Call booked in 10 minutes after sending an email newsletter (client story)
Just got this message on WhatsApp today (10/1/24) from a client of mine.
And that’s a good thing because I was stuck on a different newsletter and this gives me another direction to go into:
(To be clear, he’s been an ongoing 1:1 client and happened to take an old Newsletter course of mine in addition to his 1:1 stuff)
Now, let’s turn this into a case study that you can use for yourself.
Some facts:
🟩 Has less than 8k followers (always had a small account)
🟩 Helped him build a content engine in his Notion for him and his VA
🟩 Has an email list.
🟩 Has an website and VSL (that I wrote) to convert traffic better
🟩 In a boring, bad-PR niche (his solution gets a bad rap in the finance world)
🟩 For high net worth individuals only
🟩 This solution needs more education than normal
🟩 Super busy (doesn’t have time to play happy clappy all day in the comments)
🟩 Been all in on LinkedIn content, Sales Nav and newsletters (trying to get him on Twitter soon)
Problem before coming to me
Like I said in the bullet points, he’s in a niche that has a bad reputation from bad actors and competitors taking a dump on it to sell their own solution despite its relatively safe, anti-volatile, tax shelter and one of the OLDEST investment vehicles in the world.
(It’s hard to make 52 weeks worth of content being this specific in solution and ICP. It’s a boring niche. Sound familiar to you?)
He spent 15k on a marketing coach before me.
A couple thousand on programs.
Nothing worked.
Why?
Three things:
his positioning, his ICP selection, his messaging
(No one was focusing on that. It was all recycled stuff you can find on YouTube. He needed a surgeon not a elementary school teacher)
If you’ve hung with me long enough, you’d know that there’s only 4 problems in your marketing.
1. A traffic problem.
2. An offer problem.
3. A funnel problem.
4. A messaging problem.
He had a messaging problem that threw a monkey wrench in the other problems. In other words, everything was broken because of messaging.
👉 Messaging isn’t just copywriting.
Messaging includes knowing who to talk to (who’s a hungry market with cash?), what position you need to take to stand out, and what content attracts their attention, gets them curious, and gets them eager to reach out (or accept your cold DM outreach).
By solving this, we opened up traffic for him, we could see the direction of the traffic (which called for a newsletter) and the more calls he got on the better he could present his offer.
If you’re stuck on your marketing, I would look for the ONE thing that is damming up your flow (like a beaver to a river).
Most of the time, in my experience, it’s not 20 things. It’s 1-2 things that are completely disrupting everything else.
And once you remove those 1-2 obstacles, the rest can get better stress testing and you can see what the next move is without banging your head up against a wall.
Now, I want to leave you with this.
If you want to have the same kind of results like this client, you’ve got to be aware of the awareness levels of your ICP.
Some will call it the Buyer’s Journey.
Some will call it a content funnel.
Some will call it a reverse pyramid (or something goofy like that.)
What you need to understand is that it’s putting the RIGHT content in front of the ICP at different times of their journey.
And guess what, they can convert at ANY time within the funnel.
Some can convert at the top, some in the middle, some in the bottom of the funnel.
It is NOT linear.
Humans don’t operate in that way.
But you need to set up your content to better capture the demand at its different phases of the journey.
With this client, he had a top funnel source (LinkedIn), Middle funnel source (newsletter) and a bottom funnel source (VSL, website).
You might need something else.
It’s different for everyone.
The path to an online business in a nutshell:
You can do this on ONE platform or break it up to different mediums. I prefer to get people OFF platforms as quickly as possible to get a handle on the traffic better.
-
Problem unaware.
ICP doesn’t realize they have a problem. All your solutions, fun vibes, case studies, etc. mean nothing to this awareness level.
Types of content:
- "Myth vs. Reality" content
- Stuff that makes people laugh while subtly hinting at a problem
- Success tales that hint at overcoming obstacles (the obstacle will explain the problem)
- Show how others deal with challenges they might not realize they have
- Share personal stories. They need to be aware of YOU
-
Problem aware, solution confused.
ICP knows the problem, but not the solution
- Dive deep into the problem and explore potential fixes
- Objective(ish) breakdowns of different solution types
- Real stories of how others solved similar problems (case studies)
- Deep dives into how your solution works, plays out
-
Aware, looking for the right fit and offer.
- Show off exactly what you've got and how it works. (This email is my bottom funnel)
- Let your happy clients do the talking (See, this is my bottom funnel)
- Help them see the value in cold, hard numbers
- If applicable: show your team, your process, build trust
- Detailed stories of customers similar to them who've succeeded
I've got to wrap this up.
It’s practically a free course in the making.
Now, because I’m a business, man.
I’ve gotta shoot my shot.
Interested in working with me?
I’ve got my new 6 Week LinkedIn Sprint that I’ve been testing out (with great success, check my last few LinkedIn posts).
The goal of this spring is to get you WINNING as FAST as HUMANLY possible on LinkedIn.
No mucking about.
No BS.
ONLY the highest ROI activities that I know puts you in more sales calls than your last gooroo could ever give you.
In simple terms it's 6 weeks.
1 call each week plus access to me via WhatsApp and Notion.
Every week has an intended purpose.
Week 1 is Building Your Differentiator.
Week 2 is fixing your marketing assets (I do this).
Week 3 is sales training week.
Week 4 is content strategy.
Week 5 Is loading the content engine and start producing content that slaps.
Week 6 is data week where we take everything you've done and see what is working/not working and adjust everything.
Want to discuss?
