Holistic Marketing – Keala Kanae
MUST HAVE RESOURCES
SUMMARY
On this episode, we’re going to talk about holistic marketing principles with the highly sought-after consultant and advisor, Keala Kanae.
Keala shares tips on how you can position yourself and apply the principles of holistic marketing.
KEY TAKEAWAYS
A holistic approach to marketing is the end-to-end experience of a client.
It’s the entirety of your sales funnel that creates success and profit in your business.
A quality sales funnel causes your audience to have an epiphany as they’re coming through the funnel.
You should epiphanize the audience multiple times before they have the opportunity and the desire to buy what you’re selling.
Look at “the middle” of your sales funnel.
When you pre-frame your upsell correctly, people are aware, and it’s easier for them to buy more products from you.
Know your prospects well.
Be conscious of how people frame their products when you’re in a buying situation.
Price is an identifier of value.
TRANSCRIPTION: HOLISTIC MARKETING – KEALA KANAE
Kamala Chambers
On this episode, we’re going to be talking about taking a holistic marketing approach, what that means, and how to position yourself, so people see you as having more value.
Today, we’re here with Keala Kanae. He is behind tens of millions of dollars in sales, and behind many popular sales funnels on the internet, you’ve probably come across. He’s helped thousands of clients start and grow their online business and is personally generated millions in revenue with his marketing efforts. He is a consultant and an advisor, and highly sought after.
We’re thrilled to have him on the show to talk about holistic marketing.
Welcome to the show. Are you ready to launch?
Keala Kanae
I’m ready. Let’s go.
Kamala Chambers
All right.
The big question I have on the top of my mind for you is about holistic marketing, looking at the big picture of our business.
It’s not just how we do this one particular thing but how your webinar ties in with your products, your emails, and your website content. All of it, how does it all tie in together?
So what is holistic marketing to you and how does it all work?
Keala Kanae
That’s a good question.
How Holistic Marketing Works
Keala Kanae
At our company, when talking about a holistic marketing approach, we’re talking about the end to end experience of a client.
One of the things we see a lot is when people are trying to get their products online, trying to launch, or they’re trying to scale, they’re often drawn into sales material that creates this belief that, “Well, I need to understand this launch formula.” “I need to understand this webinar training.” “I need to buy Facebook traffic training and what not.”
The conversation we’re bringing to our clients is the understanding that it’s not anyone of those things.
Keala Kanae
Holistic marketing is everything; from the ad, the landing pages, and the emails leading up to that webinar. There’s the follow-up sequence that follows that webinar. It’s the offer path for somebody who buys off of that webinar.
The holistic marketing approach is the conversation that you continue to have with an ongoing client to keep them coming back over and over again, buying more and more product from you.
Holistic Marketing Includes Pre-Framing The Offer
Keala Kanae
The secret isn’t “I need more traffic.” The secret isn’t “I need a better webinar.” The secret isn’t “I need a better video sales letter.” The secret is that you need to take a holistic approach and understand that from the moment somebody sees an ad from you, you are pre-framing your offer properly to get a conversion at the point at which you’re giving them the opportunity to buy.
And at the point at which you’re giving them the opportunity to buy, you are pre-framing the upsell properly so that as they go through the upsell sequence, they’re aware and the conversation is congruent. It’s just easier for them to upgrade, buy more products from you, or keep coming back as an ongoing customer. That’s how a holistic marketing works.
Luis Congdon
One of the things you’re reminding me of is our interview we did Kamala with Brian Kurtz.
Kamala Chambers
Yeah.
Luis Congdon
Brian’s a big time marketer and one of the guys I respect the most in the marketing email world.
Congruency in Holistic Marketing
Luis Congdon
He talks about because of social media, the ease to log into an email system, and just email 10,000 people within a minute, and there’s almost no cost to doing that with today’s world, a lot of individuals aren’t figuring out the puzzle and thinking about the holistic marketing.
Instead, they just throw a bunch of puzzle pieces out and cut them however they think works. And then later, they’re like “Wait. These don’t snap together. Our offers aren’t working, and it costs us now. We’ve lost clients, or we’ve sent out a piece of content that was incongruent to what people know us for or incongruent to what we want them to buy.”
It’s easy now. If you want to do a Facebook ad, you could watch a YouTube video, figure out enough to be able to put down a Facebook ad and throw $100 at it.
Even it’s easy to do that now, that doesn’t mean you should do it that easily and quickly.
Yes! It’s great that it’s so easy but should you do it that quickly?
What I hear from you about holistic marketing is as soon as you start sending stuff out, you want to start thinking of “How does this then fit into the next piece? And have some forethought into it.”
Keala Kanae
Exactly, right.
Quality Sales Funnel In Holistic Marketing
Keala Kanae
You’re bringing them from one level of competence or understanding to an entirely new level of competence and understanding, and throughout that process, creating the desire for your product without necessarily talking specifically about the product.
You should be epiphanizing the audience multiple times before they have the opportunity and the desire to buy whatever it is you’re selling.
One of the things we talk about is a lot of times our clients were new to the online space. When they come to us for a review of their sales funnel, the way they’re approaching it is they look at it not in a holistic marketing approach but a linear fashion.
They look at, “Okay. Here’s what my ad is going to be and here’s what my ad is going to say. Then, here’s what my landing page headline is going to be and then here’s what the design is going to look like. Then, here’s what the Thank You page is going to say and do.” They start looking at it from front to back.
Reverse Engineering The Conversation In Holistic Marketing
Keala Kanae
But what we normally do is we look at it from “the middle.” There’s the initial offer or the front end offer. It’s the first thing we’re going to be selling in that funnel assuming you have an ascension level funnel where you have multiple upsells on the back.
What we do is we come up with “Here’s what the offer is going to be and here’s the price point and all of that.” From there, we start reverse engineering the conversation to have a holistic marketing.
At the point at which somebody is going to buy something from us, what level of understanding do they need to have about the product? What epiphanies do they need to have had for them to understand the value of having this product or this service?
From there, we reverse engineer the conversation through multiple emails, through a landing page, through all the way down to the ad level. From that ad, ultimately, we’re pre-framing what it is that we’re going to sell.
Acquiring Top-Tier Clients Through Holistic Marketing
Keala Kanae
Then, from that offer, we also see the top tier client. What’s the top-level client going to buy?
Let’s say you have a front-end product for a hundred bucks, and your high-level product is a $1,000. So you know that ultimately, what you want to do is get as many clients to that $1,000 product as you possibly can, obviously.
So then, we reverse engineer back from that $1,000 product. And now, what epiphanies do they have to have after this initial purchase? What level of understanding do they need to have for them to correctly place a value on each additional offer in the product line?
Kamala Chambers
I love how you’re framing it, so the customer doesn’t have to be highly educated about the product before they come into it. You’re educating them and showing them the value as they go through the process, and that’s what makes an excellent funnel.
I’d love to hear from you. What is something you would recommend we could go out today, the Thriving Launchers, and start applying these holistic marketing principles to their business right now?
Keala Kanae
That is a good question. I don’t even know if there’s just one thing.
Probably the biggest thing that had an impact for me was diving into everything that I could learn about sales and being conscious when I’m inside of a sales funnel. I don’t mean necessarily just an online sales funnel.
Just recently, I was looking at a store down here. I live in Las Vegas, so there are a lot of high-end stores. We were at the Wynn the other night, and I walked into a store that sells $26,000 cell phones that aren’t even smartphones.
Kamala Chambers
Are they made of a pure gold bar? Do you talk to God or Jesus?
Keala Kanae
Yeah. You got Jesus on the line.
Holistic Marketing And Framing An Expensive Product
Keala Kanae
I walked into that, and I’m like “I want to experience.” How is it that they’re framing this? How are they selling this? What are the points they’re hitting on as potential pain points? What are they hitting on to create the desire for the product?
I’ve been in that store before. I find it fascinating that there’s like $8,000, $18,000, and as much as $30,000 – $40,000 cellphones in there. I’m talking to the guy, and I said, “Hey man. So how much is this phone?” And he goes, “That one’s 26,000.”
I said, “Wow. Okay. Is it a smartphone though? It doesn’t look like a smartphone. It is like a Nokia.” And he says, “Well, it’s not a smartphone. It’s just a phone. There are only four people in the world that can make these phones. They’re all handmade, made to order.”
He’s like, “Most of our clients buy this phone not because they want an excellent cell phone but because they want to walk into their office, put that phone down on the conference table, and everybody instantly knows who the boss is.”
I was like, “That’s kind of me.” We’ve probably hired 27 people this year so far, and it’s only March. And we’ll have a hundred by the end of the year. Growing a company, acting as a CEO at this phase in my entrepreneurial journey, for me, that hit on my values. I’m not saying that’s necessarily the best way to sell anything when you’re into holistic marketing.
Luis Congdon
So did you buy the phone?
Keala Kanae
My assistant dragged me out of there kicking and screaming telling me not to make stupid decisions.
Luis Congdon
So you seriously considered it?
Keala Kanae
I was seriously considering. I was asking tons of buying questions, and the guy thought he was getting a sale there.
Luis Congdon
Man. I feel sorry for him.
Knowing Your Prospects Well As A Part Of Holistic Marketing
Keala Kanae
Here’s the thing. As we walk out, my assistant and I were talking about how they were framing that product. Instead of talking about the features of the phone or how different the phone was, the major selling point was because they know their prospect well. They know that their prospect is a high-level CEO or an entrepreneur. That’s what they’re doing. They’re going to spend $26,000 on a cellphone.
What is important to a CEO or a producer? What’s important to them especially if they have growing company?
That’s what they’ve harped on multiple times. You’re buying this as a status piece. You’re not buying this because of its features and functionality.
Significance as A Human Need
Keala Kanae
You’re purchasing a product as Tony Robbins has talked about the six major human needs that cause people to buy, and one of them is significance. That’s what he was focusing on in his sales pitch. That is “You’re buying this, so you have a stature of significance.”
Whenever I’m in sales or buying situation, I’m always conscious of how are they framing this offer.
Be Conscious When You’re In Sales To Learn Holistic Marketing
Keala Kanae
You go to Ikea, as an example and Ikea forces you through the sales funnel. I want to go in there to look at office furniture as an example, but I can’t get to the office furniture without also seeing pots and pans, all the living room decor, all the bedroom decor, and all of that stuff.
So how is Ikea framing the products that they have to offer?
The biggest thing for me is being conscious of when I’m in a sales situation and looking at the companies that are the best at it, and learning how do they frame, how do they funnel, and how do they approach the sales proposition both online and offline.
It’s not just funnel hacking in the sense of looking at online funnels. Some of these brick and mortar stores have some of the best sales funnels in the world. How can I take what I’m learning from them and apply it to online sales funnel, and a client journey?
Luis Congdon
That’s an excellent point.
Holistic Marketing Includes Positioning The Product
Luis Congdon
Thriving Launchers, one of the things I want to say to you is how the sales guy didn’t just say “So you can have a cool unique phone.” He put it in the space of “So you can have one of a kind phone. When you put it down, everyone knows that’s Luis’s phone. That means Luis is here. So the boss is here.”
It’s just very much like the differences between different kinds of suits. There may be some major differences. I’m not a big suits guy, but we know the different suit costs more. We are aware that a suit is very different than if I showed up to work in sweatpants.
Somebody’s going to go, “Oh, that guy is wearing an excellent suit. I know it’s like $3,000.” Immediately, it positions the person in the suit as being somebody who’s the leader, or who’s more organized, or who’s the boss.
The salesperson in that store positioned the phone not much on the features like, “Well, it has a nice speed dial, and no other phone has that.” Because you can’t vary too much on the phones nowadays, but you can vary in how you present it. How he did that is cool, and I think that’s awesome.
Position Yourself In Holistic Marketing
Luis Congdon
I’m going to use life coaching as an example because I know a lot of you guys tuning in are coaches of some sort.
If you’re a coach, and you’re a $500/hour or $1,000/session type coach, why is that?
One of the things we do here at Thriving Launch and one of the ways we position ourselves is we’ve had clients like Marianne Williamson who’s a three-time New York Times best-selling author. That’s one of the reasons why we believe in what we do and why we have our prices.
We don’t say that, but when we present something to the client, we’ll just say, “Well, we’ve worked with people like Marianne Williamson or Bas Rutten of the UFC.”
Later, when we talk about the price, it isn’t a surprise to you that we charge what we do because we’ve positioned it. Do you want to be equal to or work with someone who also happens to coach some of the people you admire?
A lot of the position is so important and what Keala is driving at is a fantastic point.
Kamala Chambers
Well first, you didn’t say his name right.
Keala Kanae
That’s fine. No one does. It’s cool. I won’t take offense.
Luis Congdon
I said it several times too. I tried to get it in my head, my apologies. People do that a lot with my name too.
Keala Kanae
No worries man. I take no offense at all. I’m so used to it.
Getting back to what you’re talking about, there’s an interesting thing that you’re bringing up.
Holistic Marketing Is Comprised Of Knowing Your Value
Keala Kanae
We have clients as well who are coaches or consultants. A lot of times, one of the challenges they face is they have a hard time charging what we consider to be a fair price.
A lot of times, I’m consulting a client at that level. I’m asking them “Why are you offering that for that price? Why so cheap?” They have a hard time justifying to themselves the value they have to offer.
For me, I’m used to selling high ticket products. That’s how I got my start in the industry.
One of the things we talked about as you’re building a brand is you don’t want to be the Walmart brand.
You don’t want to be the brand that’s just on the shelf that everybody has access to when you’re building a personal brand. – Keala Kanae
That’s what I believe.
Do The Holistic Marketing Approach And Be The Greatest Experience
Keala Kanae
I want to be the luxury brand like that phone was in that store. I want to be the luxury brand that you buy because it’s significant, it’s the best, and this is the reputation it has in the marketplace, this is what our clients say about us.
I’m not out there to be a run of the mill experience. I’m out here to be the greatest experience in exchange for offering you the greatest or highest level of service or product. Then you’re also going to pay a price that signifies that.
Price As An Identifier Of Value In Holistic Marketing
Keala Kanae
Price is an identifier of value.
You can look at two things sitting next to each other in a store. If one is $5 and the other is $50, and they both say they’re going to do the same thing, to some extent, you’re looking at the $50 one and saying “There must be more value in this one.” You may not buy it.
After doing some research and educating yourself, it may not be the choice you make, but you can’t sit there and not think that this has a supreme amount of value to offer in comparison to the next thing.
Kamala Chambers
It’s been fantastic having you on the show.
We’ve been here talking about how to take a holistic marketing approach and positioning yourself, so people see the value you have.
I encourage you all to go out today and apply some of these holistic marketing principles we’ve been talking about.
Keep thriving everyone.
Thank you for the information.I am a newbie of two days,and every time you open your mouth I learn something new or look at something from a different angle.Your knowledge is opening my eyes to a brand new world.
We’re here to bring you valuable content every day of the week. We bring you trainings every Tuesday. Keep tuning in and pretty soon, you won’t be a newbie. =)
Thanks for the podcast. I learned lots!
Thanks for tuning in!
Wealth of information contained within 20 mins! Thanks for sharing!
It sure was. I love the training Tuesdays!
I just “got” for the first time the concept of reverse engineering when building a sales funnel.. Thanks, Keala for talking on Thriving Launch.
That’s so awesome! I love hearing this
Absolutely fascinating to see how you frame the offer. Use people buttons to move them to action.
I was amazed by that too!
This is great. It brings in all kinds of ideas. Not quite sure how to implement it all but am looking forward to learn how.
Most Training Tuesday episodes are aimed to give you a clear action plan. This episode was to inspire initiative ideas. Sounds like it did just that. Keep tuning it, we’ll give you tons of tools for implementing.
I think this reverse engineering is selling or promoting the big picture to potential customers instead of sellling or promoting the 1st product. Correct me if i am wrong
I’m a member of Keala’s AWOL programs and it’s transforming my life. He’s a master at marketing and sales and loves his clients. No better person to learn from and this podcast was pure gold! Thank you K for doing it and you all for having him on!
Thank you Charles. Keala was an amazing guest, and happy you like the show. We’re committed to bringing you amazing leaders and trainers like Keala every weekday. Keep up the great work!