When I bring on a new client, I try to figure out what the ‘core pillars’ are that support their work. A core pillar is part of their message that holds true regardless of circumstance.
Sometimes a client will already know what these are; sometimes we need to uncover them across multiple conversations.
This week I’m going to write about the core pillars that support my own work. Unless you read my emails for giggles, ALL of the following should apply to you!
In approximate order of importance, the pillars are:
1. Power disqualifiers
My work sits under the category of ‘client education’. Education sits after the initial opt-in, but before your offer or sales process.
If there are foundational problems with your offer, then better education won’t fix your problems.
Half the battle for service providers is getting the right offer in front of the right people. You can apply certain disqualifiers in your marketing education to automatically filter out inappropriate clients. More on this tomorrow.
2. Vulnerable humanness
Are you showing up as yourself in your marketing? Are you letting the real you be seen early in the customer journey?
Great content and good advice can go a long way, but good content is a commodity. For high-ticket trust-based sales, people must also have a feel for you and your values.
3. RFM (Recency, Frequency, Money)
The most likely person to buy is the one who opened your emails the most recently. Followed by the person who opens your emails the most often. Followed by the person who spends the most time reading your emails. (Where time = money.)
Of the three, recency is the most critical, which is why it is important to email your list on a frequent basis. You can dramatically cut your marketing expenses (and effort) by focusing your efforts on recently engaged contacts.
4. Consistency (Of both message and schedule)
Do you only email when you have a sale on? Are you consistently on-point in your messaging?
The key to email marketing success lies in how you show up between offers. By the time you have a sale on, it’s too late: you’re just another marketer clogging up people’s inboxes.
The challenge is to be clear on what you’re trying to say, and say it consistently. I may even change my name by deed pole one day: ‘Rob Consistency Drummond’ has a nice ring to it. It would also serve as a useful reminder to self!
5. Omnipresence (cross-channel remarketing, including offline)
Are you letting your own media biases prevent you from experimenting with multiple channels? Are you showing up in audio, video and written formats, all at the same time? Different clients will consume your message in different ways.
The word ‘remarketing’ is now associated with pay per click advertising, but my definition is simply that you’re RE-marketing to the same person. You can apply the principle of RE-marketing in any media, without a huge media spend.
Are you perceived as the leading authority in your niche? Do you have the proof or marketing assets to prove it? A book goes a long way! A robust body of work does too.
7. AI and Automation
Are you making sensible use of both automation and AI to leverage your efforts? (Yep, AI has made it as a core pillar, but it’s currently last on the list!)
We’ll take a deeper look at core pillar #1 tomorrow.