This can be an entire series of posts, and I will be adding more for sure on this topic because I could talk all day on how to package up your paid offers to sell. It’s what I do with my clients and is fundamental in successfully building and scaling your online business.
Today, we’re talking about the most foundational pieces you have to know when it comes to creating a paid offer that people actually want.
It all starts with knowing what people actually are wanting in the first place.
What do they want?
People who pay for services or coaching all want the same thing… they want a solution to the problem that is directly in front of them staring at them in the face.
The problem they can articulate is the problem you want to show up and share that you help with.
They want to be on the other side of the problem. And the faster you can help them get to the other side, the more valuable your paid offer will be to them and the more they will be willing to pay for it.
So what problem do you actually solve or want to solve?
First, we’ve got to look at the major categories where people want to see change the very most.
These big four key areas of life that people are willing to pay high-ticket for are:
👉 Personal Development
Within each of these big areas, there are a plethora of specific situations that come up that people want the answers to or help with solving.
Let’s take Relationships for example…
The problems people are wanting solutions to could look like this:
How do I move on after divorce?
How do I have a better relationship with my daughter?
How do I find a true partner to enjoy life with?
How do I heal from an affair?
How do I make deep friendships as an adult?
And for Health, people look for all kinds of things such as…
How do I heal my gut?
How do I get rid of my acne?
How do I overcome anxiety attacks?
How do I lose weight?
How do I get fit and vibrant?
How do I keep weight off?
How do I stop drinking?
And for Personal Development, people look for things like…
How do I end the stress and overwhelm?
How do I get the dream job I want?
How do I live my best life?
How do I become more productive with my day?
And for Money, people look for things like…
How do I start my business?
How do I make 6 figures?
How do I invest in my future?
How do I make passive income?
These are all just a few examples under each of these categories and many questions may cross over into one or more of the categories, but one will be the dominant category.
Interestingly, every single one of these starts with:
“How do I…”
Some entrepreneurs decide to go with guiding people through solving one of these big questions in its entirety.
But there are others who decide to solve a piece of the big question.
For example, I help women specifically who want to grow their online business to make $30k months consistently as the overall problem I solve and the transformation that women get because of the work they put in while working with me.
However, I have one of my paid offers specifically dedicated to one piece they need as a stepping stone to make that happen – and that is creating a website that is a powerful marketing tool for their business. So that is a small piece of the bigger piece of the money category.
Within each of these big areas, there are specific pieces of the problem that can be solved.
And within that, there are specific PEOPLE you can solve the problem for.
That is niching down. Deciding first on the main category you want to help people with.
Deciding next if you’re helping people with only a small piece of the bigger question or the entirety of the bigger question.
Then lastly, how could you provide the answers to this question specifically to a clear niche of people who are going after achieving this in their life?
When you niche down and choose a clear dream client to work with – then you’re able to go deep in what that particular client most needs and THAT is how you bring the very most value, because you’re speaking directly to them!
When people feel understood, they start to trust you. When people trust you and see that you have the solution they are looking for to help them achieve what they’re after, then they buy from you!
It all starts with knowing the problem you are solving for people and then WHO you are specifically solving the problem for. Who are you going deep to help so you can provide the most value to them.
When you can clearly show a result that comes from the work you do with your client and that result has a clear before and after, then you have a great foundation for building an offer that people will gladly pay for.
P.S. I did not personally bring these four categories together. They are widely accepted as the main categories people pay high-ticket for and many coaches use these categories in their work. It took me some time sitting with these categories to decide if I agreed that they are complete, and I have decided that I do agree with it, however, there are MANY subcategories under each. As long as you provide a specific, tangible result where there is a clear before and after, then it’s simple for people to wrap their mind around the value of it and they will pay well for it.
Ready to learn how to create an amazing Lead Magnet to help you grow your email list full of people who want to work with you?
Ready or not, I’m about to tell you!
Why do you want to have a Lead Magnet in your online business?
For me, having a Lead Magnet changed so much in my business for the better! When I was first starting out in business and doing design work for clients, I had to hunt for every single client that I got. I had to bid on projects. I felt like I had to prove myself over and over and over again, every time there was another client who needed work done. My portfolio was awesome, but I was competing in a sea of so many others that most of the time, (now that I’m on the hiring end) these poor clients didn’t have the time to sift through THAT many proposals. I had to do so much in order to get the clients. But it actually didn’t have to be that way. There is a way to rise above the noise and be everything your dream client is looking for and more. It starts with creating a LEAD MAGNET.
When I finally came to this realization after shifing into the online marketing space – SO MUCH opened up for me… and I know, from experience, that so much is going to open up for you as well. Whether you are a coach, a consultant, an online course creator, a service provider, an author, or a speaker… this is for you. When you begin paying attention to building your email list and getting an amazing lead magnet in place, so much is going to change for you.
Because when you build an email list, you are bringing people together who want what you offer. These are people who are leads for your business, people who want to hear from you and who want to learn from you and who want to buy from you.
When you build an email list with a lead magnet, the right way, you will be able to create a profitable business, because you will have leads full of people who want to hear from you and who will become customers and clients for you.
As an example, if I want to take on a new client in my business – let’s say I open a new coaching spot or want to enroll more people into a particular program I am running, all I have to do is simply send out an email and I will get sales from that email, or I will get discovery calls booked from that email and it all is because I had built a list of people who want to hear from me and who love my content.
I would not have this list however if I didn’t have amazing Lead Magnets created in the first place that allowed me to start building this list of people who want to hear for me.
So what exactly is a Lead Magnet?
A lead magnet goes by many different names. It is also sometimes called a freebie, or a free gift.
Essentially, here is what it is at its core:
You are giving something away (typically for free*) in exchange for your new subscriber’s name and email address. You want to create something relatively quickly, that is valuable to your dream client.
*Now there are paid Lead Magnets as well that you can utilize, but that’s a whole other blog post that we could definitely do.
You can have both free and paid Lead Magnets in your business, but I would recommend starting with free just because you’re able to start really building that list quickly.
So essentially it’s something you give away for free that is valuable to your specific audience.
So, first of all, who or do you help in your business? Who is your ideal clients?
Then, what can you create for them that will help point them in the right direction for that next step that they’re wanting to take?
There are so many different ways to create Lead Magnets but essentially at the core, it’s something that you give away for free in exchange for their name and their email address. Once you have their name and their email address, you can keep sending them relevant content that they love and that will keep the relationship going with them so that you’re warming them up to then want to buy from you when you make an offer.
So that is what a Lead Magnet is…. now how do you set it up?
So the very best way to set it up is to actually use an email marketing system.
In my business, I use Ontraport. Ontraport is a more advanced email marketing system that you can use, and I have online courses that teach all about it and how to set it up and what exactly to do. But there are so many different email marketing systems out there. I also teach how to set up Mailchimp and how to set up ConvertKit in my program, the Website in a Week Workshop.
There are a lot of options that you can do, but no matter what, you do want to have an email marketing system of some kind so that you can start building your list.
Next, in order to start building your list, you want to create a separate page on your website that has no menu on it at all. The sole purpose of this page is to share about your Lead Magnet. You’ll share about what this is, and the results that it’s going to help your audience achieve when they decide to opt-in to get the Lead Magnet and implement it. On this page will also be the form for your new subscriber to put in their name and email address. This form automatically puts them in your email marketing system and will send them all emails you set up, dripped out over a series of days.
On the opt-in page, typically you’ll want to show an image of what the Lead Magnet is. For example, if your lead magnet is a guide of some kind, then you would show a picture of the guide. Whatever your lead magnet is, it’s nice to show a little illustration of it. Then next to the image, you’ll have the form where they can opt-in with their name and their email address. Then after they put in their name and email address, on the next page it would say:
“Thank you so much for subscribing, go ahead and click here to download”
or you can say,
“Go ahead and check your inbox because I’m sending you your free gift now!”
So that is how you would set it up. You want to make sure you have the opt in page, and the thank you page, and you want the form on those pages on the opt-in page. You want that form to be connected to your email marketing system, whether you go with Mailchimp, ConvertKit, Ontraport or AWeber.
Whatever it is that you’re using, make sure you have a series of emails that are automatically sent to them as soon as they sign up, because when you can get this in place and it’s all automated you will not have to do anything at all every single time you get a brand new subscriber on your list!
So that’s how you set it up!
Where many entrepreneurs mess up…
The next thing that you’re definitely going to want to make sure that you do (and this is where a lot of people mess up and they are missing out on a lot of opportunities”) is to create your Lead Magnet with purpose.
Create your lead magnet with purpose
So you want it to be intentional. You want to always have the end goal in mind when you are creating a Lead Magnet.
The end goal would be when you can clearly answer this question:
What is the first paid offer I’m going to share with my brand new subscriber?
Once you decide what that paid offer is, then you can create your Lead Magnet to educate your subscriber to the point where they learn about the process, they learn what they need to get in place and then your paid offer is the logical next step for them.
What I see happen a lot is that somebody will create a Lead Magnet, but they don’t quite know how it’s going to translate to clients in their business but they’re just wanting to build their email list. And that’s absolutely okay if you don’t have a clear paid offer yet, but you’re going to want to make sure that your lead magnet’s topic is going to be within the realm of what you’re going to want to sell. So if you don’t have a paid offer officially yet, and you are working on building up your list, you absolutely can do that. My advice would be to at least have a general idea of what it is that you’re going to sell. That way you can keep showing up with free content weekly, and then when you’re ready to actually release an offer they will be primed to purchase from you. So as long as you do that, you will be just fine.
But the problem that I see happening for a lot of entrepreneurs is that you have such a big heart and you just wanna give, give, give and that’s absolutely beautiful to do. But, if you are going to treat your business as a true business and step into the level of CEO in your business and be able to impact people’s lives at a really high level, you’re going to want to have paid offers in your business too. Not just free content.
What I see a lot happening among many great-hearted entrepreneurs is that they will create a Lead Magnet, and give it awat for free (which is good!) but then they aren’t offering anything to them that is paid. So they’re not quite getting the clients that they want. So then they create another Lead Magnet and give that for free and another one and that for free and they keep giving, giving, giving, yet they’re not actually making any offers or you don’t know how they all fit together. Then they burn out. That’s not what we’re here for! We’re here to do our good work in the world!
So, when creating a lead magnet, I recommend at the very least, having a general idea of the paid offer that you’re going to share as they go through your automated email series. You can have people book a call with you so that you can get on Zoom with them. Then you can chat about the different things that they are struggling with on the topic area of the Lead Magnet that you’ve created. Then make an offer to them! Enroll them into your coaching or your service that you have.
Now, if you’ve had a business for a while but you don’t yet have an amazing Lead Magnet in place – you can uplevel your business so much by adding a Lead Magnet. With it, you can start really building that email list up and have even more leads. So for you, if you have a service or a coaching program or some kind of paid offer already in your business, and you know it really, really well… then what is a Lead Magnet that you can get in place that would educate your subscribers even more and help point them in the right direction to make the next logical step to actually hire you for the service that you provide or hire you as their coach or enroll in your program.
So the Lead Magnet is that education piece that bridges the gap and warms people up to your content and the offers that you have in your business. It’s a bridge that leads your dream clients right to you!
Running your lead magnet on evergreen
I highly recommend focusing on one paid offer per Lead Magnet that you create. That way, it’s a direct correlation and the very first offer that your new subscriber is going to see is the offer that directly correlates with the Lead Magnet that you’ve created. With this, you’ll gain the most opportunities possible with your new leads you’ve brought to your list. Towards the end of the email series that your new subscriber gets you’re going to want to invite them to join you in the paid offer that is the next logical step for them.
What’s amazing about having an email sequence like this in place and running on evergreen (which means it’s continually running without stop) is that it doesn’t take any of your time at all, once it is created. (HELLO FREEDOM!)
So you can be running ads to the opt-in page and have brand new leads coming into your business every single day. Then your automatic email sequence starts every time a brand new subscriber joins your list and it delivers your free gift for you. Then it automatically brings them through the email sequence and then invites them to join you in the paid offer that you have running.
You could be bringing in the leads every single day and be sharing your paid offers with people every single day.
Imagine how that is going to grow your business tremendously. Imagine that. (It always makes me giddy thinking about it!)
There are so many different types of Lead Magnets that you can get in place.
And I challenge you… if you don’t have a Lead Magnet in place yet, pick one of these and just go! Because when you do it right and you set up this whole system, creating the Lead Magnet, creating the opt-in page, creating the thank you page, creating the automatic email sequence, and you run it….this is going to build your business, my friend.
So I will leave you with a few different ideas of Lead Magnets that you can get in place. Now you absolutely do not have to have ALL of these. I would choose just one of them to start with and make sure it goes along with what your paid offer is going to be, after they go through your email sequence. So it creates your Lead Magnet with your paid offer in mind.
Some of the easiest types of Lead Magnets to get in place that works super, super well are:
#1) A Free Guide
A free guide works really, really well. It’s super simple to create. You could create like a one to three page guide, have a great cover image on it and then have the actual guide content. Then on the last page, have the invitation to book a call with you or to actually join your paid offer, if it’s a lower-tier paid offer that you are selling. Guides work super, super well in building your email list.
#2) An eBook
This digital pdf book could be maybe like five steps for something or three different main points that you want to cover. It can be so simple. It’s crazy not to have one in place. If you don’t have a Lead Magnet yet it probably just means that you’re overthinking it. You can create a three pager and put it on Evergreen, run ads to it, build your email list, and get in the game of online business and help more people.
#3) A Checklist
You can bring together a simple checklist of things that your dream clients would find valuable that maybe they don’t have this compilation of items on a list that makes it simple for them. You can create a checklist or you can create a
#4) A Worksheet
You could create a little worksheet to help your ideal client think through something specifically relating to what you teach in your program or what you do with your service.
#5) A Quiz
Something else that’s really easy to get in place is a quiz. A quiz is really easy. People love quizzes!
#6) An Audio or audio series
You could do a little audio series that could be really easy, or just even one audio. Instead of creating a podcast episode you can record and package that up as a Lead Magnet. It can be so, so simple.
Oftentimes we overthink things and indecision is the very thing that is separating you from the business you want and growing your email list. All of the tools are there my friend, all of them are right there in front of you. All you have to do is decide on the paid offer that you want to sell the most and then create a Lead Magnet that will help you to build your list and sell your paid offer and get more people the help that they need because that is what your business is here for, right?
Those are a small list of some easy Lead Magnets that you could get in place. So if you don’t have one yet I recommend just deciding on which one you’re going to do from the list above and then make it happen this week and then let me know all about it!
Now, if you already have Lead Magnets in place in your business and you’re wanting to go to that next level you could absolutely create a recorded training or you could do a live webinar or you can create a tool or a template aor you can run a free challenge as well. Those take a little bit more planning to create than the more easier types of Lead Magnets.
What’s interesting is the easier types of Lead Magnets typically perform even better with your ad spend because they are quicker for your ideal client to take and to get the content that they are looking for. Whereas like a recorded training or a webinar there’s a little bit more of a commitment involved in that in their time investment. So typically the cost for ad spend is a little bit more on those types of Lead Magnets, but on the flipside, you have a more committed lead on the end of it. So it just depends on end goal and strategy you’re after.
But if you don’t have anything in place yet in your business, go for an easy lead magnet and run with it! Get it in place as soon as possible so that you can start building your list and pointing ads to that opt-in page that gives away your free Lead Magnet.
Then as you grow your business, you’re going to be getting lots of different Lead Magnets in place. But you’re going to find that there will be a few that you keep coming back to again and again for your specific business because they work so extremely well in building your list.
Now, I’d love to hear from you! What Lead Magnets you have created in your business that you love and that have worked for you? Make sure to let me know in the comment below or join my free Facebook group, Women Entrepreneurs Building Online Empires and let me know there!
Lastly, if you don’t have a Lead Magnet in place – get one as soon as possible because it will truly change the game for you!
Many people’s lives and businesses have been turned upside down.
We’ve had to adapt so much to the change all around us.
Despite everything going on, now is the best time in the history of ever for online business owners who are coaches, online course creators or service providers.
Online business is booming because:
People are having to face their struggles…
They’re having to face their unrealized dreams…
And they can’t avoid it any more.
This pandemic has shaken the world up.
People are looking for hope.
They’re looking for answers.
They’re looking for community.
They are looking for the solution that you provide.
You must show up for them.
Clients are everywhere.
You simply need to get in front of the right people, with the right offer.
So let’s end the year strong by doing just that!
What you do in this last month and a half of 2020 will set you up for next year so much stronger than if you just let things coast on by.
Imagine ringing in the new year, looking at what you accomplished in the last month and a half, having a much fuller client list of people you love to work with, or having your monthly membership program launched and are helping lots of people.
To end this year strong, I want to challenge you to do 2 things.
Do these 2 things really well.
Choose one offer.
Market your offer.
Choose one offer.
What is one offer you will focus on this next month and a half?
Will you sell a service, a specific coaching package, or a membership?
How will you make this one offer the most incredible value to your ideal client, that they can’t say no?
How much will you sell this offer for?
How many clients do you need enrolled in order to make the income that you want?
Choose one offer, know the number of people you will get enrolled in this offer, and then go all-in.
Market your offer.
Invite as many people who fit the criteria of who you are looking to help, and simply ask them if they would like to work with you. Yes, it can be that simple.
If you already have a list of people who want to hear from you, then you can reach out to them. If you don’t have a list of people, you can build this list, warm them up with value, then reach out to them.
Get your offer in front of the people who are an aligned fit for your offer, and invite them to go to that next level. This is all that online marketing is. 🙂
You can’t get clients if you don’t have your offer out into the world and are inviting people in.
There are many ways to share your offer with your ideal client…
>> Offer free consults and sign people up for our offer on your call
>> Put your offer on your website
>> Share your offer on your social media posts
>> Reach out to your list talking about your offer
>> Send individual emails sharing your offer
>> Be a guest on podcasts and invite people into your community (with a freebie to your email list or your own FB group), in your community you’ll share about your offer
>> Show up in Facebook groups sharing value and making connections
>> Run Facebook ads to a great freebie/lead magnet to build your list more and bring your new contacts through an automated funnel where they will be invited to take advantage of your offer
>> Create an amazing sales page for your offer
There are countless ways to get clients.. These ideas will get you started.
Pick one offer. One product, program, or service that you provide..
Then ask yourself this:
“What is the end result that my client wants, that my offer provides?”
Knowing THAT is gold.
As an entrepreneur, your job is to solve a problem for people and provide the answer in the form of your offer. It doesn’t matter if your offer is coaching, a service, a membership, or a course. All of these at the core, solve a problem.
When your ideal client sees that you understand what their problem is and what they want to specifically achieve – of course they will want to work with you.
This is what sets you apart from everyone else who is just trying to sell their stuff.
People don’t want to buy a service. They don’t want to buy coaching. They don’t want to buy a course.
People want to buy solutions that will make their life better.
THAT is what you are selling.
So, take that end result that your offer provides and talk about it. Talk about it in any of the ways above to get it in front of your ideal clients. Share how your offer will create this for them. Don’t stop talking until you have the number of clients that you want.
You can do this!
You have something valuable to give to the world, so show up!
Your people need you.
If you are interested in reaching $30k/months with your online business and creating more time freedom at the same time, comment below and let’s chat about how you can make that happen! You have what it takes, you simply need the map and guidance to get you there.
I’m really excited to be talking with you about this because it will help you bring in more clients into your business. We’re talking about the three biggest things you’ve got to have on your website in order to book more calls, more discovery calls, which will turn into more clients for your business.
This is for you if you have a higher-tier offer that you provide in your business. It could be a private coaching program or a group coaching program, or if you provide a service to your clients.
So what are the three things that you want to make sure that you have?
#1) Branding with Personality
So the first thing that you want to have, number one, is that you want to have branding across your website that reflects your personality, that shares who you are as a person.
Now, why is this important? It’s important because people want to work with people.
People want to work with people that they feel like they know and that they certainly like, and that they can and trust. So, if your website currently does not reflect who you are as a person – if it has no personality…
if it’s “blah” and you’re ashamed to share it – it’s not going to truly bring in the clients that you want to work with, the high caliber clients that you want to have.
So your website needs to have good visual branding that shares your personality with them. The colors on your website, the fonts that you’re using, your photography, all of it needs to play and work together harmoniously in order to bring in more clients.
When you have a look and feel that is truly your own..
One that is unique and not cookie-cutter…
One that reflects who you are as a person…
people are going to resonate with that.
So you want to make sure you have that across your website.
#2) Conversational Website Copy (the words on your website)
You want to have website copy that also communicates your message.
So, whereas your branding communicates who you are and works to resonate and attract your client through visuals – your website copy needs to also bring your clients to you through words.
It’s super important to have a clear message and talk directly to your ideal client.
So what stories are you sharing on your site? Does their copy reflect what your message is all about?
Is it clear what your client, your end client, is going to receive when working from you?
Are all of those things clear?
Does your website copy reflect what you are all about and the value you provide your clients with?
Is it conversational in tone? Is it something that people actually want to read? You’ve got to make sure your website copy does this.
When it does, you’ll connect with the people you want to help and bring more clients to your business.
#3) A Clear Call-to-Action
On your website, do you have a clear call to action to take that next step with you? Do you even know what the next step is that you want your website viewers to take? Is it clearly communicated on your site?
Do you want them to go to a booking page to book a call with you?
Or do you want to take them to a checkout page to actually check out and make the purchase to work with you?
What is your plan?
What is your process for bringing people into your business through your website?
You’ve got to have a clear process in place so you are creating a good experience for your new clients.
From start to finish, we want to create a beautiful experience for your clients.
All the way from when they first hear about you and your brand to when they are actually on your website and looking through your content, and then realizing, that you are the person to help them with the problem that they face, and then to actually book that next step with you and become a client.
Now I want to hear from you.
Do you have these three things implemented on your website?
Do you want to learn how to build your own website? I’ll walk you through everything you need to know step-by-step in my program, the Website in a Week Workshop. Click here to read all the details and get yourself signed up!
Today, we are talking about the three webpages that you must have in order to start bringing in clients effectively.
Now, I help clients build these pages out all of the time.
Some of my clients want to only build out these three pages to start with and other clients of mine want to have the entire website plus these three pages.
Why? Because these three pages are the pages you’ve got to have in your business in order to sell your paid offers from your website (and that’s the goal anyways, isn’t it? – to actually make money in your business!)
Simply put – when you have these three pages, you’ll be able to bring in more sales.
So what are the three pages?
Page #1) Your opt-in page
It’s also called a lot of different things. It could be called your “lead page” or your “landing page” or your “squeeze page”. There’s a lot of different names but it all does the exact same thing.
It captures leads. Leads for your business! Leads who are going to purchase your paid offers and become a part of your community.
So the first step of bringing people in and making sales online is to actually bring people into your community and onto your email list! And how you do this is with your opt-in page.
On this opt-in page, you want to make sure that you’re giving something away for free in exchange for their email address and their first name.
Then, once you have their email you can send them relevant emails to warm them up to buy from you.
Page #2) Your Thank You Page
The second page is your thank you page. On this page, you thank them for subscribing and then what you want to do is tell them to go to their inbox to retrieve the gift they have opted in to get.
This freebie gift is going to lead into your paid offers.
Page #3) Your Sales Page
Once you have those two pages in place, the last page, the third page is your sales page.
This page is going to actually sell your paid offer!
Whether you are selling a coaching program, a service, or an online course – you’ll want to have a sales page for each paid offer that you have so that your website is selling for you.
For an effective sales page, you want to dive into an entire story of taking your website reader on a journey through all of their pain points and painting the picture of where they want to be and then sharing the result that your paid offer is going to bring them.
All 3 of these pages work together and when you use them together in a seamless journey – you’re warming people up to work for you. That is how you start bringing in more clients with these three pages.
So if all else for your website – get these three pages in place and you will be able to start bringing in more sales into your business.
Now, I want to hear from you!
Do you have these three pages in place in your business yet?
Are you going to get them in place?
Let me know below in the comments! Or you can head over to my free Facebook group community by clicking here. I go live every week!