Entrepreneurs know they have to create value before they expect any reward.Dan Sullivan
Chapter One from my book, “45 Minute Business Breakthroughs,” to download a copy of the entire book you can do that HERE
Let’s face it. The major hot button for most small businesses these days is the ability to generate leads. All small businesses want more leads, but few of them know how to successfully attract customers to their business.
As a coach, I have in-depth knowledge and skill when it comes to generating leads. So here’s the process I use to do this.
If you’re like 99% of the business owners I speak with, you may often feel lost or overwhelmed as you try to navigate through all the various options available these days. Websites, social media, SEO, email marketing, Facebook, pay-per-click and so on.
Let me do you a favor right now and completely remove that overwhelm from your life forever. Are you familiar with the 80/20 rule?
For business owners, it means 20% of what you do every day is generating 80% of your total annual revenue.
In other words, you’re only doing a few things daily that makes you most of your money. I can tell you specifically what makes up that 20%, and that’s all you really need to focus on after today.
There are 5 areas that make up that 20% – leads, conversions, transactions, pricing and profits.
I’m going to be focusing on just 2 or 3 of these 5 areas, so you can imagine what you could actually generate revenue-wise if you implemented all 5 areas.
In fact, let me show you what’s possible, and why these 5 areas are so critical.
I use a tool called a Profit Growth Calculator. Do you by chance know the exact number of leads and sales you’ve made over the past 12 months?
No! That’s OK… let’s plug in numbers for a make believe business. Let’s say your business generated 1000 leads in the past year… and your average conversion rate was 25%.
Let’s also say your customers bought what you sell 10 times throughout the year… and they typically paid on average around $100 per purchase.
Finally, let’s say your profit margin per sale is only 25%.
Notice at the bottom that you’re earning $62,500 annually. But, look what happens if we simply increase each of these 5 areas by a meager 10%.
You would see your annual revenue almost double from $62,500 to over 6 figures. By the way, that’s the ballpark most business coaches play in… the 10% increase range. Nothing wrong with that either, believe me.
Most business owners would KILL to almost double their revenue, wouldn’t you agree? Now, watch what happens if you could increase each of the 5 areas by 50%.
Your business would skyrocket from $62,500 to almost half a million dollars annually. Now, you may be thinking 50% gains in each of these 5 areas would be next to impossible. Let me assure you, a 50% increase is child’s play, and I’m going to prove it to you right now.
When asked, most business owners tell me “word of mouth”, or more often than not “referrals”, are how they generate leads. Referrals are obviously an excellent lead source. In fact, it may be the best one by far, but the problem is you never know when you will get them. They’re not reliable and you certainly can’t generate them whenever you want.
99% of businesses today do have a website. Do you know for sure how many leads your website generates every month? Do you know for sure how many sales your website produces every month?
Can I show you why your website isn’t generating leads or closing sales for you? In fact, would you like for me to give you the deeply hidden secrets that the marketing gurus DON’T want you to know?
Here’s the key to successful marketing. You MUST be able to enter the conversation taking place in the head of your prospects. Or, another way to look at it is to be able to address the number one question on your prospect’s mind at just the right time. So how do you do this? It’s actually quite simple when you know and understand the fundamentals of marketing.
The conversation that’s taking place in EVERY prospect’s mind revolves around two major points. There’s a problem they have, and they don’t want… and there’s a result they want but don’t have.
Now believe it or not, there is actually a marketing formula we follow that takes these two points into account and spits out a message so compelling it practically forces your prospects to buy what you sell.
It’s called the Conversion Equation, and it looks like this – Interrupt, Engage, Educate and Offer. The Interrupt is your headline – which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral, or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.
The Engage is your sub-headline – which is the second thing your prospects see or hear. It MUST address the result your prospect wants but doesn’t have. The Educate is the information you provide… either verbally or in writing… that presents evidence to your prospects that you and your product or service are superior in every way to your competition.
Unfortunately, MOST businesses aren’t different from their competitors, and that’s why you MUST innovate your business to create what we refer to as a market-dominating position.
You MUST make your business unique… it MUST stand out from the crowd. It MUST make your prospects say to themselves that they would be absolute idiots to buy from anyone else but you – regardless of price. And finally, the Offer. You MUST create a compelling offer that makes it so irresistible your prospects can’t turn it down.
But, here’s another critical fundamental of marketing. Because of the saturation of marketing messages these days, most prospects have become numb to most marketing.
Following our Conversion Equation can dramatically overcome this, but even with this powerful tool in play, it will still take multiple “touch” points before your prospects will buy what you sell.
For most businesses today, it takes anywhere from 20 to more than 100 touch points before a prospect makes their buying decision. Following the Conversion Equation reduces the touch points to somewhere between 5 to 12 points of contact.
But here’s the key… most businesses don’t follow up with their prospects at all, and this provides a HUGE window of opportunity for ANY business that does follow up… to position themselves as the dominant force in their industry.
But, in order to have the opportunity to get your message in front of your prospects 5 to 12 times, you MUST find a way to collect their contact information, and that’s the purpose of your Offer.
Most businesses offer something that only appeals to prospects we call NOW buyers – prospects ready to make an immediate purchase. Unfortunately, NOW buyers make up less than 1% of the total number of prospects that are in the market to buy what you sell.
These businesses typically offer prospects a free consultation, a discount, a coupon, a free assessment, a complimentary quote, or the biggest mistake of all… CALL US!
For most businesses, all of their marketing material… their website… their business card… all list their phone number as their sole offer… and that ONLY appeals to that 1% of NOW buyers. The remaining 99% of viable prospects are “investigating” and gathering information about what you sell.
They’re searching for information because they want to determine who is offering the best value. You see, prospects DON’T shop price – they shop VALUE!
The only reason prospects consider price is that most businesses don’t give them any other value proposition to consider except price.
Remember what I said a moment ago about making your business unique – creating a market-dominating position?
Most businesses don’t do that, and since they… and all of their competitors… look exactly the same, prospects are FORCED to shop price. So, with these fundamentals in mind, let’s see how your website stacks up to them.
Let me show you a website we just revised for a child psychologist so you can see what I mean… and then let’s take a look at your website as a comparison. Here is the child psychologist’s original website.
This is typical for this profession, and 99% of his colleagues’ websites look EXACTLY like this. Notice the generic headline – Parenting Advice and Resources from Dr. John Smith.
He has to have a headline like that because he’s attempting to be all things to all prospects. Basically, this doctor helps parents deal with adolescent problems. Look at the 9 areas he services – emotionally disturbed kids, behavioral problems, teen pregnancy, peer pressure and so on.
So, let’s compare this site with the fundamentals we just discussed. First, you MUST create a market-dominating position. This doctor could actually create 9 of them by simply positioning his specialty in each of his 9 individual areas of treatment.
For example, let’s say he decides to start with the top condition on his list… emotionally disturbed kids. These are kids that yell, scream and constantly have a highly belligerent attitude toward their parents. They scream at them and are known in some cases to threaten the parents. These kids can’t be reasoned with and these poor parents have NO clue how to deal with this situation.
So, here’s what this doctor needs to do. Forget the website completely – this doctor needs what we call a squeeze page. This is a single page that’s online and specifically addresses ONLY this one condition. So, what should this page look like… and what should it say?
Remember the second fundamental – you MUST enter the conversation taking place in the head of your prospect. There’s a problem they have they don’t want… and there’s a result they want but they don’t have. This is where we implement the first two components of the Conversion Equation… Interrupt and Engage. The headline is the Interrupt and it must address the problem they have and don’t want.
Here’s the squeeze page we created for this doctor that did that.
Notice the headline – Are You Sick and Tired of the Yelling, Screaming and Belligerent Attitude of Your Child? Does that address the problem these parents have and don’t want? Would you say that’s a 100% bullseye?
Now, for the Engage which is the sub-headline. It MUST address the result they want but they don’t have. Notice it says – Now You Can Discover the Secrets to Controlling Your Child and Instantly Restore Peace and Quiet in Your Home. Would you say that’s bullseye number two?
Now, let’s look at the third Conversion Equation component… Educate. In the doctor’s original website, because he’s trying to appeal to all prospects, his video said this – “Greeting parents. I want to welcome you to remarkable parenting. You will find tons of great information here with hundreds of pages of articles.”
Think how ridiculous this sounds if I’m one of these parents with a kid that has a belligerent attitude. Do I want to read hundreds of pages of articles? Or, am I searching for a specific solution to a specific problem? Do you see why most websites these days are basically a total and complete waste of money? They don’t address the things your prospects are truly looking for. Here’s the new script we created for this doctor.
“As a parent, are you struggling to gain control of your child’s attitude and emotions? Is your child yelling and screaming at you, while often displaying a belligerent and sometimes threatening tone that no matter what you do or try… you just can’t seem to get under control?
My name is Dr. John Smith, and I help parents like you every day learn the techniques that will solve these frustrating and destructive behavioral patterns once and for all. In fact, let me prove it to you. Enter your first name and email in the box to the right, and I’ll send you a series of 60-second techniques that will immediately restore peace and quiet in your home.”
Think that just might get more prospects to respond to this message? And that brings us to the final component of the Conversion Equation… the Offer. Look at the doctor’s original offer. It was for a free consultation. The only prospects that will accept that type of offer are those NOW buyers. Remember, they’re less than 1% of the total number of prospects looking for this type of help.
When your offer is to “call me,” that basically says “let me sell you” to your prospects. We are so used to getting non-stop sales pitches these days that we resist calling anyone with every fiber of our being. Most people won’t answer their phone unless they recognize the caller ID. This type of offer is called an incentive offer, and incentive offers only work for common purchases, emergency situations and impulse purchases.
And remember, most prospects don’t buy until they have been exposed to your messaging somewhere between 5 to 12 times. If you tell prospects to “call you,” and most won’t, how do you keep marketing to them? Obviously, you can’t. The secret to effective marketing is to offer what most prospects truly want… INFORMATION!
Look at the last sentence in the child psychologist’s video script… “enter your first name and email in the box to the right, and I’ll send you a series of 60 second techniques that will immediately restore peace and quiet in your home.” That offer is ZERO risk to a prospect, and it offers them something they truly want… a solution to their problem.
They can receive it by simply providing their name and email address… WITHOUT having to speak to anyone… or be subjected to any type of sales pitch. That’s why the offer on this doctor’s squeeze page says, “Learn the Secrets to Gaining and Maintaining Complete Control of Your Child in Less than 60 Seconds.” Is that a highly compelling offer that would appeal to a majority of the prospects directed to this page?
And do you now see why we call this a squeeze page? There are NO navigation buttons on this page to distract the prospect. In fact, there is only ONE action they can take… enter their contact information. Otherwise, they have to close the page completely… and if they do, THAT is when we can redirect them to the doctor’s main website to see if there is something else that might grab their attention.
That informational offer provides them with proof that this doctor can actually get them the results they’re looking for, and then within that information is an offer for them to schedule a consultation with the doctor, which they are now more likely to do.
But consider these numbers for this doctor’s original website. He could easily generate 300 or more leads per month using a pay-per-click campaign on Facebook. Those leads are then sent to his original website. He will then average around 10% of those leads… or 30 prospects… will see his offer for the free consultation and will call to inquire about it.
Notice I said INQUIRE about it, NOT request it. Out of that 10% that will call… only 10% of them will actually consent to the consultation… which equals 3 prospects.
Fortunately, for most professionals like this doctor, they typically convert 100% of the prospects they get in front of… so those 3 prospects will more than likely become patients. Note that out of 300 leads, the doctor winds up with 3 new clients. That is the national average today – 1% of all leads generated will typically convert into a new client. That’s pathetic!
But, now let’s look at the doctor’s new squeeze page. First of all, let’s leave his number of leads at 300 per month. That squeeze page won’t impact that number whatsoever. But let me ask you this and give me your open and honest opinion.
Do you think this new page will increase the number of prospects that will request this doctor’s secrets to gaining and maintaining complete control of their child? The doctor was getting 10% with his old site. What percent do you think would request this new, more compelling offer?
Most responses I get average somewhere between 50% to 70%. Well, suppose we stay really conservative and say that just 20% request the new offer.
That would mean 60 prospects would receive those secrets and actually see for themselves that this doctor’s methods really work.
And once they do, what percent of those do you think might request the consultation with the doctor? Remember, that originally it was just 10%.
Again, most responses I get average between 50% to 70%. I would tend to agree with those numbers, but we know he originally converted 10%, so to be really conservative, let’s just leave that conversion rate the same… 10%.
So, out of the 60 prospects requesting the doctor’s secrets, 6 of them now request the consultation. And let’s assume like we did originally the doctor converts all 6 of them into patients. That’s an additional 3 patients per month, isn’t it?
Now, let’s say this doctor only charges $800 for his services, even though in reality it’s typically 3 times that amount. $800 times 3 new patients is an additional $2,400 per month… which is an annual increase of $28,800. That’s obviously a dramatic increase in revenue considering we’re being ridiculously conservative… and all we did was make some slight changes to this doctor’s site.
So, let me ask you this. Do you think we could get similar results for your business? How many leads have you generated in the last 12 months?
How many leads would you estimate you’ve generated this month? How many of those leads requested your offer? If we could create a similar process for your business… and offer compelling information to your prospects just like we did for the child psychologist… do you think more prospects would respond? By what percent?
Could we conservatively agree that a 10% opt-in rate is easily a no-brainer? Do you realize just that one change alone would double your current sales revenue?
And that’s assuming we don’t increase your number of leads or your final conversion rate… which we will. If you said your last month’s revenue was $25,000… then just this one change alone adds an additional $25,000 to your bottom line.
In a recent case study I conducted, I found $58,000 in additional annual revenue just using this one simple strategy.
But consider this!
That additional revenue is NOT just a one-time increase. That’s revenue the business will generate year after year after year.
And… $58,000 in additional annual revenue increases the valuation of that business somewhere in the range of $150,000 – $200,000.
This article was taken from my book, “45 Minute Business Breakthroughs,” to download a FREE copy of the entire book you can do that HERE.
If you would like to explore other options of how I can help you take your business and your life to the next level, find out more about my one-on-one coaching programs by clicking HERE
Another option to consider is our online business coaching program. The E-Learning Marketing System is the most powerful and dynamic do-it-yourself client attraction program ever created. It was designed to give every small business owner unrestricted access to the tools, resources and support they need to build whatever size business they want. Check out our FREE Guided Tour to find out more about the E-Learning Marketing System by clicking HERE
Have you ever met someone that is an honest, hard worker but they never seem to be able to get ahead in life or achieve anything of significance? Yet you watch others who don’t seem to work as hard and everything just seems to fall in their lap? Have you ever seen someone that has been extremely successful lose it all and end up with absolutely nothing, but they soon turn things around and climb back up to the top while others just can’t seem to catch a break?
As I was pondering this topic I had a voice come into my head that told me a story that I’ve heard many, many times. One of the very first personal development audio books I ever listened to was Earl Nightingale’s 1957 book, The Strangest Secret.
This is his story that kept coming to mind:
“The difference is goals. People with goals succeed because they know where they’re going. It’s that simple. Failures, on the other hand, believe that their lives are shaped by circumstances… by things that happen to them… be exterior forces.
Think of a ship with a complete voyage mapped out and planned. The captain and crew know exactly where the ship is going and how long it will take – it has a definite foal. And 9,999 times out of 10,000, it will get there.
Now let’s take another ship – just like the first – only let’s not put a crew on it, or a captain at the helm. Let’s give it no aiming point, no goal, and no destination. We just start the engines and let it go. I think you’ll agree that if it gets out of the harbor at all, it will either sink or wind up on some deserted beach – a derelict. It can’t go any place because it has no destination and no guidance.”
So many people are going through life like the ship without a crew. They have no goals or clear direction. They just react to life as it happens.
If this is you, it needs to change. If you don’t get clear about where you’re headed, you won’t get out of the harbor.
Where Are You Now?
The first thing that you need to do is be completely honest with yourself and look at where you are now. What is your current status? We are going to work to find your destination. This is your starting point
As you look at the truth of your situation, what are your pain points? Why are you here?
Do you want to make more money? Do you want more time for yourself or your family? Do you want to work on your health? Do you want to fix your marriage or relationship? Scale your business? Write a book? Complete your first real estate deal? Get specific.
Stop ignoring your truth. Stop avoiding it. This is for you, tell the truth!
If it’s, “I want to make more money.” Go deeper, don’t stop there. Maybe it’s, “I want to make more money because I’m behind on all my payments. I can’t get ahead and I’m scared.” Uncover the truth.
Where Do You Want To Go?
You need clarity to create the future you want. You need to know where you are going to point the ship to get out of the harbor and end up at your destination.
In our busy, crazy lives it can be hard to set your goals and figure out where you want to go. But I learned a method from Dean Graziosi that allows you to extract yourself from all the craziness and figure out where you want to go by looking at life from a different perspective.
Imagine that it is one year from today and you are looking back. It has been the best year of your life! What does that look like? What happened that made it the best year of your life? It wasn’t just a really good year, it was the Best Year!
You lost the weight? You made the money? You got the guy? You got the girl? You completed your first real estate deal? You sold your company?
What happened that made it the best year of your life? Think big! In The Power of Focus, Jack Canfield says, “Think big. Create goals that get you so excited you can hardly sleep at night. Life has a lot to offer – why shouldn’t you enjoy your fair share?”
You’ve identified the things that would have happened to make it the best year of your life. Now step back to today, those are your goals.
Why Are These Goals Important?
You have your goals now, but why are they so important to you?
Maybe your goal make a certain amount of money. But why? Why do you really want that?
Is it to prove something? Is it for significance? Is it so you can buy something?
Whatever it is, there’s something deeper to your reason. What’s your WHY?
In Seven Levels Deep I explained how to find your WHY.
Start with the goal you’ve identified and ask why you want to achieve this goal. Put your heart into the answer. Once you’ve identified that answer, ask why you want that answer. This takes time, it takes thought and it takes effort. But every single time you find your answer, ask ‘why’ until you’ve don’t it seven times. If you are open and honest, you will uncover the real reason these goals are important to you. Your ‘WHY’!
Your ‘why’ is going to be what drives you day in and day out to stay focused on achieving these goals. There will be days where, “I want to lose weight,” or “I want more money” won’t motivate you and keep you going. But when you’ve identified the ‘why’ behind each of these goals, that’s what will get you out of bed in the morning.
What Capabilities Are Needed To Achieve These Goals?
You know where you are. You know where you want to go. You know ‘why’ you want to go there.
How are you going to get there? Your current capabilities have got you to where you are now. What capabilities do you need to get to the next level? What capabilities do you need to achieve your goals?
Do you need a trainer? Do you need someone that understands how to market on social media? Do you need a CFO? Identify what it is you need and document it.
Once you’ve identified what you need, you have to figure out where it will come from.
Talk to a coach or a mentor. Join a mastermind group or a networking group. Whatever capabilities that you need and you are lacking, someone else already has them. As you serve others and as you network, keep this topic as a part of your discussion until you discover how you can get what you need.
If you really want to expand your network and have an opportunity to grow through the collective genius of a mastermind group, get your FREE trial membership to our Inner Circle Mastermind weekly video call.
If you would like to find out what a coach can help you to achieve, submit your name HERE.
The thought, ‘I can’t’ is a lie. We use it to excuse ourselves from trying.Darren Hardy
The #1 thing that transformed my life was being a part of masterminds… I’ve literally invested hundreds of thousands of dollars in masterminds and it’s what’s allowed me to achieve a level of success I never though possible… Generating millions of dollars.”Dean Graziosi
If you’re ready to take your life and business to the next level, you must join use for an upcoming Inner Circle Mastermind call!
The Inner Circle Mastermind is a weekly call that has a number of components to it. We have specific topics we train on. As a group we study and discuss books and how the things taught in each book can impact our businesses and lives. As a group we break down challenges or opportunities others are facing and determine the best plan of action to move forward.
You’re The Average Of The Five People You Spend The Most Time WithJim Rohn
If you’re looking for success you need to surround yourself with like-minded, success-focused people. The Inner Circle Mastermind is a group of individuals READY FOR MASSIVE SHIFTS IN THEIR LIVES! They are READY TO STEP IT UP AND BE CHALLENGED, and they are READY TO HOLD YOU ACCOUNTABLE to do the same!
Just finished our mastermind. I now have actionable plans that will move my business forward. Thank you for creating a group of synergistic, like-minded leaders. The ideas and group brain storming put me light years ahead.
Dr. Mark Leonard – High Performance Coach
Great investment of my personal time. Jeff was able to deliver a thought provoking, systematic approach to recognizing and understanding my WHY and how to improve. Application of this in a mastermind group setting offered greater insights and perspectives to my personal and business challenges.
Worthwhile at every level!
Sheldon McLachlan – Entrepreneur
Time well spent! If you’re stuck in your life or business, Jeff will teach and guide you through the skills necessary to break through those barriers and carry you to the next level.
Alan Wood – Sales Executive
I knew this mastermind class would be beneficial but the unexpected a-ha moments were life changing. Thank you for your ability to guide us through this process so seamlessly and for helping us see so much potential in our businesses once again!
Becky Leonard – Entrepreneur
One of the hard parts about being an entrepreneur is the psychological weight of being the key decision-maker. Every decision and metric depends on you.
Figuring out how to organize your time, stay accountable, and make everything happen without losing your mind is a real challenge. I don’t say this lightly: Not having people to talk to and bounce ideas around with can be one of the hardest parts of starting your own business.
For that reason, many entrepreneurs I know turn to mastermind accountability groups to help them stay focused and successful.Sarah Kathleen Pack (Forbes.com)
Have you ever looked in the mirror and said to yourself, “I thought I’d be further along by now.” I have! In life and in business I’ve had that conversation with myself before. But it’s ok. Life doesn’t always go as planned. But that doesn’t mean you have to accept it.
The problem is that if you look in the mirror again in a year from now and you’re no further ahead.
Often times when we are not as far along in life or in business as we had hoped we would be, it’s because we don’t know how to get things to the next level. We don’t know how to overcome the current challenges we are facing.
Or it’s been going on for so long we’ve just settled into things and this is just the way it is.
But there is a way for you to amplify the performance of your life and business while you’re tearing down the barriers that are holding you back from that next level! When you have an opportunity to sit and mastermind with smart, successful, like-minded people who are wanting to take their lives and businesses to the next level as well, you WILL find your answers. You WILL discover the things that will make the difference.
If you don’t want to be looking in the mirror in 6 months or 12 months from now wondering why you’re not any further ahead, you need to join us for our ELITE PERFORMANCE MASTERMIND in Gilbert AZ.
There are only a limited number of spots available for this event, so act soon. Click on the button below to find our more details!
This is going to be an amazing event that you don’t want to miss!
“Don’t worry about losing. Think about winning.” – Coach K.
An Excerpt, with some minor edits, from a note I was sending someone hoping to help them in a tough spot. I wanted to share it here as well, just in case someone reads it that could gain something from it.
You have been searching for answers and feel that you are not getting them. I can promise you that there will be a day when you look back on this time and will be able to see blessings that you cannot see now. You will be able to see where His hand was guiding you. You will understand the Why. Why you had to go through this trial. Why it wasn’t easier. And that is how you will make a difference in the world for many, many people. There are people near you that need you now. There are people nowhere close to you now that are going to need you. Everyone is dealing with their own struggles and challenges and they need help. Most can’t be helped by someone that has the book smarts on the struggle. But the person who can make a difference, the person who can change their life, the person who can save them is the one who has been there. The one who has been in their shoes and has conquered that challenge. My friend lost a baby boy and a brother in a short period. Nobody could really help her through those difficult times that hadn’t been through something similar. But now, she can take those tragic experiences and help many others going through their own tragic times. I often recall an old Young Woman’s theme, “I can do hard things.” Every hard thing that you have pushed yourself through, whether it was in a relationship, a sport, in business or something else has prepared you for something you will go through and deal with at some point in the future. Philippians 4:13 “I can do all things through Christ which strengthens me.” You’ve been through hard things in the past and it has strengthened you. You are going to go through hard things throughout your life and they will continue to strengthen you. Right now may be the hardest thing that you have had to deal with up to this point of your life. You can do it. You will grow from it. You are amazing. YOU are going to make a difference in the world!