Promo Toolbox Overview

Speaker 1:

Before you even start the course. I want to give you a little bit of an orientation about the promotional toolbox. You can see over here, we're doing some strategy stuff at the top. We're setting goals, we're picking a niche and we're working out how you want to be positioned for that niche. How do you want these people to see you? Then what you're doing is you're creating your different offers. You ask the expert, monkey's fist and LCC. This is like your bait. These are the reasons why people would come to you. And then once we've got our reasons why people would come to you, we need to promote those reasons. We need to amplify the fact that you do have these invitations for people to get help. Now, if these offers aren't very good offers, then it doesn't matter what promotions we do.

Speaker 1:

They're still not going to work very well. Let me explain if from a zero to 10 scale, your offer is only worth zero out of 10. It's not a very good offer at all. Then 10, let's say we amplify it with some great promotions and we get in front of a lot of people. Ten times zero is still zero, right? What's an example of a zero offer. Well, zero, it would be free initial consultation like most architects would offer, or it could be join our newsletter list. I guess a newsletter is a monkey's fist, but it's such a weak offer that no one's going to join it. You've got to make sure when you're doing your promotional strategies, that you're happy that the offers you've got are good offers. Assuming you've got some good offers and if you've copied what we've given you, and you've personalized them for a particular niche then they're probably going to be pretty good offers.

Speaker 1:

And if they're not good offers, then turn up to the weekly Q&A session, let us see what you've got. We can either look at your offers or look at your promotions. That's kind of a summary of that. Let's have a look at how we've broken up the navigation for the different promotional strategies. We've got Dirty 30, we've got more referral strategies, we've got promotions and circle of love. Now Dirty 30 is your referral network. It's about systematically building a referral network. And there's a number of steps to the strategy. It's probably my favorite along with the director of experts. But it's a big time referral strategy. As far as I'm concerned, you're only as good as your network. And what you've got to do is you've got to basically do promotions to your network so they know what is available and what help that they can give to their clients or their friends.

Speaker 1:

And you've got your Dirty 30 set up where your Dirty 30 know exactly what offers of help that you can provide. Then they can refer their friends either to you directly or to your offers, to your pre-packaged offers. It makes you more referable. That's a Dirty 30 strategy. Dream Team Directory is another big one you should do. And then there's some other referral strategies in here. I would start with referrals. Why would I start with referrals? Because for most architects in my experience, 80% of your business and projects come from referrals already and that's when you've got no referral systems in place. So imagine what would happen if you put in place referral systems? Well, it could be amazing. Imagine if you doubled or tripled your referrals, that would be brilliant. You'd be able to pick and choose only the projects that you really liked.

Speaker 1:

You'd be able to say no to a lot more projects that really you shouldn't be taking on board. Well, okay. Then you need referral systems. Hardly anyone has referral systems. And that's why I want to teach you referral systems. And that's the Dirty 30 and the more referral systems in here, you'll get more than you need. Now, if you need to go beyond referral systems and many of you won't, there is a whole lot of other things to do in here from Facebook. Facebook is inconsistently effective. Some people have done well, a few, most people haven't done that well with Facebook advertising, but it kind of depends on where you are and the type of work you do. It's worth looking at, but don't get too hung up on Facebook if it's not your thing. Obviously your website, endorsed mailing, Win-Back. Win-Back emails is a nice, easy, fast one that you can do. It's just a nine word email that you send out to people who have contacted you about projects in the past, but never went ahead. Do that one early.

Speaker 1:

Then you've got the Circle of Love. And this is just the Circle of Love is effectively following up with people who have been on your list and have contacted you about a monkey's fist or something like that. And then you'll go through and follow up. That's a good looking guy. Nice. Circle of Love is about your nurturing of everybody on your list, who you should follow up with. I don't know, this is the promotional strategies. I think they're really cool. They go hand in glove with your offers. If your offers are bad, it doesn't matter how well you promote them. And vice versa. If your offers are great, but you don't promote them, then you won't get any impact either. You need good offers and you need to get that message out through your promotions.

Speaker 1:

You need to get that offer out in front of as many people. And it's the promotional strategies that does that. You pretty much, that's how that works. And yeah, just wanted to give you an overview on the promotional strategies before you kicked into the course, just to get your head around the big picture.