Someone Else Is Serving Your Clients · • You’re “marketing” but it’s not getting...
Transcript of Someone Else Is Serving Your Clients · • You’re “marketing” but it’s not getting...
@darnyellejervey @ncrediblefactor
Someone Else Is�Serving Your Clients
3 Keys For Rising Above the Noise in the Crowded Marketplace
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
“Nothing happens until somebody sells something”
Mary Kay Ash
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
“Nothing happens until somebody serves someone”
Darnyelle A. Jervey
@darnyellejervey @ncrediblefactor
But you can’t��
if you can’t get
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Can I give you a gift?
©www.IncredibleOneEnterprises.com All Rights Reserved
Visit BizMistakesCD.com
@darnyellejervey @ncrediblefactor
There’s a lot of noise out there…
• 294 billion emails are sent • 2 million blog posts are written • 864,000 hours of video are uploaded… to YouTube
alone • 48 million Google searches are conducted • 2.4 million tweets are posted • 16.4 million pieces of content are shared on
Facebook ©www.IncredibleOneEnterprises.com
All Rights Reserved
*Digital Buzz Blog
@darnyellejervey @ncrediblefactor
And that’s just the tip of the iceberg…�
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Marketing Myth: �Only Online Vehicles Lead to Your Website
*Nielsen / Webvisible
Your Website Facebook
Blog
Your Website is central to everything you do online!
@darnyellejervey @ncrediblefactor
Right Now, Potential Clients Are Looking for You
• They don’t know you exist • So, they’ve invested in themselves through
someone else • But you’re much more Incredible than your
competition • To meet them, you need to be Positioned Above the
Noise to Serve (and Profit)
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Strategic Marketing is HOW you get Positioned
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
A few things before we get started…
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
The Incredible Factor®
HUG – Hot Undeniable Gift +
SBM – Signature Business Move +
UVP – Unique Value Proposition
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Universal Law of Business
“Get found by a group of people [Audience of One®] who have THE
EXACT problem that you solve that are ready RIGHT NOW to pay for a
solution to that problem.”
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
• Brand Messaging is how you get KNOWN�
• Marketing is how you get FOUND�
• Sales are how you get PAID�
• Operations are how you build a BUSINESS
The Process
@darnyellejervey @ncrediblefactor
Marketing is one of the hottest topics in business.
BUT… it’s also one of the most misunderstood topics in business
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
You’re not in the business you THINK….��
You’re in the business of MARKETING your products and services
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
If You’re in Business, �You’re a Marketer
(Psst!: It’s seldom about how you serve, it’s always about how you package and
position it!)
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
You’re in the right place if…. • You only market when you have space for new
clients • You’re “marketing” but it’s not getting traction • Your idea of marketing is spending hours on social
media (or hiring someone to do that for you) • You don’t have a clear strategy and plan in place
that keeps the phones ringing with new clients clamoring to be seen by you
• You’re tired of having less clients that you can handle
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Marketing is just a conversation…
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
“Marketing is the act of creating a powerful message
and then deploying that message through the
appropriate delivery systems to a defined target market in a way that will have them willingly make an emotional
investment in it.”
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
If You Want to Get Above the Noise, You Have to Be
STRATEGIC
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Bold Mindset and
Confidence
Business Above the Noise
+ Strong,
Consistent Brand
Message x
Strategic Marketing
and Positioning
=
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Your Marketing Message Must
• Offer an Experience • Share some Education • Focus on a Problem • Elicit Emotion And when it does, it will increase
your reach above the noise…
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
• 3% Loves Your Products/Services
• 7% Considers Hiring You • 30% Knows Where You Are if They Need You
• 30% Has No Idea Who You Are
• 30% Is Not Interested in Your Products/Services
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
• 3% Loves Your Products/Services
• 7% Considers Hiring You • 30% Knows Where You Are if They Need You
• 30% Has No Idea Who You Are
• 30% Is Not Interested in Your Products/Services
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
How will you maximize YOUR 67%
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Do you want to generate awareness or revenue?
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Awareness Gen vs Revenue Gen • Awareness Gen
– Blogging – Social Media – Video – Advanced Marketing
Materials – Website – Public Relations/Media – Book – Podcasting
• Revenue Gen – Speaking – Strategic Networking – Phone Prospecting – Email Prospecting – Referral Marketing – Leveraging Your Network – “Serve” calls
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
The Rise Above the Noise Mix:�ALL Roads Lead to Your Website
*Nielsen / Webvisible
Your Website
Social Media/Online
Marketing
Speaking
Networking
Direct Mail
Referral Marketing
Over 85% would visit your site if you diversified your marketing
mix
Your Website may be central to everything you do but you can leverage online AND off-line strategy to drive traffic
@darnyellejervey @ncrediblefactor
The 3 Keys To Rising Above the Noise …
• Solve a SPICE Problem and Build Your Key Messages Around It
• Take it Back to the Old School • Build Robust Referral Marketing Campaigns
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
What’s your CORE Brand Message?
(write it down in one sentence)
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Someone else will be serving your clients if you can’t say it in one
sentence.� (and, you’re not in DEMAND)
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
People in pain are actively seeking a pain killer
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
You May be the best �����
People will only seek you out if your message rises above the noise when they’re ready to
purchase the solution that you offer
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
A SPICE PROBLEM
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
A SPICETM Problem is…
©www.IncredibleOneEnterprises.com All Rights Reserved
Specific & Substantive Pervasive & Persistent Immediate & Insurmountable Clear & Conscious Expensive & Expansive
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
There are 6 MAIN CATEGORIES That SPICE Problems that position
you above the noise fall into.
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
HEALTH/WELLNESS
MONEY/CAREER/BUSINESS (people, process, profit)
LOVE/RELATIONSHIPS
IDENTITY/PURPOSE
TIME/LIFE BALANCE
SEX/FULFILLMENT
@darnyellejervey @ncrediblefactor
There are also 6 motivation categories or reasons why people are motivated to make
an investment to solve a problem…
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
SAVE TIME, MONEY, ENERGY, SPACE, EFFORT PROTECT INVESTMENT, SELF EMPLOYEES/FAMILY, PROPERTY REDUCE INVESTMENT, EFFORT, WORRY, EXPENSES, RISK
MAKE MONEY, SPACE, CONFIDENT, RELAXED, STRESS-FREE
INCREASE HAPPINESS/FULFILLMENT, PROFIT, RESULTS, CONFIDENCE
IMPROVE EARNINGS, RESULTS, IMAGE, STATUS, RELATIONSHIPS, EFFICIENCY
@darnyellejervey @ncrediblefactor
The most well positioned problems hit ALL categories. To ensure that you are positioned to
Rise Above the Noise, run the problem you solve through the filters…. �
�
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
1 – 3 %
20 - 30% Or
@darnyellejervey @ncrediblefactor
Let’s Take it Back to the Old School • Telephone • Handwritten notes • Speaking about Your Niche (Focus on the Problem) • Direct Mail • PR and Media • Local Marketing: Preferred Partner • Host Education Events Locally
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic One: Telephone
• Create Scripts • Remember that 80% of sales occur on the 5th to
12th contact yet most stop calling after the 2nd attempt
• Leverage Infusionsoft to keep you focused on follow up
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Two: Handwritten Notes
• Do something that warrants a call • Send 5-10 per week, every week • Don’t make the note about a sale • Have a call to action (Invite them to a phone call) • Use as part of a campaign to turn a lead into a
client – In other words, Follow Up
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Three: Speak
• # 2 way to Rise Above the Noise • 87% of your success tied to your ability to speak
well • Leverage the power of being face to face with
leads and prospects • Showcase your expertise • Offer a free gift (lead generation magnet) • Follow up after you speak
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Speaking Continued
• Business Development Speaking the easiest to book • Create a list of places your ideal clients are
gathering consistently • Leverage Infusionsoft by creating tags for each
engagement to make follow up more seamless
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Four: Direct Mail
• Make sure it doesn’t look like a bill • Share client success stories • Make letters conversations • Share statistics, your story and why you’re the
right person to solve their current SPICE problem • Offer a free gift so they go online and enter their
contact info
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Five: PR & Media
• Make sure your “pitch” solves a SPICE problem • Before you go on TV, leverage Infusionsoft to set
up a landing page to capture leads (give the station that URL)
• Have your follow up system already mapped out in Infusionsoft
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Six: Local Marketing Strategy
• Make a list of the top 10 companies in your city • Speak with Community Relations about preferred
vendor status • Draft your pitch around your SPICE problem and
value add to employees • Works for most industries
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Old School Tactic Seven: Local Education Events
• Pick a day each month to hold an event in your community
• Pick a topic that will appeal to the problems of your ideal client
• Offer networking to get listed in the local paper’s events section for free
• Have your lead capture system ready
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Just adding one old school tactic to your marketing mix can increase your results
significantly…Which will you try?
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
The Power of Referral Marketing
• 88% of your clients would refer you if you formalized a system around it
• No marketing beats referral marketing, it’s the #1 way to Rise Above the Noise
• Brainstorm what your referral program could look like
• Remember people work harder for praise and recognition then they do for money
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
The Power of Referral Marketing
• Seed about your referral program at the onset of the relationship
• Use Infusionsoft to keep track of your referrals • Create a campaign that generates automatic
emails and task reminders for offline components
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
Again, I remind you to be…
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
The 3 Keys To Rising Above the Noise …
• Solve a SPICE Problem • Take it Back to the Old School • Build Robust Referral Marketing Campaigns
©www.IncredibleOneEnterprises.com All Rights Reserved
@darnyellejervey @ncrediblefactor
©www.IncredibleOneEnterprises.com All Rights Reserved
Pick up your copy today at www.incredibleoneenterprises.com/author
@darnyellejervey @ncrediblefactor
Let’s Connect Darnyelle A. Jervey, MBA
Author | Speaker | Business Optimization Strategist/Consultant www.IncredibleOneEnterprises.com
Like Me: www.facebook.com/darnyellejervey
Follow me: www.twitter.com/darnyellejervey
Link in with me: www.linkedin.com/in/darnyellejervey
Watch me: www.youtube.com/darnyelleajervey