172. The One Simple Change In My Marketing That Completely Transformed My Business with Brad Powell
This past year, I made one simple change in my marketing that’s completely transformed my business.
And I bet you’re not doing it.
A lot of the marketing advice that we’re getting right now is that we need to go on social media and we need to post there every day, all the time, in a highly visual and very engaging manner.
That’s not entirely bad, but there are some big problems with doing this.
One of them is that If you take this on as your burden:
– you’re going to post all the time everywhere
– you’re going to do it in an engaging way
– you’re going to come back and answer all the comments and reply to everybody,
and that’s going to take all your time and all of a sudden, you’re becoming a full-time marketer and a part-time business person.
The other problem is that when your main marketing activities evolve around posting on social media and you have a high ticket offer that’s $5k or $10k or more for your services, the movement from people going from, “I see your content,” to then saying, “Okay, I’m going to buy a $10,000 offer.”
Well, that just doesn’t work that well because it’s too great a leap from seeing your social media post to laying down 10 grand for your service.
So, in this episode I’m sharing what I’ve done this year that changed everything in how I do my marketing.
It’s allowed me to connect in a genuine way with my best right-fit clients. It’s allowed me to grow my business, all while I’m spending far less time marketing.
If you want to know how I do this, I’m going to walk you through four basic steps that I’ve incorporated into my marketing this year, and how you can do it too.
Listen up…
Resources
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Get on the waitlist – and you’ll be the first to know when the registration is open.
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Transcript
Brad Powell:
I want to talk about how I made one simple change in my marketing that’s completely transformed my business in this past year, and it’s very likely that this is the most powerful marketing strategy that you are not doing. All of the marketing advice that we’re getting right now that’s pervading everywhere all the time is that we need to go on social media and we need to post there every day, all the time, in a highly visual and very engaging manner. That’s not entirely bad, but there are some big problems with doing this. One of them is that if you take that on as your burden, that you’re going to post all the time everywhere and you’re going to do it in an engaging way and you’re going to come back and answer all the comments and reply to everybody, that’s going to take all your time and so, all of a sudden, you are becoming a full-time marketer and a part-time business person. The other problem is that when you are doing this marketing and then you are a coach and you have a high ticket coaching offer that’s $5,000 or $10,000 or more for your services the movement from people going from I see your content to then saying, okay, I’m going to buy a $10,000 offer Well, that just doesn’t work. So today I’m sharing what I’ve done this year that changed everything in how I do my marketing and it’s allowed me to connect in a genuine way with my best right fit clients. It’s allowed me to connect in a genuine way with my best right fit clients. It’s allowed me to grow my business, all while I’m spending far less time marketing. So if you want to know how I do this, I’m going to walk you through four basic steps, four basic ways that I’ve incorporated into my marketing this year, and how you can do it too.
Brad Powell:
Welcome to the Standout Business Show. This is where it’s all about making a bigger difference by doing business differently. I’m Brad Powell, and let me just agitate the problem a little bit more. So this thing about content everywhere you know, there’s this path that people are making. It’s very simple. It’s not even a funnel, it’s just like two steps.
Brad Powell:
You are out there posting content and you do it religiously, and you’re on LinkedIn, maybe you’re on Instagram and and or you’re on Facebook, you know whatever your social media platform of choice is, and you post often and people see you and you have a level of visibility. Maybe you even have a Facebook group, that kind of thing. So you’re there and people know you and they kind of get an idea of who you are. And then your call to action. The thing that you do for people after you’re doing all this content is you say, hey, why don’t you get on a discovery call with me so we can talk about the possibility of working together and I can maybe help you? And so people get on a call with you and then you have this conversation and then you hit them with your offer saying, well, here’s my offer and it’s over here. This is the promise that’s going to make for you and it’s only $5,000.
Brad Powell:
And that jump that jump from free daily social media posts to purchasing a high ticket, high value offer like that it’s just too big a jump for most people. And so most of your people aren’t going to land for you and they’re going to say, no, I got to think about it or all the other things that they say, which is like I’m not ready yet, and they’ll go away. And so, as a result, your rate of having new clients come in your door is relatively diminished, and or you might even find that you have a very dry pipeline and it’s very inconsistent of how you get leads and convert them into becoming clients, and this is something that, a little over a year ago, I was facing in my business and I was looking at well, how can I do this? The answer was not post more, go out and do more because put out more content out there. Like, the thing is that the more you do this, the more content you put out. All that stuff. It doesn’t necessarily help you get further, because the same problem exists.
Brad Powell:
It’s this huge canyon that people have to jump across in order to jump from seeing content on social media and buying something of extremely high value like a coaching offer or a high service offer, and so there are some ways that you can help people cross this chasm. In order for people to be ready to buy from you, they literally have to build a relationship with you and they have to build a level of trust with you, and they have to feel like you really understand them in a deep, meaningful way, to when they can finally say, yes, this feels good. And they also need to know about your work and how you work, and so what you need to do is you need to give them a set of experiences so that they can actually have the experience of working with you, of being coached by you, of what it’s like to be a client, and if you can set up a set of experiences where this happens, then you can build some easy stepping stones across that big canyon so that now they’re going to be ready to accept your offer, so that now they’re going to be ready to accept your offer. In fact, if you do it in the right way, they’ll be completely ready and all of the selling and the pitching and the stuff that you are used to doing you will no longer have to do. People will come to you and be saying where do I sign up? I’m totally ready. I know that you’re exactly the right person for me. Ready, I know that you’re exactly the right person for me.
Brad Powell:
So let’s take a deep dive into how you actually accomplish this. First thing you can do and this is the simplest one is that you can create a unique coaching tool and give it away. When you’ve created this, then the thing to do is in your social media and the other things that you do in terms of networking is that you tell people about it and you become known for this unique coaching tool, this one thing that you have, which is a great, great experience for people. This can become your calling card and it becomes part of your reputation, and I’ll give you an example.
Brad Powell:
That I’ve done in this last year is that I’ve created something called the standout business scorecard and, as a coach, this works really well because, as you know, the best coaches what they really do is they ask good questions, and so the stand-up business scorecard, which is married and very related to my show, the stand-up business show you can go and I’ll ask you a set of 15 questions and these are yes or no questions and they’re really great coaching questions on where you are in terms of how do you rank yourself on your personal brand and how do you rank yourself on your online marketing and how do you rank yourself on your differentiation in the market, and people will answer these questions. It’s very quick, it only takes a couple of minutes, but after that, they get personalized recommendations from me and they get a report saying here’s your score and here are my recommendations on how to improve in the areas that they need to improve and or, if they get a high score, here are some ways to go even further and even deeper to make this even better. That’s my unique tool that I can now share with everyone and anyone that I meet, and if you’re interested in getting this and you haven’t done it yet, I highly recommend it. It’s quick, easy and it will actually help you determine where are the areas that you need to do some work in terms of making your business more unique and more outstanding. You can go to awesomevideomakerscom slash scorecard and if you do it, you’re going to get an experience of what it’s like to be coached by me in terms of I’m going to ask you a bunch of questions, you’re going to say some answers and then I’m going to respond with some recommendations of where you could go, based on your results, which is the kind of work that all coaches do.
Brad Powell:
All right, so item number two is you can go live and do a Q&A session. This works great on social media, because you can go live to the place on social media where you may have already been posting a lot of content and building an audience of some size. It doesn’t have to be a big audience. I mean, if you gather what you know five, eight, 10 people to join you on a live stream and you open the door to say you can ask me anything you want. Or you can pick a topic and say today we’re talking about this, so ask me anything you want on this specific topic and we’re going to troubleshoot and help you work out whatever challenges you’re having.
Brad Powell:
This is a great way for people to interact with you, and it’s much more a long form than the short form posts that you see on social media, and they not only get a chance to see you actually working with them if you answer one of their questions, but they see you answering all these other questions. And somebody asks a question, they go oh, that’s a good question, I need to know the answer to that too. And so they’re learning how you handle yourself in a variety of situations on a variety of topics, and that is just putting you in this zone of genius of topics, and that is just putting you in this zone of genius. This is now removing you from the position of being a content creator and you’re just in your zone of genius, doing your coaching and you’re just answering the questions that you really know how to answer really well. This isn’t about trying to make something up. It’s not about having to do something different and distinctive and going, oh no, I need to create something out of’s not about having to do something different and distinctive and going, oh no, I need to create something out of. You know whole cloth here. It’s like no, you’re just in your own place of confidence and coaching and you can deliver, and this is where you can turn your coaching genius into your best kind of marketing.
Brad Powell:
And I want to mention another thing here, in that, in terms of this kind of time you’re. I want to mention another thing here, in that, in terms of this kind of time you’re spending with people like this long bit of time let’s say, you do a Q&A session and it lasts for an hour. Well, the reason that that works so well is that this is the kind of thing that people need. In fact, there’s a study done that shows that if we go and spend seven hours with someone, like over a varied period of time, and we’re doing various things with this person, after seven hours we really move from being kind of an acquaintance to being much more of a friend with that person. And you don’t need your clients or your prospects necessarily to be your friend, but if you spend this kind of time with them, like a seven hour time period over different experiences like this. Now they really do feel like they know you and they will feel like you know them, and this is a huge transformation and this is kind of the path that you want to get on, which you really almost can’t accomplish completely just with posting on social media with short form kind of posts.
Brad Powell:
A third thing you can do is that you can host a masterclass, and what I’m talking about here is actually not a webinar. It’s not the kind of thing where you give a little bit of content and then you pitch and say, now come, buy my thing. That’s not what I mean. I mean you actually come up with a training that you know will be really helpful and you, you know, hour long, two hour long, two days, you know whatever you want to do, but host a masterclass where people will get high amount of value and they will spend a lot of time with you in a group setting where you can coach them and the other members of the group.
Brad Powell:
The thing to do here is that your masterclass wants to have three elements that will make it way more successful. The first thing is that you want to have some kind of contrary thinking as the premise of your masterclass. So if you come on and you’re just saying things that a lot of other people are saying that’s not that interesting and it’s not helpful. They can learn the same kind of thing from a number of other people. So you want to come in and kind of bust the myths and do something that is a little bit against the grain of the conventional wisdom and show that you have an insight that most people don’t and that there’s this other path. That is the easier path, the safer bet of getting people closer to the result that they want to get. And if people learn that there is a new path and that the new path is your path it’s part of the program and the services that you created that makes your thing become way more attractive. So be a little contrary to the conventional wisdom and that is going to be much more attractive to your audience.
Brad Powell:
The second element you want to embed moments of reflection throughout the masterclass that you’re presenting. So you give people something to think about and pause and you just like the coaching that you normally do. You ask them really good coaching questions related to the topic that you’re covering and have them write out their answers or put their answers in the chat and have this kind of interactive thing going on, where they are having to think about, well, where am I and where do I want to go and what are the things that are holding me up, and these kinds of things, so that people are going through literally their own transformation during the time of the masterclass with you. And then the last thing that you want to include is a feedback session, and this is something you offer and include as part of the package, so that when people are done with the masterclass, they can get on a call with you and get feedback from their response. This is when you meet with them and you talk about their experience of the masterclass. They can actually give you feedback. But, more importantly, you give them feedback on the things that they said and the things that they had that were changing in their minds and all that kind of thing. And this, this is where you can now say, hey, and if you want more help on this stuff that we’re working on in the masterclass, you can work with me in these ways, and now you can start making your offer to this person. And this actually works really well, because now they have spent some time with you and now they have the experience of what it’s like to work with you as a coach and they’re much more ready to say yes to your offer Now.
Brad Powell:
I’m leading a masterclass in the near future where I’m going to walk you through all the steps in more detail and you can actually start designing your way of using coaching as your marketing. And if you’re interested in that, you can get on the wait list so that you’ll be the first to know when I open registration. So you can just go to awesomevideomakerscom, slash coaching and put your name in and you’ll be on the waitlist and I’ll be sure to reach out to you when the registration is happening, which will probably be right in January in the new year year. And I have one more item to add to your list of ways you can use your coaching as your marketing, and that is to host a coaching style podcast, and this is something that I’ve been doing, where I invite a guest to join me in a hot seat and I help them solve one challenge and I help them solve one challenge. So we spend 20 to 30 minutes diving into their business and what they’re up to and they pick a goal or a challenge that they’re trying to meet, and we work on that together, and so I’m doing my thing.
Brad Powell:
I’m in my zone of genius again and this is what you can do, like again, this is different than the other kinds of podcasts where you have to come up with the idea for the episode or you’re interviewing some other kind of person on the show. This is you doing what you’re already really good at and you bring on someone and you coach them and you showcase what is basically your coaching genius. Not only are you helping the person who is there on the podcast with you, but anybody else who sees or listens to this episode. They’re going to have the same experience and they’re going to feel like, oh, you’re a great coach, I can see what it’s like to be a coach by you, and that will make you more attractive. They may start raising their hand and saying I want to do that. Can I come on and be a guest and be coached by you in an episode? And, of course, all of the people who do this. That’s an experience for them and they’re much more closer to being able to say yes to your coaching offer. And all of the people who listen same thing. They’re much closer to being able to say yes to your coaching offer.
Brad Powell:
The whole idea here is that you can create these different kinds of experiences so that, instead of having to get on that gerbil wheel of creating content day after day after day, where you’re making things up and wondering what you’re going to talk about and what you’re going to say where you’re making things up and wondering what you’re going to talk about and what you’re going to say Now, you’re creating an environment where, every time you have an interaction, you are doing the thing that you are very good at and you are doing the thing that is the core of your work.
Brad Powell:
You don’t have to make it up, you don’t have to be a creator, and all of this can be showcasing your business and your work in the best possible light. So I’m going to say it one more time I’m leading a masterclass in the new year that will walk you through in detail how to set this up in your business. Basically, how to turn your coaching your zone of genius into your marketing. So just go to awesomevideomakerscom slash coaching, put yourself on the wait list and you’ll be the first to know when the registration is open. I hope to see you there.
Brad Powell:
Thanks for listening today and I’ll see you in the next episode today and I’ll see you in the next episode. And if you’re listening here at the end, I just want to remind you that if you’d like to go and grab the entire archive of the Standout Business Show, just go to standoutbusinessshow and you could subscribe, where you’ll get access to all the extra stuff that I put in there. That’s only there for my listeners. We go live every Tuesday at 11 am on LinkedIn and on YouTube, and until the next time, so long.
