As new competitors flood into the market ...
Sucking up valuable attention and flinging their new services wildly in front of your ideal clients “on your patch!”
WHAT you are going to say, WHERE you're going to say it and how FREQUENT will matter more and more.
After 20 years of consulting and advising companies, in particular interior designers about marketing their services, it continues to amaze me how many neglect the marketing side of their business.
But as many of the savvier companies have found, being an early adopter of something new can offer an unprecedented competitive opportunity.
Getting there first does give early adopters a chance for a bigger land grab.
noun [ C ] UK
Someone who is one of the first people to start using a new product, especially a new piece of technology.
Being an early adopter allows your company to establish strong brand recognition and product/service loyalty way before your nearest competitors.
In fact, doing so can provide an unprecedented opportunity for cost reduction and increased market penetration to grow your business.
And if your affluent client is a human, you can target them using The Magic Overlap.
If you know who your targets are, the brands they trust, their interests and passions or where they’re hanging out, you’re already halfway there.
Because the things people “like”, and particularly the brands they “follow” and the publications they read are massive indicators of their demographic banding, social class and lifestyle.
And Psychographic profiling indicates their level of activity in that interest.
In fact, a recent IPSOS affluent survey found that 78% high net-worth individuals use facebook at least three hours per day, and more than 58% percent of social media users said they follow brands through social media.
But how can you use The Magic Overlap to attract more affluent clients?
If you know what type(s) of content your potential clients engage with, thanks to Psychographic targeting you can adjust your tactics to enhance your presence in ALL those areas.
Psychographic segmentation classifies consumers on the basis of individual lifestyles as they’re reflected in people’s interests, opinions, activities, attitudes, and values.
For instance, if you’re targeting a client on social media who engages with 2 or 3 relevant interests dedicated to the luxury lifestyle such as a specific influencer, or brand, or a certain celebrity and if you further overlay typical demographic data such as a location, you can find the magic overlap to build more complete profiles of your target markets and audiences.
Go to those clients where they are.
- Who are the authority figures, thought leaders, or big brands in your niche?
- What are their ambitions, aspirations, interests, and attitudes and passions?
- What books/magazines/newspapers do they read?
- Which brands are marketing towards the same target audience you want to reach?
- Are their political beliefs relevant?
The point is:
If you can describe your ideal affluent clients—whether ultra-affluent, affluent, mass-affluent, young, old, male, female, and so on—you can overlap their interests and find them.
You can drill down with incredible specificity to identify and reach out only to people precisely matched.
This is what makes The Magic Overlap so powerful; by combining demographic data with psychographic data, you can uncover new lucrative niche markets that are hidden from your competition and connect with the people you’re trying to reach.
But as easy as it is getting your message in front of these High- Net- Worth Individuals, it's typically NOT enough to earn their business.
Because these days, whatever your background, people are more distracted than ever.
It takes time for people to get to know, like and trust your brand – remember your name, your offer and your message.
According to John Medina, a Professor of Bioengineering at the University of Washington School of Medicine, when people hear information about your company, they're likely to only retain about 10% three days later.
One thing for sure though is that for most, time is an absolute luxury.
We’re always on the move.
And according to, Chet Holmes who published a book called “The Ultimate Sales Machine”, only 2-3% of any given market is ready to buy or make a commitment to you at any given time.
The reasons could be:
- They don’t need it right now
- They don’t trust you at the moment
- They have more pressing matters
- They’re still researching
So once you have gained some level of attention, how do you keep it?
Now if you’ve been in the marketing world for a while, you may have heard of the Marketing Rule of 7.
It states that a prospect needs to “hear” the brand message at least 7 times before they’ll take action to buy that product or service.
And Google suggests it could be as high as 11!
If they only see your marketing message once, it’s not likely they’ll remember you in the future or your message may not completely resonate with them.
Every interaction with your clients, however small, provides further opportunities for you to get to know them, and vice versa.
This connection is also important because it allows you to influence them and it will help attract the right people to your business.
And every time they visit your website, encounter you on social media a memorable moment is created.
Each channel needs to interact with and support other to establish a single brand presence and offer a unified brand experience irrespective of the device or physical touchpoint used.
The point is: getting in front of potential clients using marketing tactics like The Magic Overlap is relatively straightforward, but if you want to bring the sales, repetition matters.
But many companies are still trying to grow their businesses the way they did when they first started; with brochure style websites, referrals, networking, and pure hustle.
Throwing a bunch of stuff against a wall and hoping something sticks.
And the journey starts and ends with you on the left side “hustling” and all of these different channels on the right and you're randomly fighting for attention in all these places.
Hoping that someone finds your contact page from an Instagram post, an article or a referral from a friend.
It’s both exhausting and inconsistent.
As Albert Einstein eloquently put it;
The definition of insanity is doing the same thing over and over again, but expecting different results.
Not only will you need to “hustle” every single day, it’s a LOSING strategy.
You see, the harsh truth about business is that your ability means nothing without opportunity.
It’s not based on your skills as professional, or your desire to help people.
But how well your marketing system works.
And if you get this right – your new marketing system will work for you like nothing on earth.
So in the case study that follows I’m going to show you how to flip the script.
It's something called "Reverse Systems Thinking".
And the best way to achieve that is through a marketing funnel.
Sometimes referred to as sales funnels or conversion funnels, each step is designed to bring consumers to make a sale within the context of your clients’ needs and expectations, as defined by your customer journey.
Having a marketing system and a defined user journey to bring in new clients IS how you’ll get consistent results and grow your business.
But think of it as a TV series ..
The client is the HERO.
And you are the GUIDE.
And like a TV series the user journey a sequence of episodes ..
- Episode 1: the prospect learns about your existence.
- Episode 2: the prospect checks out your value.
- Episode 3: the prospect decides they trust you to solve their problems.
- Episode 4: the prospect then becomes a client.
All the client (the hero) needs to see is a vision of the future and find his or her way through a logical and sequential sequence of events from Awareness to Action.
According to Marketo, companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost.
Knowing where your prospects are along the buying process, and delivering content in sequential order that meets their current needs , is by far the most effective way to get them one step closer to buying.
- How do your clients describe their goals or challenges?
- How do they educate themselves on these goals or challenges?
- Are there common misconceptions about addressing the goal or challenge?
So every interaction — for example:
- Seeing an “aspirational” social media ad,
- Visiting a landing page tailored to their needs, or
- Visiting a sales page beneficial to their lifestyle
Each step is a ‘planned’ touchpoint that reflects the values and attributes that best resonates with them.
According to Aberdeen, targeting users with content relevant to their position along the buying process yields 72% higher conversion rates.
Although I’ve been studying the craft of digital marketing for 20 years, the idea behind the “The Opportunity Accelerator” and “Reverse Systems Thinking” was hatched in 2014.
Tested between then and now.
And until it's finally published in a new training course for a very short period of time the content is freely available to Luxury Brands and Specialist Agencies alike.
This ‘hot off the press’ New Case Study Reveals how you can quickly find more affluent clients; get the attention you deserve; and sell your specialist services without the need for referrals, networking, or pure hustle.
And here’s what I’ll cover:
- In Step 1 I’ll break down the process on how you use the Trojan horse technique to drive brand awareness with the right message that strikes a nerve and generates a response.
- In Step 2 I’m going to tell you the exact formula to convert more leads.
- In Step 3 I’ll show you how you can let marketing automation do most of the heavy lifting so you can get back to doing what you love doing best.
- In Step 4 I’ll show you how to automatically filter out the prospects who actually want to pay you the money and are ready to act.
So instead of asking:
What's the service we have and how can we sell it to the client?
You’ll be soon asking:
What brand story do we need to create to get the client moving toward our services themselves?
Sun Tzu once said:
Much of the Art of War is devoted to the value of waiting, waiting and waiting for the right moment to strike.
So I’ve written the battle plan that will show you how.Join the waiting list