Transcript
Frankie: Okay. My question was about the … I had an offer for building a website for local clients, that you can offer them free access. You know what I’m talking about?
Joe: You’re helping out local-
Frankie: Do you have any strategies for that? Yeah, like a local directory.
Joe: Okay, so the goal would be?
Frankie: So I wondered if you had any strategies for that?
Joe: Yeah, so the goal would be to build that out as a foot in the door type of goal. Is that what you’re thinking?
Frankie: Exactly, exactly.
Joe: Okay, so what’s the motivation?
Frankie: So, I just wondered if there’s any … Well, they were saying that if you did that, because of the free offer, you would have a lot of people that would sign up. And then you can email them, different things like that. So it was just a strategy that they were saying that you could use as a foot in the door type thing, and build a relationship with them.
Joe: Yep. So I guess just to diagnose a little bit, do you have a core offer?
Frankie: I was going to do maybe GMB listings to see … I was going to do a lot of testing to see if maybe some of them would need GMB listings, or different things like that. But, I don’t have anything specific right now.
Joe: Okay. So right now, when you look at your clients, if you have them, do you have a core offering that kind of you’re offering most of them, or no?
Frankie: SEO.
Joe: SEO. All right. What’s the price point, Frankie?
Frankie: Don’t laugh, but we start at $500 and then go on from there. But, I’ve never had a client over $700 a month at this point.
Joe: All right. So, what kind of niches have you-
Frankie: And it’s not because of my skill set. Everything, plumbers, electricians, doctors, dentists.
Joe: So, why are you so fucking cheap?
Frankie: I don’t … It started out that way, and as I started watching you on different people, I started getting better at it. It’s just hard to, for whatever reason, to up the price now.
Joe: Okay.
Frankie: Because that’s what we started.
Joe: So, you got some great results. Right?
Frankie: Yeah. I mean, everything’s fine with the SEO. I don’t have any issues with that part of it.
Joe: Okay. Is it SEO, kind of organic and maps, or just traditional SEO?
Frankie: Yeah. Both. Both.
Joe: Okay. All right.
Frankie: You reviewed our website not too long ago.
Joe: Yeah, yeah. I remember that. So, you’re charging way too little. And I think that one of the biggest disconnects that a lot of us have is we don’t stay in our lane. And I’m guilty of this as well, right? Like I do a couple things really well, and everything else that I do is like really fricking half-ass. Like, just being honest. And so, I think that picking a vertical is key, right? Because you gotta be able to show your expertise.
Joe: And if you’re trying to share your expertise and show your expertise in a dozen verticals, right? You’re just going to have problems, like you’re not going to be able to command the prices that you do. And, your longterm customer acquisition is going to be very long and painful, like how long it takes to get a customer. And then your average customer value probably isn’t going to be very great, either. So by all means, there’s exceptions to the rule. But there’s, to be frank, there’s … To be frank, Frankie, there’s very few exceptions to that rule.
Frankie: Okay. [crosstalk]
Joe: If I was you … Yeah. So if I were you, I would start backwards.
Frankie: Right.
Joe: You don’t want more $500 or $700 a month clients.
Frankie: No.
Joe: You want more $2000 minimum a month dollar clients.
Frankie: Right. Exactly.
Joe: I would look at your existing clientele, or existing or past customers that you did a good job for, that were happy with your service, that you can demonstrate an ROI.
Frankie: Right.
Joe: And that you would actually like working with, or wouldn’t mind working with. Would wake up every day and could be enthused about, you know, working with them and helping them. So, that for me would be step number one. And then, step number two is based upon that core offering being SEO and local, you need to find problems and opportunities that you can help people with that are very, very simple, like black and white. Like, I can fix this for you in 30 minutes or 20 minutes. The less the better. And, you should be then outreaching to people as a foot in the door, helping them fix that problem that ultimately leads into your core recurring offer. Right?
Frankie: Okay.
Joe: Because if they’re the same things like leading into … Now, let me show you how to really get the most leverage with your SEO, and then you share with them your program and how you do it. And, you build up all of the case studies, you build up all the results, you build up how much fricking work it is going to be. They’re going to be like, “Frankie, can I just pay you to do this,” at the end. They’re going to ask you to provide a solution, and then you provide your solution and the deals in the bag.
Frankie: All right, that does sound good. So foot in the door offers, what would you recommend?
Joe: I love foot in the door offers. I understand that I answered your question in a really backwards way, but I wanted to understand what the goal was.
Frankie: Okay.
Joe: I think we need to fix the end and be committed to fixing your core offer, because your core offer and your foot in the door should be like very closely related. You want to be able to bring somebody in with a problem that is about or very close to your core offer. So it’s a GMB issue. It’s a organic issue,
Frankie: Okay.
Joe: But, you know that you can tweak and you can fix and you can wow in 15 minutes or in 30 minutes. That gets them thinking like, “Man, Frankie is an expert at this.” And now you have authority, you got your foot in the door and you lead with goodwill. Like, now it’s going to be easy to just ask them like, “You interested, Mr. Business Owner, and how I can help you 10x your SEO? Or your next steps, the 10x your SEO.” They’re going to be like, “Yes, please.”
Joe: And then you share with them your program, basically. Here’s what you need to do next. Here’s all the work that’s going to be involved. Here’s what you can expect in terms of results. Share a couple of case studies, a couple of examples, and then they’ll ask you for the price and you close the business. Like start with the end in mind though.
Frankie: Okay. Sounds good.
Joe: Can the directory thing work? 100%. But, it’s like what are you going to sell them into though after that? And that’s I think a big disconnect that people don’t think about. I think your foot in the door and your core offer need to be very closely related.
Frankie: But, I can use that website to draw people in, and then …
Joe: I wouldn’t.
Frankie: If I’m drawing them in for … You wouldn’t do it that way?
Joe: Your core offer is SEO. Right?
Frankie: Yeah.
Joe: Then I would find a problem and an opportunity that they have, that’s directly correlated with your core offer.
Frankie: Okay.
Joe: So their GMB listing isn’t verified, they’re not using the proper GMB categories. They haven’t fully optimized their GMB, like something like that. So then you can get in and you can help them fix it, and you can offer goodwill and you can offer results in advance for them, almost. Right?
Frankie: Right.
Joe: And then once you fix it, they’re thinking about SEO. Because you reached out and said, “This is affecting your SEO. This is a problem. This needs to get fixed. I can help you fix it.” Then you get on a call with them, you walk them through it, you help them fix it. Now you’re in authority. And you’re an authority on SEO, which is what your core offer is that you want to sell them.
Frankie: Okay.
Joe: Then you can just bridge the gap, like how do you go into your pitch. Be like “Mr Business Owner, would you like me to share with you how to get even better results with your SEO? Or, would you like me to share with you the three step process to make the most of SEO?” And we do this with InvisiblePPC. So, you’re familiar with what we’re doing over there with the retargeting stuff?
Frankie: Yeah, I’m doing that actually. [crosstalk 00:08:41].
Joe: Okay, so I’ll just give you that example. I’ll give you that example just because it’s concrete and it’s a good example. So, I don’t want to distract you from the SEO as a core offer. That’s not the goal here, but because you know that we go from missing Pixel on your website. Missing Facebook Pixel, to I’ll help you fix that. We get on a call with them in 10 minutes, 15 minutes. We help them fix it and then we ask them, “Can I share with you over the next 15 minutes how to make the most of your remarketing?”
Joe: They’re like, “Yeah, of course. That’s why I’m on this phone call” You’re going to get like a duh type of answer, like, “Yes, please.” And then we take them through the three secrets, which is literally like our deliverable in a bow, and shows the pain of having to do it themselves. Here’s all the fricking work that’s involved, and by the end they’re just like, “Please, just do this for me.” [crosstalk]
Frankie: All right. That does sound good. Sounds like a plan.
Joe: Does that help?
Frankie: Yeah, that helps a lot. I’ve been writing it down while you’re talking.
Joe: All right, man. Well, the recording will be up tomorrow too, so you’ll be able to grab that.
Frankie: All right. I appreciate it.
Joe: Anything else on that? Any issues that you see, Frankie?
Frankie: No, I really enjoyed your video of your weekly training.
Joe: Thanks, man. Appreciate that, boss. I see you on every week.
Frankie: All right. I appreciate it, Joe.
Joe: Thank you for coming on, boss. Have a great one.
Frankie: You, too.
