Visual guides for local SEO pitches

[whiz]

My latest draft of my dentist prospecting letter appears to be my best yet, and I'm excited about the results.

I want to send it out with some type of visual representation, much like how 7878 printed out Google/Yelp reviews and wrote on the page.

At first, I did a chart that had Business Names, Doctor Names, and Estimated Clients/Year as a result of organic search. I wanted to put the Doctor Names because I felt that it would make it more personal seeing their name stacked up against their peers names.

I showed it to my girlfriend and she said the Doctor Names might be too personal and maybe I should omit the Doctor Names and keep the Business Names. (What do you guys think?)

She also pointed out that the chart might too painful of a way to represent this data. I don't want to have the prospect become defensive ("Fuck you, I'm throwing out this letter!) after seeing themselves at the bottom of the list.

So I tried making a pie chart and bar graph to see if they had less demoralizing visuals:

Ouch! The top two are such behemoths that other dentists seem to barely exist on the web.

I'm contemplating not using visuals at all, as they might confuse the prospect. I really wanted to use visuals to show them the magnitude of the situation, but I don't want to scare them off or demoralize them.

Am I making a noob mistake trying to bring technical shit into this? I'm simply trying to trigger more emotion, like how 7878 did. SEO isn't as "urgent" as shitty reviews, but how can I create some sense of a problem that they need to fix?

Do any of you use visual cues to trigger emotion during prospecting or sales presentations?

 

[lightningblitz]

I stopped focussing on the local game, but what I did was mainly twists to 7878 and some creativity. So this should help.

Send as little as possible.

If you are not contacting a marketer for the business, they just will not understand what you are sending.

That is why 7878 method works. The underlying principle is that business owners are often not businessmen / women. Especially when you are working for a field expert (like a dentist).

The person answering your email or letter (which works better - all doctor offices and lawyers keep letters from real people and keep a record) is most likely an assistant.

With this basic knowledge in hand I would:

Send a letter on premium paper with 'official' letterhead. I included reviews and made comments. But I also include a visual showing the highest earning person / people in their niche. And I include their reviews.

This is tricky. I try to do niche research to find the most respected / best person in their field, and show their reviews and Search Engine rankings.

I then compare the two.

I tell the client I can help grow the business to beat competition, including the niche star.

The graphic I use varies on industry size. Maps, infographics, pie charts and bar graphs are my most common.

Excel is too complicated.

The reason I do this is when I started the local game I was striking out. I got a great lead. A friend of the family worked for a large medical supply company. Its website sucks. Clients are referrals.

All SEOs who apply strike out. The webmaster had a bad site.

So I had my team send a pitch that I reviewed. I followed 7878s method. I even did the comments myself.

We did a full website audit. I personally spent 4 hours on the report. The team? VAs spent a good 20 hours on the most comprehensive on and off page report I have seen.

The client said no.

The family friend went to bat for me. My report had everything and visuals. But the client was not convinced.

I did follow up and went to their office on 8 mile in Detroit. I asked one of the owners why they said no.

The reason?

My report had too much wrong and would take the webdeveloper years to fix, or hire someone else.

And two...

He didnt understand what I wrote or my graphics.

I retooled my approach after this (and i want that business as a client one day). I no longer send personal reports or ahrefs / serpstat reports to clients. I no longer do personal reports.

I only send information they understand.

For doctors of any type, what works is comparing them to others who have a worse education that are doing better.

I let their ego take over. A doctors ego who went to a better school over someone else is an instant hit.

I word my pitch to make it not that my client is doing a bad job. He or she isnt worse than mr. Number one. It is that his staff or team failed.

But feat not, I am his or her peer. I am an expert. And I can use my clients expertise to beat the competition.

Doctors of any type have an ego. They are used to being the smartest in the room. Graphics do not matter. Nor does text. You need to pitch to them in their language.

A little brown noseing goes a long way.

To answer your question, comparison charts work for doctors. As long as you explain why the client is not number one.

 

[whiz]

I stopped focussing on the local game, but what I did was mainly twists to 7878 and some creativity. So this should help.

Send as little as possible.

If you are not contacting a marketer for the business, they just will not understand what you are sending.

That is why 7878 method works. The underlying principle is that business owners are often not businessmen / women. Especially when you are working for a field expert (like a dentist).

The person answering your email or letter (which works better - all doctor offices and lawyers keep letters from real people and keep a record) is most likely an assistant.

With this basic knowledge in hand I would:

Send a letter on premium paper with 'official' letterhead. I included reviews and made comments. But I also include a visual showing the highest earning person / people in their niche. And I include their reviews.

This is tricky. I try to do niche research to find the most respected / best person in their field, and show their reviews and Search Engine rankings.

I then compare the two.

I tell the client I can help grow the business to beat competition, including the niche star.

The graphic I use varies on industry size. Maps, infographics, pie charts and bar graphs are my most common.

Excel is too complicated.

The reason I do this is when I started the local game I was striking out. I got a great lead. A friend of the family worked for a large medical supply company. Its website sucks. Clients are referrals.

All SEOs who apply strike out. The webmaster had a bad site.

So I had my team send a pitch that I reviewed. I followed 7878s method. I even did the comments myself.

We did a full website audit. I personally spent 4 hours on the report. The team? VAs spent a good 20 hours on the most comprehensive on and off page report I have seen.

The client said no.

The family friend went to bat for me. My report had everything and visuals. But the client was not convinced.

I did follow up and went to their office on 8 mile in Detroit. I asked one of the owners why they said no.

The reason?

My report had too much wrong and would take the webdeveloper years to fix, or hire someone else.

And two...

He didnt understand what I wrote or my graphics.

I retooled my approach after this (and i want that business as a client one day). I no longer send personal reports or ahrefs / serpstat reports to clients. I no longer do personal reports.

I only send information they understand.

For doctors of any type, what works is comparing them to others who have a worse education that are doing better.

I let their ego take over. A doctors ego who went to a better school over someone else is an instant hit.

I word my pitch to make it not that my client is doing a bad job. He or she isnt worse than mr. Number one. It is that his staff or team failed.

But feat not, I am his or her peer. I am an expert. And I can use my clients expertise to beat the competition.

Doctors of any type have an ego. They are used to being the smartest in the room. Graphics do not matter. Nor does text. You need to pitch to them in their language.

A little brown noseing goes a long way.

To answer your question, comparison charts work for doctors. As long as you explain why the client is not number one.

Thanks for the great response.

I can't poke at them with reviews since I'm not doing ORM. I'm trying to sell them on the issue that they're losing $$$ because they fail to optimize their web presence.

So do you think a comparison chart (without numbers) would be effective as long as I put their colleagues names above them to get their ego going? I'll put them low on the totem pole to force them to defend their ego?

EDIT: Oh, you're saying that even when selling SEO, still show how good the #1 competitor is crushing them by showing reviews and other "easily understandable" materials?

 

[whiz]

Also, this is my current draft of my letter if you want to check it out. It's like my 10th+ draft so I've put a lot of thought into it:

Whiz
123 Poop Street
Swagtown, USA 83739

Dr. Doc, DDS
990 Dentist Ave
Dentistown, USA 12987


Dr. Doc,


I understand that you likely lead a busy life, so I’ll be brief.

I can get you dozens of extra clients per year by increasing your online visibility.

I found you on the web and did some research on you and your business.

Your reviews look great. The only problem is that a potential client looking for a dentist online will be presented with a slew of options before even having the chance to see you; the majority of them being direct competitors (Competitor 1, Competitor 2, etc.).

Why does this matter?

Dentistown locals are using Google to find a trusted dentist over 700 times per month. That’s over 8,400 opportunities per year to get a new pair of feet (or, for families, pairs of feet) to walk through your doors.

Now, am I saying I can secure all these opportunities for you? Of course not. But I can dramatically increase the likelihood that these potential clients turn into actual clients sitting right in your office.

A sub-optimized web presence is costing you thousands (or tens of thousands) per year.

If some new smiles around the office is something that interests you, give me a call on my cell at 000-000-0000. If I’m with another client just leave me a message and I’ll get back to you as soon as possible.


Thank you for your time,




Whiz,
Online Presence Specialist

 

[lightningblitz]

See, I consider that a mistake.

I grab ORM properties when doing SEO. I keep an excel file and I grab all properties possible.

I include some ORM with my SEO process. Why? I want the branded profiles and anchirs anyway, and I can hold them to pitch ORM.

Your use of a table or chart is a good idea. But you need to quantify the difference.

Just putting the competition above your potential client. You need a reason why the other party is better.

For most small business owners you need to create a problem they understand.

You may call it ORM. I call it knowing my clients and knowing that my clients understand negative reviews. They also understand that when they look up 'dentist in Reno' or 'best dentist in Reno' and they don't show up in google, it hits their ego and makes them look bad.

Read between the lines of my last paragraph and you have your answer. The hint is to work with their ego. If an egotistical doctor knows he or she is the best and Google doesnt realize this, they will pay anything to validate they are the best.

This is sales 101.

But sales 201 is creating a problem and providing a solution.

If your client doesnt understand the problem of appearing in serps, create a problem they understand.

EDIT:

That sales copy was great until:

"Now, am I saying I can secure all these opportunities for you? Of course not. But I can dramatically increase the likelihood that these potential clients turn into actual clients sitting right in your office.

A sub-optimized web presence is costing you thousands (or tens of thousands) per year.

If some new smiles around the office is something that interests you, give me a call on my cell at 000-000-0000. If I’m with another client just leave me a message and I’ll get back to you as soon as possible.


Thank you for your time,"

The problem is the rhetorical tone. See, in my experience, the client doesn't want to think.

I used to do the same thing (I still do, I pay someone to review my sales copies) but I know that you don't want to beat around the bush.

Rather than saying 'I cant promise 700 people will visit your website every month' I say 'I can make / force all 700 people who search for (insert keyword) to see your website. I can also make an additional xxx people who search for (insert low comp long tail) see your website / business.

The suggestion is to cut to the chase and explain what you can do in direct numbers.

 

[whiz]

See, I consider that a mistake.

I grab ORM properties when doing SEO. I keep an excel file and I grab all properties possible.

I include some ORM with my SEO process. Why? I want the branded profiles and anchirs anyway, and I can hold them to pitch ORM.

Your use of a table or chart is a good idea. But you need to quantify the difference.

Just putting the competition above your potential client. You need a reason why the other party is better.

For most small business owners you need to create a problem they understand.

You may call it ORM. I call it knowing my clients and knowing that my clients understand negative reviews. They also understand that when they look up 'dentist in Reno' or 'best dentist in Reno' and they don't show up in google, it hits their ego and makes them look bad.

Read between the lines of my last paragraph and you have your answer. The hint is to work with their ego. If an egotistical doctor knows he or she is the best and Google doesnt realize this, they will pay anything to validate they are the best.

This is sales 101.

But sales 201 is creating a problem and providing a solution.

If your client doesnt understand the problem of appearing in serps, create a problem they understand.

EDIT:

That sales copy was great until:

"Now, am I saying I can secure all these opportunities for you? Of course not. But I can dramatically increase the likelihood that these potential clients turn into actual clients sitting right in your office.

A sub-optimized web presence is costing you thousands (or tens of thousands) per year.

If some new smiles around the office is something that interests you, give me a call on my cell at 000-000-0000. If I’m with another client just leave me a message and I’ll get back to you as soon as possible.


Thank you for your time,"

The problem is the rhetorical tone. See, in my experience, the client doesn't want to think.

I used to do the same thing (I still do, I pay someone to review my sales copies) but I know that you don't want to beat around the bush.

Rather than saying 'I cant promise 700 people will visit your website every month' I say 'I can make / force all 700 people who search for (insert keyword) to see your website. I can also make an additional xxx people who search for (insert low comp long tail) see your website / business.

The suggestion is to cut to the chase and explain what you can do in direct numbers.

Again, thank you so much.

I may have trouble introducing ORM properties because I specifically chose dentists who

1) had good reviews/ratings and seemed like good people
2) were Page 2 and beyond in SERPs.

I chose dentists that appeared personable/customer service savvy because

1) I don't want my work to get messed up by bad business practices on their end
2) They know they're great and probably feel undervalued/underrated (selling point)
3) I hate working with assholes and I try to avoid them completely

I feel like I can't sell them on any ORM properties because there's no dirt on them (at least on the web).

So I'm trying to cause pain in other ways

1) Making them feel underrated/undervalued.
2) Letting them know they're losing $$$ with a sub-optimized web presence

I feel like I had something else to say but I forgot

 

[lightningblitz]

Without the ORM component my 'goto' SEO process is RUINED!

But I have been their. My pitch focusses on what I can do (make xxx more people see their website / positive reviews) and how it hurts the business.

Belive it or not, a good business is easier to pitch. See, you only need to convince the business the only help they need us putting their reviews on top of google.

NAP is huge here to appear in local pac. But your goal should be (well, how I pitch it) to show how you can make the businesses reviews appear on page one.

 

[whiz]

Without the ORM component my 'goto' SEO process is RUINED!

But I have been their. My pitch focusses on what I can do (make xxx more people see their website / positive reviews) and how it hurts the business.

Belive it or not, a good business is easier to pitch. See, you only need to convince the business the only help they need us putting their reviews on top of google.

NAP is huge here to appear in local pac. But your goal should be (well, how I pitch it) to show how you can make the businesses reviews appear on page one.

Hmm. I just gotta get testing. I'm gonna send out hundreds in the next month or two, so I'll definitely gather some insights. I think I'm just gonna try to "sell money at a discount" and make it as easy as possible. Like, give me $1000/mo and receive 2 clients per month ($5000 lifetime value each, 10k total). Trade 1k for 10k type deal. Play with their ego a little as well. That way it appeals to the logical and emotional brain. Who knows... I just gotta test.


Also, local 3 pack is now influenced by proximity more than any other factors.

Depending on your GPS coordinates, you will be given a different 3-pack.

This results in like, dozens of different 3-pack combinations, which is kinda frustrating because you can't really promise someone a 3-pack spot anymore.

Sure, they can have a 3 pack when you look at SERPs from Ahrefs or whatever, but the 3 pack changes as you drive around town and refresh the page.

Google is doing this so they can sell a shit ton of ad space. One 3 pack only had room for 1-2 ads. Now they can run dozens of ads per city.

 

[lightningblitz]

3 pack is easy (compaired to seo). NAP and citations are the key.

But you are on the right track.

Just remember that SEO is random. But local SEO is far more consistent than normal SERP seo. Dont be afraid to take on clients.

I think I shared all I can but I would like to add that once you know how to talk to a client if a specific niche, the rest are largely the same.

 

[whiz]

3 pack is easy (compaired to seo). NAP and citations are the key.

But you are on the right track.

Just remember that SEO is random. But local SEO is far more consistent than normal SERP seo. Dont be afraid to take on clients.

I think I shared all I can but I would like to add that once you know how to talk to a client if a specific niche, the rest are largely the same.

Thanks for everything. I'll be getting to work in the next couple of weeks and I'll reveal any data/insight I gather.

I'm just gonna experiment and fuck up as much as I can until I'm good at what I do.

I sent out my first 20 letters without a phone number LOL

 

[lightningblitz]

Thanks for everything. I'll be getting to work in the next couple of weeks and I'll reveal any data/insight I gather.

I'm just gonna experiment and fuck up as much as I can until I'm good at what I do.

I sent out my first 20 letters without a phone number LOL

Ha!

To answer your last thread, my stardard service contract doesnt offer a no compete.

If client asks, I charge 25% for city only basis. When I started I charged 500 a month. So with no compete I would charge 625 a month.

I had my no competes done by a lawyer and only included keywords I would target.

It is easy to specify a single keyword you would target and promise to not target it.

My standard contract did not mention a non compete clause. For higher end cleints, I include it (10k a month such as lawyers) but they non compete terms are all included in the contract.

I consider it ethical honesty to let the client know what they can get. Month 1 to 6 is providing what I expect. My contracts last six months. If a client renews after six months I will target harder terms.

Based on your old thread, I suggest worrying about closing. Once you close the contract is always a negotiation in business. So don't sweat it.

If I snag a valuable client I will promise ranking, review improvement and multiple keywords. But I also include provisions the client must follow my suggestions.

This is how I keep long term clients. Even if they dont follow my advice they trust me.

 

[whiz]

I include some ORM with my SEO process. Why? I want the branded profiles and anchirs anyway, and I can hold them to pitch ORM.

Just re-read everything you wrote in this thread. Super thankful, once again.

This is the only thing I didn't understand.

 

[whiz]

Rather than saying 'I cant promise 700 people will visit your website every month' I say 'I can make / force all 700 people who search for (insert keyword) to see your website. I can also make an additional xxx people who search for (insert low comp long tail) see your website / business.

I figured it was wise to avoid "specific promises".

I guess you worded it in a way that is true. They will see the website.

But web traffic ain't shit without conversions into loyal clientele. So I wanted to make promises based around the end goal, the "I can get you dozens of clients per year" thing.

Am I a fool for making such a promise as dozens of clients? Or is this necessary to be respected/get their attention?

After reading your responses over again, I think I might be focusing on peanuts here.

It appears that for doctors, ego-preservation is likely more important than income to them.

So I'm better off focusing 80% of my sales efforts there. Then 20% on the actual $$$ benefit to them, lol.