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what is going on alex here for the get more client show we're so excited to have you this is our very first episode and we so appreciate you giving us your time to watch it listen to it and be here with us we're so excited to share with you our insights just a quick heads up we really care about the quality of this show moving forward we did have some audio issues on my side unfortunately during the show there are areas throughout the episode that my audio is either muffled or distorted you can mostly make out what i'm talking about and still get a lot of value in here but the good news is we fixed it 100 this issue will not be a problem moving forward or in future episodes so you can feel free to stick with us it isn't a perfect first episode but we do think there's a lot of good insights to take with this it would have been a shame if we didn't share any of it with you we really appreciate you bearing with us and appreciate your patience as we build this out for you like i said the next episodes sound much much better but overall the show is really good so enjoy it and we'll see you on the next one let's dive into the show hey there alex slinsky here for prospecting on demand alongside brian downer we're so excited to bring to you the get more client show now this show is going to be brand new we're going to bring in you a brand new show every single week what we're going to do on this show is talk about how to you got it get more clients retain your clients build better businesses and frankly have some fun as you usually know about us now what you can expect is we'll be streaming this live on youtube and on facebook you can watch the entire replay we're gonna expect just about an hour long show covering just about seven topics each and every week as you know seven is our magic number so that's what we're going to be covering here now what you can also expect is we're going to have small clips of the best actual insight from this video every single week on our socials you can follow us everywhere we'll share some stuff that as we go through this this is gonna be our first run through so if you end up liking this hit that like button hit that subscribe button and join us today brian what's going on brother i'm excited to do this we're getting more intentional with our content more value going deeper on these calls not just surface levels so we're going to peel back the curtain and give away all of our best stuff i'm very excited to do that and let's just dive in let's not wait any longer we have so much good stuff to talk about on today's episode specifically seven client acquisition strategies that we know not have only worked in the past but we have specifically curated because we know we will work even better in 2021 so let's uh dive into it alex the first topic is facebook group prospecting and i'm gonna kick this over to you so i'm gonna handle facebook group prospecting and i wanna lay out the other six that you can expect as we go through this today we're gonna cover facebook group prospecting linkedin prospecting creating your own facebook group the relevant industry referral partners are as we call it the dream 100 the interview offer and then finally paid media actually running ads those are the seven elements that we're going to cover so if there's you i think you missed one there buddy we were doing referral programs as well that was number six i did cover that okay perfect i didn't hear you so what you can do is if you're watching this live or on recording well only on recording you can actually click below and you'll see more reactive elements uh the actual strategy that you're looking for like brian noted we're gonna get kicked off here with facebook group prospect thing now the first thing to identify when you're going with facebook crew prospecting is you really have to have a solidified niche now if you don't have a solidified niche for your agency or coaching program or whatever business you're running whatsoever you're going to have a really hard time you're going to have a bad time as they call it trying to utilize facebook group prospecting effectively now the biggest thing is understanding the why behind the group what is the group that you are actually prospecting and trying to accomplish than to be a job board is it meant to be a valuable is it a members only group what is that group for so you can identify and synthesize the value that you can bring to the table in that group speaking of value very important to note you can only provide value posts and not bait posts now the bait post strategy was really effective in like 2016 and 17 and 18 when facebook was just starting and facebook groups weren't so uh omnipresent essentially but the problem with this now is anyone that runs the group knows that people are mining leads in there every other day we have someone messaging us hey do you know that this guy is trying to generate sales from your group we don't care if someone does that as long as they're providing value instead of bait post where it's like comment below type of thing that's not meant for someone else's facebook group it's meant for yours which we'll talk about in just a bit but what you can do is you can't dm these people directly they will dm you because you're providing great value now one really valuable tip that you can implement is when you put value anyone that wants to post you can click it you can friend all of the people that are not currently friends with you in that group thus they'll come into your current profile which we can build a profile funnel from which we'll talk about later and all these opportunities come to play because we're just providing value essentially becoming omnipresent in the state looking as a thought leader etcetera and again we command these people directly or try to bait them directly you could get banned from the group you can't cry over uh spilled milk here if you are dming or you're trying to well and i would like to add actually to this real quick that the quality of your leads is going to be greatly determined based on the quality of the group that you're in it's a free-for-all with just content where people are being self-promoting no one's engaging with it and it's just a mindless endless stream of nonsense not a good group you want something that is curated value first and frankly paid communities are even better so people that have some skin in the game to actually be there and be a part of it are a fantastic place because you know they're already showcasing the willingness to invest in their business amen what you want to do is keep your posts short it's very common in this day and age right now to write these really long long copy written posts we have to remember that anyone that's on facebook probably also uses a bunch of other social media uh models and accounts and really what's happening is you're causing a massive massive amount of anxiety stream because you're trying to pull away their attention when there's these smaller posts it's hard to grab someone's attention for a three to five minute read keep them short keep them valuable and focus on friending the people that are actually engaging now open-ended questions also work extremely well but again you have to be careful when you're doing the open-minded questions that they don't lead to bait posts if you do an open-ended question like what's your favorite you know prospecting tactic or how are you currently selling this or how are you overcoming this objection and then sharing value in the comments with people that's how you can start to create community and value and opportunities also if you utilize story posts that are thinking admins or thinking the group for the value that they bring it also showcases to this group owner that you're not there just to create new revenue but you're also there to lift them up which they appreciate because frankly when someone else creates a group like we have there's a lot of work that goes into it so if you're just kind of baiting that group trying to create revenue it's not necessarily the best tactic and not a great way to create a lot of friends frankly now a profile funnel is required for success i brought this up earlier and this is a really valuable piece so i want to talk about it it's very simple we have to do on facebook to create the first thing you want to do is have a cover photo with a call to action ideally there's a call to action to a funnel you have a lead your own group whatever you can call directly one feature photo with a call to action now facebook used to allow you to have nine featured photos which we used for testimonials but recently in the new facebook update they removed that feature so you might just want to focus on having one cover photo and one feature photo in the far left that will explain the same cta in your bio in your pictures that's all going to funnel into one place whether again it's your group or your facebook page uh or or a funnel or a booking call whatever it might be then your actual feed itself you want to have a mix of value posts testimonials and things that engage people so when they come to you they know immediately who you are what you bring to the table and how they can get in contact with you this is how you use facebook group prospecting to bring people now the last thing i want to bring up on facebook group prospecting before we move to the next element is how you can actually create even more value in the group one of the things to do is to reach out to the owner or the manager of this group offer value to that person and see if they're open to doing the facebook live with you or you won't call out any call to action you're just there to provide value once again just providing value is enough to create new opportunity for you now we're going to cover a lot more about this specifically later in the dream 100 strategy before we get there let's kick it over to brian to talk about linkedin oh yeah so i also will provide you guys with some awesome scripts you can use to actually reach out to an admin again we'll cover that a little bit later in the show but linkedin is my bread and butter it's where i was able to grow my first facebook group to over 5000 people what linkedin on a facebook group yeah you invite people off of the platform now let's talk about why real quick linkedin is so important linkedin allows you to identify ideal clients and create a list of them based on a very hyper specific criteria so it could be industry their title their business name years of experience all these different things that no other platform provides that to you to have an understanding of who the people are you're actually reaching out to now it's difficult because there's a lot of other people who are just doing this the wrong way being very salesy spammy not using the platform appropriately so we want to make sure you are saying and doing the right things we're going to break that down right now but first and foremost linkedin is so powerful because you can identify exactly who your ideal clients are and then reach out to them in an automated way so first strategy i have for you on linkedin is go to your past connections if you already have dozens a few hundred et cetera people who you are connected to that is low-hanging fruit those are people you can go back to say hey alex i know we've been connected here on linkedin for a while hope you've been doing great i've actually got a new project i'm working on and your feedback would be super valuable would you be open to a quick phone call so i could ask you a few questions so there's a couple of different angles that is more aligned with a research approach an angle but it's effective for past connections because you're not really making a direct ask or being salesy but at least accelerating that relationship moving it to a phone call where you can see if there's an opportunity to one work together or be referred now of course this comes back to making sure you pick the right people who do you want to work with because if this is just anyone and everyone that's bad we'll do another episode entirely on niching down why that's important how to do it but just keep that in mind if you're just talking to anyone and everyone that is also a bad strategy so go to your past connections if they are relevant to the industry you want to serve and work in easy example be real estate agents or loan officers if you go back to your past connections a lot of people probably are already connected to a few realtors start there that is low hanging fruit second thing alex touched on this a little bit but optimizing your profile and i like to use the analogy of being an insider not an outsider a lot of people would tell you linkedin doesn't work well for gyms we had a client who owned his own gym big muscles tattoos backwards hat and his profile picture on linkedin and he crushes it because he's an insider he is positioned as someone who is a part of that industry not a blood sucker trying to come from the outside and like just take money and this is a money grab for them so you really need to position yourself in a way that describes who you serve why what you do is important and as much as you can inject that social proof into your profile whether that is links to video testimonials you have a link to a page where you have written testimonials actually getting recommendations which is what linkedin calls testimonials you can have on your page even just in your experience adding in the clients that you currently work for there's a lot of different ways you can add that social proof to your profile but it's so important in a world where everything is transparent people are coming and looking at you that you position yourself in a way that makes them feel like yeah this person has the solution that i am looking for that starts with making sure your profile is optimized one of the easiest hacks i can give you here is making sure your headline isn't your title but something specific to what you do how you help people and the outcomes you produce there's a number of examples uh more than happy to link those up in the show notes if you want one of my favorites from a client of ours named frank hicks was we help fitness studios generate more leads so they can sip on pina coladas on the beach and it's fun because it tells people what he does what the outcome he provides and then it's a little bit different and fun so i really like when you can have that alex likes to use the word jovial spirit and attitude in your content and in your headlines because it's an icebreaker and it's a pattern interrupt that gets people past that initial like cringe of oh it's just another marketer you want to be a little bit different in that context now in terms of list building like i said some of the most important elements to start with are their title their location and really the industry that they are in you might have to do a combination of these a good example would be i worked in the patio furniture industry but that's not really an industry that you can pick and it's not something that someone says hey i'm a manager at patio furniture or whatever but they do have their business name so you can go search by company name as well and i would throw in the word like patio or barbecue but you have to be careful because if you use barbecue you might get barbecue restaurants so this is something you're going to have to play with and again something we really specialize in and go into depth and we'll even create this for you in our program prospecting on demand shameless plug in episode one already but if you want more detail there you should check it out for sure um just start with the title and really what you're looking for is to create if you're on the linkedin's free version create a list of around a thousand people because linkedin will only show you up to a thousand people on that list and the important thing to remember if you have a massive list like if you're looking for realtors but there's fifty thousand a hundred thousand in a certain area start to segment them based on location so you can get to all of them but a thousand at a time and if you're in sales navigator you can actually go quite a bit deeper and get uh the whole list now in terms of sequencing and messaging what i really want to do uh for those of you who are interested in the show notes i will provide a link to our best outreach scripts for 2021 there's a lot of different angles i do not want to go into too much depth here i will though read off our favorite and the most effective one we've seen which we call the direct ask and it goes something like this hey alex i'm currently looking for a reliable roofer who can take on additional projects right now are you or a colleague you know of interested in and can handle more re-roofs we're looking for someone to start this month so it's a really powerful way to make a direct ask and not be salesy allow them to answer yes or no and again tweak that of course based on the industry you're in but it's a powerful way to just open up the door go directly for an offer without having to be pushy next is really just making sure you have a sequence in place to follow up with them a series of messages i highly highly recommend using a automation tool we recommend we connect that way you can plug this in it'll auto connect it will auto message and then they can go through the sequence and you just field the positive responses then uh this is so so important to everyone you really need to be tracking these leads as well their linkedin inbox is not a lead manager so as you generate these positive replies as you're reaching out i want you to have a system a tool we recommend something called go high level where you can plug in your leads and make sure you're tracking who they are when they showed interest all those pieces of data that you're going to need to remember when you have dozens hundreds of leads and conversations and you just don't want to leave that all in your brain i promise it will not work have those in a place where you can follow up later and the last thing i'll say one of my favorite ways to utilize linkedin is invite them off of the platform into a facebook group which is what we're going to be talking about here next we're going to be talking about how to utilize your own facebook group we call this owned media because it's a platform you own again facebook could change tomorrow if they wanted to they always do uh but just keep this in mind as you are building your own community this is a powerful thing you can do so i'm going to kick that over to alex and we're actually going to be sharing some of our own ideas around how we've grown our group and frankly where we get a good amount of our clients from what an amazing job of teaming that up it's like we had planned that or something incredible wow all right let's talk about your own facebook group like brian said own the media is really valuable in the previous scenario we were talking about outbound prospecting with linkedin and then not utilizing your own media but trying to create opportunities through filtering other people's groups now what about building your own group let me start off with the why here what's the purpose of this long story short it's to build a community a culture i don't know if you realize culture's kind of my uh hot topic term i've got it on my hat i've got it on my shirt i've got it on the whiteboard here we got it everywhere right i don't have a tattoo of it yet maybe one day maybe if we get a million subscribers on this i'll get a tattoo of it uh keep planting that on uh on show number one we'll see about that um so what's the why behind this right what's the why behind owning this group having this group allows you ultimately to create your own culture allows you to build out your lead list allows you to take unqualified people who are not ready to purchase from you now and put them into a nurture campaign long term in your own group now when we say facebook group doesn't have to be facebook necessarily it could be linkedin it could be those other apps we would advise and recommend facebook to start just because it's usually the best place facebook's been spending a lot of money and time over the last two years i'm trying to build out incredible groups and it's something that i'd strongly strongly recommend um utilizing now what we have here is we're going to break down five specific steps of how to actually build a facebook group this is what we call the facebook group set up growth and monetization it's one of the sops that we utilize in prospecting on demand and we want to break down each of these five steps so what i'll do is i'll break down the five high level steps for you simply then i'll kick that over to brian to see if he wants to add anything else in for you all okay so the first thing you're going to do is actually set up the group again you're going to have a name something like real estate professionals mastermind marketing and sales secrets you want to use hot button terms that are going to show up when people report on facebook or even on google number two actually get people into the group ryan was talking about how to do that from linkedin there's many other ways to do that through your current profile uh all those opportunities like the profile funnel also matter and are valuable you can do it through paid ads you can do it through a bunch of different methodologies through emails etc number three book calls with the members when you actually have a facebook group you can put together three questions that are qualified and one of them can be what are you hoping to gain from this group what's your email or phone number to give you a call to talk about this etc these are opportunities that you can do to either call yourself or hire someone on your team to call on your behalf say hey so excited to have you in the real estate professional mastermind really appreciate you joining the group i wanted to take a couple minutes to ask you about what you're hoping for from this group so i can deliver who knows what that leads to it might end up leading to a sales conversation might lead to great feedback or referral or testimony you don't know what it can lead to and it's very valuable to have that number four is creating content now we have this thing called the content matrix which is basically like how we build out our content which we can share in just a little bit but essentially just sitting down putting in 60 minutes of time at least once a week to put together content all sorts of different content from open-ended questions to long-form story posts to talking about client successes are really important and making sure you can utilize it yeah and let's let's talk real quick about how because this is a really valuable point here guys the content matrix essentially get a spreadsheet out and along the left side have different categories of posts so alex just named off a few of them it could be how to post story posts mistakes questions and answers offer posters a bunch of different contexts but then pick across the top a couple of topics that you want to talk about not styles of posts but topics and then go through those one by one and maybe have prospecting sales fulfillment as your topics so how a how-to for prospecting a how-to for sales and a quote or a concept or a q a for fulfillment prospecting sales and you can really start to brain dump a whole bunch of ideas at one time i love it the fifth and final element of the steps is to make offer quotes now offer posts are essentially do you want my xyz or a longer form uh like question and answer model which isn't really uh good for this type of medium with like without me being able to show it to you so i would go with the shorter offer post something along the lines of do you want my uh xyz you want my profile funnel checklist do you want my five linkedin strategies for generating 20 appointments etc those are usually the best angles for the actual uh offer posts here's the five steps again set up your group get people into the group book calls with members create content make offer post brian i'll kick it over to you yeah sure so i'm gonna talk about a couple of the monetization strategies and how they relate to this because of course we're here to get more clients how do we actually use the group and not have to be be another place where we may build an audience and wait for people to come to us no we want to be as direct as possible so one of the first ways alex touched on this is in your welcome questions asking them in one of the questions typically the last one would you be interested in speaking with someone on our team about how you can grow your real estate business and get five to ten exclusive leads per month using our home method so i know i paraphrased for the real estate industry but you can swap that in and out for yours and ten percent or so of people who join the group will say yes and now that gives you leverage to have something to reach out directly and say hey i saw you showed interest let's book a time so they're already coming into the group raising their hand and sharing that they want to learn how to do something in more depth now the second monetization strategy is as they join you should add all of them as a friend and the reason why is one it opens up the gate to message them but they will also be notified then when you post in the group in their notifications so you just you're being omnipresent really and when they join really just sending them that direct message there's two frames here i'll give you both one could be hey thanks for joining our community what's the number one focus in your business right now we'd love to know so we can create more content you want in the group that's a great frame if you don't really know what they want to learn but if they said in their welcome questions as they were coming in you could say something like hey brian i see you've been a part of our group here for a couple of days i saw you are working on blank i'd love if you could we could set up a time to have a virtual coffee and i could show you how we could best support you around this and maybe give you some ideas if you're open to that let me know do you have some time next week so it's really powerful to again use what they said coming into the group as ammo to extend your hand and offer to help them so that's the second monetization strategy alex already really covered the third that's using direct offer posts and actually saying like hey do you want certain thing one of the best ways we utilize this is actually through master classes so we will offer a paid master fifty dollars a hundred dollars to get people to come to a training and they've showed a willingness to invest in their business almost not 99 we've never had a refund for master classes there's always value it's always value stacked and then it gives us the opportunity to go back to them and see if there's a way we could help them a little bit deeper and it's a million times i'm just making up a number here but a million times easier to get someone who's already given you money to give you money again than it is to get a stranger to give you money and these people have already shown enough interest to pay you so those are just a couple of monetization strategies i want you to take to heart if and when you're considering growing a group but keep in mind that this isn't a beginner strategy either this is something you're gonna need to commit to i would say that some of the other things we're talking about here already facebook group prospecting linkedin are places you should start but a group can be something you layer on eventually so we're going to continue building on the things we talked about already in the show i'm very excited we hinted a little bit earlier about the concept of using other people's facebook groups as a platform to do outreach and again your own group is a fantastic trade to go to a group owner and have that to exchange interviews exchange value but let's talk a little bit more alex and i'll kick it over to you now how to sort of identify these relevant industry partners who could be either dream clients but more than likely dream referral sources who can constantly send you clients love it so let me tell you a little story and imagine right now we had an amazing editor that added that awesome like fairytale music so that it makes the story really easy we'll tell sean's team to take care of that pretend that happened okay and okay here we go so here's the story the way that i created my marketing agency which is working with personal injury attorneys solo 100 is after i had proven my concept with the first attorney who happened to be my next-door neighbor which maybe that's a good prospecting strategy just knock on your neighbor's door and see if he'll pay you money not actually good strategy um but essentially uh after i had proven the concept with him i asked him a very logical question at the time that made me think oh this is so smart but i hadn't really considered how valuable this would be long term for my business and frankly uh how valuable can be long term for your business now any attorney and you can probably parse this out for many other niches as you're considering it any attorney that has been got an opportunity to become an attorney has gone to law school right now in law school they might have created and probably did very valuable and interpersonal connections with other people at that law school that ended up becoming you guessed it an attorney so if you are able to get inside of this very difficult network to actually permit aka the medical niche or the the lawyer niche right if you're capable of getting inside by working with one of these people and then you ask them after you've proven the concept hey do you know anyone that you went to law school with that i could potentially support with this service as well not only did he send me one person which is what i was asking for when i graduated high school and went to university of central florida in orlando hey lloyd do you have any attorneys in orlando i can do posting for not only did he send me the one in orlando he sent me someone in jacksonville in north carolina in california in new york city he ended up sending me about 20 different attorneys over the next three months to speak with and more than half of those became a thousand dollar a month clients for 19 year old alex who had no idea what he was doing and creating this opportunity and suddenly i had a six-figure potential business right a lot of people like to talk about ten thousand dollars equals six figures yeah you have to retain that at least for ten months in order to hit that i certainly didn't because i had no idea what i was doing at that time but still creating 10 clients at a thousand dollars a piece just by asking for referrals is an incredible opportunity so the first thing you want to do let me let me real quick too alex if you don't mind i want to share my story around this because is how i grew my agency extremely quick in the patio furniture industry i would want i would work with retailers people who sold the furniture so i would go to manufacturers the people who have a network of hundreds of retailers who sold their furniture and i would ask them hey could i produce some content to show your retailers how to more effectively sell their products on social media everyone was interested in that because i was making their life easier and adding value to their retailers and at the same time being introduced then to this network of retailers who sees that content doesn't want to do it themselves and comes to me and says brian can you do this for me instead so there's another angle there for sure but yeah alex let's break down how you actually go about doing this so the first thing you want to do is just create essentially what we call a hit list thankfully uh we do not condone murder in prospecting on man hit list in regards to creating opportunities uh for people that have a bigger network what you want to do is think of like a semi-permeable membrane right some niches very specifically the medical niche or the um the law niche or legal niche uh the non-profit organizations companies that have large teams these are all really difficult in some ways get into but once you get into them either because you know bob down the street or he went to your temple or he's part of your church or he went to your bni whatever it might be once you get inside that semi-permanent membrane what you want to do is earn their business but also earn their network that's the key that we're going for here so it's hard to get to a doctor but once you get in with the doctor and prove your concept getting to his network is easier and significantly more valuable so what you want to do in creating this hit list is identifying first who do you already know that's inside of a niche that's hard to actually get a hold of that you can earn their business based on your family name or based on your experience with that person already and thus prove your concept and get into their network now the religious affiliations are incredibly valuable something we strongly recommend to all of our clients considering a lot of people are afraid to kind of mix the religious aspect with the business aspect but the reason my next door neighbor and i have the opportunity to work together whatsoever is because he went to my temple and i had the chance to ask him straight up when we were there maybe a little bit inappropriate but if i could actually get supported by him or he can be supported by me by helping him with constant contact at that time which was the big thing in 2010 what opportunities can you utilize to find leaders in your community that give you the opportunity to scale now besides your current affiliations your family's affiliations your religious affiliations your local community affiliations what about bni now bni is really valuable there's in-person meetups obviously this year has been challenging but there's also virtual meetups there's toastmasters there's facebook groups there's niche community events that you can go to again most of them are virtual in this coming year but you can buy a space in those events associations manufacturers suppliers you can find leaders like facebook group admins and then the websites will always share their names or the leaders names which you can reach out to on linkedin by email by call i'll give you a quick story on this and then i'll kick it over back to brian here as we close out this portion of this uh training but i was actually a miami dolphins media member i'll grab the uh the media pass here just to prove this to you some people don't believe it when i say it but here i am miami dolphins media really going to do cool experience so if you're not uh and you're a jets fan or a patriots fan uh please don't watch the show just kidding but ultimately the biggest thing was when i went wanted to become a medium member i didn't have any in i had no in but just like we're talking about here we're trying to find the leaders i want to develop a form of person's phone number because it's supposed to be listed because of the nfl's policies and i literally called that person's office his name is jason jenkins still works for the dolphins this day to this day uh and i called their office every single day for two months straight and they'll get the same receptionist every single day but at some point we're like hey alex jason's not available i got every objection in the book made me a lot better at sales by the way but i got every objection in the book oh jason's not available he's in a meeting can i take a message et cetera and i would do the same thing over and over and over every single day i'm a big dolphins fan uh i have a byline with sports illustrated affiliate i want to come to training camp i want to become a media member every single day i would do this for two months straight and finally one of the days she said actually jason is available i'll put you through to him now now that perseverance that persistence made me realize i can accomplish anything i want in my life because i'm willing to hear no more times than they're willing to say it that's the biggest key are you willing to hear no more times than they're willing to say that is how you create an effective hit list through perseverance and persistence and i'll give you this final little tidbit because it's kind of funny as how it ended finally get through the whole music after listening to the same receptionist for two months it's like the doo doo doo doo doo before jason picks up and during that time like oh my god brian i don't know what to say i i was not prepared i've just been trying to get to this moment and i have no idea what to say now you have to feel comfortable sometimes that in the moment you'll step up to the plate and just crush it or alter tragically and kind of hilariously so jason picks up the phone he's like jason jenkins miami dolphins pr director i can help you like hi alex fan dolphins sports illustrated media please he's like okay you're down for sunday i'll see you there click that was it and here it is i love that story i'm going to give you a little bit something here for listeners and viewers something tangible to walk away with now i would encourage you before you just go make a direct ask to someone warm them up a little bit maybe thank them for what they've done again going in other people's groups sharing stories around how they've uh maybe not changed your life but provided you with some result or outcome personally direct direct messages and say hey love the community you've built just wanted to say keep up the great work the content's fantastic just warm them up a little but let me give you something really tangible you can use as a message once you've found these people once you've warmed them up a little bit i'm gonna just read it word for word and this would be for specifically loan officers and actually one of our clients who just did this strategy partnered up and became a preferred vendor for um the premier mortgage association of america they got thousands of members and now her outreach is easy so easy because everyone wants to talk to her because she is now inside that group but here's the exact script hey bob saw you're on the leadership team at the premier mortgage association i actually work with a number of loan officers to help them secure exclusive not shared buyer applications if you're open to it i'd love to be able to support your community by creating some valuable content that shows them how to team themselves up for success in 2021 let me know if you feel that this is something your community would benefit from and again making their life easier by providing the people they already need to be providing content to but doing their job for them at the same time getting access to that audience so i think that's a great transition point to now an alternative option for this strategy again building on everything we've talked about here something i'm very partial to which is called the interview offer now people have big egos they love to talk about themselves they love to be acknowledged for the work they've done and be made feel good about that and free promotion who doesn't want that so all those things if you know that combined together make a fantastic frame for you to go reach out to someone to feature them in an interview series now if you don't have a community if you don't have a list you don't have an audience there are ways you can get around that you can publish it to medium youtube all these different platforms so they get a little bit of exposure sometimes people won't even ask where it's going to be published but just keep that in the back of your head typically if you have your own group that's going to be a lot easier of a way to tell them where it's going to be featured and also the context of who it will be featured too is it to get their business promoted or establish them as an industry expert or thought leader amongst their peers right so just make sure you have the correct frame but let me break this down for you very similar to the industry partners you need to create a hit list who is your dream list of referral sources and or clients have that as a list provide have a outreach script i'm going to give that to you right now actually conduct the interview take some practice you're not going to come off nashville the first time you're going to fumble it's fine your biggest growth will be outside of your comfort zone do those things you know that make you feel uncomfortable if you've never done an interview before who cares perfect time to start practice get better at it and then what you can do through the context of that conversation when you ask the appropriate questions we like to call these the three w's where are you now where do you want to go what challenges do you have through that conversation you can identify areas where you can help them and at the end of that end the recording thank them for their time and then bring that up hey alex thank you so much for your time now you brought up on our call a b and c this is actually something we help clients with all the time and if you're open to it i'd love to be able to provide you with some ideas as a thank you for your time here so i can show you how to do this it's a again you have to be there has to be a genuine need for that it can't just be forced and you just say that because you say it really draw things from that conversation and if it's either hey potentially i could support your community through some content or potentially work together or exchange interviews and i come to your audience again kind of have that in your mind before you get onto the call in the interview to know who they are what the benefit would be for the two of you but after you actually do that you can transition to the sales call or the referral opportunity and then as well the final step will be actually publishing the interviews i touched on that a little bit at the beginning so i'm not going to go through that again but let me give you an exact script you can use that works fantastic so this one would be hey brian i'm currently putting together an interview series online to promote some of the top personal injury attorneys in tampa florida uh would you be interested in being featured we'll just need a couple minutes of your time to ask a few questions it looks like you do some great work so i would love to be able to feature and promote your business let me know if you're interested so we can lock in a time either way have a great day that's a fantastic frame and frankly one of the highest response rates of any of our prospecting or outreach messages so use it sparingly only use it for people who you know would be a good client or good fit not just joe schmoe down the street be selective this is a powerful powerful strategy to be leaps and bounds above in terms of the value you are providing as a stranger online and getting someone to want to actually engage with you and have a conversation so i'm going to kick it over to alex now one of the very often overlooked actually not even overlooked a lot of agencies will do this and they only rely on this but they don't systemize they don't do it appropriately so and they don't actually have a repeatable process for it and they rely on it frankly too much instead of also combining it with the other things we talked about on this show so alex i'm gonna kick it over to you what is that magic thing that magic magic thing it's called the red green yellow watercolor now some of our clients like to collect the collection of that i put it in the wrong uh order which is very true it really is the green yellow red call but because i've been calling the red green yellow call rgy call for like two years i'm just not going to change it so just let it be now if you don't know what i'm talking about we're talking about red green we're not talking about we're calling what you probably went to in college and or the stop lights at your local uh four-way stop what we're actually talking about here is a very unique strategy to create opportunity in your business now this is an immensely valuable call in fact i will go so far to say that this is the single most valuable call that you can implement in your business right now today if you have any clients if you don't have any clients well then this is completely irrelevant to you and wait until you have clients to implement this but i'll explain to you essentially the purpose behind this call there's four opportunities from this call and all four of them are immensely valuable some people will kind of overestimate which one's more valuable because of kind of this money focus but i promise you all four of them are equally as valuable here's the four opportunities from this single call that you can implement right away as soon as you finish this actual recording all you have to do is go ahead and book this call with your phone it's extremely valuable here's the four things one testimonial two feedback three referral and four upsell now i'm gonna break this down very simply how you do this the first frame that you need to know is how you actually ask for this call the best way to do this is during a recording conversation or a planning conversation considering i'm recording and planning that's why i brought this up so if you're watching this as we move into 2021 you might want to set this up as a january planning call or you might want to set this up as a end-of-year 2020 planning call uh so the first thing you're going to do is do a time and result frame at the front of the call this calls purpose is to plan or audit the past year or the coming year and talk about making sure your experience working with our ex company is nothing but exemplary note that you'll have questions for this call and also recap then the biggest wins that you've seen in the last six ish weeks that basically the last month and a half we achieved this we got this roi we did this thing we did this thing are you excited about it do you love it essentially you're buttering them up to be excited about your business and your offer that you're providing to them the next thing you want to do is go through any planning or auditing that you have once that's done in about 10 15 minutes you move into the red green yellow audit itself okay the first thing you want to do is ask them we want to ensure our clients have nothing but an exemplary service working with us feedback's absolutely critical what do you love most about working with us now if it's positive which it should be you say hey thanks really appreciate that do you mind if i take that sentence and use it as a testimonial on our site and our social pages and they say yes you got a new testimonial the next question you want to ask is the more important question this is really where the opportunities come from we believe in getting one percent better every single day we're so thrilled to hear that you love working with us thus far if there's anything we could do that can improve our service for you what would that be now there's four options for responses here the most common is nothing you're great when you get that i want you to push back i know how uncomfortable it is and how you don't want to do it but you have to you have to say look michelle i really appreciate they love working with us and if you don't have the answer right now that's okay but if you give yourself even 60 seconds to really think your insight your actual feedback is the most valuable thing you can do because it's hard sometimes from your perspective and getting your feedback would really help us a ton for anything we can do to be better first thing i would tell you to do then the other three options for a response are actually great feedback to make your service better for them and future clients meaning longer term retention more payments etc happier clients more testimonials etc the third thing is asking for an upsell service you know it would be really helpful if you can also help me get more reviews on google or you know it would be really helpful if you can get me on display advertising or it would be really helpful if you can help me call my past clients and get them reactivated well that's interesting we actually have that as a service can we talk about that upsell opportunity and then the final option for the response is something insane or asinine which happens every once in a while like can we speak three times a day every day and can you send me a way uh take out on broadash three times a week that would be great uh no you can't do that right those are the four options for responses once you get that then you can actually audit the red green or yellow process if feedback has been positive they're in the green ask them for a testimonial ask them for a referral i'll show you how to do that in a second if feedback's been so so or purely negative they're either in yellow or in their red if they're red you have to just say like looks like you're dissatisfied with this service i'm sorry to hear that is there anything i can do to salvage this relationship if they're yellow tell them look i have high aspirations for the people i work with i expect you to absolutely love this service and it seems like you're wishy-washy on it what can i do specifically to ensure we move you back from the wishy-washy do i love this those are really important if they already told you earlier why they're wishy washy utilize that and say we know that you're probably of this problem here we will fix that and we'll get back to it don't ask for a referral don't ask for a testimonial don't try to upsell them take their feedback and get better let's finish this out with the testimonial request of the referral request pretty simple testimonial request thanks so much for all the positive feedback today we really appreciate it and look forward to continually serving you do you mind if you would shoot a quick 30 second testimonial video sharing your experience with us thus far we'll give you a little script that you can do so you can feel comfortable with it and if you don't have time a quick paragraph is totally fine either way thanks so much testimonial request referral request as you know referrals are the absolute best testimony a client can provide if you happen to know any niche specific business owners who could utilize our service just like you we'd greatly appreciate an introduction so if you know anyone uh please and they end up working with our business based on your referral we'll give you either and then i don't like giving options basically if you're in a blue collar business you should give them a discount if they're in a white collar niche give them cash or give them like a gesture of goodwill tickets to a basketball game um a nice gift card to a nice steakhouse um or something like that favorite bottle of wine something that is a really impressive gesture um that showcases you're willing to go above and beyond outside of i'll give you 500 off your next month um because most of the time like attorneys or doctors they don't give a crap about that so that is the red green yellow auto call it's the most valuable call you can implement right now in your business and if you take away anything from this video that we did today please take this please implement it it will help at all yeah i'm going to add to that i feel you need to be proactive and not reactive to this it's critical that you don't go onto a call not knowing how they really feel you should be ahead of that and sort of from the expectations of the campaign once you've set on a kickoff call and from working together don't don't be surprised because you'll be on the receiving end of a cancellation email so be proactive not reactive very important so let's uh let's bring this back to a final thing i want to talk about here on this episode and that is inbound ads now inbound ads are not an area that we necessarily specialize in when we started prospecting on demand we are more focused on outbound because you can control that right you have the power to control your output how many messages you send how many calls you make but inbound ads are a very powerful way to start bringing leads to you qualify qualification can be a challenge at some times for sure and i'm not going to sit here and pretend that either of us are at experts we hire for that and frankly if you are not an ad expert yourself you need and should hire someone to help you do this because the learning curve is so massive we have invested hundreds of thousands of dollars not only into ads but into coaches as well to learn how to do this the wrong way and the right way so i'm going to share with you just a couple of high level pieces of advice you can start to use and execute on if you want to start running ads the first one is do not be fancy you do not need a long form vsl landing pages all this stuff no you can start with just facebook lead gen forms which is basically where someone can in facebook without leaving opt-in and you will be able to collect then their name email phone number now you could then send them once they opted into a booking page but what we've seen is typically only 10 of people will actually self book you need to be the proactive and the aggressor uh when you have now their contact information we're going to talk about this in just a minute as a little bit of a bonus here in this episode and to tee up episode number two what you can do to push that relationship forward but the very least now you have someone who raised their hand and showed interest in what you're doing and what your offer is so you can pull them now into your sales funnel and get on a sales call qualify them enroll them as a client now why we really want you to encourage or to encourage you to do lead ads first is you validate your offer you make sure what your actual offer is and your ascension promise what the outcome is you're saying you could provide to someone is opt-in worthy now if you're putting a vsl or a lead magnet or a webinar in front of that that's a whole other can of worms you have to validate and make sure that works so don't worry about that just yet validate what the actual outcome is of the service and offer you are providing and there's very simple frames you can use one i would call someone else specifically and then talk specifically about what the outcome is so hey are you a plumber who can handle five to ten more jobs per week fill out your name below and we'll and we're looking for a partner in alabama right now to start with so something along the lines of who it's for what the outcome is we're looking for a partner to start in the next 30 days and play with that be fun be different but don't overthink that and again if you're not an expert here go seek out the advice go into communities like ours join programs that will support you on this but don't overthink these ads okay very simply call a person out a type of person or your ideal client and the outcome you can provide tell them if they want that to opt in below that's it all right now of course you would like to test some variations of the image and or video and the copy but don't overthink it maybe pick two images three different sets of copy and test all those to see what actually gets the most and best performance now that being said the next thing you want to consider is the audience targeting interest targeting on facebook in my opinion is difficult what i would rather you do if you work with local businesses is go export a lead to create a custom audience that's what they call it on facebook so you could go to a lead export tool buy and download a list of all the top 100 cities in whatever you know state or maybe in the united states or canada whatever of your niche compile them so now you have a custom audience of people you can send your campaigns to so very powerful way to identify exactly the type of group you want and then show them your ads now as you graduate to wanting to do a vsl remember there's a lot of moving parts what we actually are doing is going straight to the vsl itself no opt-in so we can actually again validate is the content worthy enough to get them to be interested in booking so we're not going to put up that shield in front of them yet and i do actually have here um what the frames are from our current vsl now you could go on google search how to put a sales letter together video sales letter elements they're more or less going to be the same things you're going to have some sort of hook you're going to want to tell them what they're going to learn here have that social proof and credibility a personal story to the product and then really though the important thing that i found works best in a training is to tell them three to five transitions or things that they need to stop doing and start doing it's basically showing them like hey old way versus new way and if possible then your secret ingredients to each one what makes your thing your offer different or unique and this could be as simple as naming something you already do with your own branded thing right so instead of just oh we do facebook ads it's like no we follow the home methodology to run your facebook ads and it's comprised of these elements so stop just trying to run facebook ads and start utilizing the strategies of the home methodology so having a unique secret sauce could be as easy as just attaching that name but a powerful way to introduce a new opportunity to someone and then again more traditional elements of a video sales letter would be the outcomes that they can expect how will their life be different if they got there a clear call to action to book a phone call now don't just tell them you're gonna get on a consultation call or a sales call really you wanna have a value-based consultation or a phone call so for us we have an isa game plan assessment where we're gonna literally tell them hey we'll get on a phone call one of our experts will look at your business and provide you with a game plan based on our infinitely scalable agency model so again a value forward sales call very important i would also explain what happens on that call kind of give a preview of what it would look like to work with you also another thing that's included in most video sales letters who it's for who it's not for and then address any final lingering objections so that was a pretty quick run through but again you'll see a lot of those standard elements in any sales letter or video sales letter you could find by searching online but the most important and critical element was those transitions right and then framing your unique process as the solution and the new thing they need to start doing but again don't start there code with the lead gen formats first and foremost and now without further ado let's alex t up i'll turn this over to you the next episode and what we're going to dive into there but also the one strategy that no one talks about that ties everything that we just talked about here together today so we broke down seven valuable outbound launch strategy that you can utilize to get more clients in 2021 in a coaching business marketing agency frankly right now in the information space essentially how do all of these come together to build a cohesive strategy because a lot of you might have watched certain elements of this and certain things they're all oh i can implement that are valuable but it's not like we shared something groundbreaking that you've probably never heard of maybe the rgi was groundbreaking maybe some of the referral ideas were groundbreaking but a lot of the stuff you might have heard already so how do you put them all together and how do you make sure that you go from interest in terms of outreach to actually getting people on the phone and closing the deals and that model is through warm up now before you say i hate cold calling i don't want to do it blah blah blah understand the semantics of why we specifically define cold calling versus warm calling and why we didn't even talk about cold calling at all cold calling is a viable outbound strategy it's just not very fun or effective long term and it's pretty annoying warm calling is most valuable because what you're doing is utilizing all the outreach you've already done as your background for why you're giving them a call to make your digital connection more in person and that is what we're going to be focusing on in call or cl or show number two this show number two and second episode is going to be all focused on conversion-based tools and strategies to take your leads from i'm not interested or maybe i'm interested to getting on a call and closing a deal we're going to show you the employment reminder sequence our no-show sequence how we do lead tracking worm calling metrics to track and increase show up rates our entire prospecting in a box formula is going to be broken down for you in our very next show if you enjoyed this let us know please hit that subscribe button let us know if you have any feedback in the comments we really appreciate your time brian thanks so much for joining us today man that was a lot of fun i'm glad we got it we're gonna be more intentional with our content moving forward into 2021 see on the next one