So let's look at the psychology and application of the ADA marketing process. One of the interesting side effects of a good ad marketing funnel is that it filters clients in and out. niche marketing is always more effective and a good ad funnel will help you niche your offering. Every positive step through the ADA funnel by a potential client is a deeper commitment to your product offerings or services. One of the mistakes people make with their marketing is they try and sell their product to everybody they're trying to sell. They imagine that everybody out there is actually their client.

But niche marketing is much more powerful than broadcast marketing. Especially when you've created a niche profile of your client. Now what a good ad funnel can do is let's just say we have Jim and Bob. And we want to market to Jim. We've decided that Jim, we've identified Jim as a potential client. He has the lifestyle, he has the income, he has the interests, and we mark it to Jim.

And then Bob wanders into a marketing funnel. Now, Bob, potentially the start wasting a lot of time for us, because he's not a genuine prospect. He's just curious about something. Or he's wandered in, maybe he doesn't have the income. There'll be some reason why he's not suitable. And as you take Jim and Bob through the marketing funnel, One is going to filter in, because he has a natural affinity with your product or service is designed for him, and Jim will be filtered out.

And that isn't something we should shy away from, it isn't something we should run away from. We have to remember that every time someone takes a step through the aid of funnel, that's a deeper commitment to the product offerings or service. That's a much more qualified client. So that's what an ADA funnel is going to do for us. It's going to filter people in and filter people out and one of the beauties of the ad marketing funnel is you can automate much of it. So that means that with online marketing, you can create an ad funnel that actually brings the right people in a filled with the right people out automatically, so that you're not having to handhold potential clients all the time.

But by the time they actually come to contact you, they've already been through part of your marketing funnel. They've already been educated about your services and products. And now they're much more likely to buy. An example of this is a Marcus Sheridan. And he runs a company called the sales line. But what he found was beginning of the recession, he had a company and this company sold swimming pools prefabricate swim poles that were then delivered, and installed and recession here.

And all of a sudden, he's free mumps into a business cycle and he can't pay the bills. And in some cases, three months behind on his bills, and if you've been in business for a while, and you've ever been for a lien patch You'll know how that what that feels like. So what he did, he started creating a lot of free content. And he got all the questions they'd ever been asked about his products or services. Everything that people asked that they wanted to know, about prefabricate swimming pools, and he started creating blog posts after blog post after blog post. And he created a sales funnel so that when someone was searching on Google, they would find that content and then start coming into a sales funnel.

And what happened was quite dramatic. Although Marcus Sheridan didn't identify as the ADA sales, and when you actually look at his marketing it is, but what happened was really interesting. Before he started on this particular marketing strategy, and he's wrote a book about it and I can't remember the name of the book, but if you look up Marcus Sheridan, you'll find The bookmark sharing sales line, he's got a book on this. And what happened was his sales people would go on a call before he created an online funnel. They would spend maybe three hours with a client and close 10% of sales. After he went through this process, they would spend one hour and close 90% of the call.

Why was that? because they'd been through the funnel, they've been educated. And now they were extremely qualified. But time they rang that had a lot of their questions answered. So now is just about for the salesperson it would be more about establishing the relationship they had already committed. And now the other thing was because in the sector, nobody else was doing what he was doing.

All of a sudden, you start getting A lot of work on the internet. So even though it was in a recession selling luxury goods, he actually started to grow his business by using a good online marketing strategy that matches what we're going to teach you here. So I wanted to bring that example up. So you can see that this can actually turn a business around if you use it and commit to it. And Ada funnel does not manipulate someone into buying from you. It does not deceive.

It qualifies. And I really want to accentuate this this point. There's a lot of marketing out there that is very manipulative in nature. And it works and draws on the emotions to such an extent that it almost preys on people. And that's not ethical marketing, ethical marketing. helps to educate someone to benefit them and to benefit you.

So there's a jewel transaction goes on, you give them something of value, and they give you something of value in return. And good marketing promotes that. So an ad a marketing funnel, a lot of the time is about qualifying someone through the flow. And we're going to go through that much more as we go through the course. A good ad marketing funnel will have educational focus as the engine that drives the funnel. educates them about your expertise and authority primarily, which develops trust, educates them about your offerings and educates them about the suitability of your products or services for them.

And that's one of the core principles of a good ad marketing funnel is educational at the heart of it. When someone comes to your product or service, oftentimes, they don't realize the value of what you do. And let me give you an example. As a commercial photographer as one my role in SME here as one of my roles is director of photography, and now ran a commercial photography business for over five years now. Now, when in our market of commercial photography, there's this misconception that anyone with a camera can take a good image. So how would I deal with that?

The best way to deal with that is to actually educate people about what they need to do to take a good photograph. As you educate them, yes, some people will go off and take your engine vacation actually take their own photos and then live, that's mumps learning. But a lot of people will begin to realize the depth of your expertise. And they'll begin to realize that it's cheaper to pay you to do the work as a professional than it is to do it themselves. And you can use the same principle when it comes to any types of goods. You're educating them about the the the benefits and the advantages of your expertise.

And a lot of times we want to educate them about our services. But what we're really trying to get them to understand is that we know what we talk about, we know what we're talking about. And once that happens, it develops trust. And then we can present our offerings from the perspective of someone who's an expert on authority on this subject. And you'll see this with online companies maybe selling technical goods. It's the ones that actually educate people and talk about their products and services and show people how to do stuff and spend the time.

You know, sharing their knowledge, then get the trust. People will buy from you when they trust you. And if you intend for them to trust you require some education a lot of the time. So, as we go through this, we can see that the education is going to be focused on your expert authority, expertise, and your authority, your offerings, and your products or services that all comes together. But the primary thing is your expertise and authority in that area. Once you have that with a client, they're much more likely to buy from you from social media to sale, A Modern Marketing flow will take advantage of the concentration of potential clients online.

We've Ada we can specify what type of activity and content we share with people, remotely remote rewarding them when they move closer to our core offering. So one of the one things we're going to look at as we go through this course is how do we get from social media to the sale? Where do we find people? What type of activity and content Do we need to share with people at different stages in the marketing funnel. And this might sound very complicated, but it's not it's actually very simple once you understand the system. And then as they move through the process, we will reward them as they move closer to our core offering.

We reward them with more money. More information