Posted in Life Coaching, Sales and Marketing Tips

New Release: The Entrefluential Marketer ( Mini Business Plan)

How would you like to make more sales? Have you tried using the art of story selling – a.k.a. infotainment – to entice your target audience to buy your products and services? Well, what are you waiting for?

In this mini business plan, we outline the objective, strategy (action steps), amplification methods, and which KPIs to record to track your results while you grow your business. I’d you want to improve your sales and marketing process, then start using The Entrefluential Marketer Sales Journey contained in this mini business plan!

Order Here:

The Entrefluential Marketer

Posted in Life Coaching, Writer | Author | Thought Leader

10 Year Writing Anniversary

Posted in Life Coaching, Writer | Author | Thought Leader

10 Year Anniversary of My Writing Career!

Posted in Sales and Marketing Tips

New Release: The Entrefluential YouTuber

What if I told you that you could open up unlimited stores with unlimited salespeople who worked 24/7/365 and without pay? Guess what, you can! They’re called YouTube videos and they work around the clock to pitch your products, services, and affiliate sales. All you have to do is stake your claim on the land of virtual real estate on YouTube by creating and uploading content that adds value to viewers.

To learn more, click here!

Posted in Life Coaching

New Release: The Entrefluential Networker

Do you want to learn how to QUANTUM LEAP your new business? Magnify your influence by becoming a prolific guest speaker, podcast guest, and YouTube interviewee by harnessing the power of entrefluential networking!

In this mini business plan, you will learn the 9 networking platforms that will SUPERCHARGE your influence using the secret power of OPP (other people’s platforms)! In addition, I’m going to pull back the curtain and show you my favorite marketing strategy that has the power to AMPLIFY your business to the next level!

Order Here

Posted in Sales and Marketing Tips

Got a 2022 Marketing Plan?

It’s a New Year, Time for a New Marketing Plan.

I have developed the habit of starting the year off by taking a step back to see the Big Picture 🖼 of what it is that I want to accomplish for the year. What it looks like for me in 2022 is a guy playing 7 chess ♟ games at the same time: real estate investor; real estate consultant; real estate brokerage owner; writer/marketer; lawyer; filmmaker; and musician. That’s a lot to juggle! 🤹‍♂️

When planning for your year ahead, do you find it best to compartmentalize each project?

I do! 🗂 So, this happened a couple days ago…

The heading says “business plan” but it’s really a top-down view of my marketing plan. Here’s how it works.

Start at the Top!

Platinum Clients are at the TOP of the Funnel!

Rather than do what the others are doing, starting at the bottom of the pyramid and working their way up, I’ve taken the advice of one of my new quasi-mentors, Kathryn Porritt of Business Bravery to start at the top!

1. Top-of-Funnel Prospecting:

For me, the top-of-the-funnel is comprised of two types of ideal clients: platinum clients (those who own businesses and earn over $1MM per year) and premium clients (those who have salaried positions, usually at the c-suite, and earn between $200K to $999,999 per year).

Q: How Do I Reach Them?

The answer is multi-channel marketing. This includes:

  • Direct mail,
  • Social media ads,
  • Custom FB audience (OWL + Batchskiptrace + RPR),
  • CrunchBase,
  • SunBiz.org (FL business owner),
  • SBA.gov (National business owner search),
  • Branding ads,
  • Press releases (PRNewswire), and
  • Book tours
Premium Clients Make Premium Purchases!

2. Middle-of-Funnel Prospecting:

This is akin to a database of your standard clientele (income < $200K per year). You’ll be able to reach them using Omni-present Marketing as well, but using different media and channels. Here’s a sample:

  • YouTube videos,
  • Udemy courses,
  • Kajabi courses,
  • Email list,
  • Paid traffic on fiverr,
  • Publishing one book a year,
  • 365 days of blog posts,
  • Podcast,
  • TV show,
  • Seminars & webinars,
  • Instructor courses live,
  • Business cards and brochures,
  • Booths at trade shows and association conferences,
  • Booths at arts & crafts festivals,
  • Sponsorship branding,
  • Pop-up kiosks at the mall,
  • Direct mail (postcards) campaign,
  • Brand advertisement at the movies,
  • Hotel magazine ads,
  • Airline magazine ads, and
  • Local and National real estate investor ads.
Most of Us Start at the Bottom of the Funnel.

3. Bottom-of-Funnel Prospecting:

Since we’ve already covered everyone using income bracketing, let’s just say that anyone who has not yet been exposed to your brand (aka Cold Traffic) is, by default, within this container. The objective here is to ✈️ taxi all cold leads onto your Brand RAMP (read Professional Services Marketing by Shultz and Doerr) so that all prospects will recognize, articulate, memorize, and prefer your products and/or services. 🛫

Over to you. What does your marketing plan for 2022 look like? Does any of this resonate with you? Chime in! 🛎

Cheers!

John

Posted in Quotes/Motivation

Morning Motivation

Do you wake up every morning feeling excited about the day ahead of you? Honestly, sometimes I do, sometimes I don’t. That’s why I find it helpful to engage in a self-motivation ritual that helps me raise my energy level to start the day with a sense of optimism, hope, and joyfulness. And you can do it too!

Photo by Olenka Sergienko from Pexels

How I Do It:

I have several reminders set on my cell phone (41 at present) to alert me at 6am. Each reminder carries different positive messages or tasks that I must accomplish, such as rehearsing my real estate sales scripts for working with buyers and sellers.

Today, I’d like to share with you 15 self-esteem affirmations. I use these to overcome my low self-esteem (something that I have come to realize I had developed growing up in a ‘challenging and toxic’ environment, to put it nicely.

Over time, the conscious activity of repeating positive affirmations will transfer the information from your conscious mind to your subconscious mind, also known as “auto-suggestion,” and will morph from thoughts to words, to actions, to habits, to character, to a new destiny. So, without further delay…

15 Self-Esteem Affirmations

  1. I add quality and value to my life and to the lives of others.
  2. I do what makes me feel alive.
  3. I enjoy spending time in quiet places.
  4. I have the courage to map out my own life.
  5. I believe in myself, even when no one else does.
  6. I am gifted in unique ways.
  7. I feel accepted and loved.
  8. I am independent.
  9. I accept myself completely.
  10. I embrace myself fully and joyfully.
  11. I am superior to my old self.
  12. I never underestimate my abilities.
  13. I embrace self-acceptance.
  14. I have the right mental attitude for success.
  15. I enjoy helping other people.

I hope you find these affirmations useful. To get the most out of them, I recommend that you read them three times a day for 21 days (morning, midday, and before bedtime.)

To your success!

John

Posted in Sales and Marketing Tips

The “What’s Hot in Marketing” Verdict Is In!

Your Audience (and Their Attention) is Gone in 60 Seconds – So Use it To Your Advantage!

Use short video as bait to lure them in.

If you haven’t heard, Tik Tok is on fire and IG and YT are playing “catch up!” If you want to win viewers, then you need to deploy a 60 second video marketing strategy to lure viewers into your lead funnel’s traction beam.

Is that a goldfish?

Start with a hook that teases the benefit of watching your long-form content (and by long-form, I mean 3-8 minute videos on YouTube or Vimeo.)

Information is Illuminating!

Don’t leave them hanging, feed their hunger for more information. Close out your video message by recapping your main points and tell them where to go for more information.

A + B = C (It’s elementary, dear Watson!)

End with a clear CTA.

Ex: Curious to learn how we got this goldfish in the bag? Go here (xxx) to learn more!

Happy marketing!

Posted in Sales and Marketing Tips

How’s Your Homepage Holding Up, Homie?

Gotta love a good alliteration! All kidding aside, this blog post is about taking account of your business homepage to ascertain whether or not it’s time for an update!

Start With a Spotlight Video!

Photo by CoWomen from Pexels

One of the best ways to inform your viewers of who you are and what you do is by adding a promo video at the top of your homepage underneath your banner.

The best way to sell your products or services is to present a problem/solution demonstration inside of your spotlight video. For instance, if you’re a pressure washing company, you could display a homeowner who is getting the home ready to list in this hot real estate market, but the driveway looks dirty and the neighbors are judging. Uh-oh.

The owner receives a flyer from your local pressure washing company in the mail and the owner has an immediate ‘aha’ moment. Cut to pressure washing service in action. Next, the owner peeks out the window to a line of buyers outside waiting to present their offers (above asking price, of course!) The homeowner (your prospective client) lives happily ever after!

Photo by Katerina Holmes from Pexels

Like a Good Kindergartener, Compartmentalize Your Wares.

It helps viewers when you compartmentalize each section of your business so they can go straight to the resources they are looking for (and reduces your click through rate in the process!)

Now is the time to channel your inner air traffic controller 🛩 psyche and plan how you’ll drive traffic on your homepage.

Action Steps:

  1. Start with a story. Why should a viewer stay on your page? What’s in it for them?
  2. Compartmentalize your page into at least three sections:
    • Part One: problem/solution
    • Part Two: client testimonials
    • Part Three: CTA – appointment calendar links or order buttons.

Leave the “we’re the best on earth” braggadocio behind! No one cares about us, they only care about how we can make their lives better.

In closing, take some time this week to check the pulse of your page. is it time for a remodel? Even BK and McD know when it’s time to remodel, and look how they’re doing! Go remodel, revamp, and modernize your business page.

Yours in Success,

John W. Tanner, J.D.|M.S.

Founder, The Entrefluential Marketer

Posted in Sales and Marketing Tips

10 Ways to Create a Personalized Client Experience (Give Them a “Yes Day”)

Find Out What They Want.

1. Find Out What They Want.

Use a survey to ask them questions which will help you narrow down what services you may provide them with, when, and how often. The goal is to satisfy what they want to accomplish by discovering what’s keeping them from getting there. Use their answers to craft a personalized service offering that is unique to them.

Reward Them.

2. Create a Client Loyalty Program.

People want to be rewarded for hiring (or shopping from) you. Offer them a rewards card or send them random gifts to show them how much you value their business.

Send Handwritten Notes.

3. Personalize Your Communications.

People tend to get lost in technology these days, so bring things back to the good ole days with a handwritten thank you card. You can also up your impact by sending random gifts and company swag.

Discover What Their Long-Term Goals Are.

4. Learn About Their Ongoing Needs.

If your clients/customers will be shopping or using your services more frequently, consider offering them a discount for frequency and throw in a occasional freebie – this is an excellent, low-cost opportunity for you to improve the “lifetime value of a client.”

Get To Know Your Clients.

5. Build Rapport By Getting to Know Your Clients Upfront and Stay Informed.

Let your prospects do most of the talking during your initial consult. Use sifting questions to discover their problems/goals so you can curate a personalized solution. Stay informed of their changes by being their friend and trusted advisor.

What Are Your Hobbies?

6. Find Common Interests.

What are your hobbies? Finding prospects while participating in common interest activities is a sure fire way to build bonds faster and get to the Know-Like-Trust stage that is a prerequisite of doing business. Take note of your favorite sports, music, restaurants, recreational spaces, faith and so forth, then brainstorm activities around those interests. Scan your community events postings to schedule which events plan on attending. When you and your prospects have the same tastes, your connection will happen naturally.

It’s Yes Pet Day!

7. Start With Humor.

The best way to get your prospects to let down their guards is to inject a little humor in your introductions. Laughter is a positive emotion and helps move a person from “skeptical” to “know-like-trust” faster than normal pleasantries. Humor makes us more likable to others. Use funny stories or clean jokes that are related to what you do or sell, but don’t overdo it. (Don’t be a Bozo!) 🤡

People LOVE Talking About Their Favorite Subject – Themselves.

8. Let Them Do The Talking.

We all know it’s hard to be in the backseat of a conversation, but resist the urge to yap and only speak when asking clarifying or prompting questions. It’s okay to paraphrase what they said occasionally to show them that you’re actively listening. When you can get your prospects to “trip” on the idea of using your products or services as the solution to their problem or desire, you will have mastered the art of subtle persuasion, while earning their trust in the process. People don’t like to be sold to, but they do like buying things that improves their quality of life (whether it be to resolve a pain point or to elevate their pleasure and happiness.)

Speak Their Moral Language.

9. Discover Their Values.

How does your product or service align with their values? Are you a good fit for them? Prospects are more apt to buy what they are looking for from a provider who aligns with their internal value system.

Apply the Law of Reciprocity – Add Value.

10. Begin With Giving.

According to the Law of Reciprocity, the recipient of a gift will naturally want to reciprocate your kind gesture by doing something favorable for you in return (such as hiring you or buying from you). You can open the reciprocity loop by giving a free initial consultation (but I’m afraid that’s been overused) or boosting an initial consult by throwing in a high-value bonus offering if they engage you at the close of your session. Retailers use loss leaders to allure shoppers into their stores, then up the sticker prices of commonly purchased goods that are prominently displayed at the front row, making it easy for shoppers to pick up along the way.

Pro Tip: Making an irresistible offer improves your close ratio!

In closing, making your products and services personalized vs. standardized is something your clients and customers want and expect in the 2021. It’s time to give your clients a “yes day” to a more personalized client experience.

A special thank you to the following content creators (in order of appearance) for their photos from Pexels: Andrea Piacquadio, Brigitte Tohm, GiftPundits.com, Marko Klaric, Edmond Dantès, JEShoots.com, Anna Shvets, Juan Vargas, Eva Elijas, and Gabby K.