Empower Your Public Relations with airSlate SignNow's Solution for Converting Leads to Sales

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[Music] hello and welcome to the loudspeaker your definitive guide on how to scale your startup this first tip for every fintech startup is what the media and press saying about us how are we being perceived by these people peer students are any activities that allow you to engage with the audience i don't agree with the fact that all publicity is good publicity here is where we talk to communications professionals from all around the world to let you know what are the best practices and cool ideas that you can implement for your startups [Music] christine can you share with our listeners a brief explanation of who you are and what market media does sure so i've been in the pr and digital marketing industries for let's see i don't want to date myself but i guess i am about 14 years now i started my first business when i was laid off from my management consulting job back in 2009 during the financial crisis so uh when i did get laid off i was trying to figure out whether i wanted to start a business or get a job i decided to go against all my family and friends wishes um of starting a business and i did and luckily enough i was able to scale quickly and you know hire my first team within i want to say within the first four months of launching so it was very rapid um and that that's how i started my first business and market media now we actually we're smaller now we actually have about 30 clients on a roster and we specialize in funnel development marketing funnel development pr and we do a little i want to say a little social media but we try and you know allocate that or give that to the people that are real experts um and that's kind of who we are awesome well congratulations on turning a negative into a real positive that's always the best uh start to any kind of story or certainly a success story anyway yeah thank you for joining me today and today we are discussing and dissecting the biggest mistakes made when trying to convert leads to sales now when asked about this before the call the first point you stated was ensuring you have the right leads going through the right segments is critical to turning strangers into customers can you expand on this for our listeners please sure so you don't want to try and sell something to somebody that's not interested in them so you need to the first point is you want to qualify your leads with offering the right lead magnet or the right trip wire and then it's going to be a lot easier to segment them and upsell them through your value ladder right so it's essentially turning cold leads to warm leads to hot leads and with today's technology it's very easy to segment out all of your different leads or people who end up signing up for your email list and for us we have on femme founder i think we have about 30 lead magnets in different areas of digital marketing and publicity and um what happens is when somebody ends up opting in for a lead magnet on mindset or systems they're going to actually be triggered and sent into a very specific sequence that is specific to whatever lead magnet that they ended up signing up for so let's just say mindset um somebody ends up opting in for a mindset lead they'll actually go through the first point within the value letter which is our i think it's our lowest price offer is 9.99 it's an ebook on mindset self-care for entrepreneurs then from there they'll actually move up to the the next rung on our value ladder which is 297 dollars and so on and so forth it's just a natural progression of feeding your your leads through your funnel you know you don't want to try and sell somebody on you know some software um if they're actually interested in learning about fitness it just it you know so it it just needs to make sense and it needs to have a logical progression for how you're going to move your customers your potential customers through your funnel awesome yeah that kind of reminds me of a phrase that i love which is like fish where the fish are and uh yeah you're absolutely right you want to sell to the right people the right things absolutely absolutely i absolutely agree and the thing that i see so many of my potential clients you know when they before they end up signing with us is you know they're they're selling some type of you know supplement or they're trying to sell some type of beauty box but they're targeting people that are way out of their demographic and it really comes down to picking who your ideal client is or who your ideal customer is and meeting them where they are i understand that could be ambiguous or overwhelming to some entrepreneurs but with the internet and social media it's so easy to find where your ideal customer is now i'd also love to know like how can being too pushy while trying to educate prospects in the middle of the funnel be an issue in your opinion so the one thing that i see a lot of the big guys do and you know i think it works to a certain degree and one thing that i've tried to stay away from is selling people every single email or you know a webinar or or something to get them to convert the middle of the funnel should be used for education only and you might want to put a soft pitch in there once in a while but you never want to hard pitch because it's going to turn people off and people don't like to be sold and that's that that's pretty much the bottom line um you know i know i hate to be sold and whenever somebody does try and sell me on something i just pull back retreat and you know just completely shut down i think a lot of consumers do that as well yeah there's nothing worse than that feeling of someone trying to sell to you and just overwhelming you and being almost too needy i mean being too needy in any situation is pretty bad but to be sold to is yeah probably one of the worst yeah agreed absolutely so it's all about framing your offer in a way that's going to help educate your consumers on why you are the you know the top pick in the industry or the obvious choice you know in the marketplace and i understand that there are a lot of entrepreneurs when it comes to writing copy it's they're really only thinking about themselves and that they're promoting themselves they really aren't thinking about the end user or the consumer and when a potential customer ends up reading how wonderful you are um they don't really care so my biggest piece of advice is you know learn about how your product or service or software whatever it is you're trying to sell is going to benefit that benefit the end user and write your copy so that you're actually educating this person on how whatever it is you're selling is going to make this person's life better you know the one thing that i actually like to do in my copy is have a grid and it's one side is what life is like before you know our pr course and what life is like after and those bullet points or that grid actually does a great job of educating what life is going to be like after you know one of our students gets featured in forbes or ink or becomes an uh contributor to entrepreneur and um those little things could make or break a launch and your conversions if you're trying to sell something you know that's evergreen yeah that that that example you shared it reminds me of like a text version of those before and after photos that you see of like exercise programs or something like that if you're interested in seeing how publicize can grow your startup sign up for a free pr assessment on our website and for a limited time only exclusively for the loudspeaker listeners you can receive an seo assessment as part of your package for any tier of service at no extra charge with this special promotion to find out more visit publicise dot co slash ls promo i love the fact you brought up a copy because i wanted to ask you about that and you added some good points there but i'm not sure if you could maybe expand and share with us some of the biggest copy mistakes you've seen outside the ones you just mentioned and what are some of the most common ones perhaps other than just them talking about themselves all the time yeah so um making your copy so that it's 50 pages long um you know those long sales pages that it you know used to work 15 20 years ago i think for certain segments they can work but what i would suggest is create you know i want to say maybe like three or four paragraphs pull out all the bullet based benefits and incorporate those into your copy keep it short keep it sweet have a really engaging headline and just keep trying keep the reader engaged i know it actually sounds kind of abstract and maybe even impossible but it really isn't i find that headlines in the form of a question actually do better than just statements you have a sub headline maybe you have a paragraph and then 10 bullet points and then have your offer or your call to action so i find that shorter sweeter benefit-based copy converts better than you know those tremendously long sales pages you know would be like 50 or 100 pages if you were to print the sales page out yeah that's that's so true especially in the sense of bullet points i know it's a personal thing and you can write copy potentially however you want and it to be successful i suppose depending on your writing style or how you approach it and it's the exact same with pictures but personally i find that keeping it short and sweet and especially with those bullet points um that really drives home the message of what you're trying to convey to the person and i'll even give the example of like i receive a lot of pitches from people that want to be on this show and um one of the reasons that i accept people is because they do exactly that i mean i know like when we first um began speaking you sent over a pitch and it it did exactly that it was uh to the point you had good bullet points and same with the rest of my guests so i feel like pitches and copy um there's a lot of overlap there but they both have the same kind of formula in order to be successful from my perspective anyway i absolutely agree with you you know i get just as a side note because you know i do write for forbes in entrepreneur i get pitches from pr people not even from entrepreneurs but pr people for me to cover them and it's like you didn't even read my columns because i don't i don't write about other people i only write about my own thought leadership and the same goes for writing copy you know you need to figure out who your customer or your reader is and give them exactly what they want exactly yeah now i would love to ask you or like get your thoughts on how should a business effectively qualify prospects well i think that especially service providers you know agencies you know info entrepreneurs publishers bloggers influencers i think that being upfront and disclosing what your expectations and your rates are are going to help weed out the people that are not the right fit for you or they can't afford to hire you you know i think that yeah just being honest and not hiding what your prices are is going to help you convert at a higher rate ultimately yeah the faster you do that the easier it's going to be because you don't want to spend all your time on a prospect and then only to find this stuff out later on i'm might be hard and might be harsh at times but it's very necessary i absolutely agree you know just as a side note my husband and i are doing renovations and we're putting on an addition to our house and when we were looking for an architect we were very upfront with them we said this is our budget this is all we can afford um and if you can work within this budget great if not we will find somebody else so i think it goes it is the same thing for you know the service provider or whoever it is you know that's trying to attract leads yeah definitely now um this is gonna be my last question so i would love to know how should a business effectively craft an effective nurture sequence sure so obviously every industry is different every business is different but in my experience working on the countless number of funnels and nurture sequences that we've done for our businesses and as well as for our clients is keep the sequence short i would say like no more than four emails because people have a tendency to fall off after the third one make sure you're writing to that person and it feels like that the reader is the only person that's receiving that message and segment out your list make sure that your nurture sequence is specific to whatever it is or whatever segment you're trying to re-engage so for instance i would never send a publicity nurture sequence to somebody or to customers that want to know about self-care for entrepreneurs or operations or systems you know um personalize it and keep it short and keep it focused on the reader and that's pretty much the best advice that i can give awesome well i think that's good advice and if people want more advice from you or more information or just keep up to date or even reach out how can they do that kristin sure so um there's two different ways so we could connect on market which is m-a-r-q-u-e-t dot company and our sister site which is for female entrepreneurs but we've really kind of segued into serving men as well male entrepreneurs which is femme founder dot co fantastic thank you for joining me today kristin thank you for having me this is so much [Music] fun you