Humanize and be yourself to maximize your promotions
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- Started as an entrepreneur at 15, building custom computers and exporting them to the Far East
- His father was an entrepreneur
- Created a window tinting business and training people to do it
- Started franchising another business and built it to 175 franchisees internationally
- Vehicle remapping
- Calibrate software on thousands of variants
- Was a national tennis player but broke his wrist at age 14 so his interests and focus changed
- It doesn't matter how good you are in business—McDonald's doesn't make the best burgers—it's the system to get and keep customers that makes the difference
- Oli went into research mode and found direct response marketing like Dan Kennedy
- Created his own predictable system for acquiring customers
- Married it up with marketing automation (Infusionsoft)
- He got frustrated giving clients advice and consulting and they wouldn't implement
- So he created a service to do this for his clients
- You need to create your own end-to-end funnel
- Keep it simple
- Start with an asset audit
- Focus on one thing and do it well
- Focus on these three as well:
- Your existing list—present offers to them and segment them. The money is in the list if you know how to work it.
- Intentional traffic—people are looking on Google for what you offer
- Understand Facebook targeting is an "interruptive" form of marketing vs intentional
- So understand your message-to-market match
- Someone searching on Google for a local chiropractor doesn't want to be taken to a squeeze page with a free report opt-in for a guide
- They have an intentional mindset
- Put them into a call scheduling sequence
- They're in the middle to bottom of funnel stage
- Your Facebook approach would be different
- Start at the top of the funnel
- Have an understanding of their mindset
- Your CTA must match the stage of your prospect's pain
- Your keywords must match like "last minute chiropractor appointment" to capture those who are injured or in pain now
- Have a "click to call" and capture the lead from the call and have a sequence to nurture them
- This takes work
- Strategies change
- He has run the same offline-to-online nurturing funnel since 2004
- The messaging is still working
- It took time to test it and find the right message
- He is constantly refining the segmentation of the list
- Sometimes the most expensive leads become the best, most profitable customers
- Get good at marketing to create income at will
- But understand the phases you'll go through in your business
- Maybe you can bring in others to help you perfect and run your marketing
- Strive to own a business vs. being just self-employed
- Oli had to get good at everything but he realized he had to build a team who could do things for him
- There's a big difference between delegating and abdicating
- People will not grow your business for you
- You need a clear vision with priorities for your business
- Define what success looks like
- Now you apply speed
- Few people need more information...you need to implement
- Find a team that is aligned with you
- Outsource vs in-house?
- Project manage vs employer
- You need process managers and project managers
- What is your decision-making process for hiring, firing, delegating?
- 29 staff with 16 core members
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