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Education...
...the stealth marketing
strategy.

©2011 Piranha Marketing & Lisa Wagner Carlton “Action Seminar”

My Goal...

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My Goal...

Action Steps > 10X

what you paid
to be here.

Who am I?
For 11 years, Piranha’s
“Master Contractor”

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Who am I?
For 11 years, Piranha’s
“Master Contractor”

- Coaching curriculum
- Biz system builder
- Chief writer/packager
- Process developer
- Gun for hire

So what?

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So what?
Experience with...
- growing all size biz’s
- robotic marketing
tools & templates

So what?
Experience with...
...especially businesses
with services consumers
do NOT want to buy.

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But what I’m really

known for...

...is being an expert on

RUGS.

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17th century Persian rug at auction

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17th century Persian rug at auction

$9.6 million

I grew up on the front

lines of a family biz....

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Where I discovered the

power of...
education-based
selling and marketing.

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Where I discovered the

power of...
emotion-based
selling and marketing.

Claude Hopkins
Scientific Advertising

First one to “tell the

story” about beer -
took Schlitz to the
top

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Claude Hopkins
Scientific Advertising

First one to “tell the

story” about beer -
took Schlitz to the
top

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Every rug has a story...

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Hand woven rugs are

a piece of a
weaver’s heart and
soul in your home.

Hand woven rugs are

a piece of a
weaver’s heart and
soul in your home.

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What’s it worth?

What’s it worth? It depends.

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Depends on who you ask

and what they value.

We are all
price-shoppers
in some area.

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“PRICE” “QUALITY”
shopper shopper

“PRICE” “QUALITY”
shopper shopper

Depends on what you value.

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“PRICE” “QUALITY”
shopper shopper

Education builds value

and is a filter.

How you package the

education automates
the sale.

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It removes you from the

commodity game.

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www.ILoveMarketing.com

How you package the

education process
makes the sale...

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How you package the

education process
...or breaks it.

Most “experts”
complicate the hell out
of what they sell...

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(...ever felt like this?)

(Sales Prevention Department!!!)

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Ever make a bad

web hire?

You don’t trust people

you don’t understand...

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...and you don’t buy

from people you don’t
trust.

SEO =

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SEO =

SEO =
Shit Evoking Overwhelm
for most biz owners

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Marketing 101:

Marketing 101:
1) LISTEN to your target market

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Marketing 101:
1) LISTEN to your target market
2) Speak in THEIR language

Marketing 101:
1) LISTEN to your target market
2) Speak in THEIR language
3) Speak to THEIR needs/wants

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SEO Report from Ben & Colin

Packaging that sells

biz owners.

Makes sense.

No long tech jargon.

Trackable results.

Removes fear.

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understanding
+
trust
=
SOLD!

You get both through

education.

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Educate through stories

The Power of Stories...

Educate through stories

The Power of Stories...

- Engagement
- Entertainment
- Emotion

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Educate through simplicity

The Power of Simplicity...

Educate through simplicity

The Power of Simplicity...

- Understanding
- Trust
- Easy to decide

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The hallmark of the

best teachers?

Instead of students
leaving saying “wow, he
knows SO much”...

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...they leave saying

“wow I learned SO
much.”

Bullying a sale...
just isn’t my style.

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Bullying a sale...
just isn’t my style.
(Lots of it in rugs.)

“They” may say...

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“They” may say...

- pick a bigger niche
- there are “easier” ways
to make money

I say...

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“Easy Money” is a state of

mind.

Do what you enjoy.

Make it work.

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Gary Vaynerchuk

How do you make

macro-money from a
micro-niche?

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You leverage what you

like...and layer it.

!   Educate MORE

!   Package BETTER

!   Enjoy MORE

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Education:
Recycle & Repackage
(stories and simplicity)

How?!?

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my worksheet...

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Layer Your Expertise

Layer Your Expertise

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Layer Your Expertise

Layer Your Expertise

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Articles

Layer Your Expertise

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- On-line versions
- Campaign inserts
Articles - Email sequences
- Guest columns
- Video version

Layer Your Expertise

Blog
posts

Layer Your Expertise

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- Postcard versions
- RSS syndicate JV’s
Blog posts - Share on forums
- enewsletters

Layer Your Expertise

Workshops

Layer Your Expertise

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- Video product
- Audio product
Workshops - Membership site
- Related niches

Layer Your Expertise

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On your BIGGEST payoff => 3 Action Steps

1 thing done = money.

5 things half done = no money
(MaryEllen Tribby)

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What are your layers

worth?

Lisa’s 7-Layer Cake

DO it. (The craft you love.)

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Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.

Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.

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Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.
TEACH in-person & on-line.

Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.
TEACH in-person & on-line.
JV with vendors.

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Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.
TEACH in-person & on-line.
JV with vendors.
JV with allied industries.

Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.
TEACH in-person & on-line.
JV with vendors.
JV with allied industries.
LICENSE to others.

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Lisa’s 7-Layer Cake

DO it. (The craft you love.)
TEACH to consumers.
TEACH to professionals.
TEACH in-person & on-line.
JV with vendors.
JV with allied industries.
LICENSE to others.
LAYER YOUR CAKE...
...and eat it too!

How’d I do?

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Tiny Value? GINORMOUS Value?

“If you didn’t ask for

money today...you didn’t
work.”
- Brian Tracy

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Great offer.

Right offer.

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Lisa’s favorite “tactical”

GN Interviews:

- John Carlton
- MaryEllen Tribby
- Dean Jackson
- Dan Sullivan
- Brian Tracy
- Gary Vaynerchuk

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Piranha Marketing Kit " " "$297

GN 6 Top Interviews" " " "$150

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Piranha Marketing Kit " " "$297

GN 6 Top Interviews" " " "$150
Stick Strategy Secrets " "$997

$1,444
tools, templates, training

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for 3 payments of only

for 3 payments of
$97

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Pay-in-full deal...

Consulting billed at $600 for 30 min.

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Consulting billed at $600 for 30 min.

PIF bonus = my time

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PIF bonus =
+ Worksheet Review

PIF bonus =
+ Worksheet Review
+ My Recommendations

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PIF bonus =
+ Worksheet Review
+ My Recommendations
+ Kick in the ass

Piranha Marketing Kit " " "$297

GN 6 Top Interviews" " " "$150
Stick Strategy Secrets " "$997
(total value = $1,444)

3 x $97

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Piranha Marketing Kit " " "$297

GN 5 Top Interviews" " " "$150
Stick Strategy Secrets " "$997
(total value = $1,441)

3 x $97 or $291

Piranha Marketing Kit " " "$297

GN 5 Top Interviews" " " "$150
Stick Strategy Secrets " "$997
(total value = $1,441)

3 x $97 or $291
+ Lisa’s $600
“Kick Butt”
Bonus

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Thank you!

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