Optimize Personnel Processes with Sales Letter Funnel for Personnel

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[Music] well hello everyone I'm Wilson : Allie with Allie Cole which is my lovely daughter and her brand manager here at HELOC which is our parent company for Adams Evans a respected or higher in recruiting and staffing solutions media how are you doing Ali about yourself I'm doing fine now Allie had told me prior to this that she is fighting a little bit of a cold so I am glad that we are in two separate locations because if anybody knows me I'm a germaphobe so if she's got a cold I would have told her to to stay out of my office anyway so what we're going to talk about today guys is you know as I have kind of going through and working more with our brand manager which is Allie our lead generation team and things on those lines I'm kind of like an old dog trying to learn new tricks but midway through it I realized that I'm not really trying to learn a new trick you know everybody talks about you you hear funnel if you hear a lead generation you hear you know just you know that the step by step process you know everybody's using LinkedIn versus telemarketing blog versus you know other things and into an old guy that's kind of intimidating now but I made the realization back a few months ago that the message is the same in the media has changed the media has also has there's almost in an evolution you know one of the things that and everybody knows me with recruiting and staffing solutions magazine they've seen my articles with Adams Evans and Ross and that that helped to get our message out and position us as experts in the industry fifteen years ago I had people that would actually come up to me and ask me to sign the magazine which was kind of weird I never had anyone and they still do it occasionally not as often but I never had anybody literature but you know where we're now you know that kind of transferred from magazines to newsletters to to now blogs and social media and things on those lines one of the things and if anybody has ever if you've been in the industry 20 years or longer you probably have received at some point one of these insanely long emails for me you know a decade or two ago that kind of walks you through our process what you could expect how we risk where we would risk all of your all of your risk we would work for free and I would even go a step further and that guarantee still stands today if there is something that we cannot collect that you get collected at a later date without having to sue them we'd even pay the collection fees on it so not only are we working for free we're saying if you give us four shot and then somebody else likes it we even cover your fuse on it but one thing if you have ever received the the cells letter you know in the old days they used to tell us that cells letters or brochures were salesmanship in print and everybody talked about the long letters and they said does it need to be that long you know or whatever and it's like if you went into a cell's presentation in the argument back in the day was if you went into a cells presentation would you stop talking after a couple of sentences and it's not so you did the cells letter not for the people that wouldn't go through the five page cells letter you wrote it for the people that would sit there and read it get reassured or whatever so long cells letters to large extent are dead they still probably work we probably send out our own but the replacement for the new cells letter in my opinion is the landing page in the front side of a funnel and and so as I'm looking at these these these new methods to market it's really it's just a new media to to breakdown and the message is still the same so Ali with that long sells letter now we're turning it into a funnel we're turning into a series of landing pages you guys have got the data over on the marketing team tell tell me why that front of the funnel and those landing pages are better than the long sales letters well you just break it into bite-sized pieces and there's been a lot of research into this type of thing if you think about TED Talks they do not exceed 20 minutes because that's how long our attention span is and that's something that we're really interested in so now make that a sales letter you might be interested but that's pretty dense material so you want to make it really easy for your consumers to understand it because I know at least for me if I see a huge block of text even if I'm pretty interested in it that's probably gonna get pushed to the backburner versus how can you sell me right now and having something short and sweet to the point and again this goes back to remarketing of you want to have it step by step you don't want to send a super long message to someone that you're just guys you're starting to get to know again with the dating analogy of you don't want to write you don't want to be the person to write the 20 page text message to the person you just saw on the first date way it's the same sort of idea with sales layers of usm that reminder you wanna be you just want to keep the material short and sweet so they'll actually look at it and you can still have the same information but Panama funnel think about the sales cycle of your client and what part of the sales cycle are they on are they a returning client that is interested in you and just needs to be reminded of your services or are they a brand-new client and you need to explain exactly who and what you are and you need to explain yourself before you can explain how you can help so just think about who you're talking to and then from there how you can give them the right funnel to really walk them through that whole entire process okay so and that's one thing and you know I I whenever I'm about to say this I'm showing my age but I think that a lot of folks that are on these podcast a lot of them are going to be your age and this may be remedial a lot of the older folks that myself included I need to kind of understand how things have devolved and I also think though that something that your generation can learn a lot on is you guys are great with the funnel so it's a better process we were better in my opinion at writing copy that's sold so if you can take copy that walks them through it but put it into that funnel it is a more instead of the daunting task of reading a five page sales letter it becomes just where they can click on this link and it kind of walks them through it all so we and we use technology here too where if you land on our funnel we can tell if you've been here before if you've been here before you're going to get a series of follow-up emails or maybe even Facebook messages that are slightly different than if somebody showed up just for the first time and so if if you want to increase your cells with very little work in my opinion is go back and look at that great cells letter that you use back in 1998 or even 2005 maybe even 2010 but would your recommendation be to break that cells letter into kind of parts and have that be the funnel where they land on the landing page maybe it's the second page maybe it's parts of the email follow-up is that what you're suggesting absolutely if you have a sales lawyer that works keep that material because if it's worked in the past I mean the core of your business the purpose of what you do is still the same for the most part it might have changed slightly but it's not going to be completely different so maybe break up about us and have that be the first landing page which is like the opening like of the first sales line and then you can dive more deeply into the body of the sales line from there and break that up into different chunks and you can really get detail-oriented into what the person needs that they seem like they're clicking on more of a certain type of service that you offer you probably be a target them with that service rather than all the other wonderful things that you offered that seems like what they're most interested that that's a good point that's been one of you when everybody hears funnel they said well I don't need a landing page or I don't need a funnel because I already have a website and the best argument is if somebody clicks on a link and they go to your website then they have to search for all the crap that they wanted where if you have an email that is sent out with the understanding that it was going to come back to your landing page on the front part of that email then it's going to talk to the ones that were specifically interested in that email in that offer absolutely so you can really break it down to even less material so that five page sales large you really only need a focus on those two pages so you can really cut down the information and really cut down the work that your client has to do to decide they won't work with you because the goal is to make it as easy as possible for them to make that decision we'll see in that and I agree with you 100% on that and I think you know and this this is where the old and the new kind of kind of mix is I agree with you but there's going to be some that are going to need more reassurances and we're you know in the old days when we'd write a sales letter you put PS or PPP sbpp PPS and you would go kind of reiterate the most important things like you know are our risk of not only where are we gonna work for free who we even cover your cost if somebody does something that we did that can be mentioned maybe or you're just kind of Tech's but maybe that's something to wear in a day or two they get a follow-up email or as we talked in some of the other podcast where they get a remarketing banner that basically says we'll collect it or we'll pay for the other people to if they're successful you start using that PS and in that longer cells are that reassuring part maybe on some of your remarketing or email follow-up there's a live website so you can go and visit and you put something in your cart and then walk away from it you'll see that same pair of yoga pants or purse pop up on your newsfeed where it's 15% off or whatever incentive they give you just to give you that little bit of a nudge and you can do that same type of idea where you're just nudging them along whether it's a offer or whether it's a like offer more information it doesn't even have to be where you take off the price to really push them over the edge and have them say yes we want to work okay well that's interesting well if anybody wants to work with our marketing team over there of course we I drink the same kool-aid alley and then do all of our marketing all of our funnels and and I can tell you you know we we are a 27 year old company that have been around in this staffing and recruiting industry for decades last year we had a 35 percent growth rate and so when you're starting out having a 35 percent growth rate that's easy to do when you're starting out at zero but when you're doing multi-million dollars getting the 35 percent increase it takes a new way of thinking so if you want to work with ally and her team on developing and building a funnel for you and your business with all the different remarketing attach the emails attached you can email Ali and Ali at Iloilo see global.com that's the ferret company which he like is just cold spelled backwards I fortunately or unfortunately at all but I it is the parent company that we use for Adams Evans and Ross and recruiting staffing solutions media but if you want a lien them to do funnels for you give her a shout shooter an email or set up a meeting over at our SSM desk and request the meeting and she can walk you through one of our funnel packages going forward Ali as always it's informative a kind of a little bit of old-school and new-school you know but I will say this I read an article to where the average attention span of an adult is now down to seven seconds before the phone rings before something happens we've got seven seconds of focus so understanding that method of cell ology is uh is crucial in it but the more unique thing is the average goldfish has an 8 second attention span so we have now we evolved to where we have less of an attention span than the normal goldfish anyway thank you guys Ali I appreciate you joining me on on this this edition of marketing minutes and we'll see you next week