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154: Unlocking Your Purpose: Jannette's Guide to Stand-Out Marketing Strategies · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:32
  Speaker 1: I'm your host, kendra Corman.
• 0:34
  Speaker 1: Today I am super excited to be joined by who I'm going to consider my new best friend, jeanette, because we were chatting before we started recording.
• 0:42
  Speaker 1: And Jeanette is the expansionist because she helps people and businesses grow, which is very exciting, but I love talking with her.
• 0:51
  Speaker 1: Already we actually had to stop chatting and move on so we could record, so that we didn't use all the good stuff up so far, but she has over 40 years of strategic planning, sales and marketing experience.
• 1:03
  Speaker 1: Yes, she started when she was seven.
• 1:05
  Speaker 1: She is a contrarian, which just means that she focuses on what really works for entrepreneurs, which I personally love, because not everything we read on the internet is true.
• 1:16
  Speaker 1: I would say most everything we read on the internet is not true.
• 1:20
  Speaker 1: But she's done her time in the corporate trenches and roles ranging from print shop press operator very cool to VP of professional services, so she is not going to stray again from her first, last and only true love of showing business owners how to make a meaningful difference and a magnificent living.
• 1:39
  Speaker 1: I love that she brings her 30 plus years of personal transformation, facilitation and coaching to bear and getting the what is it?
• 1:49
  Speaker 1: The four inches between your ears working so that your life and business can work together beautifully.
• 1:54
  Speaker 1: It's so awesome.
• 1:56
  Speaker 1: Thank you so much for joining me, jeanette.
• 1:58
  Speaker 2: Hi there, I'm so happy to be here and yes, I was writing down notes when we were chatting and I wrote down sister from another mister.
• 2:06
  Speaker 1: No, I was like oh my gosh, we're so on the same page.
• 2:09
  Speaker 2: I love it Exactly.
• 2:10
  Speaker 1: Don't get me wrong, I love disagreeing with my podcast guests too, because I think that there are.
• 2:15
  Speaker 1: You know, again, marketing is imperfect, right?
• 2:18
  Speaker 1: So there are always different viewpoints and not all of them are right or wrong, but Jeanette and I, I think, have a lot of similar views right now, so we're just very cool.
• 2:27
  Speaker 2: Yes.
• 2:28
  Speaker 1: Now you have a nickname the Y whisperer.
• 2:31
  Speaker 1: Why is that?
• 2:33
  Speaker 2: Well, it's because I believe your why, why you do what you do is so important.
• 2:40
  Speaker 2: It's part of the three Ys and a what, which I'll come back to in a second, but I some people call it purpose or mission, but often those terms are really late.
• 2:48
  Speaker 2: So I call it your why.
• 2:50
  Speaker 2: I think of it as a thread that weaves through the tapestry of your life.
• 2:54
  Speaker 2: I think it's consistent throughout our lives and my definition of it is what we're healing from the past and what we long for for the future, for ourselves and others.
• 3:04
  Speaker 2: So what we're healing from our past and what we long for for the future, and that's what we are exploring, healing, working on providing for most people.
• 3:15
  Speaker 2: That's what motivates them in their business, it's what they want to fix in the world, it's what they see, it's what they, you know, pick up on.
• 3:23
  Speaker 2: And even though, at our core, many of our purposes are very, very similar, our flavor of it is different and how we perceive it and how we live into it is different.
• 3:34
  Speaker 2: So that's what I call our, our why, and my personal growth background of facilitation and teaching, coaching, sort of creation programs and so forth has me.
• 3:44
  Speaker 2: One of my gifts is that I can hear longing.
• 3:47
  Speaker 2: I listen for the longing and that allows me to help people really tap into their why, which I think is really important.
• 3:54
  Speaker 2: It gets us out of bed in the morning.
• 3:56
  Speaker 2: It really significant in our marketing because it differentiates us.
• 4:01
  Speaker 2: You know, I was at a meeting once there was a networking meeting.
• 4:04
  Speaker 2: There was about 35 women in the room and five of them were shamanic coaches.
• 4:08
  Speaker 2: Five were doing exactly the same thing in a very specific niche, and every one of them that I asked what do you do?
• 4:15
  Speaker 2: They said I'm a shamanic coach.
• 4:17
  Speaker 2: Now how would I pick one, like, how would I know what the difference is between them?
• 4:23
  Speaker 2: How would I even know what that meant for most people?
• 4:25
  Speaker 2: And and then how would I pick?
• 4:28
  Speaker 2: So people don't buy what we do.
• 4:29
  Speaker 2: They buy why we do it.
• 4:31
  Speaker 2: That's what they resonate with first and foremost.
• 4:34
  Speaker 2: So that's what we should be leading with in our about us, in our bios and you know all of that so that we differentiate ourselves, because without that then then we're just in a sea of sameness and that doesn't work when you're in business.
• 4:50
  Speaker 2: So that's part of why I think our why is so important.
• 4:53
  Speaker 2: It allows us to stay aligned, on track with what's meaningful for us.
• 4:59
  Speaker 2: I call our stand, our current expression of our why, and our stand changes over time.
• 5:04
  Speaker 2: How we live into our why changes.
• 5:05
  Speaker 2: You can live into it as a mom, as a business owner, as a CEO, you know, volunteering wherever but the the, the why stays consistent.
• 5:17
  Speaker 2: The expression of it changes.
• 5:18
  Speaker 2: So that's my definition of it.
• 5:20
  Speaker 2: I think it's super, super, super important.
• 5:22
  Speaker 2: I think it's really what helps us stand out in marketing now, because people want to relate to who they buy.
• 5:30
  Speaker 2: Yes, we're in a global marketplace, et cetera, and so it can be easy to become a commodity.
• 5:35
  Speaker 2: So you got to use every advantage to stand out and differentiate, and that's a big one.
• 5:42
  Speaker 1: No, I think that that is so true, because you do have to differentiate, you do have to target, you have to be talking to that one person, that one person that's going to connect with you.
• 5:53
  Speaker 1: Otherwise, you're just talking to no one, right?
• 5:58
  Speaker 2: Yeah, exactly.
• 6:00
  Speaker 1: Speaking of information out there and all of the different things that we're putting out there.
• 6:06
  Speaker 1: Thank you AI, which is one of my favorite tools.
• 6:08
  Speaker 1: Unfortunately, I do believe that it is abused by some people and people are just generating a bunch of junk.
• 6:14
  Speaker 1: When we're so inundated with information, should people really be creating content to do marketing?
• 6:24
  Speaker 2: Great question.
• 6:25
  Speaker 2: Yes, as much as it may be annoying, as much as there is so much content out there.
• 6:32
  Speaker 2: You said a couple of things there that was was very key to strategy.
• 6:38
  Speaker 2: One is it is becoming more ubiquitous because it's easier to generate, but it's also becoming less quality because it's easier to generate now.
• 6:48
  Speaker 2: So, yes, because people need a way to get to know you.
• 6:53
  Speaker 2: There are millions of clients available to us now because we're in a global economy for most people, unless you're in a geographic bricks-and-mortar kind of situation, for most people, you literally are working globally.
• 7:06
  Speaker 2: So you need a way to attract people to see you, to get to know you, to at least like you enough to get on a call with you so that they can become clients.
• 7:17
  Speaker 2: If you can't do that, then how do you get clients?
• 7:21
  Speaker 2: So, yes, you can be seen in terms of speaking and we were talking about ways to attract people into the top of the funnel.
• 7:28
  Speaker 2: What do you do when events don't work?
• 7:30
  Speaker 2: What about podcasting, what about speaking?
• 7:33
  Speaker 2: Lots of ways to get seen, but there's a difference between getting seen and getting leads, and getting engaged leads.
• 7:43
  Speaker 2: So you can have a list of leads that you buy.
• 7:48
  Speaker 2: Those are leads or you can be in front of an audience and get a list of conference attendees, but not all of them saw you or if they did, they may not have really like that might not be enough engagement.
• 8:03
  Speaker 2: So the difference between a lead and an engaged lead is a lead is someone that you can reach out in contact and engaged lead is someone who wants you to so or who will at least open the email or the thing that you give them or send them.
• 8:18
  Speaker 2: So I love using valuable content to turn leads into engaged leads so they know you, like you and are more likely to buy you when they moved into that, where they really have a better understanding of who you are and where you're coming from and, most importantly, how you can help them, because they don't really care about us, they really just care about what can you do for me?
• 8:47
  Speaker 1: Exactly.
• 8:48
  Speaker 1: People don't care about us, they don't care about you, and I don't mean that to be mean or to say something derogatory or anything like that.
• 8:56
  Speaker 1: We just don't have time.
• 8:58
  Speaker 1: Yeah, it's all what's in it for me at all times.
• 9:01
  Speaker 1: And so, if there's nothing in it for the reader, stop and move on, or the listener, or the watcher, whatever it happens to you.
• 9:08
  Speaker 2: Exactly, and so, for instance, I always tell all my clients and I can tell you probably say the exact same thing.
• 9:14
  Speaker 2: When someone asks you what do you do, for the love of God, do not answer that question.
• 9:19
  Speaker 2: They don't really care what you do.
• 9:21
  Speaker 2: What they're really asking is what does what you do do for me?
• 9:25
  Speaker 2: Answer that question.
• 9:27
  Speaker 2: They'll lean in, answer the question they asked and they'll glaze over and walk away as soon as they can.
• 9:31
  Speaker 2: So, and please, don't lead with credentials like I'm an author and a speaker, and above and above and that, because then I have to listen to two or three sentences of stuff that really add zero value because you and everyone else in their dog and isn't about me.
• 9:47
  Speaker 2: So therefore, is far less interesting.
• 9:49
  Speaker 2: And doesn't answer the question of what is the value you provide, because being a speaker provides no value to me, not in that moment.
• 9:58
  Speaker 2: So answer the question what does what you do do for me?
• 10:01
  Speaker 2: I?
• 10:02
  Speaker 1: love that.
• 10:02
  Speaker 1: I love that because I think it's really, really important and it helps you focus your message.
• 10:07
  Speaker 1: I heard one of my my coaching workshops that that I attended.
• 10:12
  Speaker 1: This writer had said she runs a copywriting agency and she said she goes If you were bored by your content.
• 10:22
  Speaker 1: So were the people reading it.
• 10:25
  Speaker 2: Exactly.
• 10:25
  Speaker 1: So, yes, no, I think that that's really important to think about if you wouldn't want to hear it from somebody else.
• 10:31
  Speaker 2: Exactly Now.
• 10:33
  Speaker 2: That's true, but I am constantly amazed.
• 10:36
  Speaker 2: There's a little kind of commissal to that.
• 10:37
  Speaker 2: I am constantly amazed by what simple stuff people find brilliant and helpful, because we've been at this a long time and so it always amazes me what people say wow too, that's like really, that is, like you know, so basic.
• 10:56
  Speaker 2: So we also have to really make sure we go to where they are, not where we are.
• 11:01
  Speaker 2: So the big mistake that a lot of people make in their marketing especially in their lead magnets or their items that they're creating content marketing is that they thought they're the gurus on the top of the mountain.
• 11:12
  Speaker 2: They talk about the view from the top of the mountain oh, it's great up here, you should come up here, it's wonderful and there's always benefits up here.
• 11:18
  Speaker 2: But what they really should be doing is going down and talking about where their people are at at the bottom of the mountain.
• 11:24
  Speaker 2: Wow, it's really challenging down here.
• 11:26
  Speaker 2: It's hard to see any sunlight through the trees and it's kind of cold and dark.
• 11:30
  Speaker 2: So let's go up the mountain.
• 11:32
  Speaker 2: Let me take your hand and take you up the mountain with me.
• 11:34
  Speaker 2: Here's the steps to that journey.
• 11:36
  Speaker 2: Here's the benefit of it.
• 11:37
  Speaker 2: Here's what it'll be like when you get to the top, and here's why you should pick me to take you up the mountain.
• 11:43
  Speaker 2: So that's the three why's.
• 11:44
  Speaker 2: And what.
• 11:44
  Speaker 2: Why do you do what you do?
• 11:46
  Speaker 2: Why should I pick you to work with?
• 11:47
  Speaker 2: Why do I need what you have?
• 11:49
  Speaker 2: And then, what the hell do you sell?
• 11:51
  Speaker 2: And how do you package, price and position that?
• 11:53
  Speaker 2: So I think that in your content marketing, go to where they are.
• 11:59
  Speaker 2: Address the top of mind problem and don't over complicate it.
• 12:05
  Speaker 2: A lot of things that a lot of gurus do as well, or experts in their field, is they address the underlying need instead of the presenting pain, and so that's a big problem because people don't know that, that's, they don't know what the cause is, they just know the effect on their life.
• 12:24
  Speaker 2: So if you start talking to them about the cause before they get that you get the effect and that you understand that and that you're going to help them with that, then you lose them because they don't know that that's the case.
• 12:37
  Speaker 2: So I work with a lot of coaches who start talking to people about well, you've got to heal this or that, or you need to work on this limiting belief or whatever, and really the client's concern is but I just want to get more clients what's that got to do with that?
• 12:51
  Speaker 2: Or I just want to have a better sex life what does that got to do with that?
• 12:56
  Speaker 2: It's premature.
• 13:00
  Speaker 2: So you got to address where they're at and how they're thinking about that thing in terms of their top of mind thoughts and how they're framing it.
• 13:10
  Speaker 2: Best way to do that is to ask them, talk to them, get their language and then use that in your information based marketing, with some of the, some of the what, what they need to do, describe the journey, a bit of the how, and an invitation to help them bridge the gap by moving to the next step, which is super important.
• 13:31
  Speaker 2: It cracks me up how many times I see lead magnets or pieces of information marketing that don't have a call to action or contact information or information about the person.
• 13:41
  Speaker 2: The whole point of this is for them to get to know you and to take the next step with you.
• 13:46
  Speaker 2: So please make sure whenever you create anything or put anything out, you put away for people to reach out to you in it, because it's, I'd say, at least 50 to 60% of the time that's missing, which kind of cracks me up because it's a lot of work to put that stuff together and get it out.
• 14:02
  Speaker 1: I would say that that is a conservative estimate because a lot more pieces of content are missing calls to action.
• 14:09
  Speaker 1: So no, I love that.
• 14:12
  Speaker 1: I love talking about engaged leads.
• 14:15
  Speaker 1: I yes, meeting people where they're at I.
• 14:18
  Speaker 1: When I started my course business, one of the things that I created was was working on email, email marketing 101, because everybody needs email marketing.
• 14:29
  Speaker 1: No, nobody wants to do email marketing and nobody wants to get any more email.
• 14:34
  Speaker 1: My target audience after talking to them, they wanted to know how to grow their list.
• 14:40
  Speaker 2: Yes, yeah.
• 14:42
  Speaker 1: Now how they were going to grow.
• 14:42
  Speaker 1: Their list was the same exact course.
• 14:44
  Speaker 1: Yes, just had a different name.
• 14:46
  Speaker 2: Yes, yes, exactly.
• 14:48
  Speaker 1: It was.
• 14:48
  Speaker 1: It was again very eye opening, even for me as a marketer, learning you know again.
• 14:55
  Speaker 1: Okay, nope, I'm trying to to tell them what they need, not what they want Exactly.
• 15:02
  Speaker 1: And you know, you got to tell them what they want, because people buy what they want, not what they need, right.
• 15:05
  Speaker 2: Exactly exactly.
• 15:06
  Speaker 2: And speaking of growing lists, I think you know a lot of people know theoretically that's a good thing, but they don't necessarily know really why or what to do with their list or why it's so important, or there's kind of this feeling of I don't know weirdness about it, stalkerness or whatever it might be.
• 15:28
  Speaker 2: And so what I want to say is all that means is we have we have influence where we impact people, based on kind of the outbound, our capability of being able to reach out to those people.
• 15:49
  Speaker 2: If we can't reach out to them, if we can't get in front of them in an email, in a text, in a webinar, on a stage, then we can't influence them.
• 15:59
  Speaker 2: And influence is not a your being of service.
• 16:02
  Speaker 2: You're helping solve a problem, whatever that may be, and so you can't do that if you can't get in front of them.
• 16:10
  Speaker 2: So building your list is a fundamental way to create the ability to get in front of people consistently in a way that provides value to them, so that you can help them solve the problems that you solve.
• 16:22
  Speaker 2: If you don't have a good email list and or social media list but email is better, it's more direct then you can't reach and influence as many people, because if you can't be in their face, inbox life, consistently, then you have way, way less impact.
• 16:43
  Speaker 2: Being seen on a stage once has far less impact than being able to email someone every week, and so building a list is probably the most fundamental thing that every business owner who is not making the amount of sales that they want to make is.
• 17:00
  Speaker 2: I guarantee you you probably do not have a big enough list.
• 17:04
  Speaker 2: I guarantee you that's one of the problems is you don't have enough influence.
• 17:07
  Speaker 2: So if you're not making the sales you want to make, if you're not having impact you want to have, you have a list problem, a list building problem.
• 17:15
  Speaker 2: So information marketing is one way to do that.
• 17:18
  Speaker 2: Giveaways is another way.
• 17:21
  Speaker 2: Being on summits there's a bunch of different ways that you can build your limits, your list.
• 17:25
  Speaker 2: Hosting giveaways and summits is another way.
• 17:29
  Speaker 2: It's far better and you'll get far more names If you host something rather than just our guests on it, but it's also a shit ton more work and expense.
• 17:39
  Speaker 2: But you know it's a dependent on where you're at strategically.
• 17:43
  Speaker 2: So I think that, yes, the long-winded answer to your question is information marketing does still work If it has quality, solves the need that they have and that they're aware of and is easy to consume.
• 18:00
  Speaker 2: We were talking earlier about the attention span of people for podcasts.
• 18:05
  Speaker 2: Basically, you need I call it the toilet test that if they can't consume it while they're going to the bathroom, chances are it's too extensive.
• 18:15
  Speaker 2: And I am one of those people that tends to over deliver too much value, too much content, you know, and that comes out of insecurity.
• 18:24
  Speaker 2: I have to give more in order to deserve more or earn more.
• 18:28
  Speaker 2: Even though I've been doing this for 40 years, it's still there, it's still a habitual thing, and more is not always better.
• 18:37
  Speaker 2: Consumable is better than a ton of value that doesn't get consumed.
• 18:42
  Speaker 2: So, checklists, quick little scripts, things that are usable, applicable it can be ebooks and so forth but don't make them fluffy, don't make them.
• 18:56
  Speaker 2: You know common sense well, common sense, not that common, but don't make it really.
• 19:01
  Speaker 2: You know platitudes full of platitudes and stuff.
• 19:03
  Speaker 2: Give them some tangible value if you're going to make them.
• 19:06
  Speaker 2: Do the work of reading an ebook make it worthwhile.
• 19:11
  Speaker 1: So one of the things that I really like that you said is that you have to be able to influence people.
• 19:17
  Speaker 1: So, again, not in a shady way, but you have to be able to reach them, to stay top of mind, to be there, because some of us have longer sales cycles, right, people, they start thinking about it, then they start talking to you.
• 19:29
  Speaker 1: I mean, some sales cycles can be a year, right, and you need to be able to stay in front of them so that somebody else doesn't get there too.
• 19:38
  Speaker 1: And one of the things that I thought was interesting so earlier this year, a friend of mine who's a LinkedIn coach, brenda Miller I've had her on the show a few times.
• 19:49
  Speaker 1: She always provides great information she ended up in LinkedIn jail.
• 19:54
  Speaker 1: She's a LinkedIn coach and she was in LinkedIn jail for violating their terms and conditions, and I think that the cause was like she had too many windows open and stuff like that but and had left it unattended for an extended period of time or something along those lines.
• 20:09
  Speaker 1: But the interesting thing is that even people that are experts in a platform, you're at the mercy of that platform.
• 20:18
  Speaker 1: Now luckily, we were all able to find out that she was in LinkedIn jail because she sent us an email and had connected with us and we had downloaded or signed up for one of her courses or something along those lines.
• 20:30
  Speaker 1: But she had a backup way of connecting with us.
• 20:34
  Speaker 1: And I think that that's really important.
• 20:36
  Speaker 1: That's the value of having that email and that email list is the fact that you're not at the mercy of social media algorithms and social media policies.
• 20:46
  Speaker 1: And I mean again, you have to remember, it's all AI, artificial intelligence that's reviewing a lot of this stuff and deciding whether or not you get thrown in jail.
• 20:56
  Speaker 1: And so you don't want to be at those at that mercy right.
• 21:03
  Speaker 2: Yes, absolutely, and been there, done that, have the t-shirts and lost my list.
• 21:09
  Speaker 2: So on Facebook, I was put into Facebook jail and had 5,000 friends gone, had a group of 1100 that, had I not had another admin in that could let me back in under another name or my name, just with my middle name in, I would have lost that group and I didn't have any of the emails from any of those contacts so I couldn't reach out to them and say hey, I haven't gone away, I'm here.
• 21:37
  Speaker 2: And so I spent a lot of time, effort and money building those quote unquote relationships big heavy quotes on that but those connections and couldn't do anything with them.
• 21:50
  Speaker 2: They were gone at like, literally at the snap of a finger, cut someone and hack me and done something on my account that I shouldn't have done.
• 21:57
  Speaker 2: I still, to this day, don't know why they did what they did.
• 22:00
  Speaker 2: So it's really, really important to get that information offline.
• 22:05
  Speaker 2: You can now do that more easily on LinkedIn and Facebook to get your leads offline and into your database, but it is super important to have control of your data.
• 22:20
  Speaker 1: So, speaking of controlling your data and your list and getting people from online to offline getting that contact information, I've a big fan of lead magnets.
• 22:31
  Speaker 1: I know you are too.
• 22:32
  Speaker 1: Talk to us a little bit about what people should be doing for with lead magnets, and does every entrepreneur really need one?
• 22:45
  Speaker 2: I believe so, and I think there's one in particular that you really really need the most.
• 22:49
  Speaker 2: Every service provider should probably have, and, in most cases, many other kinds of businesses as well.
• 22:55
  Speaker 2: I call that a buying criteria lead magnet, and what that is is you're setting the criteria that your clients should measure or use to evaluate whatever service it is you provide.
• 23:07
  Speaker 2: So, for instance, I have a how to choose the right business coach for you ebook with 12 things to consider when you're trying to pick a business coach.
• 23:16
  Speaker 2: Why do I do that?
• 23:17
  Speaker 2: Well, because it establishes expertise and credibility.
• 23:21
  Speaker 2: B, it gives me something for people who are making that decision at that time.
• 23:25
  Speaker 2: So these are warm leads.
• 23:27
  Speaker 2: See it positions in their mind my criteria, because if they don't have any other list, they'll go with my criteria, which, of course, is favorable for me.
• 23:37
  Speaker 2: Now it also is practical things you should be asking any coach.
• 23:41
  Speaker 2: It's not all skewed to me, but it is definitely helps feature and highlight my strengths and it gives them a really objective way to be able to make a decision.
• 23:55
  Speaker 2: So when you make something easier for them that they're trying to accomplish right now, that has some fear and a bit of challenge and dread that goes with it, because you know what, if I pick the wrong person and so forth, then of course they're going to be more aligned with you and of course, the call to action in there is book a call with me.
• 24:14
  Speaker 2: So, in fact, I have a gift for all of your listeners.
• 24:18
  Speaker 2: It's a free training on how to create your light lead magnet and it specifically focuses on how to create a buying criteria lead magnet, so you become the person who defines how they assess your competition.
• 24:30
  Speaker 2: So if they're comparing people, they're comparing it with your filter or checklist.
• 24:35
  Speaker 2: I think it's a very valuable tool to have.
• 24:38
  Speaker 2: It establishes your credibility, it shows that you want to help them make an important decision, etc.
• 24:43
  Speaker 2: Etc.
• 24:44
  Speaker 2: There's so many benefits to it and I think that everyone should have that.
• 24:49
  Speaker 2: I think that, beyond that, the number one thing you want to have is whatever is the top of my problem or pain that most people are saying when they encounter you or when they're looking for your solution.
• 25:00
  Speaker 2: The next piece that you want to have so really you want at least three is the thing for people that are educating them, who don't know that they have a problem or don't know there is a solution, because the people who are looking for a solution right now is a small percentage of the market maybe 3% of the market but people who don't know that they have a problem or don't know that there is a solution for that.
• 25:24
  Speaker 2: That's educating them longer term so that they then become warm leads, and those are again the ones you nurture and bring along so that when they are ready and become part of that 3%, you're front of mind with them.
• 25:37
  Speaker 2: So really you should have those three the education nurture piece, the immediate solution for the top of mind pain and the buying criteria or credibility building tool.
• 25:47
  Speaker 2: I think those are the three minimums that every entrepreneur should have, and sometimes you need to be topical.
• 25:55
  Speaker 2: So Kendra is really smart right now and really capitalizing on AI and doing things related to that topics and webinars and speeches and lead magnets, oh my.
• 26:05
  Speaker 2: And I think that's super smart because it's super desirable.
• 26:08
  Speaker 2: So people are really booking a lot and it's not like it's out of the blue.
• 26:13
  Speaker 2: It's totally in alignment with who she is and what she does in terms of helping people market and get more and effective in their business.
• 26:21
  Speaker 2: So you also want to make sure that you're topical, that it's relevant.
• 26:27
  Speaker 2: So that's another thing to look at when you're putting out content, whether it's an article on the latest trend or something like that.
• 26:34
  Speaker 2: So I know it feels like a lot of work.
• 26:38
  Speaker 2: Sometimes it's good to get help.
• 26:39
  Speaker 2: Make sure you use Upworks and Fiverr to get good cover designs, to get good graphics.
• 26:45
  Speaker 2: Please don't put out crap, because people will look at that and assume that this is the key.
• 26:51
  Speaker 2: Your lead magnet represents how you do what you do.
• 26:54
  Speaker 2: How we do anything is how we do everything.
• 26:56
  Speaker 2: So if your lead magnet is rushed, fluffy, light, poorly designed, hard to read, hard to consume, they're going to assume working with you is like that as well.
• 27:06
  Speaker 2: Make it valuable, make it attractive in every sense of the word and make it something that absolutely they can't wait to get, because then that will get transferred to you.
• 27:21
  Speaker 1: I love that.
• 27:21
  Speaker 1: I think that it is so key to keep in mind that you do need a lead magnet.
• 27:27
  Speaker 1: You need a way to convert people.
• 27:29
  Speaker 1: I was just at an event a couple of weeks ago and the speaker's like thank you, and that was it.
• 27:35
  Speaker 1: There was no way to connect with them, no way to download anything as a follow-up checklist, nothing.
• 27:43
  Speaker 1: And it's like we need that next step.
• 27:47
  Speaker 1: What are you talking about?
• 27:48
  Speaker 1: What are you doing here?
• 27:49
  Speaker 2: Exactly, and even you know it went a long time ago when I used to speak.
• 27:53
  Speaker 2: I would sometimes end the speech, depending on topic and so forth, with an inspiring poem and I would have a copy of the poem with pretty graphics so that it would be something someone might put up in their desk or their cubicle, and my contact information on the bottom and I would say, when you hand in your feedback form, you'll get a copy of the poem at the door.
• 28:16
  Speaker 2: Much everyone wanted it, gave them something to take home that was value-added, but also still had my marketing contact info on it and bribed them to give me their feedback.
• 28:27
  Speaker 2: Then I got more feedback forms.
• 28:29
  Speaker 2: So do something like that if you're speaking, even if it's in a small group or whatever.
• 28:33
  Speaker 2: So there's lots of things you can do and you can do it electronically.
• 28:36
  Speaker 1: You can do it electronically with an online survey and give them a pretty link that they can type in right there and then, and do it Exactly, and then get something delivered directly to them, and then you get a ton of value from that, which I think is really important.
• 28:50
  Speaker 1: I love that.
• 28:51
  Speaker 1: So thank you so much for all of the information that you shared.
• 28:56
  Speaker 1: I feel like we just brushed the surface, but we're going to use the toilet rule because someone's going to be itchy to get off right, and we're going to move on to my last question before I let you go and this is the question that I ask everybody, and this show is called Imperfect Marketing for a Reason Marketing is anything but a perfect science.
• 29:18
  Speaker 1: What has been your biggest marketing lesson learned?
• 29:23
  Speaker 2: We were talking about this before, but it's like well, let's see what time is it as far as the most recent and of the most of the most to toots?
• 29:31
  Speaker 2: What I would say is probably and this is this is actually.
• 29:37
  Speaker 2: I would answer this differently today than I would have even a week ago or a month or a year ago is that you got to be willing to keep making mistakes.
• 29:48
  Speaker 2: You got to be willing to throw shit at the wall and see what works and stick with it long enough to really know if it's what you're doing or how you're doing it that's the issue, or who you're doing it for.
• 30:02
  Speaker 2: Don't bounce around in your niches.
• 30:05
  Speaker 2: Don't bounce around in your efforts.
• 30:07
  Speaker 2: Make sure that you tested enough to get some reliable data.
• 30:11
  Speaker 2: But you also got to be willing to do a bunch of things that don't work.
• 30:15
  Speaker 2: So we were just talking about it's really challenging.
• 30:18
  Speaker 2: The show up rates for webinars right now are abysmal.
• 30:21
  Speaker 2: You might get 100 people registered and 25 show up for 30.
• 30:25
  Speaker 2: And it's disheartening.
• 30:27
  Speaker 2: So what do you do instead?
• 30:29
  Speaker 2: Is that something that you continue doing and just work harder and double down, or do you switch platforms?
• 30:36
  Speaker 2: So you got to be willing to do things that don't work.
• 30:40
  Speaker 2: Until they do work, and I think a lot of people get frustrated and quit.
• 30:46
  Speaker 2: I know I've done it in my marketing efforts prematurely, before I've really checked whether and tested whether it's the medium or the market or the way I'm doing it, or you know that there's a lot of factors.
• 31:02
  Speaker 2: So be willing to get things wrong and be patient with that process.
• 31:09
  Speaker 2: It is hard and disheartening at times, but, A you're definitely not alone.
• 31:16
  Speaker 2: B there are wins on the other side and informed wins you know of.
• 31:23
  Speaker 2: Oh, this is what works, at least for now, and in that we develop flexibility and we develop responsiveness and those are both wonderful tools for entrepreneurs.
• 31:36
  Speaker 1: That's fantastic.
• 31:37
  Speaker 1: Thank you so much, jeanette.
• 31:39
  Speaker 1: Thank you so much for sharing about your why and about lead magnets and everything else going on with it.
• 31:48
  Speaker 1: I think that there are a lot of nuggets in here that you can use and apply immediately.
• 31:53
  Speaker 1: For those of you listening or watching I do.
• 31:57
  Speaker 1: Before I let you go, I do want to ask everybody if you learned something today, which hopefully you did, because I think it was very educational conversation.
• 32:05
  Speaker 1: I'd love it if you could rate or subscribe wherever you're listening or watching.
• 32:09
  Speaker 1: It really does help me out to keep people like Jeanette coming back and teaching us different things.
• 32:16
  Speaker 1: So thank you all for tuning in to another episode of Imperfect Marketing.
• 32:21
  Speaker 1: I will see you next time.
• 32:23
  Speaker 1: Until then, have a great rest of your day.