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hey guys welcome to video number three in the series so this is talking about how to design and execute an effective lead generation strategy to attract your ideal clients for your marketing agency so the big problem we've been tackling in this series is most marketers struggle to attract the attention of their ideal prospects they don't have a system in their business to systematically heat those prospects up getting them to know like and trust them view them as a provider of choice ultimately turning prospects into leads leads into hot leads and hot leads into discovery calls where they have a fit know fit conversation with those prospects and ultimately convert them into high paying clients so that's what this series has been about and we've gone through video number one and video number two if you haven't watched those yet I encourage you to hit pause on this go back watch video number one and video number two because it really builds on itself it is the foundation and if you don't have that foundation this video stand alone will not add the value that you need you won't be able to put this to use in your system so what I suggest you do is hit pause go back watch video number one in video number two if you already have great I'm glad you're still with me and I want to tell you a little bit about a program I'm going to be launching for those of you here just for the free content don't worry I'm going to get to that in just a moment I just want to share a little bit about what I'm going to be opening up in the next video so in the next video I'm gonna tell you about the program that I've spent the last year and a half working on ultimately working with case studies and one-on-one clients to pull together a training to actually show you how to deploy this rapid lead generation system in your business so we're gonna have a number of things available to you in this training that I'm really really excited to launch first and foremost anyone that jumps into the program is going to be partnered up with an accountability partner so you and somebody else that is in the program will be matched up so that you have somebody holding you accountable that you are going through the process with number two there's going to be Q&A where any question that you ask I'm gonna hop on create a video answer your question directly so you'll never be left alone unlike in other trainings where you buy the you're left to your own devices to try to figure out what is going on this program is designed as an implementation program and at any point if you have any questions I want you to ask them so that I can create a video answering that question we're gonna create a library of FAQ or frequently asked questions where everything gets answered and everybody benefits from the experience of making the program that much better third thing that I'm going to be doing that I really am excited to do is I have built a team of outsourcers that have helped me with all of the clients that I've worked with as well as in my business and I'm gonna make those available to the people that have jumped in so I've already heard comments and I've already taught you a number you I know a number of you are looking forward to jumping into this program I'm super excited to open it tomorrow I'm gonna get the the next video out to you in the next day or two and when you get that video you'll hear more about what this program has to do and what I want to do now is just get into the free training because I know that some of you are here just for that and I want to deliver on what I promised which is closing the loop on how you're going to be able to attract and convert those ideal prospects for your business okay so just to review where we are in video number one we covered who is your ideal prospect we talked about the three questions that you really need to think about who do you want to work with who can you add value to and who is willing and able to pay you what you're worth right and so these are the three questions you have to be able to answer number four is where do they congregate online you have to be able to find them we're not looking for left handed CEOs with kids named Matt we need to find them somewhere online so as soon as we identify where they congregate and we answer those three questions we have your ideal prospect and then we run into problem or challenge number two which is grabbing their attention we went through how to grab their attention and how to build an unfair advantage in terms of penetrating the market grabbing attention we talked about that in terms of the locksmith plugin but really the point to take away there was identify frustrations challenges that your ideal prospects have solved one of them that doesn't relate to your core service so that you can differentiate yourself in the market then we hopped into that new light and Trust in video number two along with how to become a provider of choice and we talked about the strategy we want to use we don't want to go tactical and pitch our service we want to go strategic and pixel your ideal prospects because we know that we're gonna heat them up over time we know that we want to be able to put value content in front of them so that they get to know like and trust you and view you as a provider of choice all right so the next challenge that we're gonna run into if we think of this in terms of that Lego box and we flip it over the next two challenges or bags that are gonna fall out are we need to build your conversion system and we need to pre frame people coming on to that discovery call so the conversion system is how to take prospects convert them into leads and leads into hot leads ultimately pushing them on to that discovery call and then a framework for that discovery call so that people come in viewing you as you know that provider of choice or that authority that expert who they're willing and able to pay all right so let's continue on here so when I had 11 clients and I was trying to scale up my business I remember the euphoria that would happen wouldn't a lead would come in right so it's like when you don't have enough leads coming into your business and you get either a phone call message or an email message from a prospect that either downloaded a lead magnet and decided they want to have a phone call with you that moment of excitement you know I don't know if it's like this for you but for me I was visualizing the the extra money that it would generate for my business the growth that I was gonna allow me to have to help me hit my goals and I get super excited unfortunately what would quickly happen when I got on a phone call is I'd realized that they didn't know who I was all right they hardly remembered my name or my company's name I was one of three forms they filled out that day and tell me what it is that I can do for them and it really was deflating right and it was frustrating because if you know you you come in with this excitement and then you realize that this is them basically coming to you to extract as much information as possible and see how much you're going to be willing to do for them for how little and that was the situation that I found myself in when I was just really developing this process and I remember feeling that frustration at thinking like there's got to be a better way because this is really how you attract the pain-in-the-ass clients and what that was for me was if I decided to give them the deal and you know give them that low fee they'd end up being that client that would want to micromanage the process tell me how to do the search engine optimization tell me what they wanted me to do is if I was you know their employee and they were the director of what was going to happen and then ultimately when it didn't materialize the way they thought it should I was the person they would blame for that process and that to me is exactly the definition of a pain-in-the-ass client and very often they were the people who were hey I want you to help me create two hundred and fifty thousand dollars a month and I'm willing to pay you four hundred that for you that's the exact opposite of what I want I want you to work with the type of people who are going to value you be willing to pay you what you're worth so that you can do your best work for them all right so let's continue on with this so let's start with the end in mind again Stephen Covey this is how I like to frame everything up so in this particular step the objective is we are working on your conversion system this is moving your prospects to leads and your leads ultimately into hot leads and then those hot leads ultimately onto a discovery call so that you can have them join you on that call and give you the framework so that you can do that fit versus no fit call where you only work with people who value you view you as an expert are willing and able to pay you what you're worth you have enough of them going through your system that you never feel like you have to take in one of those pain-in-the-ass clients all right so let's jump into the content here and so we talked about in previous video you're going to pixel people so that you can create this audience where you're always able to drip out your new content to them this is value content you're gonna create and this value content is really there to entertain to excite to educate and to inform and really what I want to explain to you here is we're gonna put out content maybe once every two weeks this pieces of content is there to add value and that's the only goal of the content we want to train your audience of ideal prospects that when they click on one of your ads they're gonna land on a piece of content that is designed to add value to them and their life in some way shape or form as a standalone piece of content because we need to understand that while only 3% of the market at any given time is looking to buy we know that within your ideal prospect mix over the next 12 months a lot of those people are going to be activated and be part of that 3% it may be this month it may be next month it may be the month after but over time what's gonna happen is everybody is going to actively looking for your service and so what we are doing here is we are taking the long game we are making sure that over a period of time they're getting to know like and trust you and in the process we're also heating them up because when they become active buyers they're already going to view you as that provider of choice but I need you to understand that people come in at different temperatures right could be hot warm or cold somebody coming in hot has familiarity with your brand they've consumed a lot of your content they've watched under your videos maybe they've interacted with you with comments they are hot they are very likely to want to do business with you someone who's warm is familiar with your brand they've probably consumed some of your content maybe downloaded something from your site but they're not ready at the point to actually buy and cool traffic is somebody who has just clicked on your ad they've seen your first piece of content they're not really sure who you are and so the understanding that we have to have is because there's these three temperatures of traffic we need to have conversion assets that are gonna convert cold to warm and warm to hot and we need to think about that again starting from the end in mind how are we going to convert people through these stages all right so let's continue on so the way you want to visualize this is as people come in there in this less desirable state right there some they have some problem that they want to get to some solution right and the way I like to think about this is they are here in this less desired state and they're trying to get to this future state this aspirational state you know for a lot of business owners maybe that's growth maybe that's more clients maybe that's more profit maybe that's doubling their business but there's a future state and our services are really designed as the vehicle to take them from point A to point B but before we can take them from point A to point B we have to convince them that we are the vehicle to deliver that for them and in order for that to happen they need to go through this Marketing System and so we need to have conversion assets at each stage and so the way I like to think about this is we take coal traffic and convert it to warm with a lead magnet we take warm traffic and confirm it to hot usually using a video sales letter and I'm going to show you how we do that in our process here and we usually convert hot prospects either through a trip wire or a discovery call and I'm gonna give you examples of both in this in this presentation just so you can see how we do this in our business and of course there's a lot going on here but I just want you to be able to visualize what you need to have in your business in order to systematically move cold to warm warm to hot and you have a predictable way of doing it because if you don't have a system to do this automatically then you end up in that cycle of manual marketing where very often the business owner is having to move people through on a one on one process and that is slow inefficient and ultimately it's not scalable all right so let's look at how most marketers work with this right and so again it comes back to the way we are interacting so we've decided we're going to take this strategic approach of retargeting we're gonna put content in front of your audience every two weeks they're gonna see a different piece of content that you create and ultimately what's going to happen is they're going to become familiar with you and your brand over time relationships progress at the speed of the slower of the two parties right I'm sure we can all agree that you would be happy to sell in your course service today but not all prospects are ready to buy your course today so the relationship moves forward at the pace of the business owner and they're usually the slower of the two parties because they're not ready to give you all their money today okay so what ends up happening is we need to give them that conversion asset within that value content and that's the lead magnet and that lead magnet is designed to give them that next set of value so we give them the content and then we say within the content if you're interested in this greater piece of content or this content upgrade or this piece of value or a piece of the process you can download it here again most of you have seen lead magnets you may even have them there are better ones and worse ones but ultimately I would say most people are familiar with the concept of lead magnets and it's going to push them to a landing page ask for their name and their email when they put it in they're gonna get added to your autoresponder it's gonna be sent out and you're gonna send them to a thank-you page and what I see most frequently both on marketers sites as well as on client sites is a generic Thank You page that says thank you for downloading whatever the name of the lead magnet is we'll get that out to you shortly and then basically we push them away and so this is the first opportunity for me to point out the big mistake that marketers are making and this page is actually the dumbest thing you can do at this stage because you've gone through all this effort right you've captured their attention you've earned some trust they've ultimately decided they want to take your upgrade they go to the upgrade they give you their name and email and now they land on this page and rather than inviting them to go to the next stage and if you think about this from the objective of converting them through from cold to warm to hot sending them away is about the last thing that you would want to do and so the way that I describe this is if I go into a suit store for a suit they fit me for the suit right and then we'll equate that to the first piece of value but as soon as they're done with that they offer me a shirt and tie right we'll call that the lead magnet and so I say yeah to that shirt and tie the next thing they're gonna offer me is shoes a belt socks another shirt and tie another suit it keeps going until I say I'm done but for some reason when marketers online they're willing to stop that sale right after they get the person's name and email which doesn't make any sense you want to continue that relationship going you want to continue to offer them more value so that you could heat them up while they're ready to be heated up all right so let's look at what this would look like so I'm gonna give you two examples here I'm going to give you one pushing to a discovery call and one pushing to a tripwire just so you can visualize this the steps that you need to deploy in your business again this is really here just to show you what you should be doing you should be able to take this and think about how it applies to your business your service and your core but again if you're interested I'm gonna give you the opportunity to give you a lot more value in the next video so just stay with me here and let me show you what we do so we do the same thing the same process right we offer them value over time they decide ok now we're ready to take a lead magnet they take the lead magnet they fill in their name they go to this autoresponder and now they land on a thank you video and the thank-you video script is really there to continue that engagement so it's gonna go something like thank you for downloading the PDF my team will get that out to you in five short minutes in the mean time all right and what you're kind of doing there is you're seeing that it's not going to arrive for five minutes so in the mean time they have five minutes to watch whatever it is you're going to present to them and this is where you want to talk to them about a pain point they have in their business whatever it is that you sell you want to talk to them about how your core service can help them go from where they are to where they want to be or how you can help them solve a particular pain point they're aware of in their business and this is what you want to cover on here this is almost like a video education talking about some pain point and ultimately from there pushing them to a discovery call which I recommend you set up using your online calendar so that they can go from watching the video and hearing what you have to say and spending some time with you to an offer of moving to your calendar and booking a call again we know that relationships progress at the pace of the slowest person and so what's going end up happening here is if they watch this video and they're convinced that you're the person they want to talk to you about their marketing they have a choice of booking a call with you they'll book that call with you if they've been heated up to the point where they're ready to speak to you and they view you in the right light they come on they see that your booking calendar is there they pick the time they pick it and ultimately what ends up happening is an email gets sent out to them confirming that you're gonna hop on that call and they're gonna be ready to talk to you about their marketing alternatively what we can do is look at it through another lens and so this is another funnel that we run it's the same concept it starts from retargeting we're gonna send them to content here's an example of how we would do this with the actual content written in okay so why reviews matter and then how they influence consumers and where you can see them so depending on where II quit businesses you're talking about this is all about selling a review funnel right and talking to your customer about Y reviews matter why they should have them where their customers can review them whether that's google reviews face book reviews Yelp whatever it is and you're going to talk to them about that then you're gonna to offer them a lead magnet within their saying how to get your clients to give you reviews and where to direct them to and give them a step-by-step guide to leave those reviews right so if somebody's interested in actually having reviews for their business they may be interested in how to get more reviews or where to send their clients then you're gonna send them to a thank you video that's gonna talk to them about that whole review process and ultimately at the end of talking to them you're gonna tell them everything that would need to be involved in setting up a review funnel and if they want they can take you up on your done-for-you service and then what you do is you tell them you can go and do this yourself or if you're interested we have it done for you service you can click here they click they get to the order sheet they get to the Thank You page and ultimately what ends up happening is you're in a situation where you've sold them on a tripwire they either checkout or they jump on a call where you can walk them through what it is you're gonna do for them so that's really the process that you're going to use in order to position yourself as an expert specifically for this particular ideal customer and it's important because all of your examples throughout each Steve's are going to be talking about their type of business how to leverage whatever it is you're talking about so that they can get more of their clients reviewing and use that a social proof in order to sell more business and again all of this is pulled together to really position you as the provider of choice right the best choice for them in their market and so that's a fundamental thing that we want to have happen because before they get on that phone call with you we really want them to view you as a provider of choice and this whole concept of nurturing them over time and allowing them to activate themselves right so a percentage of people are in the market to buy marketing today and the percentage will be next month a percentage will be next one but every month they're seeing your content and interacting with you and ultimately what ends up happening is you start to own the position in their mind as the marketer of choice for their particular business all right so now that we know how to build a conversion system and ultimately move prospects the leads and leads to discovery call and discovery calls how to get them on pre framed and how we're going to move them from there to become a core service purchaser of your product this is what we wanted to cover today and so now what I want to do is talk to you about our next video so again I'm really excited I've been getting messages and and comments but specifically some personal messages from people that are excited to jump into this program I'm really excited to have people come on board so tomorrow or actually probably in the next few days I'm gonna release the next video where I'm gonna be talking to you about how you can get into this program and use it to take your business to the next level it's really designed as an implementation program I've broken it into three steps there's a certain amount of content that's going to teach you then there's actually the tactics where I give you the worksheets to fill in I've actually taken in time to make one in two minute videos to actually show you how to fill in the templates so that you can walk through this process and get the results we're benefiting not only for what I've done in my business scaling from eleven to eighty client but also from working with over a hundred marketers in taste studies and one on one to put this to use to see what problems people encountered we've taken all of the information and all of the vicarious learning that we've gotten and we've put it into this program packed it full of value and now I'm excited to offer it kind of as a a vehicle to take you from where you are to where you want to be at just an accelerated pace it's really there to make sure that you break through this challenge because we've taken the time to think about all the obstacles that stop marketers from really creating this lead generation system all right so if you have any questions or comments please drop them below I'll make sure to answer any questions you have here if you got some takeaway from this please let me know what it is take one or two seconds just tell me what is the best thing you got from these three videos so that I know what is resonating with you I would really appreciate it and I look forward to talking to you in the next video like I said I'm really excited to open this up and actually start to work with marketers in terms of scaling up their business I'm gonna make my my phone my email my facebook Messenger available to my clients and 100% committed to their results so if you're at all interested in hearing about how I can help you actually go from where you are to where you want to be please check out that video when I release it in the next couple of days and hopefully it's something that will work for you and your business and can help you go to that next level thanks a lot for taking the time to watch I hope you got a ton of value from these three videos and I'll see you in the next one