Continued Learning:  The Art of Attracting New Buyers

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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Amanda: So let’s talk about the changes that have happened in the marketplace over the last 15 years, right? 

Julie: We’ve got all of these things we need to update. We had to update chapter seven, which is a whole nother conversation. We could do a webinar in that one because it was a lot. But she’s We’ve gotta, we gotta update these things and we’ve gotta make it not only relevant, because Che was brilliant at strategy, right?

He was, that was his whole thing. I’m gonna just be a strategist because it’s timeless. Timeless strategy wins over tactics any day of the week. 

Here is your dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Julie: I’ve had friends who like wrote the first book on Facebook marketing and she literally spent five years in her basement rewriting it every two months because they kept changing over and over again cuz she’s [00:01:00] not writing about strategy or writing about tactics.

And that will always change. And so what we did, what you did was you were like, Oh my gosh the buyer’s pyramid. Yeah. 

Amanda: Can we have the buyer’s pyramid up? 

Julie: when she showed me that, and I’d read it way back in the day when I was a copywriter, like 20 years ago, and I was like, Yeah, that’s so familiar. I get that.

I’m like, Wait a minute, . Cause it’s an upside down funnel, right? And so once, once we flipped it, and I you’ve on this call, if you’ve been watching, like Amanda flipped it upside down and now there’s the core story that is the global pain. 

Amanda: Yeah. Of those things I love also, I love, what you had articulated for me is when my first, when my father first came up with the education based marketing, it was before content marketing, right?

He’s the grandfather. He started content marketing, right? So he was educating people on how to create a title that would get people’s attention, get more of that buyer’s pyramid. . And now today there’s 3.8 billion social media pages and [00:02:00] everybody’s blasting out content. 

Julie: Yeah. Then, so we just had to figure out how do we take content marketing and education based marketing, which is what Chet called it, and turn it into something that’s different, that can compete with all of these different, channels and all of these different ways of educating people.

Chet would’ve loved social media. He’d have been all over it. He’d have been, This is great. Oh my God, it’s free. . But we had to bring in something that was going to. Contextually relevant to these people, right? So it’s, what is it? 40% of content actually makes people not wanna buy from you, 

Amanda: Stops you from buying, 

Julie: stops you from buying 40%.

So if you could just stop doing 40 the right 40% of your content you’d cut your stress in half right there, , and also get people, more people to buy from you. 

Amanda: Yeah. 

Julie: And so you’re creating relevant content, you’re creating data driven content and all of the ways that we can do that, just make every other bit of content marketing, education based marketing 

Amanda: So let me just dive into this. Can we just take [00:03:00] 60 seconds to, Yeah.

So when we think about content, right? We start with the global pain. Now, the point of the global pain is to grab the attention of everyone. It’s to start a conversation with anyone so that they start to want to hear what you have to say.

That’s your hook, right? And there’s a way to establish yourself as an expert by talking about trends that have happened over time. Then we get into targeted pain, which really dives deep into what is keeping your prospect up at night. Some a quote that many have said, I love Bill glaciers, is if you understand your prospect better than they understand themselves, then they believe that you are the one that has that solution.

That’s why we then go into solutions. And then in the solutions, we only have to solve a portion of that pain to be able to make them feel, Wow, this person is giving me value, or This company is giving me value, and I haven’t even given them my credit card yet. I can’t even imagine what they would do if I gave them my credit card.

And then we get into resetting of the buying criteria. Do you wanna talk about 

that? 

Julie: Oh my gosh. So resetting buying criteria is one of the things [00:04:00] Che loved. He was, it’s basically training people to buy from you, right? Because everybody has very unique sets of circumstances. There’s awards that they’ve won or they’ve been in business for 30 years, or they’ve won, in 5,009 times in the last nine years.

All those kind. Little tidbits that people don’t like to share because they’re like, Oh yeah, that was cool, but it was five years ago, or whatever. They don’t use those trust building elements and use those things as reasons to buy from you as opposed to somebody else. So what we do now is we create buyers’ guides and the buyers’ guides.

Those buyers guides are gold because they’re the fastest way.

You don’t even, you don’t even have to have a ton of market data or anything, cuz that can take time. So it takes a lot of testing, but if you can just find five reasons that people should buy from you and reverse engineer a, a, an education based piece of marketing material that [00:05:00] says, Hey, here’s five ways that you could, really double your sales.

Or here’s five ways that you could completely destroy your company in the next year. It depends on which way you wanna go with it, but you can go both ways, right? Absolutely. And you just create this one piece and then you can put it everywhere. 

Amanda: And all of that is so that by the time you get to talking about you, you are the number one logical conclusion.

They can’t go anywhere else. They can because you’ve done all of these things and this is what we’ve done in every industry around the world. And we’re finally giving it, and it’s in chapter. Yes, I added to it. You’ll see the gray pages are all the parts that I added to it. So I made it really simple for you guys to find where the updates are.

So when you get your book, you’ll see the gray areas. It’s at the end of chapter four. 

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].