“I’m so glad I found you!”
Think about the meaning behind that phrase in the context of business/marketing. There is power and intent nicely wrapped up in that six-word sentence.
This is an idea that transcends the transactional act of merely making a sale. “I loved your [fill in the blank] course!” just isn’t the same.
“I’m so glad I found you” is deeper, more encompassing. It’s about building relationships. About someone having a non-transactional experience that moved them to respond.
I want to unpack this idea with you over the next few emails leading up to October 30, the launch of my new course “Digital Marketing Procedures”.
To do that, let’s start with a foundational concept…
At the most basic level, your digital funnel is based on attraction, engagement, and conversion.
Simple, but not easy. We will only be focusing on attraction for this series of emails.
However, when we scratch away the surface layer and peek a bit deeper, we see vast differences in what drives and motivates prospects to become customers.
The first insight is that not all customers are created equal.
If you’ve been in business for any length of time, you’ll know this to be true. The worst customers complain a lot. They have a tendency to be eager to refund. Their expectations are never aligned with reality. They’re never truly happy.
No one in his/her right mind would willingly choose to have that type of customer or client instead of the alternative.
To attract better prospects, we need to emphasize relationships, not transactions.
We’ve all seen transactional, attention-getting lead/prospect acquisition:
- Click here to download my free report.
- Watch this free video I created (which leads to another free video, and another and — oh look — an offer at the end).
- Download my ‘swipe file’, ‘XYZ template’, or ‘fill in the blank subject line generator’.
- Sign up to watch my information-packed webinar.
- Just pay shipping and I’ll send you my book for free.
Each of these approaches, and many more like them, trains prospects to expect a transactional exchange of value.
Compare that to relationship-based lead acquisition.
Instead of offering something bright and shiny in exchange for attention, we’re giving value first.
That value appears in many forms, including:
- Insights that explain a prospect’s frustration with his/her status quo.
- Accessible, understandable, and actionable experience and wisdom.
- The promise of a better future in ways that are meaningful to the prospect.
- Shifts in perspective that lead to “ah-ha!” moments.
The relationship is built first, with no expectation of a transactional exchange of value. That relationship pulls the prospect forward rather than pushing her along from one point of conversion to the next.
Over this next week, we will talk about each major channel (social media, websites, etc.) and how each of them work at generating attention and building relationships.
Digital Marketing Procedures (DMP for short) is a prequel to this idea of generating relationships.
In order to start focusing on generating better prospects and customers, you need to be in the right channels that provide you the best solution for you.
Every business is different. Some do better at generating prospects through Youtube, others through Facebook. Most people have a website to achieve this as well.
But are you set up in those channels properly? Is there more you could do in them?
DMP is a how-to manual of digital marketing tasks so you spend less time worrying about if you are doing it right or researching how to do it, and instead focus on what you can achieve in each channel.
DMP will eventually provide you with instruction on everything from Search Engine Optimization, Social Media, Email marketing, etc.
Like I said before, right now this library is starting small. I will build on it every week. You will have the ability to request procedures on tasks you want to accomplish that aren’t there.
Together, we will make this the library of every digital marketing task you need.
you will learn more about it tomorrow 🙂
If this email resonated with you, and you feel someone you know, or people you lead, will dig it too, you can be a hero to them by sending them to the archived version here.