Lead Generation

Mindset For Getting Value From Consumed Content

This call covers a powerful mindset for ensuring you get real value and an "ROI" from any information products, courses, books or other learning materials you invest time and money into.  

Approach Consumption With An "Get My Money Back" Mindset

Adopt a mindset of extracting enough value to recoup your investment when consuming anything.

Chris advocates for consciously approaching any paid information or learning experience with the intent to get back the monetary value you put in, and then some. He uses the example of books behind him on his shelf - for every book he paid for, he made the investment back many times over by applying the ideas, teaching the concepts, or building something off the material. View your consumption not just as an expense, but as an opportunity to create value. Don't just take in and hold the information, but find ways to give it back out through your work.

View Creation as Generating Byproducts
The creation process naturally yields many valuable byproducts beyond the core offering.

Chris describes a mindset from the book "Rework" about finding value in the byproducts created during the development of any main creation like a course, book, product etc. For example, worksheets, self-assessments, tools and other pieces you create in the process can be extracted and turned into their own separate products to sell at lower prices. Most creators focus only on selling the main thing, but you can exponentially increase your revenue streams by selling off these byproducts.

Action Steps:

1. For your next creation, keep a list of any support tools, templates, exercises, etc. you develop along the way.
2. Identify which pieces have potential standalone value and could be packaged up to sell individually.
3. Add these byproduct offerings to your sales pipeline at lower price points to create additional revenue streams.

Staying focused on measurable goals
When reviewing examples members share, Chris steers feedback towards concrete goals the work should achieve, like lead generation or sales conversion.

Keeping objectives specific and quantifiable helps optimize strategies and assess whether they are effective. It prevents vague or vanity metrics from guiding decisions.

The copywriting framework called R.O.T stands for Results, Objections, and Time. Results refer to the outcomes or promises made in the copy, while objections address potential doubts or hesitations the audience may have. Time indicates the timeframe associated with achieving the promised results. By addressing objections and clarifying guarantees, copywriters can overcome resistance and build trust with their audience. The three stages clients go through before making a purchase are problem awareness, solution awareness, and product awareness. Homework for copywriters includes crafting clear and focused headlines, ensuring lead magnets have strong hooks, and understanding the customer journey to tailor messaging effectively. Additionally, being prepared, asking questions strategically, and practicing good hygiene are essential elements of effective participation in workshops or meetings.

Key Points:
1. ROT framework: Results, Objections, Time.
2. Address objections and clarify guarantees to overcome resistance and build trust.
3. Understand the customer journey: problem awareness, solution awareness, product awareness.
4. Craft clear and focused headlines; ensure lead magnets have strong hooks.
5. Practice good hygiene and be prepared for effective participation in workshops or meetings.

Top Action Steps:
1. Apply the ROT framework to your copywriting efforts by clearly defining promised results, addressing objections, and specifying the timeframe for achieving outcomes.
2. Analyze potential objections your audience may have and develop strategies to overcome them in your copy.
3. Tailor your messaging to align with the stages of the customer journey: problem awareness, solution awareness, and product awareness.
4. Review and refine your headlines to ensure they are clear, focused, and compelling, with strong hooks to attract your audience's attention.
5. Prioritize good hygiene and preparedness for effective participation in workshops or meetings to maximize your learning and networking opportunities.

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Overview
(email information will be below this summary)

We'll breakdown of the key concepts, frameworks, processes, mindset shifts and action steps from the webinar transcript on generating non-stop leads.

Main Concepts
1. Define Your Expert Niche
The market is who you serve (e.g. entrepreneurs in a specific industry)
Your passion is composed of things you find fun and easy to do  
Your expert niche combines your passion and serves a specific market
Defining your niche brings clarity of purpose and fulfillment

2. Email Campaign Principles
The webinar provides guidance to accompany an email campaign  
It teaches frameworks for generating leads through strategic planning

3. Personal Journey and "Why"
Sharing the speaker's personal experiences finding their niche in 2014
Understanding their motivations helps the audience find their own

4. Joining the FuturePRO Group
Details are provided on joining this coaching program
A limited-time offer is mentioned

5. Outline for Next Steps
Plans are discussed for follow-up content and support

Defining Your Expert Niche
The speaker emphasizes defining your expert niche as the most important business decision. Michael Port's book provides a framework:

1. Identify your market - a group you have something in common with
2. Reflect on your passions - things you naturally excel at and find fulfilling
3. Combine your passions to serve a narrow target market
  - This brings clarity and purpose like "sunshine"

Defining your niche this way is transformative. Jewel Kim's story demonstrates finding fulfillment through holistically addressing multiple interests.

Action Steps:
1. Complete reflection exercises on your interests and strengths
2. Research target markets you could passionately serve  
3. Draft your expert niche statement combining the two

Personal Journey and "Why"  
The speaker found their niche in social media customer service in 2014. This was a breakthrough that aligned their passions.

Sharing their experience helps attendees understand:
1. The transformative nature of defining a niche
2. How to persevere through self-discovery and change
3. The clarity, fulfillment and business focus that results

Relating a personal story makes complex frameworks more tangible and motivates taking action.

Action Steps:
1. Reflect on your own experiences with change and discovery  
2. Note any insights that could apply to defining your niche
3. Find inspiration from examples of others' journeys

Joining shows commitment when inspiration hits to transform goals into actions. Success requires systems, accountability and expertise.

Action Steps:  
1. Note the details of the limited-time offer
2. Assess if this level of support could help you succeed  
3. Consider signing up if it's a good fit

Outlining Next Steps
Future content will:
1. Address specific questions from this webinar  
2. Dive deeper into frameworks and exercises
3. Provide case studies and further inspiration

Follow-ups create structure and commitment. Receiving additional perspective helps solidify learnings.

Action Steps:  
1. Note any follow-up content you'd find most valuable
2. Mark your calendar for future sessions
3. Consider an accountability partner for motivation

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Day 1 kicks off with clarity: Defining your Ideal Client Avatar.  

Imagine waking up to a world where every marketing dollar you spend returns tenfold and where every piece of content resonates deeply with your audience. This isn’t a dream. It’s what happens when you know your ideal client avatar inside and out.Today, we’re peering into the DNA of that ideal client. This process is about bringing into sharp focus the people who will love and actively seek what you offer.

‍Here is a workbook designed to guide you through this process (please make a copy as prompted and do not edit the original), which we have broken down into 4 detailed steps:‍

Step 1: How to find your expert niche.

First, start with your target market. Who are they? What industry are they in? Get a clear picture of them in your head. Then, find the overlap with the things you are passionate about. This seems obvious, but so many of us work in a field for people we don’t care about just because it’s something we’re familiar with.The overlap between these two, target market and passion, is your expert niche.Some questions to consider as recommended by Michael Port in his book “Booked Yourself Solid.”

• What work do you do that feels more like play than work, where you lose sense of time?
• Who do you already know and are already working with?
• Which group of people do you already have a lot of personal interest or knowledge of?
• Who is actively seeking out solutions you already provide?
• What natural talents do you have?
• What comes easy to you?

Did you figure out your expert niche? Stop here if you haven’t, and put some thought into this. Everything you do moving forward will be based on clearly defining what you do, who you do it for, and why it matters.This is why author Blair Enns calls this the “Difficult Business Decision.”

Step 2: 7 Points of Differentiation by Allan Dib

I also want to introduce you to Allan Dib’s “7 Points of Differentiation,” which I learned recently while having a live call with him on LinkedIn.Take a crack at it…Differentiate or die! Undifferentiated companies compete on price, chase prospects, and are easily replaced. Differentiated companies command a premium, choose who to work with, and often have a waitlist. Pick one or more of these points to narrow who you are and what you do.

• Location/Geography: What areas/regions do you want to serve? Targeting a specific area can refine your marketing strategies. It could be Los Angeles or California. It can be the United States.
• Values: What values or beliefs are important to you? Aligning your brand with these values can create a strong connection.
• Demographic: To narrow down your ideal target, consider age, gender, income level, education, and more.
• Industry: Which industry does your client work in? Tailoring your message to industry-specific needs can increase its relevance. For example, the industry could be advertising agencies.
• Desire: What are their deepest desires about your product or service?
• Problem: Identify the main problem they face that your product or service can solve.
• Trend: Are there any current trends that affect their decisions or lifestyle? AI, automation, metaverse, Gig economy, Attention economy, social media platforms, etc.… Leverage these to make your offer more appealing.

If we combined some of the examples above, it could sound like this: I help LA-based advertising agencies create compelling short-form, vertical content for IG, YT, and TikTok.‍

Step 3: Jobs to Get Done Framework

Understand not just who your client is but what they need to accomplish. Here’s how to use this framework to deeply understand, empathize and anticipate their needs.Draw three columns. From left to right, label the first “Jobs/Tasks,” followed by “Gap/Obstacles,” and then “Opportunities.”Start with the first column and list the jobs they’re trying to get done. Begin from the moment they wake up until they go to bed at night. This should represent a typical “day in the life” of your dream client. If you’re having trouble with this, try to think of one person vs. a group of people. The clearer your vision of the person, the better and more accurate this will be.Next, identify the obstacles preventing them from completing these tasks. What’s getting in their way? What makes it more difficult for them to complete this? For example, if the task was to work out in the morning, the gap could be having fresh gym clothes, a post-workout meal, an exercise routine, etc.… Get it? Now, do this for each task/job.Last but not least is the “Opportunity” column. What would make their life easier or less complicated? Use your imagination here, and don’t be limited to what you offer, what you know how to do, or even your budget. This is pie-in-the-sky thinking. You can always go back and find an MVP model.This exercise will give you a clearer picture of what your dream client wants and needs. Now, think about all the resources you have, people you know, and tools you have, and see how you might identify 1-2 things you can implement in your content, service, or new tool. This is why this column is called Opportunity!Every obstacle is an opportunity waiting to be discovered.User Centric Design/Marketing follows this model:

• Know me
• Anticipate my needs
• Make my life simple
• Look out for me
• Reward me

Look at that! You’ve already unknowingly completed the first 3 steps. Now, you need to find a way to simplify their lives by providing tools/resources. More on this later. For now, do your best and save what you’ve done for when we get together.

Step 4: Identify Compelling Events

What is a compelling event, and why does it matter?A compelling event is something that triggers your ideal clients to seek out a solution. Something interrupts their life, creates pain, and compels them to act. Some examples of compelling events are getting laid off, getting a promotion, sales revenue being up/down, new product launches, bad press, and disruptive technologies.Why is this important?A compelling event precedes a purchase. This is the most opportune time to contact a prospect, as they are most actively seeking solutions. Something that might not have been important is now urgent.The good news is that, with a little research, you can find the events that will impact your prospects.Some examples include:

• Getting a Mortgage/Loan: A perfect time for moving companies to reach out.
• USPTO Trademark Granted: An opportunity for lawyers specializing in intellectual property to offer their services.
• Speeding Ticket: A direct cue for attorneys to make contact.
• Trade Show Exhibitor Booking: A prime moment for specialty promo manufacturers to propose their products.

That’s day one in the books.

Today was about laying the groundwork, setting you up for a strategy more like a conversation than a broadcast—your move. Use what you’ve learned, refine it, and start crafting the future of your business with clarity and intent.

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Day 2

If Day 1 was about precision, Day 2 is about amplification—not through sheer volume but through the compelling power of Word-of-Mouth Advertising (WOMA). It’s about turning your satisfied clients into your most persuasive advocates.

Before we get started, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

The Anti-Elevator Pitch Pitch

In Michael Port’s Booked Solid, the concept of the anti-elevator pitch is a game-changer, especially for you, the creative entrepreneur. This isn’t about the hard sell; it’s about forging genuine connections that resonate with your unique audience. It shifts the focus from what you’re selling to the story and value you bring to the table, sparking interest and conversation rather than a one-sided pitch.

Michael’s 5 step process is to answer the question, “What do you do?”

1. Introduce the target market
2. Identify 3 of the biggest & most critical pain points
3. List how you solve them w/ investable opportunities
4. Demonstrate the number one most relevant result
5. Reveal deeper core benefit (the why)

Here are 3 versions of Michael’s outline for applying this in conversation—from short and sweet to full-blown dialogue. Use the following frameworks for your business.

Version 1
I help (1. Target)… (5. Benefit)

Version 2
I help (1. Target)
You know how… (1. Target & 2. Pain)
Well, what I do is… (3. Solutions & 4. Result)

Version 3
You know how (1. Target) do, are, or feel (2. Pain)
Well, what I do is… (3. Solutions)
The result is (4. Result)
The benefits are (5. Benefit)

If you’re stuck, here are some other ways of using an Anti-Elevator Pitch:

• Begin with Curiosity: Open with a thought-provoking question or statement that touches on a common challenge or aspiration within your niche. For instance, if you’re a graphic designer, you might ask, “Ever wonder how the right visual identity can turn a small brand into an icon?”
• Narrate with Passion: Share a short, compelling story that illustrates your creative process, a project’s transformation, or the impact your work had on a client. This isn’t just about outcomes; it’s about the journey, creativity, and connection that define your work.
• Engage Through Invitation: Close by inviting them to share their story or creative challenges. This turns the conversation into a collaborative dialogue, and your role shifts from a service provider to a creative partner.

Example:

At a networking event or even in a casual conversation, when someone asks about your work, you could respond with:

“Have you noticed how some brands just have that magic, making you feel connected, inspired, or just plain happy? I worked with an indie musician last year, crafting an album cover and social media visuals that truly captured the soul of his music. It wasn’t just about the design; it was about telling his story visually, creating an experience for his audience before they even pressed play. His streaming numbers doubled, but more importantly, his fans felt a deeper connection to his work. How do you want your audience to feel when encountering your brand?”

Using the anti-elevator pitch, you’re not just offering a service; you’re inviting potential clients into a collaborative creative journey that promises not just results but resonance and relationship.

WOMA: The Game Changer

Genuine recommendations from trusted sources stand out in a world bombarded with ads. That’s where WOMA comes into play, turning your work into conversations around dinner tables, across social media, and within professional networks.

Exactly What to Say, Courtesy of Phil M. Jones

Imagine knowing just the right words to encourage your clients to spread the word. Phil M. Jones offers us these golden questions:

• After expressing gratitude: “You wouldn’t know 2 people who would benefit from what I do, would you?”
• Seeking testimonials: “Would it be crazy for you to share the experience you had working with me?”
• Maintaining connection: “One last favor. Would it be okay to follow up with you in a week?”
• The follow-up: “I bet you didn’t get around to calling the 2 people we talked about?” (Pause for response). If they forgot, they will apologize and promise to do it right away. If they took care of it, you’re all set. Now follow up.

These questions are more than just a formula; they’re an extension of your creative process and client relationship. They’re about weaving the narrative of your work into the larger tapestry of your community and industry. Through thoughtful engagement and genuine curiosity, you’re not just expanding your clientele—you’re cultivating a community that values and champions your art.

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Day 3

Before we get started with Day 3, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

Alex Hormozi discusses the Core Four ways to generate leads: advertising, Cold Outreach, Content, and Warm Outreach.

A healthy marketing mix includes elements of all four. Run ads to reach large groups of people. Buy contact lists of people you want to work with and do cold outreach: emails, messaging, calls, etc. Then there’s content, which is the focus of what I want you to work on, followed by some warm outreach.

Why?

“All strategy is autobiographical”— Blair Enns.

Content marketing is how the Futur has gone from relative obscurity to having thousands of loyal fans and customers. Content isn’t just for sales or marketing; it can be used to build community and connection and create unforeseen opportunities.

Best of all? You can build authority and thought leadership in your expert niche this way. I’ve come to believe that I’m invited to speak at events, not because I’m the best speaker, but because of two reasons: the size of our social following and familiarity. The event organizers know what to expect because they’ve seen me multiple times across multiple platforms.

7/11/4 Rule

In a Google report called Zero Moment of Truth, researchers concluded that before someone makes a decision to buy, they spend time researching, talking to friends, reading reviews, and making recommendations. They will spend, at minimum, 7 hours interacting and consuming content across 11 touch points (social, web, event, email, etc.) and across 4 locations.

That sounds exhausting if you had to spend this amount of time with each of your prospects before they even decide they want to buy. Uggh! Good news, you can do this at scale with content.

Think about how it is that you are reading this email. There’s a good chance you’ve spent a few hours listening to our podcast, watching a whiteboard session on YouTube, swiping through an IG carousel post, or participating in a LinkedIn Live Audio Event with me. Am I right?

Before you run for the hills thinking about how much work is involved, that you don’t have enough time to create posts, that you are too camera shy for YouTube, and would rather jump off a bridge than become an “influencer,” consider this other idea. Most successful companies spend 10%+ of their resources on marketing. That is 10% of their time, team, budget, energy, and creativity in building and generating leads. It’s why you’re here, right?

It’s not magic. Lead generation doesn’t work if you don’t. But it doesn’t have to be like a tooth extraction. We can have fun.

I was inspired by an idea that Stephanie Owens shared with me. Why not gamify this whole experience? She created a Bingo card with different types of lead generation activities. I’ve adapted this idea and made one just for the Pro Community.

As in with Bingo, connect any 5 vertical, horizontal, or diagonal columns, and you have a Bingo! Here’s a breakdown of each with one stipulation. Counting any item as completed must be recent, so we impose a 6-month statute. So, if you were published 10 years ago, don’t check that off. That’s a long time ago for someone to remember you. This isn’t a hard and fast rule, so use your own judgment. For example, having a NYT best-selling book is an accomplishment that you can claim regardless of how long it’s been.

Let's have a look at the Bingo card.

B Column:

1. Give a keynote for 200+ people: Deliver an Audio/Visual presentation at an event attended by over 200 people. Bonus points. Having professional shots of you speaking at the event to build social proof.
2. Leave a comment with 50+ reactions: Write a comment on a social media platform that receives over 50 likes, responses, or other forms of engagement.
3. Attend industry convention: Be a participant at a conference related to your professional field. Additionally, get 3 business cards/contact info of someone you’d like to develop a relationship with. Then, at some point, invite them to lunch.
4. LinkedIn Carousel (PDF document) with 1k+ reactions: Create a carousel post on LinkedIn, a series of images or slides, that gets over 1,000 reactions.
5. IG Reels with 100k+ views: Publish a short video on Instagram Reels that reaches or exceeds 100,000 views. Hint: screen capture your most liked Tweet and add trending music to it. Easy peasy. Lemon squeeze-y.

I Column:

1. Get 500+ reactions on LinkedIn post: Share a post on LinkedIn that receives over 500 reactions. If you need help, watch YT episode with Jasmin Alić for tips.
2. LinkedIn followers 5k+: Accumulate over 5,000 followers on your LinkedIn profile.
3. Google top 10 organic ranking 3 keywords: Have a website or content that ranks within the top 10 search results on Google for three different keywords. Can’t use your name or company name. Also, ensure the search result is filled with people or companies you want to compete against. No point in having keyword dominance for a term no one is looking for. You are the company you keep.
4. Featured on top 50 podcast: Be featured as a guest on a podcast that is ranked within the top 50 in its category.
5. TEDx talk: Deliver a talk at a TEDx event. Reach out to local schools and universities. There’s a good chance they’re in the planning stages right now.

N Column:

1. LinkedIn audio event w/ 100+ attendees: Host an audio event with more than 100 active attendees on LinkedIn.
2. IG Reels with 20k+ views: Post a short video on Instagram Reels that is viewed over 20,000 times.
3. 10k+ Twitter/X followers: Build a following of over 10,000 on Twitter/X.
4. Send out 10 Love Letter websites: Craft 10 personalized pitches demonstrating a deep understanding of potential clients’ unique needs and aspirations. Refer to Dan Mall’s “Love Letter” webpage.
5. 15k+ IG followers: Grow your Instagram following to more than 15,000 people. No bots, please.

G Column:

1. Book notable guest for interview: Secure an interview with a person of significance or fame for a show, podcast, or article.
2. YouTube long-form video 10k+ views: Create and publish a long-duration (15 min+) video on YouTube that receives over 10,000 views.
3. Write a “top 10” blog post: Author a blog post that is structured as a “top 10” list in a particular category or subject matter. Make sure you include yourself as one of the 10.
4. LinkedIn Top Voice: Be recognized as a “Top Voice” on LinkedIn, indicating that you are one of the most influential content creators on the platform.
5. Leave a comment with 20+ reactions: Post a comment that receives over 20 reactions in terms of likes, replies, or other engagements.

O Column:

1. YouTube short 100k+ views: Publish a short video on YouTube that gets over 100,000 views.
2. Featured on national trade publication: Have your work or profile featured in a major trade publication relevant to your industry.
3. LinkedIn Collaborative badge: Earn a badge on LinkedIn for collaboration, likely indicating partnership or teamwork recognized on the platform. A new feature on LinkedIn allows you to answer 3 questions related to your expertise to earn a 30-day badge.
4. 5 client recommendations on LinkedIn: Receive and display five client recommendations on your LinkedIn profile. Make it easy for your clients. Write the first draft for them. This will make it easier.
5. Profile update w/ 2-word brand: Update your LinkedIn profile with a succinct, two-word personal or professional brand statement. Here are some examples: Loud Introvert, Proud People-Pleaser, Hope Dealer, World-class Hugger, Brandmother. Watch my Adobe MAX video on Personal Branding to unlock your 2-word brand.

Update your social feed with your Bingo card as you make progress, until… you can yell “BINGO”!!! Use the hashtag #FuturPro, and make sure to tag me @theChrisDo or @TheFuturIsHere.

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Content Bingo Overview

Introducing the concept of "Content Bingo" - gamifying the content creation process to hit various milestones.

Why Content Bingo?

- Makes the process of building an audience through content more fun and engaging
- Provides a clear roadmap of achievable goals to work towards
- Capitalizes on the psychological motivation of completing a pattern/row
- The accomplished points need to be within the last year

The Bingo Card

- 5x5 grid with different content/engagement goals in each square
- Goals range from straightforward (5K LinkedIn followers) to more involved (Giving a TEDx talk)
- First person to get 5 squares in a row (horizontally, vertically or diagonally) "wins"

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Dissecting some of the Bingo Squares

5K LinkedIn Followers  

Having an established audience on LinkedIn

Description - One of the more straightforward goals, having 5,000 followers on LinkedIn demonstrates you have built a reasonably sized audience on the platform. This can be valuable for increasing the reach and engagement of your content. For some, this box may already be checked off.

Action Steps:
1. Optimize your LinkedIn profile for discoverability
2. Consistently share valuable content tailored to your target audience
3. Engage authentically with others' posts in your niche

Leaving LinkedIn Comment with 50+ Reactions

Creating engaging commentary that sparks discussion

This relates to the content strategy from Yasmin Alec of posting once but commenting 5 times with thoughtful responses that add value. The goal is to leave a comment that generates more reactions/engagement than the original post, indicating you fueled an interesting dialogue. Chris mentions using contrarian views to spark debates as one effective approach.

Action Steps:
1. Study posts/comments that tend to generate high engagement in your niche
2. Identify opportunities to provide an alternative perspective or pose thought-provoking questions
3. Aim to be a catalyst for rich discussions in the comments

Giving a TEDx Talk

Building credibility and visibility through public speaking

While requiring significant preparation, giving a TEDx talk at a local university or event can be a great credential and content asset. It involves pitching your idea, working with coaches, writing drafts over 6 months, and ultimately memorizing and delivering your speech. This is a challenging but rewarding goal for establishing yourself as an authority.

Action Steps:
1. Research upcoming TEDx events in your city/area and their application processes  
2. Brainstorm a novel, compelling talk idea that aligns with your expertise
3. Start building public speaking experience through smaller local events

LinkedIn Collaborative Badge

Engaging on LinkedIn by answering community questions

LinkedIn has started prompting experts to answer topical questions related to their listed areas of knowledge. If your responses are selected as high-quality, you can earn a 30-day "Collaborative" badge on your profile. This visually signals your active involvement in sharing expertise.

Action Steps:
1. Update your listed areas of expertise on your LinkedIn profile
2. Monitor the Q&A section for relevant questions in your domain
3. Provide detailed, valuable answers to position yourself as a go-to resource

Strategies for Effective Content Creation

Leveraging Engagement for Algorithm Favor
Growing your reach by creating engagement

Chris notes that platforms like LinkedIn will favor accounts that generate lots of engagement through tactics like sparking debates in comments. This signals to the algorithm that your content is resonating. He cites examples like posing "Team X vs Team Y" questions around polarizing topics to fuel engagement.

The Ordinary, Extraordinary, WHY, 3 Things Framework

Crafting compelling story-driven content

This framework provides a structure for creating content that hooks the audience through storytelling. It involves:

1. The Ordinary - Start with something extremely common/ordinary that everyone can relate to. This draws people in by establishing familiarity.

2. The Extraordinary - Transition into something extraordinary, novel or counterintuitive related to the ordinary situation. This piques curiosity.

3. The WHY - Explain the motivations, reasons or deeper insights behind why the extraordinary event/perspective exists. This satisfies the audience's desire for understanding.

4. 3 Things - Provide 3 concrete takeaways, tips, or action steps the audience can implement related to the content. This makes it actionable.

By segueing from the ordinary to the extraordinary, providing the "why" context, and giving 3 takeaways, you create an engaging, insightful, and practical content experience.

Action Steps:  
1. Identify an ordinary situation as your familiarity hook
2. Determine the extraordinary perspective/event to introduce  
3. Unpack the motivations/reasons behind the extraordinary
4. Outline 3 specific takeaways or actions for the audience to implement

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Resources

Jasmin (Jay) Alić - Building A Powerful LinkedIn Presence: Tips from a LinkedIn Expert
https://www.youtube.com/watch?v=GfDMqfnFHxM&t=9s

Ryan Robinson's Content Marketing:
https://thefutur.com/content/content-marketing-ryan-robinson

Why Most Creatives Fail Online: Strategies for Lead Generation, SEO, and Content
https://www.youtube.com/watch?v=x6z8-ZAXfHE

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Building Social Proof

The Importance of Social Proof
- Social proof is crucial because we feel unsafe doing things alone when no one else is doing it.
 - *"We know this in restaurants. We know this in movies. We know this in amusement parks. If no one's there, we feel scared."*
- Conversely, when many others are doing it, we feel safer joining in.
 - *"Conversely, when everyone is there, we feel really safe, because we cannot be the only idiots who are going to try this out."*

The Myth of Winning on Craft Alone
- There is a persistent myth that success will come purely from honing one's craft.
 - *"Here's the myth: you will win based purely on your work."*
- This myth is perpetuated in schools that focus solely on technical skills while ignoring other important skills like marketing, sales, and communication.
 - *"So they invite speakers to come to schools who are really all about the craft. They couldn't explain their way out of paper bag."*

The Importance of Building an Audience
- Instead of focusing only on craft, effort must be made to build an audience and social proof.
 - *"So in your way of trying to attract new clients. You have to do everything you can to establish social proof."*
- A key question to ask is: "What am I doing to build social proof?"

Picking the Right Platform
- The first step is picking one social platform to dominate that aligns with:
 1. How you like to create content
 2. Where your potential clients gather for information, entertainment, and inspiration

Action Steps:
- Reflect on the platforms you enjoy creating content for
- Research where your ideal clients spend time online
- Use AI tools to analyze your situation and get platform recommendations
- Commit to posting consistently on your chosen platform

Understand Your Ideal Client
- To choose the right platform, you need to clearly define your ideal client:
 - Demographics (age, gender, income, education, etc.)
 - Psychographics (values, interests, behaviors, etc.)
- Thoroughly understanding your ideal client allows you to determine where they spend time online.
 - *"I would describe it [to the AI]...They're probably in their late twenties to mid fifties. They're split between men and women. They have some kind of education."*

Use AI for Platform Analysis

Prompt Start "I need help identifying the most suitable social media platforms for reaching potential clients or prospects. I aim to understand where they typically engage with news, entertainment, and inspiration on social media.

About Me:
(Insert details about you)

Ideal Client Profile:
(Insert details)

What are the top 3 social platforms and break it down by demographic, psychographics and reasons why you would recommend creating content on this platform.

Additional Information:
(Please provide insights on your preferred mode of content creation (e.g., text, audio, visual), personal interests, or creative strengths to refine the platform recommendations.) " Prompt End*

Consistent Content Creation
- Once you've chosen the platform, commit to posting consistently to build an audience over time.
 - Quality content distributed consistently is key.

Action Steps:
- Create an ideal client persona with detailed demographics and psychographics
- Use AI tools to get platform recommendations based on your persona
- Plan a consistent content calendar and posting schedule
- Celebrate small wins as your audience grows over time

Building Authenticity and Chance Encounters

The Power of Authenticity
- Being authentic in the content you share increases the chances of serendipitous connections with ideal clients.
 - *"She told that story and of all the things that she told. This is how this person found her."*

Embracing Your Unique Story
- Don't filter out the unique aspects of your life and experiences when creating content.
 - Those could be the very things that attract your ideal clients.

The Long Game of Audience Building
- Building a real audience takes patience and commitment to showing up consistently over a long period.
 - You never know when sharing your authentic self may attract your next ideal client.

Action Steps:
- Get comfortable sharing personal stories and experiences in your content
- Lean into what makes you unique, even if it seems irrelevant
- Adopt a long-term mindset for growing an audience slowly over time
- View each new follower as a potential future client opportunity

Reflection Prompts

Here are some reflective questions to consider regarding building social proof:

- What platforms do I truly enjoy creating content for? Which feel like a natural fit?
- Where do my ideal clients likely spend time online to learn, be inspired and be entertained?
- How can I better define the specific demographics and psychographics of my ideal client?
- What unique personal stories and experiences could I share to attract ideal clients?
- How can I develop more patience and a long-term mindset for slowly building an audience?
- What's one small step I can take today toward consistently creating content?

Closing thoughts

Building strong social proof is crucial for attracting ideal clients, as people inherently feel safer following the crowd. However, the myth that technical craftsmanship alone leads to success persists.

The reality is a multi-pronged approach is required:

1) Deeply understand your ideal client to identify the right platform for reaching them.
2) Consistently create authentic, personal content to build an audience over time.
3) Embrace the long-game of audience building through patient, persistent effort.
4) Remain open-minded, as sharing your unique story can lead to serendipitous client connections.

While there are no shortcuts, strategically building social proof by choosing the right platform, sharing your authentic self, and developing an audience over time, increases the chances of your ideal clients discovering you.

Main Concept Summaries

1. Establishing Clear Objectives:
Define specific goals for sales calls to enhance their impact.

2. Understanding Client Priorities:
Identify client needs and preferences to assess compatibility early on.

3. Adapting Approach:
Modify strategies based on project scope, budget constraints, and unique client situations.

4. Sales Call Objectives:
Tangible aims set in advance to guide discussions towards mutual agreement.

Application Examples

1. Budget-Focused Qualification:
Early in the call, emphasize questions on budget, timeline, and priorities to qualify a project swiftly.

2. Needs Assessment:
Prioritize understanding client strengths and challenges through probing questions before proposing a strategy.

3. Tailored Solutions Presentation:
Offer service bundles aligned with client objectives, avoiding random offerings.

Reflective Questions

1. Client Sophistication Level Matching:
Evaluate if my methods align with the level of sophistication of the client.

2. Assumptions Evaluation:
Reflect on potential biases that could disrupt the call by assuming things about the client.

3. Questioning Approach:
Assess whether I'm seeking clarity or prematurely jumping to conclusions during interactions.

Summation

Understanding client priorities and adapting sales approaches accordingly optimizes the effectiveness of calls. By directing pertinent questions and offering tailored solutions, expertise is showcased over generic offerings, facilitating better qualification and decision-making processes. Regularly challenging assumptions through open-ended client understanding builds trust crucial for optimized sales conversations. Focusing calls on client priorities over personal interests positions expertise as guidance valued over hard sells.

Chris Do highlighted non-aggressive pitching, client follow-up without breaking promises, and the shift from persuasion to a service-oriented mindset. The art of asking questions that provoke thought without bias was discussed, alongside the critical role of honesty, integrity, and clear communication in building trust—especially in faith-based settings.

Chris Do advocated for genuine, transparent interactions that prioritize understanding the recipient's perspective, and stressed the importance of fostering authentic relationships over mere business transactions. He also touched on the nuances of cultural differences in business and the unexpected benefits of casual connections, all while emphasizing the delicate balance between personal rapport and professional dealings.

Action Steps:
1. Create a Learning Environment: Foster a space where everyone, especially introverts, can comfortably share ideas. Give people time to think before they speak.
2. Client Follow-Up: When following up with clients, focus on understanding their needs and challenges without making a sales pitch. Use discovery forms to gather insights.
3. Pitching: Reframe pitching as serving. Understand client needs first and present options that empower them to make informed decisions.
4. Effective Questioning: Practice asking open-ended questions that encourage clients to share their thoughts on their brand or specific issues without leading them.
5. Communication Integrity: Always communicate with honesty and integrity. Be upfront about your intentions and be willing to receive feedback.
6. Authenticity in Communication: Strive for genuine interactions. Avoid ambiguity and be direct in your communication to build trust.
7. Clarity in Messaging: Ensure your messages are clear, succinct, and transparent. Put the recipient's needs first.
8. Building Relationships: Prioritize sincerity and directness over small talk. Focus on building relationships before diving into business transactions.
9. Cultural Sensitivity: Be aware of cultural differences in communication and business practices. Adapt your approach to be genuine and authentic.
10. Personal and Professional Balance: Maintain a balance between personal and professional relationships. Lead with personal connections in business interactions.

These steps are about nurturing trust, understanding, and authenticity in all your professional interactions. Keep the dialogue open, listen actively, and always aim to serve the needs of others.

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Chris Do cut straight to the chase: It's not about flaunting your shiniest work; it's about mirroring back the client's needs in your service deck. Make it resonate, make it relevant.
Chris zeroed in on a game-changer: lean into agency gigs for that steady rhythm. And when it comes to upping your earnings game by half. Ditch the self-doubt, anchor in the facts, and sell your story with conviction. Shake up the status quo with a subscription model—keep clients hooked on the value you're serving up, show them progress they can't ignore.

Action Steps:

Lead Generation and Client Conversion Protocol:
1. Personalize your service and capabilities deck to reflect the client's specific needs.
2. Engage with clients by allowing them to ask questions and expect them to act on the advice given.
3. Shift focus from general teaching to providing specific advice, critique, feedback, and actionable plans.
4. Structure meetings more effectively, increase their frequency, and provide more access to mentorship.

Freelance Design Challenges and Agency Work:
1. Consider focusing on securing agency work to stabilize income.
2. Educate yourself on payment terms and the creative process to prevent misunderstandings.
3. Read "Exactly What to Say" by Phil Jones for effective client communication.

Instagram Growth and Lead Generation Strategy:
1. Apply the problem framework to identify and address issues with Instagram growth and DM requests.
2. Develop a consistent lead generation process to overcome growth plateaus.

Ambition, Mentorship, and Client Communication:
1. Set clear income goals and work towards them with a positive mindset.
2. Communicate transparently and honestly with clients, focusing on facts.
3. Aim to acquire new clients willing to commit to higher retainer fees.

Transitioning to Subscription Model:
1. Set a goal for the number of qualified leads needed based on your conversion rate.
2. Maintain a consistent, narrow positioning to attract the right clients.
3. Establish criteria for accepting work and refer smaller projects to the Jobs Board.

Project Budgeting and Subscription Models:
1. Understand the variables involved in project budgeting and commit to them.
2. Explore offering a subscription-based model to clients for regular updates and maintenance.

In-House Agency Financial Discussion:
1. Calculate the overhead costs of hiring an in-house agency and set appropriate retainer fees.
2. Cycle through clients and consider rate increases as your agency grows.

Sustainable Branding for Small Businesses:
1. Consider the role of a fractional Chief Brand Officer (CBO) to apply your skills strategically.
2. Focus on identifying and improving the client's highest priority needs.

Enhancing Conversations and Website Optimization:
1. Audit your website for visual presentation and copywriting.
2. Utilize tools like "Ok, orange" for website optimization.
3. Generate social media growth through video content and topical discussions.
4. Create lead magnets and establish thought leadership on platforms like LinkedIn.

Creative Agency Challenges and Improvement Ideas:
1. Explore AI tools like Dobot or Chat-GPT to understand and improve creative agency processes.
2. Share successful strategies, such as outbound lead generation plans, through webinars or other formats.

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Resources:

Dirtybandits.com

Exactly What to Say on Amazon

Phil M Jones

‍

"Exactly What to Say"
PDF Link

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"Time’s Up! Subscription Business" by Ronald J Baker

Amazon Link

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Ron Baker’s Content

Ron Baker’s Content

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Quick Announcement:
New Rule for Asking Questions: Members are now allowed to ask only one question. To earn the privilege of asking another question, they must demonstrate that they have taken action based on the previous guidance or information provided.

Shift from Information to Action: In 2024, there is a shift in focus from information dissemination to action. Chris Do emphasizes that he will prioritize reviewing and providing feedback on the actions that members are taking, rather than just discussing ideas.

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Quick summary: AI integration, LinkedIn optimization, client targeting, lead generation, and event participation, aiming to improve overall business performance and effectiveness.

Top 4 Highlights

1. Incorporate AI Tools for Enhanced Productivity:
  - Explore and integrate AI tools to enhance understanding, productivity, and real-time editing of sales pages.

2. LinkedIn Profile Enhancement:
    - Use AI tools to rewrite and simplify LinkedIn profiles.
    - Post clarity and readability for the reader.
    - Focus on image quality and audience identification.
    - Refine customer persona for better lead generation.

3. Lead Generation and Business Growth Strategies:
    - Double down on generating leads from existing categories.
    - Leverage email, social media, and referrals for growth.
    - Address challenges posed by the post-pandemic economy.

4. Securing Speaking Slots at Live Events:
    - Explore alternative strategies like teaming up with a prominent individual.
    - Consider creating a Youtube video or submitting a case study.
    - Record a video pitch or sample talk for event organizers.

Resources:
AuthoredUp: https://authoredup.com/
Glasp: https://glasp.co/
Dave's Office Hours - "Make Content Effortlessly with AI with Dave Katague": https://thefutur.com/membership/pro-library/make-content-effortlessly-with-ai-with-dave-katague

Chris Do Prompts:

1. Reflection on Past Successes:
   - "List your top three most successful projects. What common attributes did these clients share?"
   - "Think about a project you really enjoyed. What made this client or project stand out?"
2. Analyzing Client Characteristics:
   - "Describe your ideal client. What industry are they in? What are their main challenges and needs?"
   - "If you could choose, what kind of projects or problems would you solve every day?"
3. Financial Viability and Market Demand:
   - "Research and list niches you are interested in. What is the market size and potential for each?"
   - "For each niche, identify potential clients. Are they actively seeking design solutions? How urgent are their needs?"
4. Understanding Client Mindset:
   - "Imagine yourself in your client’s shoes. What are their top priorities and decision-making factors?"
   - "What fears or hesitations might these clients have about hiring a designer?"
5. Unique Value Proposition (UVP):
   - "What unique skills or perspectives do you bring to the table that others might not?"
   - "How does your design approach specifically address the needs of your ideal client?"
6. Realistic Persona Building:
   - "Create a detailed persona of your ideal client. Include demographics, psychographics, and their typical day."
   - "What are the communication preferences and platforms commonly used by your ideal client?"
7. Testing and Feedback:
   - "Choose a potential niche. Reach out to potential clients for informational interviews. What insights did you gain?"
   - "Based on your research, are there adjustments needed in your approach to better serve this audience?"

---
For the next Pro Call we are looking for 4 experts:

1. Cold Outreach and Emails:
If you've rocked at reaching out to folks using emails or bought email lists, share your success for the next call.

2. Paid Ads Whizzes:
If you're a champ at running ads, whether on Google or Facebook, and it helped you grow your audience.

3. Content Strategy Pros:
If your LinkedIn, YouTube, or Instagram content strategy brought in leads that boosted your business.

4. DM Masters:
Whether you're great at chatting in person at events or nailing virtual outreach, tell us if you've got the DM game.

Let us know via Circle DM to Andres

The focus was on enhancing lead generation and marketing strategies. Pro Members shared their challenges in reaching target audiences, with particular emphasis on refining outreach methods and content personalization. Chris Do advised on the importance of a strong lead magnet, understanding the audience's needs, and the power of direct inquiries to track lead sources. The "core 4" strategy was introduced for nurturing leads, while niche targeting and the potential of referral systems were highlighted. Discussions also touched on the benefits of a subscription-based model over traditional retainers, aligning services with global business objectives, and the importance of defining clear offers to attract and retain clients.

highlights:
- Lead generation and personalized marketing strategies.
- Chris introduced the "core 4" lead nurturing strategy and recommended asking clients about their discovery paths.
- The necessity of a compelling lead magnet with clear results and guarantees was emphasized.
- Niche marketing, with a focus on understanding and solving specific audience problems.
- The power of referrals Chris Do providing a template for effective referral requests.(see below)

How to ask for a referral from “Exactly What to Say” by Phil Jones.

When people say “thank you” ask for a referral. This is the time to do it since they are grateful and in a positive emotional state.

“You wouldn’t happen to know… just one person, someone who, just like you… would benefit from (specific benefit or positive experience they have just thanked you for).”

Then be silent.

“Don’t worry. I’m not looking for their details right now, but who was it that you were thinking of?”

“You couldn’t do me a further favor, could you? Next time you see (person), could you share with him/her a little bit about how it was doing business with me and see if he’s/she’s perhaps open-minded about taking a phone call from me to see if I can help him/her in the same way I helped you?”

“Would it be okay if I gave you a call next week to find out how the chat with (name) went?”

Call (1 week later):
“I’m guessing you didn‘t get around to speaking to (name)?”

Resources:
Book:

Exactly What to Say: The Magic Words for Influence and Impact Paperback
by Phil M Jones (Author)

Join in as The Futur's Ben Burns coaches Pro members through topics such as lead generation, cold outreach, organizing networking events, and content creation.

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Ben Burns is a designer who started his own design firm 10 years ago. He grew the firm to 5 employees and was acquired by Chris Do's company Blind.  

As head of digital at Blind, Ben oversaw new business and client relationships, helping generate $20 million in revenue over 4 years.    

When Blind pivoted to The FuturTM, Ben led back-end operations and product development, including standing up online courses. His expertise lies in running service-based companies, business development, and creating/selling knowledge products.

Michael's Situation and Stuck Point  

Michael has run his branding/design firm for 7 years through word-of-mouth alone. He joined The FuturTM to prepare for change.

In December, Michael lost 2 retainer clients - one due to acquisition, the other budget cuts. He now relies on freelance work, lacking new client development. Michael feels stuck not knowing how to generate new leads or implement strategies from The FuturTM courses. LinkedIn is his main idea but he's unsure how to effectively use it.

Normal Course of Business and Maintaining a Full Pipeline  

Ben acknowledges clients will inevitably leave for reasons outside a designer's control, like acquisitions or budget cuts.

The key is maintaining a full pipeline of prospects and projects at all times. This ensures the next available client is ready when an existing one departs, avoiding gaps that could stall business growth.

Michael's Service Offerings

Michael's firm specializes in branding, identity design and implementation support. This includes:

- Brand strategy documentation

- Designing brand elements like logos  

- Guiding clients' brand rollout on materials, website, app designs, trade show booths

Retainer clients pay an upfront fee, then Michael supports ongoing branding needs through production and updates.

Targeting Your Ideal Clients

Ben asks Michael to describe his typical clients. Michael realizes they've been varied but will now focus on craft/specialty manufacturers as this is his industry expertise.

Targeting an ideal client profile provides clearer marketing messages tailored to specific needs and pain points. It also attracts clients more likely to become long-term partners.

LinkedIn Prospecting Best Practices

While Michael realized LinkedIn's potential, he was unclear how to leverage it effectively. Some best practices include: connecting with relevant professional associations, alumni groups, engaging on industry discussions, crafting a compelling profile highlighting skills and case studies, running targeted ads, customized outreach messages mentioning mutual connections, and following up consistently.

Questions to Ask Prospects

When connecting with prospects, ask questions to better understand their needs and determine fit, like how they currently handle branding/design work internally or freelance, challenges launching new products, when was the last brand strategy review, and goals for rebranding/design projects. Qualitative answers help craft proposals demonstrating deep insight.  

Pricing Strategically

Michael realizes he may not be pricing projects and services appropriately. Tips include researching industry standards and competitors' rates, calculating actual project/overhead costs and desired profit margin, providing value-based packages rather than hourly rates, using retainers that bill monthly against work provided, and including optional add-on services that increase package value.

Next Action Steps

1. Research top 3 craft/manufacturer clients and study their branding needs

2. Update LinkedIn profile highlighting relevant case studies and skills  

3. Connect with 3 local manufacturer association groups on LinkedIn

4. Craft 3 customized outreach messages and schedule connect meetings

5. Calculate true costs for several project packages and price accordingly

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Lead Generation Strategies and Planning

1. Defining Lead Generation

"Lead generation is repeatedly making ourselves and our work known to the best suited people effectively enough to win work with them."

This emphasizes three key components:

1. Focusing on the "best suited people" - those most likely to become clients or partners. Broadly casting a wide net rarely works as well.

2. Repeatedly exposing potential clients to your work through consistent outreach methods over time.

3. Doing so effectively enough that some of these people choose to work with you.

2. Planning Your Lead Generation Strategy

Next, Chris leads a reflective discussion to plan each member's lead generation strategy.

Goal: Understand what has/hasn't worked before to build an intentional plan for the future.

Members take 3 minutes to silently reflect and write down:

1. What lead generation methods they've used consistently in the past 6 months.

2. What has worked and generated leads.

3. What has not worked or needs improvement.

Members then share one key lesson and goal to build upon. This seeds new ideas and holds each other accountable.

3. Mapping Your Lead Generation Plan

Chris advocates mapping out a specific plan breaking activities into:

- Daily

- Monthly

- Quarterly

This provides structure and consistency vs. random, sporadic efforts.

Members add what currently works for them as a starting point before brainstorming new ideas. Planning specifics like channel, day, and month keeps efforts focused.

4. Brainstorming New Lead Generation Tactics  

Members brainstorm additional potential lead generation tactics to incorporate into their plan:

Outbound Methods:

- Attend in-person industry events like trade shows  

- Speak at local chamber of commerce meetings on relevant topics

- Send direct emails or mailers to prospects

Inbound Methods:  

- Offer free digital content (like ebooks) on your website and social profiles

- Create how-to videos on YouTube

Hybrid Methods:

- Network and get referrals through local business organizations

- Advertise on LinkedIn targeting relevant prospect profiles

5. Filling Out Your Lead Generation Plan

With brainstorming complete, members fill out their specific plan:

- Map out daily/weekly outbound and inbound activities  

- Block out monthly community involvement and content dates

- Set quarterly goals like speaking engagements or product launches

Ensure all tactics align activities to the best prospect personas while varying channels and cadence.

6. Implementing and Tracking Your Plan

- Commit to consistently implementing your mapped lead generation activities. Effort happens through actions.

- Track results in a CRM and analytics to measure pipeline growth and return on efforts. Continually analyze metrics to optimize tactics.

- Seek opportunities to expand your expertise and network through additional education, roles, partnerships that fuel future lead sources.  

- Be willing to adjust and improve your plan over time based on results and changing markets or specialties. An agile approach leads to continuous learning.

Action Steps

1. Map out your ideal prospect personas in detail

2. Audit your past 6 months' efforts and results

3. Fill in an initial daily/weekly/monthly lead gen plan  

4. Commit to implementing your plan for at least 90 days

5. Track and analyze results, making data-driven improvements

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Grab your user personas, Pro Members! In this call you'll learn the Love-Letter website strategy, where you'll create sub-pages on your website that speak directly to the pains, aspirations, and needs of specific avatars so they feel like you're speaking directly to them- because you will be! To best prepare for this call, make sure you have you have completed the User Persona exercise, which you can find in this Pro Call.

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Summary of Love Letter Sales Page Process

Background and Purpose

The discussion centered around creating highly targeted "love letters" to attract ideal clients through custom landing pages focused on a particular company or individual. These clients would require large budgets and substantial trust, so differentiation and personalization are key.

The process aims to maximize the chances of gaining meaningful consideration from decision-makers by showing an intimate understanding of their business and personalizing every element of the outreach. Doing quality work upfront sets the stage for fruitful relationships going forward, even without an immediate response.

Step 1) Identify Dream Clients

- Brainstorm ideal companies or brands you'd love to work with
- Go beyond surface level to find specific titles and people within those organizations best aligned with your services

Step 2) Research Your Contact

- Search LinkedIn and company websites to learn about your contact's role and interests
- Use tools like Hunter.io to uncover email formatting conventions
- Spend time truly understanding their worldview and objectives

Step 3) Create a Subdomain Landing Page

- Register a custom URL mirroring your site but focused on that company, e.g. nike.yourwebsite.com  
- Design meshes with their branding aesthetics to show affinity without copying directly

Step 4) Compose the Love Letter

Header
- Greets your contact by name with an engaging, personalized salutation  

Subheader
- Describes your relevant expertise and how it directly serves their needs and goals
- Links your skills explicitly to the company and leaves no doubt about fit

Portfolio
- Select only 3 strongest examples maximally aligned with the company's image and needs  
- Showcases your understanding of their business and customers

Call to Action
- Invites your contact on a "date" by suggesting next steps, e.g. "Let's schedule a call to discuss more"

Style
- Incorporate some of their language, colors and imagery tastefully without replication
- Make it pleasing to read with brevity, clarity and personal touches wherever possible

Step 5) Repeat for Other Targets

- Customize all elements for several other ideal prospects leveraging the same proven framework
- Ensure each love letter is highly unique for that particular reader

Action Steps

1. Identify 3 dream clients and key contacts to research over the next week
2. Audit your portfolio to have 3 pieces ready for each customized love letter  
3. Schedule time on your calendar to design one complete landing page per week
4. Track all communications and connections generated from these targeted outreaches
5. Refine process based on feedback and keep nurturing new relationships over time

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The shortcut is a process that helps photographers and filmmakers land their dream clients, the fast way.

Think client outreach is sleazy, salsey, and only for the extroverts of the world? Think again! In this part lecture, part open Q&A office hours, join The Futur's Stephanie Owens as she breaks down how her studio gets the attention of major league clients with the power of outreach.

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Outreach Mindset and Process

Mindset Shift Towards Outreach Action
Do not doubt your ability - doubt breeds inaction. It's perfectly normal and expected to receive many rejections from outreach. Commit to consistent action instead of doubting.

Think like a professional salesperson - even those in sales often fail to follow proven best practices like consistently following up 5-12 times. Outreach requires persistence and patience to see results.

Focus on getting “at bats” - similar to how baseball players get many opportunities to hit by repeatedly stepping up to the plate, get exposure for your work by consistently reaching out to potential clients through multiple touchpoints over time. Quality leads come from quantity of attempts.

Always follow the golden rule - reach out to others with care, respect and genuine helpful intent. Personalize each email. Provide value first before promoting yourself. Never presume to diagnose needs without permission.

Action Steps:
1. List 5-10 potential clients to regularly outreach to
2. Schedule outreach activities on your calendar for consistency
3. Draft a template intro email emphasizing value over sales

Understand the Outreach Process
Step 1: Mindset - Shift your thinking from doubt to action-taking and follow best practices

Step 2: Target list - Identify relevant potential clients or media contacts to reach out to through web research. Keep list updated.

Step 3: Tailored intro message - Personalize each intro email to show you understand their work and how you can provide value first before promoting your own services.

Step 4: Consistent follow up - Most sales happen after the 5th contact. Set a system to follow up 5-12 times consistently over weeks/months as needed.

Step 5: Identify opportunities - Through dialog, uncover where your skills/services could benefit them for potential projects or partnerships. Suggest a follow up call.

Step 6: Nurture relationships - Stay engaged on social media. Thank contacts for their time. Keep opportunities on your radar for when timing may be right.

Action Steps:
1. Draft your template intro email
2. Schedule outreach on your calendar
3. Reach out to 5 contacts from your target list this week

Common Outreach Strategies
Cold emailing - Direct personal emails to relevant journalists, influencers or businesses to introduce your work. Consistent timing and follow up required.  

Social media engaging - Follow potential clients and share/comment on their posts to be top of mind. Look for opportunities to start direct message conversations.

Thought leadership - Create blog content, assets or public speaking touching on issues relevant to your target markets. Distribute widely so others find your expertise.  

Paid ads and boosted posts - For businesses, run targeted social media ads or boosted posts to expand your reach. Monitor performance and continue optimizing.

Events and conferences - Attend industry events in-person or virtually. Introduce yourself to others you meet. Distribute your business cards or promotional items.

Action Steps:  
1. Choose 1 outreach strategy to start using consistently this month
2. Allocate time in your calendar for outreach activities
3. Track results and continuously improve your process

Analysis of Outreach Email Examples
Poor example: Generic, does not personalize. Quickly promotes services without understanding recipient's needs. Reads like a sales pitch.

Good example: Addresses recipient by name. Shows knowledge of their work through specific references. Emphasizes how services could uniquely benefit them. No pressure to buy, establishes rapport.

Great example: Mirrors the recipient's tone and interests in their own words. Asks open-ended questions to learn more about their business. Offers relevant industry resources first before self-promotion. Invites future conversation over making an immediate sales ask.

Action Steps:  
1. Review examples and analyze what makes them effective (or not)
2. Draft a template introducing your services based on best practices
3. Have a colleague review your template for quality before using

Tracking and Measuring Outreach Success
Establish clear goals - Decide what defines success for your outreach whether leads, sales or brand awareness. Track numbers each month.

Understand metrics - Track important stats like open rate, response rate, follow ups sent, meetings booked from total outreach attempts. Use ratios.  

Qualify leads quickly - Have a qualified lead/opportunity stages process. Score contacts based on fit and expressed needs for projects.

Leverage CRM/calendar system - Use project management or CRM tools to schedule tasks, document communication history and progress qualify leads through sales funnel.

Analyze and improve - Periodically review metrics to see if some outreach strategies or template content performed better. Adjust process based on data.

Action Steps:  
1. Set quantified goals for your outreach over the next 3 months  
2. Select software to help you track and qualify leads
3. Review results monthly and refine your process

Potential Objections and How to Overcome Them
"I'm too busy": Express understanding. Suggest a 15 minute call to get their perspective on an issue you can help with. People value experts solving their problems.

"Not interested": Thank them. Politely ask if they could recommend colleagues elsewhere who may benefit from your expertise. People appreciate referrals from trusted sources.

No response: Respond once more personally thanking them for their time. Send recommended content showing you understand their work through research. Be helpful without direct selling.

Late follow ups work: Don't be discouraged by previous lack of response. Needs change. Timing matters. Relevance earns second chances to introduce expertise at a later opportunity when they're ready.  

Actively seeking "no" is better than avoiding potential "yes" situations altogether through action. Consistent, helpful outreach cultivated rapport over time.

Action Steps:
1. Anticipate objections you may receive
2. Draft thoughtful, helpful responses showing you understand their perspective  
3. Commit to consistent long-term outreach

Setting Yourself Up for Outreach Success
Discover your ideal clients: Understand who truly values and can afford your services through customer interviews. Develop deep expertise in their interests and language.

Craft an irresistible offer: Don't sell services alone. Package high-value content, templates or guides showing your expertise as a generous gift establishing credibility and authority before discussing costs.  

Streamline your online presence: Ensure websites, bios and profiles clearly communicate your expertise and focus. Remove distractions to tell your unique story cohesively across all channels.  

Build social proof: Case studies, reviews, media coverage and industry badges establish your credibility for when people research you online. Demonstrate success stories of past clients.

Outsource low-value tasks: Focus your skills where you add the most value. Delegate administrative work so you maximize lucrative client-facing activities using your distinct strengths.

Continue growing your skills: Maintain expertise by learning industry trends. Evolve your offerings based on market research. Refresh your story over time as your experiences expand.

Action Steps:
1. Audit how you present yourself online and identify 1-2 areas of improvement
2. Schedule time this week to learn something new about your target market  
3. Delegate 1 low-value task to free up your high-value skills

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You know all those hobbies you're passionate about? Why not make them a part of your work? Learn how a couple of awkward introverts running a tiny design studio turned the things they love in life into their business, working with musicians, a few famous comic characters, mystery brands, and more- all while ditching the endless cycle of nightmare client after nightmare client. You'll see exactly how they made it all happen, mistakes they made along the way, and new methods they're currently exploring to build their business and reach their dream clients. Stick around after the presentation and get all your questions answered!