How to Turn a Lead Magnet Into Paying Clients (AKA the 3 Step Marketing Machine)

本站添加: 2026-05-25

[00:00:00]I want to talk to this real quick. We've had 38 clients hit seven figures.

[00:00:04]Statistics something like 89% of them run commercial events. And so I just want to be really clear like you might be thinking like this wouldn't work for me. It does.

[00:00:12]It does. It doesn't matter whether you're in skin care, it doesn't matter if you're in professional consulting, it doesn't matter if you're in a coaching or in fitness or you have a gym, this mechanism [music] works.

[00:00:21]>> They actively are speaking to people because we're in the relationships game.

[00:00:24]I think people because someone on Instagram has sold you like hey you can get rich and make millions just by like making content and people are just going to buy your [ __ ] I think those days are kind of like they're coming to an end a little bit. What are your thoughts on that?

[00:00:51]If your business feels like it's growing but you also feel like you're one bad month away from stressing the hell out then this is worth 30 seconds. At Success School we have helped over a thousand service businesses to install a system that brings in 10 to 20 new clients every single month without relying on referrals. And we're so confident that it works that we offer a 30-day love it or leave it guarantee. So if you join and you don't love it you can leave in the first 30 days, no questions asked. So go ahead and book a free scale session at startsuccessschool.com and our team will review your business and hand you a road map to start signing new clients as soon as next week and dominating your market by the end of next month.

[00:01:25]If you're a service business owner or coach who wants to build a marketing machine that consistently signs new clients, this episode is for you. We've earned over 10 million dollars with marketing in the last four years and are on track to do four to five this year.

[00:01:38]In the episode today we're going to cover a three-step process on how you can actually build a marketing machine for your business that signs new clients. Part one is content, part two is nurture, and part three is offer.

[00:01:49]Okay, so what we're actually talking about today is running a lead magnet on paid ads that will capture their name, their email, and phone number based on your ideal client's pain points. We'll talk about building no, like, and trust with paid ads and nurturing via email and text that you nurture them up before you get paid. And then we're also going to talk about getting your audience to pay through different conversion mechanisms. Steph, we were speaking before this. We're like, what kind of story can we tell that's pretty funny about some old-school marketing stuff that you used to do? You used to host in groups to sell tickets to your workshops. Frame it up like, what business was this for? What were you trying to do? Why were you picking workshops? And then what happened? Yeah, so I used to run a business called House of Hobby. When I say run, I built that thing from the ground up and I'm very fortunate that still runs today. I sold that a few years ago and it still runs today, which is really cool. We used to run workshops all over Western Australia, where we would go in and we would run like pottery or flower arranging or painting workshops. This was kind of like before the whole paint and sip thing came about. And I It was my first ever business. I didn't know how to market. I would like post on Instagram, which by the way is not marketing.

[00:02:57]And then I would hope that people would find me. And I didn't know what else to do. And I remember that I had this really cool business coach at the time.

[00:03:03]His name was Tim Ferriss. And uh What did I know? And this is before really even we were using paid ads for your your business at the time. And you were like, "Well, why don't you just post in some like local buy and sell groups and see if like anyone wants to join from there?"

[00:03:16]And so I used to, no word of a lie, for 3 to 4 hours every single week, I would take all of the events that I made on Eventbrite, and I would get the URLs, and then I would make different posts for different Facebook groups. And then I would go and I would like I was basically in every Facebook group from within a 2-hour radius of Perth, the whole way around from north to south to east. And I would just spam these groups. And that's how I would sign clients to events was just spamming these groups.

[00:03:47]What lessons did you get from that? And, you know, what came of that? Did it actually work? So it worked. It worked a bit. Like, the thing is it worked inconsistently, Yeah. right? And the thing is that once you start doing something like that, because it's free, and I'm not going to say it's easy cuz it wasn't easy work, but because it was free and anybody could do it, right?

[00:04:05]Then everyone started doing it. And this was the time where like there was a Facebook group at the time that they're still is a Facebook group called Like Minded [ __ ] Drinking Wine.

[00:04:12]And it effectively during that time period you could be like, "Hey, I created this free resource and if you want access to it, just comment the word." And like there wasn't many chat bots back then. So, like if someone commented a word, you'd have to like send them the thing manually every single time. But like we and we taught our clients to it at this point in time as well. Like we sent hundreds of new leads from that Facebook group. Like this was a time where you could literally just post and basically make money. So, the Facebook group thing did work for a period until everyone else started doing it cuz it was so low barrier to entry, but it was inconsistent. Like there was no guarantee that it was going to work and it was very, very manual. You would have to create these 40 or 50 posts every single week. And then I had my VA doing them, but then she wasn't doing them as well and so it wasn't working as well.

[00:04:53]And then like if we get busy the posting would stop and then we'd have no clients and then our workshops wouldn't be full again. So, yeah, it was it was hard work. There was a period where a lot of our clients were doing this Facebook group posting thing. They would just do lead magnets. They'd be like, "Hey, comment a word about this free takeaway." Whatever it is and then all of a sudden the groups just started outlawing it and there was like mass pandemonium. People couldn't get leads anymore. It was crazy. Yeah.

[00:05:17]>> And that's when everyone had to pivot over to like, you know, our real real marketing.

[00:05:21]Not not posting in Facebook groups. Like you could you could get Imagine guys, imagine this time. I don't know if you anyone was around I don't know if you were around during this like had a business during this time, but like imagine you could just go tomorrow and post one post in a group and get three or 400 leads from this one post. Like I mean you can do that now with Facebook ads, but takes a little bit more skill.

[00:05:41]So, it was you know, it was crazy. Let's just talk a little bit about market sophistication. And people get a little bit pissed off with this and like the concept is pretty clear. Like what works now is probably not going to work in 6 months or 12 months time or 18 months time. What worked 3 years ago posting groups doesn't work anymore. And people have a really hard time coming to terms with that because they're like, "Well, it used to work and now it doesn't work anymore." I'm like, "Welcome to the market. Welcome to marketing. Welcome to He's lost.

[00:06:03]>> concept of sophistication in business.

[00:06:05]Just [ __ ] just stops working. You You kind of just got to keep current with it, which is extremely frustrating. Even like you know, we used to run the on I would tell you the worst lead magnet funnels of all time like way back with that and it had nothing to do with that.

[00:06:16]I do clients' pain points, problems, or what they were going after, but still somehow we managed to sign clients from that stuff. We used to do some crazy stuff.

[00:06:22]>> Yeah, we did. Uh tell us about your journey to like learning Facebook ads and then obviously using that in that business. So with the posting in all the Facebook groups, like I said, you know, it it's free, but nothing's really free. And we've spoken about this in previous episodes before is that it took a lot of time, at least 3 to 4 hours usually of my time because I wasn't very good at getting somebody else systematized to actually do that work. Um but 3 to 4 hours of my time every single week, and it wasn't guaranteed to work. And then people would comment and then they'd ask questions like you have to kind of really be on it, you know?

[00:06:52]Then I learned Facebook ads and like what a relief. Like I could make this one piece of content, or usually two or three pieces of content, and then Facebook ads would just continue to find me people for weeks. Like I could advertise my workshops five or six weeks out and it would go and find me the people who are most likely to buy, not just any buy and sell group, but just like the people who are most likely to buy, and it would track my and measure data for me and it meant that I didn't have to do this laborious task. Like yeah, it took me a little while to learn the ads, but once you learn ads, like getting an ad up takes 15 to 20 minutes and then it's done and and you can run that for five or six weeks. And then because we were running these workshops repetitively, like I would, you know, stop that workshop and then I'd run it again in 2 months time, just turn the ads back on. Like it was phenomenal. So, we'll get into the actual machine of this. So, you know, the the idea that you need to have before we get started is you need to have a lead magnet that's good.

[00:07:43]That's aimed around your prospect or ideal clients uh biggest pain points and you have to solve that problem. And to have this really working, you kind of want to be running that on Facebook ads where it's consistent and running 24/7.

[00:07:55]So, that's the premise behind it. You have to have a lead magnet, it has to be running, uh it has to be going consistently, you have to be getting name, email, and number, okay? As we get into actually how to build this system, that is the foundation of what this whole thing is built on because if you don't have people consistently coming into your funnel, you have no one to sell to, therefore no one sees your content, therefore no one opens your emails, therefore no one comes to your conversion event. So, we're going to we're going to ideate this process today. So, the first part is content.

[00:08:19]I've got down here like short-form and long-form. We'll go into the nuances of each and probably where you should start, but uh I'm a firm believer that everyone should be doing short-form of some degree, probably like three times a week at least. Mainly just to build that know, like, and trust factor. We've actually uh started working with uh Alex Hormozi's ex-media guy recently, so we have a bunch of takeaways on content which we're going to be teaching our clients at our upcoming Bali retreat for successful which is going to be great, but uh we've learned a bunch of content.

[00:08:47]Steph, do you want to tell us about uh top of funnel, middle of funnel, bottom of funnel specifically for short-form content and then we'll dabble on the long-form after.

[00:08:54]>> Yeah, so guys, like I think that just before to preface like this conversation is that there's a difference between posting on Instagram or posting on social media and having a marketing system, okay? And and just to be really clear on that. So, like if you're just posting with no I know people say this all the time, but no strategy, no purpose, there's no function behind it.

[00:09:12]That's why it's not converting to paying clients. And so, you do need a strategy and we're going to give you the strategy for free today because we're generous like that. Um but the strategy is top, middle, and bottom of funnel. So, effectively you want to imagine that you've got a funnel and it is funnel-shaped.

[00:09:27]>> [laughter] >> Very technical.

[00:09:30]Funnel of funnel-shaped in our market.

[00:09:34]>> [laughter] >> I hope you guys yeah.

[00:09:37]I hope you guys can really clearly see content. So, what that really is is like all the kinds of posts that you would see what they fill your feed. So, often when when I say fill your feed I mean because if you are currently scrolling Instagram or Facebook, I can tell you right now that um 70% of the content that you are seeing you were it's from people that you're not even following, okay? It Instagram and Facebook or Meta is putting things in front of you because they want you to see constant new content to build your ecosystem so they can see more of what you're what you like and what you're attracted to.

[00:10:03]And so, this type of funnel content is kind of general content going to attract people in. It should be about the thing that you do. So, ours should be about business as an example, but it's probably not going to be like how to increase your show up rate on your sales calls because that's very very specific and not the whole of the internet is not going to be interested in that. And so, your attraction content does need to be fairly general, but it still needs to be about business. So, one of the best attraction pieces of content we've ever used has been a 7-second reel of me talking about the five things I don't do as a multi-7 figure business owner.

[00:10:33]That's got us over 5,000 followers. And the reason it worked is because it attracted business owners because that was in the name and it also attracted people who wanted to be 7-figure business owners. And so, when they landed on my profile and they saw that I was those things, they naturally wanted to follow me. And so, keep it general, but um you need this kind of like I guess it's almost like skits and almost like entertainment content at the top level. Then your middle of funnel is stuff where you're getting them so if the top is know, the middle is like. Um and so, the the middle of funnel content is really around getting them to see that you have shared values. And the only way that you can really show shared values is to show what it's like behind the scenes. So, this is like if you have a business like a skin care clinic or you know, whatever, you would have like skits of your team um showing the behind the scenes of like a work day. Uh like companies that do this really well like Showpo, Frank Body, um and the Kinzo team are doing this really well as well. Um and so, if you have a team, it's about showing the background of that. If you don't have a team and you are a a sole operator or or a personal brand, you want to make sure that you're showing who you are, what you stand for, what your opinions are. Um so your middle of funnel content will be like that. And then your bottom of funnel content is asking them basically to take some sort of next step with you in action. Your bottom of funnel content is basically your sales stuff. So, hey, if you want to work with me, comment this.

[00:11:47]Um and the way that we share those is usually through testimonials. So, we show our clients proof and then we say, "If you want results like this, comment a word and we'll send you some info."

[00:11:55]And that's how we kind of generate a lot of leads for our audience. But you have to have all three of them because otherwise you won't build the know, like, trust. So, big idea with this, guys, is I like to think of short-form content as like your business card type thing. Like, you're not out there trying to go viral or get a million leads on your short-form content. It's basically a business card. So, when someone finds your profile, they'll go there, they'll look at your content, they'll be like, "Do I know, like, and trust this person?

[00:12:16]Are they a values fit for for me?" Yes, no, then they've already made a decision if they potentially would like to work with you. I actually had this come up on my uh Thursday group call. I post a marketing-specific call inside Success School. And someone asked, "Hey, Tim, my content isn't getting the leads that I hope it would." And I posed the question back to her, "Do you think ours does?"

[00:12:36]And she was like, "Well, I haven't really thought about it." And I was like, "Well, it's it's not really for that. We generate most of our leads from setting. So, you know, we we chat to people in DMs, Devon and I do. And then uh a couple of like appointment setters on our team, they'll reach out and call people. And that's how a lot of our business is generated inside Success School. We actively are speaking to people because we're in the relationships game. I think people, because someone on Instagram has sold you like hey, you can get rich and make millions just by like making content, and people are just going to buy your [ __ ] I think those days are kind of like they're coming to an end a little bit. What are your thoughts on that?" I just think that if you run a service-based business, and so we see coaching as a service-based business, we see consultants as a service-based business because like if we're coaching you, that's like the service that we are providing you is to coach you, right?

[00:13:18]So, if you run a service-based business, I I think this is a hill I'm prepared to die on. I think I'm moving closer to dying on this hill. But if you run a service-based business, service doesn't start the minute they walk in the door. Service starts the minute that they reach out. And oftentimes the first time they reach out or make an interaction with you is like when they hit the follow button, you know? Or they drop into your DMs to get a free resource, or they book a call with your team, or they, you know, inquire on your website. And I feel like so many businesses think that someone should just be automated through some sort of funnel in order to like have the energy to want to speak to somebody.

[00:13:53]Like you look at companies like ours where we are doing the most to warm and nurture our leads. Like if someone drops into our funnel, it's cuz they have a problem. And we're really specific, and this goes back to lead magnets, which we'll talk about shortly, but like we're really specific about the kinds of problems that we help people in our world solve. So, if you come through a lead magnet, or if you come to one of our webinars, or if you drop into our DMs and ask us a question, like you've got a problem and you obviously think that we have a solution for you.

[00:14:18]We're just doing you a service by calling you and making sure that you know that there is a lot of options here that we can help you with from free resources to low-ticket to high-ticket things. We can support you with whatever that is from a marketing perspective.

[00:14:30]And that's just bloody good customer service. And I feel like so many people think that that's scammy or pushy, which is crazy.

[00:14:38]So, we'll get into long-form. Uh we're at episode 149 of this podcast.

[00:14:42]This is long-form content that you're listening to right now. Uh so, this next point, you know, uh we've mentioned it before on the podcast, but Google has the 7-11-4 principle. So, it's 7 hours of content, 11 touch points over four mediums. Very important. The fastest way to get that up is on long-form content.

[00:14:59]So, we're pretty big on having some kind of long-form. Doesn't have to be a podcast like this, as high production as this.

[00:15:05]Uh YouTube is also great. Any of your trainings you've recorded, any long-form piece of writing, whatever that is. But that's really good to just, you know, boost that 7-11-4. I know we've spoken about the trust recession before, and it is [ __ ] But the fastest way typically to warm up your prospects is with long-form content. I think we're getting to a point now where short-form's great. Yeah, you can make three to whatever 10 posts or three a day or whatever it is. Uh but you can't really fake long-form. Uh you know, you can't be continuously good on camera for 30 or 60 minutes, say all the right things, hit the hot buttons, get someone to like you. So, it's a really good like I'd call it a shit-ness test. Not like a like a litmus test, but with [ __ ] Uh and people can kind of see through that.

[00:15:46]Anything to add on long-form? Yeah, I think long-form form can be done in a lot of ways, guys. Like it doesn't have to be in the traditional way that you're seeing us do right now. Like I you know, I think that there are different forms of long-form. But uh to be honest, I think everyone should do it. Yes. Like I think that a tradie business having a podcast would be hilarious and super funny and would make you want to choose them. Our accountant has a podcast and it's funny and it's awesome. Like I mean, if you can make accounting fun, like you're a [ __ ] legend.

[00:16:12]>> Steph, do you want to just uh flex on what Cole Mozee's guy told you about your YouTube, actually? The uh positive reviews you had on your YouTube.

[00:16:19]>> Yeah. You've got like Cole Mozee's media guy reviewing your stuff. It's uh it's uh it's quite nerve-racking. Certainly very nerve-racking. We uh I have We have Just to be Just to be really transparent, like we have no idea what we're doing most of the time, right?

[00:16:33]Like the podcast, we have a team and and they're very thorough, okay? So, shout out to TBC, but with the YouTube, that's relatively new for us.

[00:16:40]>> new waters. We're like We've got floaties on. Yeah, we got floaties on and so we're just like watching a lot of YouTube and trying to almost like replicate, I guess, as much as we can in our own style. Um but the feedback was phenomenal. They said that well, my presenting style was perfect, which was great. Not a single thing to change about my presenting style, which was awesome. Um intro was phenomenal and then there was a bit of time-wasty stuff after that for the next like >> Loves a waffle.

[00:17:02]>> Loves a waffle for the next 5 minutes, which needs to be cut out. Um but the actual teach was great. The calls to action were good. Um it was like the feedback was like 90% positive. A few little things to tweak and change.

[00:17:13]Mostly subtitle uh the the titles and thumbnails, just by the way, guys. But, um But, yeah, like very very positive, so I felt thrilled about that. So, Tim, the next part is around nurturing, which is I personally think is where most companies fall. I think everyone can generate leads. Yeah. People will tell you, though, like all businesses will say, like, "I can't get enough leads."

[00:17:31]But, they're just not doing enough. So, talk through nurture. Yeah, so probably about a year ago I got a couple of hats printed, quite controversial ones. You guys might know the the brand I'm speaking about. They're red, bright red, and then they've got white writing on the front, synonymous with a very with the popular US president or unpopular.

[00:17:51]But, anyway, it says, "Call the [ __ ] leads." Okay? And the reason I have that hat is because I know so many people are allergic to actually calling the leads, reaching out to leads, contacting leads.

[00:18:01]You could sub the word call for text, email, I don't know, send them a [ __ ] mail, like whatever you want to. You can do whatever that is, but you have to contact your leads. So, we're talking about here, like, uh making content, we're talking about having a lead magnet, and then the next part of this is actually building up time speaking to them, nurturing them, sending them emails, sending them texts, saying them offers. This is a part that most people get wrong. And then, what else that happens is they don't get the immediate results or the immediate gratification from doing said actions, and then they stop doing it cuz they say it doesn't work. So, what I mean by an email marketing system is you stick to an email marketing campaign, and you stick to it forever. So, if it's once a week, twice a week, three times a week, seven times a week, like we're doing, you have to hit it consistently, guys. Otherwise, people think you're a ghost, you've fallen off the wagon. They're like, "This person isn't serious at business."

[00:18:51]So, we'll go through a bit of strategy on email marketing, shall we?

[00:18:54]I think it'd be great.

[00:18:55]So, what we like to do is we send usually two long forms a week, say, "Hey, we just released a long form, here it is." So, we're building that 7-11 four principle. Then, we usually send two salesy type emails inviting someone to take the next step, and then we have two what I like to call club random. So, that's typically stories that I will write in Steph's voice uh and I'll send out to our list. Typically, they're like a business lessons or things that are going on uh and I frame it in Steph's voice.

[00:19:22]Uh I famously said I could write a story about anything or write an email about anything and then someone on a call gave me an example and they're like, "Write me one about stubbing my toe." And then I turned that into a business lesson and sent them as an email, as well. Do you want to talk about text? Why it's important? Yeah, so you know, thing is that with any free marketing tool like email, people ruin it.

[00:19:43]>> [laughter] >> You know, posting in your Facebook groups was awesome until other people came in and ruined it.

[00:19:48]>> [laughter] >> Uh email marketing was great until people ruined it. So, with any free marketing tool, what happens is that people and now with AI, it's even worse, people flood the market with [ __ ] emails and what that does is it drives email open rates down because all of you, every single one of us has opted in on We're opting We're getting flooded with stuff every single day, right? Open my Instagram, there's like comment the word X for this and I'm putting my email in now on some many chat sequence and I'm getting a bloody email and next minute I don't even open that email, but now I'm on someone's email list. I'm getting emails from them every single day. I don't even know who they are. And so, this happens to all of us, right? And so, we just kind of do this like bulk delete of all of our emails a lot of the time. If you have great curiosity emails and a really clean list, your email open rate should be sitting around, you know, 30 to 50%. But ultimately, text message open rates sit around 82%. So, if you're wanting to really, really get in front of your people and you know, actually be able to have the opportunity to have a conversation with them, text message is so far outperform email every single time. We have clients um and shout out to Rich, one of our clients, who predominantly basically gets the leads, texts them, and they have a text conversation backwards and forwards and then books them in for a sales call and sells them. And it that's just the the number one funnel. And so, it works just like a DM, but on text message because he works with guys and guys don't sit in Instagram DMs sending messages to each other that much. Um Such a biz babe thing.

[00:21:12]>> Yeah, it's such a female entrepreneur thing. It really is. Okay, I get it. Um and so uh you and so there's different strategies that work for different people, okay? Like if you're a skin care clinic, it's probably be not going to be a text message conversation. It's probably going to be a quick 15-minute call. You know, there's there's all different types that of things that work for different businesses. But the key point is that you need to contact your leads. You need to in Tim's language, call the [ __ ] leads. And that could be texts, that could be anything. But please don't don't just rely on email. Because it's the number one problem we see. Like, "Okay, well, we see you see you sent them So what? You sent them a seven-day email sequence. They didn't do anything.

[00:21:45]And then what? Oh, nothing. Okay, cool.

[00:21:47]Well, now they've just gone and bought from your competitor because you just didn't reach out, you know? Just a quick break. If your business feels like it's growing, but you also feel like you're one bad month away from stressing the hell out, then this is worth 30 seconds.

[00:21:59]At Success School, we have helped over a thousand service businesses to install a system that brings in 10 to 20 new clients every single month without relying on referrals. And we're so confident that it works that we offer a 30-day love it or leave it guarantee. So if you join and you don't love it, you can leave in the first 30 days, no questions asked. So go ahead and book a free scale session at startsuccessschool.com, and our team will review your business and hand you a road map to start signing new clients as soon as next week and dominating your market by the end of next month.

[00:22:27]Steph, we met a guy in Miami. [ __ ] I'm so [ __ ] with names, so you're going to have to like remind me of his name, but the email guy. Unfortunately, I also don't remember his name.

[00:22:36]>> guy, and he had some really cool insight into like why people don't sell much with emails, cuz he's like reviewed everyone. Can you just give us like the intel on that? Just to give the guys a source. Yeah, so just to be really clear, like he was like, "Yeah, yeah, I do email marketing for all these like eight-figure entrepreneurs that are in the room." And I was like, "Fascinating.

[00:22:56]Is email dead?"

[00:22:57]>> [laughter] >> Which was kind of not my belief.

[00:22:59]>> all the all the Yeah, he would get it all the time. Oh, wasn't my belief that email was dead, but you know, I was definitely seeing email work less and less effectively. And he said, "No, you just have when something becomes so commoditized like email, you just have to get better at it." And he was saying the best people in the world at email typically have incredible newsletters that go out. Like so, people who have, you know, 100,000, 200,000, 300,000 person email lists, they just have really hyper valuable lessons that go into their emails. So, if you think about like Codie Sanchez has like a email list specifically for like newsletters that, you know, go out about like, you know, what's happening in the the business building world and if you're wanting to buy a business, here's the three steps to get started and here's what's changed and always like business news, right? And her audience love that stuff. So, she's sending three to five emails a week about that. But the the key is it has to actually be valuable and and in an ideal world, it should be driving people to your long-form so that you can get that time on brand that 7-Eleven for. Let's get into part three.

[00:23:59]This is all about making offers. I just want to preface this and say, guys, if you're under seven figures or you're just well under seven figures, the following information might not be a completely applicable to you because generally if we go and tell you to make an offer or start a webinar or low ticket or high ticket or an onward email or whatever it is, it's usually with context if we know the information about your business. So, this works better rather than you just taking our blind advice here on a specific case.

[00:24:25]Uh, the example here is if you're under seven figures, you want to have one ideal client, you want to have one channel, you want to have one offer and you want to do it for one year. I know I'm missing one of the ones there.

[00:24:35]There's one more. What did I miss?

[00:24:37]You want to have one avatar.

[00:24:38]You want to solve one problem for that avatar. You want to talk about it ideally and really monopolize one channel, become really, really good at one channel. Let's not say you only post on one channel because you shouldn't, but you should become really, really good at one channel. Um, and only have one offer that you're offering them. And if you do that for one year, you will make $1 million. dollars. that is the third thing. It worked for me, but uh, you know. Yeah, so I'm going to give you guys a bunch of ways that you can make offers. And what I mean by offers is just inviting people to experience your world in one way or another. Okay, these can be free, these can be lower ticket, these can be higher ticket. But essentially what you want to do is just open the door. So, Steph ran a training inside our portal for Founder Friday a couple of months ago. It's how to sell to rich people.

[00:25:20]But what you do realize is there are a lot of people that aren't rich. Uh, they don't have money to invest in high ticket.

[00:25:28]And the reason I'm telling you this is sometimes, depending on what you sell and who to sell, it is beneficial to have different offers. Steph, do you want to talk about why uh, webinars and introduce the concept of webinars or why they're important, why they work, why they're great for cold audiences, why they're great for warm audiences? Mhm.

[00:25:44]So, we love webinars as a tactic to effectively nurture. Like uh, it's it's we actually use it for two things, attract and nurture. Um, webinars are just such a great way. If you're good on camera naturally or you naturally love teaching the thing that you're good at, webinars are just such a phenomenal way to show people that you know [ __ ] okay?

[00:26:02]And in a world where there's so many people who are really good at copywriting and really good at marketing, but have really terrible delivery in terms of like you go into their programs and you have a really bad time because actually know nothing.

[00:26:13]They're just really good at prompting ChatGPT to create great content.

[00:26:17]Being able to run a 60 to 90 minute training on your thing shows that you are truly an expert at the thing that you do. So, and that's the same thing that goes for literally right here, right now. You guys hearing us talk about it. We have some dot points on our phone, but outside of that, everything that we're sharing with you is coming direct from just the source of our minds. And you right now listening to this have something that you are as good at as we are at marketing, okay? You have something that you are as passionate about, as good at. And when you run webinars, what you're able to do is you're able to if you run them for free or paid, it doesn't really matter.

[00:26:46]But if you run them for free, people come to your event, so you get names and emails, which is great and phone numbers. They will come to your event, they will sit with you for 60 or sometimes 90 minutes, or sometimes even longer. And they will see that you are a genius at your thing. And if you structure your webinars correctly, they will also see why they need to work with you. And then they will naturally want to reach out. And so, what that does is you can take somebody from literally just finding out about you to buying from you within often times a 7-day period. Now, to compare that to somebody who just follows you on social media, it would usually take on average 3 to 6 months for them to consume your content, to see enough of your content, to consistently see that maybe you're the right person for them. Maybe they're in start DM conversations with you. Maybe they back and forth and they ghost. It would usually take about 6 months. And this is why I'm so big on like not just relying on on Instagram as a lead source or a channel without some paid advertising behind it, because it just takes so long for somebody to buy from you. And most of you like And if you're listening to this, you probably don't have 6 months to wait for someone to buy from you.

[00:27:48]Like 7 days is a much perfect window of time to get a sale. So, let's talk about the pipeline start to finish. So, let's imagine you see a lead magnet from us, and it's basically a fully booked formula. So, we show you how to get fully booked. We show you the essentially what's involved in that, the process, XYZ. Then you follow Stef. Stef has a conversation with you. You start seeing Stef's content. Then you realize Stef has a podcast. You watch her podcast. You watch her YouTube. Then you get an email from Stef, and Stef's like, "Hey, I'm running a training called More Clients coming up. Do you want to come?

[00:28:18]It's live." Then you get on the training. You watch Stef for 60 minutes.

[00:28:22]Then you go through Q&A with Stef. You ask her a question. And then all of a sudden, how fast do you think you could take that prospect from I don't know who Stef is to maybe I should work with this girl and jump on a call and see if it's a good fit. It'd be pretty quick, rather than just making some Instagram content and hope for the best, which is not a great way to run. So, we talk about webinars as the number one thing, because in our opinion, it It the number one thing that is working right now. and by webinar I mean conversion event, I mean challenge, I mean workshop, whatever that is for you. Can even be in person. Yeah, it's all the same [ __ ] but it's the best way to swarm people up as fast as possible.

[00:28:56]>> to talk through this real quick. We've had 38 clients hit seven figures, and I think this statistic is something like 89% of them run commission events.

[00:29:06]And so I just want to be really clear like you might be thinking like this wouldn't work for me, it does.

[00:29:10]It does. It doesn't matter whether you're in skin care, it doesn't matter if you're in professional consulting, it doesn't matter if you're in a coaching or in fitness or you have a gym or you have it literally doesn't matter like what industry it's in. Like you could be a mortgage broker, it literally doesn't matter. This mechanism works.

[00:29:26]All right, so think about it. They've gone from your free thing, and then we want to start transitioning someone from free thing attendee to paid thing. So one way you can do it is low ticket. I do believe that low ticket is less effective than it was say 12 months ago or 24 months ago.

[00:29:41]I don't believe you can get rich and make a shitload of money. I know like two people that have done that and hit, you know, seven figures or whatever it is, and I'm talking about two people in the internet, uh which is a lot of people and not a lot of people successful at it. I do believe it's a good bridge to take someone from free to buying your stuff. Let me clarify low ticket anywhere from like $49 to like $200 you're selling them something.

[00:30:01]Usually like it's course, toolkit, download, ticket, offer, you know, like event, conversion event, whatever it is.

[00:30:09]Like whatever you want to frame as low ticket, it's great because it's a bridge to get there. Steph, what are your thoughts on low ticket >> at the moment? Yeah, look, I think it's it's definitely an option. Like we don't do a lot of low ticket in our ecosystem because we like leads.

[00:30:24]Um we can literally get quadruple the amount of leads on free webinars than we can on paid webinars. Now because we have such an incredible system in the back end where like we're going to reach out to our leads and contact them, we don't really need to have the paid copper on the front end. Like we would rather have more leads than less, right?

[00:30:39]And it really depends on like what kind of business you want to run, and there are times where low ticket makes perfect sense, and actually makes the most sense for someone's business. And again, Tim mentioned this in Prefaces at the very beginning, is like, if we're sharing this stuff with you, every single person listening to this episode right now would have a completely different strategy. And that's like one of the things we pride ourselves on at Sales Success School is the ability to give someone a completely individual strategy. Like yours should not look like somebody else's because of the type of business you run, the avatar that you speak to, the kind of business you actually want to run, and your personal goals. So, there should be no, hey, there there is no cookie-cutter strategy that goes on. There are sometimes where low ticket is the Like I'm literally working with one of my one-to-one clients right now on a low ticket funnel because it makes the most sense for her business.

[00:31:23]Let's get into our final kind of strategy and offers. We're transitioning up to high ticket here. High ticket works great if you have or you solve rich people problems or people that have major problems and they're willing to pay for them.

[00:31:37]It's very hard to do in niches or in with super rich people. High ticket, anything I'm talking here is like 5,000 to 15 to 20,000 for the average ticket for whatever you're selling.

[00:31:53]I do believe it's the best way to make money and get to a million-dollar business consistently because you need to make less sales to do it. And I think running a low ticket business, you know, could be a bit of a ball ache just because you need so much volume to even fulfill the pipeline. A really good funnel is, you know, get them in on a webinar, sell them something low ticket, contact them two, three, four weeks later, book them in for a call, and then sell someone high ticket. What's your opinion on high ticket at the moment? I know we've gone a little bit more high ticket recently. Yeah, I just the Look, the further and further I get into business, the more and more I'm I'm believing that high ticket is just such an a missed opportunity. Like, rich people When you actually get to know rich people, and like we're really fortunate that we've, you you been able to meet and and connect with a lot of people who make a lot of money. And when you meet these people, money is literally not a problem. Like and I I get it. Like if you're listening to this episode right now and you're like, but I don't get it. Like I could not imagine just give you an example like one of the speakers that we're having come to the retreat that we're running in Bali, she gets like a million dollars in corporate sponsorships every single year just by reaching out to to corporates and saying, "Hey, I'm running this event. Would you like to sponsor it? It's going to have all your people in front of it." And just sign this is millions of dollars sponsorships. Like that money is just laying around. Like it is literally just available, but most people just don't grab high ticket by the balls and go for it. Like if you if you can create the most beautiful customed customer first offer for rich people, they will pay anything to have access to it. It's insane. And so I just think it's the easiest thing to sell in the world. Once you actually admit if you actually admit who it is that you want to go for or if you offer a service that is really super exceptional and actually does what it says it does in the package. So if it actually makes people money, if you say that you're going to install a system into someone's business, like it has to actually get installed and then it actually has to actually work, right? And then you can charge high ticket for that thing.

[00:33:48]I love high ticket. Um I want to talk something really quickly before we move on. Uh if you sit in the mid ticket market, so if you're listening to this episode and you're like you sell something between like I don't know $800 and like $3,000, um I really want you to consider a couple of things. If you sell in that market, your thing needs to be scalable.

[00:34:06]It needs to be scalable. Like there's no And when I say scalable, I mean you need to be able to sell to mass amounts of people. Not 20, not 50. You need to sell If you want to have a million dollar business, you need to be able to service hundreds of people at that price point to make that work, right? And so so often when people come to us with their offers, I'm like, "Cool. Well, if you if you do really want to take this all the way to seven figures, you're going to have to do a lot of this, which means you can't offer the level of service. Like more often than not when we see businesses at this level, they're offering a huge level of service for a price for for [ __ ] off for $1,500 for $3,000. And then they're wondering why when they as they go to scale that I can't scale it up. This is not working for me. They burn out and they shut it down. They go, "Oh my god, it didn't work for me." It's like if if you choose you either choose to be low ticket and you know you're going to have to do mad volume, right? If you choose to be mid ticket, you are going to have to do also a lot of volume. And so you're going to have to find a way to make sure that your clients can get the result on the on the back end without, you know, needing too much of you. Um and if you do high ticket, well then, you know, you're gravy.

[00:35:07]Yeah, we actually went for uh an afternoon catch-up with a friend of ours, Justin Tony, and uh he has a coaching company and he was saying he's got AI so involved now that it it plugs into Fathom, which is basically a note-taking app, and then points out the client's number one constraint and sends that to their client success managers to make their job super easy. Like that's a way they've, you know, they're high ticket but they've leveraged AI to be amazing and and work with them. Couple of action items, guys, and then we're going to give you a couple of things to avoid or don't mess up. So, as I said before, you need a lead magnet. It needs to be running as an ad. I would say a lead form ad. It has to be good. It has to solve their problems. It has to identify. And the person who you're going after has to raise a hand and say, "Yes, I have that problem." Then from there you want to be making content a minimum of one TOF, one MOF, and one BOF per week. So, it's top of the funnel, middle of the funnel, bottom of the funnel.

[00:35:54]From there, you want to be nurturing.

[00:35:56]So, I would say emails, text. If you can call your leads, that's fantastic. If you're going to call your leads, just go in it with the value mindset that you want to give them value and give them resources that help them out and help them solve their goals. All for free, guys. And then from there, lastly, guys, is you need to give people opportunities to get in your world. So, if that's offers, if that's a webinar, if that is uh low ticket, if that's high ticket, whatever it is, you need to give them an opportunity to experience you at a deeper level. So, we're going to get into some pitfalls now. So, Steph, do you want to tell us uh what pitfalls to miss for content or don't [ __ ] up. This kind of leans back into going after high ticket client. I think that most people have a dream of who they want to work with. They just don't admit it to themselves.

[00:36:36]Like I've always wanted to work with wealthy people, but like I was terrified of money cuz I had bad money stories, you know? And so for me like I was I just didn't want to go after them, but then the more that we've been in business longer been in business, the more we're like, "Okay, well we can really help people best when they actually have money to install our systems, you know?" So it makes the most sense for us to go after people who already have the money um rather than trying everybody who doesn't. And so the number one thing when you guys are making your content is like you want to know exactly who it is that you want to attract and then you want to speak to them in every piece of content. An example here is that one of our clients, her name Sophia, she runs a marketing agency that um does Facebook ads for people in property development.

[00:37:14]And when I looked at her social media the day, um she had all this amazing content about Facebook ads, but nothing about specific to the property industry.

[00:37:22]And I said to her like, "All your content is getting no reach because it's not being directed anywhere. Meta doesn't know who to put it in front of. It's just about Meta, you know?" Um and so I said in every piece of content moving forward, I want you to be like, "The best Facebook ad strategies for property developers.

[00:37:37]How do I get your lead cost down if you're a property developer?" As an example, right? And every single video should say that because the more that you tell Meta who it is that you want to find, the faster that Meta will go and put your content in front of those people. So the biggest pitfall is just by, you know, saying, "Hey, here's how to get your Meta ads cheaper" versus "Here's how to get Meta ads cheaper for a property developers." Just say who you want to speak to.

[00:37:59]Uh the second major pitfall to avoid is on email marketing and it's basically don't make your emails look overproduced. What I mean by that is crazy headers, images, you know, those like extremely professional-looking corporate emails. People don't open them cuz they feel like they're getting sold to. The ones that do work are Gmail-looking. So client of ours, Kendall, uh he was sending these like a overproduced, over-the-top emails for a long time And he was he came to me and he was like, "Tim, emails suck, man.

[00:38:25]Like this [ __ ] doesn't work." And I was like, "Bro, send me your emails." He sent them to me. I was like, "Dude, this just looks like corporate BS.

[00:38:31]Um what I want you to do is write like you're writing to a friend. Send it Gmail type uh email." Then he came to me on the Thursday call and success call and he's like, "Dude, it worked. I I booked someone on the first email I sent and they bought my shit." Uh so I think it was like $1,500 just from sending a single email, which is fantastic.

[00:38:47]>> it's faster because you know having to have this massively overproduced Canva document that you're uploading and down.

[00:38:50]It's like a whole thing, right? So it's like way better. So good. Yeah, he looked at me like I had, you know, three heads when I was telling him to do it, but I was like, "Trust me, bro. Trust the science." Trust the bro science. And lastly, guys, the pitfalls to avoid when making offers.

[00:39:03]More often than not when we review the way that people are positioning their sales conversations, like we review a lot of damn conversations. Like one of the funnels that we teach that's successful for our clients is is DM funnel um and having conversations in DM. Again, specifically for certain types of businesses. When we review their DM conversations, I see that sometimes they Hey, can I know more information about your offer? And then they just like put a wall of text about their offer and it kills me because I know one's buying like that, okay? Um and so a sales conversation is exactly that. It's a sales conversation. And if you are in any if you do any sales courses, if you do any study on sales, you will see that the person that the prospect should be speaking like 70% of the time. So you should just be asking questions and gathering a ton of information and then getting them to kind of see their own problems and and getting all the information so that you can show them how your solution plugs into all of the problems that they just gave you. More often than not, people are just so desperate to sell their thing. They're talking at people. Sometimes we review sales calls where people are just talking at people for 25 minutes and it's like, "I'm exhausted watching this, you know?" So if you are trying to sell your stuff, please have a sales conversation. That means that you should shut up for 70% of the the All right, guys. Make some content, nurture your people, make them offers.

[00:40:19]Let's make some money. See you next week.

[00:40:21]That's it for today, guys. Thanks for listening. We appreciate every single one of you guys for listening to each episode. And on that note, I want to ask you a favor. If you got some value from this episode and you're new around here, hit that subscribe button on whatever platform you're on. Also, share it with a friend. That's how we grow around here. See you next week.