Outbound Marketing Engagement

What you want to knowabout alcohol marketing.I feel like I get abit tripped up with it.And I'm trying tofigure out, I part of itis just a fear thing.A fear of puttingmyself out there.But when I get down toactually approaching it,I also feel like.I don't just going andsaying, hey, I'm here,it would be greatto talk or whatever,I feel like thereneeds to be morelike, why wouldsomebody want to?I don't want towaste people's time.And I'd love to.Trying to wrap my headaround a strategy for.Just getting somebody tobe interested in engaging,like, what can Ioffer them, whatcan I other thanjust saying I exist?And I guess justopening it to the groupof if people have done thisand if so, what's worked?Are you in a positionwhere you're meeting peopleall the time andyou're just tryingto figure out how tobroach the subjector how to enterinto the dialogue?I'm meeting people inperson a lot, but I mean,there's only so much I I'mpretty regimented about gettingout there and going toin-person networking,probably once a weekevery other week.But that's, you know,obviously there'sso much more that could be donethrough email or phone calling,but that just is adifferent animal.Like if I'm able to getin a room with somebodyand talk to them,that's one thing.But if I'm tryingto reach out to themduring their busy dayin another method,I'm a little lostas how to do that.OK, let's open thisup to the group.Who's a sales machine?Because I want to hear from you.In in a Herd of white horses,you're asking for a zebraright now.Yeah the unicorn.No, it's more a unicorn.Even rarer than what yoususpected to be a unibrow.Yeah we're going tosit here and wait,so I might be ableto offer something.This is healthy.Hi, guys.Hello Hi.So I like to think of it alot, like courting or dating.So when there's somebody Ireally want to work with,and I'm not sure if thisaligns with your answer,but really doing theresearch to figure outwhat they're interested in, howyou can contribute that valueand creating aspecific case study.Or, hey, I found this article,or hey, this book might applyto the thing that I think mightbe challenged by your businessright now.I just bought it for you.Here it is, like givingthem something like that.So, a little bit aboutthem being, you know,how to contribute to them andsee, you're just like, give,give rather than, hey, Imight be able to help you.Here's how much I charge.It's like, hey, amI able to help you?I bought this book for you.It's one of my favorites.Have fun with like alittle personal handnote that has worked for me likehands down sales all the time.Usually a book witha handwritten notelike, hey, I think youmight be into this.I just picked up this book.Awesome if you want tochat about, I'm happyand that's really workedfor me in the past.OK, that's cool.Your conversationstarter, chelsea?Yeah, usually a book.I like that involves oldfashioned snail mail as well.That's that's pretty cool.OK any other tipsfor us, chelsea?And welcome to the group.I think you're new here, right?I am.Yeah, this is my first call.I'm really excited, right?Fantastic watched many,many hours of you guys.But yeah, Yeah.So want to take upall the time there.But definitely thisspecificity whenyou're speaking with someonelike rather than justin general like,it's really hardto come up withsomething to like,just generally giveout to everybody.Yeah, yeah, that's reallyhard because you're notgetting in there likereally showing how much youcare because you really tookthe time to know what they want.So like I recently wasaround Tim ferriss,and I know specifically whathe's studying right now.He's a blogger on a podcastthat I really admire.And so I went up to himand given him a bookin like a can ofsardines because Iknow we love sardinesand specifically said,here's what I thinkyou might find outthis book I thought of you.Here's some sardines likeyou just read and like.It's sort ofconversation, right?Which led to otherthings, other things.And that's like the sixthperson that I really, reallyadmire that I'vedone with a bookand like some alittle personal item,and it's not the uniquequantity you need quality.So if you pick out the qualitylike the 3 to five peopleand assume thatmaybe one of those 5is going to turn intosomething, buy five booksand 5 handwritten notes.If one of them turnsinto your $10,000 client,you're winning, right?So that would be theway I go about it.Yeah, Yeah.I think it's, you know,I hear different if it'sa numbers game of justsending and tryingto contact a lot of peopleversus what I think you're kindof talking about thatI'm a little morecomfortable with, whichis getting kind of upand knowing moreabout who you are,knowing something about,who you're reaching out toand saying something relevant.But I like that ideaof the book or the.That's pretty cool.How many like do you have?I also, I think with anBlair said, somethingabout having like a 20 list.And like focusingon like 20 companiesthat you just want toknow everything aboutand find a way to have areason to approach them.Do you have a number ofpeople that you kind of.I do.Actually, that's a great point.And I think what I would sayin marketing, they always sayniche down, nichedown, you know,be really, really specific.And I always think many of usstruggle so hard with that.But I think a wayto think of it isit's not about pickingonly these people or onlythese five.It's like just the timing of it.So if there's 50 companiesyou want to work withand it's like, OK,pick the first fiveand go after thosefive or whateverand then just keep prioritizingso you can totally reach all 50of them, just notall at the same time.And I usually stick with 10,and I do it like quarterly.If I'm like, OK, in the nextthree months, if I need 10 morelike my max is 10projects and I don't like,I just don't likedoing more than 10.I usually like to dofive, and I realizedif I just chargemore and work slowerlike I actually only need five.So it's really cool thatit works out the way thatcomes from Christo.But I usually tend to my the 10.I'll reach out toevery quarter because Iassume that probably two orthree will shake out of that,and that seems to beabout my average, whatevertiming to them or whatever.So I always go alittle bit above.If my goal is to havefive projects currentlyat all times, then I'mreaching out to every quarter.OK, that's super helpful.Thank you.Sure wonderful.Welcome to the group.What a great introductionto the group.Yeah, go ahead.You want to saysomething, chelsea?Oh, no, just like I justI'm so glad to be here.It's really awesometo join you guys.Watch Christo forlike months now,and it's just reallygoing to be here.That's all.OK, so Chelsea is the oneunicorn in this group.I think Erin Pearson may be theother unicorn in this group whoactually likes todo alpha marketingand outreach like that.I love it.If anybody ever wants to talkto me about it like I've been.I've been a marketingcoach for four yearsand then I was adesigner originally,but then a marketing coach,and now I'm on this group.So like, I love marketing.I can talk about all day longand give you the ninja tactics,so it doesn't feel icky.So, yeah, like, Ilove this stuff.I get so like, OK, I wantto say a couple of things.I'm about to say something.So Chelsea, listen and thentear me apart afterwards.If I say something stupid, ok?I do want to say this thing.Can you look at Chelsea andunderstand her personality?She's like this littleEnergizer bunny.She's ready to explode.My screen is about to smashand break up into 1,000 pieces,and sometimes,unfortunately, I just wantto be very real about this.I'm not saying that youcan or can't do something,but if you look at AaronPearson and you look at Chelsea,there are cut froma certain cloth.Do you understandwhat I'm saying?They love to be around people.And they have this energy.Let's go.Let's go for the rest of us.Does outbound make sense?So I have a couple ofthings I want to talk about.One is, are yougetting in the room?That's the first question.Are you getting itin the room whereyou're next to somebody whohas the authority, a decisionmaker?To hire somebody like you.So if you're congregatingamongst a bunch of designers,good luck because nobodywants to hire you.Generally speaking,unless you'regoing to get workat subcontractedto you by a muchbigger design firm,and that is a validstrategy, by the way.So are you getting inthe room and what are youdoing now to get in the room?There's lots of waysto get in a room.One is you canjust attend to someof these high pricedfunctions whereit's geared towards aspecific type of person.And you definitely don'twant to go to a functionwhere it's an industryyou're already in,so you don't want to go to ahigh priced design functionif you're a designer ordeveloper conference,if you're a developer,you want to go opposite.So when they zig zag?OK so that's just about moneyand getting out of your comfortzone and showing up.There's other ways to get inthe room you get in the roomby being invited tospeak in that room.And that's a fantasticopportunity for you in the waythat you're ableto speak in a roomis you make it known that youhave something worth saying.I think there's a bunchof people like Jim Rohnwho've talked about thisor written about it,which is when Jimroan, I think it's.Brian Tracy.Talks like if you want tobe more attractive to peoplelike that, you need to read,you need to consume content.And you need to produce contentso that when you actuallyget in the roomwith these people,you actually have something tocontribute to the conversation.So let's figure out how you'regoing to get in that room.OK, now we need tounderstand somethingabout how sales andmarketing generallywork is there has to be somekind of underlying motivation,a compelling event.And if you watch the sales, foodvideos, which I hope you have,Jennifer, have you watched them?OK, you understand what acompelling event is, right?So your process ofdiscovery is tryingto figure out if there's acompelling event that youcan and would like to solve.So when you'rechatting with somebody,that's what you're looking for.Generally speaking.And so you'remaking conversation,you're directingyour questions sothat you can see if you canuncover a compelling event.Jennifer, do you rememberwatching that module?Which one was it again?It's called compelling events,compelling events on sales.So you know that platform?Yes, there's a bunchof videos on there.So if you want toknow more about sales,the platform isdesigned for salespeopleabout sales enablement.Right?so I can't think of abetter resource for youthat is completely free toyou as part of this group.And I have worked partof the way through that.OK, but I need toget back to it.But yeah, yeah, definitely.When I'm talking topeople, I'm trying to findand I mean that all ties in withhow I could be relevant to themis figuring outwhat, what they need.But I find that even kind ofapproaching them and askingthem what they need is kindof an ask of their time.Like, like, why do they want totalk to me about what I mean?I don't.Well, no, I do it.It's just if I'm inperson, that's one thing,but I'm reaching out byemail and I just am like,you know what?I just would love tohave a conversation.Find out what your needs are.It's pretty much crickets,and I think partially it'sbecause they see thatemail and go, oh, geez,I'm not going to getenough people to talk to.Why a stranger?What I need?And that's wherethe it's too broad.It's not specificenough to them.Mm-hmm And this is whereChelsea makes a lot of sense,where if youunderstand a lot aboutthem and you've got some kind oforganic relationship with themalready.Whether you're followingthem on Twitter or Instagram,where you're looking attheir blog posts on mediumor wherever it is that you'relooking and you read somethingthat's interesting to you.It's super generic to say,can we have a conversation?I get those emails all the timeon LinkedIn and in my inbox.What do I do unsubscribe?I'm angry about it.So now you've becomepart of that system,and you know thattoo, because youget those unsolicited emailsthat are too broad and vague.Even when they're specific,people are like, Chris,I think we can help you withyour IT department, I'm like,no, I don't have an IT problem.Why do you think I have aproblem that only how to solve?Like what?Why, why does thateven make sense?I just delete all thoseemails and I get so much.So many of them havebecome just ruthless.If you don't have a relationshipwith me in some real fashion,you don't understand what itis that I'm going through.I'm not going to talk to you.Now what Chelsea istalking about does work.But then you have tobe ready to follow upwith steps two, threeto whatever she'stalking about reciprocity.So when you buy a book orplant or some knickknack,some gesture.You send it to them andthen you said you'regoing to follow up in a week.And when you do.The spirit reciprocity, they'regoing to take your call,and I'm speaking frompersonal experience,I didn't read the book.The plant died and thething that you bought me,I don't need, butout of sheer guilt,I will take your fricking call.But that's notnecessarily setting upour relationship for a win.OK so what?I would love for youto practice here,Jennifer, is to be able tojust enter into conversation,not thinking it's awaste of their time.Stop thinking about it.There's a problemthat you can solve.Just learn about them.Yes, and that I do.I've had success with that.You know, like I wassaying in person,I'm able to havethose conversations.It's the context that meetingthe persons are usuallythere networking events, they'relike poster or presentation,things like that.Or if I watch acompany's presentationand I see overlapswith experiencethat I might be able tobring, I reach out and say,you know, this is kindof a unique thing,and I know something about it.I'd love to talk more.Once I can, once I can say,I made the effort to go,to listen, to be present, Ithink that goes a long way.Usually, if I reachout to somebodyand it's in conjunctionwith a personal interaction,they're much morelikely to talk to me.If I say I wentto this conferenceor I watched youspeak or, you know,however that is, then theywill give me the time of dayif I just come out of the blue.It's kind of like, OK, right?But, OK, I havesome thoughts here.Is there an author that you loveor a filmmaker or a composeror a celebrity thatyou're like, wow, they'rejust they're super cool andjust throw a name at me?No any name?Any name?Oh, I don't know, Seth Godin.Just go perfect, he'sgoing to be on our show.Oh, yeah, nice.Yeah, in November.OK Seth Godin.I admire Seth Godin, too.Super smart guy.I listen to his podcast.I have a couple of his books.I'll watch this videos.Ok?now, if Seth Godin were toreach out to you and say,Jennifer, do you have acouple of minutes for usto talk about your pain points?Would you take thatcall or that email?Yes, obviously, right?Versus a marketer who'sgoing to reach out to youand say, same email,same exact thing.You have a couple of minutesto talk about pain points.You probably say no,hell, no out of here,because everybody's usedto them selling something,and we don't want tobuy that kind of stuff.But because you look up tosomething you know about Seth,you know that he hasa value to offer you.You're willing totake that call.You're willing to spend yourtime listening to his videos.You recently had a live stream.I was like, Oh my god, Ican't believe how many peoplehave viewed this thing?And the way he talksabout, it's hilarious.He's like an old mantalking about technology.Did you guys see that thing?Well, he's likesomehow, miraculously,what's happening on thisscreen gets sent to Cupertinoand it goes to a serverand then it bounces up.It's like, are you trying toexplain the internet to me?Oh my God.But we get it South.We understand howvideoconferencing works.You know, it was hilariousfor me to watch that.So maybe that'spart of his charm.I don't know.So here's the problem is youhave to look at yourself,are you going to bemore like Seth Godinor are you going to be morelike one of those marketers?You have to getknown here, Jennifer.Mm-hmm You have to carveout some niche in the world.So people like.Jennifer, where have I seenher, I've heard her before.I've seen something,I've read her postor I watched herspeak at a conferenceor I listen to her podcastor something like that.All right.OK, now if we wantto get in the room,there's other waysto get in the room.We use the Kevin Baconsix degrees of separation.That you're two strangersor your two friendsaway from meeting the personthat you want to meet.Right and this is amplifiedby how many people thatare in your personal network.Now, some of youguys know this woman,her name is MelissaCatherine treos.She's freelance for us.She's volunteered for us.And she's a big fan.And out of the blue oneday she's like, Chris,would you like to getSeth Godin on your?Channel like, yeah, duh.Two emails later.He's in.I wanted to work withthe camera company,a lighting companycalled aperture.I knew somebodythat knew somebody.I begged them to introduce me.And over the courseof six to nine monthsnow, they're a client of ourswere doing a brand refreshfor one of the companiesand they are hiringus to do other kinds of things.So again, it's about gettingout of sight of your bubble,growing your network, beingout there, being in the roomand looking intoyour network to seehow close you can be to somebodythat you want to work with.OK And then beingable to focus in.It sounds to me like you'rereally good once you geta face to face meeting, right?I'm OK.Yeah, I'd say I'mgood because I know.Yeah Yeah.Right it can be pumped up.A false sense of ego.Right but I have this belief.You put me in a roomwith a live clientthat has a need that'surgent, that can spendthe money that we need to.I will close that deal.Mm-hmm I don't knowif I close deals,but I definitely I makeconnections and yeah,which which can grow.And you know, youknow what I mean?Like, like I get, I becomeI become friends with peoplekind of quickly like welland keep track of them.And I don't know whether it's,you know, morphs into closingdeals yet, but it's good.It's a good connecting.So it's a start.I've known and knownas that designer girlat this event thingthat I regularly go to.I'm like the only one.And that's how I'm.So I figure that's a good sign.OK they're like, oh, youtalk to that designer girl?I'm like, yeah, I get it.You know what?In the ocean, you'relike a dolphin.Everybody loves to swim around.It's like, oh, she cute?I want you tobecome a shark man.Forget about being the dolphin.You about being known as thefriendly girl, that designergirl.Right?I just want to be known asthe Wolf from Pulp Fiction.I'm Harvey Keitel.You don't call me unlessyou got a big problem.I come in.I'm sorry to be if I comeacross as being Curt,but we got to get this brainsoff before Molly comes homeand you have a problemon your hands, right?I want to be the wolf.I think we need to just sharpenyour teeth a little bit here.OK I don't want you to goin there thinking, Oh yeah,it's cool.I'm just I get toknow everybody.We got to just refineyour conversation gameto look for a compellingevent or a problem.OK, OK.And you can get really goodat surfacing these thingsif you ask the rightkinds of questions.Mm-hmm I'll give youan example, and thisis where Chelsea maylaugh at me tryingto be like an extrovertmarketer because I'm not.When I go to an event, I'msitting next to a table.We're eating hot dogs,whatever we're eating and.We've got to get in and getout back to the trade show,and I'll try my darndestto have a conversationwith every single personthat I'm going to bump into,however brief it mightbe in the first partof that conversation.What are you here for?Are you an exhibitor or areyou looking for something?What's caught your eye?And then within twoor three questions,I have an entry point intosome dialogue with them.And believe it or not, I've beenable to successfully convertthese people that yourandomly meet in an elevatoror waiting for food in aline or sitting next to themor standing next tothem to actual clients.in a concessionstand, do you findthat over time you have I mean,not like a script exactly,but like a patternof questions you ask?Yeah, I'm trying to findtheir biggest problem.And that's all my mind.But you're literallysaying like,what's your biggest problemor what do you hear?What are you trying to solve?OK right.Mm-hmm You justwant to ask thoseand the next module in selfhoodis asking open ended questions,and he gives you the script.He gives you 10 questionsthat you can ask.Now, people might think,oh, gosh, where does Chrislearn all these things from?It's a mysterioussource in life.No, I watch these videos.I'm a good student.And I just do what myteacher tells me to do.So, Jennifer,literally because Inow remember aconversation about goingto the library andall these thingsand getting booksand things like that.This is all free.It's totally free.I like free.Yeah, I know you do.So all you have todo is give up someof your free time in exchangefor these free resources, whichare not free, butthey're free to you.Mm-hmm Yeah agreed.So here's whatwe're going to do,it doesn't take that longbecause the videos are actuallyreally short.They are super short.They're about 15 minutes long.If that.Yeah, think I thinkI've hit this.I see it.And it comes back to the livevideos like putting up videos.I've hit a point in sales hoodwhere to move to the next spot.I need to uploada video of myself,and I think that's wheretechnically, you don't have to.You don't know you.How can it be like,oh, I got I got a videoand that was justlike, then I stopped.Let me just saythis, OK, we are notliving in the post-apocalypticLos Angeles world.Of the 3,000 you are, theterminator doesn't exist yet.You are the bossof the computer.Damn it, I'm done.Oh, you record a Blackscreen and use it.I've done.If that's the gatekeeper,OK, OK, you get it.It's a poor.It's a poor excuse becauseI just think, well, why?Why? why can't I do a video?And then you don't?Yeah, I know.I totally can't I?We should.We're only about three yearsaway from computers taken over.So you use the time thebeings are still smarterthan computers right now, ok?Yeah Yeah.So come on.OK, OK.Don't let that bethe barrier, please.I've gone through alot of the materials.I haven't submitteda single thing.I didn't go back everything.Come on.I've submitted all theemails, all the stuff.I've done it.Yeah the rest ofthe material, man.Yeah, OK.All right.Standing in your own way now,give way and just crush this.Ok?OK.All right, right?I will.All right, cool.I got to calm down frommy next meeting call.OK I think that'sit for this call.You guys, it's nine.58 I'm going to wrapit up right here.However, we're going togo into slightly overtime.Is there anythingthat anybody whowants to pick up interms of the four or fivethings we've talkedabout that theyneed more clarification on?And then we'll wrap it upfor real, for real Z's.OK, I have a tinyquestion, but I won't.I'm sure you do.Not used on a mass orit'll be somebody else.Go ahead.Yeah OK, so I got my highpriced priced client,at least for me, that wasK. All right, that's great.How do I?Oh, I'm pretty badat this, Chris.Ok?did we restart?Just get on with it.Come on.I'm getting this.So we're supposed to pricethe client another job.Yeah and how does that correlatewith double your pricesevery time?To anchor high?What do you mean?How do I do bothat the same time?You don't have to.OK awesome.You know, you don't have tochew gum and walk and kicka soccer ball in the goal.You can do any of these things.The reason why we have somany different strategiesis because not everybody isready to do those things.Pricing the clientvalue based pricingis not an easy thing to do.OK, so the simple path isjust to double your pricesuntil you start to feel likehalf the clients say no.Then you know you'rehitting a ceiling.OK so I'm trying to givepeople shortcuts rightwhere I forget who said thatthe budgets were limited.Let's see here was Tommy.Tommy says they're goingto say no or whatever.He just needed tools.So some people, I just tellthem, double their prices,they double their prices.They're happy as a clam.They don't need to learnevery single thing for anyof those things to work.OK, that answers your question.Right, look, I'm not I'm notcomfortable doubling, doublingmy price, so price bracketand then they do thatand they're like, wow, I'mclosing up 30% higher budgetsthan I used to.Fantastic OK, as longas it works, yeah, Yeah.So maybe my problem.My responsibility now this isI've given you too many toolsand it confuses you.Whereas JonathanStarks, a value based,pricing value based pricingonly always forever.No, it's good.It's good to know the truth.And there comes to uson where to use what.Yeah do whatever you can.Yeah, whichever one makes themost sense, go for that one.OK, great.Anybody else?Chris, would itbe terrible for meto just put in a word onthe generic marketing stuff?It's not a question,it's just a lead.OK I just want tosay to everybody,like just don't dogeneric marketing stufflike where you're justsending out a cold,a completely cold touch of,hey, tell me about your problemor I'm going to fixthis or I offer this.I mean, it's your choice.You can do it.But I've worked withmarketers and everything else,and it's just sucha waste of time.You could be applying yourtime in so much more productiveways.Apply some creativity.You can do theoutbound marketing,but get more creative with it.Like Chelsea was evensaying, just apply your timefiguring out other ways to doit because the easy route isto just go, I'm goingto write up this emailor I'm going towrite up this messageand I'm going to sendout a billion of them.You could totally apply yourtime so much more productively.And I just.I just feel reallystrongly about that,I had to say somethinggood, I'm glad you said it.It's true, mostly becauseyou're wasting your time.It doesn't work.Yeah, we've becometoo desensitizedto that kind of information.Those compelling offersand now, believe it or not,you guys, I've builtup my toleranceto those multipleemail bots or like,this is the last time Chriswill reach out to you.You don't say something.It's an automated script.And now I know the game, so I'mlike, delete, delete, delete.Exactly exactly, youpromised me last timethis was the last time andyou're still emailing me.That's odd.The door is shuttingagain for the last time.Yeah, no.I know two more emails andI can't get rid of them, so.