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We are fanatical. we are obsessed. we are freaks. uh huh. all right, welcome, everybody. it's aiding here with another episode of marketing freak.
And today I want to kind of talk to you a little bit about putting on your marketing hat when we're talking about trying to, you know, prospect and get leads.
So if you're not familiar, we have clean freak on tuesdays 12 pm pacific, which is about kind of your message. the outcomes and learning about the cleaning industry.
And then there's sales freak, which is wednesdays 12 pm pacific. and that's about the lead conversion about tactics from a sales perspective. and today, marketing freak is about marketing tactics, ways to create intrigue to create leads and ideas and concepts behind them.
So today I want to talk to you about sales copy. now a lot of people call it copyrighting, but for me it took me a while to understand what what copyrighting was. I didn't understand what it was, so I would see advertising for copyrighting what have you and I kind of thought it was kind of like about writing a book, someone helping you write a book.
But it's actually kind of a broad term in the sense that it has to do with copyright with writing with email with, uh, creating sales copy, which is the word I like better because it's about sales, communication or communicating marking communication. and it's about doing that and having a process to doing it properly.
Now I have been studying it and continue to study it to try to get better at it, and some of the things that i've learned and that worked for me. i'm going to pass on to talk to you about today.
So the first thing we want to do when we start thinking about okay, we're going to do, uh, you know, an outbound prospecting email with a potential prospect or a customer.
You know, you know, the first thing we want to do from a prospect of perspective is to identify the persona. so you may have heard this.
So step one, I hope you can't see that really good canyon is persona is what's the persona meaning? what's the person's personality job description and what do they do?
So obviously, you're going to have a different message and a different, uh, different message and a different process and different tactics.
Uh, if you are trying to get in front of someone in the cleaning industry as opposed to someone in the tech industry, or if you just stick stick with the same industry, someone that is a ceo is going to have different interests than someone that's actually doing the cleaning or matching the cleaners or something like that.
So we want to have understand the persona of what their job description is and what they do. so what is their world like? we first need to understand that we have to get into their world for me. I we used to do the same email to the same type of people. I never really thought about it.
I was kind of rushing it because being in sales, I was used to just walking in and being able to adapt based on the personality based on the way they behave.
I could maneuver my message, but that's in sales. when you're marketing, you are behind a screen, you're emailing it. you're sending one too many instead of 1 to 1. so when you send it one too many, it's hard to be precise because there's many people and they all see things differently. they have different modalities, different ways. they learn different ways. they receive information, different ways. they prefer to get that information.
So understanding the persona number one narrows your market. all right, so you know you're not marking to everybody.
You're just going after facility matters or just veterinarians or just dentists, or whatever might be because they have different needs than each other, right? a vet obviously has different needs priorities concerns than perhaps a dentist. there might be some over overlaps, but they have specific needs.
So first is having a persona understanding who you are going after and tweaking that message to that person. so if you're doing, um, prospecting, you're in a small territory, you're going to have to spend more time perfecting the message to the different groups. because if you're let's say, you're just in a geographical area and maybe there's only 500,000 people in your sales territory or in your territory, well, there's only gonna be, you know, I don't know, you know, 50 veterinarians and 50 doctors.
And so, um, you can't you know you can't do all the veterinarians all across the world. if you did, then you know you could actually have, um, you have the ability. then you would you would be able to have cast a wider net, but for many of us were in sales were in a smaller territory where we have 500,000 people or a million.
So we're doing our email marking more 1 to 1, even though you might be sending to 30 vets. so think of it like this. you know you're going to have to change your message for vets.
Then you are for dentists again. if you have a global reach and you're going after all the dentists in the world and you specialize, then you could have the one message cascade out to all the dentists.
Most likely, uh, so you want to tweak your message based on the persona based on your geographical area? and also, I want to focus on your time now.
What do we want to do? what's the best way to do that? so we want to. number one is we want to identify the persona of the prospect.
Number two is what's the problem they face. so number two is harlow. what's the problem they face? and that's what we want to lead with. we want to lead with the problem, right? so let's take right now, we're kind of in the midst of covid and the pandemic.
And so we're looking at prospecting, reaching out sales copy, um, communication, uh, to an individual. so let's say they are in charge of facilities in the cleaning industry as an example, and, uh, we know that they are looking for keeping the facility clean, and they're probably extremely nervous.
And that about covid and not looking like they are doing the right things, not using the right products, right? so there's a lot of uncertainty there, so that's their problem. there's covid, right? it's a trigger event and they are probably very nervous. they don't know what to do. they want some guidance, some leadership, some some insights on what to do.
So you found the problem, right? so the problem is the introduction. so you would reach out within your subject line or or in your first line, you would say talk about the problem. so in this example, you would sit back and say, mr customer is covid 19.
Have you working extra hours and trying to prevent your customers and employees from infection? right, that's the problem. so you you've got the problem down there probably reading that going, yes. so the second thing we want to do is we want to.
So the third thing we wanna do is want to agitate it, right? we want to agitate it. so what we're talking about mean by agitate well, agitate is kind of like, you know, if you were in a boxing fight. you imagine you do the blow, the first punch, and you stunned the box.
You son, your son, your point and you come in and you're doing the body shots, right and you're agitating. you're making the problem bigger. you're exposing the pain. you're exposing the issues. you're exposing everything that they may be experiencing at this time.
You're agitating the problem. you're making it bigger. so you might say you talk to talk about your problem about the fact that are you trying to, uh, are you working extra hours? are you are you are you stressed? are you trying to prevent your employees and and cut your employees and customers from getting infected right now you want to agitate it?
She may make something like, uh, you know, there are over 300 infections per day, and many people are getting those infections through improper cleaning methods.
Right? and, uh, simply disinfecting is not enough. so you're agitating and they're saying this effect, it's not enough. what's that mean?
Right? so you are agitating it? there's a problem. but, your majesty, you're saying, hey, just disinfecting, it's not enough, right? and we know that's true. you want to prick clean and make sure that the service is clean is pretty clean. so you got the problem agitating it and you can probably guess the final one the fourth step.
All right, you want to solve it? all right, so you want to solve it, so depending on your reach, if you're trying to get a 1 to 1 meeting or a phone call or a zoom call and you're trying to get a 1 to 1, then you're you're trying to get that meeting. you might be trying to get them to click your landing page, go to your website right by a problem. maybe you don't want to that so what's the outcome you want and based on your outcome, based on whether or not you want to have a 11 meeting or you want them to click your website.
Obviously the solve. it's going to be different, so in this case you would have your persona. you know you're going after the person in charge of cleaning facilities or you say the problem and the problem is you know that they're stressed over and they are trying to prevent their employees and their customers from getting infected right to talking, agitation agitating. you're saying, hey, uh, this is a problem.
And if you're just disinfecting, you're doing something wrong, right? and they're sitting there going, what am I doing wrong? so when you you solve it, that's when you introduce your product or solution.
But you're not trying to give away the farm. you want to have a meeting with them. so in this case, trying to get a meeting, you might say, mr customer, do you have five minutes where I can show you some things that we are doing with with x y z customer that we did with x y z you? someone they might know use a big name like if they're a, they're a veteran veterinarian. as an example, use a big veterinarian that in the area that you may have helped or a big veterinarian that they that you know of in another state or province and but relate to them right and and and say we we have done somewhere or or x y z customer has has done has implemented a process that has reduced the infection rate by 30%.
Do you have 10 minutes where I can share with you some ideas and how we might help you prevent the infection to your customers and your employees. the odds are they're going to be very interested in hearing about that.
But you don't want to sit back and say, hey, we have a disinfectant, has one minute till time blah, blah, blah, blah, blah because then I go oh, yeah, no, I heard about that, right? you want to leave? intrigued? you want to leave intrigue in this sense, in this example, he wants them to be.
I want to speak to him, right? because if they think they know what the solution is, they're probably not going to meet with you or reply.
But if you're like, wonder what the hell that could be, they're going to, and now you get them on the phone. you get them in a meeting.
And, of course, that's when you go from marketing. that's what you switch into sales. right now you have your sales hat on or goes to the sales department, and that's where questioning skills and persuasion and all those things play in, which is more on a topic for sales free. so recognize that when you are prospecting, uh, when you're marketing, when you're prospecting, you're creating leads trying to create intrigue, trying to promote and get interest in your brand.
The best way to do that is to understand the persona or the person that you are reaching. you can't have a blanket message for everybody. uh, you just can't. I mean, there's some some obviously exceptions to every rule, but for the most part you have to have a message geared towards that. complete that veterinarian or that general manager or that facility supervisor right in this division.
So your message can resonate with a lot of people in that particular niche, right? the persona. so people have people have a problem. a veterinarian will have the same problem for most most of the time.
You know what? one vet has a problem issues or challenges another vet has as well, but they're kind of universal. within each individual industry, so unique with the persona you state the problem, you agitated, right body blow, body blow body. will you agitated?
You poke, poke, poke, poke it right. make it bigger. you get irritated.
Oh, yes, that's the problem. I need to fix this, right, and then you show them that you have a solution and that you want to speak with them, meet with them, uh, for 10, 15 minutes so you can talk them about, uh, the issue at hand.
And, of course, again, that's when sales gets involved. that's when you get them on the phone. that's when you qualify them. that's when you find out what processes they're using and then voila.
You start talking about the outcomes you can deliver for them because they have a bleeding neck. as promotion talks about in 18 20 you know, they have a bleeding neck when their neck is bleeding. they're not worried about anything else except fixing the bleeding neck.
So sometimes we have to show them they have a bleeding neck, and then we have to agitate the bleeding back. and then when they say I need a band aid, we have the bandit we've given the bandit. that's what sales copy is.
So for me, it was a big understanding that copyrighting is about sales coffee. it's about communicating. it's about resonating with your potential customer or prospect, and then once you do then once you connect with them, then you have to connect with them, right. you have to resonate with them, and that's what sales topics.
So what is the persona? number one. once you understand the person you're reaching out to state the problem, agitated and then solve it. so subject line or first line of your email as an example, agitated one paragraph, agitated, short, sweet but precise and offer a solution.
We have a way that we can help you disinfect and sanitize your facility in less than one minute or whatever it might be. or we can expedite and help you disinfect out faster. but by reducing the time as much as 80% whatever it is you're leaving intrigued, they want to know more.
And when you can do that, you will start finding more success in your outbound prospecting through email marketing. but recognize that you have to understand the persona and who you're reaching out to, because if you just do as I used to do and you random emails to everybody, um, then you know, if you try to reach everybody, you really get nobody.
So remember unseen, i'm told, is unsold. I heard that quote recently. love it. it's so true.
Unseen, untold is unsold. so that's where marking comes in. i'm aiding rig with marking freak, and I will see you in another episode next week. mhm, yeah. mhm, yeah.