My very first lead magnet was called “The 10×10 Marketing System”. It was a stout, 47 pages long and took forever to write. In fact, it was taking so long that I sent out the email to make it available before it was ever finished.
Out of the 584 people I sent it to, 246 asked for it within 13 hours. Needless to say, we had to scramble like mad men to finish writing it!
That was years and years ago,
Marketing is compared to fishing a lot. At the risk of overusing the analogy, I think I can milk it for a little more. We don’t want to catch one fish at a time with a rod. We want to catch a bunch of fish at once, so we use a net.
Here’s the mistake we make. We try to market as broad as we can. We think that the broader our reach is, the more people we can attract.
In the past, a big part of what made a coach successful was their ability to stomach the uncomfortable sales process.
These coaches didn’t mind dealing with the typical roadblocks from prospects in sales appointments – roadblocks like not enough money and bad timing.
They didn’t mind dealing with the pressure. And make no mistake, there’s a ton of pressure on everyone involved in the sales process. There’s pressure on you to perform well in the meeting.
To get the ideal client, you need to target the ideal client.
But, you can’t target the ideal client unless you hone in on exactly who that is.
So who’s your ideal client – your avatar? Who’s the one person you want to talk to?
If you’re not 100 percent sure, you’re not alone. Many coaches, especially new coaches, struggle to identify the exact person or business to target. But, just because a problem’s common doesn’t mean it’s not costly.
I knew a coach, Steve who constantly struggled to get results from his networking group. Every time he’d get up to do his talk, he’d ask people to look out for one specific thing. The term he used to describe this thing was referrals. Who has a really clear picture of what the word, referral, looks like? Nobody! Because it’s fuzzy and too broad. But what if Steve said something like this? This week, I’m looking for a specific guy called Overworked Bob.
John bit the dog. The dog bit John. Same four words, but when arranged in a different sequence, they have an entirely different meaning. Especially for John!
— Tony Robbins, MONEY Master The Game
Marketing Sequence. It’s not a topic that coaches hear a lot about.
We’re usually busy hunting down the newest strategies and best practices for our marketing and sales. But, finding the right strategy is only half of the battle.
Most people are looking back on the past year with a tinge of regret. They’re wishing they’d worked a little harder and or gotten bigger results.
They’re also looking ahead, hoping to turn things around in the upcoming year. Maybe they’re hoping for a miracle that next year will magically improve.
As coaches, we need to focus on more than just hanging onto our clients. We need to focus on getting our clients to recommit to themselves,
Around this time of year, there’s a real danger of losing some of your clients.
A majority of small businesses are shutting down for the holidays – tying up loose ends so they can take some time off. Others are getting so busy that they can’t focus on anything other than running their business.
Either way, there’s a danger they won’t see the value in paying you over the Christmas season and leave your services.
The phone rings and it’s your client…
“You know, Christmas is coming up, and I’ve been thinking… We’re going away for a little while and things are getting really busy around here. With all of the family stuff and the travelling, I think we should just take a break.”
It sounds a little like a bad breakup. If you’ve been in the coaching game for any period of time, you’ve probably experienced something like this.
If you’ve run a live event or webinar before, you probably know that delivering your content (the ‘meat’ of your event) isn’t the most stressful part.
It’s the close – the time you make your offer, with the goal to convert prospects into clients.
When you get the close wrong, you feel lousy. You’ve missed an opportunity to provide value to your prospects and make a sale – not exactly our dream scenario.
It’s tough to get it right,