What Is Brand Strategy And How To Do It (Step 1)

okay let's talk about what strategy is strategy is basically you trying to figure out what the goal is and then figuring out how to get to that goal their goal could be to increase market presence to increase conversion it could be to create awareness whatever the goal is so what's a typical goal for a client of yours they told me that they want to do website and i ask them why do you actually want to do this right the answer i got is we just want to do website we know that we need it and i try to dig deeper because i believe that there is always a reason why people want to do certain things and i can't get to it do you believe it's because the client doesn't actually know what they want or is it because i don't know yeah it's a combination of both this combination they don't know what they want you don't know how to ask the questions to help them okay so i'm gonna ask you some questions okay yeah go ahead i'm gonna try to help you so i was thinking about i can explain strategy or i could just show you right now you ready yeah okay uh what's on your mind where should we start stanley what do you need help with i need to help with getting the clients you need help getting clients is there anything else uh no i actually that's the only thing i struggle with okay so what's the real challenge here for you and getting new clients clients are work with don't recommend me further and they usually keep it just for themselves i don't know what are the reasons but i'm sure that my work is very good quality and i see that and they also insure me of that and when i try to do marketing it just doesn't seem to bring me leads how have you marketed in the past uh i have marketed on instagram and facebook with ads offering the free services so i kind of offered the free services to other people it was the website audit the ad went like this i'm i'm giving we are giving away 50 free audits for everybody who just signs up idea was to get the emails uh through that do the pre-audits but then you have emails of 50 people that are actually interested in writing in improving their website and how much money did you spend to boost that post it was like close to 100 for everything but how many signups did you get i've got 14 signups which i think is kind of low and only two person responded to my mail what's the most desirable outcome for you like if we get together and we do this getting clients from my niche tech startups and to work with them basically to be known in that industry okay let's try to make this quantifiable okay you ran a campaign to get email signed up so you can market to them later yes 2 of 14 is pretty good in terms of people responding to your email oh because it's really low percentage right so if you have 100 people you might get four people to respond okay or three people so you're you're well you're over performing on that front you just need more people to sign up right okay so if we do this together what would success look like how many signups would you like um my goal is to get five paid clients okay so you want five paid clients but in order to get five paid clients how many people need to sign up for your your audit i believe 50 would be okay okay maybe this is where you don't understand the numbers game 50 would be way way too low okay i would think that you would need 200 people to sign up and then you're gonna nurture those leads and you might get eight or ten people that will start to correspond with you and maybe half of those will turn into paid so there's that funnel idea you understand the funnel right yeah but it's not very wide at the top there's a very low chance of it converting at the bottom yeah okay so for me it was just too small probe yes for sure i mean your goal should be to grow your email list into the thousands not into the tens yeah you know it just seems crazy cost for me when i uh think about how much to put in that marketing and think about it like hell if that doesn't work oh i see i say okay you spend 100 so what's one client worth to you uh one client let's say about five one thousand dollars one thousand yeah because you know we have policies lot here so it's uh lower currency that's fine so one thousand and if you get five clients it's five thousand right how much money makes sense to spend against that to get five thousand [Music] to be honest i would be even cool if it was on zero because i would have the right people from my niche and yeah and somebody so you would be willing to spend five thousand dollars to get five thousand dollars worth of clients right yes if i had like the real chance that it would really work yes okay i got it okay we'll stop right there do you guys know what i did does everybody know what i was doing yeah so you kind of asked michael you just asked all the time you asked what i did what i want to do why i think it doesn't work yeah and then you actually told me that hey dude it actually it worked you're doing all actually better than you thought you are doing here is the thing that you did wrong the probe is too small and after that you told me that how much i'm willing to spend so you kind of estimated how much the client is worth for me yeah and from that on i guess you would want to go to tell me how much it's worth spending and it will it would actually be worth trying yeah okay but let me tell you what i'm really doing that was fast that was fabulous and the fact that you can break it down in real time like that stanley it means you must be a pretty smart kid all right i just want to say that show you how i did this thing this miracle thing okay daniel montgomery posted this thing the seven essential questions all i did was literally read the seven questions to you i'm not even thinking um what's on your mind stanley where should we start what can i help you with and then you told me some things and then i said and what else so then i asked you what's the real challenge here for you i'm literally reading a script that was posted inside the pro group okay that's nice i'm sorry the coaching habits say less ask more and change the way you lead forever and always doing that only the last little part was part of what i'm already sharing with you guys which is what does the business represent to you so i've taken you basically through a strategic conversation okay and assign a dollar value to it so i know exactly how much to do a bid for stanley to help him with this problem no that actually showed me what strategy is because i've kind of had hard time understanding what actually strategy is yeah so what i have to do is i have to ask you a series of questions that cover what the real problem is and with you not for you i have to ask you like how do we do this and using a little bit of knowledge i'm able to guide you through that because i see things that are out of industry norms now you have to have some experience to do this so before you ask like i try to help my friend out he's like did i do it right or what's the problem do they not know what they're doing or maybe i don't know what i'm doing and i said to you it's a little bit of both they don't know what they're doing which is good but then you don't know what you're doing now if i just assume yeah let's get 50 signups we're going to make 5 000 bucks then i don't know what i'm doing or if you say you know it's really underperforming i got 14 people to sign up and two people who are responding that's actually a really good percentage and and you know also that you don't need that many people to respond for you to hit your goals now the work comes we sit down we look at your campaign the services that you're offering how you're communicating it how you boosted it and where the conversions happen and then we have to get into that but i'm not gonna do that for free and i don't have time to do it right now but yeah that's the idea right so then the last little part is okay so i don't think we need to spend five thousand dollars to do this but maybe we'll have to spend three thousand dollars okay would that be okay with you stanley and then i'm gonna submit a proposal to you for three thousand dollars we can start next week and if you're ready to go i'm ready to go and what would you do if that doesn't work well we keep working on it okay but wouldn't it that be tricky you know like you tell someone okay so let's do this um campaign because that's marketing basically right let's do this thing and it doesn't work because it's possible so what then you say like dude that's how things go no i don't if you believe jonathan stark he doesn't really charge uh based on time he'll work on something for two years if necessary he charges based on results okay so you have to charge a lot more money so i could not guarantee results for 3 000 bucks but if it was 300 or 3 million yeah i can guarantee the results we'll work on it and i'll keep working on it until it works your goal for me was to get you qualified leads a couple hundred of them and then then the rest is up to you if you can't close them if your if your value prop to them is not good that that's your problem but i was just brought in to help you fix your funnel and i can do that okay cool okay thank you yeah this was a cut down from a pro car that chris did with the pro group we do cause like this once a week and it's usually chris or another manager that runs them the topics usually deal with whatever problems the probe members have after you join the pro group you'll be able to access all the calls just like this one so check out the link in the description if that interests you thank you for watching see you all next time

Channel: The Futur

Views: 92,960

Rating: 4.9583144 out of 5

Keywords: the futur, how to, graphic design, strategy, pricing, design, entrepreneurship, business of design, business, mindset, brand strategy, demonstration, how to facilitate, branding, the futur pro group, pro group, marketing, marketing strategy, ask better questions, futur brand, chris do, being busy, seth godin, lifestyle business, identity designer, brand strategist, business advice, consulting, consultant, brand strategy explained, michael bungay stanier, 7 essential questions

Id: TqczYbFPWnk

Length: 10min 24sec (624 seconds)

Published: Tue Feb 02 2021