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How he tripled his business in 12 months...
How he tripled his business in 12 months...
Quick note… this week’s blog is a two-part post. You’re only getting the first part now so that you can take action immediately!
I want to tell you a story about our client Mike Levitan.
He applied one Brand Launcher strategy and literally tripled his business in 12 months. But here’s the crazy thing, he’s really smart and tried everything else for 14 years. But this one tweak made all the difference.
Here’s his story.
He’s the president of Zing Property Management in Houston. Today he’s one of the top property managers in Texas.
Mike started out working in real estate in the 80s. After the market crashed in the early 90s, he found himself working with out-of-town investors.
Soon enough, Mike became the go-to guys for investors who needed help managing their properties.
Where there’s pain, there’s pleasure.
The best way to be super profitable is to find a major frustration in the market. Agitate it in the mind of your prospect and offer a solution. So when Mike felt the frustration of tenants calling at 2 am to fix leaky toilets...or tenants who didn’t pay rent. He knew he wasn’t the only one with this problem.
So he went to work on figuring out how to manage the problems with less time and less hassle.
Nail it then scale it.
Once he nailed down how to fix these problems in his own business he was ready to scale it up. Every business owner hits a ceiling of leverage at some time. He was doing great but could triple his business if more people knew about his solution.
And when he used our One Page Marketing Plan to market his expertise,
he tripled his sales in a year’s time!
I want you to see how easy it is to apply this plan to any business. We have been responsible for millions of dollars of marketing spends and done countless campaigns. After boiling it all down you now have 7 steps to follow.
This plan is bullet proof. You can take it to the bank. We have never found a situation where this plan wouldn’t work.
THE most important part of every campaign starts with Hungry Fish.
Quick Quiz: What’s easier to sell? Aspirin or vitamins?
The answer: Aspirin because it solves a pain. Therefore, always look for the main pain or problem that your prospects want to solve.
Start by focusing on Hungry Fish - these are the prospects who want you to solve their problem for them. So much so they’ll pay you to do it!
MIke’s Hungry Fish are rental property owners who don’t have enough time or resources to do their job.
Once you know WHO you’re talking to. Agitate their pain with P.A.S.S.
Illustrate the PROBLEM. His prospects were frustrated by the complexity of managing properties from a distance.
AGITATE your Hungry Fish’s pain. (But don’t scare them!) Lay out the consequences of inaction to prospects. For Mike’s hungry fish, this was lost time and money from their inability to effectively manage properties.
Then, share a compelling STORY. This engages your prospects emotionally and they’ll identify deeply with you.
Finally, offer a SOLUTION to their problem.
This is where you use a call-to-action…. schedule a call or a meeting… and tell them exactly what they’ll get out of taking that action, exactly how you’ll help them.
Next you’ll set up your “Tripod of Persuasion”
Listen closely, because the Tripod of Persuasion works. Whether, you are trying to find a spouse, persuade your kids, sell anything or get people to do things for you.
It speaks to the three primary influence centers.
The heart, the head, the gut.
Set up your Big Zig, the DRAMATIC difference between you and the alternative.
Follow up with your POOBA, this the BIG PROMISE of obvious benefits.
Demonstrate your promise with Reason to Believe...proof of credibility.
Whatever your POOBA is, your Reason to Believe will support it.
Make a Big Zig. He touched the heart....
Did you know that on average we’re exposed to over 3,300 messages a day...whether billboards, ads, TV, radio and of course Internet?
That’s why you need a way to break through the clutter...
When everyone else is zagging, you zig!
We call this the Big Zig. Make your Big Zig by:
- Creating that DRAMATIC difference between you and your competitors.
- Identifying the emotional hot buttons you can press
- Telling a compelling story
- Stirring curiosity
Mike made a big bold promise. He spoke to their rational brain.
Your Hungry Fish only cares about how they’ll benefit from what you’re offering.
Knowing this, you can create a POOBA: Promise Of an Obvious Benefit Always.
Mike’s POOBA was “The One Hour Property Manager,” where he tells Hungry Fish how they can manage hundreds of properties a day, in just 60 minutes a day, and make a ton of cash. He’s actually offering three overt benefits.
Here is a given that you must deal with…
Nobody believes you.
We live in a world of advertising resistance. Just like when cockroaches become immune to pesticides, today’s prospects are immune to advertising promises.
So what can you do?
Give them a reason to believe your promise. Touch their gut.
Give your prospects a way to trust you. Boost your credibility with proof...lots of it.
How can you earn trust and build your credibility?
- Use testimonials from happy customers. Not just any testimonial will do; you want results-based testimonials.
- Demonstrate your solution if you can. When relevant, use before-and-after photos. Demonstrate how and why the process works. Use an explainer video on your website and watch your views skyrocket. Give free samples (if possible).
- Gather research that proves your claims and validates your solution.
- Use Third-Party Endorsement – Certifications, licenses, degrees, credentials, endorsements, testimonials seals of approval.
- Your Credentials – you or your product’s experience and pedigree. Note this is the last. Most people make this the first thing talk about. Remember. Nobody cares about you. They only care about themselves.
Marketing is a process not an event.
Too many people attend workshops… read blogs… learn about marketing… and don’t take action on what they learned.
Think of all the money they’re losing!
Don't make their mistake - take just 7 minutes today and get started on the first part of our One Page Marketing Plan.
Taking you from where you are to where you want to be,
One Page Marketing Plan Worksheet!