Now this next one is one everyone can do, but very few of you will do. And that's prospect interviews. Prospect interviews help you actually talk to real people, 'cause when I say prospect interviews, what I mean is actually getting on the phone with people who might want to buy your product, and just asking them questions. Getting genuinely curious about what they want, what they need, what their goals are, what their challenges are, what their problems are. Paul Graham who's one of the co-founders of Y Combinator, says this about prospect interviews: there are two reasons founders resist going out and recruiting users individually, or talking to users individually. One is a combination of shyness and laziness. (laughing) They'd rather sit at home writing code than go out and talk to a bunch of strangers and probably be rejected by most of them. How many of us give this as a reason for not talking to customers individually? I certainly have. I certainly have. It's a lot easier for me ...
to talk like this, than it is for me to get on the phone with someone one-on-one, and ask them questions. Now, I certainly have done prospect interviews, I love prospect interviews, I tend to maybe not do them on the phone, 'cause I hate the phone. I'm such a classic introvert. But I will gladly do them one-on-one here, you won't even know I'm prospect interviewing you, but I will be! (laughing) Watch out! So, but talking to people individually is key. And like I said, that absolutely means getting on the phone and talking to real people. Or getting in person and talking to real people. Having coffee and talking to real people. However it is that makes it easiest for you, talk to real people. But again, don't ask them what they want to buy from you, or how much they think it should cost. Ask them about challenges and frustrations. Ask them about goals. Don't ask them leading questions. Let them lead you to a new, more interesting place! You can take your messaging, or your product, or your marketing as a whole. Don't ask what solutions they want, or would buy, and bottom line, get curious. Get curious. Once you've done that, really take a deep dive for yourself. Really get into the analysis. Does your one-on-one conversation line up with what you've observed online? You know, I think back to what Jessica said. On social media, people are showing you only what they want to show you. In those one-on-one conversations, they often get a lot more open, a lot more vulnerable about what's really true. Do those two things line up? When you're talking to people, think about what's going on beneath the surface here. Why are they saying the things that they're saying? Why are they asking the questions that they're asking? Why are they taking the action they're taking action on? Ask them about it. Get curious. And then finally, what's the real pain or goal that's on your prospect's mind? That's when you can really figure this out, because you guys are all really good at this actually. We're all really good at seeing beneath the surface in these one-on-one conversations. Where it goes wrong is when we start to make generalizations because we're getting into an ideal client profile. The more you use prospect interviews the more you talk to real people one-on-one, the better you can actually just let your social brain just do what your social brain does, which is figure out what's going on beneath the surface.
Marketing your small business can feel like throwing spaghetti at the proverbial wall.
You try all the things you’re “supposed" to do (blogging, making videos, posting to social media…) and you try to keep up with the “hot new trends” that promise to change the way customers find you.
You spend tons of time and energy—and probably some money too. And after all that…
You wonder whether it’s really paying off or not. Is your business really growing? Or is it just your workload…?
Marketing isn’t something you want to mess around with. You want confidence. You want to know it’s working. And, perhaps most importantly, you want to know exactly how you can accelerate your success once you get it right.
Most business owners lack 2 essential pieces of the marketing puzzle. These 2 missing pieces keep them from fully utilizing all the effort they’re already putting into marketing while also keeping them from discovering just how rewarding (and fun) marketing can be.
The first essential piece is a plan. That plan needs to help you be productive, efficient, and decisive. It can ever bring focus and clarity to the whole way your business operates. This class has that covered.
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Join bestselling Money & Life instructor and CoCommercial founder Tara Gentile for a 2-day class on creating the marketing foundation and plan you need to grow your standout business.
By the end of this class, you will be able to:
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Best of all, you’ll have a replicable system you can use for every campaign and every year to feel completely confident in your marketing.