Original subtitles

hello and welcome to session No. 2

and in this session of the Plant Attraction System

we're talking about one marketing 1 0 1

this is marketing basics

so we call this marketing base camp

so this is the base camp

what everything else is going to revolve around

so it's important we understand this

and follow through on this

so in this session

we're talking about the fundamentals of marketing

in order to attract more paying clients

before I go into this session

I just want to remind you of the last session

and one of the critical

things we talked about in the last session

is create your sales dashboard

and start completing it daily

now this is very important

and it's a fundamental necessity of this program

the client attraction system

so if you have slipped from doing this

I suggest go back to your sales dashboard

and complete it

complete it daily

because it becomes a habit

then you know what it is you're trying to do

every single day

and the metrics don't lie

so at the beginning

you may have lots of the zeros

but as you go through this program

you may have some ones and twos and threes

but all the white cells

every single day

at the end of the day

must be completed okay

as I said in the last session

there are some columns that you may not require

so either remove those columns

or change the titles of those columns

to suit your business

what are the key metrics that you must measure

in your business

to ensure that you are on the right track

that's the essence of the sales dashboard

so please if you haven't done it from last session

do it this week

do it every day

make a commitment to do it

in order to see the results that you are wanting to get

so in this session

as I said it's marketing fundamentals

and the key question

I think we should ask and is

why would anyone give you their money

so if you are started your business

you are in business

and you're working in your business

you gotta ask yourself this question

why would anyone pay me

why would anyone give me their money

and some people say that because they trust me

they like me

they like my products and service

they value me

I take care of them

they only want me to provide the service that I do

they like our company

they like our staff

they like our team

people give me all different answers

essentially

what you must understand is this

the only key reason why anyone pays you in business

or gives you their money is this

they have a problem that they don't want

and the result they want

but they don't have

let me repeat

the only reason why they'll give you their money

when you look at it critically

is they have a problem that they don't want

and the result they want

but they don't have

so looking at marketing basics

there are three components to all marketing

when trying to attract new clients

there are three core components

one is who are these people we call the market

or some people call your niche

or some people call your target market

or some people say your audience

who is the market and

how are we going to reach them

how are we going to reach them

so where are they

and once we understand where they are

then we can use a particular medium to reach them

so what is the media we're gonna use

so it could be TV

could be radio

it could be newspaper advertising

it could be flyers through their door

it could be knocking on their door

it could be Facebook or Instagram or LinkedIn

or any other kind of social media platform

but essentially

once we know who they are

then we'll use one or more of these platforms

or these channels to reach them

now once we've decided which media we're going to use

we also need to be clear on what's the message

what are we saying

what are we saying consistently

and so we need to create these messaging

and be clear on our message to the marketplace

so that the market

the audience

knows what it is you have to offer

and how you can help them

so this is marketing basics

make sure you really understand this

because this is what we're trying to answer

throughout this program

in order to close more clients

and for them to be clients okay

so the ABC formula

there are three components

which is attract

bond and close

and so through this program

you're going to understand

that we have to find a way to attract those prospects

those clients who don't know us

they've never heard of us before

there is a lot of competition

what are we going to do to attract them

so that they know are you or your company

can help them with a problem they have

now at any given time

when you do any kind of advertising or marketing

only 1% is ready to buy right now

so in order for us to really

find really have a way

of getting them to buy on an ongoing basis

we're going to create something called

nurturing sequence

you can call it bond

so we're gonna bond with them

we're gonna give them information

we're gonna give them value

we're gonna give them something on an ongoing basis

whether it's a email series

or video series

or sending out something in the post to them

on a regular basis

for them to understand that you are there to help them

and when they are ready to bind

and when you make an offer down the line

they say yes

because if you do not stay in touch with them

if you don't bond with them

if you don't nurture them

they will go to your competitor

when they are ready to buy

so that's 99% of clients who are not ready to buy

now you do need to nurture them

you need to bond with them

and then we

once they are ready to buy we close

we need to have a system to close them so close

close simply means that they give us their money

for us to help them

they're buying our products

our service

our solution

to help them self

okay so the prospect remember

is not a client yet

the prospect is your ideal client

what is their journey

and how do we go on that journey with them

well there are four components we're going to cover

throughout this program

one is lead awareness

in other words

that lead that prospect doesn't know us

so we need to create an awareness system process

so they become aware of us

then they think

oh if I've got this problem

this people

this person

this company

can help me

now once they become aware of us

we need to find a way of generating leads

so we want them to click something

phone us visit us

do something

so now they

they put their foot through the door

we can start saying okay

this how we can help you

and so sometimes that may simply be

we get them to email us

or phone us

or click a link to go to the right website

or to fill out a form

this is lead generation

and as I said earlier on

some are will be ready to buy at some point

but those who are not ready to buy we fight

we need to nurture those leads

and those nurturing those leads looks like

we will give them something on an ongoing basis

as I mentioned earlier

we'll give them free newsletters

for example blogs

videos emails

we'll send them samples

whatever it is to keep them nurtured

because at some point

when they are ready to buy

we want them

to buy from who

from us absolutely

and when they're ready to buy

we need to have a way of converting

that lead into a paying client

so this is lead conversion

we will be talking through this as well

in this program so this is

these are fundamentals that you'll be learning

and also applying to your business

so let's start with the basic

whilst you are looking for more paying clients

and you want to increase your sales revenue

the key thing is this

you must understand that as I said earlier on

they the prospect has a problem that they don't want

and a result they want

but they don't have

so we need to get clear

what is the problem they have

what is the problem they have

okay what is the problem

and if we can't answer that question

it's very very difficult to market

so if you don't know what a problem is

you will always struggle in marketing and selling

but if you know what a problem is

it all becomes much

much easier

so we call this the value equation

and there are three components to this as well

which we will be going through this program as well

but I'm bringing it up

so we set the context in how you're going to learn

one key area is we must create the right product

or the right service

and that right product

for that right service

all that service must be positioned

to go to the right prospect

the right prospect is

you know your market

your target market

they we must create the right product

the right solution

right service for the right prospect

also thirdly

at the right price

cause at time

some people create a great product

and for that prospect

but that prospect is a luxury luxury

they buy luxuries

and if your program

your workshop

your service is priced too low

it may not attract them

they may not want to buy

some people just want to spend a lot of money

and conversely

you can have a prospect who just wants to buy cheap

and if your price is too high

again they will not buy

so we need to understand the problem

first of all

once we understand the problem

we'll create the right solution

the right product

right service for that right prospect

but we must price it at the right

the right price

which I will go through

through this program

so let's talk about the problems then

what are the problems for your prospect

so start thinking the service that you want to provide

what is the problem that people have

or that your ideal prospect has

and it could be a relationship problem

it may be a relationship problem with their spouse

their parents

their grandparents

a relationship problem with

it may be an intimate relationship

maybe a love problem

it may be a relationship issue there

with their children

but some people have problems in that arena

maybe it's a money problem

maybe it's a budgetary issue

maybe it's a financial issue

maybe they facing bankruptcy

maybe they just can't sell enough

and sales is a problem

and maybe it's a cash flow issue

maybe it is just a banking issue

some people have money problems

as you know

maybe they can't pay their bills

sometimes it's inconvenience problem

it's an inconvenience

so if you think about

Domino's pizza really

really took off

when they clearly stated

we were delivered to you within 30 minutes

you pay us nothing

so sometimes as an inconvenience problem

so some of these

some supermarkets

who were previously building large supermarkets

decided that actually

we are going to build smaller units

in local high streets

in other words

busy thoroughfares

because for people who are leaving work

or going to the train station

or going into the metro

they they want convenience

and we want

we are going to not sell big bottles

we're gonna sell small bottles

so sometimes it's in inconvenience problems

that you may want to answer

sometimes it's speed

sometimes it's like they not getting it fast enough

and this is where Amazon is really

really taken off

because Amazon answers the inconvenience problem

as well as they can get to you

sometimes quicker than other people

in some countries

Amazon will deliver the same day

so it answers inconvenience

plus there is speed

there are other people who can

other companies who can just answer the speed problem

so I want you to think about what are the problems

that your ideal client may be going through

sometimes it's an emotional problem okay

so these are just some examples to get you thinking

cause if you can get clear on what the problem is

then you have it

you stand a chance of actually marketing it

so you can attract them

so if someone's if you

so let's say you're a coach

and you deal with relationship problems and you're

by understanding that

you can create

a small advert that says something like this

if you are fed up dating the wrong person all the time

then I can help you

click the link below and I'll show you how

now how are you able to do that

you said if you are fed up with

dating the wrong person all the time

so that's a relationship problem

that's an emotional problem

so I want you to start thinking about

what is the problem that your ideal client has now

next to that

I want you to also think about this

what are the emotions that are associated

with those problems

so if someone has a relationship problem

for example

what are the emotions that come up for them

I want you to think through that as well

I'll give you some examples

maybe it's guilt

maybe it's sadness

maybe it's fear or disgust

or anxious or anxiety

something like that or stress

confusion anger

unhappiness

maybe it's just disappointment

or constant frustration that things are not working

not working the right way

or not going the right way

or just fed up

maybe it's distress

so what I want you to think about

in this particular session

as you go through the actions

I want you to take these specific actions this week

okay and when we do the coaching and mentoring session

ask any questions that you have in relation to this one

I want you to complete your sales dashboard everyday

complete your sales dashboard everyday

this is imperative as part of this program

also think of who your ideal client is

so who is my ideal client

so if you could describe the ideal client for you

how would you describe this person

I want you to think through it

because in our next session

we're going to go deeper into this area

but think of who your ideal client is

so you'll find the session a bit easier for you now

also write down what their key problem is

so your ideal clients

what are some of their

what is one of their key problems

so come up with the key thing

the key problem that they have

that they don't want okay

then also write down

what are their emotions in relation to those problems

what are their emotions in relation to those problems

so if you identify several problems what are

what are the emotions that they go through

and if you need to watch this video again

watch it and as I go through explaining everything

it will make more sense

okay well done

thank you continue learning

and if you have any questions

remember to email us

or ask those questions in the coaching

and mentoring session

bye for now