Top 3 Reasons You Aren't Getting More Clients and Customers
All right. Today, we’re gonna talk about the top three reasons you’re not getting more clients and customers.
And I would say the number one words that we hear from people are:
I feel overwhelmed. I don’t have clarity. I don’t know what I’m supposed to work on. I don’t know what platform I’m supposed to focus on.
And it really comes down to these three things that we’re gonna talk about today.
So, let’s get into it!
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#1 FALLING INTO GARY VEE SYNDROME
And I’m gonna preface this by saying something.
I love Gary Vaynerchuk. This is not me being salty. This is not me being butthurt. I’ve said this before. And I’ll say it again. If it weren’t for Gary Vee, I wouldn’t be doing the work that I’m doing in the world. But the issue is this.
Reason number one is you’re falling into Gary Vee syndrome, is what I call it.
That’s why I wanted to preface by saying I love Gary Vee. Alright, this is not me throwing stones, I really respect the guy a lot.
And I think largely it’s been a huge net benefit, and entrepreneurship as a whole, from the work that he’s done.
But here’s what we see, often, there’s not a lot of context around what Gary teaches, because he doesn’t work with small business owners. He works with big corporations.
So most of what Gary Vaynerchuk does is what we call brand marketing.
Coca Cola doesn’t need to do direct response marketing.
Direct response marketing is basically the entire process of taking people from top to bottom of the funnel. having some kind of lead magnet that captures their email, and it’s saved through an email sequence and then presenting your offer in a way that turns them into a customer.
That’s what we’ve seen the best. And that’s what the old school direct response marketers did.
Their goal is to get you to push down that funnel and buy something.
That’s not what Gary Vaynerchuk does. Gary Vaynerchuk is top of the funnel.
And so with brands like Coke, he works with big corporations. They’re not trying to send people to grow their email list.
They’re just doing all these creative ways that they do, reminding you to buy coke. And that’s not to say you can’t have fun with your marketing. I think brand marketing is fantastic.
David Ogilvy said in his book Ogilvy on Advertising, “No one should participate in general advertising before they have a foundation built upon direct response.”
And I totally believe that.
But when it comes to Gary Vee syndrome, what people end up doing is they hear Gary Vee, they want to see big reach and big impressions and big likes and big engagements.
They’re not worried about how many people they send to the Coca Cola website because that’s not their game.
So when we hear Gary say, post 15 to 23 times a day, because that’s what he’s doing. We automatically assume we also need to do that.
And the issue is, Gary has 23 people full time doing content for him.
And you probably don’t have one person helping you with your marketing.
So it’s just impossible.
So people are taking that and creating what we call Gary Vee syndrome, which is basically you’re just putting out content because people said so and because you think that your audience is not yet big enough.
And it has nothing to do with that because the average Click Through Rate (CTR), on Instagram is 0.22%.
So that statistical context is really important.
Now, let me ask you, do you know a single platform that has the staying power of email 25 years still holding strong?
Gary actually said himself in this keynote. He said that Instagram is now number five for him. Yet he would have told you Instagram number one, six months ago. And guess what’s the number one is on his list going forward, it’s all the way back to Facebook pages. And Facebook has abandoned Facebook pages for years.
So the state of flux is always changing on social media. And I agree with him, he’s consciously saying that you got to stay ahead of the trends. It’s fantastic advice for a social media marketer.
If you have somebody managing your social media, follow Gary Vaynerchuk. Because he’s always ahead of the trends.
But people don’t even know the rate of turn on email marketing is very high, because it’s not the sexy thing.
But we don’t care about things that are sexy, we want to focus on things that actually make money.
And as a business owner, you don’t need a big following when you’re getting a $38 to $44 return for every dollar you spend to grow your email list.
If your email list is growing by five people a day, at this rate of return, you’ve got a healthy business. You’re well on your way with only five new people.
So Gary Vee syndrome is keeping us out of the things that actually make us money to a large degree.
So, is it important to nurture people and let them know in social media that you exist? Absolutely.
But, it’s also important to fill the bucket with the top of the funnel.
#2 YOU DON’T KNOW THE LANGUAGE THAT MOVES YOUR POTENTIAL CUSTOMER TO TAKE ACTION
In today’s world, you have to do more than just sell a thing.
We can’t just get online and say we sell a service or a thing and expect people to buy.
We’ve got to have an understanding of our audience, a deep understanding of our audience, you have to know the transformation that people are seeking, the words that they use to describe their problems, the challenges they have with the current solutions that exist, and how your product is different in a meaningful way.
So when you’re talking about something different that’s a nice way of saying it, here’s how we’re different. But you don’t know these things unless you’ve taken time to immerse yourself with your market.
Because mostly what they’re doing today is they’re just jumping online and just putting out content like with Gary Vee syndrome we talked about.
And the problem is they haven’t done any diligent research to understand what their markets are actually looking for and what the new opportunity is.
Have I looked at the competition? How can I stand out? Who’s being underserved? How do I reach them in a meaningful way? What are their core desires? What are the challenges they have with the current solutions? And what can I provide differently?
If you don’t know the answers to these questions, then you haven’t done enough research.
Because the reality is, the reason we’re able to convert at such high rates is because I know four or five words or phrases, and when we say those words on any of our sales material, it’s going to do well.
And it was because we knew our ideal client avatar.
So when they visited our sales page or marketing materials, it was a no brainer for them because they would feel understood.
And if you get inside their head, and you spend time to actually understand where they’re at in their life season, that is how they will feel understood.
Marketers feel like they have to be cute. No, no, no. The best marketers just understand their audience at a deep level. That’s all it takes. Simple stuff. So most people are just putting out content. But they’ve done little to no research at all to analyze the market. And they also haven’t had three to five brand models that they’ve analyzed.
Now, I recommend most of these be competitors. Three to five brand models that you look for inspiration and I recommend three of those at least to be competition.
Why are they on the platforms they’re on? What are the things they’re doing? What are the services they offer? What’s the price point they offer?
So speak to your market with the message that resonates with them, understand them to understand the transformation, their challenges, and what makes you different that’s going to appeal to them.
#3 YOU HAVE NO SALES SYSTEM AS A FOLLOW UP
Check this out…
A study found that 80% of sales take place after the fifth follow up. And yet almost 90% of people are not doing that.
So half of people give up after one follow up. But the magic happens after five.
So a lot of people are doing all this work. They’re busting their butts to do the reels to try to go viral, following all the trends, staying on the new platforms. They’re being consistent, but they don’t follow up at all.
So even if they do get a lead, then on top of that, they don’t follow up.
So tell me again, how do we expect all this to work, starting to be a little bit clearer about why it’s not working?
Quick story: I’ve got a client who admits that he only emails about once or twice a year and he’s got a healthy business. He’s multiple six figures, but he’s been stuck trying to grow and he has been able to for a long time and it’s like he wants to expand and open new locations.
We sat down, and we put together a four-day sequence together including the four buyer types, yet at $100,000, to top his top line revenue.
So we went from a $200,000 business to a 300,000 business in four days.
Literally, by just sending four emails.
This is a guy who hadn’t sent an email in about a year.
So that shows you the opportunity here.
And hopefully, that’s one of your major takeaways from what we talked about here today.
OVER TO YOU
So in today’s world, we are drowning in all the opportunities, but we have no direction, no strategy, or even any meaningful data to make decisions about what is actually going to work.
And I feel like if you really take the time to understand the three things we talked about here today, you’re gonna be well on your way.
If you’re interested, we’ve actually put together a brand new class you can attend. It talks about how to take content and turn people into more clients and customers you can attend.
It’s 100% free if you want to talk about more of what we talked about today. It’s a fantastic resource.
If you want to work with me, here are 3 ways how to do it…
I’ll see you in the next one.