Jan. 9, 2024

Ep 236 - Million $$$ Launch Series '24 - High Voltage Organic Strategies For Electricians

Ever wondered how the pros make organic marketing look like a walk in the park? Joe and I are here to unravel that secret tapestry, guiding you through the nuances of making your electrical business stand out. As we pull back the curtain on the importance of distinctive service offerings, we reveal how the little details—from your branded vans to the way you carry yourself—can burnish your brand in the minds of potential clients. Delve with us into the artistry of blending marketing savvy with your technical expertise, a dynamic duo that’s often neglected in traditional training but is pivotal for shining a spotlight on what sets your services apart.

Get ready to harness the magnetic pull of organic social media engagement as we share the kind of personal stories that illustrate the compelling power of authentic customer reviews and content that speaks directly to your audience’s needs. We're laying out our Facebook blueprint for creating a social strategy that entwines connection and trust without dipping into your ad spend. And it doesn't stop there—Joe and I dissect how mining client feedback can not only tailor your message but also preempt objections, showcasing your company's character and values. Plus, we'll show you how to use engagement data as your compass for steering future marketing endeavors, ensuring your efforts resonate deeply while keeping your budget lean.

Join us LIVE 5 days a week on the Facebook Community page:

https://www.facebook.com/groups/electricpreneursecrets

And see us and our stories and wins at:

https://www.serviceloopelectrical.com

00:01 - Introduction to Organic Marketing

12:32 - Organic Marketing and Engaging Clients

WEBVTT

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Hello, hello, hello and welcome back to yet another episode of Electricpreneurs Secrets.

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I am your host, Clay Neumeier, and with me, as always, my esteemed co-host, Joseph Lucani.

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We are the Electricpreneurs Just a couple of master electricians with business addictions, here and ready to serve.

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Welcome to our freemium daily coach coal.

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The admission cost for you A bit of time, Sit back, relax, enjoy and take everything we give.

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Just promise to take action and report your wins back to us as we continue to take you through this million dollar launch series.

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This is episode 236, and we're getting into organic marketing.

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Baby Joe, I'm excited about this.

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I mean for everything we've done in the last week, week and a half through this series.

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We've now got an established business, We've got our pricing right, We've done some prospecting, We've overcome some price objections a little bit with family and friends to just build that confidence up and bring in some cash.

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I think it's about time we start telling some people about this mission.

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How are you doing today, brother?

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I'm doing absolutely awesome.

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It's one of those things where it's interesting to say that, because we literally just got squished with a foot and a half of snow and it's followed by six inches of rain that's supposed to come tonight, but it's not raining right now and I'm feeling great because I cannot wait to talk about this particular topic.

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What about you, man?

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It's funny how that weather can be coast to coast, because we're getting the exact same problem.

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I swear to God.

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There's six inches of snow yesterday that fell and it's melting by the moment, but we're right near that.

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What do we think?

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It's like 16 Fahrenheit, 15, 16 Fahrenheit, so near that freezing mark, if I'm not mistaken.

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Freezing exactly 32 Fahrenheit.

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But yeah, close enough, Holy cow.

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Okay, I've got that messed up.

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Little Canadian problem from north of the border, but thanks for correcting me.

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Anyways, the rain's falling, the wind's blowing man, and it's nasty yo, so I'm not going for a drive anywhere, but if you happen to be live listening to us and you're driving, I couldn't blame you for that.

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Let us get behind the windshield with you and help you out with this one.

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Next steps, brother, I'm pumped for this one.

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As you know, organic marketing is our thing.

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Yeah, 100%.

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It's part of the Loop Method and it's part of what we've done to build this little empire and establish this podcast and be able to help so many electric printers in the 5 million plus and wins that we've seen just in 2023 from this Loop Method.

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And so organic marketing really is the foundation for all of that and I can't wait to share it guys.

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And if you're listening to this live or the replay wherever you're at, know that at any point, comment where you can, especially in the Facebook live, on the Facebook group, and let us know if you want a copy of our service leads now, value piece.

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We're going to be giving that away today.

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We're doing this episode tomorrow on our Action Wednesday in our content right, so all you got to do is type service leads.

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Now we're going to send that over to you and make sure that you can make this stuff work for you, too.

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There are some pieces here that are really important One of the things and you know what?

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Let me take a moment to simplify marketing for everyone for a moment.

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Please and thank you, because for a lot of us, we're great at turning the tools, but unless you've had formal education on marketing or you just happened to try to study how to be an influencer, you don't know these things.

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So it's just as important to learn how to turn the tools as it is to know how to get the work to it.

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Yeah, man, there's a couple of statements that I reflect on often, especially as we're creating our marketing, developing our messaging and trying to do things that speak to our ideal target market to cause them to say, wow, I could use that, but that's not a bad thing, that's a superpower and it's something we should all have, and I wish they taught this in electrical school.

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In fact, we should rename this whole freaking series to I wish they taught this in electrical school.

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I mean, there's a lot of things we wish we taught in school.

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All right, with full intent, like when we're done this and we're creating a mini course around what we taught here for free.

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I'm going to be sending it to electrical schools to try to help people that are coming out of their master electrical licenses or even their journeyman licenses, because most of us will have some business at some point and we should know this.

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They should teach us this stuff.

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Marketing here's how I define it Bringing people to notice us for what we do.

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Yeah, I can see that making a lot of sense because in a big way, we're almost blended in and we're trying everything we can to stand out when.

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If you imagine a typical lineup of all the contractors at your local supply shop, if your customer were to be standing outside the door, could they pick you out from the lineup?

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Would your van look different, would your uniform look different and, more importantly, does your demeanor look different?

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If you look at the same kind of guy who walked out and you still look like yesterday's drink, you're not going to do very well when it comes to serving a customer on a Monday morning.

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So we need to ensure that our marketing is top tier so that the customer can see our best selves at every interaction.

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I love that man.

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I love where you went with that.

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Let's elaborate on this again and let me repeat getting people to notice us for what we do.

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Here's the key to organic marketing and all marketing in general.

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Many of us are leaving this to a different philosophy.

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Many of us are using marketing as getting people to notice us for what they think we do.

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Do you notice the distinguishment there, joe?

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Yeah, because the thing is that someone okay, we would get a lot of calls and it would be like oh, you're an electrician, so if I bring my lamp to you, you'll rewire my lamp.

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It's like, no, no, you're going to buy a new lamp, it's a $40 lamp, just go buy a lamp.

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Well, no, I like this one You're going to cut.

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You do antique restoration right.

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It's like, no, we don't Give me your panel, I'll do that.

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In a big place.

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We see this is actually in the generalization of what we do, and so if this is us, joe, and we're partnering up in this business and our million-dollar launch, as we are on this podcast series describing how we would do it and get to a million in our first year in sales profitably, might I add I would want people to know what it is we do.

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Remember, in the early beginning, we we niched in service.

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We decided that right away, I agree, because that gets us closer to articulating what exactly we do, and in the coming episodes, we're going to dissect this loop method with you guys and help you to achieve just that.

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For now, though, we have a superpower already Because, remember, we've been serving people.

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Now We've already done some prospecting, we're serving our inner network, and one thing that is absolutely amazing about the people that already know like and trust you is they're really good at telling you what's wrong and why they want to change.

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Yes, 100% In their, in their language.

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Right, because they're not electricians, and if I was seriously to do this again from scratch, I would record them saying it, I would write those specific notes down on what it is they want and I would certainly be asking why, before ever doing anything that they ask for.

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It's really really important.

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Yeah, I was going to say, for anyone that's wondering why you said that, I'd like to touch on it Because I feel like that's a nugget that might have been overlooked.

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Okay, and I do believe that you shouldn't answer a question unless you understand why it's being asked in the first place.

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So if a customer were to come to you and say, well, I thought you did this, you, instead of being like, oh well, we should do that, be like, okay, well, if you don't, let me asking either why did you think I did that, or why do you think that would help?

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Either way, if you don't understand there why you'll never be able to properly position yourself to succeed.

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So I wanted to make sure we put a pin in that statement that, for any time any of you listen to either an objection, handle, an employee concern, a client prospect issue, they're going to come up with questions and rather than you forcing yourself to just start regurgitating information or to tell them what they think you are, what you think they want to hear, you can simply just ask well, that's a great question, why do you bring that up?

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And now, suddenly, you have an answer 100% and because we're still small it's just us and our tools and our know-how, of course, we have an advantage We've got some extra know-how.

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We've done this before and we're doing it again right now, even as we speak.

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Don't listen to what we say, watch what we do.

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But because of that, we understand a unique benefit of organic marketing through social media.

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You can do it for free and just like everything else.

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Consistent activity triumphs here, because if you can adjust your messaging every day, for free, in a sequence, a cadence, in essentially a schedule of letting people come to know me, relating to people having authoritative messages, right, speaking of testimonies and reviews, even to affirm that we're the right choice and again affirm exactly what we do, and we do this consistently what happens is you build an audience and you end up with something that's even crazy, which is like flies on the wall.

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People are engaged and so the algorithm keeps feeding them and they keep seeing it and eventually it's just a matter of time.

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And, if I can squeeze this in here, there's this common fallacy.

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Sorry, I said by all means Go ahead.

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Oh yeah, and there's this common fallacy that a single marketing message causes a client to buy, and that's what most of us try to do with marketing.

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In fact, that's what we usually do when we're putting money behind something.

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Right and sure, the odd person will call, but many times that person's already been exposed to multiple messages or has been aware of your brand.

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Very, very few Something like 1% of people actually see a direct response ad and respond in the way that you want, like phone now to get this deal, or send a message in this direct contact form to get this 30% off or whatever crazy ideas we have in marketing, whereas if I just consistently speak to the problems that my clients are telling, they're actually verbally telling us they're having, and in their language, what's going to happen out there in the world?

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Joe?

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I mean realistically if they start getting exposed to your language and they start getting exposed to who you are, they can start to know, like and trust you before they've even come to meet you.

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They can establish you as their authority before they've even had to dial your number.

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And I feel like, if I can just mention this particular thing Coming and learning the organic marketing strategies has been one of the biggest game changers that I've ever seen in the industry, and I give you tons of credit for being able to have such a brain that can develop this kind of stuff.

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But I want to say that for any of you guys have any kind of skepticism, this is the number one thing that I would be taking back and saying this is what I'd be doing in my new business, because not only can you control what they're going to see, but you can start to input inception thoughts in the place before they've even decided to pick up the phone, so that when they have an issue, you are the preferred person in their mind, because, hey, maybe they like your memes, who knows but the fact is that they're going to call you because they're like I like this guy, I like what he's about and I think he can help me.

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So all those paid ads get overlooked, but the ads that are targeted will always succeed.

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And again, if we're using our clients language in the descriptions of the problems that we solved, and that's why, again, reviews and testimony are really helpful.

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Right, you ever been shopping for something Maybe it is a service and you actually found a review that addressed the exact problem you're trying to solve and spoke highly of how they solved it with zero risk and achieved an abundance of results for that person.

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It's like a kryptonite for a buyer what's?

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that I actually had an exact experience like that when I made a purchase.

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So like literally, there was a situation where I was looking for someone who could install a fireplace or a shirt at my parents home and I wanted to gift it to them, and there was a situation where I literally would find like negative review after negative review and finally I found one company that was out of New Jersey.

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It was not even a local company and every pain point that I had there was reviews that addressed those specific pain points and I'm like, all right, I'm already, I'm already sold.

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Before I can solve the number, I'll like this is the company I want to use.

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And none of it was paid direct outreach.

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All of it looked like just targeted messaging that they just continually generated.

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Here's where it gets really crazy and we're going to run a bit over time on this one, but it's really important.

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In fact, I already offered the service leads now.

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But a lot of this stuff the detailed organic social media messaging is actually in our Facebook cheat sheet and we're willing to give that away to you guys for free as well.

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That's something we've given away in the past.

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It's been a bit since we've promoted it, but the Facebook cheat sheet is what our clients use to build this consistent activity in their social media and it comes down to a few core components.

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Are you all right if I dive into that and just give some of this away right here verbally?

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Yeah, I mean, it's one of those things where this is an absolute superpower and though I feel like we're given away a ton of knowledge, I feel like it's going to really, in the right hands, do a lot of good.

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So by all means, gift it away 100%.

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There's an innate understanding within the population now that when they see an ad, they know you've paid money to try to make them a buyer and they just can't shake that.

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No one can shake that.

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So the messaging has to be that good or the need has to be that accurate that they can't actually resist and they just succumb to it.

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Right, but in organic it's a series of drip messages that are less threatening.

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They know you didn't pay for it.

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It seems more harmless Now for our clients and for the followers and the people taking our Facebook cheat sheet and using this.

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What you'll also experience is you get better over time.

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Like for us, we've now been just over a year using these exact methods that we're giving away on this episode that we're saying we would do In fact, we would start in our electrical company a lot sooner.

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We use those exact methods and our messaging is actually more powerful than ever before, and every day we put a message out.

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It only gets stronger.

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And every time we talk to a client about their needs, desires or problems and we catalog those we only get stronger.

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And every time we face an objection and we catalog those.

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We know how to speak to those in our organic marketing ahead of time and again.

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We have another superpower to defeat objections before they ever come up.

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Do you understand the actual power of this?

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It gets stronger every single day.

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It's almost like when you hear about when you're a kid the self-learning computer.

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It's literally a program itself that is learning and growing and developing its own strengths.

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If you could just keep your fingers on the pulse, your customers are already telling you the things they want and how they want to hear it, because by hearing what they've objected to, you'll know how to position it to get over over it.

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As a result, you now have a way of speaking to your clients without them being threatened by it, while also communicating your character, while also communicating your values, so they like you before they've even had to ring 100%.

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It's impactful, man, and we're not done yet.

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There's another layer of added value here that we haven't even touched.

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Now, if we've truly taken it to this level and done this consistently, and we're tracking some data on the posts that we're putting out, guess what?

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Now you also know which marketing messages resonated the most and caused the most action within your audience, so you actually know where to put your money.

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We haven't spent a red cent on boosting ads yet in social media at all.

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We have not advertised any marketing money has gone into our website and just the development and propagation of this messaging, this podcast, which is very, very little, I would say.

00:17:24.556 --> 00:17:37.720
It's probably fair to say in our million dollar first year we spent maybe, maybe, $8,000 on a marketing budget and we'd have to really have to look for that Right.

00:17:37.819 --> 00:17:47.127
Yeah, less than 1%, right, whereas we accept as an industry average, a 10% is a great place to start to decide.

00:17:47.127 --> 00:17:51.105
Hey, for a growth factor, how much will I need to market to build this million dollar business?

00:17:51.105 --> 00:18:04.426
So maybe this is important, right, just maybe this is important to the profitability later and maybe it helps you drive and add later in year two that's going to drive this whole thing, nuts.

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Go ahead.

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There's one other superpower that is going to come up in place later in the call, but I wanted to say I want to put a flag in it and say that this is where it starts.

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Is that when you get to the door, when you're trying to present to a customer, you want to show up as a 10.

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Like, your goal is to say we have a pre-arrival process with all these steps, to say I'm showing up as a 10.

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But if the client has already seen your personality because, as of right now, you and I are the owners of this new small business we don't have any employees at this point, so they're going to see Clay or Joseph under the message, they already get to see our character, which means that when we start to work with them, it's not a cold introduction we don't think of it that way but you're actually already having your first touch point before you even show up.

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As a result, when you do our front greeting of, oh hi, clay, this is I'm Joe, it's service, electrical Clay they will often have something to add to it Like oh, I heard great things about you.

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Oh, yeah, I loved your ad.

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What made you decide to call us?

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So you'll actually get feedback from your marketing while building rapport, the entire process.

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Thank you, please, if you're listening to this, do organic marketing.

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I am telling you.

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This is the holy grail of good information.

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Take it and run with it.

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It's insane, man.

00:19:30.222 --> 00:19:33.201
The biggest reason we don't is because it takes a bit of time.

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Consistently every day, yeah, but I find when I make time for in the morning, it warms me up every morning to this congruency with thinking with about and like our target clients, our ideal client, right, and we all have them.

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We should all express that.

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So, in a quick few steps, here's what this Facebook cheat sheets can ask you to do.

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We're going to add new friends every day.

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There's a whole bunch to unload there, right.

00:20:04.284 --> 00:20:09.045
Like how about who would be a good ad in your community Realtors?

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Why?

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Because they're doing the same shit.

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They have some of the most difficult marketing there is because their clients are constantly turn and burn.

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They need new people all the time to survive and keep driving their new truck with their giant face on the door for whatever.

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You know what I mean.

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We're not going to go that far, but the network is ever expanding and they would love to have lunch with you and propagate their message as well.

00:20:31.361 --> 00:20:33.527
Great tip there, right?

00:20:33.527 --> 00:20:46.765
But we're going to add people from your community and you're going to join a local group and every week you're going to make value posts into that group, just to help people and engage in conversations, to be a human and a community member.

00:20:46.765 --> 00:21:02.825
And then you're going to follow our cadence, which is our schedule of essentially, hey, I'm a character post, an affinity, a relatable post, an authority post and an action post to get hands up, and you're just going to rinse, repeat, recycle that forever more.

00:21:04.134 --> 00:21:05.458
And what's going to happen?

00:21:05.458 --> 00:21:12.285
So long as you tie your personal profiles to your business and when people go and add you as a friend, they can see the relation.

00:21:12.285 --> 00:21:18.617
They know you're an electrician, they know how you help and they get to see that you're a great community person and they get to relate to you.

00:21:18.617 --> 00:21:20.944
It's huge.

00:21:20.944 --> 00:21:30.284
And when you start speaking their language and they have the problem you're speaking to, you're the only person I repeat, the only person that can solve that for them.

00:21:30.284 --> 00:21:46.945
And the words of well, sort of adapted words of one of our mentors In fact I'm just going to claim it as my own, because these aren't even his words, they're mine Market, the problem you want to solve, which is what we just talked about, and that sale is yours, to mess up you guys, and that's it.

00:21:46.945 --> 00:21:48.720
That's organic marketing 101.

00:21:48.720 --> 00:21:59.423
That's why we would do it that way and that's another critical step in this million dollar launch series for our new electrical business in 2024, and how we would do it.

00:21:59.423 --> 00:22:03.358
Oh my gosh, joe, what a fire session.

00:22:04.275 --> 00:22:11.079
I feel like there's an action item right here on the tip of the tongue that I just want to throw into, if we can.

00:22:11.079 --> 00:22:12.897
Oh, you got go.

00:22:12.897 --> 00:22:23.884
So the thing is is that everything you've said will make the company money, will improve the company's reputation, will improve your authority.

00:22:23.884 --> 00:22:27.923
But there's one area where this all falls apart.

00:22:27.923 --> 00:22:32.944
And where it falls apart is are you able to do the thing?

00:22:32.944 --> 00:22:36.500
The moment that you stop spinning the wheel?

00:22:36.500 --> 00:22:39.686
That's when you start noticing things go wrong.

00:22:39.686 --> 00:22:57.986
So the action item that I have first, like the very bare minimum action, is if you're going to commit to organic marketing, you need to have this packed with yourself, this covenant with yourself that you will do these steps every single day.

00:22:57.986 --> 00:23:00.479
That is the ground floor.

00:23:00.479 --> 00:23:03.160
All star actions are above that.

00:23:03.160 --> 00:23:05.182
But I'm saying like is that a safe, established thing?

00:23:05.295 --> 00:23:11.941
Like, if you're going to commit to this and fucking commit to it, just like do it, mike, drop man, mike drop all star action right here.

00:23:11.941 --> 00:23:13.601
If you're watching this live, guess what?

00:23:13.601 --> 00:23:15.862
We are actually live with you right now.

00:23:15.862 --> 00:23:29.365
If you want to copy the Facebook cheat sheet, go ahead and throw a three in the chat and we're going to send that over to you to tweet, which is my French, canadian side saying right, fucking now, we're going to send it to you immediately.

00:23:29.365 --> 00:23:35.759
Okay, guys, this has been another episode to help you master your sales, simplify your pricing and deliver premium level service.

00:23:35.759 --> 00:23:40.949
Only right here on electricpreneurssecrets new launch series.

00:23:40.949 --> 00:23:43.061
Joe, I can't wait to continue this tomorrow.

00:23:43.061 --> 00:23:45.240
You guys have a wonderful week, wonderful day.

00:23:45.240 --> 00:23:46.124
We're going to talk to you soon.

00:23:46.124 --> 00:23:47.207
You all be well.

00:23:47.207 --> 00:23:48.041
I can't wait to see you soon.