[social_warfare]
You might think you’re being obvious about what you sell + how someone can purchase… but you’re likely not (OR, you can be even more obvious!).
How many times have you answered the same question 3 times on the same webinar? That’s what I’m talking about.
If you want to optimize sales within your automated funnel, your email nurture sequence, and even your sales page – you have to be thoughtful, clear, and over-the-top obvious.
Because people don’t think about what you have to offer… until they need it.
It’s your J.O.B. to make their buying journey as simple + seamless as possible.
In this episode, I’m highlighting the ways I’m being extra obvious in all areas of my own marketing, plus –
- How to avoid the mistake of actually confusing your potential buyers with multiple offers…
- Why repeating yourself 3X (and more!) might be the KEY to increased sales
- And my SECRET weapon to converting leads in my own funnels!
Tune into this episode for a quick lesson in marketing! And then head over to Instagram (@emilyhirsh) to follow along for day-to-day tips, tricks, and advice you can implement A.S.A.P.
If you want support creating + implementing your strategy in the new year, apply to work with Team Hirsh at HelpMyStrategy.com (we only accept clients we know we can help, so you really have nothing to lose!).
Listen to episode 134, “Simplifying + Connecting Everything in Your Marketing,” for more about how to tie every piece of your marketing plan together. The goal here is, CLARITY.
Listen to episode 129, “The Rule of One,” for more about why I recommend hitting $1M+ in revenue before adding a second offer…
Key Points:
[3:30] You might *think* you’re being obvious… but you can do even more!
[4:47] “People don’t care what you have to offer… until they need it.”
[7:54] Don’t make this mistake, though!
[8:45] Here’s what to do if you have multiple offers (i.e. if you’re making $1M+)
[9:48] One of my secret weapons is this…
[11:44] Say it once, twice, three times! Repetition is key.
[social_warfare]
Episode Transcripts:
Hey, everyone. Welcome back to the podcast. I hope you are all doing amazing and enjoying the last few days of the year and into 2020. I can’t believe it. It’s going to be a big year, I feel like, for Hirsh Marketing. I’m having a baby in February. Every time I have a kid… because I’ve had two… it’s always a huge uplevel in my business and my life, because it makes you see things differently, because you have to change. Like as a mom, you have to change what you’re doing every day, because you have this newborn to take care of. It forces you to decide, “Well, my business can stay like this, or it can grow. And here’s how I have to grow it, because I have to offload so much to a team.” That’s been my experience. Well, when I had my son, he was the reason I started my business.
That was four and a half years ago. Then when I had my daughter two and a half years ago, she’s the one who really pushed me [to say], “I have to grow a team, [because I just can’t do this alone]. I have a newborn. If I want to keep growing my business, it can’t just be me.” I’m excited to see what will happen with this one, because I’ve grown so much [already] in the last two and a half years since having a baby. But I just know that every time it’s just such a massive experience that actually impacts my business a lot. Actually it already has if I think about it, because I’m totally in this nesting phase. But it’s not just nesting… I’m trying to get my business to a certain place so that I know I can leave for a month if I wanted.
I don’t know exactly what my maternity leave is going to look like. I have a really hard time taking it, because I don’t know what to do… Just sit there and watch them sleep? I really don’t know what to do. I want work, but I’m going to set it up so that I don’t have to work for a month if I don’t want to. I’m going to try to take time off… read, try to rest. But […] I don’t know, I just get really bored. Newborns are amazing, but they just sleep a lot, so there’s like a lot of spare time! I’m trying to get my business to a certain place so that I’m fully out of everything. I’ve been, kind of, just making every department… we are building out these playbooks [for,] “How to set yourself up for success,” documenting every role, SOPs… [listen to episode 134, “The huge epiphany I had managing my team,” for more about this]
It’s pretty insane, but it’s really good. Actually, take that back… this baby’s already impacted the business in that way, because it’s forced me to do that, my hormones have forced me to do that. So today, I’m diving into a topic that I think is another simple… I’ve been all about the simple marketing topics lately, and just like reminders, that I’m hoping are going to give you guys some ideas in your own marketing and your own funnels and your own strategy. And that is to be extremely obvious with the steps in your funnel. I come across this a lot when I talk to people about their current funnel, when I talk to people about how they sell, and when I just talk to people about their marketing strategies and like, how they have it set up.
To us in our business, like it’s really obvious what the people should go do. Let’s say you want them to sign up for a webinar or watch a video or book a call or buy this product… You think you’re very obvious with what you sell and what you have to offer and what you have to give away, but in reality, you’re not. I’ve always been really surprised how you can say the same thing in different ways in your content, and remind people like, “Watch this video, sign up for this training, book a call with my team,” all of these things, and you’re still going to get people who don’t know what to do. So, when looking at your marketing strategy and your customer journey or your funnel, it’s really important that you’re extremely obvious with the steps that you want people to take.
What could that potentially look like? That means at every part where you want people to take action, you make it so obvious what you want them to do. If they’re joining your Facebook group, and then you want them to watch a video training right after they join your Facebook group, that experience needs to be very obvious for people, “This is what you do [next].” If you want them to book a call after they watch a training, again, make it very obvious in emails, in every way possible. Because here’s the reality, people don’t care what you have… until they do. Coming into your world, coming into your brand, they don’t care at all. They don’t have this attachment of like, “I really need to go find this video,” or “I need to go figure out what they’re all about.”
They’re busy, and they don’t have that attention span or that drive to do that, so they won’t. You have to make it very obvious what to do in all of the steps in your funnel, and then also tie together your different funnels [listen to episode 134, “Simplifying + Connecting Everything in Your Marketing,” for more about how to do this well]. For example, if you have a webinar funnel, and then you want people to book a call, but then you, maybe, also have like a Facebook group or an opt-in somewhere, tie those things together. Tie your opt-in to your webinar and then to book a call. Tie all of them together. One thing that I did was, we have our IGNITE evergreen webinar funnel, and that sells my course, which is my lowest priced product. It’s a done-with-you course, and then it obviously moves into our one-on-one services.
So what I did was, in the webinar, I obviously pitched the course, and they go through a sales sequence, [but] at the end of the sales sequence, at the end of that seven days, I was like, “You know, what if somebody is sitting here, and they’re like, ‘I don’t want to do this all myself.’?” They watch the webinar, and they’re kind of like, on the fence, but they’d be a good fit for our performance package. So, I added in an email that was like, “Ready to skip the DIY and pass off it off to a team?” Then it links to our application. I don’t think people would normally think of that, because they’re not necessarily a buyer yet.
They are just a lead who went through my webinar. But there is a chance that somebody could go through my webinar and would be like, “This is really great, but I don’t want to put in all this work. I [don’t] want to do it myself.” Then I would be assuming like, “Oh, well, they’ll just go to my website, they’ll find the application, and they’ll figure it out,” but they’re not going to do that. If they even had a small thought in the back of their head that they don’t want to do it themselves and they want to hire somebody, if you send that email and you’re like, “Fill out this application if you’re in this boat,” and you’re talking to this person, then they’ll go do it, because they’re like, “Oh yeah, that’s a good idea. I was thinking that.” But they’re not going to go search for it.
Obviously you want to be really clear […] So let me be really clear here, a mistake [you don’t want to make] actually would be if I was like on my webinar like, “You can either do this or you can do this.” Never do that. I would never be like, “You can buy my course or you can work with us.” There was one call-to-action on that webinar, and then there [were] seven days of sales emails, following up with people to sell them on that one offer. But then afterwards I’m like, “Well, there’s going to be people sitting there who didn’t buy, and they might want to book a call with our team, and decide they want done-for-you.” So, I tied that in, right? I think a lot of times the assumption would be, “Oh, well they would just go to my website and find my application, and figure it out themselves.”
But again, they’re not going to do that, especially if it’s a thought that was in the back of their mind, and then they just decided, “Oh, that’s actually a good idea.” Make it very obvious what you want people to do, and then also tie everything you have together. If you do have multiple offers, if you’re over a million, and you do have multiple offers… if you don’t know what I’m talking about, go listen to [episode 129], “The Rule of One,” [which explains that] I don’t think you should have more than one offer if you’re not over a million [dollars in revenue]. It was episode 129 of the podcast. So, if you have multiple offers, obviously tie those together, because you’re going to be getting people in who are going to be relevant to the different offers.
But then, the biggest thing is… draw out your funnel, and I want you to opt-in and go through all the steps as if you’re that lead, as if you are that person experiencing it. One thing that I do, we do this for clients and then I do it for my own funnel is… when my team finishes a funnel, I opt-in before we ever set it live, so that I could actually get the emails and the whole experience timed exactly how we have it, ahead of when people get it, and then I’m able to think like them and make edits. One of my secret weapons with our clients and with myself and just the way my marketing brain thinks is, I constantly put myself in the position of the lead going through my customer journey.
I’m not thinking about it from my perspective necessarily, or what I heard somebody tell me I should do, or a strategy I heard, or a course that I took that told me I should do this strategy. I just put myself in the position of the lead and like, “Would I open this email? Would I sign up for this webinar? Would I watch this webinar? Would I click on this link? Would I buy this product?” Was it positioned right? [I ask] myself those questions, and if the answer is ‘no’ anywhere along there, I need to fix something. I’m also pretty hard, probably, on that judgment. It takes a lot for me to… well, usually it takes a lot for me to buy something… but not really, because if I really want it, I’ll buy it right away without thinking about it. I do that a lot, too, so I don’t know.
I’m a hard one to figure out! But I think I’m hard on that like, you have to really convince me on a webinar, for example, or in an email sequence. So I put myself in the position of that lead, and I ask myself, “Would I take action?” And then, “Is this clear? Is it clear what I should do? Is it a good experience? Is it a good customer experience? Are you talking to me, the lead, and not just like, templated marketing lingo? Does it feel like that? Okay, we need to change something.” I want you guys all to go back to your funnels, go back to what you have set up, and really like go through it as if you’re a potential lead going through the funnel, and ask yourself like, “Is it really obvious what I should do?
Is it obvious I should watch this video,” when you want them to watch a video or you feel like you have a video that would convince them, or “Is it obvious that I should book a call or buy this product, and how much time I have to buy it, and what the price is?” All these questions people will ask. I’m always so blown away when I do a webinar, and i the webinar I’ll literally say, “This is for you if you do all these things.” I’ll say in my IGNITE webinar, “This is for coaches and consultants and people selling digital products.” I’ve got a whole list. Then anytime I’ve done it live, at the end, I still get people who are like, “Is this for me? Will this work if I am blah, blah, blah, in this business?” or whatever.
I literally said it on the webinar, and they still ask that question, because they want that validation. I try to be super [clear] because, you think you said it, but people maybe didn’t hear it, or they have to hear it three times. You have to be super obvious with what you want people to do, and answering the potential questions that they might have, especially if it’s an evergreen funnel where you’re not live, you’re counting on your automation to sell people. You’ll be surprised how much you’re like, “I don’t understand. I answered that question on the webinar,” but maybe they didn’t listen to that one minute where you said it, or maybe they did listen, but it didn’t register in their head, and so then they’re still asking. Especially [with the question], “Will this work for me?”
They want that validation of like, “Yes, it will work for you.” So I go above and beyond with that in my webinar, because… I actually have two slides, one of the very end, because I talk about like, “Everybody asks me this, so I’m going to talk about it again at the very end of my webinar,” which, that’s not in any template. That’s something I learned from customer feedback, and then was like, “Okay, I need to be more obvious about this,” and I put it into my funnel. That’s how you have to think about marketing. Put yourself in the shoes of your lead, “Are you being obvious? Are you being clear? Are you being convincing?”
Make sure that you have those steps of your funnel really signposted, like, “Here is what you do next,” and you’re very obvious, and it’s in a helpful, serving way, but you are able to take people on that journey in a clear way. Hopefully that was helpful for you guys and maybe gave you some ideas of what you could go do in your own marketing strategy. If you want support with something like this, and creating your strategy, implementing your strategy, and then we run the [Facebook] ads and the Instagram ads, you can apply to work with Team Hirsh at HelpMyStrategy.com. Thanks so much for tuning in, you guys. I will see you all next year!