Marketing Your Offer To Ideal Clients.

Episode Transcription

Den Lennie (4s):
Hey guys! It’s Den here from the How to Scale a Video Business podcast dipping in today to another one of our growth accelerators. Now, if you’ve new to the show or you haven’t been part of the previous episode and running a micro series breaking down the eight growth accelerators, which are the eight areas of business growth, business development, personal development that we’ve identified and are a what our more successful clients have implemented. So it’s really a deep dive into the reality of building and scaling a business.

Den Lennie (45s):
No, I like to buy a pride myself on the fact I’m a, a straight talker of streets should to you. No, I don’t believe in. And in using hype-y marketing to sell you into a dream that is not actually achievable in a, in a reasonable timeframe. And having been in this industry for 26 years, I’ve been in business for 12, you know, and I work with a lot of mentors and a lot of clients, I know how long things take to, to mature and to become stable and predictable. And that is something that can’t be done quickly, but it can be done in a very measured way.

Den Lennie (1m 26s):
And so our eight growth accelerators are actually part of a video business breakthroughs ebook, which is available on the website completely for free. What we’ve done is we’ve to cantered what we believe that the eight growth accelerators are that if implemented correctly will help you scale. You have a new business fast and, and help you find that freedom that you’ve been looking for. And we’ve been talking so far about, you know, managing improving belief systems, how to create a strong business foundations. And then more recently, we talked about planning for a longterm business strategy. In today. I want to talk about marketing and marketing, your offer to your ideal.

Den Lennie (2m 8s):
Client’s now everything is marketing. Marketing is everything. In fact, if your a business generating under a million dollars a year, you are a marketing company. And by that, I mean, you want to be putting an offer in front of the right people at the right time. So they turned to you and say yet your the past we, we want to work with. And so we’re going to be talking about a strategy around marketing and tactics to help you attract ideal clients that you actually want to work with. And they love working with you. And I appreciate you for your unique flavor that you bring to a production. So there’s a, a great expression, which is if you chase two rabbits at the same time, your catch, neither it is, what does that mean?

Den Lennie (2m 57s):
Well, it means that if you starting in a field and try to catch two, rabbit’s both running in different directions. Then essentially what you’re going to do is you’re going to find yourself running the one and, and running after that and not getting any outcomes. So what does this mean in business terms? Well, that means that if you chase every opportunity, that’s out there than you likely want a job. Do you have any success? And often times I come across the businesses that are trying to chase too many rabbits that are just trying to go after too many different types of businesses, to eight different, to the many different sectors.

Den Lennie (3m 38s):
And therefore there marketing message is, is modeled up its confusing. It’s not, its not concise some and it doesn’t talk to anyone passing on the market. They save that you try and market to everyone. You end up talking to no one. So what does this mean in real terms? What was the question you got to ask yourself? How are you clear about who you serve? And, and you know, this is far more important than most video businesses realize the only way to scale and build a business predictably is to go after niche verticals. That’s it. Now within that, that could be a style of the way you work.

Den Lennie (4m 19s):
It doesn’t have to be your only work with Baker’s for example, but to many video production companies try to serve everyone just because you can doesn’t mean you should. So in the process they ended up serving no one and trying to attract anyone. And then generally speaking to lose gigs on price because it’s the only determining factor. If you’re a generalist, if you, if you’re in a general video production environment, then you are competing with every other video production company out there. And the only differentiating point is price. So if you want to embrace real growth, you should only target one sector or one target market at a time.

Den Lennie (5m 7s):
And its actually not as hard as it might sound. I mean, it could be a simple, as we support marketing agencies with video production, with white label, video production, you have, that could be your niche. And that is not to say that you can’t have other sectors and your business. But, but the one challenge I see repeatedly in video production company is, is that it’s just chasing too many rabbits trying to appeal to, to many people. And, and, and literally it will say yes to shooting anything for anyone at any price. And this problem begins because the don’t have a clear idea of who their ideal client is.

Den Lennie (5m 47s):
M they fail to understand their audiences, pain, their needs, their wants that our aspirations and desired outcomes and enough detail. So that can service them at the highest level and guess what? It comes back to bite them and the backside ’cause. And you know, when your trying to chase everyone, you get no one. Whereas when you target your offer at a specific market sector, you know, I’m a client of mine. It is, is working in the healthcare space. And then he works in healthcare and medical device and its probably 80% of his business. He does other things, but the majority of is businesses, healthcare.

Den Lennie (6m 29s):
So we’ve been walking with him to, to mark it, his offer specifically to a healthcare. And one of the tactics you can use is have different pages on your website for different sectors. So that if someone in the healthcare space is introduced to you, a company, they can be directed to a healthcare page. So it’s completely okay to have two or three different sectors and your business, maybe its healthcare, maybe its education, maybe its corporate, but you don’t want the corporate person going to the healthcare page and watching a lot of health care of videos cause they are going to feel like that you’re not relevant. Whereas the corporate video page will be relevant. So be clear on who you wanting to target and also within, within your sector, who is the person, the individual who you want the target because at the end of the day businesses, its people, two people, it keeps passed to the person.

Den Lennie (7m 27s):
So what your trying to do, his pitch, your concepts to a person who is in charge of marketing for that division of that company. So getting really clear on who that person is is, is absolutely critical to you. Being able to connect with them, understand the language they use. And, and this is all to do with the client avatar. We actually have a 13 step client avatar process, which was a questionnaire. And we also have a process called the ask framework where we actually ask a specific set of questions to your niche target market or your existing clients. And that helps to evoke the right language and text that you can then use in your marketing.

Den Lennie (8m 12s):
So, so be honest with yourself, how well have you documented your target clients so that you can communicate directly with them and your marketing? Is that something you can hunt on your heart? Say, I know exactly who my clients are because that, that is a really significant part of the process. Understanding who you want to do business with. And then also how well do you know your clients and what matters to them. If you’ve not documented this, then you’ve got to find yourself struggling to communicate marketing message directly. And this is where most businesses fall down, the marketing doesn’t hit their targets accurately enough.

Den Lennie (8m 56s):
You know, clients, when we were talking to us in a coaching call, they are the da. And very rarely do client’s have budget is the number one factor. Often times it’s more than just priced. They’re looking for I’m. You know, if your chasing more than to markets are Vic trying to sell a video for everyone, then you’re going to be run ragged on the hamster wheel. Like every other kid with the camera and some website skills. But if you get this right, you can become an authority in your space and you’ll only have to be an authority and a hero in your space. You don’t have to be famous. You don’t have to be a celebrity. It, you just need to be a celebrity in your niche.

Den Lennie (9m 38s):
And then you can start to command higher rates and generate repeat business more consistently. In fact, one of my clients were seeing that a day. They have got a bunch of clients now who literally just call them up and say, Hey, and we want you to do this project to send an invoice that they are not even looking at the price because they have such a strong relationship. And this is a relationship to being built over a month and years and many years in some cases. But that is what we’re looking to build here at the VBA. It’s not some quick fix course that is going to suddenly turn your business around in five minutes. That’s just not what it is. And is it coaching program that helps you to develop opportunities on an ongoing basis?

Den Lennie (10m 19s):
So then in two or three years time, you have so many clients, but you rarely have to do any marketing because you’ve got this body of engaged, happy clients who buy from your repeatedly. And that’s really what we’re looking to do with marketing has put the right offer and in front of the right people at the right time. Now, the other thing is that there’s a really important here is that this takes time. It takes time to set up, but like anything, you know, once, once a week you think about shooting, okay, how long did it take you to learn to shoot? Really well, I’d say probably took me three years, an easily 10,000 hours. No thousands of interviews, learning how to do it properly, had to lay how to shoot, how to create sequences.

Den Lennie (11m 5s):
Umm, but once, once you know, it, it becomes second nature. So we put it a lot of effort in to the skills side of training are ourselves for a lighting and shooting and the editing and sewn the grading. So, so why don’t you putting it the same effort in to business? Why aren’t you focusing on the fact that the business journey is going to take some time and in the same way as you get training on how to figure out the color grading, for example, why wouldn’t, you can seek some, some, some guidance on how to build your business. So we help business. In two days we have a foundation program which is really for businesses doing five to 10,000 a month or under under 10,000.

Den Lennie (11m 45s):
You might see, who wants to get 10,000 is, you know, you may not be doing two to 3000 a month. You want to get to a six or seven. The way that that is where the very hard part of the business growth journey, because you have to learn some foundational business skills to help you generate inquiries and get some opportunities coming in to your business and landing how to sell them. What should be covering in a future episodes. Two, to turn it into kind of in a lifetime value clients to come and buy for me more than once, then we have the video business accelerator mastermind, which is he a mastermind group for businesses that are doing in excess of 10,000 a month. And we helped them get to 20, 30, and 40. And that is actually I’ll see easier.

Den Lennie (12m 28s):
It’s not that the whole, the really heavy lifting is done getting from five to 10, from 10 to 20, it’s actually a, for surprisingly easier with the right guidance and support. So if you are in any of those camps and the two to 3000 a month and you want to get to six, we can help us with our accelerator foundational program if your in the 10,000 a month plus, and you want to get beyond that, then we can support you in the video business skill or to a mastermind, which is a much more hands-on program where we have a weekly coaching, but be either of those and we’ll help you in assist you to accelerate growth to your business. Then I always said to people, the investment to join those programs, she’d come back at IU multiple times over it.

Den Lennie (13m 11s):
Is it just, that is an investment to help you accelerate the process. So if anyone here listening to this is sitting thinking, how can I do this faster? Then it’s worth bringing you a call with us and having a chat to see if it is in fact, a good fit for you and for us. And maybe you can join one of our programs and become a case study, which, which you’d be really cool. You no, because I love helping people succeed. It’s a, its a purpose of mine. And I think that, you know, we can all benefit from, from accelerating the process through, through coaching. And I was still invest in coaches myself because I know it helps me to have perspective. It helps me to have someone to reference and then on our coaching programs, you know, the way that the communities that are built inside them really are very valuable and how people to, to, to move faster through the process and the guys, I will talk to you again very soon.

Den Lennie (14m 4s):
You’ve been listening to the How to Scale a Video Business podcast with me, your host, Den Lennie. If you’re a video, a business owner, it’s a hit a ceiling and we have benefit for mentorship, support and coaching and checkout how you can work with me over at denlennie.com. Don’t forget to subscribe and rate the shore over on iTunes. And we really appreciate you taking a few minutes to leave reviews and don’t forget to share if you feel you’ve gotten value from this episode and you think it would be useful for other filmmakers, you know, and please do me a massive favor and share it on social media and in groups that you might be an sow. Thanks for listening. See you in the next episode.