Maverick Executive Seminar Agenda
A complete system of ninety-nine tools, rules and techniques to take your business to the next level.
The Maverick system presents a whole new approach to winning with your advertising. Some are revealed through Maverick research. A few are 2,600 years old – proven yet forgotten. Many you have never seen. All have been tested. All of them work.
Session 1. 9 a.m. Take Stock Of Your Assets.
How your business offers customers far more than you think. And you’re not taking advantage of it.
Your Package of Values. How good is yours? Is price the most important item? Other factors that hinder your sales or put them over the top. The five-cylinder engine concept . . . how it revs up your sales power.
The magnificent tools you already own . . . and don’t use . . . don’t even think about. How to swing them into action for more sales, profit and business growth.
How we all create customers with four basic Communication Steps. If you’re like 90% of managers, you’re focusing on the wrong step.
“Awareness” advertising. How this mistaken step “eats your money”. In the meantime, you’re missing the all-important Understanding step . . . the one that actually produces sales.
Ad people say, “Just get your name out there”. Okay. Do it . . . and see how this old saw costs you dearly.
“Yippee! I’ve achieved Top Of Mind Awareness. I’m famous.” . . . but why aren’t sales rising? How to move beyond “top-of-mind” and make your business grow instead.
How to stay out of “money-wasting holes” that litter the road. Aren’t savings just as important as sales in small business? Twenty-six proven tactics that slash wasted advertising expense.
The cost of communicating. When do you start – when do you stop?
Ten Factors that influence customer creation. Understand these and you know where to attack the problem. You learn about . . .
Lost customers. How to stop the bleeding.
You’ve been around 20 years. Great. What does your longevity really buy you?
How to double your net profit with just a 10% sales increase.
When will your prospect buy? Later than you hope. And why that’s a good thing.
How to avoid Four Tactical Mistakes common in marketing. You learn them here. Your competitors don’t. Let them fail instead.
Why your advertising loses steam when you misunderstand the process of “time lag”.
The essential element both your advertising & sales need if you expect to succeed.
Are you unknowingly practicing the two most common ways managers destroy their own effectiveness?
Not knowing how to judge your ads’ performance . . . before you spend the money. With these, you take control of your advertising instead of leaving it to a supposed professional who may . . . or may not . . . know.
Learn how we all judge ad performance based on their five least important qualities.
And how we miss altogether those four qualities that actually determine sales return.
Asking the one question we should never ask a customer. Her answer can mislead you to devastating strategy mistakes. How one famous American asked the right question and became the nation’s first millionaire.
Session 2. 10:30 a.m. The Maverick Ad Making
Method – tools that make you rich.
How to identify your best prospects easily and accurately.
How to educate your associates to communicate the special values your business alone offers.
Maverick proven rules for constructing ads.
Two prime rules that reveal a whole new way to think about your marketing.
Five simple ad-making steps you can use yourself or teach and delegate.
How to “supercharge” your ad messages with your own unique Value Story.
How many words should your ads contain? The surprising answer. It defies “creative” methods your ad reps probably use.
Maverick’s private list of 60 tested sales and advertising benefits. Nearly all the others don’t work. (Using this list, a Nebraska dentist grew his practice from flat sales to a 25%-plus increase.
Seventeen proven ways your ads can ask for the order.
Only three ad construction methods prove consistently successful. The hundreds of others out there tend to “hit & miss”. Do you know the three ways?
Discover the two essential ingredients nearly every ad lacks. Seasoned managers wonder why they have never seen them before this seminar?
You see and practice your Maverick tools hands-on. Dissect plentiful examples. Take home this new knowledge to build your own unique advertising campaign.
Noon. Lunch
Session 3. 1 p.m. The MaverickPlan. How to build a near foolproof plan that spends your money only if you are reaching your goals
You receive the copyrighted MaverickPlan template, plus instructions, to build a plan and budget that fits your business like a glove.
You can improve company performance by focusing on three areas only. Focus on the wrong places and go nowhere. Put pressure in the right places and watch it grow like corn in July.
Get the key to accurate budgeting and you optimize sales return for your particular business.
How to multiply sales results by working with the flow of your business’s unique pattern.
Learn the three budgeting methods. Only one works for your small business. Of course, Maverick teaches it and tells you why.
To grow your business 25%, how many customers do you need? This fact will amaze you.
Budgeting to sustain sales where they are – and budgeting for growth without risk.
When to promote . . . and when to keep the money in your sock. You squeeze a larger return from each dollar just by knowing when to uncork it!
How to employ marketing strategy that leverages your results.
The principle of concentration that multiplies your ads’ power.
The “hiding” strategy. Feel the delicious sensation of making sales when competitors don’t even know you’re there!
The principle of consistency. How to build a solid customer foundation that keeps growing.
A simple price strategy that fights “big boxes”. If you’re not using this, discounters are stealing your customers.
The danger in discounts. Too much can kill your business. Do you know how much is safe?
Session 4. 2:30 p.m. How to choose and use advertising media that produce best results for your type of business
How many ad media do you need to reach your goals? Prepare for a pleasant shock.
How two tiny bits of research totally changed Maverick’s approach to advertising. They’ll change yours as well.
Do ad reps drive you nuts? Did you hire an agency just to keep ad reps off your back? And your advertising’s in worse shape than before? How to re-take control.
When you have good ad reps, here’s how to equip them with extra tools so they can shine for you.
Learn six proven criteria for choosing your media. How to throw out confusing research, use your common sense, and beat the pros at their own game.
Which media and media combinations work best for you? Maverick invested 30 years and $2 million dollars testing media for 186 business categories. These proven answers visibly stun some managers.
The one essential (and inexpensive) marketing tool you can use at least three different ways to build your business.
The Media
Newspaper
See a new way to structure your newspaper ads –- why it increases readership and response.
Thirteen tips proven to increase the power of your newspaper ads.
How to use smaller newspaper ads – and double your return!
Plenty of models and examples.
Radio
Six guides for making your radio ads draw more customers.
Plentiful examples of successful radio ads for retail, service or professional practice advertising.
Discover Maverick’s secret – the giant “new-customer-radar-sweep”. Use radio advertising to lure customers day and night . . . year-round . . . at surprisingly low cost.
Example ads. Example buying patterns that work.
What not to buy and why . . . and what it really costs you when you buy it wrong.
Television
Network TV stations. Pros & cons.
Cable TV channels. Pros & cons. Revelations from Maverick research on the difference between “feedback” vs. actual sales results. How it will change your media choices.
These thirteen points help you assemble & oversee TV ads that sell.
How to purchase TV time to get the most effect.
What not to buy and why.
Direct Mail
Did you know there are three types of direct mail? One type compares to squeezing blood from a tree. Another reaps more results than any other kind of advertising! Which is which? Maverick shows you which and exactly how to use the right one.
The “father of modern advertising” describes direct mail as his secret weapon. How you can use it to build customers for life.
Take home direct mail examples that guide you. What type to use. When to use it. When not.
Yellow Pages
How to slash your yellow page costs up to 75% . . . and never lose a customer.
Two approaches to yellow pages. One costs your firstborn. We seldom think of the other one — which works better and costs peanuts.
How Maverick helped a Fort Wayne woman save $115,000 on yellow pages – with no loss in business.
Are you frustrated with the Yellow Page monster? What “old yellow page pros” tell us that relieves the pain.
Take home examples . . . models . . . more examples.
Internet
Advantages & disadvantages of a website for your local business.
These seven points about how to use a website in your business help you make easy decisions about a complicated subject.
These nine website construction tips save you grief and wads of money.
How to understand the difference between two types of Internet sites: 1) as an adjunct to your local “brick & mortar” company versus 2) a stand-alone Internet business selling nationwide. How this affects your own strategy.
Coupons
The “trap” in coupons that bankrupted some of this nation’s famous name companies.
How to sidestep the trap.
How to make coupons work. When to avoid them.
Point-of-Purchase Display
How to use one component of P-O-P proven to up sales 10% to 28%. And it costs pennies – literally.
How Jerry raised the price on 20 leftover dresses from $25 to $75 . . . then sold them all to earn an extra windfall $1,000. He used Maverick “Full Disclosure Benefit Sell” price tags. Take this secret home and use it the very next day.
Why one merchant describes this particular brand of in-business display as “the best money I ever spent”.
Billboards
The strengths and limitations of big boards. Are they for you?
Which kinds of billboards perform well . . . which not . . . and why.
Examples of good and bad boards . . . and why.
Specialty Advertising
Is it advertising?
How it works one way . . . but not in another. And unlike your expectations in any case.
How to use specialty advertising to ring up sales.
. . . and so much more it won’t all fit here.
As Marlene Bloomer, ABC Enterprises, Clinton, IA says, “Attended many management & marketing seminars past ten years…. Received more marketing information in these hours than all the other ten years put together.”
We think you’ll agree with Marlene. Thanks for looking.
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