7 Simple Steps to Double Your Clients in 30 Days … without Increasing your Ad Spend
- – Drive down your cost per lead by as much as 90%.
- – Shorten your sales time frames by up to 1/3.
- – Boost sales conversions by up to 50%.
If you’re like most small business owners, you want more customers.
And if you’re like most small business owners who approach me to help with their marketing, there’s a very good chance that you’re leaving a lot of money on the table.
In other words, there’s a lot of opportunity that is lying dormant in your database.
And – there’s a lot of opportunity to get 10 times the responses or more from the results you’re getting from your prospecting and online lead generation activities.
Here’s a 7 steps system to help you 10x your leads and double your conversions from lead to sale….
Before I share that with you (so you can get some context) here’s an intro to who we are so you can get a better idea that we know what we’re talking about.
For the last 23 years, our direct response marketing agency has worked with professional service firms, master franchisees, and small business owners of all types to develop lead generation campaigns and re-engineer their sales processes so you attract more highly qualified leads at a lower cost and have more of those people say YES to your offer.
The results? Here are just some of them …A home service franchisor got a 1000% improvement in return on advertising money spend – 10 times the leads for the same amount of money.
- – A car service franchisor doubled their annual turnover from one advertising pack
- – Helped an accounting profession franchisor build an eight figure business
- – Helped a property company go from start-up to industry leader in 18 months
- – Created 1000’s of pages of IP and systems to help Accounting firm franchisees attract and delight more clients.
- – A cleaning license company generated $119,500 in license sales from one ad and attracted two international license enquiries.
- – An office equipment retailer generated a 324% increase in responses.
- – An online training company produced a 48% sales increase from a sales page we wrote.
- – 72 leads attracted in 2 days at zero cost using LinkedIn … plus there are many more.
The 7 Steps
1. TAP INTO THE ‘HIDDEN’ QUICK WINS
Even if you’ve been thorough in following up your prospects, chances are there are some people who have slipped through the cracks and are ready to act right now – without you realising it.
With all our clients (regardless of industry) we put in place a ‘quick wins’ strategy to secure some instant sales from your database.
We recently sent one simple email to a client’s database of just 250 people. We got 6 people saying they’re interested in doing something now (people who weren’t currently in the pipeline), 4 saying they’re interested in the future, and using tracking mechanisms we identified a further 30 to prioritise for a call. Now – that’s from a list of just 250. If your list is 2500 you could obviously multiply that by 10.
Now – sure, this is simple stuff but it’s something that most companies overlook. And it’s one of the first things that we work with a client on because we want them to get an ROI on their investment with us immediately.
The next step is where it starts to get exciting….
2. KNOW YOUR NUMBERS.
How well are your ads working for you – really? How many sales are they making for you? If you’re not currently closely monitoring your metrics, you may be in for a surprise.
There’s a good chance some of the media you’re advertising in is a waste of time and can be cut.
You’ll find that some are doing okay but have the potential to earn you way more.
For instance, by reworking the copy on your ads, you can double or triple results without increasing your ad spend.
… 324% increase, doubling of turnover, 48% increase, 122% increase …
… these are just some of the increases our clients have experienced.
As they say, what you can measure, you can manage so the first thing though is to know what the playing field is.
“Nothing compares to Kris’ writing ability & strategic marketing thinking”
“Kris Mills is without a doubt the most ‘results producing’ marketing person in Australia. I have used many over the years and nothing compares to Kris’s writing ability and strategic marketing thinking. Her style is punchy, direct and it works. Every time I use Kris’s services she produces results.”
Rob Nixon – Panalitix
3. KNOW WHAT REALLY MOTIVATES CUSTOMERS TO BUY – IT’S NOT WHAT YOU THINK.
Get really, really clear on your customer avatar. Now, I’m not just talking about what their career background is, their age, or marital status (although they all play a role).
I’m talking about looking really deeply into what drives them.
What keeps them awake at night and why?
What frustrates them about their current situation and how is that affecting their self-esteem, their relationships, their health, their stress levels right now?
What do they yearn for so badly that it consumes their every waking moment?
Keep digging deeper and deeper. The deeper you go with this exercise, the more deeply your copy hits home.
Using the franchise example again … sure, they want to be their own boss, enjoy the freedom and lifestyle associated with owning a franchise but it goes way deeper than that.
Here’s an example of that …
After speaking with a franchisee about why he bought one of my client’s franchises ,it was because with his previous job he was spending a long time away from his family. He was missing his kid’s soccer games and they were growing older before his very eyes … and he was missing it. This was breaking his heart.
Can you see how much more powerful the emotional reaction and connection you have with your audience is when your copy addresses these deep motivators?
So – question: What is the conversation they are having with themselves inside their own head?
4. WRITE WORDS THAT SELL
Here’s the thing … what most business owners have been told about the type of advertising that works, is wrong.
What we’ve found that there’s something that works way better – direct response advertising.
You know that whenever the magazine you advertise in, runs an editorial, you get way better results than when you don’t, right?
It then stands to reason that if you create an ad that looks like an editorial (as well as the free advertorial you’re getting) you’re going to get even better results.
We’ve experienced this many dozens of times with clients over the last 23 years.
That’s why we often run ‘long copy’ ads that look more like a news article than an ad. Again, this is in addition to the editorial they write for you.
We’ve seen a 10 times uplift in responses using editorial style ads over conventional ads across dozens of different industries.
But there’s more. It’s also about the words you use. Spend extra time creating an intimate connection with the deeply seated fears or yearnings of your reader and BOOM! Massive surge in responses.
You probably know, the most important element in any ad is the headline. That’s why I often spend 80% of my ‘creative’ time getting the headline right.
For instance, here’s an example of what I see happening with master franchisees/franchisors.
I see franchise owners make is that when they’re advertising in business opportunities or franchise magazines, they use headlines that focus around buying a franchise and/or sacking their boss instead of what makes their franchise opportunity stand out.
Here’s why that’s important:
Most of the people reading a franchise opportunity magazine already know they want to buy a franchise or ‘sack their boss’.
Now, the decision is which of the opportunities do they choose? That’s why it’s important NOT to focus on the ‘become self-employed’ angle in your headline.
Instead, scream out your Unique Value Proposition or Unique Selling Proposition in your headline.
Is it the money?
Is it the proven track record?
Is it the systems?
Is it the fact that they only need to work 20 hours a week? Is it something else?
What’s unique about your opportunity and how will it uniquely help them live the lifestyle they’ve been dreaming of?
Then – how can you craft the words in the headline so they absolutely scream emotion and excitement to your reader?
This is what works for Franchise and Biz Opps magazines but mainstream media like Facebook is different. You do need to flag down your reader because not everyone seeing your ad is in the market for a business right now.
One of the most talented in Australia.
I’ve rubbed shoulders with a number of accomplished marketing strategists and from what I have experienced, I consider you to be one of the most talented copywriters and strategists in Australia … and possibly the world. Not only is your material delivering the goods, you are also very easy to get along with too.”
5. USE FACEBOOK ADVERTISING TO GENERATE LEADS AT A FRACTION OF THE COST OF WHAT YOU’RE SPENDING NOW.
In step 3 I talked about how important it is to know your customer and create an indepth avatar.
Here’s where you can use that information to generate qualified leads cheaply using Facebook advertising.
One of the things I love about Facebook advertising is that you can drill down deeply into the interests and behaviour of your ideal client.
Let’s say that your ideal franchisee is 35, male, married, lives in Geelong, loves golf and motor racing, loves visiting ‘reditt’ to get the latest news, and loves ‘The Footy Show’.
Facebook allows you to target people based on their demographics (age, gender, location etc.) plus their interests. You can target people who like the Footy show, golf, and motor racing, for instance.
One of our clients was spending large amounts of money on franchise magazine advertising. I knew we could get leads for him way cheaper than that so we created a new landing page for his website, created a series of compelling Facebook ads (using our Words that Sell formula), and used some advanced targeting based on the potential franchisee’s interests plus we targeted people who were actively looking for a business.
We were getting leads as low as $6.00 which was one-twentieth and in many cases even less, than what they were spending with other media.
Word of warning: The key with Facebook is to know what you’re doing. It does deliver big results but it is complex. You need to know all the different parameters that affect results. If you don’t, you can waste a lot of money.
6. CREATE A MULTI-TOUCH NURTURING PROCESS THAT BUILDS TRUST FAST
When someone responds to your ad, most companies send them the information. Some follow them up with a phone call to gauge interest. Some don’t. Either way, potential franchisees are on one level excited about finding out more, and at the same time a little wary and sceptical about your company.
And here’s something else to consider:
With the flood of opportunities out there, most people forget what they’ve downloaded or responded to within 24 hours of doing it.
That’s why the steps you take from the moment that prospect first experiences your brand – are critical to your success rate.
Here’s what we recommend to clients:
- – One-on-one connection across multiple social media platforms
- – Facebook retargeting ads to maximise top of mind awareness
- – Google remarketing ads to do the same thing
- – Telephone follow up within 24 hours of requesting information.
- – An 8 – 10 piece email nurturing series that answers questions, shows case studies and social proof and addresses their hopes, dreams, fears and frustrations (the use of video where possible).
- – After that initial email series, a calendar based communications schedule which ensures they receive regular communication from you inviting them to events, showcasing franchisee wins, checking in with them and keeping the interest levels up.
So – we’ve recognised that being proactive with the marketing is important but what’s just as important is your messaging. The more personal it is, the more emotional it is, the more rapport you’ll build, and the more sales you’ll make.
Doubled our annual turnover
” In short, our turnover has more than doubled in the last financial year, during a recession and much of that has been due to your great service. Your marketing pack has car dealers instantly ready to deal with us. This used to take two – three months of hard selling.”
7. PLUG THE LEAKS IN YOUR PIPELINE
As you know, there are a number of touch points in your sales process … from the time a person enquires to the time they buy. Potential clients drop off at various steps in that process.
By mapping out those touch points and getting clear on the ‘choke points’ in your process, you can then take action to plug those leaks in your sales funnel.
Ask yourself, what activities are taking place at these steps? What is being said? What are they reading? What are their biggest objections?
Then – fix the problem. The solutions might be:
- – Ensuring all your marketing material sells
- – Re-engineering your sales process
- – Increase the ‘quality’ of leads
- – Strategically use more case studies
- – Use video instead of written information packs
- – Feature interviews with successful clients
- – Create urgency by featuring ‘limited time only’ offers
- – Have a comprehensive email nurturing process that builds rapport and maximises top of mind awareness.
- - Run webinars and information evenings
Produces positive results
“I’ve known Kristina for around 15 years… she has a rare talent for communicating powerfully, clearly and effectively. Her depth of marketing knowledge is amazing and she produces positive results. In addition to this, I’ve found her to be honest and pleasant to work with. I strongly recommend that you contact her if you wish to massively grow your business.
Steve Szabo – ProtecSYS – Electronic Security Systems
CURIOUS ABOUT WHAT'S POSSIBLE FOR YOU?
Just click the button below and fill in your details. I’ll then get on the phone or Skype with you for a free 30 minute review session.
I’ll find out from you what’s working. What isn’t working. What you want to achieve. I’ll take a forensic look at your current advertising and lead generation methods and give you an idea of what you can do to immediately increase responses.
The work we do with our clients is intense so we only have the capacity to take on 3 new consulting clients so if you’re curious about what’s possible, take that next step and contact us now.
After finding out more about what you’re doing, it may turn out that we can help you. It may turn out that we can’t. Either way, you’ll receive some valuable tips to improve your results – free of charge.