A great Call to Action (or CTA, as we marketing nerds call it) helps qualified prospects find YOU. It also reduces sales resistance by positioning you and your company as a resource, rather than as someone trying to sell them something!
We talk about different types of CTAs that work for different types of products, including consultations, demos, trials, buyer’s guides and more.
Transcript of Prospecting, Calls to Action & Lead Magnets
Narrator: You’re listening to aviation marketing hanger flying. The community for the best sales and marketing professionals in the aviation industry. You can’t learn to fly just from a book.
You learn from other pilots who know the tools, the skills and the territory. Your hosts John and Paula Williams are your sales and marketing test pilots. They take the risks for you and share strategies. Relevant examples, hex and how to’s, be sure to subscribe on iTunes ,so you won’t miss a thing.
Paula Williams: Welcome to aviation marketing Hangar Flying, Episode 12. Today, we’re going to talk more about prospecting and this is really, really important because it is the very first thing that brings prospects into your company and lets you know who they are and gives them an opportunity to interact with you.
So I’m Paula Williams.
John Williams: And I’m John Williams.
Paula Williams: And we are ABCI and ABCI’s mission.
John Williams: Is to help all you ladies and gentleman sell more products here in the aviation world.
Paula Williams: Absolutely. So John and I get all of our information from various different places. And most of what we learned about Lead Magnets calls to action, things like that, we learned from AWAI, which is American Writers and Artists International.
And GKIC, which is Glazer Kennedy Insider’s Circle and probably more books than we could shake a stick at, right?
John Williams: Yep.
Paula Williams: And also different things that we have tried in our years of marketing and sales. Sandler and well, actually we did the Sandler leadership presidents club for awhile.
We also have worked with companies, fortune 100 companies such as Wells Fargo, Pearson education.
John Williams: Computer task group, and so forth.
Paula Williams: Exactly, so these are not things that we are making up. These are things that actually work in the real world and that we’ve used in the aviation industry with our clients and so on.
So let’s first talk about a call to action or a CTA. Where can you use a CTA online? Actually, where can you use a CTA at all?
John Williams: Anywhere.
Paula Williams: Anywhere.
John Williams: From billboards to internet to emails to signs in the dirt.
Paula Williams: Exactly, and if you have read any of the Guerilla Marketing books by Jay Conrad Levinson he talks about putting your CTA’s in interesting places.
Like he puts, he makes bookmarks and puts them in books in the library about a particular topic. For example, if he had a client who did gardening or whatever, then he would put little bookmarks in all of the gardening books in all of the libraries in the cities where his clients were.
So you can put a CTA just about anywhere and what it is, it’s a call to action, or a request for. Your prospect to provide you with our contact information. If you look at it in our marketing diagram, what this looks like and if you have our marketing diagram, you can see that all of our prospecting activities look like blue arrows.
So the very first thing that people do. We also call these advertising. So search engine optimization, social media, trade show presentations, videos, magazine advertisements, billboards. As John said, any of those things can have a call to action, which is basically what changes it from a brand marketing. Add to a direct response ad, right?
John Williams: No more love letters in the sand without a call to action.
Paula Williams: [LAUGH] Exactly.
John Williams: [LAUGH]
Paula Williams: Call this number.
John Williams: [LAUGH]
Paula Williams: Or click this button, or fill out this form, or something, so we’re going to talk about some of those things you can do and how that can happen.
Alright, so we’ve already talked about campaigns. The three elements of the successful campaign are?
John Williams: Obviously a list, an offer and the presentation.
Paula Williams: Exactly. So your advertisement has been sent to certain people. Either, as it goes out in a magazine or as you send it in direct mail or as people find it on the web.
It’s being presented to some number of people. That presentation is the way the ad looks, which is what most marketing people and most advertising people spend almost all of their time talking about, is how the ad looks. But the third thing of the three elements of a successful campaign is the offer.
And so that’s really what we’re talking about today, is what makes a fantastic first offer when you first come into contact with a new prospect?
John Williams: You said the third thing is the offer?
Paula Williams: Mm-hm.
John Williams: Okay.
Paula Williams: The list presentation and the offer. So we already talked about the list and the presentation.
John Williams: In their sequence you mean?
Paula Williams: Exactly, it doesn’t matter what order we talk about them there’s always three right?
John Williams: Right got it.
Paula Williams: Just like the in the star wars movies when you talk about the sith there is always two [LAUGH] when you talk about campaigns there’s always three, the list the offer and the presentation.
What makes a great offer for a first interaction? This is a multiple choice quiz. I’m going to give you five choices and you pick which one is best. Option A, buy my $5000 product. And again, remember this is the first time somebody has heard from you. B, get our free trial.
C, watch a demo. D, call me for a free consultation or E, download a buyer’s guide to learn more. Of those examples, which are you the most likely mister customer to interact with.
John Williams: [LAUGH] Well it depends, for me if I knew about the product all ready even though I didn’t know about this particular offer I would probably watch a demo.
Paula Williams: Okay, that’s fair. Alright, so we’re going to actually talk about all five of these things. Watching a demo is a great call to action and there are some, again this depends on the idea that you already know enough about the product to know what you want to watch a demo of right?
John Williams: Right.
Paula Williams: Exactly. So for a very first interaction, there’s lots of reasons why each of these may be stronger or weaker, depending on the type of product or service but we’re going to talk about all five of them. And we’re going to talk about some more and how you can get a list of dozens of them that you can use in your organization.
John Williams: So you’re saying if somebody sent me an email about a product I had barely or never heard about.
Paula Williams: Right, so if you got this in your email or you saw this on an advertisement on the web.
John Williams: And whatever it is I got, stoked my interest enough to do something.
Paula Williams: Yeah.
John Williams: Well, then I’d probably have to download something to read about it.
Paula Williams: Okay. Exactly, so all of those are actually pretty good first interactions. They’re pretty good calls to action but it does depend. The fact that you’re sending your offer to the right list and you have a good presentation that really captures somebody’s attention.
So none of these things exist in a vacuum. All right, so first of all, let’s talk about buy my product as a call to action. That is what we call a high risk and [LAUGH] high investment call to action. Especially if it’s a $5,000 product and they’ve never heard of you before.
You actually have a pretty low opportunity for success because this is again, the first ad they’ve seen from you.
John Williams: Well, that depends.
Paula Williams: Mm-hm.
John Williams: On the demographic that you’re presenting it to.
Paula Williams: Mm-hm.
John Williams: Now if it’s something that you’d done research on and then figured out that people who have 100,000 to throw around without thinking about.
And it’s just 5,000 and it’s been shown that they like it, then it might not be such a high problem.
Paula Williams: Okay, I understand your point.
John Williams: [LAUGH]
Paula Williams: But in most cases, if they have never heard of your company and they have never heard of your product.
And they don’t really know why they would want one yet. It is way too early to be offering Buy My Product as a call to action, would you agree?
John Williams: Yeah, I’m just giving you a hassle. [LAUGH]
Paula Williams: [LAUGH] Okay, cool, there has to be a devil’s advocate.
John Williams: It’s early in the morning.
Paula Williams: There has to be a devil’s advocate in the room, right? Okay, so let’s take that down a notch and do what we call a puppy dog close in the business. And basically the reason that this came about is because animal shelters figured out that.
If they have a bunch of animals to be adopted and so on. The very best way to get people to adopt these animals is to say, take it home for a weekend! See how you get along! And they know for a fact that that puppy dog is not coming back to the shelter after somebody has taken it home.
And loved it and played with it and enjoyed it for a weekend even if it has made messes and destroyed things, but. And if you ask somebody the logical question, do you want a puppy dog? And they go through the logical exercise of-
John Williams: No. [LAUGH]
Paula Williams: Of mess and expense and carpet and upholstery and all of those things If they go through the logical process, they don’t want a puppy.
But if they take it home and they use it, and they like it, and they decide, you know, this is really something that enhances my life. And that I don’t wanna give back, then that.
John Williams: Now you’re talking of a product, not a puppy.
Paula Williams: Well, either way.
John Williams: [LAUGH]
Paula Williams: The product is the puppy in this case, but in this story.
John Williams: Yeah, but you’re not going to use it. You’re going to.
Paula Williams: Right exactly, well, you’re going to play with it and you’re kids are going to play with it. And you’re going to realize that your kids come home from school and they’re happy, and all those things and everybody’s excited so.
Your product will have different benefits than a puppy.
John Williams: Of course.
Paula Williams: Okay, so they take it home and they realize how much time it saves them. And how cool it is, and how envious their friends are going to be and everything else. They’re not going to wanna.
John Williams: Return it.
Paula Williams: Return it, exactly, and you’ve seen all the commercials with where they take the car for a test drive. [LAUGH].
John Williams: Volkswagen, yes.
Paula Williams: Yes, the Volkswagen, yes, those are pretty good. And they take it out and show all their friends and everything else. And they are not going to wanna take that car back to the dealership, so they drive the poor sales guys all around town all day.
John Williams: Yup.
Paula Williams: Cool, all right, so let’s talk about another call to action. Watch a demo as a call to action. This one was your favorite.
John Williams: Yeah, because you can see whether or not you think it’s going to fit within your realm of whatever it is you wanna do with it.
Paula Williams: Yeah, so a lot of right-brained people really wanna see their visual, they wanna see how does this work, and how would I use it? And the very best way to show them that is to actually have a demo, where you walk through some scenarios and things like that.
So what makes a good demo in your mind Mr. Customer?
John Williams: Well, it depends on the product of course, but if you’re talking about video then just about anything.
Paula Williams: Mm-hm, you’d wanna see somebody actually using the product.
John Williams: Yeah.
Paula Williams: To do.
John Williams: But before you add the word video in front of demo, I didn’t buy my Harley before I was able to ride it.
Paula Williams: So that was the demo for you?
John Williams: That was the demo, right.
Paula Williams: Okay.
John Williams: Absolutely.
Paula Williams: And that can be a call to action as well, to do a live demo, or an in-person demo. Call for a in-person demonstration or make an appointment for an in-person demonstration.
John Williams: I’m serious because there were years before where Harley would not provide a bike for a demo ride.
Paula Williams: Mm hm.
John Williams: And I’ve been riding bikes since I was 11 or 12 or sooner and all kinds of stuff throughout the years. And nobody that owned a Harley was going to loan it to you either.
Paula Williams: [LAUGH]
John Williams: So I refuse to buy one until they let me ride one.
Paula Williams: So we started doing live demos.
John Williams: Yeah.
Paula Williams: In the aviation industry you will notice that before a lot of the trade shows they start offering appointments for demos, or appointments for walk through of the like, the G6, the G650.
They had a limited number of appointments because they want to make sure that they’re spending their time with the most qualified crossbikes.
John Williams: Yeah, we’re not qualified for that yet, however. [LAUGH]
Paula Williams: Unfortunately, but the point being, there’s lots of ways to do a demo. And that makes a really great call to action because with aviation people, they really love to get their hands on it or at least see the product in action.
John Williams: Which makes it interesting for people like us that have clients who are interested and want us to do research.
Paula Williams: Exactly.
John Williams: [LAUGH]
Paula Williams: Which gives us the opportunity to see a lot of demos, which is fun. Okay, all right, so let’s talk about call for a consultation as a call to action.
John Williams: A consultation?
Paula Williams: Yeah, call for a free consultation. So, if it were a tax attorney or a insurance guy, or any of those types of folks. People who are experts in their field and have a pretty technical product or service.
John Williams: Well, and that’s how I ended up with our tax attorney and our CPA for the airplane side of the business.
Paula Williams: Mm-hm, great, but, what this depends on is everything in your branding has to position you as an expert, not as a salesman, right?
John Williams: And that’s the way they did it, actually.
Paula Williams: Yeah.
John Williams: They didn’t try to sell me on it. In fact, they tried to dissuade me.
Not a lot, but just sorta got the feeling. Yeah, and what it was, they got me to ask them questions.
Paula Williams: Mm-hm.
John Williams: And then they got into the conversation, then I could see, okay, you guys are the right ones, so I got them.
Paula Williams: Right, and that’s a great technique to build credibility.
They call that take-away selling, where they say, well, this is not for everyone, but.
John Williams: [LAUGH]
Paula Williams: So did you recognize that at the time, or did you recognize it after the fact?
John Williams: How I recognize the time but I don’t, they had been recommended by other people.
Paula Williams: Mm-hm.
John Williams: In the business, so I already had looked around and pretty much decided that these are the guys I’m going to use.
Paula Williams: Exactly, so, yeah, if you do a call for a consultation, you have to make sure the value of that consultation is really clear. And they know they’re going to get a certain benefit from that consultation and it’s not just going to be a sales pitch.
So the way you can do that is by emphasizing your credentials by including, like a checklist of things that you’re going to go over during the consultation. Other ways that you can increase the value of that consultation.
John Williams: And be knowledgeable enough so that if a perspective client asks you an off the wall question say, okay here’s the answer or let me get back with you on that one, that’s not my area but we do that.
Paula Williams: Mm-hm, yeah you can also increase the value of that consultation by providing a free report or a recording of the consultation after the fact. And that kinda makes it a little bit more polished professional and seem really of a higher perceived value than if it’s just an informal, five-minute telephone call.
John Williams: Oh, yeah, I mean, that conversation with the prospective attorney and CPA each were a half-hour at least or more.
Paula Williams: Mm-hm.
John Williams: So.
Paula Williams: Great, so a call for consultation is a pretty good call to action. How about download a buyer’s guide as a call to action?
John Williams: That’s a good one depending on the product. Actually, it probably works for almost all products. I don’t think Gulfstream’s going to do that on their 650, but.
Paula Williams: Well.
John Williams: [LAUGH]
Paula Williams: But often when you look at the aircraft websites, they will show a comparison of their aircraft, the range, the passengers.
John Williams: Absolutely.
Paula Williams: [SOUND] Versus another aircraft, the range, the passengers, [SOUND].
John Williams: But they don’t go the step and make a buyer’s guide you download.
Paula Williams: That’s true, that is true, but that’s the type of information that you can provide in any number of formats. If you’re going to create a downloadable document that’s a buyer’s guide, you wanna make it look as agnostic as possible, and to be as truthful as possible, while portraying your product in the best possible light.
So, you have a list of features that you know your product is the best at, and you put that side by side with the other products on the market. And that’s really what people need to know, before they make an educated buying decision is, maybe I’m just starting to look for this particular product or service.
And I don’t really know what questions I should be asking, and I don’t want to let anybody know that I don’t know what questions to ask, so.
John Williams: Or, as in my case, I’ve got a client that’s looking at a helicopter and we’re comparing the MD 600 NOTAR with an equivalent, well used to be.
Now it’s Airbus helicopters, has an equivalent model there and one’s got a tail rotor obviously and the NOTAR doesn’t. And they will talk to you about that without any specifics, or they’ll get specific if you want them to.
Paula Williams: Mm-hm, right. So you want to be as agnostic as possible and look as objective as you can, while you’re going through, here are the reasons that you might choose one product over another, and it may not always be yours, so-
John Williams: Exactly.
Paula Williams: You also wanna make sure in this process that you’re weeding out customers that are not a good fit for your product, because those will cause you nothing but trouble and are more hassle than they’re worth, so. Sometimes making a referral to a competitor will save you a lot of hassle.
John Williams: Mm-hm.
Paula Williams: Right, okay, so a buyer’s guide could be just a one-page thing. It could be a pretty extensive brochure with great photography and fantastic graphics and diagrams and other types of things. So you can go as simple or as sophisticated as you want with a buyer’s guide.
John Williams: And the interactive range maps that you were talking about online are very nice, but they aren’t downloadable. [LAUGH]
Paula Williams: Hm, so there’s an opportunity for somebody if they wanted to make like a charter company. I think that’s an opportunity that not very many of them provide is, if you’re starting from your home base, which aircraft would you need to-
John Williams: Well they figure out all that for you in a charter company.
Paula Williams: That’s true but if they had that as a downloadable guide, then that might be interesting for the nerds in the group, people that love airplanes and not just want to ride in them. Okay so again we talked about, just to quickly wrap up that part of the conversation, five different calls to action.
First one was buy my $5,000 product or buy my product. The second one was get a free trial. The third was watch a demo. The fourth was call for a free consultation. And the fifth was download a buyer’s guide to learn more. So each of those has some pros and cons.
And there is no reason why you can’t do more than one, right?
John Williams: Oh, of course not. These are not in any specific order, are they?
Paula Williams: Yeah, they are, actually. They are high risk to low risk.
John Williams: Yeah, okay, good.
Paula Williams: Right.
John Williams: Just thought we’d throw that in.
Paula Williams: Right, so buy a $5000 product is a high risk call to action. Get a free trial, that is a medium risk because it’s going to involve some work on their part to install your demo, or your trial, and actually use it with their data, or use it with their products or their services.
Watch a demo assumes a certain level of sophistication on their part, so they know what they’re watching a demo of and how it would help them. Call me for a free consultation, you’re asking them for an hour of their time basically. And also that can be perceived as a high risk by some people, because they’re afraid they’re going to get into a room with a high pressure sales person right?
John Williams: True.
Paula Williams: So that’s why we had to do that positioning, to make sure that somebody looks like an expert rather than a salesperson, to reduce the risk on that one.
John Williams: Exactly, because if I call for a free consultation, I’ve made up my mind to buy, and now I’m trying to figure out who from.
Paula Williams: Exactly, and then the fifth one is download a buyer’s guide to learn more. That way they don’t have to interact with anybody. All they have to do is invest a few megabytes of bandwidth [LAUGH] and some space on their computer to look at this file that you send them.
Or if you send them something in the mail to receive that and so on, but they don’t have to interact with anyone. And a lot of times, the lower risk, the better for a very first interaction, which leads us to our next point. So which is better for a first date, a six-course candlelit dinner in a fabulous restaurant or a coffee at a corner shop?
John Williams: Depends on the person, but I’d say eh, coffee. [LAUGH]
Paula Williams: Exactly, we’re talking first date here, right? So, as far as cause to action, you have to think about it like a first date with a perspective customer. You don’t want to, and it doesn’t matter how great the restaurant is, and how fabulous the food is, and how wonderful the candlelight, and the atmosphere, and the music, and everything else.
A lot of people don’t wanna commit to having to spend an hour and a half or two hours [LAUGH] with somebody that they don’t know very well right? So if you invite somebody who you don’t know on a blind date for a candlelit dinner, that’s kind of a high risk proposition, don’t you think?
John Williams: Sometimes, so is coffee.
Paula Williams: That’s true.
John Williams: [LAUGH]
Paula Williams: But, coffee is perceived as a low risk activity. You’re not investing nearly as much time, money, energy. It’s a lower emotional investment, you’re not committed to sit there for an hour and a half with somebody whether or not you’re hitting it off, or whether or not you’re clicking.
So you want to think low risk on the side of the prospect, as well as on the side of your company. You don’t want to spend a lot of time with somebody that you don’t know is a good fit.
John Williams: Of course.
Paula Williams: Right.
John Williams: And you can have a lot more coffee dates than you can candlelight dinners.
Paula Williams: [LAUGH] Exactly. So you know, you can go from one call to action to another and do several coffee dates before you get to that six-course dinner.
John Williams: That’s right.
Paula Williams: And that is a much better way to build a relationship. And the reason that I’m saying this is because, there was a time, probably three or four years ago, when everybody was creating these fabulous super high value downloadable eBooks.
And we did the same thing, we were creating lead magnets that were Very, very high perceived value, but they were also perceived as high commitment. We were asking an awful lot of questions on that download form to help to try to qualify the customer and things like that.
So, and there is a time and a place for that but it’s usually not as a first call to action right?
John Williams: Yes, that’s true.
Paula Williams: Right, so, the trend, over the last few years, has been toward smaller calls to action, or more specific calls to action. As an example, we have our 30 page eBook that we’ve been using as a call to action for about as long as we’ve been in business.
And we still have that out there, and it still gets a lot of downloads, and it’s still a very high value call to action for us, a very high value lead magnet for us. But we have since broken that up, or created some smaller and more specific calls to action, such as our trade show checklist, our MRO marketing guide, and our aviation marketing calendar template.
So if somebody is looking, and another thing we discovered is that people don’t really wanna know how to market their product, but they do wanna know how to present well at a trade show. They have very specific questions in mind when they’re searching the internet. And the internet is so awash in information about every topic there could possibly be, that you have to have something that is very specific, and very high value, and very low intimidation factor for people to click on it and to download it.
So that trade show checklist is very good because it’s very specific, I wanna do a thing, I wanna know how to do this thing better. The MRO marketing guide is very good because it’s very specific for a very specific group of people who want to know how to market their MRO service better.
John Williams: Now that’s also tied into what’s used for keywords in SEO, but that’s a whole different topic.
Paula Williams: Exactly, and again, it’s all tied together though.
John Williams: Absolutely it is.
Paula Williams: So we’re talking about the offer, what are we offering? But it also leads into how do you present that offer and how do you get it in front of the right people?
And it’s a lot easier to get in front of people who are interested in going to a trade show, than it is to get in front of everybody who’s interested in marketing. It’s a lot easier to get in front of people who are MROs who are interested in marketing, than it is in front of everybody who is interested in marketing.
The marketing template is a very specific task that people want during this specific part of the year. So that’s a very specific call to action. So smaller, more specific calls to action are performing better now, than the big high value ones. So, we’re thinking more coffee dates, and less six-course dinners, right?
John Williams: Yep.
Paula Williams: Cool, okay so, we do have a freebie that is available to people who listen to this podcast, and it is a list of 17 lead magnets or 17 calls to action, and different ideas for how to put those together. So if you got to AviationBusinessConsultants.com/leadmagnets, L-E-A-D, magnets, M-A-G-N-E-T-S, you can download that cheat sheet.
And get that for your use, so you can kind of go through that with your team and decide which of these make the most sense for you. And again, you can always use more than one. All right so now a word from our sponsor. The reason we’re doing these podcasts of course, is as a marketing activity for ourselves, and for our marketing master class, which is the only product of its kind.
It’s the only networking group/class/workshop for aviation sales and marketing professionals. So some reasons why you might wanna join the master class.
John Williams: It’s an in-depth interactive workshop, and it gets into a specific topic each month and it’s different every month.
Paula Williams: Right, so for January, we’re talking about prospecting and-
John Williams: That would be this one.
Paula Williams: That would be this one [LAUGH] right. And in addition to the podcast, of course, we do webinars, we do members only webinars. And we also send out transcripts and workbooks and everything else because we know everybody who’s in the class is a busy person who does a lot of traveling, we’re in the aviation industry, right?
So we make sure that you don’t miss a thing based on your schedule and your calendar and things like that so you get those recordings. You also get assistance with your own projects during office hours.
John Williams: Our office hours.
Paula Williams: [LAUGH] Exactly, which is actually the cheapest way that you could possibly get our help as consultants with your projects.
So basically, you can request time to work on your project, work on your prospecting during January. Here’s a problem that I’m having with my prospecting, people seem to hang up right here, and we’ll actually look at your marketing system. And we’ll look at your materials and give you some ideas of how to resolve those things.
We’ve just started this year our book club, which we’re really excited about because we look at some of the latest and greatest and coolest and smartest materials on sales and marketing. And then we discuss among the smartest people in the aviation industry, how this applies to aviation and how it does not.
And there’s a lot of sales and marketing materials out there that are the wrong thing to do in the aviation industry because of some peculiar things about this industry, right?
John Williams: Absolutely.
Paula Williams: Right, and to that end also, we get to interact with the smartest sales and marketing minds in the business, in our private Facebook group.
And in our members only workshops, we can interact with people live more than we have in the past. Because we’re going to make those more interactive because we are making those members only instead of having half the world on our webinars, right?
John Williams: We still do public webinars, but those don’t go into the depth that we do in the members only version.
Paula Williams: Right, and the members only version, we have fewer people in those so that we’re able to unmute everybody’s line and actually listen to your questions and interact more directly in a smaller group. And it’s a great group, they’re very supportive of each other, very helpful to each other, and very interested in doing the best work we can for each other.
So it’s the only networking group by and for aviation sales and marketing professionals. And the coolest thing about the group, I think, or about the master class is how much time and money you save over doing things the stupid way, by having to make all this stuff up on your own.
John Williams: Well, the hard way anyway.
Paula Williams: Yeah, [LAUGH] not necessarily the stupid way, but sometimes you look back on things and go, boy, if I would have known this one little thing a month ago. I could have saved so much time because of the people that have gone through that before.
So that’s our master class, you can join it. This month, we actually have a two for one special. If you have two people in your organization with the same address that would like to join the master class, we will basically enroll two people and send two copies of everything to your one address.
And basically you can enroll in that by going to AviationBusinessConsultants.com/jan2016order so Jan2016order. So go ahead and go there, fill out the form and you can enter two people’s names basically. And you will send two copies of everything and make sure that both of you have complete access to our Facebook group, all of our webinars and everything that we do.
John Williams: And only charge you once.
Paula Williams: Yeah, exactly, so that’s $279 a month for as long as you are enrolled. We try never to raise prices on people, and I don’t think we ever have, have we, on people who have continuously been enrolled?
John Williams: No, if you’re continuously, you’ll keep the price regardless of what happens.
In our economy, of course, prices typically go up.
Paula Williams: Exactly, so this way, you get two of you for the price of one forever, for as long as you remain a member. So that’s our marketing masterclass. Be sure to subscribe to our podcast on iTunes and please leave us a review.
Let us know what you like about these podcasts, what you’d like to hear more of, and what you’d like to hear less of. But yeah, please do leave us a review. We’d love to hear from you.
John Williams: Have an outstanding 2016 and we’ll talk to you next time.
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Understanding Prospecting in the Aviation Marketing Life Cycle
AMHF 0011 – Advertising and Prospecting Basics
AMHF 0013 – 6 Prospecting Methods Using Aviation Digital Marketing
AMHF 0014 – Four Traditional Prospecting Methods
AMHF 0049 – How to Use LinkedIn for Prospecting in Aviation
AMHF 0050 – Power Prospecting – Aviation Marketing Book Club Discussion
Eight-Step, Never Fail Aviation Prospecting Method
This course was adapted from our Podcast, and enhanced with templates and worksheets. We’re offering it free for a limited time.
Why did we build this eight-step, fifteen-day prospecting campaign?
Because you have leads. (Or at least partial leads) But what you really need to sell more products and services is to book consultations.
We built this process from four sources:
- Our own practice (hence the examples!)
- Predictable Prospecting – How to Radically Increase Your B2B Pipeline by Marylou Tyler and Jeremy Donovan
- Magnetic Marketing by Dan S. Kennedy
- Email It! A Sellers Guide to Emails that Work by Bill Caskey
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[…] three ways to build your prospect list. Episode 3, three ways to improve your offers. Episode 4, prospecting calls to action and list building, Episode […]
[…] revenue sources as you put spreadsheets together for your taxes. If you remember (or can guess) how each customer found you, you have a great start in making decisions about what worked and what didn’t last […]
[…] Williams: Are the results measurable? Possibly, only if you put in a good call to action, right? Do they target people who are looking for what you do? Maybe, if you pick the right […]