Section 1.1: Planning Your Growth Campaign

The planning stage is arguably the most labor-intensive but is undoubtedly the most crucial step. The effectiveness of your campaign is directly linked to the effort you invest in researching your target market. However, as you gain experience, this process will become more efficient, allowing you to streamline your approach.

To simplify my strategy, I developed a template I call the Growth Evaluation Report. This document helps me clarify:

• What actions to take
• Strategies that have been effective in the past
• Specific steps required for success

While the process remains consistent across partnerships, the content is tailored to each business's unique needs. Typically, this document spans around 20 pages and is essential for easing subsequent tasks.

Here's a brief overview of the process:

• Sherlock Holmes Strategy: Identify where your customers are active and analyze their conversations about your industry and competitors. Valuable sources include blogs, Reddit, Quora, and various review sites. The objective is to uncover what truly matters to your audience.

For example, insights gathered from Quora can reveal common concerns among dental practices, showcasing real feedback from potential clients. By selecting 5-10 prevalent issues, you can lay the groundwork for a compelling campaign. Sometimes, direct quotes from customers can serve as powerful headlines.

• Halo Strategy (Coined by Sabri Suby): Organize your findings into three categories: hopes & dreams, pains & fears, and barriers & uncertainties. Relate these segments to your offerings, considering what customers aspire to achieve and any apprehensions they may have.
• Jargon Analysis: Compile any specialized terms that your audience frequently uses.

Here’s an example of what the analysis might look like:

• Competitor Analysis: Rather than simply observing competitors' lead acquisition tactics, analyze their communication style with customers. Use Google to explore their ad libraries and identify successful campaigns.

With this gathered data, create 5-10 unique selling propositions using the What—Who—When framework. For instance: "Your friends (who) will think you're affluent with the best lawn in the neighborhood (what) at the next family BBQ (when)."

By applying these four strategies, crafting compelling sales angles becomes significantly easier.

Next, brainstorm your promotional giveaway. Offering something valuable in exchange for contact information is a proven tactic. For a dental clinic, consider providing a PDF titled "5 Ways to Whiten Your Teeth in Under a Month Without Strips." Once prospects fill out your form, automate the delivery of this resource, setting the stage for meaningful engagement.

Keep in mind: addressing urgent problems quickly enhances the appeal of your offer, making thorough research essential. Understanding your customers inside and out will guide you in presenting them with the most relevant solutions.

Section 1.2: Building Your Campaign

Once your research is complete, it’s time to compile everything into a cohesive campaign. Invest in a website builder like Webflow, Clickfunnels, or GoHighLevel to create a straightforward landing page. Here’s a basic layout to consider:

After each submission, set up an automation to deliver the free guide. Also, consider collecting SMS numbers for direct follow-ups.

Once your landing page is established, create complementary ads. Here’s how to construct a high-converting ad:

• Callout & Curiosity: Grab attention right away.
• Value Proposition: Clearly communicate what’s in it for them.
• Call to Action (CTA): Encourage immediate action.

Here's an example of an effective ad I crafted:

Maintain clarity and simplicity in your ad, aiming for a third-grade reading level to boost conversions.