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The Critical Path to Client Conversion | Featuring Lisa Mullis May 8, 2024 • 12 PM ET 11 time-tested steps to attract quality leads Registration link in the comments. You didn’t get into business for yourself to spend your precious time and energy working for clients who are less than ideal. You know—the ones who question your pricing, habitually miss deadlines for getting you project info, and expect a lot more than you’d agreed to in your SOW. Really great clients were once promising prospects who were once a lead that came to you through referral or your own marketing efforts. The question is: How to get more of these right-fit people and more consistently? This workshop will walk you through the steps for client attraction that offer a tried-and-true path no matter your industry, preferred marketing channel, or size of business. You’ll leave knowing: what the best clients really want, how to spot them in any industry, and how to meet them where they are how to ensure your messaging is what your prospects want to hear and need to know and doesn’t come off as boring, smarmy, or overly technical how to map the journey for a potential client so you don’t miss any key steps as you move them into a paid engagement 3 simple systems that will improve your credibility, trust, and leadership with high-value clients even if you’re new in your business the metrics matter the most so you can set realistic goals for conversion and revenue and budget your marketing resources accordingly methods for tracking your efforts, building in accountability, and where you can automate tasks to free up more time ABOUT LISA MULLIS As a brand strategist and copywriter, Lisa helps service-based professionals clarify their messaging and streamline their marketing so they work with better clients, regain their time, and take home more money. Lisa spent 11 years as founder and creative director of a full service design studio. During this time she witnessed many clients struggle with the copy for their websites and other marketing collateral. Armed with her journalism degree and a penchant for creative writing, Lisa began helping clients find the clarity and language they needed to sell their services. Today, through Paraphrase Communications, Lisa brings together 20+ years of messaging, marketing, and small business acumen and a team of tech specialists to help coaches, consultants, and creatives build their businesses. New business owners get clearly defined brand positioning and the words that win clients—online and in real life. Advanced business owners are able to improve profit and predictability within their organization through high-converting marketing funnels. #creativebusiness #criticalpath #conversion #creative

I've lost count of the number of times I’ve seen marketing departments treated like in-house creative studios—tasked with churning out flashy decks, fancy logos, and slick brochures to support the sales team. But here's the thing: when you think of marketing this way, you’re massively undervaluing its potential. 👉Marketing is not an expense. It's a strategic investment with the power to drive sustainable growth and accelerate your entire business. Let's break down why marketing isn't just a "support function" but a core driver of your growth strategy 📊 Marketing provides insights sales simply do not have. Sure, sales reps hear customer objections on the frontline, but marketing has its ears to the ground on a different level. Marketing knows what’s trending in the market, what competitors are up to, and what’s influencing your buyers before they reach out to sales. The right marketing strategy takes these insights and turns them into opportunities for growth. 🎯 It’s about building demand, not just supporting sales. It’s not just about giving sales a list of leads—it’s about warming up those prospects and nurturing them. Great marketing educates, engages, and builds trust. When marketing is done right, it builds demand, creates urgency, and makes sales a natural conclusion, not an uphill battle. 🛠️ Positioning paves the way for sales success. You’ve heard it before: “People buy from brands they trust.” But that trust doesn’t come from a cold call or a first meeting—it’s built over time. When marketing crafts a clear, consistent message that resonates across all channels, it lays the foundation for the sales team to seal the deal faster and at a higher value. 💡 Driving growth from the inside out. If you want to see real, sustainable growth, marketing needs to be aligned with your overall business goals. It’s not just a department that sits on the side, pushing out shiny content. It’s the driver of innovation, brand positioning, and market differentiation. 🚀 So, stop thinking of Marketing as just “support” Your marketing team should be your business growth partner, your market translator, and the voice that shapes your brand. Don’t reduce it to a creative studio for sales—elevate it to its rightful place as a strategic powerhouse. Because when marketing and sales are truly aligned, that’s where the magic happens! Thoughts Helenor Rogers David Fenton Chris Burton Tim Parrack Colin Jeken Glen Williamson FISM? #StrategicMarketing #GrowthStrategy #BusinessAcceleration

Budgets will always be tight. Resources will always be stretched. And even if you had unlimited time, staff, and money to throw at marketing, you’d still need high-quality leads to make it all worthwhile. That’s because most B2B product marketing happens in the mid-funnel, where your audience needs content that cuts through complexity and helps them consider your specific solution (versus your rivals’). Enter the Explainer video. Great Explainers are precision tools, crafted to do one job exceptionally well—turn existing curiosity into purchase intent. And here’s how Explainers can help you generate better leads for your sales team: 1️⃣ 𝗙𝗶𝗹𝘁𝗲𝗿𝗶𝗻𝗴 𝗟𝗲𝗮𝗱𝘀 𝗪𝗵𝗶𝗹𝗲 𝗚𝗼𝗶𝗻𝗴 𝘁𝗵𝗲 𝗗𝗶𝘀𝘁𝗮𝗻𝗰𝗲 Explainer videos help leads self-qualify by presenting your value clearly. They also adapt seamlessly across channels.  - 𝙒𝙝𝙮 𝙄𝙩 𝙒𝙤𝙧𝙠𝙨: 88% of marketers in 2024 said Explainers improve understanding of their product (Wyzowl).  - 𝙂𝙤 𝙩𝙝𝙚 𝘿𝙞𝙨𝙩𝙖𝙣𝙘𝙚: Use Explainers on landing pages (boosting conversions by up to 86%), emails (300% CTR boost), and social ads (HubSpot, Dripify). 2️⃣ 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆, 𝗜𝗺𝗽𝗿𝗲𝘀𝘀, 𝗖𝗼𝗻𝘃𝗲𝗿𝘁 Great Explainers turn complexity into clarity, helping prospects see why your solution is the right fit.  - 𝙒𝙝𝙮 𝙎𝙞𝙢𝙥𝙡𝙞𝙘𝙞𝙩𝙮 𝙒𝙞𝙣𝙨: Clear, concise storytelling eliminates confusion and builds trust quickly.  - 𝙋𝙧𝙤 𝙏𝙞𝙥: Focus on solving one problem. Overloading viewers dilutes impact—less is more. 3️⃣ 𝗕𝗶𝗴 𝗼𝗿 𝗦𝗺𝗮𝗹𝗹, 𝗘𝘅𝗽𝗹𝗮𝗶𝗻𝗲𝗿𝘀 𝗗𝗼𝗻’𝘁 𝗛𝗮𝘃𝗲 𝘁𝗼 𝗗𝗼 𝗜𝘁 𝗔𝗹𝗹 Explainers don’t need to answer every question—they just need to move prospects closer to a decision.  - 𝙈𝙞𝙘𝙧𝙤 𝙂𝙤𝙚𝙨 𝘽𝙞𝙜: Short Explainers (approx. 30 sec) highlight key features or benefits, perfect for ads or emails.  - 𝙏𝙝𝙚 𝙁𝙪𝙡𝙡 𝙋𝙞𝙘𝙩𝙪𝙧𝙚: Longer videos (60–90 sec) offer a broader overview for your site or sales decks.  - 𝙋𝙧𝙤 𝙏𝙞𝙥: Strategize micro versions that ladder up to a longer one. 4️⃣ 𝗖𝗧𝗔𝘀 𝗧𝗵𝗮𝘁 𝗟𝗲𝗮𝗱 𝘁𝗵𝗲 𝗪𝗮𝘆 CTAs drive action. The right timing and wording make all the difference.  - 𝙏𝙞𝙢𝙞𝙣𝙜 𝙞𝙨 𝙆𝙚𝙮: A mid-roll CTA could double your conversion rate (Wistia).  - 𝙇𝙖𝙣𝙜𝙪𝙖𝙜𝙚 𝙈𝙖𝙩𝙩𝙚𝙧𝙨: Use action words like “you,” “free,” “now,” “click,” and “try.”  - 𝙋𝙧𝙤 𝙏𝙞𝙥: Test CTA placement and wording to match video length and viewer behavior. 𝗧𝗵𝗲 𝗕𝗼𝘁𝘁𝗼𝗺 𝗟𝗶𝗻𝗲 Explainer videos don’t just generate leads—they generate *the right leads.* Whether you’re clarifying your solution, engaging across channels, or driving conversions with strong CTAs, a well-crafted Explainer primes your pipeline for success. Make your mid-funnel marketing count. Start with Explainers that qualify curiosity and feed you better leads. #ExplainerVideos #LeadGeneration #VideoMarketing

The Critical Path to Client Conversion | Featuring Lisa Mullis May 8, 2024 • 12 PM ET 11 time-tested steps to attract quality leads REGISTER:https://lnkd.in/e7xtuqXA You didn’t get into business for yourself to spend your precious time and energy working for clients who are less than ideal. You know—the ones who question your pricing, habitually miss deadlines for getting you project info, and expect a lot more than you’d agreed to in your SOW. Really great clients were once promising prospects who were once a lead that came to you through referral or your own marketing efforts. The question is: How to get more of these right-fit people and more consistently? This workshop will walk you through the steps for client attraction that offer a tried-and-true path no matter your industry, preferred marketing channel, or size of business. You’ll leave knowing: what the best clients really want, how to spot them in any industry, and how to meet them where they are how to ensure your messaging is what your prospects want to hear and need to know and doesn’t come off as boring, smarmy, or overly technical how to map the journey for a potential client so you don’t miss any key steps as you move them into a paid engagement 3 simple systems that will improve your credibility, trust, and leadership with high-value clients even if you’re new in your business the metrics matter the most so you can set realistic goals for conversion and revenue and budget your marketing resources accordingly methods for tracking your efforts, building in accountability, and where you can automate tasks to free up more time ABOUT LISA MULLIS As a brand strategist and copywriter, Lisa helps service-based professionals clarify their messaging and streamline their marketing so they work with better clients, regain their time, and take home more money. Lisa spent 11 years as founder and creative director of a full service design studio. During this time she witnessed many clients struggle with the copy for their websites and other marketing collateral. Armed with her journalism degree and a penchant for creative writing, Lisa began helping clients find the clarity and language they needed to sell their services. Today, through Paraphrase Communications, Lisa brings together 20+ years of messaging, marketing, and small business acumen and a team of tech specialists to help coaches, consultants, and creatives build their businesses. New business owners get clearly defined brand positioning and the words that win clients—online and in real life. Advanced business owners are able to improve profit and predictability within their organization through high-converting marketing funnels. #creativebusiness #criticalpath #conversion #creative

The Critical Path to Client Conversion | Featuring Lisa Mullis May 8, 2024 • 12 PM ET 11 time-tested steps to attract quality leads REGISTER:https://lnkd.in/e7xtuqXA You didn’t get into business for yourself to spend your precious time and energy working for clients who are less than ideal. You know—the ones who question your pricing, habitually miss deadlines for getting you project info, and expect a lot more than you’d agreed to in your SOW. Really great clients were once promising prospects who were once a lead that came to you through referral or your own marketing efforts. The question is: How to get more of these right-fit people and more consistently? This workshop will walk you through the steps for client attraction that offer a tried-and-true path no matter your industry, preferred marketing channel, or size of business. You’ll leave knowing: what the best clients really want, how to spot them in any industry, and how to meet them where they are how to ensure your messaging is what your prospects want to hear and need to know and doesn’t come off as boring, smarmy, or overly technical how to map the journey for a potential client so you don’t miss any key steps as you move them into a paid engagement 3 simple systems that will improve your credibility, trust, and leadership with high-value clients even if you’re new in your business the metrics matter the most so you can set realistic goals for conversion and revenue and budget your marketing resources accordingly methods for tracking your efforts, building in accountability, and where you can automate tasks to free up more time ABOUT LISA MULLIS As a brand strategist and copywriter, Lisa helps service-based professionals clarify their messaging and streamline their marketing so they work with better clients, regain their time, and take home more money. Lisa spent 11 years as founder and creative director of a full service design studio. During this time she witnessed many clients struggle with the copy for their websites and other marketing collateral. Armed with her journalism degree and a penchant for creative writing, Lisa began helping clients find the clarity and language they needed to sell their services. Today, through Paraphrase Communications, Lisa brings together 20+ years of messaging, marketing, and small business acumen and a team of tech specialists to help coaches, consultants, and creatives build their businesses. New business owners get clearly defined brand positioning and the words that win clients—online and in real life. Advanced business owners are able to improve profit and predictability within their organization through high-converting marketing funnels. #creativebusiness #criticalpath #conversion #creative

Everything about Sales and Marketing In just 1 post. (Save this so that you won't regret it later) Let’s jump straight into the topic. Marketing is not advertising! And Sales is not forcing someone to buy your product. Marketing is creating awareness about you and your product that how can you and your product solve the problem of your ideal consumer. Sales is helping them to solve their problem. Buy it! Buy now is not marketing and We are the best you need to buy our product is not sales. Sales and Marketing are both different concepts. Yet most people treat them as the same. Marketing is the journey of a consumer from the first station to the end station known as SALES. Now, that we have talked about all the basics that you really need to know to understand them further. Let’s jump on the decision taking time. What do you want to become? • Marketer or • Salesman You have to pick one from them. Why One? Because both of them are very broad subjects that have millions of sub-subjects under them. Now you want to know what I choosed? I have a mastery in both. But now didn’t I just said choose one? I am a crazy as*hole when it comes to learning to make myself better So I choosed Marketing first and excelled it and then became the student of Sales. But you just choose one in the starting. It will save you a lot of time and from the pain of burning out yourself. Both share 2 Subjects in common. • Human behaviour and Psychology • Persuasion Don’t mistake to take these subjects as short and easy. Because even to master these 2 subjects only it takes years. And they are just 2 subjects from them. You have heard this word a lot of times “Personal Branding! Personal Branding!!” This itself comes under the sub-subject Branding Which is itself the sub-subject of Marketing. And the most people who talk about it Don’t even have studied about them. It hits hard and tastes bitter but Reality is reality. Even the most of writers who call themselves as Copywriters are not copywriters because they didn’t even have studied the basics. They are just making you fools! I want to teach you more but it’s hard to cover under just one post. But as I promised I have taught you the most and more than basics. If you want to learn more about it. I will make more posts like these Just Repost this post ♻️and Follow me to don't miss the next posts. P.S. Would you mind If I just teach you these specified to your industries? Would you be open to invest a little money to save you from the pain of getting more rejections on sales calls? #sales #marketing #business #coaches #copywriting

🌟 What if one skill could transform your marketing strategy? 🌟 I’ve recently mastered Landing Pages with tools like HubSpot and Unbounce, learning to create pages that captivate and convert—whether for leads, sales, or product launches. Of course thanks to Kara Susvilla !She was amazing in delivering a great video on the HubSpot platform! HubSpot is trully wonderful! I am also very happy that I am learning more about AI and how to use it. But that’s just the beginning. 📊 Tracking pixels—these little pieces of code—are what make the magic happen behind the scenes. Through my work with Cookie Script Reading, I’ve learned how to implement and utilize tracking pixels to: ✔️ Analyze user behavior across platforms. ✔️ Optimize campaigns in real time. ✔️ Drive smarter marketing decisions based on accurate data. 🌍 Why do I believe I’d be an invaluable asset to your team? My story is one of perseverance, passion, and resilience. I came to Canada alone, without knowing a word of English. The odds were against me, but I refused to let that stop me. I took on challenges that seemed impossible, working across the country, navigating cultural barriers, and building a life filled with purpose. Through determination and relentless effort, I became a proud Canadian—a journey that has taught me the value of grit, adaptability, and continuous learning. Now, I want to bring that same unparalleled energy to a team that values collaboration, innovation, and growth. 💼 ✅ FinTech companies: Let’s create landing pages that simplify complex financial tools and drive user trust. ✅ HealthTech startups: Together, we can build campaigns that save lives by connecting users to transformative technologies. ✅ Marketing agencies: I’m eager to craft campaigns that leave a lasting impact and push the boundaries of creativity. ✅ Environmental Tech companies: Let’s design strategies that inspire action and create a sustainable future. ✅ Banks and social media companies: I’m ready to help you foster customer engagement and loyalty through innovative marketing approaches. 🌟 What sets me apart? I don’t just bring technical skills—I bring heart, curiosity, and passion. ✔️ I’m a fast and eager learner who thrives in collaborative environments. ✔️ My adaptability and resilience are unmatched—I’ve faced challenges most people can’t imagine and turned them into opportunities for growth. ✔️ I’m driven by a genuine desire to help businesses succeed and to create campaigns that truly make a difference. 🔗 If you’re part of a team looking for someone who brings passion, purpose, and an unrelenting drive to grow, I’d love to connect! Let’s work together to create outstanding campaigns, foster a collaborative culture, and achieve incredible results. #DigitalMarketing #MarketingStrategy #LandingPages #TrackingPixels #HubSpot #UnBounce #CookieScript #FinTech #HealthTech #EnvironmentalTech #SocialMediaMarketing #MarketingAgencies #Startups #Collaboration #Resilience #LearningAndDevelopment

TODAY!!! The Critical Path to Client Conversion | Featuring Lisa Mullis May 8, 2024 • 12 PM ET 11 time-tested steps to attract quality leads REGISTER:https://lnkd.in/e7xtuqXA You didn’t get into business for yourself to spend your precious time and energy working for clients who are less than ideal. You know—the ones who question your pricing, habitually miss deadlines for getting you project info, and expect a lot more than you’d agreed to in your SOW. Really great clients were once promising prospects who were once a lead that came to you through referral or your own marketing efforts. The question is: How to get more of these right-fit people and more consistently? This workshop will walk you through the steps for client attraction that offer a tried-and-true path no matter your industry, preferred marketing channel, or size of business. You’ll leave knowing: what the best clients really want, how to spot them in any industry, and how to meet them where they are how to ensure your messaging is what your prospects want to hear and need to know and doesn’t come off as boring, smarmy, or overly technical how to map the journey for a potential client so you don’t miss any key steps as you move them into a paid engagement 3 simple systems that will improve your credibility, trust, and leadership with high-value clients even if you’re new in your business the metrics matter the most so you can set realistic goals for conversion and revenue and budget your marketing resources accordingly methods for tracking your efforts, building in accountability, and where you can automate tasks to free up more time ABOUT LISA MULLIS As a brand strategist and copywriter, Lisa helps service-based professionals clarify their messaging and streamline their marketing so they work with better clients, regain their time, and take home more money. Lisa spent 11 years as founder and creative director of a full service design studio. During this time she witnessed many clients struggle with the copy for their websites and other marketing collateral. Armed with her journalism degree and a penchant for creative writing, Lisa began helping clients find the clarity and language they needed to sell their services. Today, through Paraphrase Communications, Lisa brings together 20+ years of messaging, marketing, and small business acumen and a team of tech specialists to help coaches, consultants, and creatives build their businesses. New business owners get clearly defined brand positioning and the words that win clients—online and in real life. Advanced business owners are able to improve profit and predictability within their organization through high-converting marketing funnels. #creativebusiness #criticalpath #conversion #creative

Excited to showcase a recent project from my digital marketing class a custom lead magnet page designed to convert! So, what’s a Lead Magnet? A lead magnet is a valuable, free offer you provide to potential customers in exchange for their contact information, like an email address. It’s a tried-and-true way to attract interested leads, build your email list, and start building relationships that can turn prospects into paying customers. Why does your business need a lead magnet? 1. Builds a Targeted Audience: Only those interested in your offer will sign up, which means your email list will be full of potential customers genuinely interested in your products or services. 2. Establishes Trust and Authority: Offering something valuable for free (e.g., an ebook, checklist, or webinar) demonstrates your expertise and shows you’re invested in helping your audience succeed. 3. Boosts Conversions: A well-designed lead magnet page can move prospects down your sales funnel, bringing them closer to making a purchase or booking your services. 4. Cost-Effective Marketing: Unlike paid ads, a lead magnet is a low-cost way to generate leads, making it a great tool for businesses of any size. Here is the link to the lead magnet page https://lnkd.in/dEivzUiK Ready to transform your business with a lead magnet? Drop a comment or message me if you’d like more tips!