The conversation revolved around growing and evolving in a business career, with speakers emphasizing the importance of continuous learning, real relationships, and character integrity. Daryl Urbanski discussed their approaches to learning and development, while Dov Gordon highlighted the importance of taking small steps towards a larger goal and implementing new ideas to achieve growth. Dov Gordon also shared their journey in developing a unique approach to consulting and strategy, emphasizing the importance of valuing their expertise and structuring and packaging it in a way that makes it easy for clients to say yes. Daryl and Dov also discussed the importance of tailoring marketing approaches to specific target audiences and understanding their needs and pain points to effectively market and sell to them.
Here are the reasons why you should listen to the full interview:
- Learn how to determine your specific specialty and leverage it to stand out in your field.
- Discover the techniques to identify your ideal client's needs, enabling you to solve their unique problems effectively.
- Understand the art of crafting a simple, yet compelling message that resonates with your target client base and stirs them into action.
Resources:
- Dov Gordon's website
- Dov Gordon's book on Strategy Marketing
- For more Informative Interviews Click Here
Interview Highlights
Dov Gordon: Building marketing and selling systems for small businesses and entrepreneurs
- Darryl Urbanski introduces Dov as a phenomenal judge of character and family man.
- Dov Gordon shares his experiences and lessons learned in his career, including building simple marketing and selling systems for small businesses and entrepreneurs.
Entrepreneur's journey from discovering business interests to finding clients
- Daryl Urbanski asked Dov about their journey into business, and Dov Gordon shared their interest in self-help books and networking marketing in their teens.
- Dov Gordon learned about coaching through research and took a course to become a business coach, with no formal training or experience.
- Dov faced challenge of finding clients, even after completing training (13 years ago)
- Dov overcame challenge by developing business skills, including figuring out how to draw ideal clients towards them
- Dov signed up for Dale Carnegie course to meet English-speaking businesspeople, found 12% of class became clients.
Developing consulting skills and processes
- Dov learned from mentors like Alan Weiss, developing critical thinking skills to see invisible opportunities.
- Dov refined processes for strategy thinking, helping them make better decisions with more information.
- Dov developed a unique approach to consulting, combining strategy and coaching.
- Dov Gordon's process and model were validated by others, including their wife, years later.
How to differentiate consulting services by identifying a unique "transformational secret sauce"
- Daryl Urbanski and Dov discuss the importance of simplifying systems and processes for ideal clients.
- Dov teaches clients how to talk about their services in a fresh and different way to attract ideal clients.
- Dov Gordon explains why their transformational secret sauce is unique: it's a series of steps to help people create a steady flow of ideal clients.
- Dov Gordon differentiates themselves from others in their field by focusing on helping consultants and coaches, rather than marketing themselves as a marketer.
Marketing to attract ideal clients through answering three key questions
- Dov outlines 6 steps to attract ideal clients by piquing their attention and interest.
- Dov identifies three key questions customers ask when considering a product or service: "Is it interesting to me? Can I trust you? Is it right for me?"
- Dov outlines a 6-step marketing system to help customers answer these questions in sequence, with each step building on the previous one.
Marketing strategies and the importance of understanding ideal clients
- Dov compares marketing tactics to balloons, arguing that it's not the tactic that matters but what's inside it.
- Dov suggests that marketers often focus on the wrong tactics, like Twitter or AdWords, without understanding the underlying strategy.
- Dov emphasizes the importance of understanding ideal clients' problems and desired results.
- Dov provides an example of crafting a simple, compelling message for ideal clients.
Creating a marketing strategy for a software company
- Dov explains how to appeal to ideal clients by addressing their specific pain points.
- The ideal client's first question is "is this interesting to me?", which can lead to a phone call on the way to their car.
- Dov helps clients identify problems and craft compelling messages to attract ideal clients.
- Dov tailors their approach for executives transitioning from corporate to solo consulting, recognizing distinct skill sets required.
Creating a unique marketing message for consultants
- Dov helps clients solve problems related to valuable employees who can't be fired.
- Dov identifies target groups with these problems and wants results, such as change in experience or different outcomes.
- Dov discusses importance of understanding ideal client, crafting simple compelling message, and building hand-raising free offer.
- Dov Gordon emphasizes the need for clear next steps and actionable advice for listeners.
Growing businesses through clarity, systems, investment, self-confidence, and prioritization
- Daryl Urbanski and Dov discuss the importance of having a clear path and systems in place to grow a business.
- Daryl and Dov also emphasize the need to invest in oneself, take control of time, and have self-confidence to succeed.
Importance of clear marketing messaging for consultants and coaches
- Dov emphasizes the importance of articulate teaching and judging a teacher by their students' progress.
- Nick Jervis sent 4 emails and got 4 new clients, illustrating his marketing consulting success in the legal world.
- Nick's emails were rooted in deep insights into his clients' problems, leading to desired results.
Crafting a simple compelling message for a free offer to attract ideal clients
- Dov explains how to craft a simple compelling message that resonates with ideal clients.
- Offer must help ideal clients answer "yes" to questions of trust, interest, and solution to convert them into paying clients.
- Dov Gordon explains why most marketing efforts fail: lack of focus on client results.
- Dov highlights the importance of crafting a simple, compelling message that resonates with ideal clients.
Marketing and selling system for small businesses
- Dov discusses their marketing system, including the "elegant sales conversation" and a free training on that topic.
- Dov explains the importance of structuring a process for marketing and selling, using the term "sweet process" as an example.
- Dov recommends the tool "sweet process" as a way to systematize processes for staff or clients.
Taking a supportive role in coaching and the importance of self-preparation
- Daryl Urbanski endorses Dov Gordon's services for coaching and consulting.
- Lincoln quotes inspire Dov including "Mission Accomplished" and "I will prepare."
Marketing and business strategies for success
- Dov recommends "The Obstacle is the Way" by Ryan Holiday for high school reading.
- Edmund Morris' biography of Theodore Roosevelt is a favorite non-business book, praised for its engaging writing and historical insight.
- Identify specific problem, offer specific solution for ideal client.
- Targeted marketing essential for success, not just saying the right words.
- Daryl Urbanski emphasizes the importance of having a solid business foundation, including quality marketing and customer service, to attract and retain clients.
- Daryl Urbanski recommends listening to a call with Dov, where he shares valuable insights on how to refine and optimize a business for success.
Coaching and its importance for success
- Both Dov and Daryl agree that having a coach or support network is essential for success in any field, whether it's fitness, business, or anything else.
- Daryl Urbanski emphasizes the importance of growth and decay in life, encouraging listeners to take action to move forward.
- Daryl Urbanski invites listeners to reach out for help overcoming challenges and achieving their dreams.