There’s a lot that goes into consistently and predictably attracting the kinds of people who will easily pay high fees (5k-100k+) and be awesome empowered clients.
Today, though, let’s talk about TWO aspects of how to do this.
1) Have a specific offer with a specific outcome.
and
2) Have free content published somewhere that details exactly how your methods get this outcome.
SO FEW PEOPLE have these two things in place! It’s crazy.
And then I hear so many of them talking about how no one is willing to pay them what they’re worth and high-paying clients aren’t on social media and yadda yadda yadda.
These two things are RELATED! (1: a lack of specific offer and specific content, and 2: a perceived lack of high-paying empowered clients)
Let me tell you about a couple of interactions that I had recently, that illustrate this point.
I’ve been a high-paying client many times over, and I’m always open to investing with people who make it clear that they can help me to achieve a specific result in my life or business.
But some people make it damn hard to figure out what specific result they offer!
(or maybe they don’t offer one at all – perhaps that is more likely)
The way these interactions went in both cases was that I encountered someone who was an expert in a specific TOPIC.
(When I say TOPIC, I mean things like vegan eating, phone sales, SEO, hypnotherapy, chatbots, and the like. See how those aren’t results? Only mechanisms?)
In both cases, the person was offering their expertise – as a TOPIC.
For example… “Who’d be interested in having help with [TOPIC]?”
In both cases I responded that I might be, but was first wondering what specific results their expertise would help me to get in a specific area (and I said what that area was).
And in both cases the response was something like, “if you need to be convinced of the value of this [TOPIC] then this likely isn’t for you. My ideal client sees the value.”
Well…yikes.
The ironic thing here is that these folks might’ve had me pegged as one of those disempowered people who doesn’t see the value of coaching or expert services… when actually, nothing could have been further from the truth.
I’ve invested in every type of coaching and expert services that you can imagine – for both my life and my business.
I see the value in having those types of support. And I’m willing to pay more than most.
BUT, before I invest a big chunk of cash, I don’t just want to know the value in general – I want to know the value specifically for my situation.
And in both of these conversations, that was really hard to find. The person didn’t seem to have an offer that got a specific result (it was just “contact me for a free consult to see how we can apply [TOPIC] to your situation”).
I’m beyond the point where I have the time or patience to go around and collect proposals from different experts on how they’d deal with my situation.
I want someone who already SPECIALIZES in my situation.
If that makes sense 😉
That’s what I mean by having a “specific offer.”
So, in the case of chatbots (for example), specializing in my situation might sound like:
“We use chatbots to help people who are already selling at least 50 high-ticket coaching offers per year and have a lead source that keeps their audience consistently growing by at least 1,000 per month.
“What our chatbots do is increase your number of potential-client conversations from the 10-15 per month that you’re already getting, up to at least 50 per month and as many as 100 per month. We work with established high-ticket coaches all the time and that’s what we’ve seen is possible – typical results are to double client enrollments from about 50 per year to about 100 per year.”
See how much more powerful that is than saying, “I use chatbots to help a million different types of businesses to grow! Set up a free two-hour consult so we can put together a proposal for your situation!” ?
In addition, if the chatbot expert specialized in my situation, they would also be more likely to actually be able to cite those kinds of specific results and have them be TRUE.
Because when your offer and ideal client are narrow, you have a chance to ACTUALLY become an expert on that specific situation by testing and refining the methods over and over again.
Not narrowing in in the first place is part of why a lot of people think they could never be so specific about results.
Well, of course they couldn’t – they never gave themselves a chance to test a specific situation over time and see what the results were.
In both of these cases I detailed my situation and asked if they had any content that would address how their methods would work in my situation.
In both cases I was given a general link to “check out this site” or “check out my FB page.”
After a few minutes of scrolling, I didn’t see any content that looked relevant to my situation.
And I knew then and there that I was never going to get to benefit from these folks’ wisdom for my situation – because they made it too hard for me to see what would be possible with their help.
They didn’t connect the dots for me.
And they probably had no idea how willing I was to invest. Based on their wording, they had me pegged as someone who didn’t see the value in hiring help.
When people ask you questions about what results are possible or how your methods work, they might not necessarily be doing it because they’re disempowered or don’t see value in what you’re doing.
It might be quite the opposite. They might be exactly the people who’d value it the most and pay you the most.
And the converse can be true too: the people who are interested in your [TOPIC] without knowing outcomes or how exactly it works, might actually be the people who are excited by the mystery and promise of something cool, but would never dream that it would cost a high-ticket fee and would overwhelm you with price objections and doubts.
In the earlier years of my business, I used to focus my messaging on a particular marketing-related TOPIC that I was an expert in (it was related to Facebook groups), rather than trying to achieve particular OUTCOMES with that expertise and using those OUTCOMES in my messaging – and that was exactly my experience with prospects.
I.e. – most talked about how cool my method was but were shocked to find out that it cost a premium fee to have help with it.
As I look back, that made total sense.
They couldn’t justify the fee to themselves by comparing it against the result they would get – because there WAS no result being talked about.
Anyway, let’s get to something actionable, shall we?
HOW do you come to the point of having a specific offer with a specific outcome?
Well – if you’re really experienced at the work you do, you probably already have one.
I.e. – there’s probably a segment of your client base who’s always gotten the best results, and there are probably things you do with them (and don’t do with them) to help them get the results they’ve gotten.
We just need to sort through all of that info and systematize it and put words to it – and then you’ll have your offer AND your pitch for it.
There are 4 main categories that offer outcomes tend to fall into, and then I’ve developed a way of narrowing down within those 4 categories to get to a really specific situation that you can name as your specialty.
(And really, it already IS your specialty because it’s the niche where your clients thrive the most with your help and your work feels easiest and most rewarding – but you might not have always TALKED about it as your specialty.)
(If you’re NOT really experienced at the work you do, then you’ll need more experience plus – maybe – some types of help other than mine before the stuff in this post will make sense for you to do.)
I want to link you to a much more extensive post from the other day, where I walk you through my entire thought process for settling on your outcome: SEE HERE
After the outcome, there’s setting up the offer itself so that it’s likely to get the outcome for the right person. That’s usually a matter of systematizing a lot of the things that you’re already doing with your best clients, and you can find my thought process for it in this video: SEE HERE
Having a specific offer and outcome is such a powerful client attraction tool for high-ticket buyers – you make it so easy for them to know what working with you is like and whether it’s relevant for their situation and the transformation they seek.
I even have a specific way of pitching the offer, in about 500 words, so that your ideal folks can grasp what it’s all about in less than a minute or two of reading.
Learn about that framework in this video: SEE HERE
Let’s now briefly talk about the other piece of this: have free content published somewhere that details exactly how your methods get this outcome.
Even if you did all the stuff I’ve talked about so far and stopped there – you’d still be clearer about what you offered than 99% of people out there who hope to attract high-ticket buyers.
But there’s another piece to my process that kicks up the magic a few more notches for your prospective buyers (and for you, too, once they actually sign up and are an absolute dream to work with and are totally on board with everything you’re doing with them in your program).
This additional thing is to break apart your process even more than what’s shared in your 500-word offer statement – and break apart the outcome even more, too.
So now you have a bunch of micro-outcomes and micro-solutions.
I have a content creation framework that pairs up one micro-outcome and one micro-solution in each post, of about 1,000 words.
This allows prospective clients to take an even deeper dive into your methods and how those methods would solve smaller problems that underlie the big one that they’re seeking help with – and also see it all related back to the big one.
For example, in the chatbot topic, that was getting an overall outcome of twice as many clients per year, but perhaps a micro-outcome underneath that is reducing the time spent handling price objections.
So maybe one piece of content for that offer could talk about “here’s one way to reduce price objections by 90% so that you can spend less time on sales calls and increase your capacity to take on clients – so that you actually have time to serve twice as many this year.”
And then go into a specific feature of the chatbot – or a way it can be set up – that would say a certain thing to pre-qualify, pre-handle or prevent a price objection.
Is this making sense?
It does take quite a bit of careful thought and work to set your business up so that you have the specific offer, specific outcome, and detailed content explaining how it all works.
BUT when you have this stuff set up, it renders so many of your other business tasks (like sales calls) unnecessary that you don’t really miss the time.
At least that’s been my experience, and that of the folks who love using the Strong Method (that’s what we’ve named my method! 😉 ).
After the offer and outcome are solidified, it’s just write content and meet with clients every day. Write content and meet with clients. Rinse, repeat.
And once a week or so, take 15-30 minutes to enroll a new one who’s already pre-sold on working with you and knows exactly what your work is all about.
A pretty nice life, if you ask me 🙂
I’ve been living it for more than 3 years now, with over 150 perfect-fit, wonderful clients enrolled this way, and I couldn’t be more grateful.
My offer to you is a 30-day private intensive where I help you think through and set all of this up!
Your outcome
Your offer
Your 500-word pitches
Your detailed content
Your simple process for enrolling pre-sold people who contact you first after reading your content and offer
And (if needed) your process for growing your organic audience through friend-requesting and acceptance of friend requests.
I have all of it down to a system that’s been used to help coaches and experts (caveat: only experienced ones!) of all kinds to gain organic momentum, get 4-8++ clients per month and scale to multiple-six and seven figures.
Interested? DM me on Facebook.
More information is available here.
Interested in teaching my system to your own clients? DM me on Facebook about that also. I have a certification program coming up.
More info here.