Remember the OTTER Framework When You're Taking Your Product to Market

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Guest Teacher: twitter.com/charlie_whyman 

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Welcome to the ten minute MBA, I'm yourhost Scott de Clary on the ten minute MBA, I teach you tool, strategies,techniques, insights that you can use to start scale grow or ten X, YourBusiness to day I have a special guest, Charlie Wyman, who is going to teachover her otter strategy. Her strategy is something to teach us to businesseswhen they want to close their first second third, fourth, fifth customer,when their first taking their product to market when they're trying to figureout how to properly market get new business. This is some day one stuffthat is just best practices, so kicking it over to Charlie. This is CharlieWyman's, Otter Strategy. When you're first selling your products say yeah. The first thing is to startwith the objective. So, like you know, if you look at your long term vision ofthe company, let's say, for example, you want to launch Anne products in servicebecause you're you want to launch new...

...product because you're a service PACEcompany and your future vision is to sell the business for a certain amount,and in order to do that, you need to have a physical product but you're two,maybe three years away from doing that. You then have a look at right. Ok, so tin otter tools, what tools, assets and resources do you need in order toachieve those objectives? And it's if you want to launch a new product andyou don't currently have an email list, you want to make sure that when you'reat the point of launching that product, you have an established audience inorder to do that. So it's that kind of you're building about foresight into it,but also if your objective is okay, I just want to go from one to two millionpounds in revenue. You then have a look at what tollsassets and resources you already have, and then you can start asking questionsaround right. Okay, what can I ll leverage further? What can I squeezemore out of? How can I optimize that...

...and make that better? So in the Kiin? The context of you knowlike a lot of people. Think tactically when it comes to marketing. So you know,you've got another marketing, expert or agency, saying you need to do webinarsweapon ares of the next big thing. Weben eyes are going to help youachieve your objectives. Rarely did they ever say that or put numbersagainst it, but it's like okay, so you're going to run a weapon or soyou're going to need a landing page you're going to have to get people tothat learning page. You need to get people to actually join the weapon arewhen it starts. You want to get people to stay to the end. There are lots ofdifferent such points on bread crumbs, as I like to call them along the way.So if you've run Weben eyes in the past, more often than not, you can have alook at those different bread crumbs and you can say right: Okay! Well,we've only got fifty percent of people that view this landing page actuallyoptin. So how can we increase that? Okay? So we've only got thirty percentof people that up tim actually showing...

...up to our Weben. How can we increasethat? And- and it's just looking at each ofthose touch points and thinking right? Okay, what can we up to my e? What canwe leverage what come you make better? So I always say that I've, everybodyevery business- is already sitting on a mountain of value and every business isalready doing amazing marketing, whether they realize they are not, andthe missing piece is to bring it together into what I call a curious,Marksi system, which basically just looks at right.Okay, how are we generating curiosity in our in our markets? A lot ofmarketers call this awareness, I think in today's Day and age, it's not enoughto just make people aware of you, because so noisy online and in tradecos o need to make them curious. You need to make them want to find out more, but that's not enough. You then need tomake them curious and turn that curiosity into action. So how are yougoing to take curious people and turn them into a lead?...

And that's, like you know, developmentof lead magnets, making sure that you've got book a call making sure thatyou are leaving those bread crumbs so that your audience knows what step totake next and then, after that we all know not all leads turn into sales, soyou need to sort of branch them out so right, okay, so what happens to thehigh quality leads that you need to have sales conversation with or youneed to do a demonstration? What are those bread croms that you need toleave so that you can turn those leads into sales and then on the other branch?It's okay. So these leads that are curious, but not yet ready to buy. Howcan we nurture that curiosity build that excitement and give them reasonsto then take that next step and go down the sells route and then the cells route is like okay.So from a marketing point of view, how can you make their experience SuperSpecial? How can you take advantage of each touch point each opportunity sothat their experience is incredible? They want to tell others about it. Theywant to keep coming back for moree and...

...they want to turn into referralpartners, and I think this is where I live again.The engineering me having a system and a process for each different step ofthis system. You know because if you assume your best, clients are going togive you a testimonial or become a referral partner you're, using what Icall hope marketing, which is really difficult to track, and it's just a bit.You know hope it's not a good marketing strategy,whereas if you say okay, so I'm going to put a check list in place so thatevery clime that goes through my system, I ask them if they know anybody thatwould benefit from our our services or that would benefit from using ourproducts. You ask them for those lint in recommendations, you ask them forthe case. It is, but you build it into the process, so you're not wasting anyany energy in doing the things that you should be doing anyway, and you've gotthat free energy to be curious and to kind of like heighten your spide sensesto pick up ober things that by saying...

...all right, that's been another tenminute, NBA! REMEMBER ANY BUSINESS QUESTIONS! Don't worry! I got you. Thisis Scotchy. Clary have a great night I'll, see you tomorrow. I.

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