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You are listening to the Grow youw Local Business podcast, where local marketing expert and life coach Leslie Presnell shares the strategies and the mindset to help you reach more people in your city and bring in a steady stream of clients. All right, let's dive in.
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Hey, welcome to episode 139. Today I want to talk about this idea of zooming out in your marketing. And yes, I mean liter zooming out with your phone or camera lens, like showing more of what's around you, like your space and your process. But I also mean zooming out strategically so people can actually see the full experience of working with you. After coaching hundreds of local business owners and auditing hundreds of local Instagram accounts, I just know what brings in local clients and what doesn't. And I have noticed something when you zoom out. There is real buyer psychology that happens here because people are way more likely to buy when they can see themselves in the experience. So let me give you a couple of examples. Recently I was auditing two of my students Instagram accounts inside the LocalPreneur Academy. They're brand new students who just joined. One is a flower farmer and the other, the other one owns a wedding venue. Both of them had feeds that were full of beautiful close ups of what they do. So the flower farmer had amazing photos close up of her flowers and pumpkins, bouquets. The wedding venue had beautiful photos of the bride and the groom and of course of like the outside of the venue itself and different wedding details. But I told both of them that their feeds aren't showing the whole space, like the whole experience. And this is important. When new people find you online, people who have never visited your space or they've never worked with you before, they are subconsciously trying to figure out what it's going to be like. Like, what's the experience going to feel like? What should I expect from when I'm there, when I show up? It's the same thing that we all do in our daily life. I was talking about this on my own stories the other day on Instagram and I was joking about how I'm a millennial and how us millennials are terrified of going anywhere new alone. Like, we still use the buddy system and, and, but if we do have to go somewhere alone, like, we want to know what it's like before we go. Like, I'm sitting here, I'm looking up Google Earth pictures. I'm looking up Google search images. Like I want, I am scared of new places. I want to know, like, where do I park, what Door do I go and what do I do with my hands whenever I get there? And I know I cannot be the only one. Like we want to know exactly what to expect before we get there. And I'm like this at restaurants too. Like, tell me if you can relate to this. I want to know ahead of time if this is like a sit down restaurant or like do I come and sit down and you take my order or, or is it one of those places that I walk into and I have to go up to the counter in order? Like do I need to be ready with my order and there's just like a menu on the wall in that case I feel a lot of pressure and I'm too stressed out. So I need to know my order ahead of time. So like these are the type of things I need to know before I get there. I need to know what the experience is. Like, like am I going to be able to sit down and, and browse the menu with no pressure? Or am I gonna be sit standing there with the person staring me down, waiting on my order? Like I just need to know these things and like that's what our clients feel like too. So in your marketing, instead of just like showing me the closeups or the details, it's like, zoom out, show me the entire restaurant, show me the seating, show me the patio, show me what the order situation looks like. Let me see the full experience that creates comfort to buy, comfort to show up. It helps me make a buying decision. It lets me know what to expect. I told my flower farmer student, like, don't just show the bouquets, show the full farm too. Like let people know who've never been there, what it's going to be like, what they can do whenever they get there. Like show the farm stand, give me a quick tour, show me around in reels. And for the wedding venue owner, I said, you know, don't just post the cake or the couple, show me the full property, walk me around, show me the ceremony space, show me the reception area. Like everything I'm going to see and experience. Like, let me really imagine what my wedding would be like there. That creates sales. So you can apply this same zooming out concept in any industry. Like if you run a gym show, what happens from the moment someone walks in until they leave? Where do they put their bag, how do they check in? What does the space look like? What all equipment do you have? How's everything laid out? If you're a hairstylist, like, don't just show the back of people's heads over and over. Show your entire salon. Show the waiting area. Like I want the full experience, the full vibe. If you're a physical therapist, show what the clinic looks like, where the client stretched, like what the process is really going to feel like. Because when people can see themselves in your space, their brain registers the safety and the familiarity and that comfort helps them make a buying decision faster. So ask yourself, how can I show the entire experience? How can I zoom out and help people feel what it's like to work with me or to be here? And how can I make my marketing create comfort to buy like that is the power of zooming out. All right my friends, if you want direct feedback on your marketing, if you want just fresh eyes on your content, audits of your messaging and personalized coaching to help you get fully booked locally. That's what we do inside the LocalPreneur Academy. You will get my full five step process on demand to help you stand out locally, reach more people who live in your city, grow your local following, create local, go to content and confidently sell your services. Plus you get the personalized support, feedback and coaching so you can get fully booked. So click the link in the show notes to check it out and I will see you inside. Hey, if you enjoyed today's episode, I want to invite you to check out my program, the LocalPreneur Academy. This is the only program for small business owners who want to become the local go to in their industry with a steady stream of clients. You can find more information@lesliepressnel.com and I'll see you inside.