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10 Quick-Start Business Blueprints for Passion Fueled Profits

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February 21, 2020

March 7, 2020

March 21, 2020

April 4, 2020

April 18, 2020

Three Massive Hurdles Blocking Your Success

You’ll be asked to complete a Confidential Application consisting of a few questions about your business and what you’re looking to accomplish.

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I'll personally look over your application, and then send you a personal response by email. Not just some automated follow-up mumbo-jumbo.

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If I believe I can help you, I'll contact you personally to set up a time to talk.

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If I don’t feel I can help you, I’ll tell you why. What’s more, I’ll tell you exactly what you need to do to get in a position where I can help you.

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Either way, I’ll let you know personally.

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So be sure to complete the form fully, clearly, and accurately.

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If you’re ready to dig deep and start getting serious results for your business...

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Then I look forward to chatting with you!

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Paul Maxey

Founder & CEO

The Approaching "Killer Wave"

Everyone is debating, will we go back to how things were or find a new norm.

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Both options suggest some kind of stabilization. Things are going to calm down and settle back into the old routine, or settle into a new routine.

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But either way, it will settle down.

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Clients ask me to weigh in on this all the time, and I tell them neither is true. 

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The reality is, we have tough times in front of us. More change is on the horizon. 

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Because the main issue facing businesses right now isn’t quarantine. It’s not social distancing. It’s not curbside pickup. It’s not mask orders.

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Those are all a huge pain, but we can adapt to those.

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The real issue is a massive transfer of customers.

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Even before Coronavirus, consumers were changing their shopping habits.

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Think about the last time you ordered something off of Amazon.

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Did UPS deliver it? Or did a random car pull into your driveway and a person with a blue-striped vest walked your package to the door?

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Amazon didn’t do that a year ago, and now it’s the norm.

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Now ask yourself which company hired the most employees during Coronavirus? 

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The fact is, brick and mortar businesses were already on the decline. And now with one massive knockout blow, digital completely took over.

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People are finding new online businesses to shop with.

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And companies are being forced to come up with creative solutions to make it easier for people to do business with them.

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So after months of free delivery, curbside pickup, Zoom consultations, and online experiences… do you think all of those customers are going to go back to standing in line and getting stuck in traffic?

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The writing is on the wall.

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Those businesses that adapt are going to gobble up a massive share of the market.

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Those businesses that ignore the new digital marketplace (and wait for things to go “back to normal”) are going to die.

Hopefully, it’s obvious to you what a critical time we are in.

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Like most transitional periods in history, it’s not all good or all bad.

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We’re going to see a huge transfer in wealth.

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While some people lose, others will create the biggest wins of their lives.

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What it really comes down to, is overcoming the three massive hurdles that will prevent you from being successful today.

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If you don’t tackle these three things first, it won’t matter what else you do.

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But if you understand these three things, there’s no limit on your success.

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Hurdle #1: You Must STOP Relying On Your Location

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The vast majority of brick-and-mortar businesses still rely on foot traffic.

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Most of their marketing budget consists of things like putting up a bigger sign, painting the windows, or making their storefront look more inviting.

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But what happens when there is no foot traffic?

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What happens when all of the traffic to your business is literally traffic driving by and people stop leaving their homes?

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Suddenly the lifeblood of your business is completely shut off.

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Hurdle #2: You Must STOP Relying On Word-of-Mouth

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Word of mouth is one of the best forms of marketing.

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If you can build buzz around your business, suddenly you have an army of marketers promoting your business for free.

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But if there’s no foot traffic, there’s no word of mouth.

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Hurdle #3: You Must STOP Ignoring a Monster Source of Traffic

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Facebook is the cheapest way to get in front of potential customers, period.

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For years it’s been a marketer’s dream. All of your potential customers in one location, targetable by incredibly specific and powerful criteria.

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Now with Coronavirus, the best marketing platform in the world just got better.

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Your customers are spending even more time there than they were before, and their buying habits are changing even more in your favor.

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The vast majority of businesses still rely on physical location and word-of-mouth.

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In fact, most brick-and-mortar business owners have never run a Facebook ad, and those who have had no idea what they were doing. 

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So they spent a few bucks to boost a post with no strategy behind it. 

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And when customers didn’t magically walk through the door, they assumed that “Facebook just doesn’t work for my industry.”

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The truth is, now is the time to build a real multi-dimensional digital marketing funnel. You need a machine that eases a potential customer through the decision-making process and closes the sale.

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Here's how you do that...

The 4-Step Sales Generation Funnel Setup

Now you understand the high-level obstacles that need to be overcome.

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So what are the actual ground-level tactics? How can you adapt and thrive? I’ve broken it down into a 4-step process that works for any local business:

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#1: The Offer

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This is incredibly important: a product and an offer are not the same thing.

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Most business owners miss this. They run an ad that says, “Hey, come buy my thing!” and they hear crickets.

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That’s because it’s not an offer.

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You need to present your product in a way that’s going to grab your customer’s attention and increase their desire.

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In all of my offers, I do this by checking four boxes:

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• Specific audience. Let’s say I’m a dentist. If I said, “Hey, do you have teeth? We can help!” How effective do you think I’ll be at grabbing someone’s attention? But what if I created an offer for women between the ages of 25-35? Suddenly I can cut through all of the noise and speak directly to them.

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• Specific situation. At any given point, only 3% of your market is going to be actively shopping for your product. You have to find a way of filtering down to motivated buyers. Using our dental example, what if I created an offer for women who are about to get married? Once again, this allows me to cut through the noise and capture their attention.

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• High value to the buyer. What would happen if I created an offer called “Braces For Brides?” It would be a massive flop, right? The time it takes for braces to work is longer than planning for a wedding. But what if I offered teeth whitening? The bride is going to take countless pictures on her wedding day. This is the perfect fit.

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• A reason to claim it now. Scarcity is one of your most powerful tools as a marketer. So what if I said, “I’m going to give away a 50% coupon to the first 10 people who reply…”? Now there’s a reason to hurry.

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By using these four things, you can turn a product into an offer.

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Suddenly you go from something that collects dust on a shelf, to something that customers can’t buy fast enough.

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#2: Lead Capture Process

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Once you have an offer, you have to have a way to get it in front of potential customers.

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The best message in the world is meaningless if there are no ears to hear it.

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There are four critical components:

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• The Landing Page. You have to have a page where you can send traffic and they can claim your offer. This is the actual mechanism by which someone can click a button and start doing business with you.

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• The Thank-You Page. Most people use the thank you page as confirmation. “Thanks for claiming your free download, check your inbox now.” This is a huge missed opportunity. We use it as a way to sweeten the deal. We say, “If you thought you were excited before, here’s something even better…” It’s one of the easiest ways to increase profits.

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• The Facebook Ad. It doesn’t matter how great your landing page is if you can’t send traffic to it. Creating a winning ad looks deceptively easy. The simplest ad usually has massive amounts of psychology and testing behind it. We’ve invested tens of thousands of hours, and hundreds of thousands of dollars, into perfecting the science.

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• Dynamic Targeting. If you kept telling the same message to the same people, how long would it take for them to tune you out? Then what do you do? Scream louder? That’s what most marketers do. Instead, we use dynamic targeting to find the perfect prospects every day. I want to know who is most likely to buy now. It sends your chance of success through the roof.

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If you can accomplish these four things online, it’s the equivalent of a brick-and-mortar business with a stellar location and viral-like word-of-mouth.

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#3: Follow-Up Systems

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How often have you called or emailed a prospect and heard nothing back?

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Then you called again, and again, and again… and finally they responded and said, “I’m so sorry, I want to sign up but I’ve just been so busy!”

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If you do follow-up, there’s a 100% chance this exact thing will happen to you.

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That’s because life happens.

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Your prospect was about to respond but their kid barged into the room and interrupted them. They were about to click your link but the phone rang and then they forgot.

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They were interested, but you had to be persistent to close the deal.

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I find that most small business owners aren’t really doing follow-up at all.

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They send an email or make a phone call, but they have no way of tracking who they contacted and when. So unless they get a reply, the trail instantly goes cold.

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They’re not organized enough to stay on top of follow-up because “life gets in the way” just like for their prospects.

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Organization isn’t a strength for a lot of people.

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That’s why I created a 4-part system to make sure the follow-up never falls through the cracks:

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• As soon as someone opts in for one of my lead magnets, or requests more information, I use software to send an email instantly.

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• I also set it up for an email to get sent 24 hours afterward, just in case they weren’t able to start consuming what I sent them right away. And usually, I email them once a week afterward as well.

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• I also use Twilio to send a text message. It may sound like overkill, but trust me, if you’re not using SMS you’re absolutely leaving money on the table.

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• I use a phone call. Maybe my team calls them. Or often, I’ll find a creative way to get them to call me. Either way, I want to mobilize them and give them a reason to reach out to me.

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It’s all about hitting people with multiple touchpoints to close the sale.

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If you leave the ball in their court, they’re likely to forget. But if you politely (yet firmly) stay top-of-mind, you drastically increase your chances for success.

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#4: The Internal Upsell

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It doesn’t matter how good you do any of the above if you don’t have an internal upsell in place.

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Before I explain what that is, let me ask you…

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Is someone who buys from you once your customer?

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You might be thinking, “Of course Paul, that’s the definition of a customer, someone who buys from you.”

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I disagree. A one-time-buyer is a visitor. A tire kicker.

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But in order for someone to become YOUR customer (and for you to make real money), they need to walk through your door twice.

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Here’s exactly how I do that:

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• The Clincher Offer. With my chiropractic clients, I have them offer free massages, discounts, or other incentives to get people to walk through the door. But they’re not going to grow their practice by giving their services away for free.

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• The Parting Gift. As the customer is leaving after claiming their Clincher Offer, I have them hand out a red envelope that has a ‘thank you’ letter inside. It says, “Book a massage in the next 7 days and we’ll give you 50% off.” We average a 65% conversion on that gift.

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• The Viral Spread Offer. We also have them give their clients referral cards and say, “Give this to three friends. If they book a free chair massage, your next massage will be 50% off.” Now they have a viral salesforce.

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• The Testimonial. We never cross our fingers and hope people will leave them reviews or give them testimonials. We are always thinking of fun and interesting ways to ask for it. Usually, people love bragging about your business (it makes them look good too as your customer!) they just don’t think to do it. A little nudge goes a long way.

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Think about Groupon.

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Have you heard people complain that they got tons of customers, but lost money on the deal? Have you heard people complain that Groupon customers are cheapskates?

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Have you also heard of massive success stories on Groupon? Of course.

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If you do it right, you can use incentives to get tons of people to walk through your door, and then turn them into repeat and raving customers.

So What Will You Do Next?

You may be wondering, why am I giving you the keys to the kingdom?

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Why am I willing to share my marketing strategies with you in such detail that you can simply go out and implement it all yourself, without me?

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Well, it’s because I’m looking for a certain kind of client.

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I’ve given lots of detail here on what works and what doesn’t work. 

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Some of the people reading this will take everything I've laid out here and implement it all themselves.

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That’s okay, that’s not who I’m looking for as a client.

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I’m looking for the kind of client who understands the importance of hiring the right expert for the job.

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The kind of client that values my experience, and understands there are subtle nuances to this process that I’ve learned throughout the more than 10 years that I’ve been doing advertising and marketing.

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Things you can only learn through trial-and-error.

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It’s for the same reason you hire a chiropractor when you have back pain. Or a dentist when you have a toothache. Or an optometrist when you’re experiencing eye strain.

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The way I see it, you have three choices.

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FIRST, you can do nothing.

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You can keep doing what you’ve been doing, and keep getting the same results. But let’s face it, you wouldn’t be reading this if you were okay with the status quo.

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SECOND, you can try to save a few bucks by doing all of this yourself.

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If that’s the route you want to take, I wish you the best of luck. You have my permission to take everything you’ve seen here and put it to work for you.

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In fact, feel free to ask me any questions you have and I’ll help wherever I can.

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THIRD, you can hire my team and I to do all of this for you.

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We eat, sleep, and breathe advertising and marketing. It’s not just a ‘necessary evil’ for us, it’s a passion.

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Think about that for a minute, and ask yourself…

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Are you passionate about advertising and marketing?

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Or is it just a means to an end?

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Because if you’re not passionate about it, you’re not going to do it well.

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You’re not going to do it effectively.

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And an awful lot of potential leads and sales (not to mention wasted resources) are going to slip through your fingers.

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All in the name of trying to do it yourself to save a few bucks.

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That’s why for most brick-and-mortar business owners, the simplest option (and more often, the best option) is to hire an expert to do it all for you.

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So you can focus 100% on what you got into business for in the first place.

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If that sounds like you, here’s what to do right now.