Hey what’s up family, welcome to The Conversational Marketer Podcast!!
Thank you so much for checking in with me today and joining the conversation, as always, I have my coffee here with me, and I am ready for some serious talk, where today we will be diving deeper into the main subject of this podcast - ‘The Talk of The Town’
Let’s Chat About That …
So here we are, Episode 02 is here already, and before we get started today I want to give a massive shoutout to all my listeners! Episode 01 of the podcast received over 7,000 views in 24 hours, which is unbelievable - and I thank you from the bottom of my heart for the amazing feedback it received too.
And in this episode, we are going to chat about a concept that most entrepreneurs get wrong at the very beginning of their business when they are just starting out, when it is finally time to launch out their product or service. What am I referring to? The Attraction Stage.
Before we get into this I just want to talk quickly about the stats that are thrown around like a Gurus Collateral in so many Facebook Ads I see. This notion of ‘96% of online businesses fail within their first 3 months - join me and let me show you how to be in the top 4%’ is almost always out of context. Unless they actually show you the stats, and your own research backs this up, then avoid this at all costs.
Because the reality of the situation, and that of ‘Business’ in general, is that of the ‘96%’, most don’t even get passed the first stage of their business.
There are 3 stages of a business that I want to talk to you about. These are The Planning, The Launch, and The Execution. Most people, through no fault of their own, get stuck in The Planning stage. Let’s face it, how many times have we had the world's greatest idea that is going to be the one thing that changes everything! That allows us to take over the world! In our minds we are geniuses, we have figured out the system, we are kings, we are queens, We Are Legendary!
The idea is so powerful that we can’t sleep, we are best friends with Google once again, researching everything we possibly can to find that glimmer of hope that no one else is doing it or for some extra proof (not that we need it) that it is a great idea!
The problem is that this initial stage is where 96% of the 96% get stuck. They never progress to the next stage. Some get all the way passed building the website, setting up the company, and making the logo, but The Launch stage never comes. Some people even dip their toe in the water and come to the realization that in the first few days they haven’t had the overnight success they had imagined for all these months. This is a scary process. Fear takes over us, and we run.
Now obviously I am not saying that this is the case with everyone. Some people do see The Launch stage through, they take the hits, and they do whatever it takes to ensure they still have a roof over their head and food on the table whilst they are trying to get this idea off of the ground. But going back to what we were talking about a minute ago, this is completely different to the notion of ‘96% of businesses fail within the first 3 months’. A better statement would be that ‘96% of entrepreneurs fail to make the transition from the Planning Stage of their business to the Launch Stage of their business’. This puts things into perspective a little!
So how do you transition from Planning to Launch? And more than this, how do you ensure that the Launch Stage of your business is just as successful? This is the big question, right?
Well, it’s pretty easy really. And I mean that too. I strongly believe that ANYONE can start a successful business. Period. Something I try and teach my students and my clients is that you need to Be A Marketer First! Your product and service are irrelevant.
‘Business’ doesn’t exist. Only people do. A business cannot set itself up, it cannot launch itself, it cannot scale itself. I was speaking about this to one of my students over in LEEAP a couple of days ago when he asked ‘How do you use the information in your course when you run a B2B business’. This was referring to a lesson in my course that was teaching Agency Owners and Consultants How To Identify Your Avatar.
Business to Business doesn’t exist. Businesses cannot talk to businesses. Everything you do, no matter what industry or niche, is ALWAYS P2P - People to People. So stripping back the idea of reaching out to businesses is essential for a successful launch of your product and service. People run businesses, and it is these people who we need to build out our products and services around.
And this has never been more vital than at the start of your business when you are in the Planning Stage. If you own an agency or maybe you are a consultant, and you are wanting to approach businesses and offer out your service, stop thinking about the business, and start thinking about the people, when it comes to creating your marketing plan.
And this is where the subject of this podcast is based. The idea of creating a buzz about your product and service whilst you are in the Launch Stage of the business. Becoming the Talk of The Town before you are even 100% set on what product or service you have to offer!
Let’s break this down.
Let’s say that I woke up tomorrow morning, knowing everything I know now, yet the last 2 years were all a dream. I was back at the drawing board, trying to think of what I was going to launch out under my own name. What would I do? What is the first thing I would do as soon as I knew who I wanted to sell my products and services to? Well, the first thing I would do is create my Content Blueprint.
This is a document that lists out the core offering I am going to be providing. Let’s say I am going to set up an agency that specializes in Lead Generation. Let’s also say that to achieve this I use Facebook Ads, Capture Pages, ChatBots, Email, and Funnels. I am going to write out all the processes that I use as column headers, either on paper or an excel sheet. Under these columns, I would be listing out all the key benefits of how each of these processes will go towards generating more leads for my clients. Such as Facebook Ads - Reaching a target audience, Building a list, and so on. This would provide me with instant collateral!
What would I do with this collateral? Simple. I would make it all into video content. I would understand Who My Customer Was and What My Customer Needed (not what business industry I was going to serve), and I would come off of Google and get onto the camera! I would be making educational videos about how Facebook Ads can help my chosen industry, how to set up the Facebook Ads, how to choose the audiences, why ChatBots are a great way to boost your Social Media posts, the 3 key principles of a highly converting landing page, and so on and so forth. This is BEFORE I have moved over to the Launch Stage of my business.
I would become the Talk of The Town in my chosen industry BEFORE I had even created a product for my chosen industry. Confused? Well, what’s the better scenario here … Having a website with a coming soon page attached to it OR being active in your chosen community without asking for anything in return?
There is a very common story that I hear quite a lot from my students, which is that some people will do their first contract for free, to build up the credibility, and get the referrals. This is great - but not half as powerful as actually showing the people of your chosen industry that you know who they are, what they do, what struggles they are going through, what they want to achieve, and how to get them from where they are now to where they want to be! Do this with video content and you have already won!
And when it comes to the people who will be listening to this show and thinking ‘Why would I want to give all my secrets away before I launch my company?’ let me tell you a short phrase that a really close friend of mine perfectly states. There are people who mow their own lawns, and there are people who don’t.
I want to live in a world where information is, and should always be free. But just because someone tells you how to do something, it doesn’t automatically transcend into you actually do it!
So go out there, figure out your industry, and more importantly, the people behind your industry, forget the businesses, concentrate on the people, building relationships with them, starting the conversation, and when it comes to launching out your product or service, you will have buyers filling the streets.
So I want to thank you so much for chatting with me today, and let me know what you think of our talk by leaving me a review below.
If you would like to find out more about how the power of conversation can have a dramatic effect on your business you can pre-order a copy of my latest book ‘Unleash The Power of Conversational Marketing’ over at my website at ScottHolroyd.com
You can also download this entire podcast in written format, join in on the conversation over in the Conversational Marketer Facebook Group and on my ChatBot, PLUS - if you would like to hear more about the subject of today's chat you can join me over on my weekly YouTube Show ‘The Conversational Marketer - Extra Chat’.
Links to all everything mentioned can be found over on my website and in the show notes below.
Thanks for chatting with me today, and until the episode - I will catch you in a bit!!