Let’s talk about the kind of lead that comes from a database you already have.
Perhaps you’ve got people who have handed over their contact details.
Perhaps they’ve submitted a form or downloaded an ebook, and they’re now sitting in your database.
You’ll need to know how to nurture these leads.
With this kind of lead generation, there are three really important things you need to consider.
- What you’re saying.
- Who you’re saying it to.
- What they are saying about you.
Now, if you get this right, the people you are talking to will feel like you really get them.
1. What are you saying?
It’s not really enough to just blast offer after offer at them and features and benefits.
You can’t do that.
It would be like turning up to a date, and for the entire duration of the date, nothing happens except one person blasting the features and benefits of their personality or their life.
How annoying would that be?
Yet, businesses do it all the time.
Instagram. Facebook. Social media.
They are social by nature, and it requires dialogue and exchange.
You might even think email is a one-way system, but it’s not.
It’s actually a dialogue, and it should be treated like a dialogue.
It’s two ways.
Here’s what I discovered when I was making ad campaigns for McDonald’s, Telstra, Holden, and Volkswagen.
Even through a global financial crisis, the companies with the strongest brands survive the best.
Let me ask you, what exactly is a brand?
A brand isn’t what you say you are, a brand is what people say you are.
A brand is what is being said when you stopped talking.
If you get this right, the people you are talking to will feel like you really get them.
They’ll feel like you resonate with them. Not just at your product level, but also you understand their lifestyle or their values.
If you think about some of the greatest fitness brands that are coming up now, what’s the difference between a spin class and a spin class?
What’s the difference between one exercise bike and another?
Often, it’s that the spin classes that have the best brand and reputation share the values of their audience.
They share the values of their customer.
- “Go hard or go home.”
- “No pain, no gains.”
And a customer thinks, “Yes, that’s exactly what I want to believe about myself and what I want to believe about life, and therefore I like this brand because they’re seeing what I was thinking.”
Now, if you want to be creating your marketing messages, you need to put yourself in the shoes of your buyer.
Let’s use me as an example. When business owners come into my Marketing Bootcamp program, it’s not because they want to become marketers.
It’s because they know that at some level of their business, they have a marketing issue that needs to be fixed or improved, or that they missing an opportunity.
They are aware that they have a problem, but they aren’t quite sure what it is. They don’t know what solutions are going to help solve that problem.
Then, typically, the next stage that they’ll go through is identifying the problem:
“I have a lead gen problem, because my landing pages don’t work.”
“My Google Ads isn’t great.”
“I haven’t really got the right team doing this for me.”
The stage that they’re at is consideration of their options.
They’re considering, “How do I solve the problems that I have?”
Finally, when they decide to actually jump into the course and dive in, they are at the decision stage.
They’ll probably look around at how much a seminar is in marketing, or a workshop, or a three-day retreat, or a marketing challenge, or a personal marketing coach.
They’ll go through the decision of deciding all the different options of solution providers until they make the decision to come into the Marketing Bootcamp program.
In your business, it’s really important to:
- Define what you’re actually saying specifically at each stage of the buyer’s journey (awareness, consideration, and decision).
- How you are identifying who is at which stage of that journey.
You don’t want to be having decision-type conversations and talk about features, benefits, and price value to somebody who doesn’t even know what problem they have yet.
2. Who are you saying it to?
Imagine if I had to go on a holiday with somebody and spend the next 90 days alone with them.
Let’s up the stakes a little bit and say that I have no idea who this person is.
What if this person was a mad sports fan, and I kept trying to talk about great books that I’ve been reading.
No matter how convincing I am about Greek books, at the end of the day, I can only at best stimulate them intellectually.
But, emotionally there is a disconnect because they don’t really care about books. They care about sports.
If I were to use analogies to communicate and my method of thinking is purely literature related, they will be acquaintances at best.
We’ll never be friends, and they certainly will never become a fan.
We spoke about the right messages, but who you say it to is equally as important.
That’s why it’s really important to create your buyer persona.
Your buyer persona describes your customers’:
- And some of the common objections that they have around businesses like yours.
That way, you can truly get to the heart of who that person is and begin having some genuinely thoughtful and powerful conversations with that person.
Now, you’ve probably done some level of buyer personas.
But I would challenge you to sit down with your sales team and find out what do people typically ask about in a sales conversation?
What is the first question that most people ask?
That first question is usually something that you can move out of the sales conversation into your marketing.
Why waste sales energy answering a repeatable question when you could just put it into your marketing and address objections or roadblocks straight off the bat at scale?
You might also think of some patterns or insights that tend to describe your target market.
For example, maybe your buyer persona is into fitness as a lifestyle or maybe they tend to have families and therefore their purchase decisions are broader than just aspiration.
It actually involves other things like life, experiencing life together, travel, time, getting time back, removing things off their plate.
It’s more than just what immediate problem you can solve for them, but it’s also about understanding the context of their lives.
3. What are they saying about you when you stop talking?
This is real branding.
You need to create your brand persona.
Not just your buyer persona. The other side of that coin is your brand persona.
Who is your brand?
If your brand were a movie character, who would it be?
Which actor or actress would play your brand?
If your brand were a person, what would they eat, what would they drink, how would they talk?
It’s really important to think about your business as a person, because in reality, whether your prospects and customers realise it or not, they actually think about your business as though it were a person.
It’s just mental shorthand.
It’s shorthand for your personality, your character, the kind of values you have, what you do.
Think about your best friend, your actual best friend right now.
I want you to imagine picking up the phone to call them and asking, “Hey, right now, this very minute, do you want to go on a road trip across state, a five hour drive?”
What would they say?
You probably don’t need to ask them to be able to know what they’re going to say straight off the bat.
In fact, you could probably hear their voice.
You could probably hear whether they can laugh, reject you, call you crazy, or say, “Yeah, let’s do it.”
The reason is, because they have a brand.
They are a person that occupies a certain piece of real estate in your brain, and you’ve constructed internally a world about how they think, how they work, how they operate.
Reality is, that your brand and your business occupies a similar piece of brain real estate in your prospects’ and customers’ minds.
How you behave.
How you act.
How you do things.
A brand persona becomes important, because it’s a short hand for who you are.
It’s a shorthand for who your business is.
Some brands might be the caregiver, like Dove.
They might be the rebel like Virgin or Harley Davidson…
The hero like Nike…
The creative like Apple…
Or the sage like Google.
You need to work your way through, and figure out what your brand persona is.
If you get this right, you will build a lot of trust and credibility with your audience – with people who you are in contact with who maybe aren’t yet customers.
You will create leads and opportunities, because our buying habits aren’t as rational as we’d like to believe.
In fact, it’s a lot like a man riding an elephant.
The man on the elephant is like the rational part of our decisions.
It likes to think it’s in charge. It tells the elephant go left, it tells the elephant go right, and the elephant goes.
But, if that elephant sees a banana tree and it’s hungry, there’s nothing that man can do to stop the elephant from heading in that direction.
The elephant is like the emotional side about buyer decisions.
Really, we buy things very emotionally. We have a gut feel, a trust, or an instinct, that tells us:
“This feels right” or “This doesn’t feel right”.
“I get it” or “I don’t get it”.
Not intellectually, but in our gut.
In our emotional world, we make decisions on whether we trust something enough to buy it.
Money is very transactional, but what we get out of the things that we buy are crucially important.
It is really important to consider: what are we actually selling?
Because, it might not be a product or a service. It actually could be convenience.
We could be selling convenience.
We could be selling a significance – or any number of the six core human drivers that we really sell to people to make their lives better.
But, if you get this wrong, you’ll be another cookie-cutter business.
Just another noise in a noisy marketplace.
Already, the digital world is super noisy.
You can shout at the top of your lungs, and you will just end up being like everybody else shouting.
But, if you could say something important and significant with a whisper, guess what’s going to be most compelling?
Definitely the content of your message and the context of your message is far more important than the volume and the frequency of your message.
That’s why I knew marketing you cannot delegate for thinking.
You need to own the thinking in the same way that you would own the thinking of your sales process.
You would never farm out your sales process to a third party, just set and forget, and let them figure it out.
You would need to know what your prospects are actually experiencing as they come into contact with your company.
You’re marketing shouldn’t be any different.
But by all means, delegate the tinkering – the parts of it that need building and doing – and hands-on stuff you really shouldn’t be doing anyway.
Even if you find it really fun, like a lot of business owners I know.
Take for example, one of my clients who has an eCommerce store. The store turns over about $80,000 per month, and they had never done any kind of brand persona or buyer persona.
Now, he went through the exercises in the Marketing Bootcamp and put together his buyer persona, brand persona, and value messages.
He started replacing his old messaging with his new, more personalised and well-thought-out messaging.
The messaging went everywhere.
It went on, it changed the way that he did his ads.
It changed the words that he used on his landing page and in his website.
It changed his email nurture sequences.
It changed the wording in his email, the subject headers.
It changed even the tone of how he talked.
It changed the way the business communicated.
As an example, really simple things like he sells parts for cars that tradies own. Previously, the marketing messages used words like ‘replacing the filter in your wheel drive’.
But, no tradie says ‘four wheel drive’.
They call their vehicle ‘trucks’.
It’s little things like this that really go a long way to resonate with your audience.
Not only that, we went in to look at the 30,000 people in the database – how many people touched the business, digitally speaking, in the last 30 days.
They either visited a high value page, like a pricing page or a product page, or they opened 2-3 marketing emails.
Those are highly engaged people.
If you imagine a spectrum from not engaged to highly engaged, then of the 30,000 people in his database, they all set somewhere on that spectrum.
Now, we also divided it vertically. We looked at people who were the right kind of customer versus people who aren’t so good a fit.
On the vertical axis, we had good fit vs. low fit.
On the horizontal axis, we had not engaged to highly engaged.
Everybody who was a really high fit and highly engaged, but not yet a customer, we sent an email to. It wasn’t just a one-off email.
This client of mine realised that there are always going to be people moving in and out of these four quadrants, and so he set up an automated email…
For anyone who shows high engagement behavior and is a really good fit, they will automatically send a discount offer to incentivise their first purchase.
Well, what do you know?
In the first 90 days, just that change alone created an extra $80,000 in the business in purchases.
Just that one change alone…
All because, he thought about what he was saying, who he was saying it to, and what they would be saying to themselves or each other when the marketing wasn’t happening.
They were probably saying, “I really want to buy. I’m very interested in what this brand has to offer, but if only I just had a lower risk option to dip my toe in the water.”
Lo and behold, everyone who was highly engaged and hadn’t purchased yet, but was a good fit in the database, that was the very thing, the very message that they needed to hear, to tip them over the edge.
There was no marketing hack or funnel hack and no pushy, weird sales tactics.
Just a really simple identification of who, what, where, when, and how.
Now, let’s bring it back to you again.
Have you ever been guilty of this?
Have you ever been guilty of putting out same, same, good enough, it’s close enough type messages?
Are you guilty of treating everybody as though they are the same?
Are the people in your database, or in your nurturing, or in your lead gen, or in your advertising just a number?
Or, have you thought about what their goals are, their frustrations are?
Have you thought about who your brand is, what your brand stands for, what your brand should be known for?
When people interact with your business, can they feel the values of the company, or is it something that only your staff know about?
How do you remove the stress out of flogging products and services?
Stop flogging customers with marketing messages that could be said by any of your competitors.
Start saying something that is truly unique to you.
Whenever you’re ready… here are 3 ways I can help you grow your business:
- Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.
- Join my Marketing Bootcamp program. I’m putting together a new case study group this month. If you’d like to work with me on your marketing click here.
- Work with me and my team privately. If you’d like to work directly with me and my team to get one on one coaching, implementation, simplify your lead generation and win more clients… just email firstname.lastname@example.org and put “Private” in the subject line… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details!