Prospect Interviews
Lesson 14 from: Create a Marketing Plan & Grow Your Standout BusinessTara McMullin
Prospect Interviews
Lesson 14 from: Create a Marketing Plan & Grow Your Standout BusinessTara McMullin
Lessons
Class Introduction
10:38 2Create Your 12-Month Marketing Calendar
14:12 3Real Life Marketing Calendar Example
18:28 4Identify Your Marketing Campaigns
06:07 5Examples of Identifying Audiences
18:22 6Example of Actual Marketing Campaign
09:32 7Analyze Your Past Marketing Disappointments to Discover Opportunities
30:59 8Identify & Research Your Target Customers
08:35Social Listening
05:39 10Front-End Surveys
05:05 11Back-End Surveys
03:37 12Market Trends
04:57 13Analytics
04:29 14Prospect Interviews
03:48 15Live Presentations
07:36 16More Reasons Marketing Campaigns Fail
06:54 17The Problems Your Customer Faces
15:50 18Customer Awareness Exercise
30:21 19Guest Interview: Lacy Boggs
25:07 20Create Your Campaign Building Blocks
37:43 21Building Your Campaign
12:19 22Lesson 1-21 Review
04:15 23Start with the Sale in Mind
15:21 24Sales Page Exercise
26:49 25Draft Eye-Catching Headlines
28:10 26Find The Customers You Need to Reach Your Goal
18:18 27Lead Generation Systems
20:23 28Craft Your Messaging Using Customer Awareness
30:46 29Create Your Campaign Schedule
30:16 30Example of Campaign Creation
29:35 31Develop Your Follow-Up Plan
32:13 32Setting Your Campaign Goals
09:52 33Real Life Example of Campaign Goals
13:11 34Analyze Your Campaign Results
10:15 35Marketing Plan Review Session
09:05Lesson Info
Prospect Interviews
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.
Class Materials
Bonus Materials
Bonus Materials with Purchase
Ratings and Reviews
Sharon
Tara, the information you delivered in this class is invaluable. I am in the launching stage of my business, and I know I need to market my business and services and I know I need to write a plan, but I didn't know how to do it. Instagram, content upgrades, Facebook, email marketing, webinars, blogging, etc. etc., I know it all. But I just couldn't get my head around how to truly use marketing campaigns for my business, and especially for my services, to reach my ideal client, help my ideal client and to reach my ideal income. You explained the why behind marketing campaigns and you showed us how to create a marketing campaign from A to Z. The whole sha-bang! You gave me the knowledge and inspiration in how to market my services, how many people I ideally want to reach and above all, a framework I can use time and time again to create a marketing campaign. I purchased the class right after seeing the live broadcast so I can use this class for planning all my next marketing campaigns. You clarified a lot and I am much more confident (and so much more less stressed haha) in creating a marketing campaign plan that works for my business and services. I learned a lot! Thank you! P.S. Love the hot seats.
Lisa Murray
Once again Tara has delivered a brilliant class. It was perfect timing for me as I am about to relaunch an existing program. I saw clearly what I missed during the first launch and I'm curious to see how the new approach based on Tara's strategies will convert. Highly practical and hugely insightful if you want to stop chasing bright shiny objects and spinning your wheels. I especially loved the launch model using where the customer is in their knowledge of your offer - brilliant!
MaryAnn
This class is well worth the time! Tara does an excellent job of not only providing a step by step system for creating a marketing campaign, but she provides clear context and insights along the way. This is important so that you're not just going through the motions and crossing your fingers that your marketing will work. She helps you understand the strategy behind the scenes so you can get the most out of the work you put in. I highly recommend this course to anyone considering doing their own marketing, or people who are already doing their own marketing and want to feel more empowered and get better results.