in the trenches EP 177 - ITT 177: Leveraging Meetup for Your Business with Connie Ward

Connie Ward is career coach and counselor. After crashing and burning as a broker working in financial services, she decided to help people in a new way. This lead her to creating the "Passion And Purpose Mastermind" for people who are confused about their career path, wanting to start a business or those who are in business and want to help more people.
In particular, she is using Meetup as a marketing channel to help people grow their client-based businesses.

In today’s call, we focus on Connie's 10 step strategy for client generation and precisely how to use Meetup.com to get clients consistently. I think this is a particularly interesting conversation because I've not seen anyone use Meetup.com the way Connie uses for lead generation.

In this broadcast, Connie and I talk about:

In The Trenches with Tom Morkes on YouTube:

How to Connect with Connie:

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Did you enjoy today's broadcast of In The Trenches? Please click here to leave an honest rating and review on iTunes. Your review helps me spread the word of this podcast, which allows me to line up amazing guests and continue to produce this podcast ad-free. Thanks so much in advance for your support.

in the trenches EP 176 - ITT 176: Conversational Copywriting with Nick Usborne

Nick Usborne is an online copywriter and site optimization expert with over 20 years of experience online. During a career spanning 40 years in the marketing industry – offline and then online – he has worked with dozens of major companies. Since 1997, he has been working exclusively on marketing online and internationally recognized as a leading expert on the subject of writing for the Web.

He attributes his success to “conversational copywriting,”.

In today's conversation, we talk about, why is conversational copywriting the future of not just copywriting in general, but also for all interactions online? How do we write to engage with our customers and clients? Because if you can engage the readers, and if you write copy that gets responses, that gets people replying, sharing, and taking action, that's the purpose of copywriting right?!

You are probably implementing this idea of conversational copywriting into your email sequences, your social media strategy or your sales page strategy, even if you don't know it. I think the most effective operators are already writing this way and the chances are that your favorite newsletter or something like that, is written in a very conversational style.

In this broadcast, Nick and I talk about:

In The Trenches with Tom Morkes on YouTube:

How to Connect with Nick:

Get the Latest Broadcasts of In The Trenches

Subscribe to In The Trenches on iTunes

How You Can Support In The Trenches

Did you enjoy today's broadcast of In The Trenches? Please click here to leave an honest rating and review on iTunes. Your review helps me spread the word of this podcast, which allows me to line up amazing guests and continue to produce this podcast ad-free. Thanks so much in advance for your support.

In 1993, Jeff Miller took over as CEO of Documentum, a document management company that had been stagnant at $2 million in revenue for the past several years. This might seem like a good problem to have, except that companies that aren’t growing are usually dying.

Something had to change.

So Miller started at the beginning - "who is our target customer?"

As it turned out, Documentum served everybody. Or at least anyone who would pay.

After analyzing their sales data, the state of the market, and evaluating their current customers, Miller made the controversial decision to redefine their target customer.

Instead of serving everyone, Documentum would focus on executives within pharmaceutical companies that relied on efficient and effective document  management for new drug proposals (which was worth about $1 million a day to these companies).

The Power of Focus

Documentum went from a target customer group of millions to focusing on less than 1,000 people worldwide.

Documentum put all their energy into these 1,000 potential customers, focusing specifically on the executives of these pharmaceutical companies, the ones who recognized the pain most clearly and who were capable of purchasing and implementing Documentum’s solution. The promise Documentum made: their technology would speed up new drug proposal documentation and submittals, thereby freeing up millions in cashflow for these companies.

Documentum was able to deliver on their promises and within one year 30 of the top 40 pharmaceutical companies bought in.

This alone generated $25 million in revenue and the first profitable year for Documentum (or about 1,250% growth in two years).

(more…)
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