If you’re interested in getting a lot more leads and clients, can I suggest one simple thing?
Try inviting people to send you a casual DM/text to inquire about your offer.
I mean that as opposed to having your CTA be a link to a website, discovery call application, or “buy” page.
I remember how much confusion and frustration I felt in the earlier days of my business when I would use these other CTAs.
I just didn’t understand why people were visiting my website and not booking a call.
Or visiting my sales page and not buying.
I would look at the Google Analytics report – and the number of visits looked encouraging, but my bank account balance did not. 🙁
What I now see was that by using those CTAs and those sales processes, I actually cut out any opportunity to answer questions, to reassure people, to help them see what the offer was about and whether or not it was a fit for them.
If people aren’t totally sure if something’s going to help them, they’re probably less likely to request a discovery call for it (they want to respect your time and not sign up for a call if they’re going to have to let you down at the end if the offer doesn’t seem right and then maybe be “objection-handled” besides)… and they’re definitely less likely to put in their credit card number on a sales page if you’re selling that way with no qualification.
So it’s really hard as the seller, because you see all the visits to your webpage, and you see that people are visiting but they aren’t booking a call or purchasing the program.
And you don’t get to know why!
Did they have doubts? Was something about the offer not clear?
You have no way of knowing.
So all you can do is obsess privately about what you should change regarding the offer or the copy, and maybe ask business coaches or peanut galleries in FB groups (none of whom are necessarily your ideal client) why they think your offer isn’t converting.
And obsess I did! 😉
(though I didn’t do the asking for feedback thing too often because I felt too embarrassed to do so!)
I remember when I received the divinely inspired intuition to start inviting people to DM me from posts.
I was shocked, stunned, and delighted when the messages started pouring in.
And these inquiries were for offers that were quite similar to programs I had been trying to sell for many years via sales pages and buy buttons.
And only got a few signups per year that way (from either sales pages or the handful of discovery calls I’d get booked each month)… whereas sometimes with DMs I’d get two, five, or even ten inquiries in one day and several signups/payments for my offer in a week.
Here’s the thing:
None of us has 100% perfect clarity in our writing or other explanations of what we do in our program and who it’s for.
(though I constantly strive for as close to 100% clarity as possible 😉 )
When I started inviting people to just send me a casual, low pressure DM (only saying “I’m interested” and nothing more), and I was suddenly flooded with messages saying exactly that, I was floored.
I was like “Wow…. now we’re having a conversation!!!” (Imagine that.)
“I can find out what they think of the offer. What their questions are. What might not have been totally clear to them from my description. What their objections or hesitations might be.
“I can answer all of those things in our chat and reassure them that the offer is either right for them or it isn’t.
“I can even find out more about their situation and tailor my description of the offer to what they said, showing them how the offer would benefit them specifically.
“I can even take what I learned from the DM chats and feed the clarifications back into my future posts about this program. And I’ll get better and better about how I describe it.”
From that day forward, I was a changed woman. And my business became unrecognizable as my content upleveled, my inquiries exploded, and my bank account swelled.
The magic of DMs is in how simple, informal, and low-pressure they are.
People can feel okay about sending a quick message and not worry about bothering you too much or taking too much of your time (which is way different from signing up for a call and filling out an application – I think that feels very formal to most).
But an important note is that we do have to actually invite people to send that DM. Most folks are very kind and don’t want to even create a small “bother” for us unless we say it’s okay.
Another interesting note is that selling this way often removes the need for any sales page/webpage whatsoever.
If you write your lead-generating content the way I teach, and periodically post a 500-ish-word summary of your offer, people will have a more than good enough idea of what you do and what your offer is about.
And the DM chat is all they need to be reassured that the offer is right for them, and sign up.
I’ve had clients whose conversions actually went way up when they completely took down their sales page for their offer (and made a few tweaks to their content like weaving the offer in and inviting DMs).
I hypothesize that that was because the sales page was simply “TMI” (too much information) on top of their amazing content and actually created friction in the buying process.
Isn’t all of this fascinating?
I just can’t say enough about this way of selling. It makes things so easy for both buyer and seller – and, as a bonus, helps us to improve our copy, content and offers faster and more dramatically than we could in any other way.
Do you have questions about this or want to share your experiences/results? Feel free to comment here.