How I get leads that ACTUALLY buy (3 steps)

You really have to understand your customer. Right. In order to make a strong offer. These platforms are massive. You don't technically have to be on them all, but again, lead generation, in my opinion, comes down to the end result of the offer. And does it produce a situation where the person is getting what they want fast?

I have a few questions about lead generation for small business owners.

That's what you want to know today? Yeah.

Yes.

All right.

What are some tips you can give to a small business owner that wants to learn how to generate more leads for their business?

There's several ways they could, you know, they could streak down the street.

We're streaking.

I mean, that. That grabs attention.

They could definitely do that.

Not the right way.

I think that there's. There's really three basic things. Number one, they need to really be clear and define their target market, know who they're talking to really understand their customer. Number two, they want to focus on depth, figure out what platform they're marketing on, and go deep. I think a lot of people go way too wide and they spread themselves way too thin. And then I think number three is really coming up with a strong offer, you know, their offer. If they have a great offer, then one that's going to spread and allow them to generate quality leads and really put their emphasis on those three things.

You talked about defining your target audience. Can you dive a little bit more deeper on what you mean about that?

You really have to understand your customer. Right. In order to make a strong offer. I think the people that understand their customers the most are the ones that generate, you know, the highest caliber lead, because the customer on the other end, they're like, that person knows me, they understand my problems. Right. Number one is not focusing on trying to be everything to everyone. You want to focus on trying to be everything to someone. I see this a lot with businesses that I consult. I'll say, who's your customer? And they'll just say, like entrepreneurs. Right. That's like a really broad thing. Right. If they can narrow it down and they could be everything to web developers. Right, right. Then, you know, they'd be way more profitable. I think another thing you want to do to find those individuals is to figure out, like, what are those individuals buying? Because when I talk to people about identifying their target market, they go, I know my target market, but how do I find and identify those individuals? Like, with lead generation, it's not about generating leads. You go where the leads already are. So once you know who they are, figure out, like, what it is that they're buying? What are the tools that they're using? Like, are they web developers that I'm sure you know they're buying certain types of software? Like, how can you run ads targeting people that use that type of software and be in front of them? So think a little bit differently, like what is it that they're buying? And I would say the last thing is like, what is it like that they actually want? Have you ever heard like when people say when someone is buying a drill, what they really want is the hole in reality, what the person likely wants are cool portraits or TVs hanging on the wall in reality. So when you can figure out what it is that they actually want and how you can help them get it faster, it makes a lot more possible for you to identify your target market.

That was great. So on the topic of depth over width, meaning, like, don't spread yourself too thin, what do you mean by that?

A lot of marketers are like, okay, I gotta get on social media. I need to be on all the channels. I need to be like Hermosi or, you know, any of these other guys out there just that are everywhere. I say when you start off, focus in on one thing and get really good at it. Create an identity. These platforms are massive. You don't technically have to be on them all. I remember I was at a, when we went to the fight, when we went to see Logan fight.

That's right. Yeah.

There were all these TikTokers there. I had no idea who they were. They dominated TikTok and perception was reality that they were the influencer, they were the go to person on that platform. So I think a lot of people go wrong because they're focused in on so many different platforms that the perception of them is just like they're not really good at every, at anything. Be the person on that one platform and then as you get going, you can kind of figure out a way to, to be on more. I think another thing that you can do is like, when you identify what your like, perception is that you want it to be like. For me, I want to be known as someone that can help a business not only generate more leads, but generate the highest caliber lead at the lowest cost. But when you don't have a clear identity, you can fall into where I actually fell into by accident. When I did that post that went viral on Instagram, I did a post about Uber, right? I was talking to this Uber driver and I asked him how much money he could make and the way that the Posts kind of came about or it seemed was that it was almost like a commercial for Uber.

Yeah. Had I tying it to. Right.

So had I tied it back to marketing at the end instead of just ending it where it felt like an Uber commercial where I was basically saying you could, you know. You know, Uber drivers can make 20 grand or whatever. It was a month.

Right.

I should have said, this is an example of how a person that works hard, committed, figured out a great market to drive in, focused in on, you know, Uber black, and, you know, went to a location that was, you know, gonna get people that would spend money and go further distance. This guy was able to make 20 to $30,000 a month. It's not what you do, it's how you do do it. Right. If I would have said that at the end, I wouldn't have gotten like, ruined the algorithm. Because what happened was I didn't do that. And yes, the post went viral, but, like, it went viral with the wrong people. These were people like, oh, thinking it was a job ad and like, people like saying, that's not possible. And literally it ruined the algorithm. We're still to this day battling that.

Right.

Because I didn't. I wasn't focused in on, you know, depth and being clear. What is the perception? How do I make that reality on every single post that I do? Sometimes you get what you want, but it's not actually what you want. We wanted to go viral. Viral for the wrong thing. So just understanding that.

All right, and then the last point that you talked about was focusing on your offer. Can you elaborate on that?

We recently had Billy, Billie Jean, on one of our workshops, you said the only thing that changes everything is your offer. And your offer not only has everything to do with your sales. Right. Because by the way, a purchase is a lead. Jeff Bezos is the richest person in the world because he has the biggest buyers list. Some people don't think of a lead as a buyer. If you want to make more money, you need to sell more to your existing customers. For me, when it comes to my offer understanding of my customer, all these things kind of coming full circle, I know that what I'm really selling is speed. Like when someone's buying something, they want to feel a certain way faster. I think that for lead generation, what people need to be focusing on when they're making their offer, whether it's the offer to opt in and subscribe, whether it's the offer to keep watching a webinar, whether it's the offer to buy a product Is how can you help the end user get what it is that they want faster? And then the last, last but not least, is the product solid? Is it, is it a solid, is it a good product? You know, if the product is great, right? If what if they're getting what they want faster and then they get in there and it's a, it's a great product, then they're going to tell other people what happens a lot of times is people in their mind, they make lead generation the definition that they want to be, meaning it's just an opt in subscriber. And I just talked about, it's the buyer, it's the offer, it's the speed of the offer. It's if the product is good, they're going to tell more people about it, which is going to drive more leads for you. Again, lead generation, in my opinion, comes down to the end result of the offer and does it produce a situation where the person is getting what they want fast? The last thing I wanted to mention, just about making a strong offer is your customer has to win. So for example, the customer should feel like they gave you $100 and you gave them 1,000. Yeah. And it was funny, like when I launched my app company years ago, my first company, the set, we, when we launched it bombed and then we changed the offer. And the offer, to be honest, was better for us, but it felt more like a win for the client because it was a lower barrier of entry for them to get in, but it paid us much more recurring on the back end, whereas we had it flipped. The first offer that didn't sell well was actually better for them, but it felt worse to them.

I see. It's the perception, right?

Okay, exactly.

All right, so this is, this is great. This is great. But for a newbie, someone that's just starting out, you know, business owner, they're fresh to this. Can you give just a simple example to kind of like, you know, hit this home.

I'll share with you like a story. So I heard this story and I really wish I remember who told me the story where I heard it first. There was this company, right, that ran a newspaper and if you're familiar with newspaper industry, it's not as powerful as it used to be. I mean, when's the last time you seen the paper man ride his bike down the street? Right, exactly. So it's gone. This newspaper company, like ended up blowing up in this, this like small town. So basically what they did, what they started doing was they started interviewing everybody in the Town in the paper. They didn't really focus on the news. They were just focusing on really cool things that were happening in the community. And then what ended up happening was that everybody in that community started wanting this paper. Why? Because they wanted to see what was going on. They're nosy. Nosy neighbor. Right. What was happening in their community. And also they wanted to be featured. And it got so crazy to where everybody in that entire city got the paper to the point where people on the surrounding city started buying it just to see what was happening in this specific city. So the example is understanding what it is that your market wants. That newspaper company realized that people in that city were nosy. They wanted to see what was happening with their neighbor. What was their neighbor next door actually doing to the point where everybody started buying it. And then they realized what other people want, which is to be famous. You know, when I played sports, I love waking up seeing myself in the paper. They like seeing their friend or whatever in the paper. So if you think this way, Right. How can you create these communities? How can you create engagement? That's all social media is. It's engagement. Think of that post as a newspaper thread. And everybody's chopping it up. Messaging in the. In the comments. People are seeing what's going on. It's the same concept. This company took a newspaper business and blew it up by simply figuring out what it is that their customer wants.

Wow. And that. That really, like, hits that one point you're talking about. Instead of them just spraying themselves, you know, everywhere.

Right.

They really dove deep into the community.

Absolutely.

And just strengthen that relationship.

Absolutely.

Everyone else.

And I'll give someone another practical tip that I could do. I remember back when I first started running ads online, we would run, like campaigns on Facebook. Basically, it's a campaign to get people to like your page. I made sure that I was very specific. I'd run a video ad to a like campaign and I would explain what they were gonna get on my page. And back then, we were posting each and every day and had a very simple strategy. I was getting likes and I would literally give away a free course to everybody that liked my page. We were getting literally dollar purchases just by simply focusing in on the fans that liked our page. That strategy I'm 100% sure would still work today. So I'm going to make sure I get back to doing it. But again, just focusing in on who's paying attention.