The document discusses strategies for attracting new clients using content marketing and inbound marketing rather than outbound marketing techniques like cold calling. It emphasizes creating helpful content like blog posts, videos, and whitepapers to attract potential clients and turn them into leads. These leads are then nurtured with more content and eventually contacted by sales. The document provides several examples of how the author successfully implemented these content marketing strategies to generate leads and sales for their business with little to no outbound efforts.
2. First, You're Probably Asking Yourself: "Why Should I Listen To Him?
That's a fair question. Why Would You Listen To Me?
Jerry R. Mitchell
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3. I have sold in a shorter period of time more products that any
other sales person I know.
Not once but many times for many different companies.
That is the reason my partners selected me as a partner.
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4. In my consulting business I have developed for many clients
very successful international channels of distribution.
Have provided strategic guidance for my clients that enabled
them to increase their business through the acquisition of
companies servicing different markets.
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6. I meet few people who truly understand the fundamental difference
between sales and marketing. So lets get clear on both. At the most
basic level, marketing is everything that makes the phone ring, while
selling is actually collecting the money
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7. Your question should be “What's the difference between Marketing
and Sales, and how can I integrate the two to build my business?”
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8. Do I have to sell? Yes! As you will find out, selling is an important
part of any business activity. If you are already in business you know
it. If you are just starting out, much of your success will depend on
your sales skills.
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9. In reality, salesmanship is persuading others to your viewpoint.
Nothing more. There is no mystery to it only hard work and a lot of
rejection. Just think of selling as successfully asking someone to do
something.
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10. As an entrepreneur, you will begin your sales career the moment you give
birth to the idea of your company. You will need to sell your idea to your
spouse, your sources of money, your suppliers, your landlord, and your new
employees. You may not call it selling, but that is what it is. You have a
message and you want others to buy it
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11. In your enthusiasm, you do not question your sales ability you just do it. The
moment the first person that signs on to your plans is the moment you have
debunked the sales myth. You have made a sale without being a phony,
without imposing on others, and without lying. You made a sale, because
your message makes sense and you believe in it.
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12. You and your ideas and your vision are your products. How well
have you been selling them to those you need to reach?
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13. Never before in the history of the world has the potential to do
extraordinary things been this big for the smallest of teams.
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14. The reach of the net, the low/no-cost of infrastructure, and rise of
fiercely-productive environments have empowered those with passion
near superhuman strength in business, by last century standards.
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15. It's no longer necessary to be big to do big. It's optional.
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16. Are you struggling to attract clients? Have you heard about Content Marketing, but
aren't yet sure what it is, or how to implement it?
Would you like to be able to stop spending money chasing prospects and asking them
to do business with you?
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17. Back in 1985 when I started Jerry R. Mitchell and Associates, the business
landscape was radically different than it is today. There was no social
media.
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18. By 2007, when cold calling stopped working for our company social media
had taken off in a big way. So had WordPress and email marketing. Plus,
mobile was also starting to gain in popularity as well.
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19. What did all this mean to our company? It meant that getting people's
attention was becoming increasingly difficult, and as a result, traditional
outbound marketing was starting to lose its effectiveness.
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20. Fast forward to 2013 and, for our outbound sales force, things had
become even more difficult.
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22. Now, potential buyers remain invisible and nearly impossible to reach until
they want to be found. I say they are invisible because, prior to contacting you,
they are stealthily performing all sorts of research using Google,review
websites, and social media.
You cannot reach them at any point during this phase, unless of course they
happen to find your blog or one of your social profiles along the way.
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24. Content is Now Your Most Valuable Asset
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25. How Content Marketing Has Forever Changed! How To Attract
Clients And How You Can Take Advantage Of This Shift?
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26. It means that content has become your most important asset. Blog posts,
videos on You tube, white papers, free reports, newsletters podcasts, et al
are now the way that you are going to attract your prospects so that they
find and connect with you.
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27. Put simply, the company in your niche that creates the most
content is going to become the dominant player in that market.
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28. Why? Simple. People are using Google to search for answers to their
questions, and if you create a lot of high quality content, people will
share it on their social profiles, and each time they do, Google is going to
bump your content up just a little higher in the search results; each time
you rise in the search results, you get more traffic, more shares, and
better rankings. The cycle simply repeats itself.
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29. Or, you can just keep making those cold calls and annoying the heck out of
people.
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34. To really drive this point home, let's use an example with two entrepreneurial
companies looking to attract new clients. The first one still has a team
of salespeople who are charged with finding new clients. They are cold
calling and attending local networking events. For simplicity, we'll call
this firm Outbound Marketing.
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35. The other entrepreneurial company , we call Inbound Marketing, and unlike
Outbound, they do not have a dedicated outside/outbound sales team.
Instead, they have chosen to use the massive amount of money that they've
saved by not having this team to create compelling content that will answer all
their potential buyer's questions, as well as to publicly display their work with
Clients which, of course, positions them as experts in their field.
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36. As you might guess, Inbound Marketing is getting much better results than
the other firm. This is because they are getting plenty of traffic to their
blog, many of those visitors are becoming subscribers, and those subscribers
are finding their way through Inbound Marketing's well-crafted sales funnel.
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37. Their funnel allows their prospects to segment themselves based upon
what they are interested in and what phase of the buying cycle they are
in. This is pretty easy to do
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38. This process is working so incredibly well, in fact, that Inbound Marketing
doesn't ever call their prospects. Instead, their prospects actually call
Inbound once they have consumed enough content to actually be pre-sold on
working with Inbound Marketing.
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40. I don't know about you, but to me, that sounded like it would be a
pretty nice idea to start using inbounding marketing in my business.
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44. We now never cold call prospects. Instead, we have put our effort into
creating content (blog posts, free reports, newsletters, videos, etc.) that
attracts people to our company's website. As each prospect is continually
exposed to their message via their marketing funnel, the ones that are a
good fit inevitably make contact with our firm, and when they do, they are
ready to do business.
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45. Let me show you how working with 2 More Profits changed forever
our companies strategy
Look at these amazing results!
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52. We have found the way to attract interest is with high quality
video content.
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53. The way that we found how to attract interest was to focus on the problems
that our target customers are trying to solve, and then create content (blog
posts, free reports, news letters, podcasts, videos, etc.) that helped them to
find a solution to their problems.
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54. Once we succeed in attracting someone's interest by placing content in
a place where they found it, the next thing we did was to capture their
contact information; which, in most cases, is their email address.
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55. This is what we called lead capture at the top of the funnel. You may get
plenty more information from them later on, but for now, we just want
their first name and email.
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56. There are plenty of ways to do this but what we have had the most success
with sending a free report.
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57. Remember one thing, however; just because someone has given you
their email address (small amount of trust) does not give you the right
to spam the hell out of them!
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58. In fact, all it takes is one irrelevant email and the small amount of trust
that you have earned will quickly be eroded. This is why it's absolutely
critical that you set expectations early on as well as give them a way to
'self-segment' themselves in your database.
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59. How well you nurture your prospects is very likely the single most
important factor in whether or not those prospects ever become
customers.
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60. We have created great content that generates new leads and have sales
people call and follow up on them. This is still inbound marketing. It's just
getting people involved in closing deals. If your product has any level of
complexity that prevents it from being completely self-service, you're
probably going to have to build a sales operation
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62. We have found while inbound marketing or content marketing is a
great way to build our brand and generate lots of inbound leads, the
only way to grow predictably - that is have complete control over our
distribution – was continuing to use our outbound sales organization.
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63. Today, as I've just pointed out, the nurturing you do prior to the sale is
really where all the skills are needed. Get the nurturing right, and the
sale is the natural conclusion to that conversation.
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64. To illustrate this point, I'll give you just one quick example now. At
Jerry R, Mitchell and Associates , we have a mastermind group for
entrepreneurs marketing agencies and consultants and the only way people
ever find out about it is via our blog, marketing funnel, and our podcast. We
don't spent 10 cents to advertise it, and we definitely aren't making cold
calls to solicit new members.
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65. Given that these people have already consumed a fair amount of our content
before they ever visit the sales page, the level of trust is fairly high.
Once they read the sales page, they see that part of the process of becoming
a member is to book a 15 minute call with me, during which time we'll have a
conversation to determine if there is a good fit.
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66. When I do these calls, I generally start off by getting them to sell me on
why they want to be a part of the group. The first question out of my
mouth is always, "So why do you want to join?"
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67. Next, I ask them some more qualifying questions to ensure that their
participation would actually benefit the other members, and if there is a
mutual fit I send them a URL to make the payment.
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68. On each call, I simply assume that they've already decided to join, and, I'm
happy to report that 80% of these calls result in the caller becoming a new
member of the group (assuming there is a good mutual fit, that is).
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69. That's it. Oh, and by the way, these calls generally take less than
10 minutes.
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70. Now, let me ask you this: how much success do you think I would have if I
was cold calling entrepreneurs to try and convince them to join my
mastermind? Let's go with..um..how about ZERO.
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71. Why? The recipients of my call wouldn't know who I was, they wouldn't
trust me, and they would most likely be wondering if the group was so
good, why the hell was I making cold calls to attract new members?
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72. My point is this: the sale happened with very little "closing ability"
because my prospects were already 99% of the way to the finish line
before they ever booked the call with me.
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73. Once you have a new customer, the fastest way to increase profits is to get
them to buy more from you. In fact, the very best time to sell someone
another product or service is right at the time when they are buying the
first product or service.
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74. Is upselling harmful to your relationship with your customer? Not if you
do it correctly. Get it wrong though, and the effect on trust can be quite
detrimental.
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75. For example, suppose you go into a men's clothing store to buy a suit. Do
you walk out with just the suit? Of course not. Why? Because, while you
are trying on the suit, they are also showing you shirts, belts, and ties
that will look very good with your new suit.
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76. Most business owners aren't getting as many referrals as they'd like.
Do you ever wonder why you aren't getting as many as you'd like?
Would you like to receive more?
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77. If you've done everything right up to this point, you are undoubtedly
getting some referrals. The key is to put systems in place to ensure that
you are receiving the maximum number possible without resorting to
making those annoying calls where you put your client on the spot by
saying, "Who do you know who would like to buy my stuff?"
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78. The truth is that most people don't really want to receive (or make) a call
like that. Instead, they, if sufficiently impressed with you, will want to
send you as many referrals as possible because doing so makes them look
good.
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79. Here at our company , we use a combination of the measure of customer
satisfaction using automation to ensure that we are asking our happiest
customers to refer us more. By using email to reach out to these happy folks,
we are accomplishing a few really important things.
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80. First, it's completely automated, so my team doesn't have to 'remember' to
ask.
Second, by using email, we aren't putting our customers 'on the spot like
calling them would do.
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81. Before we wrap up, there is one last point that I want to draw your
attention to and that is this: the Internet is FULL of "free" information,
but in reality, it's not actually free at all.
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82. To illustrate this point, let me give you an example. Consider the CEO of a
company who wants to improve his marketing. To do this he asks a member
of the staff to go and conduct research on the Internet and that staffer
proceeds to spend the next two weeks Googling for information, watching
videos on YouTube, and listening to podcasts.
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83. There are several problems with this particular approach.
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84. The first problem is that it took two weeks of the staffers time to go and
find, read and assess all this information. If this person's salary is $5000
per month, the cost to the company for all this free information was
actually $2500.
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85. Worse, the information took a long time to find, it's not organized in any
meaningful way, and as it comes from a wide variety of sources the quality
of the information is sure to be in question.
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86. So was all of this free information actually free? Definitely not!
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87. As a content marketer, this problem translates into huge opportunity for
you.
If you choose to create high-quality content, and then you create a
structured way of delivering content, you are going to save your
perspective customer a significant amount of time and frustration.
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88. If you've done a good job of setting expectations upfront, your prospect
will now immediately see that they don't need to spend the next two weeks of
their lives searching every corner of the Internet to get all of the information that
they require to improve their marketing program.
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89. Instead, they will spend more time consuming the content that you have
created, and they will consume it order that you deliver it to them. And
because you are a smart marketer, you're going to deliver that content to
them in order that makes it most likely for them to transition from being
just a prospect into a paying customer.
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90. This is yet another example of the immense power of content
marketing and marketing automation if done correctly.
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91. Are We Too Stubborn To Embrace Social Media?
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92. Well, are we? Does it make us uncomfortable because we don't know
how it works? Or, are we just too lazy and brush it off as belonging to
another generation?
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93. The official definition of social media refers to the means of interactions
among people which they create, share and/or exchange ideas and
information in virtual communities and networks - Well, that's the boring
section out of the way!
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94. Whether we accept it or not, understand it or not, the fact is, it's an
awesome tool to get your message out in a way that has never existed before.
You may want to promote the local fate. You may even have a political
viewpoint that you are desperate to share with the nation. You may be just
trying to find your lost dog. Regardless, using these mediums can 'spread
the word' in a way never experienced before. And, to make things even worse
for us who pretend social media is someone else's problem, this ultra
effective interacting doesn't cost a penny.
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95. Perhaps it's time to stop hiding from this. Perhaps it's time we accepted it
as you would a new friend. Like anything in life, pay a small price at the
beginning, but reap the rewards in the long run.
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96. Social media is here and here to stay. Let's greet it with open arms and
use the power for our own personal gain. After all, we are allowed to be
selfish at our age.
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97. Irresistible offer for tonight
We will:
Produce a video to help you gain credibility and exposure
for your business or cause. (Valued at $500)
Assist you in creating a compelling video script (Valued at $100)
Assist you with a Call to Action (Valued at $50)
Optimize (SEO) your video for getting found on Google and YouTube
for important keywords ( Valued at $ 500)
Create your own YouTube Channel or Enhance an Existing Channel
(Valued at $50) …. Total Value $1200.
Special Offer is $699.00.
Special Offer (tonight only) $397.00
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