Converting leads into customers for non-profit organizations

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now there's an interesting quote from right inside the book it says that not all cliques are created equal we have to understand the temperature of the customer as it come into our funnels so if somebody's lining on your website what did they see or think about prior to coming to your website if they were on a an award website when somebody was touting about how amazing your design studio is and then they follow that link and they chase you down that's a fantastic lead so we're going to talk about how it's preframe meaning the mindset or priming the person prior to coming into the awareness of what it is that you do so if they're we're already I have a lot of respect and admiration for your work of course they're ready to go and that's what we would refer to as a hot lead okay so there's three temperatures hot warm and cold hot this is how we define hot somebody that already knows you there where of you they've seen your work somebody's talked about you you've been mentioned they've read you and in some kind of article and the next one is this is they're already on your email list so many of you guys over 30,000 of you guys are on our email list I would consider you to be a hot lead next is there's an established relationship now if you're new to the channel welcome first of all thank you for being here but we have over 700 videos already on our channel so there's an established relationship that you guys have seen us you know about as you know what we stand for and you know what we've done so when you have a hot lead the hot mindset if you will coming into your your platform your channel your product page whatever it is then what you want to use is a personality driven communication style let you be you you want to share stories share your opinion you might even talk a little bit about your private life things that people don't know about and the question that you're answering is what is the product so somebody's already hot they know you they are on your email list you already have a relationships all you need to do is to tell them what is the product okay next up is what if it's a warm lead a warm lead sounds like this they don't know you but they might know someone that you know so there's a common reference point six degrees of separation there okay and if they're coming to your channel we're product via Facebook Instagram or Twitter there's a good chance there are warmly so there's general awareness but they don't know everything about you so in this case what you want to do is to satisfy the desire so how you do this is you can build a bridge and a great bridge is to get endorsement from a trusted source that's somebody that you both know and affiliates are a great program to launch or to use to you to capture the warm lead and the question you're trying to answer is what is the solution okay now that leads us to the last point which is the coldly this is the hardest one to convert so the cold lead says I have no idea who you are I do even know what you offer and can I even trust you so this is generally when we're talking about marketing and lead generation most people fit into the cold category they have no idea who you are they don't know what you offer and they don't know if they can trust you so this is what you need to do with those people what you want to do is provide clarity so we need to first of all understand what is the problem then the language that you're using to describe the problem may not even be something that they're familiar with so it's important here that you learn how to speak to a very broad audience it could be that you have a customer or a client pain point and strategy may be your solution so I have to build a bridge from the words that you understand into the words that we normally use to talk about this kind of stuff right so here's what it looks like so from Russell Brunson's book and he talks about this how do you move somebody who's completely unaware if you or even what the problem is from a cold to a hot lead first you need to tell them what the problem is and you need to tell them in terms that they understand you got to build a bridge from general questions to something that's much more specific okay we're going to move them from being aware of the problem now I'm aware the problem what are the solutions that are available and from there we want to tell them the product and we want to tell a personal story thank you very much you guys for tuning and I hope this was helpful to you guys let me know in the comments below like subscribe hit that Bell do whatever it is that you guys do on the Internet [Music]