How to Get More Customers TODAY

Brandon Welch 0:00
But there are millions of dollars wasted every single day, every hour in America because some business owner thought, hmm, today, customers buy this media, and I put the dollar in, so I must get $2 out. And just because I paid for the advertising, it must mean it’s going to work. And that is completely false. Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, Brandon Welch, and I am joined today by a familiar Frank and Maven face. Kyle DeVry, it’s

Kyle DeVries 0:29
good to be back.

Brandon Welch 0:30
I’m so glad you’re back, and you’re always welcome in this room with your wisdom. But there’s a special reason that Caleb is not here today, and it’s the best reason to be gone, the best reason to be gone, Eva, Joe Agee joined the Frank and Maven family last Wednesday. Look at those beautiful eyes. There’s a picture on the screen. Everyone’s in love. Mom and baby are in ship shape, and the world is a better place because it gained another ag kid. Caleb and Sierra are such great parents, and Caleb will be out for the next few weeks. Uh, just stepping into dad of number four. So please send Caleb a note of congratulations at Caleb at Frank and maven.com he would love your support. And that’s just such a cool thing, like when, when family businesses get to add more members to the family, that’s like, you have to take a step back and doing that. And if you’re in a family business, or if you’re leading a family business, man, there’s no cooler realization than than that you’re making families possible, the flexibility, the special things we can do as small business owners that maybe big corporations can’t. Yeah, that’s truly the big dream. That’s why

Kyle DeVries 1:38
small businesses are going to change the world that

Brandon Welch 1:40
is, I have a philosophy that that is actually the number one place that world change can come small business. So speaking of the big dream, this is the place where we help you eliminate waste and advertising, grow your business and achieve the big dream. And today’s episode is about doing all three, because we’re going to teach you how to get more customers now, right now, not tomorrow, but right now.

Kyle DeVries 2:02
The Maven marketer is the playbook for everything we do here. We’re gonna be talking about chapters 910, and 11 today, how to get more customers today.

Brandon Welch 2:11
So in the Maven marketer, as you probably know, there are three types of customers. We talk about, the today customer, the tomorrow customer and the yesterday customer. We’ve talked a lot about the tomorrow customer recently, because it is the foundation of businesses that grow the fastest and the most profitably and get the customers that they want. So you need to listen to episodes on tomorrow marketing, or read the Maven marketer, if you’d like. But sometimes you just need some dadgum customers right now. Right now. The reference there, yeah, those are really good, yeah. So

Kyle DeVries 2:44
as a as a reminder, today, customers are people that like woke up today and they realized they needed something that they didn’t know that they had a need for. Yesterday, it’s really hot outside today. Brandon, so, so

Brandon Welch 2:54
I woke up as a today customer for a refrigerator not that long ago, and the days before that, I didn’t know I needed a refrigerator, because my frozen pizzas were cold, the milk was cold, the eggs were cold, and, you know, my kids had yogurt, right? Inspires fast too. It doesn’t expire fast, right? Quickly. But one morning this the frozen pizzas were soggy, and I all of the things all the years and years and years. I didn’t think I needed a refrigerator. I suddenly needed one. So I was a buyer on the loose, right? And so that’s gonna happen to your customer at some point, especially if you’re in a service business. Thinking about my doctors, you wake up with a problem or a medical ailment that that hits you fast. Maybe it’s a roofer, maybe it’s a home service provider, maybe the HVAC goes out. Maybe you’re an attorney and there’s a family issue, or somebody dies, or whatever. And if you weren’t there, like, the goal of the best marketing plans is that you were there all along, and you were already becoming their preferred provider, because you’re doing tomorrow marketing like, that’s the Holy Grail. But sometimes you haven’t. You haven’t been exposed to that customer. They haven’t been in your media plan. You haven’t won them over, and they’re gonna go shopping for you and all the other knuckleheads that do what you do. And so we’re gonna teach you how to be the best position on the list, so that when somebody goes searching for, gosh, I need a new refrigerator, or I need a mechanic, or whatever. You’re the one they think of first and feel the best about, as our friend Roy Williams says. So in the Maven method, there are three steps to earning any customer. You have to have a strategy that’s positioned to earn that customer. You have to have a message that’s positioned to earn that customer. And here, customer, and you have to have you a media that is designed to reach that customer. The most successful and profitable companies think about it in that order. But what happens, usually,

Kyle DeVries 4:54
what normally? What normally happens is people do not do it in that order. They look for the media. A placement first. And let me tell you, Brandon, this system is broken.

Brandon Welch 5:03
It’s a broken system of advertising. It’s a broken system. It’s rigged. It’s rigged. And we talk all about the broken system of advertising. That’s in chapter, I think, three of the book. But it is true, and it’s not it’s not that there’s anybody bad trying to take advantage of you, usually, having been inside the advertising sales world with my best friends, and where I had the blessing of learning what works and what doesn’t and how to understand the media, and I had just wonderful leaders that taught me so many good things. But at the end of the day, our job when we’re selling the media is to sell you the media. And so if we’re not deliberately careful, we end up talking about the media first. And what is implied to the business owner who doesn’t know marketing, usually the level that we’re supposed to know it is that the media gets the focus. And the resultant thought is, if I just buy this media, then I will get this customer. And that’s honestly what happens most of the time, and that’s what leads to poor results. And then the business owner either drops that medium, fires the media guy that sold it to him, complains, wants his money back, or just writes it off altogether, or fires the agency, or whatever. There’s

Kyle DeVries 6:21
no accountability to make sure that the results are there that leads in frustrations all around

Brandon Welch 6:27
well, accountability starts with clarity and clarity, and advertising should involve knowing, Hey, am I even positioned to earn a customer today? Do I have what we call price convenient, or price speed and hassle, figured out in my position on that. We’re gonna talk about that in a second. But there are millions of dollars wasted every single day, every hour in America because some business owner thought, hmm, today customers buy this media, and I put the dollar in, so I must get $2 out. And just because I paid for the advertising, it must mean it’s gonna work. And that is completely false. What they’ve missed is that you first have to have the right strategy. You have to position your product or your service in a way that will be palatable to the person who woke up needing it, because they have a different psychological and emotional equation going on than the person you can win over over time. So totally different buttons you have to push, and then you have to write a message that’s capable of connecting your strategy to the view and the information the customer receives about you. And then you choose the media that works to get it in front of them, which is like the advertising platform. And

Kyle DeVries 7:34
that’s why so many businesses quit their marketing get frustrated, don’t trust their marketing people, because nobody did things in the correct order.

Brandon Welch 7:42
Exactly eight out of 10 business owners in America say they’re not confident their marketing is

Kyle DeVries 7:46
working, and that’s why. So what does that? What’s a good strategy look like? Brandon, I’m

Brandon Welch 7:50
so glad you asked. I was waiting for you to ask that. Uh, today customer strategies have these three things in mind, price, speed, hassle. What do you mean by that? So price, obviously, is how you’re going to position your product. Are you the cheapest? Are you a good value? Some features and like, you know, we have the cheapest efficiency for this type of result. Like, I’m thinking product specs and things like that can be a way to position that, but just flat out price of your either hourly price, or what does it cost to replace my transmission in a, you know, 2008 you know, Chevy Tahoe. Or what does it cost to replace my roof? Or what does it cost to replace my HVAC like, there needs to be some awareness to you that if you wish to get people who are comparing you on nothing else they don’t, you don’t have the luxury of this person because they just woke up and I’m pretending like this person wasn’t already preconditioned to want to do business with you. There is picking you off a list, off of a search engine. You need to have some awareness that that price is going to speak the biggest volume about whether you’re the best choice. Now, it is true. And everybody listening is going, well, that’s not true. I buy the best all the time. That is somewhat true, like there are, there are certain people that are more apt to pick quality. But I would argue that still, in that realm, they’re looking for high quality, maybe, but they’re looking for high quality at the lowest price, for that high quality. So wherever you are in the market, I’m not saying that you as a really established home service provider are going to compete with the rates of Chuck in the truck, but you as an established home provider, better have an awareness about where you stand with the other established home providers that make sense so within the realm of your competition. So I would ask before you go, let’s get customers now, and I need the phone to ring now. Are you prepared to do that with the margins of your product? Are you buying it in a bigger volume? Do you have a cheaper labor rate so you can deliver that? Are you willing to accept more money or, sorry, less net profit for in exchange for. More customers. If you’re not today’s strategy is not for you. Probably okay. Now you may be able to compete on the other two in just a second, but the biggest one is, do you sell it cheaper than others, or can you for a limited time only? So even our work some really high end furniture providers, high luxury jewelry products and things like that. They hate discounting. They know, yep, I’m gonna wait for the high end customer. And so they opt out of today’s strategy, mostly like there’s some Right place, right time stuff they can have. But when they want to move the needle, they come and say, they slash prices for one week, right? They might have some items that are 40% off because they’re in their warehouse, and they got to clear them out in spring so they can get ready

Kyle DeVries 10:42
for summer, right? Three summer, right? Create a sense of urgency, sense of urgency.

Brandon Welch 10:45
So that sounds basic, but, man, there are literally millions of dollars being wasted right now because somebody sold them, saying, All you got to do is run this ad, and then you’re going to get the customers. And it’s like, you got to clarify the price. You got to clarify what the opportunity is and why they should buy you. Right now,

Kyle DeVries 11:00
you basically just described Amazon’s exact strategy. That is

Brandon Welch 11:03
Amazon. Yeah, Amazon, you don’t believe you’re getting any Express quality or relationship, or anybody even gives a flip about who’s delivering the order. They’re all on price, speed and hassle, right? Yeah,

Kyle DeVries 11:14
that’s going to kick some businesses out of the today, out of the today’s strategy, though.

Brandon Welch 11:18
So the big thing here is being the most obvious, least painful choice on the list, especially when you have a sudden realization that they need the product because they don’t have time to research you and understand you and build a relationship with you. So with that, if you’re trying to build a world class experience or product, this this method probably isn’t for you. Here’s two other things to consider, price, speed of delivery and hassle. We talked about speed being obviously, how fast can you get it to them? Sometimes, because you’re a local provider, you can actually get it to them faster than Amazon, and that would involve you having an express stock, a bigger stock and a bigger commitment to inventory on hand than maybe even ups can get it to you via Prime shipping, so that that is where small businesses have some saving grace retailers. But if you’re a service provider, and there’s a nationally owned company in town that’s got 50 trucks, and they can get one there this afternoon, and you have three, because you take your time and you’re building your company slow and methodically, it’s going to be hard for you to compete on speed, right? Some companies build out an entire fleet, or an entire talent set of their business to serve the now fast customers. I’m thinking about my roofers that have crews that all they do is repairs, and then they have different crews that, do, you know, big, long, you know, remove and replace jobs like whole entire new roofs. So think about that. Can you build out a subset of your business strategically that you’re gonna be able to deliver on that speed factor? And then the hassle is just, if I buy it from you, and I buy it quickly. I’m okay with the price. I’m okay with your speed of delivery. But what’s my recourse? How can you remove doubt? How can you offer me a money back guarantee? How can you give me free returns? How can you hold my hands so that you know I’m not gonna have problems with this in the future? You’re already taking all of that doubt and worry that comes with especially higher ticket products that make sense, yep. So maybe it’s a car dealer that says, come in, sign the papers in 30 minutes and you’re gone, right? Or maybe it’s a home service provider that says, We promise to be in and out of your house in this this amount of time. We use that one a lot. That sounds like less hassle. I don’t. I remove the angst of having to go through some complicated sales process. So hassle in all the ways. What’s the friction of your product? One other thing would be the landing page and website experience. Can I talk to somebody right now versus having to schedule an appointment makes sense.

Kyle DeVries 14:03
Everything is built around in and out, your experience of your refrigerator going out, that milk is going to expire in a few hours. So to think about it through the customer’s eyes, like they need this to go smoothly, remove the hassle, do it as fast as you possibly can. Be prepared for how can I do this as quickly as possible?

Brandon Welch 14:23
The provider that won my business in that moment was the one that had a good price. They had an equal price on the on the fridge I ended up buying. One of them had a better rebate, though, got me, like, a three or $400 gift card or something. That provider also was able to deliver it within two days. Okay? And the hassle part, they took my old fridge and moved it for me. Boom, done, right? So I’m like, I, all I gotta do is pay right now and that’ll that’ll be done. Yep, two days it’s done. Yeah. So price, convenience, hassle, they hit the they hit all three, right? One of them had price. Figured out, but didn’t have those other two things. So the degree to which you’re able to do those three things is the degree to which you’re strategically aligned to be able to attract and deliver on that today customer. And the next part is messaging. Messaging. All we got to do is communicate that in a way that’s clear, right? So what is the messaging process for Maven method? Yeah,

Kyle DeVries 15:22
the Maven Maven method message process is number one, who are you talking to? Number two, what are their needs, pains, hopes and fears. Number three, how can your product satisfy those and? Number four, what is the most reasonable next step?

Brandon Welch 15:39
Okay, I’m gonna say this one more time. Who are you talking to? What are their needs, pains, hopes and fears? How can your product satisfy it? What’s the most reasonable next step? This sounds obvious, but it’s it’s ridiculous. How many times we put out an ad and we don’t clarify these steps, and we know too much about our business that we just forget that other people don’t know these things where it goes wrong almost always, is the How can my product satisfy those and what’s the reasonable next step? But let’s go through these, one on one. Who are you talking to? I just want you to picture exactly who it is we do this. We talk about this thing called the eavesdropper effect. There’s another episode on that that Nate’s going to link in the comments, but it’s essentially you need to talk to one specific person and not try to broaden your message to everybody. When you talk to somebody, everybody will hear it, but when you talk to everybody, nobody hears it because it sounds like fake language and it doesn’t trigger the parts of our brain that make us pay attention and lean into conversations. So I’m putting the name of the person on the paper, and I’m saying, What is she doing right now? What would she rather be doing? What does she do in her free time? What are her hobbies? What brands is she attracted to? What does she find repulsive? Who does she admire? What is she needing more of, right? What is I’m getting a picture of this person, and I know, what kind of car does she drive like? I’m picturing the person that’s like, the most likely person, or the one I just feel like I can talk to the best. It doesn’t even have to be the only type of customer like you could write to a 35 year old female, but her grandma’s still gonna hear it because of the way it’s going to force you to write, okay, that’s some nerdy copywriting stuff. But stick with me. Before you write this ad, and before you write this offer, I want you to picture the person you’re writing to, okay, because if you do that, it’s going to immediately inform and allow you to empathize and intelligently and emotionally intelligently write to these next four things in step two, which is, what are their needs, pains, hopes and fears? The degree to which your message is heard is the degree to which you understand this about people and talk about them and not you, them, not you. They know you’re trying to sell something. They get it. They get that you’re somewhat of an established company, an established advertiser. So you don’t need to talk about your stupid years of experience, especially not in today’s today marketing. You don’t need to talk about your locations. You don’t need to talk about your different you know, Come experience the difference, right? You need to talk about what in the heck they’re going through. So are you tired of blank? Don’t you wish you just had blank? Did you suddenly wake up one day and realize blank

Kyle DeVries 18:29
is your milk expiring because your refrigerator went out

Brandon Welch 18:31
absolutely maybe it’s a maybe it’s a marriage counselor, and it’s like, you remember that last fight you had right? Do you want that last fight to be the last fight. Are you tired of feeling this way? Like, are you the scale finally hit that magic number, and you know it’s time to do something? You and I both know that’s needs and pains, right? Hopes could be. Hasn’t been too long since you’ve been on a vacation. Like, there’s people that even even if something didn’t break, even if the car is not broken down, or the HVAC not working, or the fridge isn’t broken. There’s people that have been precipitating all along, and they got tired of their pain, and they finally woke up, and the day is the day they’re willing to let go of the money to make something happen, right? This could be in any amount of services or retail products. Great. One would be, how many more nights are you gonna wake up with a backache because your stupid mattress is old, right? So you’re you’re hopefully speaking to multiple needs, pains, hopes and fears. Needs are going to be just pretty plain, like, what are they needing right now? Pains are going to be things that they’re putting up with they shouldn’t. Hopes is going to be dreams that they’ve that they’ve let slip under the surface so they’re conscious, but you’re bringing them back, and fears are going to be why aren’t they taking action? What’s stopping them from taking action today? And hopefully you’re speaking to all of those things, um, our window guys do such a good job of the fears because we’ve helped them develop language. It’s like you probably think this is going to cost 50. 20, $25,000 What if we could give you a price? Right? Now we’re speaking to a fear and a need, right? They know they need new windows, but what if we said, Yes, take that fear away from you, right? Yeah, 10

Kyle DeVries 20:13
windows for 699,

Brandon Welch 20:14
that’s right, 6999 69 some of them just went, Oh, gosh, not 6910 windows for 6999 99 There we go. That’s or 699. A piece because it’s times 10. Yeah, and you just add another Yeah. Cool. Let’s see how to do that. Third grade math is in style here. So really spend time like if your ad isn’t hitting at least a couple knees, pains, hopes, fears, you’re loading your gun with blanks. Now here’s where you would think that people would just naturally do this, but there’s this little tactic called clarifying. Where you say, are you tired of feeling that draft in your living room while you’re trying to have a date night on the couch? Wouldn’t it be nice if you had new windows that would make your whole house more comfortable and lower your electric bills? And are you just a little bit too scared to ask what it costs? Well, we’ve got you taken care of because, and that’s where, that’s where most people stop to do that. And then they start talking about their company. Well, here at the you know, World of Windows, we do XYZ. You want to clarify exactly how you solve those three things you just made. You just brought up, right? So at best window company, we have windows that will seal your entire house and make it airtight. I just spoke to how my product satisfies that they will slash your monthly bills by up to 40% and because we’re not one of those big, pushy companies, you can get a price on our website without ever calling us. Most people don’t do that tiny clarifying step, and it seems Elementary, but you have to do it, because you close that loop of curiosity in the mind. Okay, this is the DNA of an ad that sells quickly. So how does your product satisfy those and what’s the last one?

Kyle DeVries 22:08
What’s the most reasonable next step?

Brandon Welch 22:09
So many people forget this. They think so. Remember best window company for all your window needs. And just take that stupid language out of your head, right? That’s an ad. No, we don’t want to hear ads. We want to hear solutions. We want to hear promise. We want to hear hope. We hear hope. We want to hear the next step. So the reasonable next step is clarify it. Go to best window right now, click that big yellow button in the middle of the page. Put in a few details about your home, and we’ll have a price to you in a matter of minutes, right? Yeah, just

Kyle DeVries 22:38
simply suggest that this is exactly how you feel, the need you have. Here’s the perfect, most easy step you can take to move toward taking care of that need. Yes,

Brandon Welch 22:47
so many people put so call now, and it’s like the ads running at 10pm at night. It’s like you’re not even open, right? Or call now, and who knows? Do they do? They encounter you on a Sunday afternoon when you’re not even in business. That’s not always a bad thing, but clarify what’s going to happen when they call. Uh, call. Shelly is going to answer the phone, she’s going to ask you a few questions, and then she’s going to give you an idea of the price, and if you like what you hear, then we can schedule an appointment. Clarify that next step, right exactly, or download our pricing guide, or see all the color options, or get a free consultation. Or watch our 15 minute video on planning an estate for your family at this URL, right, or scan this QR code, or click here like it could be in all formats but clarify what that next step is. So let’s recap. Those

Kyle DeVries 23:36
who are you talking to? What are their needs, pains, hopes and fears? How can your product satisfy those and what is the reasonable next step

Brandon Welch 23:45
that’s going to write the message that’s going to bridge your wonderful today strategy with the needs and the desires of the customer, and it’s going to connect them to what they need to do next. And all we need to do now is we’ve loaded our gun with this awesome you know, message, and now we just need to pull the trigger and get it to the right target, and that’s where the media comes in. So we have strategy and message done. Talk to me about the medias that we find the most productive for today customers.

Kyle DeVries 24:18
Yeah, typically we’re for today customers, we are reaching them via search engines or targeted social so your Google ads, your Facebook ads, which those are still two pretty different things, but those are typically where we’re meeting the today customer the most they can also be done through radio or direct mail, some of those types of things.

Brandon Welch 24:39
So the principle here, and anytime we’re picking today media, it’s not that we always reach for one just because we’re married to that media, we step back and go, Where is the biggest group of people that could potentially buy right now, search engines is an obvious choice because people search for the dang thing and you’re going to show up and give. The dang thing, right? There are some times, though, when people need what you sell, but they don’t have the notion to go search for it. So they have a product. They have a problem. You ever see these, these hoses on TV, that guy from Home Improvement selling, yeah, okay, like 95% of people have a crappy old hose. And every time they pull the crappy old hose out, they go, Oh, this is a stupid hose, right? But very few people are taking this step to go, Oh, I’ll look for a new hose. Show me options for new hose. Now there would be Google searches appear for that, of course, and that is maybe a part of the strategy. But I could argue this is where a broader media because search engines only reach people who are actively searching. That’s the downfall. And it’s really, really, really, really expensive per person to reach them. Okay? And then go back and listen to the episodes Google’s being a bunch of butt heads. And it’s search is less lustrous than it has been in the past. Yeah,

Kyle DeVries 26:01
and it’s, it’s, it’s supply and demand. I mean, whenever there’s a lot of inventory of something, you’re not going to have to pay as much for that, because the right, because the supply is more but when there’s not as much of something, you’re going to have to pay up for that, which is exactly what the today customer is in that very moment, there’s not very many of those people that need you right and right that second perfect, you

Brandon Welch 26:23
describe that so perfectly. And so this is where it’s kind of apply a principle, if it’s a commoditized, known service, like HVAC, roofing, electricians, windows, gardeners, plumbers, mechanics, you know, lawyers, for a certain type of thing, then search engines is going to be a constant. You might have a product where it’s like a bunch of people have the pain and they would be willing to act. Therefore they are today customers, but they wouldn’t go looking for it. So targeted social is kind of in between. It’s less expensive than search to reach people. You reach them a little higher upstream. They’re not at the finish line ready to buy but if you say the right thing, you can get them to take that reasonable next step, and then you can go engage with them and guide them to the finish line. Broadcast is a weird one, because it’s kind of both. You’re reaching 10s or hundreds of 1000s of people at once, and you’re saying, aren’t you tired of that crappy old hose? And everybody goes, Oh, yeah. And then you’re like, Well, let me show you this amazing hose. And he talks about, what does he talk about? He talks about how it’s gonna change your life and how it’s never gonna kink up again, yes, and how it’s not gonna leak, and how it looks pretty and how it doesn’t, you know, leak at the faucet hose thing, and which is important, that’s a super annoying thing. It’s a super annoying thing. And everybody has that neat pain, hope and fear. And then they show pictures of big, beautiful gardens. And they remove our fear, because they say they have a, what, a money back

Kyle DeVries 27:46
guarantee. And if you buy now,

Brandon Welch 27:49
you get two, right? And wait, there’s more, right? So that’s price can be a tassel and direct response, broadcast advertising is brilliant for the right product. I put direct mail in the book because there are certain things. I’m thinking car services. I’m thinking there is data that really today, even still, in the world of digital targeting, can be best filtered. We can find the biggest group of people buying right now because of offline data. I’m thinking home values. I’m thinking credit scores. I’m thinking, is your kid about to go to college. I’m thinking it’s been X, Y, Z time since you’ve had a new registered motor vehicle, and so you can or change your insurance or what. There’s a lot of this public data that we can filter out and deliver to somebody in a mailbox, and I don’t love direct mail or anything like that, but, and it’s really expensive, but the targeting capabilities are still really good. So sometimes, if we’re going back to the principle, where’s the biggest group of people in the market right now, that could be one on the list. So at any rate, before we do any of this media stuff, we almost can’t lose because we’ve positioned a product that anybody’s going to find, better priced, more convenient to buy or and faster to deliver. We’re going to have a message that clarifies and speaks and tamps down and connects and empathizes with all their needs, pains, hopes and fears, and then we’re just going to pick this media and they’re going to be obvious, right? It’s gonna be obvious. Now, one thing I didn’t say, there is a downfall to the today customer, especially on the price thing. You know what that is, it

Kyle DeVries 29:30
doesn’t get more cheaper over time. It doesn’t no today customers, you will always be subject

Brandon Welch 29:36
and limited to what your competitive forces are doing. Somebody’s always going to try to drive it a little bit cheaper. So you’re going to always have to cut your margins a little bit more. And the media does not get cheaper. That’s because when people hear it today, message by now, by now, it’s a limited time offer. It’s a price. By now, you’re, in fact, programming them to not remember that or store that to long term memory. Yeah, this is not the emotional campaigns. This is not the funny campaigns. This is not the campaigns that make you like the we talk a lot about Randy and D or Mike and Joey and all these characters that we make in TV. It’s not a feel good story. It’s not a feel good story because you got to spend your time clarifying what that offer is, or you’re on a landing page or a search engine page where they don’t give a flip about watching your 32nd commercial. Or building that bond so it doesn’t have a compounding effect. People who need it today buy it today, and they forget about you. They need it today. They shop you today. They

Kyle DeVries 30:35
forget about you. Yeah, right. They’ll come to you quickly, and just as quickly they will leave. That’s exactly

Brandon Welch 30:39
right. It’s an inverse relationship. You said it best. So that’s the downfall. But I’m going to give you an example of a today ad where we’re putting all of these things together, and then we’re going to do a quick recap, and then we’re going to let you guys go put it out in the world and produce more today customers. So we use the example of roofing, because it’s kind of a hard product to think. If you can follow these steps of the roofing thing, you can probably apply it to any widget you’re selling, right? But how would I get somebody to buy a roof? Right now, let’s just say I’m a roofer, and I’m like, really begging to, you know, make that phone ring. So who we’re talking to. Most roofers don’t want to deal with lower end homes. They want to deal with that mid range home that isn’t too complex of a roof that it’s going to take them forever. But there’s a sweet spot, let’s call it in the Midwest, to 250 to $350,000 homeowner. Okay, got that person pictured? Yep, they got two cars, two kids, a couple of jet skis, a dog named spot in suburban America, right, right? I go to church on Sundays, all that stuff like. So I’m picturing this, and I’m gonna picture my buddy Eric. I just named him. Okay. What are their today? Needs, pains, hopes and fears as it relates to the roof. This is tough. Very few people think about the roof. They need to know. By the way, I’m pretending like there was a recent weather event. Okay, this is how we would generate business for a roofer. So there maybe there was a hail storm or a storm that went past. So they need to know if the roof is damaged. If so, how they can fix it. That’s their need. Their pain is the process and hassle of dealing with contractors and insurance companies, that’s a pain in the butt. I don’t know when I’m gonna have to be home. I don’t know they’re gonna try to take advantage of me, and I don’t know what’s gonna cost. The hope is that their home can retain the beautiful look and hold its value as their primary investment, and their fear is choosing the wrong company that will damage their home further do a poor job or not be there for warranties and repairs. Okay? Simple, beautiful. Any roofer could know that based on his or her experience in their own business, how can our product satisfy those needs, pains, hopes and fears, meeting the need this needs to end up in the ad. We will perform a free roof inspection. That’s free, that’s price, right, so that homeowners will know if their homes received hail damage, the pain as our inspection is free. We’ll work with the homeowners insurance companies to save them time. We’ll do all the calls. We’ll take care of steps, B, C and D that pay. You just have to call us right the hope the roof will give their home maximum curb appeal, fresh new asphalt singles with a bright, vibrant color that matches your soffit and pulls out the fine details of your brick and make sure landscaping, sing songs to the heavens, right? This is what we do, okay? But we’re just clarifying, hey, this is gonna be awesome. Your roof’s gonna look new. It’s gonna be, you know, leak free for 20 years, and then meeting the fear, hopefully, your established company, you can say something to this. We have hundreds of five star reviews and an A plus rating with a better business bureau. So you know you can trust us, and

Kyle DeVries 33:45
you better mean it if you’re gonna say it, yes, yes. Don’t

Brandon Welch 33:49
know what to tell you if you have a 2.5 star over at Google, so I don’t know, maybe go knock doors or something. So that was speaking clarifying how we can meet the needs, pains, hopes and fears, and the last thing is, what’s the most reasonable step they can take? Schedule a free inspection on my website right now. Click that big orange button. Better yet, if this is a TV ad or a print ad or a social media ad, any sort of visual, show them what that stupid website looks like. Don’t just say, go to our website now, click now find us on Facebook now. Now we’re going to show them. We’re going to clarify what that next step is, and if you put it all together, this is what your ad will sound like. Kyle, Eric, if you heard hail last night, there’s a good chance your roof was damaged. If you’d like to know the status of your roof, we want to make that safe and easy for you. Roger roofers is offering free hail inspections to anyone in the storm area. Through next Friday, we’ll remove the hassle of working with your insurance company and give you a full hail report free of charge. If there’s any damage, we’ll coordinate with your insurance company to get your roof replaced at no cost to you, restoring your home to its full value and curb appeal. Roger roofers has 832, five star reviews on Google and an A plus rating with a better business bureau. We do the hard work. We do it right. And if we and we do it fast, you can get back to your life if you heard hail, get a free estimate and make it as easy as ABC by calling 3433434, or schedule now@rogerrufers.com

Kyle DeVries 35:20
Yeah, and through that ad you command, you communicated that we’re trustworthy. We’re going to take care of all your worries, all the things that you don’t really want to deal with. We’ll take care of it for you. We’ll do it quickly, and you don’t even have to worry about it. You don’t have to do anything yourself. It’ll be taken care of, yep.

Brandon Welch 35:36
So instead of when, when they heard roof, they went, Oh, dang it. Oh, that sounds stressful. We immediately took that away from him, and we clarified exactly how we’re gonna do that, and that landed in 30 seconds, and I ran an ad like that and generated millions of dollars in roofing repairs. So this is today, customer marketing. Let’s review the process.

Kyle DeVries 35:58
Choose a strategy that you can compete on, price, speed and hassle, write a message that considers who they are through their needs, their needs, pains, hopes and fears. Speak directly to how you solve those and give them a reasonable next step. And

Brandon Welch 36:12
then lastly, you’re going to choose the media that reaches the most amount of people that could possibly buy today. Do that strategy message in media, you’re going to connect with more customers, you’re going to pop off the list, and they’re going to you’re going to be the obvious choice, and you’re going to get some of that cash quicker than you might have got it before. And that is what we do here. We help grow businesses, eliminate waste and advertising so you can achieve the big dream. Get that big dream energy. If you enjoyed this episode, please hit subscribe. Forward this to somebody who’s been going, Ah, business is a little bit down, um, give them a little recommendation. Say I heard this. These guys are gonna help you figure out this problem. And if you want a little extra help, email us at Maven Monday at frankon, maven.com we would love to take your questions, answer them live. We’ll be back here every Monday answering your real life marketing questions, because marketers who can’t teach you why just a fancy lie are just a fancy lie. Have a great week.