Original subtitles

hello and welcome to session number seven

and in this session

we're talking about marketing tools

or specifically

marketing tool kit

to help you to have the essential things you need

so that your clients keep buying from you

so there are certain things we must put in place

so that they find us as a company

and they keep coming back and they keep buying

now before i get into that

let's talk about some of the actions

just a reminder in case you haven't done it

make sure you do

in order to stay ahead within this program

one is from the last session

create your tagline

your authority content that you could create

to think about that

do your blue ocean strategy exercise

to establish what you're good at

what they're good at

this is very important exercise

and then start collating social proof and case studies

that you can use in various mediums of communication

add all this information to your dashboard

under the mdp tab

or under the specific tabs as well

and complete the sales activity part of your dashboard

so where your numbers are in terms of number of leads

number of conversations etc

complete that on a daily basis

it's important you do that

and you will know exactly

exactly how you stand

where you stand in terms of your performance

it's a very important exercise to do every single day

okay let's get into the teaching

into the learning

so today i want to talk about two types of strategies

when it comes to your marketing approach

what is called the funnel approach to marketing

and the other one is the bullseye strategy to marketing

i'm gonna cover both

and then you can decide

which particular strategy works best for you

and for your products or services

and i'll give you some examples

as we go through this as well

now when it comes

so from a typical marketing funnel

especially for consultants coaches

those type of people

and other service based companies they

the best thing to do

when nobody knows you in the marketplace

is to offer something for free

now that free thing could be a free sample

a free demonstration

it could be a free product to test out

it could be a free report

it could be a book

there are many things you can give away for free

maybe it's a webinar

etc then once they've got to sample who you are

what your product is or what your service is

you can then offer them something at low cost

and that low cost

depending on your business

can be in terms of monetary value

it really depends on your type of business

then once they bought that

you can approach them again

hey by the way

did you like this

if you did then you may be interested in this

and offer them something at medium cost

again depending on your industry

depending on your products or service

then we have high cost and then ultra high cost

i'll give you an example of this in a moment now

so this is a funnel

you're funneling them from the top

where you're offering them something for free

that means it's low risk for them

so as you go down the funnel

it's at the beginning

it's high risk

especially when they don't know you

it's high risk for them to buy anything from you

but you're saying

hey i've got this thing for you

it's gonna cost you nothing

you can see what i do

what what we do as a company

and then as you go down the funnel

yes it's a bit riskier

but then they're more familiar with you

and higher risk

but it's also higher cost

but on the face of it

it seems high risk

but if they've been with you throughout this journey

then it's actually lower risk for them

because they get in value at every single stage

it's high cost and lower risk at that stage

and when you get to high cost or ultra high cost

now let's look at bullseye

there are some companies who

do not follow the funnel strategy

there's no right or wrong

it really depends on your type of business

and what they do follow is the bullseye strategy

and whereby their whole focus

is to sell the thing they want to sell

first of all

and so that if you look at a bullseye

they want to sell that thing at high cost

so that's what they going to do first

whatever that value is

they're gonna focus on selling that at a high cost

and if the person doesn't buy it

or doesn't want it

or they object

they will then focus on

down selling to something at medium cost

but the whole idea is to go straight to what it is

you want to sell

that high cost thing

or ultra high cost thing

and then if they don't buy it

then down sell to the medium cost or the low cost item

to keep them as a customer

let me give you an example

a couple of examples rather

so here's a final example

so our company

for example

mind space coaching

we offer free videos

articles blogs talks

we do a lot of social media

we do talks

webinars and we do live talks

in other people's master classes

we do master classes online

we do webinars etc

and so the idea is

that is to give

create awareness

so people eventually buy

maybe they'll buy our books

our books typically are ten dollars

for each book

on amazon or different places

and if they like the content of the book

they may decide to come to our three day boot camp

and our three day boot camp the value

the value of it is nineteen ninety seven

obviously we do offer special

offers at times we offer special offers

but a true value

the true value of the bab business accelerator bootcamp

is nineteen

one thousand

nine hundred and ninety seven

for three days

then at some point

they might want to do the client attraction system

and the client attraction system

is a twelve week program

where this one

it's not a boot camp

but it's more of a group coaching

plus online home study

for twelve weeks

for you to really get better at sales and marketing

and the value of it

with no discounts

with no special offers

six thousand dollars

now those who go through these programs

may then decide what to join us on our mba program

and this is the millionaire business academy

and in the millionaire business academy

it's a twelve month program

and there's two parts of it

one is a mastermind group

that you meet up with on a monthly basis

virtually or live

and you meet up with them

and the other part of it is one on one coaching

so where the client attraction system

is a group coaching the nba

you have a person

a coach that coaches you

every single month

to make sure that you are hitting your targets

you've got to support you what you need

and actually doing the right things

and holding accountability

and giving you support to move forward

so that's the twelve month program

now with all these programs

our clients get huge breakthroughs from them

especially at the mba stage

where they get one or one coaching

they get in high level mastermind

and they move in forward

so the value

with no discount

is twenty four thousand dollars

then we have the inner circle program

and the inner circle program is really

associating with us

and getting access to

some of the experts

that we use in our own businesses

that can help support you

there's some high level mastermind

but everything you need to be done

will be done with you or for you

so you can move forward much

much faster

than you could on your own

so this is an example of a funnel

and so for some

service based companies

the funnel could be slightly different

if you're a coach

or a consultant

maybe you offer some free videos

and then maybe

you have a one day program

maybe two hundred dollars

then you have

a group coaching program

that could be a thousand dollars

but you can adjust these

you can decide what your funnel is

and adjust the prices accordingly

the cost based on how i said

now let's look at a bullseye strategy

remember the idea of the bullseye strategy

is to focus on selling the high value item

that you have

and that's your focus

to sell anyway

and then if they don't buy

that down sell

so let's say we decided that

are we followed the final strategy

but if we didn't follow the final strategy

and we wanted to bullseye a strategy

is an example

we could focus on selling mba

which is a twelve month program

and we can just

all our advertising

everything we do

is focused on selling this program

and if someone does buy it

we can downsell them

to the client's attraction system but

and so that's one way of doing it

so look at your own product or service

and decide whether it is going to be better for you to

follow the bullseye strategy

or whether it's better for you to follow the

funnel strategy

now why are we

so now we understand

that there are two types of strategies we can use

in order to attract

or bring clients in

and they stay with us

there's two things i want you to consider

lead awareness

and lead generation

what is lead awareness

is when the marketplace doesn't know you

what is it you're going to do or say

in order to attract them

what is it you're going to shout to the market

for them say

oh i think you can help me

now there's different ways you can do that

the ones that we recommend

at the moment

are social media

so there's various social media channels

depending on

your type of service

and then joint ventures

we highly recommend doing joint ventures

or affiliates

or strategic partnerships that

so in social media

you are going to put you into post items

post things

like articles

or news items

or videos or audio

so people can get to

know you like you

trust you so much

so they eventually come through your funnel

or joint ventures

where the joint venture partner

puts you in front of their clients

and because someone else is promoting you

it's an easier buy

for those clients okay

you endorse them

so i trust them already

could be friends that

can recommend you

or push you out to other people

it could be family members

as well remember

friends and family may not necessarily

buy from you

but they may open the doors

to people they know

okay or make people aware of what you are doing

so let's look at

so once people are aware

of what you are doing

we need to find a way of

getting them to say yes

can you help me

and one way to do that

is to create an advert

of some sort

or a post or

some kind of flyer

depending on your business

but something that

gets them to think oh

i have that challenge

i have that problem

and yes i can resonate with this

and can you help me

so now i want to talk through

the lead generation

what kind of advert

can you create

how do you do it

in order for things to make sense

so people then

either phone you

they recommend

they either phone you

or they email you

or they send you

some kind of message for you

to help them

so let's look at

the breakdown

in order to create a powerful advert

and most people think

well i can't really

write an advert

that's gonna be pretty challenging

pretty hard

well let me give you a format to follow

that will make it easy for you

or easier for you

we call it the anatomy of a powerful advert

and it's based on

the marketing principle

of ada aida

in other words

attention interest

desire action

whenever you create some kind of post

or an advert or a brochure or anything

if you follow this principle of ada

you will actually

from a psychological point of view

be tuning that

put reader or person seeing it say

oh i i if they have that issue

you'll be talking directly to them

so attention is all about grabbing their attention

remember lots of people are busy busy

busy doing what they're doing

you are the last thing on their mind

so you want to find a way of drawing their attention

capturing their attention

for them to be interested in

in what we're doing

if they show interest

we show them why they should be interested in this

i'll give you an example in a moment

and then we need to peak their desire

we need to really let them know that this is something

you need or want right

and then we tell them what to do

what action to take

so let's look at an example here

and you can follow the same framework to

in your own home actions

so remember we said attention

interest desire action

so imagine you're writing an advert

and part of your home action is to create an advert

and these are the principles for it

you need a strong headline or a hook

and that hook maybe could be based on a problem

so strong headline that stops them in their tracks

to want to know more or read more or see more

don't make it bland

don't make it vanilla

make sure it grabs them

and then that

then put a sub headline there

and i'll give you an example

at the moment

the sub headline gets them to continue reading

and then piqued their interest

do you have this problem

and you can list some of the problems

or some of the things

the reason why they should be reading this

it could be through video

it could be through a text

through written text

put a picture that captures

the essence of what you're trying to convey

whether it's good or bad

but something that conveys

they say a picture

a picture paints a thousand words okay

so use a picture or a video where you can

and the benefits

so in terms of their desire

you can do that through video or text

depending on what medium you're communicating over

list the benefit

given the benefits

because remember

people are buying because of the benefit

or the result

that they are looking for

not because of what this thing does

not because of the features

but the benefits to them

the result they will get

so list that down

and this is where your social proof comes in

your case study

your social proof

your success stories

you can put it in

and so that thing oh

these are the benefits

and these people actually got

support or help

or results through it

and these are the real life examples

then i may be interested

if you need to

you can put a picture of yourself

if it makes sense in it

you know and people

will then resonate with you or not

so you can put a picture

you don't have to

put your bio

you can put your bio

but the more elements you have

the more people get to know you

like you and trust you

and then don't forget latterly

to have a cta

a cta being a call to action

so in other words

now they've read all this

or they've watched your video

what do you want me to do now

what do you want them to do now

do you want them to phone this number

do you want them to arrange a zoom call with you

do you want them to click this link

and put their details in

do you want them to um

phone the office now

so what is it you want

what action do you want them to take

and often people do some adverts

and they do not have a call to action

now that doesn't make any sense

so you must have a call to action

let me give you an example

using the same framework

the same framework

so imagine the headline is

what would happen to you

financially

if you contract

a terminal illness tomorrow

terminal illness is that

you know you're gonna die from it

you you don't have

long to live

now well that

if you're the right client

you're the ideal client

this will makes

with this may stop you in your tracks

to read okay um

stronger headline maybe

you may die tomorrow

what are you going to do

okay that's probably a stronger headline

but what we want the headline to do is to stop them

to read on now

part of the sub headline we talked about

which finally

a solution to protect you and your family

get your free report now to see how

okay then we can talk a little bit about

you know what can happen

peak their interest

your family disaster

your family not be

will not be able to access your bank account

you can't pay your bills

you'll not be able to buy food or to eat etc

so we want to let them know that this is the pain

that can happen

and now you're saying

look that's why

we have money secure

you have access to your money whenever you need it

nominate a family member to have access

all expenses paid for until recovery

so just an example of what you could be talking about

gabriella m

you know happy client

picture and maybe the name

the name the founder the ceo

a little bit about yourself

whatever it is

this could be partly your tagline

it could be your elevator pitch

just something for them to know

okay this is the person who've written the report

and this report is going to help me

now we're saying

download your free report now click here

so when you click here

they can put their details in

and those details can be stored

in an email capture system

which we can talk about in a moment

so so far so good

i hope you understand it

this is be a homework for you to do now

now we've created the advert

but if no one sees it

what's the point

so now we want to drive traffic

we want to drive people to see the ad

now there are various ways of doing that

one way is simply to post stuff on social media

and get people to go to that particular page

or see the ad read it

the call to action is click here

put their details in

and so for you

whatever traffic source you decide

the idea is for them now to take action now

this could be through a joint venture partnership

maybe your joint venture partner

sends out an email on your behalf

and people down call your office as the call to action

or they click the link

they put their details in

referrals no

people you could ask someone who

do you know who would need this kind of thing

and they can send it to them on your behalf

or you can send it

if they give you the email addresses or whatever it is

or the phone numbers

so you can call people now

apart from free

so the first three are paid now

sorry first three are free

and the last one is paid

there are various ways of getting traffic to

the thing that you want people to see

want some are free

some are paid

so paid could be paid advertising

google ad advertising campaigns

or paid advertising through google

through facebook

for instagram

through linkedin

there are paid newspapers magazines

so it really depends on the medium that you're using

in order for people to see what you're up to

and what you are giving them

so remember now

they come to download this thing

or they come for this free thing

it's a bit of give and take

you're saying

i'm gonna give you this

and i want you to give me this

so typically

what do you want them to give you

if you give them a free report

or if you give them a free video

or you give them something for free

is it is it okay

from a reciprocal point of view

for them to give you their name and email address

most people say that's fair

okay so we call that a lead magnet

we're gonna give them

um something

and they're gonna give us their name

email address

possibly their phone number or address

postal address

the more of those parameters you ask for

the less lead you'll get

so if it's just a name and email address

most people are comfortable with that

so you could do that

so lead magnet

so you'd have seen a lot of different lead magnets

in the past

but here are some examples of guides

free guides

free reports

free videos

free audios

free templates

maybe a book checklist

free frameworks

free white paper

white paper is similar to a report

that's generally more technical

so you can create any of these and

give it away for free

where people

from a reciprocal point of view

give you their name

the email address etc

so now you've created the lead magnet

let's say it's a free report

or a free guide or something

now remember

no one's gonna

that you haven't asked them to buy anything from you

yet we're gonna go through a sequence of just

nurturing them

now typically

whenever you sell something

at that given time

probably only one percent are ready to buy okay

so what happens to the other ninety nine percent

most people forget them

but what we want to do is

we want to keep them in a nurturing sequence

look after them

keep providing value to them

and so typically

research shows that

people are ready to buy after seven to twelve touches

seven to twelve touches

that means maybe they've seen you speak somewhere

maybe you did a webinar

maybe you did a free video

maybe you posted that somewhere

and maybe you sent out an email

so you've got to give

get them to seven or twelve touches

so constantly be marketing at them

now one way to do that is just through contacting them

either it's gonna be a phone call

get them on a zoom webinar with you

put them in an email series

where you can create an email campaign

probably the easiest thing to do

is create an email campaign

where every few days

or minimum once a week

after they downloaded your free lead magnet

that they are getting something from you to

which gives them value

and then eventually

offers them

gives them an offer to buy from you

so what i part of your homework is

i would say

create seven to twelve different emails

in line with your free giveaway

so that they

you just first email be oh

thank you for downloading the

my free guide

or free report

i hope you find it useful

if we can help you in any way

and have a call to action there as well

then after a few days

you just make sure you will send out another email

which then says

hey did you

what did you think of the report

was it useful

remind them about key elements of it

so you can do seven or twelve of these

but most importantly

we want to feed them into a system

so it's automated

so imagine a thousand people download your lead magnet

your report

you're not going to be emailing people

individually

a thousand people individually

you'll be there all week

now what we will do is use a piece of software

called an auto responder

which i'm going to talk about in the moment

which you can pre program all these emails

and so it'll go out

this at a scheduled times

which becomes good use of your time

so you will use a piece of software to do that

i'll give you an example of what those are

we call them auto responder system

or auto responder software

that means when someone interacts with your company

there is an auto response

an email goes out automatically to them

at scheduled time

so you don't have to be interrupting what you do

to go and send out another email

so some of the auto responders out there

some of the popular ones

are mailchimp

mailchimp is free

mailchimp com

i believe it's free

you can start utilizing that to

understand what an auto responder system is

and how it works

watch some youtube videos on all these auto responders

to see which ones are best for you

there are so

melchimp is free initially

and as you start growing your list

you can pay

you can pay for the upgrades

active campaign is good

a webber infusion soft kjabi

and there are many

many many out in the market

so do some exploration

and find out which one best suits your service

or your company

and then trial them out

but if you don't have an auto responder

system for your business

you're probably working too hard

and you are not nurturing

the possible people that may want to buy from you

okay so let's talk about the actions

so today's actions

after watching this

is to implement the funnel or the bullseye strategy

you choose which one best suits your business

also create a lead magnet

so take some time out and say okay

what lead magnet am i gonna create

is it a free checklist

is it a report is it um

is it a framework or something

is it a video audio that i can give away for free

create an advert based on aida ada

so just go through the practice of creating it

and see what happens

see how great you are at creating adverts

i'm sure you'll be awesome

set up an autoresponder

so do that rather now

rather than later

so whether it's mel champ

or active campaign

do your research

do get into that

and also every day

complete your sales activity

part of your dashboard

in other words

put your numbers in

this is a habit that you must really do

which keeps you on track

and you doing the right activities