In this instructional video, the presenter introduces the Influence Diagnostic and Indicator Model, which is organized into four quadrants—Direct Contact, Network/Search, Awareness, and Education—each containing three activity types. Within these quadrants, four distinct client archetypes are defined based on whether the prospect knows a helper and/or knows what they want: (1) knows a helper and knows what they want, (2) does not know a helper but knows what they want, (3) knows neither a helper nor what they want, and (4) knows a helper but not what they want. The speaker explains that marketers often focus only on the first, easiest archetype, leading to long‑term stagnation. To illustrate the problem, a case study of 52 small‑business owners is presented: each had an average of 142 Facebook page likes, yet they attempted to draw only about 20 attendees per event from that pool, resulting in low conversion, audience fatigue, one‑dimensional content, and a lack of referrals. The video highlights the need to broaden outreach beyond existing followers and to create more engaging, multi‑dimensional social‑media strategies.
Chapters
Welcome to video 2, and thank you again for joining me. This video, we're going to talk about the 4 quadrants and your 4 types of clients that you have. The Influence Diagnostic and the Indicator Model helps to provide you with real actionable steps to go from being invisible to influential. It's designed to not only help people find you but also decide to work with you. And as you will remember from your personalized report and obviously the last video, the model contains the following quadrants. You have a direct contact, you have network or search, you have awareness, and you have the education quadrant. And in each of those quadrants, there's 3 types of activities, and we have 4 types of customers within each of those quadrants, and they're categorized in this manner. You've got, I know somebody who can help me, and I know what I want. I don't know somebody who can help me, but I do know what I want. Then you've got, I don't know somebody who can help me and I don't know what I want. Followed by the last one, I know somebody who can help me, but I don't know what I want. It's been my experience, both personally and certainly helping clients, that we typically like to chat with this group of people up here. It's easy. They know somebody that can help them, which is often us, and those clients also know what they want. So they're very easy for us to talk to because they, they like us, they know us, they trust us, and they're most likely to buy from us because they know what they're looking for. And we often build our social media posts and our invitations around this group of people only, which is where long-term you actually come unstuck. And so a bit of an example of that was I worked with 52 small business owners over a 12-month period, and some interesting statistics came out of that. All of those small business owners had Facebook business pages, And they had an average of 142 people that had liked their Facebook business page. Now, many of these clients ran events and workshops and those sorts of things, and they always said to me that they'd like about 20 people to come to their events. And on average, that was about every other month or every month. So just have a listen to that. They had 142 people on their business page that they were promoting and inviting to come to their events every month or every other month, and they were trying to get 20 of those people every month of the 142 people on their business page to come to their events. Now if you just hear that, so that was 142 people on their business page and every month they wanted 20 of those to come to their workshop. This is where, folks, it's really important to understand that the numbers just weren't going to work for them. They actually needed lots more people to be engaged and involved with them more than just on their social media pages. So what I was actually finding is their social media posts were very, very one-dimensional. And the community was very fatigued by the ongoing onslaught of invitations, and they had no engagement on their social media page. And as a result, their communities had gone— community potential customers had gone everywhere elsewhere, sorry, anywhere but there, so to speak. The other key thing to note here is their potential clients were definitely not bringing their friends to the community. They weren't— they didn't have an attraction factor where people were referring and bringing people into them. And this is very important because this is why they had actually turned off and tuned out of that person's social media dialogue, because they had become totally fatigued. So let's just have a bit of a deep dive into this area here. Won't be a sec.
