Ep034: Paul Kang

Welcome to the More Cheese, Less Whiskers podcast. Today we have another great show as I talk with Paul Kang from all the way around the globe in Korea where he’s in charge of marketing and helping to grow the international school in Busan.

What’s really interesting in this episode, is going through the process of identifying where the opportunity is. What will ‘make the boat go faster’. Paul’s school is specifically for people being relocated or coming to Korea for a short period of time, maybe a couple of years, who want to educate their kids in an international school. These are truly invisible prospects, and the real opportunity lies in identifying those people ahead of time.

We get right down to defining how the before unit might apply here and put ourselves in the mind of a person who has just discovered they're going to Korea. What would they do?

I suggested one of the first things anyone with children (our target audience) would do is to start searching 'Korean international school'… so we hatched a great evil scheme to be the best result for people searching those words. They're not familiar with Korea, they don't know what's going on, they don't know what to do. They want the best for their kids and they're searching their options.

We talked a lot about not convincing people, but using the power of what they're already searching for to compel them to raise their hand and identify themselves. Understanding the job-of-work at this stage, Profit Activator #2, is to make invisible prospects visible. Educating and motivating them to take action comes next.

You're really going to enjoy this episode, especially if you are dealing with invisible prospects.




Busan International Foreign School

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Transcript - More Cheese Less Whiskers 034