You know how results are what matter, what sell, etc?
Everyone says/thinks they know this, yet so many people don’t see how they’re NOT talking about any result ever in their marketing. 🤦♀️
I recently saw a lead magnet entitled, “3 emails every coach should be sending to their list.”
Should be sending… to get what result?
(To convert 5% of their list to their high-ticket offer instead of less than 1%?)
I saw a free workshop entitled something like, “How to warm up your leads and keep them engaged.”
Again… to get what result?
(To bring in twice as much revenue without growing your audience at all?)
I was invited to a “Delegation Workshop” as a FB event.
Again… what will delegation accomplish? What’s the result?
(Getting half your time back as an agency owner so you have time to market/sell twice as much and double your revenue and/or profit?)
All of the titles above are about process, not results.
Process is generally not what a potential client cares about – at least not if they don’t know your results yet.
(If they do know your results, then the thing they’ll care about NEXT is process – because they’ll want to know if the way you get the result is the way that feels aligned to them, is different from processes they’ve already tried, etc.)
But process isn’t the thing to lead with.
I already have a belief that I’m sending all the emails I should be sending to my list, so I don’t see why I should check out that lead magnet to hear what more I should be doing – UNLESS you tell me what kinds of results it’ll get. 😉
I’m already good at keeping my leads engaged, so not interested in that workshop either. Well, at least I think I’m good at it – unless you tell me that if I were really and truly doing that, my results would be much better and would look like [fill in the blank with specifics]. Then I might be forced to admit otherwise 😉
And learning to delegate better sounds like something I could put off until tomorrow, next year, or never. Definitely not compelling.
Unless… well, you see where I’m going with this. 🙂
The interesting thing is that if you really really grasp this “results” thing, you don’t even have to offer lead magnets or workshops at all to bring in clients consistently.
You can just write posts or emails that start off by talking about some kind of result in the opening sentences.
That’s a common way that we start off our value-giving posts in the Strong Method.
Which will grab attention and then give you the opening to use the rest of the post to explain the process.
For example, let’s go back to that first lead magnet that I talked about above.
“3 emails every coach should be sending to their list.”
I’m going to have to guess how a post would start out for that offer, because I haven’t had the writer as a client to know what their results actually are.
But let’s say their result was “At least one high-ticket client per month from your email list.”
Then one post could start out like so:
“Let’s talk about why you’re not signing at least one high-ticket client ($3K+) per month from your email list:
“You’re not sending __ type of email. [one of the 3 types – again, I don’t have more information on what the emails actually are]
“I’m going to briefly share what kinds of things that email includes that most coaches’ emails to their list don’t include.
“[post continues from there]”
Make sense?
Suddenly, the whole “3 emails you should be sending” idea is RELEVANT, because it’s linked to the result (or rather, lack of result) of “not signing at least one high-ticket client ($3K+) per month from your email list.”
So cool, right?
Yet, a lot of folks get stuck on writing posts like these because they haven’t named or claimed the actual outcome of their work.
So, they don’t know how to frame those posts around an outcome because they don’t have an outcome on the tip of their tongue like that.
This is where I can help!
I have a simple, yet brilliant, process for helping you uncover and articulate the outcome of your work.
It involves looking at examples of your past clients, which you provide to me in a very specific format.
Based on reading those examples, I’m able to discern what your outcome message should likely be.
And then, through an awesome co-creation conversation, I run the message by you for your feedback and clarifications – and we converse and tweak and end up with something so great by the end. It’s accurate from your point of view, and compelling from my point of view. Perfect!
This is what I do with each participant in my Articulate Your Niche and Outcome Workshops.
I host these workshops a couple of times per month. You can always check this page to find out when the next one(s) will be.
DM me on Facebook if you’re interested in a spot on one of the workshops.
I also do the exact same “outcome articulation” work with folks who sign up for my 1-on-1 30-day intensive.
But in the 1:1 intensive we also do a lot MORE things after we’ve completed the outcome articulation piece.
Such as:
–writing a full offer statement (the outcome is only the first sentence of that),
–writing those value posts that connect your expertise and knowledge to your outcome so that potential clients pay a lot more attention to what you’re saying,
–creating a simple process to qualify and enroll clients (only the right ones) over DM – since your posts do such a good job of selling that most people won’t NEED a phone call to know your offer is right for them,
–growing your organic FB audience,
–and more.
The post-writing process is one of the things I love most about helping clients in the 30-day intensive.
I have a gift for seeing so clearly when people are talking about a result vs. when they are talking about a process – and which of the two goes where in written content, so that my client’s ideal clients are always compelled by what they read.
(Which means that my clients can get consistent leads for their offer as long as they’re consistently making posts that are written with this understanding – instead of feeling like content marketing is always “hit or miss.”)
Consistency in communication is one of the biggest secrets to consistency in clients and revenue. Funny, that.
DM me on FB if you’re interested in the 30-day program. We’ll chat to see if it’s a good fit. It’s an evergreen program, so I’m always enrolling clients.
If you have any questions about the group workshop or the 1:1 program, don’t hesitate to send me that DM on Facebook. I’m happy to answer anything for you, and I’m always tickled to hear from people in my audience. 🙂