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EP 50 | 🔥Start with WHO . . . And Let Them Supply Your WHY🔥
Manage episode 311562238 series 3142931
内容由Ginger Zumaeta提供。所有播客内容（包括剧集、图形和播客描述）均由 Ginger Zumaeta 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
How great companies inspire customers and clients to take action.
If you’re not clear about WHO you want to help or guide, they won’t be clear or confident that YOU are the one that CAN help them. It’s a common mistake. The Ultimate Persona Template will help you fix it.
But before we jump into the Ultimate Persona . . .
Why start with Who?
1. You get to pick whom you’re going to serve. You can serve few, or you can serve many?
For example, I’ve spent most of my consulting career serving the few, at high ticket prices. But I also loved teaching at Cal Lutheran, and then UCLA. Now I’ve taken my love of teaching and absolute passion for helping growing businesses...
2. Knowing WHO with specificity gives you all sorts of answers about what they’re really looking for . . . and Bingo, that’s your Why.
Let me give you an example. Recently I started buying very expensive dog food. In fact, it’s not dog food, it’s human food balanced especially for dogs. The reason I started this is because one of my dogs got sick.
3. It also has the side benefit of letting you know WHERE you can find them to target them.
Here’s the reality, if you have a target but don’t know where to find them . . . you don’t really have a target.
So, remember. Start with WHO, and let them are you ready to figure all this stuff out? If so . . .
Go download the Ultimate Persona Template at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
--- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support67集单集
分享Manage episode 311562238 series 3142931
内容由Ginger Zumaeta提供。所有播客内容（包括剧集、图形和播客描述）均由 Ginger Zumaeta 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
How great companies inspire customers and clients to take action.
If you’re not clear about WHO you want to help or guide, they won’t be clear or confident that YOU are the one that CAN help them. It’s a common mistake. The Ultimate Persona Template will help you fix it.
But before we jump into the Ultimate Persona . . .
Why start with Who?
1. You get to pick whom you’re going to serve. You can serve few, or you can serve many?
For example, I’ve spent most of my consulting career serving the few, at high ticket prices. But I also loved teaching at Cal Lutheran, and then UCLA. Now I’ve taken my love of teaching and absolute passion for helping growing businesses...
2. Knowing WHO with specificity gives you all sorts of answers about what they’re really looking for . . . and Bingo, that’s your Why.
Let me give you an example. Recently I started buying very expensive dog food. In fact, it’s not dog food, it’s human food balanced especially for dogs. The reason I started this is because one of my dogs got sick.
3. It also has the side benefit of letting you know WHERE you can find them to target them.
Here’s the reality, if you have a target but don’t know where to find them . . . you don’t really have a target.
So, remember. Start with WHO, and let them are you ready to figure all this stuff out? If so . . .
Go download the Ultimate Persona Template at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
--- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support67集单集
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If Zoom is your new conference room, here’s how to deliver virtual presentations that get agreements so you can keep your work moving forward.There are 3 things that you need to do: 1) Your presentation needs to be properly STRUCTURED. I’ll give you a simple framework of how to do that. 2) Next, you need to be concise and SUCCINCT. Eliminate anything that doesn’t support your thesis. 3) And finally, you need to use VISUALS correctly. You’ll see what I mean in the video. Get these right and you’ll start getting noticed, getting agreements, and stand out in a way that is more likely to keep you in your job. You can download the ebook that goes into more detail on each of these here: https://pxle.me/O70E7p2J Also, I’d love it if you took my survey about presentations here: https://pxle.me/-EjfoKEY #zoom #zoommeetings #presentationskills #quarantinelife --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
To all my marketers out there? Are you keeping calm and carrying on? Are you pulling your marketing back? Or are you pivoting? --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support
🔥Why is it still so hard to get new customers? 🔥 Automate your growth by learning how to turn strangers into friends. If you’ve been relying on friends, family, and referrals to generate sales, it’s time to address the top of your funnel. You already have friends, family, and referrals buying from you, but what happens when those avenues are exhausted? It’s time to go to the next level and start turning strangers into friends. The steps of the purchase journey are: 1) Awareness 2) Consideration 3) Preference 4) Purchase 5) Loyalty 6) Advocacy. When your sales come from friends, family, and referrals you’ve had the benefit of bypassing the first two steps of the purchase journey. Those friends, family, and referrals already have a level of trust with you. That’s great! But it also means that you haven’t learned how to drop strangers into the top of your funnel and get them to consider and prefer you. If you want to scale, learning to turn strangers into friends is critical. To figure out marketing and sales you have to figure out who your ideal customer is and determine what they really want. If you want to crack that next level and know how to turn strangers into friends. You’ll need to build a go-to-market plan. ❗Need help transforming strangers into friends? Check out CAPTIVATE! It’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise❗http://captivatesprint.com •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
You’ll attract more customers who are ready-to-buy if you solve these 3 problems. A customer always has an end goal in mind. They are in a current state and are looking for something to get them to their future state. But what you’re selling as a solution, isn’t really all they’re looking for. Let’s say you’re a business trying to hire a sales consultant — here are the 3 levels of problem your business needs to solve: External Problem: Their basic need - they need more customers. Internal Problem: I want my business to be successful. Global Problem: Their ultimate desired outcome — they want to achieve the dream of running a successful business so they can have ‘the good life'. When you sell, start speaking to all 3 of these levels of problem and you’ll start seeing greater results. 😀 Which level of the customer problem do you struggle with the most? I want to know! Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
Here’s how you hit a H.O.M.E. RUN with your marketing! Marketing has gotten so much more complicated than it used to be! You need to have the fundamentals down if you’re going to make progress. Business is about one thing, acquiring and serving customers in a way that they want to give you money. Keep it simple with the acronym H.O.M.E: 🤠Hero - Who is my customer HERO? Know what they want! 📁Offer - Put together a captivating OFFER for your ‘Hero’? 🎥Message & Media - Where am I going to be presenting this offer? What channels will I use? 💰Easy - Make it EASY for them to say yes! Remove obstacles and de-risk your offer. If you can master those four things you’re going to hit a marketing H.O.M.E. RUN and your business is going to take off! ⚡️Who is your customer Hero and what are you doing to make it easy for them to say YES to your business? ❗If you want help with your marketing strategy, check out CAPTIVATE ! It’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise❗ •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
How to simplify your brand promise! A lot of us complicate our brand promise, when it can actually be really simple. You have to condense your brand promise with this simple question — have you told your audience what to hope for? Remember the Men’s Wearhouse commercial from back in the day; “You’re gonna like the way you look, I guarantee it.” It gave the audience a clear brand promise and even backed it up with a guarantee. It’s really that simple! Here are 5 questions to help you simplify your brand promise: 👉What do they have now? 👉What are they feeling now? 👉What is an average day look like for them now? 👉What is their status now? 👉What is their broken world look like? Then, you ask yourself the same 5 questions, this time think about them after your prospect has experienced your product or service: 👉What do they have AFTER? 👉What are they feeling AFTER? 👉What is an average day look like for them AFTER? 👉What is their status AFTER? 👉What is their WHOLE world look like? Watch this video and walk through these 5 questions with me and develop your killer brand promise! ⚡️How are you simplifying YOUR brand promise? I’d love to hear them. Interested in my Masterclass, check it out at tmcmastery.com. Also, check out CAPTIVATE at http://captivatesprint.com, it’s an in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to strengthen their brand promise! •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #marketing #sales #customers #masterclass #storytelling #prospects --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
Here’s how to ramp up the appeal of your product or service, so customers want what you’ve got - even if it’s NOT dog food 😉 Customer appeal and product performance are two different things. And dog food sales prove it! To create more appeal for your product or service, try this thought experiment. You have to get your customer TO the door before you get them THROUGH the door. Think about having a pet you are buying dog food for. You buy dog food for your pet and you don’t know if it tastes good or not (I hope!) You are purchasing this dog food strictly on appeal, and that’s what you need to be doing with your product! If you imagine your product as dog food, you have to get your purchaser to believe it is a good product without ever trying it. What are you going to say to get your purchaser to believe that you have a superior product? 👉How are you going to make it appealing? 👉How can you prove it’s appealing? 👉What is it really worth? What can you do to make your product more appealing to your purchaser? Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door. Captivate Sprint ! •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #marketing #sales #customers #masterclass #storytelling #prospects --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
You need to understand and meet these three needs If you have a sale where there is a different buyer than there is a user, you have to explore and meet the needs of both people! I’m going to use the example of buying a pair of basketball shoes for my daughter. I have to deal with 3 separate needs and they are; external needs, internal needs, and global needs. I not only have to meet these needs for my daughter, but for myself as well. How do you understand and meet these three needs? External needs - This is the basic functional need, what the product actually is, and this is the same for both people. In this case we are dealing with a pair of basketball shoes. 👉Daughter - Needs a shoes 👉Mother - Needs to buy shoes for her daughter Internal needs - These are the personal needs that buying these shoes need to accommodate. 👉Daughter - The shoes have to look ‘cool’ and she has to gain ‘status’ with her shoes 👉Mother - She also needs a shoe to reflect her status and her standards for her daughter They both want a reflection of themselves, but these needs have to be met in the same shoe. Global needs - These are the overall needs that buying the shoes must accomplish. 👉Daughter - Wants to be accepted and to have a sense of belonging when comparing her shoes with her friends 👉Mother - Needs to be a good mom and get her daughter a good pair of shoes that — as a good mom — help her meet her daughter’s needs Yay! We finally found a pair of shoes that are in her school colors and that meet both mine and my daughter’s external, internal, and global needs. If you have a sale where you have a different buyer than there is a user, how are you exploring and meeting the needs of both parties? Need to put some rocket boosters on your growth? CAPTIVATE is in-depth LIVE 2-day workshop for business owners & executives to develop a complete A - Z marketing plan to get more customers to the door, and through the door. Captivate Sprint! •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) #marketing #sales #customers #masterclass #storytelling #prospects --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
🔥How to get past it and see your company grow!🔥 There are forms of paralysis in both big and small companies! A lot of time in small companies, there’s a lot of people sticking their necks out, but there’s not enough direction. People are spread thin trying to get a lot done and there’s a lot of things happening, but they aren’t moving forward. In big companies, sometimes there’s too many people with very narrow lanes. When this happens you lose your entrepreneurial edge, and you don’t have people willing to do things outside the lines. When you try to go outside the lines in bigger businesses and stick your neck out, you have a bigger chance of getting it ‘cut off’. What do you do in both of those situations? How do you acquire more prospects as a small company? Sometimes there’s just not enough time or people to get everything done. You have to ask yourself, “what is it that I really need?” Do I need more customers? Do enough customers know about my product or service? Whatever it is, you need to STOP and focus on that one thing! Take time out of each day to focus on that one goal. With the big companies, you have to develop a flexible mindset! As companies grow, they develop systems to get things done. And you need these systems, but sometimes they become so narrow that there’s no flexibility to think outside the box. Don’t let your process get in the way of serving your customer hero! Your systems need to be directly correlated to serving your customer. What are your thoughts on the Paradox of Paralysis, and what is your company doing to grow? If your company is stuck in this ‘paralysis’ check out my Captivate Sprint and let me help you get out! Go to http://www.themarketingcanvas.com/captivate-sprint •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
People are obsessed with tracking how many people follow them. And for some, it may indeed matter. But there are a lot of situations where it doesn’t matter much at all. Here’s how to figure out whether you should be trolling your follower counts. 1. Who are you trying to influence? 2. Where are they? 3. What do they want? 4. What outcome are you really looking for? 5. What outcome are you trying to achieve with your social media? a. Broad consumer product that everyone can buy? Yes, maybe. If they are engaged. b. Narrow B2B product or service - probably not. 6. Where are your buyers How about your business? Do follower counts matter? Want that free copy of the Marketing Canvas? Go to Freemarketingcanvas.com •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
🔥You have to know your customer before you can sell to them!🔥 🔥Use these three questions to understand your customer better🔥 Here are the 3 questions you should ask yourself. ➡️Who are they (who are you trying to serve)? ➡️What do they want? ➡️What’s holding them back? Just the act of answering these 3 questions will give you more EMPATHY with your customer. That empathy will give you CLARITY on how to serve them and give them what they want. Clarity is POWER because now you can make decisions based on the facts you know about your customer. Once you can make decisions, you’re able to take action and make PROGRESS. 👉Question For You: What’s holding YOU back from attracting more customers? ❗️Leave me a comment and downloading my Ultimate Customer Persona at personatemplate.com ❗️ Want that free copy of the Marketing Canvas I keep talking about? Go to Freemarketingcanvas.com to get yours today. --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
Let’s face it. Complex products are hard to explain! If you’re finding yourself saying “It’s Complicated” when you try to describe what you do or what your product does, story selling is the answer. In this example, I’m going to show you how to create a story for a specialty chemicals company in the metal finishing industry . . . which I have to admit I didn’t even know WAS an industry until we worked together. Hero: A-line manager at on the metals finishing line at a company like John Deere or Westinghouse Problem: RUST. Rust is the villain!! Wizard: My client. For now, we’ll just call them Brand X. Way: They have a special process that they implement that not only eliminates the possibility of rust - which gets the boss off his back, but it also does it WITHOUT phosphates, which gets the government off their back. CTA: Schedule a call with my client Jeff at Brand X and he’ll determine in just 30 minutes if they can solve your problem, and save you money at the same time. Happy Ending (Help them reach the goal SAFELY): In fact, here’s exactly what will happen. - Just head over to their website and watch the video - Once you watch the video, you’re gonna realize that this process will absolutely eliminate your rust issue, but you’re still going to want to know how you can implement it on YOUR line - So just click on the “assess my line” button under the video and answer 5 questions. - If and only if they know without a doubt that they can solve your problem, you’ll be presented with the ability to book a meeting with Jeff to dig further into your problem. - IN FACT, we’re so serious about NOT WASTING your time, that we’ll buy your time with Jeff, who will take no more than 30 minutes to tell you straight — without any selling — how they can implement the system for you. That means once the call is completed, he’ll ask you where you’d like $100 bucks sent. And if you can’t accept the $100, he’ll ask what charity you’d like it donated to. - So you can see, there is zero reasons not to go check out that video. At best, not only do you get to implement a system that will eliminate rust, saving millions of dollars in returns and fixes, but also getting the boss and the government off your back. And at worst, you or a charity of your choice will have $100 more than you did 30 minutes prior. - Sound good? So there you go. That’s the story structure applied to a chemicals company PS. Want more of this goodness with me working on your company personally? Register for my Masterclass to learn my entire system at http://tmcmastery.com OR if you’re the “let’s just get this done now” and you want me to work on this WITH you, you can just shoot me a message. •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
1 EP56 | 🔥Yesterday I gave you the 6-part storyselling structure. Today I will show you an example #1 of how to use it to sell.🔥 15:29
In this example, I want to show you exactly how to turn the six-part story-structure to actually SELL. Do you love to travel, but hate tourists? Me too! I’m going to pretend I’m a travel blogger trying to sell you an itinerary on my new favorite city, Porto, Portugal. Register for my Masterclass at http://tmcmastery.com •Watch the podcast on Youtube •Follow us on Facebook #marketing #sales #customer #masterclass #storytelling #prospects --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
If you want more customers, use this 6-step storytelling structure to lead them on a journey to your product or service There are 6 parts to every great story: The Hero The Problem The Wizard The Way The Call To Action (CTA) The Happy Ending (they reach their goal safely) Check out the video I made walking you through all six steps. Wanna know even more? Register for my Masterclass at http://tmcmastery.com •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
The Masterclass is back!!!! This is the nuts and bolts to marketing. Our next live course starts September 24th. Go to TMCmastery.com to get on the list. This will be a LIVE class. I invite you to join. If you haven't yet Go download the Ultimate Persona Template at personatemplate.com •Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q) •Follow us on [Facebook](http://facebook.com/gingerzumaetahq) --- Support this podcast: https://podcasters.spotify.com/pod/show/usablemarketing/support…
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