I just read a FB post that could be summarized thusly:
“I know a lot of people think 1:1 coaching gets the best results. But really, who says that’s true? Group coaching can get client results that are just as good. Plus, you’ll burn out and max out eventually doing 1:1 so you really need to get a group program going to leverage your time. Message me if you’re interested in my program about how to create group programs.”
I see this kind of content EVERYWHERE. Including from my clients and prospects and members of my FB group who tell me that they aren’t getting leads/reach-outs.
The problem with this post?
This person provided zero evidence to support his claim that group programs work just as well for getting client results.
He also immediately switched gears into talking about how you need to leverage your time, which is pointless to talk about as his ideal client likely already knows that, but the fear of clients not getting results is what’s stopping them from doing a more leveraged model.
Evidence could have looked any number of ways:
1) data on his clients’ success rates with their clients after creating group programs (showing that the success rates didn’t go down after switching their model)
2) data on his clients’ success rates in his own program (which presumably is a group program otherwise he’d be seriously out of integrity to say group programs work just as well and then not be doing one himself)
3) an in-depth explanation of exactly how he designs group programs to make sure that they are indeed as effective as 1:1 programs
I’ll give you a hint: I’ve found 3) to be the most potent form of evidence to include in your posts.
That’s because results/testimonials are easy to fabricate. Even if you did say, “Susie created a group program and her client success rates didn’t go down at all!” – even if you shared exact numbers on her success rates – that still doesn’t allow readers a peek into your thought process for creating these programs so that they can actually see that you have a method that might actually work for them, just as well as it did for Susie.
With both my clients and myself, I’ve found that when we just share results/testimonials to back up what we’re saying, we either get no leads or the ones we do get are doubtful, have a ton of questions about what our process is and whether it will work for them, and want to speak to a bunch of our past clients before signing up.
And, by contrast, when we give our entire thought process away, we get tons more leads (who are super pre-sold and often gush “I can just see that you have a process that works and that you can help me!”) and almost zero “objections” like “what’s your process? will it work for me? can I speak to some of your past clients.” (I haven’t been asked any of those things in almost a year)
So, if you’re not getting a flood of interested prospects (at least one per day) from your content/posts, or the ones you do get are super doubtful and have a ton of questions, you might want to look at fixing your content so that it spells out your process more.
It’s the kind of thing that a lot of people are nervous to do because they think people will steal their ideas/process or go off and try to implement it on their own.
Well, people will plagiarize you when you spell out your thinking to this degree. (I’ve learned that from experience, unfortunately)
But no copycat understands your ideas backwards and forwards like you do. And it’s very unlikely that they’ll get the same results from their plagiarism as you will from your original content.
(I once had one of my plagiarizers approach me and ask for help, admitting that he only made less than $20K in the past year)
As for implementing it on their own? The most empowered people who want the fastest results won’t do that. They’ll know that if you could give away such detailed insight in one post, there must be a ton more where that came from – and that working with you will help them dial in their results to a whole new level.
That’s what a lot of my clients have said. Even those who DID implement my free insights AND got results from them, still wanted to work with me to understand the methods even better and get even better results.
So, to sum up: spelling out your thought process more in your free content will eliminate so many of the lead-generation and selling issues that you might be experiencing. You might even be able to start selling over Messenger, as I have, because your leads have so few questions that you can enroll them after just a few back-and-forth message exchanges.
Pretty cool. 😉
DM me on Facebook and let me know if you want my help to clarify what you’re saying in your content so that it pre-sells your leads more and gets more people interested in working with you. This is part of the process that I do in my 30-day 1:1 intensive to help folks clarify their high-ticket offers and sell them organically through social media.