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These are the user uploaded subtitles that are being translated: 1 00:00:00,033 --> 00:00:03,133 hello and welcome to session number seven 2 00:00:03,366 --> 00:00:04,499 and in this session 3 00:00:04,533 --> 00:00:06,699 we're talking about marketing tools 4 00:00:07,033 --> 00:00:07,766 or specifically 5 00:00:07,766 --> 00:00:09,733 marketing tool kit 6 00:00:09,800 --> 00:00:13,566 to help you to have the essential things you need 7 00:00:14,166 --> 00:00:17,133 so that your clients keep buying from you 8 00:00:17,533 --> 00:00:19,833 so there are certain things we must put in place 9 00:00:19,866 --> 00:00:22,199 so that they find us as a company 10 00:00:22,200 --> 00:00:24,266 and they keep coming back and they keep buying 11 00:00:24,500 --> 00:00:25,733 now before i get into that 12 00:00:25,733 --> 00:00:27,833 let's talk about some of the actions 13 00:00:27,866 --> 00:00:29,633 just a reminder in case you haven't done it 14 00:00:29,666 --> 00:00:30,733 make sure you do 15 00:00:31,500 --> 00:00:33,700 in order to stay ahead within this program 16 00:00:33,900 --> 00:00:35,466 one is from the last session 17 00:00:35,466 --> 00:00:36,999 create your tagline 18 00:00:38,033 --> 00:00:41,066 your authority content that you could create 19 00:00:41,100 --> 00:00:42,400 to think about that 20 00:00:43,066 --> 00:00:45,233 do your blue ocean strategy exercise 21 00:00:45,233 --> 00:00:46,699 to establish what you're good at 22 00:00:46,700 --> 00:00:47,633 what they're good at 23 00:00:47,633 --> 00:00:49,299 this is very important exercise 24 00:00:49,866 --> 00:00:52,799 and then start collating social proof and case studies 25 00:00:52,800 --> 00:00:56,333 that you can use in various mediums of communication 26 00:00:57,733 --> 00:00:59,533 add all this information to your dashboard 27 00:00:59,533 --> 00:01:01,599 under the mdp tab 28 00:01:01,600 --> 00:01:03,900 or under the specific tabs as well 29 00:01:04,300 --> 00:01:07,233 and complete the sales activity part of your dashboard 30 00:01:07,233 --> 00:01:10,333 so where your numbers are in terms of number of leads 31 00:01:10,333 --> 00:01:12,699 number of conversations etc 32 00:01:12,700 --> 00:01:14,433 complete that on a daily basis 33 00:01:14,433 --> 00:01:16,033 it's important you do that 34 00:01:16,166 --> 00:01:17,666 and you will know exactly 35 00:01:17,766 --> 00:01:19,433 exactly how you stand 36 00:01:19,533 --> 00:01:21,866 where you stand in terms of your performance 37 00:01:22,066 --> 00:01:24,866 it's a very important exercise to do every single day 38 00:01:25,166 --> 00:01:27,966 okay let's get into the teaching 39 00:01:28,466 --> 00:01:29,533 into the learning 40 00:01:29,666 --> 00:01:34,666 so today i want to talk about two types of strategies 41 00:01:34,666 --> 00:01:39,233 when it comes to your marketing approach 42 00:01:39,433 --> 00:01:42,499 what is called the funnel approach to marketing 43 00:01:42,500 --> 00:01:47,333 and the other one is the bullseye strategy to marketing 44 00:01:47,333 --> 00:01:48,466 i'm gonna cover both 45 00:01:48,466 --> 00:01:49,833 and then you can decide 46 00:01:50,033 --> 00:01:53,533 which particular strategy works best for you 47 00:01:53,933 --> 00:01:55,833 and for your products or services 48 00:01:56,400 --> 00:01:57,633 and i'll give you some examples 49 00:01:57,633 --> 00:01:59,233 as we go through this as well 50 00:01:59,633 --> 00:02:00,599 now when it comes 51 00:02:00,633 --> 00:02:03,199 so from a typical marketing funnel 52 00:02:03,933 --> 00:02:05,966 especially for consultants coaches 53 00:02:06,466 --> 00:02:07,666 those type of people 54 00:02:08,733 --> 00:02:11,966 and other service based companies they 55 00:02:12,300 --> 00:02:13,266 the best thing to do 56 00:02:13,266 --> 00:02:15,666 when nobody knows you in the marketplace 57 00:02:15,900 --> 00:02:17,766 is to offer something for free 58 00:02:17,933 --> 00:02:20,066 now that free thing could be a free sample 59 00:02:20,066 --> 00:02:21,266 a free demonstration 60 00:02:21,666 --> 00:02:24,433 it could be a free product to test out 61 00:02:24,633 --> 00:02:26,499 it could be a free report 62 00:02:26,500 --> 00:02:27,466 it could be a book 63 00:02:27,700 --> 00:02:29,333 there are many things you can give away for free 64 00:02:29,333 --> 00:02:30,599 maybe it's a webinar 65 00:02:32,066 --> 00:02:36,699 etc then once they've got to sample who you are 66 00:02:36,700 --> 00:02:38,533 what your product is or what your service is 67 00:02:38,533 --> 00:02:41,199 you can then offer them something at low cost 68 00:02:41,633 --> 00:02:42,633 and that low cost 69 00:02:42,633 --> 00:02:43,933 depending on your business 70 00:02:44,666 --> 00:02:47,899 can be in terms of monetary value 71 00:02:47,900 --> 00:02:49,900 it really depends on your type of business 72 00:02:50,400 --> 00:02:52,233 then once they bought that 73 00:02:52,233 --> 00:02:53,433 you can approach them again 74 00:02:53,433 --> 00:02:54,066 hey by the way 75 00:02:54,066 --> 00:02:54,866 did you like this 76 00:02:54,866 --> 00:02:57,766 if you did then you may be interested in this 77 00:02:57,866 --> 00:03:00,066 and offer them something at medium cost 78 00:03:00,233 --> 00:03:01,799 again depending on your industry 79 00:03:01,866 --> 00:03:03,666 depending on your products or service 80 00:03:03,933 --> 00:03:06,699 then we have high cost and then ultra high cost 81 00:03:06,700 --> 00:03:09,833 i'll give you an example of this in a moment now 82 00:03:11,133 --> 00:03:12,133 so this is a funnel 83 00:03:12,133 --> 00:03:14,633 you're funneling them from the top 84 00:03:14,633 --> 00:03:17,133 where you're offering them something for free 85 00:03:17,133 --> 00:03:19,533 that means it's low risk for them 86 00:03:19,933 --> 00:03:21,533 so as you go down the funnel 87 00:03:21,833 --> 00:03:24,033 it's at the beginning 88 00:03:24,033 --> 00:03:24,899 it's high risk 89 00:03:24,900 --> 00:03:26,800 especially when they don't know you 90 00:03:26,833 --> 00:03:29,299 it's high risk for them to buy anything from you 91 00:03:29,466 --> 00:03:30,333 but you're saying 92 00:03:30,333 --> 00:03:31,733 hey i've got this thing for you 93 00:03:31,733 --> 00:03:32,999 it's gonna cost you nothing 94 00:03:33,000 --> 00:03:34,466 you can see what i do 95 00:03:34,466 --> 00:03:35,999 what what we do as a company 96 00:03:36,400 --> 00:03:39,066 and then as you go down the funnel 97 00:03:39,066 --> 00:03:40,633 yes it's a bit riskier 98 00:03:40,633 --> 00:03:42,866 but then they're more familiar with you 99 00:03:43,033 --> 00:03:44,266 and higher risk 100 00:03:44,266 --> 00:03:47,433 but it's also higher cost 101 00:03:48,166 --> 00:03:49,599 but on the face of it 102 00:03:49,600 --> 00:03:50,733 it seems high risk 103 00:03:50,733 --> 00:03:53,333 but if they've been with you throughout this journey 104 00:03:53,566 --> 00:03:55,233 then it's actually lower risk for them 105 00:03:55,233 --> 00:03:57,566 because they get in value at every single stage 106 00:03:57,866 --> 00:04:00,466 it's high cost and lower risk at that stage 107 00:04:00,466 --> 00:04:03,933 and when you get to high cost or ultra high cost 108 00:04:04,100 --> 00:04:05,666 now let's look at bullseye 109 00:04:05,700 --> 00:04:07,666 there are some companies who 110 00:04:08,166 --> 00:04:09,699 do not follow the funnel strategy 111 00:04:09,700 --> 00:04:10,766 there's no right or wrong 112 00:04:10,766 --> 00:04:12,899 it really depends on your type of business 113 00:04:12,966 --> 00:04:15,199 and what they do follow is the bullseye strategy 114 00:04:15,200 --> 00:04:17,566 and whereby their whole focus 115 00:04:17,566 --> 00:04:20,333 is to sell the thing they want to sell 116 00:04:20,733 --> 00:04:21,633 first of all 117 00:04:21,633 --> 00:04:23,533 and so that if you look at a bullseye 118 00:04:23,800 --> 00:04:26,100 they want to sell that thing at high cost 119 00:04:26,166 --> 00:04:27,866 so that's what they going to do first 120 00:04:28,200 --> 00:04:29,333 whatever that value is 121 00:04:29,333 --> 00:04:31,933 they're gonna focus on selling that at a high cost 122 00:04:31,933 --> 00:04:34,199 and if the person doesn't buy it 123 00:04:34,600 --> 00:04:35,500 or doesn't want it 124 00:04:35,500 --> 00:04:36,533 or they object 125 00:04:36,933 --> 00:04:38,333 they will then focus on 126 00:04:38,666 --> 00:04:41,299 down selling to something at medium cost 127 00:04:41,966 --> 00:04:44,566 but the whole idea is to go straight to what it is 128 00:04:44,566 --> 00:04:45,166 you want to sell 129 00:04:45,166 --> 00:04:46,099 that high cost thing 130 00:04:46,100 --> 00:04:48,000 or ultra high cost thing 131 00:04:48,033 --> 00:04:50,066 and then if they don't buy it 132 00:04:50,066 --> 00:04:54,666 then down sell to the medium cost or the low cost item 133 00:04:54,900 --> 00:04:56,400 to keep them as a customer 134 00:04:56,700 --> 00:04:57,733 let me give you an example 135 00:04:58,200 --> 00:04:59,700 a couple of examples rather 136 00:04:59,733 --> 00:05:01,233 so here's a final example 137 00:05:02,033 --> 00:05:03,266 so our company 138 00:05:03,266 --> 00:05:03,733 for example 139 00:05:03,733 --> 00:05:04,699 mind space coaching 140 00:05:04,700 --> 00:05:06,600 we offer free videos 141 00:05:06,600 --> 00:05:08,200 articles blogs talks 142 00:05:08,200 --> 00:05:09,966 we do a lot of social media 143 00:05:10,533 --> 00:05:11,333 we do talks 144 00:05:11,333 --> 00:05:14,166 webinars and we do live talks 145 00:05:14,700 --> 00:05:16,366 in other people's master classes 146 00:05:16,366 --> 00:05:17,999 we do master classes online 147 00:05:18,000 --> 00:05:19,400 we do webinars etc 148 00:05:19,833 --> 00:05:21,133 and so the idea is 149 00:05:21,133 --> 00:05:22,233 that is to give 150 00:05:22,233 --> 00:05:23,333 create awareness 151 00:05:23,366 --> 00:05:24,966 so people eventually buy 152 00:05:25,033 --> 00:05:26,733 maybe they'll buy our books 153 00:05:26,900 --> 00:05:28,733 our books typically are ten dollars 154 00:05:29,266 --> 00:05:29,799 for each book 155 00:05:29,800 --> 00:05:31,533 on amazon or different places 156 00:05:31,866 --> 00:05:34,033 and if they like the content of the book 157 00:05:34,033 --> 00:05:37,733 they may decide to come to our three day boot camp 158 00:05:37,833 --> 00:05:39,833 and our three day boot camp the value 159 00:05:40,066 --> 00:05:42,599 the value of it is nineteen ninety seven 160 00:05:42,733 --> 00:05:44,433 obviously we do offer special 161 00:05:46,000 --> 00:05:48,100 offers at times we offer special offers 162 00:05:48,100 --> 00:05:49,433 but a true value 163 00:05:49,700 --> 00:05:53,966 the true value of the bab business accelerator bootcamp 164 00:05:53,966 --> 00:05:55,033 is nineteen 165 00:05:55,033 --> 00:05:55,499 one thousand 166 00:05:55,500 --> 00:05:56,900 nine hundred and ninety seven 167 00:05:56,900 --> 00:05:57,833 for three days 168 00:05:58,133 --> 00:05:59,766 then at some point 169 00:05:59,766 --> 00:06:02,566 they might want to do the client attraction system 170 00:06:02,566 --> 00:06:04,033 and the client attraction system 171 00:06:04,033 --> 00:06:05,833 is a twelve week program 172 00:06:06,033 --> 00:06:06,966 where this one 173 00:06:06,966 --> 00:06:08,566 it's not a boot camp 174 00:06:08,666 --> 00:06:11,366 but it's more of a group coaching 175 00:06:11,433 --> 00:06:14,033 plus online home study 176 00:06:14,033 --> 00:06:14,733 for twelve weeks 177 00:06:14,733 --> 00:06:18,366 for you to really get better at sales and marketing 178 00:06:18,533 --> 00:06:19,699 and the value of it 179 00:06:19,700 --> 00:06:20,566 with no discounts 180 00:06:20,566 --> 00:06:21,533 with no special offers 181 00:06:21,533 --> 00:06:23,166 six thousand dollars 182 00:06:23,633 --> 00:06:25,966 now those who go through these programs 183 00:06:25,966 --> 00:06:29,666 may then decide what to join us on our mba program 184 00:06:29,833 --> 00:06:31,866 and this is the millionaire business academy 185 00:06:32,066 --> 00:06:33,866 and in the millionaire business academy 186 00:06:33,966 --> 00:06:35,666 it's a twelve month program 187 00:06:35,666 --> 00:06:37,099 and there's two parts of it 188 00:06:37,333 --> 00:06:39,566 one is a mastermind group 189 00:06:39,600 --> 00:06:42,000 that you meet up with on a monthly basis 190 00:06:42,533 --> 00:06:44,466 virtually or live 191 00:06:44,666 --> 00:06:46,066 and you meet up with them 192 00:06:46,166 --> 00:06:48,666 and the other part of it is one on one coaching 193 00:06:48,866 --> 00:06:50,599 so where the client attraction system 194 00:06:50,600 --> 00:06:52,500 is a group coaching the nba 195 00:06:52,866 --> 00:06:53,666 you have a person 196 00:06:53,666 --> 00:06:55,799 a coach that coaches you 197 00:06:56,400 --> 00:06:57,533 every single month 198 00:06:57,533 --> 00:06:59,999 to make sure that you are hitting your targets 199 00:07:00,000 --> 00:07:01,866 you've got to support you what you need 200 00:07:01,966 --> 00:07:03,333 and actually doing the right things 201 00:07:03,333 --> 00:07:04,599 and holding accountability 202 00:07:04,600 --> 00:07:06,800 and giving you support to move forward 203 00:07:06,800 --> 00:07:08,366 so that's the twelve month program 204 00:07:08,566 --> 00:07:09,599 now with all these programs 205 00:07:09,600 --> 00:07:12,000 our clients get huge breakthroughs from them 206 00:07:12,000 --> 00:07:14,466 especially at the mba stage 207 00:07:14,466 --> 00:07:16,433 where they get one or one coaching 208 00:07:16,433 --> 00:07:18,166 they get in high level mastermind 209 00:07:18,266 --> 00:07:19,366 and they move in forward 210 00:07:19,366 --> 00:07:20,099 so the value 211 00:07:20,100 --> 00:07:20,933 with no discount 212 00:07:20,933 --> 00:07:23,633 is twenty four thousand dollars 213 00:07:24,266 --> 00:07:26,233 then we have the inner circle program 214 00:07:26,266 --> 00:07:28,599 and the inner circle program is really 215 00:07:28,833 --> 00:07:30,299 associating with us 216 00:07:30,633 --> 00:07:32,399 and getting access to 217 00:07:32,766 --> 00:07:33,933 some of the experts 218 00:07:33,966 --> 00:07:35,733 that we use in our own businesses 219 00:07:36,000 --> 00:07:37,466 that can help support you 220 00:07:37,466 --> 00:07:39,299 there's some high level mastermind 221 00:07:39,400 --> 00:07:41,633 but everything you need to be done 222 00:07:41,633 --> 00:07:43,866 will be done with you or for you 223 00:07:43,866 --> 00:07:45,266 so you can move forward much 224 00:07:45,266 --> 00:07:46,133 much faster 225 00:07:46,266 --> 00:07:47,999 than you could on your own 226 00:07:48,266 --> 00:07:49,999 so this is an example of a funnel 227 00:07:50,000 --> 00:07:51,066 and so for some 228 00:07:51,866 --> 00:07:53,033 service based companies 229 00:07:53,033 --> 00:07:54,599 the funnel could be slightly different 230 00:07:54,600 --> 00:07:55,200 if you're a coach 231 00:07:55,200 --> 00:07:55,900 or a consultant 232 00:07:55,900 --> 00:07:58,633 maybe you offer some free videos 233 00:07:59,233 --> 00:08:00,133 and then maybe 234 00:08:00,200 --> 00:08:01,833 you have a one day program 235 00:08:01,933 --> 00:08:03,499 maybe two hundred dollars 236 00:08:03,766 --> 00:08:04,633 then you have 237 00:08:05,300 --> 00:08:06,633 a group coaching program 238 00:08:06,633 --> 00:08:08,199 that could be a thousand dollars 239 00:08:08,200 --> 00:08:09,633 but you can adjust these 240 00:08:10,066 --> 00:08:12,199 you can decide what your funnel is 241 00:08:12,200 --> 00:08:14,233 and adjust the prices accordingly 242 00:08:14,333 --> 00:08:16,899 the cost based on how i said 243 00:08:17,266 --> 00:08:18,866 now let's look at a bullseye strategy 244 00:08:18,866 --> 00:08:21,566 remember the idea of the bullseye strategy 245 00:08:21,633 --> 00:08:25,466 is to focus on selling the high value item 246 00:08:25,466 --> 00:08:26,566 that you have 247 00:08:27,133 --> 00:08:28,266 and that's your focus 248 00:08:28,266 --> 00:08:29,399 to sell anyway 249 00:08:29,766 --> 00:08:31,233 and then if they don't buy 250 00:08:31,233 --> 00:08:32,533 that down sell 251 00:08:32,533 --> 00:08:33,999 so let's say we decided that 252 00:08:34,000 --> 00:08:36,066 are we followed the final strategy 253 00:08:36,066 --> 00:08:37,733 but if we didn't follow the final strategy 254 00:08:37,733 --> 00:08:39,966 and we wanted to bullseye a strategy 255 00:08:40,333 --> 00:08:41,033 is an example 256 00:08:41,033 --> 00:08:42,599 we could focus on selling mba 257 00:08:43,333 --> 00:08:44,833 which is a twelve month program 258 00:08:44,900 --> 00:08:45,833 and we can just 259 00:08:45,833 --> 00:08:46,766 all our advertising 260 00:08:46,766 --> 00:08:47,499 everything we do 261 00:08:47,500 --> 00:08:49,433 is focused on selling this program 262 00:08:49,733 --> 00:08:51,066 and if someone does buy it 263 00:08:51,066 --> 00:08:52,099 we can downsell them 264 00:08:52,100 --> 00:08:54,833 to the client's attraction system but 265 00:08:54,966 --> 00:08:56,966 and so that's one way of doing it 266 00:08:56,966 --> 00:08:58,933 so look at your own product or service 267 00:08:59,100 --> 00:09:02,200 and decide whether it is going to be better for you to 268 00:09:02,200 --> 00:09:04,000 follow the bullseye strategy 269 00:09:04,233 --> 00:09:07,399 or whether it's better for you to follow the 270 00:09:08,233 --> 00:09:09,166 funnel strategy 271 00:09:09,733 --> 00:09:12,266 now why are we 272 00:09:12,266 --> 00:09:13,566 so now we understand 273 00:09:13,566 --> 00:09:16,133 that there are two types of strategies we can use 274 00:09:16,133 --> 00:09:17,366 in order to attract 275 00:09:17,366 --> 00:09:19,099 or bring clients in 276 00:09:19,100 --> 00:09:20,700 and they stay with us 277 00:09:21,133 --> 00:09:22,866 there's two things i want you to consider 278 00:09:23,100 --> 00:09:24,133 lead awareness 279 00:09:24,133 --> 00:09:25,266 and lead generation 280 00:09:25,433 --> 00:09:26,566 what is lead awareness 281 00:09:26,566 --> 00:09:28,633 is when the marketplace doesn't know you 282 00:09:28,633 --> 00:09:30,599 what is it you're going to do or say 283 00:09:30,900 --> 00:09:32,633 in order to attract them 284 00:09:33,466 --> 00:09:35,166 what is it you're going to shout to the market 285 00:09:35,166 --> 00:09:35,699 for them say 286 00:09:35,700 --> 00:09:37,300 oh i think you can help me 287 00:09:37,666 --> 00:09:39,833 now there's different ways you can do that 288 00:09:40,166 --> 00:09:41,533 the ones that we recommend 289 00:09:41,533 --> 00:09:42,333 at the moment 290 00:09:42,466 --> 00:09:44,033 are social media 291 00:09:44,333 --> 00:09:46,099 so there's various social media channels 292 00:09:46,100 --> 00:09:47,000 depending on 293 00:09:47,000 --> 00:09:48,233 your type of service 294 00:09:48,600 --> 00:09:50,200 and then joint ventures 295 00:09:50,200 --> 00:09:52,300 we highly recommend doing joint ventures 296 00:09:52,400 --> 00:09:53,033 or affiliates 297 00:09:53,033 --> 00:09:55,166 or strategic partnerships that 298 00:09:55,166 --> 00:09:57,166 so in social media 299 00:09:57,566 --> 00:10:00,333 you are going to put you into post items 300 00:10:00,600 --> 00:10:01,300 post things 301 00:10:01,300 --> 00:10:02,333 like articles 302 00:10:02,333 --> 00:10:03,799 or news items 303 00:10:03,800 --> 00:10:05,233 or videos or audio 304 00:10:05,366 --> 00:10:06,866 so people can get to 305 00:10:07,500 --> 00:10:08,466 know you like you 306 00:10:08,466 --> 00:10:09,399 trust you so much 307 00:10:09,400 --> 00:10:12,333 so they eventually come through your funnel 308 00:10:12,766 --> 00:10:13,633 or joint ventures 309 00:10:13,633 --> 00:10:15,599 where the joint venture partner 310 00:10:15,600 --> 00:10:18,233 puts you in front of their clients 311 00:10:18,566 --> 00:10:21,033 and because someone else is promoting you 312 00:10:21,033 --> 00:10:22,499 it's an easier buy 313 00:10:22,633 --> 00:10:24,599 for those clients okay 314 00:10:24,733 --> 00:10:25,599 you endorse them 315 00:10:25,600 --> 00:10:27,400 so i trust them already 316 00:10:28,466 --> 00:10:30,266 could be friends that 317 00:10:31,100 --> 00:10:32,600 can recommend you 318 00:10:32,600 --> 00:10:33,866 or push you out to other people 319 00:10:33,866 --> 00:10:35,133 it could be family members 320 00:10:35,133 --> 00:10:36,199 as well remember 321 00:10:36,200 --> 00:10:38,133 friends and family may not necessarily 322 00:10:38,133 --> 00:10:39,333 buy from you 323 00:10:39,333 --> 00:10:41,033 but they may open the doors 324 00:10:41,033 --> 00:10:42,299 to people they know 325 00:10:42,300 --> 00:10:45,233 okay or make people aware of what you are doing 326 00:10:46,066 --> 00:10:47,133 so let's look at 327 00:10:47,133 --> 00:10:48,666 so once people are aware 328 00:10:48,666 --> 00:10:49,466 of what you are doing 329 00:10:49,466 --> 00:10:51,166 we need to find a way of 330 00:10:51,366 --> 00:10:52,833 getting them to say yes 331 00:10:52,833 --> 00:10:53,933 can you help me 332 00:10:54,200 --> 00:10:55,100 and one way to do that 333 00:10:55,100 --> 00:10:56,800 is to create an advert 334 00:10:56,800 --> 00:10:57,766 of some sort 335 00:10:57,766 --> 00:10:59,133 or a post or 336 00:10:59,466 --> 00:11:00,666 some kind of flyer 337 00:11:00,666 --> 00:11:01,933 depending on your business 338 00:11:02,100 --> 00:11:03,300 but something that 339 00:11:03,300 --> 00:11:04,400 gets them to think oh 340 00:11:04,400 --> 00:11:05,600 i have that challenge 341 00:11:05,600 --> 00:11:06,666 i have that problem 342 00:11:06,900 --> 00:11:09,066 and yes i can resonate with this 343 00:11:09,166 --> 00:11:10,333 and can you help me 344 00:11:10,366 --> 00:11:11,999 so now i want to talk through 345 00:11:12,000 --> 00:11:13,100 the lead generation 346 00:11:13,100 --> 00:11:14,200 what kind of advert 347 00:11:14,200 --> 00:11:15,200 can you create 348 00:11:15,200 --> 00:11:16,333 how do you do it 349 00:11:16,500 --> 00:11:18,533 in order for things to make sense 350 00:11:18,700 --> 00:11:19,966 so people then 351 00:11:19,966 --> 00:11:21,099 either phone you 352 00:11:21,400 --> 00:11:22,300 they recommend 353 00:11:22,300 --> 00:11:25,300 they either phone you 354 00:11:25,300 --> 00:11:26,500 or they email you 355 00:11:26,500 --> 00:11:27,200 or they send you 356 00:11:27,200 --> 00:11:28,300 some kind of message for you 357 00:11:28,300 --> 00:11:28,766 to help them 358 00:11:28,766 --> 00:11:29,766 so let's look at 359 00:11:29,833 --> 00:11:30,799 the breakdown 360 00:11:31,066 --> 00:11:33,033 in order to create a powerful advert 361 00:11:33,033 --> 00:11:34,233 and most people think 362 00:11:34,233 --> 00:11:35,033 well i can't really 363 00:11:35,033 --> 00:11:36,433 write an advert 364 00:11:36,533 --> 00:11:37,999 that's gonna be pretty challenging 365 00:11:38,000 --> 00:11:38,900 pretty hard 366 00:11:39,133 --> 00:11:41,033 well let me give you a format to follow 367 00:11:41,033 --> 00:11:42,566 that will make it easy for you 368 00:11:42,566 --> 00:11:44,233 or easier for you 369 00:11:45,166 --> 00:11:47,366 we call it the anatomy of a powerful advert 370 00:11:47,366 --> 00:11:48,499 and it's based on 371 00:11:48,833 --> 00:11:50,099 the marketing principle 372 00:11:50,100 --> 00:11:51,000 of ada aida 373 00:11:52,633 --> 00:11:53,233 in other words 374 00:11:53,233 --> 00:11:55,199 attention interest 375 00:11:55,266 --> 00:11:56,933 desire action 376 00:11:57,133 --> 00:11:59,899 whenever you create some kind of post 377 00:12:00,266 --> 00:12:03,433 or an advert or a brochure or anything 378 00:12:03,433 --> 00:12:06,033 if you follow this principle of ada 379 00:12:06,466 --> 00:12:07,166 you will actually 380 00:12:07,166 --> 00:12:09,233 from a psychological point of view 381 00:12:09,266 --> 00:12:11,466 be tuning that 382 00:12:11,633 --> 00:12:14,466 put reader or person seeing it say 383 00:12:14,466 --> 00:12:16,566 oh i i if they have that issue 384 00:12:16,633 --> 00:12:18,999 you'll be talking directly to them 385 00:12:19,066 --> 00:12:22,366 so attention is all about grabbing their attention 386 00:12:22,366 --> 00:12:25,199 remember lots of people are busy busy 387 00:12:25,200 --> 00:12:26,666 busy doing what they're doing 388 00:12:27,333 --> 00:12:29,166 you are the last thing on their mind 389 00:12:29,166 --> 00:12:31,999 so you want to find a way of drawing their attention 390 00:12:32,000 --> 00:12:33,133 capturing their attention 391 00:12:33,233 --> 00:12:35,433 for them to be interested in 392 00:12:35,600 --> 00:12:36,300 in what we're doing 393 00:12:36,300 --> 00:12:37,500 if they show interest 394 00:12:37,500 --> 00:12:40,333 we show them why they should be interested in this 395 00:12:40,333 --> 00:12:41,799 i'll give you an example in a moment 396 00:12:42,033 --> 00:12:44,166 and then we need to peak their desire 397 00:12:44,166 --> 00:12:47,266 we need to really let them know that this is something 398 00:12:47,433 --> 00:12:49,033 you need or want right 399 00:12:49,466 --> 00:12:50,766 and then we tell them what to do 400 00:12:50,766 --> 00:12:52,133 what action to take 401 00:12:52,200 --> 00:12:53,933 so let's look at an example here 402 00:12:54,133 --> 00:12:56,433 and you can follow the same framework to 403 00:12:56,433 --> 00:12:57,866 in your own home actions 404 00:12:57,866 --> 00:12:59,333 so remember we said attention 405 00:12:59,333 --> 00:13:00,899 interest desire action 406 00:13:01,033 --> 00:13:02,666 so imagine you're writing an advert 407 00:13:02,666 --> 00:13:05,099 and part of your home action is to create an advert 408 00:13:05,833 --> 00:13:08,466 and these are the principles for it 409 00:13:09,033 --> 00:13:11,633 you need a strong headline or a hook 410 00:13:11,833 --> 00:13:14,466 and that hook maybe could be based on a problem 411 00:13:14,566 --> 00:13:17,933 so strong headline that stops them in their tracks 412 00:13:17,966 --> 00:13:20,866 to want to know more or read more or see more 413 00:13:20,900 --> 00:13:21,933 don't make it bland 414 00:13:21,933 --> 00:13:23,466 don't make it vanilla 415 00:13:23,633 --> 00:13:25,233 make sure it grabs them 416 00:13:25,300 --> 00:13:26,633 and then that 417 00:13:26,733 --> 00:13:28,733 then put a sub headline there 418 00:13:28,966 --> 00:13:29,733 and i'll give you an example 419 00:13:29,733 --> 00:13:30,199 at the moment 420 00:13:30,200 --> 00:13:32,733 the sub headline gets them to continue reading 421 00:13:33,200 --> 00:13:34,700 and then piqued their interest 422 00:13:34,700 --> 00:13:35,800 do you have this problem 423 00:13:35,900 --> 00:13:37,700 and you can list some of the problems 424 00:13:37,833 --> 00:13:38,899 or some of the things 425 00:13:38,900 --> 00:13:40,966 the reason why they should be reading this 426 00:13:41,033 --> 00:13:42,033 it could be through video 427 00:13:42,033 --> 00:13:43,199 it could be through a text 428 00:13:43,200 --> 00:13:45,800 through written text 429 00:13:46,300 --> 00:13:47,966 put a picture that captures 430 00:13:47,966 --> 00:13:49,966 the essence of what you're trying to convey 431 00:13:50,133 --> 00:13:52,299 whether it's good or bad 432 00:13:52,333 --> 00:13:54,099 but something that conveys 433 00:13:54,600 --> 00:13:56,400 they say a picture 434 00:13:56,933 --> 00:13:59,299 a picture paints a thousand words okay 435 00:13:59,333 --> 00:14:01,566 so use a picture or a video where you can 436 00:14:02,033 --> 00:14:03,266 and the benefits 437 00:14:03,400 --> 00:14:05,666 so in terms of their desire 438 00:14:05,666 --> 00:14:07,366 you can do that through video or text 439 00:14:07,366 --> 00:14:09,933 depending on what medium you're communicating over 440 00:14:10,166 --> 00:14:10,999 list the benefit 441 00:14:11,000 --> 00:14:12,066 given the benefits 442 00:14:12,066 --> 00:14:12,866 because remember 443 00:14:12,866 --> 00:14:14,366 people are buying because of the benefit 444 00:14:14,366 --> 00:14:15,333 or the result 445 00:14:15,966 --> 00:14:18,133 that they are looking for 446 00:14:18,233 --> 00:14:20,166 not because of what this thing does 447 00:14:20,166 --> 00:14:21,399 not because of the features 448 00:14:21,400 --> 00:14:22,900 but the benefits to them 449 00:14:22,900 --> 00:14:24,366 the result they will get 450 00:14:24,566 --> 00:14:25,733 so list that down 451 00:14:25,800 --> 00:14:28,333 and this is where your social proof comes in 452 00:14:28,433 --> 00:14:29,199 your case study 453 00:14:29,200 --> 00:14:30,333 your social proof 454 00:14:30,400 --> 00:14:31,666 your success stories 455 00:14:31,800 --> 00:14:32,800 you can put it in 456 00:14:33,166 --> 00:14:34,333 and so that thing oh 457 00:14:35,300 --> 00:14:36,266 these are the benefits 458 00:14:36,266 --> 00:14:38,766 and these people actually got 459 00:14:39,300 --> 00:14:40,266 support or help 460 00:14:40,266 --> 00:14:41,533 or results through it 461 00:14:41,566 --> 00:14:43,399 and these are the real life examples 462 00:14:43,600 --> 00:14:45,100 then i may be interested 463 00:14:46,300 --> 00:14:46,900 if you need to 464 00:14:46,900 --> 00:14:48,233 you can put a picture of yourself 465 00:14:48,300 --> 00:14:49,833 if it makes sense in it 466 00:14:49,833 --> 00:14:51,833 you know and people 467 00:14:52,700 --> 00:14:55,000 will then resonate with you or not 468 00:14:55,000 --> 00:14:55,900 so you can put a picture 469 00:14:55,900 --> 00:14:56,833 you don't have to 470 00:14:57,133 --> 00:14:58,166 put your bio 471 00:14:58,166 --> 00:14:59,233 you can put your bio 472 00:14:59,800 --> 00:15:01,366 but the more elements you have 473 00:15:01,366 --> 00:15:02,766 the more people get to know you 474 00:15:02,766 --> 00:15:04,133 like you and trust you 475 00:15:04,500 --> 00:15:06,366 and then don't forget latterly 476 00:15:06,366 --> 00:15:07,866 to have a cta 477 00:15:08,633 --> 00:15:10,733 a cta being a call to action 478 00:15:11,000 --> 00:15:11,800 so in other words 479 00:15:11,800 --> 00:15:12,800 now they've read all this 480 00:15:12,800 --> 00:15:14,000 or they've watched your video 481 00:15:14,000 --> 00:15:15,633 what do you want me to do now 482 00:15:15,800 --> 00:15:17,333 what do you want them to do now 483 00:15:17,433 --> 00:15:19,866 do you want them to phone this number 484 00:15:20,000 --> 00:15:22,166 do you want them to arrange a zoom call with you 485 00:15:22,166 --> 00:15:23,333 do you want them to click this link 486 00:15:23,333 --> 00:15:24,766 and put their details in 487 00:15:24,833 --> 00:15:26,466 do you want them to um 488 00:15:26,833 --> 00:15:28,433 phone the office now 489 00:15:28,800 --> 00:15:29,966 so what is it you want 490 00:15:29,966 --> 00:15:31,633 what action do you want them to take 491 00:15:31,766 --> 00:15:33,366 and often people do some adverts 492 00:15:33,366 --> 00:15:35,399 and they do not have a call to action 493 00:15:35,866 --> 00:15:37,533 now that doesn't make any sense 494 00:15:37,533 --> 00:15:39,266 so you must have a call to action 495 00:15:39,333 --> 00:15:40,299 let me give you an example 496 00:15:40,566 --> 00:15:41,966 using the same framework 497 00:15:41,966 --> 00:15:43,066 the same framework 498 00:15:43,433 --> 00:15:44,999 so imagine the headline is 499 00:15:45,466 --> 00:15:47,333 what would happen to you 500 00:15:47,333 --> 00:15:48,233 financially 501 00:15:48,466 --> 00:15:49,699 if you contract 502 00:15:49,700 --> 00:15:51,933 a terminal illness tomorrow 503 00:15:52,433 --> 00:15:53,899 terminal illness is that 504 00:15:53,900 --> 00:15:55,066 you know you're gonna die from it 505 00:15:55,066 --> 00:15:56,199 you you don't have 506 00:15:56,233 --> 00:15:57,233 long to live 507 00:15:57,266 --> 00:15:58,166 now well that 508 00:15:58,166 --> 00:15:59,666 if you're the right client 509 00:15:59,666 --> 00:16:00,733 you're the ideal client 510 00:16:00,733 --> 00:16:01,799 this will makes 511 00:16:02,266 --> 00:16:03,966 with this may stop you in your tracks 512 00:16:03,966 --> 00:16:06,099 to read okay um 513 00:16:07,433 --> 00:16:09,466 stronger headline maybe 514 00:16:09,833 --> 00:16:11,133 you may die tomorrow 515 00:16:11,266 --> 00:16:12,333 what are you going to do 516 00:16:12,866 --> 00:16:14,566 okay that's probably a stronger headline 517 00:16:14,566 --> 00:16:17,733 but what we want the headline to do is to stop them 518 00:16:17,766 --> 00:16:19,933 to read on now 519 00:16:20,200 --> 00:16:21,833 part of the sub headline we talked about 520 00:16:21,833 --> 00:16:22,933 which finally 521 00:16:23,033 --> 00:16:25,533 a solution to protect you and your family 522 00:16:26,000 --> 00:16:28,666 get your free report now to see how 523 00:16:28,966 --> 00:16:30,866 okay then we can talk a little bit about 524 00:16:30,966 --> 00:16:31,966 you know what can happen 525 00:16:31,966 --> 00:16:32,933 peak their interest 526 00:16:32,966 --> 00:16:34,833 your family disaster 527 00:16:34,833 --> 00:16:35,799 your family not be 528 00:16:35,800 --> 00:16:37,666 will not be able to access your bank account 529 00:16:37,700 --> 00:16:38,900 you can't pay your bills 530 00:16:38,933 --> 00:16:42,999 you'll not be able to buy food or to eat etc 531 00:16:43,300 --> 00:16:45,600 so we want to let them know that this is the pain 532 00:16:45,600 --> 00:16:46,533 that can happen 533 00:16:46,933 --> 00:16:48,533 and now you're saying 534 00:16:48,533 --> 00:16:49,999 look that's why 535 00:16:50,000 --> 00:16:51,133 we have money secure 536 00:16:51,333 --> 00:16:53,133 you have access to your money whenever you need it 537 00:16:53,133 --> 00:16:55,633 nominate a family member to have access 538 00:16:55,666 --> 00:16:58,433 all expenses paid for until recovery 539 00:16:58,433 --> 00:17:01,166 so just an example of what you could be talking about 540 00:17:02,266 --> 00:17:03,299 gabriella m 541 00:17:03,300 --> 00:17:04,666 you know happy client 542 00:17:06,533 --> 00:17:10,333 picture and maybe the name 543 00:17:10,433 --> 00:17:12,266 the name the founder the ceo 544 00:17:12,933 --> 00:17:14,133 a little bit about yourself 545 00:17:14,133 --> 00:17:15,133 whatever it is 546 00:17:15,133 --> 00:17:17,399 this could be partly your tagline 547 00:17:17,400 --> 00:17:19,100 it could be your elevator pitch 548 00:17:19,133 --> 00:17:20,533 just something for them to know 549 00:17:20,533 --> 00:17:23,433 okay this is the person who've written the report 550 00:17:23,433 --> 00:17:25,233 and this report is going to help me 551 00:17:25,400 --> 00:17:25,966 now we're saying 552 00:17:25,966 --> 00:17:28,966 download your free report now click here 553 00:17:29,233 --> 00:17:30,099 so when you click here 554 00:17:30,100 --> 00:17:31,533 they can put their details in 555 00:17:31,633 --> 00:17:33,333 and those details can be stored 556 00:17:33,333 --> 00:17:35,233 in an email capture system 557 00:17:35,233 --> 00:17:36,999 which we can talk about in a moment 558 00:17:37,666 --> 00:17:38,633 so so far so good 559 00:17:38,633 --> 00:17:39,633 i hope you understand it 560 00:17:39,633 --> 00:17:42,466 this is be a homework for you to do now 561 00:17:42,500 --> 00:17:43,966 now we've created the advert 562 00:17:43,966 --> 00:17:45,233 but if no one sees it 563 00:17:45,233 --> 00:17:46,166 what's the point 564 00:17:46,433 --> 00:17:48,499 so now we want to drive traffic 565 00:17:48,500 --> 00:17:51,566 we want to drive people to see the ad 566 00:17:51,800 --> 00:17:54,100 now there are various ways of doing that 567 00:17:54,400 --> 00:18:00,100 one way is simply to post stuff on social media 568 00:18:00,166 --> 00:18:03,299 and get people to go to that particular page 569 00:18:03,300 --> 00:18:04,833 or see the ad read it 570 00:18:05,300 --> 00:18:06,600 the call to action is click here 571 00:18:06,600 --> 00:18:07,766 put their details in 572 00:18:08,000 --> 00:18:09,300 and so for you 573 00:18:09,700 --> 00:18:11,700 whatever traffic source you decide 574 00:18:11,800 --> 00:18:15,100 the idea is for them now to take action now 575 00:18:15,100 --> 00:18:16,866 this could be through a joint venture partnership 576 00:18:16,866 --> 00:18:18,366 maybe your joint venture partner 577 00:18:18,533 --> 00:18:20,199 sends out an email on your behalf 578 00:18:20,233 --> 00:18:23,299 and people down call your office as the call to action 579 00:18:23,300 --> 00:18:24,333 or they click the link 580 00:18:24,333 --> 00:18:25,766 they put their details in 581 00:18:27,500 --> 00:18:28,900 referrals no 582 00:18:28,900 --> 00:18:30,700 people you could ask someone who 583 00:18:30,700 --> 00:18:32,433 do you know who would need this kind of thing 584 00:18:32,600 --> 00:18:35,133 and they can send it to them on your behalf 585 00:18:35,133 --> 00:18:35,866 or you can send it 586 00:18:35,866 --> 00:18:38,199 if they give you the email addresses or whatever it is 587 00:18:38,200 --> 00:18:39,100 or the phone numbers 588 00:18:39,100 --> 00:18:41,000 so you can call people now 589 00:18:41,000 --> 00:18:42,066 apart from free 590 00:18:42,066 --> 00:18:43,999 so the first three are paid now 591 00:18:44,000 --> 00:18:46,666 sorry first three are free 592 00:18:47,533 --> 00:18:48,799 and the last one is paid 593 00:18:48,833 --> 00:18:52,099 there are various ways of getting traffic to 594 00:18:52,766 --> 00:18:54,599 the thing that you want people to see 595 00:18:55,933 --> 00:18:57,099 want some are free 596 00:18:57,100 --> 00:18:57,800 some are paid 597 00:18:57,800 --> 00:19:00,433 so paid could be paid advertising 598 00:19:00,433 --> 00:19:03,999 google ad advertising campaigns 599 00:19:04,000 --> 00:19:06,266 or paid advertising through google 600 00:19:06,666 --> 00:19:07,366 through facebook 601 00:19:07,366 --> 00:19:07,933 for instagram 602 00:19:07,933 --> 00:19:08,833 through linkedin 603 00:19:08,900 --> 00:19:11,466 there are paid newspapers magazines 604 00:19:11,466 --> 00:19:14,633 so it really depends on the medium that you're using 605 00:19:14,633 --> 00:19:16,999 in order for people to see what you're up to 606 00:19:17,000 --> 00:19:18,500 and what you are giving them 607 00:19:19,966 --> 00:19:21,233 so remember now 608 00:19:21,233 --> 00:19:24,233 they come to download this thing 609 00:19:24,233 --> 00:19:26,099 or they come for this free thing 610 00:19:26,166 --> 00:19:27,233 it's a bit of give and take 611 00:19:27,233 --> 00:19:27,799 you're saying 612 00:19:27,800 --> 00:19:29,233 i'm gonna give you this 613 00:19:29,900 --> 00:19:32,233 and i want you to give me this 614 00:19:32,566 --> 00:19:33,299 so typically 615 00:19:33,300 --> 00:19:34,633 what do you want them to give you 616 00:19:34,633 --> 00:19:35,966 if you give them a free report 617 00:19:35,966 --> 00:19:37,466 or if you give them a free video 618 00:19:37,866 --> 00:19:39,633 or you give them something for free 619 00:19:39,900 --> 00:19:41,200 is it is it okay 620 00:19:42,100 --> 00:19:43,833 from a reciprocal point of view 621 00:19:43,833 --> 00:19:46,266 for them to give you their name and email address 622 00:19:46,500 --> 00:19:48,466 most people say that's fair 623 00:19:48,666 --> 00:19:52,266 okay so we call that a lead magnet 624 00:19:52,333 --> 00:19:53,333 we're gonna give them 625 00:19:53,333 --> 00:19:55,399 um something 626 00:19:55,433 --> 00:19:56,633 and they're gonna give us their name 627 00:19:56,633 --> 00:19:57,266 email address 628 00:19:57,266 --> 00:19:59,733 possibly their phone number or address 629 00:19:59,733 --> 00:20:00,833 postal address 630 00:20:01,933 --> 00:20:04,733 the more of those parameters you ask for 631 00:20:04,933 --> 00:20:06,233 the less lead you'll get 632 00:20:06,233 --> 00:20:08,766 so if it's just a name and email address 633 00:20:09,233 --> 00:20:10,933 most people are comfortable with that 634 00:20:11,000 --> 00:20:12,000 so you could do that 635 00:20:12,000 --> 00:20:13,233 so lead magnet 636 00:20:13,233 --> 00:20:15,933 so you'd have seen a lot of different lead magnets 637 00:20:15,933 --> 00:20:16,533 in the past 638 00:20:16,533 --> 00:20:19,266 but here are some examples of guides 639 00:20:19,266 --> 00:20:19,866 free guides 640 00:20:19,866 --> 00:20:20,533 free reports 641 00:20:20,533 --> 00:20:21,133 free videos 642 00:20:21,133 --> 00:20:21,766 free audios 643 00:20:21,766 --> 00:20:22,833 free templates 644 00:20:23,233 --> 00:20:25,499 maybe a book checklist 645 00:20:25,500 --> 00:20:26,466 free frameworks 646 00:20:26,466 --> 00:20:27,466 free white paper 647 00:20:27,466 --> 00:20:29,966 white paper is similar to a report 648 00:20:29,966 --> 00:20:31,833 that's generally more technical 649 00:20:32,166 --> 00:20:35,333 so you can create any of these and 650 00:20:36,633 --> 00:20:38,399 give it away for free 651 00:20:38,400 --> 00:20:39,266 where people 652 00:20:39,366 --> 00:20:41,299 from a reciprocal point of view 653 00:20:41,533 --> 00:20:42,733 give you their name 654 00:20:42,800 --> 00:20:44,333 the email address etc 655 00:20:44,700 --> 00:20:48,033 so now you've created the lead magnet 656 00:20:48,400 --> 00:20:49,666 let's say it's a free report 657 00:20:49,666 --> 00:20:51,666 or a free guide or something 658 00:20:51,900 --> 00:20:53,300 now remember 659 00:20:53,300 --> 00:20:54,266 no one's gonna 660 00:20:54,533 --> 00:20:56,566 that you haven't asked them to buy anything from you 661 00:20:56,566 --> 00:20:58,499 yet we're gonna go through a sequence of just 662 00:20:58,500 --> 00:20:59,700 nurturing them 663 00:21:00,100 --> 00:21:00,933 now typically 664 00:21:01,400 --> 00:21:03,666 whenever you sell something 665 00:21:04,600 --> 00:21:05,400 at that given time 666 00:21:05,400 --> 00:21:08,133 probably only one percent are ready to buy okay 667 00:21:08,366 --> 00:21:11,099 so what happens to the other ninety nine percent 668 00:21:11,400 --> 00:21:12,600 most people forget them 669 00:21:12,600 --> 00:21:13,833 but what we want to do is 670 00:21:13,833 --> 00:21:16,133 we want to keep them in a nurturing sequence 671 00:21:16,133 --> 00:21:16,933 look after them 672 00:21:16,933 --> 00:21:19,066 keep providing value to them 673 00:21:19,066 --> 00:21:20,666 and so typically 674 00:21:20,666 --> 00:21:22,233 research shows that 675 00:21:22,333 --> 00:21:25,833 people are ready to buy after seven to twelve touches 676 00:21:26,966 --> 00:21:28,166 seven to twelve touches 677 00:21:28,166 --> 00:21:30,799 that means maybe they've seen you speak somewhere 678 00:21:30,800 --> 00:21:32,200 maybe you did a webinar 679 00:21:32,300 --> 00:21:34,166 maybe you did a free video 680 00:21:34,166 --> 00:21:36,266 maybe you posted that somewhere 681 00:21:37,133 --> 00:21:39,599 and maybe you sent out an email 682 00:21:39,700 --> 00:21:41,933 so you've got to give 683 00:21:41,933 --> 00:21:43,733 get them to seven or twelve touches 684 00:21:43,733 --> 00:21:45,999 so constantly be marketing at them 685 00:21:46,033 --> 00:21:49,999 now one way to do that is just through contacting them 686 00:21:50,000 --> 00:21:51,566 either it's gonna be a phone call 687 00:21:52,333 --> 00:21:54,233 get them on a zoom webinar with you 688 00:21:54,866 --> 00:21:56,233 put them in an email series 689 00:21:56,266 --> 00:21:58,266 where you can create an email campaign 690 00:21:58,566 --> 00:21:59,666 probably the easiest thing to do 691 00:21:59,666 --> 00:22:00,966 is create an email campaign 692 00:22:00,966 --> 00:22:02,433 where every few days 693 00:22:02,666 --> 00:22:04,066 or minimum once a week 694 00:22:04,500 --> 00:22:07,066 after they downloaded your free lead magnet 695 00:22:07,266 --> 00:22:10,533 that they are getting something from you to 696 00:22:10,666 --> 00:22:11,999 which gives them value 697 00:22:12,166 --> 00:22:13,266 and then eventually 698 00:22:13,700 --> 00:22:14,433 offers them 699 00:22:14,433 --> 00:22:16,933 gives them an offer to buy from you 700 00:22:17,133 --> 00:22:19,099 so what i part of your homework is 701 00:22:19,100 --> 00:22:19,766 i would say 702 00:22:19,766 --> 00:22:23,199 create seven to twelve different emails 703 00:22:23,200 --> 00:22:25,233 in line with your free giveaway 704 00:22:25,500 --> 00:22:26,900 so that they 705 00:22:27,200 --> 00:22:28,766 you just first email be oh 706 00:22:28,766 --> 00:22:31,466 thank you for downloading the 707 00:22:31,600 --> 00:22:32,600 my free guide 708 00:22:32,600 --> 00:22:33,700 or free report 709 00:22:33,866 --> 00:22:35,166 i hope you find it useful 710 00:22:35,200 --> 00:22:36,433 if we can help you in any way 711 00:22:36,433 --> 00:22:38,333 and have a call to action there as well 712 00:22:38,566 --> 00:22:39,966 then after a few days 713 00:22:40,066 --> 00:22:42,499 you just make sure you will send out another email 714 00:22:43,033 --> 00:22:43,966 which then says 715 00:22:43,966 --> 00:22:44,799 hey did you 716 00:22:45,233 --> 00:22:46,399 what did you think of the report 717 00:22:46,400 --> 00:22:47,200 was it useful 718 00:22:47,233 --> 00:22:49,133 remind them about key elements of it 719 00:22:49,133 --> 00:22:51,866 so you can do seven or twelve of these 720 00:22:52,066 --> 00:22:53,166 but most importantly 721 00:22:53,166 --> 00:22:55,666 we want to feed them into a system 722 00:22:55,666 --> 00:22:56,933 so it's automated 723 00:22:57,233 --> 00:23:00,433 so imagine a thousand people download your lead magnet 724 00:23:00,433 --> 00:23:01,299 your report 725 00:23:01,600 --> 00:23:03,366 you're not going to be emailing people 726 00:23:04,933 --> 00:23:05,866 individually 727 00:23:05,933 --> 00:23:07,199 a thousand people individually 728 00:23:07,200 --> 00:23:08,933 you'll be there all week 729 00:23:09,666 --> 00:23:12,399 now what we will do is use a piece of software 730 00:23:12,733 --> 00:23:14,299 called an auto responder 731 00:23:14,500 --> 00:23:16,200 which i'm going to talk about in the moment 732 00:23:16,233 --> 00:23:19,099 which you can pre program all these emails 733 00:23:19,333 --> 00:23:20,399 and so it'll go out 734 00:23:20,400 --> 00:23:22,400 this at a scheduled times 735 00:23:22,400 --> 00:23:25,300 which becomes good use of your time 736 00:23:25,566 --> 00:23:27,799 so you will use a piece of software to do that 737 00:23:27,866 --> 00:23:29,966 i'll give you an example of what those are 738 00:23:29,966 --> 00:23:32,966 we call them auto responder system 739 00:23:32,966 --> 00:23:35,199 or auto responder software 740 00:23:35,200 --> 00:23:37,733 that means when someone interacts with your company 741 00:23:38,033 --> 00:23:39,799 there is an auto response 742 00:23:39,800 --> 00:23:42,466 an email goes out automatically to them 743 00:23:42,533 --> 00:23:43,499 at scheduled time 744 00:23:43,500 --> 00:23:46,433 so you don't have to be interrupting what you do 745 00:23:46,433 --> 00:23:48,166 to go and send out another email 746 00:23:48,233 --> 00:23:50,599 so some of the auto responders out there 747 00:23:50,600 --> 00:23:51,533 some of the popular ones 748 00:23:51,566 --> 00:23:52,833 are mailchimp 749 00:23:52,833 --> 00:23:54,099 mailchimp is free 750 00:23:54,100 --> 00:23:55,433 mailchimp com 751 00:23:55,433 --> 00:23:56,866 i believe it's free 752 00:23:56,866 --> 00:23:58,233 you can start utilizing that to 753 00:23:58,233 --> 00:24:01,266 understand what an auto responder system is 754 00:24:01,733 --> 00:24:03,199 and how it works 755 00:24:03,200 --> 00:24:06,833 watch some youtube videos on all these auto responders 756 00:24:06,866 --> 00:24:08,766 to see which ones are best for you 757 00:24:09,833 --> 00:24:10,499 there are so 758 00:24:10,500 --> 00:24:11,700 melchimp is free initially 759 00:24:11,700 --> 00:24:13,666 and as you start growing your list 760 00:24:14,833 --> 00:24:15,666 you can pay 761 00:24:15,666 --> 00:24:17,266 you can pay for the upgrades 762 00:24:17,333 --> 00:24:18,733 active campaign is good 763 00:24:18,733 --> 00:24:21,766 a webber infusion soft kjabi 764 00:24:21,766 --> 00:24:22,566 and there are many 765 00:24:22,566 --> 00:24:24,133 many many out in the market 766 00:24:24,133 --> 00:24:26,333 so do some exploration 767 00:24:26,333 --> 00:24:28,466 and find out which one best suits your service 768 00:24:28,466 --> 00:24:29,333 or your company 769 00:24:29,800 --> 00:24:31,233 and then trial them out 770 00:24:31,266 --> 00:24:33,133 but if you don't have an auto responder 771 00:24:33,333 --> 00:24:34,566 system for your business 772 00:24:34,566 --> 00:24:36,366 you're probably working too hard 773 00:24:36,466 --> 00:24:38,099 and you are not nurturing 774 00:24:38,166 --> 00:24:40,633 the possible people that may want to buy from you 775 00:24:40,933 --> 00:24:42,966 okay so let's talk about the actions 776 00:24:43,066 --> 00:24:45,066 so today's actions 777 00:24:45,833 --> 00:24:47,166 after watching this 778 00:24:47,300 --> 00:24:50,666 is to implement the funnel or the bullseye strategy 779 00:24:50,666 --> 00:24:54,033 you choose which one best suits your business 780 00:24:54,500 --> 00:24:56,066 also create a lead magnet 781 00:24:56,066 --> 00:24:57,999 so take some time out and say okay 782 00:24:58,000 --> 00:24:59,866 what lead magnet am i gonna create 783 00:24:59,866 --> 00:25:01,766 is it a free checklist 784 00:25:01,766 --> 00:25:04,833 is it a report is it um 785 00:25:05,700 --> 00:25:08,433 is it a framework or something 786 00:25:08,666 --> 00:25:11,466 is it a video audio that i can give away for free 787 00:25:12,133 --> 00:25:15,733 create an advert based on aida ada 788 00:25:16,033 --> 00:25:17,866 so just go through the practice of creating it 789 00:25:17,866 --> 00:25:18,799 and see what happens 790 00:25:18,800 --> 00:25:21,233 see how great you are at creating adverts 791 00:25:21,233 --> 00:25:22,566 i'm sure you'll be awesome 792 00:25:22,866 --> 00:25:24,433 set up an autoresponder 793 00:25:24,433 --> 00:25:26,133 so do that rather now 794 00:25:27,133 --> 00:25:28,199 rather than later 795 00:25:28,533 --> 00:25:30,066 so whether it's mel champ 796 00:25:30,066 --> 00:25:31,333 or active campaign 797 00:25:31,333 --> 00:25:32,399 do your research 798 00:25:32,833 --> 00:25:34,299 do get into that 799 00:25:34,466 --> 00:25:35,766 and also every day 800 00:25:35,766 --> 00:25:37,333 complete your sales activity 801 00:25:37,333 --> 00:25:38,666 part of your dashboard 802 00:25:38,666 --> 00:25:39,233 in other words 803 00:25:39,233 --> 00:25:40,599 put your numbers in 804 00:25:40,633 --> 00:25:43,733 this is a habit that you must really do 805 00:25:43,733 --> 00:25:45,099 which keeps you on track 806 00:25:45,266 --> 00:25:47,199 and you doing the right activities 51587

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