Local Legend Marketing Method – Legendary Client Targeting System

📍 Local Legend Marketing Method Legendary Client Targeting System

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SUMMARY KEYWORDS

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SPEAKERS  – Jesse Razo

00:07 – Intro To The Legendary Client Targeting System

All right guys, it’s Monday morning, 7 am. And, I got your local or your Monday morning dose of local marketing. My name is Jesse Razo and I am going to talk with you about our legendary client targeting system. And, I’m working on your belief in narrowing your focus when it comes to your marketing campaign. So, I’m going to share with you why it’s so important from an application standpoint.

And, to narrow your focus, and get very specific or targeted when you’re talking about your marketing campaigns. Then, what does that look like from a deployment standpoint? And, I’ll talk with you after the presentation. Then, I’m going to provide you with some worksheets and things of that nature. So, you can implement this in your business. You know, our goal is to help you build week to week.

And, we believe, the most effective way for you to go out, and create transformation in your business. So, start taking ground when it comes to your digital advertising campaign. Then, we do our Monday morning kickoff which is 30 to 40 minutes of focus on marketing. And, it’s with a commitment to growth within your business. So, we do this every single week.

And then Friday, we have our 7 am wrap-up call, where we’re going to provide some accountability. Then, talk with you about some hot seats. And, things of that nature for people that come to the zoom meeting. So, I’ll talk a little bit about the process throughout the week. What it is that you accomplish, and then also answer any questions that you have? And, talk with you about how clear and focused you got in regards to this week’s activity.

Legendary Client Targeting System – Get Hyper-focus On Your Marketing Campaign

So, I’m super excited to share that with you. And, talk with you a little bit about our legendary client targeting system. Then, what is that we utilize in order to accomplish that. Why it’s so important to get super focused or hyper-focus at the beginning of your marketing campaign, importantly. In the beginning, we go really narrow, and we perfect that process with a really narrow focus.

And, I’ll talk about the importance and broaden our scope. So, as we get good at targeting what I call your dream customers. And, some other people call it micro niches other people call it finding your dot.  But, success leaves clues, and everybody’s talking about this. So, you’re listening to all the marketing gurus and experts. And, I’m not a big fan of it.

Because I don’t think that they all necessarily have the right system or the right processes in place. And, in order to transform your business. So, we like to provide you with ongoing support. And, make sure you have some accountability because we have some beliefs in the difference between information and transformation. So, I shall get into a little bit in this presentation.

And, if you have any questions, you’re on one of our channels that we’re live streaming on Facebook or YouTube. So, go ahead and ask those in the comment box. And, raise your hand if you’re on zoom if you’re one of our customers.  We’ll get started and get it into client targeting.

03:32 – Define The WHO, Before You Refine The How!

And, I’ll talk with you about the importance of defining the WHO, before you refine the HOW. So, a lot of people go into marketing and they think to themselves. Well, how am I going to get out and do all this stuff? And, it becomes it’s a big animal, and it’s a 500-pound cookie. So, the best way to eat a 500-pound cookie is one bite at a time. And, I’m going to talk with you about how to make those bites. Now, if you haven’t done so already go ahead and set up notifications. So, you don’t miss a single Monday morning kickoff. And, you can go and text 707-229-1221 text MondayKO to our business line. So, that’ll get you set up for notifications. And, make sure that you get notified on a regular basis of this training.

Then, they’re incredibly important for you to wrap your brain around. And, it’s how to market your business, in your local market. If you’re a local business owner, service trade professional, and looking for a system to immerse yourself into that. And, can help you perpetuate results week over week and month over month. This is what we believe, is the best place for you to be.

And, I’ve looked at a ton of programs out there and you’re really there’s a lot of fluff. So, line yourself and position yourself with somebody that focuses on where the rubber meets the road. And, what is it that you can do this week to grow your business?  It’s one of the things that you can do this week. And, in order to grow your business make sure that you’re super clear about who you’re targeting.

Legendary Client Targeting System – Set Yourself Up to Win

So, I’m going to talk about the importance of that in just a bit. Again, I talked about this all the time. And, we’re not interested in creating more content just for the sake of creating more content. So, we’re interested in creating an environment that perpetuates the results that you want to see on a regular basis. Anthony Robbins says, if you want to make a massive change, you have to set yourself up to win.

Set yourself up with a process that allows you to consistently grow and produce the results that you want. And, I’m a firm believer in immersion and creating an environment for success. Because that environment is what perpetuates and drives you forward when the brain, the heart, or the emotions fall short. So, build a legendary business and become an expert in your industry. And, you got to create an environment for success.

My man, Anthony Robbins over there, says it best. Now, how do you do it? And, how do you get transformation? How do you not just get in the process of just learning more information over and over again? So, I know a lot of people fall into this trap where they’re consuming all kinds of information.

And, they’re not actually applying that information to the business. So, we want you to understand the information, the principles, and the strategies. But, implement something today that’s going to help perpetuate your business. And that’s your call to action.

06:38 – Not More Information, Transformation Of Your Business

So, I’m going to talk about what I’ve seen in regards to how to have transformation in your business. First and foremost, you need to be looking at immersing yourself in an environment that perpetuates the results regularly. And, that’s how we set up our local marketing done with your service. So, with the local marketing toolkit as we immerse you in an environment we give you the strategies, tools, and software.

And, it’s everything you need to grow your business every single week and build your business week to week. We give you some executable action items every single week. And, we challenge you in order to go out there and take ground every week. That’s why we have our Monday morning kickoff call with a focus on marketing. And, that’s where we have our Friday wrap-up call to answer any questions you have.

Then, check on your progress every single week. So, take advantage of those, the third thing that you need to do if you want transformation. And, it’s not just more information, but repetition. Now, a good example of this is that, let’s say that you’re trying to learn a new language. Well, everybody knows that the best way to learn a new language is to go to the country.

And, have that language and immerse yourself in the environment and be forced to practice that language every single day. Then, you can in a very short period of time. I was in the navy, and we call it survival language. So, everywhere we went to, you know, Sicily, we went to France and every place that we went. And, what happened was we were immersed in that environment, they actually knew English better than we knew their language.

Legendary Client Targeting System – The Immersion

But, there’s a situation where we were immersed in an environment where we were forced to utilize the local language. What that did is over a very short period of time. And, it gave us the ability to learn that language very quickly. So, that’s the immersion. The execution of it was what we were practicing the language every single day. So, it’s everything that we did.

And, it’s from going to the bathroom, ordering food, talking to the locals, getting culture trying to get directions. So, all this kind of stuff was part of that execution process. And, the repetition of that was a daily activity. Now, the same holds true once we got out of the country. Generally, it’s everything that we learned about why we were in the country. And, I was in the military, we learned that survival language, and we got pretty good with communicating.

Then, getting around and getting all that stuff taken care of. But, the repetition soon fell off when we went to another country. Or, we didn’t practice on a regular basis and we didn’t repeat that activity. So, we’ve actually lost the skill over time and the mastery wasn’t there. The mastery of that language never got to the point where we fully mastered that skill. But, how to fully master you’re marketing efforts in your local business?

And, it doesn’t matter what type of business you’re in. It’s whether a local restaurant or a dry cleaner. Or, whether your service provider likes a lawyer or a doctor, chiropractor, or anything like that. And, maybe you’re tradesmen like you’re a contractor. Then, you do flooring, you do framing, and you do roofing. You know, whatever it is it doesn’t matter what it is that you do.

09:55 – The Framework to Transformation

So, if you have a business and you want to grow your business. And, there are skills you need to do to accomplish that if you want to grow it rapidly. So, one of those skills is your marketing efforts. And you need to practice those skills from a repetition standpoint so that you get that mastery. So, those are the keys to transformation in your business.

Now, within immersion, you want to create an environment that consistently and persistently produces the results you want. In your life, you immerse yourself in your business environment. And, really understand what that looks like on a regular basis. Then, you take uncomfortable action. Now, in the beginning, I get this a lot with our customers. They say, I don’t know how to produce the content that you’re talking about, whether it’s video content or advertising.

You know, the reality of it is people like to do business with people. And, if you’re creating a brand, and trying to get out there and be an expert in your industry. So, become a local, become a legend in your local market. Then, we need to get your face on video. And, we need to get your imagery on your advertising. This is going to be uncomfortable in the beginning.

And, you’re going to feel like Well, I don’t understand what to say I don’t understand. What I should be doing on camera or I just don’t feel comfortable on camera. And, you need to take that uncomfortable action. Then, you need to do things every single day that propels you towards your goal. And, it’s to build a legacy for you and your family repetition.

Legendary Client Targeting System – Get A Clear Vision

You need to develop the habits that fit your vision of your future and do these, consistently. So, it’s going to be uncomfortable in the beginning. And, it’s not going to be something that you are going to be super great at some people. So, they’re just naturals when it comes to talking to marketing and sales. Some people are uncomfortable. The reality is you need to get a clear vision of what it is that you want to create.

Then, start to develop those habits today. And, over time, you’ll set up, you’ll create mastery, and you’ll set up accountability systems. So, you’ll start to do the things that help you grow your business every single week. And, you’ll set up processes that propel you to what they propel you to which means most find mentors. Then, that shortens your timelines.

And, this is incredibly important. I think mentorship is one of the things that I fell short of for a long period of time. And, I kind of came up with a strategy over time that I could only depend on myself. So, that was kind of the strategy in the beginning. Or, I could do it myself or that didn’t mean mentorship. And, I could figure it out on my own. But, what I found is that mentorship actually compresses timeframes.

And, it shortens the distance to success. Then, these could be personal mentors. So, these can be people that you admire online and have achieved the results that you want. But, you need to plug into people that have walked the path before they’ve beaten a well-worn path. And, it’s the result that you want in your business and in your life.

Legendary Client Targeting System – How To Get Transformation?

So, if you plug into those people, you’ll go there from a place of humility and ask for support. Then, you’d be surprised at what you learn. And, you’d be surprised at how people want to help when they get to a certain place in their life. So, they want the transition from amassing wealth, or amassing success, to actually being in contributing to other people.

It’s kind of the natural evolution or part of the hierarchy of laws that we all plug into. So, that’s how you get transformation. And, not just information you put yourself in that state of mind. I want to immerse myself in an environment that’s going to perpetuate or propel me toward the results I want. And, I need to execute and take uncomfortable action on a regular basis. So, I need to repeat or practice these habits.

And, I need to create habits that help grow my business every single week. Then, I need to master that setup accountability system. Also, find mentors that can help shorten and compress timeframes. And, those are the keys to success.

11:06 – Legendary Client Targeting System Explained

What I’m going to talk with you about today is our legendary client targeting system. And, our legendary client targeting system is part of our proven five-step process within our local legends marketing methodology.  Then, we’re going to talk about defining the WHO, right. And, we’re going to talk about the first step in defining the WHO before you refine HOW.

One of the things that I didn’t get for a long time was I thought I cast a wide net. And, I’d be able to capture more people. Then, I have more success if my product or service was able to support me. Or, help more people in this way and something that I didn’t get at the very beginning of my business. Then, we first started off in sales, marketing, infrastructure, and support.

And, it was something that I had to learn over time. But, you’re clear about who you’re targeting before you go out there. Then, think about how you’re targeting, it’s going to benefit you on so many levels. And, I’m going to go through that today with you so that you understand the strategy.

15:33 – Differentiation Is The Key To Marketing Success

Before I jump into that, let me talk with you a little bit about myself. My name is Jesse, and I’m the lead designer at RazoRSharp Networks. And, for the past 10 plus years, I’ve been lucky to work with local nonprofits. And, I’m working with local business owners’ service and trade professionals. So, I love to help local business owners overcome challenges that they face in regard to growing their business. The reason for that is I think, the communities in which I work I want to be in contribution to.

And, the best way I think I can do that is to sew into those communities. Then, make sure that they’re strong. And, I help local business owners and nonprofits, of course. So, we have programs for both nonprofits. Also, local business owners regardless of what industry is in. And, we take them through our local marketing methodology.

Then, we can help them with software tools. And, it’s the ongoing coaching to help them grow their businesses. So, they can create an environment that perpetuates transformation within the organization. And, my journey started back in 2001 when I got out of the military. Then, I talked with you a little bit about, in regards to immersion. So, it’s traveling and learning languages and things like that in 2000.

And, when I got out of the Navy and started my journey in sales, and marketing. Back then, I was super excited to get started, I was very young. But, I was getting involved with marketing technologies like voice broadcasting, email broadcasting, and things of this nature. And, I was working for a lot of other people helping them build their dreams and build their businesses. Then, you don’t have a clear vision of what you want to create.

Legendary Client Targeting System – Somebody’s Vision

Generally, you’re going to be working on somebody else’s vision. So, it was back in 2009. I found myself after moving to Napa. And, I’m working on a project for some time with a local Internet Service Provider. So, helping them develop sales and marketing campaigns for a hosted PBX solution. Or, it’s a hosted phone solution for small businesses.

And, I find myself in a situation where that project was over. So, I didn’t want to go to work for somebody else. And, I started RazoRSharp Networks back in 2009, with a focus on sales and marketing technology. It’s really just a passion and a will to go out there and make it happen. So, I didn’t know much about marketing and didn’t know much about online marketing. And, I knew a lot about your marketing infrastructure had been in email marketing.

Then, I’ve been in voice broadcasting, for those of you that don’t know what voice broadcasting is? It’s the annoying robots that call you, ask you, talk with you, or leave voicemails in your direct voicemail boxes. And, your voicemail box like it’s somebody else. So, engage different channels, and engage people in ways that most people find intrusive.

Over time, it was super interesting to figure out how to develop nonintrusive ways. And, it’s to get your message in front of people utilizing digital advertising. So, back in 2009, I started the process of really educating myself and learning how to do online marketing, specifically. And, do local or online marketing or digital advertising for local business owners and non-profits. So, over the next 10 years, we’ve created a really powerful strong business that had a lot of programs.

Legendary Client Targeting System – Local Legends Marketing Methodology

And, it’s the nonprofit world to generates millions of dollars a year. So, I and a business partner of mine had a falling out. And, it was a pretty bad falling out at the time. You know, over half of the business revenue went away. And, back in 2019, it was a unique opportunity because of our business. All of our nonprofit businesses fell off. But, it put me in a situation where I had to re-imagine what I wanted to do.

And, we still do have the nonprofit programs that we work on regularly in regards to helping nonprofits do fundraising. But, my core focus shifted from nonprofit to local business owners’ service and trade professionals. And, I really come up with solutions. So, back in 2019, we started the development of the local legends marketing methodology.

You know, it was really a great opportunity to re-refocus our efforts at that point. Now, right after that COVID hit, and that was in 2020, which again, was another lesson. Because I had all that between 2019, 2020 and I started to amass these local business owners as customers. And, when COVID hit, I had a unique perspective, because I was looking at all these local business owners.

Then, some were taking off, and some were falling off. And, I was thinking about it. At the time, I was like, man, there are some distinctions between the companies that are still growing during COVID. And, the companies are failing. You know, some of those distinctions were the companies that we’re continuing to grow. And, they were diversified with their service offering. This means they had their business and their service offering as one form of revenue.

Legendary Client Targeting System – E-Commerce Play

And, another reason that they were excelling is that they had an e-commerce play. They had an e-commerce setup when the whole world shifted online. And, we got you to kind of shut-in and everything like that. Then, they were still able to sell their e-commerce offerings online. And, some of the customers actually had the information products and they had membership sites. So, they were selling memberships online.

And, back in 2020, we refocused our efforts. Again, rebranded, and reposition ourselves, and we still had a focus on local marketing. But, we also doubled down on e-commerce. Also, the membership sites at that time in order to create three streams of revenue for all of our customers. And, we talk about that on a regular basis, because we’re super excited about that model.

What we’ve seen is that local business owners have adopted that model to create multiple streams of revenue. And, it’s healthier and more sustainable than other customers that are just dependent on their service offering. Because we never know what’s going to happen. And, COVID taught us that the world can change on a dime. But, nobody knows what tomorrow feeds.

So, make sure that you’re not exposed, and that your business is sound. And, the best way is to make sure you have multiple streams of revenue. So, the best way how to do that is to immerse you in an environment for success. And, build out your service offering, and build out your e-commerce play online. Then, we like to tell people to start with hats and shirts. And, things of that nature make sure that you’re pushing your brand out there on a regular basis.

Legendary Client Targeting System – Knowledge Sharing

Also, start working on membership sites. And, start to train people to do what it is that you’re doing on a regular basis. Then, start sharing your knowledge, and get in the knowledge game. So, you can leverage your expertise. And, go out there, package and sell that on a regular basis as well. So, COVID brought it to us.

And, we’re running again this time in 2019 and 2020, which were amazing in two ways. So, it’s one huge hit on the business, but a major blessing and tons of lessons. But, it gave us the ability to reposition and rebrand our company. And, re-launch, with a business that was committed to making a difference. But, it’s not just making money, but it educates people about how they can utilize those three revenue streams.

And, it’s in order to create a more sustainable business. Then, we’re sowing into our local market and local markets all around the country. So, we’re super excited about that. Now, in regards to client targeting, I’m going to talk about that specifically and the importance behind that.

23:46 – Expand Your Reach, Influence, & Impact

And, I want to give you some tools. Then, I will give you the ability to expand your reach, influence, and impact in your local market. So, increase your return on ad spend or your ROAST. And, it’s incredibly important that you understand how client targeting works from a strategy standpoint. So, I’m going to share the strategy with you. Again, this is something that I didn’t learn for a long time.

And, I was going back to my younger self. So, I wanted to share a message with them if you want an easier path. And, you build out your business more rapidly. Then, if you want to save money on marketing, make sure that your messaging is easier to produce. And, get super clear about who you’re targeting. Once you get super clear about who you’re targeting, you’re content, media, advertising, and everything that you do, regularly.

Legendary Client Targeting System – Get Hyper-focus On Your Dream Customer

And, it becomes simple and the key is that you can get super hyper-focus. So, let’s say that this month, you’re focused on a specific segment of the market. And, you build out a marketing campaign, advertising, messaging, and everything like that. But, that doesn’t have to be in your entire business. So, that can be just your ad campaign, and that can be your advertising campaign for this month.

Then, you could target a specific market this month. And, let’s say that your broader scope and say that you’re a general contractor. Or, you do your kitchens, you do remodel on bathrooms, and you do things of this nature. Well, this month, you might want to focus on.

And, we want to do a specific ad campaign around bathroom remodels. So, we want to create messaging. And, we have a specific geographic area because we’re a contractor. Then, we are targeting people in a specific geographical area.

25:41 – Get Hyper Clear On Your Core Offer

But, want to create advertising that talks specifically to people that want to get their bathroom remodeled. And, that messaging becomes a lot easier. For instance, let’s say I’m in the Napa Valley, I’m a general contractor. And, I do all kinds of general contractor jobs. I build houses, remodel kitchens, or remodel bathrooms. And, I do all kinds of stuff. Ideally, from a messaging standpoint, it creates a campaign around your bread and butter.

And, make sure that you have your core offers. It’s going to build your campaign on your primary core offer is going to be where we start, right. And, let’s say that your bread and butter is the bathroom, remodels and how to job cost them. So, do remodel on a regular basis. And, make sure that you get a ton of remodels in order to support the rest of your business.

Then, create an ad campaign around, let’s say, they’re in the Napa Valley. So, we got homeowners in the Napa Valley that want to get their bathroom remodeled, a specific target. And, I’m going to tell you about the importance of that building out that campaign. So, it’s from a messaging standpoint, and why it’s important to your business. So, that’ll give you the ability to be an expert in that specific niche.

And, in that niche, it becomes a local legend. So, if you’re the guy in Napa that does remodel. And, everybody knows them like the guy in Napa that does bathroom remodels. Then, your likelihood of success is going to be much higher than if you’re just a general practitioner. Or, you’re a general contractor. And, people may bring you business as a general contractor.

Legendary Client Targeting System – Defining The WHO

But, you’re going to like and get a lot more business for your core offer. So, you get hyper-focus on your dream customers, as we call it. First and foremost, you’re talking about defining the WHO and who your dream customers are. And, make sure it’s from a revenue standpoint that they have projects. So, that is profitable on a regular basis, maybe the volume of projects that they have is high.

And, that’s something that you want to focus on. So, that core offer, that initial who is going to be your bread and butter your dream customer. And, it’s the person that brings you the most revenue. Then, you’re getting the highest frequency in regards to the number of jobs that you get to do.

Or, it’s the amount of product or service that you’re selling. So, this will help you in that process. And, these will help you expand your reach, your influence, and your impact. So, these help you increase your increase on your return on ad spend.

28:26 – Two Things You Need To Focus On

And, there are two things that you need to be focused on when you’re growing your business. The first thing you need to be focused on is the speed, right? When you’re headed in any direction, make sure that you get there as quickly as possible. And, you reduce the amount of time associated with where you’re at and where you want to go. But, the second thing you need to be conscious of is direction and speed.

And, direction is incredibly important. So, if you’re aligning your GPS, then the direction is much more important than the speed at which you’re going. And, if you’re headed out on a journey, you’re headed in the wrong direction. So, the likelihood of you is getting your desired outcome. Or, your goal is going to be much lower.

And, it’s going to take you a lot of course corrections in order to get there. Then, we know the shortest distance between two points is a straight line. First and foremost, calibrate yourself in the direction of your messaging, and get hyper clear on that core offer. Initially, make sure that you’re clear about who you’re targeting. It’s because once you’re clear about your initial offer and who you’re targeting.

Then, your direction is going to get much clearer. And, I’m going to tell you how this works. So, it’s in regards to your ads, your content creation, your website, and your online assets. And, it’s everything that you produce from an asset standpoint. In order to grow your business is going to be built around this core offer. And, it’s going to be built around your target markets or your dream customer’s background.

Legendary Client Targeting System – The Right Message In Front Of The Right Person At The Right Time

Who they are? Also, where they’re located at? They’re demographics or if they’re married or not. Their identifiers, things like that. So, what they’re searching for online, and things of that nature. And, they’re doing online and there are all kinds of ways that we can target people online these days.

Actually, it’s kind of scary how granularly we can get with ad targeting. Also, targeting people from a messaging standpoint is important. And, you put the right message in front of the right person at the right time.

Then, you’re going to have much better results. So, the wrong message in front of the right person is not a great result. Or, the right message in front of the wrong person, not great results. It’s all about timing. And, it’s all about making sure that your messaging is congruent from front to back.

So, it’s from advertising you’re messaging on your website, creating assets, and things of this nature. Like landing pages, offer pages, business pages, and things of that nature. Also, make sure that your offer is congruent, as well. So, it’s all of your assets from front to back need to be congruent. And, they need to be congruent with the background of who you’re targeting.

So, like their demographics, their identifiers, their interests, and what they’re searching for. And, it’s where they’re at in the buying decision, and buying process. I talked about this a little bit later in the presentation. But, we’re going to talk about how this all plays into your advertising campaign. And, you’re messaging your landing pages, and a lot of times I get people who come to me. You know, they have challenges in regards to getting a target.

Legendary Client Targeting System

And, I’m going to provide a worksheet in regards to targeting all of our customers. So, if you’re watching this on one of our live streams, you won’t get access to the actual worksheet itself. And, we reserved the worksheet and also our Friday phone call. So, for customers, we don’t go live stream on that. With the strategy, we go live stream, the actual accountability system, and the actual worksheets.

And, the actual building week to week, a zoom meeting that’s reserved exclusively for our local marketing customers. But, the local marketing toolkit customers are done with our service and local marketing service. So, if you want to get access to the entire process, then sign up for the local marketing toolkit.

32:28 – AD Targeting

But, as far as ad targeting goes, we utilize all this information in regards to finding your dream customers. And, it’s getting hyper-focus on who it is you’re targeting. Then, once we narrow that focus, it actually helps out with ad targeting, right? And, think about it, and let’s say you have a very broad focus. Let’s say that you’re focused on everybody in the United States.

Well, it takes you on average and what they say from a statistical standpoint. And, it takes anywhere between five, or seven to 12 touchpoints. In regards to people who have never been exposed to your brand. And, it’s in order to make a buying decision. What I mean by this is, that they initially become aware of whom you are. And, that’s an initial touchpoint, they might not be aware of the problem that you solve.

So, they might not be relatively, they actually have a problem. But, the reality of it is that the problem is an unaware process, brand product, and or service unaware process. And, they’re very high in that process. Then, the likelihood of them making a buying decision right off the bat is going to be slim. And, there is a very small percentage of people that make that initial buying decision.

They go online, they look at reviews, and moreover, they go pick up their kids. Because they saw your brand, your product, or service they were driving to pick up their kids from school. So, there are all kinds of reasons why people don’t make that initial buying decision. And, that’s the initial touchpoint if you’re targeting everybody in the United States. So, let’s say that you’re trying to convert those people.

Legendary Client Targeting System

And, you need to get in front of them anywhere between seven to 12 times in your targeting. So, everybody in the United States, well, that’s 350 million people. Even at a penny, think about how many touchpoints you need to create with that individual. It’s in order to convert them into customers and to work them through that customer lifecycle.

But, the reality of it is when we’re targeting everybody. And, our ad costs are much higher. So, you want to get your ad costs down, get your conversion, or return on ad investment up. And, get hyper-focus and make sure that your targeting is worked out.

34:42 – Media Planning

First and foremost, it helps out with targeting. So, make sure that you’re clear about their goals. And, their desired outcomes are the challenges and pain points that your target Mark adds. This helps out with your media planning. And, all you’re messaging when you’re creating assets to provide value to that dream customer. Now, we talk about our media planning later on in our local legends marketing methodology.

And, it’s how that works into your daily activity. Then, how staying focused on creating media can help you grow your business. But, from a media planning standpoint, regardless of whether it’s your website or it’s an advertising asset. Or, it’s a blog post or a video or anything like that. So, you don’t understand what your target or dream customer’s goals, desired outcomes, and pain points are.

And, you can’t communicate to them, originating media, and originating advertising is going to be incredibly challenging. So, you simplify the process. And, this is one of the things that I realized late in the process. So, I had too broad of a focus and we were focused on everybody. And, we create campaigns for specific dream customers, right, we have our dream customers. Then, we’re very clear about who they are.

And, what challenges they face, and what they want to create in their business. So, we’re getting more focused when we realize that during that process of getting more and more focus. And, it’s the process of originating content becomes easier because we can communicate directly with them. Like if you’re a local business, or I realize it, or your service and trade professional. Then, I realize that the majority of you are not technical.

Legendary Client Targeting System – Business Marketing Online

And, you don’t understand how to market your business online. Or, you’re utilizing kind of some archaic methodologies in regards to marketing your business online. And, there’s a ton of confusion, and there’s a ton of noise. Then, there are a ton of gurus kinds of experts that provide you with a bunch of information. And, they don’t really provide you a process or an environment in regards to making a transformation in your business.

So, if you want to grow your business by 100, 200, 300, or $400,000. And, over the next 12 to 18 months, then you need to immerse yourself in an environment. First and foremost, before you immerse yourself, you need to get clear about who it is you’re targeting. And, it’s going to reduce your ad spend, and it’s going to create messaging that’s more powerful and impactful.

It’s because you’re going to be able to go out there and communicate directly with them. So, you’re going to be able to communicate the value that you provide to that specific market. And, you want to remove the confusion, if you want to silence all the noise out there. Then, you need to have all the other providers out there of all the other providers. And, you sell a commodity and other providers in your marketplace.

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So, the best way to cut through that noise is to communicate directly with somebody. Specifically, if you talk to them, that’s for my PDR guys out there. And, I get this all the time and they’re selling paintless dent repair service. So, right next to everybody else who’s selling paintless dent repair service? Then, the last thing you want to do is be another paintless dent repair company.

Legendary Client Targeting System – Local Legends Marketing Methodology

And, do selling paintless dent repair services head to head against every other paintless dent repair company on the planet. Then, we talk about this about moving from product and service to process sales. And, that’s our local legends marketing methodology. But, the first step is to get very, super clear about who you’re targeting.

And, for PDR guys that don’t target luxury cars, exotic cars, or classic cars I think that’s a huge mistake. So, you should get hyper focus this month and get focused on a specific segment, demographically. And, get your target area figured out. I financially let you know, how much people make whether they’re married or not start gathering this information.

And, start surveying your customers and find out who your dream customer really is. It’s because we’ll be able to formulate some messaging around that and create some media around the work you do.

And, it’s the customers that you serve the dream customers and create EDM or education-based marketing. So, those dream customers that have messaging specifically for them, that’s powerful and impactful. And, that’s the right message in front of the right contact at the right time. We can also use keywords and buying history in order to target your ads in front of people.

And, who is looking for ways to in the PDR case? Then, fix their dent, or fix their auto body or have auto body work done. Now, you can’t do collision for a lot of companies that are PDR first collision shops. And, they can do collision and we would target people not only based on their background demographics. Then, where they’re located and everything like that. But, their buying history, what it is that they’re looking or searching for online.

Legendary Client Targeting System

Then, we can put our ads in videos in front of people based on the challenges. And, it’s the goals that they’re trying to overcome. So, it’s all intention-based that plays together. Again, that’ll keep your ad costs down and give you the ability to produce more media around your specific target.

And, it’ll give you the ability to communicate from a place that understands their desired outcomes. Or, what their pain points are, and what they’re trying to overcome. So, that’s your response comes from. And, it’s where it is that they’re at, in the customer lifecycle.

40:21 – Customer Lifecycle

So, how it is that you’re going to solve that I’m going to talk with you about another way. And, you can utilize targeting and is really understand where your dream customers at in the customer lifecycle. Then, whether they’re top of the funnel, and they’re still educating themselves about your product and service. And, they’re unaware that your product or service is even available.

So, I know some of our PDR guys that are in different parts of the country. And, they’re still in the education process, which is amazing. Because this gives you a very unique opportunity to educate people about the amazing technology that paintless dent repair. And, that technology is disruptive to the automotive industry. Then, that technology is the tip of the iceberg in regard to automotive restoration. And, you could feed into correction and protection services as well.

But, that education process should be something that you should be focused on, on a regular basis. And, this is where your Legion actually comes into play. So, when you’re talking about education-based marketing, targeting, and getting hyper-focus on that luxury car owner. Maybe, it’s exotic car owners, and you want to target people who own exotic cars or classic car owners.

And, you communicate to people that have classic cars that you’ve been working on classic cars for some time. Maybe, they have some dent repair needs that they don’t want to send to the auto body shop. And, to get a cloud or to get a conventional repair done. But, there are a lot of different options here. And, the education process starts at the very top of your funnel. Then, with education-based marketing, you should be focused on who it is that you’re targeting before.

Legendary Client Targeting System – Utilize Their Buying Process

So, focus on how to target them. But, this is how it works and people are in that customer lifecycle. Now, you can also partner with yourself and utilize their buying intention for people that are in the buying process. And, it may be with competitors or non-competitors in your market. For instance, let’s say that you’re in the paintless dent repair industry, or you work in a specific segment.

Or, it’s a specific law firm that you might want to. And, you target people that have lawsuits filed against them. So, the customers are in a buying lifecycle and you realize that people have lawsuits filed against them. And, it’s probably going to need lawyers. Maybe, a partner with somebody that can provide you information on people that are getting lawsuits filed against them. And, that could get even more niche you can delve into if you’re a lawyer.

Let’s say that you specialize specific segment of the law industry. Then, you could go and partner with people early on in the buying process. And, maybe people get lawsuits filed against them. Maybe, people that are seeking legal advice or something like that. Or, maybe you help people that you establish new businesses. So, make sure that you target people that are searching for you.

And, it’s how to set up business entities online. These are all things that if you’re in a specific demographic and what people’s buying intent are. And, you can identify that buying intent online and get hyper-focus on your dream customers based on that intention. Then, you can utilize that intention in order to put your education-based marketing in front of them. And, why utilizing you instead of LegalZoom is a good idea and just an example of how that works.

44:03 – Defining Who Your Customer Is

Then, start to educate people about your products and service about the problem and challenges that you overcome. And, you want to remove people into the customer acquisition phase of your campaign and deliver your response. So, what is the process that you have that solves their problem or gives them the desired outcome?

This is in your customer acquisition campaign and makes sure that it’s as low friction as humanly possible. And, make sure that social proof is built into it and make sure that you have risk reversal. Then, you create some type of urgency in order to nudge people through that customer acquisition process. And, create real urgency in there, making sure that you know people understand that value them you want them to. You know, be in action.

But, you have those things in the customer acquisition campaign that’ll help you out in regards to converting more business. And, we say that with all of our customers and help them build that out. So, make sure that you create urgency. And, make sure that you have a risk reversal. Then, have some type of guarantee or some type of warranty on your product and service.

Also, make sure that you’re utilizing social proof, nothing sells like proof, and we tell you that all the time. So, you’ve been with us for some time, nothing sells like proof. And, make sure that you’re getting proof on a regular basis. So, that’s where your customer reengagement campaign comes on. This is the customer lifecycle. And, from start to finish top of funnel to bottom of the funnel in the customer re-engagement campaign.

Legendary Client Targeting System – The Three R

So, we’re working on the three R’s, customer reviews, referrals, and repeat business. But, there are no businesses like repeat business and no easier businesses like referral business. So, we want to focus on there and then reviews. And, we make sure that we’re constantly focused on getting reviews from our customers, both written and video reviews. It’s because they help with our sales process. So, for hyper-focus, think about how this all works together when you’re talking about lead generation.

And, it’s making people aware of your process, and aware of how you solve their problems or their challenges. And, you’re moving into the customer acquisition campaign. So, you’re focused on risk reversal, social proof, and creating urgency and scarcity with your offers. Then, you’re moving them into your customer re-engagement campaign. And, these are all very powerful strategies that you can utilize.

But, before you get into this, you need to be focused on your messaging every step of the way. Again, it needs to be congruent from front to back. And, it’s from the initial ad that they see to any asset that you’re driving to. So, whether it’s social media, your website, or any other asset, you’re helping out with the sales process. And, it’s all the way through the buying process.

Then, make sure that you have the proper components on your sales page. Whether it’s your cart, your checkout page, you’re landing pages, your business pages, and things of this nature. And, it needs to be all congruent to help people work through that customer buying cycle. But, in order to accomplish that, you need to be super focused on the WHO. And, it’s before you get focused on how to do that.

Legendary Client Targeting System – Local Marketing Campaign

So, this is the first step in our local legends marketing methodology. And, I’m going to provide you with a worksheet in regards to accomplishing this step in your business. So, this Friday, I want to be able to review those worksheets with you. And, I’m going to send these worksheets, and make sure that they upload your OneDrive file. Then, in your worksheet folder, make sure that we get those filled out.

So, our team has what we need to move you forward. And, move your business forward with your local marketing campaign. Again, if you’re not a customer of ours, you won’t get the accountability. Hopefully, you understand the strategy and the importance of getting super focused on your dream customer. And, defining that you’re not getting super focused on who it is you want to target.

Legendary Client Targeting System

And, make sure that you get micro-niche down from a messaging standpoint. So, you can reduce your ad spend and prove your message in regards to video. And, you’re website messaging, landing pages, business pages, and all this needs to be super focused around your core offer. Also, to whom it is that you’re targeting, you need to be able to communicate.

And, what challenge you’re overcoming from them or what desired outcome you’re going to deliver to them. So, you have a dream customer-defined and refined before we go and start producing content. And, this is going to be the key process. Then, we’re going to do this with each one of our customers every Friday. And, we’re going to have a q&a session.

Maybe, go through some of our dream customers if we can get even more niche down some of them. And, that should be a really great process, and do some homework for this week.

 48:50 – Feedback Is  Key

Feedback is the key. Hopefully, you got a ton of value out of that. But, I believe feedback is a gift. And, if you could do me a favor, go ahead and leave us some feedback. So, I’m going to leave you a link, and let me stop that. And, I’m going to leave you a link in the chat window. So, we’re going to go ahead, and hopefully, we’ll get some feedback from you. It’s anonymous.

And, it just asked you one thing we did well. In regards to getting clarity around the strategy of defining who your dream customer is. And, that’s the initial launching point of your local marketing campaign. So, I want to make sure that you’re clear about finding your dream customer. And, I want to make sure that you understand the strategy behind that.

So, if you have a customer or if you have questions, please let us know what those are. Then, make sure that you provide feedback. And, it’s one thing I did well, two things I can improve on in regards to this training. So, make sure that we continue to improve our process. Again, I believe that’s a gift, so I appreciate it if you did leave that anonymous feedback.

If you are a customer of ours, go ahead and log into your OneDrive account. Make sure that you have our legendary client targeting worksheet. And, in your worksheets folder, do me a favor, fill that out before Friday. So, make sure that you get hyper-focused on your initial campaign and your initial ad campaign. And, it’s your initial media campaign. So, we want to make sure that we’re clear about whom it is that you’re targeting.

Legendary Client Targeting System – Setup Notifications

So, we can be more effective as a local marketing asset for you. And, fill that out, upload it back to your OneDrive, then drop us a message at 707-229-1221. Then, make sure that you set up notifications so that you don’t miss a single local marketing method or mastery class. And, if you haven’t done so already, go ahead and connect with us on the local marketing hacks, and Facebook page.

We’re going to be having some really great information coming out there. And, that’s exclusive to that page, and we have a challenge that’s coming up. Then, that’s going to talk about building out your customer view referral, and repeat business campaigns. And, that’s what looks like from a process standpoint. So, we’re going to be doing that in a challenge format. Hopefully, it gives us the ability to do on-demand training and creation.

And, we’re going to create some membership sites out of that and things of that nature. So, there’s a lot of really great stuff going on. Then, please remember to connect with us to provide feedback. But, I’m sure there’s a link in the description of this video. I appreciate that tremendously and until the next time we speak, make this week and every week a fantastic week. And, we’ll talk with you real soon, Bye-bye.