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before anybody can hire you they have to become aware of you and this is converting a non- lead into a cold lead or just pulling people into your Universe your orbit and we have to make them aware a lot of the ideas that we're going to focus on probably today happen to take people from the awareness part maybe into building interest or preference for what it is that you do most of you sell some form of creative service and if you want to launch a product then we can talk about that as well but we're going to take action today I love this Anatomy of a Murder cuz I feel like if we break up the the big problem into a little not bsize pieces but smaller pieces it's a lot easier for us to process and out of the book 101 things I learned in advertising school I saw that there were a couple like little extra moments here that were added to the sales Journey the customer user journey and so I just want to briefly touch on this and talk about how you guys can understand this so we have to bring them into our world in order for them to buy something from us and so goes awareness consideration and after you figure out like why they would consider it why do they become interested or build interest why do they like what it is why do they prefer what it is that you do and then what makes them purchase so the purchase part I coded a different color because if you can sell somebody a creative service end end with one marketing initiative amazing but I would consider it a win if you just got through stage one that now they're aware of the who the heck you are and you give them a a strong and compelling reason to consider you the next time they have a problem like the one that you solve and the reason why I wanted to look at it like this is because it's not enough to just create awareness because if you run around naked on the street set your hair on fire you'll get awareness but not consideration so it's important for you to understand how these parts are interconnected and how one drives the next so that when you're designing something your piece of content whatever it is your sales process that you're understanding that eventually they have to be pushed into a place where they're going to make a transaction with you now the other thing I want you to be aware of is this is that from the point of awareness to the time that somebody makes a purchase depends greatly on how much money relative to that person it is so if you're in the supermarket and you see a pack of gum all the impulse buys are right at the register and they know this supermarkets have done a lot of research and have figured all this stuff out this is why the tabloids are there all the little impulse items are there when you think you've been a really good shopper and you haven't purchased any junk food They Know You're vulnerable they know this story you tell yourself is I didn't buy any junk food and there's a Snickers bar right there or there's a bag of M&M's or some other thing that's going to pull you in to buy that's all right there what you guys sell is not what I would consider an Impulse buy and it's pretty far from it uh depending on who you're talking to of course and there are multiple dollar signs there so you know that the the funnel the Journey of the user the customer is going to take a lot longer before they make a purchase so why why do I want to tell this to you because let's not try to go out and create one piece of marketing that's going to get somebody to spend $10,000 with you tomorrow it may be unrealistic because there's going to be a lot more touch points to this to build trust to be consistent now what I want you to do is to be able to create your own lead generation sales tool but the goal here is to take a cold lead and turn into a warm and a potentially hot lead that's it so you guys remember I talked about this book how to design and teach workshops that work every time the workshop survival guide and so there's bunch of prompts here so I'm going to just go through this who is your perspective client what problem are they trying to solve and why should they care what level of awareness do they have about the real problem where are they most likely to find out about this solution so this is really important because as you're designing your sales tactic or technique or tool you have to take into consideration where your clients are spending their time so creating content or a sales funnel that's out of YouTube it's not going to help you if they don't go to YouTube if they spend all their time on LinkedIn or Instagram that's where you need to design your solution it has to be tailor made for them specifically speaking to them and their pain points how will this benefit them how will this make them feel what makes your solution unique and different this is very important if you can't articulate this you're going to have a big problem because you're just like everybody else you're a me too brand you're a me too company this is an um a concept that I just learned from reading the book how to become a rain maker and they said that you need to look at your offering in a dollarwise value relative to your client how much money would you really make for them either in savings or earnings and to be able to calculate that so if you sell a product or widget that's actually more expensive than the one they're using but it lasts 10 times as long you need to calculate that for them so your pitch to them would be how would you like to save 14 cents on every product you make for an annual savings or earnings of $267,000 would you be interested in talking to me about that well you've already put it in terms the client cares about what social proof are they using to lower your perceived risk testimonials Amazon reviews conversational atmosphere with people that look and talk like you okay there's a lot of social proof there what worldview do they have as it relates to your solution so when we're able to align what it is that we think and feel to what they think and feel it's a win and what if any urgency is created we know that urgency creates triggers to buy urgency is also built around scarcity I I only have 10 self-development packages left I only have two of X and one of this and this is going to close down in 72 hours those are all triggers and we act on those things okay I I saw this funny t-shirt and I remembered it it says not looking for Mr Right just looking for Mr right now if you make your clients customers feel like that forget about it I want to have a connection with you I want you to know what my pain points are and I'm going to trust you I'm going to give you my money I'm going to pay you a premium over the your nearest competitor I'm going to go out of my way I'm going to travel to a different town or country just to work with you I'm going to spend 10 next what I would normally spend on a subscription to be a part of this you need to know me I have to have that deep connection with you