53 {{ upvoteCount | shortNum }}
53 {{ upvoteCount | shortNum }}

Specialist or Generalist?

by NeverTooLate
43 replies
Question for the warriors doing local marketing:

Do you suggest specializing in 1 or 2 niche services (maybe most in-demand ones, or easy-in-the-door ones), with the ability to do others as add-ons later?

Or,

Are you a jack-of-all-trades with your services, offering help based on whatever the SBO needs?

I see benefits to both. Briefly, the specialist is seen as more of an expert. The generalist has the variety of solutions, like a "one stop shop".

Perhaps there is an in-between model? Anyone tried different ones for local marketing?

Starting out, would you focus on just 1 or 2 services, to make the load lighter?

Charles
#generalist #specialist
  • Profile picture of the author sandalwood
    Originally Posted by NeverTooLate View Post

    Question for the warriors doing local marketing:

    Do you suggest specializing in 1 or 2 niche services (maybe most in-demand ones, or easy-in-the-door ones), with the ability to do others as add-ons later?

    Or,

    Are you a jack-of-all-trades with your services, offering help based on whatever the SBO needs?

    I see benefits to both. Briefly, the specialist is seen as more of an expert. The generalist has the variety of solutions, like a "one stop shop".

    Perhaps there is an in-between model? Anyone tried different ones for local marketing?

    Starting out, would you focus on just 1 or 2 services, to make the load lighter?

    Charles
    Charles,

    Wouldn't this depend on your talent and skill level? How about your ambition level, should it be considered? How about your willingness to do what it takes to build a book of clients?

    Tom
    Signature
    Get 30% or More Retirement Income If you are serious about your retirement, you'll love this product.

    The Money Ferret Finance Article Directory
    {{ DiscussionBoard.errors[7672034].message }}
  • Profile picture of the author nathan1
    One thing to keep in mind is are you actually knowledgeable enough in a given niche to offer services specifically to those niches?

    Another thing to think about is why not do both? Do a sort of A/B testing on both and see which nets you more clients, and then after a month of testing, focus more on the one that has generated you more revenue.
    {{ DiscussionBoard.errors[7672067].message }}
    • Profile picture of the author Robert Domino
      Originally Posted by nathan1 View Post

      One thing to keep in mind is are you actually knowledgeable enough in a given niche to offer services specifically to those niches?
      I've been struggling with this personally.

      I have quite a lot of knowledge and technical skills acquired over the years so when I see a project, I see so many different angles that it gets confusing.

      Even if you do have the skills to do multiple things, it's better to compartmentalize them as much as possible otherwise the scope of the projects become much bigger than what you can handle as a single person (or small team).

      Even people reading this forum constantly get information overload, so can you imagine some random business owner? We have to keep projects very basic and simple, one step at a time, instead of creating a massive project with 12 different moving parts.
      {{ DiscussionBoard.errors[7672161].message }}
  • Profile picture of the author elCapitan
    From my experience, it's good to be a specialist in one or two things, and sell the other things (jack-of-all trades idea) as add-ons.

    Sell the site, but add social media + local business directories + PPC + etc as add ons.
    {{ DiscussionBoard.errors[7672266].message }}
    • Profile picture of the author AndrewCavanagh
      Being really great at something is a great selling point.

      There are other issues.

      If you're just starting out and you have one skill you're
      good at then sell that.

      If you're just good at talking to people then you could
      seriously consider just building relationships with business
      owners and doing joint ventures with internet marketers
      offering different services.

      That saves you developing the skills yourself.


      The other thing the title of this thread suggests is the
      question "should you niche in an industry?"

      Generally speaking if you're starting out just talk to everybody
      until you've had a few paying clients.

      And start looking for highly profitable niche industries that
      you seem to be getting a good response in.

      Once you've found a niche you can expand into that creating
      marketing materials you can sell over and over across the
      country and even around the world.

      The work load in niching this way is smaller and the return
      is higher.

      Kindest regards,
      Andrew Cavanagh
      Signature
      Old School Copy Like This Is BACK & Converting Like Crazy!
      {{ DiscussionBoard.errors[7672464].message }}
      • Profile picture of the author ERPLeadsWriter
        This is a decision that may not entirely depend on other people's views and really more on what you have a knack for. It could be an inborn gift or the fact that you just happened to know a lot about a certain subject.

        True, you can be a generalist for a lot of technical advantages but are you willing to learn so much? How far do you think you can go? Are you even sure this is what you want? I've been in more than one situation where I had to wear different hats. The perks can only keep you going for so long.

        On the other hand, going pure specialist is the same way. Can you really keep going without having to get out of a comfort zone? Sometimes you have to compromise just a little bit so you won't come off as selfish.

        In short, it's about balancing between knowing what you really want to do and making do with what work is available while you find a way to get there.
        Signature
        {{ DiscussionBoard.errors[7672506].message }}
  • Profile picture of the author NeverTooLate
    Andrew stated:
    If you're just good at talking to people then you could
    seriously consider just building relationships with business
    owners and doing joint ventures with internet marketers
    offering different services.

    That saves you developing the skills yourself.
    This makes the most sense to me so far. A basic knowledge of what you are offering, along with a basic knowledge of the particular industry, is all that is necessary when marketing "ways to get more customers" (which is what it all comes down to).

    You don't need to know how to do the services you are offering. Leave that for your employees, freelancers or VAs.

    The important thing for you, the marketing services biz owner, is to communicate with your target market small biz owners. Get your info or yourself in front of them, often. Find out what they're lacking that is preventing them from increasing revenues.

    Skills, schmills. Selling skills or networking skills, yes. How to, detailed technical skills . . . not needed. Your team has those. The leaders in almost every industry are the best marketers. Not the best at "doing".

    Charles
    {{ DiscussionBoard.errors[7674101].message }}
    • Profile picture of the author John Durham
      Originally Posted by NeverTooLate View Post

      Andrew stated:


      This makes the most sense to me so far. A basic knowledge of what you are offering, along with a basic knowledge of the particular industry, is all that is necessary when marketing "ways to get more customers" (which is what it all comes down to).

      You don't need to know how to do the services you are offering. Leave that for your employees, freelancers or VAs.

      The important thing for you, the marketing services biz owner, is to communicate with your target market small biz owners. Get your info or yourself in front of them, often. Find out what their lacking that is preventing them from increasing revenues.

      Skills, schmills. Selling skills or networking skills, yes. Technical . . . not needed. Your team has those.

      Charles
      To do anything significant you have to think like a contractor as far as the web work, and focus your own energy on the sales end.

      If you have good outsourcers, know what they offer, and know how to present it...then you are fine.

      If you know a guy that can rank people, then your company can rank people, and if you know a guy who is a good designer, then your company can sell good designs. If you know people who can write seo articles then your company can offer good seo articles... If you know how to explain the benefits of these things...You are in business.
      {{ DiscussionBoard.errors[7674119].message }}
      • Profile picture of the author NeverTooLate
        Originally Posted by John Durham View Post

        To do anything significant you have to think like a contractor as far as the web work, and focus your own energy on the sales end.

        If you have good outsourcers, know what they offer, and know how to present it...then you are fine.

        If you know a guy that can rank people, then your company can rank people, and if you know a guy who is a good designer, then your company can sell good designs. If you know people who can write seo articles then your company can offer good seo articles... If you know how to explain the benefits of these things...You are in business.
        Right on brother J. I can feel it!
        {{ DiscussionBoard.errors[7674164].message }}
    • Profile picture of the author liveformusic
      While there are some niches I'm more familiar with, I lean towards being a generalist because whenever I land a client, I offer a referral fee to them
      for getting me other business owners they know, and you never know what niche they're going to hook you up with

      The specialist model works well if you're soliciting that industry exclusively through your own resources, where you can talk the talk and present yourself as an expert in that niche, but when you're counting on personal referrals, you're really limiting your market. Here's why:.

      One string of recent word of mouth referrals for me went like this
      Roofer>Florist>Restaurant>Ski Shop>Window design>Pizza joint......

      If I were a specialist only, (say for roofing contractors), I would have stalled at square one-. My roofing contractor MIGHT refer me to another roofing contractor whom he knows and is not competing in his immediate market, but he probably knows dozens of other business owners in different
      industries right there in his town. I'd rather take those odds any day.

      I have systems in place for my different services, so it doesn't matter what kind of business comes my way. The only downside is the learning curve
      involved with becoming familiar with those products/services, but after a day or two I'm usually good to go.

      So, my 2 cents would be to do both if you possibly can.
      {{ DiscussionBoard.errors[7674309].message }}
      • Profile picture of the author Claude Whitacre
        I can only tell you what I do.

        I have one service. One price. It includes just about every online service for offline clients.

        But I sell it as a service specifically for them, in their business.

        So they feel it's specific to their needs, but I just give them everything.

        It sure makes record keeping easier.
        Signature
        One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

        What if they're not stars? What if they are holes poked in the top of a container so we can breath?
        {{ DiscussionBoard.errors[7674424].message }}
        • Profile picture of the author John Durham
          Originally Posted by Claude Whitacre View Post

          I can only tell you what I do.

          I have one service. One price. It includes just about every online service for offline clients.

          But I sell it as a service specifically for them, in their business.

          So they feel it's specific to their needs, but I just give them everything.

          It sure makes record keeping easier.

          I like that Claude. You get the big bucks for that package too. I want to put together a similar package. Cookie cutter equals mastery of your system, and you can begin to scale and duplicate off of that.

          You can hardly duplicate "consultants", but you can put together a comprensive package that works PERIOD, across the board, as a commodity, and train people on a presentation for it, that is duplicable.

          Really , customers want traffic and a way to convert it...if you can create a great all inclusive package, that does those two things...then you have what a customer wants. No need to even try to guess what they want. You already know, and you already know your package does that.

          The questions you ask are more to engage them than anything else, because you already know what they need honestly.

          If you have the outsourcers lined up to pull it off like an Assembly line, its better to have one all inclusive package, and master presenting it, than to walk into every new presentation with no direction as to where its going to go.
          {{ DiscussionBoard.errors[7674455].message }}
          • Profile picture of the author Claude Whitacre
            Originally Posted by John Durham View Post

            I like that Claude. You get the big bucks for that package too. I want to put together a similar package. Cookie cutter equals mastery of your system, and you can begin to scale and duplicate off of that.

            You can hardly duplicate "consultants", but you can put together a comprensive package that works PERIOD, across the board, as a commodity, and train people on a presentation for it, that is duplicable.

            Really , customers want traffic and a way to convert it...if you can create a great all inclusive package, that does those two things...then you have what a customer wants. No need to even try to guess what they want. You already know, and you already know your package does that.

            The questions you ask are more to engage them than anything else, because you already know what they need honestly.

            If you have the outsourcers lined up to pull it off like an Assembly line, its better to have one all inclusive package, and master presenting it, than to walk into every new presentation with no direction as to where its going to go.
            All of that is true. I also ask a series of questions to see which part of my package to concentrate on (I can only do this one on one, not in groups). They may only think I'm doing 23 things for them...or even 5...but everyone gets the same package. Sometimes I'm doing lots for them that they aren't even aware of.

            Every business guy thinks "My business is different". This addresses that. But they still all get the same thing.

            If I were going to hand this to a room to call, I would simplify the offer.
            Signature
            One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

            What if they're not stars? What if they are holes poked in the top of a container so we can breath?
            {{ DiscussionBoard.errors[7675554].message }}
            • Profile picture of the author NeverTooLate
              Originally Posted by Claude Whitacre View Post

              I can only tell you what I do.

              I have one service. One price. It includes just about every online service for offline clients.

              But I sell it as a service specifically for them, in their business.

              So they feel it's specific to their needs, but I just give them everything.

              It sure makes record keeping easier.
              Originally Posted by Claude Whitacre View Post

              All of that is true. I also ask a series of questions to see which part of my package to concentrate on (I can only do this one on one, not in groups). They may only think I'm doing 23 things for them...or even 5...but everyone gets the same package. Sometimes I'm doing lots for them that they aren't even aware of.

              Every business guy thinks "My business is different". This addresses that. But they still all get the same thing.

              If I were going to hand this to a room to call, I would simplify the offer.
              Thank you Claude! Interesting strategy. Give the SBO the whole shabang, right up front. Easier for you - and for them. With first encounters though, a big price up front is difficult isn't it?

              One thing I really like about it is that most SBOs would like nothing better than to hand-off all their marketing to an outsider. As long as it grew revenues and profit (with a high ROI of marketing $ paid out).

              When you encounter price resistance, or quantity resistance ("don't need all that"), do you have a scaled-down secondary offer? Or do you reiterate the benefits and do a "take away" or other type of close?

              Charles
              {{ DiscussionBoard.errors[7675700].message }}
              • Profile picture of the author Claude Whitacre
                Originally Posted by NeverTooLate View Post

                When you encounter price resistance, or quantity resistance ("don't need all that"), do you have a scaled-down secondary offer? Or do you reiterate the benefits and do a "take away" or other type of close?

                Charles
                Charles; I ask qualifying questions up front (a LOT of them). I never hear that they don't need all that, because they believe the offer was tailored to them. I never get price resistance. I get "We are absolutely going to do this with you...as soon as..." resistance.

                I'm working on another "Do it yourself" information package. I sold one for $695 for awhile, but.....I sold a greater number of the "I'll hand it all over to Claude" packages than the "How to do it yourself" kits.

                The reason I don't want to sell a scaled down version is that it simply won't work as well. In some cases, not at all. And I turn down abut 20% of the people who want to buy when I'm speaking at the front of the room. This offer really isn't for everyone. That's not a take-a-way...it's true.

                But I do guarantee only one client per industry per city (or market area).

                Of course, some people just buy my book, which has about 95% of what I teach in seminars. But I don't want people to buy that book, because they now think they can do it themselves...which almost nobody does. The only people I want to buy it are people who I'd never see otherwise.
                Signature
                One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

                What if they're not stars? What if they are holes poked in the top of a container so we can breath?
                {{ DiscussionBoard.errors[7680924].message }}
                • Profile picture of the author kenmichaels
                  Originally Posted by Claude Whitacre View Post

                  Charles; I ask qualifying questions up front (a LOT of them). I never hear that they don't need all that, because they believe the offer was tailored to them. I never get price resistance. I get "We are absolutely going to do this with you...as soon as..." resistance.

                  I'm working on another "Do it yourself" information package. I sold one for $695 for awhile, but.....I sold a greater number of the "I'll hand it all over to Claude" packages than the "How to do it yourself" kits.

                  The reason I don't want to sell a scaled down version is that it simply won't work as well. In some cases, not at all. And I turn down abut 20% of the people who want to buy when I'm speaking at the front of the room. This offer really isn't for everyone. That's not a take-a-way...it's true.

                  But I do guarantee only one client per industry per city (or market area).

                  Of course, some people just buy my book, which has about 95% of what I teach in seminars. But I don't want people to buy that book, because they now think they can do it themselves...which almost nobody does. The only people I want to buy it are people who I'd never see otherwise.
                  I sell "how to do it your self" booklets for 19.95.
                  In the books i tell them they will NEVER really do it.

                  I also give them a number to call IF they try and do it themselves.
                  A helpline.. coaching.. consulting number... whatever you want to call it.

                  They call a lot, they convert like gangbusters.
                  Nobody ever really wants to do the work when they see all the steps.

                  I only mention this because you say you don't want them to buy your book.

                  See i do. because they are paying to become a hot lead. I only allow them to
                  buy the book with a CC, so now i know they have one.

                  Also, the ones that DON'T call, we call them, and ask them how they are doing.
                  Those convert well also. NOT as good as the ones that call in.
                  But good enough, to where i want everyone to buy the bookletts.

                  If you adjust your books a smidgen, they might become your BEST lead source.
                  Signature

                  Selling Ain't for Sissies!
                  {{ DiscussionBoard.errors[7680982].message }}
                  • Profile picture of the author John Durham
                    Originally Posted by kenmichaels View Post

                    I sell "how to do it your self" booklets for 19.95.
                    In the books i tell them they will NEVER really do it.

                    I also give them a number to call IF they try and do it themselves.
                    A helpline.. coaching.. consulting number... whatever you want to call it.

                    They call a lot, they convert like gangbusters.
                    Nobody ever really wants to do the work when they see all the steps.

                    I only mention this because you say you don't want them to buy your book.

                    See i do. because they are paying to become a hot lead. I only allow them to
                    buy the book with a CC, so now i know they have one.

                    Also, the ones that DON'T call, we call them, and ask them how they are doing.
                    Those convert well also. NOT as good as the ones that call in.
                    But good enough, to where i want everyone to buy the bookletts.

                    If you adjust your books a smidgen, they might become your BEST lead source.
                    Dang, now Im not the only one who knows about your system!
                    {{ DiscussionBoard.errors[7681505].message }}
                    • Profile picture of the author kenmichaels
                      Originally Posted by John Durham View Post

                      Dang, now Im not the only one who knows about your system!
                      considering i offered 5 people here the entire enchilada,
                      i would teach them everything and then buy the leads from them ...
                      not some dime store amount either...
                      and no one wanted to do it. I think its fairly safe to assume this
                      post wont mean squat to any one. except hopefully Claude .. and you.

                      What is that saying, you can lead a horse to water, but you cant force them to drink.

                      BTW, anyone with any grain of a go getter i have never made it a secret.
                      but a lot of people here are charletons .. chuckle heads .... and worse.

                      That is why i don't speak of it much.
                      Signature

                      Selling Ain't for Sissies!
                      {{ DiscussionBoard.errors[7681549].message }}
                      • Profile picture of the author digichik
                        Originally Posted by kenmichaels View Post

                        considering i offered 5 people here the entire enchilada,
                        i would teach them everything and then buy the leads from them ...
                        not some dime store amount either...
                        and no one wanted to do it. I think its fairly safe to assume this
                        post wont mean squat to any one. except hopefully Claude .. and you.

                        What is that saying, you can lead a horse to water, but you cant force them to drink.

                        BTW, anyone with any grain of a go getter i have never made it a secret.
                        but a lot of people here are charletons .. chuckle heads .... and worse.

                        That is why i don't speak of it much.
                        I don't post a whole lot, but I do pay attention. I don't drink the Kool-aid; however, I have found the water I have been lead to life saving and refreshing.
                        Signature



                        {{ DiscussionBoard.errors[7681872].message }}
                  • Profile picture of the author Claude Whitacre
                    Originally Posted by kenmichaels View Post

                    If you adjust your books a smidgen, they might become your BEST lead source.
                    Ken; I ...know.....I ...know....

                    I love you Ken...and I sent you a PM.
                    Signature
                    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

                    What if they're not stars? What if they are holes poked in the top of a container so we can breath?
                    {{ DiscussionBoard.errors[7682193].message }}
                  • Profile picture of the author ewenmack
                    My equivalent here on the forum is a $27 Skype consultation.

                    Warriors can't buy my ad writing/lead generation systems until they pay and book
                    a consultation time.

                    No quotes are given.

                    Many get enough out of it that it becomes a workable plan they can implement.

                    Others want me to write the direct response messages and presentations.

                    Some refer multiple times to their colleagues and friends.

                    Part of the success is the results they are getting and the
                    reinforcement and encouragement they are on the right track as well as the huge opportunity they have in front of them.

                    I enjoy the way this system of the $27 fee to get into my world works.

                    Best,
                    Ewen


                    Originally Posted by kenmichaels View Post

                    I sell "how to do it your self" booklets for 19.95.
                    In the books i tell them they will NEVER really do it.

                    I also give them a number to call IF they try and do it themselves.
                    A helpline.. coaching.. consulting number... whatever you want to call it.

                    They call a lot, they convert like gangbusters.
                    Nobody ever really wants to do the work when they see all the steps.

                    I only mention this because you say you don't want them to buy your book.

                    See i do. because they are paying to become a hot lead. I only allow them to
                    buy the book with a CC, so now i know they have one.

                    Also, the ones that DON'T call, we call them, and ask them how they are doing.
                    Those convert well also. NOT as good as the ones that call in.
                    But good enough, to where i want everyone to buy the bookletts.

                    If you adjust your books a smidgen, they might become your BEST lead source.
                    {{ DiscussionBoard.errors[7682300].message }}
        • Profile picture of the author Robert Domino
          Originally Posted by Claude Whitacre View Post

          I can only tell you what I do.

          I have one service. One price. It includes just about every online service for offline clients.

          But I sell it as a service specifically for them, in their business.

          So they feel it's specific to their needs, but I just give them everything.

          It sure makes record keeping easier.
          This is another way to see it and it makes sense. Instead of thinking about it as 12 moving parts, you reformulate it implicitly as one system. They don't need to understand the details of each component.
          {{ DiscussionBoard.errors[7675838].message }}
      • Profile picture of the author NeverTooLate
        Originally Posted by liveformusic View Post

        While there are some niches I'm more familiar with, I lean towards being a generalist because whenever I land a client, I offer a referral fee to them
        for getting me other business owners they know, and you never know what niche they're going to hook you up with

        The specialist model works well if you're soliciting that industry exclusively through your own resources, where you can talk the talk and present yourself as an expert in that niche, but when you're counting on personal referrals, you're really limiting your market. Here's why:.

        One string of recent word of mouth referrals for me went like this
        Roofer>Florist>Restaurant>Ski Shop>Window design>Pizza joint......

        If I were a specialist only, (say for roofing contractors), I would have stalled at square one-. My roofing contractor MIGHT refer me to another roofing contractor whom he knows and is not competing in his immediate market, but he probably knows dozens of other business owners in different
        industries right there in his town. I'd rather take those odds any day.

        I have systems in place for my different services, so it doesn't matter what kind of business comes my way. The only downside is the learning curve
        involved with becoming familiar with those products/services, but after a day or two I'm usually good to go.

        So, my 2 cents would be to do both if you possibly can.
        Thank you liveformusic. Forgot about the referral end. Your 2 cents is golden.

        Give him (or her) a round of applause Warriors . . .
        {{ DiscussionBoard.errors[7676254].message }}
      • Profile picture of the author AndrewCavanagh
        Originally Posted by liveformusic View Post

        While there are some niches I'm more familiar with, I lean towards being a generalist because whenever I land a client, I offer a referral fee to them
        for getting me other business owners they know, and you never know what niche they're going to hook you up with

        The specialist model works well if you're soliciting that industry exclusively through your own resources, where you can talk the talk and present yourself as an expert in that niche,
        Yes one of the foundations of targeting a niche is that you look for
        an easy economical way to get to the targeted prospects in that
        niche (a niche industry newsletter you know will accept your articles
        for example and regular niche seminars you know they'll want you
        to speak at).


        Even when you target a niche you can operate locally in a broader sense.

        You grow into niche marketing and with people starting out you really
        want to have quite a few paying clients for the experience before you
        start moving into tighter niches.

        Kindest regards,
        Andrew Cavanagh
        Signature
        Old School Copy Like This Is BACK & Converting Like Crazy!
        {{ DiscussionBoard.errors[7682902].message }}
  • Profile picture of the author winagain
    I prefer to be an specialist, and work on what I do best. it's a constant struggle to avoid going to the next big thing, but I've learned that is best to have a good control of what you are doing and just add things that help those.
    Signature
    web hosting mexico
    Servidores Dedicados Mexico
    {{ DiscussionBoard.errors[7676361].message }}
  • Profile picture of the author kenmichaels
    Being a specialist can be a very good thing. However there are pitfalls to it.

    One of them being, it as VERY easy to pigeon hole yourself. That of course will
    only become an issue if you try to expand into different areas.

    I accidentally did that to my company 15 years ago. It was not easy getting from behind it.

    I still occasionally get calls about it.

    if your a specialist, your best friend will be these words "I got a guy for that"
    It took me a few years to learn that magic sentence.
    Signature

    Selling Ain't for Sissies!
    {{ DiscussionBoard.errors[7676420].message }}
  • Profile picture of the author Rearden
    Who makes more -- a primary care physician or a cardiologist?

    At least in the life insurance business, it's better to lead with one product/concept focus (buy/sell agreements, final expense coverage, disability), versus dishing out a vague approach.

    Although I know successful life salesmen that do both. But it seems like the more experienced types can successfully sell with the generalist approach.
    Signature
    David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.
    {{ DiscussionBoard.errors[7676495].message }}
  • Profile picture of the author John Durham
    Ken!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    How stupid am I?

    You asked me why I never took my knowledge and wrote a book the other day....and
    • After everything you have taught me
    • After you have tried to relay this a million times...
    • After you have spent hours showing me something that could make me millions of dollars...
    I have my head up my rear end soooo much over these personal issues that my DUMB reply back was "I dont know what I would do with one".

    What a disgraceful answer that was.

    Man, I am sorry I have dishonored your time investment like that. Im sure that was a face palm moment!

    But THIS is a EUREKA ONE!

    Sometimes a person can tell me the most obvious things , and they just dont register till the right moment. :rolleyes:

    If you were here I would let you kick my @$$ before I hugged you!

    Dude... THAT is the key to Millions of dollars, and generating warm leads all day long.

    What a frustrating student I have been.

    Claude, if you could change that book up and sell it to a few thousand people, that would be the biggest group presentation ever, and an ongoing one!

    -John
    {{ DiscussionBoard.errors[7682376].message }}
    • Profile picture of the author DaniMc
      Originally Posted by kenmichaels View Post

      I sell "how to do it your self" booklets for 19.95.
      In the books i tell them they will NEVER really do it.

      I also give them a number to call IF they try and do it themselves.
      A helpline.. coaching.. consulting number... whatever you want to call it.

      They call a lot, they convert like gangbusters.
      Nobody ever really wants to do the work when they see all the steps.

      I only mention this because you say you don't want them to buy your book.

      See i do. because they are paying to become a hot lead. I only allow them to
      buy the book with a CC, so now i know they have one.

      Also, the ones that DON'T call, we call them, and ask them how they are doing.
      Those convert well also. NOT as good as the ones that call in.
      But good enough, to where i want everyone to buy the bookletts.

      If you adjust your books a smidgen, they might become your BEST lead source.
      Originally Posted by kenmichaels View Post

      considering i offered 5 people here the entire enchilada,
      i would teach them everything and then buy the leads from them ...
      not some dime store amount either...
      and no one wanted to do it. I think its fairly safe to assume this
      post wont mean squat to any one. except hopefully Claude .. and you.

      What is that saying, you can lead a horse to water, but you cant force them to drink.

      BTW, anyone with any grain of a go getter i have never made it a secret.
      but a lot of people here are charletons .. chuckle heads .... and worse.

      That is why i don't speak of it much.
      Wow Ken, that is a great system. When I hold a group meeting I tell them absolutely everything they can do to accomplish the goal. Of course, they don't want to do it themselves and some hire me.

      But this...you have taken it to a new level. My hat is off to you.

      I'm not sure who you offered the whole enchilada to but it certainly wasn't me. I'd be interested in getting a peek at your system and working some sort of arrangement.
      Signature
      Be kind, for everyone you meet is fighting a hard battle.
      {{ DiscussionBoard.errors[7682638].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by John Durham View Post

      Ken!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

      Claude, if you could change that book up and sell it to a few thousand people, that would be the biggest group presentation ever, and an ongoing one!

      -John
      John; All my books are written for the purpose of lead generation. I have print copies that I sell. And Yeah, writing a book and promoting it is perhaps the best lead generation tool ever. And you actually get paid for prospecting.

      Last month (only the last 4 days), I sold a little over 100 books on Amazon.
      But I sold three cases of books (240) by mail order (the entire month).

      A CreateSpace book is free to publish, and people are buying them all over the world. Even libraries and bookstores. It's a whole new world, my friend.

      This last week, I've spent a ton of time on Amazon, promoting my books. It works very much like Youtube...like its own little search engine.

      The next several books will sell far faster, because I'm starting to know what I'm doing on Amazon. Very exciting stuff.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
      {{ DiscussionBoard.errors[7684199].message }}
      • Profile picture of the author John Durham
        Originally Posted by Claude Whitacre View Post

        John; All my books are written for the purpose of lead generation. I have print copies that I sell. And Yeah, writing a book and promoting it is perhaps the best lead generation tool ever. And you actually get paid for prospecting.

        Last month (only the last 4 days), I sold a little over 100 books on Amazon.
        But I sold three cases of books (240) by mail order (the entire month).

        A CreateSpace book is free to publish, and people are buying them all over the world. Even libraries and bookstores. It's a whole new world, my friend.

        This last week, I've spent a ton of time on Amazon, promoting my books. It works very much like Youtube...like its own little search engine.

        The next several books will sell far faster, because I'm starting to know what I'm doing on Amazon. Very exciting stuff.

        Claude, that's great news!

        Hopefully they are generating some good leads for you! Are you getting offline sales from them?

        Ken is the KING of this.

        I dont blame him for not going into detail though, instead of using the idea for what its worth, alot of people would just take his idea, explain it in a way thats not thorough, without any hands on experience with it, and put it on blogs and make wso's out of it.

        He knows I wont do that, I only write from my experience- Not OTHER peoples experience.

        When I was in Nashville, back in my glory days, I was amazed by how many people would go to songwriters clubs just to sit out in the audience with a scratch pad stealing hooks and lines... I even watched a hit writer do it once, who I admired. Talk about disappointing....

        Forums can be the same way.

        Always seemed very "not cool" to me.
        {{ DiscussionBoard.errors[7685955].message }}
  • Profile picture of the author AndrewCavanagh
    One other key many people don't consider is that if you do a joint
    venture with someone who is a real player and knows how to
    charge really substantial fees then you can be taking a percentage
    of projects in the 10s of thousands of dollars instead of scimping
    around making hundreds of dollars as many warriors do.

    A joint venture partner like that can tell you who his best prospects
    are too so you'll know who to target.

    The key for you it just to design a marketing process that can bring
    in those clients that works for you.

    Kindest regards,
    Andrew Cavanagh

    P.S. Life gets a whole lot easier when you only need one client a month
    to make the money you need to live on.

    And life gets really easy when you only need one client every 3-6 months
    to make the money you need to live on.

    If you're doing a joint venture with someone who does all the physical
    work and charges premium fees you could be having a very good lifestyle
    while helping out the business owners you find and helping out your
    joint venture partners who do the work.
    Signature
    Old School Copy Like This Is BACK & Converting Like Crazy!
    {{ DiscussionBoard.errors[7682893].message }}
  • Profile picture of the author sdentrepreneur
    Great topic, from my years of owning multiple auto repair shops, my customers disliked having to get their brakes at one place, muffler at another, smog check at another and basic service with us. So, we took on everything and out sourced.

    Trust me, a business doesn't want to hire a mobile text specialist, email specialist, social media specialist, PPC and SEO specialist. That want one guy/gal/company to be their Internet Marketing Solution. I closed a $5,500 a month client this week, I am outsourcing the website and graphic design. Will cost me $2K, but I will net $3,500 first few months.

    I am sure some of you may disagree...but there are guys like me that can take your business if you can't offer a client all of what they need. :-P

    James






    Originally Posted by NeverTooLate View Post

    Question for the warriors doing local marketing:

    Do you suggest specializing in 1 or 2 niche services (maybe most in-demand ones, or easy-in-the-door ones), with the ability to do others as add-ons later?

    Or,

    Are you a jack-of-all-trades with your services, offering help based on whatever the SBO needs?

    I see benefits to both. Briefly, the specialist is seen as more of an expert. The generalist has the variety of solutions, like a "one stop shop".

    Perhaps there is an in-between model? Anyone tried different ones for local marketing?

    Starting out, would you focus on just 1 or 2 services, to make the load lighter?

    Charles
    Signature

    Learn Digital, Internet and Social Media Marketing For Your Business
    Click here to learn more - Digital and Social Media Marketing Training Course

    {{ DiscussionBoard.errors[7684246].message }}
  • Profile picture of the author NewParadigm
    I say you can be a generalist in providing multiple services(one stop shopping customers like) BUT in marketing, you can be a specialist! Adapt your marketing/sales to various niches using their language/nomenclature. Like private label in a sense, it's the same product/service but just in a different wrapper customized for each vertical.
    Signature

    In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

    {{ DiscussionBoard.errors[7684275].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by NewParadigm View Post

      I say you can be a generalist in providing multiple services(one stop shopping customers like) BUT in marketing, you can be a specialist! Adapt your marketing/sales to various niches using their language/nomenclature. Like private label in a sense, it's the same product/service but just in a different wrapper customized for each vertical.
      I couldn't say it better myself. In fact there are marketing models where each niche sees a different lead generation offer, specific to their industry, but the they all get fed into the same funnel.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
      {{ DiscussionBoard.errors[7684724].message }}
      • Profile picture of the author KingOfContentMarketing
        Originally Posted by Claude Whitacre View Post

        I couldn't say it better myself. In fact there are marketing models where each niche sees a different lead generation offer, specific to their industry, but the they all get fed into the same funnel.
        This is especially easy to do on the internet. You can have your main site but also satellite sites that sell only one service.

        Red Photography in the UK has a website called WeShootBottles.com

        We Shoot Bottles, bottle photography, all shapes, all sizes

        Obviously it is a niche in the photography business. Once they get them in as clients they can expand their relationship and sell them other photog services. Like cans!

        We Shoot Cans, can photography, all shapes, all sizes
        Signature
        Marketing is not a battle of products. It is a battle of perceptions.
        - Jack Trout
        {{ DiscussionBoard.errors[7685705].message }}
  • Profile picture of the author misterme
    Boy, some nice nuggets on this thread!

    Originally Posted by Claude Whitacre View Post

    They may only think I'm doing 23 things for them...or even 5...but everyone gets the same package. Sometimes I'm doing lots for them that they aren't even aware of.
    A word to the wise... always let them know everything you're doing for them. It builds value. Makes you more of a precious resource. Exceeds their expectations, which in turn fuels WOM. And turns them into devoted clients.

    The worst time to let them know all you did for them that they weren't aware of, is after they decided they don't need your services anymore.
    {{ DiscussionBoard.errors[7684807].message }}
    • Profile picture of the author ewenmack
      Originally Posted by misterme View Post

      Boy, some nice nuggets on this thread!



      A word to the wise... always let them know everything you're doing for them. It builds value. Makes you more of a precious resource. Exceeds their expectations, which in turn fuels WOM. And turns them into devoted clients.

      The worst time to let them know all you did for them that they weren't aware of, is after they decided they don't need your services anymore.

      I'll always list the reason why a ad writing/lead generation approach is the best for my client compared with other approaches.

      Then after it is written I tell why each part is included to give the highest probability of creating a response.

      Clients love it because they are part of seeing the
      magic created.

      They aren't having doubts and questioning you.

      You are the one in control.

      However you are bringing them along to.

      I find this is the best approach too.

      Best,
      Ewen
      {{ DiscussionBoard.errors[7684911].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by misterme View Post

      Boy, some nice nuggets on this thread!



      A word to the wise... always let them know everything you're doing for them. It builds value. Makes you more of a precious resource. Exceeds their expectations, which in turn fuels WOM. And turns them into devoted clients.

      The worst time to let them know all you did for them that they weren't aware of, is after they decided they don't need your services anymore.
      Absolutely. After we agree that they are going ahead, I outline everything they will get. Everyone gets the same agreement. I don't tell them that it's free. I might say (If video was their thing). "Now to make your videos rank even higher, I'm doing this...and this...and this...and I'm not going to charge you more. I just want you to get the best results".

      When you said "A word to the wise"..I got all teary eyed and thought "Misterme thinks I'm wise"

      PS (What? This isn't a sales letter?) Another reason, that Ewen and you know, is that they now have something to look at later to justify all that money they are giving you. My agreements sell.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
      {{ DiscussionBoard.errors[7685303].message }}
      • Profile picture of the author ewenmack
        Originally Posted by Claude Whitacre View Post


        PS (What? This isn't a sales letter?) Another reason, that Ewen and you know, is that they now have something to look at later to justify all that money they are giving you. My agreements sell.
        Here's the ideal situation, which if engineered correctly...

        Strive for fusion of advertising, marketing and selling,
        rather than separation as isolated component parts.

        This sets up the zero-resistance, automatic, natural close...

        This means that what occurs before the actual selling begins is as important or more important than the selling.

        When prospects are...

        properly selected,
        properly attracted,
        properly prepared and conditioned,
        and isolated in a
        no-competition zone,
        selling takes care of itself,
        closing is automatic.

        AUTHORITY= NOT being questioned.

        Ahh don't we love the power to be in this position!

        Right now I'm being questioned by a potential client
        so me thinks he is going to be trouble down the line.
        Time for me to show him the exit door.

        Best,
        Ewen
        {{ DiscussionBoard.errors[7685505].message }}
  • Profile picture of the author Claude Whitacre
    Originally Posted by Ken_Caudill View Post

    Specialization is for insects.
    And doctors.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    What if they're not stars? What if they are holes poked in the top of a container so we can breath?
    {{ DiscussionBoard.errors[7685818].message }}
  • Profile picture of the author soothsayerpg
    There are a lot of benefits being a specialist and it would reward you in the end as you are only targeting what you are expert off which would take away all the hassles and extra work that the client fire at you being a generalist.
    {{ DiscussionBoard.errors[7686041].message }}

Trending Topics