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Aflevering #9

Waarom je leads opdrogen (en hoe dat echt komt)

Leads drogen op omdat ondernemers oplossingen kopen voor problemen die ze nog niet hebben. De kern is taal en timing, niet tools.

13 min

Video en audio in het Engels

Belangrijkste inzichten

  • Identificeer de category entry points voor jouw bedrijf: schrijf op bij welke situaties of momenten jouw potentiële klant aan jouw oplossing denkt.
  • Vraag elke nieuwe klant wanneer hij of zij voor het eerst aan jouw soort oplossing dacht. Die antwoorden zijn directe input voor je content en websitestructuur.
  • Stop met het stapelen van marketingtools zolang de taal ontbreekt. Een videoreviews-pagina of assessment werkt pas als het fundament staat.
  • Praat herhaaldelijk over je aanbod, ook in video en gesprekken. Elke herhaling maakt je boodschap scherper en de verbinding met je klant sterker.
  • Partnerschap volgt uit trigger-momenten: als je weet waar je klant zit op het moment dat hij aan je denkt, weet je ook waar je aanwezig moet zijn.

Tijdstempels

00:00Waarom verkeerd advies je leads opdroegt
00:37Het LinkedIn-hype-patroon: videoreviews en gratis weggeefdingen
02:39Goede tools op het verkeerde moment
04:50De loodgieter-analogie: zo denkt je klant
06:36Category entry points: het goudmijn-principe
08:46Byron Sharp en de trigger-momenten van je klant
10:13Taal gaat voor techniek
11:48Herhaling maakt je boodschap scherper

Lees het blogartikel

Waarom je leads opdrogen en wat je er echt aan kunt doen

Shownotes

Kernboodschap

Leads drogen op omdat ondernemers oplossingen kopen voor problemen die ze nog niet hebben. De echte bottleneck is taal: weten op welk moment jouw potentiële klant aan jouw oplossing denkt, en wat hij of zij op dat moment doet. Dat inzicht maakt elk stuk marketing scherper, of het nu gaat om je website, je content of je aanbod.

Wat je hoort

  • Waarom virale LinkedIn-posts over videoreviews en assessments je op het verkeerde been zetten
  • Hoe category entry points werken, het begrip is afkomstig van marketingonderzoeker Byron Sharp
  • De loodgieter-analogie: op welk moment denkt jouw klant aan jou?
  • Hoe je die momenten opspoort via gesprekken met bestaande klanten
  • Waarom herhaling en hardop denken je boodschap scherper maakt

Belangrijkste inzichten

Het probleem zit niet in de tool

Een videoreviews-pagina of een assessment werkt voor iemand die al duizenden klanten heeft en een systeem heeft gebouwd. Voor jou op dit moment is het een oplossing voor een probleem dat je nog niet hebt.

Category entry points als goudmijn

Op welk moment denkt jouw potentiële klant aan jouw soort oplossing? Dat moment, die situatie, die plek, is waar jij aanwezig moet zijn. Paul Veth verwijst hiervoor naar het werk van Byron Sharp. Vraag het je nieuwe klanten standaard: wanneer dacht je voor het eerst aan ons?

Taal gaat voor techniek

Zolang je de taal niet hebt, dat wil zeggen de woorden, de situaties en de trigger-momenten van je klant, werkt geen enkele marketingtool optimaal. Die taal bouw je op door te praten met je klanten en door je verhaal keer op keer hardop te zeggen.

Aanbevolen vervolgstap

Stel je nieuwe klanten standaard één vraag: op welk moment dacht je voor het eerst aan mijn soort oplossing? Die antwoorden geven je meer bruikbare marketinginformatie dan welk PDF-leadmagneet dan ook.

Onderwerpen

leads opdrogencategory entry pointsByron Sharp marketingmarketingadvies ondernemersklantgesprekken marketingvideoreviews paginaorganische leadsmarketingfundamententrigger-momenten klantidentiteitgedreven marketing

Volledig transcript

Bekijk volledig transcript
0:00
0Your leads dry up because you listen to the wrong advice. And I understand this because I know your situation. You have to understand that a lot of people trying to help you, but they try to give you a solution for a problem you don't have yet. And because you don't have that problem yet and you think you have that problem, they can sell a solution that's not working for you. I will give you an easy example.
0:37
0There is a lot of rumor going on about the giveaways, the free giveaways on LinkedIn, for example. Where you've got the nice post and they tell you, okay, this one page is giving me the most revenue. If you have this page, I I'm sure you will have the best revenue in years. You will grow immediately. It's crazy if you only have this page.
1:07
0So you got hyped up hyped up. And then you have to react underneath that post with the word page or leads or give me, I don't know, something. And you receive the message with the funnel and you get all hyped up and then they are going to tell you what kind of pages it it is. And this page, it's it's an existing page and it works in the right time, but not for you. This page is like the review page, the video review page.
1:40
0And they tell you, I've got 5,100, 150 videos here from all my happy customers and it gives me the most revenue. And that might be true for that person who built the video reviews not for the review page. He or she built it in another way and then selected all of them in the video page and then they use it to create more buzz around it and they get customers very easy and they get more reviews. That's how it works. And yes, he or she is right, you have that problem because your video review page is not optimized.
2:25
0I know this. I understand this. So they are telling you you have a problem and you're looking at your own website and you're like, yeah, I don't have that page and probably that's a problem. No, it's not. Not yet.
2:39
0Yeah. It's a great asset but it's not the solution you need at this moment. And it's the same for people who say, okay, yeah, but I understand the video review page is working, it's amazing, but what you what you also need is like the assessment page. And I'm totally into assessments. It's really helping me as well.
3:00
0Assessments are great. And again, when you take a look at your website, you maybe have some assessment somewhere on your page, on your home page hidden or maybe in a pop up and it's not working. So this person is making the post, hyping you up again. Okay. If you do it like this, you will have the free leads all the time, organic all the time, hundreds of leads go coming your way.
3:27
0And that might be true, but they miss the point and you miss the point because you are going crazy for all the solutions that that are out there, but they don't begin with the beginning. And I don't have this easy click here and I fix your problem solution for you. I just have some food for thought. And I want you to think about it in a different way. Because the one thing you miss and you've heard this before but you didn't take the time or you did take the time but it's too difficult for you to think about it and to create it.
4:06
0I noticed I had the same problem a lot of times, so I quit trying that solution but I have something for you. It's easy. You have an audience. Maybe small, maybe big, it doesn't matter. And in that audience are potential customers.
4:24
0And you have to think about one thing. And I'm giving you a straightforward example and I hate it when people do this because for this example it's very easy and for you it's probably a little bit harder. I know. I understand. But by giving you this example, I'm giving your brain the framework to think about it and that's the real practice here.
4:50
0You have to think about it. Okay. So if you're in the kitchen and you're doing everything, making dinner, your son or daughter or whole the whole family is crazy, everybody's tired, end of the day, it's hectic and boom, there's a leakage. What's the first thing you think about? Okay.
5:12
0Maybe the second. The the first thing will probably be, okay, shut down the the main water pipe. Yeah. That's good. But the second one is in the category of solutions, I need a plumber.
5:27
0So you immediately start to think about the plumber. That that's what you do at that moment. And now, to translate it to your business, at what point in their lives or work or where they are do they think about your kind of business? They are not thinking about you immediately, but they think about the solution you have and that solution must be known for them. Because if you have something as a solution that's not known yet or people cannot think about it, then you have a different story to tell.
6:10
0That's for another video. I like that as well but not for now. So for a plumber, people know it exists. So at what moment you have to write it down, this down, you have to think about it, you have to talk to your audience or to your customers. At what moment do you think about my solution?
6:36
0At what moment did you think about it? Do you think about it? When do you need it the most? Because it's funny, a lot of people when you onboard a new company, you've got a question where did you hear from us or from who. Okay?
6:55
0This is at what what moment did you think about us? That's a very relevant question to ask to your new customers all the time because it gives you so much information about where to find your potential customer because what are they doing at the moment they think about you. And also, what do they do at the moment? So where are they? That those spots are really your gold mine because maybe you can partner up with those spots where they are.
7:31
0If they are sitting in a restaurant ordering coffee, they might think about coffee beans, making coffee themselves, partner up with some that's an easy connection in your head as well. But also, after when I went to the gym and I stepped outside and it's hot outside and I'm using wearing a vest and I'm still sweating, okay, may maybe at that moment I start to think about solutions for that moment. Then my my towel is already soaked from all the sweat. So maybe I just want like the little towel who is in my vest all the time. I I don't know.
8:13
0But at that moment, I'm thinking about things and then your category pops up. And it's not that you can find people at that moment, but you can talk to them about those moments and that's helping you to create more content. That's helping you to create more structure on your website as well to talk about these trigger points. Category entry points they are called. I believe it's from Byron Sharp.
8:46
0It's amazing. You can find it. You can ask AI about it and chat with AI about this thought. But for you, it's more important to talk to your audience about this and to write it down for yourself, to think about it yourself because at that moment you can start to talk more to their to your potential customer at the moment they need you. Because when you talk to them and they are watching you online and you are talking about a situation, that situation it's it's like a time traveling machine because when Even when you think about something, a sit that happened to you, your mind is time traveling to the past.
9:40
0So you bring them to that sit situation where your solution is the normal choice. So you connect their brain with your solution and to think about you. Maybe they don't want that solution at that moment from you, but they start to think about you every time they get into that situation. And suddenly, it will click and they will call you or send you an email and they want to buy your product or service. So this is the first thing to do.
10:13
0And why is that more important? Because if you start with assessments or with a video review page or all the other marketing stuff they are promoting online where you get some PDF or e book or funnel or webinar. You have to watch out. It's not a solution for a problem you think you have, while the real problem is something else. And the most important problem for entrepreneurs is that the language is not there yet.
10:50
0You have to think and talk think more for yourself, talk more with your audience and your customers about what it is, why they called you, why they want your solution, and at what moment they need your solution. And at that moment you can structure your website even around that. This is one part of course. For me it's important. I'm telling you, quit with all the, hey, receive this from me and you will have an infinite amount of leads for free.
11:28
0That's bullshit. That's not correct. That's not helping you. It's creating another problem and it's not going to the the core, to the fundamentals. So what is the fundamental thing for you to have your story straight, to know what to say, and that's practice.
11:48
0That's why I I say think about it, but also talk about it. Even in videos, I'm doing the same thing over and over again. I'm talking about marketing in videos and while I'm talking, I'm getting my brain more straight all the time. So my message will be sharper and sharper and sharper all the time because it's connecting with you in a better way. I know for sure that this video can connect with you, otherwise you wouldn't listen for so long to me.
12:18
0But I know in 100 videos more, I will connect with you even more, faster, better. Or maybe not, then you're not my my potential customer or my customer at that moment. But it's it's really like that. It's getting more sharp if you think about it and talk about it and it's making your brain think in a different way if you think, okay, at what moments does my potential customer really think about me? And sometimes that's easy, sometimes it's a little bit hard, but I challenge you to do this instead of the read all the PDFs for the free leads.
13:01
0That's not working. Try it for yourself.

Veelgestelde vragen

Wat zijn category entry points en waarom zijn ze belangrijk?

Category entry points zijn de specifieke situaties of momenten waarop een potentiële klant aan jouw soort oplossing begint te denken. Het begrip komt van marketingonderzoeker Byron Sharp. Als je die momenten kent, weet je precies welke taal je gebruikt in je content en waar je aanwezig moet zijn.

Werkt een videoreviews-pagina dan helemaal niet?

Een videoreviews-pagina werkt wel, maar alleen als je al een groot klantenbestand hebt en een systeem om reviews te verzamelen. Voor de meeste ondernemers is het op dit moment een oplossing voor een probleem dat ze nog niet hebben. Eerst de taal, dan de tools.

Hoe ontdek ik de trigger-momenten van mijn klanten?

Stel elke nieuwe klant standaard de vraag: op welk moment dacht je voor het eerst aan mijn soort oplossing? Die antwoorden geven je directe informatie over waar en wanneer je potentiële klant bereikbaar is, en welke situaties je moet benoemen in je content.

Waarom helpt hardop praten over je aanbod?

Elke keer dat je je verhaal vertelt, scherpt het zich aan. Je brein maakt nieuwe verbindingen, je taal wordt preciezer en je boodschap sluit beter aan bij wat je klant herkent. Dat proces versnelt niet met tools, maar met herhaling en gesprek.

Wanneer is een assessment of funnel wél zinvol?

Als je weet wie je klant is, op welk moment hij aan je denkt en welke taal hij gebruikt, dan versterkt een assessment of funnel dat inzicht. Zolang die basis ontbreekt, lost een tool niets op. De volgorde is: taal en inzicht eerst, daarna structuur en tools.

Clips uit deze aflevering

Category Entry Points: Your Real Marketing Gold Mine1 min 26s

Category Entry Points: Your Real Marketing Gold Mine

amazing. You can find it. You can ask AI about it and chat with AI about this thought. But for you,

How Talking About Situations Plants You in Their Brain1 min 35s

How Talking About Situations Plants You in Their Brain

And why is that more important? Because if you start with assessments or with a video review page or

Why Free Lead Advice Is Hurting Your Business35s

Why Free Lead Advice Is Hurting Your Business

leads dry up because you listen to the wrong advice. And I understand this because I know your situa

The Real Reason Your Marketing Is Not Working45s

The Real Reason Your Marketing Is Not Working

know in 100 videos more, I will connect with you even more, faster, better. Or maybe not, then you'r

The LinkedIn Giveaway Trap Nobody Warns You About1 min 3s

The LinkedIn Giveaway Trap Nobody Warns You About

There is a lot of rumor going on about the giveaways, the free giveaways on LinkedIn, for example. W

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