Market Like A Nerd

The Client Case Study

This is a great case study on increasing your sales and the return on investments of your marketing efforts.

Melissa Hughes runs Live Rich, Spread Wealth and wanted to create automated systems to scale her business. I helped her automate her webinar campaign to make it successful.

Campaign Stats:

• Invested $331.79 in Facebook advertising
• 160 people registered for the webinar
• 17 people showed up live for the webinar (11% of the initial registrants)
• Afterwards, 12 appointments scheduled for sales conversations about working with her (at the time I spoke to her)
• 6 conversations were completed
• She sold them on offers ranging from $47 to a $9,000 program
• Her total sales were $15,922 from only these 6 conversations!

Major Step #1: Create a High Converting Headline

Super important, it's the first thing prospective clients see and it's what gets them to sign-up.

The headline pre-frames what you're selling. You want to make sure their idea of what they're going to learn is congruent with what you're eventually going to sell.

3 Headline must-haves:

1. The Pain – create the headline around the pain or ache that your ideal client has. This is especially important when marketing to cold leads.
2. Congruency – the headline must be congruent with what you're eventually going to sell to them. Put some careful thought in this.
3. Application – you want the headline to be applicable to their life. Some very successful headlines are case studies that show how you applied the content in your own life and found success.

Example: Melissa's headline that meets the three must-haves above and converted at 36% (industry standard is 20%):

Discover How I REPEATEDLY Make 6-figures Every Year With Ease Without Selling Out and the Top 3 Steps You Need to Know to Do it too.

Major Step #2: Create Strategic Webinar Slides

If your content and delivery sucks, your webinar isn't going to work.

Put real intention into every slide in your deck.

3 steps to strategic webinar slides:

1. Create Micro Commitments – the more times you can get the prospect to say "yes" or to make a small commitment the better because it trains them to continue saying "yes."
   • Example: I teach my clients to create a "promise" that the attendees have to fulfill at the end of the webinar. Say, "I need you to promise me…" and the "yes" that they type in commit them further.
2. Create transformation, not give information – giving too much info and too much of the "how" can be overwhelming and unsatisfying. You want to satiate them enough so they feel they got value, but most importantly you want them to feel inspired to take action.
   • Example: We narrowed Melissa's content down to three simple steps. Within each step is one tiny "how" but there's a ton of inspirational, transformational content
3. Congruent call to action – make sure that what you're teaching them (along with the headline) is congruent with what you'll end up offering them.
   • Example: Melissa's first step in the webinar is "mindset" and she uses this to knock out objections before they even come into play.

Major Step #3: Killer Sales Conversations

If you're offering a product over $2,000 to $3,000, then you'll have to get people on the phone to offer that. Sales conversations are great for convincing people to buy the higher priced products.

3 sales must-haves when making sales conversations:

1. Qualifications – You want to pre-qualify your prospects within the webinar then again after they schedule a call by asking them to fill out an application.
   • Example: Within the application ask questions that tell you whether they're a good fit or not. "What market are you in?" "Tell me about your business." "If I ask you to invest $1,000 in Facebook ads, can you do that?"
2. Customer Driven Conversation – the entire conversation is about them and their problem, and how urgent solving that problem is for them.
   • Example: Many times the conversation could revolve around what you can provide them, but that's not necessary. Drill the conversation on their problem, how urgent it is and how you are the right person to solve it.
3. Congruency in your offer – super important from start to finish. All of your messaging and language is congruent with your headline promise. Offer them what they need.
   • Example: If they need what you're offering, great, make the offer. If they don't need it, then don't offer it to them (stay ethical!).

Imagine if you had an intentional webinar system like this that converted so well, and even if you only got 17 people on the webinar, imagine making $16,000 from that. Imagine how that would change your business and how much more excited you'd be to do more webinars and how great it would feel if you did this on your first webinar. How would that feel? How would that change you?

TODAY'S ACTION STEP:

• Pick a day that you're going to run your webinar and put it on your calendar. You want that date set in stone so that it gives you the push to actually start working on it. Commit to launching it on that date.

I can't wait to hear how successful this is for you.

Working Smarter, Not Harder

Today's steps are for entrepreneurs wanting to create a scalable, sustainable and profitable business that they can enjoy.

You can create a successful business strictly through hard work, but if you want to make it easier and go beyond just the 6-figures, you're going to have to truly understand the concept of "smarter, not harder."

Working smarter not only yields more profits and less time doing actual work, but it also yields a greater impact in your client's lives.

Follow these three steps and take a stand against hustle and to create a business that doesn't force you to make sacrifices.

Step 1 – Install Leveraged Offers

The goal is to maximize transformation while minimizing effort. How can you get your clients big results as fast as possible with as little work on them and you as possible? The problem comes from trying to add more services, more bonuses and more access to you in order to give greater value to your clients.

The truth is, value comes from transformation, not from information or even access. You're doing your clients and yourself a disservice when you add more because you're scattering their focus and you're adding more to everyone's plate.

The real path to leverage is taking out everything that's not going to get your clients immediate results. Only focus on the things that are most important to your clients. Getting rid of everything else and the fluff will mean less work for you and better results for the clients.

Example: My program 'The Pack' is about creating, growing and monetizing a Facebook group. People are happy with the small amount of my time because my content does its job. Each training has one desired outcome and with just one action step, they know exactly what they need to do. I stack the beginning of the program with some quick-win action steps.

Step 2 – Installing Automation into your Business

This is about moving away from manual prospecting and selling, and instead creating systems that will grow your business regardless of the amount of effort you put in. Without automation, you're required to be there to make money.

There are three automated systems you need to make this work:

1. Traffic System – an automated way to bring traffic to you
   • Example: Facebook Ads are automatable, scalable, delegate-able
2. Conversion System – an automated way to convert that traffic into paying clients
   • Example: Automated Webinar with Sales Pitch at the end
3. Delivery System – an automated way to deliver your offer to that paying client
   • Example: Infusion Soft to send the offer to the client

Step 3 – Delegate

There are some tasks that can't be automated like graphic design and PowerPoint creation. The less work you're doing, the more time you'll have on your hands.

The real benefit of this is everything will move so much faster because of all the hands on deck you'll have to handle it all. Your success is directly related to your speed of implementation. Failure to delegate costs you money because it slows you down.

Example: Many people spend weeks on creating a webinar. But because I have webinar templates and people to delegate things to that can handle landing pages and communications systems, I can pop out a webinar in 48 hours.

TODAY'S ACTION STEP:

• Identify which one of these is missing in your business, then begin implementing and installing it. If you're missing more than one, just choose one and get it done. Don't get overwhelmed, identify and pick just one of these steps.