Part 5: Creating Your World
I really appreciate you sticking with me as I lay out the full picture for you of becoming a Purpose Driven Expert.
So by now you have an understanding of…
- Why Strategies trump Tactics every time
- Why we must understand the Principles and Laws that govern our Strategies in order for them to succeed
- Why we have to use the internet as a core acquisition strategy…
- Why going from Reactive to Proactive is key
- Why we only work with Dream Customers
- Why we have to be Lifetime Value focused and not Transactional Value focused
- Why having a Service Matrix allows to see all the value we can offer our Dream Customers
- Why only 3% of our potential customers are in the market right now so we need a strategy for acquiring the other 97%, and nurturing them until they’re ready
- Why you’re website doesn’t rank highly due to every one competing for the same couple of keywords
- How playing a different game allows us to create our own world with little competition
We’ve come a long way in a few pages haven’t we?
Has this been beneficial?
Let’s carry on…
Let me introduce you to The Trust Triangle.
This is a framework that I developed to show someone who wants to be a Purpose Driven Expert and how the services they put in their Service Matrix can be delivered strategically.
My hope is that as we go through this framework it will all tie together nicely for you and put a nice bow on top…
As you can see from the images below, as trust grows over time (horizontal axis), customers will naturally be more receptive to our higher priced services (vertical axis)…
The concept of building trust over time and its influence on a customer’s willingness to purchase higher-tier services is supported by several psychological, economic, and marketing principles:
First is:-
- Reciprocity Principle (Social Psychology): Suggests that when someone does something for us, we naturally feel compelled to return the favor. In business, providing value upfront can build trust and increase the likelihood of future purchases.
If you recall from the previous page I talked about how we target Problem Aware prospects and help them with a free guide, report or tutorial when they’re at the Informational Intent stage of searching.
By doing this and offering helpful tips and advice that they could implement before having to shell out any money, we then set in motion the next principle in our dream customer journey…
- Commitment and Consistency Principle (Cialdini): People prefer to act in ways consistent with their values and past actions. Once customers make a small commitment, like a low-tier purchase, they’re more likely to make larger commitments over time as trust builds.
By continuing to add value by email, sending them to more helpful articles, giving further tips, in a short period of time you can offer your lower tiered services, this can even be in the form of a subscription offer for monthly recurring revenue.
- Trust Theory (Psychology): Trust is a psychological state comprising the intention to accept vulnerability based on positive expectations of the intentions or behavior of another. Trust in a business context grows through repeated positive interactions and experiences.
As more time is elapsing, we’re still contacting and engaging with our customers, providing value and being of service, more trust is being built and we are then able to offer more services from our service matrix.
- Risk Aversion (Behavioral Economics): Individuals prefer to avoid losses and uncertainties. Trust reduces perceived risk, making customers more comfortable with more significant investments in higher-tier services.
As customers we fear the unknown and would rather not risk losing money with others and rather trust what we know, even if it’s a little more expensive.
As the trust level grows, we are creating certainty in our customers mind that each interraction with us is ends in a favourable conclusion.
Thus, there is a higher probability that the next action will result favourably and the risk level is lowered making the subsequent service sales easier.
Isn’t this fun?
As we continue over time, we capitalize on another principle that can be introduced into our strategy…
- Social Proof (Psychology): The influence of others’ actions and opinions increases trust in a service or product. As we receive testimonials, reviews, and referrals, these serve as social proof we can use in our marketing, reducing perceived risk and building trust.
Part of our email strategy is just showing results and previous work that we’re happy with, letting our customers know what we’re up to…
This creates a desire in the brain of our customers of ‘I want that too’…
The next principle at play descibes how we have service tier categories, some you are already carrying out, and some that you may be asked to introduce from your loyal customers…
- Ladder of Loyalty (Marketing): A concept that describes the journey of customers from prospects to advocates. Trust is crucial at every step of this ladder, influencing customers’ progression to higher loyalty and purchase levels.
Contrary to what social media will have us believe that we want to tear down anyone who is doing well…
As human beings we have an innate sense of wanting to help people, it makes us happier inside when we feel we are contributing, we prefer to be a cheer-leader than a nay-sayer…
As you’re growing and building trust with your communication and the carrying out of your services, you will receive replies from your customers of how it is refreshing for a company to care so much…
It’s invigorating when even passing on bad news about a breakdown or delay (yes, we all have them, this is still the real world even though it’s our world 😉 ) you receive a reply about how your communication is first class…
After faithfully following of the Trust Triangle process, you eventually arrive at the final level…
This is where we become a category of one, after devoting your time and giving so much in service, your customers don’t even bother shopping around anymore…
They are simply contacting you when they are ready, to ask about your availability…
Competition is irrelevant, there is no risk to hiring or scaling at this point…
And you now have an asset that is highly desirable, should you wish to exit.
You are the only company they want to deal with, this level is underpinned by the following principle we have talked out on previous pages of this manifesto…
- Customer Lifetime Value (CLV) Concept (Business): This concept emphasizes the total value a customer brings over their entire relationship with a business. Building trust can increase CLV as customers are more likely to make repeated and higher-value purchases.
These principles collectively explain why trust underpins everything we do as a Purpose Driven Expert and is essential for gradually moving customers towards higher-tier services and underscore the importance of strategic efforts to build and maintain trust over time.
Let me tell you how I transformed my business by applying the above and becoming a Purpose Driven Expert…
For years when anyone asked what I did for a living I would say “I’m a wheelie bin cleaner” or “I have a bin cleaning service”…
After we identified our dream customers, I started creating our free guides on “3 Tips To Stop Your Bin Smelling”, “7 Common Mistakes That Attract Flies & Maggots” etc…
We started getting prospects who downloaded my reports and a small percentage started signing up for our service immediately (The 3% who are ready now concept), then I was able to start emailing the other prospects tips and advice to help them.
Over the course of the next month we found that the initial 3% had doubled, 30 days later another couple of percent became customers.
We followed this plan for a couple of years just as a low competition acquisition strategy before we introduced our next service, gutter cleaning…
Because of the trust I had built up with our bin cleaning service, I was able to send out one email and get 143 people reply that they were interested in our new service…
I replied to each of them asking for a £25 deposit on a service that would cost £79-£169 depending if they wanted to add soffit and facsia cleaning, so I could get them scheduled in…
These deposits paid for all the equipment that was required, I was not 1 penny out of pocket… (I later asked for just a £10 deposit once the equipment was bought)
I was amazed, our normal bin cleaning service pays us £96 for the year per customer, it’s a volume business, so we need thousands of customers, this new service would pay us over £100 on average for a couple of hours work…
This really got the cogs turning in my brain…
What else could we offer?
After we automated the internal marketing for the gutters to drip feed out to our customers by email, I was able to build a few more local websites for the gutter cleaning and started created the free guides giving tips to searches related to this service…
We now had 2 services that could be cross-sold to the customers who entered our world for each…
This was exciting…
Would anyone be interested in getting their driveway or patio cleaned…
This would be a service that would cost between £250-£600 on average, a simple email asking people to raise their hand if they’re interested…
What about window cleaning and at home car valeting, even internal home cleaning and carpet cleaning…
And that’s just cleaning…
Are the cogs turning in your brain right now?
I’m still on my journey as a Purpose Driven Expert, I don’t know where it will end…
But I know the last several years in our business have been a lot more enjoyable than the first 10 were…
My service matrix consists of 8 services currently, we have multiple sites and guides that bring new prospects into our world every day on autopilot, each with the capacity to be cross sold to other services, and I’ve never been more content serving dream customers when they’re ready.
They don’t shop around, they are aware of our services and enquire about availability when they’re looking to go ahead…
Would you like a stressless business like that?, it’s easier than you think…
In a moment I’ll share how you can start becoming a Purpose Driven Expert,
So there you have it…
Can I let you in on a secret?
I intentionally made this series 5 pages long…
Why?
Because not everyone will get this far, and that’s the point…
The fact that you did makes you special…
I could have so easily just put up a ‘click-baity’ headline and optin form like you see everyone else do to get you on my email list…
Sure, I’d grow a bigger list, But they wouldn’t be my type of people, they wouldn’t do the work…
That’s not the world I want to build in this business either…
This is a passion project for me, I only want to help dream customers like you…
To share what I’ve learned over the years with people who care, who want to make a difference in their own little world…
So with that said… you’re here…
If this feels right for you… welcome home
If you’d like to take the first steps to becoming a Purpose Driven Expert then I invite you to access my gated free training to start creating your world the right way…
I can’t wait to hear your story of your little world you’re building.
Best wishes,Mark