www.customermountain.com 1 CustomerMountainMap www.customermountain.com 2 CustomerMountainMap Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 4.2 Chapter 5 Chapter 6 Chapter 7 Table of Contents : Congratulations : Getting Customers Online : What Is Marketing? : Customer Mountain : The Customer Mountain Map : How Should I Market? : About me : Get More Customers 3 4 9 12 14 22 26 32 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.customermountain.com 3 CustomerMountainMap DISCLAIMER Here at Customore PTY LTD, we make every effort to ensure that we accurately represent these products and services and their potential for income. Earning and Income statements made by our company and its customers are estimates of what we think you can possibly earn. There is no guarantee that you will make these levels of income and by reading any part of this book, you agree and accept the risk that the earnings and income statements differ by individuals. As with any business, your results will vary, and will be based on your individual capacity, business experience, expertise, and level of desire. There are no guarantees concerning the level of success you may experience. There is no assurance that examples of past earnings can be duplicated in the future. We cannot guarantee your future results and/or success. There are some unknown risks in business and on the internet that we cannot foresee which can reduce results. We are not responsible for your actions. The use of our information, products and services should be based on your own due diligence and you agree that our company is not liable for any success or failure of your business that is directly or indirectly related to the purchase and use of our information, products and services. © 2020 - 2024 by Customore PTY LTD All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system. Except when provided with formal written approval. www.customermountain.com 4 CustomerMountainMap Chapter 1 Congratulations Hello, it’s Craig Marty here and I wanted to just quickly write a small note for you before you jump into the rest of this little book to say congratulations. Congratulations for taking 30 minutes out of your day and investing it in something that can move your business and your life forward to reach goals. Obviously I cannot guarantee that this book will achieve your business goals, whatever they may be. I’m guessing that you already know there are no guarantees in business and very few in life as a whole. Having said that, it does not take years of study and trial and error to read and learn information that can have a positive impact on your business. The good news for you and the other business owners who have read this book is that most people do not take 30 minutes out of their day to invest it in the right things. The average person however does invest hours of their day to watch TV when they have not already met their goals. That’s why I’m congratulating you for being here and reading these very words. In my opinion you’re already one step ahead of your competitors, however, there is more work to do: • Read this book • Learn • Ask questions • Implement • Adjust where needed. Enjoy and my best wishes, Craig Marty www.customermountain.com 5 CustomerMountainMap Chapter 2 Getting Customers Online From what I’ve heard and seen personally, here’s what most business owners think they need to do to get more customers and my one word, two cents on the topic : • Be online and be everywhere - FALSE • Spend more money on Ads then their competitors - FALSE • Have the best product on the market - FALSE • Invest in design and packaging - FALSE • Be first into a new market - FALSE • Stay on the cutting edge of everything - FALSE • Master Facebook Ads - FALSE • Be on the 1st page of Google - FALSE All these things are not the answer. Some of them can play a small role but ALL OF THEM could be removed and a business could still grow and get more customers. Most business owners believe that because THEY are the best at what they do in their industry, it’s THEIR business that should be the one that sees most success, but there are examples all around us in this world that will prove that to be not true. www.customermountain.com 6 CustomerMountainMap Can I ask you a question? “Do you know someone who is or was very very good at a musical instrument?” Yes? Well why aren’t they being played on the radio every hour and touring? “Do you know someone who is or was a great drawer or painter?” Yes? Why aren’t they a well known artist and still making their art today for a living? The answer to these questions are in the following pages... www.customermountain.com 7 CustomerMountainMap What’s Needed A great product is only great if thousands of people buy it and agree that’s it great. If 10 people buy it and say it’s great... maybe it is, maybe it’s not. There are not enough opinions here to make a calculated decision. If you create a good product you may get your family, friends, neighbours and their friends to come buy your product too, but that network will dry up. Yes your product/service may be good, but your network is simply limited (everyone’s is). If you create a good product and you want more than just your network to try it, you need to market it. You can only reach thousands, tens of thousands or more if you market your product. If it then turns out your product is good, your 10,000 customers will then share it with their friends, their family and their neighbours. You will reach their networks, and their networks and their networks and so on. The very important item here is the marketing of the product. For business owners who at least understand that marketing a product is just as important as the product itself usually run to: • Facebook Ads. • Google Ads. • SEO (Search engine optimisation) • Building new websites. • Getting new logos made. • And so on. But that is not marketing. www.customermountain.com 8 CustomerMountainMap It’s important that you go just one level deeper now from understanding what I’ve just shared with you above and most people never will take the time to do it - that’s your advantage and their loss Let’s do a quick recap because this is not an easy thing to have sink in if you’re hearing and considering this for the first time. You have a good product / service. You need marketing to reach more people. Facebook Ads / Google / etc is not marketing. They are just tools to do the marketing. This is the same as when I say: “A pair of mountain boots is not hiking. You still need to slip them on, get to a national park and hike up a mountain - now you’re hiking.” The boots themselves are just boots. Here’s another example for you: “A car is not driving. The car is just a car, you still need to jump in, start it and control it - then you are driving.” Does this make sense? If it does not make sense, take a moment to think about it. If needed mark this section of the book to come back to tomorrow and read it again fresh. I always find that most things seem a bit clearer, the next day. www.customermountain.com 9 CustomerMountainMap Chapter 3 What Is Marketing? I want to share this little image with you again to bring us back to the main point that is important for me to get across to you if you want your product/service to reach more people. In the last chapter I said to you: You have a good product / service. You need marketing to reach more people. Facebook Ads / Google / etc is not marketing. They are just tools to do the marketing. I know this to be 100% true. We now need to go one level deeper which is : “what is marketing?” If getting a Facebook Ad live on Facebook and sending people to my website or getting people to like my page is not marketing, then what is!? If you are asking that question now and I hope you are - that is probably the most important question you have asked yourself regarding your business since you asked “should I start a business?” www.customermountain.com 10 CustomerMountainMap There’s 101 different explanations of what marketing is. Here is my non-sexy summary of what marketing is from my 15+ years experience of getting customers : Marketing is finding out WHO from the general population is interested in what you’re selling and then winning their attention long enough so you can talk with them (online/offline/however) and move them further along the path to where they are eager and ready to buy your product. That’s it. You then need to add on some “sales” to the end of it where you ask big questions like: • Can I wrap that up for you? • Would you like the large? • How many would you like? • If you’re taking this today I can also give you this ‘thing’. • ...and so on. I need to say sorry here up front because I’m about to repeat myself : (I’m sorry) Marketing is finding out WHO from the general population is interested in what you’re selling and then winning their attention long enough so you can talk with them (online/offline/however) and move them further along the path to where they are eager and ready to buy your product. This a simple description of something that isn’t simple. Just like anything, there are more details once you start to dig in a little. www.customermountain.com 11 CustomerMountainMap Here’s what I want you to know from all of this: 1. Facebook Ads does NOT do the above by itself. 2. Google Ads or SEO does NOT do the above by itself. You will need to add marketing to the Facebook Ads. You would also need to add marketing to Google Ads. You would also need to add marketing to: • Your new website • Your pamphlets • Your radio ads • Your sales pitch • Your sales reps • To everything! Just in case you need to read it again, here it is: Marketing is finding out WHO from the general population is interested in what you’re selling and then winning their attention long enough so you can talk with them (online/offline/however) and move them further along the path to where they are eager and ready to buy your product. In a following chapter you will read about “How do I do marketing?” and from what you’ve just read I’m not going to teach you how to set up a Google Ad for example. I’m not going to teach you how to get backlinks and articles posted online for SEO, because none of that is marketing If you have a good product / service you need proper and correct marketing too. www.customermountain.com 12 CustomerMountainMap Chapter 4 Customer Mountain Quick Introduction Customer Mountain is a marketing map that business owners can use as their pathway to get more paying customers to buy their products / or pay for their services. What do ‘mountains’ and getting customers from the right kind of marketing have to do with one another? Famous mountains like Mt Everest call out to mountain climbers. To put it simply, Mt Everest is seen by mountain climbers as a ‘thing’ that they want to do, get and achieve. Mt Everest itself, attracts the climber. Mountain climbers want to climb it and conquer it. For someone who is interested in climbing mountains, Mt Everest doesn’t need to conduct any intensive, long and draining selling. Mountain climbers are the perfect audience for a “product” like Mt Everest. 3 2 1 4 The Customer Mountain Map www.customermountain.com 13 CustomerMountainMap Does that make sense? Here is another example to explain this same thing from a different angle : “Hungry people who love junk food are the perfect audience for fatty, juicy burgers.” It’s as simple as that. I am using mountain climbers as a metaphor here to explain the relationship that a great product/service has with a targeted customer. Mountain Climber = Customer Mountain = Product www.customermountain.com 14 CustomerMountainMap Chapter 4.2 The Customer Mountain Map In this brief map I’m walking you through in just a moment, your service or your product is referred to as a “mountain”. Your product or service = The “mountain”. When a mountain climber is interested in climbing your mountain, they will enquire about it. In other words, customers who are interested in your product will: • Ask for more info. • Read your website. • Check your Facebook Page. • Google it to find more information. • Ask friends and family who might know more about it, or maybe have already purchased it. When a customer buys your product, they have ‘climbed the mountain’. I’m the first to admit this sounds too simple, too silly and not professional. When I was piecing together my 15 years of experience I had a opportunity to either : a) Make this incredibly sophisticated to show everyone ‘how much I knew’ and to what depth I knew it. Or: b) To make it simple to understand, follow and execute. www.customermountain.com 15 CustomerMountainMap Making this choice reminded me of a quote I had heard years ago but I couldn’t not remember who said it. A quick Google search found the answer and after seeing who said it I instantly felt good about my plan to keep my marketing process simple. Here’s the quote : My goal is to help business owners (especially parents) get more customers with less effort so they can spend more time with their family, partners and friends. Making it complicated and “fancy” doesn’t help me achieve it. ‘Mountain climbers’ and ‘mountains’ is the description I’m using to help lay out the smartest way to market a product/service, attract interested people and convert them into paying customers. Does this make sense? Mountain = Your product/service. Mountain climber = Your customer. Your aim should be to package what you already have to establish your own mountain, and then follow the process I’ll share with you to attract mountain climbers for your specific and individual mountain and to guide them up the mountain to become paying customers. All that can be done with the Customer Mountain map I have created from the 15 years of learning, trying and testing everything under the sun. www.customermountain.com 16 CustomerMountainMap Four Checkpoints What are the four steps to package what you sell as its own mountain and make the entire ‘Customer Mountain’ process happen for your business on near autopilot? CHECKPOINT 0 : If you have not already, you need to decide what your mountain is. Mt Everest base camp gets visited by approx. 35,000 of people every year because it’s special in it’s category. If you’re going to build a marketing campaign to get more customers for your product / service, it should be a good one / a good deal - the best you can do (not the cheapest). CHECKPOINT 1 : Decide WHAT TYPE of mountain climber you want to attract and FIND THEM. 3 2 1 4 3 2 1 4 www.customermountain.com 17 CustomerMountainMap At the same time as completing Checkpoint 0 when you are deciding what mountain you will offer and sell, you need to also decide what type of mountain climber you are aiming for. Are you aiming for mountain climbers who only want to purchase burgers for $14. Or are you aiming for mountain climbers who want to try a once in life gourmet burger for $84? A $14 burger and a $84 burger are two different burgers with two different customer types. If you’re a custom home builder are you aiming to sell shed conversions into liveable small houses? Or do you want to sell 6 bedroom, 7 bathroom luxury homes? They are two different mountains that will have two different mountain climbers. FIND THEM Find the mountain climbers who are interested in climbing your type of mountain. You can both find them and also get them to self-identify themselves by saying “here I am!”. A crowd of 10,000 people will roughly all look the same if you’re looking at a large group. You need to shout out a message that will attract the individuals out of this 10,000 person group to find who are interested in climbing the type of mountain you have. Someone who will only be interested in an old shed conversion to a liveable Tiny House is unlikely to respond to or be interested in building a 6 bedroom, 7 bathroom luxury home. 3 2 1 4 www.customermountain.com 18 CustomerMountainMap CHECKPOINT 2 : Communicate with these people at Checkpoint 1, introduce yourself and introduce your mountain. When your new group of people make it Checkpoint 1 you know you have the right type of people identified but they don’t yet know you and they don’t yet know about your mountain. Now is the time to introduce your mountain to just these people. CHECKPOINT 3 : Show these interested climbers the map to get to the top of the mountain. Now you know who they are and that they’re interested you can communicate to only these people what the next logical steps are to achieve what they desire. You could offer to check their mountain climbing equipment, show them a video of the trail, answer their questions through demonstration, illustration and tell stories of previous climbers. If you were climbing a mountain, isn’t that what you would like to see? Now translate this for your business. 3 2 1 4 3 2 1 4 www.customermountain.com 19 CustomerMountainMap CHECKPOINT 4 : Continuously announce the NEXT EXPEDITION, and ask each person if they’re ready to climb. Within your group of people who are interested in climbing the mountain (your leads/prospects/whatever you’d like to call them), certain people will be ready to climb at different times through the following weeks, months and year/s.. Some people will be ready to climb the very same day they become aware of your mountain. Moving your mountain climbers from Checkpoint 3 to Checkpoint 4 where they become a paying customer is about continually offering them a way to climb the mountain (to get what it is you’re selling). Some people may : a) Buy after 7 days because that was when they got paid. b) Only buy if you offer 4 milestone payment terms. c) Finally decide to buy when you offer a 2 for 1 deal. Different mountain climbers will each have their own reasons for buying, when they decide to buy. To move these people to Checkpoint 4 you need to continue to monitor and keep Checkpoint #3 warm, so that the people in that group can announce they’re ready to : 1. Pay the ticket fee. 2. And climb the mountain. 3 2 1 4 www.customermountain.com 20 CustomerMountainMap Does that sound simple? Yes, it sounds simple, however, most people start to complicate and confuse the process from the moment they start packaging up and marketing their mountain. Common Problems Most business owners feel they have a customer getting machine in place when they have Checkpoint #4 operating all by itself. If you’re in business now and you’re making sales day after day and week after week you likely have some of Checkpoint #3 and #4 in place. Doubling your sales within 6-12 months is all about getting double the amount of “mountain climbers” at Checkpoint #2 and investing the time needed to master Checkpoint #1. How can you invite more and more people to climb your mountain if you don’t know who they are? There’s different mountain climbers for different mountains. Mountain climbers who are interested in: • “Mountain 1 - Inground pools” - Are probably not the same mountain climbers who would be interested in : • “Mountain 2 - Retirement Homes” Again, here’s a reminder of what we’re talking about : Mountain = your product / your service. Mountain Climber = your customer. Customer Mountain = A marketing map to get more customers for your business.