In this episode, Steve Martile shares his easy-to-follow system for booking 2-6 sales calls a week with your ideal clients. If you’re feeling overworked or overtired from chasing down leads in social media, this could be the answer to your prayers! 

Resources mentioned

Website: Https://www.stephenmartile.com
Complimentary Consultation: Https://www.stephenmartile.com
Email: steve@freedomeducation.ca

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Summary

You can’t convert leads or sell books without effective outreach, which is why this episode of The Books Open Doors Podcast is all about turning the numbers game into a marketing game-changer. On this episode, Stephen Martile, LinkedIn expert, shares insider tips and tricks for breaking through all the noise to reach your ideal (i.e., highly qualified) audience and turn those prospects into coaching clients.

Stephen, who earned his stripes as a social media marketer in the construction industry, has tried the whole spectrum of marketing platforms: Google ads, Facebook ads, JV Launch direct email and webinars. He says that some have been limited by new privacy controls, others have low hit rates and all require a lot of time and effort that doesn’t necessarily translate to what you want: that initial contact.

LinkedIn has proven itself the marketing weapon of choice for Stephen, who walks us through how he uses filtering and the Star Navigator app to cull from millions of possible targets in a given group the relative handful of individuals who are highly likely to respond and — still more importantly — book that all-important first phone call. At his website, Stephen also offers help with structuring long-form sales letters that will resonate and penetrate — rather than get relegated to spam.

If you want to grow your publishing or coaching business, this is the podcast for you! If you’re ready to send out irresistible offers that convert highly qualified prospects, you’ve found your starting point and the end of marketing overwhelm! And if you’re interested in outsourcing, Click Here to learn more about Stephen’s program.

Key Quotes

·“We usually qualify two things: urgency and money … Is the prospect willing to invest?”

·“It’s important right out of the gate to make sure you’re getting people who have money for your services.”

·“LinkedIn is the only place where you can send cold messages and people respond, get on a call, and do business together.”

·“You have all these industries and it’s this massive revelation: “I need to get the book out! Which means more people want to write books.”

·“When you get the right message in front of the right person on LinkedIn, it’s a great thing and we can probably help you do it!”

·“Only write to your perfect buyer. All the things people do to waste your time on these calls need to be called out in the sales letter. Bring it right out front.”

·“I’ve never had a client that actually invested money and started working with us say that (our outreach) is spammy. Especially when they’re offering something in such high demand.

Key Takeaways:
· How Stephen’s coaching helps qualify upfront based primarily on two things:
o Money: Is the prospect willing to invest in their project?
o Urgency: How important is it to the prospect to get the results they want?

· If prospects don’t register somewhere in the 8-10 range in terms of level of commitment out of the gate, they are highly unlikely to convert to near-term business.

· LinkedIn’s Sales Navigator (link here) is an effective way to target, reach out to and generate follow-up calls with prospects.

· The keys to conversion?
o Pitch something practical, tangible and of self-interest to the owner.

o How well do you run your call? Do you build trust and credibility quickly?

· Stephen sees a level of engagement on LinkedIn that he hasn’t seen on any other social media platform.

· Alternatives that Stephen has tried and more or less discarded:
o Facebook: New Apple privacy standards have reduced access to ads.
o Google ads: Seems to have peaked and up-front costs are steep.
o JV email launches: Deliver poor results.
o Webinars: Can be effective, but require a lot of time and resources to ramp up.

· Ellen and Stephen speculate that pandemic fueled the current surge of people looking for a coach to help them at long last deliver a book, whether a personal passion project or to support their entrepreneurial venture.

· It’s all about the targeting! Stephen walks us through how to slice and dice massive LinkedIn groups to penetrate with well-positioned messages that will resonate.

· Stephen explains how he bypasses the slow, laborious process of making LinkedIn connections to message filtered group members, with a boost from Sales Navigator.

· About search engine optimization: Stephen’s experience was that it’s a time-consuming process that after years of painstaking effort can be eviscerated by a random Google algorithm change. Ellen had her own brief run-in with search vulnerability.

· Have a niche! Stephen can best coach people who are focused on a target audience with specific pain points and goals.

· If you’re interested in writing a long-form sales letters, Stephen can walk you through his highly effective structure:
o Here’s who this is for: Define who your client needs to be and what they must be willing to do.
o Here’s what I’ve got: Your program and the benefits/outcomes it offers clients.
o Here’s what I want you to do next: Specific, easily actionable calls to action.

· In general, Stephen gets clients in one of two situations:
o They have marketing that works but they want something more.
o They are net new and ready to follow the process!

About Ellen:
Ellen is a multiple #1 bestselling author, award-winning book and business coach, host of the Books Open Doors Podcast, CEO of Books Open Doors Author Services & Grammy-nominated songwriter. She works with creative professional trainers, coaches, founders, and speakers, who want to write a bestseller and 100% of her private clients are #1 bestselling authors. And once they have their book they will be able to use them to make a bigger impact in the world, open doors to unlimited opportunities, make more money and leave a lasting legacy.

Ellen offers complimentary access to her Rockstar Author’s Toolkit, where you’ll find a number of practical resources Click Here to get it. Click here if you’d like to book a (complimentary) Breakthrough Bestseller Session or feel free to reach out to Ellen directly via email at: ellen@booksopendoors.com.

Follow Ellen and Books Open Doors:
WEBSITE | BLOG | LINKEDIN | PODCAST | FACEBOOK | YOUTUBE | PINTEREST | INSTAGRAM

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