Ideal Audience vs Ideal Client: How to Get Clients From Content

0:00 [SPEAKER_01]: I just closed my first client from a real. [SPEAKER_01]: We have smaller HR companies finding us, bigger HR companies. [SPEAKER_01]: We even have equity people that really invest in those type of companies reaching out to us. [SPEAKER_01]: We should probably connect because my clients sometimes want to sell as an exit. [SPEAKER_02]: Instead of going direct, talk into the mold of remediation companies, I could go to their happy customers and figure out that base. [SPEAKER_02]: Most entrepreneurs are making content online and doing sales why to make more money.

0:41 [SPEAKER_02]: Yes, exactly. [SPEAKER_02]: It always comes down to that, doesn't it? [SPEAKER_01]: Well, why would you do it? [SPEAKER_02]: Yeah, and if you say you're not in it for the money, then you're just moving past the money and it's like the money's the tool to get to there, right? [SPEAKER_01]: Right. [SPEAKER_01]: Well, if you're not making any money, you wouldn't be doing that because you should be out there getting sales and making some money. [SPEAKER_01]: Yep. [SPEAKER_02]: So this one, I'm going to play something that's kind of called the Contrarian, which is like calling out something that seems normal to you and then [SPEAKER_02]: throw on something in there that's completely not normal. [SPEAKER_02]: So remember Jared is the philosopher. [SPEAKER_02]: You've heard of like being direct to your ideal customer, correct? [SPEAKER_02]: Yes. [SPEAKER_02]: If you're making content in the usually the natural go to, in content is to be direct to your ideal client.

1:26 [SPEAKER_02]: But I want to tell you that your ideal audience is sometimes different than your ideal client. [SPEAKER_02]: Oh, and so I want to point out some of the, I want to hear your philosophy around that. [SPEAKER_02]: Yeah, I'll tell you the macro strategy behind it. [SPEAKER_02]: Okay, so you have direct to your ideal client and then you have adjacent to your ideal client when it comes to content. [SPEAKER_02]: your audience. [SPEAKER_02]: So this is they're connected to you and then your ideal client is connected to the audience. [SPEAKER_02]: Okay. [SPEAKER_01]: I'm tracking. [SPEAKER_01]: I'm tracking. [SPEAKER_02]: So sometimes this is the best way to go and Gary Vee does this. [SPEAKER_01]: Okay. [SPEAKER_02]: Gary Vee's audience on any platform he's on is not direct to his ideal client.

2:14 [SPEAKER_02]: He's looking at like Fortune 500 companies for marketing. [SPEAKER_02]: Right. [SPEAKER_02]: So he's kind of actually using this as a credibility builder, you know, hey, look, I'm doing it and it works. [SPEAKER_02]: I just want to tell you, in content, your audience could be different than your ideal client. [SPEAKER_01]: Could you break that down a little bit somewhere though? [SPEAKER_02]: Here's a couple of the methods. [SPEAKER_02]: Maybe this will help. [SPEAKER_01]: Okay. [SPEAKER_02]: So I'm going to draw a circle here. [SPEAKER_02]: If you are on YouTube, you can see this. [SPEAKER_02]: So there's a circle and that's you. [SPEAKER_02]: And then you're tracking. [SPEAKER_02]: You got your ideal client. [SPEAKER_02]: is this circle on the right side, ICP. [SPEAKER_02]: The direct is, you know, of course, going straight over. [SPEAKER_02]: But a common interest, it would be a circle that makes a triangle.

2:56 [SPEAKER_02]: It's in between, but above the other ones. [SPEAKER_02]: And this is the common interest. [SPEAKER_02]: So what this would be in such an audience, right? [SPEAKER_02]: And that is your audience. [SPEAKER_02]: So then the common interest is what you're making content for [SPEAKER_02]: and then your ideal client finds them because you like the same thing. [SPEAKER_01]: So within your audience, you'll have ICPs. [SPEAKER_01]: Yeah. [SPEAKER_01]: Right. [SPEAKER_01]: So if you if you talk to your audience, you'll be able to extrapolate. [SPEAKER_02]: Yeah. [SPEAKER_01]: Is that what you're getting it? [SPEAKER_02]: Yeah. [SPEAKER_02]: It is more like instead of ideal client profile. [SPEAKER_02]: It would be more ideal audience. [SPEAKER_02]: And you would still want to build a profile, but it could be different.

3:37 [SPEAKER_02]: So for example, Joe, you let's say your ICP, a high-end business owner, [SPEAKER_02]: who does more than $10 million in sales is ideal client, like, and it can be kind of broad like that, okay? [SPEAKER_01]: Okay. [SPEAKER_02]: But just enough, [SPEAKER_02]: to know what they like. [SPEAKER_02]: Okay, so now you're in their issues. [SPEAKER_02]: What do they like? [SPEAKER_02]: They like high-end steak. [SPEAKER_02]: Live-ish vacations. [SPEAKER_02]: Yeah, sometimes it's gonna be golf too. [SPEAKER_02]: Good, that's why golf's amazing. [SPEAKER_01]: I know a coach that does golf tournaments and he sells those tickets for like 10, 15 grand. [SPEAKER_01]: Oh, and they travel around the world doing golf and they coach while they're doing golf.

4:18 [SPEAKER_01]: Do that's awesome. [SPEAKER_01]: And they're about to start recording that. [SPEAKER_02]: So over common interest, people will rally behind that because that could be the thing that makes you different to have that voice [SPEAKER_02]: in the grand scheme of online world, because in the online world as far as follows and likes and views, you're competing with everybody else, you're not competing with people in your area, per se. [SPEAKER_02]: Technically, as a business coach, you're competing with Alex Hermosie, you're competing with Brad Schoogers, the guy himself, you know, LG. [SPEAKER_02]: So it's on and toward, by the way, if you were to position yourself a little bit differently like with common interest, that could be just enough.

5:00 [SPEAKER_02]: open territory for you to stand out and that's why you would maybe take this approach. [SPEAKER_02]: So it kind of got things on how saturated things are or how you think it's saturated in your market. [SPEAKER_02]: That would be common interest steak, you know, okay. [SPEAKER_02]: And then you both relate over that. [SPEAKER_02]: and then they go to your profiles, see that you're a coach too and with business and mobile blood, you gotta have all the connections there. [SPEAKER_02]: That could be just enough for your angle. [SPEAKER_02]: I just started this and I can't tell you a total ROI, but I have seen some meetings with people work out. [SPEAKER_02]: and that's over coffee. [SPEAKER_02]: And I'm talking about quality coffee. [SPEAKER_02]: So I do that as a personal brand.

5:42 [SPEAKER_02]: The other thing I like to call reverse ideal client. [SPEAKER_02]: So on this one, it's kind of the same triangle if you picture that. [SPEAKER_02]: But let's do an example of here's JT, there's a circle okay, and then here's a circle over here and right now, you know, we're looking for mold remediation companies. [SPEAKER_02]: They make life change happen when they take away mold in people's homes. [SPEAKER_01]: Right. [SPEAKER_02]: And I love that and I want to share that story. [SPEAKER_02]: And that's why I really like this. [SPEAKER_02]: Instead of going direct, talk into multiple remediation companies, I could go to their happy customers and figure out that base. [SPEAKER_02]: And that could be my target audience. [SPEAKER_02]: So I'm actually making content for their customers.

6:23 [SPEAKER_02]: The more you can know this, the more you can put into. [SPEAKER_02]: what they might like and the common interest and things. [SPEAKER_02]: So for me, it's like sharing stories of people with similar stories. [SPEAKER_02]: So if I find someone who has been in a house and struggled with health issues, [SPEAKER_02]: And I get them on content platforms, and I'm in there with them asking them questions of how that made a difference for them, and like which ones are good around here. [SPEAKER_02]: They're going to be so happy that they're just going to tag your ICP. [SPEAKER_01]: So you're taking the approach of you're going to the client of the ICP, creating content around that.

7:04 [SPEAKER_01]: and drawing out more of those emotions that cause them to go to the ICP, they'll just say, hey, ICP, it's a Jared. [SPEAKER_02]: It's kind of hard to understand. [SPEAKER_02]: So if you have the YouTube version, like that's essentially the reverse ideal client, just because it's not reverse as an opposite, it's reverse as in like you're actually not on content, not targeting your ideal client, you're targeting your ideal clients clients. [SPEAKER_02]: Okay. [SPEAKER_02]: and then what how they would share their story. [SPEAKER_02]: And for us, it looks good because we're a media company. [SPEAKER_01]: We can do this and we're smart to be getting testimonial like things. [SPEAKER_02]: We're showing how we're good at stories. [SPEAKER_02]: And then we can make direct to camera content too. [SPEAKER_02]: And be like, hey, guys, we've heard about mold remediation companies and how they do this. [SPEAKER_02]: But see who I'm talking to.

7:45 [SPEAKER_02]: I'm not talking to the mold remation. [SPEAKER_02]: And it's like, can you guys share an example of some of the ones in the area that you really suggest or like, [SPEAKER_02]: Hey guys, I'm looking for a mold remediation company to share stories like this. [SPEAKER_02]: They'll just shout it out. [SPEAKER_02]: People who are happy customers love talking about their companies. [SPEAKER_02]: They're coming to the views. [SPEAKER_02]: Yeah, absolutely. [SPEAKER_01]: So how can a client, how can somebody use this approach to make money? [SPEAKER_01]: Obviously, I see the, you know, ICP, you know, common interest or a common client. [SPEAKER_01]: How do you work with your client to just say, okay, if you want to use these two methods, then this is how you capture the lead that turns into the paying client. [SPEAKER_02]: This is the golden question dude. [SPEAKER_02]: So I'm going to go at the multi-communication example because it's the one I'm working on.

8:26 [SPEAKER_02]: What we would do is we'd find who those customers tagged and we'd DM them on the platform that they were tagged in and say, hey, people are saying you're amazing at what you do and their stories are gold. [SPEAKER_02]: You're already great at what you do. [SPEAKER_02]: It looks like Word of Math is really working for your business and you're getting a lot of great reviews. [SPEAKER_02]: What if we could amplify that? [SPEAKER_02]: Because we could capture these stories and then run them as ads for your company. [SPEAKER_02]: Right. [SPEAKER_02]: And then that's our play. [SPEAKER_02]: Okay. [SPEAKER_02]: So take happy customer videos. [SPEAKER_02]: Let's run them as ads on your channel and the business is paying us to do that. [SPEAKER_02]: Okay. [SPEAKER_02]: Okay. [SPEAKER_02]: System. [SPEAKER_02]: Gotcha. [SPEAKER_01]: And then, so you can take a angle and you're showing the client, hey, we've already been able to record these.

9:08 [SPEAKER_01]: This is how it looks. [SPEAKER_02]: Yeah. [SPEAKER_01]: And if you utilize these as ads and pay us, then you might get client out of this. [SPEAKER_01]: So, ah. [SPEAKER_01]: That's like the backdoor method. [SPEAKER_01]: Dude, backdoor, there you go. [SPEAKER_01]: That's good. [SPEAKER_01]: I'm not married to the reverse ideal client thing, but this actually does work. [SPEAKER_01]: So I get reached out to you on LinkedIn a million times where people take the content. [SPEAKER_01]: And then they're like, hey, so instead of the duh, I share this with somebody and what I shared this and they talked about you, can we meet up? [SPEAKER_01]: And sometimes it's crap, sometimes I'm like, yeah, but, [SPEAKER_01]: I see people trying to use that method, whether you're working the back door approach, getting me excited about something that I didn't put much effort into.

9:49 [SPEAKER_02]: So basically, you have to run ads and then that converts into, you have to have a good sales team after that. [SPEAKER_02]: And that's a perfect segue into the sales topic, just because [SPEAKER_02]: as a marketing company, I've seen where the sales company isn't set up right to convert and I've seen you. [SPEAKER_02]: I've seen the time when it is and it's like, you know, I prefer one over the other. [SPEAKER_01]: Yeah. [SPEAKER_02]: So if they can be good then [SPEAKER_02]: Either I'm going to overwhelm the company, and that's always my goal actually. [SPEAKER_02]: I went overwhelm the company over the leads that they'll get in through ads or the sales company just sucks and they have to change something drastically.

10:32 [SPEAKER_01]: I've seen where there's an amazing sales team but no leads coming in and they're still about to make money. [SPEAKER_01]: But I've seen where ads are working so well, qualified leads keep coming in the sales team just blitzers it, and that's a waste of so much money. [SPEAKER_01]: Yeah, it is just a waste of so much money. [SPEAKER_01]: And as a business owner, it's frustrating because I'm investing my profits back into marketing and branding to generate qualified leads to do the research it takes to get these leads in the door. [SPEAKER_01]: And we all know now that sales is about speed. [SPEAKER_01]: Yes, it's emotional, yes, it's all those things that we learned, but when people call you with the help of AI. [SPEAKER_01]: and all that, they've done their research already or they trust the platform making the suggestion.

11:14 [SPEAKER_01]: They looked at how many FIsari views you had in red one or two, most of these people reaching out to you have made a buying decision already. [SPEAKER_01]: And if you could be the fastest to capture them on a message or a phone call and make it about them, find out what's ticking them, find out what their problem is and provide the fact that you are most likely the right solution, you're going to have a good chance of converting. [SPEAKER_01]: The budget is, they already have a budget, right, and the budget keeps increasing as they feel like they can get more and more and more and more and more, right? [SPEAKER_01]: Because there's what you're asking for right here, and the value that you offer needs to at least be equal to what they think that the price is worth, or more, and there's a gap in like this is a no-brainer.

11:58 [SPEAKER_01]: But if you're asking for this much money and you come across this value like this, nobody is ever going to justify that. [SPEAKER_02]: Except for your gamma, or your mom. [SPEAKER_02]: Interesting. [SPEAKER_01]: If you market, which I hope everybody watching here does, it is super important that you set up an actual sales team that can handle the leads that come in. [SPEAKER_01]: And this is like actually my, my, I love working with the sales team of all my clients. [SPEAKER_01]: That's kind of what I did and what I still like to do. [SPEAKER_02]: Yeah. [SPEAKER_01]: It's simple. [SPEAKER_01]: Everybody overcomplicates it. [SPEAKER_02]: So like if someone wanted to sell like a boss, like what would they do to sell like a boss? [SPEAKER_01]: Sounds like my language [SPEAKER_01]: Well, if you want to sell first of all, what are you selling?

12:40 [SPEAKER_01]: Because there's different approaches. [SPEAKER_01]: I mean, if you sell someone for a hundred bucks and you sell something for a million, there's gonna be a different sales process for both. [SPEAKER_02]: Yeah. [SPEAKER_01]: You know, like, I know an HR company in San Diego that they're doing a $50 or two-nup special, the ad sells itself. [SPEAKER_02]: And the price does and that's something someone like to me. [SPEAKER_02]: It feels like low friction to Convert so maybe you don't even need a sales team if it was ads right couldn't you just like Boom sign up like you don't need the quick haul strategy session and well your sales team is your automation systems That moves them to the funnel to the schedule. [SPEAKER_02]: Okay. [SPEAKER_01]: That's your sales team. [SPEAKER_01]: Yeah, and then you're probably gonna go there and have technicians go out there They're an HVAT company. [SPEAKER_01]: Their technicians are gonna learn how to upsell because the idea to come in on a low amount is to sell them a new system [SPEAKER_01]: And we know that at a $20,000 package, if we sell at a 33% conversion ratio, for gold.

13:36 [SPEAKER_01]: I mean, if we could pack between all seven vans, if we could pack 70 of those calls in a week and we're at a 33% closing ratio of a $20,000 job, the businesses are doing well. [SPEAKER_01]: That's what you're working with, but if you're selling a Bugatti, [SPEAKER_01]: Yeah. [SPEAKER_01]: Right. [SPEAKER_01]: And your ICP is so small that your ad are going to an ideal client audience, which is the luxury that rich in the famous. [SPEAKER_01]: Within those people, only a small percentage can afford a 1.3 million dollar car or would actually want to invest in no 1.3 million dollar car. [SPEAKER_01]: So within that ideal audience, you have a select few that want to be above everybody else. [SPEAKER_01]: Gotcha.

14:17 [SPEAKER_01]: And so how do you get in there? [SPEAKER_01]: Well, that's a little bit of a longer process. [SPEAKER_01]: You know, realtor selling a house versus selling, you know, a refrigerator. [SPEAKER_01]: That's going to be a different process. [SPEAKER_01]: However, it is about how fast you can give solutions to people and how relational you can be and really draw that emotion because people buy emotionally and they justify it logically. [SPEAKER_01]: I say this all the time. [SPEAKER_01]: So I can just imagine that the content you create to the audience has to emotionally [SPEAKER_01]: Yes. [SPEAKER_01]: So if you were selling a Bugatti, it's status. [SPEAKER_01]: It's wealth and status. [SPEAKER_01]: Molder remediation. [SPEAKER_01]: It's health, health and life and death. [SPEAKER_01]: It's to get away from fight or flight. [SPEAKER_01]: We did that with airtoclinging.

14:57 [SPEAKER_01]: I mean, a lot of people called because their kids were, you know, people had special needs kids with asthma and all this kind of stuff. [SPEAKER_01]: And those were the ones that they would literally say whatever it takes. [SPEAKER_01]: Come out here. [SPEAKER_01]: you know, that was emotional. [SPEAKER_01]: Man, this is interesting. [SPEAKER_01]: It provokes. [SPEAKER_01]: It really provokes my thought. [SPEAKER_01]: If you have an idea or a way that you're doing it, when it comes to these two ways of marketing, whether it's direct to the ICP, reverse to the ICP, ideal client, give us some examples of what you're doing. [SPEAKER_01]: I would love to hear. [SPEAKER_01]: I would love to hear that. [SPEAKER_01]: And especially if you're on the school community, I do that. [SPEAKER_01]: That platform is to help people. [SPEAKER_01]: And if you're not on the school community, there's a link somewhere. [SPEAKER_01]: find out how to get there in the description. [SPEAKER_01]: Yeah, it's very, very easy to get on there.

15:39 [SPEAKER_01]: When a company can do this well, how do they set things up? [SPEAKER_01]: Because you're an ads expert when it comes to meta and Google and social media and visual. [SPEAKER_01]: So how can a client, like, what does a client have to do to set their systems up properly? [SPEAKER_01]: So that when you actually go in here and do this, [SPEAKER_01]: like it'll flow. [SPEAKER_02]: Thanks to you, it'd be as predictable as possible. [SPEAKER_02]: I think something like that. [SPEAKER_02]: So that means having your packages figured out, which you can help them with that, if they don't write. [SPEAKER_02]: Right. [SPEAKER_02]: Have your offers correct to, you know, we want to know the ideal product, and then we need to tweak how you offer that and how you approach it, and then we take that. [SPEAKER_02]: into the ads, and we're usually going to look at symptoms, and speak on that a little more, and the feelings to drop the emotion, and that's what they would set up with a company like us, so we're going to do all the channels for them.

16:33 [SPEAKER_01]: So you talk about packages. [SPEAKER_01]: So I'm seeing that my clients are pushing into the [SPEAKER_01]: like package style pricing versus hourly versus itemize our people flat rate what do you think like what are you seeing that's working that that people actually want to invest money in it's flat rates and predictability like like there there are different like you know the decision away from people as far as like having to do all the research in the math okay it's like hey this is hourly and it's like well how do they know like for a moving company like let's just give an example like in the charge hourly [SPEAKER_02]: and then it's like, well, I don't know how long they're going to take and then a question, I don't know if it's frequent or not, but it's like, are they just going to take longer so they get paid more?

17:18 [SPEAKER_02]: Yeah. [SPEAKER_02]: Like, so if it's flat rate, it takes the guessing away of all those those two things. [SPEAKER_02]: Yeah. [SPEAKER_02]: Like, well, [SPEAKER_02]: In flat rate, it based on your average or something. [SPEAKER_02]: So like, you can do the math. [SPEAKER_02]: I have a bookkeeper. [SPEAKER_01]: I'm like, hey, give a flat rate for up to X amount of hours. [SPEAKER_01]: Sure. [SPEAKER_01]: If it takes more than that, then the next package up is an additional two hours or something like that. [SPEAKER_02]: Yeah, I could give you additional leverage. [SPEAKER_01]: A client, for example, your business with brand OS. [SPEAKER_01]: And ideally, the client should know a few things, like their package pricing, which they don't, [SPEAKER_01]: You're going to spend some time doing that. [SPEAKER_01]: It's going to be hard to really kind of start getting the content. [SPEAKER_01]: Because that needs to be. [SPEAKER_02]: Well, you can do shadow posts and you could start there.

18:00 [SPEAKER_02]: Okay. [SPEAKER_02]: You'll have less credibility. [SPEAKER_02]: Actually, Facebook calls them dark posts, where you don't see it organically, and it's only an ad creative. [SPEAKER_01]: Okay. [SPEAKER_01]: And then the client should have an idea of who their ICP is or at least who they don't want to serve, right? [SPEAKER_01]: That way you can kind of work on what that is, okay. [SPEAKER_02]: And actually, yeah, if they don't know their ICP, we can help work with them. [SPEAKER_02]: They know the reverse ICP. [SPEAKER_02]: I don't want to work now, I'm joking. [SPEAKER_02]: Yeah, I mean, maybe, I don't know. [SPEAKER_01]: The anti-ICP. [SPEAKER_01]: Well, when I work with my clients, [SPEAKER_01]: When I asked them what their ideal client is, I just wait because most of them don't really know how to articulate it. [SPEAKER_01]: And then when they finally give up, they're like, I can't do it. [SPEAKER_01]: I'm like, okay, cool, let's start here. [SPEAKER_01]: Who do you not want to serve?

18:40 [SPEAKER_01]: And there's a laundry list there. [SPEAKER_01]: I'm saying, oh, I don't want to miss this, this, this, this, this, this, this, great. [SPEAKER_01]: Okay, cool. [SPEAKER_01]: So if we take all that out. [SPEAKER_01]: What would the ideal client look like? [SPEAKER_01]: Well, they're nice, they leave us alone. [SPEAKER_01]: Yeah, great. [SPEAKER_01]: And then we start getting into the description of the avatar. [SPEAKER_01]: Okay, well, middle age, old young, male female, like Asian, whatever, you know, because there's pikes for certain genders and certain races, right? [SPEAKER_01]: So it's like, we have to know that, right? [SPEAKER_01]: Does that help when they're branding for them? [SPEAKER_02]: Yes, well yeah, you need that and and sometimes per product it can change to on like the avatar, but you want to be known for something as you're company overall to so it's kind of like What is that so it could be different and what I always say though the reason why people have a hard time coming up with their ideal client avatar is because They don't want to commit to only that kind of person and cut people out [SPEAKER_02]: But I'm telling you, it's not a cut-people-out thing.

19:38 [SPEAKER_02]: It's a focus so the marketing can actually speak a language. [SPEAKER_01]: When it comes to my coaching practice, I have multiple coaches and every coach kind of has their own unique ICP, but the firm itself has an ICP. [SPEAKER_01]: And because there's a lot of male coaches, and we all have some of a construction or home service background, [SPEAKER_01]: We know that our ICP is in the home service and construction like that's one of our core ICP's is a 40-year-old to 55-year-old male who runs a $10 million home service or high-end, you know, remodeling company that has an executive assistant, an office staff that includes this, this, this, this, this, this, to form in this that like we got really granular with that.

20:23 [SPEAKER_01]: But because we did that because we created content around that, [SPEAKER_01]: Then we have smaller HR companies finding us bigger HR companies we have even have private equity people that really invest in those type of companies reaching out to us because they're like, what, it looks like you're working with people that we want to buy businesses from. [SPEAKER_01]: I'm like, yes, we should probably connect because my clients sometimes want to sell as an exit. [SPEAKER_01]: And if I can be an ideal partner with them, then all my hard work goes to selling and then they're going to give me a kind of that because I was able to make the connections. [SPEAKER_02]: granular and acute on the description of your ICP is very important and I'll be easier to really identify your audience right because where do they hang out with other people like them and you have to when it comes like ads you have to target you can't just be like all right let's put them into this group here and hey I got like 50,000 views and three clicks whatever you know I don't know and then it's like well that's cool.

21:25 [SPEAKER_01]: could have been wrong. [SPEAKER_01]: And let's just talk about leads in general. [SPEAKER_01]: Like if you don't really articulate it and target it, you'll get leads and more often than not, you'll probably probably be disappointed with the leads. [SPEAKER_01]: If you don't get disturbed descriptive about your ICP and you're putting ads out, depending on the industry that you're in, you're going to get leads. [SPEAKER_01]: Right? [SPEAKER_01]: But more often than not, you're probably going to be disappointed with the leads or surprise on how they actually found you. [SPEAKER_02]: The idea of describing your ICP and getting very, very targeted with that is so you can actually track where they're coming, who's watching who buys from you, your website's different, your SEO's different, because usually people might, they might type in marketing for business coaches, rather than marketing in my area or marketing near me.

22:12 [SPEAKER_02]: They don't do that, do they? [SPEAKER_02]: You know, just put yourself in the way they're putting into AI. [SPEAKER_02]: Yeah. [SPEAKER_01]: I mean, that's actually doing their their stuff and if AI doesn't seem that like it knows your ICP might not even recommend being discovered is that step one when it comes to chat discoverability, yeah, but then there's being chosen. [SPEAKER_02]: You want to get discovered one, but then the next step after that, you don't stop there. [SPEAKER_02]: It's not just showing up on results. [SPEAKER_02]: It's being chosen. [SPEAKER_02]: And that's what your content can do for you. [SPEAKER_01]: Yeah, I know you talk about cells. [SPEAKER_01]: We're kind of jumbling everything up together, but I just [SPEAKER_01]: I wanna bring back a conversation I had with a client that I just remembered, it was a long time ago. [SPEAKER_01]: But they're like, should I do social media?

22:54 [SPEAKER_01]: I feel like it's a waste of time. [SPEAKER_01]: People put stupid comments because they don't know, because there's people that just put stupid comments just for the sake of putting stupid comments. [SPEAKER_01]: They troll it, right? [SPEAKER_01]: They troll it, I had a troll, it was so funny. [SPEAKER_01]: I have it all the time. [SPEAKER_01]: It described the power of how social media can actually help you create conversion if you're doing all the other stuff well as well. [SPEAKER_02]: social media is like, do these are free platforms. [SPEAKER_02]: And if you can film it yourself and post it, that's free. [SPEAKER_02]: It does cost your time. [SPEAKER_02]: If your time is valuable, go hire a company or train someone in house or whatever. [SPEAKER_02]: So what social media brings is attention. [SPEAKER_02]: okay it's a line of discoverability of people who are not like there's a possibility people can find you okay that's one okay so attention is important yes okay it's that's the biggest thing is attention like people just seeing your logo is a win even if they scroll by they still saw you [SPEAKER_02]: and that's a win and that's a reminder.

23:53 [SPEAKER_02]: And if you're good at the sales side, that can be in hard to track attribute of it. [SPEAKER_02]: But yeah, it can act as kind of that follow-up like, man, we've had a pending estimate for a while. [SPEAKER_02]: Like, are you going to do it? [SPEAKER_02]: And sure. [SPEAKER_02]: Then they see a video and they're like, oh, yeah, I was going to, oh, let me do it. [SPEAKER_02]: And they're like, in bed or something. [SPEAKER_02]: I have a testimony of that. [SPEAKER_01]: Okay. [SPEAKER_01]: I go to a B&I, at least I'm at our entire team, individually are all part of individual B&I's. [SPEAKER_01]: Some generic coaching two weeks of free coaching or whatever thing that we're doing right now. [SPEAKER_01]: And there were so many people on the fence, like a lot of people were not responding to that as I thought they should. [SPEAKER_01]: Well, one person replied to an ad that we put up on social media and said, I felt like it was kind of God telling me I actually have to talk to you because it keeps following me.

24:44 [SPEAKER_01]: and I found out why she kept like she got it because she's like this ad kept following me well turns out she was watching her social media content so the the content got the attention [SPEAKER_01]: In person, I got the attention because I was influential in my group of 60 people and then the ad was attention plus are you do something about your life in your business, right, like it was that. [SPEAKER_02]: Okay. [SPEAKER_01]: Oh and I just close my first client from a real like direct trackable dude track. [SPEAKER_01]: Wow. [SPEAKER_01]: Is that the vacation thing? [SPEAKER_01]: Yes. [SPEAKER_01]: So we know the real. [SPEAKER_01]: It would talk to about how are you a business owner, but can't take a vacation.

25:26 [SPEAKER_01]: So you know what we're going to do now. [SPEAKER_01]: You gave attention on that. [SPEAKER_01]: I did. [SPEAKER_01]: Well, were you reuse it, right? [SPEAKER_01]: Yep. [SPEAKER_01]: And then he clicked on something that he booked a discovery call. [SPEAKER_01]: He had the biggest pain point. [SPEAKER_01]: He's a single father. [SPEAKER_01]: Has a special needs kid. [SPEAKER_01]: He has to be kids all together. [SPEAKER_01]: And he's running a real estate business and a property management business. [SPEAKER_01]: And he can't take a vacation. [SPEAKER_01]: So we did two weeks of re-coaching and we found the solution. [SPEAKER_01]: I found the money and he closed right there. [SPEAKER_01]: Yes, this was yesterday. [SPEAKER_01]: Wow That's awesome. [SPEAKER_01]: Do you roll? [SPEAKER_01]: I know and awesome for the guy. [SPEAKER_01]: It got attention. [SPEAKER_01]: That's cool. [SPEAKER_01]: So you you have to find What gets your audience's attention? [SPEAKER_01]: Yeah, that's the hardest part.

26:06 [SPEAKER_02]: Yeah, because it does feel like throwing spaghetti at a wall a lot [SPEAKER_02]: But how do you know the target you chose? [SPEAKER_02]: Like some people like you, if you aim for nothing, you hit it every time. [SPEAKER_02]: Is it exactly right? [SPEAKER_02]: But what if what you're aiming for is wrong? [SPEAKER_02]: Like what if that target is not your true potential? [SPEAKER_01]: You're going to get the results of that target. [SPEAKER_02]: Yeah, until you move. [SPEAKER_01]: There's an Olympic shooter. [SPEAKER_01]: They do like little 22, they're shooting. [SPEAKER_01]: And this guy got a perfect score, a perfect score, a perfect score. [SPEAKER_01]: And he came down his last target. [SPEAKER_01]: and he lined everything up and he hit the bullseye in the last one and if he hit that he's first gold medal all that kind of stuff. [SPEAKER_01]: But as he lived up his eyes, I was like, he hit the wrong target.

26:50 [SPEAKER_01]: He hits somebody else's target. [SPEAKER_01]: Oh my gosh. [SPEAKER_01]: Yeah, that reminded me what you said, like you can actually hit a target very well, if it's a wrong target. [SPEAKER_01]: Because everybody upgrades that you should be upgrading in your ICP. [SPEAKER_02]: You need to revisit this. [SPEAKER_01]: My coach told me, she said, Joe, someone is the most expensive out there and they're getting all the jobs. [SPEAKER_01]: Why can't that be you? [SPEAKER_01]: I love you. [SPEAKER_01]: Why can't that be me? [SPEAKER_01]: But all this stuff is great. [SPEAKER_01]: If you don't have a sales process, if you're a sucky sales, your conversion ratio will kill you. [SPEAKER_01]: Because you'll see all the potentials left. [SPEAKER_01]: So are you the sales person that's suckin' or do you have a sucky sales team? [SPEAKER_02]: I have a very specific, what do you train me about sales?

27:32 [SPEAKER_02]: Okay. [SPEAKER_02]: Talk. [SPEAKER_02]: And it kind of connects to ads, but it's like, on the, what I'm noticing, I'm [SPEAKER_02]: is that callback. [SPEAKER_02]: If you have a sales process that requires a discovery call or a quick call, whatever the 15 30 minute call is to qualify, you want to have that conversation with someone. [SPEAKER_02]: Usually that's schedule it, but I'm curious if, because then the good old days, you know, people would just call. [SPEAKER_02]: any time. [SPEAKER_02]: The good old days and it was just a good old day. [SPEAKER_02]: And they would just answer and have a conversation. [SPEAKER_02]: Yeah, plus even if you want to be more direct. [SPEAKER_02]: It's different now. [SPEAKER_01]: It's different now. [SPEAKER_02]: So now we all like, and I'm asking this, I guess for coaching too, but I want to for the friend.

28:16 [SPEAKER_02]: Yes, yeah, for friend. [SPEAKER_02]: But then it's like, I had to call the other day and someone called me direct and then we ended up just doing impromptu quick call. [SPEAKER_02]: And I went through the process and prop to you and it's like okay, let's do a strategy session cool call so qualify qualified. [SPEAKER_02]: Yeah, yeah, she was but so then my my question is like on an opt-in form would it be more effective if there was like request a call back. [SPEAKER_01]: It depends on the person because, for example, there are times where I'm finding something online, I'm busy, and it's like, oh, cool, I'll just fill out a form, and then if they call if they call whatever their process is, all they kind of stuff, all work through it. [SPEAKER_01]: But if they try to call, I won't answer because I'm thinking, do I have 15 minutes to have 20 minutes to have 30 minutes?

28:58 [SPEAKER_01]: Okay. [SPEAKER_01]: I'm about to do something. [SPEAKER_02]: Yeah. [SPEAKER_01]: But we're all busy. [SPEAKER_01]: Like we're all on our phone in the middle of a three-minute break. [SPEAKER_01]: And we see something and we just quickly put in our information, right? [SPEAKER_01]: So with that being said, I think it just depends on the person. [SPEAKER_01]: But yeah, I mean, you can have something that says, do you want to call a back? [SPEAKER_02]: Okay. [SPEAKER_01]: I don't know. [SPEAKER_01]: I mean, testing measure that. [SPEAKER_02]: I feel like I want to do a both-and-and-and-see. [SPEAKER_01]: I guarantee you calls are going to come back. [SPEAKER_01]: We've gone through this whole [SPEAKER_01]: It's hard to get people on emails now. [SPEAKER_01]: Yeah, text messaging seems to be the thing right now that I've found. [SPEAKER_02]: No, it's very effective and actually blue bubble makes a difference too. [SPEAKER_01]: Well, to your point, on the blue bubble, even further, a lot of my service-based companies, I'm encouraging them to put a schedule online tab on their website or the landing page because when it comes to home service, in general, [SPEAKER_01]: or inquiring about the service.

29:59 [SPEAKER_01]: And we have found that because that's true, there are people that call or inquire after hours, sometimes at one or two in the morning, they'll do a message because let's say it's a mom up feeding her baby. [SPEAKER_01]: And she knows his dust, and she's like, I need my earducks clean, or I need a house cleaning, or you know, and they're just doing that right because she has a time. [SPEAKER_01]: If there is an option to schedule your job, [SPEAKER_01]: When I ran my air duct cleaning company 15, 10, 15 years ago, we were one of the first pros in the San Diego area that had an option to schedule a line and have a menu of all the things that we have with the prices, they select select select select schedule.

30:40 [SPEAKER_01]: And we ended up calling them the next day saying, hey, the time works, we just want to confirm everything that you want, great, we're happy to help you. [SPEAKER_01]: Or hey, you know what, somebody else double booked on accident, it must have happened at the same time. [SPEAKER_01]: Can we move you to here or here? [SPEAKER_01]: And dude, 100% of the time, I can't even remember one time something like, oh my gosh, you're doing that to me. [SPEAKER_01]: It's working, it's, we're selling convenience, right? [SPEAKER_01]: Like there's an emotional thing. [SPEAKER_01]: I get excited about this stuff. [SPEAKER_01]: Like you have to have a solid sales process. [SPEAKER_01]: And you can't be afraid to just do what you have to do and ask for the business, ask the right questions to draw the emotion out because sales is very emotional. [SPEAKER_01]: And then you have to come across as a solution. [SPEAKER_01]: before you even say you're the solution. [SPEAKER_01]: So asking the right questions does that?

31:22 [SPEAKER_02]: Leading questions. [SPEAKER_02]: One, they say like a first 15-minute should not even really be you talking hardly at all. [SPEAKER_01]: Tell me about yourself. [SPEAKER_01]: Tell me about what's going on. [SPEAKER_01]: Yeah. [SPEAKER_01]: People don't care about you. [SPEAKER_01]: until they know you care about them. [SPEAKER_01]: In general, people like to talk about themselves. [SPEAKER_01]: I like that whole client audience, ICP, reverse. [SPEAKER_01]: You always come up with the best like analogies, in my opinion. [UNKNOWN]: Cool. [SPEAKER_01]: Well, you want to do it right now? [SPEAKER_02]: All right, duck cleaning businesses. [SPEAKER_02]: No, see, I wouldn't say that. [SPEAKER_02]: Yeah, I would. [SPEAKER_02]: If I did the reverse, I would say like, hey, if anybody has experience in the Kansas City area of ducked cleaning businesses, [SPEAKER_02]: Hmm, let us know because we want to know how are they?

32:03 [SPEAKER_02]: How are they going? [SPEAKER_02]: Did you have a positive experience? [SPEAKER_02]: Did you have a negative experience? [SPEAKER_02]: And if you feel comfortable, tag them in this clip, we'd love to just analyze and see. [SPEAKER_01]: Yeah, that's where contest wins. [SPEAKER_01]: I already have a client. [SPEAKER_01]: So I'm going to do this with the, I'm going to test that with the client. [SPEAKER_01]: I have a solo company that you've been trying to get. [SPEAKER_01]: If you're listening, close your ears right now. [SPEAKER_01]: All right, cool. [SPEAKER_01]: They've been, they've been riding along this whole. [SPEAKER_01]: Should we do randoms or not? [SPEAKER_01]: I'm going to ask them for their happiest client. [SPEAKER_01]: And I'm going to call that client, say, hey, I'm Joe with BrandoS. [SPEAKER_01]: I'm also their business coach. [SPEAKER_01]: And we want to do something special for Fidelis. [SPEAKER_01]: Are you willing for a professional videographer who to come out and get your story, bro?

32:44 [SPEAKER_01]: Your testimonial of them. [SPEAKER_01]: and all that kind of stuff. [SPEAKER_01]: And then you hold that video, caution but look, look what I was able to do for you. [SPEAKER_01]: This is what we could do. [SPEAKER_01]: So are we gonna do this or not? [SPEAKER_01]: Because if we do it, we already have something for you. [SPEAKER_01]: Yeah. [SPEAKER_01]: And we've clipped it into in clips. [SPEAKER_02]: Maybe if you don't even like video production company, like maybe you don't even have to do that, you could just be like, hey, yeah, so happen to run into Suzie. [SPEAKER_02]: I didn't know that you knew her. [SPEAKER_02]: And then there's like a photo of you to together and text them. [SPEAKER_02]: That I'm telling you. [SPEAKER_02]: that will get their attention to reply. [SPEAKER_01]: I'm going to start doing that with some clients because then you're batten for them and it's like, you know, if you have the capital to do this or just the wherewithal to do this, try it.

33:25 [SPEAKER_01]: I'm getting excited about try it, just make sure you have a good sales process. [SPEAKER_01]: Right. [SPEAKER_01]: So if you have clients at or leads that you're trying to get and you want to just move them forward, see if you can do that. [SPEAKER_01]: something like that. [SPEAKER_02]: And if you want to, if you're worried about authenticity and stuff, it's like, dude, just creates authenticity by actually doing it. [SPEAKER_02]: That's what I always said. [SPEAKER_01]: In my example, it's authentic. [SPEAKER_01]: I just reached out to this client. [SPEAKER_01]: Yeah. [SPEAKER_01]: And they actually return. [SPEAKER_01]: And they actually authentically want to read. [SPEAKER_01]: Yeah. [SPEAKER_01]: Like authentic defeats. [SPEAKER_01]: I think I think people think into this stuff too much. [SPEAKER_02]: Yeah. [SPEAKER_01]: They just think into this too much. [SPEAKER_01]: So anyways, that was my past self though. [SPEAKER_01]: I know you came a long way. [SPEAKER_01]: I speak a lot to my [SPEAKER_01]: until I start getting results, I'm like, oh, it's pretty easy.

34:10 [SPEAKER_02]: And then once you're like practiced enough this way, and then you're more like, you don't feel the emotion anymore. [SPEAKER_02]: When it comes to signing a client or something, and so you're actually truly there to just guide them towards a buying decision. [SPEAKER_02]: And if you ever notice that like, if you try to unsell like that, [SPEAKER_01]: I don't know if you're all the way qualified or something like that then they try to show it's a movie clip. [SPEAKER_01]: I think a win Wilson. [SPEAKER_02]: Okay. [SPEAKER_01]: He works at a golf shop. [SPEAKER_01]: Wow. [SPEAKER_01]: And there's a guy that comes in and is like, yeah, I want to I want to I want to I want to drive her and then he looks at it. [SPEAKER_01]: He's like [SPEAKER_01]: I think I was like, whoa, why not that one? [SPEAKER_01]: He's like, well, you had to be a serious pro to really use this one.

34:55 [SPEAKER_01]: And I don't know, man, I don't know if you're a serious pro. [SPEAKER_01]: You look like a weekend warrior. [SPEAKER_01]: He's like, whoa, whoa, whoa, whoa, whoa, how do you know? [SPEAKER_01]: I'm just, he's like, I don't know. [SPEAKER_01]: I mean, once you touch this, you'll know with how much it costs only serious people can buy this one. [SPEAKER_01]: He's like, nah, let me take a whack at it. [SPEAKER_01]: That's a good line. [SPEAKER_01]: He's like, okay, cool. [SPEAKER_01]: He hits it and he's like, it feels good, huh? [SPEAKER_01]: And he's like, oh, I really like this. [SPEAKER_01]: So what's the investment? [SPEAKER_01]: He's like, no, it's 2500 bucks. [SPEAKER_01]: There's like, whoa, he's like, see, I knew it. [SPEAKER_01]: I knew it. [SPEAKER_01]: It's trying to take the club back and guys like, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa [SPEAKER_01]: He takes out his credit card and buys it. [SPEAKER_01]: Oh my gosh, that's awesome. [SPEAKER_01]: Dude, branding and marketing can go so many different angles.

35:38 [SPEAKER_01]: We just talked about a strategy of how to approach it. [SPEAKER_01]: Yes, have your IACP and if you want to go direct to IACP, that's also really, really good. [SPEAKER_01]: That's very, very direct. [SPEAKER_01]: But if you're, if you're pull of IACP, might be really small. [SPEAKER_01]: You might want to get the audience of the IACP to draw them out. [SPEAKER_01]: Because your IACP won't always be looking for you. [SPEAKER_01]: Right. [SPEAKER_01]: Some of them might not be ready to buy. [SPEAKER_01]: So being an audience is like, hey, what if you're in the room with a lot of ICPs, but they're not all ICPs, well, now you're in the room, and you can start making connections. [SPEAKER_01]: That's what happens on golf courses, by the way, but the reverse, that that is provoking me right now. [SPEAKER_02]: The back door, I like that. [SPEAKER_01]: Yeah, the back door approach.

36:18 [SPEAKER_01]: However, nothing beats having an amazing sales team. [SPEAKER_01]: I'd rather have an amazing sales team with leads that come in than so many amazing leads and a sucky sales team. [SPEAKER_01]: Absolutely. [SPEAKER_01]: So make sure you have your priority straight. [SPEAKER_01]: Know your ICP. [SPEAKER_01]: Work with a company like Brand OS wherever you're at. [SPEAKER_01]: Work with a company. [SPEAKER_01]: If you can't do this on your own or you, that's not your genius. [SPEAKER_01]: You can't invest all this time to learn cloud. [SPEAKER_01]: Cool. [SPEAKER_01]: Don't wait, get a company to help you with that. [SPEAKER_01]: Somebody that has your best interest in mind that can understand what you're trying to accomplish. [SPEAKER_02]: And if it's the other side where you got to beef up your sales team, then there's an amazing thing. [SPEAKER_02]: I love to train that.

36:59 [SPEAKER_02]: Workshot coming up growth close, which is the quarterly workshops. [SPEAKER_02]: Not just someone preaching or whatever. [SPEAKER_02]: It's like, no, you're actually going to walk out with a plan for the main topics going to be. [SPEAKER_01]: selling selling yeah how to sell like a boss yeah but we're gonna go over your annual plan and then emphasize the quarterly plan but Jared's gonna be there he's gonna record it um i'd be just a little bit of sponsor a speaker that's gonna speak for uh 15 minutes Jason miss he was all this podcast nice the AI expert the guy that actually implements all these things that we're talking about if you can't do it so you guys don't want to understand [SPEAKER_01]: 400 bucks, holiday, food is amazing, 60 to 70 entrepreneurs in there about seven figures as the average, you know, revenue amount, you got to show up.

37:47 [SPEAKER_01]: This is where the big dogs play. [SPEAKER_01]: Alright, and with that being said, I want to encourage you all to keep on keeping on. [SPEAKER_01]: Stay strong.