Once you have funnels up and running we need to go into promotion mode.
You are going to learn a number of my favorite promotional recipes. Choose the strategies that suit your personality. If you like to speak then consider public speaking and workshops. If you are shy then stick with writing and less 'out there' strategies.
The key thing is you must do SOMETHING CONSISTENTLY (that means every month).
The secret is to test and measure, test and measure and then test and measure. Let the results guide you.
Why Do You Need to Promote Your Offers?
To access the Promotional Toolbox, you MUST click the green button "TAKE THIS COURSE".
You'll find it near the bottom of the page; that opens up the links to the pages and sections.
OK, Got It. Tell Me How This Works...
CLICK HERE for Video Transcript
All right. We'll move on to the promotional strategies. This is the exciting part because you've got your offers set up, hopefully they're good offers, and now what we need to do is promote those offers. And so the promotional strategies you'll see in the member's area where you are, there's a number of them. It really just depends on what you like doing. Some people like speaking, so there's options for speaking, there's options for writing, pick some of the strategies that work for you. I would strongly suggest that you work on the referral strategies first, or in fact, get those in place first and then build on top. So you've got things like the dirty 30, is obviously a big favorite of mine, and you've got director of experts, and there's a few other referral strategies in there as well, like putting stuff on your email, that's a referral strategy too, and asking for referrals, right?
You need that stuff in place first, because at the end of the day, design is a referral business. And that's the first place to start, referrals. If you don't have a base of referrals coming through, then it's going to be a lot harder. You're going to do a lot of marketing to market your way out of a non-referral hole. But what I want you to do is put in place referral systems, so systems where things happen every single month, okay? Things happen every single month.
Now, one thing I want you to consider as you're moving into this promoting phase, is that your offers have to be good. So as you're looking at your offer, a couple of questions you ask yourself, have I tailored this offer for a specific niche I want to target? Okay? Because the more specific it's going to get, the more attractive it's going to be to that particular target market. Now, if you've got three, or two, or five different target markets, you can have an offer, a monkey's fist for each of those different markets, right? We will build you more funnels if you need more funnels.
First question, is the monkeys fist, or is the ask the expert, is it specifically referring to the target market I want? That's ideal, you don't have to do that. You can be broader, but it's going to work better if you do. That's the first question. And then second question is, is it really attractive? Is the offer really attractive? Because let's say the offer is, I don't know, let's say it's a free appointment, which I know the stuff we've given you doesn't say that. But the traditional offer from a, let's say an architect is a free initial appointment, might be something, well, that's not very attractive. Or their monkeys fist offer might be join our newsletter subscriber list, right? On the zero to 10 scale of attractiveness, it's probably a zero.
Now the thing when you've got a zero attractive offer is, let's say you amplify it with some promotions, you go 10 times zero is still zero, right? So you want the attractiveness of your offer to be as close to 10 as possible, right? So you need to make it good. You need to make sure you're being very specific about what they're going to get from the monkeys fist, or from the ask the expert session, or from the LCC. Think about things they might walk away with. Have you communicated it clearly and explained why? Have you explained what happens if you don't? All those types of things, it needs to be as attractive and appealing as possible. You want it to get it to, in terms of attractiveness, for someone to want this offer, up to a 10.
And a good way to test this is, if you do come across a genuine prospect and you verbally run through any one of your offers with them, if they're excited by it, then that's a good sign. If you can't sell it face-to-face using the same sort of words and stuff that you would say in your ad, if you find that they're not interested it when you're face-to-face, then amplifying it and putting on the promotional amplification for it, it's just going to be 10 times zero is still going to be zero, right? So you need to find out what is the offer that your ideal target market really wants and will accept when they're straight with you. And then you automate it through your promotions.
So this is an exciting phase, go through the different strategies, start with referrals first, I would suggest. And then come to the weekly Q&A and let us know how you're going on, and we can help you refine your offers, or we can help you refine your promotions, but this is where the rubber meets the road. So let's get out there and be very clear about who your ideal target market is, create something which is highly useful and relevant for them. And you're going to do really well.
On this page you will find all the templates and additional resources that will help you develop your marketing system.
Note that many of the tools in the toolbox only have a single page with a short video or other resource. These tools and ideas are often very simple to implement. As you set up more of them, you will increase the visibility of your firm and improve the effectiveness of your marketing system.
We add in more templates and tools periodically. This collection will continue to grow over time so check back regularly to see the latest additions.
If you need any help, you are best to ask your questions at the weekly Q&A sessions, or post in the Slack 'general' channel or email firstname.lastname@example.org
We recommend that you start with the Dirty 30 and Dream Team Directory of Experts, then add in others later.