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Great Marketing Makes Sales Unnecessary with Melinda Emerson · The SmallBizChat with Melinda Emerson

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  3, 2, 1, 0, ignition.
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  Lift off.
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  Ending small business failure.
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  Welcome to the small biz chat podcast with the number 1 small business expert, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure, and she'll give you the information
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  you need succeed and live the life you dream of.
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  Now here's your host, the small Biz chat lady herself, Melinda Emerson.
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  Have you subscribed to the small bizchett podcast?
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  Well, it's time every Wednesday we offer listeners bite sized actionable tips to start
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  and grow a successful small business.
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  And just 20 minutes or so a week you can get a ton of insight and resources to propel your
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  business forward.
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  Be sure to subscribe to the small beachhead podcast today.
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  Hi, everybody.
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  Welcome to another episode of the small business chat podcast.
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  I'm Melinda Emerson small business lady, your host, and I am America's number one small
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  business expert.
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  And I'm so excited to be back for another episode.
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  This is a solo episode of the small biz chat podcast.
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  And I'm so excited to share it with y'all.
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  I love a good alliteration.
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  I love a good acronym.
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  And, y'all know I love the number 12, right, because I'm always creating the 12 p's or, you
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  know, become your boss in 12 months.
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  So y'all know I have a thing about the number 12.
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  But I am so excited because I have a new mantra, for 2024 that I wanna share with all of
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  you.
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  And the letters to it are g m m s u.
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  Great marketing makes sales unnecessary.
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  Yes.
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  Yes.
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  Yes.
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  So if you are interested in becoming a brand, like, the reason why you become a brand is
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  because people are brand loyal.
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  So if you do your marketing the right way, you become a brand and you become a what?
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  A brand in demand, right, which is what all of us should wanna be.
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  So I'm I'm just so excited because for the last year, I've been trying to come up with a great
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  acronym that describes what I do and how I teach people to on brands.
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  And I think, oh, you've got it.
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  So I'm I wanna share it with you guys.
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  So g m m s u, great marketing makes sales unnecessary.
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  So When attention spans are fleeting and choices abundant, the art of marketing serves
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  really as a lynchpin for success.
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  My Ackerman, my, excuse me, my acronym, g m m s u really encapsulates my personal philosophy.
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  Great marketing makes selling unnecessary.
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  So what I wanna do now is really dive into each element of this so that you guys know what
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  these letters stand for.
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  So the g in great marketing makes sales unnecessary stands for great offer, right, at
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  the heart of any compelling marketing is a great offer.
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  And it's not about showcasing a product or service is really about presenting something
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  that is so irresistible that potential customers are drawn to it naturally.
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  A great offer becomes a magnetic force setting the stage for the entire marketing journey.
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  And I think this is really important because if you don't have something of value to sell,
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  there's no marketing in the world that's gonna save you.
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  But if you have a great offer, You just gotta get the word out there.
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  That's a different problem than not having a good offer.
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  So focus on making sure that your offer is relevant that it resonates, that it is
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  something that people are willing to buy, not something that people necessarily need.
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  Because we know people buy when there's paint.
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  So you've gotta make sure that you really, really understand your target customer so that
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  you can build a great offer that's really gonna solve a problem for them.
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  A lot of people struggle with sales, and there's a lot companies out here that wanna
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  sell you their $10,000 sales system.
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  We'll do it for you, sales system.
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  And then there are people that say, hey.
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  What's what what work on yourselves for nothing?
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  What?
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  You just pay on results or pay when we get you an appointment with an actual target.
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  Like, those kinds of services, when you remove all the risk out of them, you make them
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  irresistible.
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  Right?
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  So I think that there is value in both approaches.
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  Look.
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  There's people that are willing to just pump down $10,000 and be like, hey.
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  Let's do it.
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  But for the company that's willing to say, we're so good at what we do.
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  You don't even have to pay us until we get you some results.
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  Oh, they're beating customers away doing that.
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  Alright.
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  So let's talk about the m, the first m, And great marketing makes sales unnecessary in its
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  marketing messaging.
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  The art of crafting marketing messages really is akin to painting a vivid picture that
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  resonates with a target audience.
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  It involves really as needs, desires, pain points, but also their aspirations.
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  Not where they are now, but where are they trying to go?
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  You really want to articulate how the great offer align seamlessly with their aspirations.
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  Effective marketing messaging really can transform a product or service from just a mere
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  commodity to a solution that adds tangible value.
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  And when you can demonstrate value, people will pay any price.
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  Trust me.
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  So think about how your product stands out amongst your competitors because you've gotta
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  figure out What is your unfair advantage?
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  What is your secret?
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  You know, what is something about your business that is not easily duplicatable by your
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  competitors?
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  You gotta talk about that in your marketing messaging.
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  So that is critically important.
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  So step 1, great offer.
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  Step 2, tight marketing messaging.
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  Step 3.
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  Wait for it.
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  Multichannel funnels.
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  Where are you getting your leads from?
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  You need to be getting leads from at least 3 places.
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  Lease need to be coming from your website.
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  Lease need to be coming from social.
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  And leads need to be coming from ads, guys.
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  Frankly, you're just going to have to spend some money on ads.
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  Now you don't need to spend money on ads on every channel.
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  I would pick one channel for ads.
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  One channel for a social offer and one channel, your website is a channel.
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  Right?
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  So have at least 3, but you need to have some different channels going so that you don't let
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  any leads leak through your sales.
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  So, basically, your your customers interact with you on various platforms.
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  So you wanna be strategic and have a multichannel approach so that you don't miss
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  anyone.
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  Really, this involves seamlessly integrating your sales funnels across social media web and
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  ads And really the goal is to create a cohesive experience that guides potential customers
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  through your buyer journey.
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  And your buyer journey starts with some irresistible free offer, but then it kicks into
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  email.
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  Right?
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  So your emails are really gonna what you're gonna used to build trust and to make other
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  offers.
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  Right?
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  So sometimes you might wanna start with a trip wire offer, something that's, you know, 10 to
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  $37 just to get them comfortable with spending money with you.
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  Then you can up it, you know, and you can keep upping it until you get to your high ticket
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  offer, or do you book a call to have someone close them on your high ticket offer?
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  But the point is you need to have multi channels out here, and that is really what's
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  going to make your marketing compelling.
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  Then you've got the s in the g m m s u, s stands for sales process.
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  Great marketing generates leads, but you've gotta design the rest of the sales process to
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  close the sale.
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  So a well designed sales process makes a smooth transition efficient to conversion.
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  You also want to think about, you know, helping this person make their buying decision and you
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  don't want it to feel like a hard sell.
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  If all of your systems in your sales process are working, a natural progression will get
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  them to the sale.
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  So you just have to make sure that you build a thorough sales process to make that happen.
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  And the last letter in my wonderful acronym, g m m s u.
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  Great marketing makes sales unnecessary is unique value proposition.
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  So you've gotta create a compelling unique value proposition.
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  It's really a beacon that distinguishes your product or service from your competitors.
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  A well defined unique value proposition sets you apart from Emerson.
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  It also addresses why your customers should pick you over the competitors, over the other
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  options Great marketing revolves around spotlighting spotlighting and amplifying your
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  unique value, making the decision process for buyers really a foregone conclusion.
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  They're gonna pick you.
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  If you do the best job with your marketing, they're going to pick you, but you have to put
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  yourself in a position to be selected.
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  As they say, you gotta get in the race.
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  You gotta put yourself out there.
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  And like I said, you gotta be on 3 channels.
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  Right?
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  You gotta have 3 ways to be bringing leads in, and then you gotta have a process to follow-up
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  and close leads.
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  So, basically, great marketing makes selling unnecessary underscores the transformative
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  power of exceptional marketing.
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  When they're when your offer is irresistible, your marketing is on point.
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  Your multi channels do not mislead and the follow-up sales process is seamless, the need
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  for traditional hard selling tactics really diminishes.
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  Instead, guess what?
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  Your customers will call you.
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  They will draw in organically.
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  You won't have to be chasing them.
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  They'll be chasing you.
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  And the tracks act the transaction is gonna feel really like a mutual alignment of needs
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  and solutions.
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  My philosophy encapsulated in Geomsu really speaks to a customer centric approach where you
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  emphasize creating impactful, really creating an impactful marketing experience that selling
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  becomes a natural outcome.
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  It's a paradigm shift that focuses from convincing customers to buy to creating an
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  environment where they can't help but choose what is authentic and unique uniquely and
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  irresistible offers.
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  So Don't forget my mantra for 2024.
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  It is great marketing make selling unnecessary, g m m s u.
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  So I want you all to be utilizing this in your business.
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  I want you to create some new sales funnels I want you to have one on social, have one on
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  your website, think about buying some ads, and don't spend a lot of money, test some stuff,
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  Right?
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  But you want to make sure that you are constantly driving leads.
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  A successful business drives 200 leads a week.
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  200, guys.
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  So that's what I'm saying.
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  Not, excuse me, not 200 a week.
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  It's 200 a month.
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  You need to have 200 leads a month in order to keep your pipeline full and make sure that you
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  don't run out of cash flow because you don't have any sales.
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  So if you focus on a goal of 200 leads a month, you're gonna close 30% of those leads.
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  So you've gotta keep that keep that wheel churning.
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  Keep those sales coming in.
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  That's what you need.
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  So everybody Get your goals out and Melinda them.
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  If you haven't talked about what your lead should be.
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  Your professional service business about 202100 leads a month.
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  That's what you should be working on.
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  That's what your goal should be.
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  Alright.
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  I wanna tell you something.
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  I have a brand new program that's starting up March 20th, my branded demand cohort number 2,
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  if you are an author speaker coach or consultant, and you wanna figure out how to
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  draw customers to you.
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  You wanna figure out how to make Melinda unnecessary.
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  You wanna sign up for my brand new program.
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  And guess what?
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  It includes a makeover and photo shoot too.
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  So if you sign up My brand new cohort starts March 20th.
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  And if you want more information, just head over to smallbizladyuniversity.com forward
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  slash branded demand dash group coaching.
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  I cannot wait to talk to you about this great program because I am transforming people into
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  the brand they deserve to be.
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  And I want to do that for you as well.
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  So if you're thinking about it, head over to smallbizladyuniversity.com forward slash brand
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  and demand dash group coaching, I want you to check out our program.
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  I'm gonna bring you to Philly, and I'm gonna let my lamb squad, zeroes you up and make you
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  fantastic.
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  So Come on.
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  Check out our program.
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  It starts March 20th, and we need you to be there so that you can get to a point where
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  great marketing makes selling unnecessary.
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  Alright.
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  God bless everybody.
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  See you next time.
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  Thanks for listening to the Small Biz chat podcast with Melinda Emerson.
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  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday for more
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  fantastic information and interviews.
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  You can find more sources and small business success strategies by visiting Melinda's
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  website succeed as your own boss dot com.
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  Thanks again for listening, and we'll see you next week.