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Blog
February
28
2019
CRITICAL UPDATE ON SSF METHOD

A Critical Update On SSF Method To Grow Your Business

By LJ Diaz 0

In our recently published article, we talked about Scott Oldford’s SSF method particularly its mindset pattern: Sidewalk, Slow lane, Fast lane, a concept that helps businesses understand the factors that motivate their target customers to take action.

If you have enjoyed that article, then you have to learn these important updates on the said method especially when you resort to online marketing for lead generation.

The SSF method is now rebranded as the SSF matrix and through this way you can maximize your chance in turning your suspects and prospects into your brand’s advocates. You can watch this in the video at the bottom of this piece.

1. SSF Method Mindset

SSF method mindset

The very foundation of SSF method is the mindset perspective of the target audience. People in the

Sidewalk: have a problem-oriented mindset. They’re not aware that they are suffering from a certain problem. If you want to get and help them with their buying journey, you should introduce to them the problem they have and describe it better than they can describe it to themselves.

Slow lane: have a process-oriented mindset. They know what their problem is and are actually looking for some solution. You can get these people by becoming the authority they need. You should be the expert who can lay down the best solution to their dilemma in a general manner.

Fast lane: have a solution-oriented mindset. People in this lane are desperately looking for the perfect solution to solve their problem. They tend to choose those authority figures who laid down the possible solutions to their problem when they were still in the slow lane. You should convince them that you’ve got the best medicine to their pain.

2. Commitment Level

You should be aware that people can commit their time on things based on what lane they’re currently at. And they’re not all the same. People in the

Sidewalk: can only commit less than 3 minutes of their time for all the things you’ll tell or show them. They don’t care about you or your goods. If you fail to get them interested in that span of time, they’ll neglect you.

Slow lane: can give as much as 5-15 minutes of their time to check out what you have in there to offer. They have little care of what you can offer. Your goal is to be an authority so you must really convince that you’re an expert.

Fast lane: can commit at least 15-90 minutes. If you’re successful in moving people from slow lane into this lane, all you have to do is to show how your business could give them some redemption from their pain. They will listen very carefully.

3. Types of Content

It’s important that you build your content marketing calendar. You should plan your content creation using the SSF method by considering the time commitment of your target market in each lane. People in the

Sidewalk: would prefer to watch micro videos, read short form articles.

Slow lane: can take guides, checklists, longer videos particularly training videos, live streams, or anything that wouldn’t eat up much of their time. Remember, you only got 15 minutes on this stage.

Fast lane: are now more engaged so you can conduct a phone call, consultation, webinars, or something that discusses your concrete plan to resolve their problem.

P.S. Never forget the quality of your contents. And more importantly, BE RELEVANT.

4. Frequency

Also, consider how frequent you NEED to share your contents. It’s risky to share too much because you’ll push them away. Share too little and they’ll find you irrelevant. People in the

Sidewalk: are okay to see you and your content only once a day from all the social accounts they have.

Slow lane: could bear to see your content in at least 1-2 times a day in several platforms. They won’t get easily irritated.

Fast lane: should see you at least twice a day in any of their social accounts.


If you want information on how to develop a rapid action plan for growing your business


5. Tone

And oh, don’t forget about how you deliver your tone. Remember, you’re talking to people and you should hook them the voice they want to hear. People in the

Sidewalk: like to hear you in a formal, well-structured tone that will make them say: “Ah, this man is so smart, worth following.”

Slow lane: would want to hear your story. Of course, a story that’s relevant to them so they can relate and trust you because they know, you’ve gone through the same experiences they have.

Fast lane: like to hear the real you. A casual tone will make them feel they’re no different from you. You can speak like you’re talking to your friends.

The same tone for all your target audience won’t work because they know when you are showing the real you or you really want to help or you just want to get some sales for your personal gains.

6. The Lane Changer

This factor is responsible to make your target moves from one lane to another. You should observe if you have successfully performed your role in every lane.

Sidewalk: You should check if your target audience has finally understood that they’re facing a problem. Make sure they have admitted it to themselves.

Slow lane: Assess if people in this lane have already appreciated the process and methodology that you presented. It’s important that you get their trust so they would want to solve their problem.

Fast lane: Evaluate if your prospects are now ready to face the “new reality” that should transform for the better. Check if they envision how it will look like to working with you.

NOTE: For a smooth and successful transition, learn what CTA to integrate into every content.

7. Call To Action

Every content should contain a CTA. Otherwise, you’ll surely miss a great opportunity to make them take an action and be converted. People in the

Sidewalk: doesn’t care about you yet. They like to see MORE INFO about you or your content.

Slow lane: are ready to DEEP DIVE into your content, your way of solving their problem, your methodology. They would opt-in to get your guides, pieces of training, tutorials.

Fast lane: are up for a SALES CALL. They are ready for an appointment, a consultation, a webinar, or a demonstration. It’s the right time to be pushy.

TRIVIA: In Facebook Ads, DOWNLOAD is the best CTA while in general marketing, SHOP NOW is the most popular CTA and LEARN MORE being the top click-through rate performer.

8. Distribution

Now that you have already done the hard work in creating valuable contents with proper CTAs, it’s time to distribute them. You’ll be sharing them to the platforms where your target audience usually hangout. People in the

Sidewalk: can be reached through social media, blogs, and emails.

Slow lane: should be subject for retargeting. People in this lane usually found in Facebook groups, YouTube channel, those who opted-in your lead magnet, newsletters, online ads, and the likes.

Fast lane: usually hangout in webinars, demonstration, tutorial groups, online courses, and even on Facebook messenger which depicts an intimacy with your prospects and leads.

Take note that it doesn’t matter whether your audience will start entering your funnel as sidewalkers, or start in the slow lane or fast lane. What’s important is the value that you can give to them while trying to solve their problem at the right lane, at the right time, and with the right tone and proper transition.

After all, you and your target aim for a solution for a better business opportunity.

Here’s Scott Oldford’s discussing the SSF method with the upgraded version.

https://www.youtube.com/watch?v=XYcLsbF7OTQ&feature=youtu.be

Via Scott Oldford on YouTube


If you want information on how to develop a rapid action plan for growing your business


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author: LJ Diaz