Welcome back to the company Interiors Academy Mastermind Course, so grateful that you’re keeping up with the course so far. And now we start getting into some really interesting information. Now this for me in my journey since I started thinking about this particular course in my 30 year career. This was one of the real eye opener for me. And I certainly would say the Aikens story, the ACORN story came true for me in thinking I should have probably done this 30 years ago, but in my career it was better to start this now. And the same thing will apply to your career at the same time. It could be that you are already fairly experience with this sort of procedure. It could be termed as database management CRM, which is contact relationship management software. These are all things that we are trying to keep in touch with our clients and very much all in vogue. But it would be it would be surprising to you to find out how many large companies, as well as small companies have not adopted this. And certainly with all of my career, all the projects that I’ve completed, I will look back and think that this was probably one of my my saddest things that I didn’t I didn’t keep up with. And it would have made a lot of difference. And I want it now to make a lot of difference to you. So this is about list formation. This is about the creation of an e mail list. So let me describe to you the difference. The difference as we are beginning to promote ourselves both in our personal brand as well as our company brands. We will often mistake the difference between our social media promotions or updates, and we will have various platforms at the moment. So we will have Facebook. We will have Instagram. We will have Pinterest. We will have LinkedIn. And all of these medias that I’m going to come to shortly are important, very important. But the difference that you’re doing with these. So the first one let’s put this one up there. Let’s let’s do this one, as we call it, organic. So organic traffic. So we are terming these particular items here as traffic, organic traffic is going to be your social media platforms. Now, these are all very important and these are part of day to day business and how and how we promote ourselves. But these are very low down your asset register in terms of your brand, your business and and yourselves do this. These are not assets. These you can you cannot keep those. These are assets of your business that we are trying to concentrate on today. So what we’re trying to concentrate on is getting all of this traffic to a format that we can begin to get an e mail list. So this is about creating an e mail list. An e mail list will become your assets. These are things that you can always continually keep promoting to. These are your avatar, the avatar of your perfect client. The ones you’ve fallen in love with, this process of this relationship of who is your perfect client? What do they look like? An art give you another interesting subject matter. Why don’t we when we know our avatar, male or female, whatever yours is? Why don’t we give them a name? Why do we make that personal? So if if mine was called Amy, Amy would be somebody that I’m imagining is my avatar imagining, which is very important that you need to be speaking to Amy. You need to be speaking to your perfect imaginary client or prospect. So, Amy, I am speaking to personally, I am seeing her. I know. Watch what product she’s interested in. She’s an interior designer and she’s been to this university. And this is beginning to build the avatar for my clients. I am attracting interior designers. Teach them how to find new clients and control their business interests so your avatar will be your client. Whether you’re a kitchen designer, whether you’re a hospitality in the hospitality design industry, whether you’re in the corporate workplace, interior world. So I have an online business now and I also have company interiors, which is a design and build where the rest of the team are working with our clients. So this is where we will start to create our very important mail list. And the way we’re going to do this. This is gonna be broken down into some other lessons. So you’re going to learn about specific subjects here. As I just introduced the the e mail list or your avatar list. So we are creating we are creating an email list. So what we want to do is, first of all, figure out where our traffic is going to come from, where are we gonna find where Amy lives? So we’ve got organic traffic. We’ve got ways of actually creating a social media in trust. And then we want to start aiming people towards what is going to be our lead magnet. So this is all lead magnets. And this is also called a squeeze page squeeze page. So I’ll get to the importance of this in a minute. But first of all, where else is it coming from? So it’s coming from organic traffic. It’s coming from paid traffic. Now, I’m going to be introducing you to one of my guests, Ben haith, Ben Heath, who’s going to start to tell you about Facebook advertising out of all of the advertising that you can be looking at. This will be the most cost effective for you, the most productive way of building your list, because your list that you’re trying to build here. Your e mail, your email list of where you’re going to build your prospects and you’re going to keep that information. This is where you’re going to keep them. So your e-mail list, your name, Christian names, first name, surname, email address, maybe even a postal address, however you want to keep that. Now, that doesn’t matter if that is 10 and it doesn’t matter if it’s a thousand or ten thousand. We come to the importance of the email list and how you develop that later. But first of all, we are actually wanting to take all of our social media stuff, all of our paid advertising to begin to create an email list. Now, this is the importance of doing this. So we have got organic, we’ve got we’ve got paid and we’ve got lawn shoes. So we’ve got a launch, which I will come to light up all of these. We are actually aiming all of this towards a squeeze page or a lead magnet. So what we’re going to actually start to talk about later is the wagon wheel. This comes into a format of a wagon wheel now a wagon wheel. We’re describing the next lessons will be where all this information is coming from. But this is essentially sending traffic to a particular page. Now, the page itself will be what we call a landing page. Now, if you imagine traditionally you had a Web site, you you more or less everybody will create a Web site for that business or even for their personal design launches. Now, we need to be very careful in doing this. And this did get spoken about in the mini course very briefly. But Web sites are like brochures. Web sites are like your resumé. We need to be very careful what a Web site is versus what a landing page is. So a landing page is simply going to be an area that captures the captures the traffic that is a is that is going towards it. So a landing page is going to have some very simple exercises. And for us, when Ben describes how you actually do this, Ben will actually show you what the landing page is supposed to do. It will be very simple in terms of what we are wanting to do. We are maybe just wanting that to say to book an appointment to to find our avatar, get them interested. So this is how we’re driving the traffic. And then we’re driving the traffic to the landing page. And the landing page simply says, book an appointment. Book an appointment with me. Leave your e-mail address and we will be in touch to arrange a time. Let’s say it’s as simple as that. So the landing page is a digital product is online. It will be a simple process that you will click from. That’s your we can show you some links to how you’re doing that or of course, your I.T. consultants will do that. It’s considerably cheaper than a Web site. It’s very, very simple to do. We can do it ourselves on WordPress. And then this is where all our traffic is aiming. So you imagine an advert on on Facebook, for example. It would be a very simple advert. It’ll be click or not. So as you click it, it sends the traffic to the to the landing page and then they fill in their details and click the button. Simple. So once you’ve got that, that goes straight to your email list and your email list will be starting to build as you begin to start this process. So this is very carefully crafted towards the particular people are Avatar. So Amy is going to be the classic avatar for me. That is where we were aiming. So all of our traffic be organic, self-promotional stuff through our social media accounts or we do page traffic or we do launch traffic or we go through the wagon wheel processes, of which there are many of those that are steering everybody towards our our landing page or squeeze page. So a squeeze page just means it’s very simple as one one point of cool. You’re just wanting one thing out of it. Don’t start to think that this is a Web site. I hope I’m not falling off the page here. But you. Traditionally, you go through this process. Imagine it is it’s called FCO search engine optimization. We could have all spent thousands and thousands and thousands of pounds and dollars and euros on doing Web sites, which will be pages and pages and pages and pages, case studies and case studies and case studies. And the customer just goes off. You’ll probably never see them again. Now, we don’t want that. We need them to go to a landing page. We need them to be squeezed straight to our e-mail list. When we are then holding those people. And then we can begin to work our process. Now, the squeeze page, the landing page here would definitely have to have an offer. So whatever the subject matter is of the lead magnet. It would have to be an offer to your avatar and the offer very simply. Ben will talk about this in more detail, but your offer would be either would you like to arrange an appointment or it might be. Maybe it’s maybe it’s a video. Maybe maybe you’ve produced a you produced a self-promotional video on a recent case study. Would you like to know more? Click here. Click onto the email list. It could be your starting to get creative about this now. And you start to think of your avatar and you’re thinking maybe they want to see a workshop. Maybe they want to see the latest the latest designs, the latest schemes, the latest lighting features, the best new furnishing products that are on the market. Whatever your offer is, you can shoot a quick video. You can produce that as an offer. But whatever the offer is that you’re aiming them onto a single page. The digital page can have can have a video in the middle of it or it can have an offer sign up, free consultation, but it has to be an offer. Don’t make this too confusing and it needs to be very quick and sharp. Just one result we’re aiming at. Not like a Web site where there’s all of our information on there. Don’t lose. Don’t lose our avatar. Very important. So when we then start to look at our list, we are then beginning to think we are building a prospect list. We’re building future clients. And then we have some various schemes that we will start to let me choose another colour here before we get too into it. So I’m back on red now. So we’re building a list that’s quite clear. We will understand what we’re doing and we understand how what we are offering to get those people onto our list. We’re gonna be going a bit deeper into our wagon wheel in another another lesson. And Ben is going to do video clearly on page traffic and how amazing that is the conversion rates up. Incredible. So once we’re building all this, the all important e-mail list of all abbatoir. We will never stop doing this. Ever, so, ever so important. This is Evergreen. This never stops. All through the year, we continually build all email list of prospects and then we need to communicate with them because these are going to be clients. These will build to our client list. So this would then step sets up. These are things that we can do through the email automation that we’re going to get to. This would then be called nurture. So this is our process of nurture. It could be a newsletter. It could be a video update on a weekly basis, but this will start to become automated through our email automation system that we will come to later. And then this is a sequence. This is a sequence of events over a predetermined amount of time. Let’s say it will happen soon. As they sign up, they will have an introductory e-mail. Thank you very much for joining. Cetera, etc. Then it will be five days later, you know, and whatever we will work out on that sequence. The sequence then starts to keep our list together. The second part that we can do after that is this can then be an offer. So it could be that in our sequence and we will work on those sequences, but it could be that our sequence is an appointment. So we’ve offered a free appointment. They then go on the list and then we take them from a prospect straight, then on to other parts of our process here. And the offer could be if it if you if they have it. We’ve gone on an appointment. We’ve started the process off. And we are then beginning to go straight into our offer. If maybe they have signed up, but they don’t want the appointment straight away. We are we still have people that are avatar that in our email list, we know they are our complete harmony superpower clients. So we definitely want to keep working with them because we know we get on with them. We know we have things in common with them and then we begin our process of just continually communicating with people as they run. So this thing could also from here. This could be what we call the sideways sales latza. Now when we’re getting into something a bit more sophisticated here, but this is then our pre sequence of events and this is called our launch. So this is this is then the launch of what we are trying to offer our particular email clients. So we will get into something quite slightly more sophisticated here, which is our email sequencing, but we will then go on to our launch. So we would have one first e-mail. Second email. Third email and then possibly our car to open cart. Now, if we’re doing this, this would be for your business if potentially you are selling a product. So if within the design industry, we would maybe have some interesting products that are starting with us, some lampshades, some lighting products, some furnishing products, some new tiles. The list goes on and on and on as to how with value we know these people are interested in our process because that joining our our sequence, we’re keeping them on our email list. And then there are all sorts of various ways that we with value keep on communicating with our audience of interested, like minded people. This is not a process. And I wrote this down here because it was very, very interesting way of looking at it, that we are becoming welcome guests and not annoying pests. I thought that was great because that sums up what we are doing. They wouldn’t be in our email list if they weren’t part of all predetermined avatar. This is value. This is offer. These people want to know what it is you do. They are interested in this. If you were in the same room, you are communicating with them because we’ve gone through the process of finding out what’s our journey is all about. Discovering who we are. Discovering why we are. And we have condensed this into our avatar of our real good friends. We are in love with these people because they are all like minded corresponding to our service. So as we begin to move through this process, this is a launch sequence that we can go into some more detail. But this is this is launching a product one, two, three e mails. And this is just a sequence is a formula of a launch and could be product, could be a service. These are news lets’s or nurturing our email list. We can’t let this go cold. We can’t let this go. Hold this has to be people that we enjoy and people that we communicate with. So ultimately what we are aiming at is so much information here is on my on my notes is that we then are moving forward to what is going to be our clients. So our client is a bit scribbling. There are customers. Our friends. Is where everybody is heading towards. So once we have our client list, it’s still an email list, but these then are 10 times more rewarding to us than the people that are on. Which is maybe prospect list. So as we begin our journey, we’re beginning to build our list. We will keep our list for your entire career. This is what we need to do. This is what I didn’t do. And my life would have been so much easier if this was just in a sequence. It was an automated process. It was not automated, meaning we dont care about it. It’s automated because we keep working out what we’re going to keep sending our friends in the email list and they will eventually become clients. And once their clients, we know they are going to continually want to come back and buy again. And they run only by again. If we keep in touch with them, if they move house and we dont know where they’ve gone, they might want to find us and they can’t find us. So bye bye. By going through this sequence, we will keep our clients. We will build prospects. And this is the ultimate process that we want to go to. So I hope you enjoyed this scribble. I can see from the monitors that the boards are looking pretty full, but I’m going to have some downloads for you. You can drop these downloads. You can have a look at them, which are then this process or clearly communicated with you. And there are audio files that you can listen to this again, that all these videos are transcribed. But this is the important one. This is the one that you want to definitely put into place. We’re going to show you how to do it. I hope you enjoyed this. This was a big one.