The Power Of Micro Messaging For Entrepreneurs
One of the biggest reasons businesses fail or don't reach their maximum potential is because many entrepreneurs have not mastered the art of messaging, specifically micro-messaging.
Join Jay on today's Black Entrepreneur Blueprint podcast episode # 528 as he gives a masterclass on what micro-messaging is, and why you need to implement it immediately, and gives you the simple three-step formula to implement it in your business immediately.
[00:00:12] [SPEAKER_00]: Welcome to BLACK ENTREPRENEUR BLUEPRINT, the number one podcast and resource for BLACK
[00:00:18] [SPEAKER_00]: ENTREPRENEURS.
[00:00:19] [SPEAKER_00]: I'm your host Jay Jones and BLACK ENTREPRENEUR BLUEPRINT was created specifically to educate
[00:00:25] [SPEAKER_00]: and inspire BLACK ENTREPRENEURS to launch, build and grow successful sustainable businesses.
[00:00:32] [SPEAKER_00]: Join us as we help building economic power base in the worldwide black community by
[00:00:38] [SPEAKER_00]: building and supporting black owned businesses.
[00:00:41] [SPEAKER_00]: If you're currently an entrepreneur or want to be an entrepreneur, you're invited to join
[00:00:46] [SPEAKER_00]: us each and every week here at BLACK ENTREPRENEUR BLUEPRINT.
[00:00:50] [SPEAKER_00]: Welcome to the BEB family and get ready to elevate your entrepreneur IQ.
[00:00:59] [SPEAKER_00]: Welcome to the BLACK ENTREPRENEUR BLUEPRINT episode number 528.
[00:01:07] [SPEAKER_00]: I'm your host Jay Jones and today we have another outstanding and informative show
[00:01:11] [SPEAKER_00]: and story for you.
[00:01:13] [SPEAKER_00]: Today we're going to be doing a rebroadcast of one of our most downloaded and impactful
[00:01:17] [SPEAKER_00]: episodes from August of 2023 titled The Money Is In The Message Turbocharge Sales
[00:01:25] [SPEAKER_00]: With Micro Messaging.
[00:01:26] [SPEAKER_00]: The Money Is In The Message Turbocharge Sales With Micro Messaging.
[00:01:32] [SPEAKER_00]: Now let's get ready for today's content.
[00:01:35] [SPEAKER_00]: One of the biggest reasons businesses fail or don't reach their maximum potential is
[00:01:40] [SPEAKER_00]: because many entrepreneurs have not mastered the art of messaging, specifically micro
[00:01:46] [SPEAKER_00]: messaging.
[00:01:48] [SPEAKER_00]: Now on today's show I'm going to give you a masterclass on what micro messaging is,
[00:01:53] [SPEAKER_00]: why you need to implement it immediately and I'm going to give you the simple three
[00:01:57] [SPEAKER_00]: step formula to implement it in your business right now.
[00:02:01] [SPEAKER_00]: But before we get to today's content let me just share a few things with the BLACK ENTREPRENEUR
[00:02:06] [SPEAKER_00]: BLUEPRINT family.
[00:02:08] [SPEAKER_00]: First and foremost I want to welcome all first time listeners to BLACK ENTREPRENEUR
[00:02:12] [SPEAKER_00]: BLUEPRINT.
[00:02:13] [SPEAKER_00]: Welcome to the BEB family please stick around until the end of today's broadcast and
[00:02:18] [SPEAKER_00]: I'm going to share all my social media contact information and resource links such as the
[00:02:23] [SPEAKER_00]: link to my latest book Unlocking the Power of Chat GPT The Ultimate Prompting Guide
[00:02:30] [SPEAKER_00]: for Beginners.
[00:02:31] [SPEAKER_00]: You can go to UnlockingChatGPT.com for more information.
[00:02:36] [SPEAKER_00]: Remember guys AI is here so you're either going to be on the wave or you're going to
[00:02:41] [SPEAKER_00]: get crushed by the wave of artificial intelligence so go to UnlockingChatGPT.com for more information.
[00:02:48] [SPEAKER_00]: Also don't forget to take advantage of our three day free access to BEB Academy.
[00:02:54] [SPEAKER_00]: Now BEB Academy is our online learning portal to help you elevate your entrepreneur IQ.
[00:03:00] [SPEAKER_00]: We have all types of resources such as master classes, workshops, PDF downloads and everything
[00:03:08] [SPEAKER_00]: else to help you move from point A to point B so you can go to the website BLACKENTREPRENEURBLUEPRINT.COM
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[00:03:17] [SPEAKER_00]: Hit BEB Academy and get three days free access to everything inside the academy.
[00:03:24] [SPEAKER_00]: And I also want to let all first time listeners know we drop new episodes every Monday morning
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[00:03:36] [SPEAKER_00]: We're on all your major podcast platforms and YouTube.
[00:03:41] [SPEAKER_00]: Now let's get ready for today's content.
[00:03:43] [SPEAKER_00]: So today we're going to talk about the money is in the message turbocharged sales with micro
[00:03:49] [SPEAKER_00]: messaging.
[00:03:50] [SPEAKER_00]: Okay, let's start off with the problem.
[00:03:52] [SPEAKER_00]: What is the problem?
[00:03:54] [SPEAKER_00]: The problem is most entrepreneurs only focus on the macro message as opposed to multiple
[00:04:00] [SPEAKER_00]: micro messages and we're going to dive into this in depth today and I'm going to give
[00:04:05] [SPEAKER_00]: you several different examples of what I'm talking about and I'm going to give
[00:04:09] [SPEAKER_00]: you the blueprint or the formula to implement this today.
[00:04:12] [SPEAKER_00]: So when you implement micro messaging, you're going to be speaking directly to a classification
[00:04:17] [SPEAKER_00]: or a type of customer that you have as opposed to speaking in general terms.
[00:04:23] [SPEAKER_00]: Now what does that do?
[00:04:25] [SPEAKER_00]: When you speak directly to a customer type, that means you have a deeper connection
[00:04:31] [SPEAKER_00]: with that customer type which obviously is going to increase conversion and obviously
[00:04:36] [SPEAKER_00]: increase your sales and revenues.
[00:04:39] [SPEAKER_00]: So that's what we're going to focus on today.
[00:04:41] [SPEAKER_00]: That's one of the biggest issues when it comes to marketing because most people speaking
[00:04:46] [SPEAKER_00]: generalities, we're not speaking specifically to a customer type or a specific avatar that
[00:04:52] [SPEAKER_00]: you have as a customer and you have to understand guys, you have more than one customer type.
[00:04:58] [SPEAKER_00]: You may have one product or service, but they're different types or classifications of
[00:05:03] [SPEAKER_00]: customers and we're going to go over this in detail later on today.
[00:05:07] [SPEAKER_00]: So this is what you can look forward to on today's show.
[00:05:11] [SPEAKER_00]: I'm going to give you three things.
[00:05:13] [SPEAKER_00]: The first thing is I'm going to explain to you what micro messaging is.
[00:05:17] [SPEAKER_00]: Number two, I'm going to show you why you need to implement it now.
[00:05:20] [SPEAKER_00]: And number three, I'm going to give you a simple three step formula to implement
[00:05:24] [SPEAKER_00]: micro messaging in your business today.
[00:05:28] [SPEAKER_00]: So let's start off with what is micro messaging?
[00:05:32] [SPEAKER_00]: Micro messaging guys is a form of messaging that speaks directly to one type or
[00:05:37] [SPEAKER_00]: classification of your audience.
[00:05:40] [SPEAKER_00]: For example, if you sell life insurance, your macro message is that you sell life
[00:05:45] [SPEAKER_00]: insurance, right?
[00:05:46] [SPEAKER_00]: But one of your micro messages may be that you specialize in selling life
[00:05:51] [SPEAKER_00]: insurance to new parents.
[00:05:53] [SPEAKER_00]: Okay.
[00:05:53] [SPEAKER_00]: So that messaging is going to be totally different than your macro message.
[00:05:59] [SPEAKER_00]: Hey, I'm a life insurance agent.
[00:06:01] [SPEAKER_00]: I do ABC and D.
[00:06:03] [SPEAKER_00]: Okay.
[00:06:03] [SPEAKER_00]: Remember, we're talking about messaging and the reason messaging is important.
[00:06:08] [SPEAKER_00]: It creates a connectivity.
[00:06:10] [SPEAKER_00]: It actually allows you to convert prospects or people in your audience
[00:06:15] [SPEAKER_00]: over into customers.
[00:06:17] [SPEAKER_00]: And so when you speak in generalities, that doesn't usually go deep.
[00:06:22] [SPEAKER_00]: It doesn't usually make that connection.
[00:06:24] [SPEAKER_00]: Oh yeah.
[00:06:25] [SPEAKER_00]: Okay.
[00:06:26] [SPEAKER_00]: You sell life insurance.
[00:06:27] [SPEAKER_00]: Cool.
[00:06:27] [SPEAKER_00]: But if you're directly speaking to new parents and they want to be able
[00:06:32] [SPEAKER_00]: to make sure that their child is well off, God forbid, if something happens to them,
[00:06:37] [SPEAKER_00]: then this is speaking directly to them.
[00:06:40] [SPEAKER_00]: You're pushing that hot button.
[00:06:42] [SPEAKER_00]: You're speaking to them about something that's important to them.
[00:06:46] [SPEAKER_00]: So that's what micro messaging is.
[00:06:48] [SPEAKER_00]: Now, how do you get that micro message out?
[00:06:52] [SPEAKER_00]: That comes in the form of your communication with your audience.
[00:06:55] [SPEAKER_00]: Now remember, you can only communicate in three ways, right?
[00:06:58] [SPEAKER_00]: You have visual, you have audio and you have written.
[00:07:03] [SPEAKER_00]: Okay.
[00:07:03] [SPEAKER_00]: And it could be a simple thing is making separate YouTube videos or creating
[00:07:07] [SPEAKER_00]: multiple landing pages or writing different blog articles or creating
[00:07:12] [SPEAKER_00]: different webinars to connect with your audience.
[00:07:15] [SPEAKER_00]: And see, here's the thing, guys, you're not changing your product
[00:07:19] [SPEAKER_00]: or service per se, but you are changing the message.
[00:07:22] [SPEAKER_00]: And I'm going to give you guys some real life examples and then show
[00:07:27] [SPEAKER_00]: you the formula so you can do this instantaneously.
[00:07:30] [SPEAKER_00]: Now, what you also have to understand is that a student entrepreneurs
[00:07:34] [SPEAKER_00]: are taking their time to do this while lazy entrepreneurs aren't.
[00:07:39] [SPEAKER_00]: Most times as entrepreneurs, we have one macro message.
[00:07:43] [SPEAKER_00]: OK, but the smart entrepreneurs are understanding that they have different
[00:07:47] [SPEAKER_00]: classifications or different types of customers and they're speaking
[00:07:51] [SPEAKER_00]: to each type of customer they have so they can make that connection,
[00:07:55] [SPEAKER_00]: that connectivity.
[00:07:57] [SPEAKER_00]: It's what's going to turn a prospect into a paying customer.
[00:08:01] [SPEAKER_00]: Now, you may have several different classifications and you may be saying
[00:08:05] [SPEAKER_00]: to yourself, Jay, damn, I got different types of clients.
[00:08:09] [SPEAKER_00]: I'm going to have to do like five or six different pieces of content.
[00:08:13] [SPEAKER_00]: Yeah.
[00:08:14] [SPEAKER_00]: If you want to be able to convert, you're going to need to speak
[00:08:18] [SPEAKER_00]: to each of these customers individually.
[00:08:21] [SPEAKER_00]: OK, or customer types or classifications individually.
[00:08:25] [SPEAKER_00]: Now, number two, why do you need to implement this immediately?
[00:08:30] [SPEAKER_00]: So when you implement this immediately, what you're going to do, guys,
[00:08:34] [SPEAKER_00]: is you're going to generate more leads, which in turn is going to generate
[00:08:38] [SPEAKER_00]: more sales so you'll be working at maximum efficiency.
[00:08:42] [SPEAKER_00]: Now, if you don't use micro messaging, I promise you,
[00:08:46] [SPEAKER_00]: you will not be working at maximum efficiency.
[00:08:49] [SPEAKER_00]: So if you're not speaking directly to that type of customer that you have,
[00:08:53] [SPEAKER_00]: then your message isn't going to penetrate as if you were talking directly to him.
[00:08:59] [SPEAKER_00]: It's just like a doctor, right?
[00:09:01] [SPEAKER_00]: So if you have a foot problem, you're not going to go to your general doctor.
[00:09:04] [SPEAKER_00]: You're going to go to your foot doctor, your podiatrist, right?
[00:09:08] [SPEAKER_00]: So if you have some issues with your brain,
[00:09:11] [SPEAKER_00]: you're not going to go to your general doctor or you might have to go there
[00:09:15] [SPEAKER_00]: first so they can recommend you.
[00:09:17] [SPEAKER_00]: But you're going to go to a brain surgeon or a specialist,
[00:09:20] [SPEAKER_00]: somebody that specializes in whatever problem that you have.
[00:09:25] [SPEAKER_00]: So now that we know what micro messaging is and why you need it,
[00:09:30] [SPEAKER_00]: I'm going to give you guys some real life examples.
[00:09:33] [SPEAKER_00]: Now, I'm going to give you three examples.
[00:09:35] [SPEAKER_00]: And remember, guys, there's only six type of things that you can sell, right?
[00:09:41] [SPEAKER_00]: Your physical products, your digital products, your services.
[00:09:45] [SPEAKER_00]: Somebody else's physical products, somebody else's digital products
[00:09:49] [SPEAKER_00]: and somebody else's services.
[00:09:52] [SPEAKER_00]: So I'm going to give you an example of micro messaging
[00:09:56] [SPEAKER_00]: for a physical product, a digital product and a service.
[00:10:00] [SPEAKER_00]: And that's going to cover everybody that's out here listening.
[00:10:04] [SPEAKER_00]: OK, so and I've used this example before.
[00:10:07] [SPEAKER_00]: So let's start off with the physical product.
[00:10:09] [SPEAKER_00]: So years ago, I used to sell in souls.
[00:10:12] [SPEAKER_00]: OK, my youngest daughter had foot issues and she played field hockey,
[00:10:17] [SPEAKER_00]: soccer and all kind of stuff, track and field.
[00:10:21] [SPEAKER_00]: And what both of my daughters did, but my younger one had foot problems.
[00:10:24] [SPEAKER_00]: So one day we had gone to the orthopedist
[00:10:27] [SPEAKER_00]: and he actually recommended us getting these in souls.
[00:10:31] [SPEAKER_00]: Now, these in souls actually cost about 200 or 300 dollars.
[00:10:37] [SPEAKER_00]: And we had to go buy them.
[00:10:39] [SPEAKER_00]: And it's funny because when I started looking at them,
[00:10:41] [SPEAKER_00]: I went on the Ali Baba and that's a site where you can find manufacturers.
[00:10:46] [SPEAKER_00]: I found the exact same in souls that he recommended
[00:10:50] [SPEAKER_00]: or prescribed for my daughter and they were like three or four dollars a piece.
[00:10:54] [SPEAKER_00]: And we paid a couple of hundred bucks for these in souls.
[00:10:58] [SPEAKER_00]: So that's just the back story.
[00:11:00] [SPEAKER_00]: But that brings me to micro messaging.
[00:11:04] [SPEAKER_00]: So just imagine with this physical product,
[00:11:07] [SPEAKER_00]: you have three different people that you're selling these in souls to.
[00:11:12] [SPEAKER_00]: You have a field hockey player.
[00:11:13] [SPEAKER_00]: You have a waiter or waitress and you have a competitive runner.
[00:11:17] [SPEAKER_00]: OK, same in souls.
[00:11:19] [SPEAKER_00]: Nothing changes about the product.
[00:11:21] [SPEAKER_00]: But what changes is the messaging.
[00:11:25] [SPEAKER_00]: And this is what micro messaging is.
[00:11:27] [SPEAKER_00]: So if I'm talking to the field hockey player
[00:11:30] [SPEAKER_00]: or the waiter or waitress or the competitive runner,
[00:11:33] [SPEAKER_00]: each conversation is totally different
[00:11:37] [SPEAKER_00]: because I'm trying to connect with that person
[00:11:39] [SPEAKER_00]: or with that type of person.
[00:11:41] [SPEAKER_00]: And I'm trying to figure out how can I connect with them
[00:11:45] [SPEAKER_00]: and push their buttons where we'll make them convert
[00:11:49] [SPEAKER_00]: into a prospect into a paying customer?
[00:11:52] [SPEAKER_00]: So if I'm talking to a field hockey player
[00:11:55] [SPEAKER_00]: and why are in souls important?
[00:11:57] [SPEAKER_00]: So number one, it'll help you move more on the field
[00:12:00] [SPEAKER_00]: or help you score more goals in turn.
[00:12:02] [SPEAKER_00]: That's going to help your team win.
[00:12:04] [SPEAKER_00]: All right, I'm just making this up on the fly.
[00:12:06] [SPEAKER_00]: Waiter or waitress.
[00:12:07] [SPEAKER_00]: Hey, you're standing up eight hours a day in your shift.
[00:12:10] [SPEAKER_00]: You know, in order to make better tips,
[00:12:12] [SPEAKER_00]: you need to be happy and smiling all the time.
[00:12:15] [SPEAKER_00]: How are you going to do that if your feet are hurting? OK.
[00:12:18] [SPEAKER_00]: Now I'm talking to the competitive runner
[00:12:20] [SPEAKER_00]: and what their transformation is
[00:12:22] [SPEAKER_00]: they're trying to obviously run a better time.
[00:12:25] [SPEAKER_00]: So hey, you know, ever had problems with your feet
[00:12:27] [SPEAKER_00]: while you're running, not able to run your best time
[00:12:30] [SPEAKER_00]: because of pain?
[00:12:31] [SPEAKER_00]: Use the J. Jones in souls. All right.
[00:12:34] [SPEAKER_00]: And once again, this is just on the fly.
[00:12:36] [SPEAKER_00]: I'm making this up.
[00:12:37] [SPEAKER_00]: So what you saw right there is each conversation
[00:12:40] [SPEAKER_00]: is totally different.
[00:12:43] [SPEAKER_00]: What is the transformation that you're trying to sell?
[00:12:46] [SPEAKER_00]: That's really what it is, guys. It's transformation.
[00:12:49] [SPEAKER_00]: So for the field hockey player, I'm selling the transformation of,
[00:12:53] [SPEAKER_00]: you know, you not playing as well and helping your team
[00:12:56] [SPEAKER_00]: because your feet are hurting.
[00:12:58] [SPEAKER_00]: But when you use the J. Jones in souls,
[00:13:00] [SPEAKER_00]: now your feet are going to feel great.
[00:13:03] [SPEAKER_00]: You're going to perform better
[00:13:04] [SPEAKER_00]: and your team is going to win more with the weight or weight.
[00:13:08] [SPEAKER_00]: Is what the transformation is from having a bad attitude
[00:13:12] [SPEAKER_00]: or or so so attitude to having a smile on your face,
[00:13:16] [SPEAKER_00]: which is going to correlate into more tips
[00:13:19] [SPEAKER_00]: because you're friendlier, you're not in pain
[00:13:21] [SPEAKER_00]: and you can do your job much easier.
[00:13:23] [SPEAKER_00]: Now for the competitive runner, obviously,
[00:13:26] [SPEAKER_00]: it's all about competition and winning.
[00:13:29] [SPEAKER_00]: So now the transformation is instead of coming in second,
[00:13:33] [SPEAKER_00]: third, fourth or last or whatever.
[00:13:35] [SPEAKER_00]: Now you can possibly win the race
[00:13:37] [SPEAKER_00]: because you're running now without any pain
[00:13:40] [SPEAKER_00]: and you enjoy running again.
[00:13:42] [SPEAKER_00]: So always remember, guys, I don't care what you're selling,
[00:13:46] [SPEAKER_00]: you're selling transformation.
[00:13:47] [SPEAKER_00]: Now that was an example of a physical product.
[00:13:51] [SPEAKER_00]: So any of you that is selling physical products,
[00:13:53] [SPEAKER_00]: I didn't change the in soul.
[00:13:55] [SPEAKER_00]: But what I did was I changed the messaging
[00:13:58] [SPEAKER_00]: to micro messaging for each of my different
[00:14:02] [SPEAKER_00]: classifications or types of customers
[00:14:05] [SPEAKER_00]: that I may come come in contact with.
[00:14:08] [SPEAKER_00]: Is it a lot in terms of creating content?
[00:14:11] [SPEAKER_00]: Yes, it is.
[00:14:12] [SPEAKER_00]: But that's what a student entrepreneurs are doing.
[00:14:15] [SPEAKER_00]: Now let's look at a digital product.
[00:14:18] [SPEAKER_00]: All right.
[00:14:18] [SPEAKER_00]: So say, for example, you've created this digital
[00:14:21] [SPEAKER_00]: weight loss meal plan program.
[00:14:24] [SPEAKER_00]: OK, so you have meal plans
[00:14:26] [SPEAKER_00]: that are designed to help people lose weight.
[00:14:29] [SPEAKER_00]: Now you could have several different types of customers.
[00:14:33] [SPEAKER_00]: So for example, you could have new mothers.
[00:14:37] [SPEAKER_00]: So women that just had babies that want to lose
[00:14:40] [SPEAKER_00]: weight and get on a meal plan.
[00:14:42] [SPEAKER_00]: You also can have newly divorced men
[00:14:44] [SPEAKER_00]: get back out on the market.
[00:14:46] [SPEAKER_00]: They may be overweight after being married
[00:14:48] [SPEAKER_00]: for X amount of years and they want to look better
[00:14:50] [SPEAKER_00]: and get back out on the market.
[00:14:52] [SPEAKER_00]: And then last, you could have executives.
[00:14:54] [SPEAKER_00]: So executives may feel that they can perform better
[00:14:57] [SPEAKER_00]: if they're in better health.
[00:14:59] [SPEAKER_00]: So is your conversation for this weight loss meal
[00:15:04] [SPEAKER_00]: plan company going to be the same for each of these
[00:15:08] [SPEAKER_00]: different types of customers that you have?
[00:15:11] [SPEAKER_00]: The answer is obviously no, because there are different
[00:15:14] [SPEAKER_00]: hot points and hot buttons that each of them have.
[00:15:18] [SPEAKER_00]: So when you're talking to a new mom,
[00:15:21] [SPEAKER_00]: you know, and I've seen this all the time,
[00:15:23] [SPEAKER_00]: I see a lot of new mothers out running with strollers.
[00:15:26] [SPEAKER_00]: I've seen them in the malls in the winter time
[00:15:28] [SPEAKER_00]: because they can't go outside.
[00:15:29] [SPEAKER_00]: But that's something that a lot of women are concerned about
[00:15:33] [SPEAKER_00]: is losing that weight after having a baby.
[00:15:36] [SPEAKER_00]: So your conversation on this meal plan is, hey, you know,
[00:15:39] [SPEAKER_00]: want to feel better and look better
[00:15:41] [SPEAKER_00]: and gain more confidence after having your baby.
[00:15:44] [SPEAKER_00]: Then join the J.
[00:15:46] [SPEAKER_00]: Jones meal plan and we can help you lose
[00:15:48] [SPEAKER_00]: X amount of pounds and X amount of days or whatever.
[00:15:52] [SPEAKER_00]: So remember you're selling the transformation
[00:15:54] [SPEAKER_00]: from what you currently are to what they want to be.
[00:15:58] [SPEAKER_00]: OK, that's a conversation with a new mother
[00:16:01] [SPEAKER_00]: that's trying to lose weight with the meal plan.
[00:16:03] [SPEAKER_00]: Now, the conversation for a divorced man
[00:16:06] [SPEAKER_00]: that has been married for 20 plus years,
[00:16:08] [SPEAKER_00]: just getting back out on the dating scene
[00:16:11] [SPEAKER_00]: is going to be totally different.
[00:16:13] [SPEAKER_00]: Hey, you have confidence with women, you know,
[00:16:16] [SPEAKER_00]: look your best to attract the, you know,
[00:16:18] [SPEAKER_00]: the most intelligent and beautiful women out there, whatever.
[00:16:21] [SPEAKER_00]: I'm making this up on the fly.
[00:16:23] [SPEAKER_00]: But that conversation is going to look totally different.
[00:16:26] [SPEAKER_00]: Same meal plan.
[00:16:28] [SPEAKER_00]: You may have to do a little tweaks or whatever,
[00:16:30] [SPEAKER_00]: but it's the same base product.
[00:16:33] [SPEAKER_00]: OK. And this is a meal plan.
[00:16:36] [SPEAKER_00]: So that conversation to those new mothers
[00:16:38] [SPEAKER_00]: and a newly divorced man is going to be different,
[00:16:41] [SPEAKER_00]: just like it's going to be different
[00:16:43] [SPEAKER_00]: if you're trying to sell this meal plan
[00:16:45] [SPEAKER_00]: to executives that want to get in better health
[00:16:48] [SPEAKER_00]: to be more energetic, to be more successful in their business.
[00:16:52] [SPEAKER_00]: So mental and physical health guys are intertwined.
[00:16:55] [SPEAKER_00]: So if you're obese and overweight,
[00:16:58] [SPEAKER_00]: many times that's going to affect your performance.
[00:17:00] [SPEAKER_00]: And so I know as an entrepreneur, I got to do a better job.
[00:17:04] [SPEAKER_00]: I have to eat better and I have to stay in shape.
[00:17:07] [SPEAKER_00]: And I like the bike.
[00:17:08] [SPEAKER_00]: I like the job.
[00:17:09] [SPEAKER_00]: I like to walk and hike and stuff like that.
[00:17:12] [SPEAKER_00]: But I know that I need to be in better shape and better health.
[00:17:16] [SPEAKER_00]: So I know it's going to help me perform better.
[00:17:19] [SPEAKER_00]: So once again, this is an example of a digital product,
[00:17:23] [SPEAKER_00]: a weight loss meal plan digital product
[00:17:27] [SPEAKER_00]: that has totally different dynamics for each type or class
[00:17:32] [SPEAKER_00]: of perspective customer that you have.
[00:17:35] [SPEAKER_00]: So I know you guys are catching on and understanding.
[00:17:37] [SPEAKER_00]: And I just want to make sure I give you examples
[00:17:40] [SPEAKER_00]: for all types of products and services.
[00:17:43] [SPEAKER_00]: Now, let me give you a real life example
[00:17:45] [SPEAKER_00]: in a service based business.
[00:17:47] [SPEAKER_00]: And I'm going to stick close to home
[00:17:49] [SPEAKER_00]: and I'm going to use my new mortgage business.
[00:17:52] [SPEAKER_00]: All right, so if any of you guys listen to the podcast
[00:17:55] [SPEAKER_00]: for any amount of years, you probably know that I had
[00:17:57] [SPEAKER_00]: a very successful mortgage business until the crash in 2008.
[00:18:02] [SPEAKER_00]: And I've been out of the game probably since 2010 or 11.
[00:18:06] [SPEAKER_00]: And I'm making a comeback.
[00:18:08] [SPEAKER_00]: And it just made sense for me where I am right now.
[00:18:11] [SPEAKER_00]: So I'm back in the game.
[00:18:12] [SPEAKER_00]: But as a mortgage broker, I have different
[00:18:16] [SPEAKER_00]: classifications of customers.
[00:18:18] [SPEAKER_00]: And here's a real life example.
[00:18:20] [SPEAKER_00]: I have first time home buyers.
[00:18:22] [SPEAKER_00]: I have refinanced cash out debt consolidation buyers
[00:18:26] [SPEAKER_00]: and I have luxury home buyers amongst others.
[00:18:30] [SPEAKER_00]: But my conversation with a first time home buyer
[00:18:33] [SPEAKER_00]: is going to be totally different than an existing
[00:18:36] [SPEAKER_00]: homeowner who wants to refinance their mortgage
[00:18:39] [SPEAKER_00]: is to take cash out and consolidate debts
[00:18:43] [SPEAKER_00]: versus a luxury home buyer that is buying an eight million
[00:18:47] [SPEAKER_00]: dollar property. OK, so all three of those conversations
[00:18:50] [SPEAKER_00]: are totally different.
[00:18:52] [SPEAKER_00]: Now, the whole product is the same or the service is the same.
[00:18:56] [SPEAKER_00]: I'm a mortgage guy.
[00:18:58] [SPEAKER_00]: So I do mortgages.
[00:18:59] [SPEAKER_00]: The difference is what is the communication
[00:19:02] [SPEAKER_00]: in the messaging to each one?
[00:19:04] [SPEAKER_00]: So for a first time home buyer, I know that I'm going
[00:19:07] [SPEAKER_00]: to have to explain the whole process in detail
[00:19:11] [SPEAKER_00]: and hold them hand, you know, hold my hand in their hand
[00:19:14] [SPEAKER_00]: as they go through the process because they've never done it before.
[00:19:18] [SPEAKER_00]: So I understand and recognize that.
[00:19:20] [SPEAKER_00]: So I'm going to speak to points and hit those hot buttons
[00:19:24] [SPEAKER_00]: that are going to be attractive to that first time homeowner.
[00:19:28] [SPEAKER_00]: Hey, we're going to walk you through step by step.
[00:19:30] [SPEAKER_00]: I'll be there every way.
[00:19:32] [SPEAKER_00]: I'll explain everything and I'll let you know what to expect
[00:19:35] [SPEAKER_00]: as we go on the journey.
[00:19:37] [SPEAKER_00]: That transformation is from renting or living at home
[00:19:40] [SPEAKER_00]: to buying your own house and being a homeowner.
[00:19:44] [SPEAKER_00]: That's what that transformation I'm selling there.
[00:19:46] [SPEAKER_00]: Now, let's look at a current homeowner
[00:19:48] [SPEAKER_00]: who wants to refi their mortgage, take cash out
[00:19:52] [SPEAKER_00]: and consolidate debts. OK, what is the conversation like?
[00:19:56] [SPEAKER_00]: And what is the transformation that I'm selling?
[00:19:59] [SPEAKER_00]: Hey, the conversation is this.
[00:20:01] [SPEAKER_00]: Hey, you can use the equity in your home
[00:20:04] [SPEAKER_00]: to actually reduce your overall monthly payments.
[00:20:08] [SPEAKER_00]: You may have two car payments of seven hundred dollars each,
[00:20:12] [SPEAKER_00]: which is fourteen hundred dollars.
[00:20:13] [SPEAKER_00]: You may have another credit card out there alone.
[00:20:16] [SPEAKER_00]: What you can do, Mr. and Mrs.
[00:20:18] [SPEAKER_00]: Homeowners, you can take the equity in your home
[00:20:21] [SPEAKER_00]: and you can actually refinance your mortgage
[00:20:24] [SPEAKER_00]: and pay off your cars, your credit cards or whatever
[00:20:28] [SPEAKER_00]: pay for your your daughter's or son's wedding, whatever you want to do.
[00:20:32] [SPEAKER_00]: And now, as opposed to paying all of those
[00:20:36] [SPEAKER_00]: different charges each month, now you're only going to be paying back
[00:20:40] [SPEAKER_00]: the new mortgage that we refinance with.
[00:20:43] [SPEAKER_00]: And you're going to be saving two thousand dollars a month. OK.
[00:20:46] [SPEAKER_00]: So that conversation is totally different
[00:20:49] [SPEAKER_00]: from the first time home buyers conversation.
[00:20:52] [SPEAKER_00]: So now what I'm selling is lower payments,
[00:20:55] [SPEAKER_00]: consolidating debt. You're not going to have all that other debt
[00:20:58] [SPEAKER_00]: and you're going to save on your monthly payments.
[00:21:00] [SPEAKER_00]: Now, let's talk about a luxury home buyer,
[00:21:03] [SPEAKER_00]: somebody that's buying, say, eight million dollar home.
[00:21:06] [SPEAKER_00]: OK, that conversation is going to be totally different.
[00:21:09] [SPEAKER_00]: And the reason it's going to be totally different is they're probably going to be
[00:21:13] [SPEAKER_00]: obviously in a higher income bracket or they've got a windfall
[00:21:17] [SPEAKER_00]: of some form of fashion and they may have a business or other things
[00:21:21] [SPEAKER_00]: that are different from most normal folks that go to work for 11.
[00:21:26] [SPEAKER_00]: OK, that worked to nine or five.
[00:21:28] [SPEAKER_00]: So now I'm going to have to talk to them.
[00:21:30] [SPEAKER_00]: That transformation I'm selling is totally different.
[00:21:33] [SPEAKER_00]: So now you're moving from a very nice neighborhood to a luxury neighborhood.
[00:21:38] [SPEAKER_00]: You have an a luxury lifestyle and it's something different.
[00:21:42] [SPEAKER_00]: The conversation is totally different.
[00:21:45] [SPEAKER_00]: So once again, understanding what micro messaging is.
[00:21:49] [SPEAKER_00]: And I've given you guys three different examples of a physical
[00:21:52] [SPEAKER_00]: product, digital product and a service business.
[00:21:56] [SPEAKER_00]: I also want to give you guys two real life examples of two B.E.B.
[00:22:01] [SPEAKER_00]: family members that I've been mentoring.
[00:22:03] [SPEAKER_00]: So I'm not going to go in too much detail, but you guys will understand.
[00:22:07] [SPEAKER_00]: So one of the B.E.B. family members reached out to me.
[00:22:11] [SPEAKER_00]: She has a puzzle company and she's trying to figure out how to get traction.
[00:22:16] [SPEAKER_00]: And so if you're trying to sell just to people who like to do puzzles,
[00:22:19] [SPEAKER_00]: that's kind of hard to target, right?
[00:22:22] [SPEAKER_00]: You can't really message to people that just like puzzles.
[00:22:26] [SPEAKER_00]: So I said, one of the things is you may want to create different types
[00:22:29] [SPEAKER_00]: of themes for your puzzles so that way that you can target and in micro
[00:22:35] [SPEAKER_00]: message those types or class of people.
[00:22:38] [SPEAKER_00]: So one of the examples I gave her is you may want to target retired
[00:22:42] [SPEAKER_00]: military veterans so you can create a series of puzzles that have to do
[00:22:47] [SPEAKER_00]: with the military.
[00:22:49] [SPEAKER_00]: And now once you do that, you'll be able to micro message them.
[00:22:52] [SPEAKER_00]: So you could have a puzzle of the guys putting the flag up in Iwo Jima.
[00:22:57] [SPEAKER_00]: You could have a battleship.
[00:22:59] [SPEAKER_00]: You can have different fighter planes.
[00:23:01] [SPEAKER_00]: You can have all types of things that retired military people would have
[00:23:05] [SPEAKER_00]: an interest in.
[00:23:07] [SPEAKER_00]: Now, since you know that that's something that you're going to
[00:23:10] [SPEAKER_00]: micro focus on, you can micro message just saying, hey, I got
[00:23:15] [SPEAKER_00]: a puzzle company that's going to be very hard to target.
[00:23:19] [SPEAKER_00]: So micro messaging, you could also target different interests.
[00:23:23] [SPEAKER_00]: So you could have a puzzles of black historical figures.
[00:23:27] [SPEAKER_00]: You can have puzzles of anything that you want.
[00:23:29] [SPEAKER_00]: But when you break it down to different types and classifications
[00:23:33] [SPEAKER_00]: of your audience, that allows you to speak directly to them.
[00:23:38] [SPEAKER_00]: So going back to the veterans retired military, you can speak
[00:23:43] [SPEAKER_00]: directly to them in a language that they understand and most and
[00:23:47] [SPEAKER_00]: more importantly, that they're going to respond to.
[00:23:50] [SPEAKER_00]: OK, so that's one example of one of my mentees.
[00:23:54] [SPEAKER_00]: Now I have another mentee that's interested in doing paid public
[00:23:58] [SPEAKER_00]: speaking, becoming a speaker.
[00:24:00] [SPEAKER_00]: And when I asked her initially what her main topic was, she said
[00:24:05] [SPEAKER_00]: it's motivation and moving people from point A to point B.
[00:24:09] [SPEAKER_00]: And the age range was from 19 up to the late 30s.
[00:24:15] [SPEAKER_00]: And when she told me that, I said, well, that's a very broad range.
[00:24:19] [SPEAKER_00]: How are you going to talk to a 19 year old and also talk to a 39 year
[00:24:25] [SPEAKER_00]: old because they're two different markets or two different types of
[00:24:29] [SPEAKER_00]: classifications of people?
[00:24:31] [SPEAKER_00]: Now, your message may be the same, but being able to market
[00:24:35] [SPEAKER_00]: to them is totally different.
[00:24:37] [SPEAKER_00]: So an 18 19 year old is going to have the same worldly experience
[00:24:42] [SPEAKER_00]: as somebody that's 38 or 39.
[00:24:45] [SPEAKER_00]: Men might have different experiences than women, so you need
[00:24:49] [SPEAKER_00]: to decide who is your true avatar and then you can micro
[00:24:54] [SPEAKER_00]: message to them.
[00:24:56] [SPEAKER_00]: Now you can still keep the meat of your talk.
[00:24:59] [SPEAKER_00]: You may have to tweak it a little bit for your different
[00:25:02] [SPEAKER_00]: markets or your different types of audiences, but you can
[00:25:05] [SPEAKER_00]: still keep the meat of your talk.
[00:25:08] [SPEAKER_00]: All right, so now we're getting into micro messaging.
[00:25:11] [SPEAKER_00]: You have a main talk here that's geared for, you know,
[00:25:15] [SPEAKER_00]: professional women. That's your main talk.
[00:25:19] [SPEAKER_00]: You can take that same motivational talk and you can tweak
[00:25:23] [SPEAKER_00]: it for men and you can tweak it for for teenagers.
[00:25:27] [SPEAKER_00]: But each of the messaging is going to be totally different.
[00:25:31] [SPEAKER_00]: And so when you can speak to those different types of classes,
[00:25:35] [SPEAKER_00]: of prospective customers you have, that's when you're able to
[00:25:39] [SPEAKER_00]: dig in deep.
[00:25:40] [SPEAKER_00]: The problem once again is guys, we think about a macro message.
[00:25:45] [SPEAKER_00]: Hey, I'm going to talk about this or hey, I'm a mortgage broker.
[00:25:49] [SPEAKER_00]: I can help you in anything you need to do when it comes to
[00:25:52] [SPEAKER_00]: mortgages. Yeah, that may be true.
[00:25:54] [SPEAKER_00]: But does that resonate with my target audience versus me saying,
[00:25:59] [SPEAKER_00]: hey, I specialize in first time home buyers getting them from
[00:26:03] [SPEAKER_00]: renting an apartment to moving them into a house.
[00:26:06] [SPEAKER_00]: So for example, I'm literally working on micro messaging right
[00:26:10] [SPEAKER_00]: now for my mortgage business.
[00:26:12] [SPEAKER_00]: So a mortgage is a mortgage is a mortgage, right?
[00:26:15] [SPEAKER_00]: But once again, they're different classes and types of people
[00:26:19] [SPEAKER_00]: that I'm talking to.
[00:26:20] [SPEAKER_00]: So for example, for entrepreneurs, many entrepreneurs that are
[00:26:24] [SPEAKER_00]: in a cash business, say restaurants and things of that nature
[00:26:27] [SPEAKER_00]: may not show all their cash, but they do show deposits
[00:26:32] [SPEAKER_00]: on their bank statements.
[00:26:33] [SPEAKER_00]: So they're programs where we can look at your bank statements,
[00:26:36] [SPEAKER_00]: not necessarily your tax returns.
[00:26:39] [SPEAKER_00]: OK, so that's a cash business.
[00:26:40] [SPEAKER_00]: We have first time home buyers and the transformation once again.
[00:26:44] [SPEAKER_00]: Hey, I'm moving you from paying somebody else's mortgage.
[00:26:47] [SPEAKER_00]: That's what you're doing when you're renting to pay in your
[00:26:50] [SPEAKER_00]: own mortgage and building equity.
[00:26:52] [SPEAKER_00]: OK, also you talk about entertainers and professional
[00:26:56] [SPEAKER_00]: athletes. They have different types of needs.
[00:26:59] [SPEAKER_00]: So I'm creating vertical content, content for different types of
[00:27:04] [SPEAKER_00]: customers. So I'm working on blog posts and I'm doing videos.
[00:27:08] [SPEAKER_00]: So when somebody searches for something specific, then hopefully
[00:27:12] [SPEAKER_00]: they'll come into my content, be it video, audio or written,
[00:27:17] [SPEAKER_00]: video, audio or written.
[00:27:19] [SPEAKER_00]: That's the only way you can communicate.
[00:27:20] [SPEAKER_00]: It could be a YouTube video.
[00:27:23] [SPEAKER_00]: It could be a blog post.
[00:27:24] [SPEAKER_00]: It could be a podcast.
[00:27:26] [SPEAKER_00]: The highest form of content we all know is video.
[00:27:29] [SPEAKER_00]: Because you can strip down the audio out the video and then you
[00:27:33] [SPEAKER_00]: can even transcribe the audio into written content.
[00:27:37] [SPEAKER_00]: So video is the highest form of content.
[00:27:40] [SPEAKER_00]: So here's an unexpected niche I fell into with my mortgage
[00:27:44] [SPEAKER_00]: business just about a month ago.
[00:27:47] [SPEAKER_00]: One of my good friends is friends with an exotic dancer who makes
[00:27:51] [SPEAKER_00]: a lot of money, but the money unfortunately comes in mostly
[00:27:56] [SPEAKER_00]: in tips and cash.
[00:27:58] [SPEAKER_00]: And so on a W2 or taxes, she doesn't show exactly what she makes
[00:28:04] [SPEAKER_00]: and she's got a stack of money and she's trying to buy her first home.
[00:28:08] [SPEAKER_00]: So what I did was I used a bank statement program because she
[00:28:13] [SPEAKER_00]: put some majority of her money in the bank.
[00:28:15] [SPEAKER_00]: And so now the Lenders can see that.
[00:28:17] [SPEAKER_00]: OK, her tax returns or W2s aren't great, but her business
[00:28:21] [SPEAKER_00]: allows her to generate a whole lot of money.
[00:28:24] [SPEAKER_00]: And so I helped her move into her first house and she started
[00:28:28] [SPEAKER_00]: referring me to other people or other dancers that she worked with.
[00:28:32] [SPEAKER_00]: So that's a niche.
[00:28:34] [SPEAKER_00]: So now I'm in the process of creating content for that niche
[00:28:38] [SPEAKER_00]: or that type or class of customer that is is pretty much
[00:28:42] [SPEAKER_00]: a cash based business.
[00:28:45] [SPEAKER_00]: So that's what I'm talking about, guys, when it comes to micro messaging.
[00:28:49] [SPEAKER_00]: You got to meet the prospect or the customer where they are.
[00:28:52] [SPEAKER_00]: You have to speak to them in their language.
[00:28:54] [SPEAKER_00]: You have to make that transformation that you're selling become real in their mind,
[00:29:00] [SPEAKER_00]: like taking a renter and transforming them into a homeowner.
[00:29:04] [SPEAKER_00]: So that's what we're talking about when we're talking about micro messaging.
[00:29:08] [SPEAKER_00]: Now, the third thing I wanted to do, guys, is give you a micro messaging
[00:29:12] [SPEAKER_00]: three step formula, how you can implement this today in your business.
[00:29:16] [SPEAKER_00]: And we're going to keep it super simple. OK.
[00:29:19] [SPEAKER_00]: Number one, you want to identify your different types or
[00:29:23] [SPEAKER_00]: classifications of customers, your different types and classifications
[00:29:28] [SPEAKER_00]: of customers and you want to write them down.
[00:29:31] [SPEAKER_00]: So once again, for my mortgage business, I have all types of customers.
[00:29:35] [SPEAKER_00]: First time home buyers, people that don't show a lot of income.
[00:29:39] [SPEAKER_00]: Somebody that wants to cash out, refi luxury home buyers,
[00:29:44] [SPEAKER_00]: resident aliens, people that don't live in the country.
[00:29:47] [SPEAKER_00]: So there's all types of different types and classifications
[00:29:51] [SPEAKER_00]: of people looking for mortgages.
[00:29:54] [SPEAKER_00]: So I have a list, I've written down the list and now I'm going through
[00:29:58] [SPEAKER_00]: and creating content for each of these types or classifications
[00:30:03] [SPEAKER_00]: of prospective customers.
[00:30:05] [SPEAKER_00]: So that's step number one, identify the different types
[00:30:08] [SPEAKER_00]: or classifications of customers.
[00:30:10] [SPEAKER_00]: Number two, you want to identify what transformation
[00:30:14] [SPEAKER_00]: each type of customer is seeking from your product or service.
[00:30:18] [SPEAKER_00]: What is the transformation?
[00:30:20] [SPEAKER_00]: Remember, guys, that's what you're selling.
[00:30:23] [SPEAKER_00]: Transformation you're taking somebody from point A
[00:30:26] [SPEAKER_00]: before they use your product or service to point B.
[00:30:30] [SPEAKER_00]: What happens after they use your product or service?
[00:30:33] [SPEAKER_00]: So identify that transformation of each type of customer
[00:30:37] [SPEAKER_00]: is seeking for your product or service and you need to hone in on the hot points.
[00:30:42] [SPEAKER_00]: So if I'm looking at a young couple that has a $2,200 a month
[00:30:47] [SPEAKER_00]: one bedroom apartment in downtown Center City, Philadelphia
[00:30:52] [SPEAKER_00]: and they're looking to be a first time home buyer, then I can say, OK,
[00:30:57] [SPEAKER_00]: how are you going to feel when you move into your new three bedroom
[00:31:00] [SPEAKER_00]: two and a half bath home detached home
[00:31:04] [SPEAKER_00]: and you're only going to be paying $1,800 a month
[00:31:08] [SPEAKER_00]: principal, interest, taxes and insurance all in.
[00:31:11] [SPEAKER_00]: So you're going to move from a one bedroom
[00:31:13] [SPEAKER_00]: that's nine hundred square feet to a three bedroom, two and a half bath house.
[00:31:18] [SPEAKER_00]: That's twenty seven hundred square feet and you're going to be paying less money.
[00:31:22] [SPEAKER_00]: That's the transformation.
[00:31:24] [SPEAKER_00]: OK, so identify what transformation each type of customer is seeking
[00:31:28] [SPEAKER_00]: from your product or service.
[00:31:30] [SPEAKER_00]: And that's what you're messaging.
[00:31:33] [SPEAKER_00]: You're messaging and speaking directly to the transformation
[00:31:36] [SPEAKER_00]: that your product or service provides.
[00:31:38] [SPEAKER_00]: And step number three is craft a message or messages
[00:31:43] [SPEAKER_00]: to each type of customer using the best platforms and mediums.
[00:31:47] [SPEAKER_00]: Remember, it is only three types of ways you can communicate guys.
[00:31:52] [SPEAKER_00]: Video audio and written.
[00:31:54] [SPEAKER_00]: So it could be a YouTube video or series of videos.
[00:31:58] [SPEAKER_00]: It could be a blog post.
[00:32:01] [SPEAKER_00]: It could be a podcast, whatever makes sense for you
[00:32:04] [SPEAKER_00]: and the way that you need to connect with your audience.
[00:32:07] [SPEAKER_00]: So craft a message or messages to each type of customer
[00:32:11] [SPEAKER_00]: using the best platforms and mediums.
[00:32:14] [SPEAKER_00]: Now, here is the key guys.
[00:32:17] [SPEAKER_00]: The key is to create messaging for each type of classification
[00:32:21] [SPEAKER_00]: or type of customer that you can come up with.
[00:32:24] [SPEAKER_00]: All right. So you may be saying, damn, Jay,
[00:32:27] [SPEAKER_00]: I got about eight or nine types of classifications of customers
[00:32:30] [SPEAKER_00]: that I need to create content for.
[00:32:33] [SPEAKER_00]: And yeah, the answer is that's what you need to do.
[00:32:36] [SPEAKER_00]: So that's what you're going to do.
[00:32:39] [SPEAKER_00]: That's going to allow you to separate yourself from your competitors.
[00:32:42] [SPEAKER_00]: Because guess what?
[00:32:43] [SPEAKER_00]: They're not going to want to do that either, right?
[00:32:45] [SPEAKER_00]: So now because you have that content out there
[00:32:48] [SPEAKER_00]: or you're pushing content on Instagram, YouTube or wherever
[00:32:52] [SPEAKER_00]: the mediums are that make sense for you, people are going to find it.
[00:32:56] [SPEAKER_00]: Right. So you always think about how do people search?
[00:32:59] [SPEAKER_00]: Right. How do I get my first mortgage?
[00:33:02] [SPEAKER_00]: All right. So you may want to get some, you know, Google AdWords
[00:33:05] [SPEAKER_00]: and then direct people to a YouTube video or whatever,
[00:33:09] [SPEAKER_00]: or blog post or whatever it is.
[00:33:11] [SPEAKER_00]: But think about how people search for what you're selling.
[00:33:15] [SPEAKER_00]: Like how to get approved for a mortgage with bad credit.
[00:33:19] [SPEAKER_00]: I need to create a video or content on that. Right.
[00:33:23] [SPEAKER_00]: How to get a jumbo mortgage over five million dollars.
[00:33:28] [SPEAKER_00]: I need to create a video or some content on that.
[00:33:31] [SPEAKER_00]: So trust me, guys, there's a ton of content.
[00:33:34] [SPEAKER_00]: I'm in the process of creating.
[00:33:36] [SPEAKER_00]: But once you create that content,
[00:33:38] [SPEAKER_00]: that's going to separate you from your competition.
[00:33:41] [SPEAKER_00]: Because all they want to do is create a general marketing message.
[00:33:46] [SPEAKER_00]: They don't want to create those 20 micro messages.
[00:33:49] [SPEAKER_00]: It's all about that one message. OK.
[00:33:52] [SPEAKER_00]: And that's all they want to focus on.
[00:33:54] [SPEAKER_00]: But remember, your product or service is probably sold
[00:33:58] [SPEAKER_00]: to different types of classifications of people.
[00:34:00] [SPEAKER_00]: So if you're thinking just smartly,
[00:34:03] [SPEAKER_00]: why wouldn't you want to communicate to them?
[00:34:06] [SPEAKER_00]: Now, this may sound overwhelming,
[00:34:08] [SPEAKER_00]: but you want to do it in phases.
[00:34:11] [SPEAKER_00]: Once again, number one, and this is the formula,
[00:34:14] [SPEAKER_00]: the micro message in three step formula,
[00:34:16] [SPEAKER_00]: identify the different types of classifications
[00:34:19] [SPEAKER_00]: of customers that you have. Right.
[00:34:22] [SPEAKER_00]: The types of classifications.
[00:34:23] [SPEAKER_00]: Who buys your product or service?
[00:34:26] [SPEAKER_00]: When I use the physical product, I talk about feel hockey players.
[00:34:30] [SPEAKER_00]: I talked about waiters and waitresses.
[00:34:32] [SPEAKER_00]: And I also talked about competitive runners.
[00:34:36] [SPEAKER_00]: Conversation is totally different.
[00:34:38] [SPEAKER_00]: So I need content for each one of those.
[00:34:40] [SPEAKER_00]: Now, if you sell them to soccer players,
[00:34:42] [SPEAKER_00]: that's something else too that you have to create.
[00:34:44] [SPEAKER_00]: If you sell them to football players,
[00:34:46] [SPEAKER_00]: so it could be tons of content you have to create.
[00:34:49] [SPEAKER_00]: But once you create that content on a platform,
[00:34:52] [SPEAKER_00]: it's going to be there, especially a blog post or video on YouTube.
[00:34:56] [SPEAKER_00]: So step number two again is identify what transformation
[00:35:00] [SPEAKER_00]: each type of customer is seeking from your product or service.
[00:35:03] [SPEAKER_00]: And this is going to help you with your marketing message.
[00:35:06] [SPEAKER_00]: What's the transformation you're selling?
[00:35:09] [SPEAKER_00]: I know you sell a physical product, a digital product or service.
[00:35:13] [SPEAKER_00]: But in all honesty, guys, you're selling a transformation.
[00:35:17] [SPEAKER_00]: What's the transformation when a customer uses your product or service?
[00:35:21] [SPEAKER_00]: They started at a and then they're going to transform to be.
[00:35:25] [SPEAKER_00]: So that's what you're selling is the transformation.
[00:35:28] [SPEAKER_00]: So understand how you can use that transformation
[00:35:32] [SPEAKER_00]: and get key points out of there to hone in on your marketing,
[00:35:35] [SPEAKER_00]: your micro messaging and number three craft a message or messages
[00:35:41] [SPEAKER_00]: to each type of customer using the best platforms and mediums.
[00:35:45] [SPEAKER_00]: So if you're selling here in age, right?
[00:35:48] [SPEAKER_00]: Or whatever, you probably don't want to be on Instagram.
[00:35:51] [SPEAKER_00]: A lot of times you may be dealing with an older demographic
[00:35:55] [SPEAKER_00]: and you might need to message, be it TV commercials during the day
[00:35:59] [SPEAKER_00]: while they're home watching TV or AARP magazine or something like that.
[00:36:05] [SPEAKER_00]: You have to understand what mediums that you can connect with your audience.
[00:36:10] [SPEAKER_00]: But that's pretty much what we want to focus on, guys,
[00:36:14] [SPEAKER_00]: is the money is in the message turbo charge sales with micro messaging.
[00:36:20] [SPEAKER_00]: And I hope you guys take this to heart and start really creating micro
[00:36:25] [SPEAKER_00]: messaging for your product or service because I'm telling you right now,
[00:36:28] [SPEAKER_00]: it's going to definitely exponentially increase your lead generation.
[00:36:33] [SPEAKER_00]: And hopefully it's going to convert those leads into sales.
[00:36:37] [SPEAKER_00]: OK, now before we close on out, guys, let me just share my social media
[00:36:42] [SPEAKER_00]: contact information and resource links.
[00:36:45] [SPEAKER_00]: And I'm going to keep it super simple.
[00:36:47] [SPEAKER_00]: Everything I'm going to tell you guys is on the website.
[00:36:50] [SPEAKER_00]: So go to black, entrepreneur, blueprint dot com, black,
[00:36:54] [SPEAKER_00]: entrepreneur, blueprint dot com.
[00:36:56] [SPEAKER_00]: If you're lazy, take the shortcut, go to be connect dot com.
[00:37:01] [SPEAKER_00]: It's going to take you to the same place.
[00:37:03] [SPEAKER_00]: I mentioned at the top of the show, my latest book is out
[00:37:05] [SPEAKER_00]: Unlocking the Power of Chat GPT, the ultimate prompting guide for beginners.
[00:37:10] [SPEAKER_00]: Go to unlocking chat gpt dot com.
[00:37:13] [SPEAKER_00]: Also, when you go to the website, I have three main buckets that you can go into.
[00:37:19] [SPEAKER_00]: So if you're looking to build an e-commerce business,
[00:37:21] [SPEAKER_00]: I have a program called Brand Builder Academy Elite,
[00:37:25] [SPEAKER_00]: BBA Elite that will help you build a physical products brand
[00:37:29] [SPEAKER_00]: or a digital products brand in the e-commerce format.
[00:37:33] [SPEAKER_00]: OK, also, I had B.E.B. Academy that I talked about at the beginning of the show
[00:37:37] [SPEAKER_00]: and pound for pound my best program, pinpoint and monetize your genius.
[00:37:41] [SPEAKER_00]: Your genius is the intersection of your passion and talent.
[00:37:45] [SPEAKER_00]: The problem is most people don't know how to monetize it.
[00:37:48] [SPEAKER_00]: To learn more about those programs, go to black, entrepreneur, blueprint dot com.
[00:37:53] [SPEAKER_00]: Click the information button and you'll see some videos
[00:37:56] [SPEAKER_00]: about the individual programs.
[00:37:58] [SPEAKER_00]: Now, if you want to connect with me, guys, anything long,
[00:38:01] [SPEAKER_00]: hit me on my email, J Jones at black, entrepreneur, blueprint dot com.
[00:38:06] [SPEAKER_00]: That's J A Y J O N E S at black, entrepreneur, blueprint dot com.
[00:38:11] [SPEAKER_00]: Facebook, go to black, entrepreneur, blueprint.
[00:38:13] [SPEAKER_00]: Twitter, go to J Jones, zero, zero, one J A Y J O N E S zero, zero, one Instagram.
[00:38:21] [SPEAKER_00]: I got two I G accounts guys.
[00:38:23] [SPEAKER_00]: The first one is J Jones for real J A Y J O N E S the number four R E A L.
[00:38:31] [SPEAKER_00]: The second one is black entrepreneur, blueprint.
[00:38:34] [SPEAKER_00]: Now, I had an imposter trying to set up a I G account.
[00:38:39] [SPEAKER_00]: If it's not one of those two, it is not me.
[00:38:42] [SPEAKER_00]: So make sure you don't send that imposter account any money.
[00:38:46] [SPEAKER_00]: They actually even spelled it wrong.
[00:38:48] [SPEAKER_00]: I think it was J Jones, no S on the end.
[00:38:51] [SPEAKER_00]: So you know, that's that's that's crazy right there.
[00:38:54] [SPEAKER_00]: Also, LinkedIn, make sure you connect with me on LinkedIn, guys.
[00:38:58] [SPEAKER_00]: Go to LinkedIn, type in J Jones, black, entrepreneur, blueprint.
[00:39:01] [SPEAKER_00]: Also, don't forget to subscribe to the YouTube channel.
[00:39:04] [SPEAKER_00]: Guys, I have additional content on YouTube
[00:39:07] [SPEAKER_00]: that does not come out on the show.
[00:39:09] [SPEAKER_00]: And yes, the show is on YouTube.
[00:39:11] [SPEAKER_00]: So go to YouTube, type in black,
[00:39:13] [SPEAKER_00]: entrepreneur, blueprint and hit that subscribe button.
[00:39:17] [SPEAKER_00]: Now I say this each and every week, guys, because it's true,
[00:39:20] [SPEAKER_00]: we get more and more downloads because of you, the B E B family.
[00:39:24] [SPEAKER_00]: I appreciate you guys so much.
[00:39:26] [SPEAKER_00]: Please continue to spread the word about the podcast.
[00:39:29] [SPEAKER_00]: The new website, black, entrepreneur, blueprint dot com.
[00:39:32] [SPEAKER_00]: We have so many resources to help you elevate your
[00:39:35] [SPEAKER_00]: entrepreneur IQ.
[00:39:37] [SPEAKER_00]: Make sure you hit the learn button and in the drop down,
[00:39:40] [SPEAKER_00]: you can learn all types of stuff about scaling your business,
[00:39:44] [SPEAKER_00]: mindset and strategy, e-commerce marketing.
[00:39:48] [SPEAKER_00]: So make sure you go to the website, black, entrepreneur, blueprint dot com.
[00:39:52] [SPEAKER_00]: Also, all of the ecosystem around it, the online programs,
[00:39:56] [SPEAKER_00]: the books, the courses, everything is designed, guys,
[00:39:59] [SPEAKER_00]: to help you move from point A to B to help you launch,
[00:40:03] [SPEAKER_00]: build and grow successful, sustainable businesses.
[00:40:07] [SPEAKER_00]: Remember, guys, it's not about me.
[00:40:09] [SPEAKER_00]: It's not about you.
[00:40:10] [SPEAKER_00]: It's about us.
[00:40:10] [SPEAKER_00]: It's about building an economic power base in the worldwide black community
[00:40:14] [SPEAKER_00]: by building and supporting black owned businesses.
[00:40:17] [SPEAKER_00]: Love you guys.
[00:40:18] [SPEAKER_00]: See you same time next week.
[00:40:20] [SPEAKER_00]: Peace.