How to Generate Leads – What Are Sales Funnels?

what's up everybody we are back on the main channel as if you can't get enough of us today welcome doughnuts a donation dough family future fam we're gonna be talking about clickfunnels with this man Henry Kaminski jr. today and you're sitting there thinking what is a quick funnel well let me tell you what a quick funnel is but you're gonna have to wait a second for that I want to talk about what our conversion funnels how can funnels be used for design services and why should you care before I get too deep I want to remind you this time to LIKE comment and subscribe right now at the beginning of the session like comment and subscribe right now Matthew and Erin are running the live YouTube part and we're also simultaneously broadcasting on Instagram live what's up people what is up I know you guys can't see each other but whatever anyways so click funnels or purchase funnels describe the journey a consumer takes through an ad or search system like Google and it takes you through the e-commerce website and finally converting to a sales and looks something like you this you might see an ad that that creates some kind of desire from you and then you follow the funnel or you're actively searching for something and you might land on something that is referred to as a referring page which will lead you down the funnel into the econ portal where you can actually make a purchase and sometimes after you make a purchase there's an upsell that's kind of it in a visual way but I want to go a little bit deeper okay because you guys might not even be aware that there's something called retargeting so when you go in and you're thinking about it and you put something in your cart but you don't buy I do that myself that's called retargeting okay we're getting really geeky here but that's the nature of this episode and in a little while you're gonna find out why you should care about this especially if you want new clients new leads or sell more products something I have to get into a little bit which is called the click-through rate otherwise known as a CTR and the industry average is about point zero two percent and that is really really low and it's getting harder and harder to get people to click through something called ad Optima is the art of trying to raise the click-through rate and you can do that through link text link size link position copying image you can even embed videos and that proves to be much more effective in many cases when it's done correctly now you need to also realize the reason why it's called a funnel because it starts why to the top it is really narrow at the bottom because there's a high attrition rate somewhere between 30 to 80 percent of the people drop off each phase of the funnel so from awareness to the referring page to the EECOM site or a page and then to purchase and then when you fill in your data for the purchase or your credit card people abandon that as well something to be aware of okay where does all this stuff come from well II st. elmo lewis observe this in 1898 and to develop a model which mapped a theoretical customer journey from the moment a brand or product attracts a consumers attention to the point of taking action or making a purchase hence a purchase funnel and there's four main parts of this and when I saw this mat I was like oh my god that's the exact same thing that we do for the user journey when we're doing brand strategy did you notice awareness the customer is aware of the existence of a product or service then they become interested in it and they're actively expressing an interest in the product group or in a product group then that creates a desire aspiring to a particular brand or product and then they have to take action this is a critical part taking the next steps towards purchasing the chosen product or service now action doesn't necessarily always mean making a purchase it could be signing up for an email campaign or a notification or something like that you want them to take action that's it okay so this is how it looks like in a visual format so a compelling event something happens in your life something creates that a desire to change maybe you get recently laid off maybe your company is growing maybe there's a new marketing director something that's happening to create this compelling event in his cells we need to understand you cannot manufacture a compelling event you just have to identify one and then as you go down the funnel there's awareness opinion consideration preference and then through that dashed line is the purchase the magic I've added one other part to this which is delight which Marty knew my refers to is the new customer journey because is just one part of it creating delight instilling loyal team people that's what's important okay I'm almost done talking you guys you can call this in many different labels you can call it click funnel purchase funnel marketing funnel a sales funnel there's a lot of funnels going on here or a conversion funnel there's a lot of funneling right and a conversion funnel is just similar to all of these things except for it's a technical term used in e-commerce operations to describe the track the consumer takes through an internet advertising or search system that's kind of it navigating an e-commerce website and finally converting to a sell well without further ado guys please help me welcome Henry Kaminski jr. this is so strange you guys know this but I have an earbud behind my headphone here cuz this is how we're gonna do it cuz we're on Instagram and I just got the Blazing Sun in my eyes for the next 20 minutes so yes you do yes I saw you earlier before you're looking white as a vampire now you're looking like a crescent moon or something's going on does the whole hunt from heaven or phase go okay Henry I believe you have a deck to share with us so if you Instagram guys check us out on YouTube we're live right now and I might be able to flip this on Instagram nice yes I might be able to rock that out a little bit yeah good good job but can my YouTube folks see it yes if you share your deck and then we're gonna cut to it right now Aaron Oh got it okay yes it is there we go all right excellent so what the funnel it's gonna be that kind of show it is it is so what's the sales funnel how do I use it to grow my business you basically did a real high level view of that already so I'm gonna blaze through that but let's clear the air right now every time I do these types of interviews we get we get comments in the comments that I look like this guy and then I look like this guy oh god Chris honest to god Chris I can't even be down in South Beach with my wife and wear sunglasses like that because they they literally stop their cars Wow hey why not do it then play into it it's like you want the best table at the restaurant so I just want to clear the air I get a lot of you look like GRU you look like dr. evil you look like pitbull so just wanted to throw that out there and get that out of the way okay real quick guys definition of a funnel it's a good sumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service there and I'm not gonna yeah we did that yeah there again so what I want to do is get into the types of funnel specifically for you guys that are designer so I've been a designer for well it's gonna be 13 years September but I sure do a brand strategist and I have a team of 12 people now that do all the designing for us and for my clients and and the development and all of that so I'm specifically doing strategy with clients now and helping them grow their their their brands and my team is actually the ones that do a lot of the executing of the designs of the funnels and the and the build outs and stuff so I want to go through some of the types of funnels that will work for you guys so first and foremost guys a lead generation funnel is a must I call that low-hanging fruit funnel so let me give you an example of what that looks like so this is actually the leave the low-hanging fruit funnel that I have for my business so this is my website you click on the free training in the navigation takes a second here guys my apologies so now what happens is you'll come to a landing page you'll click on a free video training you'll opt-in and then boom you get direct access to a 43 minute video training on how to increase the value of your personal brand attract high-quality clients and generate more money with less clients so now notice you mentioned that before Chris you gotta have a killer hook or a killer headline to grab attention because you only got three seconds right right so that is a low-hanging fruit funnel so one of the things that I struggled with tremendously when I was growing my practice was Fiverr came out and we became a commodity and so now what happens right I need to level up the I need to level up the value of my service to my marketplace otherwise I'm out of business and so I needed to get into clickfunnels so clickfunnels real quick guys is a software-as-a-service you go to clickfunnels comm they have a free 14-day trial whatever and basically it's a software as a service so it's a website builder just like Squarespace just like those types of like Wix right it's very easy to use but the problem is you still got to have some sort of skill set in design you got to have a right you you have to have that sort of skill set otherwise you're gonna open up that software and it's gonna be overwhelming and you're gonna say this is not a good use of my time I'm out here so clickfunnels is actually a software I wanted to just preface that's a brand name isn't it it's a brand name Russell Brand yeah russell brunson started it with a couple other guys and and so that's how it works so now if we get back to the slide deck all right so that is the example of a low-hanging fruit lead generation funnel so for all you guys that are watching I strongly advise that you have some sort of low-hanging fruit offer to bring people into your world right so start to build your email list because a lot of my business goes down in email and I know I email my list probably three four times a week in it people may be like oh my god no way like you're gonna kill your list well not the way that I email like I'm always telling stories at my emails I'm linking out to different pieces of content I'm always providing value with the email so if you're always providing value then people will open it okay so it's a it's a it's a misconception that you can't email your list frequently okay where does that misconception come from Henry well because people think that you're gonna you're gonna bleed your list you're gonna wear them out right you're going to I think it's just it's it comes up people said like oh my god they're just gonna get it they're gonna be annoyed with me and they're gonna leave they're gonna unsubscribe and why is that cuz they're putting out bad contact okay that's probably why it is so here's the thing if you have an allergic reaction to collecting emails and emailing your your list it's probably because you've been spammed before people send me a useless garbage in your inbox all the time and it's like so noisy and eventually what you do is you hit the unsubscribe you get off that list so you have to think about it if you're gonna interrupt some of these life with one of your emails you need to tell a story you need to give them some kind of value so you're reacting to not wanting to do an email list and hitting your people mostly because you've been bothered by other people there's a right way and a wrong way to do it for sure I get Jonathan Starks email every single day not just once or twice every single day I get it and I'm not annoyed by it he's clear he doesn't take up too much time to tell me one I keep one key idea they're not always great but they're pretty good and some of them are amazing so I'm gonna keep on his list because I'm getting value out of it right like what's the biggest takeaway and he's any super concise and that's what I love like I get read is eat me on two minutes and be out right so yes you have to provide value like today's email was hey guys do you want to see what going alive in front of 452 thousand subscribers look like well come on the show I'm gonna be online right and I sent that out to 9,000 people and the open rate was pretty damn large because it was again showing I wish I was just sending an email like a buddy would send an email to a friend like hey I'm gonna be on the show later you want to come watch me yeah I mean and and people enjoy it like I'm not trying to sell them every single email and I think that's what kills kills your list if you pound them you know with with with sales all right so let me flip Instagram sorry Instagram because I'm super super close shot here but the next type of funnel that I want you to pay attention to is the product or service funnel and and I'm gonna give you an example about of what a product or service funnel is so notice how we're starting it we're starting to go down the funnel now now this is this is going to cost a bit of money so here is a example of my digital project digital product section on my website so here is a series of nurture funnels and what I mean by nurture funnels there are a low hanging fruit offer again which is probably anywheres from the range of $20 to $100 it's not unbearable of a purchase so this this particular nurture funnel is my Instagram growth class so it's 150 bucks it's not-it's no big deal so I send people to that and again you get them to buy once you get them to buy now they become a customer and the relationships changed right so again just like anything else people want to feel you out they want to see what type of value you provide to the marketplace before they start to go deep into what it is that you actually offer or your core offer so these now here's another quick example of a client funnel that we just launched not too long ago so this guy trains dentists on how to grow their their practice this was a real so what he's doing is he's weeding out the tire kickers by charging a hundred dollars for an initial consult call okay and he's he's basically qualifying his audience his clients right away so the folks that actually booked this call are super qualified and the closing ratio is a higher percentage because they're committed okay so that's how I qualify my clients when I am going through you know when I'm when I'm putting people through my funnel so they'll get my free training and then I'll offer them something a little bit sweeter so I'll send them to the digital products page or I'll send them to an individual product that I want them to checkout by and then they buy that and then I'm moving them down the funnel I'm provide more value at a little bit higher price point and then eventually I get them down to the the core offer which is you said the core offer yeah that's so it's the core offer funnel okay and this is what I like to call the needle mover funnel okay so this example that I'm showing you here sorry guys okay this example here is gonna take you to my brand yourself course so you click on the brain yourself course and this is my sales page for the course is each one of these things the funnel yeah and there's using click funnels this is WordPress but as soon as you click on the call to the action it couldn't it goes into a click funnels page okay why use click funnels then what does click funnels off because I get so on the fly changes and on the fly split testing okay okay so if I want to if I want to split test this page I can create duplicate the click funnels page chit make minor changes to maybe headline or some text or a different price point and I can set how many times that so I could split it 50/50 so every other person sees the split test page and then now I can start to see what pages are converting better as soon as I find out the page that's converting better I turn off the page that's sucking and I I keep the page that's working really well upon all right Henry I get it we have too much technology going on we're minding the Instagram we're doing the YouTube I'm looking the Chatham like talking to Twitter people's heads are gonna explode right now so it's a little confusing okay I will jump off it's just yeah no we don't have to but we can Jimmy all right okay I just want to just take a deep breath together this is the first time we're doing it it is it's okay people are little confused because this a world that's foreign to most of our audience I think so I want to clarify a couple of things so it's been said here from Sean he's like hi Chris you need to start with a content strategy to generate the traffic we're not gonna get into that we'll have a Content strategist we're assuming that we can drive traffic and Henry is going to talk to you about what a click funnel is maybe just let's just take a step back what is the big picture overview of what a click funnel is in using non jargony terms what is it click funnels okay it's just a tool Chris to help you convert a website visitor into a customer so what's the structure then it's a website page builder that's very user friendly that you could create sales pages you could create lead capture pages I'm trying to stay super basic here you could do a lot more with that but you could create super basic pages to either generate a lead or to sell a product or service and you will you will guide them slowly into the sales process ok online this is starting to make it a little bit clearer so if I were a customer let's say I'm a let's say I'm a dentist I don't know anything about this stuff and I want people to book appointments take me through some of the questions and the diagnosing that you would do so I can understand this and then we'll map it back to the tool this is not a tool conversation this is a big like concept kind of conversation right well why don't we use it why don't we use a designer as an exam ok you get better why did I have no idea yeah I'm overdue for a cleaning that's what it is ok let's you okay Henry I'm a designer I need to generate sales leads I am not getting enough at-bats I'm not getting enough opportunities for work what do I got to do Henry take me through it doctor here's what I would do I would go to the I would go to the future and buy the core product no no come on come on stay on all right what what what you would do is this you admit you would go to your audience and ask them a question so go on Instagram go on Facebook go on YouTube and ask us in question what is your number one question when it comes to design when it don't want you to ask me ask me okay okay so what is what is the biggest problem that your client is facing right now my client okay I'm gonna I'm gonna say I'm a graphic designer and I do identity systems okay don't say that and I'm gonna pretend like I'm not person right now Henry I don't know what my clients biggest problem is okay so you got a bigger problem what's the banner sales the problem is you don't know your audience and if you don't know who you're serving how do you know what to sell them well they need identity systems don't they they need a new logo well why do they need that because her old one sucks and did they tell you that or is that what you think it's obvious Henry you just look at it alright so what we need to do is create some sort of lead generation we need to provide some sort of value to help them understand that they have an issue and if they don't get that issue fixed so we have to sell the problem here so we need to create some sort of PDF download which you're a designer so you could create a really cool PDF download just maybe a couple pages that will explain how outdated logos may be costing you millions in opportunity cost okay I like that I could do that all right right okay so you create that little PDF and then what you could do is you not to get too technical here don't get technical create you could create a two page lead capture funnel inside of clickfunnels the first page will get them to give you their name and email and on the confirmation page there'll be a little digital asset link will they'll be able to download that PDF in the split second okay now you've you've captured a lead you've created now a new subscriber in your email list which now you can email later and now you could start to nurture that relationship via okay awesome all good okay so so far I'm following a story I get it in case this camera is confused by I'm looking over here because I'm talking Instagram and vice-versa okay guys all right so I've created something that I think is valuable and I've done this before Henry I created something I thought was very really valuable and nobody downloaded it nobody wants to give me their email because they're afraid I'm gonna spam them so how do you get somebody beyond that resistance point and get them to actually give you the email address what do you got to do good time maybe babe yeah so maybe yes maybe there's no opt-in required well maybe they just don't use that kind of language I mean uh required come on man come on all right so maybe you don't ask for their email address okay maybe just maybe you just have them come to a landing page they click a button on the next page it gives him the download but on the download now you have a link to get more information about you and how you can help them so you can make it PDF clickable yeah right yes so maybe you have an email address there or you have your social media handles there and now they'll be able to click out and sort of do a little investigative work on you yeah while they're digesting your valuable PDF okay it's all about relationships Chris right right okay that's a that's a great answer I'm gonna provide an additional answer or another option for you because we know that designers can actually create really valuable resources and tools so the first question I would ask person if I was diagnosing myself as the designer I would say to you who are you serving with this PDF are you serving yourself other designers or are you serving a business owner a purchaser of creative services maybe a marketing person a director of some sort and then it's because we said that we don't understand our clients so how do you serve somebody you don't understand you assume they want water but maybe I'm a beer kind of guy or I'm a wine or champagne kind of person and you're giving them something that's valuable but not to them so we need to spend a moment to understand who our customers are who's making those purchasing decisions are they entrepreneurs are they the wife or husband of an entrepreneur who makes these decisions and it can be all these things and you need to learn about who they are the next thing is if you have a PDF there's a good chance nobody want to download because there afraid of viruses and spam where and all that kind of stuff spyware so you need to do a good job of creating enough interest in the PDF so that they're actually going to download whether they give you an email or not so my suggestion is to give but maybe fifteen to twenty-five percent of the value before they even download the PDF give them your best earn if you have ten tricks give them them your number one trick right in the landing page and then like wow if number one was so good I wonder what the other nine are going to be you can also talk about the amount of time and energy it's taking you to build this report you spent ten thousand dollars for you spent six months studying trends in design and here's what Google is doing here's what Apple's done and what you as a small business owner can learn from this click on the link below and get your PDF right okay everybody understand that right now okay I'm hoping that this has illuminated at least for our audience a little bit about how that understanding it about funnels okay that's it so far so so far so good everybody understand Matthew I think was that little tip mostly you guys both talk very fast we're just too fast you guys are I know you guys are ten steps ahead of everybody else but all it is is you're creating something of value that you're exchanging for email so that you can nurture to them later you can email and contact them later we do that all the time on the future comm Henry does it on his web site and pretty much every other retail site that you visit will do this I'll ask for your email in exchange for something free yeah sometimes it's a discount sometimes it's a little coupon there's so many versions of this Matthew you're so right thank you for reminding me of this because I actually actively joined a lot of email lists and in the retail space for Nike for to me who also I sign up for yeah Patagonia brands that I like and they notify me when sales are happening you know the last this is it before it all goes away take an additional ten percent off and you guys need to realize this that the online campaigns are different than the campaign's that have in store oftentimes if you go to j.crew or one of these stores they'll have a different offer on your phone than they do in-store that's why I'm like yo yo check this out and the person working on the counter you know because corporate has given me this discount so if you give somebody something of value and you don't hit their inbox too many times with garbage and you respect their time above all else then they're gonna stay on your list okay let's keep going Henry rock and roll baby that was good Thank You Matthew alright so now what happens you got their attention and now they you've provided enough value to now nurture them into the next phase so recall this the value ladder right so bottom of the ladder you give them some low-hanging fruit stuff like this PDF now you got to bring them up and step right and the next step would be something a little bit more of a higher price point so maybe it's a digital product right maybe you now have a meteor digital product that you could sell for 20 30 40 50 bucks okay okay maybe you have a course maybe you have a course that you could sell for 300 bucks 400 bucks something like that so you're moving them up the ladder right same thing you great so you nurture them they're true the nurture them and then you direct them or call them call them to a sales page that will then sell that next step and then they come through that funnel so they've purchased that product and they consume that value and now here's where you want to take them to the core offer the core offer is like I said the needle moving funnel so it's your high ticket it's your most expensive product or service that you sell that's ultimately where you want to take them because that's where you're going to make the most profits and that's where they're going to get the most value out of what it is that you do okay I'm glad to say I'm taking notes too okay so you start with a low-hanging fruit offer which is free or near free right it could be a PDF on on and why what your brain is gonna cost you hundreds of millions of dollars then you have a middle step and the middle step is still a relatively low price thing and for an identity designer like myself this could be maybe it's like a brand audit that you're not gonna provide in the solution yet but you're actually going to review their current brand is that okay yep you're go for like 100 bucks 50 200 bucks I'm going to review your current logo and identity system I'm gonna do a seven-point analytics on your social media whatever it is that you want to do and then they become more and more engaged like wow so you're establishing credibility and that you're an expert and that it's not scammy at all and then your next thing could be okay for let's just say for the conversation because it's related to one of my other videos let's say that your higher score offering is an $18,000 a logo and identity standards package boom there it is so you're scaffold and you're building up to this point in which Trust is being developed and they're getting to kind of test the system a little bit and they're like wow this has been fantastic I'm ready to now purchase at the highest price point that you offer the core offer $18,000 is that okay right that's perfect so that little you can see that little thing behind me it looks like a record with like it's not that's the plaque on the wall there so I'm gonna share with you what that is so that is the two comma Club award that clickfunnels gives to folks like us who actually generate over a million dollars with one single sales funnel so I'm gonna walk you through my process mmm that helped me get - oh right actually with one funnel I actually made 1.4 million dollars with this one funnel for who for yourself a sales for myself Oh what I said okay okay Wow yeah so yeah so what happened was and so what happened was I was not getting the right clients I was I was attracting the wrong clients why because I wasn't qualifying my clients that good enough okay so what I did was how do I put a barrier in front that makes sure that I'm getting the right clients so when somebody comes to me and they want to talk to me about my products or services I charge a hundred dollars for a 30-minute introductory consult okay mm-hmm they purchased that okay I asked my clients all the time after they go through the brain accelerator program why did you invest $100,000 in a brand identity system and strategy well I'll tell you one thing Henry that you're doing that nobody else is doing is you're charging $100 to speak to you for 30 minutes and right away my perception of value of you was that you're better than everybody else that's doing it for free and that's why I paid the hundred bucks and so when I get on that call with them I give them five thousand dollars worth of value okay and basically what I tell them is if you're looking to work with me one on one the minimum level of engagement is going to be ten thousand dollars and that's just strategy and then once we figure out what the strategy is then we can get into execution mode because there's a lot of folks out there that just do a lot of lip service but when it comes down to the nitty-gritty of actually executing this they can't do it and so now we have a team of 12 people that will actually execute this whole strategy out for you and save you a tremendous amount of time energy and frustration and so we go through the strip we go through the strategy and diagnosis and we start to build that relationship up and then the next logical step I always tell them listen at the end of the strategy I don't want you to feel obligated to work with me to build this out and execute this all out you don't have to here's a couple options you could do nothing with this strategy you could try to do it yourself you can get somebody cheaper to do it or you can get you could just continue on with my team and we'll build this whole thing out for you in in 60 to 90 days mmm and I about the whole process for you okay and 90% 98% of the folks move forward and that's the funnel that made me one point four million in a very short period of time okay we're getting a lot of weird reactions within the chat I think it's because it's a brand new world to them they're saying things like it feels really Scelzi it's not is this genuine what are you guys doing the vibe is off so let's get the vibe back on Matthew what do we need to do to get the vibe back on I think it's just because we have a lot of jargon right you I mean it's familiar to us I understand and I think we just need to say it a couple different ways so that people might understand and I think what I hear Henry doing which is which is great like he has a very particular way in how he might do it if I might illustrate another way that we might do it if I'm a designer if I'm a brand studio what I might do is I might have a landing page with a free downloadable PDF that I'm attracting clients maybe it's a checklist of the ten things that your business is not doing right you exchanged that for an email if so if I'm a potential client I drop my email in there I get this checklist and I say hey wow this is an amazing checklist my brand is not doing three of these five things I need to follow up more with these guys so then now you might get a series of emails that follow after that give you more tips on how to improve your brand how to improve your identity your social marketing and at a certain point me as the potential client might lean in and say you know what these guys on the other end they're pretty smart at what they do let me contact them at that point that's when you get on the call that's when you set something up that's when you might make an offer to make this conversion aka the sale to do a project with somebody like Henry and then you keep moving forward so hopefully I was able to illustrate in a different way that maybe I know Henry is like very advanced and he's making money that seems unattainable for a lot of people but I just want you guys for it to be very clear for you guys you're just trying to capture an email so that you can have conversations via email is the most traditional way but there are many other ways to nurture that relationship mat at your spot on and one of the things that I really want to really speak to your audience about is this it's about relationship mm-hmm right if you try to make out and get into bed with the people on the first date yes you're gonna come off extremely spammy extremely salesy when you're going to be a turn-off now there's one thing that i'm doing that i don't see a lot of other designers doing other than chris quite frankly and maybe a handful of your audience and getting out on social media every single day getting out from find the damn computer and just creating that relationship online I do an IG TV every single day I produced three videos a week on YouTube I'm on LinkedIn I'm on Facebook I am everywhere and I am just constantly providing as much goodwill to my audience as I possibly can and then when I go to pitch my offer it's not selling to them they're actually more than happy to support me because the amount of value that I gave to the marketplace a thousand dollar course or a ten thousand dollar strategy is nothing when you look at the big picture when they're like wow I could spend ten grand with Henry spend two weeks figure it all out rather than spend ten months trying to figure it out all on myself and this strategy can help me make over six figures in perhaps lessons right absolutely and I think the way Chris puts it all the time is the way we do the same thing on the future is we try and give so much free will so much free goodness out there so much free value can you imagine what a paid course much must be like so that's the type of intrigue that we want to put out there we want to put so much awareness out there that we are very smart we are developing expertise in our particular Lane or craft or industry so that when others look at it they lean in and when they lean in they're ready to listen if you do enough of this and they have that compelling event like Chris mentioned earlier where they're ready to rebrand where they're ready to increase their sales or maybe they just got funded as a company there's all kinds of compelling events where they're ready to act you are on the tip of their mind right you're right there because you've been there every day with them and that's the whole point of doing the top of the funnel awareness creating content creating blogs just putting yourself out there all right I'm gonna jump in here I'm gonna jump in you guys who I'm hearing really loud in my ear hole here because you guys were doing something over there that I could hear no okay I don't know why we could hear Matthew all deciding okay so here's the thing Henri has so much energy he's so much passion basically you take a six foot five man you squeeze him down to Henry sighs and that's why he's so freakin intense and our audience is not used to people this intense and they're like oh my god it's too salesy and you're just having a reaction to the speed the velocity of Henry's delivery so this is when Professor Joe is gonna step in and I'm gonna give you guys a little story and an analogy if you will okay now our audience wants this they want to know how to get more clients everybody wants that how do I get more clients and the old word-of-mouth referral program isn't exactly setting your house on fire right now it's not so what do you do what can you do now you look at it like this like again using the same analogy the same scenario that we have before I sell logo and identity systems okay that's a lot of our audience right now and you look at that like that's your only offer that's the only thing you have to sell it's like you either hire me to redesign your logo and identity system or you do not hire me at all and depending on the price point and if you're listening and watching this channel the price point should be pretty high it should be in the tens of thousands of dollars at this point you're asking somebody a stranger to you to make a really big commitment and investment in a lot of money and that puts all the risk on them and that's the problem so what we want to do is we want to mitigate reduce the amount of risk by having as much smaller offerings so that they can come along with us on the trail until they decide am ready to trust you now with $20,000 and this doesn't matter if you're a young person like if you're 15 years old or you're 55 years old the same is true you need to build rapport you need to establish trust and you need to let them know this is what it's gonna be like to work with me and this is how much value I have to offer to the world now if you're attending a traditional design college this is gonna be like robot language to you right now because they don't talk about this they talk about craftsmanship colors and spacial balance and all that kind of stuff this is very different this is how you're gonna get more businesses how you're gonna be able to raise your rates now the analogy I have for you is this let's pretend you're an expert outdoors person and you sell this really expensive all-inclusive three day excursion to Africa and the price point is guess what it's $18,000 and you're wondering why people don't book you sight unseen now if you're like me you're gonna sit there and think what next finish in Africa I'm not ready am I fit what supplies do I need what do I need to do a cool are you right so this is where you build a landing page and you can call it whatever you want it's just a lot of story a social proof details about what it is that you're gonna get and what you want to do is you want to ease that first step so you might say you know download a free PDF guide on how to survive in Africa using only three tools maybe that's what it is and then you can just keep bringing them along and you're making you're giving them options to make small commitments and that's all you're doing and that would make sense right small commitments and then therefore at some point they'll be ready to make maybe there's like a physical fitness evaluation that that you do and you pay for that as well and you want them to get used to paying something in exchange for the value that they're getting back to the point in which they're ready to make that booking and go to Africa with you that's as simple as I can explain it hopefully okay now that Instagram I can close that now it's a distraction yeah yeah they kick you out after an hour that's true yeah um if you could just shoot back over to my share screen go ahead and show that okay so one of the things that I do that was brought to me yeah so Chris we had our we had our one-on-one consult the other day yes I made all the changes immediately except for this headline right here but we changed this we swapped around and we start with our why did everything we did everything but look what I do with a half a scroll you get two calls to actions and what is it it's Henry's story part one in part two and when you click on this it brings you right here you don't have to go anywhere and it literally tells you the story about how I got started as a designer how I morphed into a brand strategist how I almost lost my business twice how I came back and just crushed it and now here's what I'm doing with my clients and how I'm helping them get the results that they're looking for if they get that in two Scrolls right like you mentioned to me before and we're both simon Sinek fans like they don't buy your product or service they buy why you're doing it and I'm not the best designer I never was the best designer although I got my chops up over 12 years but it was they wanted me they wanted that energy to help them grow their business and that's basically my story in a nutshell so point is how are you differentiating yourself from the other designers our identity masters out there you are the x-factor you you the personal brand of Tom Smith or or Sarah Jones that's how you differentiate yourself in the marketplace and so before you can help people really build out their systems you got to build out your system first and what I'm talking about is your internal system you want to develop yourself first and then you can develop other people then really develop your business and not to get all Tony Robbins or personal development on you but that's one thing that really helped me get out of a huge Jam last year when my business wasn't doing too well was I went all-in well first I and I invested in education I invested in coaching and that's number one number two was I invested in a lot of personal development and I started to change my philosophy on how I live my life and how I run my business and Chris I you know I say this every time I come on the show but a lot of that is you know credible accredited to you and your help and your guidance and you know we booked I booked a call with you once a month because of the ROI that I get from your mentorship and you know without that you know listen I'm an action taker I'm a doer so I'm gonna make it happen but like we talked on our last show on our last call together like sometimes I just need the guidance I need those blind spots removed and that's the best thing about mentorship is you get the coach to help you move those those blind spots and though you're at it a gate just blaze it and that that's something that I just want to share with the audience because it comes down to relationships it comes down to working on yourself when you become a better person you're gonna become a better business person and you're going to become a better designer and you're gonna provide more value to your audience because you get paid for your value you don't get paid for your time you don't get paid for your skill you get paid for the value that you bring to the marketplace excellent we're starting to splinter into 100 different toppings here and first of all thank you very much Henry Matthew we don't have that much time left because we're just grinding through this thing here and a lot of people are having all kinds of strange reactions so let me say one more time let me just say one more time guys clickfunnels a brand just forget about that and at the very beginning if you were here at the very beginning you looked at my deck I talked about it it's a funnel it's a sales funnel and it's just about when somebody thinks about hiring you to the point in which to actually do hire you or buy your product or service and to understand that journey and how you can nurture that along the way and that's really all we're talking about there is a reference to clickfunnels because we're both believers in the what russell brunson teaches in his books and his ideas of designing a funnel that will lead to a sales for you now just like many people there's an allergic reaction for this idea of sales funnel because it feels really cheesy sleazy and scamming and that's mostly because you've been done funnels designed by other people who may or may not want to cheat you out of your money I can't speak about any one of these because I just don't know that's right right but all if you just think about it instead of asking somebody to buy the whole combo meal you just break up that combo meal into like little pieces until they feel comfortable enough that they like what you do and that it's valuable to them that's all we're talking about that's it Matthew any questions or comments from the audience I mean there are little questions in here there's some specifics I think since you were last talking Henry about your story on your landing page here somebody earlier Wayne's had I think his name is Wayne's he brought up a question you know how important our testimonials may be can we talk about Val datian and social proof so if somebody does land on one of these pages what are a couple of tips are ways that we might speak to a potential client so that we may capture their email okay so that's a great point if you want to just cut back to my website again I'm on my home page and if you scroll down just a little bit I have seven success stories and one of the one of the the first one that pops up is Russell Brunson I worked with Russell Brunson for two and a half years building out the brand of clickfunnels helping him with some personal projects and you know when people come to me and pay me top dollar to build these funnels when they see me associated with him right away they're like whoa this dude's legit I don't even know if I could afford him look at who is look at who isn't is embracing him and acknowledging him and who's a brand ambassador for him holy it's excuse my language it's Russell Brunson himself so that's very very important social proof is everything you know I have a huge huge sort of exit strategy that I play with all my clients so for example when we get done with a project I take him through an exit strategy which basically helps me capture a testimonial on Google review on Google business mm-hmm so I'll take that Google review and have my team embed it somewhere throughout my website so you'll see I'm spreading out testimonials all over my website see social proof is everything because when they see that you're getting results for other people and other people are saying Wow Henry really helped me or Wow David or Christina really helped me get to where I wanted to be it cuts down on that skepticism it it buries that oh I don't know if I could trust this person so you know my goal for 2019 is to get over a hundred reviews on Google and then take those reviews and then market those reviews on other platforms like Instagram so I'll take a snapshot of a Google review with my phone and I'll put it in my Instagram story and I'll tag I'll tag the person that gave me the review and thank them publicly for the review and then the next Instagram story would say something along the lines of hey if you're interested in getting help with your brand identity you want to take your business to the next level about whatever swipe up and book consult with me and so I'm marketing with my audience I'm not marketing at them and that's a big thing that I got from Seth Godin and so that's how you you mark it and leverage testimonia and and and social proof mm-hmm okay that's great so it sounds like you have a really good strategy where after you work with a client you're able to get some nice little sound bites nice little tidbits that will help reinforce the value brought to them and I wanted to give another example I've seen this with other service companies where they provide a very unique specialized service so what they'll do is they'll create a case study but the case study is a PDF that is behind an email list so usually they'll have some kind of landing page that shows all the work that they've done for a particular client and they will at the bottom they will say if you want a full case study you go in-depth to see our process and learn more about how else we've helped them drop your email here and we will send you a PDF so for those of you guys who are offering design or branding services you may consider that if you guys are already making case studies you might put most of it up there but you might go even in more depth in terms of the challenges some of the successes and results that you have accomplished with a client so this is just a way to help reinforce your expertise by hearing it from a third party or by seeing the success with another client you mentioned case studies Matthew if you want to just cut back real quick I'm gonna show you something so I have a case studies page on my site where we're gonna create a home page for my case studies so you can pick which case study you want to look at right now it just goes to the latest one but this is a dedicated page to each of our clients so this one is the one we this is a brand that we recently just launched so we showcase him we identify his pain point we do a video with the client discussing I can't do it right now discussing the whole process right together and then we showcase the solution and then we also showcase the results that we got for the client and then you could scroll through through other two other case studies here and so when people come here they're like wow look at that he dedicates an entire page to this clients like what those are those are the things you know those those are the things and and like look at the slug on the email look at the slug on the URL it has the person's name in it so when somebody Google's his name hmm perhaps this URLs gonna pop up and now somebody's got his whole backstory right that's actually pretty smart so you're piggybacking off of the names all the different brands people you've worked with so that you might just have more content out there so that you rank up in Google or wherever else you might be marketing so there was a question what if you're just starting you don't have testimonials yet from hawaii's yeah why Yi's there we go how might you help reinforce that you can bring value to somebody else so when I first started I worked for free for nine ten months and I went out and I just worked my ass off for people and I would just design things for them and send it to him they didn't even ask for it and and they and and that's how I landed my first it was a cover band there was one of the biggest cover bands in New Jersey the Benjamins and they they had a like a manager at the time and I was trying to drum up some business and so I sent the manager some some flier design like thing the Flyers that you stick on cars yeah I spent like a like a half a dozen flyer designs and I said this might be of interest of you but you know I'm a new designer and I'm looking to get some work so it wasn't an hour until I got a phone call from the manager saying we got work for you buddy when do you want to start and that was my first big client and then we didn't talk about this but Bon Jovi is client of mine was a client of mine I did a I did two world tours with him and did all of his marketing collateral and how that worked was simply I was doing work for these nightclubs around the state of New Jersey and one of the club promoters was bringing me around with him every time he got a new gig to promote and one of the gigs was Bon Jovi's Brothers restaurant and basically I came in there and I did amazing work and he said you know my brother was here not too long ago and he saw some of your stuff and he said we're going on tour soon how about we have Henry do some stuff for us and boom that was it and then next thing you know I'm doing he's grabbing come on back Henry come on back yes so this was too much Claire yeah so there you go so he did a private show at the little little spot little hole-in-the-wall spot where he started his career and he created he recorded it live and he only sold these to his Jon Bon Jovi fan club members and I did the CD design I did the inside cover I did it cover to cover and after this then I basically did the two world tours with him and you know Jon's a smart guy he's got a he's got quite a few businesses and what he would do is he would have me create all the marketing collateral for the other businesses and then he would promote those businesses at his shows so talk about direct audience marketing like you know you do a show of 50,000 people and you start having your team spread out that marketing it's like insane so Henry let me bring you back let me bring you back the question was the question was if you don't have experience or clients how do you create from O'Neill's so your answer is pick a good client do something for free in exchange for a great testimonial right that's it okay Matthew do you have another way of getting a testimony if you have if you're kind of new no not off the top of my head I think the case studies bit what was mine even if you don't if you're already doing work and you don't actually have a physical testimonial you could also reach out to pass clients that you've had and and and if you don't have this exit strategy that Henry does you could always reach out to them for a quote yep yeah I'll give you one more tip guys if you have a client and most of us have worked with somebody it could be for a teacher if you don't have a client maybe a teacher can write you a glowing recommendation writing recommendations takes a long time and I don't think it's because people don't care about you it's that they want to write such a good recommendation for you that they just don't start so oftentimes what you can do is while the project is still fresh maybe before you even deliver moments before you can just write it for them just like I would really appreciate a route recommendation from you and I've taken the time to write something as a bare bone structure would you mind just like adding your own flair to or saying it's okay to use it the way it is and then that way you're kind of easing the pain for them to write it for you so you want to give specific details you don't want to be overly self congratulatory like oh my god Henry's the most amazing human being on earth I would pay him ten million dollars maybe that's the review but unless they wrote that it's gonna sound super inauthentic and artificial mm-hmm there was a question that did come up actually was it part of the chat where people said you know what I go to the Future landing pages and they don't feel scammy because I think that's the allergic reaction that a lot of people have so what is the future doing in terms of these types of funnels in order to sell you something so I'm happy to answer it but I think the first part is the goodwill right like Chris said 99% of the stuff we do is free right like we have 800 videos on YouTube that are just out there all for free we're giving you guys value so by the time we do and ask right when we do the Jab Jab Jab right hook and pull you in and say hey by the way we have this free typography manual you might have seen it in a lot of our videos they'll pop up in the top right corner download our free typography manual when you get it you realize there's tons of value in there it gives you all the rules of ten rules of typography at the very end there's a small tiny ad that says do you want to consider you consider taking our biography course if you enjoyed this we're not trying to shove it down your throat so right now that's the limit of where our kind of email funnel stops but what happens is because you've exchanged your email you get put on to our newsletter and in our newsletter on the back end of our email client you get tagged this person downloaded something about design fundamentals so that we know in the future if we have emails that are possibly selling our courses or pushing out content around design fundamentals or typography only you're gonna get that thing so we know how to talk to you so these are ways that we on the future side we are trying to nurture your relationship by first putting out goodwill free content out there you download something in exchange for something of higher value and then we try our best on the back end to give you valuable content in your inbox and then that's it that's how we do it at the future just a piggyback on that I think looking at it big picture understanding that everything is connected to everything else like everything matters right so the goodwill that you that you give at the top of the funnel is gonna pay you dividends once that person feels confident enough or or is ready to take the next step you know I definitely don't want anybody watching to get the notion of like I'm jamming these things down people's throats and like forcing them to buy because that doesn't work either but it's all it's all part of exactly what you just said it's it's all part of the funnel so more goodwill you give up top it's gonna pay you off down below once they come down the bottom and when they're ready to buy and those soft gentle nudges that you guys do is the key and and that's that's the name of the game but everything's interconnected to everything else so if you're not providing great goodwill up top mm-hmm don't expect for the big big payoffs at the bottom right perfect now on a future episode we'll talk about how to create that goodwill and we'll get deep into that but our time is upon us Henry Kaminski I want to thank you for coming on the show I got but up because we have another show to do at 3:00 p.m. Pacific Standard Time and we're going to be talking to to Maggie otherwise known as little patterns but before we go before we say goodbye here's how you guys can get in touch with Henry Kaminski jr. unique designs with a Z net unique designs with a Z net and he's on instagram at the brand dr the brand doctor also on twitter at same name i believe right Henry the brand yeah put underscores but though was super the underscores I'm sorry okay but you know what the the the podcast the brand doctors podcast is another great place to go Gretz get some great value yes mr. international mr. worldwide there he is living large okay here's a quick summary guys I don't think we need to summarize the summary but here we go I just want to let you guys know that if you think about generating and nurturing a lead the bigger the engagement meaning the higher the price item that you're trying to sell a product or service the more you need to break it into smaller bite-sized pieces to build a relationship that's that's genuine that is authentic and that's one of delivering value in the book this is marketing stuff code and talks about it he says marketing is a chance to serve others marketing is a chance to serve others so you need to know who your customers are and we definitely pointed out at the very beginning who are the customers what are their pain points what are their challenges what kinds of things are trying to get resolved and I play dumb because I don't know and if you don't know you're serving yourself and that's not fun serve others okay and here here are the steps here the three main things that you need to do think about a free or nearly free offer you talked about going for the low-hanging fruit that's really what it's about something that you do really well that you think is very valuable for your intended target audience it could be a downloadable PDF so in the example what we're talking about if you're in these design services space and you create logo identity systems maybe you do a study or a report or something why your brand is costing you millions and lost opportunity I'm missing quote there I'm sorry okay the middle offer is a step up from that so that when people are willing to part with their cash because now they really enjoy that PDF that their and now maybe yours is a brand audit that you did in 30 minutes very similar to what Henry does he charged 100 bucks for those 30 minutes it's your opportunity again to help out a prospective customer and then your Cora or your highest offering which is in this case an $18,000 logo and identity system is what you ultimately offer up in case they're interested and you need to realize something during the brand audit if you realize there's nothing wrong with their brand it you owe it to them to say I just don't think you need to do more than this and you should probably spend your money on something else but you don't need to do in a logo and in any system you might want to invest in a sales funnel who knows okay that's it Henry Henry I will see you very soon in person in the flesh thank you very much for coming on the show today and Matthew as always thanks for bringing the chill energy just to cool down a little bit heat between Henry and myself guys I just wanna let you know go back to my slide I had Aaron and let's get out of here don't forget to Like comment subscribe and hit that Bell icon there's some animation there that's it for us guys thank you very much - bye sustaining members everybody supports us love you guys thank you see you guys next

Channel: The Futur

Views: 21,460

Keywords: The futur, chris do, business of design, henry kaminski jr, click funnels, sales funnels, what is a sales funnel, russell brunson, content marketing, landing pages, sales pages, unbounce, digital marketing, lead generation, social media marketing, understanding your target audience, how to get more sales, graphic design, sales funnels for dummies, content marketing strategy, digital marketing 101, digital marketing 2019, get leads, conversion funnel

Id: KXXfXtey9Jc

Length: 63min 16sec (3796 seconds)

Published: Thu Feb 28 2019