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Build a Business People Choose, Return To & Refer
Based on our book, The KI of Marketing: Go where your competition does not expect you and where your customers want you most.
3-Hour Interactive Live Small Business Workshop
Note: Arrangements for printed or PDF copies of the book are available at the end. A one-page handout and the slides will be provided to the participants.
A great business idea is not enough. You need to know whether people will pay for it, who will receive the greatest value from it, why they should choose you, and whether the experience is strong enough that they will return and confidently tell others.
This practical three-hour workshop is designed for people with a business idea, new entrepreneurs, and established small business owners who want a clearer path to profitable growth without depending on a large marketing budget. Based on The KI of Marketing, participants will be introduced to a 10-step road map that begins with finding a problem worth paying to solve and continues through customer discovery, differentiation, referrals, online visibility, measurement, and a sustainable 90-day marketing rhythm.
Participants will learn to look beyond what they sell and identify what customers are actually buying: relief, saved time, confidence, convenience, progress, increased income, reduced frustration, or another outcome they truly value. They will explore what may be missing in the marketplace, including the “wish customers stopped making,” and begin identifying their “Only,” the combination of strengths, experience, delivery, relationships, and customer experience that competitors cannot easily copy.
The workshop also helps participants clarify who receives the most value from the business and who may not be a good fit. Rather than trying to appeal to everyone, participants will learn how specificity makes a business easier to understand, choose, and refer.
Ideas and existing offers will be examined through the Revenue and Referral Filter. Do real customers willingly pay for the value? Once they experience it, are they confident enough to recommend the business to someone else? Participants will see why compliments, followers, and activity are not substitutes for purchases, repeat customers, referrals, healthy margins, and proof from the marketplace.
The course also introduces the Ground Game and Web Game. Relationships, reputation, community involvement, referral partners, and human connection create trust. The web should validate and multiply that trust while helping the right customers recognize that the business is a good fit.
AI will be used only as a supporting tool. Participants will see how it can help organize customer observations, explore questions, refine messaging, challenge assumptions, or assist in building a 90-day action plan while keeping human judgment, customer behavior, and real relationships at the center.
Participants will learn how to:
- Identify a problem, desire, or outcome customers are willing to pay to address.
- Listen for market gaps and needs customers may have stopped asking businesses to solve.
- Clarify their business’s “Only” and communicate it in customer-centered language.
- Identify the customers who receive the greatest value and recognize poor-fit customers.
- Test an idea or offer before spending heavily on branding, websites, or advertising.
- Apply the Revenue and Referral Filter to determine whether value is both purchased and referable.
- Humanize the business and communicate outcomes rather than hiding behind logos or technical jargon.
- Strengthen the Ground Game through relationships, champions, referral partners, and community involvement.
- Use the Web Game to validate trust and attract more of the right customers.
- Choose meaningful measures and identify one area to strengthen over the next 90 days.
Participants will leave with a clearer picture of what they should sell, whom they should sell it to, why the right customer should choose them, and what they need to test next. Someone arriving with only a business idea can use the process to develop and validate it. An established owner can use the same process to identify drift, weak customer fit, unclear messaging, referral gaps, or marketing activities that consume resources without producing worthwhile results.
To schedule contact, email Colleen@MartinBrossman.com or call 919-847-4757, Option #2 (email is preferred).
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