I was talking with a very smart copywriter friend of mine the other day about my classification of expert services and why it is so very important that you know whether you sell Marketing DNA Now or Marketing DNA Nurture Services. The reason that this is so vital is that it totally dictates the marketing strategy that you must follow to grow your client base.
I said my copywriting friend was smart because he laughed when I explained my approach to this because just the other day he had been on a Marketing DNA Nurture website yet the expert was using a Marketing DNA Now strategy, resulting in absolutely no new clients for him.
This is what frustrates me.
Most people who provide business growth advice only ever talk about the marketing that they do and that they are telling you that you should do too.
If they do facebook marketing, they want to teach you how to do facebook marketing.
If they do daily video blogs, they want you to do daily video blogs.
If they use Google Ads, they are smart people and you should too. Ha, I am joking with the last part. I do Google Ads for my own business and for my clients’ businesses, however, it is entirely NOT suitable for Marketing DNA Nurture businesses. It only provides immediate return on investment (i.e. instantly puts more money into your business than it takes out) for Marketing DNA Now businesses.
This is my point. You absolutely have to know which type of business you operate before you finalise your marketing strategy.
If you fail to do this you could spend many months and thousands of pounds on completely the wrong marketing strategy for your business and lose countless new client opportunities that would otherwise have come your way.
Now all of these experts who sell you ‘their way’ to market your business don’t really care about this. They just want you to buy their stuff whether it will work or not.
However, with me, I don’t want you to buy any of my ‘stuff’ unless or until you really understand which type of service you operate so that you know which marketing ‘stuff’ is right for you.
So let’s look at this in some detail. Let’s first discover which type of marketing strategy is the right one for you to follow.
DNA Marketing Now businesses.
People that fall into the DNA Marketing Now camp are very lucky. They sell a service where someone has an instant need for their expertise and want to purchase it now or in the very near future.
Let me give you some examples of DNA Marketing Now businesses.
If I have pulled a muscle playing sport and I go looking for a sports massage do I want that massage now (DNA Marketing Now) or do I want it three months from now? I want it now. If you are a sports therapist, you sell DNA Marketing Now services.
If I have sold my house and am looking for a conveyancing solicitor, do I want that solicitor now or in six months once my house has been sold? I want them now. They are a DNA Marketing Now service.
The funny thing is that because I used to be a solicitor I often look at law firm websites and so many times they have clearly followed a ‘guru’ who has told them that you have to offer a free report and then sell their services from their email marketing, so they have no other means of contacting them on their website. The guru has sold them their DNA Marketing Nurture training despite the solicitor selling an instant need service, which means that they should be going straight for the telephone call, email enquiry, completed online enquiry or live chat from their website instead of trying to force people to download a guide from their website as in this case.
When I find a solicitor doing this, I know from experience, they will not win any new business from their website.
Likewise, if I am selling my house, do I want an estate agent now or in a year’s time? I want that estate agent now. An estate agent sells DNA Marketing Now services and needs to push, in their case, for the free valuation.
How about a podiatrist. Let’s say that my sports therapist explains that I am having so many muscle problems because I have a fallen arch, so I should get a custom-made insole. When I am told this am I going to wait a while or do I want this insole as quickly as possible?
It is the latter. Get me a podiatrist so I stop hurting myself playing sport as quickly as possible. I need that insole now! The podiatrist is selling instant need services, the podiatrist is selling a DNA Marketing Now service.
If you are not sure which type of expert you are yet, Click here to download my free guide, reply to my email sending the guide with your type of business and I will reply personally as to whether you sell a Marketing DNA Now or Nurture service so that you know which type of marketing will work best for your business.
DNA Marketing Nurture Businesses
A DNA Marketing Nurture business owner has to convince their prospects of their expertise for a period of time before they are going to win their trust and be contacted by their prospects.
Who fits into this category? Let’s look at a few examples.
You could summarise my original core service in the old days as a marketing consultancy.
Now let me tell you from many years’ experience that people do not go looking for a marketing consultant, call them the same day, and then commit to spending thousands of pounds with them.
Instead, what they do is a lot of research around the topic of growing their business, find my website on Google (in the organic search results and with Google Ads as I like to cover all bases), download my ‘item of value’ that shows them what they need to do to grow their business, and then after a period of weeks, months or even years of regularly emailing them to give them more help and advice on winning new clients, they get in touch.
If a DNA Marketing Nurture business owner does not offer any ‘items of value’ in exchange for their prospect’s email address, they will really struggle to sell their services, because selling a DNA Marketing Nurture business comes mainly from the email list.
Items of value can include all or any of the following (but all must only be offered in exchange for the visitor’s email address):
- A brochure.
- A guide or book showing the visitor how to achieve the results that they are looking for.
- A video training series.
- A free audit.
Which you choose will depend on your audience, but if you have a Marketing DNA Nurture service, you must choose one and make it easy to find from every page of your website (just like my Get Clients Fast guide on this page).
Let’s look at another type of service; let’s say a financial adviser. A financial adviser is someone that you are going to work with on a long-term basis to determine how to make investments to plan for your future and well into your retirement. This person is going to have a big impact on your life. They could make your retirement or break it. Are you going to choose this person from looking at one page on their website or by spending a lot of time looking at what they say, how they work and the results that they have achieved for their former clients?
It is the latter isn’t it?
You want the right financial adviser. You want the expert. If they offer you a detailed guide to investments which you download, then week after week they explain their financial investment decisions, isn’t it far more likely that they will be the only financial adviser you contact once you are ready to invest?
Hopefully, you can start to see how to classify your services and also that it might require an entirely different marketing strategy for each one; because it really does.
Get the wrong marketing strategy and it will take you a lot longer to attract the right clients.
Get the marketing strategy right and your business will take off a lot faster.
DNA Marketing Training is so vital to a service business that it is the first Module of marketing mastery training inside my More Clients Academy.
Click the button below to discover more:
The DNA Marketing Now Marketing Strategy
Now that you know that the DNA Marketing Now business owner is selling an ‘instant-need’ fix, how do you think they should market their services?
Should they beat about the bush, try and get everyone to download their free guide and keep them waiting for weeks or months before they discover how they can ask them for help, or should they go straight for the ‘help me now’ button?
It is the latter.
The DNA Marketing Now business owner has it easy. A client has a need. They find the expert. The expert provides proof that they know what they are doing and then on every page of their website they must provide all of these methods for a prospect to get in touch with them (to ensure that they generate as many enquiries as possible):
- Their telephone number (hyperlinked so that the visitor can ‘click to call’ them; and
- Their email address (again hyperkinked); and
- A link to their online free enquiry on its own page, never on the contact page where there are too many distractions so it is less likely to be completed; AND
- Live chat, managed by an external supplier 24 hours a day, 7 days a week, 365/6 days of the year. Not a chat bot, but a realy person answering your prospects most important questions. This is a game changer for most service businesses when they add it to their website, which is why I recommend it (insist on it) for all of my consultancy clients. Click here if you would like an introduction to the company that I recommend:>>
If a DNA Marketing Now expert fails to offer all of these methods on every page of their website (as I see time and time again when they follow the advice of someone who hasn’t explained how this all works) I promise you that they lose a lot of new business that would otherwise come their way.
I know this because I have worked with DNA Marketing Now business owners who were using DNA Marketing Nurture marketing, changed their approach and overnight transformed the number of new enquiries that they have been receiving for their services.
DNA Marketing Now business owners can go straight for the kill – ask for the work and they will receive it, so long as you are consistent with your call to action in every place that you promote your services.
The DNA Marketing Nurture Strategy
If you are a DNA Marketing Nurture business owner, you do have it slightly harder when it comes to marketing your services I am sorry to say.
However, you probably charge a lot more for your services so you will be rewarded in the long run, it is that you just have to lay some vital foundations.
If you put these foundations in place then you will have a good, solid, strong, regular income producing and growing business that will provide for you for years to come.
Fail to put in place these foundations, however, and you may find life and business a lot more challenging.
They key thing is that you have to prove that you know your onions over a period of time to your prospects.
It may only be a matter of weeks or it could be months, but you have to convince your prospects that you really are the Expert that they have been looking for.
The main way that you do this is to by hook or crook get hold of your prospects email addresses in exchange for your ‘item of value’ so that you can communicate with them until they are convinced of your expertise and ready to use your services.
Therefore, you need to have something that your prospect will trade in exchange for their email address.
It might be as simple as a detailed, glossy brochure in the post. It could be a free guide to an aspect of your service, or it could even be a book that you have written in exchange for post and packaging. You may need to experiment until you find exactly the right item, but find it you must because when you do and people download it consistently, within a few weeks or months down the line you will have a steady and consistent flow of new clients into your business, so long as you keep in touch with them by email every week or at least every month.
What happens here is that the prospect is looking to find the right expert. When they find you, provide you with their email address and you then convince them of your expertise over time, when they are ready to go ahead you are now in the prized position of being one of only one experts that they are talking with. You win the business the easy way.
The beauty with DNA Marketing Nurture businesses is that by the time the prospect speaks with you they have already in their mind agreed that you are the person to help them. Therefore, price is not an issue.
Isn’t that a nice position to be in?
Yes, you have had to find the right ‘gift’ to obtain your prospect’s email address in the first place and then you have had to keep in touch with them, but isn’t that a small price to pay for a ‘cost is no issue’ new client?
I think so!
I hope you can now see why it is so very vital that you understand which type of expert you are as it completely determines the marketing strategy that you must adopt if you want to grow your business.
Get this right and everything else becomes so much easier.
So, are you a DNA Marketing Now or DNA Marketing Nurture Expert?
Now that you know this, click the button below to download my guide showing you precisely what you need to do to grow your business on a daily, weekly and monthly basis.
After working with Nick on our Google My Business strategy we are now ranking in the “Google 3 pack” and generating leads purely from our ranking!
Nick also carried out a fee review resulting in a fee increase of 40% and no detrimental effect to volume. Double whammy with increased leads and increased income. Well worth taking the time to talk to Nick and definitely worth working with him going forward, it’s a no brainer!