The Simplest Secret to Getting More Clients/Customers (AKA More conversions :-)

October 17, 2013

Top Secret Shannon McCafferyBeing in marketing for what feels like a lifetime, the ONE things all my clients struggle with is how do they get more new clients/customers? And– how do they get  more people to convert on their websites and get into their marketing funnel?  I’d like to tell you that the REAL answer is incredibly sophisticated and complicated. But, it’s really not, it really IS simple, what I’m about to reveal to you.  And you have to understand that this is not rocket science and it’s something you probably already know. ..

The SECRET to getting more Clients/Customers- is you HAVE to BUILD a RELATIONSHIP with them FIRST– BEFORE you ask them to buy from you- that’s it. And the age old example that always hits home is you wouldn’t ask someone to marry you on the first date, so why are you doing that with your marketing?  When you get them into your funnel, don not immediately ask them for money.  Date them, send them emails filled with value, build their trust, give them interesting tips, strategies and information that they can use right away in their business, their lives.  And honestly after you’ve sent them 7  to 10 emails THEN ask them to buy something from you- and not anything really big either.  And often times I will tell my clients to start by putting the sale in the P.S.– not even in the body of the email.  (Actually this is a terrific strategy missed by many people- not using their P.S.- many people read that first BEFORE even reading the body of the email!)

Once you get this concept, then we can plus it up– look into your so-called “war chest” and find some cool things you can give away to them to build their trust and a relationship with them.  Next, be a REAL person to them– don’t just give them valuable information, tell them about yourself, give them an entertaining story about your kids, your partner, your dog, the trip you just took– CONNECT with them on another level– again it’s about building a relationship with them.  And also encourage them to connect with you on social media where you can then connect with them and build your relationship even further.

Some specific takeaways for building a relationship with your prospects to turn them into clients:

1) Core- Build a relationship with them

2) Entertain them with good stories, antidotes, inspiring quotes, funny pictures, etc.

3) Reveal things about yourself- really connect with them- be personal- talk to them one on one like you’re having coffee with them

4) Give them valuable content they can take and use right away

5) Don’t try to sell them anything until you’ve done the first 3 well- so after about 7 to 10 emails or so

6) Treat your prospects, clients/Customers as you would like to be treated

7) Communicate with them on a regular basis- at least ONCE a week, if not more

8) Covet thefolks on your list and keep doing the above and you will have them investing in your business AND you will have clients/customers for life

As I said, it REALLY is that simple to get new clients/customers- just focus on BUILDING a relationship with them.  Trust me, it really does work, and let me know how you do– I’m here to help! 🙂


Never Ever Cold Call Again to Get New Clients!

October 4, 2012

Something I learned over 6 years ago from “the Millionaire Maker” Dan Kennedy is that in order for you not to do cold calls, and to not be stressing out where your money will come from each month— you need to create a “lead generation funnel.”

I not only learned it from him, I shared the stage with him where he asked me to share the strategies I used to help grow my business and here are a few if them below,,,

What you need to pay real attention to is that After I did that, created and implemented those strategies… I never had to worry about getting any new clients or cold calling again.  I basically created a system of how to get new leads… Here’s a sample of what I did—

  1. Create a  1 page printed newsletter– I sent it out for free once a month to anyone who signed up for it online. I also gave it to folks I met in my travels to events.
  2. Wrote a weekly blog and sent an email to my list
  3. Sent at least one email a week to my list in addition to my blog email
  4. Attended the same 3 conferences every year for 6 years (GKIC Info Summit, Superconference and Yanik Silver’s Underground)
  5. Joined 2 mastermind where we met 3 – 4 times a year- got a bunch of business from there J

This is only 5 things, and there are so many more things you can do to keep your pipeline of new clients filled.  I actually create a free report which you can download here-“The 7 Ways You Can Get New Clients in ANY Economy” no optin/email address needed- you get it here compliments of me.

The real key here is that whatever you decide to do you need to do it consistently, and don’t stop doing it, be committed to growing your list and putting your marketing on auto pilot by using an email auto responder, getting a VA to do a printed monthly newsletter for you and on an on… Stop making excuses and go get on the stick and create some systems to communicate with your list , grow it and never have to make another cold call again!

AND– Here’s a BONUS for you– Dan Kennedy just launched some great free training– check it out here– he shows you EXACTLY how to create your OWN “lead generation machine” funnel.


Five Strategies to Make Your Products Stick

July 19, 2012

Having worked with lots of entrepreneurs to help them create their information products, I’ve discovered this easy way to increase your stick rate.  If you don’t know what that means, it’s how to have someone who bought your product keep it so they don’t return it.

Here are 5 proven ways that you can use one or more of them to increase your products stick rate and get more of your customers hanging onto the product they bought.

Strategy #1-  Create a Quick Start Video—This is huge— create a video and walk them through step-by-step exactly what’s in the product and HOW to use it.  What do they do first, second, etc.  This really works and will get them to understand the product and to consume it more easily.

Strategy #2- Create a Quick Start Guide—This is a printed guide that you create. The way I did this was I created the video script first, then I created the PDF guide.  Again, walk them through the product, all the pieces they have.  Next, tell them where to start.  I sometimes create two tracks- one for beginners and one for advanced.   I tell them how to consume and go through the product depending upon if they’re a beginner or advanced.  Then you can also give them some additional resources to help them, like links to software, tools, or websites.

Strategy #3- Create a Checklist—  This is a terrific tool that can either be a stand alone, or include it in your Quick Start Video or Guide.  An example would be for my survey product, I give them a checklist of all the things they need to do in order to create a survey.

Strategy #4- Create a Mindmap—If you don’t know what a mindmap is- check out this website– www.mindjet.com  I LOVE mindmaps and use them for product creation and for product launch’s. Again, I put this in my Quick start Video and Guide.

Strategy #5- Create a Flow Chart– These are along the same lines as a mindmap, people love flow charts and love to see how everything fits together.  Here’s an example of a flowchart- (Again, I put this in my Quick start Video and Guide.)

Take one or two or use all of them like I have in my product and all these will go a long way in helping you increase your stick rate AND help your customers use your product as well!


The Real “How” to Create Your Own Info Products

June 29, 2012

One of the things I’ve discovered is that there’s tons and I mean tons of information out there on how to create products and how to market them… Yet, the one thing I saw that was missing was something that was really clear and simple about “how” to do it…

So I came up with some basic principles that will help folks on how to do it—

  1. You have to survey your audience and find out what they want and how to they want it delivered and howto ot price it, which you can get that info from this blog— https://marketingimplementer.wordpress.com/2012/06/14/first-steps-you-must-take-to-creating-your-information-products
  2. Once you know which product to create- then you need to do research and find out about your competition- you can search on Google or go on Amazon.com and look up books with similar information and research their table of contents.
  3. Create your course outline with all the information you want to include in its, at this point you could do another survey, or send one out with this info to get some answers from the folks who will buy from you
  4. Decide how you will publish it—will it be an online course or a printed course, or will you create one from a webinar or teleseminar- lots of decisions here.  Don’t forget to ask questions about this to your list.
  5. Add Bonuses- don’t forget bonuses are good and often times sell your product for you
  6. Increase your stick rate—do this by adding a quick start guide to all your products

This gives you a quick and easy way to start you off on creating your next product.  Follow these steps and I know you will be incredibly successful. Don’t forget to ask some questions to your list- because you always want to give them EXACTLY what they want.


What Do Your Customers Really Desire?

May 31, 2012

I wanted to continue my blog from last week where I discussed “What Your Customers Want to Buy,” followed up by this week where the focus is on “What Do Your Customers Desire.”  This questions are incredibly similar because a lot of the focus is out the outcome, not exactly a product or service. Remember people buy on emotion and then they rationalize with logic AFTER they purchase.

That’s why what I’m about to tell you is REALLY cool and important. If you’re a student of Direct Response Marketing or a copywriter, or student of marketing, you’ve probably heard of Victor Schwab. If you haven’t, shame on you- get on Amazon now and buy this book— How To Write A Good Advertisement

In the book he has a ton of terrific stuff on how to write copy and ads that convert. The one thing that caught my eye and made a huge impact on my was on page 47 where he talks about what showing people an advantage, yet it helps when you know what those advantages are.  So here’s his list of people’s desires and what they want to gain, be, do and save:

1) People want to GAIN:

–      Health

–      Time

–      Money

–      Popularity

–      Improved Appearance

–      Security in old age

–      Praise from others

–      Comfort

–      Leisure

–      Proof of Accomplishment

–      Advancement- business, social

–      Increased enjoyment

–      Self-confidence

–      Personal prestige

2) People want to BE:

–      Good Parents

–      Social able and Hospitable

–      Up-to-date

–      Creative

–      Proud of their Possessions

–      Influential over others

–      Gregarious

–      Efficient

–      First in things

–      Recognized as authorities

3) People want to DO:

–      Express their personalities

–      Resist domination over others

–      Satisfy their curiosity

–      Emulate the admirable

–      Appreciate beauty

–      Acquire or collect things

–      Win others affections

–      Improve themselves generally

4) People want to SAVE:

–      Time

–      Money

–      Work

–      Discomfort

–      Worry

–      Doubts

–      Risks

–      Personal Embarrassment

My recommendation of what to do with these lists, is in your marketing promotion and copy, ensure that you tie into these advantages and focus on one or more things of what people want to gain, be, do and save.  And if you can do that, they will buy from you.

I’ll leave you with this terrific quote from Napoleon Hill (and if you don’t know who he is- buy his book here—Think and Grow Rich. It was originally published in 1937) “There are no motives to action: Self-interest and fear.” So to me he’s saying that people buy out of self interest- to gain, be, do and save and out of fear. Hence so much copy is fear driven and focusing on our problems and that’s why everyone has the perfect solution for us because that’s how most of us think.  When asked what we want, it’s easier to know what we don’t want which then gets us to what we want… Happy thinking, discovering and figuring out your customers desires!


Discovering How to Add Some Disney “Mouse” Magic Into Your Business

May 17, 2012

Here are my two favorite quotes from Walt Disney:

“Think beyond your lifetime. If you want to do something truly great. Make a fifty year master plan. A fifty year master plan will change your look at the opportunities in the present.”

“If you can dream it, you can do it!”

These quotes do an awesome job of giving you a birds eye view into Walt’s psyche and how he was able to accomplish so much in a given period of time. He was the epitome of driven and going after his dreams. After reading his book, “How to be like Walt,” I certainly was able to view how when you have a dream, you go after it and let NOTHING stop you or get in your way.

I had the recent pleasure of spending 3 days in Orlando and two of them I spent at Epcot, touring and learning all of what was in Walt’s plan and how his little city in Orlando came to be. It was a fascinating adventure for me.  I got an amazing glimpse into his mind of how he accomplished his dreams and the flip side, of how he wasn’t able to see his dream of his Orlando parks come true. Yet, how his brother Roy and his team made sure it came to fruition.  When I stood there, it was hard to believe that— he actually died before any of the parks were even build in Orlando—wow…

So I knew there were some lessons that not only I could learn, but that I could share with you… The one thing Walt was through and through was a salesman and here’s how he succeeded as one:

  1. Honesty- He was so honest and forthright and sincere, you couldn’t help but believe in him and his dreams. So how can you be more honest, sincere and forthright in your business?
  2. Enthusiasm– This is one I’ve got covered, when I’m enthusiastic about something it comes through my pores, people can see it written across my face and the same for Walt.  He was enthralled with his ideas and he was infectious and it was contagious, don’t ever forget that in your business.
  3. Confidence- Walt exuded confidence, even when his business was failing. It’s about having unrelenting faith in what you’re doing.  His confidence, like his enthusiasm was contagious and infectious.
  4. Courage- This is a big one- this biggest fear is the fear of failure and the fear of rejection, Walt faced this daily. After all his company was the first one to create cartoons as feature films, which was unheard of in Hollywood and his won his first of many Oscars for doing so.  His first cartoon feature film of Snow White, blew the critiques and audience goers away… He had courage for his vision and his belief in creating cartoons as feature films.
  5. Persistence– according to Walt, nothing that was worthwhile comes easy and he had to have perseverance and faith in his own abilities. So must you—don’t ever give up—or my favorite saying from my amazing Coach Debbie Phillips, (and Founder of Women On Fire) is “Don’t give up before the miracle.”

There are hundreds of more lessons to be learned from Walt Disney, I just hope you can grasp these few and implement them into your business and your life.
And don’t forget to tell me how you do!


The Anatomy of Creating a Survey

April 19, 2012

Over the last couple of weeks, we have gone over steps how to know what your clients/customers want through creating surveys and writing out our questions.  Today, I want to put all that information together and show you the anatomy of a survey.  Other people might try to make this process really complicated or complex, yet the process is REALLY simple. And if you follow this process, I promise, you will discover EXACTLY what your customers want and then all that’s left to do is to create it!  So after you’ve created your survey- here’s what you need to think about and plan:

Survey Time Frame

In order to get the best response from your prospects, the lifespan of a successful survey is between 7 to 10 days.  Think about this 7 to 10 days time frame as a mini launch.  By keeping this prospective, you will be able to plan every single detail to make this successful.

Communication

By setting up the time frame of 7 to 10 days, you will want to send out 5 – 6 emails throughout this time.  Try to avoid emailing everyday, which could be viewed as spam.  Instead, try to send an email every other day.  Within these emails, you will want to include:

  • Why you need their help
  • Focus on your gift you want to give them (See more below)
  • A Short & Sweet Reminder about completing the survey with the link at least twice in the email
  • Always add a P.S. to your emails

The key to remember about the communication part of this process is make each email compelling so your prospects will provide you with good, solid feedback.

The Gift

Always give a gift to those who answer your survey. It is the best way to not only motivate but also to thank them.  Time is a gift to most people and therefore you want to reward them for giving you some of their precious time.  The best gift idea is something of value and compelling that you think they would want.  I like it to be electronic so it’s easily downloaded- like an eBook, eReport, MP3 audio, video, etc.

Analyzing

The last part of this process is a favorite of mine-maybe because I am a true survey geek!  All your prospects have turned in their surveys and now it is time to dig into their responses.  .  In fact, if you have used a survey tool like Survey Monkey or Zoomerang, they make analysis SO easy.  I love these tools because they do ALL the number crunching FOR YOU!  In addition, they put them in these cool graphs too.

So take advantage of your online survey tool and crunch your numbers, really taking the time to read all your date.  Pay special and close attention to all your open-ended answers.  And then use the information in your business, in your marketing—USE IT!  That’s why you created it and sent it out. So many people forget about it and don’t use that information—it’s a goldmine- use it!

Want more information about using surveys in your business? Check out—www.NeverGuessAgain.com

Already know you want to invest in a program that will show you exactly how to create surveys and use them in your business so you know exactly what your customers want?  Check out my interview with Bill Glazer where we discuss how to give your customers EXACTLY what they want.