One of the topics that has fascinated me most over the past year is the question of how/ what/ how much to share in free content to attract high-ticket buyers… rather than the dreaded freebie-seekers.
I came up with a really helpful formulation today to explain this. It should be worth (at least) multiple six figures to your bottom line this year if you apply it correctly. (That’s what it’s been worth to me, anyway!) If that sounds good, read on. 🙂
You definitely do want to teach the “how” in your free content – as in what process your ideal client needs to follow to get the result they’re after.
But it’s important to understand what “how” actually means.
There are actually three levels to “how:”
LEVEL 1: Super high level view of a process, only giving the 3-5 main steps to get a major outcome.
An example of that would be: “Want to make $200K this year? Run paid traffic to a webinar, have the webinar invite people to a phone call, and enroll people off the phone call to a high-ticket program.”
LEVEL 2: Mid-level conceptual view of a process, explaining how to make each of those main steps actually work.
Example: “When running paid traffic you need to consider X, Y, and Z. Webinar must include A, B, and C components. And here’s where you might mess up with the phone call and how to avoid that.”
LEVEL 3: Super granular view of a process, explaining the exact steps to take.
Example: “Here’s where to go in the Facebook Ads manager to do your targeting. Here’s what to click on. Here’s what to write on slide 27 of your webinar. Here’s a script for what to say at minute 7 of your sales call.”
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If you want to attract buyers, LEVEL 2 “HOW” is what you want to be sharing in your content.
Level 1 is such obvious stuff that readers don’t know if you’re really an expert or not. It looks like you could just be parroting an expert you follow.
And Level 3 is so granular that readers lose sight of what the full process actually is and what the end result should be. Or just head off and try to do it on their own. Or both.
Level 2 strikes the right balance. It lets people know that you know what you’re talking about, and it allows them to envision what outcome they can get and how they can get there. But it also lets them see that there must be a lot more to the process than you’re sharing, and that they need your help with implementing the small details (the level 3 details!).
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Important note: In addition to doing “Level 2 sharing,” you need to be clear on what your actual offer is – and actually mention it in your content – in order to actually get leads and clients.
And, of course, the process you take folks through in your offer needs to match up with the process you’re sharing in your free content.
Speaking of which: Let me know (DM me on Facebook) if you need help with creating a great high-ticket offer, growing your organic audience, and/or writing your content so it hits at the exact right level of sharing the “HOW” in order for you to attract buyers for the offer. This is the process I take folks through in my 30-day private intensive for coaches, consultants, and other service pros. 🙂