 Thank you Never hear me okay up the back Yep, cool. Okay Hands up here who owns or runs their own business Good you're in the right place okay, and These slides are the opposite of Tony's I put a lot of information in my slides So sorry about that, but all the links will be available and when you the guys post them up to the website What I've tried to do is take my two-day mastermind course and shrink it down into 30 minutes So I'm going to talk quite fast and go through quite a lot of slides We just bear in mind all the information is in there and all the links are in there You can look at that later on and we'll try and do questions at the end So let's get straight into it. We're all in it for the money if I've got our own businesses We want to make money. We want to have a good life We want to be able to be the good dad the good mum spend some time quality time with that as well So they're able to get money. Well, we need customers. Yep, and where do we get customers from? They don't just fall from the sky and so we need to get leads So this first part this is just about how how do we get those leads coming in so we can generate them to to customers and clients So what I see when I work with businesses and services is time and time again I see the same thing on the websites and that is and they're just telling everyone what they do And what services they offer. So if they're a service based you'll look at some of these websites We do web design. We do graphic design. We do content marketing and for products Simple. Here's the products we do. Here's the beauty product. Here's a shoes and that's great We need things to sell because we need things to sell to people to make money because that's where it's all about Okay, and that's great. There are people out there who are buying right now from you and that's fantastic However, the market size for the people who are buying from you right now is very very very small Okay So here's a question to ask yourself when's the last time you bought something for absolutely no reason at all I'm sure something has done that but it's Generally when people buy stuff They're buying things because they they have a problem need to solve right now or in foreseeable future When they're buying something what they're doing is they're moving themselves from one state to another From being unhappy to being happy if you're buying umbrella. You're moving yourself from being wet to dry So if there's one key point from this whole talk that I'd like you guys to take away It's that people engage your business at different levels of problem awareness So you can't really sell to everyone and expect them to be in I need this right now I mean by now mode right now. Well, you can but you're not going to make serious money doing that So has this ever happened to you? You're on LinkedIn. You get a connection request. You have a look at the person that yeah, that's fine I'd like to expand my my LinkedIn network. I'm quite happy. I'll accept you and then an hour later a day later We provide development content marketing web services blah blah blah hires now bye bye bye money money That is just the wrong conversation For you to have at that particular time It's like hi. I'm well nice to meet you. Do you want to get married? Boom. It's just the wrong way. I'm not in buy mode at that particular time. Okay So let's have a look at the entire audience overview imagine them like a permit So the top 3% of your potential clients are in buy now mode. They know there's a problem They know that there's a solution out there. They know that you provide the solution and it looks quite attractive So, you know, they they're really um, we're going to buy from you There's a 17% or an information gathering mode They know that there's problem out there and they know that there's solutions there and they're looking for what solution they want to buy Under that is 20 and they are problem aware But they're not really too sure what solutions are out there and they just started the search on that And at the bottom of the pyramid, there's a whopping 6% of people who are clueless. They don't even know they have a problem. All right So the goal is to move that 97% up to the 3% at the top of the triangle So how do we go about doing that? Well, there's a problem first is what I see for businesses And it's what I call the only the top 3% problem Now these top 3% are great And that's and that's where you're going to make a lot of money from because they are ready to purchase this stuff right now The problem is that all your competitors are also after that 3% because it's easy, right? They're in buy mode. They're going to buy stuff What that means is that that 3% is being stretched across all your competition So you're going to make some money, but you're not going to make great money Does that make sense? Now, since these mastermind courses I get asked a lot about niching Should you do a niche? Should you not do a niche? And people get very hung up on this Personally, I don't think you need to niche and I'll tell you why in the next couple of slides But if you do want to niche and some people find important And we do a little workshop with people and here's five Stages five steps that you can do you try and define your niche The first step is you basically create two circles One is your passion things that you really really like doing And the other one is the skills the things that you're really really good at sometimes They don't always work together But you should find that something in the middle Is an area where you're good at and you like to do and that should be Give you some definitions for maybe particular niches that you want to try and research The second part you want to do is to see if there's an actual market there to sell to There's no point in just plucking something if there's no market So you can do that in Google Keyword Planner It's a tool that you can use It tells you how many people are searching for particular keywords and long keytail phrases So go and have a look at the areas that you've identified between those circles And just go and have a look and see if there are people actually searching for those terms What you'll tend to find is if there's no searches then either one you've hit the gold buying Which is great Or secondly, there's just no market out there So it's kind of pointless going after putting your effort into that Conversely you could find that you get millions of search results back So if you're finding either of those Places then you probably need to have a look at your niche and maybe redefine that Either make it smaller or do that research in step one again Until you find a good market size that you can really sell to So step four, obviously you need to sell something So you need to find some problems within that niche To have a look at some of those problems then you want to start hitting all the social net groups So Instagram, forums, Facebook pages and groups Read it as well, a lot of people post and read it And you want to be listening to what people are whining about What problems do they have See if you can then create a solution around that and then sell that to them Step five, once you've gone to that length Is you need to have a look to see what competitors are in the market And just a simple way to do that is a simple Google search So do a Google search for your keywords that you've put in the keyword planner and your market And have a look at the PPC ads, that's the Google paid ads That's the ones that appear at the top If there's a load of those Then that's probably not a good market to go after because it's already swamped These people are paying good money, a lot of money You try and target that market audience So you're really looking for a good balance in between all that So it can be quite difficult to find a nation, it can be quite time consuming But if you want to do it, then those are the five basic steps that you can try So let's look at where your potential clients are Let's imagine that pyramid again Yes, the 3% at the top are in buy mode But there's real good money to be had in that 37% of people who are problem aware They're not quite in buy now mode But let's look at pushing them up the pyramid There is however a fantastic opportunity for that 60% at the bottom So bear that in mind And I guarantee you that a lot of your competitors will be completely ignoring them And the reason is it's hard work to get those up to the top into buy mode But it can be done and the rewards can be huge That's 60% of that market that you're going for So let's look at targeting that 37% We're talking about landing pages here Okay What we want to do is highlight problems One problem per landing page And then have a look at the associative pain points around that particular problem You want to highlight associate issues You want to describe all the pain points And then of course you want to set a solution Your solution that they can buy You want to show that you can solve those pain points And you want to address all the objections for them buying as well So let's look at an example So yep, so niche is not required That's why I think a niche is not required Because these are like general targets that you can use for anyone To create a landing page to target a particular market So you don't have to niche As long as you can do these things Then you can target pretty much anyone So here's an example Embarrassed of your yellow and stained teeth I drink a lot of tea My teeth are pretty yellow So this could be like a problem solution Just imagine this Are you scared to smile in public? Missed out on socializing with friends Being let down by other products They're fairly common associative problems With that main one Well here, you'll whiten your teeth in three easy steps at home Shine your smile confidently in public Notice the copy, it's positive words It's uplifting words We're redressing some of the issues So you've been scared to smile in public And now you're confident in public Become a pack leader and envy of all your friends So you've been, you've went from missing out on social With friends to being a pack leader Fantastic Brilliant white teeth, 100% happy customers You're addressing that issue of being let down by other products So can you see how we're highlighting the main issue Some of the problems around it And then being able to redress that with your solution So here's the hard sell Buy today and get an additional month supply Completely free one-time offer We're bringing in some urgency here to encourage people to buy One easy payment, $79 Get the payment out of the way Ship free to your door Two to three working days So we can see how it's easy to get Video how-to guys Showing you how it works All natural ingredients and environmentally safe Environment's quite big for people So include that in your landing pages We're trying to encourage people We're trying to build trust To bring these people back up that pyramid scale Quick 60-minute hassle-free treatment Showing you how long it's going to take Each treatment lasts up to one week How much are we getting for that Super easy treatments last a month And here's how we pay Pay-by-pay-pal, card, online or over the phone Convenience in how to pay So if you can imagine those landing pages We're trying to encourage those people That they can overcome their issues, their problems With our solution So we can do pretty much the same For the 60% the huge market Now these people don't know that there's a problem there So we have to step up a little bit We can't just target them with Normal landing pages like the one before We need to actually tell them And let them know Make them aware that there is a problem So that we can then push them up Using the previous landing pages So we can do this with example articles So did you know that one in three men in their 20s Have naturally-occurring stained teeth It's not a true fact I just put that there But can you see that article Is actually targeting people It's targeting men in their 20s With an article Mew Breakthrough Home Treatment Banishes dirty stained teeth for good Again it's just highlighting that problem Dirty stained teeth Oh yeah that could be me Here's a good one Research shows And this is not true I just made up Research shows that a brighter smile Closes more business deals Again it's targeting people in business It's targeting people who don't know they've got a problem But wouldn't you be a little bit interested In how a brighter smile could increase your business You might be clicking on that to go through And then go yeah okay that could be an issue I want to close more deals And just general ones Can stained teeth be whitened Or can yellow stained teeth be removed So again these are examples of how we take that bottom half That don't understand that you have a problem And just try and make them problem aware So kind of engaging them And try slowly to move them up that pyramid So here's the general strategy And very general to get leads We need to find a problem that exists That could be an a niche or not a niche Need to understand all related pain points Or at least enough pain points around there To be able to empathise and understand Yeah that puts me in that situation I understand that That's who I am Of course you have to have a solution That fixes that problem That's what we're trying to sell We need to redress the pain points To show them that our solution does solve all those pain points Redress redress objections to buying to commit So is it easy is it affordable Do you trust me all that And then building your landing pages For those particular problem aware types So I don't want to go into landing page design But I did do a talk at the WordPress Meetup About that So there's a link in the slides You can go and watch the video It's about an hour long And it goes through the different design elements Of your landing pages And the copy positive copy Good images stuff like that And just bear in mind if you do your landing pages There's these five basic obstacles That you're trying to get over In a general landing page So that's Nobody has something has no need for it That's just 60% You don't have money Or you don't have the price point that you're offering It's not of urgency to them They've no desire in your solution And they certainly got no trust Because they don't know who you are Or anything to back up So those are the generally five Points you want to try and overcome In a landing page Okay So I've done all this work Let's see if we can try Qualifying these leads on the landing pages So when you're generating your landing pages Try and avoid these types of questions on them So try to avoid open-ended questions And have specific ones So answer yes, no Numbers One, two, three Don't have open-ended questions Don't have hard questions So when you're asking stuff on landing pages It's not an exam Don't make them think too hard We want to make this really easy For people to go through landing page And get to what you want them to do And don't bang them with too many options Are you a social person? Are you not a social person? Do you network too much? Blah, blah, blah People go, ah, just give them three options One, two, three Make it nice and easy for them So here's some good stuff That you can put on landing pages Use a personal story So how can learning a new language help you? Oh, well, Ingrid learned Spanish You know, and she was able to Create a business course from that And she's moved into this new area She's living her life better Because she learned a new language From the service that we provide So get personal Tell about how your product Your solution helped people And make it hard to say no When they're on the landing page So here's an example We'd like to subscribe to this online course For a one-time only 88% discount Close this page And you lose this massive saving forever Oh, I must buy Now Define target audiences If you have a social product If you're selling a social solution You don't want people who are not in the social area to buy it So qualify them Are you new to social media? So if you've got a package that's targeting new people You want to make sure that you're getting the right people on your landing pages So ask those questions And use first-person questions as well Because people can empathize with those How can I overcome my fear of public speaking? Yep, that's me People can really empathize with first-person questions So I go through quite a lot of the psychology of this I've got another blog post on that Because it's a huge topic on itself So you can read that after the talk So when you do landing pages People are not just going to give you all their information For nothing So the idea here is You're going to have something to offer them Something in exchange for them to give you their information We tend to call this a high-value content offer And this is generally for the 37% So people who are problem aware And people who are looking for the solution And what you want to do is off Give them something that's really really valuable Not just a general e-book or a document Something that is real value to them So here's an example of a client I worked with in the earlier part of this year They had a videography service So we did a landing page There's something similar along this line Download my entire elite video production step process The one I use on every professional video I create Hwned from over 5,000 professional hours A document, 5 how-to videos Nothing left out Become your own video agency I mean that's really just throwing everything at them Wow, and that just It was completely different to what the competition were doing Competition were selling a couple of videos They might have a little one page Tick list on what to do These guys were throwing the entire process out for free Now, yes, you'll get people who will just take And you won't get stuff back But I guarantee you You're going to build trust And you're going to build engagement By giving people what you do People will see value in that And they'll also see value that buying your time Is beneficial for them Because they don't have to spend all that time themselves They are now saying that Well, if you've done all this stuff You're the expert, yeah, okay I'm happy to buy your services And it really does work High-value content offer So here's what we do In our landing pages We drive the high-value content offer And we want to book what I call an introduction session I say 17 minutes, but just keep it short In that introduction session We want to find our specific pain points And we want to tell our solutions So they bring them into buy mode When we're doing these sessions We want to make it quick So do your intros really, really quickly I tend to say four minutes For the intros Get it over and done with And then bang, take control of that session So in this introduction session We're going to find out a little bit more About each other Let's begin And there's some essentials that you need to cover When you're doing these introduction sessions So you want to look at target audiences And main competitors You want to have a look at budget and time frame Can they afford your service And can you do it in time Why do you need this done? That's the biggest question that you need to ask Why? And what are the biggest pain points right now? What can you quickly sell them That's going to make their life a lot better And get them to tell you what it's going to look like When you've delivered that service And very importantly is What have you tried before? What's worked and what's failed? You don't want to do the same thing That's not worked for them before Now introductions sessions Are very different from discovery sessions Introduction sessions are quick You need to find the main pain points And push them into buy mode Generally discovery sessions are a lot deeper People are usually already in buy mode At the top of the pyramid And they're a lot longer They last for two hours Four hours or a half day And it's a really deep dive into that business And again, why do you need this? So some quick things on to cover For a discovery session if you want to do that So again, the same essentials for the introductory But you want to do the deep dive You want to find out things like Customer lifetime value How much it costs for when they get a lead The business goals What's underperforming the business areas And you want to do why Why why why why all the time So that's why discovery sessions Can last for at least half a day Because you're asking these clients the same question Why do you want to do that? Why does this make sense? Where do you want to go from here? So again, more details in the blog post there for you Okay, we are getting there Okay, so ads So all this stuff before has been like Just general people go into your site But what we should do is target these landing pages with ads as well So let's look at the different type of ads To drive people to your websites And so when you use Google Ads Use Google Ads, they also appear in searches These people are already looking for solutions They're already problem aware So you use Google Ads to target the top three And the top 17% towards that into that buy mode Facebook ads are generally people on social networks They're generally not particularly aware that there's a problem So you can use those to really get that 60% And that 20% and push them up to the pyramid as well Okay, let's we've done all this hard work Let's have a look at proposing So pricing Cost-based pricing versus value-based pricing Cost-based pricing is the time it takes for you to do your stuff So example, hourly rates So there's an example that all people start off with Five-page website takes you five hours Charge 750 Offer e-commerce, you know, it's a little bit more It's going to be 40 hours, that's $6,000 But it doesn't really scale Just so you get a big client in that's got all that stuff up there It's going to take you 200 hours Are you going to charge them $30,000? You can do But if you're just pumping out an equation numbers Then they're not going to see the ROI back in that If you just say it's going to cost you $30,000 The client cannot see the value in that and they'll just You won't get anywhere in that And that's why value-based pricing is the best model So when we're doing value-based pricing What we're basically doing is We're selling a service Based on the client's perception of their return of investment It's not your time It does require a discovery session to be done Because you need to find out about their business You need to find about their pain points Their objections And the customer lifetime value Their target audience You need all this stuff to be able to do value-based pricing To tell them what they're going to get back in return So why is it so much better? Well, it delivers a solution that the client actually needs Because you've done the discovery session You know what they need now And it has the best chance of making you money Over the cost-based value The client can perceive how much investment cost Versus ROI And it completely decouples your time Against what you're delivering in your solution So let's look at the proposal essentials So some things to include Well, after you've done the discovery session After you're now pitching mode You're writing your proposal You definitely want to include your terms and conditions How you're working with them The requirements What's in scope And what's out of scope Very important, what's out of scope The workflow How are you going to work with them? The deliverables and milestones What are you going to deliver? What's the major things that you're going to deliver? Cost breakdown How much does each component in that cost? Because that can then justify the end price If people are looking to see Oh, well, that bit costs that That bit costs this That is why it costs this much at the bottom The schedule When are you going to deliver all this stuff? And the total investment We call investment rather than cost Because cost is kind of money that you just threw out Whereas investment is something you're earning So total investment that they're going to pay And the payment schedule Get a signature Please don't rely on verbal stuff Okay, get that client to sign it off So I've included a link to the template that I used The proposal template that I used So please download that Have Luke plug in your numbers Rebrand it But it'll give you a star for 10 Covering all those different essentials there Getting paid There's different ways of getting paid All up front is kind of unusual More usual is a deposit now and some more later My terms are 50% now as a deposit And then 50% on agreed deliverables done Now notice I've said agreed deliverables And not project end Because if you're working for larger customers When you're delivering stuff That project will roll on and on and on So basically when you've done your stuff When you've delivered It's like I've done my stuff I've given it to you Now give me your money Okay, rather than project completion Some other ones up there 25% deposit You can do on a month by month Or on a milestone basis Totally up to you But in generally deposit now and more later Tends to work Have a clear payment time frame Ask your clients When you're before you're pitching them When is their payroll There's no point saying all Here's the payment I expect in seven days If their company's doing a payroll run Every 28 days or the first of the month Or last of the month You know Just ask them It's a simple question It avoids embarrassment Please do issue invoices I've worked with businesses who Their clients have called them And say oh where's the invoice for this work I don't embarrass yourself Send out the invoice Make sure that's there If your software has invoice reminders Turn it on Everyone's busy Sometimes people miss invoices But having that reminder that sends out Is great Okay so definitely turn that on If your software supports that And again if after all that You're still not getting paid Remember we signed the document The client signed the document That's legal contract So if you have got any issues Then you can set up that legal process To try and recoup your money That's why it's so important To get your customer to sign that document Because it makes it legally binding And of course If they want to give you cash That's fine We accept cash So That's the end of my talk It's a huge amount of stuff And I've tried to elaborate a little bit more With some blog posts that you can read afterwards To try and get a little bit more information Yeah but hopefully that's helped you a little bit On your journey Understanding a little bit more about Value-based costing As opposed to just cost-based pricing And so definitely try and give it a go Try and engage your audiences The different problem awareness And try and drive them up And try to do some discovery sessions Try and talk to your clients And find about all their pinpoints And get them to tell you How to write your proposal for them So thanks very much And I'll ask anything Okay we have time for two questions Has anybody got some questions for Will? Yeah we've got to have our We've got no mic or anything on it I'm conscious we've also got the live stream So we need the mic Do you want to pass across to you? Hi Vlad Good to see you again mate Basically Yes I've had some clients That have been very resistant To value-based pricing That is there are some people out there Just seem to be very determined To work out what they think your labor costs Are to do something And then try and say Well I could do the same thing If I get this developed country workforce And at the moment I was saying Well you know that's not how we work And we think we've had people Who have been disappointed in that And that's why they come to me But do you have any other tactics For dealing with people who just Don't want to pay based on value Rather than what they instead What they think your costs are Yeah I generally That's a great question I generally find this for working with Older clients So people have been in business For a long long time It's a difficult conversation to have with them But essentially in the proposal That I've got a template link there The components that you're selling them For the solution Are broken down in a cost by cost factor So things like creating a website Creating a Moving it over to a development server Testing on the development server Testing against milestone one Delivering graphics Doing content Uploading media Doing SEO Doing your first marketing Social media They're all different components Within that proposal And they're all priced accordingly So even though at the end There's a huge number That you're justifying as a value based Within that proposal We can see a breakdown Of those costs within them So it's kind of the best of both worlds I guess So you can try Try doing it that way Thank you Thanks Vlad Okay we have another question Hi I was just looking at the Example you had before With the video company Where they Their idea was to give their process Away for free I'm a marketer as well And I totally understand that But I think maybe if you could Some more clarity For us as maybe Website WordPress developers If we did our 100 point checklist That we all go through to Get ready to launch a website That is going to be super super valuable For everyone in this room Who's also a WordPress developer But maybe not to the ideal client So even though it might be An authority piece of information That you're kind of providing It may not be Information that they're willing To consume or able to consume So is there another Like example you could use Or are you Like I'm just wondering That specific example Because they're obviously Offering that video production as a service I feel like there's a little bit of a mismatch Between the message and the target audience Yeah so this is all about defining The actual target audience And you're right So that high value content offer That was targeting that 37% of people Who are problem aware And it was a great deal And the reason that we Did that whole inclusive stuff was Because they had a huge amount of competition out there So a lot of their competition were selling Or were producing a lot of high value content Or what precedes high value content We needed to go a step further So we were not trying to compete With them on the same level We wanted to actually blow the socks Off the competition So we went that one step further To say we'll do the same as your competition But we'll just give you the whole works And yeah you're right Some people were just overblown with that Some people they got emails back to say Is this real? Are we getting access to your entire stuff? And all we need to give you is like our email address And we're like yeah, yeah that's totally true So it works for the majority of people And there are some people that will come back And won't understand Or won't perceive the value of that But that's the way that marketing works You know that yourself So it's all about targeting that high value content For that specific I'm not going to say niche But that specific kind of target audience That you want to go for Thanks for the question, it's good Well I'm conscious of time And I do know that Will Again will be around during the lunch break So please feel free to ask him lots of questions He'll also be obviously at the word camp down In Sydney later on this year So I'd like you to thank again Thank Will for his Some really cool ideas