Unjaded: Human Design for Intentional Entrepreneurs podcast

November 11, 2024 108. 100% Clarity on Your Message, Lead Magnet, Offer, and Website

Cut Through the Noise: Building a Lead Magnet that Converts

Are you stuck trying to communicate what you do in a way that resonates with potential clients? In this episode, Vickie takes you inside a transformative business strategy session, sharing powerful insights into how simplifying your message, lead magnets, and offers can drive real results. By listening in, you'll learn how to eliminate the "spiritual gobbledygook" and speak directly to the needs of your ideal clients, creating a clear and enticing pathway for them to engage with your business.

Before we get started… I love hearing from you! 💙 Is this episode inspiring you? Did you get an insane take away? Know someone who would also love it? Take a screenshot and tag @vickie.dickson on your IG story and I’ll shout you out!

In this episode, you will hear:

How to get clear on what you offer, who it's for, and why it matters.
Why simple, actionable lead magnets are more effective than information overload.
The key to creating a “ladder” of offers that guides clients smoothly from lead magnet to high-ticket services.
Common pitfalls in offer language that can confuse or overwhelm clients—and how to avoid them.
The importance of visibility and personal branding on your website to make a memorable first impression.

Simplicity is your best business tool. As Vickie emphasizes, a clear message and straightforward offers are what drive engagement. By tuning in, you’ll gain a step-by-step approach to restructuring your lead magnets and website offers, helping clients understand the value you bring—without needing a lengthy explanation.

Links Mentioned in the Episode:

Join Vickie's Black Friday early bird list →
Book a business strategy session with Vickie →

Links You’ll Need:

Download your Human Design Chart for free → https://vickiedickson.com/free-hd-chart
Submit your question to be answered on a future episode → https://www.speakpipe.com/vickiedickson
Book a Personal Human Design reading → https://vickiedickson.com/personal-reading

Let’s Connect!

Send Vickie a DM on Instagram with your Human Design questions → https://www.instagram.com/vickie.dickson/
Check out Vickie's website and current offerings → http://www.vickiedickson.com

Remember! 🔔 Follow the Unjaded podcast on Apple Podcasts or Spotify and leave a review!

Life is gonna kick you around. Stay Unjaded! ✌️

💙 Vickie

Episode Transcript:

Welcome back to Unjaded. If it typically takes you about a half an hour to explain to someone what you do, and even after that they still don't really get it, then you are going to love this episode. So I have just finished a business strategy session with a client and I love these sessions because they allow me to be full on in response as a quad right in human design, it is magical for the person that I'm serving when they ask the right questions and that the knowledge just gets pulled out of me in a way that I could never plan for. So these sessions tend to be really powerful and really intuitive. I am intuitively responding in the moment, moment to moment to moment. And we just did 90 minutes of that. So this person that I was serving is a healer. She has many, many modalities, but she has this one way of doing things that's really different than anything that I have ever heard of.

And I've been in the healing space for probably close to 30 years. As we started our session, I asked her the basic questions. What does she do? Who does she do it for? How does she do it? What's the end result of working with her? And we just gradually, over the course of about 35 minutes, flushed out the answers to all of those questions. And that's the work that we each need to do in our businesses. We need to get down to the bones of what it is that we do, who do we do it for, how do we do it, and then what is the end result for people? Here's what I see. In the coaching industry and in the human design industry, in the spiritual industry, whatever you want to call it, there is a lot of spiritual gobbledygook. There is a lot of empowerment, transformation, self love, self discovery, all of these phrases that really don't mean anything to the reader or to the person who would hire us if only they could get a grasp of what it is that we do. So that is the work that we get to do with this particular client.

After we had been through about 35 minutes, I looked at her, I had five pages of notes and I looked at her and I said, okay, now we get to do the real work that you came here for in your business. Now we get to look at your website and your offers and your lead magnet and all of those things. But it would have done no good for us to do that before we actually understood what we were working with, the nuts and bolts of what we're working with. So the first thing that we did after we had all of this information flushed out was that we really zhuzhed up her offer. And this is where I want you to start in your business as well. Lots of times we're going about it backwards where we think, oh, this would be a great lead magnet. And we create some lead magnet and we slap it on our websites and it really doesn't match what it is that we do or it doesn't lead the person to want to work with us further. And that's the goal of your lead magnet.

Your lead magnet should be the first step for people. The other thing that sometimes we can do is that we can fire hose people with information. In our lead magnets. We think that the more information that they have, the better or the more valuable it is. But that actually doesn't serve them or us because they're so confused or they're so overwhelmed that they never take the next step with us. It just becomes a PDF in a file somewhere in their computer. So she was using a lead magnet that didn't move her people closer to working with her. So by starting with her signature offer, what did she most want to offer in her business? What was the work that her soul just lives for? We started with that and then we backtracked to find the perfect lead magnet that would lead to that.

Now when she started to think about this perfect lead magnet, she came up with, I think, like four points of things that she would do. And I'm like, okay, so we're going to back that up even more. We're going to give them one point. We're going to give them this one piece of it as a lead magnet because that's enough for them to see a result. And that's what you want with your lead magnet. You want someone to be able to get a quick win by downloading your lead magnet, by going through the work that's in your lead magnet. It shouldn't be something that they think, oh, my God, I need three months of my life to do this. No, it should be something that they can say, okay, in the next three days, I'll be able to get a handle on this.

I'll be able to do this every day this week. That's no problem. That's what you want them thinking with your lead magnet. And we kind of think, you know, you might be hearing that and think, but that's too simple. That's too easy. That's not. Because we, we have this, we've fallen into this trap of thinking that complicated is better, that complicated makes us feel seem Smarter to our clients. That complicated makes people think that we know more, but it doesn't.

Complicated paralyzes people. People will pay you to be able to simplify things for them. They are already overwhelmed. So that's where we started with the lead magnet was this one thing. And then we chose to create an email sequence where we sold the other three things that she was thinking of. She could package those other three things and that could become something that she sold at a low price within her welcome sequence. So there's another important point for you. It's very, very, very important to make something available for sale in your welcome sequence even if nobody buys it.

But they will. But even if nobody buys it, it's a really good way to establish yourself as an authority and to establish yourself as someone who is actually in business to make money. Because if you start out and ask me how I know this, right, if you start out just pouring value on people and pouring value on people and pouring value on people and you never ask for an energetic exchange, you never ask for a sale, then they don't understand that this is how you make your living. So offer something for sale in your welcome sequence. So for her, we took that one piece and made it the lead magnet and then we took the other three pieces and made them the thing that was going to be for sale. Now, another tip that's going to serve you in your welcome sequence or in any time you do any kind of an offer is to put a limited time discount on it. So this is something else that she's going to do while the people are in her email sequence. You'll see this.

If you go through my welcome sequence, there is a limited time offer and that is because people are motivated by deadlines. We will procrastinate until the bitter end if we can. If there's no discount on anything, we will think, oh, I'll come back next week, I'll come back next pay, I'll come back when I have more time to digest it, I'll come back whenever. Whereas if there is a certain amount of time, five days, 10 days, whatever, where they can have this discount, then that's going to motivate people to buy and then they get to consume that information or go through that process with her and it makes her sticky to them. They want to be in her world because she's helping them. She's actually walking them through the steps in a really, really simple way. So she went just the first step of this 90 minute session. Mind you, this wasn't the Whole thing.

But she went from offering a lead magnet that made no sense, that didn't lead people into her world, to having a really good strategy for a lead magnet and a first for sale thing in her welcome sequence. So we knew what her signature offer was, what the offer is. That is the end goal for her. That this is the thing that I need to sell to keep me in business and that I want to sell because it really uses my energy well. And we had the lead magnet and the little offer and then she had all of these other things on her website. You know how you go to a website and maybe you're guilty of this as well? You go to a website and you go to the work with me page and there's like six or seven offers. Well, people can't decide. They don't know what your offers mean.

And lots of times when we have lots of different offers on our websites, we know what, what happens inside of each offer and we know who each offer is for. But we don't often communicate that clearly on our websites. So people go there and they see all of these choices and they choose nothing because it's just too complicated. Now remember, if people are landing on your website, there's a problem that you solve and they are probably already overwhelmed with that problem, so they can't really process all of the different options. Or they get there and they read every little fine line about everything and then they just are like, oh my God, it's information overload. So what we really needed to do was figure out, okay, so we've got the lead magnet, we've got the little offer, we've got the signature offer. What's the in between step? Is there something that can kind of fill in this gap between a $47 offer and a 5,000 offer so that there's something that people maybe they want to try you out, maybe they want to be in the room with you for a one off session. Maybe they need to feel into your energy before they commit to working for six months or a year with you.

So that's what we created next. And we really, as we went along, created the languaging that matches it. That's so important that you want to speak about the benefits. What is the benefit of working with you? What is the end result? Your offer is the bridge that takes people from point A, where they are now, to point B, where they want to be. Your offer should be the bridge in the middle. But you can't speak of your offer as if it's the answer. The Answer is all of the things that you're going to do together and all of the benefits on the other side. Think of what's happening in your ideal client's life right now, today that your offer is the answer to.

If you were walking around behind her all day, what are the things that would be happening in her life that would tell you that she needs your offer? How would she identify with the work that you do and then what's on the other side of that? One of the other things that this particular entrepreneur was looking at was she does things in a really different way. And you probably do too. You have a different way that you handle things. So you need to call that out. We got the offers all flushed out. We touched in with her sacral. She's a generator type. So we checked in with her sacral.

For how long does this offer take? How many sessions is it? What kind of support is in between? Is it one on one, Is it group, all of those things? And then we fine tuned the messages. What problem is that person having now? How does it present in her everyday life? What's different after she does this work with you? We were crossing off the coach speak and the spiritual speak left, right and center on the website. When I had first gone to her website because she sent it to me before we booked this session, I looked at it and it was like a wall of text. There was so much text on this website. So if your website has so much text that it makes my eyes go buggy, I want you to look at that. The other thing that I want you to kind of notice on your site is if you're using a lot of stock photos or if you're using a lot of tiny photos. I feel like in this space, women try to disappear instead of trying to own their value in business. So I go to a website and I see a little, teeny, teeny postage stamp size picture of you and then all of this text.

And here's the thing, you're a personal brand. Personal. You're the person behind the brand. This person that I worked with, she's a 2, 4. She is the entire brand. You are the entire brand as well. But when you're in the personal branding space, when you have a personal brand, you have to let people get to know you. You have to let people see you, you have to let people feel into your energy.

One of the first things that we did was talk about her putting a video you land on her website, on the homepage. I want to see a video there above the fold is where you want to have one call to action. So you don't want someone to come to your website and there's all of this text, this wall of text on the homepage and their eyes don't know where to go. I wish you could see my hands moving now. But their eyes don't know where to go. They're trying to find their way and they're going to end up clicking off. If there's a video there where you're explaining exactly what you do, who you do it for, how you do it differently than anyone else, and the end result that they can have. And then an arrow or you pointing.

Download your lead magnet right here. You're not going to call it lead magnet, obviously you're going to have a really super sexy name. But download this thing here, tell them the action you want them to take and then let that be it. So then the next thing that I invited her to do was to build some authority. If there's a podcast she's guested on, if there's anywhere that she's written a guest article on a blog, if any expert has said anything good about her, that's where you want to build authority. Testimonials. And then in further down in the about me section, you want to talk about yourself in a way that matters to the reader. Why does what you do matter to the person who's reading your website matter to your ideal client? And then further down, we just created three boxes for her offers, but we didn't talk about the offers themselves.

We talked about the benefits of the offers in really super juicy languaging. And then each of these offers opens to a sales page where we worked on juicy languaging that focused on, you guessed it, the benefits of these offers. We talked about the pain points. Why does someone need this particular offer? Who does this particular offer serve? And what's on the other side of it. And then we deleted the whole services page. That page that I talked about where it was, work with me. And there are six or seven offers and they're all in great detail, gone from the website. So on this particular website we probably are now using about one third of the words that were on it before.

And we've got, I mean, this isn't finished yet. In a 90 minute session, I'm just kind of fire hosing the information of what needs to be done. And then you take it and do what you want, what you do with it. But we went down to about one third of the words. And then we have More of her on the site. So even there were some stock photos and they were hands holding a rock. So I said, have someone take a picture of your hands. You want you in your website.

That's really, really important. And then the about me page, we rewrote it in a way that tells what she does, how she does it, different than anyone else. And this is really important. How do you do what you do differently than anyone else? What is the common enemy that you have? What do you stand against in your work and why that matters? Highlight mistakes that people innocently make. Hey, I know that you've bought 600 courses, all in the effort of clarifying your message, and none of it has worked because none of it looks at your human design and what you're exactly designed to say and who you're designed to say it to and how you need to say it. So you have to speak to those things that people are doing that they think are going to move them forward, but actually are not. And then what's on the other side of working with you? And that's the about page. The about page is not, I'm a Reiki master.

I'm a yoga teacher. I'm a certified human design specialist. I'm a holistic health coach. I'm this, I'm that. That's not what the about page is. The about page is how do you move your person forward? And then she had a question about her credentials, because she has a lot of credentials, and a lot of people have told her to put them on the homepage of her website and put them on the about page and all that. But she's like, I don't really want to do those things anymore. And that's the thing for a second line.

So as a second line, you're the natural as you move through your life and your business. And the magic is always going to be in what's alive for you right now. So you get to lean into what's alive for you...

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