How do you find prospects without wasting time and effort? In this episode, Scott Carson interviews Juliet Dillon Clark who is the founder of Super Brand Publishing. With a mission to help coaches, speakers, and small businesses build connective sales with Q2Q, Juliet is leading the path to getting the clients we deserve. Building relationships is always important in every aspect of life. In real estate, she is helping clients achieve that connection with their audience to ensure a win-win for everyone. Discover more strategies in knowing your prospects, qualifying leads, and more from Juliet today.
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Knowing Your Prospects With Juliet Dillon Clark
We’ve got a guest on who’s going to share some of her amazing insights, tip and tools and how she’s not only helping herself but entrepreneurs in the real estate and other industries out there to learn how to market effectively and target the people that you need to target versus trying to talk to everybody. I made a joke that, a lot of entrepreneurs want to carpet bomb. Everybody they come into contact with is trying, “Sign up for my stuff or be a part of it.” That’s not an effective way long-term to be doing business. We are honored and excitedly jacked up to have Juliet Clark on the show.
Thank you.
Juliet, you reached out to me and we are already in multiple circles together with different friends from Aaron Young to the Hazzards, even Merrill Chandler from CreditSense. Why don’t you share a little bit about who you are and what you’re doing out there with people?
I started out as a publishing company and quickly found out that people were bringing us books and no platforms. Coaching in my estimation, probably the only business out there where you can bootstrap your way into $200,000 worth of debt without a product. What I did was I created a platform that is a lead generation platform and also a lot of consumer feedback, which is a roadmap to where you’re going next. It qualifies the leads for you that you’ve generated and you can decide who you are going to actively work with, who’s ready to go and who’s to drive by looky-loo that you’ll see them later.
A lot of people when they come from leaving their job or starting their side hustle, everybody says they have a book in them. A lot of people think, “I’m going to write a book and be the next greatest author out there.” It doesn’t always work that way though.
No, it never works that way unless you’re extremely lucky. That was one of the things that was going on is these people would go out to a business building workshop and the business build was you need a book. You need to be a speaker. You need a program coach. There were all of these things you needed that I said you went into bankruptcy and you still didn’t have a product. Most authors that are out there that do well, they already have an audience and they already know what book that audience wants. That’s what’s important here is don’t guess.
That’s a big thing because our friend, Aaron Young, always says, “It’s great to be an entrepreneur.” You have the greatest product, but if nobody wants it, you’re wasting your time. I know you’ve heard Aaron say that before like I have on multiple occasions at either event and your inner circle as well as I am. That’s one of the things that you help people out there focus on is finding what their audience is looking for and go from there?
We work in two areas. If you’ve already developed that product, we go out and find out if it’s the right product or if you’re in front of the right audience because it could be a great product, but you’re not in the right place. I’ll give you a great example. I was at an event with a gentleman who had this toilet piece and it was great. You pull out the screws at the back of the toilet. You put this in. You can lift up when you clean it. He was over talking to men and no offense to men, but you are not the germ Nazis in your household. He was telling all these men how easy it was to install and they were glazing over.
When we took him over to the women, who are the primary people in your home that buy, they were excited because they know the back of that toilet is nasty. He had a great product but he was in front of the wrong audience. That’s one place where you can play with it very well. Another place is, the way we do this, you can start to see the patterns of what your audiences want. If you’re in front of the right audience, they’re going to give you the roadmap to where you take them next. You can use it on many different levels.
You’re saying it’s important to listen to your audience so you’re not pissing away your leads then basically?
I like to be more vulgar than that and say, “Shut up and listen.”
What are some of the key components to shutting up or listening better out there?
One of the things is stop relying so much on digital. We’ve all gotten into this world where digital is the end-all-be-all. We hire digital marketers and this is the key part is they all ask us, “Who’s your target audience?” If we knew that we would need you. We’re already starting out on the wrong foot that company is going to develop your message. They’re asking you who your audience is. It’s going to take six months to get into that, your $50,000 into them and they say, “We got it wrong.” Getting away from thinking that digital is the end-all-be-all and going back to good old fashioned talking to each other.
The whole dynamic we set up here is to lead those highly committed people into conversations. They’re not necessarily sales conversations all the time. They’re relationship-building conversations because those people you build a relationship with, they’re going to be your clients for life. That’s where we’re aiming this. There’s a balance between the two. I always tell my clients this who come in and they want the cash machine, “I want to sell stuff on the internet.” I always tell them, “You should go find the Loch Ness monster or the Yeti because it’s in a locket around their neck.”
You’re saying a lot of people are running screaming after a little while because that’s how they feel. Six months in, they’ve paid $20,000 to $50,000 to find out that they were fishing in the wrong pond or they’re targeting the wrong people, which is unfortunate. We see that happen all the time. I go to listen to these big digital marketing conventions and I hear these people on stage, “You need to do this.” I said, “That works for somebody who’s buying makeup, but I’m in the real estate community. I’m in the distress debt space.” What are some effective ways may be that people can help identify their avatar focused on streamlining that and narrowing it down a little bit?
One of the things that we do is if you have a program or you’re a consultant, we take the success point of what you teach or what you’re trying to get across to people. The way we present it is that people are self-assessing where they’re at on that path to success. Ours is an assessment marketing tool, by the time they’re done, they already know they need you. How easy is it to sell? When you’re the person who’s convincing, you’ve already lost when you’re trying to convince someone. This is where people come to the conversation and they already can see that if they want to be successful in certain places. They’ve got some work to do.
If I’m the person that’s trying to coach, I’m the one speaking in the conversation, I know I’ve lost. It’s all about trying to get them to be speaking more, asking questions or answering, you could say yeses along the way.
Not only yeses, but we also come back to shut up and listen. Talking to them about what are those strengths, what are those weaknesses and how can we get you to where you want to be in three months or six months because you’ve already identified that you have those weaknesses.
What are some of the biggest weaknesses that you see from people that they’re struggling out there?
I have a section on my assessment about funnels. I’m lucky if anybody gets a five. The reason is we don’t get into the task of funnels because anybody can set up a funnel. Anybody can put a sales page together, anybody can opt-in, but it’s whether it converts or not. That’s where we have to dig in and ask questions about, “Are you getting conversion?” When I define conversion, I hear a lot of digital marketers tell people, “We’re getting conversion.” We had 1,000 people click. Conversion is, “Are people buying? Because here’s a coaching program for you.” If you have 1,000 clicks and you’re not getting any sales, I dare you to call Lexus and try to make your car payment with clicks. If you can do that, you’ve got a coaching program.
I don’t think Chase Auto Finance is going to sell you that if you’ve got one million likes, that’s great.
We like you too so we’re going to skip this month’s payment.
You’re a popular person. People like you. We’re not going to collect. That’s the thing we see all the time. If we all build a funnel, “You put everybody into your funnel.” Work it down to the point that everybody gets excited. Somebody opt-in but it all comes down to what’s that conversation flow to find those yeses or shut up and listen to drive that point where it’s a buying decision at some point.
Knowing Your Prospects: The right audience will give you the roadmap to where you will take them next.
Part of what we do is we have some algorithms built-in and we ask those types of questions that a lot of entrepreneurs are afraid to ask.
Let’s talk about some of these points because I know these are some nuggets right here for everybody out there.
Are they 100% committed to the problem? Think about that for a minute. Do you want to spend all day on the phone with people who want your advice, but they don’t want to pay you? Are they 100% committed to fixing that problem? Number two, are they willing to invest? Let’s ask them upfront because if they’re not, we don’t want to spend the day on the phone with them either. Will they schedule that appointment with you to discuss what’s going on with them? If they can’t get high scores on those three questions, they’re not your people. That’s where we start separating the wheat from the chaff. That’s where we start to get intentional about who are we talking to on a daily basis? Who are we giving our time to? For a lot of coaches, it’s a time trade. The next piece of that is if they’re highly committed, let’s get them on the phone and have that conversation.
What if they’re on medium commitment, what if they’re wishy-washy on a couple of places? Maybe they’re 100% committed, but they’re telling you they may or may not invest. Those are the people that are on the fence and we want to be able to nurture them. We have to decide do we have those conversations or not? Is there other information we can gather that is, “Let’s get them on the phone.” Maybe that looks like they’re maybe not 100%. Maybe they’re 80% committed to solve that problem and an 80% committed to investing. We want to talk to them definitely or at least nurture them. I know you will recognize this if you speak, there’s that whole group of people in the room that they don’t want to invest, they don’t want to solve the problem, but they do want to run up to you at the end, introduce themselves and ask you how to do something.
I like to call those people. This is an old radio DJ thing for back in college radio. Those are the prize pigs because any every radio DJ that’s ever done a live remote somewhere, they’ve got prizes that you like, t-shirts, bumper stickers, movie passes and it’s always the same people that show up. They’re not doing anything. They’re not committing anything, but they’ve got a million of the K101 posters in their yard or they’re the ones that are constantly wasting time. You’re 100% because everybody’s like, “I want to get something.” They’re not the 10% that’s going to do something anyway. They’re not the 20% that is going to pull the trigger. I see this happening. I know you do. A lot of entrepreneurs, speakers, real estate investors spend their time with the deadwood leads. We talk about Wall Street or the prize pigs that want to take as much information from one but not say yes to any type of buying decision.
I’m having this visual that the next time I’m in a room full of people and those people come up, I whip out orange bumper stickers that say prize pigs.
You can use it. You’ve got to give me credit for that one.
We should all do that. Can you imagine how quickly those people would disappear from seminars?
I’m going to bring it back into a lot of our audience. We’ve got a lot of people that go to local real estate clubs and they’re building their network at the local REIA meetings that happen monthly. There’s a bunch of people. They’re tire kickers and doorknockers. You’ve also got people that are paying to go to conferences and trying to network and raise capital there. There are also people that are doing a lot of online marketing trying to drive traffic and engagement to get people to either invest with them, whether it’s $25,000, $50,000, $100,000, that’s a big buying decision or people looking maybe to sign up for our workshop or training or go from there.
I love what you’re saying here because it’s stuff that we see every day. I had to change what I did a few years back because I was having those conversations with people that weren’t doing anything. I wasn’t asking them buying questions to make sure and focus my hours of the day because we only have 24 hours each day. I spend my time with people that weren’t going to pull the trigger. I had to figure out. This is why I was so excited. I was like, “This is great. Everybody needs to hear this because if they don’t, we all get frustrated. We waste our time with people that aren’t going to pull the trigger on anything.”
There is a key to this. You have to work the leads when you get them because that’s the one thing we find. When we’re working with people and they start to get qualified leads for the first time, they come back and they say, “What do I say to them?” We’ve had to add enrollment conversations into that because of it because this happened sporadically. You have to be able to follow up when you’re done too.
I want to make sure everybody knows this too that Juliet comes from a real estate background. That’s one of the great things that I loved. That’s why I wanted to bring her on here is because she understands the mindset. You’ve been a realtor for years. You’ve worked with Tom Ferry who also worked some other things that we work with or know people together on different things. That’s why you’ve got such a valuable mindset and insight to the mind of a realtor or an investor.
The minds of realtors are a very scary thing. I was a real estate broker. When I went into real estate, I came out of advertising. I was in the top ten of my company within the first year and there were 400 agents. It was knowing how to market. That was an experience. I did that through 2012, but I backed off in 2008. I was working for the banks and when the market went down. I was one that knocked on your door, took your home away and it was soul-sucking.
That’s when we first started buying distress debt was back then and buying stuff at a discount. I was talking to my accountant. We were talking about the fact that he works with borrowers and the other side and he was trying to keep them in their house like, “That’s great.” We don’t want to take a borrower’s house with the note investing business. We prefer to keep them in their house if we can because we make more money that way. It turns out to be a true win-win across the board. You’ve been in that of things working for the banks. The banks are pretty much black and white. You either pay or you don’t stay. Let’s bring it back a little bit. Maybe buying decisions or qualification of the leads. What are some things that you recommend people should put in place to help them work those leads better?
If you’re out speaking and you’re gathering the room, the process that we use, you have results immediately have that sales team right there in real time separating out who has that high commitment. Send your best closer out to start building that relationship with them. Those people who are middle, send that person who is your soft, sympathetic, great relationship builder. Send them out to see how you can help. Those lookie-loos if you have an event, those are the people you send out the door with your low-cost program, your box set, your books. Make sure that you have a team in place that knows how to close, knows how to build relationships at every level so that if you have an event going on, you can get somebody with something out the door, every single person. That’s a lot of it.
The enrollment conversations, just listen. You have results right in front of you with our system to talk about, “This looks like you’re doing well. That’s great. Congratulations on building that. This looks like your area of weakness. Tell me about that. What have you done? What worked? What didn’t work? How do you think you can help? How can we help you with that?” It’s getting into those thoughts inside their heads because the more you listen, the more they feel heard. They feel seen. I’ve seen organizations or been on calls where it’s a fifteen-minute-call and they don’t want to know anything about me. They want to sell me and I’m frustrated. I don’t feel that’s the product for me because if that’s my experience at the first leg of the customer journey, it’s not going to be a good ride.
It’s all about building rapport and that customer journey. God gave us two ears and one mouth. Listening to what the person is saying because if you’re listening, your leads, your potential buyers, investors, they’ll tell you exactly what you need to hear and listen or say to them to help them close a deal or pull the trigger or buy something.
It’s not only that, it’s what you listen to and hear that makes them not ideal. If any of you have ever worked with a client that was less than ideal and you took them anyway, you know what a nightmare they are. They take away your time and energy from people who need it. As part of that exploration, you’ll have some questions where you can find out like the one about what’s worked for you, what hasn’t. If somebody has this huge litany of what hasn’t worked, you have to stop and ask yourself where they present. Did they show up? Did they work it? Unfortunately, at the end of the day, if someone’s not successful inside of what you teach, it’s never their fault. Remember that when they go on Yelp or they tell their friends, they’re never going to say, “I signed up, I paid. I did a job of working it, but they could’ve done a better job of teaching.” They’re never going to say that it’s always going to be your fault. You want those people that you perceive are excited, they’re going to show up and they’re going to be present. You’re going to give them a lot of time and energy because they’re the go people.
Sometimes it’s a tough thing for somebody who’s brand new or working through this because they want clients. I only say this from teaching and coaching for over several years. Some of the best decisions I made were people that I turned away as clients or put them into something else instead of having to come on board. That’s something I invested. Some of the best investors have been great. The ones that we’re good to go. The worst ones were the people that drove you batty with emails and phone calls every day. We don’t have time for that. Sometimes I had to say, “Thank you, but we’re not a fit. Let’s move our separate ways and go from there.”
That was a big lesson I learned in real estate. I never had people sign the buyer agreement. It wasn’t because I didn’t want them to stay because buyers are such flaky creatures. It was because I always wanted the option to say, “See you if I needed to.” That agreement didn’t help with that.
You want the out clause, not just them. You need to have your own out clause as well too for things. That’s a great point for people to consider when they’re riding us into their education or their classes or maybe their funding agreements out there too, “We’ve got a PITA clause.” Use it too. I have a funny story, people that I first learned the real estate stuff from. I used to do a lot of stuff for them and they had me on. They created an LLC called PITA. It was the Pain In The Ass assets that once I put these assets into. That’s the thing is that you’d want to put that in there because that saves you so much energy and trouble in the backend.
No, it definitely does especially on divorces. You walk into a house where they want divorce. They want to sell their house and have you represent them on the buy, run. I remember going into this one. When I did their cash out sheet, they had like $400,000 equity, but they were sure to tell me that they needed $300,000 each to go onto their new lives. I was like, “No.”
That math doesn’t add up there.
Knowing Your Prospects: Make sure that you have a team in place that knows how to close and build relationships at every level.
Not at all, but they were adamant. I’m like, “I can’t help you. I’m good, but I’m not that good.”
Go find somebody else to deal with that. Why don’t we talk a little bit because you’ve got different assessments? How long should that be for somebody out there? It’s going to vary a little bit by industry, but when people are coming back in to help them identify those leads or have them qualify those leads. Are we talking 30-question assessments?
Especially if you’re a speaker or you’re using it at an event, at anybody’s event, not even your own. We want this to be a two to three-minute experience. Take out your phone, go to this URL and I’m going to have a few talking points while you’re taking it. What you’re going to find is what we’re going to talk about, where you’re on the scale of this before we talk about it. I want you to know how well you’re doing with what we’re going to talk about. Two to three-minute experience, that’s why I said the results are in and your team can go through them while you’re talking. Depending on your talk, you give it at either at the beginning. We had Aaron Young coach them through. He looked at it and he’s like, “Try it at the end.” He got great results at the end, 89% of the room took it. It was almost 60% were high commitment. That’s what you want is to be able to do that and get them through that so your team has the results.
How long should it be?
We recommend that it’s three to four categories because you want to bunch this up into categories around what you’re going to speak around. It’s no more than twenty questions. That’s including the three commitment questions. The other part of this that we do that’s different from everyone else is we ask for name, email, address and phone number. A lot of marketers out there will say, “You can’t ask for their phone number. They won’t give it to you.” If they won’t give you their phone number, they’re not your people. They don’t want to hear from you. I’m sorry. That’s the stark reality. The other thing that sets us apart is we have a micro commitment at the end where we want to know their skill level.
We have three or four buttons that they can push to identify, are they a beginner? Are they an expert? The reason we do that is when you get on that call with them or you build the relationship, if they’re a beginner and you’re talking over their head, they’re going to walk away. Conversely, if they’re pretty good at what they’ve done so far, but they want to get better and you’re talking to them at a beginner level, they’re going to say, “No, you’re not the guy that’s going to get me there.” It’s refining and knowing who you’re talking to before you start talking to them. It should be very short. We have a couple of clients who brought us these enormous assesments. One of them was a twenty-minute deep dive assessment and she couldn’t get anybody to take it.
We made this a two-step process where she has what we call the quick and dirty that she did from the stage. She used it in pre-marketing at an event and 137 people took it. There were about 400 at the event. She called those people before the event, the high commitment and said, “I have some 30-minute spots available.” She filled 30-minutes spots at the event with high commitment people. When she did it again from the stage, another 207 people took it. She went home and worked for a week and a half on all of those high commitment leads that she got, not all 207 were high commitment.
Having 75% of a 400-person event to go through that, I would say that’s unheard of for the most part in the industry out there. Would you agree to that Juliet, that’s normal with what we do?
It’s normal with what we do. It’s interesting because I spoke at an event and someone from the NSA challenged me on it. I was like, “What’s wrong with you that you’re only getting 40%?”
They can learn something from you.
I don’t know if they could or not, but they could at least not challenge me while I’m on stage.
We have our online conventions. I usually send a survey out and try to get anybody to fill the survey. We get about 20%, 30% and we’ll have anywhere from 400 people in our online to 1,000 that are joining us. We get between 25% and 35% that are filling up 25 questions. Tell me about your experience. What’s your focus? Do you have this? Do you need that? That’s such gold to us after the event because we can identify following up with those that are experts or brand new. I love what you said. What you said is that they sent it out beforehand and they pre-booked before they ever got there.
You are the credible person on stage. Somebody has brought you in because you’ve got the goods. Those high commitment people are pretty excited that you’re going to spend some quality time with them. Be sure when you go into those, you have some tips, you’re super helpful. You may not even want to sell. What she did with hers is she identified of those high commitment people once she talked to them who’s eligible for that nightmare twenty-minute quiz. That’s like, “We’re going to take the next step and go into that bigger one.” There was another client we had that came in that was a financial advisor. She was asking a lot of deep personal information and if people don’t know you, like you and trust you, they’re not going to give up the goods. You can use this as a precursor to get them in, warm them up. If they’re right, go on into that next phase where you ask some more intimate questions.
It’s like going on the first date. You’re not going to ask him for the name of the kids and what they want to get married in the first hour of drinks.
I always say that because I’m a single woman. If I go out on a date and I’m sitting in a restaurant and the guy asks and says, “I love you. I want to marry you within the first 30 minutes.” I’m like, “Where’s the bathroom? I hope the alarm doesn’t go off on the door when I go out the back door and where’s my Uber?” Take a little kid so you’re like MacGyver so you can disengage the emergency alarm.
We’re out marketing or talking to people. For a lot of people, it’s like that new puppy, jump on, “What’s going on?” They want to know everything. I’m like, “You don’t need all the information because we’re not doing business. We’re not even in the same ballpark but let alone in the same bedroom for the most part.”
I have a book coming out called Pitch Slapped. That’s exactly what it is.
One of my mentors said, “Don’t get diarrhea of the mouth where you’re throwing up so much information.” Whether you’re throwing up and getting so much information, they don’t need to know or asking so many questions that they’re not comfortable. You’ve got to build that rapport. I like what you said. It’s huge. If you’re reading out there, it works well in any field. Ask if you have questions, get them comfortable and see if it goes onto that next date or that next round of twenty questions.
I should do that when I date. I may be in the Guinness Book of World Records for most first dates not followed by a second date.
Have you ever been on a speed dating?
I haven’t, but I’m thinking maybe I should take my assessment with me when I’m premarketing.
I’m not single, but I’m not married. As we joke, “We’re not married, we’re happy.” I went online when I got divorced and there were nine guys and nine girls. It was a train wreck for a lot of people and they’re asking questions, they’re like, “What was that?” That’s the thing is I’m sure you’ve got to tailor your first round of questions or that first impression with your potential clients when you’re at an event you dive into. Are there any specific things that are golden that work across the board for a lot of places, if you’re going out into an event or you’re speaking from stage? I’ll give an example. Speaking in front of an audience of 100, 200 peers that are in the real estate community. I don’t think you would jump on and say, “How many deals have you closed?”
No, because a lot of times, especially real estate people, they’re at the event because they’re not closing deals. Don’t ask that. I don’t want to have to slink out of the room because I sold three homes.
If they’re answering on their phone, as I’m saying, you’re asking the audience.
Knowing Your Prospects: The biggest failure is not really knowing if you have the right product in front of the right audience.
You don’t want to get into specifics, but you want to find out what they’re doing. Let’s put an example of someone who’s a real estate coach. You might ask some things about social media. You might ask them things about prospecting because I know when I was in real estate, I was one of the few people who loved to prospect. People would take poison not to have to prospect in the morning. You want to keep it in generalities and have them rate themselves on a scale of one to ten. Here’s a tip on it. Don’t ask about specific tasks. Make it around the success principles because when we first started, we had a social media quiz out and we ask about tasks. Everybody is doing the tasks, but they’re not getting conversion.
That’s why we want to go right to success. If you’re prospecting, what does success look like? Have them rate themselves on it. What’s key here is that self-assessment. It’s like when you write a book. When you tell people something, they’re disengaged. When you show them something, they’re completely engaged. I always relate that when I used to play golf with my husband. If I got to play or he said, “Do this.” I was okay with it. When he got behind me and started doing the teaching, I wanted to smack him with the club because it feels like I’m being attacked. If you show them, it’s more gentle. If I want this, I have to do it. You guys know why I’m no longer married, we used to play golf.
Showing them how to do versus trying to teach them, force them to do it their way. Everybody will adjust a little bit what they’re doing to something that fits them. Golf swings are completely different across the board for everybody because we all know we’ve got to go up and hit it with a seven iron. We’ve got to have our own little massaging the swing so it fits with what we’re doing to make it successful for us, which it may not be the exact same thing across the board as a cookie-cutter definition of success for people.
Here’s a great real estate example. I used to know people that would say, “I’m going to prospect for an hour.” They would call and they’d get an answering machine. It has to be more like, “I have to connect with ten people.” When you’re task-oriented, I can do the task and do it in a way that’s not serving me. When we ask that, you’re going to get someone who has all tens, but they’re only selling three houses a year. You have to do it and have them connect with what that success looks like.
Where do you see the biggest failure of new investors, new realtors or new entrepreneurs out there that drives you bonkers?
There are couple of things. The biggest failure is not knowing if you have the right product in front of the right audience. The failure behind that is most of the time you’ve created something that you think will be great without validating. Think about this for a moment, if I was going to go out and get investors, I could never go to the investors and go, “I’ve got this great thing, but I have no idea who it’s for. Will you give me $1 million?” That’s exactly what all of these people do. They don’t have to go validate it because they’re bootstrapping. The second thing I see and that’s what we use the assessment for to change is we have all been doing campaigns the same way on the internet since the inception of time.
Nobody opens their emails for joint ventures anymore because my friend, Scott, who I barely know, but you don’t need to know that, is the most awesome person on the planet and has this great program. We give lead magnets out and we’ve always equated that it’s an exchange of my genius for your email address. Nobody’s opening email. Is that an exchange? I don’t know who you are. I don’t know what you want. That was my hope with the assessment marketing is it would replace that old lead magnet. Now we have a true exchange of information. I know what you need. You know what you need. I know if you’re going to buy. You don’t have to open your email because we’re going to talk.
I’ve got probably four emails a day from people that are in internet marketing or friends saying like, “My best friend does this or this person did this.” They’re shouting at us. I’m like, “Why are you shouting? Nobody’s listening.” You’re trying to sell me something that’s not even a fit for what I need or what I’m doing. You’re shouting out like throwing spaghetti against the wall and see what sticks and that’s not effective at all.
I’ve heard the best quote about “You don’t want a bullhorn. You want a dog whistle.” I wish I could quote who it was because now I feel bad. I stole his quote.
We’ll give credit to the person who’s quoted, “You don’t need a bullhorn. You need a dog whistle.” I’ve seen images and graphics of bullhorn. You’re the note whisperer, the dog whisperer. I was talking to somebody about how we’re all fighting for eyeballs and earballs, especially in the podcasting space out there. We’re all looking for people to listen to our shows, to follow us, subscribe, or also to come on over and jump into our funnel if it fits for them. Hopefully, they end up signing up for something or they’re opting in and they’re getting bombarded. That’s a different mentality of what you’re saying. You don’t want the full 50,000 people to opt-in. You want that 5,000 or 500 people maybe or 50 people, however big your audience is to be the one that you connect with. As our friend Mitch Russo who runs a podcast called Your First Thousand Clients, it’s easier to help your existing clients versus going out and finding new ones and having to start all over again with that whole process.
When I was at the think tank, I talked to a gentleman. He has government contracts and he works with AI a lot. The social media companies asked him to do a study on their influencers and he went back and told them that their true influencers weren’t the people with a million followers. They were the people who were engaged were going with smaller followings. The social media companies didn’t want to hear about it because they like to tout those people with the bullhorns and the bigger followings. Any day of the week I would rather have a committed following of people who dug everything I did than a million people who don’t care.
That comes down to the whole niche and the aspect of having a niche and staying deep. It’s like what we’ve done with our note investing versus trying to do all sorts of other real estate. We stick in with distress debt and went deep on that. It’s also you see that from other advertisers that talk about how they like the aspect of having someone who’s got 2,000 focused Instagram followers that they can share stuff versus somebody who’s got two million that’s blasting out with a bullhorn. That person is talking to those 2,000 people who know what’s going on in their lives, know their avatar, their strengths, their weaknesses, their troubles. What they see on a weekly basis or a daily basis and can identify where those hot buttons, those distress points to be able to cater to them to either deliver something that’s useful, to show them how to overcome that versus blasting at them or providing a solution that does work for that group versus trying to sell something that’s supposed to be generic across the board. I know what you’re saying is we have to quit being that, “I’m great for everybody,” when we’re not.
Not only that but using the roadmap. In 2016, I sold a bunch of DIY programs from the stage. We went back three months later and talked to those people, and they said they were willing to pay more for a group program for support. We went back and sold a bunch of those people a group program. We raised our price point. It wasn’t any more work than what we were already doing. It helped us reformat what we were doing and exactly what people wanted. Exactly the right price point, how they wanted it delivered. It was a huge success. It’s my biggest selling program. It was because we went back and talked to those people.
For those who are reading this, what’s the best way for people to reach out you or what’s the step for them to get this thing ball rolling for you? Do you have a process you like to put new clients through or new perspective leads?
I’m going to invite you to take a quiz, one of our quizzes and try it out. You can go to www.LeadLogicQuiz.com. If you wanted to bypass and reach out to me, but I want you to take that quiz. Either way you’ll get to me, but go take that quiz and see what it’s all about. There’s a lot of psychology behind that too. It’s micro-committed so people have to see a brand a minimum of seven times to peripherally recognize you. That quiz takes care of it seven times. It’s one of seven. The banner goes across the email as well because it’s all branded. It’s all colored. You name it. We did it.
It’s got a big, happy bow on it too and ready to rock and roll, which is great stuff. People fill this out the LeadLogicQuiz.com. They answer it out. You reach out to them. You give them a phone call. What’s the step after that?
When they submit, they’ve given us a lot of information. If they’re highly committed to solving their problem, investing and talking to us, they get a link right inside the email to book an appointment. If they’re highly committed and they don’t book an appointment, we pick up the phone and call you so don’t be shocked. I’m going to call someone and see if they’d like that appointment because I do realize that sometimes we get busy and distracted and we don’t go back and book that appointment. If you are a medium commitment person, you get the link too because we’re trying to run the numbers. The more people you talk to, the more success you have. Unfortunately, if you’re lowly committed, we give you something free and say thanks.
Once again, everybody do it, check it out, LeadLogicQuiz.com. I don’t know about you guys, everybody reading this and our Note Nation out there, but I definitely learned some things. I got some nuggets. I’m taking this. I’m looking forward to this because when you and I were talking about this, I was like, “I like this.” I may know some people that need help with this or I’ve got to have you on the show because I know there are a lot of readers out there. They’re looking to increase their sales. Everybody’s going to improve on their closing ratios and also work with better people versus anybody. One of the most important things is that if you want to be truly successful as an entrepreneur, you’ve got to do the most productive thing at any given moment. A lot of times you’ve got to be talking to the most productive people versus those that are going to be as we’d like to say the price pigs or the tire kickers. Any other final thoughts or any other ways for people to reach out, to jump on that quiz and go from there?
You can reach me at Juliet@SuperBrandPublishing.com, but I’d love for you to look at the product first and know that if you reach out by email, you want it.
That’s a buying decision to reach out that way. Juliet, once again, thank you so much for being such a great guest on this show. Hopefully, you get a lot of people that opt-in there and help you out and you’re rock and rolling. If you’re reading this, think of somebody who could use some help, whether they’re speaking from stage or starting to speak from stage or they’ve grown an audience for a variety of reasons, send them the link to the quiz because it can be helpful. I can tell you how much money I’ve spent over the last decade-plus of trying to improve as a speaker and prove my closing ratios.
If I’d had something like this earlier on, it would be a whole different ballgame the first couple of years as a speaker and an educator. I highly encourage it. This stuff works. It’s not something that two, three, four years ago worked. This is something that’s going to work and you want to build that connection with your audience and be able to truly listen and truly answer the needs that they want. It will make you happier and make your clients happier, too. Juliet, thank you so much for being on the show. We look forward to hanging out some more and spend some more time together.
Thank you. I appreciate you.
Thank you. Take action. If you got to do something and take action, keep moving forward. We’ll see you all at the top at some point.
Important Links:
- Juliet Clark
- Your First Thousand Clients
- www.LeadLogicQuiz.com
- Juliet@SuperBrandPublishing.com
- www.JoinMoreLeadsNow.com
About Juliet Dillon Clark
Juliet established Superbrand Publishing in 2010 with a mission to help non-fiction authors understand how to build a platform, sales and marketing funnels, and visibility in the marketplace for their books and their businesses.
In 2015, this business expanded to help authors, coaches, speakers, and small businesses build connective sales with Q2Q, a proprietary system that allowed for more lead generation, sales closing, and revenue growth. She is best known for her Quiz to Qualify programs that help entrepreneurs connect with their ideal audiences and gather consumer information and qualified leads.