Offline Demolition
Hello and welcome to a special cash cow report on offline consulting. In this report I am going to walk you through exactly how to dominate an offline market. I am going to choose a city and I am going to use exact examples of what to do, who to contact, what to say and how to get the business. You will love this report because this will be step-by-step and much more detailed compared to my other cash cow reports. There are tons of great products on the market that talk about 1 aspect or the other on how to get started. The problem I see with most of them is that they leave you with the feeling of What Now! Before I get into the meat of this report please understand that this process is going to show you exactly how to dominate your market easily without having to do any cold calling or trying to force the prospect to say yes to you. You will pick a lot of gems from this report because the concept is so simple that you will immediately want to start applying this to your offline consulting business today.
Getting Started Offline Demolition Make Your Competitors Cry I am going to dive straight into this. The first thing I am going to do is head over to Wikipedia and find a city to dominate for this report. Now for those of you who are in the US as an example here are all the cities in the US. Link to List If you scroll down to #148 on the list, Santa Rosa California, this is the city that I picked for this report. The beauty of this report is that the steps I take to dominate this market would be the same exact steps that I would take to dominate any city in the US or the world. Let s get started on dominating the Santa Clara, CA offline market with our online marketing strategy. Most people that I talk to about the offline market have 1 reason or another on why they haven t gotten started. The most common excuse I hear is that they don t have their own website set up for their offline consulting business. Let s cover that one right now. All you need to get your site up and running is a domain name and hosting. I buy most of my domain names at NameCheap and I do most of my hosting at HostGator. Now, there are a ton of amazing Wordpress themes that you can buy very cheap that will allow you to have an amazing looking website up and running in a few hours. Check out Elegant Themes. For $19 a year you can have access to all the themes that they create on the site. They are all updated for WordPress 3.0 and they have an active forum with members that are more than willing to help you with any problems that come up getting your theme up and running.
MyProduct Theme Minimal Theme The Corporation Theme Check out those themes and you will have an awesome Offline Consulting website up and running in no time. This will be a website that will impress your future clients as well as be SEO friendly. So, by this time I would have a domain name and one of the Elegant Themes installed on my site. Since SEO is a big part of what you will be offering these businesses, I would take the time to do a little SEO on my own site. santa rosa marketing consultant santa rosa online marketing consultant Do a Google search for those 2 terms. Here is a screen shot of the results from the first search:
The #1 ranked site doesn t even have the term Santa Rosa Marketing Consultant in the title. In fact, if I click on their website you will see that the title of their site still says HOME PAGE. And to top it off, they only have 55 links! The keyword isn t in their title and they have 55 links total to the site and they are ranking #1 for Santa Rosa Marketing Consultant. Even though this term gets basically no searches a month, you can show your client that you are #1 and you will already have a proven track record. I will get into SEO later in this report. Any basic on page and off page SEO will take you very little time to do and the results should fall into place in a very short period of time.
So now I would have a website up and running and are either #1 for Santa Rosa Marketing Consultant or are moving up and about to take over the #1 position. I think this is the biggest stumbling block most people have when trying to get their first client. I can tell you from experience that you don t need your own website to get your first client. If I was setting my sites on the Santa Rosa, CA market for offline consulting I would take my time and go ahead and get everything set up right. The second thing that I would do (this is optional) is to go ahead and join the Santa Rosa Chamber of Commerce. If you are venturing out into the offline world with real business owners you should start talking and networking with them. This is optional but it is what I would do to get acquainted with the business owners in the area that I plan on doing business with. Ok, now I would at least have my website up and running and I would be working on getting it ranked for Santa Rosa marketing consultant. I, personally, would join the Chamber of Commerce and start networking but this step is completely optional. I have been to many chamber of commerce events and I found them very helpful and a good place to pick up referrals. I have honestly read dozens of emails and if you can make it this far into the process you will be ahead of 95% of people who try their hand at the whole Offline Marketing niche. Now it is time to get your first client. I personally don t like to cold call if I don t have to. The conversion rates are horrible, you have to try to talk yourself past gatekeepers and you will be competing with the hundreds of other companies out there who are cold calling businesses all day long. Cold calling isn t the way to go. Let s take the easy route for once to get our first client. Let s first visit the Santa Rosa Chamber of Commerce to see if they have a business directory. 95% of all Chamber of Commerce websites I have ever seen have on listed on their site. Some are easier to navigate then others but most of them have the listing somewhere.
Santa Rosa Chamber of Commerce Once you click on that you will be taken to the Members page. Next thing you will need to do is click on the Search Member Directory.
That will take you to the page where you can search all the different business categories: Click Here On that page you will see a drop down menu under: Display a Business Category In that drop down will be every business that is a member of the Chamber of Commerce and it will have them grouped Business Category. For this example we will choose: Attorneys From doing this I can see 20 different attorneys that are listed on this page. That is 20 different companies I can contact to do business with. Or should I say that I will allow to do business with me! I will only be contacting businesses that already have a website. I have had clients who had no website when we started and I can tell you that they are the biggest pain in the ass I have ever worked with. They will have to get you all the information for the site from scratch and you will spend most of your time trying to convince them that they need a website to begin with! So let me say that once more. ONLY TARGET COMPANIES THAT ALREADY HAVE A WEBSITE! From looking at this list I can see that 15 of the companies listed already have a website so we are off to a good start. Before we start contacting these companies we need to do a little research so that when we contact them we can have some search stats that we can use. Lets head on over to the Google Keyword Tool. I still like to use the old Keyword tool instead of the new Keyword tool. To get to the old Keyword Tool click on the top right corner where it says: Previous Interface.
The first keyword I am going to plug into the keyword tool is Santa Rosa Attorney and here is what I get: As you can see from above, the term Santa Rosa Attorney gets 590 exact searches a month! That is damn near 20 people every single day looking for these businesses that we are about to contact. Now lets check out Santa Rosa Lawyer Between Santa Rosa Lawyer and Santa Rosa Lawyers, they get over 700 searches per month! Combine just those 3 searches together and you are looking at over 1300 EXACT searches per month just for lawyers in the Santa Rosa area. If that doesn t get these attorneys attention I don t think anything will!
Let s just file these screenshots away for later. Now if we search for Santa Rosa Lawyer we find that none of the top 4 organic SEO results are even local businesses. They are mostly general lawyer sites that just happen to have Santa Rosa in the title. Since all these other lawyers have no clue what they are doing, Google just grabbed the most logical choice and gave these sites the top listings. Now we have 15 businesses to contact. We have done some basic keyword research and have found over 1300 exact searches are being done every month and these companies aren t showing up. Now before I contact these lawyers I would probably go ahead and work some more of my magic to make sure that at least 1 of them picks up the phone and calls me. To do that I would head over to Squidoo and see if I can find a domain name that would work. I found that http://www.squidoo.com/santa-rosa-lawyer is available. I would put up a quick Squidoo lens and add some content to the lens based around Santa Rosa Lawyer. Since it will have Santa Rosa Lawyer in the title, tags and content I would be able to get on the first page of Google really quick for that keyword. A lot of people think that Squidoo is dead but I can assure you that as long as your lens isn t spammy you can still get really good SEO rankings and get them fast. Again, this step is optional but it will be another selling point when you start to contact these lawyers ;-)
Let s get our first client! Now it is time to go out and grab our first client. All the work done above (besides the SEO on the Squidoo Lens and our site) can be done in a few hours. Don t over think it. Your company website will never be perfect so get something up, make it look good and start getting clients. We are going to be contacting each of these lawyers by email. Now we are not going to be sending out a template email, we are going to be customizing each email to the actual business owner. We are going after a client we can easy charge $5000 up front and $1500 a month. It is worth the time to customize the emails. In this email we are going to tell them 2 things minimum. I will also show you shortly another tool that will set you back $67 that will make your life a lot easier. We are going to show them the actual number of times these terms are being searched for as well as where they rank for these individual keywords. To show them where they rank for these individual keywords we are going to use the Rank Checker Plugin for firefox. I suggest you also install the SEO for Firefox plugin as well. I use both of these tools daily. Now, I am going to run the Rank Checker for each of the websites that are listed for Attorney: http://www.azdgg.com/ http://www.beyerscostin.com/ http://www.andgolaw.com/ http://www.cmprlaw.com/ http://www.cfk.com/ http://www.eddechant.com/
http://www.dpf-law.com/ http://www.eezlaw.com/ http://www.majlaw.com/ http://www.lanahan.com/ http://www.phkellylaw.com/ http://www.jamessansonelaw.com/ http://www.teallaw.com/ http://www.gsoglaw.com/ http://www.frigolaw.com/ That s the list I am going to run through the rank checker for the terms: Santa Rosa Attorney, Santa Rosa Lawyer and Santa Rosa Lawyers These are the results that this tool has returned when I checked out the SEO results for http://www.azdgg.com/ which is the lawfirm of Anderson, Zeigler & Disharoon. Not very impressive if you ask me. These 3 terms combine for more than 1300 searches every single month and this company s website is on the 3 rd, 9 th, and 12 th page of Google. Not very good at all!
I would also include a picture of Google Maps for either Santa Rosa Lawyers or Attorneys. Either one will do. Now we have a picture of the Google Keyword Tool that shows how many searches are performed each month as well as an image showing this company exactly where they rank for these keywords. Make sure that the images you save are the name of the company. The more you personalize the email the better it is!
Once you are done with this step I would have 15 different images of Rank Checker, 1 each for all 15 lawyers who are listed on the Chamber of Commerce website. For http://www.cmprlaw.com/ I would include a different image of the Google Maps with their local listing highlighted. It will go a long way by congratulating these companies for what they have done right, even if they have no clue that they have done it! Out of all the local listings that show up, that is the only law firm from the Chamber of Commerce that shows up!
When we email these companies we want to direct them to our website where we will have a custom page for each of them. You want to make it look like you took a ton of time for each of these individual analyses (even though they will take no time at all!) Now I would create a page on my website for each of these companies. Exclude Pages Plugin Most WordPress themes will add all pages that you create on your site to some sort of list or menus. Using the Exclude Pages Plugin you will be able to make a custom page for each of these companies. The benefit of doing it this way is that you will get the business owners onto your site as well as be able to give each page a custom url. http://yourcompanysite.com/beyerscostinpc If they see that their company name is in the url of the link that is in the email, the chances of them clicking on that link skyrocket. People like to think that you are going out of your way and sending them not only a customized email but have actually set up a page on your site totally dedicated to them! So I would then create 15 PAGES on my website, 1 for each lawyer that I am going to contact. The URL would have their full company name in it. I would also uncheck the Include this page in menus for each page so that the pages will be hidden on your site. These pages don t have to be in depth reviews. All we are going to do on these pages is introduce ourselves and our company (even if it is just you doing all the work yourself). Then we are going to add the images that we created and make the page look as customized to that exact business as possible. So the page for http://www.azdgg.com/ would look like this:
------------------------------------------------------------------------------- http://yoursite.com/andersonzeiglerdisharoongallaghergray Online Analysis for Anderson Zeigler Disharoon Gallagher & Gray [Introduce yourself here. Tell them you are giving away free website analysis for select companies that are members of the Chamber of Commerce. (If you are a member mention it here)] Tell them about these screenshots. Tell them they come from Google and that there are a total of 1300+ searches done each month for these keywords.
Then insert this image and explain to them that this is where they rank on Google for these keywords that are getting 1300+ searches a month! If this doesn t get their attention than I don t know what will! Than you should insert the image of the Google Maps. Talk to them about how they don t show up on the first page of Google Maps for these keywords. I would also tell them in this section that the Google Maps pops up whenever anyone in the Santa Rosa area searches for Lawyer or Attorney. This expands the possibilities by a lot.
Than I would end with a pitch here. Don t go right in and start selling them on your services. You want to play the part of just trying to help them out. What I would offer them is a full online web analysis for free if they respond. Tell them exactly what you want them to do. Pick up the phone and call you or send an email or fill out a contact form with some basic info.
I would go for the phone call. Once you get a prospective client to call you than the ball is in your court because you would not need to do any hard selling since he/she will have shown an interest. -------------------------------End of Page----------------------------- At the end of the page, I suggest that you offer a complete web analysis for each company. These can be done by online video. I will go over this a little later. The 1 thing you want to do is add an option on your site for a full online video Web Analysis and price it at $497. That way when you offer them this service for FREE, you can point to your site where you are actively charging $497 for the service even if no one ever actually pays for 1. Once you create the page once, all you have to do is swap out images and companies name for each of the companies that you are looking to contact. This really doesn t take much time at all! We are looking to land a client for $5000 plus $1500+ a month. That is $18,000 a year just landing 1 client so it is worth the time! Now I would have 15 images of Rank Tracker, 1 for each of the 15 companies. I would also have 15 pages set up on my site (that aren t visible except by direct link), 1 for each of the 15 companies. Now all we have to do is contact the 15 companies by email. If I have done all this already, the odds of me getting 1 of these companies to sign up is almost 100%! Let s continue with the website: http://www.azdgg.com/ for this example. Their contact page is horrible. It doesn t even have an email address or at least a contact form. That is another thing you can add once you land them as a client. For this website I would look up their whois information to get an email address. Here is a link to their WhoIs page.
By doing that I found the email address: dflock@sonic.net. Now this might work out better because they won t be getting a ton of email since it takes some digging to find the email address. (As long as this is a valid email address that gets checked) Never mind, if you click on their attorneys page you will have a wide list of email addresses for all the attorneys that they employ. I would send an email off to each of these attorneys because you never know who is the most technical savy and who makes the most decisions. The more eyeballs in the office that see your offer the better! kirt.zeigler@azdgg.com, rob.disharoon@azdgg.com, david.bjornstrom@azdgg.com etc. They are all listed there. Here is exactly how the email would look like: Subject: Web Analysis special for azdgg.com! Chamber Special! Mr. Zeigler, My name is Imran Naseem and I am an online marketing specialist in the Santa Rosa area. I am also a fellow member of the Santa Rosa Chamber of Commerce. I am doing individual web analysis for certain members of the Chamber of Commerce to help them get their online marketing on track. I just put the finishing touches on your analysis and you can view it at: http://mysite.com/andersonzeiglerdisharoongallaghergray
I show you exactly what people in your area are searching for. I also show you where you show in the Search Engines. I figured that no one has really taken the time to show you where your site is ranking and what type of traffic is being typed into Google on a daily basis. I have put everything together just for your company. Feel free to check it out and let me know if you have any questions. If there is anything that I can help you with feel free to give me a call at 555-555-5555. I hope this free analysis helps you out and I have another special offer for you at the end of your companies analysis in the link above. Did I mention that offer is free as well, I will waive the $497 that I usually charge. Again, your FREE web analysis is at http://mysite.com/andersonzeiglerdisharoongallaghergray I look forward to hearing from you. Yours in Success, Imran Nasseem admin@mysite.com 555-555-5555 CEO, MyMarketingCompany -------------------------------------------------------END OF EMAIL
That is what the email would look like. I would send that exact email to all the email addresses on the Attorneys page. Than I would simply swap out the url and the name and send the same email to the other 15 Attorney sites that we have set up a page for on our website. You will get at least 1 response from this email if you actually send it out to all the companies. Now, there is a special tool out there that will help you out and allow you to add another amazing free report to your email for each company. It will be detailed just for the company you are emailing. It will tell them things about their website that they would have never know about and suggestions on how they can improve it. The site is called Analysis Generator. This is a script that you upload to your site. Once it is all set up all you have to do is plug in the URL of the company website. It will create a detailed PDF, upload it to your site and create the link and email for each company. Since I already own the script, I would create a custom Web Analysis and put a link to it on each of the companies pages that I create. Now, for those that get back to you about the free Video Web Analysis. This is the easiest thing to do in the world. To do this I would suggest you pick up a copy of Camtasia. They have a free 30 day trial that you can use. It will give you plenty of time to get your first client that will more than pay for the software. On the Web Analysis I would go over again their SEO rankings. I would first walk them through the Google Keyword Tool and show them exactly how many SEARCHES are being performed each month for their services. Than I would run the Rank Tracker in real time and let them see the results. Then I would move onto giving them suggestions on how to improve the look and functionality of their website. This could be suggesting that they need to
add local keywords to their meta tags, that their site needs to be added to Google Maps of if it is already listed in Google Maps and they need to claim it. Talk to them about the importance of getting reviews on their Google and Yahoo local listings. Talk to them about the importance of Facebook for attracting clients (social media). Talk to them about the importance of Online Video and how you can use the videos to dominate the first page of Google by using Video as well as Web 2.0 websites. If you read my last offline report I talked about the idea of offering a BlackOut service. The BlackOut service will get them multiple listings on the first page of Google for their keywords. That can include a hubpage, a Squidoo lens, a youtube video, an EzineArticle, etc. The list of things that you can offer are only limited by your experience and comfort in suggesting things that will actually get them paying clients. That is the only thing that you are selling. MORE LEADS! They don t care if the leads come from SEO, video, email marketing, postcard marketing, etc. They want results and RESULTS are all they care about! Now, at the end of the video I would put a strong call to action. I don t want these people to watch the video and just go on about their day. I want this video to be on their mind all the time. I want them thinking about the 1300+ searches a month that they are missing out on. I want them to think about all the other money they are spending on advertising and wondering what you would charge for your services.
The reason this technique works so well is that you are giving them all the information that you would give them if you had a sit down meeting but you are giving it to them in a form that they can view whenever they want. They don t have to take time out of their day to read your specialized post. They don t have to take time out of their day to meet with you. If they miss something they can go back to the video and watch it again. If the email ends up in the wrong persons email box (Someone who can t make a decision) they will be able to forward it to the right person and they can visit the link. In this example we would be targeting 15 companies and we can have them competing against each other. Ok, lets say that we pick up 1 client from this initial email blast. We are going to do a little redesign of their site and SEO to get the ball rolling. For this work $5000 and $1500 a month would be a great deal for the attorney because of the amount of traffic that is being generated in this niche in this area. SEO SEO for these local niches is really very simple. All it takes is a few links most of the time to completely dominate Google for their main keywords. The picture below is the top 4 organic search results for Santa Rosa Attorney. I have boxed the results for Page Links to the top 4 organic listings. The top 4 organic listings have a total of 16 PAGE LINKS! I know that the actual TLD of these sites have a ton of links but we aren t trying to compete against the TLD. We are competing against the PAGE that is ranking for the keywords that we are going after.
Angelas Backlinks There are many back link packets on the market. Angelas Backlinks are what I use for my clients (as well as a few other backlink packets I am subscribed to). She will sell you her whole back catalog of links for $5 per packet. So for the last years worth of packets will set you back around $60. That is for over 300 HIGH PR sites that you can leave ANCHOR TEXT back links on. For local SEO, these types of links are extremely powerful. The next thing I would do is have 3-5 articles written or write myself. I would submit them to the top 5-10 article directories.
This would just about dominate this particular niche for Santa Rosa Lawyer or Attorney. For those that are looking to get into some automated link building I suggest you look into Unique Article Wizard. SeoLinkVine and My Article Network are both article distribution networks that will take care of all your SEO needs! What s Next? By this point in time I would have gotten my first client. There is no doubt in my mind that out of the 15 companies on the list that I would of signed 1 up to become my first client if I lived in the Santa Rosa area. Why? Because this is a technique I have used on numerous occasions and the results have always been through the roof. This is where I would pick up steam and leverage this first client into 10 or so clients. There are 2 different ways to go about this. The first way is to use the attorney, once you start to see some results coming in, to pick up the phone and give you a personal recommendation to some of his business contacts in the area. Depending on how excited this client is about the work you have accomplished. They might be so excited about the work that they will gladly pick up the phone and give you a personal recommendation to some of their local business contacts. What if they don t want to do it? Time to bribe them! I want to be clear here. No business person is going to recommend you to any of their associates if you have done poor work. In the business world you are only as good as your word and they aren t going to shoot themselves in the foot to get you some more business. What can you bribe them with? How about offering them a free month (that s a free $1500 that they don t have to pay you) for every client that you sign up that they recommend you to? Who wouldn t pick up the phone to recommend you to their contacts after the amazing work you have done. On top of that, you are now their online
SUPERSTAR and they want to show you off. On top of that they will be getting a free month that they don t have to pay you! If they are well connected that could very easily turn into 3-12 new paying clients. If they recommend you and you take on 12 new clients from their recommendations you will have a thriving $100,000+ a year business and they will not have to pay you another dime for the rest of the year! Don t stop after the first client. You need to ride that wave until you are killing it and are able to turn away work from clients that you don t want to work with. The more experience you have in this market the better you will become at picking your clients! Some aren t worth the hassle at any price! The other way to go big after your first client is to go the WorkShop route. I want to mention this even though I know that the majority of people won t want to get up in front of a group of business owners. I don t blame you. To give your workshop the best chance of success you need to partner up with someone who has some clout that can make your workshop take off. Who better to team up with than the Chamber of Commerce? Now, to make it a successful workshop that is full of customers who are interested in what you have to say you will need to charge for the workshop. Here is how I would work this. I would approach the President of the Chamber of Commerce and offer to put on the workshop and charge $47-97 per person to attend. The selling point here is that they money would all go to the Chamber of Commerce or to a local charity. Now the President of the Chamber would be a fool to say no to you if you went to them with this proposition. For a better chance of getting this workshop to work out and get the endorsement of the Chamber of Commerce I would hit up my first client, Attorney xyz. I would contact them and tell them what I was proposing for the workshop and have them contact the president of the Chamber of Commerce for a glowing recommendation of what you have done for their business.
Just like that you can have your own workshop that will be full of paying customers and you will have the endorsement and advertising machine that is the Chamber of Commerce supporting and endorsing you.