Want To Be “THE EXPERT” In Your Market? 5 Steps To Becoming a Legend

Want To Be “THE EXPERT” In Your Market? 5 Steps to Becoming a Legend in Your Market

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SUMMARY KEYWORDS

niche, marketplace, offer, people, sales, targeting, customers, retargeting, utilize, process, creating, product, training, strategy, regular basis, target market, build, selling, formulating, client, steps to become expert in your market, 5 Steps to Becoming a Local Legend, be the expert in your market, steps to become an expert in your market,

SPEAKER: Jesse Razo

00:06 – Intro – 5 Steps to Becoming a Local Legend (aka >> Expert in Your Market)

Alright, alright guys, hey, it’s Jesse here. Once again, I got training for you. I’m going to talk with you about the local legend’s marketing method. And, what’s the strategy behind our philosophy when it comes to building trust and credibility in the marketplace. Then, streamline your lead generation and customer acquisition process and leverage your expertise. It’s in order to help streamline the sales and marketing processes within your organization, also. So, not everybody wants to be well mannered or the face of their company when it comes to a brand.

00:48 – The Local Legend Marketing Method Overview

But, for those of you, I have a simple five-step framework that you can follow. And, in regards to creating trust and credibility in the marketplace being perceived as in Acts whatever it is. It’s whatever industry that you’re in. Inevitably, utilize that in order to help streamline the sales and marketing process. We follow a simple framework in regards to creating this that covers five different areas. One is client targeting. Two is offer creation. Three is media planning and production. Four are ad strategies and simplifying the online advertising process. And, five is retargeting, re-hooking prospective clients who haven’t said yes to you, as of yet. Then, reminding them and re-enticing them to buy your products and services, keeping your business and brand front of mind. Inevitably, accelerators measure your performance, testing the marketplace as rapidly as you possibly can.

And do that over and over again. So, that’s what we’re going to cover today. And, I’m going to give you a high-level view, give you my notes in regards to training. I’ve done this training several times before, which talks about those five areas. And, it’s in the bonus training on our growth accelerators and how to really measure your progress. When you’re talking about setting up advertising online, what does that look like from a conversion standpoint? What you should be thinking about with all of your online advertising? Either it’s organic reach or you’re paid advertising efforts. So, let’s jump a little bit about client targeting. And, why it’s incredibly important. So, for those of you that don’t know me, I’m Jesse Razo. I’m the lead Designer at razor-sharp networks. And, for the past 10 plus years, we’ve been helping our clients, by optimizing the online environment.

03:08 – How to Instantly Build Trust and Credibility

Also, we’ll automate some of the biggest challenges facing their organizations including lead generation, customer acquisition, and customer reengagement. Or, it’s customer retention, as we like to call it. And we’ve created some really effective ways in order to automate the lead generation process and customer acquisition process. Also, automate the customer engagement process or customer retention process on the back end of your sales and marketing system. So, for those that are in business, and are trying to tackle those challenges, you’re in the right place. And, I’m going to give you an introduction to the local legend’s marketing methodology. So, it’s our simple five-step framework in order to create trust and credibility online. Build rapport, and also add value to the marketplace prior to people choosing to do business with your organization.

Steps to Become an Expert in Your Market

Therefore, if you’re thinking about ways that you can support your sales and marketing efforts, this is a fantastic way. It’s because it’s a simple-to-follow process. And, that gives you the ability to refine your message and put your message in front of the right person at the right time. Therefore, you can increase your likelihood of success. And I’m going to jump into the first step in the local legends Marketing methodology.

04:36 – The Importance Of Targeting

Now, this has to do with client targeting. And for those of you, who don’t know there, we call it our dream customer. Then, getting clear about who it is that you want to target is incredibly important. Before we go out there and formulate a strategy in regards to how we’re going to target them. Or, of how we’re going to attract them to our offers. The first step in this is to get focus on who it is that you’re targeting. Besides, creating a buyer persona, or an avatar that would encompass what your dream customer looks like. And, the more you can niche down on this, the more effective that it becomes for your organization.

05:17 – The Power of Niching Down

In addition, refining your communication and giving you the ability to communicate directly to your target market. And, it also gives you an opportunity to charge more for your product and services. I was listening to a training the other day, and it was talking about the power of niching. And, how niching down can give you the ability to charge more for products and services. For instance, let’s say that you sold a service online, like a sales training course, in your sales organization. And, you said, Oh, I’m going to sell sales training 101, right. So, that’s a very broad product. It’s not very niche. And, sales training, there are a lot of gurus out there that sell sales training. So, selling head to head against people that are in sales training can be incredibly challenging.

Steps to Become an Expert in Your Market

Whether you’re well known in the marketplace or you’ve already got a business and brand. You know, trying to sell sales training to the marketplace can be incredibly challenging. It creates a commodity-based product for you. And, whom you’ll probably only be able to charge a very low cost associated with that. Then, try to increase the conversion or the value to conversion ratio. And this can be incredibly challenging. So, you can actually refine that a little bit more. And, you would charge potentially 995 for sales training. If everybody was going to apply for that could be a home run if you’re a guru. If not, it would be more challenging. Let’s say that you did outbound sales training for people that were focused on outbound sales training or cold calling. And, it’s how to convert more customers effectively by utilizing cold calling for outbound sales.

07:20 – Niche Down On Your Product

A little bit more niche your 995 product you might be able to kick up and get some success. And, sell that product to salespeople who are actively pursuing outbound telemarketing or sales calls. So, that would be a way to niche down that product. And, you could even niche down it even further. You could say outbound sales training for people in the mortgage industry. Or, let’s say outbound sales training for mortgage professionals. So, we might take our 995 product and put a really great hook on there, out there. And, sell that for $495, something like that. You might want to niche down even further and say we’re going to do outbound sales training. Or, this B2C sales training says we’re selling mortgage, we shifted from B2B to B2C. So, it’s outbound B2C training for busy mortgage professionals doing revise.

Steps to Become an Expert in Your Market

Then, you’re getting even more and more niche down and you might be able to sell that for 997. Because what it does is it gives you the ability to refine your messaging. Also, it gives you the ability to refine your target. And, it makes it more valuable to the end-user that’s reading your messages. Specifically, if you can relate them in regards to that messaging, then you could actually charge more. And, you could say, hey, outbound sales for b2c mortgage professionals that can increase conversions of reifies by 50%. Or, by 150%, and that would be a hook. And, that would give you the ability to niche down and charge more for your product. But, this is one of the reasons why it’s incredibly important to niche down who it is that you’re targeting.

09:19 – Niche Down And Refining Your Messaging

Because it gives you the ability to: A – refine you’re messaging and B – charge more for your products and services. And, it’s because they are specialized to a specific group of people. In addition, it can also niche out your competition. So, from a competitive standpoint, you really need to find out who, what, when, where, and why. And get niche down in each one of those domains and get really specific. Then, that will niche out your competition. So, that’s one of the additional benefits. And then, you’re targeting and the research that’s going into what is your targeting. How you’re going to formulate your strategy in regards to automating your lead gen and customer acquisition process. In addition, it’ll give you the ability to build out a bigger referral network. Because there’s going to have some people that served your customers that aren’t competitors of yours.

Steps to Become an Expert in Your Market

So, if you niche down into a specific segment of the marketplace. Then, there’s going to have people that already have those customers that you can become referral partners with. Now, if you’re very broad in regards to sales training. Then, it’s very challenging to find people that have your customers that are in sales or marketing training. And also, you’ll be able to go out there and partner from a referral standpoint. So, niche down can give you the ability to build a referral network much more, effectively. And, find people that service your dream customers, already. Incredibly, that can be a powerful way to accelerate the growth of your business. So, the fourth and final is advantages to niching down. And, this will gives you the ability to target your advertising. So you can look at demographic information, affinity, and keyword searches.

11:20 – Step 1 – Legendary Client Targeting

And, all kinds of different connections in regards to channels. Specifically, it’s the videos that they watch when it comes to search terms and things of that nature. From an advertising standpoint, targeting and niching down into a very refined group can reduce your ad costs. It will give you a more targeted group when you’re talking about paid advertising, as well. So, it’s important for client targeting to be the first step in your strategy. And, this will give you the ability to refine your searches and you’re targeting. Also, when it comes to paid advertising, it’ll give you the ability to refine your messaging. Therefore, you can get it out there in front of the right person at the right time. Because business is hard enough as it is. So, you might as well do things that are going to give you an unfair advantage in the marketplace.

Steps to Become an Expert in Your Market

And, this is one of the things that I had challenges on. Because most of us, as business owners and entrepreneurs, we’ve set our target on your very high-level niche. Then, we set it on anybody like in the finance industry, health and wealth. And, there’s one niche that’s kind of a high-level niche product, but high-level niche in regards to classification. But, I think it’s health, wealth. But, those are high-level niches and can be very challenging from a marketing standpoint. So, to get clarity on who you targeting, understand what challenges that group is trying to overcome. Then, go to work in regards to formulating the most effective way for them to overcome those challenges. And, they can reduce the number of resources that need to be put towards resolving those challenges.

13:24 – How to Create a Winning Offers

This means you can reduce the amount of time and money associated with resolving those challenges for your target market. Then, you’re going to be well at creating a successful strategy when it comes to building trust and credibility. And then, formulate your messaging to help support your sales and marketing efforts. So, once we understand who we’re going to target niche. Then, we move on to how is it that we’re going to target them. And, the first step in this is offer creation. I believe offer creation is one of the most important steps in the process when formulating your strategy, probably. And, creating winning offers is a really refined art form. Are you doing what everybody else is doing in the marketplace? Then, the reality of it is you’re going to be competing for head to head, probably.

Steps to Become an Expert in Your Market

Whether you’re not creating a category or one where all roadsides online point to you and your offers? Then, you’re going to be competing in a commoditized marketplace. This means you look out there into your market. And, you see that your product, service, or process is able to be found across the entire marketplace. Then, you haven’t positioned yourself with the important aspect of the business. And, the most important aspect of business and marketing is being able to clearly define and differentiate your business. So, it’s your process, your product, and your service from your call. What makes you different and significant in the marketplace? Of course, it’s the difference between just selling head to head in a commodity-based sprint. And, creating a winning offer then they can go out there and dominate your market. So, offer creation, is the key ingredient in creating a really significant offer.

15:22 – The Importance of Picking the Right Target Market

And, we’ll make sure that you have a target market that is hungry for your offer. Then, you’re super clear about what it is that their challenges are, and you’re able to overcome those challenges. Actually, I’ve listened to Alex R Mosey the other day, and he was talking about offer creation. And, it’s the fact that he was listening to his professor at business school. Then, he was asking the class, what’s the most important part of an offer? And, they said, pricing, product and they said all kinds of different things. Then, when they finally exhausted all of their guesses, the professor said, it is the market. Because if you have a starving crowd, and you’re selling hot dogs out in front of a coliseum. Then, you’re going to sell out every single time.

Steps to Become an Expert in Your Market

And, even if you’re high price your product is not the best in the marketplace. So, Make sure that you pick the target, and put your offer in front of them at the right time. And, it’s the key differentiator between a successful offer and an offer that fails. Therefore, have that starving crowd being able to put your offer in front of them. Again, think about it, a bunch of drunken people coming out of the Coliseum after a baseball or basketball game. And, you have a hot dog vendor on the side of the sidewalk with high prices. Or, it’s not the best hotdogs in the world. Probably, we have all been there if we have experienced any amount of time to a major league baseball game. And, you have really purchased that product. So, start with making sure that you pick the right target market.

17:18 – How To Create a Winning Sales & Marketing Strategy

And, there are some characteristics associated with the target market. Make sure that the market is growing. And, make sure that they’re hungry for your product or services. Also, make sure that they have the money that you want to charge for your product and service. Meaning, they have a disposable income. And, make sure that you’re able to charge what it is that your product is worth. Again, make sure that you pick the right target. And, it’s an incredible part of the process when you’re talking about formulating your sales and marketing strategy. It’s because step two in the actual offer creation process is to charge what it’s worth. Again, I talked a little bit about this when we talked about picking your market. And, really niching down into who, what, when, where, and why they’re going to purchase your product and service.

Steps to Become an Expert in Your Market

Then, being able to charge what it’s worth is really dependent on how far you can niche that product down. And either it resonates and communicates to your target market. Again, if you’re selling sales training, a very broad product, you probably can’t charge a whole lot of money for that. But, it’s if you’re selling sales training for b2c salesmen that are in the mortgage industry. And, they are working on increasing their close rate on revise by 300%. Then, that’s sales training that talks to a specific group of people. Probably, you can charge more if you incorporate some of the other things that are in there. It’s part of a good offer. So, that’s incredibly important for you to consider, whether you’re able to charge what it’s worth. It’s the reason that you can be able to charge for what it’s worth.

19:07 – Step 2 – Offer Creation

And, it’s all going to be based on whether your target market has the money that you need. Then, that is not something that’s just manufactured. So, make sure that you build in guarantees, whether that’s price guarantees or service guarantees. And, any other type of guarantee that would assure your customers. Or, it reduces the amount of risk that your customer has to do. And, it’s the amount of risk that your customer has. Then, that can be part of your offers. Make sure that it has risk and reward associated with it. And, it’s the more value that you build in your customer’s mind. Then, the less they have to be concerned about purchasing your product or services. The more you guarantee what it is that you’re delivering. Then, the more you can move it into a non commoditized value-driven offer.

Steps to Become an Expert in Your Market

And, as opposed to a commoditized price-driven offer, you never want to be selling on price. Because there is no benefit associated with selling on price. But, it’s unless you are the lowest-priced provider in the marketplace. I think it was Sam Walton or Charles Munger who said that there’s no benefit associated with having the low price. Not unless you are being second when it comes to low price. So, you must be the low price leader if you’re selling on price. If not, you have to sell on value. And you have to utilize scarcity and guarantee in order to reduce the amount of risk associated with your offer. So, that has to do with building out offers, which is step two of the local legends marketing methodology. Make sure, you have a grand slam or winning offer that incorporates all those things.

21:43 – Step 3 – Media Planning Blueprint

So, you must have the right target market, a market that’s growing. And, they must be hungry for your product. You must clearly identify what challenges you solve for them, in the right and effective way. Yeah, they need to have the money that’s going to require purchasing your product. And, they can’t be college students that you’re looking to sell multi $1,000 products to solve some challenge for them. Because most of the time, college students don’t have a tremendous amount of money. So, that is the offer creation product process at a high level. Then, make sure that you have clearly defined, your grand slam winning offers. Or, offers that are too good to be true are an important part of the process. They say that what you want to do is put together an offer that people don’t understand.

Steps to Become an Expert in Your Market

How it is that you’re providing so much value for the actual cost itself? So, this has to do with the way that you position it. And, it’s how you can build out if you want to get more access to offer creation. Then, some training, some deeper dives into that go ahead and connect with us on YouTube. There are more deep dives into offer creation and that process. The third step in regards to local legends marketing methodology is media planning. And, media planning can be an incredibly powerful part of building trust and credibility with your target market. Then, this is a great way to add value to the conversation. And, it’s even before they decide to do business with your organization. So, media creation has a simple-to-follow media plan.

23:34 – How Media Shapes People’s Perception

And, it’s where we originate content around the work we do, the customers we serve, and educating our dream customers. For example, I’m taking clients through our local legends marketing methodology on a regular basis. And, we walk them through the process of building trust and credibility. Therefore, they can streamline their lead generation and customer acquisition process. In addition, it gives us the ability to raise their level of expertise. Or, raise the perception of expertise in their client’s or prospective clients’ minds. Now, the reality of it is that “media shapes people’s perception”. But, most people don’t realize that we get to create the media on a regular basis. So, it’s whatever you put out into the marketplace. Generally, it’s the perception of your business brand, your process your product or service is going to be.

Steps to Become an Expert in Your Market

So, creating media on a regular basis and following a simple-to-follow media plan can be incredibly powerful. Now, we encourage our clients to produce media. And, build on the content that they’re creating, meaning that they create trust. They’re creating rapport with people. But, they’re also developing curiosity and mystery associated with what it is that they’re delivering. Again, be a process that you follow on a regular basis, as far as media planning. The framework covers, how to create, engage, educate and excite. So, it’s a process where you go out and create me on a regular basis. You’re engaging people and educating them about what it is that you’re doing. Also, you’re exciting them about what it is they can achieve. And, if you know they follow your process, purchase your product or service. So, this is how you would create trust and credibility.

25:34 – Media Production

And, build rapport with people that you haven’t done business with. Again, if you have a sales and marketing process, media production can be a fantastic way in order to develop that. Also, it adds value to prospective clients before they even decide to do business with your organization. Incredibly, it’s a powerful process. Next, what that media will do? What’s the content you need, in order to market to your dream customer? Consistently, if you’re producing content around the work that you do and documenting your customer success stories regularly. Or, you’re formulating content in order to educate your dream customers. So, what you did is you’re going to be refining you’re messaging. Then, that messaging is going to give you the content that you’re going to need. And, in order to determine what type of ads to create.

Steps to Become an Expert in Your Market

Also, those communicate directly to the outcomes that your dream customers are looking for. So, communicate to your dream customers and the outcomes that they’re looking for on a regular basis. As a result, you’re able to resonate with those customers. For instance, we have an entire strategy that’s built around dominating a specific marketplace. Or, it’s moving into new markets which incorporate our Local Marketing Toolkit. And, it has all the software and tools that a local business owner would need to dominate his market. Then, it covers an entire strategy associated with local marketing. And, that would be for somebody that is targeting a specific geographic area or geo-targeting they’re marketing efforts. So, it can be incredibly powerful if you have a framework. And, you have strategies that you can share with prospective customers on a regular basis.

27:35 – Step 4 – Ad Strategy Framework

Then, in order to get them to understand the process that you follow. And, that delivers the results or the outcomes that they’re looking for. So, those are ad strategies. And, we utilize the hero framework and ad strategies that give us the ability to communicate on a regular basis. So, those ads are really designed around building lead magnets to put people into our lead generation funnels. So, those ad strategies might communicate the outcomes associated with what our clients are looking to achieve. And, communicate them effectively when it comes to the hooks. Then, building out those ad strategies is something that you can access through the local legends marketing methodology. And then, it’s going through our ad strategy framework. Now, once you create ads and you’ve actually drawn people into your organization. And, you’re looking to develop rapport with them over time.

Steps to Become an Expert in Your Market

Then, what you want to do is continue to put your business and brand in front of them. So, the fifth step associated with the local legends marketing methodology is building trust and rapport. And, streamlining that lead gen and sales and marketing process is what you want to do. Then, you have to re-hook your contacts. Because not everybody’s going to buy for the first time they come in contact with your business and brand. So, you need to have a strategy that keeps you omnipresent. It keeps you in front of people on a regular basis. And, this will give you the ability through retargeting where you can draw pixels or tracking codes into people’s browsers. You can utilize retargeting in order to keep your messaging in front of people, regularly. So, to accomplish that, you can utilize a kind of middle-the-funnel type of messaging.

29:27 – Step 5 – Retargeting & Re-marketing

And, this will give you the ability to re-hook, remind, and re-entice. Or, entice people with your products and services if they haven’t purchased from you, as well. Now, make sure that you utilize the retargeting process in order to segment people based on their industry. And, based on where they’re at in your funnel. Then, make sure that you give them the ability to engage with you on their terms. Also, make sure that they don’t have to worry about where they’re at or what it is that they’re doing. But, remind them of the reason that they initially came into your funnel. It’s the initial reason that they came in was generally for the desired outcome. Or, some type of challenge that they were facing that potentially your lead magnets gave them the ability to overcome.

Steps to Become an Expert in Your Market

At this point, you’ll start to overcome utilizing your retargeting campaign. And, overcome some of those objections that they might have or limiting beliefs. Then, you’ll be able to handle those objections in those retargeting campaigns. Because you’ll have to remember that through retargeting they haven’t made the decision to buy from you yet. Probably, at the end of the day, make sure that they do make a purchase or a buying decision. You can support that with your ads strategy. And, give them access to what it is that you’re up to. Then, the strategies that you’re performing, you can utilize customer review videos. Also, customer reviews Supercuts in order to reinforce trust and credibility through your buying process. And then, you can also reduce the amount of friction associated with doing business with you.

31:19 – The Entire Sales Process

As a result of streamlining the process or the outcome, you’re looking to generate with your organization. So, once you get that process in place, and you get it set up correctly. Then, you can build out an entire sales process that will compass your lead generation process. The sales process is going to be reinforced with media that you’re creating, regularly. It’s going to have ads that support that sales process, as well. And, that works client contacts all the way through that sales process and automation. Then, it’ll also have retargeting so that you can remind and re-entice your contacts. And, it’s in regards to your desired outcomes. If you have desired outcome, which is scheduling appointments, make sure that they have an easy, streamlined low friction process. Then, if you’re looking to convert people online and you have a lower ticket item.

Steps to Become an Expert in Your Market

Definitely, send them to a landing page where they can complete that conversion process. Now, once you get the entire process set up and it’s supported. Then, you’re creating trust and credibility through the media plan. And, have a clearly defined message that communicates the desired outcome to your prospective clients. Also, you’re keeping your brand, and your process your products in front of them, regularly. From a growth acceleration standpoint, what you want to be doing is tracking conversions. And, kill off ads that are ineffective. Then, scale ads that are effective on a regular basis. So, the way to accomplish this is just setting up conversions in each one of your channels. Then, make sure that you’re tracking those conversions on a regular basis. And, utilize that data in order to make data-driven decisions on your sales and marketing efforts.

33:14 – The Importance of Trust and Credibility

So, we’ll make sure that we have the media and content that we need to support that process. And, the local legend’s marketing methodology helps our clients build trust and credibility in the marketplace. The automation is good and the messaging we can get is as good as we can get it. We need to make sure that we’re building trust and credibility in the marketplace. And, we have the content that we need in order to keep that message in front of prospective clients. It’s when it comes to their business, also. So, that’s all I have for you today. And, that’s kind of the 10,000-foot view when it comes to our local legend’s marketing methodology. Again, it’s all about building trust and credibility in the marketplace. Then, keep your business and brand in front of mind. It starts with client targeting and then refining your messaging.

Steps to Become an Expert in Your Market

And, we’ll make sure that it’s clearly defined in regards to who you’re targeting. Then, create offers that are winners in the marketplace. Finally, our third is to set up your media plan and production. This is in regards to originating content on a regular basis. So you can build trust and credibility. Give people value before they decide to build a business with your company or organization. Inevitably, utilize that as indicators in the market. And, it’s in order to create ads that are effective. Then, you’ll utilize universal targeting and re-targeting in order to engage or re-entice people. And, it’s when it comes to keeping your business and your brand front of mind. Inevitably, from a growth standpoint, you’re going to track the entire process, so that you can look at conversions. Regardless of that conversion is an appointment set or a sale on your website.

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35:21 – How to Automate Your Sales and Marketing Process

For your E-commerce site, make sure you’re able to track the process all the way from the initial engagement. And, through the conversion to see what is working and what is not. Inevitably, cut the losers and keep the winners. So, you can scale them quickly and as rapidly as you possibly can. And, that’s the local legends’ marketing methodology. To get more information on the individual steps regardless of its client targeting offer creation, media planning, and ad strategy. Or, it’s retargeting or growth accelerators in regards to scaling your advertising and online marketing efforts. Then, go ahead and leave a comment, let us know what you thought. And, we’ll be happy to share a deep dive into each one of those domains. So, you can continue to build trust and credibility and streamline. And, reduce the amount of friction associated with buying products and services from your organization.

Steps to Become an Expert in Your Market

Streamline your sales and marketing process and automate your lead generation, customer acquisition, and customer retention processes. So, hopefully, you got some value out of that. Again, I didn’t want to go too deep into it because we’re about 40 minutes into this. Each one of those domains can be a rabbit hole in regard to conversation. Hopefully, you got some insight into the high-level view of legend. Marketing methodology is the five-step process that you’ll follow in order to build trust and credibility in the market. And, help to reduce friction associated with buying your products.