Author Archives Chris Angell

Getting the Most Out of Connect

By : Chris Angell |April 26, 2018 |Blog, Uncategorized |0 Comment

“You’re one event away from changing your future.” - Adapted from Chas Wilson’s quote… “You’re one relationship away from changing your future.”

 By Chris Angell

Conferences can be one of the most lucrative events in your entire year and with Connect 2018 fast approaching you’ll want to be prepared to seize the moment.

Here are 9 ways to make sure you get the most from Connect and any other event you attend this year…

 

Pre-Event

 

1. Write out or revisit your goals for the year. Journaling your goals can help you focus in on the right breakout sessions and activate your radar for the right contacts and opportunities while at Connect.

 

2. Think about what you want the event to do for you. Are you wanting to make some sales? Are are you trying to find some referrals sources? Maybe you’re about to expand your content marketing with an awesome podcast or interview show and need some guests you can interview. The question to ask is “How can this event help me get closer to my goals this year?”

 

3. Write out 3 goals for the event. Once you get clear about How you want the event to help you, try to make it tangible by writing 3 goals for the event. For example, here’s one of mine: “I want to find 30 people who are hungry to 10x their sales in a fun, consistent and genuine way with my done-AS-you marketing service.”

 

During the Event

 

4. Pick Breakout sessions that support your goals. One of my favorite parts of an event is breakout sessions. Finding topics specific to your goals can accelerate your entire year. For example, if you’re looking for a way to expand your influence quickly and efficiently to make more sales, a breakout session on content marketing would be a strategic session for you to attend. (Side note: If that’s you, I’m leading a breakout session on content marketing called “Content That Connects”. You’re invited)

 

5. Note the most important insights and ideas as you go. When I was young, I just took notes throughout an event. After the event was over I had a ton of notes that were hard to decipher. Over the years I discovered if I put a little star next to the ideas that I really wanted to implement, it was easier after the event to collect my action items and prepare a plan. Find the trick that works for you but definitely create an easy way to spot your breakout ideas as you write them down.

 

6. Connect with others you don’t know and create opportunities using BOND. Again, when I was young my favorite part of conferences were the speakers and the information. But as I got older, I found the networking was much more profitable. Look for those who are big thinkers and for those who are playing a big game. Build on common interests with them. Explore their occupation and dive into their needs by asking about their goals and challenges. Listen for where you could develop opportunities. And make notes in your journal or phone so you remember how best to follow up.

 

Post-Event

 

7. Write your Aha’s on your way home before you go back to work.  This is where I consolidate my best ideas from the event. List them out on their own sheet of paper. Extra credit if you share them with your Master Networks Chapter – you’ll be seen as a leader for the value you add.

 

8. Structure all your Aha’s into a simplified 135 (or find where your Aha’s fit in your current 135). With your ideas consolidated, give them structure and make them actionable by putting them into your plan. Remember a 135 stands for 1 Objective or Primary Goal, 3 Strategies to get to that goal and 5 Tactics inside of each Strategy. Over time I’ve actually turned my 1-3-5’s into a 1-3-Many where I list all relevant ideas under one of my three strategies to get to my goal. This way they live there for me to revisit at a later date if they’re not applicable right now.

 

9. Follow up with opportunities you created at Connect. Finally, the fortune is in the follow up. You’ll want to send specific, custom messages to those you met at Connect. But I also think you’ll want an efficient, value added way to follow up as well. My breakout session on Content That Connects is a powerful and efficient way to follow up that compliments your one-on-one custom follow ups.

 

Events one of the best investments in your business if you focus your energies before, during and after. I wish you the best at Connect this year. Come say “Hi” at my breakout session or find me at my sponsor booth outside the keynote sessions. You’re one event away from changing your future.

 

*Chris Angell is co-host of the new Master Networks podcast called “Connect, Share, Prosper” available on Apple Podcasts, or Google Play. He is leading a breakout session at Connect called “Content That Connects”  You can learn more about his boutique marketing agency that makes marketing fun, easy and genuine ←– here.

 

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The Secret to Reverse Engineering the Ideal Client

By : Chris Angell |March 09, 2018 |Blog |0 Comment

FIVE+ ONE – TARGETING PART 2, THE IDEAL CLIENT

“Here’s the question you must answer: ‘Am I seeking, contacting and communicating with the right people?’ When you serve the right people, everything lines up and business grows exponentially”  - Chas Wilson pg. 42, Five+ One

Not all clients are created equal. (I said this in my last post about getting more customers)

If you had a database of 1000 random people or 1000 ideal people, which would convert better? Which would you enjoy serving more? The answer is clear.

But for most of us, finding the ideal client is harder in real life than the exercise of writing it down on paper.

Over the past 6 years of consulting business owners, I’ve stumbled into what I believe is the best way to identify and proactively find these ideal clients. Let me share that with you here.

*Warning: this will require a shift in your mindset.

Most of the time, when asked to clarify our ideal client, we list things closer to the transaction like “qualified”, “Can afford it”, “People who __insert things you’ve said in the past here__”.  You might even narrow it further with “Men” or “Women” who “make X amount per year” between “28 and 55 years old” etc. And that’s fine. It’s a starting point.

But for this to really work, I want you to look away from your business and what you sell and look to your own passions and what lights you up.

I believe what makes a client “ideal” is that they trust us and connect with us deeply from the beginning. In other words, they come into the relationship taking our lead, following our advice, looking to us for perspective. And the way to create that trust isn’t by telling them how good you are at what you do or trying to frame your product in a way that your demographic can relate to. You create that trust by having something in common with them.

That’s it. That’s the secret I stumbled into. Have something in common with them.

Have you noticed that when you meet someone who likes what you like, you hit if off like you’ve been friends for years. Trust is immediately present though they’ve hardly met you.

If you know what I’m talking about then you are ready for the next piece of this secret.

Most businesses try to be all things to all people because we think more people means more sales. But that’s not actually how it works.

I need you to narrow your focus. In fact, I need you to pick ONE passion, ONE interest, that you could talk about all day and all week long and never run out of things to say. THAT topic is what you want to build a tribe around. That becomes your “Point of Connection”.

Let’s say you have a heart for parenting (Insert your passion here). Now, you could build a database of 1000 random people (or even people who are 28-55 years old, who make $75,000+ a year, who live in your city and have bought products like yours before), or you could build a database of 1000 people who also have a passion for parenting. Which database of people will you have a more instant connection with?

Maybe your passion is fitness. Maybe it’s DIY. Maybe it’s instapots. Maybe Cancer awareness.

When you find others who have just as big a passion as you for the topic that inspires you, you have the beginnings of the ideal client.

Let’s add to this. Now that you have a “Point of Connection” you can add in those other details from before. So now you say your ideal client is someone who is interested in parenting WHO ALSO is 28-55 years old, makes $75,000+ a year who lives in your city and likes to buy the kinds of things you sell.

Can you see (or feel) the difference in CONNECTION by adding a “Point of Connection”?

Ok. Here’s where this gets really strategic for marketing.

I want you to build your database full of just these people. Why? Because:

  • You can find them easily in Facebook Ads Manager.

  • You now know what kind of content to create on a weekly basis that would be interesting and relevant to them so that they engage with you

  • You can more easily predict what kind of information you can invite them to opt-in to your database for.

  • Marketing with a relevant message to these people DRAMATICALLY decreases the cost of your advertising and DRAMATICALLY increases the conversion when they’re ready to buy. A “Point of Connection” is what makes your marketing resonate with people who otherwise would tune you out.

This is how you grow a database of thousands of these ideal clients. Now you don’t have to be all things to all people. Now you feel genuine and valuable in your marketing because you know who you’re talking to.

“But Chris, I sell widgets. If I talk about parenting in my content, what does that have to do with what I sell?”

I get asked that question all the time.

I was speaking at Women’s Entrepreneurship Day and asked the audience what they were passionate about. A lady said “Empowering women”. I asked her what she sold. She said “leggings”. So I asked her, “What percent of women have leggings in their future?”

She laughed and said “a lot”.

Do you see? The sale will come. You are in a battle for attention and you will earn that attention much faster if you connect as a human, upstream from trying to sell them something.

I don’t care if you sell Ice Cream, or Shoes, or Insurance… if you can connect with others like you who have an interest in parenting __or insert your passion here__, then my question to you is “How many parents have ice cream/shoes/insurance in their future?”

Your job is to find those you can connect with the fastest and easiest SUCH THAT trust is present immediately. That only happens when you share a world view; when you come from the same tribe; the “Parenting” tribe or the “DIY” tribe or the “I survived cancer” tribe. A tribe knows its own. Being from the tribe, of the tribe, is the fastest way past the gatekeeper and the filters. It’s your ticket to earning their attention in a noisy, crowded marketplace.

Everyone sells insurance. Not every insurance person leads with their passion for parenting and lets you see that side of them. If you also have a passion for parenting, this insurance agent will capture your attention.

Do you see how this works?

A database of 1000 tribe members will be WAY more productive and enjoyable than the database you’re currently tolerating.

The secret to reverse engineering your ideal client, where people come to you instead of you having to chase and convince them, is to lead with your passion and find those who share that same passion.

Chris Angell is the founder of Groundswell Business Consulting, a boutique consulting firm and marketing agency that makes content marketing fun and easy.

*If you want to quickly earn attention with this kind of authentic marketing, maybe our done-for-you marketing service is a fit. You can check it out here.

 

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How to Quickly Earn Attention So You Can Get More Customers

By : Chris Angell |March 01, 2018 |Blog |0 Comment

FIVE PLUSONE – TARGETING PART 1, GETTING MORE CUSTOMERS

people-coffee-tea-meeting

“Technically you don’t exist and are out of business if you don’t have any customers, so it all comes down to finding and attracting customers.”  - Chas Wilson pg. 38, Five Plus One

 

When you have the secret recipe for finding and attracting more customers, you can write your own ticket. This is what small business owners are chasing. And there are plenty of teachers out there who have cracked the code in their own way and are now passing it on to you in the form of their courses and training. I’m sure you’ve seen a few of their Facebook ads. ;) (wink)

It can be easy to get overwhelmed by all the options for finding and attracting more customers, especially when everyone seems to have a different recipe. But if we distill it all down to a word it would be “Attention”.

In the information age where everyone can broadcast on platforms like YouTube and Facebook and Instagram (insert your favorite platform here)… what we’re really after is attention. If we can earn attention then we have a shot at relationship. And if we can cultivate a relationship we can grow our database and our sales.

In a recent conversation with Chas Wilson he said, “The first stage of the selling cycle is to get their attention and awareness”.

The trick to this profoundly simple truth is in earning their attention with trust and relevance. Unfortunately many business owners are using outdated methods of marketing and sales that look and sound like everyone else. And when you look and sound like everyone else, you don’t earn attention. In fact, you are lost in the noise of the market.

Side note… this is why I love networking and the platform that Master Networks provides. When you’re face to face with people you get a real sense of who they are and can quickly earn their attention (or lose their attention if you do it wrong).

“Ok, Chris. I agree. Earning attention through trust and relevance is a good plan and it feels right when you say it. But how do I do that?”

I’m so glad you asked ;)

I call this tribe building and it’s the simplest way to “hack” trust and relevance in a genuine and valuable way.

Not all contacts or customers are created equal. Some customers you have a stronger connection with than others. Some are easier to lead. Some buy faster and buy more.

What I’ve seen in my 17 years of business is that we like those who are like us. This is what it means to be part of a tribe. We have many tribes we identify with. But when you can find what I call your “Point of Connection” you quickly earn attention and trust.

Years ago I was teaching a class on tribe building and I asked the class to share what they were passionate about. In the middle of the room a lady raised her hand and said “Scuba Diving”. Without hesitation (and I didn’t call on her), a lady in the front right of the room turns around and excitedly says, “You like Scuba Diving? I like Scuba Diving!!” and they proceeded to have a short conversation in the middle of my class.

It perfectly illustrated my point that when you have something in common with someone else, a “Point of Connection”, you quickly pierce through the noise. Trust is immediately present, often without warrant, simply because you share a common interest and you come from the same tribe.

But if you market to the world like everyone else and lead with your product or service, leaving out HOW YOU SEE THE WORLD AND WHAT YOU VALUE, you will miss the opportunity to quickly earn attention. You will be sentenced to slog through expensive marketing campaigns and never ending networking where nothing you do seems to work.

If you want to break that cycle and quickly earn attention then here are 3 steps to get started:

One, start with your own passions and values.

Too many businesses are trying to be all things to all people. You MUST start with you. What do you care about? What difference do you want to make? How do you see the world?

This can be scary for businesses because when you think about narrowing your audience you immediately feel like you’re cutting off potential sales. But if you can stay present to the importance of earning attention, you’ll see this is crucial to your success.

Now, I’m not saying that if you love an obscure past time like underwater basket weaving that you should lead with that. Find the most passionate interest you have that the biggest number of others could have and start there.

Example: If you sell widgets, like so many others do, and you market to everyone “Hey, I have a great widget that will save you time and money” you will sound like everyone else.

But if you say “Are you a mom who’s squeezed for time and hardly has a minute to herself? Then maybe this widget of mine can help.”

If you’re a mom and have shared in this struggle of time and sanity, and you lead with this “Point of Connection” you will earn trust faster than if you don’t lead with that “Point of Connection”.

And if this were your example and you were afraid of losing sales, I would simply ask you “What percent of moms have this struggle and can benefit from your widget?” And you would say 90%.

This “Point of Connection” creates empathy and empathy feels good to the one who receives it.

Build a brand and narrative that alludes to these passions and values.

Once you have your passion or interest clarified, you want to build a brand around it. Now you probably already have a brand for your business. But I want you to think of this like a YouTube show or a show on your favorite network. While your business brand may be NBC, you have other shows inside your network that appeal to different audiences.

You want to name your show something that appeals to those in your tribe. For example, I have a real estate agent client in California who has built a local tribe around a brand called “Loving Life in Camarillo”. That’s not his real estate brand. But you can see how that would appeal to a certain audience.

He wanted to help people move from living in overwhelm to loving life. When we grew his fanbase on Facebook we targeted people interested in parenting. How many parents feel overwhelm?

His page quickly grew in fans through this narrative because he got their attention and now creates valuable community content for the fans on his page.

Start broadcasting that message in your videos, blog posts, podcast episodes, Facebook posts. You have to LEAD with this “Point of Connection”, not treat it like a footnote.

The name of the game is content marketing. You must be consistent in creating content that connects with those you seek to serve. This is the biggest stumbling block with most businesses. They run out of things to say. They don’t want to go through the learning curve of technology to learn how to use Facebook or YouTube or create their own Podcast. Or they simply don’t have time to take this on because of the demands of their business.

But this 3rd step is crucial if you want to earn attention. If you don’t consistently create content, how will they find you? How will they know you’re from the same tribe? You’ll look and sound like everyone else. So you must find a way to begin sharing your message with the world. And as you do, people will start to find you and pay attention to you because what you say feels genuine and real and connects in a way that no one else’s marketing does.

This is the secret to quickly earning attention. We’ve made marketing far more complicated than it needs to be. Be human. Be you. Lead with your passions and values and watch how your tribe finds you.

*If you want to quickly earn attention with this kind of authentic marketing, maybe our done-for-you marketing service is a fit. You can check it out here.

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The Fortune is in the Follow-Up

By : Chris Angell |February 23, 2018 |Blog, Uncategorized |0 Comment

FIVE+ ONE – TARGETING PART 6, STEP 3: COMMUNICATE 
By Guest Blogger Chris Angell 

“The fortune is in the follow-up. I have learned in my business that most, if not all, of my competition fails to follow-up.  You will win or lose in the follow-up. Communication is your chance to provide additional information and education.” – Chas Wilson pg. 62

I always hated follow-up. It was time consuming and it felt needy. If they didn’t buy from me the first time, I wasn’t going to chase them or beg them. If they couldn’t see the value then it was their loss.

Except… that is was my loss.

I was good with people when I was in front of them. But follow-up felt forced. I didn’t know what to say on their voice mail or in an email. “Hey, do you want to buy yet?” See. That feels forced.

Over the years I’ve honed what works for me and now through my agency help others to follow-up in a way that works authentically for them. Here’s the secret to follow-up that isn’t needy, adds value and positions you as the authentic expert…

Have a conversation with someone about all the Frequently Asked Questions people have about your product, service or industry and record it on video.

I have found that the biggest hurdle to entrepreneurs getting into video is it feels unnatural. However, conversations are natural and easy. When someone asks you about your product or service or industry it’s very easy for you to talk to them. Most people know they should be doing more with video. This is the fastest path to you creating helpful, authentic and engaging video.

“But what equipment do I need? I’m not great with technology.”

That’s okay. Can you hit record on your smartphone? Using a tripod and a simple external microphone that plugs into your phone (I like this one for $12 on Amazon), you’re good to go.

“But who will ask me these questions?”

First make a list of all the questions you get asked or that are asked in your industry. Then simply have someone like a friend, coworker or Master Networks member ask you these questions. Don’t rush your answers and keep it conversational. It would be best if the person you have ask you the questions is easy to talk to.

For ease of editing just hit record for each new question. Within 20 minutes you could have 5 to 10 FAQs recorded.

“How do I use these FAQs in my follow up?”

There are 2 ways I would use these FAQ videos.

First I would create a blog post out of them. Upload the video to your YouTube channel and then embed that video in a blog post on your site. Your blog post doesn’t need to be more than 500 words (you don’t have to write on your blog post at all if you don’t want to). I would broadcast email your database once a week with your latest FAQ video. Your database may not be current leads, but as they watch your videos, it’s highly probable that it will spark a referral or that they forward it to a friend who needs you services.

Second, I would send an email per FAQ to your current prospects who haven’t purchased everyday to every couple days (you decide what feels comfortable to you). In the email, link them back to your blog post so they’re on your site and can browse after they watch if they get curious enough.

Final suggestion… always make sure you have an invitation back into your sales cycle at the end of your blog post. This could be a link back to a capture page or a checkout page. Use this FAQ post to re-engage your people.

Follow-up doesn’t have to be “do you want to buy yet?” Follow-up can add value, educate and even move the sale along when you come from a place of contribution. The fortune is in the follow-up!

Do you have questions about the strategies mentioned in this post? Leave a comment below and I’ll circle back to answer your questions.

*Don’t want to do this on your own? Maybe our done-for-you service is a fit. You can check it out here.

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