If people click on your freebie and then don’t sign up, OR you’re not getting the conversions you want on your offer…
Please take a step back and listen to this short 15-minute episode.
Inside you’ll learn…
- The ONE QUESTION you MUST ask yourself if you want to improve your marketing results.
- How to apply the answer to your messaging to instantly boost your conversion rates.
- The 3 BIG mistakes we see entrepreneurs make when creating and marketing their freebies and how YOU can avoid them.
Take action on what you learn in this episode, and I GUARANTEE you will see an increase in your results.
And you’ll feel far more confident in your marketing, messaging, and how you approach creating offers.
I know it’s a big promise from one little question, but sometimes the smallest change can have the greatest impact.
Once you get your answer, share it with me @EmilyHirsh! I’d love to hear what you discover!
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READ THE EPISODE TRANSCRIPT
Intro: And if you try to outsmart that you will not be successful, you will be fighting something and, and making things harder for yourself that you don’t need to. It is absolutely okay to enlighten your audience on a new way of doing something or seeing why things have never worked for them. In the past.
You are listening to the, not for lazy marketers podcast, episode number 397.
Emily: Hello, everybody happy May. I just looked at the date that this podcast would come out and I’m thinking, how is it May? I don’t understand how time is going so fast, it was just Christmas and we’re now approaching halfway through the year. It’s insane. I have this new thing where people always ask me, how are you doing? You know, when you see people, how’s it going? How’s it going? I feel like I’m always saying, it’s busy, it’s busy, it’s always busy. And I’m like, you know what? I’m going to stop saying busy because I think a better word for it is life is just really full right now. I think a lot of people are experiencing that. And I also think that’s kind of the way that we live in today’s world, but it’s really full-it’s full of a lot of good things. I feel that this year I really made a commitment to, no matter what, no matter how busy I was with to-dos, create time for travel and experiences and being with my kids and just putting that first, because it’s one of my biggest fears that my kids are going to turn 18 and I’m going to look back and regret not spending enough time with them. So I am always very aware of that. So life is full, it’s full of trips and business growth and workouts and family dinners and dance class and birthday parties and all the things-it’s full. And it’s full of a lot of good things and also some struggle in there, but that’s life and you grow from it.
Anyways, today’s podcast episode, I wanna keep it pretty short actually, because I have something I wanted to share that doesn’t take a long time to share. I think it’s going to make a big impact on you guys. It’s a question that I want you to be able to answer about your offers, whether it’s a free offer, a webinar or a lead magnet or something someone is signing up for. An offer that you are selling somebody on investing their time or giving their name, an email over or signing up for something or participating in a challenge or downloading something. It’s an offer, and also your paid offers are also obviously offers that you sell. And so I recently did the pick my brain session in market like a pro. So once a month I do a session called pick my brain and people come in and ask me anything, it can be related to marketing or business or you know, anything they need advice on. I noticed a theme in the recent one that a lot of people who are looking for deeper marketing guidance and especially on things that they’re like, I’ve tried a lot of things and it’s, you know, it’s not working and here’s my data and how do I improve this? Really just digging into their results and their marketing specifically related to marketing. And one of the themes and things I saw myself doing over and over in all the questions was asking them, okay, let’s take a step back from this, I want you to tell me what is the promise of this offer? I’m somebody scrolling Facebook, I’m scrolling Instagram, I see your ad, I see the offer to go to your webinar. What are you promising me? If I click on this page and then I sign up for this webinar, what’s the promise? What result am I going to get? What transformation am I going to have? What am I going to know? Who am I going to be afterwards? Know, do and be right. Those are the three things. What will be, what will I know, what will I be able to do? And who will I be? And it sounds silly sometimes, it’s just a webinar. You’re not going to be a different person after, I get it, but you need to have that promise. Like otherwise people aren’t going to sign up for it. So I found myself saying, we’re just having a conversation. Like I know you’ve got metrics. I know we’re talking about funnels and marketing language here, but I’m just like a person. Who’s your ideal customer? I’m scrolling Facebook. I want you to tell me in your own words, why should I sign up for your webinar?
What are you promising me if I invest an hour of time? Or why should I buy this offer? Why should I spend $500? Why should I not go to somebody else who offers something similar to solve my problem? Why should I buy yours? What do you see? And how quickly will it take? And, what can I expect from this? That alone brought so much clarity. A couple people were like, well, I don’t even have a promise. I have my webinar and I don’t have a promise. So there was one really powerful exchange that I had that I was just so excited over because it was somebody who had been running ads when they were in a different program before they came over to market like a pro and following a template and just feeling out of alignment with it. But it’s been almost a year and she’s stuck with it. I thought, that clarity right there is going to bring you success. The fact that you have not given up, the fact that you’re on this call and you’re still willing to refine and you’re so close will bring you success. So that made me excited. But she was saying how her issue is that she has like 11% landing page conversion. So people are getting to her page on her optin and then they’re not signing up. And then they’re not showing up to her webinar. It’s easy to go down the rabbit hole of, let’s send more reminder emails, let’s change the format of the page, let’s do these more technical aspects and adjustments. But to me, straight up, that is a symptom that people don’t see enough value in your webinar. Your promise about what you’re offering and ‘selling’ me on signing up for this is not strong enough because that is the bigger picture, the bigger root problem of why people won’t sign up for a webinar. They get to a page and they’re like, ‘meh, this isn’t good enough’, right. That would lead to a lower landing page conversion. Or, they do sign up for the webinar, which I told her, it’s great you’re getting some people because that just also means the more you refine the better this is going do, but they sign up for the webinar and they’re like, I’m not going get anything out of that time, like I’m not convinced, right? So the root problem was, I asked her, what’s the promise? Why should I come to your webinar? And she’s like, well, I don’t have a promise. So she’s been following this template from another program for almost a year and following that template and that piece was missing and we identified it that quickly. Instantly, she was like, I’ve just been feeling like this was really fluffy, I wasn’t really promising something, but I was following this template. That’s worked for other people. So this question alone will instantly improve your marketing.
Here’s a couple more pieces on this. Anything you do, let’s say you do a new live launch, you launch a new lead magnet, you’re repositioning your offer, you always need to answer, what is the promise? What is the promise of this? Who will somebody be? What will they be able to do or know from implementing what you’re saying? Then once you have that (and sometimes the best way to practice, this is in a conversation ), get a friend, get your significant other, and be like, I’m going explain to you why you should sign up for my webinar or why you should buy my offer or why you should download this lead magnet, I want you to tell me if it’s clear. A lot of times talking through it gets us to a place where now we can go write the copy. That’s why in these coaching sessions, a lot of times I say, you’re very deep in your data, you’re deep in it. All in the analysis side of your brain. I want you to just have a conversation with me. We’re having coffee. Tell me why I should sign up for your webinar or why to download your lead magnet, or why I should buy your program or your offer. Then once you do that, is it clear and direct and specific? Those are the other things that you need to think about.
Another piece of this is, in another conversation, somebody was explaining theirs and it was very broad. It was very much like ‘solve your problems’, you know, I can’t remember the exact thing, but it was very broad. I need something specific. What am I struggling with every day related to your niche? Where if I see that you’re going to solve this problem, I’ll think, I need this right now. So you have to think it through and I’ve, and I’ve taught this exercise on here before, you probably solve like a big overarching problem. So for me, I solve ‘getting people successful marketing’, right? Successfully generating leads in sales, using online marketing. But that’s broad. If I said, ‘Hey, I promise you that by the end of this webinar you’ll have successful marketing. Would you sign up for it? No, it’s not. It’s too hard to comprehend that, it’s too big. You’re like, there’s no way you could do that in an hour. And I can’t really tie that to the things I’m struggling with on a day to day basis. The micro problems people are having in my audience are
Their ad costs are too expensive
Their ads aren’t converting their leads, aren’t converting to sales
They don’t even know how to diagnose what’s wrong with their marketing
They don’t know how much content to post or what content to post or how to structure their ads.
So I can think through 25, probably micro problems all related to the bigger overarching problem. So you need to find what are those specific really powerful problems that you can focus on that when somebody hears what you have to say, and they hear that you can solve this and you promise you can solve this, they are like, I need it right now.
If you can successfully do that, you’ll solve all the problems related to your landing page, conversion, your cost per webinar, registration, your webinars show up, right? Even your sales conversion, because people will be coming and consuming it. I’m talking about a webinar, because this example is fresh for me, but really this is related to anything. I think a lot of times people don’t address that root problem of your messaging. What you’re promising somebody with this offer is just not there yet. It’s not clear enough. It’s not strong enough. It’s not direct enough. So once you are clear on the promise, then I want you to take a step back and say, is this clear to my ideal customer? Is this specific for my ideal customer? And, is it directly related to the frustrations and the dreams that they have and the words they are using to describe those things.
The other mistake people make here is they make a promise and they’re promising what the person needs. So a lot of times experts will go, ‘People just think they need this, but they don’t, they really need this, so I wanna talk about this thing. However, you have to give them what they want and then you can give them what they need. That’s a rule of thumb of marketing that’s never going to change. If you try to outsmart that you will not be successful, you will be fighting something and making things harder for yourself that you don’t need to. It is absolutely okay to enlighten your audience on a new way of doing something or seeing why things have never worked for them in the past. But you still have to speak to the problems that they have right now and the dreams that they have right now.
So here’s the steps I want you to take.
I want you to think about any offer you’re trying to actively promote: free offer, lead magnet, webinar, podcast series, challenge, all of those, and then of course your paid offer. I want you to go have a conversation with somebody and just say, look, I’m going to explain to you what my promise is. I’m going to tell you why you need to sign up for this or you need to buy this or you need to participate in this. I want you to see how clear you feel you’re being after you do that and ask for feedback. It doesn’t matter even if they’re your ideal customer, you can explain to them who your ideal customer is afterwards. Just try it, just try to talk about it because instantly you’re going to be able to see if you are clear on this, if you can clearly articulate this. Sometimes it takes a lot of practice and it takes a lot of iterations. You know, when someone asks, what do you do? And people always stumble over that. Sometimes it comes out confusing. It’s because you’re not clear on how to explain it, and you haven’t practiced it enough times in a simple way, same thing with the promise of your offers. So that’s the first step.
Once you get clear on that promise, I want you to ask yourself, is this specific? Does this stand out from everything out there, all the other noise that is being put in front of my ideal customer, and is this directly related to their frustrations and their dreams and the way they would explain those things, not the way you would explain them, the way they would explain them. If it’s not, then you get to refine it. I promise if you, if you stay very focused on this and continue to refine this, it will instantly improve all your marketing numbers, because this is the root of why so much marketing doesn’t work. I want you to also know having a offer free or paid that’s irresistible, that is so good, where people see it and have to sign up for this…webinar or I have to buy this thing. It takes time. It takes iteration of your messaging. It is not going to happen overnight, or even in a month. It takes getting feedback. It takes seeing how people respond to things and it takes listening to that, and then continuing to refine. So not laying off this and staying with your foot on the gas on this change in your marketing will make such a huge difference.
All right, you guys, if you add any breakthroughs, send me a message on Instagram and let me know what you think. I also have to mention that we are hosting The Ultimate Facebook Ads Challenge again. So in this challenge, my promise to you is two things:
- In five days, you will attract a thousand or more ideal customers with an ad. We’re going to get an ad live.
- And with that, you’ll cut your ad costs in a fraction of what it is now or what it was before. If it’s been too expensive, I know too expensive ads are a huge problem for a lot of you and also a big, scary thing people are talking about.
So this system that I’m teaching is going to do that. So it’s a five day free challenge. It’s called The Ultimate Facebook Ads Challenge. We ran it back in February and since then we’ve improved it and added to it. We have literally hundreds of people who were amazed by the results, got ads live, attracted thousands to their brand. Someone just sent me a message who got $3,000 in sales from the one ad they put up in the challenge, so incredible results, and I’ve just made the challenge even better. So you can sign up. It’s completely free hirshmarketing.com/challenge and we kick it off on May 6th. So make sure you’re in there and it’s going be so much fun. I promise to you that you will attract a thousand or more ideal customers and cut your ad costs in a fraction of what it is or what it was before in five days.
All right, guys, I’ll see you there.
Thanks for listening to the, not for lazy marketers podcast. If you love this episode and want deeper support with your marketing head over to helpmystrategy.com to see how Hirsh Marketing can help take your marketing to the next level, no matter where you’re at today. We help our clients scale faster than ever, find hidden leaks in their funnel, experiment with new creative marketing strategies and help their business explode and be more profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with team Hirsh.