Recently, I got this question from an experienced marketer…
“Let’s say I try to use LeadsHook as any kind of front-end way to get clients from either cold traffic or from remarketing (semi-warm).
I’m open to any kind of way: – list building (email) – webinar – VSL – application funnel – custom report or scorecard of some kind – anything.
What would you recommend?”
(TIP! Please review “What My Marketing Should Be About?” because it explains the underlying principles we’ll be addressing in this article.)
“I have a few products (or services). How do I sell these?”
The above dilemma applies to almost every business. And, even if a business only has one product, they’ll have different offers to address different market segments.
What is an Offer?
An offer is a “quid pro quo”. You’ll get this in exchange for money.
The price can be monetary or something as simple as an email address or a Facebook like or share. The product or service is only one component of a transactional offer. You’ll find a nice summary of offers here.
You can see examples of consumer direct-response offers here:
Most businesses have more than one product or service. Products and services are used for specific purposes. Each different use is a different market segment. In “What My Marketing Should Be About?”, we looked at customer magnets to help us identify non-obvious ways to look at the market. (See Step 4: Create Your Customer Magnet).
Here’s a simple example…
Imagine this: buying wine for cooking vs purchasing wine as a gift. The same person will display different behaviours based on context. We need to identify these contexts to align our offers to the segment better.
A market segment is NOT a person but a person + context…
Market Segment = Person + Context
How to Identify Market Segments
There are many ways to do this, but the first step is proper market research which we discussed here:
In this post we’ll go through a process that we’ve found is easy to apply…
The market (our visitors, leads and customers) are on the left.
We’ll start from the right-hand side and work our way to the left.
What is a Journey Of Discovery?
We desire to know, learn and uncover things about ourselves or a decision we’re about to make.
A journey of discovery is often associated with a $10 billion self-help industry, but it’s much more than that. You might be looking to buy the latest car, software, or skincare. Perhaps you want to learn about your relationship or financial status.
You might even be familiar with old choose-your-own-adventure books.
We’re using the same pattern to learn about our market, leads and customers.
It’s important to recognise a journey of discovery is different to quizzes. Most quizzes are linear — everyone sees the same questions which is hardly a journey!
One of the best mechanisms for creating a journey of discovery or an engaging and interactive experience is using decision trees.
This is what LeadsHook is designed to do. LeadsHook at its core allows users to make decision trees.
I saw a quiz earlier today… which asked for an age. Even if you selected 65+, the next question asked if you’re having a baby.
Would you ask that in a normal conversation if you were speaking to someone who was 65+?
=> Another reason why you should be using decision-trees in 2019!
Now, let’s complete our journey of discovery…
STEP 1: List Your Products and Services
You can list your offers if they are different for specific market segments. The goal is to keep moving to get an outcome. You can always refine your approach and do this process again.
STEP 2: Map Your Ideal Customer or Client
Look at your existing sales to learn if there is an ideal customer for each product. Sometimes, you’ll find the same group of people buys most of your products. Almost always you’ll see significant differences in buyer profiles.
Behaviour trumps opinion so look at your sales data for answers.
In case you don’t much data available then you might want to contact a few customers for your products to learn about who they are, why problem or solution did they buy your products/services for, how many other solutions have they used or purchased, were they able to solve their issues/attain their desired outcomes.
Essentially you’re creating a Customer Magnet for each product.
Now, you should also be able to locate these people on the Gene Schwartz grid.
TIP! We’re not after perfection here. You can make improvements later. Our mantra is… keep moving, and perfection be damned.
Now that you know what type of LEADs will resonate. These are copy leads… NOT… lead generation — leads. (See Step 6: How to Enter the Conversation of “What Should My Marketing Be About”)
Step 3: What Information Do You Need To Profile A Prospect
In this step, you’re qualifying to see IF a prospect is suited to one or more of your products. You already know WHO is ideally suited to a product.
You’re collecting data to create a profile.
Create questions, so you extract or create the data which allows you to understand the profile — reverse engineer form the customer magnets to questions so when a person answers the question you’ll know their profile.
We go into a lot more details in LeadsHook courses here:
You’ll get an idea of the type of questions to create from this article:
Please see Steps 3 and 4.
Step 4: Create Value For Your Leads
This step is the easiest step because you already know what someone wants or desires. Most of the time in this step you’ll be adding any questions you’ve missed.
The goal here is to ensure you’re providing value.
One of the most effective ways to ensure you’re providing value is to explicitly state the USP (unique selling proposition) of your journey of self-discovery.
Step 4 ensures you “manufacture” the USP of your ‘journey of self-discovery’ while step 3 helps ensure you can continue the conversation towards a transaction.
Step 5: Complete Your Journey of Self-Discovery
The most important part is to ensure questions are like a natural conversation. And, each question could parrot-phrase the preceeding questions’ responses.
Then infusing your journey of self-discovery with persuasive elements like micro-commitments, personalisation and emotionalising the experience to get high conversions.
It would help if you worked out what the next step is after you’ve gathered the information. Though we’re creating a profile to help us move towards a sale, in reality, a transaction may not be the next logical step.
If you’re selling a product priced over $5000, then in most cases other steps may be required. So please be sure to map out your entire customer journey so you can fit a Journey of Discovery. Please see Step 2: Understand the Flow from Initial Contact to Conversion and Repeat Sales
Signup to LeadsHook and create a decision tree for your market.