There are three things you can do right now that will help you get more leads and sales within the next 90 days or less. For some of you, it may even be much quicker depending on where you’re already at with your marketing.
I know that probably seems like a big claim and makes you feel skeptical but really, if you just do the three things I’m telling you in this blog post, you’re going to start seeing more positive results from your marketing and you will get more leads and sales consistently.
Let’s dive in.
1. Get Crystal Clear Clarity On Who Your Perfect Clients Are
If you don’t know who your perfect client is then you’re never going to attract them, yet alone work with them. And you’ll never be able to filter out the perfect clients from the worst ones.
So I’m going to do a couple of exercises to get you thinking about this the right way because you once you know who your perfect client is in detail, you’ll know how to attract them and also how to repel those people that aren’t your perfect clients.
When doing the following exercises, write down anything you can think of. Don’t let any doubts or inhibitions hold you back.
– What Do Your Best Clients Have In Common?
Think of their demographics here. Things like gender, employment, age range, marital status, political affiliations, annual income, etc. These are all pretty standard.
Now, think about their psychographics. Think of your best clients now and what are some commonalities. Think of personality. Attitude. Interests. Lifestyle. That sort of thing.
Write all of this down so you can get a clear picture in your mind.
– What Do Your Worst Clients Have In Common?
Do the same as above by thinking about demographics and psychographics. Think about bad clients you’ve worked with and then think about the things they tended to have in common.
If you’re a service based business, you’ve definitely worked with bad clients before. They all tend to have similar characteristics.
For example, one of those for me are people that don’t respect my time. If I see someone doesn’t respect my time, I want nothing to do with them.
This is just an example for me personally. It will be different for you. Write it all down.
– What Would Your Dream, Perfect Client Be Like?
Here, you want to think about demographics and psychographics again. Let your imagination run a bit wild here.
Envision your dream, perfect client and all the characteristics they have and write it down. Create a picture of this person in your mind.
– Who Are The People You Find It Most Difficult To Sell To?
Again, demographics and psychographics of these kinds of people. There are generally always people that are harder to sell to than others, depending on your industry.
For me, one of those without a doubt are businesses that aren’t spending money on marketing and advertising. Or don’t understand why marketing and paid advertising is important.
For me, these kinds of people are a tough sell, which is why I don’t even bother speaking to them on Strategy Session calls.
Every service business has a type of client that is harder to sell to than others.
– What Is The BIG Problem Most People Come To You To Solve?
There will always be a BIG problem your people come to you for help with above any others. There may always be more than one problem, but there will always be one really big nagging problem that is driving them crazy to the point where they can’t sleep because of it. These people know they have a big problem and know they need help to overcome it.
Get clear on this problem because this is what you’ll be targeting with your marketing message and your specific service needs to solve this problem for them.
– If You Were To 10x Your Pricing, How Would That Change Your Targeting?
For me, this question was an ‘Aha’ moment.
Thinking about an answer to this question made me realise exactly what kind of business I wanted to work with, or specifically, what kind of business owner I wanted to work with. It also made me realise the kind of businesses I want nothing to do with.
You should always be looking to target the segment of your market with money to spend on overcoming their BIG problem and who see the value in the solution you offer. These are by far the best clients to work with so really think about who you’d target in your market if you were to 10x your pricing.
Doing this exercise will really make you re-examine who you work with and target with your marketing message.
2. Create Offers So Good That It’s Almost Impossible To Ignore
Creating offers is arguably the most important thing you’ll do in your marketing but it’s also one of the areas I see people struggling with the most. Because most people are creating offers that their market just doesn’t care about enough.
If your offer is not aligned with the fears, pains, and desires already within your target market then it won’t work.
And I can guarantee you that if you don’t have a good offer than 90% of your marketing is going to be a massive slog. Get your offer right and marketing becomes a million times easier.
That I CAN promise you.
Firstly, what is an offer and what does that even mean?
An offer is literally something perceived as valuable you give away to your perfect clients in exchange their contact details or some other response you’re looking for.
So this could anything from:
- PDF report
- Email training series
- Case study
- Video training
And anything else you can think of.
So in this section, I’m going to show you how to create an offer that is naturally aligned with the pains, problems, and wants that already exist within your target market. And this should be relatively simple for you because you did the exercises above regarding your perfect clients.
So how do you create an offer so irresistible to your target audience, that they would be almost crazy to not take you up on it?
It’s actually easier than you may think.
Creating an irresistible offer like this really boils down to three things:
- Knowing the BIG problem your clients experience
- Knowing what they want more than anything else
- Promising a positive transformation
Knowing The Big Problem Your Target Problem Experiences
So for the purpose of this exercise, think about what the BIG problem being experienced by your target audience. I alluded to this in the first section. There is going to be a problem for them that is worse than all their other problems combined.
Make sure you get clarity on this first and foremost because this is the problem you want to target with your offer. It needs to a problem that is SO BIG that they’re willing to spend a sizable amount of money on overcoming it.
Knowing What They Really Want More Than Anything Else
Now think about what they really want more than anything else. If you don’t know this then go out and phone up your target market. Really.
I remember a client of mine who actually got on the phone and called up dozens of their clients from over the past few years and the amount of information she got from this was invaluable.
Most people wouldn’t even think to do this. Just call and ask if you need to.
This is by no means the only way to do it, just one way.
Ideally, you know your market and you already know the kinds of things they want.
- Is it more freedom?
- Is it to grow their business’ revenue?
- Is it to lose 20 kg’s in the next 6 months?
- Is it to quit their corporate job and be earning $5k per month online?
- Is to get enough clients on retainer to earn $10k per month consistently?
Once you know what they really want more than anything else then you’ll know exactly WHAT to offer them specifically, which makes your job of marketing so much easier.
Clearly Specify The Benefits Of Your Offer
Now you know their BIG nagging problem and what they want more than anything else, it’s time to get into detail about the positive transformation your offer will give them.
This is really the secret juice in this entire process. Because it’s this hope of a positive transformation that is going to get them to opt-in to your email list, book a time for a consultation call with you, etc.
This is absolutely vital you get this right.
The way we can get started understanding this positive transformation is by focusing on the benefits of your offer. The benefits of your offer IS the positive transformation it leaves them with. It’s the end result they experience after taking you up on your offer.
Here are some proven ways to nail down on this:
One is via the “So What” test. KissMetrics have written a great and detailed post on this so I really recommend you check that out.
Another is by writing out a features and benefits column as demonstrated by direct response copywriting legend Gary Halbert.
And finally, here are some crucial questions to ask:
- How will this consultation call/ebook/report/webinar/ etc change their life?
- What will their life be like after experiencing this offer?
- What specific results will they experience after taking me up on this offer?
- What will it DO for them?
How To Present Your Offer
Now you have done this, what could you create for them that would move them past the big problem and closer to what they really want more than anything else?
Now this will be the information you offer to them.
As I mentioned earlier, you could offer this information in the form of a ebook, report, quiz, cheatsheet, even a consultation.
Don’t get too caught up in the format with this. Just focus with precision on creating a great piece of information that helps them with a big problem and moves them past that problem.
I know you’re probably feeling a little confused still regarding all this and how it looks in application so let’s go through this with a hypothetical example.
How This Looks In A Practical Sense
Let’s say you’re a property investment company.
You help married couples without any previous property investment experience start building a property investment portfolio.
Now, let’s say you worked out that their BIG problem was that they have NO IDEA whatsoever about property investment. They don’t know where to begin, what cities to look at, what suburbs to look at, or even what to look for in a property to know if it will be a good investment opportunity. And they don’t even have time given their busy work lives.
You’ve also worked out that what they really want more than anything is just clarity on all of this. Someone to come in a tell them what they need to look for, what to invest in, without them having to worry about doing it themselves so they know with confidence they’ll actually start making money with their property portfolio.
So then you may decide that you want your offer to be a 30-minute free consultation.
Let’s say they frame it as a free 30 minute Breakthrough Property Investment Session For New Investors.
However, at this point we want to really make sure that we hone in on the specific benefits this consultation will give this target audience.
Because the last thing we want to do is BE BORING by creating an ordinary offer.
So using the example above, we want to elucidate on the benefits of this consultation to the target market.
The way you do this is by thinking about what this consultation will DO for them as I explained just before.
How will it improve their life? How will it change their life positively? How will it overcome their BIG problem?
Once you’ve worked these benefits out clearly and KNOW the positive transformation it will bring your perfect client you can get to work on crafting your offer.
So, using that example above, it could be something like the following:
By booking a free Breakthrough Property Investment Session For New Investors with us, we’ll create a property investment plan for you using a proven investment model based on objective data compiled over the last 30 years of property investments in Sydney. We will show you the best suburbs to invest in where you live and what kinds of properties are best to invest in based on your own personal circumstances.
We’ll literally take the guesswork out of making your first property investment for you 100% for free in this 30 minute consultation. So you can walk away from this call with the confidence to make a great investment decision that will help provide financial security for you and your family long-term.
In fact, we guarantee this. If by the end of this call, you still feel like you have no idea what suburbs to invest in, yet alone what specific types of properties to invest in based on your own personal circumstances, then we’ll write you a check for $250 to your favourite charity just to say ‘Sorry’ for wasting your time.
However, this is strictly via application only and for people that meet a specific criteria.
So you can see in the example i just went through, how the offer we just did covered all three of the points that I mentioned at the beginning of this section.
It addresses the target market and their big problem – being couples who are first time property investors with no idea about where to begin with making their first property investment.
It addresses what they really want more than anything and promises a positive transformation – to just be able to invest in their first property with confidence it will provide them and their family with financial security and peace of mind.
This is literally all you need to create a great offer.
Too many times I see other marketers make this process WAY too complicated, which only adds to any information overwhelm and confusion people are feeling.
Just focus on these three things and you’ll be well on your way to creating a winning offer every time.
Now, let’s look at how to get more leads and high-value clients with a solid Facebook advertising strategy.
3. Advertising Your Offer On Facebook
There is no point working out who your perfect clients are and creating winning offers if you’re not going to use paid advertising to get it in front of your perfect clients.
And yes, I am a HUGE advocate for paid advertising. If you don’t understand the importance of using paid advertising and really get why it’s important to pay money to acquire traffic, leads, and clients then you should probably stop reading this blog post now.
Otherwise, let’s continue.
You could go many different ways in terms of paid advertising but I am all about Facebook. Facebook ads are my specialty and it’s what I do. I also happen to think it’s the best paid traffic platform (yes, I am biased.)
Anyway, I digress.
What you want to do now is start creating a Facebook ads strategy for reaching your perfect clients on Facebook and then putting your offer in front of them.
Here’s how we do this.
Map Out Your Funnel First
Before getting into the backend of Facebook’s ad manager or running any campaigns, you need to first map out what your funnel will look like.
Now, please be simple with this.
There is no need for uber advanced software or any complex funnels with 2 million steps involved.
I hate that shit. I like what works. And more often than not, SIMPLE works better than anything else.
So let’s map this out using the example of the property investment company like we did in the previous section.
Work From Back To Front
We know that this property investment company wants to offer their target market free 30 minute consultations as their big offer to generate leads and generate sales opportunities.
So in order to create a simple sales process and Facebook funnel, we need to map it all out working back to front.
So here’s how we do it.
“What do I need to get people to book a consultation call with me?”
I need a sales page or landing page with the option to submit an application.
“What needs to happen before they can land on that sales page for booking the consult?”
They need to have opted-in to my email list for a free report on Property Investment In New Jersey.
“What needs to happen before they get that free report?”
They need to land on a landing page that offers them the report in exchange for their contact details.
“What needs to happen before they get to that landing page?”
They need to see a Facebook ad that shows them what I have to offer.
We Just Mapped Out A Very Simple But Effective Facebook Funnel
This funnel I just outlined contains a mere three steps. It looks like the following:
FACEBOOK AD – LANDING PAGE FOR OPT-IN – THANK YOU PAGE + OFFER FOR CONSULTATION CALL – APPLICATION – CALENDAR
However, you could make it even shorter, a simple two step funnel and remove the part where you offer the free report as an opt-in bribe.
So it would look like the following:
FACEBOOK AD – LANDING PAGE FOR CONSULTATION CALL – APPLICATION – CALENDAR
There are other variations you can apply to this same process. Overall, you need to test and see what works best with your specific market and business.
However, this is as ‘complicated’ as it needs to be.
Instead, you could just directly shoot for the consultation call. There are many different ways you can approach this but this is the way I do it and continue to do it.
The key is to test your offers and different funnels and use the objective data to inform your decisions about what to do.
If you focus on creating a simple funnel as I have just gone through with you here then you’ll start doing much better compared to trying to create some uber complex that is most likely unnecessary.
Now Start Creating Your Campaigns
Now you’ve got your simple funnel mapped out, it’s time to start creating your ad campaigns and running them.
My advice here is pretty simple:
1. Start with creating and targeting ONE audience for now
2. Create three to four different ads under the one campaign
3. Make sure that each ad contains a different image, different copy but is promoting the same offer
Run each ad for a period of 24-48 hours. Then once each ad has finished, take a look at the metrics to see what ad is the winner and what ads need optimising.
Metrics to focus on are:
- CPC (cost per click)
- CTR (click through rate)
- Total clicks
- Cost per lead
The caveat here is that you need to make sure you have the Facebook tracking pixel set up properly. If you don’t you won’t be able to track leads and cost per lead.
Scaling Winning Ads
Once you can clearly see what ad is performing the best based on the data, what you want to do is run that same ad again but scale it slowly.
I recommend scaling slowly because if you scale too much too fast then Facebook’s algorithm can really screw you over and costs will spiral out of control.
So increase ad spend for the winning ad by say $2-3 first. If it’s still performing well after the next 24-48 hours, increase ad spend again by another $2-3 and continue doing this until you reach the limit you set for yourself.
Regarding the losing ads, my advice is either scrap those completely or work on fixing them.
The easiest way to fix underperforming ads is to focus on images first because on Facebook, images make the biggest impact. After that, look at the headlines and the copy of the ad.
Focus on these three elements first and then see what effect this has.
Rinse And Repeat
You want to rinse and repeat this process.
Once you have a couple of winning ads under the one campaign for the one audience, then rinse and repeat this for another audience and another audience. The key is to have different audiences, campaigns, and ads that perform well.
Then you will have a whole series of campaigns and ads with a whole variety of data. Then you use that data to inform your decision about what campaigns and ads to stick with.
Tracking And Measuring Ads
You always need to be tracking and measuring the metrics. After every ad is complete, you MUST enter the data into a spreadsheet or whatever software you want to use.
If you don’t track and measure your ads with discipline then you will fail. That I can promise you.
You need to know exactly what the data is telling you and the easiest way is by putting it all into a simple spreadsheet.
Use the data to guide your decisions and NEVER rely on gut emotion.
My goal with this blog post is for you to start using the information and IMPLEMENTING it today to start getting more leads and new clients from paid Facebook advertising.
So be an ACTION TAKER and start working on this stuff TODAY.
Follow all the steps in their logical order as I have outlined them and you’ll start seeing better results from your advertising campaigns.
Do you feel like you still need help and guidance?
Then read on because I have something that will be of interest to you.
Would You Like Me To Run A Free Facebook Ads Campaign For You?
I get that a lot of this will probably still feel overwhelming so I’ve got an offer for you today.
I’ll run a Facebook ad campaign for you for free. All you need to pay for are the ads and make a small contribution to my hard costs. I won’t charge you anything for my time.
But before I run any campaign with you, I’ll go through everything in this blog post with you personally so you get a little plan customised to your business.
I’ll help you with getting inside the head of your target audience and creating an ideal customer/client avatar. I’ll help you improve your existing offers or create new ones customised to your business and market.
Then I’ll map out a simple Facebook Ads strategy for you. Lastly, I’ll actually run that campaign for you, for free.
Not Everyone Is Suitable For This
This is strictly via application only.
Anyone who contacts me via email or via any other contact forms for this specific offer will be ignored.
So click here to see if you’re a good fit and eligible for a free Facebook Ads trial with me. If you think you’re suitable then you can enter your name and email address on the next page to get the full details about this offer instantly.
Thanks for reading and see you on the next page!