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hello and welcome to session number seven
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and in this session
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we're talking about marketing tools
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or specifically
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marketing tool kit
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to help you to have the essential things you need
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so that your clients keep buying from you
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so there are certain things we must put in place
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so that they find us as a company
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and they keep coming back and they keep buying
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now before i get into that
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let's talk about some of the actions
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just a reminder in case you haven't done it
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make sure you do
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in order to stay ahead within this program
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one is from the last session
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create your tagline
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your authority content that you could create
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to think about that
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do your blue ocean strategy exercise
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to establish what you're good at
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what they're good at
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this is very important exercise
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and then start collating social proof and case studies
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that you can use in various mediums of communication
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add all this information to your dashboard
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under the mdp tab
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or under the specific tabs as well
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and complete the sales activity part of your dashboard
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so where your numbers are in terms of number of leads
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number of conversations etc
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complete that on a daily basis
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it's important you do that
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and you will know exactly
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exactly how you stand
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where you stand in terms of your performance
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it's a very important exercise to do every single day
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okay let's get into the teaching
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into the learning
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so today i want to talk about two types of strategies
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when it comes to your marketing approach
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what is called the funnel approach to marketing
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and the other one is the bullseye strategy to marketing
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i'm gonna cover both
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and then you can decide
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which particular strategy works best for you
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and for your products or services
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and i'll give you some examples
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as we go through this as well
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now when it comes
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so from a typical marketing funnel
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especially for consultants coaches
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those type of people
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and other service based companies they
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the best thing to do
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when nobody knows you in the marketplace
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is to offer something for free
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now that free thing could be a free sample
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a free demonstration
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it could be a free product to test out
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it could be a free report
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it could be a book
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there are many things you can give away for free
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maybe it's a webinar
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etc then once they've got to sample who you are
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what your product is or what your service is
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you can then offer them something at low cost
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and that low cost
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depending on your business
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can be in terms of monetary value
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it really depends on your type of business
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then once they bought that
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you can approach them again
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hey by the way
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did you like this
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if you did then you may be interested in this
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and offer them something at medium cost
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again depending on your industry
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depending on your products or service
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then we have high cost and then ultra high cost
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i'll give you an example of this in a moment now
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so this is a funnel
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you're funneling them from the top
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where you're offering them something for free
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that means it's low risk for them
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so as you go down the funnel
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it's at the beginning
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it's high risk
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especially when they don't know you
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it's high risk for them to buy anything from you
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but you're saying
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hey i've got this thing for you
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it's gonna cost you nothing
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you can see what i do
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what what we do as a company
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and then as you go down the funnel
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yes it's a bit riskier
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but then they're more familiar with you
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and higher risk
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but it's also higher cost
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but on the face of it
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it seems high risk
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but if they've been with you throughout this journey
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then it's actually lower risk for them
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because they get in value at every single stage
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it's high cost and lower risk at that stage
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and when you get to high cost or ultra high cost
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now let's look at bullseye
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there are some companies who
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do not follow the funnel strategy
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there's no right or wrong
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it really depends on your type of business
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and what they do follow is the bullseye strategy
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and whereby their whole focus
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is to sell the thing they want to sell
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first of all
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and so that if you look at a bullseye
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they want to sell that thing at high cost
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so that's what they going to do first
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whatever that value is
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they're gonna focus on selling that at a high cost
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and if the person doesn't buy it
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or doesn't want it
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or they object
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they will then focus on
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down selling to something at medium cost
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but the whole idea is to go straight to what it is
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you want to sell
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that high cost thing
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or ultra high cost thing
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and then if they don't buy it
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then down sell to the medium cost or the low cost item
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to keep them as a customer
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let me give you an example
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a couple of examples rather
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so here's a final example
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so our company
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for example
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mind space coaching
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we offer free videos
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articles blogs talks
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we do a lot of social media
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we do talks
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webinars and we do live talks
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in other people's master classes
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we do master classes online
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we do webinars etc
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and so the idea is
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that is to give
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create awareness
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so people eventually buy
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maybe they'll buy our books
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our books typically are ten dollars
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for each book
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on amazon or different places
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and if they like the content of the book
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they may decide to come to our three day boot camp
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and our three day boot camp the value
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the value of it is nineteen ninety seven
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obviously we do offer special
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offers at times we offer special offers
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but a true value
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the true value of the bab business accelerator bootcamp
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is nineteen
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one thousand
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nine hundred and ninety seven
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for three days
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then at some point
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they might want to do the client attraction system
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and the client attraction system
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is a twelve week program
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where this one
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it's not a boot camp
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but it's more of a group coaching
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plus online home study
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for twelve weeks
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for you to really get better at sales and marketing
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and the value of it
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with no discounts
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with no special offers
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six thousand dollars
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now those who go through these programs
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may then decide what to join us on our mba program
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and this is the millionaire business academy
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and in the millionaire business academy
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it's a twelve month program
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and there's two parts of it
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one is a mastermind group
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that you meet up with on a monthly basis
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virtually or live
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and you meet up with them
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and the other part of it is one on one coaching
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so where the client attraction system
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is a group coaching the nba
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you have a person
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a coach that coaches you
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every single month
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to make sure that you are hitting your targets
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you've got to support you what you need
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and actually doing the right things
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and holding accountability
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and giving you support to move forward
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so that's the twelve month program
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now with all these programs
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our clients get huge breakthroughs from them
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especially at the mba stage
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where they get one or one coaching
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they get in high level mastermind
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and they move in forward
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so the value
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with no discount
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is twenty four thousand dollars
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then we have the inner circle program
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and the inner circle program is really
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associating with us
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and getting access to
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some of the experts
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that we use in our own businesses
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that can help support you
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there's some high level mastermind
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but everything you need to be done
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will be done with you or for you
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so you can move forward much
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much faster
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than you could on your own
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so this is an example of a funnel
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and so for some
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service based companies
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the funnel could be slightly different
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if you're a coach
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or a consultant
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maybe you offer some free videos
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and then maybe
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you have a one day program
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maybe two hundred dollars
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then you have
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a group coaching program
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that could be a thousand dollars
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but you can adjust these
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you can decide what your funnel is
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and adjust the prices accordingly
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the cost based on how i said
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now let's look at a bullseye strategy
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remember the idea of the bullseye strategy
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is to focus on selling the high value item
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that you have
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and that's your focus
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to sell anyway
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and then if they don't buy
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that down sell
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so let's say we decided that
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are we followed the final strategy
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but if we didn't follow the final strategy
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and we wanted to bullseye a strategy
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is an example
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we could focus on selling mba
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which is a twelve month program
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and we can just
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all our advertising
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everything we do
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is focused on selling this program
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and if someone does buy it
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we can downsell them
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to the client's attraction system but
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and so that's one way of doing it
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so look at your own product or service
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and decide whether it is going to be better for you to
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follow the bullseye strategy
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or whether it's better for you to follow the
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funnel strategy
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now why are we
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so now we understand
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that there are two types of strategies we can use
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in order to attract
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or bring clients in
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and they stay with us
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there's two things i want you to consider
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lead awareness
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and lead generation
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what is lead awareness
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is when the marketplace doesn't know you
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what is it you're going to do or say
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in order to attract them
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what is it you're going to shout to the market
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for them say
286
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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
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so there's various social media channels
292
00:09:46,100 --> 00:09:47,000
depending on
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your type of service
294
00:09:48,600 --> 00:09:50,200
and then joint ventures
295
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we highly recommend doing joint ventures
296
00:09:52,400 --> 00:09:53,033
or affiliates
297
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or strategic partnerships that
298
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so in social media
299
00:09:57,566 --> 00:10:00,333
you are going to put you into post items
300
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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
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so people can get to
305
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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
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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
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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
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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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