If you’re attracting the wrong leads, or enrolling clients who end up unhappy with your program, it can be because your message is just SLIGHTLY “off.”
I remember talking with a guy who offered tech services to coaches (specifically funnel design/creation) and he often said in his marketing that he helped people to create “lead generation funnels.”
But, he said he often enrolled clients who ended up having no way of getting traffic to their funnels, and ended up disappointed with their results because they felt he had promised them leads and clients from the funnel (even though he hadn’t, actually).
I hypothesized that his use of the term “lead generation funnel” for his work was actually creating some of that confusion – that “lead CAPTURE funnel” would actually be more appropriate.
Of course, just changing a word wasn’t all that was necessary.
He also needed to rewrite his offer to include the clarification that the ideal client for this offer would already have a traffic source (and a working offer, too, come to think of it) and was JUST looking to hire him to create the “capture” mechanism.
(If you use my 500-word Strong Method offer statement framework, there’s a place to include a list of things that your ideal client would already have in place before hiring you. But that’s a topic for another post 😉 )
Another example is a woman whose elevator pitch in her FB live intros always talked about “getting fully booked with premium clients.”
She mentioned to me that a lot of her clients got SOME high-paying clients from their work, but many didn’t get that “fully booked” result and felt deceived.
After examining the work she actually did with clients, I realized that, while she did do some powerful positioning work to help people upgrade the quality of clients they were getting, no part of her work specifically impacted the NUMBER of clients that someone was getting.
In other words, there was nothing about her work that would specifically result in someone being “fully booked” (whatever that means – she didn’t define it, either).
She didn’t teach lead generation/audience growth (nor did she have any requirement that her clients have an audience of a certain size before working with her – but, she hadn’t been introduced to the Strong Method way of thinking about qualifications and ideal clients, so that’s understandable 😉 ).
I believe her message should have said something more like, “helping coaches to upgrade the quality of clients they’re attracting from their existing audience so that all clients are willing to pay $3k or more.”
And then included something in the qualifications section of her Strong-Method-style offer statement about the offers/price points that this ideal client would have already sold before, as well as the ideal existing audience size.
Maybe some other stuff too. I’d need a deeper dive into her business to know for sure.
Precise communication, that says exactly what you want it to say in a way that isn’t likely to be misunderstood, really is challenging.
I am by no means perfect at it (no one is) but helping coaches and other experts to hone their messaging is a skill that I’ve honed over the past 10 years and become really great at.
I even have a repeatable methodology for it which I’m about to begin certifying others to teach (hence the “Strong Method” term that you’ve likely seen me begin to throw around more often lately).
I’m still working 1-on-1, so if you would like help with the messaging of your outcome(s) and high-ticket offer (even the creation of the offer itself, if you want) and ALL of your messaging including and especially the writing of your value content on social media and email… then you may want to DM me on FB about my 30-day 1-on-1 intensive.
I can spot so many little details in every corner of your copy that may be throwing your audience off a bit or causing the wrong people to come forward (or the right people to pass you by).
And you’ll learn my blueprints for what key info to include (and how) every time you write or speak, and I’ll help you to apply them to your unique business and offer.
The next step if you’re interested is to send me a DM. I will ask a few pointed questions to determine whether the program is a good fit for what you’re hoping to achieve.
If you want help with your outcome wording ONLY… I tackle that very specific piece of your messaging in a group workshop format.
(To be clear, you also get this in the 1-on-1 program – this group offer just chops off that piece and addresses it on its own.)
I do these workshops a couple of times per month.
Send me a DM on FB if you’re interested in a future workshop, and we’ll have a quick chat to see if the workshop is a good match for the type of help you’re hoping to get. I keep a waitlist of those who’ve been pre-qualified, and the folks on that list are notified of new workshop dates before I tell my entire list.