Your Sales Funnel
Element 1 – Your Digital Marketing Welcome
Hello and welcome to element 1 – your Digital Marketing. The Growth Funnel journey has been designed to compliment your existing digital marketing activities.
Step 1 – Your Trojan Horse lead Magnet
Hello and welcome to Step 1 of Element 1 – your Trojan Horse Lead Magnet. You simply need to solve a specific problem with a specific solution for a specific segment of your market.
Step 2 – Your Evergreen Lead Magnet Customer Journey
Hello and welcome to Step 2 of Element 1 – your Evergreen Lead Magnet Customer Journey. Delivering the right buyer’s journey, with the right messaging, at the right time, that solves the right problems.
Step 3 – Sales Leads Buyers Journey
Hello and welcome to Step 3 of Element 1 – your Sales Lead Buyers Journey. When creating content for a sales funnel, it needs to be centred around the one thing that your sales leads are searching for.
THE INTRODUCTION COURSE VIDEO SERIES
Simply click on each video to watch:
BONUS BLOG 3
Your One Thing Promise
Welcome back to the Growth Funnel Journey, in this blog we’re looking at your One Thing Promise.
So when it comes to your Sales Funnel, you can only be an authority in One Thing and you need to be seen as the go to person in your chosen niche. Otherwise you risk diluting your messaging and attracting no one. You need to know exactly who your ideal client is, and use the same words they would use to describe their own problem. This is where you use your knowledge and experience to develop your content into a journey of transformation, so your sales leads can move away from their pain state which is the problem that’s at the top of their agenda when it comes to paying for the solution.
Once you’ve managed to bypass their deletion program, got them to click on your marketing content or advertising, they’ve landed on your opt-in page and you’ve highlighted your one thing product or service promise to get them to enter their contact details so that you can deliver on your promise via your Lead Magnet.
Even though you have made it this far, you now have the hardest job of all to do and that is turning them into a sale. They are now on your Lead Magnet customer journey which will form their first impression of you and your product or service. On top of this you are also using up a very valuable resource to them, which is their time!
But the good news is, most of your competitors haven’t even made it this far, they’re still trying to capture their ideal client through general digital marketing techniques and haven’t even picked a specific problem to solve because they know they solve lots of different problems and want to make sure they cover them all. Which means they’re all being deleted by your sales leads protection program and being ignored.
But you are now on the path to earning real attention that you can turn into sales, as long as you continue to follow through with what we are covering and the rest of this process.
When you’re in front of the right customer, you know exactly what to say to solve their problems, so we take what’s already working and we put it into your Lead Magnet customer journey to get you in front of the right sales leads.
The Growth Funnel Journey turns a typical lead magnet into a Trojan Horse, and that’s because your new sales leads have no idea how much value is concealed within it.
Once they start consuming its content and experiencing your promise and its value, it immediately builds trust, authority and starts to develop a new relationship.
It delivers the right message, at the right time, to the right person and it solves the right problem, which makes it very clear that your product or service is going to be the only solution they need.
Which in turn, makes your cold sales leads sit up, takes notice, and begin to see you as the one and only company who can solve their problems.
Now there is definitely an art to crafting the right promise and the right content, I am going to show you the 5 keys that help to do this.
Number 1 is your promise, it should be big enough, just like small problems don’t get attention, small promises don’t get attention either. So pick a really big problem, agitate that problem and then future pace them to the desired outcome they are trying to reach. A better version of the situation they are in now.
By getting them to visualise their desired outcome, it can make a huge difference.
Visualisation helps our brain send a signal to our body to start behaving in a way consistent with the images in our head. So by attaching your sales leads end desired result to your product or service, it helps to give them a clear picture of what life will be like once they start working with you.
Which means Number 2, is all about making sure your promise is easily understood and totally believable. Your ideal clients will have a very low BS threshold and if it sounds too good to be true, it probably is…
Number 3 is that your promise needs to be backed up with proof.
So if your promise is big enough and it’s believable at face value you’re now getting your sales leads attention, so all you need to do next is back it up with proof. We are going to get into proof in the next element, but the easiest proof is testimonials. But for now, just make sure your promise is backed up with solid proof without confusing your sales leads.
Number 4 is that your promise should be time bound, which means not only do you understand their pain, not only do you have the solution and proof to back it up, but you can fix it for them in a timely manner without it turning into an even worse scenario. And all they need to do, is provide you with their contact details and you will contact them immediately to help.
Then for number 5, it’s time to adopt the Apple effect and become a leader to inspire action.
I use Apple because they’re easy to understand and everybody gets it. The main reason for apple’s global success and consistent revenue breaking results, is they use a different marketing model to everyone else.
There is an awesome TED talk done by a man called Simon Sinek who made a discovery that there’s a simple pattern and Apple use this exact pattern. As it turns out, all the great inspiring leaders and organisations in the world, whether it’s Apple or Martin Luther King or the Wright brothers, they all think, act and communicate the exact same way. And it’s the complete opposite to what we have all been taught.
I have included it into your resource section below, so make sure to watch it, it’s 15 minutes long and has already been watched over 38 million times.
I mention this because there are 2 key takeaways that relate directly to your Lead generation campaign, so I will quickly cover them and you can gain a deeper understanding when you watch the main Ted Talk.
He keeps it very simple which is what I like. He calls it the golden circle – Why? How? What? Every single person, and organization on the planet knows what they do, some know how they do it, but very, very few know why they do what they do. And by “why” he doesn’t mean “to make a profit.” That’s a result. It’s always a result. By “why,” he means: What’s your purpose? What’s your cause? What’s your belief? Why does your company exist? Why do you get out of bed in the morning? And why should anyone care?
As a result, the way we think, we act, the way we communicate, the way we build our marketing campaigns is from the outside in, it’s obvious.
We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations, all think, act and communicate from the inside out.
You see, the way we have been taught to market and advertise our companies is fundamentally flawed, because we say what we do, we say how we’re different or better and we expect some sort of a behavior, whether it’s a purchase, or a prospect providing us with their contact details. Here’s a classic example:
We have qualified web designers who can build your website, with our years of experience we can deliver on time and within budget. Call us now.
But here’s how Apple actually communicates.
“Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great iphones. Want to buy one?” Totally different, right
What it proves to us is that people don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe in what you believe in.
So if you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to buy something from you. The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.
You have chosen a specific ideal client, you have chosen a specific problem to solve and you have made a very specific promise.
So now tell them your WHY, tell them what you believe in!
The second takeaway is something that backs up why it’s so important to attract those who believe what you believe in. It’s something called the law of diffusion of innovation. There are 3 sections that your lead generation campaign must focus on.
The first section is made up of the first 2.5% of our population and they are the innovators, I call them the action takers. These are the people who will move through your lead generation campaign the fastest and even though this is exactly what you need, sometimes it can create a false sense of success and a lot of companies fall into this trap. You see a lot of companies measure their success by just attracting these 2.5% of action takers. Which in the long run limits their overall growth because they are not optimised to attract the majority.
The next section is where 13.5% of our population are and they are early adopters.
These prospects are harder to attract and convert. But there are more of them so even though it will take longer to convert them, you will get more volume.
And lastly you have 34% who are a mix of your early majority, your late majority and your laggards. These will be the hardest to convert but they will be very loyal clients if you do ever convert them.
So the only way to break out of the limiting 5% focus is to make your sales leads understand your WHY, the why you believe so much in your product or service. This will help you stand out as a leader and differentiate yourself from your competitors.
Your competitors will say what they do, how they are better and expect a sale.
But you will be building a lead generation campaign around your WHY, which means you will be resonating with and attracting all 3 sections of the population and significantly increasing your chances of generating sales.
Because People don’t buy what you do, people buy from people and they buy why you do it and if you talk about what you believe, you will attract those people who believe what you believe in and you will reach and attract more sales leads than ever before.
So to recap, we went through the 5 keys to crafting a compelling promise that will get your ideal clients attention. We established that your one thing promise needs to be big enough, it needs to be easily believable, it needs to be backed up with proof, time bound and your promise should reinforce your why and resonate with your buyers beliefs.
Now coming up in the next element we are going to cover the relationship that needs to be developed with your sales leads to convert them into a buying ideal client. This will be done through the content you deliver and the email campaigns you use. I am going to show you how to use content that makes good on your promise by proving that you can deliver the goods.
And how to deliver your content in such a way that it builds powerful relationships within all 3 stages of prospects with very specific email campaigns.
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