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Jarom Adair

By Jarom Adair,
Head Solopreneur

[Case Study] How to land more customers with a simple pdf

After the last case study, several people wrote in asking for more examples about effective marketing funnels as well as strategies that people with a new business could use to win customers. Hopefully this will cover both.

Perhaps you’ve heard the phrase “People buy from people they know, like, and trust.”

So how do you get your prospects to know you, like you, and trust you more than your competition?

Today’s case study is all about making such an impression on your prospects that they’d much rather buy from you than anybody else. We’ll use Robert (name changed) as an example.

The Situation:

When Robert and I had our 1-on-1 call (the first call I have with my new members so I can get to know them and their business), the #1 issue he wanted to overcome was dealing with competitors that were undercutting him on price.

Robert has 9 kids (wow), lives in New York City, and has been a hard wood floor contractor for over 20 years. He prides himself on doing the highest quality work, but lately his competition has been hiring cheap, unskilled labor to do most the floor installation in order to quote dirt-cheap prices. Robert refuses to do sub-par work, so he can no longer afford to compete on price.

So how can Robert win back his clientele and afford to put all his kids through college?

Did I mention he has 9 kids? Just feeding them, in New York City no less, has got to be insanely expensive.

Existing resources:

- 20 years experience in hardwood floors
- a genuine concern for his customers

Let me say this: One of the things I do on the first call I have with someone is try to discover all their assets and resources that we can then put towards a marketing plan, and having genuine concern for the people you serve is a major asset.

Even if that’s ALL you have–if you’re starting from scratch–you can win clients if they can tell that you really care about them (I’ve got a great case study coming up on winning customers with genuine concern alone).

Random Tip: When was the last time you listed all your assets and looked for ways to combine them to create a marketing strategy?

In Robert’s case, we want to combine that concern for his customers with his extensive experience installing high quality hardwood floors so that he is able to charge higher prices than the competition.

What would you tell Robert to do?

The game plan we came up with:

In this situation, Robert was hurting for business because he didn’t get enough time to educate his potential clients on the merits of what he offered vs. the shortcuts his competitors were taking. Not to mention that a few minutes spent at somebody’s house giving them a quote wasn’t enough time for Robert to get them to know, like, and trust him.

He, like many of us, needs a lot more “face time” with people to really win them over. But how do you do that?

Here’s the plan: Robert will write up a PDF titled “The 7 Great Lies of Hardwood Floor Installation” (or something along those lines) where Robert can go into detail about everything he wishes he could tell people about buying the best hardwood floor.

This PDF can detail what to look for in a trustworthy craftsmen who will properly install a hardwood floor. He’ll highlight the types of materials and practices (particularly the ones his competition uses) that will ruin a floor and cause trouble later on. And he’ll regularly express his passion for great hardwood floors as well as his concern when he sees people hurt by shoddy workmanship.

When Robert is at someone’s house, he can offer to email them his PDF instead of trying to explain everything to them in person. People who care about their floor will likely want to read this PDF and, if it’s written the right way, they’ll grow to trust Robert and assume his installation methods must be top notch because he’s the guy who “wrote the book on it”.

Later on, when Robert attended his first Mastermind Call and met some of my other members, we brainstormed on more PDF titles and came up with some useful tips to make his marketing more effective, such as our random tip of the day…

Random Tip: If you want someone to read your PDF, don’t just give it to them and hope they’ll read it and get back to you–tell them how many pages it is and ask them when they think they can have it read by, then schedule a time right then to call them to follow up and answer any questions they may have. This works best if you’re in person when you offer them the PDF (face-to-face or on the phone). One of my members found, with this method, that over 80% of the people he followed up with had actually read the PDF by the time he called and were much more receptive to anything he said after that.

And Robert is all set to rise above the competition!

On future Mastermind Calls we’ll be exploring what Robert can do to close a higher percentage of his sales calls, as well as marketing methods for getting his business and his PDF in front of a lot more people.

How to adapt this to your business:

If you want more people to buy from you instead of someone else, can you write a PDF (or shoot a video, or hold an informational luncheon, etc…) which will give you more time to educate your prospect and gain their trust?

While you do this, can you also highlight the downside of what your competition is doing? You don’t need to point fingers or name names–just educate people on what questions they should ask and what to watch out for as they’re considering your competitors.

Here’s what we want to happen: Once your prospects catch your competition engaged in activities you’ve warned them about, there’s a good chance they’ll stop considering that competitor. I call this method “inoculating your prospects against your competition”.

For example, in his PDF our hardwood floor installer might say: “A good question to ask the people you choose to install your flooring is ‘What kind of glue do you use on the sub flooring?’ The glue that works best and lasts longest is ABC brand. If they answer that they use XYZ brand though, your floor is much more likely to start coming loose in high trafficked areas within a couple years. A company that uses XYZ brand usually does so to cut corners on cost to save a few dollars, but will cost you a lot more money in repairs in the long run.”

Readers will assume, by default, that Robert uses the best glue (bonus points for him) and if they find out his competitors use XYZ brand glue then it’s negative points for them.

Make sense?

Keep it educational, as if you were a neutral 3rd party. While you’re at it, do you best to let your personality and concern show.

This is a great way to get your prospect to know, like, and trust you while inoculating them against your competition!

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Yours in success,
-Jarom Adair

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