Kevin Dieny: 00:00:00

Hello and welcome to the Close the Loop podcast.

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I'm your host, Kevin Dieny, and today we are gonna be jumping in

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and talking about advertisements.

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In fact, on this episode, it's a little different.

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We're gonna do, what's called a let's create.

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And during the length of this episode, we are gonna create an

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advertisement that generates leads.

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So this is something that you could apply in your business.

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If you're wanting to get your hands and dip them in the marketing

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advertisement bucket, put that hat on.

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And we are gonna discuss everything that's needed for an ad to be

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successful at generating needs.

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And this applies to any business, any industry, just because there's some

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foundational, basic things, but we're also gonna create one along the way as

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an example, and I'll make available, you know, the information, any notes

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that I have, anything that we end up kind of creating, I'll make sure that

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that's on the episode page for you.

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So let's get started.

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Lead generation add that's a little different, there's lots of

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different types of advertisements.

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There's advertisements that are going to be built to bring to awareness to

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customers, to future customers that your company exists, that, you know, help

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them become aware that there's a problem.

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Like if someone, how does someone really know that they need your service?

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How do they even know that?

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You as a company are able to provide such a service.

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There's lots of different ads that are doing lots of different objectives.

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If you've ever gone into an ad platform and started to create

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one, you've seen things come up, like, what are you trying to do?

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You know, are you trying to get video impressions, people to watch your video?

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Are you trying to get people more aware of your brand?

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Are you trying to get people to like, to share, to click, to comment, to, you know,

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those are more engagement type goals.

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Are you actually generating leads, right?

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A lot of times that's kind of what a default business may go to.

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Yeah.

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That's that's whatever your advertisement is, but it's, you know,

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that's probably the most common one.

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There's also advertisements that create sales.

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Um, sometimes it's more associated with eCommerce cause it's a little bit

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easier to track, but any business can link their sales to the ad that brought.

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So today we're specifically focusing on the types of

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advertisements in marketing that are specifically around generating the.

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A lead is any person.

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It's usually a person in a business, a person alone, a consumer,

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someone that you want to have.

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A future client, customer, patient sort of relationship with, they're not

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paying you yet, but you'd like them to maybe they, you are paying them,

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but you'd like them to pay you more.

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So the lead is that they haven't paid you yet.

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It's that first interaction in touch with the consumer generally real time, right?

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Either a phone call, a chat back and forth over an email possibly, but you're

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usually most businesses are trying to.

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Things moved along as fast as they can agility.

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Right?

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The faster you can speed up the sale.

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That's the sales, agility, sales acceleration.

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The more ordeals you can have, your calendar might be busting with

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leads, but is it busting with sales?

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Right?

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So this is for the businesses for someone, a marketer, an owner, someone to

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consider, how am I gonna get more leads?

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Now, if you've put leads in the top of your sales funnel, right?

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Hopefully at the bottom, you're turning them into.

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So that process we're not gonna go into, we're gonna specifically focus on

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how we get that ad made that ad to be successful so that your marketing budget

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around this type of activity that you're trying to, this goal, you have this

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objective that it becomes successful.

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So how could we make the best possible, most successful, most effective

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lead generation advertisement?

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That's what we're gonna talk about.

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That's what we're gonna.

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So the reason I wanted to do this is because this is one of those most common

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objectives, but it's also because a lot of times a business when it's getting

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into marketing or when there's an owner, who's enjoys wearing the marketing hat.

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When there's a marketer, there's always a point where things stop

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working where your, your business is.

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Like, I really want to scale.

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I really wanna go to the next level.

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Right.

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And lead generation, in my opinion is one of those.

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Faster to results, ways that a business could go.

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All right, take me to the next level.

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Okay.

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The next level, meaning more sales, more scalable revenues coming

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in at an effective budget spend.

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Right?

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If you're a hundred percent referral business, I'm be going,

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why would I even need lead gen?

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Well, the more lead gen, the more satisfying you are to your customers,

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the more referrals you're gonna get.

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Anyway.

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So this supercharge is a referral based.

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Let's say downstream instream network that you have, that's building your business.

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It is possible that you're, you may consider well lead gen doesn't

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work for my type of business.

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Sure.

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Maybe you don't have an interaction directly with the consumer, but

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the principles in this right.

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Create what maybe a lead to us is connecting with somebody, but

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to you, a lead might be okay.

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Someone added something to a.

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The definitions are so vague, but just essentially what we're after

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is someone who's really interested in doing business with you, but

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hasn't done business with you yet.

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The first thing that we're gonna wanna do is make sure we talk about what's

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required to pull this off, right?

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So you might go, okay, great.

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Might listen to this entire episode, but at the end you go, wait a second.

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I can't do this one required thing.

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So the whole thing doesn't work.

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So let me save you the time.

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Okay.

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The first thing that's required, right?

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Is.

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A landing page.

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You also have to have an offer.

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You also have to have an ad.

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You're gonna need some messaging.

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Sometimes visuals, you're gonna need to do something or to

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be able to capture the leads.

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So you need some sort of converting action.

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Sometimes that's a form, a chat, a phone, uh, number, um, sometimes it's a.

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Whatever you use to interact a cart, a form , whatever it is, you need

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something to capture the information on this, uh, consumer that's

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coming through, passing through.

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And then the last, last two things I would say are required.

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It's essential that you measure this because the ad platform will

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keep track of how much you spend.

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But if you think it's not working when it is, you'll turn the budget

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off to say, nah, ads don't work for me when it could happen.

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So, I don't want you to miss an opportunity also, if it doesn't

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work for you or isn't as effective for you right off the bat, I'd like

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you to know so that you don't keep wasting money when you do this.

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Okay.

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The last thing, I don't know if it's arguably the most important,

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but it's important is motivation.

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Okay.

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So everything in marketing follows this simple principle, which is fail

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fast, fail as quickly as you possibly can learn from it and then improve it.

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All right.

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I've never, ever seen anything in marketing work.

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The very, from the very, like from the draft idea, right?

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Maybe on a napkin on the whiteboard to execution it stay the same.

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Right.

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And it worked flawlessly.

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You really have to make improvements.

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You have to consider, well, what if we did this?

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What if we did that?

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Could it.

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There's signals gonna be coming in from your measurement that you're gonna need

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to apply to make it more effective.

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What we're gonna talk about today is how to set you up for success.

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Make sure that you can create a lead generation ad that is

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successful and ROI efficient.

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So.

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Those are the basics that are required.

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Okay.

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This is the, the ideal type of elite generation ad that you want because in

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the types of assets you're gonna need, the requirements are specific because

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each one is gonna tell you something about if it's effective, how it can be

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improved, what you can learn, right.

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Maybe what chink along the process is weak, or what's strong.

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All the things I've mentioned that are required.

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Right?

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So again, landing page, the.

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Visuals, the messaging, the converting tool or converting action needs to be

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something, a capture point, uh, the measurement and then your motivation.

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They're all essential, right?

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So those seven things next you're gonna have to follow some kind of

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foundational, slightly opinionated, but I would say mostly foundational

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guidelines on how this works.

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This is how the platforms are set up.

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This is how these things work and it's best if you work within.

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The best practices that are established the best foundational practices and then

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deviate from there, however you want, but just understand the foundations

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is gonna get you going a lot quick.

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So the things I run into the most though, uh, where someone hears all that I'm

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about to say, and still doesn't want to do it, what would keep them from, okay.

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I could see that I could make a successful lead generation ad.

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Right.

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I could see it would be beneficial for my business.

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I could see that I could, I could do this.

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I could, I have the budget available.

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Right?

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None of those is the things that I'm talking about.

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keep people from actually executing on this, the things that are

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actually keeping people from doing.

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Or the idea that it could never be effective.

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It could never be, it could the return on investment on this.

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If I make a lead generation ad will never be enough to recover

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my budget way that I need it to.

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So that's just like a belief that the marketing in this channel, in

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this objective won't work from, business's a couple things around that.

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Right?

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Why wouldn't it?

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Why couldn't it be effective?

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Why wouldn't it be?

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Why wouldn't it work?

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Why couldn't it work given that.

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You see that it possibly could.

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Why do you still think that the ads would be too expensive or that they won't work?

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Well, a lot of times that's because they've had those experiences in

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the past with things not working very well or they've really put a

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lot into it and it didn't work then.

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So why would it work now?

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Well, things change.

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There's still a lot of opportunity.

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If there is an opportunity right.

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To.

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To be able to pay back the marketing budget.

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You spend quickly to be able to generate a better, healthier funnel of qualified

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leads into your business that helps you generate more revenue, far superior,

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more revenue than it costs you.

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Right.

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If there's a chance that that would work, I would keep

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going, keep listening to this.

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All right.

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The second thing I hear often that you know, has nothing to do

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with whether it, the situation of whether it can work or not, but it

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really focuses on how it gets done.

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Is someone who says I can't do this.

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This is not something I can do.

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I don't make ads.

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I don't know what, what to do.

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I wouldn't know where to go.

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I probably hit a button and my account would just blow up right.

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Spend too much.

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Right.

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The platforms have gotten far better.

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Most of them have.

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So while yes, you could be a little nervous about tinkering

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around the platforms all have made.

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Entry barrier, much lower than it used to be.

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So if you have this feeling of looking at a ad platform and going, oh man,

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that's not for me, I could never do that.

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That's crazy.

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that's way too much.

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Or I don't have the time for that.

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I would say a couple hours.

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That sounds like an investment.

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It is, but a couple hours is really all it takes.

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Now you could do it.

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There's lots of videos.

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There's tutorials.

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There's also, most of these platforms have a customer success.

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Type of team that can help you set up and create your very first campaign.

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You can guide them along.

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What kind of thing, kinda objective, what kind of marketing goal you have or

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campaign you have in mind and they'll make sure then help you at least set it up.

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Right?

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So that barrier is less than it ever has been.

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And it's there.

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So, you know, other businesses have that same issue.

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So they're, they're doing the same thing.

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So less businesses are advertis.

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Don't wanna do it don't wanna bother, but you could do it and you could

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take advantage of that barrier.

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Um, the last one, before we actually start creating the app, one of the, one

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of my favorites, which is, I wouldn't even know if it was working or not.

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That's a great one.

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That's why we wanna make sure measurement is one of our required

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parts of setting all this ad stuff up.

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And by that by measurement, I mean, okay, you turned on the ad and the ad,

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platform's gonna say, okay, you bid this much or you spent this much money.

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This is the results you.

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Those metrics up.

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It's a data within the platform is gonna be sort of self explanatory.

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It's just, okay.

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Well, great.

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The ad platform said I did this, but what happened in my, you know, in your

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platforms, in your CRMs, what happened with your team who took the calls?

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It says you got 10 leads.

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Did you actually get 10 lanes?

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You know, were they qualified?

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Were they, were they a fit?

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Were they interested?

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Were they people that you could do business with?

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Right.

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Was there something wrong?

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And the process each of each of the points along the way you're gonna wanna measure.

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And so without getting too deep into a, a consumer journey, you basically

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wanna go, okay, draw a circle on one side of a piece of paper and

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draw a circle on the other side.

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And on the one on the left side, you're gonna write okay.

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From you're gonna write ad and then on the far right, you're gonna write sale.

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And then you're gonna put like a hash or a line or something and plot

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out what has to happen between the ad and the sale for you to know.

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And then each of those points that you plotted down, just make sure you're

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tracking and measuring each point.

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I assume most of them are being done.

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A lot of businesses are tracking, you know, the major points, but anything

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else that's important along the way in there, make sure that you're tracking it.

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Measuring you have something in place to track it.

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Someone lands on your webpage on your landing page.

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How are you gonna know that they got there from the.

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Website analytics like Google analytics is how you would measure that.

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Right?

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How they, at the converting point, it's a form, a chat, a call,

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a text, whatever it is, right.

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An in person visit, make sure that that if that's, you know, wherever

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that is, that that has also you write down, here's how I'm measuring that.

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And that's just how you kind of covered your measurement and to

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be, to go over that as simply as I can now gone over what's required.

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And the last thing here, I wanna mention.

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Is the silver bullet idea.

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Is there a single way as I'm seeing, I'm sure we've all seen lots of Facebook ads

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that make this claim or maybe a YouTube ad or an ad on TV or whatever that if

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you download this template, if you do these things, you know, you're guaranteed

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eight X, four X ROI, 10 X hundred X Y to double your business in four months or.

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Is there a silver bullet template idea that works right.

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Is what I'm about to share with you.

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The silver bullet way.

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The great thing about this question is that I could say very simply,

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no, there's no silver bullet, but that's where you have to kind of take

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something and make it your own, right.

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Is there a silver bullet way that anyone else could apply to your business?

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And it would just work perfectly onto the gate?

Kevin Dieny: 00:15:04

No, doesn't work that.

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You have to take these templates, these ideas, these blueprints, these idea, like

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the let's create like I'm doing today and you have to take those and go, okay, well,

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how would I apply this to my business?

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Right?

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You have to make that transition.

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And that's because every business, no matter how similar they are, has a little

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bit of a different value proposition, a little bit in different niche audience,

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geographically, it may be price points.

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It may be though how they deliver.

Kevin Dieny: 00:15:33

You have to really consider your business.

Kevin Dieny: 00:15:35

And so that's why the silver bullet idea just doesn't work.

Kevin Dieny: 00:15:38

So if you're, if there's no silver bullet idea, why are you listening to this?

Kevin Dieny: 00:15:41

It's because you want to be able to take what I'm about to give you and

Kevin Dieny: 00:15:45

use it and apply it to your business.

Kevin Dieny: 00:15:47

And it will work.

Kevin Dieny: 00:15:48

And I'm not saying not making the promises of like a hundred X, Y,

Kevin Dieny: 00:15:52

or some crazy outlandish thing.

Kevin Dieny: 00:15:54

I'll just tell you that it will unlock an opportunity

Kevin Dieny: 00:15:57

that you can then keep pushing.

Kevin Dieny: 00:15:59

I have campaigns running that have been running for almost five years now, the

Kevin Dieny: 00:16:03

same campaign I started five years ago.

Kevin Dieny: 00:16:06

How could that still work?

Kevin Dieny: 00:16:07

How could it be so successful?

Kevin Dieny: 00:16:09

It it's paying us back quickly.

Kevin Dieny: 00:16:11

It has a high ROI return.

Kevin Dieny: 00:16:14

It it's.

Kevin Dieny: 00:16:15

Performing without a whole lot of hand holding and touching

Kevin Dieny: 00:16:18

and editing and reinforcing.

Kevin Dieny: 00:16:20

It's basically just on and going constantly at a very effective rate.

Kevin Dieny: 00:16:24

Doesn't require a whole lot of input.

Kevin Dieny: 00:16:26

It's fantastic.

Kevin Dieny: 00:16:27

So how could you have something like that is how I wanna set you up today?

Kevin Dieny: 00:16:31

So let's jump into it.

Kevin Dieny: 00:16:32

Here's what you want do first, the first thing you wanna do, you've

Kevin Dieny: 00:16:37

gotta understand your audience.

Kevin Dieny: 00:16:40

That's first.

Kevin Dieny: 00:16:42

You do that before.

Kevin Dieny: 00:16:43

Anything else?

Kevin Dieny: 00:16:44

Because the better you understand your audience in these sort of li in

Kevin Dieny: 00:16:48

these parameters that I'll provide for you the better you'll know.

Kevin Dieny: 00:16:51

Okay, well, what are we gonna offer them?

Kevin Dieny: 00:16:53

Right?

Kevin Dieny: 00:16:53

What are we gonna, what's the message gonna be?

Kevin Dieny: 00:16:55

What kind of ad are we going for?

Kevin Dieny: 00:16:57

What are my expectations around this?

Kevin Dieny: 00:16:58

What could I see as far as return?

Kevin Dieny: 00:17:00

The whole thing will be answered simply by an understanding your audience.

Kevin Dieny: 00:17:03

So by audience, I'm talking about at the end of the day, the leads that you want,

Kevin Dieny: 00:17:10

what is sometimes it's called an ICP.

Kevin Dieny: 00:17:12

And we're not talking about the band in St.

Kevin Dieny: 00:17:15

CLA posse.

Kevin Dieny: 00:17:16

I'm talking about the ideal customer profile.

Kevin Dieny: 00:17:19

Who's that customer that you would really like to have more than any other.

Kevin Dieny: 00:17:23

And for this example, a member I'm gonna teach you the principle and

Kevin Dieny: 00:17:27

then I'll use an example, right?

Kevin Dieny: 00:17:29

So the principle is focus on your audience OK.

Kevin Dieny: 00:17:33

And understand them better.

Kevin Dieny: 00:17:34

Now here's an example.

Kevin Dieny: 00:17:36

I picked a residential plumber.

Kevin Dieny: 00:17:38

As my example, if I'm a residential plumbing company, the type of audience

Kevin Dieny: 00:17:43

that I really want is someone who's, it's obviously I'm residential.

Kevin Dieny: 00:17:47

So I need a homeowner.

Kevin Dieny: 00:17:48

Okay.

Kevin Dieny: 00:17:49

I need someone with some expendable income.

Kevin Dieny: 00:17:51

So I'm probably looking at ideally around 35 plus maybe 35

Kevin Dieny: 00:17:55

to 55, somewhere in that range.

Kevin Dieny: 00:17:58

I'm also looking for people who own like, not just are in a house, but they may own,

Kevin Dieny: 00:18:03

or have some decision making capability.

Kevin Dieny: 00:18:06

Right.

Kevin Dieny: 00:18:06

That way they can be the ones who say, yes, you know, do this

Kevin Dieny: 00:18:10

repair or do this fix, or let me upgrade or get me a new, whatever.

Kevin Dieny: 00:18:13

It's we also are kind of interested in the type of customer that isn't

Kevin Dieny: 00:18:19

knowledgeable enough to know what they may need or know that they need a

Kevin Dieny: 00:18:22

plumber, know that the issues related to that, but they also are unwilling

Kevin Dieny: 00:18:27

to do the work entirely themselves.

Kevin Dieny: 00:18:30

Like we're not looking for another plumber who lives at a home.

Kevin Dieny: 00:18:32

We're kind of looking.

Kevin Dieny: 00:18:33

I mean, maybe they would call.

Kevin Dieny: 00:18:36

We're looking for the ideal audience.

Kevin Dieny: 00:18:38

And part of that ideal audience is people who would really want a plumber.

Kevin Dieny: 00:18:42

The great thing I think about being a plumbing business is that once we get

Kevin Dieny: 00:18:46

a customer, maybe they'll become loyal and they'll always just call the same

Kevin Dieny: 00:18:51

plumbing, number, our business over and over again, because we delighted them.

Kevin Dieny: 00:18:55

We had a great experience.

Kevin Dieny: 00:18:56

The first go around for summer round.

Kevin Dieny: 00:18:58

They thought I got a lot of value outta this last time.

Kevin Dieny: 00:19:01

I.

Kevin Dieny: 00:19:02

So that's why, to me, it's very important to try to get a consumer that's loyal.

Kevin Dieny: 00:19:08

So a loyal customer is another aspect I'd be looking for.

Kevin Dieny: 00:19:11

Finally, they are gonna need to be available.

Kevin Dieny: 00:19:16

So by that, I mean, if I, you know, I'm applying business, if

Kevin Dieny: 00:19:20

the more availability they have to get me on to their calendar, to

Kevin Dieny: 00:19:24

be able to do the job, to do the project, whatever it is, the better.

Kevin Dieny: 00:19:28

And so availability is another.

Kevin Dieny: 00:19:32

Another point of requirement, I would say.

Kevin Dieny: 00:19:34

And the type of ideal customer ideal audience that I'm looking for, I'm

Kevin Dieny: 00:19:38

kind of in the assumption that the average deal size here is probably

Kevin Dieny: 00:19:42

gonna be 500 plus that I'm hoping to achieve, because that way, if I can get

Kevin Dieny: 00:19:48

leads for, you know, us considerably less, I can get a good ROI at it.

Kevin Dieny: 00:19:53

So that's kinda what I'm go reversing from.

Kevin Dieny: 00:19:55

OK.

Kevin Dieny: 00:19:56

I'm gonna make 500 on an average.

Kevin Dieny: 00:19:59

Right.

Kevin Dieny: 00:19:59

So how do I make a campaign, a marketing campaign, given the margin you're working

Kevin Dieny: 00:20:05

with very much a high return, right?

Kevin Dieny: 00:20:08

How can I make this something where I go, oh yeah.

Kevin Dieny: 00:20:10

I mean, I'll do this all day.

Kevin Dieny: 00:20:11

I'll, you know, if I'm putting a dollar in and I'm getting $3 or

Kevin Dieny: 00:20:14

$4 back, whatever it is, um, I'll would do that all day, whatever that

Kevin Dieny: 00:20:18

scenario is, that's what I'm after.

Kevin Dieny: 00:20:20

So for me, I'm saying, okay, if I'm estimating about 500, a.

Kevin Dieny: 00:20:24

Let's say I have, uh, like 50% margin.

Kevin Dieny: 00:20:28

So I need at least two 50 to break, even on spend per sale.

Kevin Dieny: 00:20:33

And let's say I'm third of the time I make the sale.

Kevin Dieny: 00:20:37

So that means I need to make leads for two 50, you know, divided by three.

Kevin Dieny: 00:20:41

I basically need like less than $85 leads.

Kevin Dieny: 00:20:46

So I've like to, to be able to just break even on this right away.

Kevin Dieny: 00:20:51

So that's what I'm.

Kevin Dieny: 00:20:52

I have my kind of metrics in mind.

Kevin Dieny: 00:20:54

I have my audience in mind already from this now a secondary part of,

Kevin Dieny: 00:20:59

of the audience research, right?

Kevin Dieny: 00:21:01

Not just knowing your, your ideal audience that you want.

Kevin Dieny: 00:21:03

Okay.

Kevin Dieny: 00:21:03

And how I'm gonna, what I'm after.

Kevin Dieny: 00:21:06

And maybe what my, maybe what my kind of ROI has to be, but now it's okay.

Kevin Dieny: 00:21:10

Now what's my offer.

Kevin Dieny: 00:21:11

That's the second step, first step, figure out your audience.

Kevin Dieny: 00:21:14

I mean, write down all these things like, like anything that you know,

Kevin Dieny: 00:21:17

or you would be like, yeah, I'd love to have a customer like that.

Kevin Dieny: 00:21:19

That's what you write down on a piece of paper type out on under audience.

Kevin Dieny: 00:21:23

What do you figure out for your offer?

Kevin Dieny: 00:21:24

If you're applying business, you know, way better than me, whatever your business is,

Kevin Dieny: 00:21:27

you're gonna know it really well, but like types of offers you want that work the

Kevin Dieny: 00:21:32

best for lead generation have something called a trip wire effect, which is.

Kevin Dieny: 00:21:38

You get someone in for a low price, right?

Kevin Dieny: 00:21:41

Something that requires less trust, cuz it's lower priced something

Kevin Dieny: 00:21:45

that the, the consumer is higher realized value, perceived value and is

Kevin Dieny: 00:21:51

something that you can deliver, right.

Kevin Dieny: 00:21:53

Without a whole lot of cost.

Kevin Dieny: 00:21:55

So we're talking higher margins on delivery for you lower cost to the

Kevin Dieny: 00:22:00

consumer high value to the consumer.

Kevin Dieny: 00:22:02

So boom, boom, boom.

Kevin Dieny: 00:22:03

What, what offers do you have that, that look or sound like that?

Kevin Dieny: 00:22:06

So I don't knowing business.

Kevin Dieny: 00:22:08

Super well, but I can do my research.

Kevin Dieny: 00:22:10

Right.

Kevin Dieny: 00:22:11

So what I did is I started Googling plumbing, repair,

Kevin Dieny: 00:22:14

plumbing, stuff like that keywords, just to see what what's there.

Kevin Dieny: 00:22:18

I arrived at, let's say a handful of some services offerings that I wrote down.

Kevin Dieny: 00:22:26

Right?

Kevin Dieny: 00:22:26

So the, the things that I found were kitchen related, fixes, right?

Kevin Dieny: 00:22:31

Kitchen sinks and stuff, or anything to do.

Kevin Dieny: 00:22:35

Refrigerators and stuff like that.

Kevin Dieny: 00:22:36

So then I had bathroom stuff like showers and tubs and toilets.

Kevin Dieny: 00:22:40

There was also like appliance, maybe like faucets, uh, water,

Kevin Dieny: 00:22:44

heaters, laundry, things like that.

Kevin Dieny: 00:22:47

And then I found emergency right.

Kevin Dieny: 00:22:50

Uh, leaks, uh, stuff like anything that sort of in the emergency section.

Kevin Dieny: 00:22:54

And then last I had what I would call sort of like upkeep maintenance,

Kevin Dieny: 00:22:59

which was like installations, gas.

Kevin Dieny: 00:23:03

Gas insulation, things like that, maybe new move-ins and then drains and claws.

Kevin Dieny: 00:23:08

So I had all these offerings that I consider, okay, this

Kevin Dieny: 00:23:11

is the stuff that plumbers do.

Kevin Dieny: 00:23:13

These are the things that they offer.

Kevin Dieny: 00:23:15

So then I went and looked up, okay, how much of these things typically cost?

Kevin Dieny: 00:23:18

Now the two, two things that stood out to me, one was the drain

Kevin Dieny: 00:23:21

inlaws, because that's a lower cost.

Kevin Dieny: 00:23:24

Right.

Kevin Dieny: 00:23:25

I, I saw some things even just when I was searching for it, that was something like,

Kevin Dieny: 00:23:28

you know, $45, a hundred dollars, $200.

Kevin Dieny: 00:23:32

Quick fast, get your drains, you know, UNC clocked those types of sort of, to me,

Kevin Dieny: 00:23:38

maybe lower costs, get in the door types of types of situations, establish that

Kevin Dieny: 00:23:42

you're a good plumber, a good business.

Kevin Dieny: 00:23:44

And then you earn their loyalty in the future.

Kevin Dieny: 00:23:46

Great.

Kevin Dieny: 00:23:47

Right.

Kevin Dieny: 00:23:47

That's why I like that idea of the drain of clock.

Kevin Dieny: 00:23:49

However, there was another one that stood out to me, which is

Kevin Dieny: 00:23:54

appliance, and that was because there was water heaters, water heaters.

Kevin Dieny: 00:24:00

Or something maybe not as frequent as drain and clogs.

Kevin Dieny: 00:24:03

Well, maybe more frequent.

Kevin Dieny: 00:24:04

I dunno, depends on the area and the types of, I don't know the types of

Kevin Dieny: 00:24:08

environment they're in, but I really, I like better than drain and clogged.

Kevin Dieny: 00:24:12

I like the water heater.

Kevin Dieny: 00:24:13

And the reason is, is because there is a low kind of a trip wire one, right?

Kevin Dieny: 00:24:17

Water heater's leaking.

Kevin Dieny: 00:24:19

Something's a problem.

Kevin Dieny: 00:24:20

Maybe I need it set up.

Kevin Dieny: 00:24:21

I need it installed.

Kevin Dieny: 00:24:22

There's also that I need it flushed.

Kevin Dieny: 00:24:24

I need it checked.

Kevin Dieny: 00:24:25

I need, you know, there's these lower.

Kevin Dieny: 00:24:28

Trip wire type entry offers, but behind it right, is a really important, I

Kevin Dieny: 00:24:37

thought true offer, which is, you know, a brand new water heater.

Kevin Dieny: 00:24:41

It looked like to me that that was a really great upsell.

Kevin Dieny: 00:24:46

So IRU rather like Legion off of water heater than drain and clog for that

Kevin Dieny: 00:24:51

reason now drain and clog, you can go down and be like, oh yeah, like.

Kevin Dieny: 00:24:55

This is, uh, you know, your pipes are broken or something wrong.

Kevin Dieny: 00:24:58

We need to do a whole re-pipe.

Kevin Dieny: 00:24:59

And I know that that's a very high ticket, high ticket, um, project.

Kevin Dieny: 00:25:04

It's also something I can imagine that some plumbers are less interested in

Kevin Dieny: 00:25:08

than others, maybe some that's their specialty, but I also thought about

Kevin Dieny: 00:25:12

it and was like, gosh, that's such an, that could be a really expensive.

Kevin Dieny: 00:25:15

Upsell.

Kevin Dieny: 00:25:16

I don't know, as, I don't know if like, as a, you know, as a homeowner

Kevin Dieny: 00:25:20

myself or something, I'd be like, yeah, let's, re-pipe, let's resour.

Kevin Dieny: 00:25:24

Let's, you know what?

Kevin Dieny: 00:25:24

Let's retrain our house.

Kevin Dieny: 00:25:26

That might be a hard pill to swallow, but a water heater.

Kevin Dieny: 00:25:31

Yes.

Kevin Dieny: 00:25:31

It's expensive.

Kevin Dieny: 00:25:32

But if I don't have it right, I don't have any hot water.

Kevin Dieny: 00:25:36

That's like a con that's like a convenience.

Kevin Dieny: 00:25:37

If I've gotten used to that, how can, how can I live without hot water?

Kevin Dieny: 00:25:41

you know where it says the drain thing, it might be like, Is it catastrophic?

Kevin Dieny: 00:25:47

If not, then maybe I'll just wait.

Kevin Dieny: 00:25:49

I know it sounds like a terrible thing and you probably shouldn't do that.

Kevin Dieny: 00:25:52

I'm not recommending anyone, anyone follow that.

Kevin Dieny: 00:25:55

I could just see that going through their eyes.

Kevin Dieny: 00:25:57

Right.

Kevin Dieny: 00:25:58

I saw that in the searches that I was doing between

Kevin Dieny: 00:26:00

drains, ands and water heaters.

Kevin Dieny: 00:26:02

So just walking you through this thought process here, because I thought, okay,

Kevin Dieny: 00:26:08

how can you apply this to your business?

Kevin Dieny: 00:26:11

You want sort of a lower bargain way to get in the door of a business and.

Kevin Dieny: 00:26:19

Customer of whatever it is you're trying to do.

Kevin Dieny: 00:26:21

Right.

Kevin Dieny: 00:26:22

Get in the door, just get in the door, get your foot in the door.

Kevin Dieny: 00:26:25

That was like one of the things they teach you when door to door sales, just get in

Kevin Dieny: 00:26:28

the door, whatever way you can get inside.

Kevin Dieny: 00:26:31

Once you're there and you're doing a water heater, check inspection,

Kevin Dieny: 00:26:34

install, a flush, whatever it is, that's where you can see, okay,

Kevin Dieny: 00:26:38

here's the state of the water heater.

Kevin Dieny: 00:26:40

You can make recommendations.

Kevin Dieny: 00:26:41

You can help them.

Kevin Dieny: 00:26:42

Maybe you end up doing the upsell of whole new water heater.

Kevin Dieny: 00:26:44

So I thought that.

Kevin Dieny: 00:26:47

A really advantageous one.

Kevin Dieny: 00:26:48

Now I went from that to, okay.

Kevin Dieny: 00:26:53

But let's see if this, these are even good keywords because if drain and clog

Kevin Dieny: 00:26:57

is, has a lot of impressions, a lot of good keywords, they're very cheap.

Kevin Dieny: 00:27:01

Maybe that's, you know, at the end of the day, that's the better option.

Kevin Dieny: 00:27:04

So I compared drain and clog to water heater, repair, water

Kevin Dieny: 00:27:08

heater, fix those types of keyword.

Kevin Dieny: 00:27:10

And what I found is, is that, and I'm, I did this research using some

Kevin Dieny: 00:27:14

tools that are available, keyword, planning, tools, things like that.

Kevin Dieny: 00:27:17

Google has it.

Kevin Dieny: 00:27:18

Bing has it.

Kevin Dieny: 00:27:19

Also, you can do this type of stuff with, uh, third party tools.

Kevin Dieny: 00:27:23

SpyFu is one of them.

Kevin Dieny: 00:27:24

I mentioned, I saw that there was a decent amount of

Kevin Dieny: 00:27:27

impressions for the water heater.

Kevin Dieny: 00:27:29

One.

Kevin Dieny: 00:27:29

It wasn't that outrageously different than the clog and drains

Kevin Dieny: 00:27:33

and the cost for the keywords.

Kevin Dieny: 00:27:35

Weren't so bad.

Kevin Dieny: 00:27:36

Now this could be very different in your area and depending on the competi.

Kevin Dieny: 00:27:40

But those are the types of things you wanna be asking.

Kevin Dieny: 00:27:42

I wanna be wondering, okay.

Kevin Dieny: 00:27:44

If I do have this offer, is anyone searching for it?

Kevin Dieny: 00:27:47

Is anyone looking for it?

Kevin Dieny: 00:27:49

Is anyone typing in that product online?

Kevin Dieny: 00:27:52

And if you have no, no, no.

Kevin Dieny: 00:27:53

But yes, this product is being searched quite a bit.

Kevin Dieny: 00:27:55

That might be the product you end up going with.

Kevin Dieny: 00:27:57

Right.

Kevin Dieny: 00:27:58

You might have a great.

Kevin Dieny: 00:28:00

Offer a great upsell, but no, one's looking for that.

Kevin Dieny: 00:28:02

Well, how are you gonna get people to see it, right?

Kevin Dieny: 00:28:05

Then you have to go through a different type of advertising.

Kevin Dieny: 00:28:07

I'm talking about a really great lead gen.

Kevin Dieny: 00:28:11

That's gonna have the keywords plus the audience is gonna be there.

Kevin Dieny: 00:28:14

I think a healthier, much higher possibility of return than simply

Kevin Dieny: 00:28:19

just there's an audience and an offer.

Kevin Dieny: 00:28:21

We're also looking for there to be demand, which is people

Kevin Dieny: 00:28:26

searching for the keywords, right?

Kevin Dieny: 00:28:27

Which you can figure out through keyword.

Kevin Dieny: 00:28:30

Okay.

Kevin Dieny: 00:28:30

So just to recap, I have my audience, my ideal audience figured out written down.

Kevin Dieny: 00:28:35

Okay.

Kevin Dieny: 00:28:36

You wanna know who they are, everything about why they care,

Kevin Dieny: 00:28:40

what they're interested in, why they're an ideal customer for you.

Kevin Dieny: 00:28:43

Write all that down.

Kevin Dieny: 00:28:44

Just so you have some idea of what you're looking for.

Kevin Dieny: 00:28:46

You're not just wanting leads.

Kevin Dieny: 00:28:46

You want quality second.

Kevin Dieny: 00:28:48

You're gonna figure out your offer.

Kevin Dieny: 00:28:50

Okay.

Kevin Dieny: 00:28:50

What are you gonna, what are you gonna offer them?

Kevin Dieny: 00:28:51

Right.

Kevin Dieny: 00:28:52

What, what is interesting to them?

Kevin Dieny: 00:28:54

What would be a great thing?

Kevin Dieny: 00:28:55

Product service.

Kevin Dieny: 00:28:57

To offer them to get them in the door.

Kevin Dieny: 00:28:59

What's an incentive or something you can do to make it really

Kevin Dieny: 00:29:02

ideal to your ideal customer.

Kevin Dieny: 00:29:04

Okay.

Kevin Dieny: 00:29:05

So you've got your audience and your offer nailed.

Kevin Dieny: 00:29:08

Now the last thing is to start building all this and start

Kevin Dieny: 00:29:16

taking, okay, here's my audience.

Kevin Dieny: 00:29:18

Here's my offer.

Kevin Dieny: 00:29:19

You're gonna start kind of, this is where you bring it together.

Kevin Dieny: 00:29:21

That's where you build.

Kevin Dieny: 00:29:23

Now, the first thing you build is your message.

Kevin Dieny: 00:29:26

Messaging which going be your landing page, your messaging is gonna show up on

Kevin Dieny: 00:29:32

your landing page, you know, a, a page, you know, just building a page, whatever.

Kevin Dieny: 00:29:36

You've gotta build a page that narrows in on the messaging.

Kevin Dieny: 00:29:39

So the messaging is probably the hardest part unfortunately, and

Kevin Dieny: 00:29:44

that's where it's gonna be tough.

Kevin Dieny: 00:29:46

Uh, the reason is, is because you can't just say buy this thing, buy X, Y.

Kevin Dieny: 00:29:51

Right.

Kevin Dieny: 00:29:52

It doesn't work like that.

Kevin Dieny: 00:29:53

You have to help people understand and answer their questions.

Kevin Dieny: 00:29:57

Right?

Kevin Dieny: 00:29:57

So here's some questions you're gonna have to answer.

Kevin Dieny: 00:30:01

Number one, how do I start?

Kevin Dieny: 00:30:05

Right.

Kevin Dieny: 00:30:05

So you have your audience, you have your offer.

Kevin Dieny: 00:30:07

Okay.

Kevin Dieny: 00:30:07

But your customer, your consumer is gonna be saying, Hey, I have this problem.

Kevin Dieny: 00:30:12

How do I start?

Kevin Dieny: 00:30:13

What do I go?

Kevin Dieny: 00:30:14

What do I do?

Kevin Dieny: 00:30:15

Right.

Kevin Dieny: 00:30:15

And you want them to go, oh, I need your kind of company.

Kevin Dieny: 00:30:20

I need your company and I need your solution.

Kevin Dieny: 00:30:24

Okay.

Kevin Dieny: 00:30:24

That's where you want them to head.

Kevin Dieny: 00:30:25

That's where you want them to go.

Kevin Dieny: 00:30:26

Right now, the keyword may tell you, like, for instance, uh, for the water

Kevin Dieny: 00:30:30

heater, one, a lot of what people type in is water heater repair near me.

Kevin Dieny: 00:30:35

So they're not typing in plumber near me.

Kevin Dieny: 00:30:38

Maybe they are for that, but they also happen to be typing in the.

Kevin Dieny: 00:30:43

Thing that they want near me, which is great.

Kevin Dieny: 00:30:45

That's something I'm, you know, even better, uh, for my example, right.

Kevin Dieny: 00:30:48

They're looking for water heater repair.

Kevin Dieny: 00:30:51

Great.

Kevin Dieny: 00:30:51

That's there's demand for that.

Kevin Dieny: 00:30:52

So that's something that I'm, you know, position your

Kevin Dieny: 00:30:55

messaging for if you know, okay.

Kevin Dieny: 00:30:56

Here's the keywords I have.

Kevin Dieny: 00:30:57

Those are gonna have to show up on the landing page and I have

Kevin Dieny: 00:31:00

to show up in your messaging.

Kevin Dieny: 00:31:02

You don't want people going water, heater repair, and they get to your page and

Kevin Dieny: 00:31:04

you're like, oh yeah, I'm a plumber.

Kevin Dieny: 00:31:06

Cause they may not make the connection.

Kevin Dieny: 00:31:07

Oh yeah.

Kevin Dieny: 00:31:08

This plumber is gonna be able to solve this.

Kevin Dieny: 00:31:09

They wanna see on the page.

Kevin Dieny: 00:31:11

Yeah, we're all about water heater repair.

Kevin Dieny: 00:31:14

You want that to come across?

Kevin Dieny: 00:31:15

You want them to go?

Kevin Dieny: 00:31:16

Oh yeah, these guys know these guys know what they're doing.

Kevin Dieny: 00:31:19

Like this is the company I want.

Kevin Dieny: 00:31:21

Okay.

Kevin Dieny: 00:31:21

you don't want, 'em going, do they do water heater repair?

Kevin Dieny: 00:31:23

You don't want them asking that question?

Kevin Dieny: 00:31:25

You don't want them going?

Kevin Dieny: 00:31:26

Hmm.

Kevin Dieny: 00:31:27

Like, I don't know about them or I don't know about this.

Kevin Dieny: 00:31:29

Okay.

Kevin Dieny: 00:31:30

When they hit that landing page, when they hit that webpage,

Kevin Dieny: 00:31:33

whatever it is that you're.

Kevin Dieny: 00:31:35

You want 'em to go?

Kevin Dieny: 00:31:36

Yes.

Kevin Dieny: 00:31:37

I looked for a water heater repair and I'm getting water heater repair okay.

Kevin Dieny: 00:31:42

So that's the same thing you gotta apply to your company, right?

Kevin Dieny: 00:31:45

So where do they start then?

Kevin Dieny: 00:31:47

The next question they're gonna ask is how do they know the issue

Kevin Dieny: 00:31:51

is a problem or that it's solved?

Kevin Dieny: 00:31:53

So that's more around okay.

Kevin Dieny: 00:31:57

My water heater's leaking.

Kevin Dieny: 00:31:58

Isn't that bad.

Kevin Dieny: 00:31:59

Should I get it fixed?

Kevin Dieny: 00:32:00

Maybe this is just how this thing supposed to be.

Kevin Dieny: 00:32:03

Maybe when my water temperature drops drastically and then goes

Kevin Dieny: 00:32:06

away that that's not a big deal.

Kevin Dieny: 00:32:07

Maybe, you know, maybe someone who knows is like, oh, maybe my pilot's out.

Kevin Dieny: 00:32:11

Maybe the thing that keeps it going is out, maybe got unplugged there's

Kevin Dieny: 00:32:14

kids or something and they may go, yeah, well, we'll just suffer for it.

Kevin Dieny: 00:32:18

You know, for a while, who.

Kevin Dieny: 00:32:19

How are they gonna know that it's a problem?

Kevin Dieny: 00:32:22

How are they gonna know when it's solved?

Kevin Dieny: 00:32:24

What it should look like, what the after should be.

Kevin Dieny: 00:32:27

OK.

Kevin Dieny: 00:32:28

Another question to ask.

Kevin Dieny: 00:32:30

Can they live without you?

Kevin Dieny: 00:32:33

Here's an example.

Kevin Dieny: 00:32:34

Let's say I'm a, do it yourselfer.

Kevin Dieny: 00:32:36

Look it up on YouTube.

Kevin Dieny: 00:32:37

Maybe I'm a retired or maybe I'm a former mechanic or former handyman something.

Kevin Dieny: 00:32:43

Can I can't I just fix this myself, right.

Kevin Dieny: 00:32:46

So sure.

Kevin Dieny: 00:32:48

There's the do it yourselfer types.

Kevin Dieny: 00:32:50

Right.

Kevin Dieny: 00:32:51

And that shouldn't be ignored entirely.

Kevin Dieny: 00:32:53

Like those there's lots of people who are do it yourselfers, but

Kevin Dieny: 00:32:56

then they're gonna go, Hmm.

Kevin Dieny: 00:32:57

I could do it myself, but if something goes wrong, is it gonna be so much worse?

Kevin Dieny: 00:33:03

What could go wrong is another question they could ask, be asking.

Kevin Dieny: 00:33:07

What's the worst that could happen if I put it off, if I don't

Kevin Dieny: 00:33:10

go to you as a, the provider.

Kevin Dieny: 00:33:12

Right?

Kevin Dieny: 00:33:13

What, what could, what's the worst that could happen?

Kevin Dieny: 00:33:15

So those are the types of things that considering your messaging.

Kevin Dieny: 00:33:17

Right.

Kevin Dieny: 00:33:18

And then finally some things around, okay.

Kevin Dieny: 00:33:20

What's the price?

Kevin Dieny: 00:33:21

How was it delivered?

Kevin Dieny: 00:33:22

Like the actual.

Kevin Dieny: 00:33:24

Service offering transaction.

Kevin Dieny: 00:33:26

The transaction stuff is gonna be very important.

Kevin Dieny: 00:33:29

And you want them to know this before they call, right?

Kevin Dieny: 00:33:32

So that you don't get all these leads that go, oh, I was hoping it would

Kevin Dieny: 00:33:35

be like $5, not a hundred dollars.

Kevin Dieny: 00:33:38

Right.

Kevin Dieny: 00:33:38

And then hang up.

Kevin Dieny: 00:33:40

You don't want that.

Kevin Dieny: 00:33:41

You want people who go, I know roughly what it's gonna cost.

Kevin Dieny: 00:33:44

I know what to expect.

Kevin Dieny: 00:33:45

I know you're the right provider.

Kevin Dieny: 00:33:46

I know that you're gonna solve this problem for me.

Kevin Dieny: 00:33:48

And I know that if, oh, I do it myself, it's something could go wrong and I

Kevin Dieny: 00:33:52

want a trusted professional to do this.

Kevin Dieny: 00:33:53

And I trust you.

Kevin Dieny: 00:33:54

That's literally the thoughts you want in their head when they go to convert into a

Kevin Dieny: 00:34:00

lead and then you have the greatest leads.

Kevin Dieny: 00:34:03

OK.

Kevin Dieny: 00:34:04

if you're a marketer, you know how great it is to be able to

Kevin Dieny: 00:34:07

have leads that people rave about.

Kevin Dieny: 00:34:09

So that's what you're.

Kevin Dieny: 00:34:11

Okay.

Kevin Dieny: 00:34:11

And you do that by making sure that your webpages, your landing page, whatever,

Kevin Dieny: 00:34:15

informs them on all these things that are so important to the consumer.

Kevin Dieny: 00:34:19

So they're not wondering, oh crap.

Kevin Dieny: 00:34:21

I got now I got, I'm not gonna find out the price to like, call that sucks.

Kevin Dieny: 00:34:24

I I'm not like, I don't know if there's a, like just a fee to get them out here.

Kevin Dieny: 00:34:28

I don't know.

Kevin Dieny: 00:34:29

You know, if there's other costs to doing business.

Kevin Dieny: 00:34:32

Oh, you know, you only take one type of insurance bummer.

Kevin Dieny: 00:34:34

Now I can't do it.

Kevin Dieny: 00:34:35

Right.

Kevin Dieny: 00:34:35

You want everything crystal clear?

Kevin Dieny: 00:34:38

Before they call before they convert before they, you know, get to that point.

Kevin Dieny: 00:34:42

So you have the best leads possible, right?

Kevin Dieny: 00:34:44

That's what you're after.

Kevin Dieny: 00:34:44

Yes.

Kevin Dieny: 00:34:45

It may be less leads.

Kevin Dieny: 00:34:46

Right.

Kevin Dieny: 00:34:47

But they're gonna be quality.

Kevin Dieny: 00:34:49

So that's what you're after it's much more important than volume.

Kevin Dieny: 00:34:52

So I just wanna re make sure it's also very clear that when you make your

Kevin Dieny: 00:34:57

page, the page is gonna be the thing you make first, and then you make the.

Kevin Dieny: 00:35:02

And that's because everything you put in the page, whenever you

Kevin Dieny: 00:35:05

finally decide and go, yes, this is the page that's gonna work.

Kevin Dieny: 00:35:08

And maybe I'm not as happy with the headline.

Kevin Dieny: 00:35:11

Maybe I'm not as happy with a visual or a video that's on the page.

Kevin Dieny: 00:35:14

There might be things on it.

Kevin Dieny: 00:35:14

You're like, you know, we could improve later.

Kevin Dieny: 00:35:17

We could invest more, make a better video or, but, or put a video on the page.

Kevin Dieny: 00:35:20

And there's just an image right now.

Kevin Dieny: 00:35:22

Start with whatever you've got visual wise messaging wise.

Kevin Dieny: 00:35:25

Just make sure it communicates those things.

Kevin Dieny: 00:35:27

Clearly.

Kevin Dieny: 00:35:29

There's other best practices.

Kevin Dieny: 00:35:30

Like don't make a giant paragraph.

Kevin Dieny: 00:35:32

Try to keep everything important in the top, fold up like 20% of your page or, you

Kevin Dieny: 00:35:37

know, whatever displays on your browser.

Kevin Dieny: 00:35:39

When it loads try to keep all the most important information

Kevin Dieny: 00:35:42

there, make it simple.

Kevin Dieny: 00:35:44

Those are more UX tips than anything, but, and, and that's

Kevin Dieny: 00:35:48

for you to figure out I can't dive into that too much in this episode.

Kevin Dieny: 00:35:52

So let's say we've got our landing page done, say, okay, water heater, repair

Kevin Dieny: 00:35:56

service is at the top as a headline.

Kevin Dieny: 00:35:58

The subline is, you know, for residential consumers who have a problem or

Kevin Dieny: 00:36:03

questions with their water heater.

Kevin Dieny: 00:36:05

We are the trusted professionals in these areas.

Kevin Dieny: 00:36:08

And you may list a few areas.

Kevin Dieny: 00:36:10

Cause what you're trying to do is speak to them, call out the audience you want.

Kevin Dieny: 00:36:13

You want member you're after a residential homeowners, you're after

Kevin Dieny: 00:36:16

them in a certain range, you want the, you want people who kind of know what

Kevin Dieny: 00:36:19

they're doing, but want to trust you.

Kevin Dieny: 00:36:21

You know, you're, you're trying to package all of that.

Kevin Dieny: 00:36:24

Bring it all into a very simple message.

Kevin Dieny: 00:36:26

Right?

Kevin Dieny: 00:36:27

You have all these things written on your audience page.

Kevin Dieny: 00:36:29

Now you need to craft that and turn that into simple one liners,

Kevin Dieny: 00:36:33

take two or three bullets.

Kevin Dieny: 00:36:34

Try to put it in one sentence then says exactly that use simple language.

Kevin Dieny: 00:36:39

Make sure it's clear.

Kevin Dieny: 00:36:40

Ask someone maybe else to look at the page and go.

Kevin Dieny: 00:36:42

Does this make sense to you?

Kevin Dieny: 00:36:45

and if they go, yeah, this looks like a plumber or something, uh,

Kevin Dieny: 00:36:48

for water heaters, she go, yes.

Kevin Dieny: 00:36:50

Okay.

Kevin Dieny: 00:36:50

Anything else?

Kevin Dieny: 00:36:51

Jump out to you.

Kevin Dieny: 00:36:52

Anything they say that doesn't make sense.

Kevin Dieny: 00:36:54

You could literally ask a kid.

Kevin Dieny: 00:36:55

Okay.

Kevin Dieny: 00:36:56

You're seven years old.

Kevin Dieny: 00:36:56

Tell me what you think of this page.

Kevin Dieny: 00:36:57

What's it for who's what's going on here.

Kevin Dieny: 00:37:00

They'll probably be able to tell you some really good fixes for your page,

Kevin Dieny: 00:37:04

and then you can get it really good.

Kevin Dieny: 00:37:05

Now, remember you don't need the perfect page.

Kevin Dieny: 00:37:07

You don't need to invest a ton of resources in, but just get it to the point

Kevin Dieny: 00:37:10

where, okay, I'm happy enough with it.

Kevin Dieny: 00:37:12

I'll make some improvements later, you know, that's all you're

Kevin Dieny: 00:37:15

after then you make the ad, okay.

Kevin Dieny: 00:37:17

The ads are often best to make in the platforms.

Kevin Dieny: 00:37:20

Google ads is the one I'm kind of nudging you toward here to make of the paid

Kevin Dieny: 00:37:25

search ad, uh, with the objective or goal of website traffic to start with.

Kevin Dieny: 00:37:29

That's sort of what I'm leaning toward.

Kevin Dieny: 00:37:31

But what you're really, what, what kind of ad you wanna make right?

Kevin Dieny: 00:37:34

Leg gen is gonna be ultimately your objective, which you can switch it to,

Kevin Dieny: 00:37:37

but that's what you're you're after wherever it is, whatever platform

Kevin Dieny: 00:37:40

you use, whatever style of audience targeting you use, just make sure that

Kevin Dieny: 00:37:44

your ad you create after the page.

Kevin Dieny: 00:37:47

And then whatever the landing page has is its main H one headers or H two S or

Kevin Dieny: 00:37:52

anything like that, that you're doing.

Kevin Dieny: 00:37:53

And your main header, whatever is your big, bold one liner statements

Kevin Dieny: 00:37:57

that are kind of concise, right?

Kevin Dieny: 00:37:59

So less than 30 characters or something, very, very concise.

Kevin Dieny: 00:38:03

Try to take those concise sentences and, or craft some that's what

Kevin Dieny: 00:38:08

you're putting in your ads.

Kevin Dieny: 00:38:09

So for instance, if my headline says water heater, repair services, right?

Kevin Dieny: 00:38:14

Like water heater, repair, Anything like that.

Kevin Dieny: 00:38:17

Those are the types of things I bring into my headlines from my ads.

Kevin Dieny: 00:38:21

That way they match boom, boom, Lenny page ad, very congruent, very relevant.

Kevin Dieny: 00:38:25

That's what you're after.

Kevin Dieny: 00:38:26

That's what you're gonna need.

Kevin Dieny: 00:38:28

So here's some that I came up with water heater repair.

Kevin Dieny: 00:38:31

I'm just gonna restate the keyword that I'm going after the most.

Kevin Dieny: 00:38:35

Okay.

Kevin Dieny: 00:38:35

Another headline, five star professional work.

Kevin Dieny: 00:38:39

I think it's.

Kevin Dieny: 00:38:40

Very relevant that consumers are considering trust based

Kevin Dieny: 00:38:43

on reviews these days.

Kevin Dieny: 00:38:45

So I just immediately call it out.

Kevin Dieny: 00:38:47

Okay.

Kevin Dieny: 00:38:47

We're a five star, four star, whatever it is, business plumber.

Kevin Dieny: 00:38:51

So I call it out and put that in the headline that another

Kevin Dieny: 00:38:53

way to establish trust.

Kevin Dieny: 00:38:54

Now, another thing that consumers may be wondering, right, is we

Kevin Dieny: 00:38:58

wanna availability in the consumer.

Kevin Dieny: 00:39:00

So I'm gonna put it right there in the Lin again, 24, 7, 365, same day service,

Kevin Dieny: 00:39:04

something like that, whatever you, you know, whatever your business offers.

Kevin Dieny: 00:39:07

So that's another element.

Kevin Dieny: 00:39:09

Another one.

Kevin Dieny: 00:39:10

Thousands of happy customers.

Kevin Dieny: 00:39:13

I love numbers.

Kevin Dieny: 00:39:14

Plus text and headlines.

Kevin Dieny: 00:39:16

I think it's really, uh, draws your eye.

Kevin Dieny: 00:39:18

So those are types of things I like.

Kevin Dieny: 00:39:20

Um, and whatever number, copy customer number customers.

Kevin Dieny: 00:39:24

It's just another way that a consumer would go, okay,

Kevin Dieny: 00:39:27

this is a trusted business.

Kevin Dieny: 00:39:28

They're not just scam.

Kevin Dieny: 00:39:29

That's one thing consumers are looking for.

Kevin Dieny: 00:39:31

Is this a scam?

Kevin Dieny: 00:39:32

Are they trying to scam me?

Kevin Dieny: 00:39:33

Are they trying to cheat me?

Kevin Dieny: 00:39:34

Are they gonna be way too expensive?

Kevin Dieny: 00:39:36

You.

Kevin Dieny: 00:39:37

Push the things that are also equally important, getting quality service

Kevin Dieny: 00:39:40

that doesn't, you know, it's not gonna, it's not gonna break six months down

Kevin Dieny: 00:39:43

the line because they did it wrong.

Kevin Dieny: 00:39:45

You gotta be very assertive about the kind of business, the types

Kevin Dieny: 00:39:49

of qualities your business has.

Kevin Dieny: 00:39:51

Another one I have written down is honest work done, right?

Kevin Dieny: 00:39:53

Another headline I have is quick on time service.

Kevin Dieny: 00:39:56

Now, some of these things I'm even describing, aren't

Kevin Dieny: 00:39:59

gonna be in the keywords.

Kevin Dieny: 00:40:00

So you're gonna need to additionally, any other keywords that are very valuable.

Kevin Dieny: 00:40:05

Much the types of keywords you've added or, or types of interests

Kevin Dieny: 00:40:09

you've added in your targeting.

Kevin Dieny: 00:40:11

Put those things into the headlines too.

Kevin Dieny: 00:40:12

So it's much more relevant, especially if you know, it's using different headlines.

Kevin Dieny: 00:40:18

If it puts a bunch in that have nothing to do with, uh, water heater repair or

Kevin Dieny: 00:40:22

whatever it is your offer is that's bad.

Kevin Dieny: 00:40:24

So try to keep a good balance of, okay.

Kevin Dieny: 00:40:27

Keyword, specific ones, and then headlines that relate to my business or a headline

Kevin Dieny: 00:40:32

that includes both or combination.

Kevin Dieny: 00:40:35

There's also description fields sometimes in the types of platforms you use.

Kevin Dieny: 00:40:39

So keep the same structure in there.

Kevin Dieny: 00:40:41

You have a little more like, a little more length of text to use those typically.

Kevin Dieny: 00:40:45

So, you know, stuff in there, anything that's from your landing

Kevin Dieny: 00:40:48

again, that's a little longer

Kevin Dieny: 00:40:52

headlines.

Kevin Dieny: 00:40:54

So got your landing page.

Kevin Dieny: 00:40:56

You've got your messaging, your ad done.

Kevin Dieny: 00:40:59

Okay.

Kevin Dieny: 00:41:00

So what's the last thing.

Kevin Dieny: 00:41:04

Hmm.

Kevin Dieny: 00:41:04

The last thing is the call to action.

Kevin Dieny: 00:41:06

Now it's something that you need to have, have built into

Kevin Dieny: 00:41:08

your landing page, for sure.

Kevin Dieny: 00:41:11

But now you just go back through, look at your ad.

Kevin Dieny: 00:41:14

Okay.

Kevin Dieny: 00:41:14

Look at the keywords.

Kevin Dieny: 00:41:15

Look at the landing page, look at the whole experience and go,

Kevin Dieny: 00:41:18

what am I asking them to do?

Kevin Dieny: 00:41:20

What do they want to do?

Kevin Dieny: 00:41:22

Right.

Kevin Dieny: 00:41:22

And you as a business go, okay.

Kevin Dieny: 00:41:24

Well, yeah, I wanna open sell.

Kevin Dieny: 00:41:25

I want 'em to upsell, but what's the first important thing you

Kevin Dieny: 00:41:28

want 'em to do, and that's just become a lead with that in mind.

Kevin Dieny: 00:41:33

If there's any changes you need to make to make this less salesy, to make

Kevin Dieny: 00:41:36

this more convincing, educational, helpful that you're just getting them.

Kevin Dieny: 00:41:41

You're just getting in the door.

Kevin Dieny: 00:41:43

Okay.

Kevin Dieny: 00:41:43

Gotta remember to reframe this, just get in the door.

Kevin Dieny: 00:41:47

You don't need to sell everything up front.

Kevin Dieny: 00:41:49

You don't need to jam a page full of all your other offers everything.

Kevin Dieny: 00:41:52

Just keep it simple on this one offer.

Kevin Dieny: 00:41:54

Keep it very targeted and specific to the call to action.

Kevin Dieny: 00:42:00

Fill a form.

Kevin Dieny: 00:42:02

Okay.

Kevin Dieny: 00:42:02

Say somewhere, just fill out this form and then we'll get in touch with you.

Kevin Dieny: 00:42:05

What will happen?

Kevin Dieny: 00:42:06

What to expect after they fill out the form.

Kevin Dieny: 00:42:08

What happens then?

Kevin Dieny: 00:42:08

Okay.

Kevin Dieny: 00:42:09

So a thank you page telling them what happens.

Kevin Dieny: 00:42:11

What's gonna, what's gonna happen next.

Kevin Dieny: 00:42:13

You want people to be very much aware along every step, what

Kevin Dieny: 00:42:18

they're at, where they need to go next, make a sign post, right?

Kevin Dieny: 00:42:21

It's like someone's walking along a path and there's signs.

Kevin Dieny: 00:42:24

Okay.

Kevin Dieny: 00:42:24

Left here, right here at the fork.

Kevin Dieny: 00:42:27

Keep people guided in the right direction and you'll make the leads.

Kevin Dieny: 00:42:30

More, the more you make the leg gen ads much more successful

Kevin Dieny: 00:42:34

for my water heater example.

Kevin Dieny: 00:42:36

Right.

Kevin Dieny: 00:42:36

I have my audience, I have my residential over 35.

Kevin Dieny: 00:42:40

Um, they can afford this.

Kevin Dieny: 00:42:42

They can make they're the decision makers, they're in the geographic area.

Kevin Dieny: 00:42:45

Make sure that's in there.

Kevin Dieny: 00:42:46

Um, they are the, you know, they're homeowners.

Kevin Dieny: 00:42:51

They are searching for these keywords.

Kevin Dieny: 00:42:53

They value.

Kevin Dieny: 00:42:55

It being done correctly.

Kevin Dieny: 00:42:56

There may be review sensitive.

Kevin Dieny: 00:42:58

That's the type of group I'm after it shows up in my keywords,

Kevin Dieny: 00:43:00

it shows up on my landing page.

Kevin Dieny: 00:43:02

It shows up in my ads.

Kevin Dieny: 00:43:04

Okay.

Kevin Dieny: 00:43:04

So check, check, check, check, check.

Kevin Dieny: 00:43:05

That's what we've just kind of talked about and made, then you turn it on.

Kevin Dieny: 00:43:10

Yay.

Kevin Dieny: 00:43:11

So I turn it on what should be my budget?

Kevin Dieny: 00:43:14

Well, that's kind of for you to decide, I like to start between 10 and 50 a day

Kevin Dieny: 00:43:18

just because I like to learn very quickly.

Kevin Dieny: 00:43:22

And sometimes you need a decent budget to learn it fairly quickly.

Kevin Dieny: 00:43:26

Like within a, within a two week period, I like to have a lot of either

Kevin Dieny: 00:43:30

my negative keywords figured out.

Kevin Dieny: 00:43:32

Right.

Kevin Dieny: 00:43:32

Or I like to at least see, okay, I'm sending the right people to my page.

Kevin Dieny: 00:43:36

I like to know within a two week period, whether I'm getting any leads

Kevin Dieny: 00:43:38

from this at all, if I'm getting none, you know, what could be the

Kevin Dieny: 00:43:41

hangup, what could be the problem?

Kevin Dieny: 00:43:43

And then you'll go and assess.

Kevin Dieny: 00:43:45

All right.

Kevin Dieny: 00:43:45

I'm I've seen this many impressions.

Kevin Dieny: 00:43:48

Am I getting clicks?

Kevin Dieny: 00:43:49

Is the click rate.

Kevin Dieny: 00:43:51

Okay.

Kevin Dieny: 00:43:51

How many landing page, actual visits am I getting a click and a landing

Kevin Dieny: 00:43:54

page visit is a little different sometimes, especially if you

Kevin Dieny: 00:43:57

have a very slow loading website.

Kevin Dieny: 00:44:00

so then I got these many people hitting my page.

Kevin Dieny: 00:44:03

Let's say it's a hundred, but I have no leads.

Kevin Dieny: 00:44:05

Okay.

Kevin Dieny: 00:44:05

Well, if I had a 2% average conversion, I'd have at least two by now.

Kevin Dieny: 00:44:09

What's going on?

Kevin Dieny: 00:44:09

Right?

Kevin Dieny: 00:44:11

Find where the chin in the chain is, and then you can ask, okay,

Kevin Dieny: 00:44:14

well, my problem is my landing page.

Kevin Dieny: 00:44:16

My problem is my a my problem is my keyword.

Kevin Dieny: 00:44:18

So too expensive.

Kevin Dieny: 00:44:19

My problem is, you know, whatever it is and you could determine, okay, whatever

Kevin Dieny: 00:44:24

point along the path is not at the rate of success that I need it to be.

Kevin Dieny: 00:44:29

Then I've got a problem.

Kevin Dieny: 00:44:30

So things like, okay, my click rates.

Kevin Dieny: 00:44:33

Below 2%.

Kevin Dieny: 00:44:34

Okay.

Kevin Dieny: 00:44:34

Maybe the click is wrong or the ad is off or the keywords are off.

Kevin Dieny: 00:44:37

So check that test things there.

Kevin Dieny: 00:44:39

Okay.

Kevin Dieny: 00:44:39

I'm getting this many visits to my page.

Kevin Dieny: 00:44:42

Is it close enough to the click to be roughly the same?

Kevin Dieny: 00:44:44

Or is it like drastically lower than the clicks?

Kevin Dieny: 00:44:46

Okay.

Kevin Dieny: 00:44:46

Then maybe there's a page issue.

Kevin Dieny: 00:44:48

Am I sending people to the right page?

Kevin Dieny: 00:44:49

Things like that third.

Kevin Dieny: 00:44:51

Okay.

Kevin Dieny: 00:44:51

People getting into the page are not convert.

Kevin Dieny: 00:44:53

Okay.

Kevin Dieny: 00:44:54

By setting the right geographic area to them.

Kevin Dieny: 00:44:56

Is the page making sense?

Kevin Dieny: 00:44:57

Is it load well on mobile?

Kevin Dieny: 00:44:59

Uh, what's the experience like on the page?

Kevin Dieny: 00:45:01

You know, do I need to get a tool like a hot jar and record and see

Kevin Dieny: 00:45:03

what people are doing on there?

Kevin Dieny: 00:45:05

What's going on there?

Kevin Dieny: 00:45:07

A page performance is a little harder determine.

Kevin Dieny: 00:45:09

Sometimes it's a little harder to assess.

Kevin Dieny: 00:45:12

Let's say there are converting conversions happening.

Kevin Dieny: 00:45:14

I am getting leads.

Kevin Dieny: 00:45:15

Okay.

Kevin Dieny: 00:45:16

Are the leads, quality what's happening?

Kevin Dieny: 00:45:18

Who's taking them right?

Kevin Dieny: 00:45:19

What's the process.

Kevin Dieny: 00:45:20

Is it flowing well?

Kevin Dieny: 00:45:21

Is, are they showing up?

Kevin Dieny: 00:45:22

Are they purchasing, adding to cart?

Kevin Dieny: 00:45:25

Right?

Kevin Dieny: 00:45:25

These are the points along again.

Kevin Dieny: 00:45:26

That path I had told you about, you can assess and know whether it's

Kevin Dieny: 00:45:29

working, whether it's successful or not.

Kevin Dieny: 00:45:32

Gosh, we just covered a lot.

Kevin Dieny: 00:45:35

So your brain's stuck.

Kevin Dieny: 00:45:36

Your brain's.

Kevin Dieny: 00:45:38

You could use this to craft a successful lead generation ad.

Kevin Dieny: 00:45:43

You could do it.

Kevin Dieny: 00:45:44

A business owner can do this few hours.

Kevin Dieny: 00:45:46

You could set this up, right?

Kevin Dieny: 00:45:48

Maybe it'll take you more than a few hours, depending on, you know,

Kevin Dieny: 00:45:51

how, how, you know, if you have a page ready or if you need to

Kevin Dieny: 00:45:54

go, you know, get some graphics, some elements throw this together.

Kevin Dieny: 00:45:58

A paid search ad is really low, much lower resource requirement.

Kevin Dieny: 00:46:02

You don't need to make any visuals for the ad itself or text.

Kevin Dieny: 00:46:06

And then you've got your campaign going, right.

Kevin Dieny: 00:46:11

Let's see you find success in it.

Kevin Dieny: 00:46:12

Great.

Kevin Dieny: 00:46:13

Okay.

Kevin Dieny: 00:46:14

It's working.

Kevin Dieny: 00:46:15

All right.

Kevin Dieny: 00:46:17

Can you increase the budget?

Kevin Dieny: 00:46:19

Can you expand this somehow?

Kevin Dieny: 00:46:20

Can you widen the geographic area?

Kevin Dieny: 00:46:22

Uh, do you have more locations?

Kevin Dieny: 00:46:23

You can test this with really scope this down and plan this out and

Kevin Dieny: 00:46:26

like, wow, this is working now I can, you know, bump it up maybe.

Kevin Dieny: 00:46:30

Okay.

Kevin Dieny: 00:46:30

I got it.

Kevin Dieny: 00:46:31

Working for water heaters.

Kevin Dieny: 00:46:32

Let's try drains and clouds.

Kevin Dieny: 00:46:34

Move around your product, uh, spoke and figure out, okay,

Kevin Dieny: 00:46:37

let's try other products.

Kevin Dieny: 00:46:38

Let's try other ideas.

Kevin Dieny: 00:46:39

Let's target different types of audiences.

Kevin Dieny: 00:46:41

Okay.

Kevin Dieny: 00:46:41

I I'm, I'm finding a lot of success with, um, elderly, senior citizens.

Kevin Dieny: 00:46:46

I'm doing really well with realtors, helping me get in the door, whatever it

Kevin Dieny: 00:46:51

is you've, you're learning from your sales process, reapply it back to marketing.

Kevin Dieny: 00:46:55

That's all that's as many tips as I can give.

Kevin Dieny: 00:46:59

To be as helpful as I can to help you be the most successful you can

Kevin Dieny: 00:47:03

be with advertisements that are centered around generating leads.

Kevin Dieny: 00:47:08

You could do it.

Kevin Dieny: 00:47:10

You've you've got this focus on what's important, right?

Kevin Dieny: 00:47:14

Just keep things simple.

Kevin Dieny: 00:47:15

You got this.

Kevin Dieny: 00:47:15

If you need help reach out, um, on LinkedIn, uh, we also do consulting

Kevin Dieny: 00:47:20

currently for digital marketing.

Kevin Dieny: 00:47:23

If you're, you know, just want, so second pair of eyes to look

Kevin Dieny: 00:47:26

at how your campaigns are.

Kevin Dieny: 00:47:28

You don't trust that something's working as well as it could.

Kevin Dieny: 00:47:31

Uh, you know, there's no hard rule on things have to work a certain way.

Kevin Dieny: 00:47:38

Things can be improved.

Kevin Dieny: 00:47:39

Things could be restarted.

Kevin Dieny: 00:47:40

There's a lot of opportunity here.

Kevin Dieny: 00:47:43

So, thank you so much for listening.

Kevin Dieny: 00:47:45

I hope that you've figured out what's required to do this, that it, that

Kevin Dieny: 00:47:48

it you've gotten the recommendations we put out there to make your

Kevin Dieny: 00:47:51

audience, your offer, your messaging, your pages, your assets really

Kevin Dieny: 00:47:55

successful the best they could be.

Kevin Dieny: 00:47:57

And then at least by the end of the day, you've got a little more confidence that

Kevin Dieny: 00:48:00

this could work for you and your business.

Kevin Dieny: 00:48:02

Um, so get out there.

Kevin Dieny: 00:48:05

Take a chance at it.

Kevin Dieny: 00:48:06

And, uh, you know, if you need any help, just ping me, let me know, or, you know,

Kevin Dieny: 00:48:10

ask, uh, ask around, ask others to see if you can learn anything from them.

Kevin Dieny: 00:48:14

So I really appreciate your time and listening to this episode.

Kevin Dieny: 00:48:17

Again, uh, close the loop podcast and we've just created, uh,

Kevin Dieny: 00:48:22

successful, hopefully successful, uh, lead generation advertisement.