive, who advises business owners

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Build Your Network into a Referral Machine

This resource is brought to you by Liz Whitehead Liz Whitehead is the CEO of Diversity Masterminds® and 12PointFive. Accepted by Fortune 1000 companies, diverse business certifications are powerful business development tools for businesses owned by the new majority – people with disabilities, women, minorities, veterans, and the LGBTQ community. To harness that power, business owners need to understand how to leverage the opportunities that diversity certification provides. Liz is a business development consultant that puts MWBEs, DOBEs, LGBTBEs, and VOBs on the right track to make meaningful relationships within the supplier diversity network, have more productive conversations, and win

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3 Ways to Create Better Lead Magnets According to Copywriting Pros

With more and more attention placed upon the importance of growing databases and better converting our current audiences, many people are now questioning the effectiveness of their email marketing strategy.  Nurturing a database through email marketing is one of our favorite topics to teach students during our certification.  Growing your email list is an effort that will reflect in various ways. However, it all starts with how you will hook people in, which is where your lead magnet comes in.  A lead magnet is a marketing term for a free resource given away to gather contact details: this can come

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So What? by Mark Magnacca: How to Communicate What Really Matters

Your audience is silently asking one question about everything you say: "So what?" Until they understand how your message benefits them, they don't care about you or what you're offering. That's the entire premise of Mark Magnacca's "So What?", and it's one of the most practical communication books a CEO or salesperson can read. The shift it teaches is simple and hard: stop leading with "here's what I want to tell you" and start with "here's how this benefits you." The Tools You'll Use The book gives you a few tools. The So What Matrix preps any communication around three

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Your 1-Page Marketing Plan

Your 1-Page Marketing Plan

Your 1-Page Marketing Plan breaks down the marketing process into 9 sets of activities over 3 phases of marketing: Before: when you help cold prospects to know you and indicate interest in your offering During: when you get interested leads to like you enough to buy for the first time After: when you get customers to trust you, buy regularly, and refer other customers as raving fans Thanks so much for accessing the 1-Page Marketing Plan! You can learn more about this framework by reading this 10-minute book summary on The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand

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A headline analyzer result showing a Headline Quality Score of 35, below average

Subject Line Generator and Headline Analyzer: Tools to Write Headlines That Work

Your headline or subject line decides whether anyone reads the rest. These free tools help you generate options and score how engaging they are before you publish or hit send. Generate Options Enter your topic into the Subject Line Generator for a long list of titles you can use for blog posts, emails, and ads. Stuck on a blog post? Enter one to five nouns into HubSpot's Blog Ideas Generator. Test and Score Test an email subject line with Omnisend's subject line tester to boost open rates before you send. Run your headline through the Headline Analyzer for a quality

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Your 1-Page Marketing Plan

Your 1-Page Marketing Plan

Your 1-Page Marketing Plan breaks down the marketing process into 9 sets of activities over 3 phases of marketing: Before: when you help cold prospects to know you and indicate

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