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Free consultations let people try you before they buy you.
There are 4 steps in the Marketing Cycle: Know Like Trust Buy Giving a free consultation builds trust, and also gives you valuable intelligence that can help you make the sale. You can position your solution as the way they can achieve the outcome they want, by discovering the details of what they want with a free consultation. They can try you before they buy you. This lowers their risk, and helps you close the deal. Research tells us [...]
[Case Study] Video tutorials for SaaS
Today, I'm going to share a case study of my recent video work. eSpeakers is a SaaS company that provides an online directory for meeting planners and conference organizers who are looking for professional speakers for their events. As one of the most popular and frequently used speaker directories in the United States, eSpeakers has added many features to their software platform that professional speakers use to grow and organize their business. Unfortunately, many speakers can have a hard [...]
How ‘Mine-Mind’ can petrify your idea
A mind that is stuck on what's 'mine' cannot see what's 'ours.' Ideas spread through interaction. Demanding the ownership of an idea petrifies it, preventing growth and adoption. Imagine a bumblebee claiming ownership and a dominion of a flower. Preventing all the other bees from interacting with this flower means that the flower will not be pollinated. This flower will wither without attention, and it won't reproduce. The best ideas are cross-pollinated, and you need a lot of bees [...]
Have you ever seen a nine word email?
I learned a great acronym from Col Fink recently, during a live workshop at Thought Leaders Business School. He calls these SPEAR emails: Short Personal Expecting A Reply Contrast this with LINEAR emails: Long Impersonal Not Expecting A Reply When we are nervous about making sales outreach, we confuse our communications by complicating it with all sorts of reasons to respond that muddy the message. SPEAR emails get responses. LINEAR emails don't. Have you ever heard of the 'nine [...]
Video testimonials validate your value at scale.
I know you're telling the truth. And you know it, too. But your future customers are unsure. Convincing a stranger to become a customer requires you to manufacture a huge amount of trust. You could create this trust slowly, over time, through a series of penance-like acts of devotion to prove your worthiness. Or, you can use third-party validation, by having others sing your praises. The endorsement of a third party is less biased, more authentic, and convinces skeptics [...]
Make your mission a part of your messaging.
You set the altitude of your mission statement. 'Have A Nice Day' is a mission statement, but so is 'Shit Happens.' The most profound mission statements are often the most simple. You've seen a great one on every map. 'You Are Here.' That's a mission statement, too. What's great about sharing a powerful mission is how advocates and champions come to support you. When you stand for something, you can become the channel for others to achieve their own [...]