My whole philosophy is if somebody interacts with you in whatever way it is, make it as easy as possible for them take away all the barriers, make it as easy as possible.
The Secret To Happiness In Entrepreneurship
I have a secret. Did you know that shitty marketing can make you sick? Well, not really, or it can, but wholesome connected human marketing can absolutely invigorate your business relationships with your customers and ultimately your own happiness and fulfillment in life. Frankly, human marketing should just be called marketing, but so few marketers actually give a shit about the person on the other side.
This means you’ve listened to this episode, have a massive opportunity to go one step deeper and optimize your marketing to develop and fortify relationships with your customers and potential customers. Why? So you can drastically stand out from your competition and in the world in general, because out carrying your competition will always win and relationships will always beat algorithms.
When we connect or just talking about entrepreneurship, in general, is the fact that no matter where you are on the spectrum of like success, Business, what industry you’re in, how far along you aren’t like these things come, these thoughts, these fears, these insecurities. And the reason I say that is because I don’t think they’re mistakes. They’re always lessons, they’re growth points. And so when you think about that, now you were able. You’ve been able a few times to look at like up, I rushed that and I was reactive or up, look, I almost robbed myself of an opportunity.
Moving forward to allow yourself to grow through that and also be aware of that pattern. I’ve done a lot of work with my business coach who teaches NLP and I’ve done all levels of NLP. And I want to use that in my own training work. But with the NLP, there’s a lot of work you do on yourself and one of the core beliefs in NLP. One of the core presuppositions is that you’re either at cause or you’re at effect. Now there’s a lot of self-awareness involved in that. And the self-awareness part also then plays into if there’s if I’m having a conversation in my head and. I have lots of conversations in my head, then I reflect on that and I do the quoi , have a breath.
I look at those things a lot differently. I take things in a lot different. I internalize a lot more and one of the things that I think I’ve changed coming out of NLP. I go inside to get my energy and recharge and I used to be. , I used that to manifest itself in that I found it difficult to talk to people. I found that part of that was that imposter syndrome. And I found it difficult then to actually grow a relationship from an initial introduction. And that’s certainly changed now. And that’s certainly changed now. I’ve learned how to connect with people in a way that starts a really meaningful conversation very quickly. And so then it doesn’t matter whether I’m an introvert or whether the other person’s an introvert or whether they’re an extrovert. And I can’t stop them talking because I can understand. I can gauge their response to what I say and that’ll give me a bit of an idea. The beliefs they’re what drives them, how they motivated, and then I can establish that connection really quickly. And I’m seeing that playing out really well. Well, in our podcast where I’ve actually banned the word interview.
Clarify on your Own Values
One of the things that I did and you do this throughout the training is get real clarity on your own values. And then look at do those values serve you and there’s actually methods where you can change. So if you’ve got value, for example, I had a vet you’re around money. I had disbelief some limiting beliefs that I had to work really hard to get money. And you had to work hard to get money. And it didn’t grow that was always reinforced. So you have these values and if you’re not living in alignment with your values, then that’s where you start to feel you know, in the extreme case, people actually make themselves sick. They get cancer or they get heart problems or whatever it might be because the unconscious mind is protecting them from going against their values. So understanding that is really important. on trees. I was brought up with the money, doesn’t grow on trees and he shouldn’t be wasting water, or you shouldn’t be opening the door when the heating’s on, because money doesn’t grow on trees.
So I’ve done a lot of work there and that’s, I often if I’m feeling bad or down or I’m in conflict, I always step back and look at that and say is it one of my coordinates that’s not being met? Or am I living out of alignment with some of my values? And that always helps me identify where am I going off track? So in terms of the giving and the reciprocity. I mean, it comes back to the core.
So my whole philosophy is if somebody interacts with you in whatever way it is, make it as easy as possible for them to take away all the barriers, make it as easy as possible. And then in terms of the giving, so that the traditional kind of lead funnel, if you like type approach to marketing is you give away something that people are interested in. And then you start to build a relationship on top of that because they’ve given you their email for that. In the early days of my business, I do that. And I had a lead magnet that I thought it was pretty good and people would download it. I was getting lots of downloads, but nothing was really happening and I’d be really disappointed and I tinker around and it’s just not getting me results. And at some point and part of this was NLP as well I said, what if I just did the best I could guide them as best I could follow it up with a whole lot of value, the best I could food and just didn’t expect anything in return because then I’m not going to be disappointed. And I started doing that. And what happened was all of a sudden people started to come in.
I realized that if you don’t have the expectations, then you’re not disappointed, but also people sense that you’re only giving them something. Whereas if they realize that, Hey, you’re just there to help them. And if they need help in the area of your expertise, you’re there for them. And if they want more help at some point, there’s a threshold that they have to cross, which means paying some money but before that threshold, they’ve already got a heap of value.
It’s insane to how many companies, entrepreneurs, people. I see that literally make it difficult to become a customer. But when I go into a company, when I do consult, one of the first things I do is I sit the entire team down and we go through the entire buying process as a customer. And you will be shocked because nine out of 10 times, none of them have ever been through it. They have no idea that Shopify default has nine steps to check out. Just dad’s default out of the box. And I was like, that is eight more steps than should be required and you’re just pushing people away.
And you will be shocked because nine out of 10 times, none of them have ever been through it. They have no idea that Shopify default has nine steps to check out. Just dad’s default out of the box. And I was like, that is eight more steps than should be required and you’re just pushing people away. And so for everybody listening to this, don’t ever forget, and this applies ever in your business.
So I’m going to take this one. You need to test everything from a customer experience perspective and you need to go through it and you need to ask yourself, can this be easier? Does this make sense? Is this crystal clear when you give somebody instructions, make sure that you follow them? When you’re going to send an email, check your email.
Send it to a test thing like a lockout, how was it received? How did it look in this browser? How did look in this browser? You build your website on a desktop. You might as well check mobile since 90% of your traffic is going to be on mobile. Like you have to remember that customer experience is dictate everything.
And so you have two things on a customer journey. I actually never talked about this before, where it’s coming out. You’re going, you bring it out of me. You have a container and you have content. We talk a lot about the content of the customer journey, hand, walking people, making it easy, but you also have to remember, you have a container and that container, how they feel, what the experience is like.
There’s a whole lot of subconscious actions that your customers take in your container and you want them not to realize they’re taking it. You don’t want some like, Oh, I had to click a button. You just want it to feel natural. And so you have to go through that experience to create a container to where it just seems easy.
You being able to buy two bottles of wine without it feeling like a pain ass. And then once you feel like it’s easy and it’s safe and it’s predictable like Apple would be somebody who nails, UI or UX user experience, user interface once you make sure that the container is there, then you have kind of the wrapping paper or the housing container for the content, which is where like the magic and the rubber meets the road.
Broken Window Syndrome
A lot of companies think about customer experience only in the frame of where they see and touch the customer, restaurants, wineries, grocery stores, things like that without realizing that everything that happens outside of that container dictates how well that experience is in that container. Even about social triggers and marketing. They actually made it harder for you to go basically shout off the rooftops, how amazing it was, because you have to think about, Oh my God. If I recommend this to my friend, I have to let them know, oh, I don’t want them to go through a 45-minute checkout. And then they’re going to associate like a pain in the ass with me. And so then you’re like, huh, you know what? Never mind, I’ll let you taste it. And then it’s probably Hey, taste it, but don’t buy it online. Wait until you go in person. And a lot of people don’t think about that. And I think such an important thing to understand that a customer journey isn’t where you want it to happen. A customer journey is where. Ever it happens. And your customers interact with you, which is why you have to think about all of it.
Value on the Front
I’m getting in front of people that are never would have dreamed of getting in front of, if I still need to deal with the imposter syndrome why would that person listen to me or work with me, but it’s certainly expanded my whole horizon of people that I get in front of now and people that actually direct with me and then talk to me and also the sanity part.
Marketing is the art and science of creating and sustaining exceptional customer experiences and relationships. That’s because that comes back to my background is as a scientist and then the neuro neuroscience as well, it goes into some of the beliefs behind all of that. And I think that actually encapsulates the whole thing because marketing’s not just about making a sale or about getting attention and getting people into a funnel.
When you take that value-based, you eliminate your thought process of like, how can I position this? Or how do I say this so they opt-in? When you think about it, what you’re really taking into account is the fact that you’re creating a container or a bucket or a net, or a safe home that it doesn’t matter how long the journey takes it’s that they are on the journey and whenever they’re ready, like you said earlier, they cross that threshold. Then they know what the next escalation path is.
a funnel is just a cone of light and the wider, the further away you are, the wider it is to catch you, and then as you get closer and closer, we get aligned. We have the right values, we’re working on the same things. And then whenever you’re ready, you kind of tilt in.
12 Steps Marketing Framework
We have is a 12 step marketing framework that we use. And I’ve actually taken the lighthouse scene two-step one of that is which. So in your lighthouse, you talk about them, why the business wine, the personal, why, the what in very high-level terms and the, how you do it again in very high-level terms. So what I’ve added into that at the base of that is who am I? And I go through an exercise where we do a, and this comes from NLP, which for example, I’m a man, but I’m so much more than that. I’m a marketer, but I’m so much more than that. I’m a scientist, but I’m so much more than that. I’m a podcaster and you can do this exercise. Ideally, you want somebody else to walk you through it and step you through it because normally we sort of stop at about five or six levels.
What you want to do is really exhaust that because then you get really deep into what motivates you, what drives you, and then put that together in a couple of paragraphs describing you because that will then help you build relationships with other people.
And then the second step of12 step framework yeah is getting to know who the dream client is. So now we work on it. We kind of start off with a customer avatar, but we take it to a whole different level. Cause we work on their beliefs and their values and their motivations. And what are their pain points or they’re before state and what are their aspirations or what’s there after state, particularly in relation to one or two key pain points that are things that we perhaps have some skills or some products that we can help with.
The third step is working on the message. So how can we get a message that actually communicates with them and starts to build a relationship? And in that, it’s really important to understand the customers at a deep level, understand the dream customer at a deep level, and where you can find them and how you can connect with them. And then at that point, we do things to start conversations. So I’ve actually taken a lot of my email sequences and really pruned them down a little bit. So very early on, I invite people to come and have a conversation with us. And at that point, you can build on the understanding. You can start a genuine reason. You can find out what. What did I really need? Are you a good fit? And you can take it from there. And then the step, the fourth step of the thing is then delivering that message. Where do you deliver the messages? And you refine that message. Of course. From what you’ve learned from those conversations.
And then there are four steps after that, which are of the lead nurturing lead capture and lead nurturing in the traditional funnel. But I use those as here’s different customer journeys. So somebody can, somebody will want to come into your world to want to learn. So that’s where you give them free information and you make it easy for them to find that information and to apply it. But you don’t. You’re not actually there for them to help them implement it or to hold them accountable yet. The next one is the relationship one where there is some of that accountability through a group through something that’s easily scalable. And then the next one is how do you nurture that relationship?
How do you continue that conversation in a way that it doesn’t have that expectation on the back end that it’s really just, I’m still here for you? If you need something, here’s some other stuff that we’ve just done recently that might be helpful, those kinds of things. And then the fourth part of that is when they’re ready to cry, cross the threshold.
The next four steps are actually post-sale. So if somebody’s giving you their money and depending on how big. An investment they’ve made with you there’s going to be buyer’s remorse immediately. So one of the things that we talk about is that the next step is actually delivering an outstanding experience, but that’s if they’ve bought a training program, if they bought a service or if they bought a product that has to deliver on the promise you’ve made, but there’s a whole lot you can do and that’s first of all acknowledged them for making the purchase. That’s the big thing in that step.
And then we talk about how to deliver more value. Now, this is where you get. You’ve earned the right now to do the upsell because they’ve had an awesome experience. You’ve got an ongoing conversation happening. You’re learning more about them. Suddenly you find out that, Hey, there’s this other problem that they have, we can help you with that as well. So this is where you then offer to deliver more value.
And then what we do for the last two steps is. First of all a referral thing. So how do you make it really easy for them to go and tell other people how wonderful you are? So you don’t it’s not just certainly you want to ask them to do that, but you want to make it really easy. So one of the examples that are another pet peeve of mine, I ask people all the time for, to review my podcast. And if you’ve ever done a review of a podcast in Apple podcasts, it’s really difficult. It’s a pain in the butt. So by asking people to review Apple podcasts, I’m actually making it really hard for them to review and give a positive rating. My podcast, yet most people want to give a positive rating. So I’ve got to actually make it easy for them to do that. And to give me referrals, if it’s a product or a service. We have a whole system of how we do that.
And then the final step how do we scale? How do we get our systems and processes in order that this is going to work and be sustainable for the long term, particularly in relation to those relationships? And also how do we celebrate this and how do we celebrate with our customers? So it’s this is a big milestone in the journey, but then the journey keeps going. So it might, it’s sort of like a spiral. It might keep going at a different level. So to me, marketing is pervasive in all businesses.
It’s wonderful there’s so much we can do cause in that. Step 12, where we look at our systems, that is one thing to get if you get that right which means you can scale much more effectively, but most people just go to the default. Using the chatbot but then injecting your personality into that. That’s a great example of making it human.
Using a service called video art And I’ve put that on instead of a check form and what that is a short video of me saying, welcome to my world. I’ve got a question for you. What are you? I can’t remember exactly what I say, but it’s along the lines of what brought you here and what can I help you with today? Or what are your challenges that maybe you’re looking to solve that you came here for? And then there’s the option in that to reply by video reply by audio or reply by email text message. And to me, that’s a really smart way. I think of using the chatbot on an that is automated. I’ve done the video. It sort of pops up by itself. It’s coded into the website. But it makes it really easy for people to actually type something in and even give me a video. And that will then start a conversation. So the amazing people at Typeform who make like some of the best survey software, that’s what I use for surveys and questionnaires. They made this platform called VideoAsk and it’s extremely powerful and extremely low priced for what it does and uses it. It has conditional based logic in it. You can break down video questions and then people respond and they go through like a survey. But with videos, it’s really mind-blowing when you think about it.
What I want everybody to catch is that nowhere in there was AOV or LTV or conversion rate of the row as to squeeze your credit card out. And what I think is so important and not a lot of people will say it, but I will say it. What you don’t understand is that the people that you admire that are telling you that you’re one funnel away and you can get your two comma club with one funnel do all of this work, but they refuse to teach it because they don’t want to play the long game.
So they show you what you can have by playing the short game with you. You’re on the transacting end. And then they move on to something else. Then they’ll come to teach it to you two years later and it’s already missed, but it’s been happening the entire time. Like, let’s take your money, but then not give you the real secret sauce. And like, they do have to do this. You have to know, but what they’re learning for all of you. The thing is they’re learning your pain points. They’re learning how to agitate them and basically how to create cognitive dissonance in you, to where you tilt in. And most of the time, in my opinion, they operate out of scarcity, which is why we end up in the same boat buying again but not buying from want buying from neat. And that’s a big distinction.
I think one of the biggest pieces that are missing in the game of entrepreneurship is patience. It’s really important to understand that the game of marketing is a forever game, it’s an infinite game. Marketing is a relationship. Relationships don’t grow in one hour. They progress, but they don’t bloom.
You have to remember as a business, whether you have a product or whether you have a service, your job is not done when the product is bought or the services bought that’s when your job starts, your job is complete.