What does the programme cover?
1 Man Brand recognises that sales and marketing is the number one concern of most small businesses.. Most of us don't have a great deal of money to spend and we need to tell our story in the most cost-effective way. So we need to work out the best way of reaching the market with a story that relates us to our customers.
What's Your Story introduces you to the idea that not everyone sees the world the way we do ourselves. We look at some ideas from psychology about different ways of thinking, different value systems and different motivations.
Sales and Marketing is an emotional process. You need to connect with your customer on some fundamental level if you want your message to resonate. This module encourages you to think about what your values are and what your customers are and gives you a step by step approach towards defining what your message is. Then you have to express it in in the sort of language you would use if you were having a face to face conversation with a typical customer. Attached to this module is the 1Man Brand Workbook which is a 28 page planning tool that works you through the steps of the course and includes a sample plan of how you might market a consultancy business.
Telling it in writing is about attention and it covers the fundamentals of good copywriting practice for people who are going to have to write their own. It finishes with a crash course on the basics of PR - when and how to use it. This module's attachments include an e-book on copywriting, Subconscious Selling, plus examples of short copy, long copy and an example of a 1page mini-site.
Telling it Face to Face is about selling. People who are not used to selling make 2 critical mistakes.. One is that they are not systematic about how they go about it. This means that when they finally do get to the stage of employing another salesperson they don't know how to hold them to account. The other error is that they don't realise that being themselves and using silence and listening are the most effective ways of getting results.
This module recognises that just because you are on your own doesn't mean that you don't have to deal with complex selling situations. It covers the basic and reviews useful advanced procedures like LACPAAC, SPIN and PowerBase selling.It talks about presentation and closing and finishes by explicitly telling you what you need to measure to be successful in sales and what procedures to follow.
Teling it On-Line is about internet marketing. This module is also available as a workshop Punch Above Your Weight and as an e-book. It covers the basics of how Google works and how to create and deploy ad-words effectively. It also covers blogging and a new tool called a Squidoo Lens. This module's attachments include 2 factsheets on Driving Site Traffic and Pay per Click plus a 100 page e-book version of the "Fast-Track to e-commerce" workbook originally produced for Business Link.
Your CD contains 4 power point sessions with voice over lasting 3 hours in total. You can dip and out of it as you need to.
Testimonials - what people have said about it.
"I would recommend Alan's 1 Man Brand to anybody who is serious about moving their business on or for people looking to start any new venture. Fantastic product, best thing I've invested in this year - Lee Smallwood"
"I have just finished working my way through Alan's 1manbrand tutorial. It is an excellent tutorial-in-a-box - very comprehensive. I was very impressed with the content in it, and then I realised there were additional folders with even more useful presentations in!! The Articulate product works really well too, great way to combine listening with the visual prompts of the slides.
Definitely excellent value for money at the price Alan is charging! The flexibility it gives you, allowing you to select the items that are of most importance to you at that moment, and then revisit other areas when it suits you, is a unique value-add over traditionally delivered seminars. It is like having your own personal expert on hand! I thoroughly recommend it to anyone looking to work on their own personal/company brand" Christine Clacey, Transforming Dreams Ltd.
I've attended Alans workshop and used his "one man brand" product to help me develop an understanding of how my services can be "market driven" and ethical. The result is that I have more customers from ecademy and elsewhere than before and am happier to sell to those customers than I was previously. Alans insights are valuable and will have an impact on your profitability if you apply the principles and tools in the products effectively. Dennis Barker.
If you've already made up your mind you can buy the Small Business Marketing Course here. If you're running a more complex business you might consider our How to do Marketing product which includes more advanced materials on Strategic Planning, PR, Exhibitions and Workshops and New product Research and Development. More details on the Bigger Company page.
