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The 7-11-4 Programme

The Formula for Winning Business

Winning business is great but the question every business asks, is…. “How do we do it?”, the answer is very simple! You 7-11-4 your prospects! 

You don’t have to look too far for examples of where people have been 7-11-4’d in life, from politicians winning elections to the sad passing of celebrities, it’s all based around the human brain not distinguishing the differences between one-to-one human interactions or digital interactions, at the very core of it, that part of our brains hasn’t evolved and this is where we can use it to help you win more business!

The 7-11-4 formula isn’t new, people have been using it for years to win everything from business, to elections to talent competitions. People have adapted it, played around with it but ultimately the basic principles have been proven to work, time and time again.

The question is, how can we put it to work for you and your business and what does the process look like?

Find/Know your Target Audience

Before we can start building the content, creating the interactions / touch points and establishing what locations we need to deliver them in, we need to know who we are know who we are aiming it all at. 

Remember, 7-11-4 is a very strong process for winning new customers but if you don’t know your target audience, then you can waste a lot of time, effort and money with very little return. Knowing your audience/niche is vitally important.

So this is the first thing we do in the process, we work together to identify who your audience is, what language they respond to, what mediums they use IE Twitter, Facebook, etc and what they respond to (Written content, videos, graphics, etc) and then we create the plan!

Create 7+ Hours of Content

The foundations of the formula is to have a strong base of content, a minimum of 7 hours. This doesn’t mean that is the end, create 7 hours of content and that’s it, not all content will connect with your target audience, that’s human nature but we create more than the 7 hours required.

Using every tool at our disposal, from the written word in the from of blogs, ebooks, guides, right the way through to videos that help establish you as the go to person or business that will make a difference.

In this modern age, before people buy from you, they will look you up and that is your opportunity to show that you A) know your stuff, B) have a great product/service and C) you are the person they should be doing business with!

Build 11 Touch Points / Interactions

Anyone in sales will tell you that the magic doesn’t happen after one call, it happens after the 6th or 7th call once you’ve started to build a rapport with the prospect at the end of it. 

The same is said for all things marketing, it’s about creating those touch points and interactions that build up the relationship between the buyer and the seller – it’s how trust is created and you get them into what I call the Buying Zone – that area when you have built enough trust, authority and rapport with the prospect, that the only thing they can do is buy from you! 

Deliver it in 4 Locations

Once the content and the touch points have been created, it’s about how we deliver them – this is why it’s key to know who your target audience is, so that we know how to target them and where to target them. 

For instance, if you are aiming at soloprenuers, then you are more likely to find them on Facebook than Linkedin, so using that medium to deliver your content and creating those interactions is far more valuable.

This is also about resources like videos and ebooks, things that people can download and review in their own time, both on and offline – making the most of every opportunity and interaction!

The Buyer Gauge

All of this effort is to get the prospect into the “Buying Zone”. This is best described in the form of a pressure gauge – we have to work the prospect to get them interested, engaged and ready to put their trust in you with a purchase.

Once they have made a purchase, we then aim to keep them in this buying zone, to not only cement the relationship but to get them to buy more from you, maximising the effort it’s taken to get them to this stage!

The question you need to ask yourself now, is how are you going to put this powerful tool to use? Here’s how I can help….

The Packages

Breakthrough

The Breakthrough package is for businesses who are serious about creating their own success
£ 2495 Monthly / Minimum 6 months
  • 1 full day planning session to establish your customers, your goals and to build a plan for your success
  • Creation of your 7-11-4 Playbook, your bible for conversion success
  • Creation of 6 blogs a month, aimed at your target audience, fully SEO'd including Keywords for Conversion
  • Creation of 4 Videos each month for delivery in selected mediums
  • Creation of a downloadable resource Bi-Monthly IE Ebooks, Guides and more
  • Full Social Media Management Across 3 Chosen Platforms
  • Multiple Lead Capture Pages
  • Full Lead Nurturing Campaigns in place, using resources and more
  • Follow up sales processes created over the 6 month period
  • Bi-Weekly Review Calls and Progress Updates
  • Monthly Report on live content conversions
  • Additional Content Creation to be decided on monthly calls based upon stats and analytics
  • Advanced Competitor Analysis
Best Value

Momentum

The Momentum package is for businesses who want to drive success but gradually
£ 1995 Monthly / Minimum 6 months
  • 1 full day planning session to establish your customers, your goals and to build a plan for your success
  • Creation of your 7-11-4 Playbook, your bible for conversion success
  • Creation of 3 blogs a month, aimed at your target audience, fully SEO'd including Keywords for Conversion
  • Creation of 4 Videos bi-monthly for delivery in selected mediums
  • Creation of a downloadable resource Quarter IE Ebooks, Guides and more
  • Full Social Media Management Across 2 Chosen Platforms
  • Lead Capture Pages
  • Basic Lead Nurturing Campaigns in place, using resources and more
  • Follow up sales processes created over the 6 month period
  • Bi-Weekly Review Calls and Progress Updates
  • Monthly Report on live content conversions
  • Basic Competitor Analysis
Popular

Kickstarter

The Kickstarter is about getting the basics in place to allow you to put this powerful tool to work
£ 999 Monthly / Minimum 6 months
  • 1/2 day planning session to establish your customers, your goals and to build a plan for your success
  • Creation of your 7-11-4 Playbook, your bible for conversion success
  • Creation of your 7 hours of content, with the kickstarter, delivered over the first 3 months (video may be charged as extra)
  • Social Media Channels Established for delivery
  • Follow up processes created over the 6 month period
  • Bi-Weekly Review Calls and Progress Updates
  • Monthly Report on live content conversions
  • Basic Competitor Summary

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