Transcript:

Thank you so much for joining. I apologize for being ultra late. I started this webinar and then I didn’t, and then I gave the whole webinar. So that’s my fault. I can’t figure out how to get Evernote to show me what window. Give me one second while I find this thing. This thing is not working right. Oh cause it’s way down here. Okay. So a quick intro. Right? And I know the economy is messed up right now, right? I know that you may want to go in your turtle mode now is really the time that you have to, like, you know, you do have to cut your expenses and you do have to figure out what you’re doing, but you also have to like plan to be successful.

You gotta plan to be here. If you don’t plan to be here, you’re not going to be here. Right. And if you don’t, if you’re not more proactive and more aggressive than you were in the past, like it’s not going to happen in the same way for you that it did a year ago. Right. so, you know, that’s really what I’ve been doing when working my ass off seven days a week, 14 hours a day, just trying to figure out like, how do I elevate my game in a market that’s going to be harder to compete in. Right. I’ve been working on various little things. I’ve been doing a couple of marketing projects for the industry and then also working on my own thing. So this is one of my own things I was wanting to share with everybody.

Before I do that, I want to thank everybody who donated to this webinar, cause they didn’t have to write it was free and if you join for free, that’s cool too. but I wanted to shout out the people that did donate. So thank you to Marshall, Tyler, Kyle, Steven to CILO, Adrian and Bob. I do really appreciate you guys donating. and yeah, thank you. so I got a couple of little projects that I want to talk about before I jump into the actual demo or the walkthrough for this. The first is a project for a marketing co-op subscription. So a co op, if you’re not familiar with that concept is.. I’m going to change it over to this webpage. Co-op is when you pull your money together with other people to get a combined benefit, right?

So I was working on this workflow document and I realized that a lot of the marketing activities I wanted to do could be combined with other people. Right? So I was like, Oh okay, I need to develop a marketing calendar for my company. And like maybe we’ll do like a summer program. Maybe it’s for summer camps, that we will have a marketing thing. Maybe we’ll have something for back to school. Maybe while I was hunting for a Christmas specials right now I can go and pay a designer myself, you know, 500 bucks to do the copy and do the art. But really anybody across the country can use that also. So if we pour money together for 30 bucks a month, we basically can share all of the costs for that. And then for $30 you’re getting 120 500 $5,500 worth of work just depending on how many people in the club.

So I threw that product up there. I haven’t pushed it that hard yet, but if you’re interested in that, hit my website. The link is in the chat for that. Also helping contract printers, market their services to promotional products, brokers. So if you’re a contract printer, you need to market your services. You’re looking to get ahead of people, cause there are going to be some unfortunate companies that don’t make it and those brokers are gonna need printers. Get in contact with me. One other thing that you should look at too, if you’re looking to step your marketing game up right now is Sloan Coleman from tiny little monster. She has a free program to help you sell online store products to the people in your community and in your industry. So they can give you a design, you can put it up on the online store, she’ll give you all the templates, the logo, everything, email templates and help you out with that. So to get in contact with salon if you want to do, you know, was it called here for good?I think it’s super dope. I’m going to try and do one in my community as well. so we’ll jump into what you guys actually came here for, which is a sales and marketing workflow.

And I’ll go through the, the high level steps first before I go through the detailed boxes and how they work. So, you know phase number one is strategy, right? Everything starts with strategy and strategy goes from the top down. so strategy is sort of like who you are, why you’re uniquely suited to solve a problem and who you solve the problem for, right? Then you take what you put into your marketing materials, right? So phase two, if you don’t have a strategy, it’s going to be very hard to articulate what you want to do in marketing or like what’s your marketing copy is if you don’t have a strategy, right? So then ideally your customers or your ideal customers, see your marketing efforts and then come into your customer response flows, or you can call them like customer engagement.

Then once they engage with you, you really have the opportunity to sell to them, right? Once they indicate interest and then ideally you close the deal and send them through production management and then back into a marketing flow again, right? The whole like making the sale up here from your initial marketing efforts. This is the most expensive thing you can do, right? This is like the marketing, acquisition costs, customer acquisition costs that you’re going to expand up here is going to be much, much exponentially higher than your cost to market, to an existing customer. And your conversion rates will be much higher marketing to existing customers. And what you want to do is you want to get them to place a new order and send them back to workflow. So make sure that you’re marketing to existing customers just as much as you’re marketing to new customers, if not more.

Now we’ll go through all the boxes and I’ll give you a high level explanation of what they mean and how I use them. Each box is essentially like discrete task or action. So that task then has a set of processes and someone on the team that’s assigned to those tasks, right? So a strategy is also assigned to somebody, but at a little bit higher level. So the three things that you need on your strategy, strategic outlook are really who is your target market? Like, who are you talking to? Right? Why are you talking to them? What niches do you serve? You don’t want to be everything for everybody. A lot of people will talk about that lately. I think it’s true, right? If you talk to someone directly, you say, okay, my name’s Mike.

I do great work for construction companies. We’ve done work for these kinds of construction companies and this is how we serve the construction market, which also, which kind of goes into key value props. But if you’re really, focused on one single market, you can make your marketing approach much more crisp, right? So don’t try and be everything. Everybody should try and really, really, be specific about who you’re talking to, in your markets and identify those markets. Key value props. Why are you, why are you uniquely suited to address the problems of your target market? Right? So if I’m construction guy, maybe I’ve been doing construction, printing and decorated apparel for construction people for the last 20 years. You know, I know exactly what type of garments that you want. I know, you know, where to get the safety vests, et cetera, et cetera.

There’s a zillion things you can put on a key value props. Maybe we’re faster than everybody else. Maybe we’ll deliver it for free, you know, put those under your kbps. Then you have poor values, right? Like what, who are you as a person who are you as a company? Right? A lot of times the company owner or owners, their ideologies filter down into the company. and their values are their company values, right? They tend to be one on one. Make sure that you can articulate that as well. Right? And some companies that do that really well, one of them that jumps to mind is just Allmade. I think they do a really, really good job of articulating, you know, their brand story and what their values are. and it’s very clear who the product is for. Right? So like in articulating the values, they’ve also are articulated who the target market is.

Now you take these three things and you put them into your marketing efforts, right?So you have a whole bunch of boxes here. I’m not going to dive into every single box and what, what we’re doing with every single box, but the way that I’m approaching marketing, so like for example, I can make a Facebook ad myself, but a, I’m not the best person to make the Facebook ad and be, I don’t necessarily have enough time to make all the Facebook ads I want. So what I’ll do is I’ll sign Facebook ads to like, to be a freelancer for something like this and then, manage the tasks that they have to perform, right? So create tasks. Then same thing with cold calls. I’m going to build a sales development team. We’ll have this many people on the team, et cetera, et cetera. Um, one more thing about how these boxes are used, uh, who, so like cold calls assigned to these people and then I’ll use it to build out what the processes are for the cold calling campaigns, right? So like whatever we have cold calling scripts they fall into here. Um, if we have, you know, how many calls that you need to be measured, it falls under here. So this will help you structure, you know, your, this is the high level way to structure like your who’s, who’s it assigned to, what the tasks are, what the processes are, right? Every single one of these boxes you should be able to articulate. Um, those three things, uh, cold emails, webinars, social media. Um, I won’t belabor the point of doing all of these things. The reason that I wanted to make that marketing co-op that I just talked to you about though, is because when I looked at all of these boxes, I said, dang, that’s a lot of work and I’m going to go spend the money to do it regardless of whether anybody joins me or not.

We’ve got three signups already, by the way. So thank you those three people. but you know, a lot of that work can be leveraged and the cost can be fractionalized. Cause we can do the same thing all across the country. We’re not doing drastically different things. now all of those activities and your marketing, ideally if you’ve identified your target markets, right, and you’ve explained your value prop, right? Um, and you’ve connected with your customer maybe on core values, then they react to your marketing. They respond to your marketing, and then they respond, right? So you have a whole response flow. Now I have three touch points. You may have a fourth, which could be like in persons or walk-ins. I don’t do them. so they’re not on here. But if this is your thing, you may want to add walk-ins cause you want to make sure you define an experience for walk-ins if you’re doing walk-ins.

Now the three main touch points from me or email, phone and website, and I’m going to tie this back to the strategy, right? First impressions are everything. So you need to take this box. This is like a little box on a piece of paper. You need to take this box and think about what is your first impression, what is your first engagement look like with your ideal customer? Right. And tailor it for them. Killer. The entire experience for them, whether it’s email, phone call or website. Um, I’m really, really big on templates like messaging templates, phone templates and um, you know, like I said on my emails through Freshdesk has, I probably have 50, templates and Freshdesk I just had a training class on this. This is not going to be rehashed to that training class, but I use tons of templates in that to respond to the emails that are sent to me so that I have a consistent message that goes back to my customers.

Right? Um, same thing with phones. We have phone scripts for rehab, Beeville that ensure that it’s done in a consistent way and then the website, the messaging is consistent. Um, so make sure that you incorporate every, all the things, all the good things that you do up here, down here. Now, one marketing activity that’s a little bit down here is retargeting. So if you’re not familiar with retargeting, make sure that you put your Google and Facebook pixels on your website. You can pay someone to make those retargeting ads for you. And when they visit, there’ll be served ads, um, based on visiting your site and then that’ll send them back to your website. You want to make that cause that’s, you want to recapture anybody that was interested, that didn’t express interest at that time or may, be a little bit longer tail, you know, so just create that cycle.

Now, I sent everything through a web form, whether you come through the website, phone or email, this is really a new process I’m implementing, but I’m implementing it so that I have a consistent experience in terms of, so when I put it in the web form, it goes directly to Salesforce, but also kicks out an autoresponder sequence for marketing emails. Um, and that’s going to help me contextualize, uh, again my key value props and sell the customer. Right? Um, so like when they fill it out, we’re going to sell it, send them an email that says, Hey, thanks for joining. Uh, you know, this is who we are. This is why we’re, we’re uniquely qualified to solve your problem. It’s at your et cetera. Then the next email is like, okay, this is how you get your job done. So I’m not just telling, I’m showing you, right.

Um, why we’re better cause a lot of, I know most screen printing companies are not doing that level of education to their customers through the flow. And then also you’re creating more touch points with your customers. Um, if you’re familiar with like marketing response touch points, uh, typically it takes seven to 10 touches to create permanence with your customer. So your customer pretend or your prospect may not remember who you are until you talk to them seven times. So you need them, you need to do this kind of stuff. Right? And that’s why retargeting is important. Gets you in front of your customer, right? They have to see your ad seven times for them to remember who that merge monster is. Now, once they do submit, you send them through the sales flow and the production management flow. Ideally if you can close the sale.

So if you notice here, these are numbered, right? Um, the reason these are numbered and the reason why mapping is important is I’ve numbered these and then I’ve mapped them to parts of my process. So one is new quote. Yeah. When is the new quote? Right? So this is my help desk and in my help desk, if I’m in new quote, I know that I can, what I can map this back to here, but this again has all the processes listed out and assigned roles on who’s response for this. So if I’m assigned a new quote, I know I need to go to number one. And then if I’m working on new quote and I have a question, I don’t know what, what to do, I can go into my confluence, which I’m not going to show you, but confluence is just online help desk or online knowledge base, sorry.

It’s online knowledge base, where I keep all the information about every single process. So I’m trying to make it as McDonaldized or as simple as possible so people don’t get lost, you know, your, this is step one in sales account management, new quote capture. So step one a is sending the quotes but also cross-selling, right? I think it’s super important that you create a standardized process for cross-selling in your, um, in your sales process, right? Restaurants do it and it helps them make money. Do you want fries with that? What would you like to drink with that? Right. Make sure that you’re asking those suggestive questions. Um, if you don’t know how to ask those questions, you’re not sure. Uh, I just, like I said, I just did a whole class on sales intake, workflow management. All that’s included in there. Um, following up on quotes, I have a standardized way of how we follow up on quotes.

I have messaged templates. Uh, I’ll just give you one, which is, um, I have the breakup email and I’ve standardized the breakup email. Uh, I follow three to four strikes. You’re out rule. If I email you, call you three to four times in a row, you don’t respond to me. Um, I will always assume that you’re uninterested and I’ll take you out of my list so I don’t have to waste my time following up with people that are not interested. Now I’ll send them the breakup email and it works. So I’ll say, Hey, like I picked you up four, you didn’t respond back. I’m not gonna, I’m not gonna bother following up with you anymore. If you’re still interested, let me know. And people respond to that and they’re like, yeah, yeah, I’m interested. I just haven’t responded to you. So it works. Um, standardize as much of the processes as you can.

It’ll make you a winner. and then closing deal processing orders. So like when someone puts in their order, I have a set set of processes to check their order to make sure that we have everything we need before we move forward with art proofs, with trying to send it to production. If you don’t do that, you’re going to be missing information. Right? So who’s assigned to checking the orders? How has your process managed? I’ll give you one example is that, uh, in printTavo we have all these alert statuses for missing information in the, sales order. So like, you know, when you’re doing sales, sometimes you cut corners right and faster. This is a time where we filled all of it. I feel that all in before we move forward. Um, for production management, this is the sales and marketing workflows. I’m gonna skip this, but, uh, you should, um, have a set setup process defined for your production management process as well.

Who’s responsible for saying, Bruce, how are these improves, et cetera, et cetera. Um, and then shipping the order to the customer and swag items. Right? So like, I think this is again, like, your, anything that the customer sees needs to roll back up to this, right? Who’s your target market? What’s your key value props? What’s your core values and how are you marketing them? Right? You should still be marketing them after they complete the sale. Right? So the first thing to do from my opinion, when you ship your order, like branded boxes, branded materials, a cross selling in the box, right? Couple of reasons. Okay. So I don’t believe in brand new boxes with your logo on it. Uh, I just think it’s inherently wasteful, both from a financial perspective. They’re expensive, like four bucks a box and you have to throw all those boxes away.

And now we’re creating a problem for the environment, right? So, but what I’ve done is I just have a box save. I haven’t made a video on this yet or anything, but I have branded box tape, branded box, same branded label on the outside. Uh, we put catalogs, promo items in there, items that they’re not buying ideally. Right? So if they bought tee shirts, I’m putting a water bottle in there. Hey, we can do water bottles for you. Right. I’m really, really trying to create permanence with that customer. So one, they have a promo item with them. I have this threat X bottle. Oh yeah, I’ve just tried to explain it. Um, I have this threat X bottle, right? And I’m gonna put this back on me real quick. I have this thread X bottle and I kept this bottle with me. I have four of these, cause they know people didn’t take them from the conference, but um, I have a whole bunch of these and I’ve been running around with it.

And guess who bought a threat X a threat X ticket this year? I did. Right? Because I have this threat X thing looking me in the face every single day. So you want to create that kind of permanence with your customer. It works. I put the labels on the boxes, put the box, save on the boxes because if the person that you’re working with gets laid off fired, I forget, you know, whatever that’s there forever. Right? So no matter who comes behind them, they know exactly where they can get a reorder from. That’s kind of what are our materials say is if you need a reorder call. Uh, our phone number. Um, and it was, let me put this back on the map.

Okay. so, Mmm, cool. Uh, you wanna you want to standardize the process for sending out swag materials, right? Again, like if you don’t have a process, it doesn’t get done or it doesn’t get done right. You want to have a consistent cause. That’s the way you do it. You also want to consistently request reviews and referrals, right? So, I did have a process when we stopped following it. I’m not perfect, so, uh, but I am working on implementing this week, the print Tavo zap [inaudible] do automated review requests. so make sure that you have that right. Some sort of mechanism to ask for people to leave your reviews. One, it’ll be a breadcrumb and the internet for people to find you and to like, you know, if you’re asking for referrals, referrals are way stronger than your marketing message. So somebody telling somebody else, Hey merch monster is awesome.

They did a great job. And then, you know, you have to encourage a customer to do that, but, or maybe even incentivize them to do that, you know, that’ll go, that’ll go way far for you. Now this is, this is going to tie back into why mapping stuff out. Like this is important. Like I’m going to be honest and I, my company, I feel like we do really good job in a lot of things, but I don’t think we’re perfect. Yeah. I don’t think it’s exactly where I want it to be at. I know where I want it to be at. But uh, it’s, it’s a constant, as you already know, probably until you get there. It’s a constant work in progress. Right now, the way that these boxes also help is that I have this box as a reminder, right? I checked this document all the time to know what I’m supposed to be working on, what I’m supposed to be building.

I have this document as a reminder. Okay, I have all these, I have everything from one to eight on here is locked in one to one to seven. Um, but I need to work on this, right? So the box is a reminder for me to work on it. What else? Um, uh, remarketing. So selling to an existing customer always easier than selling to a new customer. Cheaper, more effective, higher conversion rate. Need to focus on this. A lot of people don’t do it and this is where you make the money, right? Um, and you can spend less dollars, get more results. Um, so one is checking emails. Um, I wouldn’t say I have a process, but I just, every three months I sent in an email, send an email. It’s the most basic email you’ve ever seen in your life. It says like, Hey, Mike, how you doing?

Just wanted to check in with you, see if you have any projects that we have. That’s it. You know what, you know what though? Most people never send an email to follow up. And if you bought anything expensive, you probably remember a time where you bought this expensive thing and they didn’t even check in on you. Shows that they didn’t care. Right? Um, a direct mail, I’m trying to automate my, uh, outputs from like, once they complete the order, I want to put them in a direct mail campaign. So then send them, send them something, you know, send them like, uh, an incentive for them to refer a friend or site. Um, but a series of direct mails, um, and then retargeting, right? So, um, you know, back to pixeling, uh, just serving them ads. If we do these three things, um, and maybe you can add phone calls in here.

If, um, if you do the three things, you’ll create the virtuous cycle, right? And that’s getting your customers existing customers to request new orders and then you kicked them back, kick them back into capture requirements. Right? So then now you have this infinity cycle until either, you know, whether they go out of business or they move or whatever, or they decided to find someone cheaper. But, um, you then create this virtuous cycle where you bring them back through the loop every single time. Right? And that’s the goal. That’s really the goal. This stuff, this stuff is great. The marketing stuff is great. This is not the goal, right? This is expensive. I’m just going to be honest. This is expensive part, this part creating the cycle. That’s where you want to be at. So that’s the walkthrough. I apologize for like screwing up this webinar today out.

I’ve been the phone call before ran long and it put me out of my, out of my mind space. But, um, I appreciate you guys watching this, uh, asked me a questions that you got in the chat or the questions. Um, let’s see if there are any, if you do have questions, please let me know. Uh, and I think that’s it. I’m gonna just, yeah, my soapbox for a second and that’s really it, man. Um, like I said, now is the time to plan, to work on projects that you haven’t been able to work on and really like figuring out how you’re going to be proactive in this new job market. You know what I’m saying? or not do job market, but this new economy, the new economy is, like I said, it’s going to be much more difficult to acquire customers to make the sale.

Right. People are going to be tighter with their money and, and you need really need to be proactive about what you’re doing and how you’re going after it. Um, if you have any questions, let me know. Otherwise, I’m about to balance and I apologize for taking a little bit of time up. Chad got Chad’s typing. So Chad wants to know what KVP stand for him. Yeah. Strategy is three parts in my opinion. You cannot put a whole bunch of other things up here, but, um, strategy is target markets, key value propositions or USP, unique selling propositions and core values. Those three things more or less encompasses your strategy, right? Um, who, who are we talking to? Why are we uniquely qualified to talk to them? So that’s your key value proposition or unique selling proposition. Like what do you do differently than your competitors?

What do you do better to them? Why should your target customer from your target market shop with you, right? I’ll put that back up. Why should your target customer from your target market shop with you and then your core values also. And then your core values also drive that. So like just the example that I gave earlier, Ryan at or not, sorry, all made, um, is really, really good at explaining what their core values are for their product, right? What they believe in and why they think their product is important. That then speaks to their target market, right? So it creates a connection. Um, that’s really your, your strategy here. and then all these three things then filter down into your marketing. You know, strategy. You can do marketing but it won’t be good. You know, your marketing will be crappy and you need to start a strategy.

Okay. Oh, I’ve got another question coming in. Yeah. Okay. This is the question from Ryan. Ryan says, what are the best ads to take out Google, Facebook or Instagram? Um, so like I think that you should test them all and see what works best for you. Because everybody back to the target market thing, everybody has a different type of customer that they’re trying to go after and some customers react better in different platforms. I will say that I think of the way that the ads work a little differently aside from re-targeting. So like I would set up re-targeting first, right? Because re-targeting is the most basic thing. It’s somebody came to your website, they decided that they were maybe interested in your product and you want to remind them that they’ve seen you, right? That’s easiest and cheapest retargeting ads are cheap. They’re like really, really cheap.

Then the second thing is Google or Facebook. Google is intent based marketing. So these are two different things. Google is, I’m looking for a screen printer, I put screen printing in Google, right? And then I’m looking through lists of screen printers. That’s okay. So that’s, that’s one thing that’s intense. I really want to find a screen printer cause I have a job I need to do. Facebook is I think more like branding, right? cause Facebook has no intent associated with it. So yes, you may live in Oakland, California, right? I can try to find my primer. So I want to find men that live in Oakland, California. That’d be 25 and 40. Right? That’s what I think wants my product. But I don’t know that I want the product or service yet. Maybe I do, may I don’t or I don’t know the product is this.

So then I’m going to put an ad out on Facebook for these customer, profiles, customer. Customer profiles or whatever. and I’m going to serve the ad to people that look like this, right? And I think people that look like this are gonna buy this type of thing. Well, I’m going to serve ads to people that like custom make good work could not work, right? So two, two different ways. I personally like intent based marketing. Google ads are expensive, is expensive, is whatever. So that’s a downside to Google ads. Facebook ads are cheaper, I think they have less intent. So I don’t think they converted as well for like things like screen printing sales. But I know people that have a lot of success for them, success with them, the do like products that do set like packages and things like that. I know people that have success with that.

Of the 10 marketing options that I listed, which ones have I found to be most and least effective? I’m going to throw this back onto the screen. Okay. So, well how organic search is free. Let’s start with that. We’re getting searches free. So I like organic search and all you have to do for organic search is you have to come up with a list of keywords that you want to rank for and try and write your copy to those keywords, but still make it human. Um, I am not an SEO person by any means, but when I wrote my website originally and when I’ve rewritten my website, I always, always, always, um, come up with a list of keywords first. Or I come with a framework of my target market first and I try and write to that, right? Right now I’m focusing more on target markets than I am on search optimization.

Um, so like my new website, which isn’t up yet, uh, it’s like trade show marketing, you know, uh, lie large event marketing, right? I’m trying to be really, really explicit about who I talk to and my target market. But you could also say, I want to rank for, I need a rank for screen printing embroidery DTG. Therefore you need a screen printing page, an embroidery page, a DTG page. You need to have those keywords on that page. You got those keywords on your website cheap. Uh, that’s just sweat, sweat equity, um, podcasts and webinars, pretty much the same thing. Running webinars and podcasts is dumb, cheap, right? Borderline free. Um, and you can talk to your, your target market directly, right, for free. It just takes time. Um, now I like cold emails. Uh, I like them because you can build lists and talk directly to target markets.

Again, there’s a theme here, right? Um, you can say, I want to T to only engage with restaurants, right? I’m going to email a thousand restaurants. Um, now, uh, you know, I, when I, when I do that, I can then refine my target market to restaurants all week. Um, and I can make my key value propositions, uh, and explain my core values in a way that’s directly to restaurants through that one piece of marketing. Right? And maybe like I’ve had really good success with restaurants. So then, um, you know, I’m talking to you directly to people that are in that profile. That’s just an example by the way. Um, and then like all youth called emails to warm up cold calls. So I don’t really like cold calling per se, but if I know you’ve clicked on my email, I know you’ve read my email, um, I will then probably follow up with a cold call now or like warm a lukewarm call is probably what I would call it, cause they already know who you are.

Um, and like that’s one of the things I’m offering really helping contract printers do over here. Um, just to ties it back to the stuff I’ve got going on is I’m helping contract printers get in touch with people that need their, um, need their services, right. And then identifying who to call. So you’re not boiling the ocean. How do you know someone opened your email? Uh, well they have like in the emails that gets sent out, they have a pixel or they have a, I think it’s like a little tiny image. It’s one pixel wide. Um, and that when the image gets served, that’s how they know essentially that, um, the email was opened and the email programs have all these analytic tools in them. It’s pretty standardized. Um, well, so I like social. I like, uh, I don’t know. I don’t like, there are people that make money on social.

I’m not gonna knock it. It’s not where I focus, but, um, I just keep my social pages updated. I think I look a bit more, for me it’s more of a portfolio, but for, I know people that are making money on Instagram and stuff, I’ve never liked the customers. I’ve contacted me on Instagram, so I don’t, I S I stopped trying to sell on Instagram because I don’t like the, uh, customers that it brings to me, right? So I found it to be a poor lead source for myself. I’m not getting my ideal B2B corporate marketing or customer. I’m getting the dude that wants to start a clothing brand and like I’m kind of phasing that out of my business. events and trade shows, dumb, expensive but can get you in front of the right people. Sponsorships, also stupid expensive. We can get you in front of the right people.

Um, I didn’t talk about search ads. Uh, search ads very can be very expensive but can get you in front of the target market faster. Um, I would consider that to be a short term strategy, like a rocket fuel strategy. So like, uh, Oh, I dunno, this was in one of my presentations for ISS. Um, I burned a whole bunch of money, got a whole bunch of sales and I got rid of it. Point blank, right? Um, very, very expensive way to acquire customers, very effective way to acquire customers. But may hurt your profitability, not me. Will, um, direct mail. Uh, I’m on the fence on this one. Uh, like I think it’s kind of old school, but it works. You know, I consider this to be the last part of my strategy. Now, the first part, um, and this is really only, I’m only really only using this to market back to either, um, existing customers or people that really know our prospect.

But consider that direct mail is going to cost you 55, 70 cents a piece or whatever versus, uh, you know, an email which is basically free. Right. So there you go. Um, what email programs would I suggest? Uh, the most basic ones are MailChimp and constant contact is what I use. Um, yeah, there’s a zillion of them. Uh, but MailChimp or constant contact team, it’d be like some of the more popular ones, there’s probably like a hundred of them for sending a email blast and then like cold emails, um, or email programs. Like, I know people were using Clavio, um, prospect.io stuff, stuff like that.

Uh, any other questions? Yeah. But if you guys don’t have these systems in place, you know, like, like I said, if you’re like me, phones are pretty quiet, now’s a good time to just start taking them. Take a map like this screen shares off. Now’s a good time to take your map like this and just start filling in the blanks and anywhere where you’re weak at, just start fixing it. That’s what the map is for. What someone when we hit than others and Colima. Yeah. So if you’re going to cold email, don’t cold email through through constant contact and uh, and MailChimp, they’ll ban you fast. Um, if you’re going to call it email, there are programs that are specifically for cold emailing. And the way that the cold email programs work is they take the email and then they send it through your email server.

So, and they don’t send them 300 at a time. They, they, they stagger them. Right. So it’s, it’s really, it’s not illegal to send an email from a person, a person with, I know you’re not right. So I don’t know you, I am allowed to send you emails even though I don’t know you. That’s a weird misconception. But the way that you do it is important. And so you can’t just put it in constant contact. You have to send it through like a program that’s going to use your mail server. And then you have to give them specific information. You have to have your address and you have to have a way to opt out at any time. And then you have to opt them out if they asked you to. Um, and same, same rules still apply, but it’s not illegal, but you didn’t want to send it to else.

Uh, do you sell in your first email, wait for a reply, never saw in your first email on a cold email campaign. Uh, that’s, that’s a rule. So cold email campaigns are not to sell. They’re to get people to respond back to you and find out if they’re interested. So, um, I’ll just give you an example. They’re really, really basic. I keep them really, really short. Uh, it’s just like, Hey, my name’s Mike. I found you on the internet. Uh, you know, I see that you have this kind of business. Um, you know, I feel like I could help you maybe in this way, you know, and uh, then then some sort of way call to action, uh, and not really call action, but like try and get them to respond to you however you want to do that. Like, do you have time follow up?

Right. You just want them to respond and even if they don’t, like most people, a lot of people won’t respond. That’s one thing that’s important I think. Um, so you know, people will read the email, they won’t respond. That’s why you have to cold call. Well that’s why you have to warm call. That’s why you have to look at your analytics and you can say, okay, I sent out 50 emails today. These people looked at it, these people responded to them. If all of the people responded, I’m also gonna follow up with all the people that looked at it. Right. Cause maybe they looked at it and they just were too busy to call you. So you need, you need to put them together. Your results go up exponentially. If you put them together, if you want email, you get this. If you call, you get this. Yeah. Question for Greg. What’s up Greg?

How do you respond to someone that says they already have someone praying for them? Uh, you can’t sell to someone that doesn’t want to buy. I don’t know that. I always take that as a rule. Can’t sell to someone that doesn’t want to buy. So don’t waste your breath. But what you can do is you can say like, [inaudible] totally understand. I respect that and I’m glad you found you have a good partner. And I know that sometimes either shops get busy or you know, whatever. Um, and they made it. If they, if there’s never an opportunity to earn your business, let me know. That’s what I would say. Right. And, and that’s basically that. Here’s the materials, you know, hit me up, you have a problem and then, you know, if they hit you up, then you have a chance to be hero. I wouldn’t, I wouldn’t try and sell too aggressively to someone that’s set.

Got another question coming from Martin. Oh, Hey, cool. Martin says a, there’s a program called bot saw that scrapes Google maps by keyword for number and email. I save that. Like I don’t, I don’t claim to know everything, so I learn something new every day. So thank you for, thank you for that info. Okay. Okay, cool. Uh, any more questions from folks? Go once or twice. All right, thanks again for joining. Um, you know, use your time effectively. Go out there and figure out how you’re going to attack your target markets. How are you going to make your business better, um, in the coming future? Oh, do you call contact on Monday or Fridays? I dunno. Uh, usually the lists are so big that we just send them every single day. So just send, send, send says then

where are you getting said lists? Well, that’s one of my secrets. But Martin does gave you a man, just gave you a resource for maybe getting lists. that’s, that’s a, that’s a trade secret. More questions. Yeah. Ah, yeah. So there’s like a zillion theories about when to send emails. I think like whatever. As long as you’re sending them, then, then you’re like ahead of most people, you know, uh, there, there, there are better times and worst times to send emails. But, um, do you get access to the list by jarring doing the marketing club? No. Marketing co-op is literally just, it’s like, I think w w w it’s still newish, but I’m going to try and make, um, like more evergreen ongoing content for it. So upcoming seasonal marketing campaigns, put those together. The things like that, right? Like, just really, really straight forward promos that you can plug into your email marketing program, your social media and then send them.

Um, so you know that that’s what the marketing club is going to be. Um, really putting funds together to get copywriters and designers to make that. So you have really good looking content to send out on a ongoing basis. Right. The, the contract printer program is, is, is more access to lists. Um, and, uh, so this program is more, is, is about access to lists. That’s why it’s a little bit more expensive. Um, so if you’re, if you’re a contractor and you’re looking for work, um, I definitely can get you in front of those people. Uh, that’s what that one is.

Yeah. Chad says, uh, I was told not to cold call on Mondays and Fridays, but that’s true. Yeah. I mean like, um, so like what’s w we’ll talk about a couple of examples real fast. Uh, if I was calling a restaurant, you have to tailor this by who you’re talking to back to audiences. So like if you’re trying to cold call a restaurant, are you going to cold call them at 12 o’clock? No. No. Not in your life, right? If they open for lunch here, you got to cold call your restaurant at five between five to nine. No, cause they’re gonna be too busy to talk to you. Right. But I know the person in the restaurant is sitting on their butt waiting for their shift to start at three o’clock in the afternoon, two o’clock in the afternoon. Right. Um, but don’t call them, don’t call them when they’re prepping, uh, call them when they’re sitting around on their break with nothing to do.

So you have to be strategic about it based on who you’re, who you’re like a target customers, right? Um, if you’re targeting like CEOs, maybe you’re, maybe you’re cold emailing them at six in the morning cause he goes get up early and nobody’s Elian. Nobody else is emailing them at six in the morning, right? Maybe you’re cold calling your CEO at seven in the morning, um, because you your gatekeeper at seven in the morning. By gatekeeper, I mean, uh, their secretary, um, may not be in the office yet at seven with a CEO probably is. So you have to be strategic about who your audience is. Also. What’s your average order size when getting orders through cold calling? I don’t do a lot of cold calling. I do a lot of cold emailing and then follow up with a warm call. Um, it can be everything.

Uh, the last, um, the last few times I’ve done cold emails, cold emails, sales, I stopped, I stopped at the end of last year and it was going to restart it, but got sidetracked. Um, it was like, it wasn’t like huge. It was like there will a thousand dollar orders, $800 orders. Um, you know, but it’s just, but it’s it’s something, you know, you’re making. Like I look at it as like a strategy, you know, like it’s not just one thing. It’s not just emails, not just webinars, whatever, whatever. It’s let’s put all these things together and uh, then you get a cumulative effect. Yeah. Um, have I caught cold calling through Instagram? No, because I hate Instagram customers and they annoy me. But if you find that you get good success from customers through Instagram or like you liked the people that hit you up through Instagram, uh, then you should do it.

But I’ve never found, I’ve never gotten a good lead off an Instagram that I thought was great. That’s just like maybe the ones that go from Instagram, my website, but the ones that DM me, it’s like a 20 sweatshirts with the relabel with this, with that, you know. Um, so anyways, that’s, that’s my rant about Instagram sales, but I, I’m not everybody. So I like for me saying that I know that there’s somebody out there that’s killing it on Instagram and making hella money. So Joe, don’t just take my personal experience. Like I would like, I would try it anyways. You know what I’m saying? Like, if you think that you can find your target market on Instagram and you can slide in their DMS and you’re going to say the right thing that’s gonna make them respond to you and make a sale, do it. Like you have access to the biggest people in the world through DM, right? Like the most popping people with millions of millions of followers. You have access to huge clothing brands, everything. Right. Um, so shit, it’s worth a shot, you know, and nothing, uh, nothing is ruled out until you try it. It doesn’t work, you know? That’s what I’ll tell you.

Yeah. Chad says some of his biggest orders are from cold emailing. Yeah, I mean, I’ve gotten like three, five, 7,000 orders. I’ve cold emailing. Sometimes they come back mad late too. Uh, any more questions? Well, once going twice. All right. I really am out of here. Thank you for watching this. Thank you for sticking with it. Um, apologies again for starting this thing late. I got, I thought I clicked the button. I didn’t click the button. So story of my life anyways. Uh, have a good one out there and uh, Oh, okay. All right. So thanks. Thank you, Ryan. I appreciate you watching. Talk to you guys later. Yeah.

Courtney Stake

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