Written by: Marty Wightman, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The path of an Entrepreneur is not only unpredictable but can also be quite scary at times. Many people go back and rely on the 4p’s of Marketing, but in this article, I have given all Entrepreneurs a 9 Step Framework called ‘The Better Small Business Coaching Process’ to follow time and time again. And the more you use it, the more you will get out of it.
Marty Wightman has worked in advertising for over 20 years and across over 200+ brands. Over this time, he has closely honed a framework that helps small businesses grow to their first 6 figure financial year.
Marty goes against all the hype about getting your first million in your first year, and takes a pragmatic approach to growing a business using the right audience, with the correct media mix, with a message that coverts.
The Betterr Small Business Coaching Process covers off everything from the Problems that your service/product will solve all the way through to collaborating with other businesses to borrow skills and audiences.
The Framework is below:
Solve
Consumers purchase solutions, what problem does your business solve? And just exactly how committed will your consumer be to finding that solution. What is it that people will be willing to pay for?
Audience
Who exactly is your target market, what do they look like, what interests do they have, and what demographics do they share. Who can you add value back into their life with your Solution?
Offer
Discovering your offer is like finding the perfect pair of jeans. Your consumers will fall in love with the perfect offer that is irresistible and offers them a return on their investment. What exactly will you be giving, over what time frame, and for how much investment will your audience need to give in return? Why is this offer better than your competitor?
Sales
Selling is the heart of all small businesses. Can you present and sell this concept into your audience with the correct offer. Can you convert your audience to buy without the need for hard sales tactics? Can you answer your audience's concerns? Can you sell?
Pitch
The holy grail of selling and art of conveying your value. Pitching is the perfect blend of story telling, problem-solving, and converting an audience into a customer. Mastering your Pitch is one of the most exciting parts of the process.
Content
So you have a Concept, an Audience and an Offer. The next natural step for your audience is to consume information about you and your business offering. This is where the power of Content comes into play. Let your audience learn as much as possible about what you offer.
Ladder of Value
Your business offering comes in many stages from entry level trials all the way through to power users who are fanatical about what you are selling. Creating a Ladder of Value lets you move through customers from their first time use, to regular use, all the way to a customer for life.
Influence
Being great at what you do is no longer going to make you multi-six figures. Stand out and be recognised as the new pioneer in your field. This is time for your company to take centre stage and be recognised as the influencer in your field.
Joint Ventures
Nothing great was produced in a silo. Look around, see what companies and people compliment your business offering. Understand where, and what, your audience consumes and create your Joint Ventures with other high-performing companies.
To read further information on how to Grow your business you can check out this other Brainz Article and this one too.
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Marty Wightman, Executive Contributor Brainz Magazine
Marty qualified as a coach in 2007 when he set up his practice in London, UK. He holds a Masters's degree in Psychology, and he graduated from the University of East London. In addition to his academic qualifications, he is a member of the Association for Coaching, a Senior Member of the ACCPH, and trained by Stanford University Professors Bill Burnett and Dave Evans in Life Design. Marty takes a cognitive-behavioral, rational emotive behavior, and solution-focused approach to psychological coaching and its application to life/personal, health, performance, business, and executive coaching.
