Youpreneur Summit Review and Round-up

Now in its second year the Youpreneur Summit, run by Chris Ducker and held at the fabulous QE2 Centre in London, is an event like no other in the UK. With wonderful speakers, brilliant entrepreneurs and inspiring talks we (Ceri from thiswelshmother.co.uk and I) fell hard for it last year.

 

 

This year I want to share the key takeaways with you and to dig into the things that we loved about the summit. If you’re thinking of buying a ticket for next year you’re going to want this information.

 

The Youpreneur Summit is so hard to describe, it’s almost transformative. You might not be necessarily learning stacks of new things from each speaker, but they are pulling out and highlighting things that you know you should be doing. It really gives you you plenty of  realisation moments and great clarity can be gained from attending with an open mind.

 

Let’s dive into day one!

 

First up on stage was Carrie Wilkerson – Your Life, Your Business, Your Way!

 

 

 

Carrie is a prolific prolific keynote speaker and she did not disappoint! The topic of her speech was your life, your business, your way. She highlighted the power of a really strong brand. Although she had stepped away from her original brand, The Barefoot Executive six years ago and people still approach her to talk about it, because she created a legacy brand. She now works with completely different group of people, but believes she will be known for a long time as The Barefoot Executive.

 

Her business was not borne from a lifelong passion. But simply because she wanted to earn money around her kids.

 

‘If you aren’t passionate about what you do, be passionate about who you do it for.’

 

Often we want to chase after the temptations, other people’s ideas and passion be true to your own, but realise that it’s not necessarily your passion that will pay you.

 

Resist the temptation to throw money at things. We see that so often. People buying courses or tech. I need this. I need that. Sometimes you don’t. You just need to do the work.

 

She talked about your people, calling your family ‘shareholders’. Even if they’re not directly involved in the business, they should have a voice and they should influence the decisions you make.

 

Focus on your people, your path, your purpose. People stray from the path and lose focus. Think of Dorothy on the Yellow Brick road!

 

Sometimes you can build a business on a platform, which in turn enables you to pursue your purpose.

 

Focus on one model until you make ridiculous cash (what constitutes ridiculous cash will differ from person to person) . Before adding in another model.

 

Focus on the ideal paying customer. The more narrow your niche is the more rich you’ll be (better said in an American accent).

 

The people that you’re that are your ideal customers? Do they actually have the money?

 

Stop going after everybody, and just pick somebody. Stop chasing broke markets.

 

Stop trying to raise everyone else up. It’s hard to help poor people when you’re one of them.

 

Go deep, and go narrow.

 

Have one mentor. She listens to people that she pays and who pay her.

 

She said she will only value your opinion if she’s in the shower with you, in the sheets with you, or she’s making decisions about her children with you.

 

Use the skills you have right now. What are you good at now? What can you do now?

 

Your style – being you, with authenticity

 

Your story – bringing your story into what you do

 

One market, one model, one mentor.

 

If we experience the tiniest bit of failure, we want to change everything. Sometimes it just takes time for things to happen. We can be so quick to to go to something else.

 

 

 

If you want to check out online you can find her at carriewilkerson.com

 

 

 

Luria Petrucci Livestreamingpros.com – Create a Winning Live Video Strategy.

 

Luria was very engaging on stage. Live video is the most engaging form of media but we need to focus on the right things first. She had a three point plan;

 

 

 

 

#1 Be engaged

#2 Create an experience

#3 Promote effectively

 

 

#1 Be engaged

 

Being engaging stems from authenticity. She talked about vulnerability and being uniquely you and what I loved was her focus on your flaws. She asked everyone what they hate about themselves, asking us to really drill down on that and then lean into it. Making it your calling card for connection.

 

For example, she’s rubbish at popular culture references. She never gets a pop culture reference or joke. So instead of feeling awkward when these things come up, she leans into it and makes a joke out of it.

 

She also loves dancing and while that’s not a flaw it’s a bit quirky or something that maybe you wouldn’t necessarily expect, but she’s leaned into that and does that on one of her shows all the time.

 

#2 Create an experience

 

Remember it’s not about you it’s about them. Talk to a single person at a time (when possible). Name check individual people, create connections with those people. You’re not going to do it with each person on the live. If  you can speak to a few of them one to one, then they will be the one that the ones that will come back to your next live because they had an experience.

 

Also give your followers a name. Members of the Screw the nine to five community are called Scroupies and Star Trek fans are called Trekkies. Give your community a name. This means they will identify with others and build a community.

 

She also spoke about triggers. Finding people’s triggers – not their pain points, but things that get people talking and engaging.  For example, if she had to get stuck for something to say on a live broadcast or needs an engagement boost, she talks about tacos and it always gets the people engaging in the chat box.

 

Go deeper with the emotional connection. People will feel what you’re feeling, they will experience what you’re experiencing.

 

#3 Effective promotion

 

You should be using all your different networks and cross promote your lives. If someone had, for example, a big personal profile on Facebook. They would obviously want to be live from their page (because you can’t run ads on the personal profile). She would set up a second live stream camera from the personal profile and have it as an obviously behind the scenes view. They would be looking at the other camera (broadcasting to the page), but occasionally commenting to the second camera ‘hey you still there? We can’t see you comments so come over to the main page to chat. Moving the audience to where you need then to be. Also using messenger bots to get your word out about your broadcasts and above all else focus on that personal connection.

 

You can find her at livestreamingpros.com

 

Coaching with Chris

 

Chris chatted about P2P (people to people). Focusing on attracting the best and repelling the rest. Become somebody’s favourite.

 

 

• No comment left behind –  every comment gets answered every platform all of the time.
• Consistently publish valuable content
• Surprise people with videos and audio messages
• Behind the scenes content

 

What can you do today to become someone’s favourite?

 

Jessica Lorimer – Unleashing Your Inner Fire to Fuel Your Business

 

We focus on the wrong things. We should really spend the first moments of each working day on a sales activity. Make sure that becomes a priority in your day.

 

If you don’t make an income, you can’t make an impact

 

Wealthy people change the world.

 

Important to find a sales style that works for you. What works for one person isn’t necessarily going to be the same thing for everybody. Make sure you’re talking to the right people. You can do that through market research, Facebook groups, etc.

 

Are you putting the right price on the outcome that you provide?

 

Sales is about solving someone’s biggest problem right now and that’s often more worth more than we think it is. Are you selling with passion? Make sure that you pitch with personality. If people are awkward about sales then it’s not going to be easy to put in personality and it’s going to fall flat.

 

She asked if anyone had undersold yourself and practically every person in the room said yes (360 successful entrepreneurs).

 

Hard work beats talent every time. There was lots of talk at the summit about staying the course. I think we can all drop things a little bit too quickly. If it’s not working. Sometimes you just gotta push through that extra give it that extra 5% and see if something could happen. We all think successful businesses people must be super talented and really the thing that’s made them successful if often consistency.

 

 

Roger Edwards – How Personal Brands Can Fix Broken Marketing

 

After sharing a few marketing horror stories, he shared a great sales experience that he had from a wine salesman. Horrified when his wife had invited a wine salesman into their home he was ready to block all communication and chance of a sale. John the wine man was interested in them, their likes and dislikes, he took time to develop a relationship and as a consequence got a sale. More than that he got regular sales over the next few years. When he retired email marketing took over, with no personalisation and Roger never bought again.

 

 

 

Demystified the jargon and just be a person in your business. Be more John the wine man.

 

How do we solve people’s problems differently and better than anyone else?

 

Look at different ways to do things. Marketing shouldn’t be intrusive, it shouldn’t necessarily be complex. We all get caught up in thinking there are a million businesses that are already established that solve that specific problem. Don’t think someone’s already doing that. I can’t do it. Think how do you solve that problem better and differently than anyone else? Who’s already out there? Bringing your own personality to the table.

 

Kelly Baader – the ‘Power of one framework’

 

When you’re trying to build your business consider the season in your life. For example, if you have kids your time might be more limited than if your kids have left home.

 

When you are getting to know your ideal clients you need to go beyond basic demographics. In the online world everyone is fighting for attention and connection, so you need to understand the customer so much more so you can have that connection.

 

Focus on the number one outcome they want. The number one solution – that’s the power of one framework.

 

She ended with this really lovely story about starting a business. People told her that she could never work in an English market because her accident was too heavy. She had quite a painful life story and has gone on to do such amazing things.

 

Dale Beaumont 14 Tech Tools to Help Grow Your Business

 

 

 

 

1. PlaceIt – photo templates you can customise for publicity and product launches etc. $5 an image or less if you buy multiple images.
2. Giphy Capture – to create your own gifs.
3. Snip.ly – shortens urls and creates a banner to link back to your blog when a reader follows an external link. Great for opt ins.
4. Headline Analyser from Co-schedule. Grades your possible headlines and helps you make them even more effective.
5. About.me – create a one-page profile. You want to control as many of the site as possible on the front page when someone Googles your name. This site gives you a free one page bio you can then link out to other sites.
6. Shakr – premade promo video templates. They have specific FB ad video templates too. $10-$30 per video.
7. SEOptimer. Analyses your website and tells you how it’s doing from an SEO point of view. Similar to SEM Rush.
8. Slogan Generator – great for coming up with new tag lines!
9. Clear Bit – Add to your email clients and fine the personal email of just about anyone in any organisation.
10. One Page Love – Templates for landing pages
11. Crop.video – Repurposes video for for other platforms (eg landscape, vertical, square)
12. Hot jar – Records video of everyone who uses your website over a month to see what people are doing/not doing. You can see stats or watch back individual user sessions.
13. Answer the public – Shows the most commonly asked questions on a topic. Good for market research etc.
14. Otter.ai – Speech to text tool that transcribes quickly and with grammatical accuracy. Includes a set monthly minute allowance which is free.

 

Coaching with Chris

 

Talking about behind the scenes. People just love following the journey. Whatever journey you’re on.

 

How will you share the behind the scenes of your business?

 

Jadah Sellner – Leading With Love in Business

 

She opened with a spoken word poem, which was very unexpected. It took me straight to the emotion and gave me goosebumps. Building a business is like building a life and a relationship. She opened with the question – When was the last time you failed? People are so scared to fail, that they don’t necessarily achieve the great things. She tied it back to her spoken word poem- she had an abusive relationship, she had a husband who cheated on her and they felt like failures. But without those failures, she wouldn’t have been able to go through it and find a husband that she adores and, and have a daughter.

 

‘I encounter every lesson in life on purpose’

 

Focusing on community first is how she’s managed to grow an almost obscene email list and social media following. We all start zero, she shared posts when only her mum and friend commented.

 

Love over metrics. Don’t be obsessed with vanity metrics and forget the humanity. She also employs the no comment left behind ethos and she said that if you leave a comment behind it’s a missed opportunity for connection.

 

Trust is built in very small moments. Brene Brown

 

A lot of us are looking for a big thing that’s going to make our a big change in our business. We can ignore these small moments maybe of connection and these could be the thing which really builds that person into a raving long term committed fan.

 

How do you build a community? Community to her is an expression of love. A few brands Subaru, Southwest Airlines and Zappos really have embraced the love ethos.

 

 

When she consults for clients she creates a ‘care campaign’;

 

• Surprise and delight. Create small moments that feel like big moments. You might shoot someone a video response to a question they have asked. It’s a small moment, but to them it feels like a big moment. She gave a great example of a client that had someone in their community that had cancer and they shot a video and then sent it to her on the day she started treatment. The woman would reshare that and would become lifelong fan, if she wasn’t already.

• Creating an identity. Giving people a name; e.g. Trekkies and Swifties.

• Being able to mobilise and respond in times of need. Loving your community in times of crisis. She gave the example of a furniture shop that when one of the natural disasters struck opened up their showroom. They invited people in to sleep on the beds and couches. They wanted to show their community love.

 

You have to show your dance moves on the dance floor.

 

Give value on the dance floor. Instead of showing a little bit of content and sending them somewhere else to get the rest, give value where the audience is. For example, on Instagram Simple Green Smoothies would give followers entire smoothie recipes, not just a teaser. The dance floor is where the audience are currently hanging out. Your home is the equivalent of your website and then your bedroom is your email list. People move too fast. Don’t just go straight to the the email list (bedroom!), instead court your audience.

 

She sees a PDF download as a cheap first date. She’s built her community mainly through free 30 day challenges. These give her lots of time to show her moves on the dance floor. Make your free offer better than someone’s paid offer.

 

Jadah went from 2000 to 200,000 email subscribers in one year with email challenges. Her advice is to look at other people’s tribes and and see where the holes are and what they’re not doing. What’s needed, but is not being done? What needs are not being met?

 

Her five point engagement strategy;

 

• Surprise and delight

For example, some people are giving ott Starbucks gift cards. This could be done randomly or to a specific person in your community who you’ve noticed is being very supportive.

 

• Video pep talks. A one on one video you send someone who needs help/advice

 

• Spotlighting star members of your community

 

• Spreading the word. Get your community to tag three friends that you want to join the community/challenge

 

• Create a free challenge – that’s where she is made millions

 

3 types of challenges

 

 

• Habit based – e.g. Drink a green smoothie every day for 30 days.
• Activity based – e.g. Create your OPT in offer in a weekend.
• Step by step – e.g. 7 steps to growing your traffic in 7 days.

 

What could you teach your audience right now? Sell them the transformation and don’t focus on the transaction. What was your spark moment? When everything changed for you or you suddenly got clarity. Could you give that to your audience? Then what would be the next step in that transformation? What would they need after the challenge transformation, as that is your product.  

 

 

 

Will you use the things that happen to you in life as ‘an excuse or an edge’.

 

Harness your edge and lean into those flaws.

 

 

 

‘I encounter every lesson in life on purpose’

 

Sunday’s opening keynote – Greg Hickman from System.ly – How to Sell More With One Simple Funnel

 

Greg’s speech focused on funnels, although he didn’t like them being called funnels, he prefers systems. He said the problem is that funnels are considered too complex. People are overwhelmed by the tech and they design them with a quick sale in mind. Over 50% people in your funnel will never buy from you, ever. Of those who do, 85% will buy in the next 0-9 months and the remaining % in 18-24 months.

 

 

 

His top tip: focus on ONE thing.

 

Greg said that what often stops people from getting their sales process live is that they make it too complex.

 

Greg’s advice is to “start simple, get ninja later” (if you have to).

 

We sell more when the system is simple, and it’s low tech.

 

The real return on investment comes in follow up. Systems help you create a predictable selling machine which gives you certainty and consistency.

 

Build a business by design and not by default –  lots of people are copying funnels (funnel hacking movement) which is basically gambling. You don’t know if that funnel is actually working, whether it’s profitable or if it’s just a test.

 

Let’s start simple and get ninja later. Instead of a funnel, think of it as a journey. The ads lead the prospects to become clients.

 

Play the long game and the short game at the same time. Long for show and short for dough. You’ve got to be good at both things. Think of golfers they have to be good at driving and putting.

 

Offer a shortcut. We always think things have got to be drawn out. You have 13 emails before a webinar before you pitch your thing. But maybe they’re ready to buy the thing at the beginning. So on a thank you page, give them the option to fast track and buy the thing right away. Some people on the fastest route, as they are ready.

 

Have a re-engagement strategy for those who don’t buy. Make sure you’re maximizing every lead. No lead left behind. At each stage people could disengage, so there needs to be multiple re-engagement strategies at multiple points.

 

Filter for five star prospects –  Stop wasting time talking to people that aren’t actually even going to be the right fit. Have a questionnaire to start with, or something that pre qualifies them for the call.

 

Take responsibility for how your prospects show up. Make sure you have systems that mean if you show up on a call and your energy’s low. You work by the system and get through the call effectively. If it is left to winging it, your low energy is likely to rub off on them.

 

Hear their language and record it – Then reuse it so you’re  literally using their words in the copy.

 

Ensure your lead magnet needs a sliver of the same intent they will need to buy your product. For example, if your product is a 6 pack abs work out then offering a weight loss ebook does not require the same intent. A work out programme is going to require hard work at the gym, different intent to losing weight through dieting.  

 

Everyone wants to clone themselves. The best first hire is automation.

 

 

Jenny Flintoff – The Power of Being Uniquely You

 

She started talking about wrestling your inner critic. When we were younger we wanted to be someone else, we dress up in in a fancy dress. When we get older we still want to be someone else. We end up thinking we’re not good enough because we see others as more successful. So unintentionally we hook on to what they say and then we end up being a little bit of everybody and not yourself at all.

 

She spoke about the nine common words that people use but that don’t really tell you anything about the person. They are too interchangeable and generic.  Words like passionate and committed. None of those words give you differentiation.

 

She gave us an exercise to do where we had to describe our living room to different types of people and it was interesting to see the change in the language we used.

 

We keep ourselves in a box because we don’t want to be different. But there’s no power in the box. We’re scared that if we come out of the box and show our true selves that we might not get picked. That we might not end up being someone’s favourite. We end up looking at our business through the eyes of someone else, another entrepreneur. Rather than you doing it your own way and being you know who you are.

 

There are enough ways to make ourselves stand out without having to copy others.

 

She said: “There are only seven music notes in the world… I haven’t heard anybody say you know, there’s just not enough music notes’.

 

“There is enough music for everybody is still more music. So we are music notes and somebody wants to dance to your tune.”

 

Tell your story from the heart.

 

Coaching with Chris

 

 

Expert positioning ladder – The stages you go through to build a personal brand business.

 

• You start being a creator and offering high value opt ins.
• Author and having a product that qualifies people and/or using affiliate marketing.
• Speaker and have a signature workshop/ run coaching seminars.
• Leader,  you might have a course mainstream media consultancy joint venture.
• Mentor and you could have potentially an inner circle mastermind be an investor advisor and businesses you could keynote be a keynote speaker run conferences and have high end partnerships.

 

He got us to think about what our expert positioning ladder might look like and the value we would offer at each stage.

 

Antonio Centeno – YouTube Domination to Grow Your Business Fast!

 

There are two main things that are going to help you with YouTube. The first one is that YouTube is all about connection and the second one is video creation is not difficult.

 

People try and make it all very mystical. It can be complex, but it doesn’t have to be. We like to think it is as it gives us an excuse for not doing it. To stop you from doing something that might be scary, you might get negative feedback.

 

Why video is awesome?

 

• Psychologically proven that people like noise and movement
• 1.3 billion YouTube users
• 6 billion daily views
• World’s second largest search engine
• Fun
• Scalable

 

Specific benefits

• Become an authority
• Get authority recognition
• Create viral content
• Helps you connect with other creators – Young people connect most with other youtubers than anyone else and that connection is an emotional connection.They’re seven times more likely to connect with another Youtuber than they would to a celebrity.

 

Five step action plan

• Commit
• Plan
• Act
• Promote
• Adapt

 

Importance of the topic

You really have to nail the topic idea to be able to connect with people. Check the analytics to see where people drop off etc. Look at the thumbnails and do some testing on those. Then focus on the title, the hook (1st 10 seconds) and the First Act (following 50 seconds). So as you can see from that the first 60 seconds of a YouTube video of the most important. He spoke about making sure that you have a central theme for your YouTube and that you have a consistent release strategy. Then when you have this foundation content. You can organise that content into specific playlists.

 

Top tips

• Give your best content to others.
• Build real relationships,
• Promoting other channels

E.g. Promote other channels. He did a video on ‘10 men’s style channel channels that are better than mine

• Identify bottlenecks and fix them
• Get out of your own way.
• Your first hundred videos will suck really they’re just for practice and don’t worry about it.

• Edit less and publish more.
• Practice the fundamentals.
• Surround yourself with people who get it.

 

 

Anissa Holmes – Building the Perfect Youpreneur Eco-System

 

Anissa spoke about the difference that the membership has made in helping her grow her business. She’s actually a dentist in Jamaica, running a private practice and not making much money. She wanted to find out how she could get more clients. So she started using and testing marketing tactics, like Facebook ads.  It worked and she started getting 30 to 40 new clients a month. She then began sharing this with her community and now has a membership, a high-level mastermind, a live in-person event which has sold out. In less than 3 years she’s made multi millions of dollars.

 

She gave the example of a free mobile passport. With it she can just go to the front of the queue and scan her mobile passport. Other people are in the queue because they think it has to take forever to get through passport control, but there are shortcuts.

 

What is going to be your legacy?

 

It’s quite hard to think what you want to be remembered for and what you want your life’s work to boil down to. But that’s the only way you can make sure it happens. You can’t reverse engineer if you don’t know where you’re going. It’s important to have a clear vision and purpose and set many milestones to make sure you get there. Don’t leave anything to chance. What would you have to do to achieve X. Reverse engineer it and make it happen.

 

Her audience was asking her how to utilise Facebook ads to get clients and although she didn’t teach that she started to.

 

When booking people to speak at her event she messaged them directly on Facebook using the names of those who had said yes as leverage for the next person. Being bold gets you results.  

 

Every time you earn anything make sure you’re in reinvesting some of it back into your product or service. Get started where you are right now. Don’t wait for everything to be perfect.

 

Look at where you’re not consistent and improve those areas. It’s not about learning the what but hiring the who.

 

Look at where people are getting stuck. Sometimes they get stuck around things that aren’t necessarily the main focus for your product. You could give them the stuff that would help them get unstuck so they can go on to make the best use of your product or service.  If you’re product shows them how to d B and C, but they’re getting hung up on A, give them A, whether that is knowledge or a swipe file as an extra bonus. It proves that you’re listening to them and it gives them extra value.

 

Give them everything they need to be successful.

 

It’s not about it’s not about the cost in most cases, it’s about making it easy for them.

 

 

Andrew and Pete – How to Create Stand Out Content in a World of Copycats

 

They were very standout! A little bit crazy and their session was packed with funny voices and humour. Often we think doing something is better than doing nothing. We all want to be consistent, but sometimes life gets in the way and so we put things into the world for the sake of sharing something.

 

 

 

Are they all really your best work? You just do it because you’ve got to put something out there because something is better than nothing? But is it?

 

The successful people are putting 90% of their efforts into doing one thing remarkably well. Using the 90:10 rule, just focus down on the one thing and then using the 10% to do your experimentation. The 90% should be really focused on that one thing that you want to do remarkably well.

 

• People who spread themselves too thin never
• People who go deep, the benefits they reap

 

They spoke about Joe Wicks – The Body Coach. He wasn’t getting traction until he  started being himself more and doing 15 second cooking videos. Letting his personality shine a bit more. This is when it starts to take off for him. He’s a good example of doing more of what’s working for you and leaning into that.

 

You’ll probably have a platform or or a method that works well for your business. One which you’re more comfortable with or where people seem to be interacting more. This is where you should be focusing your efforts. Lean into these reaction spikes.

 

Find what’s working and double down on that. Consistency will show that you’re dependable and will help to build trust.

 

They focused on the fun side of business. Marie Forleo basically stopped doing the things that she didn’t find fun. That’s all she does now. ‘If it ain’t fun, it won’t get done’.

 

Write a list of all the things that you like doing and all the things you don’t like doing. Then basically do the things that you like doing. Seems simplistic, but we all have so much stuff that we want to do, but that we never have time to do it.

 

They bought the box of problems on the stage and they kept on throwing things out of the box and and they said that we need to empty our boxes. We need to get rid of all the stuff that we think we should be doing and just adopt then 90:10 rule. Find the fun in the business and do one thing. You’re better than just doing something.

 

 

Coaching with Chris

 

Focusing on charging what you’re worth. English are traditionally uncomfortable talking about money.

 

The numbers never lie. Think about the annual goals and reverse engineer from there.

 

Think about your annual goals quarterly, then divide monthly, weekly, daily and it makes them more achievable if you break them down like that.

 

What’s your 2019 money number? What do you want to earn that year. Then for example, if it was 100,000 pounds, that would be 25,000 a quarter. 8333 per month, just over 2000 per week and 297 per day. Then what have you going to do to get there so 297 a day. Does not feel like that is too hard, whereas 100 grand seems like massive.

 

What what you’re going to do to get there? Think about not just the financial numbers but the time as well. He works six hours a day four days a week. That means he’s got 24 hours a week, 96 a month, just over 1000 a year. Make sure that you’re not having unrealistic expectations of the time that you want to spend to get to that figure.

 

The average hours that entrepreneurs work and is over double what he works and that’s that’s the average ones not the crazy ones. Make sure you schedule everything or it doesn’t get done and you can make this happen.

 

Increase you can get your figures up by increasing prices, creating high end coaching products and by delivering more services and products.These are the three things he’s going to do specifically to build his business and build his revenue next year they might not be the same for everybody they might good focus on money though although it makes us all uncomfortable to talk about it is a good one. Create more income streams.

 

Set your 2019 non negotiables –  His are;

• Only ever work on one project at a time. Always.
• No skipping any chiropractor visits because he has back issue and not a back issue of a back issue.
• He no longer works past 4pm every day

 

Closing keynote speaker – Jay Baer – Talk Triggers

 

 

 

The best way to grow your business is for your community to do it for you.

 

And the whole ethos of you know everything, the crux of what he talks about his word of mouth marketing. And he said that businesses that 50% of businesses and sales are done through word of mouth. And then in b2b business to business 91% are word of mouth referrals. Yet people don’t have a word of mouth strategy.They might have a social media strategy or whatever our strategy but they don’t have a word of mouth strategy when 91% of the sales will come through word of mouth so that’s a little bit bonkers and we kind of take it for granted that people will talk about you if you do stuff that’s good but like nobody says all cancer but to this engine is a day and how to distinctly average cool man perfectly acceptable everyday was relatively average yeah it was good didn’t even sell for my taste, but just just average you don’t do you don’t do that. You say it was the best curry I’d ever had.

 

He said make sure you give every customer stories to tell. Competency doesn’t create a word of mouth marketing that everyone is good. Same is lame.

 

Do something different on purpose.

 

Find the one thing that your customers don’t expect and do that and that is the story that they will tell about you.

 

Skips Diner – a diner in America who probably a pretty average diner. They needed something to get people talking. When people at the checkout and they’re paying he draws a card deck and ask them to pick a card and if they pick the Joker all of that food is free. They have on average three winners a day, but the word of mouth marketing that creates means that he’s been in the top 29th is the one in America and he’s not spent a penny on advertising because people want to share that story.

 

They want to share that and when it happens when you’re in a restaurant even if you’ve not want it you’re you get carried away with excitement and you probably still even tell your friends even if you didn’t win you know you might get it next time Yeah, back He said that is taught trigger sets. Strategic, purposeful choice that compels word of mouth so it’s not leaving it to chance is doing it on purpose.

 

There are four requirements for talk triggers.

 

• Remarkable, so worthy of remark and unexpected.

He said psychologically we discuss the different and ignore average.

• Repeatable, so has to be like every customer has access to it. So you talked about surprise and delight strategies where you could give your customers like a random person, a gift card or something and that’s nice and maybe still do that but it’s not it’s not going to be a taught triggers. Not going to create a big effect because it’s not for every customer and available to every customer. It’s a stunt, not a strategy. And he can’t rely on the stump because you can’t predict it.

• Reasonable. Unless you’re Oprah if you started giving away cars, it would just cause suspicion because it doesn’t seem reasonable. It doesn’t have to be a giant thing. It just has to be something that will create conversation. You don’t have to give away an iPad to everyone who signs up to work with you. You could to send them a video message. The Doubletree Hilton where they give a cookie to every person that checks in and 34% of the people have mentioned in then then the prior 30 days that cookie to someone else. Talk triggers turn your customers into volunteer marketers.
• Relevant. Making sure that it’s that you give your customers a consistent story to tell.

 

 

Five types of talk triggers

 

• Generosity as a form of trigger so that’s giving more than expected or anticipated by people this is one that can be quite easily utilised for all of us.

 

• Responsiveness. This so faster they expect selected and he gave this great example of I believe they were in accountancy for yes I’m in the states he said he knows look at them very average but if you look at their kind of customer feedback they have a policy within the accountancy firm that they answer all telephone calls directly nothing goes to answer machine and they answer all emails within 10 minutes and then being received and because of that that is unusual because of that responsiveness their customers people it almost it ties into a ton of things actually on the on the triggers but people don’t expect it they expect like a worst service at all they just have tons of comments going you know the one I’ve got a problem here they actually pick up the phone or we Respond to email, I get loads of answers. It’s really helpful. And so their word of mouth marketing is huge. And they’ve been able to, again, not spend money on advertising, but still be really growing their practice and get tons of clients.

 

• Usefulness so be more useful and expected. So they were saying that one of the things he said was a list of ingredients does not make a chef so you you can give away everything literally all of your like knowledge and but you charge for the assembly of that knowledge. So you can give away all of the free content but then you charge for helping someone put it together or you put it together for them. So I think people are scattered given the you know, here it’s so often How do you define between free and paid you know, and he was basically saying give it all away because the people that want to work with you will want to work with you because you can put it together for them.

 

• Empathy. So treating people with kindness warmth and compassion and that there is opportunities in even in negative things to create like us have an education that creates a conversation. So we give a few examples the native people have responded to queries and not queries complaints, Rolla so one company was very gave information, you know, this is what it is, this is you know, and we didn’t feel good about that company, you know, it was just a bit emotionless and then one that responded with you know, I’m sorry didn’t like our products you know, we tried this on the other but you know, if we can help you in the future you know, really, really nice can then we felt better about that. So, he said, make sure that you’re looking for those chances to have a conversation session.

 

• Attitude. So being a little bit more different than it was expected. Yes which is we can all do to help yeah and and they get any dissent, make sure you give, you know, give customers a story to tell make sure that your I guess your controller that narrative on you because if you will not talk about Yammer talk about you and you have no control of what they’re saying but if you give them something to talk about you you focus in that yeah that that chatter so which and creating more more because it’s a it’s going to be a unique thing that you’re you’re sharing with people and and he said the more you fit in the more your customers will tune out which I thought was really important to yeah I’m sure I’m sure we do but that’s it dude.

 

 

The Youpreneur Summit was an extraordinary experience. Such a great opportunity to connect with friends old and new. I’m already looking forward to next year!