The 3 Key Systems Your Business Needs
A brief overview of the 3 Key Systems your business needs, and why they are so crucial to your business growth and ongoing success. Free up your time, improve your service and increase your profit with the right systems and automation for your business.
Transcript (Click To Open)
Hi there. It’s Pieter here, 48 Hour Launch – Build a Better Business Podcast.
This is Episode 5 and thank you very much for joining me.
On today’s episode I actually want to take you through an example of exactly what we do at 48 Hour Launch. I want to take you through step by step in reasonable detail of a funnel that we built for one of our clients and that is bringing in some really good results and that I really think you can implement in your business. Find a way to make this work.
No, your business is not different. You just need to change your thinking as we discussed in Episode 4 and you can find a way to make this work for your business.
So the funnel is really based around a survey. The survey is the main lead bait if you will. So what we’ve done here for the first version of the funnel, and if you go to 48HourLaunch.com under the pod you can get ‘in the show’ notes, links to two diagrams that you can look through either after you’ve listened to this if you’re driving or whilst you’re looking it if you are sat with your feet up and a cup of tea (which sounds quite nice).
So we start off going out to the house list. Before we start driving any traffic we want to test this to the house list. So we have a script that splits the house list into three groups randomly and then each of these receive an email. Each group an email that links out to its own premium blog post.
Now these blogs posts are quite extensive, they’re quite long, they’re not average 500 words or anything. They’re quite long, very informative. They’ve got video embedded in them and then there is the option, both in the side bar and at the footer of these pages, the option to take a survey.
Now these blog posts don’t sell anything. They are on their own useful content, so even if you read the blog post, watched the video and did nothing else, you would still feel that you got value out of it. That is quite crucial. It’s not just a bait and switch there. You need to deliver the value.
But then there is the option for people to take the survey. Now in this case the survey is primarily made up out of just six questions. We don’t want people to give you their inside leg measurements, shoe size, where they went on holiday last year, anything like that. And of course the questions are relevant to this particular business and so should yours be. There are six questions mainly multiple choice, three or four options are on each that you can then choose the relevant one.
And I’ll come back to the follow up for that survey later on when we’ve worked our way through the whole funnel because we do actually want to know the answers to the survey because it allows us to have a very tailored response to each prospect. It’s part of what we like to do, is to build unique universes, unique journeys for every prospect. So if you choose option B out of Question 1, we can go back to you with content that is specifically relevant to the answer that you gave rather than just bombarding you with loads of information and you having to sift through as a prospect which bits are actually relevant to you and which bits aren’t.
So that’s the main survey and we’ll look at those responses in detail later on.
Then we’ve got is I’m going to steer clear as much as possible talking about particular applications, particular platforms, because what I don’t want is for you to look at this and say “Oh, well I don’t use that, therefore I can’t do this.” I just want to give you a structure for a funnel, a thought process that works really well. You’ll have to do a bit of work to then work out “Well, how can I make that happen?” But it shouldn’t be too hard and of course if you have any questions, let us know and I can answer those more specifically.
So after the main survey, essentially the ‘thank you’ page of that survey shows you the option to get a free download. Now again here this a valuable piece of content. It’s not just a couple of pages. It’s something really useful. In this instance it’s a 20 page PDF download that you can get that we send out if you opt in for that. And then once you’ve opted in for that, you obviously get delivery of that, but the ‘thank you’ page of the opt in for the free download then gives you the opportunity to request something physical in the post.
Now up to this point all we have for you is a name and an email address. We have no other details. In this instance we do for some people because it’s the house list, but when you’re driving traffic to this, which would be our next step, then we’ll get name and email address for the survey and for the free download but we don’t get anything else. So the aim of the next step is that you request what Dan Kennedy calls ‘A shock and awe box.’
Now this is something physical that gets delivered to the prospect and again it is something useful and relevant on its own. Standalone it needs to have value.
So an example that Dan Kennedy uses a lot is in the real estate market. There’s a DVD about the area that you’re looking to buy a house in, for instance, or if you’re selling a property then there’s a report or a white paper on the 21 things that you should look out for to improve the value of your property or the asking price you get or the five questions you should ask every estate agent before you instruct them to sell your house. Anything like that, but a collection of things.
So if you run a newsletter, do three copies of your newsletter, a copy of your podcast or anything, but a nice chunky bit of physical content that can land on my doormat because this gives me a reason to give you my postal address. Now you’ve got my name, email address, postal address and from here on you can market out to me through those channels, and that gives you quite a bit of opportunity, quite a bit of leverage.
Now should you request the shock and awe box in this instance, then we offer you the chance to say, “Hey, why don’t you just speak to us? You’re obviously quite interested.” So click this link and you can book a call. Book a call in the diary and there’s an automated system for that, because if you’ve gone through reading the article, taking the survey, requesting the download, requesting the shock and awe box, there’s a high probability that you’re very interested in what is on offer from this business and therefore you can then say “Well, why don’t we just speak?” Pick a time that’s convenient for you and we’ll give you a call.
So all of that on diagram 1 that you can get at 48HourLaunch.com is highlighted in green.
Now alongside that, obviously that is what we would like people to do, but people don’t always do what we want them to do. They get distracted or maybe they’re not quite as interested. You haven’t built up enough trust and credibility yet, so I’m not going to give you my home address or I’m not going to book a call because I don’t quite know whether I’m ready for this yet or whether you are what I’m looking for. Anything like that.
So each of those steps, part of the funnel we’ve got an exit route with follow up. So if you fill in the main survey and you do nothing else, then there is specific follow up relating to the answers you gave on the survey. Now you’ll receive this regardless, even if you carry on through the funnel because we want to give you that information. It builds a relationship and it builds trust, shows expertise.
So that’s the first one. If I complete the survey and I request the free download, then there is follow up there. Now what I want to stress here is the follow up doesn’t actually sell your product. So if I complete the main survey, the follow up then, its sole purpose is to get me to request the free download. Now this is in test mode at the moment. We’ll try different things but once you get something like this working it becomes a bit of a production line because you know that someone who reads the free download is interested in the shock and awe box.
So our follow ups after the survey simply sells, in a certain respect, the free download. It doesn’t necessarily sell you, it doesn’t sell the product, it doesn’t say ‘Buy here.’ It sells the free download because you know that’s a natural progression. It’s a good step. Obviously once you download the free PDF, 20 page PDF, then we have – Do you want the shock and awe box? Now if you don’t take the shock and awe box at that point obviously we deliver the PDF to you via email but what we then want to do is sell you the shock and awe box again. So then there’s regular follow up outside of the general contact you might put in place, but we specifically try and urge you to go and get the shock and awe box. Give us your postal address. We’ll put this stuff in the post to you. It’s free of charge but extremely useful because we know that builds trust. It builds a relationship. It gives you pages and pages of leverage and pages and pages to show your expertise and why you are the only choice really for this prospect.
Now once you request the shock and awe box then of course we need you to book a call. That’s the ultimate aim here, to book a call because that’s how this business sells. It’s a high ticket item and you’re not really going to just sell that in an email. So they need a consulting call and again if you’ve requested the shock and awe box but you’ve not booked a consulting call then the main focus becomes getting you to book a call.
Now what I mentioned earlier that this can be a private universe we’re creating for each of the prospects, anyone who fills in the survey… You could fill in the survey, request a free download, request a shock and awe box and book a consulting call in the space of three or four minutes and that is a direct line option and that is available straight down the middle. But we put the follow ups in place and everything else that’s there and the tracking because it might take me six months to go from the survey to eventually booking a call. It can take me two years. It depends on your business. It depends on the cycle, the value of your product, the ticket item. If you’re selling a 25 grand product it’s not impossible but very unlikely that someone will go from reading a blog post to giving you 25 grand within the space of a day or booking a call. Anything like that, unless you already have a lot of credibility with them.
Now one of the ways we do that is… what will happen is that the email signature for this business will start containing the survey that anyone who comes anywhere near the business will get the opportunity to fill in the survey. They don’t have to see one of the blog posts because we don’t necessarily need to drive people that way. We just want them to take the survey because that kicks off this funnel.
Once you start building things like this in place… This is now evergreen. This can be run for the next five years, the next ten years, as long as it’s effective, as it delivers a positive ROI. Some of the content might need to be updated, depending on your product. In this instance it will as times change and the environment for the market changes, but you can have this basic structure running for five, ten years providing you with customers and it becomes a real marketing asset. It becomes an evergreen marketing system rather than “Oh, we need to do some marketing. Throw something up against the wall and hope something sticks.” Let’s put this offer in. Let’s do this. It gives you a good night’s sleep because you know there’s actually a process in place to convert these prospects further down the line and move them along a journey.
Now it’s a four step journey. Like I say, some can take two minutes and some can take two years to make it through it. So I mentioned earlier that when you complete the survey, we then actually give you answers specific follow up to that.
Now I’ll refer you to the second image that you can get in the show notes at 48HourLaunch.com. Now here I must stress what the image is, is a screenshot of a campaign in Infusion Soft, but please don’t get stuck on the fact that it’s built in Infusion Soft. Don’t get stuck. If you don’t have Infusion Stuck that doesn’t mean you can’t do this. That’s just the tool that we chose to use. If you think about putting nails in the wall, I’ve got a yellow hammer. Just because you’ve got a red hammer doesn’t mean you can’t put nails in the wall. It’s a different tool, but you choose what works for you. It’s really the thinking and the design and the process around this that I want to get across to you and I want you to start thinking about.
So if you look at this diagram. It looks a bit complex, but if we just follow it from the top left through you’ll see there’s a section called ‘Survey Follow Up SQ 1.’ Now in all of these, SQ just stands for Survey Questions. So survey question 1 all the way up to 6.
And then there’s a split. We’ve got SQ1a, SQ1b, SQ1c, so what this means is if you answered Option B on Question 1 in the survey it then pushes you through and you receive a particular email that talks directly to whatever the answer was in that. So let’s say for instance, a very simple example – What is your favourite colour? Red, Green or Blue? Now if you pick blue, if that was question 1, and you pick blue then I will make sure that the email you get talks about all things blue. So if I was a fashion designer for instance, I can then show you different materials, different outfits, different things in different shades. I’m an interior designer, I can then have wallpapers and fabrics and paints and it will be blue and I might even theme the email itself to contain a hint of blue to make it very, very relevant. And that’s just because of the answer you gave.
That then goes through to SQ 2. There are three options there. SQ 3 the same. Then you move bottom left, SQ 4. There are three options. Now SQ 5 is a bit more complicated. There are six options there, but on this particular survey you could choose all six. So there’s an email relating to each of those and then what happens is they are timed that over period of two weeks you’ll receive out of those – sorry, five, not six, you’ll receive what is relevant to you.
So if you only choose Options A, C and D, then over the next two weeks you’re going to receive three emails that are particularly relevant to those three options that you chose.
Then we move onto SQ 6 where again you’ll receive one of four emails once the two week window has passed. Now again the main aim for me here is not for you to try and work out straightaway necessarily how do I do this? What software do I use? I’ll put in the show notes what we use to make this happen, but the focus is really for you to just get some pen and paper and just draw something out. Use this diagram and just replace what things are called if that works for you. Use the first diagram as well and replace the funnel with your steps for that just to get you thinking about things in this way and get it to a point where you’ve got marketing assets in place rather than constantly coming up with new marketing campaigns to try and get people into your business.
You start building sort of permanent paths through the forest to your door rather than constantly having to hack a new road out with that.
Then we just briefly go back to the first diagram. Now here what we did was we split tested the house list between the three premium blog posts. Now you may not have a list big enough to split, but you can still test it. So our next step now would be to replace that house list with traffic from Facebook in the first instance and what we’ll do there is for each of the blog posts we will develop two Facebook apps. So we’ll end up with six Facebook ads all with different creative, different copy. What we’re doing is there is we’re now split testing between two Facebook ads for each and then we’re split testing the three blogs because we can tell where people have come from and where they’ve gone.
Then we can determine which ads work best, but also which of the premium blog posts works best so that we can then say “Okay, we’re going to put our marketing dollars behind this one or behind that one” and then just amplify it all. If we find that they actually work equally, then what we can do is cycle those over the period of a month or six weeks where we push the one for two weeks, move on to the next one for two weeks, move on to the next one for two weeks. And just try and generate as much interest as that, but again all those ads will drive to these blog posts, and the blog posts job is to get people to take the survey. The job of the ad in this instance is not to sell the product because in this instance you’d be very hard pushed to sell a product at this this ticket level off a Facebook ad.
Now if you are selling – I don’t know, tablecloths, for instance, and they are £25 each. You drive to an e-commerce site and you can sell those straightaway. You don’t necessarily need this journey, but then again you can use that initial sale as the start of the journey and now you want me to actually go up and buy the whole set, the whole dining table set. Or if it’s bed linen or anything like that you can still have this journey because you want me to go along and go to a higher price point and higher ticket value and simply buy more.
So I hope that’s useful. It’s a bit of an odd one because there’s graphics relating to the podcast, but I hope that’s useful. Any questions let us know. I will see you on the next episode. Go and be awesome! Cheers.
Author: Pieter K de Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.