Richard Moore

My top advice for businesses with large databases of unconverted leads: Use email and SMS remarketing to convert the leads you've already paid for. Look, you’ve already spent hundreds of thousands of pounds generating leads in the last few years. Now, it’s your time to reap the benefits by getting some lower-cost conversions through email and SMS. In our experience, it can cost you 80% less than what it does to convert a cold sale from digital marketing channels like Google and Facebook. The bottom line: Make sure you’re leveraging your database to the best of its ability. So, you start to get back some of the investment you’ve made in building it. But whatever you do… Don’t let an agency or somebody else take advantage of all that money you’ve spent by trying to charge you an inflated fee per sale. 😛

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Selling vs Providing Value: A question from a content creator this morning... === "Read your one email a day post and I'm intrigued. But how do we balance selling vs providing value in our emails? I have a lot to share, and obviously I want to make money, but I'm worried about annoying people." === This is probably the #1 thing that holds people back from sending more regular emails. Especially content creators who already have a following. But here's the thing... If you're talking about something that matters to the reader? Providing insights from personal experience? You ARE providing value. The "selling" part is just rolling out the red carpet and inviting them to work with you, if they want more help. Example: Most people are on my list for email marketing and copywriting content. I talk about those topics, then invite people to work with me if they want more help. When I talk about those things, response rate and sales shoot up.  When I don't talk about those things, response rate and sales drop. I'm "providing value" by talking about something that matters to the reader. I'm "selling" by giving them the opportunity to reach out for more help. And I do this every day. Another example: One of my clients, Matt Barker, is a LinkedIn stud with 140k+ followers. He spent 2 years "providing value" and building up his audience. But didn't have his email sales machine dialed in. We put together a cohort-based course and sold 19 spots into the first group, just by inviting people on his list. The funnel was email -> Google Doc -> checkout page. That's it. Now he's creating an email flow to sell his course, cohort, and 1:1 offers consistently. And staying in the flow with more regular emails. === So, the TL;DR version of this post... You can provide value AND sell every day. It doesn't need to be either or. Talk about something that matters to the reader and provide insight from personal experience. Then invite them to work with you if they want more help. Hope this helps 🤙

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Agency founders, Is your agency marketing not producing the results you want?  It might be because you lack empathy. Here's a question: do you actually care about the people you're marketing to? If so, what's the evidence? Here's the thing... Your buyers don't want to be sold to.  They want to be understood. With care and empathy, you take the time to understand your buyer's specific problem—not a generic version of the problem. Specifics matter; when you know the specifics, your buyers will notice. CQ --------------------------- I'm Corey Quinn 🎯 Click my name + follow + 🔔 I help agency owners specialize in a vertical market. #agencygrowth #deepspecialization #positioning

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Most podcasters think they want more downloads. Podcast gurus are happy to help. Why? Cuz it's an easy 'fix' for them to monetise. So what if I told you they're not actually helping?... Take two podcasts side-by-side and have a think about which one you think is getting better results: 1. "Podcast A" getting 1000 downloads per episode. 2. "Podcast B" getting 200 downloads per episode. Which one is showing the best signs of progress? Impossible to tell based on that data, right? So let's add some more data to the story here. "Podcast A" is getting help from a podcast guru. They started off with 200 downloads per episode but now the guru's buying them in bot downloads from a click farm. "Podcast B" is working with a consultant and although on the surface they're only getting the same number of listeners as where "Podcast A" seemingly started from, they've come from only 30 downloads per episode recently. Which one is showing the best signs of progress? Wait. Let's add another layer to this. Podcast A's host has just learned that their podcast's main source of listening platform is Spotify with 80% share of listening. So they've logged into their dashboard to see the in-platform data. They spot that their engagement percentage average is 22%. Podcast B's host has learned the same, but Spotify actually accounts for 95% share of listening to their show. So they've logged into their dashboard to see the in-platform data. They spot that their engagement percentage average is 92%. Leave "Podcast A" or "Podcast B" in the comments to let me know which of the two podcasts you'd be most proud of. Hint: Podcasters *think* they want more downloads, but what they *actually* want is better conversions from the ones they're already getting. Without that, you're not going to see any kind of real growth, regardless of what some podcast growth guru will try to tell you. And if you're struggling with this, it's time to book in for an audit. DM me or leave a comment if you need the link! (Pic: Is of a podcast episode in Spotify showing listeners continuing to listen for 80% of the published episode on average, with 20% listening all the way through)

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Write Rewrite Edit I think It's all your mindset that creates a ground for great content It's not necessary that every bit of content you create - - Should please the customer or prospect As, you all know it's easy to create and publish content on different platforms We all have power to- Influence,Educate, Entertain and also to Irritate, Annoy to our potenial audience Now the challenge is to Respect your audience and deliver in a way that's Useful Enjoyable Inspired Start with empathy . Continue with Utility .Improve with analysis . Optimize with love Share your thoughts on this.

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Everything you want is *downstream* of lead generation: Pick & Choose the best clients - check ✅ Consistently hit your sales targets - check ✅ Recruit the best people - check ✅ Attract investment - check ✅ Sell your company - check ✅ Once you have a consistent flow of enquiries… And you crack lead gen for good? Then everything else feels like swimming with the tide, instead of against it. On the other hand… If you can’t master lead generation, it won’t matter how good you are… - at sales - at delivery - at growing your team Every day will feel like driving around with the hand brake on. And yet? Some business owners carry on for YEARS without figuring out lead generation. Which means they never make the “big leagues”... And they miss out on a lot of new clients and cash flow. Don’t be like them 😃 A consistent flow of leads is less than 30 days away. DM me the word “VIDEO”... And I’ll send you a free training on how hundreds of B2B companies are getting 10 “low stress” enquiries per week on LinkedIn in 20-30 minutes a day. #pipeline #leadgeneration #marketing

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Brand v Performance Marketing (and why it's better to invest in both) With the exception of low value impulse purchases, most people instinctively fear buying from businesses they don't know - a fear that tends to increase with the price of the item or service under consideration. They worry that they could end up in a situation where you take their cash and then supply an inferior, sub-standard product or a poor service, leaving them with no way of getting their money back. No matter how good you are at promoting what you do with ads and offers to try and make sales in the here-and-now, you're always going to rub up against this problem. This is one of the limitations of Performance Marketing - campaigns designed to drive purchasing action in the short term. These include pay-per-click search and shopping ads on Google, and similar ads on Facebook etc. You can usually spot Performance Marketing ads because they use language designed to create a sense of urgency (things like "hurry, offer ends soon" and "limited stocks available") combined with a special offer ("10% off when you buy today"). Performance Marketing definitely does work, but that fear of buying is an issue. That's where Brand Marketing comes in. As well as raising awareness of your business in the first place, Brand Marketing helps to establish your credibility and build trust. It consists of activities conducted over the long term, which include things like creating and distributing content that not only informs your audiences but that showcases your know-how and capabilities (think blogs, whitepapers, bespoke research and more) as well as securing positive media mentions with PR, creating and sharing success stories in the form of case studies, and obtaining reviews and testimonials from past customers. The factual content reassures people that you know what you're doing, whereas the customer reflections (what we call 'social proof') reassure people that you do it well. There's an equation that describes how Brand and Performance Marketing intersect: (Need + Solution) - Fear of Buying = Sales Performance Marketing matches your solution (product or service) to the need of your customer. Brand Marketing is what removes the fear of buying. I'll leave you with some interesting stats: According to a global survey of more than 1,400 marketers carried out in Q3/Q4 of last year, 36% say they will increase investment in Brand Marketing for 2024, up from 23% in 2022. There's a reason for that and it's the growing recognition that it complements Performance Marketing spend. Food for thought. #BrandMarketing #PerformanceMarketing

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Patterns I've noticed in business owners who struggle 👇 - They focus on their business, instead of their customers  - They think marketing is somehow optional - Mainly reactive rather than proactive - They don’t invest in themselves - Their decision making is slow - Always stopping and starting - They overthink everything - They think short term Be mindful if you spot yourself doing any of the above... 🙈 (although don't beat yourself up, we all go through it...) #business #mindset #winning

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Every business should seek to maximise its return on investment. Shareholders demand it. ROI is important. So why does ‘ROI’ have such a bad reputation within marketing circles? Here’s why… Using ROI to decide HOW MUCH to invest in marketing is foolish/misguided/wrong etc. because the maximum ROI is always achieved by spending almost nothing!! This is because of the law of diminishing returns. Each additional dollar will give you a slightly lower return. But that doesn’t mean it isn’t still a great investment. In fact, you may need to invest more just to stay in business, depending on what your competitors are doing. So, never use ROI data to decide how MUCH to spend. However, once you have determined an appropriate marketing budget (e.g. enough to meet your growth objectives and/or to beat your competitors) ROI is your friend! It’s your duty to get the best return from your investment. And you should use data and research to make sure that you do. If you like my approach to illustrating useful concepts, check out my best-selling books: - The Smart Advertising Book: lnkd.in/eCMQAesc - The Smart Branding Book: lnkd.in/erMAGNVX - The Smart Marketing Book: lnkd.in/dhvxP_j or visit my website www.smartmarketing.me. #advertising #marketing #business #entrepreneurship #media #sales Andrew Tindall, Prof. dr. Koen Pauwels, Graham Staplehurst,

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Is your CEO too busy to post on LinkedIn? Here's how MJ Smith (CMO @ CoLab) managed to get her CEO to post 10+ times every month, generating 19% of all qualified pipeline: 1. She and her CEO Adam worked together to write a strategic narrative (2-3 page doc) 2. This messaging is the source of truth that they can turn into outlines + rough drafts (which gets them 80% of the way there, without straying into full on ghostwriting) 3. Adam does the final 20%, adding personal touches, stories, and his own tone of voice 4. Sometimes, he doesn't even use a draft. Seeing all the ideas in one place, he comes up with a different take totally from scratch 5. Their marketing team also produces a ton of content that he can repurpose or share with his own 2 cents on: - Original research (killer survey data) - Visuals that bring the strategic narrative to life (sales slides) - Conference presentations and webinars with a clear thesis/POV 6. She pretty much bothers him about it every week: "can you commit to shipping 1-2 posts this week?" Sometimes it's a yes, sometimes it's a no. But shes pushes it OFTEN. Also: 19% of qualified pipeline is hard to argue with. They know this figure because they have an opportunity source in CRM called "Adam's DMs". So: If you want to get your own CEO to post on Linkedin... Next Wednesday, I'll do a live Zoom Q&A with MJ to break down their process. You can join and ask your own questions. Wednesday, May 15th @ 12.30-1.30pm EST (*the below image has a wrong time, can't fix this anymore*) Register here: https://lnkd.in/eWSAbP7Z

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Cut the fluff from your copy. Honestly, people haven't got all day to try and find your point. Here is a completely made up example of a flyffy CTA that would sit at the end of an Ask for Business post. '...If this is something that that interests you and you have some questions just send me a DM. I will be able to answer all of them by sending you a video with all the details. It is an easy process that avoids the awkward sales call where we have to discuss price and payment plans. Once you have watched the video, if you are still interested, we can have a chat. I have spaces free next week if you are free too then we could be working together. Turn your Mission Into a Movement with me' As you can see, it is a bit shit. It is wishy washy and goes right around the houses. This is a better more direct version. It says exactly the same thing but in less words. '...Ready for action? DM me and I'll send you a video with all the details including price and payment plans. Let's turn your Mission into a Movement. We can start next week.' Could you go through your content and cut some fluff? PS If you do want to work with me 121, this is the exact process 😉

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Metaphors. Analogies. Stories. Humour. These are your tools for standing out in someone’s inbox. Once you realise this, you can put reps in where it counts. Come see why 1,850+ happy clients use High Impact Writing to grow their audience and business: www.highimpactwriting.co

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I've said it before and I'll say it again. Relevance is key with cold email. When you... - Build a solid targeted list - Do your research properly - Focus on quality not volume - Focus on hyper relevance - Get your deliverability on point That's when you win. That's when you get replies like the below. Stop going for volume. Focus on relevant, targeted and well thought out campaigns. #coldemail #outbound

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Full service agencies: - Know a little about a lot - Have crazy high retainers - Lock you into long term contracts - Hire cheap talent to turn a profit Specialist agencies: - Know a lot about a little - Usually performance based - Give their clients more attention - Hire top quality specialised talent There are always exceptions, but this is usually the case.

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Want to maximise you revenue this year? You need video. WHY? You can get all the information out there that answers the questions your ideal audience might have, but don't want to ask you. You create credibility, authenticity, and allow them to come to you when the time is right FOR THEM. You're just there to help them make the decision. _____________ #SocialMedia #ContentManagement #B2B #Video Ring my profile 🔔 for advice on creating content that TRANSFORMS your business pipeline! Javelin: Getting the ideas out of your head, into video and out to your socials.  No fuss, minimum effort. Want to know how we create 200+ assets from only 30 minutes of your time?

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When you get on a sales call you convert effortlessly. Your people are captivated by what they see you can help them achieve. But whilst your content is good - it's not quite landing; you rarely make sales direct from your posts. It doesn’t move your audience to ask how they pay you, or chase down the booking link. You don't feel like your writing creates that full-body-yes that your sales calls or live events generate. You write well, you’re insightful, you share results, you add clear CTAs but it’s never quite enough to bring them over the finish line. But get them on a call and they’re immediately in. You can make a sale in less than 20 minutes, so you know your offer is highly desirable and highly sellable - you just want your content to do more of the heavy-lifting for you to free up time in your calendar and have more high-ticket sales coming in on auto. The reason this isn't happening is because your content doesn’t show them exactly what they need to hear, to buy - it doesn't create those light-bulb moments that make them go "whoa, holy-moly, this is what I need". When your content speaks to what your people most want and has them see how natural and effortless that is in your world, they move fast – with the same speed and enthusiasm as when they’re on a call with you. Which means you're able to post and make sales on top of and outside of the launch activities you're already doing. That’s what we’re focusing on in my Conversion Content programme starting next week where you’ll learn my rapid conversion framework that leads your people to an easy, fast yes. DM me for details

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76% of agency BDM’s fail in their first 12 months The root problem? No sales process…meaning: • Target ideal clients (accounts and people) • Key messaging • Steps in the sales process • Tactical plan • CRM built  • Nurture strategy And the list goes on Blaming the lack of results on a single person is unfair When you haven’t prepared for them to succeed The truth is, you can have: → The most talented BD → A calendar full of amazing meetings → Awesome case studies And still end up with 0 closed deals So let’s get the process right: → Hiring the right personality type for the BD role is key (Your hunter) → Creative tactics to get your prospects’ attention (GTM outreach) → A well-designed qualification, closing, and nurture strategy One good hire can’t make up for a lack of systems and strategy If you’re an agency founder & need help establishing a sales process, say hello via DMs Let’s see if we’re a good fit ✌🏾 

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