The Purpose Economy

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THE PURPOSE ECONOMY

By: Giovanni Marsico

NOTICE: This Book is licensed to the individual reader only.Duplication or distribution via e-mail, disc, network, printout or other means to a person

other than the original purchaser is a violation of international copyright law.

Copyright 2013, Giovanni Marsico, Archangel Academy, Inc. All rights reserved.No part of this book may be reproduced in any form, by any means

(including electronic, photocopying, recording or otherwise) without the priorwritten permission of the publisher.

Published by:

Archangel Academy, Inc.Centre for Social Innovation Building

720 Bathurst Street, Toronto, ON M5S 2R5http://www.giftedentrepreneur.com


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The following eBook is a prelude to Giovanni Marsicos upcominghardcover book, The Gifted Entrepreneur .

As a special thank you for reading this guide,and for subscribing to Giovannis blog at www.giftedentrepreneur.com ,

were going to email you instructions on how to receive a FREE hardcovercopy of the limited edition VIP release of The Gifted Entrepreneur .

(If youve received this PDF from a friend, please subscribeat www.giftedentrepreneur.com to receive your free copy.)

MY GIFT T
http://www.giftedentrepreneur.com/http://www.giftedentrepreneur.com/


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TABLE OF CONTENTS

SECTION 1 THE PURPOSE ECONOMY

The Purpose Economy ............................................................................................................ ........................ 7Purpose Is The New Paradigm .....................................................................................................................8 The Battle For Your Heart .............................................................................................................................10Givers Guilt: Doing Well vs. Doing Good ...............................................................................................11 The Gifted Entrepreneur ..............................................................................................................................13From Gifted Student To Gifted Entrepreneur .......................................................................................14

SECTION 2 THE GIFTED MARKETING FORMULA

The Gifted Marketing Formula ................................................................................................... ...............19 The 9 Phases of The Gifted Marketing Formula ...................................................................................20 The Dreamlab Approach .............................................................................................................................22 The Original Syn Method .............................................................................................................................25 The DNA Packager.........................................................................................................................................27

The Dabster Technique.................................................................................................................................30 The Check Magnet Gameplan ...................................................................................................................32 The Funnel Of Love Model .......................................................................................................... ................36 The Matchmaker Matrix ............................................................................................................... ................39 The Supersizer System ..................................................................................................................................42 The Choir Builder ............................................................................................................................................44

SECTION 3 CONCLUSION

Conclusion What To Do Next ..................................................................................................................49About The Author...........................................................................................................................................50 The Archangel Manifesto ............................................................................................................................51


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SECTION 1:

THE PUECONO


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GIOVANNI MARSICO

THE PURPOSE ECONOMY

Welcome, friend.

Are You An Entrepreneur With A Big Heart, Who Feels Like There Is Something MissingIn Your Life?

Do you want to make a bigger difference in the world, but feel pulled back by the timeand nancial constraints of growing a business?

If so, then I have a gift for you. But rst:

How would you like to start a movement with me? A movement that could make you afortune, and at the same time, empower you to make the world a better place?

Together, you and I are going to change the world.

Let me explain...

Over the past few years, Ive discovered something so big, and so awe inspiring,

that it will change the face of business forever.

Ive identied a trend that is about to explode -- but is currently invisible to mostentrepreneurs (including your competitors).

Its a new way of doing business that will set you apart from your competition, andskyrocket your sales.

If youre like me, you want to build a massive, successful business. But you also want tomake a positive difference in the world.

The common belief is that you can either do one, OR the other.

For-prot OR non-prot.


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Make a fortune OR make a difference.

Heres What I Discovered...

What if I told you there was a way that you could build a more successful business,AND do more good in the world?

What if there was a way to not only make a fortune AND make a difference, but to makea fortune BY making a difference?

Introducing: The Prots On Purpose Movement

Over the coming days and weeks, Im going to share everything Ive learned aboutbuilding a Prots on Purpose business: one where you could make a fortune by makingthe world a better place.

So, if youre interested in: increasing your prot margins attracting better clients completely eliminating your competition

having more time to devote to your family and to good causes making the world a better place?

then welcome to the Purpose Economy. You, my friend, are about to become aGifted Entrepreneur.

PURPOSE IS THE NEW PARADIGM

In 2012, the public relations rm Edelman surveyed 8,000 consumers in 16 differentmarkets as part of its goodpurpose study. The goal was to explore consumer attitudesaround the world with respect to the relationship between brands and social purpose.

To quote the study; Values are the new currency; Purpose is the new paradigm.


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The study goes on to state, Beyond CSR, cause marketing or altruism, Purpose is a core

strategy for prot and growth based on linking an organizations reason for being toimproving lives and impacting society.

Here Are Some Of The Results From The 2012 Study.

76% of global consumers believe it is acceptable for brands to supportgood causes and make money at the same time (a 33% increase from 2008)

When quality and price are equal, the most important factor inuencingbrand choice is Purpose

72% of consumers would recommend a brand that supports a good causeover one that doesnt (a 39% increase since 2008)

73% of consumers would switch brands if a different brand of similar qualitysupported a good cause

How This Creates A Massive Opportunity For You

Were at the beginning of a new era, as more and more consumers demand socialresponsibility from the brands they buy.

Those of us who take advantage of this new reality will win in the Purpose Economy.

What should fascinate you about these results is that purpose can, and will, become theultimate differentiator.

Not only will consumers switch brands because of purpose, but they WANT you to makea fortune while you make a difference!

So, how do you establish authentic purpose withinyour company? And who are the winners and losersin the new Purpose Economy? We explore the answersin the following pages.


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THE BATTLE FOR YOUR HEART

Who are the winners and losers in this new Purpose Economy?

The Evolution of Differentiation

Looking back over the past few decades, the winners have typically been companies thathave beaten the trap of commoditization, which is a process where one product or serviceis indistinguishable from competing products or services, and is therefore evaluated byconsumers on price alone. Whats more, the exponential growth of technology has alsospawned the trap and spread the curse of commoditization.

In their seminal book The Experience Economy: Work Is Theater & Every Business a Stage (Harvard Business Press, 1999), authors Joseph Pine and James H. Gilmore argued that theonly way to save our economy from devolving into one dominated by commodities wasto evolve from selling products and services, into packaging and delivering experiences.And they were right!

Starbucks and other premium cafs are simple examples of this evolution in practice. Theres a reason why everyone from tweens to seniors are spending $5 (often more!)

for a product that they can buy from a conventional coffee shop for $1 or $2, or makeat home for even less. Yes, the quality of the product matters; but its essentially theexperience that commands the premium.

However, evolution is by denition not a static phenomenon, and now, nearly 15 yearsafter we embraced the Experience Economy , its time to embrace the next chapter indifferentiation: Purpose.

The New Battle

One of my favourite books of all time is Positioning: The Battle For Your Mind (McGraw-Hill1981) by Al Ries and Jack Trout.


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The premise of the book is that in an over-communicated society, the way to succeed is

not to focus on more communication, but to create a position in a prospects mind.

That is, the winners of the new Purpose Economy are the businesses that are perceived tocare for, and love, their clients and community the most; i.e. the ones perceived to havethe MOST heart.

On the other hand, the losers in the new Purpose Economy are the businesses thatare perceived to care for and love their shareholders and prots the most; i.e. the onesperceived to have the LEAST heart.

GIVERS GUILT: DOING WELL VS. DOING GOOD

Its easy to say that you should build your business around a bigger Purpose. Yet in reality,its hard to do.

As a big-hearted entrepreneur, Ive had an issue for years which I call Givers Guilt.Let me know if this sounds familiar:

For every dollar you make, do you keep it, or give it away? For every spare minute of time,do you do something for yourself, or for someone else?

Theres guilt on both sides of this equation: creating a better life for yourself and yourfamily, vs. creating a better life for others.

For most prot-focused entrepreneurs, the idea of sacricing prots is a deterrent tobuilding a Purpose-Based organization.

Increased competition, shrinking prot margins and diminishing customer loyalty makesit already difficult enough for entrepreneurs to stay aoat, let alone worry about purpose!

In their eyes, Purpose will cost money and time that they dont have.


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Their Ignorance Is Your Opportunity

Lets keep this as our little secret: Ive discovered a way to use Purpose as the keyto skyrocketing your prots, eliminating your competition, increasing margins, anddramatically increasing client loyalty to the point where they will love you.

What Ive found, is the Holy Grail to success for the next decade.

In fact, Ive developed a step-by-step formula for making this happen and itll berevealed to you in a few moments.


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THE GIFTED ENTREPRENEUR

Before I reveal the magic formula, lets talk about you.

In fact, lets fast forward into the future one year from today and look back overthe year that has just past.

Back To The Future

Roughly a year ago, I shared my secret formula with you, and told you how to apply it toyour business.

Within weeks, you were able to increase prices, while at the same time, attract betterquality clients to your business.

Those clients were more loyal, willing to pay a premium, and referred more business to you. Inshort, they were more connected, because they shared the same passion for your Purpose.

Sales went up. Prots even higher.

Your competition is no longer your competition. Youre in a league of your own, and noneof your old competitors can gure out what youre doing.

Your employees are more engaged, inspired, and productive because of your Purpose. They care deeply about your business, and about your clients.

And best of all, youve made a massive difference in the world.Youve been able to devote time, resources, and nances to makingthe world a better place -- without sacricing prots.

In fact, even after your contributions, youve still made more protover the past 12 months, compared to the 12 months prior.

Youre now, officially, a Gifted Entrepreneur.

You are now,

officially, a GiftedEntrepreneur.


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So Whats A Gifted Entrepreneur, Anyway?

A Gifted Entrepreneur is one that makes a fortune BY making a difference one thathas infused a bigger Purpose throughout their organization.

I used the word Gifted to denote an entrepreneur who is successful and talented,who also believes in giving and being a gift to the world.

A Gifted Entrepreneur blurs the line between for-prot and non-prot. We believe thatits ne to make a fortune, while making a massive difference.

In a just a few moments, Im going to reveal the secret sauce: The Purpose Economy.

FROM GIFTED STUDENT TO GIFTED ENTREPRENEUR

So how did I gure this all out? Where did the concept of the Gifted Entrepreneurcome from?

My Gifted Journey

In 1984 my elementary school tested students, and I was labeled as Gifted.

From Grades 5-8, I left my regular class for one day a week to attended Gifted class.It was my rst time experiencing what Napoleon Hill would call a Mastermind: the ideathat being around other smart and talented people (even children) would make mesmarter and more talented.

The Mastermind experience would continue throughout high school, as I was luckyenough to attend St. Michaels College School, a private school in Toronto, Canada,for intellectually and athletically gifted students.


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The Role That Changed My Life

In 2002 I was hired onto the marketing team at Strategic Coach , which offers a workshopprogram for highly successful entrepreneurs. During my time with this incredibleorganization, I was able to see the true power of the Mastermind concept in action.

Groups of 20-40 high achieving business owners would gather each day to learn how tobreak through their obstacles, and achieve higher levels of success both from the coachat the front of the room, and from each other.

Dan Sullivan

It was at Strategic Coach where I met the two men that would change my life forever. The rst was Dan Sullivan, the owner of Strategic Coach. Dan is one of the smartestpeople on the planet. I learned more during my three years at Strategic Coach than I hadthe previous 25.

While most team members would leave at 5pm to be home with their families, I wouldstay after work to read every possible strategy, tool and book that Dan published. I tried toget myself into every possible workshop to be around the clients. I absorbed everything

that was taught like a sponge.

Joe Polish

My other life-changer is Joe Polish. Joe is one of the worlds top marketing experts,as well as a client at Strategic Coach.

In 2004, I had to opportunity to work on a Strategic Coach marketing project with Joe. That year, Joe invited me to a marketing conference held in Scottsdale Arizona by anothermarketing master, Dan Kennedy . The date was May 5, 2004 a date I will never forget as it was then that I was introduced to the incredible world of Direct Response Marketing.

It was also the day I had the privilege of meeting Mark Victor Hansen, speaker and authorof the Chicken Soup for The Soul book series (with more than 140,000,000 books sold
http://www.strategiccoach.com/http://dankennedy.com/http://dankennedy.com/http://www.strategiccoach.com/


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internationally). He said something to me that day that changed my life, Giovanni,

to be rich, you must enrich.

It was that day that I came up with the idea for Archangel Academy, a school forentrepreneurs like myself who wanted to change the world.

I owe much of my success to Dan and Joe, and Im proud to say that I am now both aclient of Dans Strategic Coach Program and Joes Genius Network Mastermind . If youare a Gifted Entrepreneur, I highly recommend both organizations.
http://www.geniusnetworkmastermind.com/http://www.geniusnetworkmastermind.com/


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THE GIMARKEFORMU

SECTION 2:

THE GIMARKEFORMU


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19 SECTION 2: THE GIFTED MARKETING FORMULA

GIOVANNI MARSICO

THE GIFTED MARKETING FORMULA

How do YOU incorporate Purpose into your business model without sacricing orrisking prots?

How do YOU exponentially grow your business, your revenues, and your prots bycreating a new business model with Purpose at its core?

The Answer Is The Gifted Marketing Formula.

The Gifted Marketing Formula is a nine-phase business model and marketing systemthat existing entrepreneurs or startups can apply to their business.

Its fundamentally designed to help Gifted Entrepreneurs drastically increase revenuesand prots, so they have more time and money with which to create positive change inthe world.

By Applying This Formula, Gifted Entrepreneurs Like You Will Be Empowered To:

Be completely differentiated where you can increase prices and stand out

in the crowd Have a unique system for generating high quality leads Create better quality, long-term and loyal client relationships Steady stream of better quality referrals Build an army of client evangelists spreading the word about your

business and your cause Devote your focus and resources to deepening your offerings,

instead of thwarting (non-existent!) competition Develop remarkably powerful and lasting client loyalty from individuals

who align with your values and beliefs a.k.a. Your Dream Clients Build valuable equity in your brand and essentially become synonymous

with the industry itself Reap the rewards of enhanced visibility, credibility, trust, and reputation Build rapport with pre-qualied dream clients who are motivated to buy Identify new forms of unique revenue and prot generation


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And Most Importantly, Youll Be Empowered To Create Positive, Sustainable, Social Change

In A Protable Way!

THE 9 PHASES OF THE GIFTED MARKETING FORMULA


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The seventh phase is the Referral phase, called THE MATCHMAKER MATRIX.

This phase shows you how to have your Dream Clients and other Gifted Entrepreneursrefer boatloads of business to you, using the art of Cupidication. This phase alsoshares how to build strategic partnerships with complimentary and cooperative GiftedEntrepreneurs.

The eighth phase is the Exponential Growth and Protability phase, called THESUPERSIZER SYSTEM. This phase is modeled after McDonalds Supersize concept,and shares a series of strategies which can deepen your client relationships and increaseprots by providing more forms of unique value.

The ninth and nal phase is the Community and Tribe phase, called THE CHOIRBUILDER. This phase shows you how to deepen your connection not only with yourDream Clients, but also among them. The Choir Builder lets you create your companysChoir, or community, into an army of evangelists who sing the praises of your businessand your purpose to the world.

THE DREAMLAB APPROACH

I Have A Dream

To succeed in the Purpose Economy, and be able to dominate the battlefor your prospects hearts AND minds, the rst and most importantstrategy will be to dene your companys Purpose, or Dream.

A typical business will have a mission statement, and/or visionstatement. I want you to start thinking in terms of a Dream Statement.

One of the most famous speeches of all time was Martin Luther King Jr.s I Have a Dreamspeech, presented on August 28, 1963, in which he called for an end to racism in theUnited States.

Dr. King didnt say mission, or vision, or strategy, or plan. He had a Dream.


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Why Do You Do?

A properly articulated Dream Statement will answer my favourite question, Why doyou do?

If I asked you What do you do?, you probably have a generic response. If I ask, Why doyou do it?, its more likely that you couldnt answer as easily or quickly.

Designing your business strategy around the answer to the Why Do You Do? questionwill be the key to breakthrough innovations, effective decision-making, attracting betterclients AND staff, as well as differentiating your business from the competition (along withhigher prices and prot margins).

The Dream Client

The next step in the Dreamlab Approach is to dene your Dream Client. A typical businesswill dene their target market: the type of person or organization most likely to dobusiness with them.

The Dreamlab process takes this to the next level.

If you took all of your clients, and tracked where the bulk of your referrals came from,where the bulk of your prots came from, as well as repeat business and the least amountof headaches, I bet you would notice that these qualities exist in the top 20% of yourdatabase.

In fact, I believe that the Pareto Principle will apply aka the 80/20 rule that 80% of yourprots come from the top 20% of your clients. Lets call them your Top 20 Clients.

We Have A Dream

A Dream Client, then, is a Top 20 Client that shares your Dream, believes in your Purpose,and wants to be a part of your community (what we call The Choir explained in the nalphase of the Formula).


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Dream Clients are much more loyal, more engaged, are more protable, easier to work

with, will pay a premium for your products and services, will refer more business, willcomplain less, and will stick with you through good times and bad.

Not only will Dream Clients refer more business, weve found that Dream Clients will knowother people like them, and such the quality AND quantity of the referrals will be better.

The most effective outcome of The Dreamlab Approach would be to dene a Dream thatis shared among your Dream Clients and team.

ACTIONS STEPS

To dene your companys Dream, start by asking the following question:

What local or global issues, problems, or challenges break your heart? (The kind of thing where if you heard a negative news story about it, youwould get really sad, frustrated, or angry, but if you heard a positive newsstory about it, you would feel elation, tears of joy, etc.)

You can also ask your Top 20 Clients that same question, along with:

What is your purpose, passion, movement, cause, or mission? Why does your company exist, and why should people care? What do you stand for, or stand against? How do you want to make the world a better place?


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THE ORIGINAL SYN METHOD

Youve dened your Dream and your Dream Client. The next stepin dominating the Purpose Economy is about creating an unfairadvantage over your competition by eliminating them.

To succeed in your industry, what you DONT want to do is competehead to head. The key, and success secret, is to create a brand new

industry where youre the ONLY player.

The guiding principle of Original Syn is that scarcity increases value. The more an item isperceived as scarce, unique, or one of a kind, the more perceived value it has in the mindof the consumer.

The Original Syn Method is all about creating a unique, one-of-a-kind industry whereyour company, products and services are the only viable option.

Its about innovating to the point where prospective clients can no longer compare youto your competition based on price alone.

Eat This Apple

So how does Original Syn work? How do you create a unique industry?

Original Syn literally stands for Originality through Synergistic Synthesis. In other words,if you want to be original and unique, borrow and steal ideas, success strategies, and bestpractices from companies OUTSIDE of your industry.

I bet that if you looked around your industry, most of the businesses look, talk, and walkthe same, and have similar marketing strategies, similar buzzwords, and similar products.

Two great example of Original Syn are in the highly competitive automobile industry.

Take Lexus, who borrowed the Genius Bar concept from Apple Computers to innovatetheir customer service experience in their dealerships.


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Or what about Tesla Motors, a high-end electric car company without traditional

dealerships. How do they reach consumers? They buy premium retail space in upscalemalls across the country.

Triple Bottom Line Innovation

The phrase triple bottom line was rst coined in 1994 by John Elkington when he arguedthat a company should prepare three bottom lines: prot, people (social responsibility),and planet (environmental responsibility).

Using the phrase as a guide, lets look at your business. Take your current prot margins,triple them, and come up with a new price for your product and service.

At the end of this process, my goal for your business is to triple your prots.

Lets say your original prot was $10, and now its tripled to $30 an increase of $20.

With the rst $10 increase, youre going to create new forms of unique value for yourDream Clients. Youre going to invest the second $10 increase directly to your companysPurpose.

The synergy of Original Syn happens when you combine the innovation of borrowingideas from outside of your industry, the increasing of value to your clients, and theinfusion of a Purpose in your business.

This new, original business will be so differentiated,that youll be able to charge a premium for your

products and services. Imagine the benetsof making more money, working with betterclients, and not having to compete withinyour industry!


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ACTIONS STEPS

Make a list of 10 companies, brands, and products that you love that areOUTSIDE of your industry. Start to take notice of all their marketing andcommunications, customer service strategies, technologies and overall greatideas. Which of these ideas could you implement in your own business, inorder to make it more unique and valuable for your Dream Clients?

You may also want to survey your Dream Clients and nd out which othercompanies they LOVE outside of your industry. Find out why theyre soenamored. The more you take notice, the more youll be able to innovate.Remember, stealing is a sin if you do it WITHIN your industry, but its a synif you borrow from companies OUTSIDE of your industry!

THE DNA PACKAGER

Youve dened your Dream and Dream Client, and youve developedyour business to be one-of-a-kind. Now its time to package youruniqueness, so that you can share your story with your Dream Clients and they can share it with the world.

The third phase of the Gifted Marketing Formula is The DNA Packager.

Im sure youre familiar with the concept of DNA, or Deoxyribonucleic acid from the worldof science. Its the tiny groupings of genes that make every living organism unique. Well,in business, your DNA or Distinct Natural Advantage is what makes your businessunique in the marketplace; and not just from your competitors, but from EVERY otherbusiness.


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The Seven Ps Of DNA Development

Traditional marketing teaches of the four Ps: price, product, promotion and place. Indeveloping your DNA, there are also a set of Ps: Purpose, People, Pain, Promise, Proof,Positioning and Packaging.

Purpose

The rst and most important element of the DNA Formula is Purpose. This is from Phase1 (the Dream). What is the reason for starting your business? What social problems andissues do you want to address or solve? What are you passionate about? What do youwant your legacy to be?

If we were to travel 100 years into the future, what would you want to be known for?If you could live the life of your dreams, what would your obituary say that would makeyou happy with the outcome of your life?

People

The next element is People, or Dream Clients. If you take all of your clients, what qualities

would you say existed in the top 20%? Just as you require a laser-sharp focus on yourcompanys unique strengths, you also need to identify the unique qualities of your DreamClients. If you could design your ideal customer or client, how would you describe them?

The more detailed you are about your ideal client, the more you will begin to focus yourefforts on attracting people like them to your business. Dream clients will be the mostprotable, the easiest to work with and will provide the most referrals. They will alsospread the word about your business, be repeat clients, and most importantly, they willbe as passionate about your Purpose as you are.

Pleasure And Pain

The third P stands for Pain. Once you have a clear denition of your Dream Client, whatare their most common problems, pain points, and obstacles? What are their biggest


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seeing, hearing, touching, and sometimes even smelling and tasting. If Positioning is the

story, then Packaging is the physical book. If Positioning happens inside your prospectsmind, Packaging happens in their heart.

ACTIONS STEPS

Take your business through the Seven P process. What Promise can youmake to your Dream Clients that is completely unique? What Pain are yourelieving, or what Pleasure are you helping them achieve?

As a fun experiment, take what I call the ST test. When writing yourpromise, try using a superlative (e.g. the biggest, smallest, longest, quickest,rst, most, etc.). Imagine that your business was going after a world record how could you be the ST of something?

THE DABSTER TECHNIQUESo far, youve dened your Purpose and Dream Client, youve createda one of a kind innovative business, and youve articulated your DNA.

Now, Im going to reveal one of the most powerful marketingstrategies Ive ever learned.

The fourth phase of The Gifted Marketing Formula is called The Dabster Technique. This phase derives its curious name from the obscure British word Dabster, which refersto someone who is an expert. It also derives from the phrase dab hand, with the rootword dab pointing to an excellent or extraordinary thing.

The purpose of the Dabster Technique is to establish trust and credibility usingeducational messages instead of sales messages. Its the direct opposite of traditional


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marketing, which uses selling-based messages.

In Entrepreneurs We Trust

There is a common misconception held by many entrepreneurs that their most importantmarketing function is to promote products and services. In reality, the most importantfunction is to establish that youre knowledgeable, experienced, talented, and can betrusted. It should establish that you CARE for your clients more than anyone else.

The second most important function is to educate your prospects. Moving forward, I dontwant you to think about your marketing, advertising or sales efforts asselling. Rather, I want you to think in terms of educating or teaching.

Consumers ip through magazine ads to get to the articles, and use commercial breaksto go to the bathroom. Theyre tired (and sometimes afraid) of hearing sales pitches. Thehairs on the back of their necks shoot up the moment you begin delivering a sales pitch,whether in person, in print, or on air.

In contrast, people sit up and listen when you share important facts and expertinformation that helps them make an informed buying decision.

Your Sales Clones

The key to The Dabster Technique is being able to package and leverage your wisdom. Think of how much time you spend educating prospects. I bet that 70-80% of theconversations, questions and answers are similar.

What you want to do is take your best wisdom, knowledge and experience, and turn itinto an information product, such as a white paper, article, blog, workshop, video, or anyother form of media that can be consumed by your prospects.

Imagine having an army of sales clones pre-educating your prospects, so that you onlyhave to interact with prospects that are motivated and ready to buy. This is the power of The Dabster Technique.


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The Check Repellent

Generating quality leads (a.k.a. Dream Clients) is a lot like dating. That is, the principlesthat work in the social sphere translate nicely to the business world; especially when itcomes to marketing, advertising and developing client relationships.

However, while some people may be pretty good at dating, most entrepreneurs usuallyarent! And as a result, they tend to become Check Repellents, making common mistakeslike these:

Looking for love in all the wrong places. Essentially, they fail to targettheir marketing and advertising where their Dream Clients can be found.Really, whats the point of reaching 100,000 or even 1,000,000 people, if lessthan 1% of them are potential Dream Clients? It makes much more strategicsense to target 1,000 people if Dream Clients compromise most or even allof that pool.

Come here often? They offer a cheesy opening line that repels prospectsinstead of attracts them. Usually this is because theyve failed to understandtheir prospects values, beliefs, desires and pain points. So not only do

businesses sever the relationship before it has a chance to develop, butthey make an extremely bad and lasting rst impression that may neverbe repaired.

Enough about melets talk about me. They talkand talkandtalk about themselves, instead of their prospects. Regrettably, weveall sat across the dinner table from a date who droned on about theirachievements, their experiences or their opinions. And weve all said (eitherin our heads or, if wed reached our boiling point, out loud) Ive had it,can we ask for the check? I have a headache and would like to go homeWell, guess what? Prospects do the same thing: they exit the relationshipas quickly as possible, because the conversation (i.e. the marketing, theadvertising, the messaging) is all about the business, instead of what itSHOULD be about: the prospect!


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Hey stranger, will you marry me? They pull out a wedding ring on the

rst date. While prospects arent necessarily afraid of commitment (anymorethan any other segment of the population), they certainly need get a feelfor whether the t is right for them before they become a client. Remember:the purpose all lead generation, whether its through marketing, advertisingor direct prospect communication, is NOT to make the sale. Its to advancethe relationship and move towards the next step in the sales funnel.

The biggest mistake Check Repellents make is paying for image advertising that doesnothing more than get their name out there, These ads focus on the business, product,or service.

The Check Magnet, on the ipside, is an entrepreneur who knows how to attract DreamClients. Instead of ineffective image advertising, Check Magnets use Direct ResponseAdvertising which focus on Dream Clients and their needs; not a business and itsneeds. It also conveys a compelling reason for Dream Clients to take action, and a clearmechanism for responding to an offer.

Essentially, there are ve steps to the Check Magnet Gameplan. This system helps youcreate ads that are much more effective, more targeted, and offer the ability to track your

return on investment.

The Five Steps of The Check Magnet Gameplan:

1. LOVE AT FIRST SITE: Determine where your prospects are, and how to bestconnect with them. Should you use Facebook? Radio? TV? The newspaper?Various niche-specic websites or forums?

2.THE ICEBREAKER: Discover what interests your prospects the most. This isthe basic building block of your opening line (which can be a headline for adirect mail piece, the email subject line for email marketing, and so on). The purpose of the Icebreaker is get your Dream Clients attention, andcreate enough interest to make them want to have a conversation.


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3.THE WII-FM CONVERSATION: Develop a conversation thats about your

prospects not about you. Explain the benets and the reasons why theyshould agree to go on a date with you. Answer the age-old questionwhats in it for me? This represents the body of your marketing oradvertising.

4.THE ASK: Identify an effective call to action. For example, you may offerprospects a free report, access to an educational video, and so on, inexchange for their contact information. Tell them what action to takeimmediately.

5.THE LITTLE BLACK BOOK: This is the response mechanism to build yourdatabase, in which you record your prospects name, contact informationand any other key information that helps you connect with them and builda lasting relationship.

ACTIONS STEPS

In the last phase, I asked you to write a report based on conversations withyour prospects. The easiest way to put The Check Magnet Gameplan intoaction is with Facebook advertising.

When you advertise on Facebook, you need to tell the system exactly whoyoure targeting, and then you need to create an ad that offers a headline, animage, and a few lines of text (very similar to a classied ad).

Lets say youre a real estate agent in a city called ABC, and youve written areport called The 5 Biggest Mistakes Homeowners Make When Selling TheirHomes in ABC City.


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With Facebook, you can target residents of ABC City, and then create an adshowing an image of the report, with the title of the report and the wordsdownload this free report today as the call to action.

This is just one example of the thousands of ways to use The Check MagnetGameplan.

THE FUNNEL OF LOVE MODEL

In the last phase, we discussed the similarities between generatingleads and dating. Continuing with that analogy, were currently atthe stage where our prospective Dream Client has shown interest,and has given you his or her number.

The sixth phase of The Gifted Marketing Formula is called The Funnel

of Love Model. Essentially, this is the sales phase of the business model.

The Funnel of Love has a few things in common with a conventional sales funnel. Atthe top of the funnel are your leads. Towards the middle of the funnel are you qualiedprospects. And at the end of the funnel are your Dream Clients. However, thats where thesimilarities end.

Because, while conventional sales funnels are more like assembly lines than systems,the Funnel of Love adds a twist that elevates the experience into something altogether,qualitatively different and profoundly better: love!

That is, you approach the sales process with your beloved Dream Client in mind atall times. Everything is about them and their needs; and not because youre trying tomanipulate them into becoming clients. Rather, because youre creating a relationshipbuilt upon trust, respect and, yes, love.


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There Are Five Steps In The Funnel Of Love Model:

1) THE FIRST DATE a. Engage in conversation to learn about prospect

b. Offer something of value, such as a free consultation, assessment orsomething else to show your interest and build rapport

2) THE COURTING PERIOD a. Follow-up to keep the ame lit and show that youre interested

3) THE PROPOSAL a. Make an offer that is carefully crafted to solve your prospects problems

(remember, its about them not you!)

4) THE WEDDING a. Close the deal, sale, conversion, or delivery of service

5) THE HONEYMOON a. Deliver remarkable after sales service to ensure client retention

The purpose of The Funnel Of Love Model is to bring Dream Clients through a series ofexperiences that make them feel special, cared for, and loved. The goal is to focus on thelifetime value of the relationship, by making sure that the Honeymoon phase lasts as

long as possible. You want to deliver as much value as possible, to continually make themfeel like they have your undivided attention. Once a Dream Client feels neglected, yourbusiness could be on the path to the big d word divorce.

We Need To Talk

Divorce can be expensive! The business term for divorce is attrition, or the measure ofclients that stop doing business with you. Why do clients divorce you? Often its becausethey may not require your services, or move away. But it may also be for the same reasonswhy people divorce each other: lack of communication and attention.

Lets say you have annual revenues of $1,000,000, and that your business has a 20%attrition rate. This means that on average, 20% of your client base stops doing businesswith you on an annual basis, or that you start the following year with $800,000 in


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revenues. In other words, to increase revenues by 10% from the following year, you need

to add 30% more clients!

If you reduce your attrition rate by half, bringing it from 20% down to 10%, youve actuallyincreased next years revenues by $100,000! And all you had to do was KEEP clients thatwere going to stop doing business with you, which is much easier and less expensive thantrying to acquire new clients for your business.

ACTIONS STEPS

Make a list clients who have stopped doing business with you over the past24 months. Now imagine a dear, close friend that you havent seen in years,and write a We Miss You letter to all of the clients who have divorced yourbusiness.

Start by thanking them and appreciating their business, mention that youhavent seen them in a while, and make them an exclusive offer to win backtheir business. I once worked with a tness club that had great success

with this concept. The cost of sending the letter was roughly $500, and itgenerated over $14,000 in revenues.


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THE MATCHMAKER MATRIX

Many entrepreneurs make a huge mistake when it comes to referrals. To understand the severity of this issue, let me highlight a typicalconversation that I have with business owners:

ME: So, how much of your new business comes from referrals?

ENTREPRENEUR: We get around 70-80% of our clients from referrals.

ME: Thats good. Every good company receives plenty of referrals.It can range between 50-100%, depending on the industry. But tellme: How much of your marketing budget do you allocate for word ofmouth and referrals?

ENTREPRENEUR: What do you mean? Why do we need that?Referrals just happen thats what we love about them!

ME: Really? So that Im clear, what youre saying is that while 70-80% of your business comes from referrals, you spend 100% of your

marketing budget chasing the other 20-30%

ENTREPRENEUR: HmmmIve never looked at it that way before. Itdoesnt seem to make much sense when you put it like that.

ME: Well, dont be so hard on yourself. Its just a wake-up call foryou to see that it makes sound, practical sense to invest some ofyour valuable marketing dollars towards what is clearly your mosteffective form of marketing: referrals!

Cupidication

The remedy for this mistake is quite simple: I call it Cupidication, which is a hybrid of thewords cupid and edication.


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As you probably know, Cupid is the god of love and desire. One shot of Cupids arrow

can make you fall in love with anyone!

And edication is an act of edifying, which is the state of moral uplift, improvement orguidance.

To explore this concept and how it relates to our discussion, lets look at two scenariosinvolving Bob the plumber, and Bill the customer with a broken pipe.

SCENARIO 1: Bob walks up to Bill and says: Hi Bill, Im the greatest plumber in town.I can x your pipe.

SCENARIO 2: Fred, a local electrician who knows both Bob and Bill, says: Bill, I hear youhave a broken pipe. You should denitely speak to Bob. Hes the greatest plumber intown.

QUESTION: In which scenario is Bill more likely to hire Bob?

Obviously, the answer is Scenario 2. This is the power of edication, or third partyendorsement. For edication to exist, there has to be three parties: the person with the

problem, the person with the solution, and the matchmaker, or person who connectsthe rst two.

The Deep Connection

Cupidication is like edication on booster rockets! It happens when there is a deepconnection and level of trust between a person with a problem, and a person with asolution.

Or sometimes, the person with a solution may not technically be able to solve theproblem, but may have qualities or characteristics that people nd attractive oraspirational.


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Celebrity endorsements, and product placements in movies, etc., are primes example of

Cupidication in the marketing and advertising world.

Ultimately, it boils down to this: your Dream Clients are craving the opportunity to trustand, believe it or not, fall in love with you and your solution. And so your marketing effortsmust focus on building that trust and earning that love.

Of course, trust and love dont happen overnight. They take time, effort and commitment.However, once achieved, the rewards are incalculable.

ACTIONS STEPS

Make a list of 5-10 businesses that would benet from being introduced toYOUR Dream Clients. Then, interview each of them about THEIR businesses,and turn the interview into a report, blog post, podcast, or video thatyou can send to your clients and their clients. Make the interview 90%educational, with an offer at the end for each respective database.

You can also contact your Dream Clients, and tell them you are currentlywriting a report on the biggest mistakes people make. Interview yourclients about their experiences, and then you can ask if they know of anyonelooking to use the service you offer who would benet from reading thereport.


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THE SUPERSIZER SYSTEM

Back in the Original Syn phase of The Gifted Marketing Formula, wetalked about the concept of tripling your prot margins, so that youcould add more value to your client offerings, and have more moneyto invest in your Purpose.

The eighth phase of the formula, called The Supersizer System, takesthis growth concept and injects it with rocket fuel.

The 2 Ways To Grow Your Business

When you break it down, there are essentially two ways to grow your business: increasethe number of clients, or increase the amount of revenue per client. The SupersizerSystem focuses on the latter strategy, and offers a series of strategies that allow you to:

strengthen and leverage the trust youve earnedand built with your Dream Clients

grow your business exponentially identify new forms of unique revenue and prot generation

Supersize Me!

While working at a cinema chain, soon-to-be McDonalds executive David Wallersteinobserved that most people who wanted more popcorn wouldnt buy a second bag,but they WOULD buy a larger bag. He took that insight to Ray Kroc, and persuaded himto do the same thing. And behold, supersizing was born!

Since then, the approach has been adopted by virtually all industries, from hair salons tocar dealers, from coffee shops to professional services, and the list goes on.

One of the supersizer strategies is to create a premium (think extra large) version of yourproduct or service. For example, imagine increasing the price of your product or serviceby 50%, 100%, or 1000%. At these new premium levels, what extra forms of value can youprovide to your Dream Clients?


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It may sound crazy, but think of Toyota launching the Lexus brand, or Starbucks charging

$5 for a product other companies charge $2, or a local hair salon that charges $150 for aMaster Stylist and $50 for a regular stylist.

Be A Gold Digger

Most entrepreneurs love the thrill of the chase. Unfortunately, that often compels themto race through the sales cycle, close the deal as soon as possible (often overlooking keypoints of value along the way!), and jump over to the next prospect so they can begin thechase anew.

As a result, these entrepreneurs put all of their focus and attention on front end sales efforts,and little or nothing where the REAL prot and gold lies: back end relationship building.

How much of your marketing budget is allocated to bringing in NEW business, versuscommunicating with existing clients; i.e. the people that have already said YES to you,already trust you, and are more likely to do business with you again?

Chances are, youre spending your time and money prospecting for gold in the samemountains as all of your competitors, while theres a goldmine sitting in your private backyard!

And make no mistake: this problem does far more than dramatically minimize the lifetimevalue and prot potential of each client. It also outright reduces the number of clients inthe database, because folks who dont feel like they matter and are well taken care of tendto vote with their wallet and take their business elsewhere.

ACTIONS STEPS

Have a brainstorm session with your team, where you increase the price ofyour most popular product or service by 50%, then 100%, then 1000%.

At each new price point, brainstorm how you can add extreme forms ofvalue for your client, while at the same time investing further in your Purpose.


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THE CHOIR BUILDER

The ninth and nal phase of the Gifted Marketing Formula is called The Choir Builder. This phase is all about connection, community, andbuilding your tribe. The Choir Builder shows you how to make themost impact for your Dream by deepening your connection not onlywith your Dream Clients, but also among them.

The Problem With Mass Marketing

Since the invention of broadcast media, traditional advertising has always been aboutreaching as many people as possible (i.e. pushing messages to the masses).

Back in the Mad Men days, this worked well, as it was easy to get peoples attention.

But fast forward to today, and consumers are bombarded with thousands of massmarketing messages each day; to the point where theyve learned to tune them out.

Imagine that youre a preacher, trying to deliver your message to your congregation.Decades ago, you had your congregations full and undivided attention. Today, however,

youre trying to connect with an audience who is ddling with smartphones, chattingwith each other, staring at the big screen TVs on the wall, and basically tuning you out. Theyre simply under attack in all directions by other messages. Its a serious illness thatis all-pervasive.

Preaching To The Choir

So, whats the solution? First, lets look at what NOT to do. The old school spend-to-solve approach is simply not feasible if you dont have a multi-million dollar marketingbudget. In fact, even if you DO have millions to spend, mass marketing is no longer a wiseinvestment.

Quite simply, the solution is to stop preaching to the masses, and start connecting withyour Choir by implementing and mastering the Choir Builder.


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The Choir Builder lets you create your businesss choir, or community, into an army of

evangelists who sing the praises of your business and your purpose to the world.

Choir Of Angels

Personally, I love the word Choir. And Im sure you know its musical denition, which isan ensemble of singers or musicians playing together in harmony. But did you know thatChoir is also a term used to describe a group of angels?

Your Choir is your group of most devoted fans, including Dream Clients, team members,your Dream Network, and anyone else who shares your Dream.

If your business were a rock or pop band, your Choir would be your biggest fans: thedevotees who run your fan club, travel hundreds of miles to see your gigs, buy all of youralbums, spend hours on Internet forums dedicated to you, and wait in line for days to buyyour concert tickets.

Choir Auditions

How do you identify a member of your Choir? Here are the characteristics:

they have deep-rooted FAITH and BELIEF in your Dream they are an evangelist for your company and brand, and

spread the word to anyone that will listen they are extremely LOYAL, and will not jump ship

to a competitor for a lower price, or becauseof a mistake you might have made.

they speak your language literally! sinceGifted Entrepreneurs know to createtheir own lingo that can be used amongstthe Choir

they have a strong CONNECTION to you,to other Choir members, and mostimportantly to your DREAM.


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Choirsourcing

Once you assemble your Choir, you can then tap into the concept of Choirsourcing, whichis a community of people who share your dream, and are provided with an opportunityconnect and collaborate with you and with each other.

Without question, providing your Choir the opportunity to connect, to communicate, tomeet, and to bond will work wonders for your business. Through Choirsourcing, you caneven ask your Choir to help you design your products and services, and receive feedbackon how to improve your existing products and services.

ACTIONS STEPS

Host a FUNraiser. A FUNraiser is an in-person event which providesyour Choir an opportunity to meet in person. It can be used as a revenuegenerator to raise awareness or funds for your dream, raise funds for acharity that you support, or simply an opportunity for Choir members to gettogether.

The FUNraiser can be an annual event, a monthly Meetup, a holiday party, orany other type of gathering where people can get together in person.

This type of event can become an excellent opportunity to introduceprospects to your business, as well as an introduction for prospective teammembers or suppliers.

The key to the FUNraiser is that you will NOT be promoting your business,products, or services. Its NOT about sales its about building community.


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CONCL

SECTION 3:

CONCL


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49 SECTION 3: CONCLUSION

GIOVANNI MARSICO

CONCLUSION

I want to thank you immensely for reading this guide. I hope youve been able to discoversome strategies that you can immediately apply to your business.

WHAT TO DO NEXT

1) SUBSCRIBE Please go to http://www.giftedentrepreneur.com and subscribe to

my blog. Its completely free.

Every day, I post an article with more details on how to apply The GiftedMarketing Formula to your business, including case studies, and morehow-to information.

Plus, if you subscribe before May 31, 2013, youll receive details onhow to receive a FREE hardcover copy of my upcoming book, The GiftedEntrepreneur.

2) APPLY Go through this report and apply the Action Steps to your own business.

3) HIRE GIOVANNI If youre interested in hiring Giovanni to coach you through this formula,

or for a speaking engagement, please send an email [email protected]

Follow Me on Facebook Follow Me on Twitter @giovannimarsico
http://www.giftedentrepreneur.com/mailto:giovanni%40archangelacademy.ca?subject=http://www.facebook.com/pages/The-Gifted-Entrepreneur/423521174375214http://www.twitter.com/giovannimarsicohttp://www.twitter.com/giovannimarsicohttp://www.facebook.com/pages/The-Gifted-Entrepreneur/423521174375214mailto:giovanni%40giftedentrepreneur.com?subject=mailto:giovanni%40archangelacademy.ca?subject=http://www.giftedentrepreneur.com/


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ABOUT THE AUTHOR

Giovanni Marsico is the founder and president of ArchangelAcademy, a coaching and mastermind organization thatshares marketing, innovation, and revenue-generatingstrategies with big-hearted entrepreneurs around the world.

The purpose of Archangel Academy is to coach SocialEntrepreneurs on how to be better marketers, and coachall entrepreneurs on how to incorporate Purpose into theirbusiness model.

Giovanni is also the creator of The Gifted Marketing Formula, a 9-phase business modelfor what he calls Gifted Entrepreneurs - entrepreneurs who are successful and talented,who also believe in giving and being a gift to the world.

Giovannis dream is to solve the worlds biggest challenges, like poverty and hunger, byempowering other Gifted Entrepreneurs who want to do the same.

50% of Archangels prots are invested as micro loans to entrepreneurs around the world,

through organizations like Kiva.org.

Giovanni is currently working on his next book, The Gifted Entrepreneur , due out in the fallof 2013.


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I have a dream, of a future free of poverty, hunger and illiteracy.

I believe that the keys to social change are entrepreneurship and education. I believethat entrepreneurs are the key to a bigger and better future for the planet.

I have a dream of a future where the labels for prot and non prot dont existanymore, and where all organizations are a hybrid of both. Where sales and marketingarent dirty words to non-prots, and giving and social change arent dirty words to

for-prots.

I call this hybrid Prots on Purpose. I also call entrepreneurs who lead these types oforganizations Gifted Entrepreneur, which means talented, successful, AND giving.

My dream is to provide Gifted Entrepreneurs with all of the marketing and successtools that will assist in solving the worlds greatest challenges.

There is a saying: Give a man a sh and you feed him for a day. Teach a man to sh andyou feed him for a lifetime. My dream is to empower the shing teachers to providethem with the tools and strategies to be effective agents of change.

I have a dream of building a community of Gifted Entrepreneurs, where we can worktogether and collaborate to help each other achieve our individual dreams.

The Archangel MThe Archangel M


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I have a dream of showing ordinary entrepreneurs and non-prots how to be Gifted.My dream is to work with non-prots in nding creative solutions to making moremoney so as to build sustainability, and create alternative sources of funding. At thesame time, I hope to work with their entrepreneurial donors to help them make moremoney so they can give more to the non-prots.

I have a dream of creating a post secondary school in the future, targeted at young,gifted entrepreneurs.

Students of this school will learn everything they need to know about starting andrunning a successful Gifted Enterprise, so that by the time they graduate they arealready running a business, making money, and creating positive social change.

I have a dream, that successful graduates of this school will act as mentors and angelinvestors for current students, providing them much needed moral and nancialsupport.

And when this happens, I envision a planet of ten billion smiles. When these dreamsturn to reality, a world where every human being has the opportunity to be truly

happy, fullled, and living a life of full potential.

Documents

The Purpose Economy