EP07- Secrets of Marketing Intimacy/ Marketing is Dating

Marketing is dating. Dating is marketing. It’s all related since it’s all relationship-based.

Check out today’s episode where I go in on the topic of how to develop a strong relationship with your audience.

I am no relationship expert(my exes can attest too this), but I know a thing or two about marketing.

Check out this week’s episode and learn when it’s actually a good time to escalate to a sale with your prospect.

YES… sometimes they are ready to go there.

See you next Tuesday at 11am for the next juicy episode of The Teevee Marketing Show with your lovable host: Teevee.

Transcript

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Hello. Welcome to the TV marketing show. I'm TV. The marketer Coming at you from Good old Dallas, Texas. This is the audio version of our weekly Facebook live show that we broadcast every Tuesday at 11 a.m. Central. Just search for TV the market on Facebook and jump to the conversation. Our show focuses on delivering valuable digital marketing and advertising information for local small businesses. We share strategies that you should be aware of and can easily implement for yourself as a business owner. We also share big news and trends that you need to know to stay up to date on the ever changing digital landscape. So let's go ahead and jump into this week's episode. Hello? Hello? Hello, everyone. Hello, everyone and welcome to the TV marketing show. It's a weekly show. Thio, help! I'm sorry. Help share valuable information the local business owners on local marketing, digital advertising strategies and as well as the needs that you could use and abuse. Um, excited to be here, it's always get a little nervous. I got my lighting that everything is starting. Get better in tighter I seen is a little better. Um, I'm actually recording this. I'm gonna do a time lapse later. Sharing kind of like the behind the scenes s o in a little bit. You'll actually see me get up and kind of It's an older camera so it won't keep recording. It stops, you knew. Welcome to today's show. And today we're going to be talking to about the secrets to marketing intimacy without digitally assaulting your audience and prospect prospects. So what does that mean? Um, at the end, the day, everything we do, all the decisions we make in marketing and business is a person, a person, a human being to human being. Even if you're in B to be in business, the business you are more than likely dealing with another O that didn't work out is dead. And I'm going to stop this boo in ways you're dealing with an individual, another human being, and in doing so, because of that thing, you absolutely, positively have to develop a relationship. People do business with people they know like and trust this kind of, ah, a known thing In the marketing world, you do business with people you know, like and trust and all things being equal. Many cases, there could be five people in any given industry that are incredibly good at what they do that could service them that could be affordable, that give attention to their in prospect or consumer. They could all make a damn good cake because an example it's just a matter of who they know, like in trust or who they may be choosing what kind of bakery pastry they may be looking to buy. So they need to be able to trust you for them to buy from you, even if it's someone else that trust you and then refers you that goes right into the relationship. Somebody needs to have a relationship, ideally, you with your in clients, and today we're actually going to, uh, I'm going to use a presentation that I used years ago. I can share it later. It's, Ah, presentation I put together for a good friend of mine, and it's called and it's the same thing. The principles. But it was actually broken up into 12 phases because it's based on this book or study by Desmond Morris titled The Naked, a Zoologist Study of the Human Animal, because at the end, the day it's all relationships is our trust. And instead of buying love and lifelong relationship and, you know, giving Children to each other, being parents and being married forever and ever, we're dealing in the currency of trust still, but delivering a product of service that the in consumer can appreciate and ideally being able to be trusted over a long period of time. It's a relationship, um, missier. And like all relationships, they take time to devote. It takes a lot of time in some instances and specifically, and this is a critical piece, the more time, money and personal information that needs to be exchanged between you and the in your prospect, your potential client, customer patient, whoever the more of that you need from them, the more trust that needs to be built. So example, if you're selling a home well, in many instances for that individual, it maybe it will be the largest purchase that they make, and they're gonna have to jump through so many hoops. Therefore, they there needs to be a lot of trust that needs to be built. If you're just selling a hair, if you're just given a haircut, no disrespect to my beauticians and hair stylist, but that's on the lower end of the spectrum in terms of investment of time or money. Now, in some cases, for some people, it may be an investment of time. So therefore you still need to build that trust. But I want you to take into account and look at what you're selling on who you're selling it to and what do they need to give you? What is the investment they need to give you? Visit? A lot of money, thousands and thousands of dollars is a lot of time. Didn't they need to sit with you for long periods of time? Or do they need to share a lot of personal information, whether it be health, whether it be financial, what kind of information needs to be shared? And the more of that you have, the more you need toe deliver value, deliver expertise over time to convince them that you are indeed the person that they should trust with their time, their money and their personal information, you need to give them that over time. So let's let's do a little exercise will run down a list of different niches, different industries and discuss shortly briefly with each one the time how the length of time needed for each to create a customer. Um, prospect, delete whatever you wanna call them, depending on the industry of various. Right. So number one and I just touched on it just now. A realtor a realtor means to they're gonna be selling a person's home or buying a home. Nowadays it's a minimum 100 k 200 k a pin to the millions of dollars s O that by far is one of the biggest investments and then working with real estate agents myself. One of the things that I learned learned quickly is that it takes a very, very long time. In addition to the individual takes, when they first think about selling their home, for example, they start researching or buying a home. They start researching Googling on YouTube, ing whatever to start to do the research and in working with a client of mine. In the past, it takes upwards of 18 months of two years before they make a final decision, on average for the making final decision on whether to buy or sell their home. That may not even do it. But they start thinking about it, and it's because of such a large investment. So as a real estate agent, what should they be doing? How long should they be in the game and anticipate that they're even going to close that client? Even if a lead comes in, that person may not be ready. They may have just filled out the information online saying that they are interested in talking to them. But it's a long period of time, so a lot of content needs to be delivered. In the old days, it was easy, it easier because there was not a lot of people doing it. The market wasn't refined enough yet sophisticated enough yet. But now everyone does it. Everyone does his digital stuff, and they're all like good. 90% of them say the same thing. Are you looking to buy or sell your home? And they're not standing out from that crowd and everyone's delivering the same message. So message was isn't unique. The content is in delivering and consistently it's a long term investment, even if it's if you do, it's small and small doses. You need to invest along a large amount of time because the amount of investment from the client in terms of money, personal information and what was my third criteria, Um, and time it's going to take forever. All right? Harris Dallas are a barber or ah, Beard person or anything related to, Let's say, say, the hairstylist, it's not gonna take near Islam. You could probably convince them to come in and check you out relatively quickly. Maybe in that first opportunity that you get in front of them, because in that instance, there it's a low investment time. It's a low investment of energy is a low investment of money compared to the house, right? So you could possibly get them in to see you and check you out if you give him a coupon of some sort so you can kind of go for the home run right there, buddy. Um, keep that in month car dealership. Now, car dealerships have a terrible reputation. People don't trust him, and you better believe they're gonna be Googling and checking out all your reviews. If you're a car dealership, because they're gonna have to share personal information, that's a pretty large purchase. Um, and what else large purchase time, personal information on money. So it's a It's a sizable amount, depending on what kind of car they're looking to buy. It's the second most usually in most cases, most expensive purchase that they'll make. So you need to be investing in content. Now that's gonna take time, all right, attorney. So I work with attorneys, and there's two tax return that we'll say two times. But there's two ways to look at attorneys. In some instances, maybe it's an emergency. It's an emergency attorney. Maybe. Ah, friend or family member got locked up for something that is tragic. And they needed to get representation quickly than a criminal attorney. For example, they're gonna They're not going to do as much research. So that person, that type of attorney may actually get leads quickly and convert them into actual clients quickly. All things considered, then there's other types of attorneys. There's immigration. I'm sorry that immigration actually falls into the other one where somebody could be getting deported or being detained. That person is Googling, and they're going to call you if you're that type of attorney, so the lead will come convert into an actual client relatively quickly in those types of industries where the need is quick. And that's true for every industry. By the way, Emergency Plumber emergency roof for those can convert quickly is not like you have to build a long term relationship because their need is immediate. Right? Um, but it back to the attorney. There's estate client and state attorney that I worked with. We came to learn, and I didn't realize it immediately. But estates, wills, probate, all those kinds of things is gonna take a long time because they're going to have to share their personal information. They're gonna have to share their financial information. And people are real weary of that. So the best way to be able to win them over is by delivering content and valuable information that my client was actually doing was doing workshops, which should help, you would think. But we were working in the Hispanic community that traditionally is not very trusting of that kind of information, and they're hesitant. So we would need to continue to deliver a valuable content overtime nonetheless, t by their trust to get them to believe in her. But because it is, um, it is their financial information. Their personal information. It was obvious, and it was quickly apparent that we were gonna have to invest more time. So depending an attorney, it's the same thing. It will be harder to turn them into actual prospects and clients because depending on what industry they're focused on, Italian restaurant or any restaurant, you can pretty much just go for the cell, even offer like, Hey, it's your birthday or bring your kid in for free. Kids eat free so restaurants, because it's a lower investment of time, there is a heinie, depending on what time of day they're actually going to come in. Say, if you offer some type of coupon or offer them a discount during dinner, especially the kids eat free kind of offer. It'll be easier to convert them into someone a customer that comes in the door and buys from you because it's, ah, small investment time, money and energy, and you may actually be helping them in a moment of trying to figure out what's half for dinner. Financial advisor. As you can imagine, you getting enter their money, that's gonna take some time for them to convert. Those were the kind of industries that traditionally tell me, Well, I don't get people off online I need at all and I will say also with this one, there's some some legal legal. Either they're bound. They're not allowed to say a lot of things, So let's imagine that they could. They would still have to share a lot of information. Share content, beat producing consistently to be able to be trusted because of the money dance instructors. Not a lot. It's You don't need to sell them a lot. You need to just show them that you can actually do what you know. Teach that you're good teacher. You're good instructor, but you're good at what you do. It's not hard to get them into come into your studio. You can offer them a free class. It's very common, right, Um, so you get the point right? Let's move on. But look at that in your business, What are you selling? What you're offering eyes is something that is on the lower end in terms of investment and money on and financial information. Personal information being shared, is it on the higher and look at that and then you can pretty much anticipate how much content you need to produce, how consistently you need to produce it. To be able to create that relationship, developed their relationship. So let's jump into Let's jump into how to develop the long term relationship. And this is what we're going to start getting into the whole theme. The study, that 12 relationship. The steps from the naked ape We're gonna use a little the terminology that terminology that they use on dhe. The best way to do it is by the best way to develop a relationship is by touching them multiple times. It's kind of dating you, ideally, go on multiple dates. You continuously show them that you are a quality human being, a quality person, equality, prospect, a match for them, right, And you are also kind of filtering to make sure that they're a good fit. So it goes both ways. Take him on multiple dates. When you first meet, you make eye contact, right? So step one is eye contact is the soft introduction. Maybe it's in a bark love social scene, maybe a church or something on dhe that's in the real world. In the online world, it could be some type of video that you're promoting at large toe Everyone in your city that meets, uh, between the ages of 25 35 say your yoga studio and likes yoga. So it's just you putting yourself out there basically at this in this sense, in terms of trying to build a long term relationship, it's ah, what was I gonna say? I just lost my train of thought. It's, um, as you just showing up to where the places and you putting yourself out there is the closest thing to a just a traditional commercial, but only targeted at the people that you would liketo have come into your place of business that you would like to do business with the highest, the ones they're most more than likely gonna become your customers because you know your numbers. You know your audience. Facebook. YouTube. Google allows you to target those individuals a lot better tonight. Just thank you for joining me. I feel for you. Let me know if you have any questions related to this. So from eye contact, you move from voice the voice that's the next phase in the study and the actual faces of building a relationship. So we asked them if they would like to hang out. Let's stay in touch like my page follow me in the real world may actually exchange phone numbers. In this case, I would suggest something softer like my page. Follow me. Um, that's step two. Voice the voice. So now you have them in your little sphere of influence. They started to follow you around. They like your page, they engaging. So now we move on hand to hand your touching. Right now it's a little more engaging a little. You're a little more like, Hey, accidental Clinton contact. Right foot seas. That's normal. It's very much a normal thing. Um, and you build more trust this way you get them to show you get them to show interest just as much as you're tryingto putting all this content out there. For that reason, get them kind of raise your hands. Hang. I'm interested. I like you. You like me, eh? You start sharing content, you there in your sphere of influence. That electric page that follow you there in your audience. Right? And that's what we talked about that in the past. So you start to build that trust, which we also talked in the previous episode. You sure? A testimonial video. You share a testimonial of any sort of a piece of content. That video would be powerful. Start sharing stories of people that you've helped you share stories of your day to day. What are you up to? What are you doing? What's in the news? What's related to your business that they should be aware of If you're an attorney of some sort. What type of laws were coming through that hate? Maybe you don't know this, but the state of Texas passed those law and you need to be aware of it. So that way you don't find yourself on the wrong side of something bad happening, right? You share stories about what you do. Personal stories, perhaps why you do what you do. What is this? Why is this important to you? What does it do for you? Um, hopefully, it's something that benefits them. It's something inspirational. If you have that, that story some people do for me, for example, I have come to learn that love marketing because it allows me to help people like I love helping. People would allow me to help them, like, build their dreams. So many people get going to business because they want to be able to provide for the families. They want to help people. They want to alleviate their problems. Their in consumers problem. I get to help fulfill their dream. That's incredibly fulfilling for me. And in the process, I do things that I love. A create copy, right? Right. Ads, right. Helped them come up with ideas to help get that message to their audience. That's why I do what I do. And in doing so, I get paid well, and I could be at home with my Children, be involved in their day to day lives. That's why I do what I do. Okay. If you share stories like that and get them to connect with you, get them tow like you, right? No. Like and trust you Go back to the beginning. Your video. If you didn't catch that, you want to create that relationship? Okay, um, next now you're going to arm the shoulder like Hey, Hey, girl. Hey, boy. Now you're getting a little more intimate. You're bringing him in closer. Andi from here on, it is pretty much the same. You continue Sherman content to kind of, like, replicate that same behavior that you would in a dating kind of like situation. You actually do it In the digital world, you share more content, more information about what you do, everything that I just stayed it. You sure more of it. You invite them to a Facebook live. Hi, guys. You share information. You make yourself more vulnerable. Um, and every time that they're doing this, they're investing their own time. Right? So it sze Chungking down at that need to invest time so you can build that trust. Um, like knowing someone and seeing them repetitive li little by little bills. That trust is kind of one of those factors of influences. Just the repeat touches that repeat seen. Keep seeing my face. And you keep seeing me talking. You're comfortable with my voice and my personality that creates that comfort that creates that trust. All right, Next stage, hands a waste. This is when you're like, Hey, you know, you, uh you hold them here, right? Or you hold each other. Now we're getting more intimate now. We're getting really vulnerable right in here. In this case, in the digital world, you may be that make you asked him to make some type of commitment. Um, it could be some small commitment. Visit your website right to read an article, for example. So now you're getting him to visit your website and hopefully by now you watch my last video. Last week's video. We're talking about a website, website, design and ideas. Things you need to have in place to help convert them into a prospect that they visit your website. And they read this piece of confidence a little more. Especially now that we do a lot of work content distribution online via the social media platforms. A lot of people don't leave Facebook. They don't leave you to leave Instagram. So asking them to leave is kind of a little commitment. So you're asking him Hey, let's go out on a little date, go to my website. Um, And while they're asking them to sign up to a newsletter Haste, let's stay in touch. So now you gettininto, you hand them to the art in your newsletter audience. That's a little more engaging. People are a little more hesitant to submit their email to the newsletters. But by then by now you will have already gained enough trust with them. That is not a big deal. They know that you deliver valuable content. They trust what you share. I mean, you got your hand on their waist is a little more intimate, so they trust you giving me them, giving your email their email. It's not a big deal, perhaps even getting them to buy a small price product. If you have an e book. Two Nations. I'm thinking about you right now, Um, maybe a small e book with four or five recipes on how they what they can prepare for themselves. That's healthy. And it's nine bucks, right? Something simple, low commitment. And it gets them. They're like, Hey, I trust her. I trust this person. I'm curious. I'll give him nine, but it's a small commitment, and in the process you also start to find out that they're a little more serious. They're actually pulling out their credit card for you, Right? So do that here after you've already built Cem Cem, report with them in some trust, you can get them to buy a small priced item, and now you know that they're serious. You're serious. You're going to get is about to get heated up in here, right? Um, and the face even more like now you're like you're touching, right? You got your hands on each other's face. This is another level, this escalating quickly. In some cases, I'll be honest if you're in the market or my target audience is in the market. They've been through a lot already. They've aware of the problem there where their need they know that they need help. By the time they discover me, for example of how this happened, they go through my content to visit my website. They go to my Facebook to go to my YouTube and they basically escalate from being strangers to be in legitimate prospects, that their message of me, you're reaching out to me to work. So this in most instances can take a few months worth of content. But if you already have the content out there, this is important. If you already have a ton of content out there, they're able to kind of go through it and build that trust without you having to physically be involved in it, but the constant lives forever. So I've been able to close clients who come to me that by the time they come to me, they trust me immensely. The visit my website visited all my social media platforms that visited my yelp. Read my testimonials. Is it in my Facebook? So they literally know me very, very well and they gone. They've taken themselves from being a stranger to be in a potential lover. In the marketing sense, in the real world sense they want, they want to do business. OK, so, Hanna face, you're here, right? You're offering higher value. Given more content, it's longer. Maybe his 10 minutes. This is a longer investment right here. So most of these air 30 minutes, right? So you offer them to come into a Facebook live that's gonna take 30 minutes, anything or workshops bringing him into a workshop that you may be having a 393 day, but like a one hour to our workshop. What, you're teaching them something another there may not be paying for. Maybe it's free. Maybe it's 50 bucks for something small. All things considered for your time, but now you're giving more information, but they're investing a little money. They're investing their time. Personal information? Not so much, maybe depending on what kind of industry in. But believe me, they really like you about this point. If they show up to your workshops, um, face to face. Now your humor, right, You're you're making out, right? You're making out with your prospect. It is a a ongoing process that you in from Handa ways. And the phase the face here, you're smooching, right? You're making out. Y'all There's a lot of vulnerability. There's a lot of trust. Personal information may have already been shared. Um, one would think one would hope if you're doing this right, um, if you're making out digitally, um, you're sharing more information. You're sharing more content. Now, this is a lot of just keep continue sharing that they're taking it there, devouring it. They're enjoying it and they're appreciating it, and then they're showing their appreciation. But investing more and more time with you and the body. Now you're, like, really like Hello. Right. Um, more content lot, perhaps a longer workshop. Three day workshops. You're asking them to buy a full fledged product, thousands of dollars. Maybe by now they're ready, Toe. Actually make that commitment and buying that home from you. You have shown over the last year they're buying a home example that you have shown over the last year or two that you know your stuff. You help people help them, made them feel more educated. He made them feel like they like you know what you're talking about. They feel like they know more because of you. And in the process, you've entertained them, so you can. Then you know you've got hands of the body. Now you're really you're you need to get a room, right? Um and you need to just close the deal, But that's what happens with content. And that's what you're able to do if you develop it now, it takes time. Like any relationship. It takes time. For those of you that just joined me, you can go back and watch the replay. Um, you can go for the clothes and go for the cell a lot easier if the cost of that item you're selling is on the lower end. If it's under 100 bucks, if it's 20 Bucks 30 bucks for a hair cut for a guy because we don't care too much about too much. Just shows that you helped guys and you give good haircuts and will show up. But if you're trying to sell a home, which is what I was referring to in this example, hundreds of thousands millions of dollars they want make sure they can trust you. That's why, usually, especially on the $1,000,000 home, they're going with someone that is like up. They themselves are Franz. The realtor is a brand that can trust them. They're like, huge. They sold home Tra P. Diddy or for Dr Dre or some rock star. They're buying them from those individuals because they know how to manage individuals that are having high net worth, right? That's the kind of stuff you're trying to portray yourself as you want to be a brand that can help them on. But I guess that's the big message here is your Your brand proceeds you when you get referred, or when they think of anyone that's related to your industry, they think that you they think of you as the best chef, the best dance instructor and doubtless the the best route for because you have become a brandy, you help almost all their friends. All right, um, the next steps in our mouth to mouth, I mean, mouth the body and body the body. I'll let you use your imagination there. Right now, you are in a long term relationship. You're getting married, you get hit. And in the digital marketing business world, that's basically they trust you with everything. They give you access to everything they will show up to. Whatever you put on, They will refer you every single time. They will talk highly of you that will give you reviews. That that right there takes a long time. And you would probably have helped them in a in a way, you've sold their home. You sold him a car. You made them. I'm sorry. So many dancers in here. You made them top tier dancers, so they will always refer. You refer you and you have a long term relationship. Um, you have the honeymoon and everything. And you do that. You do all this with content. It takes a large investment in time to produce it. But if you make a chunk, so you can just pull out your phone and start doing Facebook lives. Sharing your stories. You don't have to have a high production. I don't have a high production, but I got lighting. It got sound. I got all types of things here. I want to make sure you hear me well, but it's not necessary. And in fact, I will say this And it wasn't in my script. People really want to do business that are really with people that are real and authentic on. Do you know your stuff? Obviously. But that they feel like they get to know you as an individual. If you are that kind of business and that it could be an attorney that they're speaking really like a real human beings and not all the legalese. If you're a chef, if you're a dancer, if you're marketer, whatever you are, if you're speaking clearly to them honestly, just cutting through the crap. That is all that noise that we have online and making them feel like they can trust you with everything. Then you will stand out. That's how you stand. I was in an individual because no one is you I stated earlier like the truth is, there's there could be five bakers that do a fantastic job of bacon and a fantastic cake, and everyone is has five star rating. But they're going to choose you if they trust you. If you've been in their face, if you're making great creating value, they see what you've done. The happy faces of people that you belt, that's how you stand out is by being you and by sharing you. And because that's what is about creating relationships with you as an individual, as a brand, as a service provider. All right. Uh, basically, you complete, um you want to make them feel like you were since from the above on dhe you helped them make, um, you helped him become a better person and fulfill that need that they had when they came to you when they found you. When you when they met you at that bar. When they met you at that social gathering at church, you complete them. That's what you want to make them feel. It's a big takeaways. Be conscious of what type of business you have. Well, kind of kind of. What's the cost to to what you have to offer more expensive, more content. You need to produce more trust that needs to be built through that content less expensive. You can go for the cell, go for that one night stand right. But at the key to the key to all of this is make sure and ensure Make sure that you provide a good service. I think this may have been some video I produce. If you don't provide a good service, you're gonna screw yourself. You're the world will know and people will want a report. But they're going to talk. They're going to share. So at the core of this to make sure you're making them feel good, you give him the service that you say you would when they hire you when they bring you in. But be conscious in terms. It's like over there that quick sell. If your restaurant give him a coupon discount code of some sort to come in today, bring your family and bring him in. Kids eat free with this coupon and now you know you know you. You serve them. You give them good food, they'll be back right now. You can start developing a long term relationship, basically jump of the steps and make it about them. Make it content about them. How can you help them? How? How did you help others like them on dhe? This is actually a new idea for peace content I want to create. Too many people are focused about themselves and not their audience. Right? They're telling stories about themselves and how great they are, what school they went to. How many years have been in business and you have to make your client the hero of your story because they need to see themselves in your product in yourself, in your what you have to offer. Make them the hero, not yourself. Okay. But obviously in that story you were there to help make them a hero. You were there to help shine a spotlight on them. But you do that and you follow this these steps and you follow with these strategies he create content, create that relationship over time. I guarantee you will succeed. Problem is that it takes time after that numerous times and it and you have to stay overload in the meantime. Right on. And that's why I think many businesses. Still, they just cannot stay up long enough for this to kind of come together. You can kind of jump started and get ahead of everyone. Bye bye. Going out of your way to advertise, promote your stuff or just gorilla marketed and get your stuff out in front of more people. It's possible. So that way they know you exist and you grow. They hire you. When? When? This time. Tire. Someone. Thank you, everyone for tuning in before you still here. I appreciate you do any of you have any questions? Before I sign up, I'll give you a minute or so. All right. So no questions. I appreciate appreciate you for tuning in. Whether now, whether on the podcast, whether on YouTube, Thank you very much. Um, if you need any help, feel free to reach out to find me at www dot rock, start our marketing. Um, if you're a small business, I specialize in legal dental, chiropractors, that kind of thing. Reach out. Feel free to share this with anyone that could benefit from this on. Remember, if you're in business and, you know, marketing consistently and effectively, are you really a business Thank you for tuning in to this week's episode of the TV marketing show podcast. Listen, I like you. You like me. Let's make it Facebook official. Follow us on Facebook by searching for TV the marketer And while you're at it, follow us on Instagram and subscribe to our channel on YouTube to that would be fantastic tune in next week for the next episode of the TV marketing show. My name is TV, the Marketer and you've just been a rocked.