Marketing Challenge, #1

Posted by patriciareszetylo on May 14, 2019
I asked my email list to share their biggest marketing challenges with me.  This is the first response I got from that survey.

“Do not believe in face book crap as it is invasion of privacy and does not get any positive results so do not use it. My clientel are older and do not use smart phone and the like.” ~ Anonymous

Whooo-wheee. This is a doozy. Let’s break it up into a couple of parts and address them individually.

  1. “Do not believe in face book crap as it is invasion of privacy and does not get any positive results so do not use it.” Yes, Facebook is very invasive. And yet, it’s no more invasive than your mobile device which tracks your every move, your dna, and a thousand other items – the sharing of which with a reporter made [need name] labeled a terrorist.

In marketing, it’s not the medium you’re using, it’s not the channel so much to start out with, as it is your messaging. Facebook is like just about any other marketing media. If your messaging is on target, then it resonates with your market, and they WILL respond. If your messaging is NOT on target, then yes, it’s a waste of time and money.

I call it “Black hole marketing.” It’s akin to opening your wallet over a black hole. Your wallet is now empty, and you’ve nothing to show for it. I’ve been there. We’ve all been there.

  1. My clientel are older and do not use smart phone and the like.” Unless your clientele are completely incapacitated, and comatose on their death bed, they’re using mobile devices. They’re on the phone. They’re texting. They’re on social media. And if they are so old they can’t – their caregiver, who you’re now targeting, which is often their child, IS.

How do I know? Because I see them. I saw my mother, until dementia took her at 90, using a tablet, and on Facebook. This is a woman who NEVER used a computer, NEVER-NEVER-NEVER. She retired after 45 years as a nurse in the mid 90’s, relieved that she now didn’t have to stress about not knowing how to use a damn computer. Don’t believe for a single moment, that just because somebody is “older” that they are not on mobile, and that they are not on social media.

HOWEVER, if you’re doing well off facebook, kudos. Most people these days don’t know how to use means other than social media these days.

98% of all marketing problems I see are due to a lack of understanding the client avatar. This results in two primary issues, as demonstrated by this problem:
  1. the marketer doesn’t know the messaging to use. This is the problem, the pain, the “will-somebody-please-fix-this-for-me-now” problem that they solve for their prospect. Figure that out, articulate it the way THEY do, and you now have their complete (albeit momentary) attention.

Follow that problem with the result they are looking for, again, articulated in their words, and you get the “Take-my-money-now!” engagement reaction.

Avatar work IS indeed hard work. How do you find those people, how do you connect, how do you ask them these things, this takes work. But its work that most are completely unwilling to do, and when you do it, it pays in spades.

  1. Now that you have your messaging, it almost doesn’t matter what media you use. True, one place may be better than others. So yes, use them. If you’re targeting business people, guess what – you have the right messaging, you’ll get them on Facebook, as well as LinkedIn.

What do you think? What is your experience?

The Conversion Equation – Step 1, Interrupt

Posted by patriciareszetylo on February 23, 2019

So previously I shared that the most important thing that gets overlooked in almost ALL businesses is the difference between STRATEGY and TACTICS.

STRATEGY starts with knowing your target market, and fine-tuning your message to them.

TACTICS is how and where you get that out to them. Most people skip strategy and go straight to tactics… which can work for a while, but it’s expensive, slow, hard going – and only takes you so far.

So we use what we call the CONVERSION FORMULA to consistently hit home runs in our business.

Here’s the Conversion Formula: Interrupt + Engage + Educate + Offer

Interrupt is part one – and this is what gets our prospect’s attention. I’m sure you have heard the saying that we have to enter the conversation going on in our prospects’ mind.


Easy – we answer this question: What PROBLEM do they have that they can’t solve?

Not what result are they looking for – that’s part 2.

What is the big, hairy, sleep-depriving, conversation-at-the-kitchen-table-at-3am-problem they can’t solve?

Next time we’ll discover more about part 2 of the conversion equation, ENGAGE – when we talk about the RESULTS they want but can’t get. 😉

Virtual Networking For Bookkeepers and Accountants That Takes the COLD (Brrrrr) out of cold calling and cold emailing…

Posted by patriciareszetylo on February 19, 2019
reference post –
Bobby asked about virtual networking, due to health concerns, for both himself and his wife. I have a networking strategy on my website, which works out of the box for “regular” networking activities, and which ALSO works, with some modifications, for online or virtual networking.
Here’s a link over to the “regular” networking strategy series ==>
(And yes, it works like gangbusters).
It’s a 3-part strategy in a nutshell:
  1. We determine your market dominating position – WHOM you will work with, and WHAT makes you better, in some regard, than your competition.
  2. We set you up with a compelling, informational offer. This is behind an optin page (squeeze page) on your website – so they have to optin to get it.
  3.  For the “REGULAR” strategy, you’ll have business cards set up with the regular contact info that you’d expect, PLUS on the backside, we have a compelling call to action (cta) that sends them to your website to claim their copy of your compelling info offer.  To do this online only, we set up your social profile(s) that you’ll use, which then sends them to your website offer page.
It does help a GREAT deal if you understand the Conversion equation. Here is a great explainer video on that ==>
So let’s go thru the virtual networking strategy:
  1. A market dominating position is critical, because while you CAN work with “anybody and everybody” – you don’t want to do so. Why?
    1. When you narrow whom you market to, you’re able to narrow down the problem that you solve – the problem they have, and articulate it in the words they use. When you do that, you immediately interrupt their ‘downtime” state mentally, bring them to uptime, and you have their attention.
    2. You’re also able to take them to step 2 of the conversion equation – engage. This is the result they are looking for. You give them hope that you actually HAVE a solution  for them.  These first two steps are emotional triggers for your prospect.
    3. In step 3, we now share briefly on your squeeze page, what makes YOU better than your competition. This can be as brief as a 1-minute video, or 3 bullet points on your page. It leads to a call to action, where they’ll get access to your informational offer… which leads to your free consult, which leads to bringing them on as a client.
  2. A compelling informational offer is critical because…
    1. it provides them with a solution to a part of their problem, and/or it demonstrates that you’re the real deal. That you GET them. That you understand their industry. That… you’re the potential answer, anyway, to their need.
    2. It gives YOU a way to follow up with them. 20% of your clients will come in within the first 4 touchpoints that you have with them. 80% require 5-12. If you don’t have some system set up so that you even CAN reconnect with them, how will they ever know how AWESOME you are?  That’s right. They won’t.
  3. Your optin page is critical because…
    1. Think of it like dating that leads up to a marriage proposal. Even if you’r interested in the other person (they’re very handsome or glamorous or sexy looking), when you walk up to them and start talking, and all they DO is talk about THEMSELVES, and what they did, what they’ll do – after a while you find a way to excuse yourself and move on.
      We do this in our marketing, too. Most people blather on about how awesome they are, how they offer this and that – and if I’ve just landed on your website, it’s too early in the relationship to do this. I need to understand, without a shadow of doubt, that YOU UNDERSTAND my problems. If you do that, you can take me to the next step – you can tell me that you understand what I’m hoping to achieve. And then you can tell me LOGICALLY, why you are an option for me. And then you can prove it, with your offer.
Making sense so far?
Awesome. Now we build up the infrastructure from back-to-front:
A. Your market dominating position can come from any of these 3 factors, and it may be a combination of them:
  1. WHAT/HOW you do what you do.
  2. WHO your market is – needs they have.
  3. WHAT/HOW your competition does/who they serve – and any gaps in that offering or level of service, etc.
Essentially though, we find a “sweet spot” in you doing work you enjoy, with a market you enjoy and can get to know very intimately – you understand more about them than they do – and ideally, in a gap of the competition.   This may take time, and is something I LOVE helping my clients with.
B. Your virtual “business card.”
So in doing this virtually, now, after we find a market dominating position for you, we set up your profile as your business card. You have a nice photo of you for your profile photo. You have a carefully crafted profile cover, that catches their eye, tells them what you do and why they should look further, and then in the image description, a link over to your informational offer.
NOW you can follow up with emails, chatbots, phone calls etc, as appropriate.
C. Traffic –
Now, in the “REGULAR” networking strategy, this is where you’d get in your car and go to a networking event.  Because we’re working virtually, we do the same thing… it’s just we find our target market online.
Here’s how to do it:
Open up facebook, and using the search function, looks for groups that your target market are in. Here are some examples:
  • You’ve chosen to create a market dominating position for Social Media managers. So you do a search for ‘Social Media Manager’ (and be sure to note other terms that come up along the way). When the search results come up, click on the “Groups” tab. Now you have a pile of groups to look at. Look at the descriptions, and see if you can see how active they are – they usually show how many posts and new members added in the last 30 days.
  • Join 5-10. Read thru the group to get a feel for how it operates, if people are nice or snarky (the bigger the group, the more snarky ones there are) and if people are talking about what you solve. Do a few searches on terms that might be relevant in the group search box on the left. Are these conversations that you can add value to?
  • Select 2-3 conversations you can add value to, and copy the link to that post to your file.  Write up a value post, and post it in the group, with a link back to the post you’re answering.
Yes, people will sit up and take notice.
And yes, this is the EXACT strategy I’m using here.

Educate Your Customers

Posted by patriciareszetylo on August 22, 2018

Educate them about what?,” you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

  1. Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
  2. Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
  3. Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
  4. Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.

There are three cornerstone ideas to a successful business:

  • Quality product/service
  • Offering useful products/services that solve a problem for or enhance the life of a customer
  • Offer subjects your customers find interesting

Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.

Stop wasting all your time on new prospects while your current customers fall by the wayside!

As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”

So, there it is! Remember, our FREE test drive can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold. Jump on the test drive here.

How do I find the right coach for my business?

Posted by patriciareszetylo on August 18, 2018

The question was on one of the busiest groups on facebook:

“Hey guys, I think I need a business coach. I have some weird requirements and I don’t want something crazy expensive. How would I go about looking based on what I need? No inboxes please lol.”

It’s a legitimate question, and like a lot of questions, got a few good responses, and some truly pathetic ones:

GOOD RESPONSE: Probably start with what your requirement are.

The OP came back with this response:

“Ok! Mental health therapist and aspiring health coach (and sell health products). Looking to add speaking to my list of services. I want to be a motivational speaker and have viral videos on fb and insta. I’m interested in writing a book too.”

I knew that this guy had no clue as to how to find a good coach, and would likely get sucked into somebody’s BSO if he didn’t get educated, and fast.

My response was designed to give him a bunch of questions to ask a potential coach. I know that when I educate a prospect in HOW to make a decision, he’s not only more likely to make a better one, but he’ll remember WHO educated him:

“Find somebody who will actually fill in your marketing gaps – EVERYBODY has them – and who can prove that they know where those are, that they can help you build your business up so that it’s READY for a speaking career.

Your business IS NOT ready right now.

Also, look for somebody who’s well enough connected so they can refer you over to others who specialize in some of those things – book writing, for example needs to be done specifically so you don’t “just have a book” when you’re done, but so that it’s marketable, sells on it’s own, and actually promotes you. (I know a lady who does this and only this).

Speaking is the same thing. When your business is ready, you need a coach at that time that specializes in this, and can actually get you the ROI you need. I know a lot of these people. Some, personally.

And it sounds like you’re on a budget. Do they have options? Will they work with you on the finances? I know coaches who will.

Do they understand the difference between strategy and tactics? Will they help you with your business foundation? OR do they just point you of to this or that shiny object? Do they actually understand marketing, or do they point you off to this or that tactic, and CALL it marketing (most do the last)?

Are they working on their own, or do they work with a group of associates, advisors of their own – and are THEY themselves in coaching?

Have THEY written a book? What else are THEY doing in THEIR marketing?”