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This one left me speechless

This one left me speechless

November 16, 2011

Last in a 2-Part Series

Are you kidding me?

Last week, I told you about the 4 words that really can make a dramatic difference in your business. Do you remember what they are? Did you put on a Post-it Note and tape it to your computer so it never falls off? If you haven't, this is another reminder. Here are the 4 words you must remember'

'What's the next step?'

Next Stepping is one of the best things you can do to make a dramatic difference in your business. It's a process of always asking, "What's next? ... And then what happens ... What happens next?"

Simply by giving your hungry fish a next step ' or another action ' to take with you, you'll dramatically increase your business. Always ask, 'What's the next step? Then what? And then what will we ask them to do?'

Yet, many business owners we talk with don't want to do it. It's one of the few times I'm almost at a loss for words ' and if you know me and have seen me speak, you already know how rare I'm left speechless ;)

How do you respond to statements such as: 'I don't want to keep bugging people to buy, buy, buy all the time.' Or this one: 'I just want them to buy now!' And I love this one: 'That won't work for me.'

Ugh! Um. Ah. Hmm.

Well, I do have an answer: What if I could show you how to create a next step process that makes your hungry fish even hungrier for what you have to offer and helps you capture 81% of the sales in your market?

Would that grab your attention?

E-books like these are a terrific way to get your hungry fish to take and easy first step with you to get them into your marketing funnel as you generate your leads.

First, I need to give you a refresher from last week's e-letter.

Next Stepping is like playing Ping Pong. You hit the ball over the net and see who hits it back. Then you hit it back. With every hit, your customers become more engaged and are more likely to buy.

And one of the best methods to start the game is to offer your hungry fish an e-book or special report ' a short 10-20 page document that you can offer FREE that your prospects would find so intriguing and so interesting that they would gladly pay for it, but in this case all you're asking for is their contact information to begin the relationship.

The idea is to transform your business from just another vendor to become an obvious expert in your industry.

It's a great way to begin a relationship with well qualified leads who are interested in what you have to offer. It's a lead generation tool! And isn't that what we all want? You'll be reeling in highly qualified leads whoare hungry for what you have to offer!

But is that all you want them to do? Just download the e-book and that's it? Not in the world of 'What's next?' The secret is to create a Call to Action (CTA). Every offer should have a CTA, including your e-book. There are three 'next steps' options your hungry fish can take. They can either:

1. Go online or
2. Call you or
3. Meet with you in person.

Offer one of those options in your e-book so it's clear what you want your hungry fish to do next. Then follow up with a series of emails afterwards. We recommend anywhere between 3-15 emails in a drip series that is automatically sent after prospects opt-in to get your e-book and receive emails for you. Never send a series of emails to people if they haven't already agreed to receive emails from you.

The emails are simply pieces of the e-book sent in a follow-up series along with your CTA so if they're not ready to take action right away they may be ready 3 weeks, 3 months or 3 years from now.

But don't stop there! Become a 'Repurposing' expert. Do it once then repurpose it in multiple formats. Using the content from your e-book you can build a PowerPoint Presentation. You're an expert now and people want to hear what you have to say! Take the material from your book and turn it into a slide presentation. Our client did exactly that and out of 50 people in the audience, 5 of them became clients, 2 more are in the hopper and they fully expect to see 10 more come on board over the next 12 months.

They got 4 months of sales in one 90-minute presentation!

What's the next step? Take the PowerPoint Presentation and give it your sales people to create their own sales presentation. Put it on an iPad or on a website for them to convert your leads into paying customers!

This diagram illustrates the steps involved in the Next Stepping process. As your hungry fish move from one step to the next, always have a Next Step for them to take with you.

Then what? Break up the presentation into short articles that you can post on association websites, in blogs and on your own website with links driving your hungry fish back to your e-book. Turn your tips into a Q&A session recorded in a video or audio on a CD or DVD. One business owner recorded his tips on an MP3 player and gave it to prospects (Cost: $10-$20 each). Result: Response rates increased 30% simply by offering the audio on a FREE MP3 player.

Another client who builds $200,000 decks, is seeing a surge in sales thanks to a best-of-collection of some their most impressive projects that are beautifully laid out in their Idea Book.

It even works for shed builders, one of whom publishes "the 8 Notorious Problems of Sheds." Each one of the problems is illustrated in a series of videos.

Why go through all these steps?

Because most of your competitors give up after the first attempt. I know many of our clients have made this same mistake in the past. They sent out a promotion and it got some responses but not many sales. So they pulled the plug. It didn’t work, right?

Don’t give up too soon! Based on research and our own experience 81% of all sales occur after the 5th contact. If you’re only relying on one postcard, or one ad, or one email, you’ll only get 2% of the sales. Make 4 contacts and you’ll stand a better chance of getting 10% of the sales, but if you make at least 5 contacts you’ll really cash in.

Here’s the best part! 90% of all business give up long before the 4th … contact so that means only 10% of the business get 81% of the sales.

So how do you like the idea of next stepping now?

Throughout the process, your marketing is supporting your sales efforts. Try this. Put your two hands in front of you with palms facing you. Interlock your fingers. Your left hand is sales. Your right hand is marketing. And each one is working together to convert those leads into sales!

It’s easy to see why so many of our clients are enjoying such dramatic increases in sales. They’re not just 'vendors'. They’re credible, recognized experts invoking curiosity and overcoming the toughest challenges in the market today.

Best of all, they’re constantly offering a next step their hungry fish can take until they finally buy … and buy again … and refer a friend … and they buy … and they buy again and so on. This isn't expensive to do. Just about any company can do it. And it works!

For more about how to build your own Next Stepping Model, give us a call TODAY at 410-235-7070 and we’ll be glad to help you.

Always taking you from where you are to where you want to go,

Jon

Jon Goldman, President & CEO
Brand Launcher
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