1 FORMULA ALL YOU NEED TO KNOW EXPONENTIAL ABOUT STARTING YOUR OWN BUSINESS GROWTH AND EXCEEDING YOUR OWN EXPECTATIONS BABOONY GC Baboony GC GC stands for Growth Consultancy. The following document serves as a testament to our commitment of providing existing businesses and start-ups with a working framework that can be used or exponential growth. Contents PART 1 4 THE WEGA FORMULA 5 CHARACTER CREATION 8 V.B.M 10 PULL-IN CLIENTS 12 MAGNETAR 14 MANAGE TRAFFIC 16 GSP 18 THE SALES 20 UNLEASH THE BEAST 23 PART 2 25 SELLING ON AUTOPILOT 26 THE EBOOK 29 AUDIO & VIDEO 30 THE SOCIALS 31 Part 1 There Are Levels To This The Wega Formula The D³ delivery mechanism is the result from filling in these parts of the formula. S = Our Sales machine is Rooted in providing V³ = value, value, value Based on the process C³ = Capture, Convert, Cultivate W³ = The framework in which we base our decisions Win for your audience = win for you = win for your partners The Framework The First Part Of Your Equation W³ Stands for Win-Win-Win. You want to always be thinking about who you are serving. In that sense, a Win for your customer is a Win for you and a Win for your partners. The more research you put into what the market is asking for, the more your business will grow and the more you can afford to buy from your suppliers. Win-Win-Win is the most optimal outcome to strive for, not just claiming it like most businesses but delivering on this. Instead of trying to cut costs or pushing a product or service you would like to sell, find out what serves your market best. You will see that growth or acquiring new clients become a piece of cake when you base your decisions on a framework of gains rather than savings. The Core Of Your Formula An Automated Sales Machine Selling Valuable Content At the heart of your formula lies V³/C³. V³ = Value, Value, Value / C³ = Capture, Convert, Cultivate. Let’s strip away the numbers, which leaves us with Value Based Content. The content you are providing must be of sufficient value to your audience. Note how we are no longer talking about ‘customer base’. You can easily figure out what your audience is starving for through thorough marketing research on channels, forums and blogs like Facebook, YouTube, Quora, LinkedIn, Reddit. The key here is to go where your audience hangs out, find out what they want and then fill this ‘Gap’ with your knowledge. There are several ways on how you can actually package your knowledge into a sellable product. Level 1 - Character Creation Explanation We want you to be able to read the customers' mind. Get obsessed with their passions, dreams, fears, and desires. This information is necessary to create your Audience Character or avatar. To build the ultimate character it's crucial to get this right, for it will be the foundation of all that's coming next. Within your own market, whether you are starting out or already have a flourishing business; look for the two most searched for keywords and terms that people would use to look for your proucts and services. The questions that your own marketplace is asking can be found in popular blogs, LinkedIn forums, YouTube, Reddit, Quora and other social media platforms. Wherever your audience is coming together to find answers and start up a conversation, go there! Observe what your audience is saying. You'll want to use a spreadsheet to categorize this! How are they feeling? What are they happy with? Is there a pattern Are there problems that need solving? Pay attention to the language your audience is using around products and services already on the market! Application As previously mentioned, you will need to take your time with this. Checking out industry forums is a great way to get into the customers' mind. When looking closely you will notice specific patterns in their questions. Find out what their pressing issues are and then see if your products or services fit their needs. Most likely there are Facebook groups or pages around your niche. When you check out these groups you can observe what kind of conversations are happening there. People tend to be more open on social media and will talk at lenght about their problems and issues. The best way to look for this type of information regarding your market is without a doubt, the biggest search engine in the world, Google. Not only will it provide you with information of what's out there. It will also give you related searches when you are looking for specifics in your niche. Reddit is also a good place to strike up a conversation with the customers that are swimming around in your marketplace. This platform can be used to find gaps or shortcomings in the products or services already out there. The gaps you find through this research are your winning tickets and a way for you to tap into the hearts and minds of your customers. Organise your findings well into comments, concerns and which feelings are most dominant. Level 2 - V.B.M. Explanation Level 2 builds directly on the findings of level 1. This is the reason why we urge you to organise your findings well. Then use that to outsell the most ferocious competition in your marketplace. It seems very natural for a bigger company with a huge budget to also have this research down to a T. Research shows otherwise, even they DO NOT spend enough time on this. So go do the research before proceeding any further! In this level we identify the buyer, who is in need of a solution and through Value Based Marketing, that's exactly what we're going to give him. This does not mean we are going to sell to him - yet. By providing the potential costumers or "prospects" with this valuable information they get an actual solution to a problem without screaming at them to BUY, BUY, BUY from you. They can make an informed decision and move even closer to a stage where they are ready to invest in you products or services. Application Armed with your research from level 1, you create a strong title for the freemium you're offering your prospects. This headline must stop the prospects in their tracks, grab their full attention, practically force them to read it then give you their contact details. Use power wording as an emotional trigger, this strikes up visceral emotions - HORROR, REVEALED, SECRET are some great examples. Your title text should contain numbers. This gives the readers' mind a signal that your message is structured, easy to follow and comprehend. "21 Steps to get your perfect body" is a great example. Through your research you know how to write the perfect body text. You adress the burning desire your niche has. By doing this, the readers' mind gets triggered with curiosity. When writing a report or anything else - MAKE SURE EVERY POINT TOUCHES ON A BURNING ISSUE Whatever it is that you are throwing out there, keep it simple. Even though it is something that you are giving away for free, the perceived value of this piece of content should be high - you want them to wonder "if they give this away for free, what would their paid services and products do? Start by writing an eBook or a report, 5-8 pages would be more than enough. You can take this eBook as an example if you like. Different options that might work better for your personal business could also be a free consultation, coupons, discounts, podcasts, how-to-giudes, e-courses, you name it - A good way to tell if what If what you're giving away is valuable is when it makes you feel unfomfortable to do so. Level 3 - How to pull-in clients Explanation 99% of businesses are doing it wrong. They approach their prospects like they would attacking the monster of Loch Ness – full frontal assault while waving their weapons around blindly in the fog, hurting each other. They send their traffic straight to a landing page, or even worse, their homepage, then attempt to go straight for the sale and pray they’ll make a profit. They simply disregard all the necessary steps that take place to turn a stranger into a satisfied, paying client. They are far too eager to make their pitch. They make the wrong assumptions and treat everyone in their market as if they’re already eager to buy. You must follow a proven process in order to turn strangers into high-paying clients. The next step in this process is to get them to “opt-in.” The purpose of the opt-in page is just to get people to give you their contact details, in exchange for what you are giving them. While there may be no exchange of money, the currency in which they’re paying for this piece of information consists of their name and email address. Application The opt-in page can be created on multiple platforms that are available for free or a very low monthly fee. Usually you can at least start a trial account for a certain amount of time. We suggest you use Sendinblue but there are other sites where you can create a simple page to start building an e-mail list like Activecampaign or Clickfunnels. Once your prospects have opted-in to your freemium they will be redirected to a thank you page where you can leave them a message like the one you can see above. Level 4 - MAGNETAR Explanation 99% of businesses that are starting or have massive amounts of revenue get this wrong because they aren’t motivating their prospects with irresistible offers. Your offer should be so white-hot that it melts objections and obliterates any friction between prospects and the sale. You almost want to force your prospects to buy. Make them an offer only a lunatic would refuse. This is the single most powerful, effective, most profit-generating strategy out there. This is also the simplest strategy out there, but businesses still seem to overlook it. Your offer will consist of two things: What your prospects gain when responding to your marketing and what they have to do to get it – Call To Action. The #1 rule in marketing successfully around any company, service or product is to sell what people want to buy. Not what you would buy or, what you’re interested in. You do not want to set-up a service or product before knowing what the market wants. Application You should create a feature and benefits list for your own products. If you can't back up your own products, don't be surprised if the prospect won'tt either. In this list you map out every little detail about your product or service - what it can do and how it will benefit the CUSTOMER. What you don't want to do is pitch right away, just lay out what they miss out on when they don't invest in your products or services. Write out your offer as if you have a magic wand in your possession. This might sound crazy but come up with the wildest thing possible you want or can offer your clients. Even if it makes you uncomfortable. Once that's written out you can gradually reduce the offer to something you can actually deliver on. The crazy wand might open up your eyes to new opportunities that you haven't capatalized on before! Compile all the information you have gathered up until now and come-up with an incredibly powerful guarantee that you KNOW you can deliver on. It's extremely important that it drives you to do better and that the costumer gets incredible value out of it! Once again, if you can't guarantee something, then why would the prospect trust anything you are telling them? Level 5 - Traffic management Explanation Start out with just one channel. Facebook, YouTube, Instagram, Google, etc. Once one of these channels is profitable, you pour the extra revenue into a new channel to test your marketing. Before doing this, you want to study the type of communication used on that channel, to once again appeal to your audience. People often think they need more traffic. This is far from being true. They need an offer to convert traffic more profitably. Most people and businesses don’t have a traffic problem, they have an offer problem. You want to make sure that the temperature of your offer matches the temperature of where the prospect is in the buying cycle. A buyer can be in three areas of a buying cycle - Spending mode, Woke-stage, and Freezing. You can use power wording to strike up the conversation with different types of leads. Application Everything we have shown you up till this point, is part of the blueprint above. You can copy this and make your traffic-management system through whichever platform you end-up using. Below we describe what each square represents. The ad – We want to sell the click, not the product or service. Through the ad, we offer the freemium. The ‘opt-in’ page – We want to "sell" the opt-in, and get contact details from everyone who raises their hands and identifies themselves as being interested to build our list. The landing page – We want to sell the next step, our pitch will be made here. Sales mechanism – We make the sale and close the deal. Level 6 - GSP Explanation This is the most powerful technique to turn complete strangers into paying customers like clockwork. You start with one traffic source, it should take no more than 2 clicks to send the prospects to an opt-in page. Once the prospects have opted-in, you are going to market to them using email. E-mail marketing is is completely free or can be automated for a small fee through a platform like SendinBlue. More on this in Level 7. You will be sending the prospects a sequence of free material of high perceived value and then deliver on that promise. Remember you are not trying to sell anything in these emails. You are simply giving the prospects value in advance and taking them closer to their desired outcome. In each of the emails you place a CTA (Call To Action). Something along the lines of – “If you liked this content and you’re committed to getting X outcome, I’ve got a really great offer for you. I’ve put some time aside in my calendar to help you solve this problem or get your desired outcome. You can go ahead and book in some time with me here” [CTA]. Application The GSP will guide the prospects down a path to their desired end state. Down the road they will be given tons of value and all the goodwill that comes with it. What usually happens when a person gives their email, is they get one piece of content and then get bombarded with emails of hard-selling messages. Leaving the person wishing they had never given that business their email. You map out 4 or 5 milestones necessary for your prospect to reach their desired outcome. We think about our prospects as if they were someone we want to do incredibly right by. This is how you should be thinking about your customers in the first place! You create a third piece of content that, once again, gives them a result. As you give them their advanced results, you move them closer to their desired outcome, and simultaneously build goodwill and trust, while reducing scepticism. Level 7 - The sales Explanation You want to sell to your prospects like a doctor writing out a prescription. 90% of businesses spit out all the features and benefits and hope something hits a nerve that will make the prospect buy. This is the wrong way to approach your prospects. Yet, still so many companies out there do it in this old-fashioned way. Selling is about taking your prospects from a less desirable ‘before’ state to a more desirable ‘after’ state, and if you find out along the way that what you are selling doesn’t deliver your prospects to their ultimate desired outcome, you won’t sell to them! If you can’t help them, you tell them straight-up and let them know that what you’ve got isn’t a great fit and won’t help them solve their issue. Not only will this be the right thing to do, but it also creates goodwill in the marketplace if prospects understand that you are not here to make a simple quick sale, but genuinely trying to help them solve their problems. The word will get out eventually, and you’ll be rewarded for this approach. Application Find the prospects' why - It will be incredibly important for you to find the real reason they booked a call with you – what is their why? Where do they want to go? - you want your prospects to tell you about where they want to go and their desired outcome. Then once again, find their why and get them to picture exactly what life would look like when they get there. The admission - This is where you get your prospect to express everything they’ve been doing so far. How they have struggled, all their frustrations, challenges, what worked, what hasn’t – and WHY. The delivery of value - Once you’ve asked all your questions and got all their answers, you simply help them formulate a plan based on their answers – genius. Getting the commitment - Once you delivered your piece of content, for free – it is now time to gain the commitment of your prospect. Once again if you notice that your services and or products won’t solve their problems or help them – politely let them know and end the call. The prescription - This section of the conversation is to simply tell the prospect what you have to offer and what your program can help them achieve. You tailor this to the specific problems they told you they are having, earlier in the call. You then position it as exactly what they need – because it is! The close - The time has come now to make a sale. Before you go into this, you want to do a temperature check and see how close the prospect is to buying – this would be a ‘trial-close; You can now state your price and what your services cost. You don’t want to hesitate for a second and wait on confirmation once you've stated your price. Level 8 - Unleash the beast Explanation Email outperforms every other marketing channel, by far! – the biggest mistake a business can make is not building an email-list from day 1. Email should be the bread and butter of any business. Email is outperforming every other source of income. This should be how businesses communicate with their community and reach their customers. Research shows that email beats any marketing channel by 40x. You realise that means that for every dollar that is put in, forty dollars come back out, right? Aside from this – another very solid reason is that businesses should never rely on just one single stream of recurring revenue. To get out of obscurity we need people to know who we are – as an individual that is part of a business and as a business. In Level 2 we covered creating bait for your prospects. They may have opted-in, but that doesn’t mean they are completely on board yet. You are going to use email to nurture these leads and create an avalanche for your business. Application Getting it delivered - You first choose a platform from whcih you're sending. Which one that is, depends on your already existing list and its size. Some options are Sendinblue, Mailchimp, ActiveCampaign and Getresponse. Each of these platforms do better with different email providers. Once again, depending on your list, you might want to use different platforms for different email providers. Check out which one works best. Getting it opened - People check their email and basically place them in one of two categories. The personal mail. These emails get clicked, opened and read VERSUS the promotional mail. Spammy, promotional emails get deleted, marked as spam and forgotten. This is how you are going to get anyone to open your emails – context. That's right, it is your job to sound like the prospects' trusted friend, colleague, or family member. Not by using tricks or gimmicks or boring copy. People already live boring lives so you need to engage your readers and send them emails that – entertain, excite and stimulate engagement. Getting it opened -When you write your email copy, you should never lie, cheat, use poor taste, tricks or insult your readers' intelligence. You aren’t going to worry about who you’ might offend or who unsubscribes – you won’t care for the small percentage that chooses only to type and whine behind their screens. You're going to talk about your personal life, what you did during the weekend, what you do to pass time, your family. Part 2 Monetization Selling your content on autopilot We’ve shown you that valuable content is king. We’ve also told you about a few formats you can put your knowledge in. Now it’s time to show you how you can put this knowledge to work and create one or multiple streams of passive income. First off, the term passive income does not mean you don’t have to put effort into it. Don’t get us wrong, creating your content will take some work. Once you have your knowledge in a tangible form however, you can put this IP (Intelectual property) to work through a sales machine. What in Heaven's name is a sales machine? At its core it’s a simple process. You want to create a landing page, which is basically a single page website where you offer a preview of your content in return for contact information. You’re going to save that contact information because you’ll be selling your knowledge to the people who want your preview, later on. The preview you’re giving people is called a freemium. Freemiums are important because it shows people who click your link, a first taste of what you’re capable of. This eBook for instance, is a freemium. The landing page is called the Opt-in page because it asks people to ‘opt-in’ to see more of your content and what you have to teach. The contact information you will be saving, can be put together in a List. This is your audience and every one of them is at least interested in what you have to say. This is also where the C³ comes from. This stands for Capturing contact details, Converting your list into buyers and Cultivating your buyers into a loyal fanbase. The Opt-In page is linked to a shop (which is basically just another single page website) where people can purchase the full version of your content. Still with us? Check the schematic representation of the concept on the next page. The Ebook It sounds quite daunting, we know. ‘How do you expect me to write a book!?’ In reality all an Ebook really is, is a word file that’s been converted into a PDF and thrown online. That doesn’t mean there is no value to be found in them however, you are in fact reading one right now. Next to videos and audio programmes or podcasts, ebooks are one of the easiest forms in which to bundle your knowledge and send out into the world. “If it’s that easy to write a book nowadays, how come not everyone is doing it?” – I hear you asking. The answer lies in the fact that people don’t believe they can monetize their knowledge so they don’t take the time to do the research or to create something that can provide them with passive income. Audio & Video “I’m not a writer, I don’t have a clue how to make a PDF, how do I insert a picture into a book?” These are all valid excuses not to do something that takes just a little getting used to because believe it or not, there are tools that facilitate the creation process. If you really don’t want to write or you feel like you don’t have the creative juice in you… There are other formats to pass on knowledge… Maybe you feel more like a speaker or an actor? Maybe you feel more comfortable filming what you do in order to show people. If you, say, developed a technique, you can just write about but you can also show people. Just pick up a camera or even your smartphone and have someone film you! Maybe you are camera shy or don’t like to be on film… For you there is another solution, simply record your knowledge while talking about it during a podcast! At its core, a podcast is nothing more than you using the record function on your phone or computer! If you still don’t think you have any transferrable knowledge, check out this video with over 5.5 MILLION views. Keep in mind this man is earning around 1$ per view. THE SOCIALS MARKETING THROUGH SOCIAL MEDIA Lastly, we discuss how we actually get people to find your landing page because there are thousands if not millions of web-pages out there. Not to worry though! Baby Steps will ultimately lead you to the prize of financial freedom, passive income or growth. Notice how, until now, we haven’t talked about the first block which is traffic. Traffic quite literally means everyone who’s surfing the web, looking for a solution to problems, information, content like yours. How do you know they’re looking for my content? THROUGH THOROUGH MARKETING RESEARCH like we talked about during Level 1! There are several ways to generate free traffic without spending a dime on advertisements. This is called organic traffic. The most powerful tools to generate organic traffic right now are through YouTube, Instagram and LinkedIn. The key to all of this is to ‘drive’ your traffic from all your channels into the one Opt-in page. You can make a video talking about your content or what you do and put it up for free on YouTube! You can make an Instagram account about your passion or business and promote your content through there for free! You can search for communities and forums on LinkedIn and start posting about what you do and who you are, to give people a chance to get to know you! You could do the same on Facebook as well. Simply find people or communities around your subject and start talking to them! If you wish to know more about how to generate traffic, how to set up a sales machine and some other key tools and subjects you may want to familiarize yourself with… Keep an eye out for our follow up emails! Don’t worry, we won’t ask you to buy anything, we simply wish to educate you on the fact that there is a way to make more money passively, to earn financial freedom, to grow. Baboony out.