rod burkert

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Do you need a lead magnet? Do you know what it is or what it does for you?

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Greetings from Forest City, Iowa. The RV is parked just outside of the Winnebago factory where we will be getting some R&M done and taking part in Winnebago’s 50th Grand National Rally.

I hope you found our last conversation about ideal clients (can I have more than one) gives you more clarity around the topic of ideal clients. Bottom line: we all want to be served by someone whom we believe specializes in solving our problem; our prospects want the same thing from us.

On to this week. I’ve written previously about how I grew my email list. My list is what makes reaching you with this newsletter possible, which in turn gives me a platform to build Authority about my coaching services. You can do the same with your BVFLS services. But first, you need a list. And to build a list, it helps immensely if you have a lead magnet.

And if you’re new here, welcome aboard. This is what we do!

Here are three things I am happy to report:

#1 – This week is the 19th anniversary of me starting Burkert Valuation Advisors.

#2 – This week is the 4th anniversary of me writing this newsletter.

#3 – And last week, my first Practice Development INSIDER webinar (with Chris Mercer) launched.

Top webinar complaint: The time allocated to the webinar was not appropriate. (I believe people wanted more than 1 hour of Chris’s insights.)

Top webinar compliment: Absolutely brilliant! Best $100 I’ve spent all year. This was interesting, insightful, and valuable no matter how new or tenured to BVFLS the practitioner is.

First things first … our Outlook contacts and LinkedIn connections are not an email list. But they are a great starting point for one. And if we have a good relationship with those people, there should be little friction in getting them to subscribe. Hint: you personally invite them to subscribe – and if they see the value in the content you are sharing, they will subscribe.

But eventually, we will run out of people we know and who will subscribe just because we ask them to. So this newsletter is about grabbing those strangers … people who stumble across our website, see us speak, or read something else we published. How do we capture them?

The answer is a lead magnet

A lead magnet is an ethical bribe. In exchange for strangers giving up their name and email address, we offer something of value to them in return. You’ve seen lead magnets, but maybe you didn’t know what they were called. And you may not remember, but you likely subscribed to this newsletter through my File Autopsy lead magnet.

Recently, I created a new lead magnet, How to Vet Your Prospects, which I am sharing with you today (even though you are already a newsletter subscriber). But I wanted you to see another example so you could start thinking about creating a lead magnet of your own.

How to create a lead magnet

A lead magnet could be a whitepaper, checklist, how-to guide, cheat sheet, or infographic. Some people will use the first chapter of a new book they wrote as a lead magnet. So what information do you have that could be easily packaged as a lead magnet?

As you can see, the File Autopsy is a checklist and Vet Your Prospects is a how-to guide. In both cases, they have a very similar layout – on purpose – because it makes them easier for me to produce. And if you recognize the content of each lead magnet it is because they are repurposed newsletters.

I created both lead magnets in Keynote, Apple’s equivalent of PowerPoint. And I get my images from DepositPhotos.com, which runs a special every now and then – 100 images for $100.

Best practices of a lead magnet

An effective lead magnet is SAGE.

S – Short: Consumable in less than 10 minutes so that it encourages the people you want to attract to actually read it.

A – Actionable: Loaded with practical content related to the business of the people you want to attract.

G – Goal Oriented: It solves a particular problem of the people you want to attract.

E – Easy: For the information to be used or implemented so the people you want to attract get results with no advanced prep or training required.

Where does a lead magnet go

Technically, a lead magnet doesn’t go anywhere. It resides on your website or in a cloud-based storage application like Google Drive or Dropbox so that it can be downloaded on demand.

But the language you use to tell your audience about the lead magnet – well, that can go anywhere … an email trailer or any of your marketing materials. You’ll see the opt-in for my lead magnet on the home page and sidebars of my website.

So what

Growing your email list is the secret sauce behind a 1:many product-based practice that I have written about many times before. But an email list is still critical to growing a 1:1 client service based practice as well.

And the goal of a lead magnet is to “pre-suade” (a term coined by Robert Cialdini) the people you want to attract, for whatever reason, that you possess the skills, knowledge, and experience necessary to solve their problem.

In real life

The Practice Development INSIDER webinar series I created was made possible by the strength of the email list I have, which I have been growing over time with a lead magnet.

Related posts

How I built my email list from scratch

Cheers!

 

 

 

Action Items:

– If you like what I write about, tell a colleague.

– If something resonates and you want to reach out directly, email me.

– If you think we share common interests, connect with me on LinkedIn.

– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.

What you need to know about the latest LI profile changes

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Just because we’ve always done it this way doesn’t mean there isn’t a better way. I hope our last conversation about having all of your eggs in one valuation basket inspires you to strategize how you can augment your 1:1 BVFLS clients with a 1:many BVFLS product. It is the most scalable form of leverage we can implement in our practices.

On to this week. LinkedIn is messing with rolling out changes to our profiles again. You may not have seen the changes to your profile layout yet, but it won’t be long. This week’s conversation will let you in on three significant changes LI is making and how to react to them.

And if you’re new here, welcome aboard. This is what we do!

Read on Twitter last week: If you constantly brag about how busy you are or how little sleep you get, I’m not entirely sure you understand how bragging is supposed to work.

Ripped from this week’s headlines: “All You Need to Know About the New LinkedIn Profile Changes” was posted by Wayne Breitbarth this past Sunday.

Wayne Breitbarth is a significant LI influencer and someone I recommend that all of my coaching clients follow, if for no other reason than to get advance warning of what is happening in the LI world … like the changes highlighted in his article.

All of the changes will occur “above the fold,” i.e., the part LI searchers see when they first land on our profiles before they begin scrolling down (if they scroll down) … which makes that first piece of profile real estate really valuable if we want those searchers to read more about us.

#1 – Headline

What used to be our Summary section will now be called the About section, and that section will now be below the fold. That means the only information LI searchers will initially see about who we are, what we do, and how we can help them will be in our headlines. Because time and attention spans are short, searchers will skip to the next profile if our headlines are not compelling.

What’s compelling? If your headline starts with anything like Partner/Shareholder/ Director/Associate and ends with your firm’s name, it’s not. It will not grab any searcher’s attention because the headline is too focused on you and not who you work with.

Remember, the people who know you and what you do will call or email you directly when they need you. And they already know you are a Partner/Shareholder/ Director/Associate at your firm. Thus, your profile needs to be prepared for the people who don’t know you … and distinguish you from the others who came up in the searchers’ results when they looked for BVFLS professionals like you.

We’ve got 120 cws (characters with spaces) to nail this. You may want to try different versions of your headline and monitor which one gives you the most profile views over some period of time.

#2 – Contact information

Our contact information is moving from the right side of the profile box to the bottom left. Not a big change, but it should be a reminder that all of our contact information needs to be current and professional. Because if people like what they see in your headline, they may head directly to your contact information to get in touch.

I do a lot of LI searches, and it amazes me how many times I open up someone’s contact information and see personal phone numbers and email addresses. How do I know it’s a personal phone number? Because that is the field you completed and LI tells me the number is “(personal).” How do I know it’s a personal email address? Because if the @domain name says gmail, hotmail, or any other name that does not match your firm name, I assume it’s a personal email address.

Worse, sometimes I see NO phone number or email address. So someone has gone through all the trouble of searching for someone like you and finding you, but now there is no way to contact you except via LI messaging. Which may not a bad thing IF you monitor your LI massages AND timely reply to them with the same gravity as you would a business call or email.

#3 – Profile and background photos

So much has been written about using a professionally prepared headshot that I won’t write more about it here … other than to say if you don’t have any photo or a casual one, fix it. As soon as possible. (I spent 2-1/2 hours of this past Saturday with a professional photographer shooting a whole new set of headshots. Cost – under $500.)

But what is often neglected is the rather large rectangular real estate on the “background” image behind the profile picture. When you see a blue background with random lines connecting silly dots that is the LI default setting; it is not captivating.

My background image is a photo I took on my RV travels. And I’ve seen other people use this space as a billboard for the books they’ve written, the clients they’ve served, or the media outlets where their stuff has appeared – all of which is designed to attract a specific target audience.

If you want to see what other people (not just BVFLS practitioners) are doing with this space, do some random LI searches. A graphic designer can create your attention-grabbing image for $50 or less.

So what

For those of you who believe a social media platform like LinkedIn is not important in attracting new clients, you are only hearing from the people who find you despite your lack of presence on that platform.

Imagine what you might be doing with a more robust presence.

In real life

First, I recommend that you perform a LI search so you know what the results of one looks like. In the search box, type “business valuation.” Depending on your LI account, different filters may pop up, e.g., connection level, location, and companies. As you will see, there is a very limited amount of information that will induce a searcher to click on anyone. But the profile picture and headline are the two most important pieces.

Second, test everything you do to your profile to see how it looks on the LI app since almost 60% of LI users are surfing LI on a mobile device.

Related posts

This is why you are not generating leads for BVFLS services on LinkedIn
Does your LinkedIn profile suffer from these 2 fatal flaws?

Cheers!

 

 

 

Action Items:

– If you like what I write about, tell a colleague.

– If something resonates and you want to reach out directly, email me.

– If you think we share common interests, connect with me on LinkedIn.

– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.

How you can beat cheap: 4 ways to compete against low-cost BV providers

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Greetings from the Cumberland Gap. The RV is parked at the tri-state intersection of Kentucky, Tennessee, and Virginia where we will be exploring the passage blazed by Daniel Boone back in 1775.

I hope you found our last conversation about creating Authority-building videos to be useful and that it inspires you to start using video to market your expertise. Remember the stats from a previous newsletter: the average person spends 6 hours per day watching video of some kind vs. 19 minutes per day reading text of all kinds.

On to this week. I am frequently asked about how to compete against low-cost BV providers. And, parenthetically, low-cost BV providers are not just the online services of our world. They are also found amongst traditional practices that, lacking differentiation, compete on the basis of price.

And if you’re new here, welcome aboard. This is what we do!

The year is 25% over. Are you 25% of the way toward reaching your 2019 practice building goals? What habit do you need to add or drop to get there? Email me and I’ll try to help … my inbox is always open!

The BV industry is becoming more competitive every day … more professionals doing the work and better informed prospects getting fee quotes. There’s tremendous pressure to lower prices and conform to the demands of “the market” as online firms like BizEquity gain traction. And this pressure is not limited to my coaching niche of 1-3 person BV practices because I hear even some big valuation shops are feeling the burn.

If you’re trying to build a profitable, sustainable practice, pricing can be daunting. But here’s the good news: you can compete if you are willing to do some things differently. I am not saying these things are easy … if they were, everyone would be doing them.

#1 – Narrow your focus and become the expert

You’ve tried the generalist route, and it isn’t working. The key to differentiating your practice from the low-cost options is to narrow your focus and build a brand as a leading expert in a standalone practice area or industry niche or a group of related areas or niches.

Then – like the Beatons, Dietrichs, Fannons, Grabowskis, Hitchners, Mercers, and other titans in our profession – work to build your reputation as the go-to expert for that specific area or niche. Write a newsletter. Publish articles. Launch a podcast. Speak at conferences. Write a book. Pick something, get started, and the rest will fall into place.

#2 – Build and maintain your referral network

For many of us, our referral sources are our clients. So you must build a network of referral sources who know, like, and trust you, believe in your expertise, and understand the value you provide. They’ll send you prospects who are a good fit and have already been prepped to pay your fees.

Thus, a major focus of your marketing should be maintaining relationships with your referral network and frequently reminding them of what you do, why they can trust you with their clients, and what makes a good referral. This activity is a large component of my 2019 BVFLS Practice Development Marketing Plan.

#3 – Demonstrate the cost of low-cost alternatives

It’s important to alert prospects of the hidden costs that may accompany a low-cost service as it relates to that prospect’s reason for wanting/needing a valuation. Hey, there are some reasons for which a low-cost valuation may be “good enough.” But it’s easy to point out why business owners who built companies over their lifetime and are now ready to exit shouldn’t rely on a $500 valuation to tell them what the selling price is.

And I think it’s important to have a script ready so that when you need to explain the hidden costs to a prospect it comes off as a thoughtful rejoinder and not a disparaging rant against all low-cost providers.

#4 – Eliminate the competition

Not by tilting at their windmills but by transforming your practice. If there’s too much competition in your market, create a new segment for yourself. If you can accomplish this, you’ll be selling in a vacuum and there will be nobody your prospects can price-shop you against. How can you enhance, combine, or structure your services to create something that nobody else offers? Read Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant for some ideas and examples.

What can you do to place yourself in the Blue Ocean category of one? What resources do you have … what relationships can you leverage … what unique value can you create … how can you mix, match, or restructure your current services? It requires innovation and a willingness to pivot. And if you haven’t thought about this before, it’s worth blocking off some time to consider the possibilities.

So what

Competing successfully in these conditions requires us to accept that many prospects will choose the low-cost provider every time … no matter how much it offends our sensibilities. So don’t chase those clients.

Instead, focus your business development efforts on a practice area or industry niche where you can stand out for an audience who will pay premium fees because they recognize the superior value you provide.

In real life

In many industries, there are insanely profitable businesses that charge premium fees and still win business despite the availability of free alternatives. Look at water.

Even though experts say we have high-quality potable tap water, millions of people buy bottled water every day … and bottlers position themselves to charge premium prices within this category (think Fiji).

If an entire industry can thrive by selling water – readily available for free – at high prices, there’s no reason for you to panic when you hear about low-cost competitors. But you must have a strategy to attract the right prospects who have the means to pay your fees and see the value in doing so. Because that is what you do when you hire a professional service provider.

Related Posts

Big Data Valuations: What we BV experts are up against
Big Data Valuations: What you said about them
Our fees are determined by the market. Which market?
Has anyone noticed that we are being disrupted? (a must-read)

Cheers!

 

 

 

Action Items:

– If you like what I write about, tell a colleague.

– If something resonates and you want to reach out directly, email me.

– If you think we share common interests, connect with me on LinkedIn.

– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.

Does your website speak the right lingo? Here’s how you can tell.

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I hope you found our last conversation about newsletter writing tips to be useful. While doing good work for the current clients you serve is important, your potential clients need a way to find you and understand your perspective. Writing a newsletter is one way to remove the barrier between just doing good work and communicating the kind of good work you do.

On to this week. What is the lingo that your website should speak? The word “lingo” is my homage to a book by Jeffrey Shaw I recently read of the same name … the subtitle being, discover your ideal customer’s secret language and make your business irresistible. Does your website do that for your firm? Does it speak the lingo that attracts the clients you want?

And if you’re new here, welcome aboard. This is what we do!

One thing I found last week: Your Clients Pay You to be Effective, Not Efficient … a LinkedIn article by Tim Williams who reminds us to be overly obsessed with delivering the results (the ends), not doing the work (the means).

If you believe your website is not the lead generating/prospect converting tool it could be perhaps there is a reason. Because if you’re not getting the results you want, it may be that your website is not speaking to the right people. Or you’re not saying the right things to the right people via your website.

So … in this context lingo is your clients’ secret language. It’s the words and phrases and jargon they use to describe their operations, services, and issues. And building a website around your clients’ secret language is one key to landing more clients of the same variety.

So … how do you know if your website speaks, or speaks to, your clients’ lingo? How do you get the attention of the specific clients you want to reach within seconds of them arriving on your website? How does your website show them that you are the best (only) person to serve their immediate needs?

Instead of me suggesting what you must do or should consider, let me perform one of my favorite coaching exercises with you: put yourself in a potential client’s shoes. When you are looking for a specific professional service and you land on a firm’s website …

#1 – Do you feel like you are in the right place?

Does the look/feel/style of the website resonate with you? Does the website create some kind of connection … an emotional familiarity, if you will?

#2 – Does the website speak to you?

Does the website use the words and phrases and jargon that say the firm behind this site understands you … your operations, services, and issues?

#3 – Do you see your problem?

Does the site have testimonials or case studies that you self-identify with? Are the language triggers in #2 written in a way that makes you feel the firm is in your head? That they “get” you? Because you are wired with a need to “see” the problem before you will seek a solution.

#4 – Do you see your solution?

Does the website present a clear roadmap showing you the benefits of working with the firm, how (what options) to work with the firm, and what will be the outcome of you working with the firm?

Got it? Cool.
Now you know how you want to feel when you land on a website. Do you think the kind of clients you want feel that way when they land on your website?

So what

To speak the lingo of the clients you want to work with, you need to know how they think, what attracts them, and what makes them feel as if they belong. And the best way to do that is to serve one particular kind of client.

Because if your website speaks to everyone, it speaks to no one. Because clients don’t want to feel targeted by you, they want to be drawn to you.

And that’s why generic, we-do-everything websites don’t work. Because a website can’t possibly speak, or speak to every client’s lingo … just to the clients you want to work with.

In real life

Speaking the right lingo doesn’t just relate to your website. It should be part and parcel of all of your Authority-driven communication efforts, whatever form they take.

Reading that can help

LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible by Jeffrey Shaw.

Tips for Getting Your Audience to Stay on Your Website Longer by John Jantsch.

Related posts

How Do You Know If It’s Time to Update Your Firm’s Website?

Is Your Website Missing Any of These 3 Critical Features?

The #1 Thing BVFLS Clients Look for on Your Website

 

Cheers!

 

 

 

Action Items:

– If you like what I write about, tell a colleague.

– If something resonates and you want to reach out directly, email me.

– If you think we share common interests, connect with me on LinkedIn.

– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.

Want to look like an expert? Stop listing all of your services.

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I hope last week’s conversation about Sisyphus inspires you to think about how you could augment your BVFLS practice with a 1:many side hustle. Break out of the rut you’re in by relying less on pushing the 1:1 client service boulder up the hill just because everyone else does it.

On to this week. When I started doing BVFLS work back in the 90s, the body of knowledge was relatively small and the valuation mechanics were not that intricate. It was relatively easy to be a jack of all trades, master at all … an expert at all, if you will. And so we did it all. We need to stop doing that.

And if you’re new here, welcome aboard. This is what we do!

One thing I found last week: “Most People Use LinkedIn Wrong” from the blog of Chris Brogan.

Most of us play in the sandbox called LinkedIn. Chris offers some thoughts around two of LinkedIn’s primary functions: posting and connecting. Do you know what to post? Do you know who to connect with? You will after you read this.

With little effort, we can dash off a dozen reasons for getting a business valued. Here are the first 12 I thought of:

  • 409A
  • Bankruptcy
  • Buy-Sell Agreements
  • Charitable Contributions
  • Employee Stock Ownership Plans
  • Exit Planning
  • Financial Reporting
  • Gift and Estate Tax
  • Litigation Support
  • Marital Dissolution
  • Merger & Acquisition
  • S-Corporation Elections

But if you have a list of services like this in your marketing content, including your website, you are telegraphing to leads and prospects that you are a service provider, not an expert. Because, today, no one can be an expert in all of these services. We may be able to adequately perform several of these services, but we are not an expert in all of them. And our leads and prospects know that.

Why? Because here is what has changed in our BVFLS world/industry/profession since those Wild West days of the 90s:

  • The number of appraisers (choices) is increasing.
  • The body of knowledge has expanded 100x.
  • The businesses we value are more complex.
  • The audience we hope to serve is more educated.
  • The triers of fact we must go up against are more sophisticated.
  • The valuation mechanics are more intricate (anyone attending a recent Hitchner webinar can testify to this).

We are all BVFLS experts, but there are only a few experts within any given field of BVFLS services.

Today, I believe the best strategy is to keep the messaging of what we do much more targeted by focusing on the specific problems we love to solve and are best at solving – specifically for whom and in what situations – so leads and prospects can self-identify themselves as potential clients for us!

The goal is to attract our ideal clients (while repelling everyone else), start a conversation (literally) so both parties can assess if they are a good match for each other. Only then can we go into a deep dive and comprehensively explain the process of what we can do and reveal our expertise.

So what

Listing a lot of BVFLS services pigeonholes us into the role of a service provider who sells commoditized products instead of an expert who can solve problems in a way that our leads and prospects might not even be aware of.

In real life

Do you want/need to move from service provider to expert? It’s a fundamental step that I work on with all of my coaching clients. Because when we elevate ourselves to expert status, we do the work we want, attract the clients we enjoy serving, and get paid what we are worth.

Cheers!

 

 

 

Action Items:

– If you like what I write about, tell a colleague.

– If something resonates and you want to reach out directly, email me.

– If you think we share common interests, connect with me on LinkedIn.

– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.