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.
HOW DO WE DO THAT?
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…
We determine your market dominating position – WHOM you will work with, and WHAT makes you better, in some regard, than your competition.
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.
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.
A market dominating position is critical, because while you CAN work with “anybody and everybody” – you don’t want to do so. Why?
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.
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.
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.
A compelling informational offer is critical because…
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.
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.
Your optin page is critical because…
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.
WHAT/HOW you do what you do.
WHO your market is – needs they have.
WHAT/HOW your competition does/who they serve – and any gaps in that offering or level of service, etc.
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.
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?”
This comes from spending the day answering questions on Alignable. For the record, this answer actually also fit the bill for “how do I get more traffic to my site?”
Both issues have the same deep-rooted, core, fundamental problem: neither of them actually talk about the problem you solve that your client can’t – AND – the result they are looking for, so that they might think you care more about them than you do yourself.
That’s not aimed specifically at you, it IS aimed at all marketers who attempt to sell ANYTHING online. Social media AND websites are full of blather about what we do, about ourself – and there is NOTHING about the client’s problem and the result THEY are looking for.
Big corporations have billions to pour into their marketing. I’m guessing you aren’t a huge, well funded corp. So you have to use real marketing, that works, and you have to start by talking about your client’s problems, and the results they are looking for.
Here’s a short video that will show you more about how to market than you’d learn if you got an MBA – http://45MinuteMarketing.club/wrong