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Kai Davis / Brennan Dunn Advice (Marketing Areas (Market Research "…
Kai Davis / Brennan Dunn Advice
Positioning
What expensive problem do you solve?
What's your niche?
Marketing Areas
Positioning
"Who am I trying to reach with my marketing?"
Market Research
"What outcome is my target market looking to experience?"
What problems are experienced?
What problems are they discussing?
Refine understanding of these problems
Service Offerings
"What offerings do I make available to my target market?"
Marketing Messaging
"How do I communicate with my target market?"
Client Intake Automation
"How do I minimize the time that I spend educating, nurturing, and qualifying prospects and converting them from prospects into leads into clients?"
Content Marketing
"What content should I create to educate prospects and demonstrate my authority?"
Outreach Marketing
"How do I reach my ideal prospect where they already are before they've heard of me?"
Referral Marketing
"How do I turn one connection into referrals to multiple prospective clients?"
("Hey Jane, it was wonderful to help you achieve XYZ on our recent project. Do you know anyone else in INDUSTRY who is looking for help achieving OUTCOME?")
Overcoming "what are your rates?"
Have a minimum rate for your projects
If you have a minimum rate for your projects (be it fixed-scope, daily, weekly, or something else), you can quote them that rate and let them know that your best guess based on the available information is that it'll take X days / weeks to complete.
Offer a range based on previous projects
When a client or a prospect asks you 'Well, how much will this cost?' you can respond with something like 'Most of my clients invest between $X and $Y when we work together. Once we define the objectives and metrics for this projects, we'll be able to narrow down that range.'
Ask what they're looking to invest
This, personally, is my favorite script to use in this situation. When I'm asked what the cost will be, I ask what they're looking to invest.
You can ask what they're looking to invest by reaching for one of these questions:
"What is your expectation of the investment required for this project?"
"How much are you prepared to invest to gain the results we've discussed?"
"Let’s be frank: What are you willing to spend?"