We got a question from Domonique. She said, “What’s a better lead magnet? A transcription from a webinar turned into an easy to read e-book or a short PDF? Which one gets more opt-ins? Love to hear your words of wisdom.”
Let’s cover some of the basics right now.
The secret is that it doesn’t really matter. Both can work just as well as the other.
For a lead magnet,
I’ve got a question here from Ben who says, “One week I get a testimonial and the next week they want to leave. When starting out, made a rookie mistake. We didn’t have a commitment length/tie in policy (I’ve now changed that). Do I let them go or try to save? I feel like they’re not telling the truth. They’ve had their result, and then here, want to quit. What should we do?”
Okay.
Got a question from Greg about what I’d do if a prospect is asking for 1:1 coaching, doesn’t want to do group even though they haven’t even talked about it yet.
There’s a bunch of things we could do here. But one of our clients, Mike Gionta, has a little test that he does with clients when they ask that. I think he’s amazing.
He says, “Okay. I’m going to give you two options.
I’ve got a question from a client in Black Belt called Nima and he wants to know how I teach and sell at the same time.
In other words, how do I deliver content that feels useful, that also moves people towards buying my stuff? Super great question.
I don’t know if you’ve noticed, but the line between content and marketing has blurred and it’s been blurring for quite some time. This isn’t new.
I want to have a really real conversation with you about what to do when somebody wants to cancel their membership. They’re a partway through a program with you, but what do you do?
It’s kind of the truth of the thought, isn’t it?
There’s a hole in their contract, be the tough guy, and there’s the ‘Don’t be a douche’. You don’t want to hold somebody to something that they don’t want to be part of and I just want to share with you how we approach that.
It comes down to leadership and a big part of leadership in the coaching world comes down to framing. You can get away with anything if you frame it up right upfront.
It’s way easier to frame. Two drops of framing is way better than a ton of reframing after the horse has bolted.
So, here’s the good news. You’re in perfect place to do some framing.
So how do you turn it into more of a coaching program?
I’ve got a question from Rachel who wants to know how best to systematically take people who bought a course and upgrade them into coaching.
I’m going to share with you a few ways to systematically make sure that happens. And so, there are two types of models:
Firstly, an event-based model. It’s very common in the course world to sell a course and bonus people into an event.
One of my clients, Rachel, posted a question in one of our private Facebook groups.
“I’ve got a sales event coming up. 40 people booked in. Want to sell 15 into your top end program, also have a down sell which should be perfect for some of the others. How do you make them both work without sacrificing the high-end sales which is really what you’re after?”
I think instincts are bang on.
One of my clients, Adeena, is moving from a sales process that she calls The C-O-D model.
Not 100% sure exactly what that means, but it’s a one-call close and she’s closing about 10% of people right now and is worried that she got a 10% close rate, and 90% of the people she speaks to aren’t qualified and give her money.
She’s spent 45 minutes on the phone and is wondering how going to a two-call model is going to work.
One of my clients has his own private Facebook group. He has about 30 people in it. His Facebook group is getting quiet and he’s asking for tips and tricks on how to get his engagement up.
In one of our Facebook groups, he posted:
“Engagement in my Facebook group is getting quiet over the last two weeks. I’m wondering if I’m missing any tricks, especially on my Monday and Friday posts.