Types Of Assets YOU NEED For Your Coaching Business Or Marketing Agency (TOFU, MOFU, BOFU)

[Music] all right so in this quick video i am going to just give you an overview of some of the assets you need to have in your business or some of them you should have some of them you will start building later on um and this is kind of the the hierarchy of what you may have heard referred to as tofu mofu and bofu all right you could have heard a lot of marketers say that you may have read uh russell

Brunson's books and and heard that uh those phrases um they've been around for a while but basically what they are is top of funnel middle funnel middle of funnel and bottom of funnel all right top of funnel content or assets metaphor middle of funnel content or assets etc so what a funnel is is i mean you should it's pretty basic not not just like i'm not just talking about like a sales page funnel i'm talking about the funnel of someone going

From a high school prospect to a happy client right or a uh raven client so if you're familiar with uh you know a few of our resources and content uh you would have heard this already in terms of on average it takes about at least seven hours of someone from to at the top of the funnel to go to the bottom of funnel and become a client right um and those seven hours can be really that's like a marinating process all

Right there's a few there's a bunch of different things that happen along that process of them you know hopping on a sales call or receiving their first outbound message to booking a call or or watching a video watching your youtube channel looking on your facebook your linkedin your tick tock your instagram uh listening to your podcasts or whatever the case may be watching case studies etc all those things on average now it can be quick it can be less than seven

Hours and it can be more than seven hours but you know we like to say it's about seven hours on average from a ice cold prospect to turn into a warm lead or a warm uh a happy raven client now there's certain funnels and certain techniques to accelerate that process and all there's a bunch of different things that we'll make videos on later and and we already have uh built out strategies for that for our clients that they use we use

Etc but on a high level i'm just going to talk about the different assets that you can leverage and build okay so let's get right into it um now the beautiful thing is like i've mentioned in previous videos i have a door-to-door sales background uh and you know i've been doing sales and managing large sales agencies and teams for uh many years and and then got into marketing online and building uh and then growth hacking other over 300 plus businesses for

Clients and scaling them etc and i do a few other things um i have a few other businesses but this is our kind of our bread and butter but uh um basically with online you know the beauty about online and why it's just so much easier than doing the traditional route of sales which is just like you know with door knocking it's like you got to knock on doors you gotta do a lot more work basically a lot more manual work

To get that prospect to become a client beauty about online sales is with all these assets you know once you have these assets set up obviously they're always always getting improved on and iterated and you're testing and whatnot but a lot of these assets automate that process so you're not just having automated prospecting and automated whatever you're having the warm-up process automated because you know for example a video sales letter is a video of you or your best sales person in

The company selling at their top peak of performance because you know you can edit it and redo things and it's a 24 7 sales person basically and that's a lot easier to get in like you know 30 minutes to two hours let's on let's say on average opposed to you know the conventional route of you know selling offline per se right so that's the beauty of online so let's just you know i could talk about that for a while but i'm

Just gonna cover these this chart here real quick and talk about a few of the assets so pr public relations so podcast articles uh etc so we help our clients get featured in different publications such as yahoo finance thrives global forbes entrepreneur all right so we have different ways to guarantee with the right setup our clients can get featured in those sort of things and those things build credibility right um so you know our clients typically uh we we even give

As a just as a you know that get out start with us we give as a bonus for certain clients um specific you know our uh publications that we say hey we're gonna get you featured in these ones obviously like there's there's very you know ones like forbes entrepreneur it's it's a little bit more challenging but we can we can do it you know like there's a price to it um but you know clients to get on board with us will

Get them featured in places like yahoo finance right off the bat just if you like for example if you're just starting and you're like hey i i need a little bit of credibility or like you know maybe i don't have case studies and i need more credits like giving a little bit more credibility uh for people to book calls or on the sales call to close that can be a good thing so pr uh we have stridestatus.com which is with within

Our stride suite of companies that we leverage for our clients growth and uh that's what we do all things pr related uh as well as instagram tick tock youtube verifications we've done done that for many clients as well so if you're interested in any of that separately like we can talk about that um you can you know contact us through through the links below i speak to someone from my team or myself and uh we can talk about pricing and all

That but uh our clients get you know specific ones um for free now next is of course advertising i'm not going to get into that but facebook ads tick tock ads youtube ads twitter ads etc outbound prospecting so this is things like linkedin um you know linkedin prospecting organically you know cold email instagram dms basically dms and and stuff like that so reaching out to people that's top of funnel uh tofu content website so your website your home page your blog

Videos your resources and then social media so instagram facebook group facebook group youtube videos tick tock etc basically all your social platforms your content your organic marketing okay and then case studies and testimonials you'll see there's a legend here so the blue is tofu uh uh purple is trust building and engagement green is conversion mechanisms and then red is setting and closing so next we would have some sort of conversion mechanism of like an opt-in or page or a quiz all

Right and then you typically have your middle funnel content so stuff like video sales letters like i was talking about written sales letters which are the same thing just in a different format of of the written word uh webinars all right case studies and testimonials because those you pretty much have those throughout the whole funnel eat like tofu mofu and bofu you can have case studies and testimonials the more the merrier like like i've mentioned in other videos to penetrate a

Niche it's like you're making a claim uh a bold you know bodacious claim um to the market that you can promise you know the niche a specific transformation such as guarantee x amount of leads in this many days or will guarantee to 2x your pr your profit from this funnel in 90 days or less or you don't pay stuff like that it doesn't have to be that crazy you don't have to have a guarantee but anyways you make a claim saying

Hey this is our promise the market and it has to be something tangible and something that is results-based all right that's what you because that is what you're going to sell you're not going to sell base you're not go when you or your sales reps hop on the phone you're not selling based on features and benefits or stuff like that like yes you can talk about those things but really what you're selling is on the emotional uh level of them getting

To where they want to go and then you're you're building an airtight logical case etc there's a whole sales process i'll make more videos on that later we have a completely mapped out from a to z process to close high ticket deals anywhere from 55 to 50k plus ticket deals all right and we've trained multiple sales reps to close those deals even sales reps that never did sales their whole life literally just like um you know never did sales and now

They're closing 30k 50k deals one call closes you know two call closes obviously those typical ones are lots of times upsells or like very warm qualified leads from like a community or something like that but so there's a sales process and then of course there's a specific process to build a system to get very qualified leads either using like a community funnel or a book funnel uh those typically are some of the highest quality leads that you'll find as well as

Building out your uh social platforms and your credibility to get featured in different things collaborate with different influencers podcasts to really just build your credibility credit credibility build your brand but that's the long-term thing all right you don't need all that stuff at the start like you don't even need pr and and this stuff like what you really need at the start is you need money in because you can have like pr um a nice website good like good amount of

Followers and a good-looking social platform but if you don't have calendar meetings and appointments then and like money coming in and sales appointments and closing deals you don't have a business you have a big problem do not focus on building your brand all this stuff like typical like you can maybe focus a bit but your majority of your focus should be making the money getting that stuff done first all right you need to attack the market as quickly as possible all

Right speed is very very key all right don't build like you need to move at a minimum like get minimal viable uh marketing minimal viable you know products etc uh minimal viable offer and take it to the market and then iterate and improve even if you got to start with uh beta clients or free free trials or like for like a free trial for like a case study or are low like discounts that's fine but get to the market as soon

As possible so you can iterate and and build upon it you don't want to build something and focus on you know all these different things when you don't know what the market wants all right so the quicker you can take things to the market you're going to be able to get feedback and iterate as well all right so mid funnel let's just go through this mid funnel retargeting ads so contingency plans retargeting ads are um and then obviously we're about to

Get to the next thing of contingencies which is email voicemail text message remarketing all right so we have like all these different sequences and all these different things that like i could make so many videos going over different how to set up different sequences and uh nurturing sequences like you want to ultimately have an overarching company nurturing sequence as well as like different contingency nurturing sequences and then if they don't if they fall out of those they just go to the

Overarching company nurturing sequence that's basically last forever right so different email and follow-up and text message sequences that like basically they're if you have your their contact details um as long as they don't opt out or become a client they're always going to be hit up by you like they're going to be now also if you don't want to do that you don't have to but i would say like it's you should probably should you know don't be so soft and

Worry about oh if people get offended that i'm always emailing them whatever first of all you should be adding value within your emails people typically will actually like those emails even if they don't become your client but if they don't who really cares all right you're gonna offend people in business it's just the name of the game um you can't be a soft little snowflake if you want to succeed alright so next is demo free so like i said you know

You need a the conversion mechanism or conversion um yeah mechanism demo or like a free trial or a thank you page basically they are booking a call um a sales call right let's let's be real so then bottom of funnel assets so after they book or after they actually have that call whatever you're hitting them with like the actual medium like you're hitting them with the the the raw assets things like with like again case study testimonials again but also if

They need client introductions or references so you have like references to help close the deal free trials if needed or you could do uh payment plans or closes like that some people don't like doing that some people only like it depends it depends but these are different options some people don't want to do free trials that's cool i'm just saying these are the different options that people like that you could do all right it is uh it is customizable depending on

Your offer your niche etc we help our clients define all that stuff so we help you solve for product market fit typically like the thing is the issue i see in the market a lot of times is coaches or marketing agency owners or you know young entrepreneurs or even just like anyone with a business like fresh entrepreneurs or whatever or even established ones not typically established because usually you probably would have solved for product market fit if you have an established

Business but uh or maybe you're having a new offer and you wanna you won't need to solve for that product market fit but uh typically a lot of times i'll see them like hire a marketing agency or like some sort of like other entity to do something within their business and they don't even have product market fits off so you're trying to do something to get leads or book appointments or this and that but the foundational fundamental parts of your business

Are just corrupt like they're not they're not okay all right they're just you know you haven't solved for product market fit so there's certain steps and there's a process that you need to do to build like to actually uh just to build this to build your business and to to do it in a certain way all right so you know some of our clients they already have product market product market fit solved in which case you know we don't like we

Still take them through briefly within that step of the process and we'll do some optimizations and whatnot and give some feedback and tweaks but obviously it's going to be a lot faster of a process to get to like the marketing phase or the uh the sales optimization phase or hiring phase building out sales teams um virtual assistants etc right but if you're just completely starting out and it's new you're gonna have a phase of where you need to solve for product

Market fit you need to get case studies and testimonials you need to get the fundamental things to prove that your offer works in the back end and you get case studies testimonials the fundamental assets and stuff for you to be able to scale once you have those things you need to build a machine that will catapult you know you to success you'll it's a it's a flywheel effect so you need to get the fundamentals the soiling for product marketplace you're going

To get your first few case studies get some few results you may have to do some uh you know trial clients or like free like trial for a testimonial or our betas basically beta clients and then once you have your betas your beta is done and uh you know you've proven your process you can start increasing the price um adding to your to your offer building the value um optimizing the process setting up more systems getting more case studies that feed

Into your marketing machine so ultimately it's like a double-edged sword you're building the back and stuff you need to have a system to optimize the back end in a certain way to all the operations and then you need to have a system to optimize the marketing and sales in a certain way it's very very difficult if you're like a one-man uh one-man uh show or like you're like you don't have like a chief offer operating officer and like a chief of

Sales or chief of marketing whatever if you're just like it's very hard because there's so many moving pieces so that's why i i say it's best if you if you can like work with someone like us where we already have a fully built optimized system on on all ends where we can plug you into the system for your mar for your marketing for your emails for your for for for solving product market fit for getting case studies for building a marketing

Machine setting up cold emails setting up linkedin automation setting up uh paid ads you know tick tock building a content machine you know fixing your productivity so you know you have certain systems for that to make sure that you're always on top of things your mindset etc basically a coach as well as a a done for you system basically so a turnkey solution right for business growth anyways so next is yeah free trial like i said pitch deck and sales script

That's a whole other video on it itself building sales scripts sales decks uh we have templatized everything for our clients um but you know it varies depending on it needs to be customized per you know niche and and offer and all that stuff and then payment page so uh that is it i don't want to make this video too long but that's a kind of overview of assets and checklists and flows that you can start building or that you should be

Building for your business this will help grease the wheel for uh you know sales for marketing for all into your of your business if you need help with any of these things if you need help with pr that's very simple you know like if you need that right now but i would say if you if you're not at the level where you're already getting a bunch of meetings and stuff don't focus on the branding like i said right away um if

You if you do end up working with us as a client our clients we do help them get featured in yahoo finance and stuff like that that's one of the bonuses that we're currently doing right now i can't promise that if you're watching this like a year from now or something that will still have that bonus going on but uh if you do want that uh you know book a uh fill in an application below at executivestride.com to see if it's

A good fit speak to either someone from my team a growth growth specialist or myself we'll help you get acquainted with our system all that stuff walking through the process and uh and then also too you know regardless of the fact if you are at that stage where you're ready to invest some money and work with a proven process with a coach with a a team of experts we're basically like your fractional uh cmo c c o o you know we

Kind of act as that as well depending on you know what depending on what uh program you're we have a few different programs but uh if you're interested in any of that you know fill our application down below um and we'll we'll let you know very very how our simple process works but other than that if regardless of the fact uh join our free discord and free facebook group down below um i'll leave links it's at stride community.com you can join

All of our free groups where we post free resources free checklists free diagrams like literally free trading so much value is being put into those groups to build a very strong community of like-minded entrepreneurs people who want to succeed right now it's the easiest time it's the most simple time to make money online and build a business and stuff but you know there's a lot of stuff going on right now you need to move fast you need to move with your

Uh you need to move furiously and you need to get stuff done into the market as quickly as possible um to capitalize on the opportunities that are are here and that are about to come there's not to be a lot a lot of opportunities especially for the people who have a lot of money who have uh successful businesses you're gonna have a lot of opportunities to grow your businesses even farther make very very strong investments and stuff like that so uh

We're building a like-minded community it's a free community so you can join at stridecommunity.com and then also our client acquisition code book is dropping very soon so stay on the lookout for that in order to get updates for that make sure to subscribe like this video comment down below and turn on post notifications let me know what type of content you guys want um i'm trying to make this content better and better each and every day uh we're gonna be upping

The content game very shortly i'm gonna be um hiring a lot more people for for the team to to help with uh you know getting a very very solid uh amount of free content out for you guys and then uh and then yeah that's pretty much it guys uh that is it for this video i'm josh pulcock founder of executive stride i hope you got some value from this video uh let me know down below what your thoughts are and if

You have any questions i try to respond to as many comments um as i as i see you know we upload every day so sometimes it may take a little bit for me to actually see any comment but if i do i'll try to get back to you as soon as possible if you want to sure far away to get in touch with my team or myself other than you know booking a call uh like i said join the free communities

And we can stay in touch there other than that guys have a great day look forward to see uh making a video and for you to watching it tomorrow peace