Reasons to Use A Monkey's Fist

Now, done right I often find that this will generate 10 times more leads than traditional marketing, and I need to explain why, because when you're doing marketing you always need to prove your claims. So, it's just something I've found, but I still want to prove my claims.

So here's the psychology behind why the Monkey's Fist works so well. Number one, it's about creating bait, it's not about chasing. So a fisherman drops bait into the water, and the fish come to the bait. A spear fisherman jumps into the water, you know, with a spear gun, and starts pointing at the fish. The first thing they're going to do is run away, or swim away. So it's a good saying always let the client come to you, and if we can engineer a process for that it's going to work out better if they're coming to you than if you're going to them.

Number two, it's harder when you try and sell when you're chasing. It makes you look desperate, and the assumption is people think that if you're any good people would actually come to you and you'd be busy. It's an assumption, like we see restaurants that have full car parks outside, and we assume they must be good. We look into a restaurant and we see no one in there, we immediately get suspicious. Now, it's a pretty amateur way to assess the quality of the food, and everything else, but it's what we do. So we don't want to be chasing, we don't want to the equivalent of an empty restaurant.

So, make the move, we need to move from selling, from looking like a sales person, and I'm sure this is line with what you want too, I mean you don't want to be seen as a sales person selling [inaudible 00:01:33] or services. But you're better off being positioned as an expert, so someone who educates the market makes you an expert. And there's a good saying, whoever educates the market owns the market, I didn't invent that saying. String who makes our fantastic slides sometimes puts my name underneath, it's a bit embarrassing when I'm reading it out. So I didn't invent that, but I do say it a lot because I think it's a great saying. Whoever educates the market owns the market.

So, our goal here is just to help people. So rather than spend time, or waste time, and money selling, let's just help people. So number three, we are drowning in media noise. This is why the Monkey's Fist works so well is because it's different from what everyone else is doing.

What's everyone else doing? Well, let's have a look at the media noise. In the old days, maybe when there were less TV stations and things like that, you just had to have some media out there, some advertising talking about your product, and your product became famous because it was on TV, or it was in the newspaper. Well nowadays, trying to get famous by getting yourself in the media is a lot harder because there are so many more media channels available to people, even trying to find your messages is becoming harder, and harder, and harder.

So we've got to be smarter, not work harder. So, reason number four, the only offer most professionals make is the hire me, the one step offer. So let me explain the difference between the one step offer and a three step offer.

So here's the phases that a client of yours, or a buyer, will go through. Now number one they'll go through their idea gathering phase. So think about it for you, when you're making a significant purchase, which is not dead simple, the first thing you do is you go through the idea gathering phase. You pick out ideas, you learn about it, you do some research on the internet maybe.

Then when you get to a certain point when you feel you know sort of what you want, you need an expert to come and say "Right, this is feasible," or "It's not feasible." Or "Here's how it would be done in your specific situation." Once you've got something you're comfortable with there, you then go into right I'm ready to hire an architect, or the expert. I'm ready to sign a contract and move ahead.

Now, there's a lot more people at the bottom of the pyramid than there at the top, that's one of the reasons this works so well. So what we want to do is ... Where do we want to be getting people from, is it one, two, or three? Well the answer is we want to be picked people up at all stages. Rather than just trying to pick people up at number three when they're ready to hire an architect, with a here's our firm type offer, "We're ABC Architects, here we are," bear in mind there's not many people at that phase, and you also have competition with a lot of other architects commonly at that phase.

So we want to be in that position, you maybe want to put out proposals even if they are in competition, but if we can also be putting in offers for the other phases, we're going to be often the only people engaging at these stages here. So the offer for someone who needs specific advice, or some sort of diagnosis, so that's where the LCC comes in brilliantly. So most people don't have that, they don't have a feasibility study, a pre-design advice service, a consulting service, before somebody's ready to hire an architect.

So we want an offer in here, and we also want an offer for people in the information gathering phase, because there's a lot more of them. And that's why we get 10 times more leads. Now, admittedly they're not all going to come on board, but if they're on our lists and we're communicating to them at some leveraged way, then we'll constantly be able to build a relationship with these people, and some of them will come on board.

So that's how you have three different offers at the three different buyer phases, it gives us a lot more opportunities to engage and bring clients on board, as opposed to most people who are just operating at level three, the pointy end of the pyramid where there's the least people and it's the most competitive.

Earlier, we can pick people up when they're not speaking to any other architect. So here's an example of a phase three offer, it's just effectively here's our firm and here's our phone number, RS. Here's another one, here's what we do, RS. Now anyone who's looking at this type of ad is probably looking at ads for other architects as well, but there's not much romance in this is there? It's just straight to the chase, hire us to do your services. If it was a Google ad words ad it would look like this, the name of the firm, hire me, hire me, hire me.

There's a lot competition for this type of advertising, which is just the very top of the pyramid we're ready, come and give us a call and hire us. Lot of competition.

Now just imagine, in the Google ad words sense, I'm not saying this is necessarily the best place to go fishing, but if we doing one at Google ad words, we would change the ad to instead of Richard Petrie Architects, it would be "How to hire an architect, free report reveals 21 secrets to ask potential architects." Boom. Now this stands out, because you're the only one offering help, you're the only one offering education to people who are considering architects. You stand out like a red nose in a white background.

So those are some of the reasons that the Monkey's Fist, the educational offer, the multi-step offer, two step offer, works so much better than just the straight off "Let's get married on the first date."

All right, let's go into the next video.