As is often the case with the many successful business professionals, particularly those who have gone on to train others in the art, Veronica Pullen has known tremendous adversity. Most of which imposed by her own body! But there’s a reason why the most inspiring people are of such an ilk – they have done what everyone seeking that counselling and coaching has done – they have overcome a limitation. And Pullen has done exactly that, with incredible finesse.
In the 32 minute slice of audio training by Veronica Pullen above, we learn exactly how she overcame various obstacles in order to get exactly what she wanted out of life, and business. And one of the most powerful tools in her kit is Social Media – and the plethora of marketing opportunities it provides. Social marketing opportunities.
Veronica has been using social media in one form or another to successfully build friendships and professional relationships for over 18 years. Business celebrities, solopreneurs, and small business owners from around the globe have referred to her as the “Social Marketing Queen”, while others call her an “inspirational marketing genius”. High praise indeed!
Filled with a zealous and compassionate spirit, this “social media guru”, has overcome her many adversities and challenges whilst making a name for herself in the industry. She’s been featured in The Guardian and BBC Surrey, just to name a few, and has published a book called “Social Prospecting for Twitter”.
Pullen, with her zany personality, shares her social media expertise and unique marketing methodologies and has broken it down into 8 easy-to-understand and easily applied steps.
Let her show you how to harness the power of social media in order to help build your business relationships and maximise profits. Social media marketing is one of the most powerful tools at any coaches’ disposal – and the audio training by Veronica Pullen above will explain exactly why that is the case – and exactly how you can use it to your business’ advantage.
We have provided a transcription underneath, so there’s no need to make notes while you listen. Just sit back, relax and let the master take you where you need to go.
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The Audio Training
Want to read along? No problem. Click the link below to read the transcript!
Veronica Pullen: I was born with partial hearing loss. I think it’s about 60% in both ears. I don’t actually know, I’ve not paid that much attention to it. When I was 12, I was diagnosed with rheumatoid arthritis and that’s what you can see going on here today. That’s why like the queen, I need a hand getting on and off the stage. When I was 17, I was desperate to drive and I really wanted an XR3I. Does anybody remember when the XR3I was like the car to have? I’m showing my age here, I’m 42, but back then I was 17, oh my god, I had this picture of this car on the wall. I wanted it. Black tinted windows, it looked quite masculine, but I wanted this car. First, I’d learn how to drive. It took me seven years to learn and I couldn’t get it. I couldn’t get the whole…I could do that, but then there was people, people on the road. Just get them off. I can drive, but just…you know. Someone told me I could learn in an automatic, but then of course, I had to decide between the XR3I and the license because they don’t come in automatics.
I should have just found Henry Burton but I didn’t think about that at the time. Passed the test in the automatic first time, got a car, a little mini. Six months later, I went to the optician and he said, “Oh, hang on a minute. You’ve got a condition called retinitis pigmentation,” quite a rare condition. Of course, it’s rare, have to be different. I get to the hospital and do you know that means? Let’s just come back. Seven years it’s taken me to learn to drive. Six months I’ve had the license. Sacrificed the manual, sacrificed the XR3I for the license. Six months, go to the hospital, diagnosed with a condition and revocation of my driver’s license – bastards! Six months, right, that’s gone. I’m in pain from the RA. It gets worse every year, but don’t get your violins out. I’m in from the RA, my independence is just gone. I’ve only just got it, but it’s gone now and that’s it. Never again is it coming back, I will never drive.
It was that point that I had to make a decision about whether that’s it. Do I spend my whole life where everyone else has got a life and I haven’t? I didn’t, I moved it all online and that’s where it started. Thank you to the surgeon who took my license away because without that happening, I wouldn’t be here today. I actually did pay him back because last year I spent nearly eight months of last year blind. I had two cataracts and there was only one surgeon that I wanted to take them out. I had to private, so the guy took my license and then he took another five grand to do the cataracts. That’s when everything started online and if you’re wondering did I ever get the XZR3I, of course I did. The car, it wasn’t black. I couldn’t drive it, but it was mine.
Even better than that, I’ve got to tell you, it was really important this car because of the registration plate. I don’t know if you can make that out, but it’s G345WDL and DL is an Isle of Wight registration plate and the Isle of Wight was very special to me because it was somewhere I went on my last holiday with my dad. I went there again in the year after he died and it’s always held a big place in my heart, the Isle of Wight. That is the Isle of Wight plate car parked outside a caravan in the Isle of Wight. Let me come back to the other side.
That’s a backdoor that is in the Isle of Wight because I’ve had a dream for 20 years to live on the Isle of Wight and it’s never been able to happen because it isn’t somewhere you go to get a job. It’s not a prosperous place, to be honest, but social media, my business, has now got to a point where it doesn’t matter where I live. I don’t do local networking. All the networking I do is online, so nine days ago we moved there and we actually have the house of my dreams. I am there. As Richard Wilkins said this morning, “I am there.” My house on the Isle of Wight, car, a house – brilliant – and social media has given me all of that.
You might not want this, but you might like these opportunities. On the previous slide, it just shows you some of those opportunities. Through social media, I get amazing opportunities like this one. Let’s be honest, I don’t want to say this like it’s a brag because I’m actually sitting there this morning thinking, “Do you know what? This is quite surreal,” but here I am on stage, the only woman in a two-day event alongside people like Nick and Dan who I’ve worked with, I paid to learn from. Dan was actually responsible through his Power Niche product for me starting out working with experts. Dan started that journey. Nick, I’ve worked with for a year – wow! All through social media. When you follow the 8-Step process, these kinds of things can happen to you, too. You can have your dream car. It probably won’t be that car because I think you can only get them in scrap yards now.
It might not be that house or in that island, the Royal Isle of Wight where Queen Victoria moved in 1846 and Queen Veronica moved in 2013, but it’s something that means a lot to you. Whatever it is that you want, more customers, more time, we could get them all from social media. Let’s now look at the eight steps: 1) attract, 2) connect, 3) capture, 4) nurture, 5) verify, 6) satisfy, 7) consult and 8) convert. Don’t worry about scribbling them down because they’ll come in separately. We’re going to go quickly, so attract, connect, capture, nurture, verify, satisfy, consult, and convert. Capture is the most important one. If you are not capturing, anything you do on social media could be completely wasted and I’ll tell you why in just a minute. Step #1, please. By the way, that is the whole blueprint. I’m not sure how well that reads on here. That’s each individual step within each step.
1) Attract – find and be found by your ideal client. Where are they hanging out? I want to put a caveat on your ideal client because it isn’t just about your ideal client. You’ve heard several times today who you hang out with matters. Nick told you I met him online. I did, I met him on Facebook. I was giving him a bit of lip on Facebook and a bit of banter, but we met online. When you write that down, ‘ideal client – people that I aspire to be or aspire to work with.’ Go above a level above the people that you sell to. Look at the heroes, look at the people that respect and aspire to in business and start networking with them because they are all online. In some capacity or another, they are all there.
It might just be through their personal Facebook account, it might be they are on Twitter. Most of the guys here today are very active on Facebook from their personal accounts. Make friends with them, they’re nice guys. I’m not just saying that, I haven’t paid to say that, but they are nice guys and I can’t remember who said it, but somebody said about if they know your name, “I need to know who you are.” Was that Raymond in the book session? People need to know your name and you do that by connecting with them online. Make friends with them. Make friends with them, so where are they hanging out online? The picture of the bus relates to the fact that I think of social media as a bus. It’s where you pick up your ideal client and drive them to your business whether that’s your squeeze, your sell page or your physical shop, but you are using social media as a traffic generator to drive them to the business.
Simplistically, LinkedIn is business-to-business, although I will say I don’t use LinkedIn. I sell B-to-B. I hate LinkedIn. Is that acceptable to say that? I find it really boring. All of my business comes from Facebook and Twitter and through the people I meet on Facebook and Twitter. Simplistically, they say B-to-B for LinkedIn. B-to-C (business-to-consumer), Facebook is better and Twitter is good for both. Personally, business-to-business, I do great with Facebook and Twitter alike and I have to be on it, Facebook more than Twitter. I do that through networking in Facebook groups. Get in a Facebook where your ideal client is hanging out or your heroes are hanging out. Make friends with people. Never turn up on social media to sell up people, be a friend. Make a friendship. Make friends with the people who matter to you and opportunities will open.
2) You need to build up emotional connections. You don’t just talk. You listen and you give people what they ask for or hope for. Someone else used that phrase, I think it might have been Dan earlier. You give people what they want, you look at what they’re writing online and you give them what they wanted when they wrote it. If someone says they’re in B&Q looking at bathrooms, they don’t want to hear from a plumber or someone offering to fix them a suite. That’s not where they’re at. They want someone to empathize because they’re probably not enjoying it. Not many people enjoy traipsing around looking for a bathtub or they might be. They might be enjoying it and they want you to say, “Whoo-hoo! Which bathtub are you buying?” It doesn’t matter if you get that bit wrong. It only matters that you don’t go hire on a plumber and I can fit that bathroom for you. As soon as you do that, the door closes. You’ve lost them. Give them what they want or hope for, the door stays open for that relationship. Relationship drives purchases. Purchases are emotional decisions.
3) Capture – you build a list of warm leads for long-term business security. Has anybody here ever been barred from a social media network? Have you ever been kicked off Facebook, barred from Twitter? I have, oh yes. It was only for 24 hours and it wasn’t because I broke their rules. It was complicated situation and we don’t really need to go into it here, but I got locked out for 24 hours. It didn’t matter because I was capturing. I still had all of my online connections on my databank. If you’re not capturing and you’re doing loads of networking on Facebook and Twitter and LinkedIn or what have you and you lose access to them, you’ve lost access to your biggest pool of leads. That is why capturing is the most important step because if you’re not capturing, you are wholly dependent on access to your social media account. In Step #3, we’re going cover in a little more detail so that when you walk out of here tonight, you will already be thinking about how you can capture if you don’t.
4) Nurture – add value and show you care. Now nurture is pretty similar to Step #2, to connection because it’s still about the relationship. It’s that with nurture, you add the email aspect because now you’ve got their data, you’ve got their email address and their name, you not only nurture the relationship on social, you nurture it by email as well. Nurture is kind of like Step #2, but it’s the extended version of Step #2. In Step #2, you get them to care enough about you to want to know more about what you do and at that stage, they’re going to download your lead magnet, your free download. Now Step #4, you’re leading them towards the sale. The extended version of Step #2, so it’s a nurture, a deeper nurturing relationship and you do it by social and by email. That was quick.
At Step #5, the verify step, now I’m going to say what you’ve heard three times already that having a book does verify you as an expert, but basically Step #5 is about content creation. It is about you proving your expertise, you demonstrating that you know what you’re talking about because if on social media all you do is share other people’s stuff, how do I know that when I spend three grand with you, you have any idea about what you say you do because you’re not giving me anything to make a judgment on. Does that make sense? You need to be creating your own content so that you prove what you know to the people that you’re connected to.
It’s blog writing, writing your own blog, sharing what’s up here because, trust me, somebody woke up this morning wishing they knew what you knew. You might want to write that down because it is profound. I’ve only been in this business for three years. I’ve been doing what I do for 18 years, but I have sat at the very beginning of my business and through, “Why would anyone pay me to know about social media?” It’s that lack, you don’t believe because it’s so obvious to you that you don’t believe that it’s not obvious to anybody else, but it isn’t. The most basic knowledge that you know is still highly technical to somebody else, your ideal client. Somebody woke up this morning and wished they knew something that you know. It is your duty, it is your duty to teach them.
You create your own content, blogs, articles, videos, podcasting, a book. This is my book. I self-published it. Now there used to be that there was a distinction between self and published. There isn’t anymore. I self-published it and it has made a huge difference. I’m not sure whether part of me being here today is because of this book, I can’t answer that question, but it has made a huge difference. It is like a flickable business card. You won’t get rich. As Raymond said this morning, you’re not going to get rich from it, but it is huge for the verify step. It’s all about you demonstrating in whatever shape or form that you know what you’re talking about. When we talked about the nurture step just now, it’s regular, regular, regularly nurturing, regular proving, weekly emails, weekly blogs, whatever. You regularly put your content out there and verify that you know what you’re talking about. Otherwise, how do I know that you are the expert that you tell that you are?
At Step #6, satisfy them, this is where they start to trust you because I can go, “Whoo-hoo, I’m wonderful. I know all there is to know about social media,” but how do you know that I’m telling you the truth? Because I can satisfy that step through testimonials. This, me being here today, on this stage today and you being invited to speak anywhere is a satisfy step because somebody believed in me enough to put me on stage in front of this audience. Guest blogging is even a satisfy step because they trust you enough to know what you’re talking about to put you in front of their audience. It’s raving fans, it’s someone else saying, “She’s great, she knows exactly what she’s talking about.” It’s somebody else verifying what you say. They then become raving fans. Raving fans are phenomenal for you because these are people going, “My god, you have to talk to her,” or “You have to talk to him. They are the people that you need to talk to.”
When you get this process right, what happens is you don’t need to spend all day on social media because your raving fans do it all for you. I don’t use Google+ at all. I’m not going to lie and pretend to know everything about every platform because I don’t. Google+ is another one that’s boring to me apart from the hangout and I can’t do it if I’m bored. Dan said that about kids and I’m probably not grown up yet, but if it bores me, I can’t do it. People on Google+, if somebody asks a question that they need a social media person, they send them to me and I’m not even on Google+. That’s how it works. When you get this right, you build the relationships, you verify, you nurture, you satisfy, they will send you people all the time.
At Step #7, they are ready to invest in you. Now invest doesn’t always mean money. Sometimes it can be that they attend a webinar. How many people in here actually host webinars? The industry standard is that only 50% of the people who register will actually show up. The reason for that is partly because they don’t believe giving you an hour of their time will be worthwhile. That’s not all of it, but there is a part of that. My hour is very valuable to me. If I give it to him or to her, will they actually make that worth my while? The verify and the satisfy step, going through those steps to get to Step #7 will make them know that they must be on that webinar. It isn’t only that because, obviously, there’s life and there’s kids and all of that, but that is a part of it. If they don’t believe that it is going to be worth their while, they won’t show up. It’s your job through these steps to make them know, make them realize that it is worth their while.
They might ask for a phone consultation. They might say, “Hey, let’s have a chat because I think we could work together.” They might ask to meet you for coffee that you hate. I hate that. “Let’s just get a coffee and see if we can work together.” Bugger off, you just wasted an hour and a half of my time. Just pick up the phone and we can talk for ten minutes. That’s just me, it’s difficult for me doing this real-life thing. That’s why I don’t do real-life networking. It’s difficult. Every time I go anywhere, I have to know, “Is it level? Is it dark?” The retinitis pigmentation thing, I’m completely blind at night, so I can’t go somewhere at night because I can’t see. I can’t go if it’s upstairs. It’s easier online. I’m not just going to traipse to a café for a couple of hours and just waste my time and cause all this stress when I can have a phone conversation.
They might buy your small ticket item. Brett’s going to be talking about putting up staircases, aren’t you? You might have you information product, you have several layers of them. You have a cheap one listed or a higher priced coaching program. At Step #7, they might be ready to buy this or they might be ready to buy your small program. They might apply for the big program. If you’ve got a five grand a year coaching program, they might apply for it. They’ll be ready to apply for it at Step #7, but not ready to buy. Can you see why these steps flow the way they do? Can you see how they all fit in together?
At Step #8, you’ve made a sale of your big ticket coaching program or you’ve gained a new private client. Now for a lot of us in the coaching business, the CTCS sector I meant, the main source of our income is through private client. You can get private clients online at Step #8. All of my private clients are online. I get approached by some of the big names that some of you aspire to work with, they come to me. I’m not going to them online. You might get your big coaching client and at this step, you need to deliver on your promise, collect testimonials and attract with other partners and affiliates so that you keep the process going. Your job on social is to constantly feed them into Step #1 to send through that funnel that you’re doing consistently.
The next four slides – I’ve got six minutes left – we’re going to go through the quick things that you need to think about for Step #3, the capture step, so you can go away tonight and start plotting how you’re going to do it. We call it a lead magnet. Now I’m not sure if it’s an Infusionsoft term, but Infusionsoft used it. A lead magnet is a blueprint, audio or video, something that you give your clients, your prospects in return for their email address, so you attract warm leads because I’m not going to download the lead magnet if I’m not interested in what you do.
Creating a lead magnet is Step #1. There are three I’m going to give you here today. The first one is what is the overall big vision that your prospects are struggling to reach? If we take this as an example, it’s not a lead magnet, but are struggling to make sales on Twitter. That’s the overall big vision. They need more sales from Twitter. If you go to my website, you can download a free eBook, my lead magnet, about getting more sales from Twitter. That’s my big vision, so Step #1, what is their big vision? What is, your prospects, the big picture that they’re struggling with?
At Step #2, think about ten individual pains, consequences and solutions within this big pain. Now I’m not a weight loss coach, so forgive me if any of you are and this is all bull, but I’m just trying to give you an idea. The pain might be for the weight loss coach, it might be that they hate the way they look. The pain might be they eat for comfort in times of emotional stress. The consequence, if they fail to deal with the emotional stress, they’re just going to get bigger and bigger and the solution could be about eating healthily or could be actually working on the core issue. Decide ten of them and the reason we do ten is that you can find five or six really strong ones. You just get them out of your head first. Your next step is to find ten of these mini pains that your clients are facing within this big vision.
At Step #3, understand the lifestyle of your prospect. Are they spending a lot of time in their car driving around? If so, they might prefer an audio they can listen to in the car. Do they read a lot? They might want an eBook. How would they prefer to consume content? Don’t ask them because if you ask somebody how they prefer to consume content, you’re coming at it from two different angles. I haven’t got time to explain that at the moment, but just trust me on this one. Come and ask me later if you need me to explain it, but you need to look at what the experts in your niche are doing. Look at what the big guys are doing because if they’re doing it, you can guarantee it works. Think about the format that you’re going to give them the information in.
Okay, so what I’m going to do, I’m not going to be selling at you. I should have said that at the beginning. I’m not going to be selling anything. What I do want to do is offer you the training for this lead magnet for free. I’m going to just give it to you and I’m doing that because half of you don’t know who I am and I want to kind of prove to you that when you step through, we can make it work together in the hope that sometime in the future you might stay with me and want to know more. If we can just go to the next slide, I’ve got two minutes left. This is just about the lead magnet academy program I’m going to give you. We’ll go through the whole process together of creating and publishing your lead magnet. I’ve given the first three things to think about here. There’s five more inside there and there’s more detail on the first three.
Write that down before they kick me off in two minutes. If you go to that link, www.veronicapullen.k.uk/apctc, if you go to that page before Monday…I can’t give it away for free forever because there are people in this room who have paid for it and I’m not even going to look at them. I know who they are, but I don’t want to see their angry faces. Jot the link down, you can have access to that until Monday night for completely free. It’s worth £97, but currently selling for £47 and there are people in this room who have paid £47 for it. I sincerely apologize, but I’m just trying to be nice. It will help you the end as well because you’ll have more people to talk to. Come in, grab the program for free. You get to work with me. I’m just going to let you into Facebook group and everything, so you can get to work with me.
When I leave the stage, I’m going back to the Royal Island, so unfortunately I’m not going to be here tonight for the networking event. I’m literally just going to walk out that door now and head back over to my island. Our Lord Hooch, our cat, has been at home on his own and I just don’t trust him, frankly. I don’t know how many duchesses he’s had in there over the weekend, but thank you for listening to me. Thank you on behalf of all of the women in this room for having a woman on this stage. Girl power.