what's the goal doing sales and
marketing it's to get more clients we
said you know if you have a good
portfolio the dream is the portfolio
gets you all the work all the clients
that you want to have that last year
lifetime right
no and the assumption too is that
because you have a good portfolio
you should have profitable work and that
also is a fantasy so in order to make
profit we got to go backwards how do you
get profitable work well you have to be
able to get work and you have to produce
it and how do you produce work you have
to learn how to close a sale and to be
able to close the sale you have to write
a proposal in order to write a proposal
somebody's going to ask you for one so
there goes to RFP and then to get the
RFP you have to have a meeting or a call
and then we keep tracing it all the way
back all the way back and there's that
first contact so I have to take a minute
to go into the whole conversion funnel
with you guys and those of you guys that
are in the marketing space are familiar
with this those of you guys are in the
creative space probably don't even know
what I'm talking about conversion funnel
purchase funnel the user journey the
user funnel it's all the same and it
does look like a funnel look something
like that you can find version of this
this is a version that I was able to
synthesize from a couple different
things we're going to design a
conversion funnel for an optimized path
so we have to say 'ok somebody has a
need somebody needs something that
you're doing right now whether they need
a widget service anything and how will
customers find you top of the funnel is
awareness how will they find you think
in your mind right now how's my customer
going to find me right now those are you
guys doesn't creative services how would
he find you most people rely on
word-of-mouth where the mouth is very
powerful it's really good it's a
testimonial from a trusted source that's
usually a really good thing except for
one thing most people do not spend their
waking moments thinking about your
welfare
so they're not sitting there thinking I
gotta call Jimmy and just tell the whole
world about Jimmy that really happens it
does happen sometimes when you're really
really good and you have a great
relationship word of mouth is easy
requires no effort from you and
also then it's not very predictable as
to when that word of mounting is going
to work out for you so we really want to
talk about how will customers find you
and when they find you why will they
return okay because we know that people
don't by just looking at you once and
saying that's it I'm done you don't do
that in your real life other people
won't do the same thing they're going to
compare they need to validate you so
that little dashed line there that's
where the magic happens because when
they cross over they become a customer
they buy they sign up they do something
that's why we call it the conversion
funnel or converting from passively
looking at something to taking action
and then you get into delight like did
you do what you say you're going to do
if you did that you will delight the
customer and if you meet and then exceed
their expectations there's a good chance
that they will share that's the word of
mouth thing I see this happen all the
time we're out eating and you're having
a good meal what do people do to take
pictures of the food they talk about it
they share so there's the reach then
there's an engagement and then there's
this barrier resistance the thing that
holds them back you know that doubt like
when you go to buy a car address like do
I really need this is it in my budget
does it make me look fat and your job
there is to assure them you do need this
you can't afford it and you look amazing
so if you want more leads we have to
focus on top of the funnel so this is
where all the magics going to happen
this is where we'll spend all our time
so we do understand that a purchase is
not made as like a single operation it's
a series called micro conversions little
bits and what we're doing is we're
escalating the level of commitment each
time signing up for email list signing a
petition a campaign anything where do
you customers gather news and
information from where are they going do
you guys know how will they find you
find out where your people are most
active and be able to tell your story in
a way that's repeatable online somewhere
and to do something then pow
where's the customers the people that
hire you to share that story do you have
a platform to do that I'm going to rally
on this a little bit it's a problem of
mine that people just use social media
like it was advertising and this is why
it's like it's not advertising it's not
your license of spam so there's a couple
things that you do if you're doing
social media for your client or for
yourself that is super spamming okay in
real life how do we feel about people
who talk about themselves all the time
but this is what you do I'm great I'm
great aren't I great didn't you see the
last post that I said I was great and
this was all your doing so it's all
about me me me me here's a brave rule to
live by provide value do it freely do it
openly and give it away do the best you
can it's like this boomerang what you
put out you get back you put out spam
you keep marketing to people you keep
trying to sell them stuff would you get
back nothing I hope your spam box filled
up is what I think okay that's how the
whole karma thing goes okay give stuff
away what you want to do is you want to
inform or inspire you have a lot of
things to offer knowledge wisdom
experience techniques process something
you know if you stare and crawl into
your brain and if you can just walk away
from this session today take a moment to
appreciate all the things that you're
good at and try and find something that
you can share with somebody else create
content that attracts your client so
this is an alignment between you and
what your clients want what they need
some problems and challenges that are
current having because somebody out
there most definitely needs it from you
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you