This post comes from a rain-lashed Scottish island and so we hope you’re having a better time of it! Apart from that we’re all fine and healthy, so stay safe and use your judgement when absorbing the tsunami of media information about this crazy situation…
This bad weather has given me more time to think…
It’s my belief that when we struggle with our online businesses, aside from skipping the really basic fundamentals, it’s often because we are focusing too much on a particular tactic or process. We’re taking our attention off the people we serve or aspire to serve.
People are the constant…and in many ways, they’re really predictable.
They want convenience.
At the start of the 20th century, travelling by horse was a common thing.
Trains were how we covered longer distances. But cars and airplanes quickly superseded them.
Then cars and airplanes got faster and faster. Roads turned into motorways.
Propeller planes gave way to jets. Because whatever is the latest convenience today soon becomes inconvenient…and people want more.
Did you know, the dishwasher was invented in 1886…?
So the pursuit of convenience isn’t exactly new and it’s not going away anytime soon.
People also want status and improved self-image.
Perhaps you’re familiar with John Caples…arguably the greatest copywriter of all time.
In 1925 he wrote one of the greatest headlines (and ads) ever.
“They Laughed When I Sat Down At The Piano – But When I Started To Play”
Increased status, right?
In fact, looking through my hard drive and doing a few online searches yielded dozens of ads dating back to the 1850’s for things that improved how people felt.
It became obvious to me that people have always wanted better self-esteem.
I won’t bore you with any more history lessons…but if you want to WIN in a sustainable way, you’ve got to start with the person.
So Robin, what does that mean in a practical way?
Okay, with whatever business you’re running, ask yourself, what result do your customers want?
In my humble opinion…more often than not, it’s that they want to be happy.
Maybe they think / hope that makes lots of moolah online will make them happy.
Feeling more self-confident.
Having less stress.
All of it is linked to their perception that solving the problem they feel they have will make their life better.
And yes, it might make them happier…but if that was universally the case, I’m pretty sure that fewer people would blow all their lotto winnings within a few years of getting it.
So, perhaps we need to help them be happier…today.
From my business perspective, it might even be the way that they can continue to preserve their increased income or reach whatever financial goal they have.
But, make no mistake…if people dislike the process, the likelihood of them sticking with it for years is very, very low…no matter what.
Don’t believe me?
Well, we know that compound interest is like magic…yet getting people to invest more when it’s kind of uncomfortable and might prevent them from enjoying today as much, can be tough.
In fact, I’d go as far as to say it has to be automated for most people to have any degree of ongoing, consistent success. That’s why our gold business has an auto-save facility – set and forget – so you can build wealth weekly / monthly without even noticing…!
If we reduce the friction of things, make progress or small wins more readily achievable and don’t make people feel like what they’re getting isn’t worth what they’re giving up…we’ve got a good shot at success.
So how about a few quick thoughts…
• Make people feel important. That alone will make them happy.
• Create situations where they feel like they win as often as possible. Accentuate the positives.
• Provide accountability.
• Get personal and try to solve their individual challenges…not just providing general ideas.
• Create ways to connect your customers with each other. Like our private Facebook Group.
Think about things from their perspective.
Don’t be the cheapest in the market. You shouldn’t be in the middle. Be the BEST!
Deliver something different and better…and make sure you do it profitably.
Here’s another thing most of you don’t do…
And if you truly want to WIN moving forward, this is an area you’re going to need to excel.
Once you have someone’s attention initially, you’ve got to FOLLOW UP.
- You have to educate them.
- You need to motivate them.
- You need to help them see how you’re different and how you’re better.
- Let your message weed out the bad fits and build value with the good fits.
If the value grows high enough in the eyes of the prospect, m.oney becomes much less of an issue.
If you convince them that you can solve the problem no one else could solve, it’s far more valuable to them than any run of the mill cookie-cutter system could ever be.
But you’ve got to do the work.
Not only do you need to follow up until that person is ready…and understand that people are ready for things on their own timeline…
…but you need to be authentic.
No bland follow up.You can’t maintain someone’s attention with general content.
You need to say things that really speak to the people you want…and if it drives away the rest, oh well.
He’s a tip…unsubscribes are your friend. If you aren’t repelling anyone, you’re not attracting anyone either. We get unsubscribes every week.
Now we obviously use email newsletters to follow up, most days, but we also use:
· FB posts
· Twitter posts
· Some retargeted ads with social proof
With all of them, we’re trying to not only share valuable education, but also being ourselves and sharing our approach and philosophy so that someone can decide if we’re a fit for them or not.
Then, we make offers.
We often have a wee P.S. at the end of almost every email so that when someone is ready, they can act right then and there.
Sometimes we send direct offers…short emails or multi-day launches.
But if we follow up daily and make offers frequently, those who want help will engage when they’re ready.
Now I don’t know that you need to do what we do exactly, but again, people are people and they need to know why you’re better and different…or else they have no reason to choose you. But to be a destination, you need to be special.
And people are going to decide when they’re ready…so you need to keep offers in front of them.
And if you commit to follow up, you’ll have more than enough business because your competition won’t. Fact.
As regards ads, sadly the days of running ads directly to sales offers on Facebook are not what they once were.
Do you go on Facebook to shop? Didn’t think so. But have you bought anything thru FB lately…? I have.
With that in mind, we need to treat those ads like we treat commercials on any other medium.
See, ads are an interruption…so it seems safe to think that someone doesn’t see an ad and think to themselves: ‘I’m just going to get my credit card out and rearrange my life since I stumbled across this offer while I was scrolling and killing time.’
You need to be prepared to connect with someone and get their attention first, permission to follow up second and continued attention third.
How do you do that?
For a start, STOP trying to ask them to marry you when you first meet them.
See, online or offline…people are people and relationships are a step by step process.
The first step is giving them something valuable to get their attention and ongoing interest.
It might be your book or guide.
It could be a gift card for $100 worth of your services.
Maybe it’s a checklist or cheatsheet that they find interesting or solves a problem they have.
Ideally, they’ve give you their contact information in exchange for this item…but even if it’s just them clicking to go watch your video or download your gift, you can pixel them so you now can follow up.
But let’s back up a step.
Where do you find those nice people who might eventually become customers?
Well, think about your current customers.
Where do they live?
Where do they spend their time?
What businesses do they frequent?
What sites are they going to?
If someone wanted to reach me, yes they could run ads on FB…but you could also:
• Run ads on google.
• Run ads on the various other sites I visit…Twitter and a few sports sites.
• Ads on Amazon.
• I listen to podcasts…someone could reach me there. If I’m not listening to that or a book on audible. Someone could run an ad there for sure.
• Someone could certainly send me direct mail.
• Under normal circumstances, I get my haircut, go to my bank, visit the grocery store, see my dentist, pop into the coffee shop, buy at the local deli, go to the local bookstore and visit a few other local businesses on a semi-regular basis. Someone could easily form a strategic alliance with any of those businesses.
• And, finally, someone could get friends of mine to share things with me…so if I have a friend who is a customer, a book or a gift card could easily be passed along.
So, if you are one of these people acting as if the sky is falling when FB ads slow down or other avenues run their course…stop it.
The people you want to reach still live in the same homes, shop at the same places and do much of the same stuff…there’s always a way to connect with them…but you need to do it in a fashion that puts you in control of the opportunity to follow up.
Summing All This Up To Help You Win
Yes, this isn’t as sexy as marketing free stuff that isn’t free…but it’s more sustainable…and frankly, it has a hint more integrity mixed in for good measure.
But if you stop thinking about a tactic or channel and commit to:
• Adding a set number of leads to your database every month (30+).
• Following up in a few different ways and adding value to those contacts’ lives…all the while showing them why you’re different.
• Consistently making offers so that when they’re ready, they can act.
• Tracking your numbers to see what’s working and where you have the most room for improvement.
• And delivering a dream come true result through an enjoyable experience…so your customers can help you feed the top of that funnel.
You’ll be unbeatable!