Want to know one of my biggest secrets that allowed me to enroll over 150 premium clients from Facebook in about 3 years’ time?
(Seriously – before I knew this, I only got the very occasional client from all my hard work with marketing on social media. Like about 6-8 clients per year, if that – so we’re talking about the difference between minimum wage and earning similarly to a surgeon or trial lawyer or corporate C-suite – AND the clients were more enjoyable to work with and got better results, too!)
Here’s the secret:
Stop promising value in your content, and actually give value instead.
In other words:
Share your insights and methods for solving problems directly in Facebook posts – with the call-to-action almost always being to DM you about a specific program.
(and also spell out the most important points about the program in your content, before that call-to-action)
This is in sharp contrast to the multi-step sequence that I used to try to “push” my audience through, which is what so many of us have been taught:
1) Write hype-y posts on Facebook giving vague promises of value if people visited my website –>
2) On my website, give even more vague promises of value if people joined my email list –>
3) On the emails I send to the email list, give some vague information about the problems I solve, maybe with a super-vague mention of ways to work with me (though sometimes not even that), and give vague promises of value and personal attention if someone signed up for a “discovery call” –>
4) On the discovery call, continue being vague about what it’d be like to work with me, and spend most of the time trying to get the person to admit how bad their life/business is and how much they need help so that they won’t object to paying me to solve their problem when I pitch them at the end of the call –>
5) In my paid program, FINALLY give the real value and information about my methods for solving problems. Occasionally have it go well; more often have client surprised and disappointed that the information/methods weren’t what they expected (since, y’know, they didn’t get to find out what they were before enrolling) and aren’t a good fit for how they like to do things, and struggle to help and motivate said client.
Do you see how many problems there are with trying to do things in this sequence?!
No doubt you’ve already experienced the problems, if you’re trying to do it this way.
Few people visit your website as a result of the hype-y calls to visit it.
Of those who do visit, even fewer sign up for the email list.
Of those who sign up for the email list, a very scant few sign up for a discovery call.
And of the tiny number who sign up for discovery calls, only a HANDFUL (if that) sign up for a paid program (and you feel super desperate and needy for every call to enroll because you have so few prospects to speak to!).
And of THOSE, zero or maybe one or two are actually enjoyable to work with and get results and give you the experience you always dreamed of when you started out hoping to work with clients in your own business.
The problem is that every stage of this process EXCEPT your actual paid program involves only the PROMISE of valuable insights and information – not actually GIVING any valuable insights or information.
Which means that at every stage of this process, you’re repelling more and more of the people who are most likely to buy a premium offer.
Just think about it for a sec.
Premium buyers value having expert help to deal with a challenge or gap they’re experiencing, and they have ample funds to spend on that help.
But they’re typically pretty busy with whatever career or business has them earning enough to be able to afford world-class services.
AND, they’ve typically invested in high-ticket services before, so they’re savvy – they know that a lot of people claim to be expert when they’re not, and they want to be sure that whatever services they do purchase are going to be from a true expert who’s going to be worth their time and money and help them advance in whatever way they want to.
Content that only promises value at every stage of a “funnel” doesn’t provide the high-ticket prospect with ANY of those assurances.
In fact, it does nothing to differentiate you from all the hucksters out there who share vague content precisely because they HAVE nothing of real substance to share.
Busy high-earning folks who’ve tried a lot of solutions already are not going to have the patience to go through 5 vague steps AND enroll into a program just to find out what your insights and methods might be.
BEFORE they sign up, they want to make sure your solution is a specialized one that will fit their exact needs.
And in the limited time they spend on social media, they see so much vague content that yours won’t even register.
In contrast, folks who are the opposite of premium buyers are more likely to spend all day clicking around to different websites and signing up for different email lists and getting on calls and signing up for programs that have slick marketing but little explanation of what they involve.
(This isn’t a criticism of these folks by the way – before I was earning well or working with a lot of clients and had more time to faff around, I did a lot of the same behaviors. So I don’t judge – at all. But I do know that at the time, I was NOT an ideal high-paying client for most of the people I was inquiring with!)
So if you want to attract plenty of high payers to give you that solid foundation for your income, we’ve got to get this “promising value vs. giving value” thing sorted.
If you really lean into this distinction you’ll start noticing it everywhere (if you haven’t already).
It’s extremely rare that I ever see content on social media that actually gives information and insight about a problem, as opposed to promising to give it at some later time (if someone clicks to a website, joins a FB group, sends a DM, or books a call).
The main exception is people I’ve coached 😉
(or who are trying to follow my methods)
So much content is like, “I discovered the secret to blah blah blah problem!” [10 PARAGRAPHS OF DESCRIPTION OF HOW BAD THE PROBLEM WAS] “Now I want to share the solution with you. DM me/join my email list/book a call/join my FB group and we’ll talk about it!”
Noooooooope.
In my method it’s like, “I discovered the secret to blah blah blah problem!” [ZERO PARAGRAPHS OF DESCRIPTION OF HOW BAD THE PROBLEM WAS] “Now I want to share the solution with you. HERE IT IS. [ACTUALLY GIVES SOLUTION, DESCRIBES IT AND GIVES A COUPLE OF EXAMPLES] DM me to discuss joining my paid program where I help you with [TOPIC OF THIS POST] plus [ADDITIONAL TOPICS] over [TIMEFRAME]. The investment is [PRICE] and the best fit person to get results is [QUALIFICATIONS.]”
This very post is an example!
I didn’t tease you with the PROMISE of getting my secret to enrolling high-ticket buyers from your content if you visited my website, joined my email list, DM’ed me, or signed up for a call.
I actually gave it to you!
In fact, I gave it to you by the fourth sentence.
And I know that at some point today or in the next couple of days, someone who read this post (especially the offer part, which I’m about to get to 😉 ) will DM me and say, “I saw that post about your framework for shifting content to give value instead of promise value – so good. I know that’s what I need help with. I’m interested in that program you mentioned where you review people’s content and help them fit it to your framework. I’m getting some clients from my content but I now know I could get way more.”
I know this’ll happen because it’s what always happens when I post this kind of content. It has for 3 years! 🙂
Reviewing and tweaking content so that it follows this framework is just part of the overall method I help people with.
I also help them to clarify who their exact ideal client is, and what outcome can be expected from their work for that person, and how to express that outcome (and what a program/offer would look like to best deliver that outcome).
I also help with writing up that offer in a 500-ish-word post for social media (which is the other posting framework that I teach – in addition to the value-giving one that I focused on in this post).
And I help with growing an organic audience through a combination of accepting and requesting friends, and allowing your content to be shared from your profile.
You can also have my help to create a super-simple process to qualify and enroll those who come to you over DM (so you know they’ll be the right client) without doing a sales call if you don’t want to. Being able to eliminate sales calls has been a huge piece of freeing up my time so I can have more room to accept paying clients and still remain a solopreneur without working full-time either.
I do all of this work in a 30-day private (1-on-1) intensive. The investment and further details can be found here. You can DM me on FB if interested.
I’m also about to begin training and certifying other business/marketing/copy/sales coaches to teach my methods to their own clients. Investment and a few more details can be found here. You can DM me on FB if interested.
If you want to further explore the details of my method before reaching out to me for paid programs, I suggest further exploring this brand-new website where I have all my content and topics really well-organized!
You can actually find all the same content on Facebook too (on this profile and in my FB group Organic High Ticket Sales for Coaches & Experts) – the website is just a new way of being able to see the different topics organized in a way that’s more structured than what FB allows.
(not the same as using the website like a funnel 😉 as I just described – I actually just set it up last week after 3 awesome years of enrolling a lot of clients without a website)
Questions or comments? Put ’em here 🙂