A week or so ago, I received a email asking me to give a little more detail about exactly what I'm doing to create funnels to generate leads to my offline business.
So, today I'm going to reveal what I'm working on to funnel my leads through a upsell process that positions me where I want to be AND makes me money BEFORE I meet with one person.
The first thing I'm doing right now in my own offline business is creating a results based brand. I didn't do that the first time, I just threw up a website and dug in.
That's fine to start, but at some point you're going to want to have a more intentional strategy to your business that allows you to scale up and grow exponentially.
Here's what I mean:
Instead of going with a generic company name website and brand like "John Doe Marketing Consulting", a results based brand would be something like "Five New Clients Everyday."
That's just an example. But what a results based brand allows you to do is create infinite amounts of niche products built upon the foundation of your brand.
So, it could be:
- Five Clients New Clients Everyday for Chiropractors
- Five Clients New Clients Everyday for Plumbers
- Five Clients New Clients Everyday for Electricians
Your colors and themes might even stay the same, but your principles would be customized for your target niche.
Think "For Dummies" or "Idiots" series.
There's two reasons why I'm making this change now:
1. I wasn't happy with the type of the leads I was getting. I don't really want business owners who ONLY want seo or website design.
It's just plain harder to get instant results with web design or seo. Redesigning a website takes weeks at best and months in most cases. Don't even mention getting SEO results.
Meanwhile, despite everything you've said to the contrary, the business owner is secretly expecting instant results.
However, I can put together a offline campaign using direct mail, newspaper ads, radio ads etc. driving leads to a specific landing page or direct to a business that will result in sales being made within 7 days..guaranteed.
2. I want a offline business that's built around my lifestyle. As much as humanly possible, I want to wake up every single day and do the things I absolutely love to do.
I love building entire marketing/sales and fulfillment funnels.
Because when I don't personally build a entire funnel from lead generation to product/service fulfillment, the business owner tends to screw it up and blame the front of the funnel that's being tracked, measured and tested.
Meanwhile, back at the ranch, the back-end of the funnel, which he controls (himself, crappy website and lackluster staff), are not returning phone leads phone calls, not answering the phone, not email leads back, not setting up appointments etc.
What I want to offer is a premium level of service that results in real lasting results. Not just the one-off stuff that takes months to do and has no promises of results.
So, I needed a strong brand that communicates what I accomplish for my clients to justify charging premium fees.
Here's an overview of what I'm relaunching as my new offline lead gen. funnel this time, here it is:
Free Webinar (For my tech savvy lead sources)
Free Report (For my old school lead sources)
Book - $9.99 to $19.99 (credibility and lead gen that generates income)
Upsell/Positioning Tool #1:
Home Study Course - $97-$497
Upsell/Positioning Tool #2:
One Hour Consulting - $250 to $500 (This will be new for me, but once you start generating tons of leads, it becomes a nightmare to manage the free sessions you're giving away. This was killing me...it's good to start with, but transition to paid consultations at some point to seperate the chaff from the wheat.
Upsell/Positioning Tool #3:
12 Month Coaching Program - $297 to $497/month (Alot of business owner's can't afford the bigger fees, but still need the marketing help. This is just systemizing all the different strategies I already provide for my clients and letting the business owner do the implementation.)
Upsell/Positioning Tool #4:
1-3 Day Onsite Consulting - $5,000+ (This is new and will be the new way that I do custom work for offline clients)
Upsell/Positioning Tool #5:
Ongoing One-on-One Monthly Consulting - $1,500+ (This will only be available for the clients I've done custom work for who want to continue to get custom work done on their campaigns.)
All of the above is big step in a new direction for me, but I personally believe building funnels is the best way to go for guys like myself who don't really want to be ONLY viewed as online marketing consultants.
Now, as you look at MY funnel, keep in mind that I have a MBA in marketing, over a decade of verifiable marketing experience and I only work with local clients who I can shake hands with.
That's just how I roll.
Also, what I'm showing you is the goals I've designed for my business after hours and hours of soul-searching. You may come up with something completely different that will work for you.
That's completely okay and encouraged.
Hope this helps,