Never before shared publicly, this is my secret to driving inbound leads and closing them effortlessly.
Understand and make videos around the following;
Be clear on your XYZ model, as it is the foundation of any content you create.
I help X, your target, achieve Y, the result, via Z, your technique, product, or service. When you put this out, people will start to buy.
Make a one-minute video that goes through the following six phases, which are components of your package.
What’s the business benefit of that particular package? It could be digital plumbing, targeting, video creation, Facebook ads, or your offer.
Understand feature versus benefit. The feature is that my website load takes eight to three seconds. That’s great, but the benefit is that as it loads faster, I’m losing fewer customers and getting more conversions.
- Who it’s for
Be clear on your lighthouses, so you don’t try to say yes to everything; be clear about who this is for and who this is not for.
When you are clear on your lighthouse, people will pay you before you talk to them about that package.
- What we do
It is where your brand issues your checklist. A checklist should drive everything you do in your business. It saves you from hours of stress, so break down everything into a particular checklist and keep them updated.
Then list what you do, print it out, and link it back to your course, have checklists to show people how you get stuff done. That way, people will understand that you’re doing everything step by step and are not making it up.
Requirements are the necessary ingredients—your goals, content, and targeting.
You need a clear process to show how you do what you do.
- Call to action
For example, you could say I will help you get your digital plumbing in place. Here’s my phone number. Contact me. My price is $200, but maybe by the time you see it, it could be $500.
If you’re not very good at video, make six little videos that you can chop up and turn into landing pages.
Local businesses are struggling with digital marketing. Suppose you have a problem with the way you’re targeting or have an issue with your digital plumbing because you don’t have your remarketing set up correctly or there is something wrong with your landing pages.
How would you like me to come in and do an audit? What’s that worth? It just depends on what you’re including.
You can have a basic audit where you use our tools.
There’s something called the Snapshot Report, which has six different areas. We’re looking for local business listings, reputation management, SEO, Website, PPC, and social media.
And so when we have a snapshot report, we can grade them and choose the package necessary for your business.
In other words, I will examine all your data and figure out which things are not working. I will surface those things in a report card and make specific recommendations on what makes the most sense for your business.
The best part of this report is that it is system generated.
So when you put in your name, address, and phone number. Press the button. It develops that report immediately and will send it to them with your name and logo. Then, you have to walk them through this snapshot report and charge them your price.
And this report card will drive them to the other packages they will buy.
Focus on Metrics-Analysis-Action
It is the same as collecting the vitals, the blood, and the x-ray—the diagnosis. So gather the vitals, perform a diagnosis, and recommend a treatment plan.
You are selling a professional service, offering it to professional service people, and you’re going to charge a professional service price.
Do not just make a beautiful website; focus on getting traffic
So when you filmed these six-phase videos inside your package and different components from snapshot reports, put these assets where people can see them.
It is the point where most people screw up. They stick around on landing pages that don’t get any traffic. Do not put all your efforts into trying to make a beautiful website. It doesn’t have to be anything fancy. A simple free WordPress website will do it; it has to get traffic.
Then post it to your Facebook/LinkedIn profile and public figure page, and boost it for a dollar a day.
Have an explicit package
Customize all the training you have on how to do something, put your name, and face on them, and ideally, go through the training so you understand it.
Then turn it into a package. So now you’re selling these different packages.
When you do not have an explicit package on how you do everything, everything becomes custom, and therefore it is not scaleable.
When you sell this particular package, you can outsource all its execution. Then focus on the XYZ model. When you put this out, they’ll begin to buy these audits.
Pre-made videos explaining the process
So when someone buys, you should have a pre-made video saying, “I’m so excited that you bought this package. Here’s our checklist. And this is what you can expect”.
ACL- Access Checklist
The next step in our process is to get access to your Google Analytics, Facebook ad account, CRM, YouTube, and LinkedIn account, wherever you’re driving the sales.
GCT- Goals, content, and targeting
And the next thing you’ll hear from me is we will collect your goals, content, and targeting.
Understand the strategy of the business
Everyone has particular goals, content, and targeting unique to that client. It would help if you asked for it explicitly. If you don’t, you might end up doing what you think is a good job and then fail because you didn’t listen or ask for their goals, content, and targeting in advance.
Don’t pretend you’re a full-service agency because when you start getting into purely creative things, measuring the results is tough, and your digital plumbing falls apart.
So now that you have your assets that are driving sales and a few deals, you can come in and put more money against these existing assets.
The beauty of these assets is that once they’re working, you can keep spending more money. You don’t have to keep making these assets over and over again. Now you could if you wanted to improve your optimization course.
Have a meeting when they buy and keep them updated
When people buy the access checklist, it’s nice to have a five-minute session, just a quick call to say hello.
- When you start working, send the midpoint report. That’s all the client need to hear from you.
- And then, at final delivery, you typically want this to be a meeting, but this one should be live because you can demonstrate everything.
Then what happens? Two things.
- They might say, “This is so good. I’m happy I worked with you. It was so easy. You’re very clear on what the process was”.
- They say, “Great. Now, what’s next? Can we make some videos together? Can we now do LinkedIn ads? Can we now do other things?” And so you’ll always be doing the next thing.
The beauty is there’s never actually a final meeting.
There’s always something next with any action. And as you get more clients, each of the existing clients starts to spend more money with you, and you will find that you can’t keep up with all the work.
We got tons of great examples of other folks who have gone through our system, whether they’re 16 years old or 60 Years old. It works for them.
Now you can operate as an entire agency by creating word of mouth. You will find that you can reinvest here into making better assets that drive more inbound demand, allowing you to hire more people.
So now you’re working on your business instead of in your business.
Imagine what it’s like not to waste your time and not to do repetitive things. It is a system that we will give you. Start by creating some content around what’s in the package that you offer.
Once you’re driving sales, you will find the real issue is not how you get more clients; it’s how to retain clients.
Learn this process. Learn to systematize your business.
I hope you can transform your business with this technique.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.