October 15, 2024 • 35 mins
Unlock the secrets to sustained entrepreneurial success with Chelsea as she examines the emotional and strategic complexities of running a small business.
Have you ever wondered why some businesses get stuck while others soar? Her insights, based on years of experience as former small business lawyer, business coach, and marketing agency owner, illuminates common pitfalls and provides the guidance needed to navigate them. This episode promises to leave you with tools and knowledge to overcome hurdles and set a solid foundation for your business to thrive beyond the early years.
Explore the art of crafting irresistible offers and compelling messages that truly resonate with your audience. By diving into the heart of offer, messaging, and traffic issues, we reveal how understanding these core areas can transform your business's trajectory. Discover the power of outsourcing tasks like copywriting to enhance your message and gather vital insights directly from your market—ensuring your offer aligns with their needs. Plus, uncover strategies to boost your funnel conversion rates, with an emphasis on optimizing key conversion points for online classes or masterclasses.
Ready to bring a little magic back into your marketing? Join us as we introduce intuitive marketing, a refreshing and innovative approach designed to cut through the clutter of conventional online strategies. Learn about our upcoming signature five-step intuitive marketing framework, crafted to help you effortlessly attract demand for your offers and services. Don't miss our next episode, where Meg and I reunite to explore these transformative concepts further, offering you a compass to steer your business toward true growth and connection.
Ready for Support from Meg & Chelsea?
👉🏼 Looking for the Intuitive Business Community? Visit www.joinibctoday.com for all the details. We're here to help you step into bigger visibility. Bolder opportunities and greater impact with three coaching calls a month, hands on feedback, and a powerful network of like minded women.
👉🏼 We can take a deep dive into your client journey or your visibility strategy and show you exactly what's working, what's not, and how to fix it. Ready for clarity and a plan that actually works book your audit today at www.intuitivebusinessbydesign.com/audit
👉🏼 Explore the services offered by our marketing agency Intuitive Marketing Collective and request a free Discovery Call to explore how we can support your business. Go to www.intuitivemarketingcollective.com
👉🏼 Follow the agency on Instagram to continue to conversation beyond the podcast @intuitivemarketingcollective
Want to connect more with the hosts?
Follow Meg on Instagram @megoneill10
Follow Chelsea on Instagram @intuitivebusinessmentor...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Have you ever felt like just burning your business
to the ground after an offer youwere sure would take off and
sell like hotcakes?
Just doesn't you know?
It's nice to talk on thepodcast about how amazing things
feel when your business isgrowing and offers are selling,
but when things aren't going howyou want, I want to help you in
this episode today understandthe opportunity to learn from
(00:25):
that, get clear on the issue, tobe focused on how to make
tweaks and improvements ratherthan burning it all down.
Speaker 2 (00:32):
Hey there friends.
Speaker 1 (00:34):
Welcome to the Intuitive Marketing Podcast,
where we ditch the bro marketingBS and bring you big sister
vibes instead.
Speaker 2 (00:41):
I'm Meg and this is Chelsea, your new biz besties.
Speaker 1 (00:45):
We met on TikTok in 2023.
Fast forward to now and we haveteamed up here to guide you
through the wild world ofmarketing your business with
heart and soul.
Speaker 2 (00:54):
Are you feeling lost or overwhelmed, maybe unsure of
your next steps, but you have abig vision of where your
coaching, healing, speaking orwriting career could be in the
next five years, 10 years.
Don't worry, we've got yourback.
We'll help you tap into yourintuition, build a brand that
lights you up and leverageproven marketing strategies to
grow towards a six or even sevenfigure business in a way that
(01:17):
won't make you cringe.
Speaker 1 (01:18):
We're actually here to help you bring the magic back
into your marketing.
Speaker 2 (01:22):
Because marketing should feel good, not gross.
Speaker 1 (01:24):
Grab your favorite drink, get comfy and let's get
started.
Okay, so this is my first soloepisode and you're going to hear
a side of me, chelsea, thatmaybe you haven't before Today.
I'm going to help you diagnosewhich of three specific issues
you could be falling victim toin your business.
If your offers or services oryour business, if your offers or
(01:45):
services, or even one of youroffers or services, isn't
converting how you hoped In thisconversation, converting is
going to mean making sales ofthat offer, getting yeses,
having people sign up, join yourprogram, whatever that looks
like in the business model thatyou have.
So, in our duo of Meg andmyself, I am definitely the one
(02:06):
between the two of us that ismore interested in the stats and
the tracking and the progressand the documenting SOPs, like
making sure we have systems inplace, and, honestly, it's part
of why we are such acomplementary team with
different skills and strengthsto grow our agency and this
podcast together.
Now, if you didn't know thisabout me, I am a former small
(02:28):
business lawyer and so part ofwhy I'm so passionate about
brands and small businesses,setting things up with a solid
foundation and what we're goingto talk about today making
decisions from both an emotionaland a data-driven state is
because I know how many smallbusinesses close down every
single year.
And let's not kid ourselves Ifyou are a coach offering online
(02:52):
sessions, or you are a healeroffering online or in-person
workshops, or you are a speaker,you are an author, you are a
fill in the blank of whatever itis that you are listening in
what you're running as youlisten to this, you are a
business owner of some kind,most likely.
Now, what I know is that, as abusiness lawyer, we would set up
(03:14):
all kinds of LLCs.
So I'm in the US, so we wouldbe setting up LLCs, limited
liability companies,corporations, different entities
right Like the legal entity forsetting up your business, and
so I used to work with all kindsof different companies.
I did work with some coachesand healers even back in my
legal career.
We set up restaurants and bars,bakeries, software companies,
(03:37):
like all across the board ofdifferent niches yoga studios,
recruiting services like brickand mortar and online services.
And here's the deal.
What I would get the glimpse ofkind of like the backend data
of every year, is that you mayknow this if you have an LLC or
an entity set up in your state.
(03:59):
The next year you have ananniversary of when you signed
it up and you've got to fill outsomething called an annual
report.
Most states call it anyway.
It's basically just a piece ofpaper saying, hey, I'm still
here, and you pay the state somemore money and they keep you
registered as an entity.
And so every year I would needto be in touch with, or my
paralegal would need to be intouch with, every business owner
(04:19):
that we had helped to set up,and every year there would be
some that we couldn't get intouch with them.
We had to chase them down.
Their phone number was nolonger going anywhere, or some
that would pick up and say, ohmy gosh, yeah, we're going to
have to let this entity, justyou know, slide.
It didn't take off how.
I thought.
I ran out of money.
My you know, life circumstanceschanged.
(04:41):
I can't put my effort into thisbusiness anymore, and so I know
the track record of smallbusinesses, and it's a much
higher percentage of businessesthat are not going to make it
through their first year, notmake it through their second
year, third year, fourth year,fifth year, and so my passion,
all the various hats that I haveworn in business over the years
(05:02):
, as a business attorney, abusiness consultant, a business
trainer, a business coach andnow a business strategist and
marketing agency owner.
My passion is basically helpingyou survive and get on the
other side of those statisticsto thrive and earn a living
doing what you love.
That's why I do what I do.
And so when I would see this inthe, let's say, real world,
(05:27):
right, like in my position astheir attorney, now I know that
I know that there are going tobe people just flat out people
who launch a business whothey're not going to be still
doing it a year later, orthey're three years later going
to realize they haven't madeenough money compared to what
they put in.
And I'm not saying this to bescary, right, and if you're an
(05:47):
optimistic entrepreneur andyou're here and you're brand new
and you're excited, I'm notjaded.
I'm just here to say this iswhy I bring up this type of
conversation, even though it'snot like the sexy, exciting part
, right, there's not as manystrategists and even podcasts
that are talking about theunsexy thing of figuring out
some of your like how todiagnose a problem, of why
(06:10):
things aren't going well.
That's not a fun thing to say,but it's what so many of us need
to be understanding.
As a business owner and here'swhat I know is true there's
nothing inherently wrong with abusiness ending or something
evolving drastically.
Sometimes you create a brand ora business for a reason or a
season.
Life can change, goals canchange, visions of how you show
(06:32):
up in your work can change, butif you desire to have your
business grow, scale and evolvewith you, you have to be willing
to tap into, yes, the intuitiveside and design things uniquely
.
To tap into, yes, the intuitiveside and design things uniquely
, just as we talk about in allof these episodes.
Hence why my personal brand iscalled Intuitive Business by
Design, because I want you todesign your business through
(06:54):
your intuition.
And it's also awfully helpfulto get to know the numbers of
your business, and I don't justmean the income numbers.
Today we're going to be talkinga little bit about some of the
other numbers that you shouldcare about, start to familiarize
yourself with and what thenumbers diagnose.
I'm using the word diagnosejust because I think it's
(07:15):
helpful to understand that ifsomeone comes to me and says I'm
not selling as many of mysessions as I thought, I'm not
having as many people join mygroup programs as I had hoped.
I'm not selling out mymastermind and I'm like, ooh
great.
Then we get to look at some ofyour numbers, understand what's
going on and put you into afocus on fixing one of these
(07:36):
three issues, and then let's seehow things go.
And so if you're selling thingsonline, some of those numbers
can help you make decisionsbased on statistics instead of
just getting the emotional urgeto scrap, maybe a beautifully
designed offer that you justcreated and launched but it
didn't sell how you thought itwould the first time around.
And so this is about how totake the opportunity to assess
(07:59):
what's really happening.
Now I want to preface thisconversation.
I actually am a big fan ofmessy action in the beginning.
If getting a sales page up onCanva or a Google doc selling a
package through Calendly,sending Stripe invoices, like,
however, you want to cobbletogether the messy action to
test something, to get yourfirst offer out into the world,
(08:21):
to keep your costs low and justlike see if you can get some
traction, some interest, I saygo for it.
I have been there.
Sometimes I even advise myclients to do that and be like
save your money to pay us tocreate a funnel Once you've,
like proven this, tested alittle bit, you know, but at
some point, leaning into reallyunderstanding your systems,
seeing the conversion numbersand having some non-emotional
(08:45):
data that you can then matchwith the intuitive hits that
you're getting about what is andisn't working, will help you so
much as a business owner.
Now you might be somewhere inthe middle.
So here's how I know if you arein a position where you need to
start looking at your systemsand understanding your numbers
better.
You are saying something like noone is fill in the blank, no
(09:07):
one is clicking, no one isbuying, no one is booking a
clarity call, or nothing isnothing is working.
Everyone else seems to betaking off faster than me, right
?
The no one, the nothing, theeveryone else.
That is an indicator to me thatwe need to understand a little
bit more, because I will oftensay to someone oh, no one is
buying.
Okay, so if you're saying noone is buying, how many people
(09:30):
have seen the sales page for theoffer during that launch period
?
Okay, if you are able to getthat data, if you can see that
300 people saw the sales pageand you had zero sales, then
that's going to help us lookmore closely at, like the offer
itself and the messaging of it,because if people are seeing and
(09:50):
zero people have bought, thenokay, we've got something to pay
attention to, to fix.
But what often happens forsmaller brands and businesses,
as you're getting started, is,if only 17 people saw that sales
page and no one bought, I'm notthat worried Because we need to
assess how to get you moretraffic before throwing the baby
(10:11):
out with the bathwater.
17 people saying no, it couldhave been, you know, three or
four of them could have lookedat it twice, and so that it's a
very small pool of numbers, andso I don't want you to throw
your entire offer away or yourentire business away and be like
, oh, it's just not workingright.
At the end of the day,conversion aka is how many
(10:31):
people you are selling yourservices and offers to, and
there's likely some steps thatthey've had to take and,
depending on how you have yoursoftware set up, you can get
some data, some insights to howmany people are taking certain
steps.
So what we're going to coverright now is we're going to talk
through the three.
I'm just going to call themissues.
I don't like calling themproblems because I don't know.
(10:53):
I'm just going to be like thisis the area of focus or the
issue that you would want to berevisiting, tweaking, getting
clear on before you relaunchthis offer or service if you
didn't get the results that youwanted the first time.
So if you're a note taker, Ilike to go through all three of
them just briefly and then kindof dive into each.
So what we're looking at is anoffer issue, a messaging issue
(11:16):
and a traffic issue.
So an offer issue is going tobe if you have been getting
traffic to an offer but nobody'ssaying yes, or a much smaller
percentage of people than youexpected are saying yes, and
you've got some data to back youup and you're just intuitively
feeling like it needs sometweaks, then let's do a little
bit of market research and see,you know, especially as
(11:40):
intuitive girlies, it's veryeasy for us to be like I'm the
first one who's ever thought ofdoing something like this.
But yeah, at the end of the day, you probably aren't.
I'm not the first person tohave ever launched a membership.
I'm not the first person whohave ever launched a you know
marketing agency.
And so, doing some marketresearch, not from a place of oh
my gosh, I'm going to get intocomparisonitis and I'm going to
(12:02):
feel like I'm behind, but justlike, can you get into a space
of some like objective,non-emotional huh?
Okay, now that I'm looking atsome of my competitors and
seeing that when they run amembership, there's like more
live calls or it costs more, itcosts less and just getting some
data, maybe if you're trying tofix an offer issue, you're also
(12:25):
doing actual market researchcalls, like talking to people in
your audience who you thinkwould be a good fit for this
offer.
They haven't said yes and youwant to just like talk to them
about it and see if there'sanything that would be more
appealing or how you could makeit an easy yes.
And there's lots of differentstrategy ways, right, like how
you can approach getting tounderstand is the offer itself
(12:46):
needing some evolution, somepolishing, some up-leveling to
become more attractive to theaudience that is looking at it?
So this would be where you'relooking more at, like the
features of what's included, thepricing.
Is it solving a problem thatyour audience cares about?
Is the transformation thatyou're offering something that
your people are willing to pulla credit card out for.
(13:07):
So that would be offer issue,the messaging issue.
You might be like.
You know what.
Everyone who gets into thisprogram freaking loves it.
The offer itself is delivering.
The testimonials are amazing.
Like I, just I want people tosee what it's like to be in this
container with me, but it'shard to explain.
(13:30):
That's often going to be amessaging issue.
So if you're feeling like theoffer itself, like it's solid
I've launched it several times.
It's never launched as highconversion as I hoped it would
be, but people who do join loveit then let's assess your
messaging.
People love it, but there'sstill a high percentage of
(13:52):
people who are looking at thesales page or reaching out to
you or getting on sales callsand not saying yes, how can we
message this better?
And this is often whereoutsourcing is going to be
really helpful for a businessowner, because you can just
sometimes be too close to youroffer to be able to explain it
in a way that's going to becompelling.
(14:13):
And so this might be where youwork with us at the Intuitive
Marketing Collective for somecopywriting or redesigning the
sales page or the website andreflecting the value of what you
have going on on the inside,like, once people step into the
doors of this offer, they loveit.
But how do we make the signabove the door more appealing,
(14:34):
more welcoming, a better matchfor the person who is your ideal
client to be like?
Oh, that's exactly what I wasthinking.
Last night I was complainingabout that to my husband.
I was saying those exact samewords.
How are you?
In my head, this solutionexists.
The messaging issue for manybusiness owners is not an area
(14:55):
of strength, and I'm not sayingthis as like a sales pitch to
hire us.
But what I am going to say isthat if you feel good about the
offer and the third issue, thetraffic issue doesn't seem to be
the problem.
Investing in good copy, goodfunnel design like this is where
that return on investment canhappen, and it can happen really
quickly if you have all theother pieces in place.
(15:18):
So an offer issue, I thinkoften can be really well served
by having like a strategy call,like if you ever wanted to book
a strategy call with me or Megor anybody on our team, or you
just needed to have like anoutside perspective or bring a
question into the group coachingcalls inside of our intuitive
business community, likesometimes it's just getting
other perspectives, marketresearch, conversations,
(15:39):
feedback from people outside ofyou to help solve the offer
issue.
Maybe just evolve it.
The messaging issue oftentimesis going to be that outside
perspective or that professionalwho can look at what you're
offering and be like whoa, thisis how we need to explain this.
This is the banging you knowheadline or subtitle or, um, you
(15:59):
know mission statement of thisoffer, and this is going to draw
in your person, and so themessaging issue is one that can
be solved.
All of these can be solved isthe good thing.
Now the traffic issue is, I'mgoing to be honest, where most
of my clients fall.
Is they there like, okay, thepeople who work with me like me,
I'm good, I'm good at what I do.
Most of my clients are anexpert and the messaging maybe
(16:22):
they've worked on that, maybethey have some testimonials and
they've been pulling on some ofthe copy or the verbiage that
they know resonates with theiraudience, and so maybe the
messaging is evolving to be muchcloser.
But for many of my clients,it's a traffic issue, and so a
(16:42):
traffic issue is exactly what Iwas talking about when I say how
many people have seen yoursales page.
And either people don't know,because they have their sales
pages set up in a system thatwhere you can't see that data,
and that can be a huge hindrance.
Or if we just realize oh gosh,only seven people have seen this
.
Maybe I haven't been talkingabout it as much as I thought to
drive traffic to this, maybeyou're relying just on organic
(17:03):
traffic and not getting enoughof it, or you know any number of
reasons.
For some reason, there's notenough people seeing what you're
offering, and this is reallywhere a lot of business owners
will be like I feel like whatI've got is gold, I just need
more eyeballs on it.
And that actually might be thecase, right, and so the traffic
issue is going to be solved inone of a couple ways.
(17:26):
Let's just be honest.
You're either going to increaseyour organic social media
traffic You're going to getreally serious about TikTok or
Instagram or YouTube orpodcasting or blogging.
Like you're going to get reallyserious about TikTok or
Instagram or YouTube orpodcasting or blogging.
Like you're going to dosomething that is going to be
intentionally driving traffic toyour overall website and or to
your offers.
It could be that instead, youare willing to invest in some
(17:48):
search engine optimization.
In doing some paid ads, you'regoing to, you know, maybe work
with some of the professionalsin our team to get make sure
that we're curating the audienceand also doing some retargeting
, and so you might be ready tostep into some like lead
generation to say I know thatthis converts when it gets in
front of people.
I just need more of that.
Okay, cool, let's pour somegasoline on the fire of what is
(18:12):
working and really blow that up.
Now you also could be like, hey, I've just got to kind of do
this myself, and so you might belooking to get on more podcasts
or collaborations where youcould get in front of existing
audiences that are a really goodmatch for your ideal audience.
So you might get serious aboutlike joining some memberships
where there's podcast swaps orpitching yourself or speaking on
(18:35):
stages or being in bundles orsummits, because those are all
ways that ideally you can getyourself either your paid offers
or even some of your freeoffers that then hopefully have
some email sequences and funnelson the back end to introduce
people to how they can work withyou.
So you'd really be looking atlike increasing organic content
(18:55):
with a focus on growingengagement, growing community
growing conversion.
You could do that on your own,or you could hire the beautiful
Meg O'Neill through our agencyright, you could be looking at
some of the paid lead generationstrategies, in which case we're
happy to introduce you to ourvendor, our amazing service
provider.
We're going to have a um,actually a podcast episode
(19:16):
interview with him.
Uh, not too long from now, acouple episodes away.
Uh, or you're like how can Ijust get in front of existing
audiences and really puttingyourself or a virtual assistant
through kind of like some habitsof pitching yourself or getting
in front of rooms where yourideal audience already exists
and being in front of them as anexpert, as someone who's able
(19:37):
to talk about what you do?
Okay, there also could be anynumber of ways.
Like, I just went to anin-person uh, breath work free
event today, hosted by someonewho's been a client and I would
also consider her a friend andshe, um, is launching something
next week.
So, of course, at the end ofthis free, in-person event where
(19:58):
we were just doing breathworkunder the beautiful pine trees,
I would have been mad at her ifshe didn't say, oh, and, by the
way, if you want to work moreclosely with me.
I have this opportunityhappening next week, virtually,
or you can join my membership orI also offer in-person journey
work, like I would be like.
Excuse me, why did you not tellme how we could work with you?
(20:22):
Even if it's not the time for meto jump into one of those
containers she's giving freevalue, I would expect her to let
me know the ways that I couldstep in If I was like, oh my
gosh, I need to be more in yourenergy.
I need to be working with you.
Right, so you could be doingin-person workshops, you could
be doing masterclasses online,you could be doing um, putting
out a bunch of really coolfreebies or lead magnets and
(20:42):
having emails sell things on thebackend.
But you've got to be thinkingabout how are you getting new
people into your audience andthen how are you nurturing them.
Each one of those steps isgoing to have a little bitty
point where we can see some dataand some conversions, and so I
want to talk through we've gotenough time, I'm just keeping an
eye on the time.
I want to talk through aspecific type of funnel that is
(21:04):
popular and I was just workingone-on-one doing some basically
a revamp of a type of funnelcalled an automated masterclass
funnel or you might call it anautomated webinar funnel.
So this is where and you'veprobably signed up for something
like this in the past you see aregistration maybe it's off of
a Facebook ad or you see it in aFacebook group or you stumble
(21:26):
into someone who is saying youcan have instant access to my
free class, and you're like, oh,that's a topic I want to learn
about or I want to engage in orbe guided on.
And so you beepity boop, put inyour name, put in your email
address, and then you have somesoftware that's going to be
delivering a way that you canengage with this class.
(21:47):
You know that it's nothappening right now, like
they're not on call 24 seven,but they are for your
convenience making it.
So you sign up and you eitherget emailed a replay link or
they're using software that kindof like just on the backend
automatically shows it as um, asa class, right.
And so this particular clientcame to me saying like she just
(22:09):
felt like not enough people wereinquiring about her services on
the backend of this masterclass.
And so what I want to do is talkthrough, for this type of
funnel, the types of points ofconversion that are helpful to
be aware of.
So you know that first page.
If the very first page wheresomeone could be signing up is
(22:30):
confusing or long, or they haveto fill out like seven fields
before they can sign up for theclass, or it's not clear, if
it's automated or going to behappening a certain time, like
someone might see that page andbounce, or they might see it and
be like, oh, this isn't reallythe topic.
I was thinking Okay and bounce,and so understanding how many
people get to that page of justthe free signup, of those people
(22:54):
that visit that page, whatpercentage is actually entering
their email and address?
Are you getting like an 8%conversion, a 30% conversion, a
50% conversion?
I'm finding that the simplerthose registration pages are
these days, the better.
People just want to be able todo it on mobile and so that's
the first conversion point.
Because if you don't know thatconversion point and for some
(23:18):
reason the design of your pageis confusing or it's like bright
letters over dark background orand people just like visually
get turned off, it might not bethat they don't want your class,
but for whatever reason, theremight be a very low conversion
rate.
At this point, the conversionis just opting in.
Okay, now, depending on how,let's just say that maybe you're
(23:40):
getting a 32% conversion rateand we're like, okay, this page
is performing pretty well.
Now let's look deeper into this.
So if you've ever signed up forone of these classes, then
you're going to be receiving anemail about how to access the
class, and maybe they're sendingjust like a replay page where
the recording of the class isbeing held, or maybe it's
something more heavy on the liketech software, where it's going
(24:04):
to be like webinar jam orevergreen funnel software, and
either way, you're going to havelike some way that you can
click in to engage with theclass.
This is now an opportunity foranother conversion point.
If you find that only 0.01% ofpeople are clicking on that link
, then, yeah, you're growingyour email list, so that's a
(24:24):
great goal.
Maybe you're still getting newsubscribers to your email list
that you can be communicatingwith for ages about different
things that you do.
But if nobody's clicking in, ifour very small percentage is
clicking in, they're notactually getting exposed to the
content that you're sharing and,most likely at the end, to the
pitch of what you're trying tosell, right.
And if you're getting, like, oh, a 5% conversion or sorry, 5 or
(24:48):
7 or 8% click-through rate sopeople are seeing the email and
they're clicking it or evenhigher, like 20, 30%, that's
going to show that it's ahealthy funnel, that people are
well-matched to the topic, theywant to see it, they're clicking
in, they're following yourinstructions and they're
hopefully starting the class.
Now, unless you're using some ofthe more premium automated
(25:10):
class software, you may or maynot have any data on how long
people watch.
Like you might not know ifpeople click in for one second
and then are like, oh, I'llwatch this later.
You don't know if someoneclicked in and watched 27
minutes and got off right beforeyou started pitching your
service.
Like you're not going to knowunless you're using certain
software.
That's not the point of thisepisode, so we're not going into
(25:31):
that.
But again, that's a conversionrate that it's helpful to know.
And then let's think just alittle bit deeper.
Hopefully you have five, six,seven emails that go out after
someone signs up for that class,and maybe the first three or
four are gonna be specific toreminding them to watch the
class, helping them understandwhat they, how they would start
(25:53):
implementing what they learnedin the class, sharing some
testimonials of people who haveimplemented things that you've
taught them, maybe sharing alittle bit more about your story
of how you got into workingthis way.
And then you're going to starthaving some emails that are
going to introduce them to thething that makes the most sense
for them to do.
So, aka, you're selling anoffer.
If they are leaning in andsaying, oh my gosh, I love this,
(26:14):
what's the next thing thatintuitively makes sense for them
to bump into as far as a paidoffer with you?
And then you're going to get tostart to see data of how many
people are opening those emails,clicking through those emails
If they're clicking through to ato book a call with you or if
they're clicking through to justbuy something.
Each of those is going to havean opportunity for seeing how
many people are taking thebehavior, the click, the booking
(26:38):
, the purchase that you wantthem to do, and that is going to
be helpful.
Now, you may not want to um, youknow we don't have to like
Harbor on this automatedmasterclass example, but I just
want to talk through, like ifyou can have an automated
masterclass and start to get toa place where you're seeing like
one to 3% of the people whosign up are taking the behavior
(26:59):
of buying, booking a call, likedoing the thing you're trying to
sell.
That's actually really good forthat type of funnel and there's
like different factors and youknow I'm just kind of blanket
statement but it also requires ahigh volume of people,
especially if what you'reselling on the back end of that
automated class is fairly highticket, which often will be the
case of coaching program or ahealing, you know series of
(27:21):
sessions, and so you want tothink about is this the right
type of funnel for the type ofoffer I'm selling?
If so, before you get into itand investing in having
something set up, it's helpfulto know what percentage like
what's a healthy conversion ratefor this type of funnel.
And then, if it all feels likea good match, you get to start
(27:42):
to educate yourself and feel alittle bit more empowered, even
if you're hiring this out, askquestions of like oh, what are
my email open rates orclick-through rates, or how many
people are seeing the salespage that we put out or that
we're driving traffic to?
You know understanding emailrates, views on sales page,
views on a checkout page and youcan always compare that to how
(28:03):
many people are finishing thecheckout, conversion of people
going to your free opt-in pageor your workshop registration,
and there's so many differentthings that you could be looking
at.
What percentage of peoplegetting in front of this are
doing the thing that we thinkthey will be attracted to, that
will lead to business in yourbusiness.
Now, I know that so many of us,more sensitive business owners
(28:25):
or personal brands can takethings really personal.
I am a victim of this in thepast.
But if the average conversionrate for selling a high ticket
offer off an automatedmasterclass funnel is like one
to 3% and you're getting 1.7%,then you're doing it right right
.
But if you don't know what agood conversion rate is, or you
(28:46):
don't know how to tell what yourconversion is, or you're
thinking it should be 30% andthat's way off the mark of what
most people are going to get,especially as they're starting,
then that can just feel like ahard match.
It feels like a lot ofresistance, it feels like a lot
of self-doubt, and so this iswhy getting to a point of
clarity around which issue, ifany of those three the offer
(29:11):
issue, the messaging issue orthe traffic issue is becoming a
bottleneck for you.
It allows you to stop burningdown the business or ditching
the offer entirely and saying,okay, I love running this offer.
I don't think it's an offerissue.
I don't feel like I'mcommunicating well enough what
happens once you're in thisoffer with me.
(29:33):
So let me either take a classon copywriting, hire a
copywriter, hire someone todesign a more compelling sales
page, get to move this into asoftware where I will be able to
get statistics, and then youget like a project that you can
work on that is going to havereturn on investment.
If, instead, you say I loverunning this offer but nobody's
(29:55):
signing up, I guess I'll justlaunch a new offer.
I mean, that may be thesolution if you really feel
called and evolved to design anew offer.
But if you love what you'redoing maybe it's a six session
series of breath work or maybeit's a particular energy healing
program, right, if you love itand you feel like it's
well-designed and the amount oftime that you need to properly
(30:18):
see someone through the type oftransformation that you offer,
then burning it down is notgoing to be the solution, you
know, and so it's more aboutlooking at where do you need to
invest either your time, moneyor resources to fix the
diagnosis, to fix the issue?
Now, these are things thatintuitive business owners are
(30:39):
having, just issues that we havearound making decisions in our
business.
I'm normalizing this for you.
I'm not against evolving ormoving in another direction.
I am against doing ithaphazardly or overly
emotionally and then havingregrets later and realizing that
the next offer you launch isgoing to have the same issue
unless you get to the bottom ofit.
(31:00):
So if you are a member of ourintuitive business community,
feel free to bring this up in agroup coaching call and we can
screen share and look togetheror talk through what software
you're using and where we mightbe able to help and get some
data.
And really the homework forthis particular topic is to you
know.
Maybe just look at one offerthat you would love to sell more
(31:22):
of and dig into what data youcan find.
It might depend on yoursoftware, so self-diagnosing.
If you feel like you're facingan offer issue, a messaging
issue or a traffic issue, somespecific places you could look
at is when I post on socialmedia about this offer, do I get
engagement or do I get cricketswhen I email about this offer.
(31:43):
What are my open rates andclick-through rates?
What data is there about howmany people look at the offer or
sales page?
Do people who are working withme in this offer give amazing
feedback or does it feel likeit's not quite in its final form
?
Answers to those types ofquestions will help.
You say you know what.
Maybe it is time to evolve thisoffer, go back into some market
(32:05):
research, talk to some of myaudience like retweak it and
relaunch it.
Or I really just need to figureout how to message what is
actually happening, because themagic is behind the door and we
need the sign on the door tomatch that.
That's the messaging issue.
Or you might say honestly, Ifeel like the offer and the
messaging is pretty banging.
I just need more eyes in frontof it.
Then that's a traffic issue anddeciding which method of
(32:27):
traffic you're going to go allin on to drive more traffic to
that offer that already has theproven messaging.
So I hope that you found thisepisode of the intuitive
marketing podcast as inspirationto help you bring the magic
back into your own marketing.
Our goal is for this podcast tobe a compass in the chaos we
know.
You get bombarded withinformation options and
conflicting ideas out there onthe internet streets.
(32:49):
We hope you tune into the nextepisode, where Meg and I will be
back together and we'll betalking about how to build
demand for your offers andservices.
So more around some of thismessaging becoming magnetic and
creating that demand for youroffers.
Plus, in the next episode,we're also going to debut our
signature five-step intuitivemarketing framework that will
(33:10):
simplify everything you haveever learned about growing a
brand and business online.
So I hope you can tune in andwe'll talk soon.
Have you ever felt like just burning your business
to the ground after an offer youwere sure would take off and
sell like hotcakes?
Just doesn't you know?
It's nice to talk on thepodcast about how amazing things
feel when your business isgrowing and offers are selling,
but when things aren't going howyou want, I want to help you in
this episode today understandthe opportunity to learn from
(00:25):
that, get clear on the issue, tobe focused on how to make
tweaks and improvements ratherthan burning it all down.
Speaker 2 (00:32):
Hey there friends.
Speaker 1 (00:34):
Welcome to the Intuitive Marketing Podcast,
where we ditch the bro marketingBS and bring you big sister
vibes instead.
Speaker 2 (00:41):
I'm Meg and this is Chelsea, your new biz besties.
Speaker 1 (00:45):
We met on TikTok in 2023.
Fast forward to now and we haveteamed up here to guide you
through the wild world ofmarketing your business with
heart and soul.
Speaker 2 (00:54):
Are you feeling lost or overwhelmed, maybe unsure of
your next steps, but you have abig vision of where your
coaching, healing, speaking orwriting career could be in the
next five years, 10 years.
Don't worry, we've got yourback.
We'll help you tap into yourintuition, build a brand that
lights you up and leverageproven marketing strategies to
grow towards a six or even sevenfigure business in a way that
(01:17):
won't make you cringe.
Speaker 1 (01:18):
We're actually here to help you bring the magic back
into your marketing.
Speaker 2 (01:22):
Because marketing should feel good, not gross.
Speaker 1 (01:24):
Grab your favorite drink, get comfy and let's get
started.
Okay, so this is my first soloepisode and you're going to hear
a side of me, chelsea, thatmaybe you haven't before Today.
I'm going to help you diagnosewhich of three specific issues
you could be falling victim toin your business.
If your offers or services oryour business, if your offers or
(01:45):
services, or even one of youroffers or services, isn't
converting how you hoped In thisconversation, converting is
going to mean making sales ofthat offer, getting yeses,
having people sign up, join yourprogram, whatever that looks
like in the business model thatyou have.
So, in our duo of Meg andmyself, I am definitely the one
(02:06):
between the two of us that ismore interested in the stats and
the tracking and the progressand the documenting SOPs, like
making sure we have systems inplace, and, honestly, it's part
of why we are such acomplementary team with
different skills and strengthsto grow our agency and this
podcast together.
Now, if you didn't know thisabout me, I am a former small
(02:28):
business lawyer and so part ofwhy I'm so passionate about
brands and small businesses,setting things up with a solid
foundation and what we're goingto talk about today making
decisions from both an emotionaland a data-driven state is
because I know how many smallbusinesses close down every
single year.
And let's not kid ourselves Ifyou are a coach offering online
(02:52):
sessions, or you are a healeroffering online or in-person
workshops, or you are a speaker,you are an author, you are a
fill in the blank of whatever itis that you are listening in
what you're running as youlisten to this, you are a
business owner of some kind,most likely.
Now, what I know is that, as abusiness lawyer, we would set up
(03:14):
all kinds of LLCs.
So I'm in the US, so we wouldbe setting up LLCs, limited
liability companies,corporations, different entities
right Like the legal entity forsetting up your business, and
so I used to work with all kindsof different companies.
I did work with some coachesand healers even back in my
legal career.
We set up restaurants and bars,bakeries, software companies,
(03:37):
like all across the board ofdifferent niches yoga studios,
recruiting services like brickand mortar and online services.
And here's the deal.
What I would get the glimpse ofkind of like the backend data
of every year, is that you mayknow this if you have an LLC or
an entity set up in your state.
(03:59):
The next year you have ananniversary of when you signed
it up and you've got to fill outsomething called an annual
report.
Most states call it anyway.
It's basically just a piece ofpaper saying, hey, I'm still
here, and you pay the state somemore money and they keep you
registered as an entity.
And so every year I would needto be in touch with, or my
paralegal would need to be intouch with, every business owner
(04:19):
that we had helped to set up,and every year there would be
some that we couldn't get intouch with them.
We had to chase them down.
Their phone number was nolonger going anywhere, or some
that would pick up and say, ohmy gosh, yeah, we're going to
have to let this entity, justyou know, slide.
It didn't take off how.
I thought.
I ran out of money.
My you know, life circumstanceschanged.
(04:41):
I can't put my effort into thisbusiness anymore, and so I know
the track record of smallbusinesses, and it's a much
higher percentage of businessesthat are not going to make it
through their first year, notmake it through their second
year, third year, fourth year,fifth year, and so my passion,
all the various hats that I haveworn in business over the years
(05:02):
, as a business attorney, abusiness consultant, a business
trainer, a business coach andnow a business strategist and
marketing agency owner.
My passion is basically helpingyou survive and get on the
other side of those statisticsto thrive and earn a living
doing what you love.
That's why I do what I do.
And so when I would see this inthe, let's say, real world,
(05:27):
right, like in my position astheir attorney, now I know that
I know that there are going tobe people just flat out people
who launch a business whothey're not going to be still
doing it a year later, orthey're three years later going
to realize they haven't madeenough money compared to what
they put in.
And I'm not saying this to bescary, right, and if you're an
(05:47):
optimistic entrepreneur andyou're here and you're brand new
and you're excited, I'm notjaded.
I'm just here to say this iswhy I bring up this type of
conversation, even though it'snot like the sexy, exciting part
, right, there's not as manystrategists and even podcasts
that are talking about theunsexy thing of figuring out
some of your like how todiagnose a problem, of why
(06:10):
things aren't going well.
That's not a fun thing to say,but it's what so many of us need
to be understanding.
As a business owner and here'swhat I know is true there's
nothing inherently wrong with abusiness ending or something
evolving drastically.
Sometimes you create a brand ora business for a reason or a
season.
Life can change, goals canchange, visions of how you show
(06:32):
up in your work can change, butif you desire to have your
business grow, scale and evolvewith you, you have to be willing
to tap into, yes, the intuitiveside and design things uniquely
.
To tap into, yes, the intuitiveside and design things uniquely
, just as we talk about in allof these episodes.
Hence why my personal brand iscalled Intuitive Business by
Design, because I want you todesign your business through
(06:54):
your intuition.
And it's also awfully helpfulto get to know the numbers of
your business, and I don't justmean the income numbers.
Today we're going to be talkinga little bit about some of the
other numbers that you shouldcare about, start to familiarize
yourself with and what thenumbers diagnose.
I'm using the word diagnosejust because I think it's
(07:15):
helpful to understand that ifsomeone comes to me and says I'm
not selling as many of mysessions as I thought, I'm not
having as many people join mygroup programs as I had hoped.
I'm not selling out mymastermind and I'm like, ooh
great.
Then we get to look at some ofyour numbers, understand what's
going on and put you into afocus on fixing one of these
(07:36):
three issues, and then let's seehow things go.
And so if you're selling thingsonline, some of those numbers
can help you make decisionsbased on statistics instead of
just getting the emotional urgeto scrap, maybe a beautifully
designed offer that you justcreated and launched but it
didn't sell how you thought itwould the first time around.
And so this is about how totake the opportunity to assess
(07:59):
what's really happening.
Now I want to preface thisconversation.
I actually am a big fan ofmessy action in the beginning.
If getting a sales page up onCanva or a Google doc selling a
package through Calendly,sending Stripe invoices, like,
however, you want to cobbletogether the messy action to
test something, to get yourfirst offer out into the world,
(08:21):
to keep your costs low and justlike see if you can get some
traction, some interest, I saygo for it.
I have been there.
Sometimes I even advise myclients to do that and be like
save your money to pay us tocreate a funnel Once you've,
like proven this, tested alittle bit, you know, but at
some point, leaning into reallyunderstanding your systems,
seeing the conversion numbersand having some non-emotional
(08:45):
data that you can then matchwith the intuitive hits that
you're getting about what is andisn't working, will help you so
much as a business owner.
Now you might be somewhere inthe middle.
So here's how I know if you arein a position where you need to
start looking at your systemsand understanding your numbers
better.
You are saying something like noone is fill in the blank, no
(09:07):
one is clicking, no one isbuying, no one is booking a
clarity call, or nothing isnothing is working.
Everyone else seems to betaking off faster than me, right
?
The no one, the nothing, theeveryone else.
That is an indicator to me thatwe need to understand a little
bit more, because I will oftensay to someone oh, no one is
buying.
Okay, so if you're saying noone is buying, how many people
(09:30):
have seen the sales page for theoffer during that launch period
?
Okay, if you are able to getthat data, if you can see that
300 people saw the sales pageand you had zero sales, then
that's going to help us lookmore closely at, like the offer
itself and the messaging of it,because if people are seeing and
(09:50):
zero people have bought, thenokay, we've got something to pay
attention to, to fix.
But what often happens forsmaller brands and businesses,
as you're getting started, is,if only 17 people saw that sales
page and no one bought, I'm notthat worried Because we need to
assess how to get you moretraffic before throwing the baby
(10:11):
out with the bathwater.
17 people saying no, it couldhave been, you know, three or
four of them could have lookedat it twice, and so that it's a
very small pool of numbers, andso I don't want you to throw
your entire offer away or yourentire business away and be like
, oh, it's just not workingright.
At the end of the day,conversion aka is how many
(10:31):
people you are selling yourservices and offers to, and
there's likely some steps thatthey've had to take and,
depending on how you have yoursoftware set up, you can get
some data, some insights to howmany people are taking certain
steps.
So what we're going to coverright now is we're going to talk
through the three.
I'm just going to call themissues.
I don't like calling themproblems because I don't know.
(10:53):
I'm just going to be like thisis the area of focus or the
issue that you would want to berevisiting, tweaking, getting
clear on before you relaunchthis offer or service if you
didn't get the results that youwanted the first time.
So if you're a note taker, Ilike to go through all three of
them just briefly and then kindof dive into each.
So what we're looking at is anoffer issue, a messaging issue
(11:16):
and a traffic issue.
So an offer issue is going tobe if you have been getting
traffic to an offer but nobody'ssaying yes, or a much smaller
percentage of people than youexpected are saying yes, and
you've got some data to back youup and you're just intuitively
feeling like it needs sometweaks, then let's do a little
bit of market research and see,you know, especially as
(11:40):
intuitive girlies, it's veryeasy for us to be like I'm the
first one who's ever thought ofdoing something like this.
But yeah, at the end of the day, you probably aren't.
I'm not the first person tohave ever launched a membership.
I'm not the first person whohave ever launched a you know
marketing agency.
And so, doing some marketresearch, not from a place of oh
my gosh, I'm going to get intocomparisonitis and I'm going to
(12:02):
feel like I'm behind, but justlike, can you get into a space
of some like objective,non-emotional huh?
Okay, now that I'm looking atsome of my competitors and
seeing that when they run amembership, there's like more
live calls or it costs more, itcosts less and just getting some
data, maybe if you're trying tofix an offer issue, you're also
(12:25):
doing actual market researchcalls, like talking to people in
your audience who you thinkwould be a good fit for this
offer.
They haven't said yes and youwant to just like talk to them
about it and see if there'sanything that would be more
appealing or how you could makeit an easy yes.
And there's lots of differentstrategy ways, right, like how
you can approach getting tounderstand is the offer itself
(12:46):
needing some evolution, somepolishing, some up-leveling to
become more attractive to theaudience that is looking at it?
So this would be where you'relooking more at, like the
features of what's included, thepricing.
Is it solving a problem thatyour audience cares about?
Is the transformation thatyou're offering something that
your people are willing to pulla credit card out for.
(13:07):
So that would be offer issue,the messaging issue.
You might be like.
You know what.
Everyone who gets into thisprogram freaking loves it.
The offer itself is delivering.
The testimonials are amazing.
Like I, just I want people tosee what it's like to be in this
container with me, but it'shard to explain.
(13:30):
That's often going to be amessaging issue.
So if you're feeling like theoffer itself, like it's solid
I've launched it several times.
It's never launched as highconversion as I hoped it would
be, but people who do join loveit then let's assess your
messaging.
People love it, but there'sstill a high percentage of
(13:52):
people who are looking at thesales page or reaching out to
you or getting on sales callsand not saying yes, how can we
message this better?
And this is often whereoutsourcing is going to be
really helpful for a businessowner, because you can just
sometimes be too close to youroffer to be able to explain it
in a way that's going to becompelling.
(14:13):
And so this might be where youwork with us at the Intuitive
Marketing Collective for somecopywriting or redesigning the
sales page or the website andreflecting the value of what you
have going on on the inside,like, once people step into the
doors of this offer, they loveit.
But how do we make the signabove the door more appealing,
(14:34):
more welcoming, a better matchfor the person who is your ideal
client to be like?
Oh, that's exactly what I wasthinking.
Last night I was complainingabout that to my husband.
I was saying those exact samewords.
How are you?
In my head, this solutionexists.
The messaging issue for manybusiness owners is not an area
(14:55):
of strength, and I'm not sayingthis as like a sales pitch to
hire us.
But what I am going to say isthat if you feel good about the
offer and the third issue, thetraffic issue doesn't seem to be
the problem.
Investing in good copy, goodfunnel design like this is where
that return on investment canhappen, and it can happen really
quickly if you have all theother pieces in place.
(15:18):
So an offer issue, I thinkoften can be really well served
by having like a strategy call,like if you ever wanted to book
a strategy call with me or Megor anybody on our team, or you
just needed to have like anoutside perspective or bring a
question into the group coachingcalls inside of our intuitive
business community, likesometimes it's just getting
other perspectives, marketresearch, conversations,
(15:39):
feedback from people outside ofyou to help solve the offer
issue.
Maybe just evolve it.
The messaging issue oftentimesis going to be that outside
perspective or that professionalwho can look at what you're
offering and be like whoa, thisis how we need to explain this.
This is the banging you knowheadline or subtitle or, um, you
(15:59):
know mission statement of thisoffer, and this is going to draw
in your person, and so themessaging issue is one that can
be solved.
All of these can be solved isthe good thing.
Now the traffic issue is, I'mgoing to be honest, where most
of my clients fall.
Is they there like, okay, thepeople who work with me like me,
I'm good, I'm good at what I do.
Most of my clients are anexpert and the messaging maybe
(16:22):
they've worked on that, maybethey have some testimonials and
they've been pulling on some ofthe copy or the verbiage that
they know resonates with theiraudience, and so maybe the
messaging is evolving to be muchcloser.
But for many of my clients,it's a traffic issue, and so a
(16:42):
traffic issue is exactly what Iwas talking about when I say how
many people have seen yoursales page.
And either people don't know,because they have their sales
pages set up in a system thatwhere you can't see that data,
and that can be a huge hindrance.
Or if we just realize oh gosh,only seven people have seen this
.
Maybe I haven't been talkingabout it as much as I thought to
drive traffic to this, maybeyou're relying just on organic
(17:03):
traffic and not getting enoughof it, or you know any number of
reasons.
For some reason, there's notenough people seeing what you're
offering, and this is reallywhere a lot of business owners
will be like I feel like whatI've got is gold, I just need
more eyeballs on it.
And that actually might be thecase, right, and so the traffic
issue is going to be solved inone of a couple ways.
(17:26):
Let's just be honest.
You're either going to increaseyour organic social media
traffic You're going to getreally serious about TikTok or
Instagram or YouTube orpodcasting or blogging.
Like you're going to get reallyserious about TikTok or
Instagram or YouTube orpodcasting or blogging.
Like you're going to dosomething that is going to be
intentionally driving traffic toyour overall website and or to
your offers.
It could be that instead, youare willing to invest in some
(17:48):
search engine optimization.
In doing some paid ads, you'regoing to, you know, maybe work
with some of the professionalsin our team to get make sure
that we're curating the audienceand also doing some retargeting
, and so you might be ready tostep into some like lead
generation to say I know thatthis converts when it gets in
front of people.
I just need more of that.
Okay, cool, let's pour somegasoline on the fire of what is
(18:12):
working and really blow that up.
Now you also could be like, hey, I've just got to kind of do
this myself, and so you might belooking to get on more podcasts
or collaborations where youcould get in front of existing
audiences that are a really goodmatch for your ideal audience.
So you might get serious aboutlike joining some memberships
where there's podcast swaps orpitching yourself or speaking on
(18:35):
stages or being in bundles orsummits, because those are all
ways that ideally you can getyourself either your paid offers
or even some of your freeoffers that then hopefully have
some email sequences and funnelson the back end to introduce
people to how they can work withyou.
So you'd really be looking atlike increasing organic content
(18:55):
with a focus on growingengagement, growing community
growing conversion.
You could do that on your own,or you could hire the beautiful
Meg O'Neill through our agencyright, you could be looking at
some of the paid lead generationstrategies, in which case we're
happy to introduce you to ourvendor, our amazing service
provider.
We're going to have a um,actually a podcast episode
(19:16):
interview with him.
Uh, not too long from now, acouple episodes away.
Uh, or you're like how can Ijust get in front of existing
audiences and really puttingyourself or a virtual assistant
through kind of like some habitsof pitching yourself or getting
in front of rooms where yourideal audience already exists
and being in front of them as anexpert, as someone who's able
(19:37):
to talk about what you do?
Okay, there also could be anynumber of ways.
Like, I just went to anin-person uh, breath work free
event today, hosted by someonewho's been a client and I would
also consider her a friend andshe, um, is launching something
next week.
So, of course, at the end ofthis free, in-person event where
(19:58):
we were just doing breathworkunder the beautiful pine trees,
I would have been mad at her ifshe didn't say, oh, and, by the
way, if you want to work moreclosely with me.
I have this opportunityhappening next week, virtually,
or you can join my membership orI also offer in-person journey
work, like I would be like.
Excuse me, why did you not tellme how we could work with you?
(20:22):
Even if it's not the time for meto jump into one of those
containers she's giving freevalue, I would expect her to let
me know the ways that I couldstep in If I was like, oh my
gosh, I need to be more in yourenergy.
I need to be working with you.
Right, so you could be doingin-person workshops, you could
be doing masterclasses online,you could be doing um, putting
out a bunch of really coolfreebies or lead magnets and
(20:42):
having emails sell things on thebackend.
But you've got to be thinkingabout how are you getting new
people into your audience andthen how are you nurturing them.
Each one of those steps isgoing to have a little bitty
point where we can see some dataand some conversions, and so I
want to talk through we've gotenough time, I'm just keeping an
eye on the time.
I want to talk through aspecific type of funnel that is
(21:04):
popular and I was just workingone-on-one doing some basically
a revamp of a type of funnelcalled an automated masterclass
funnel or you might call it anautomated webinar funnel.
So this is where and you'veprobably signed up for something
like this in the past you see aregistration maybe it's off of
a Facebook ad or you see it in aFacebook group or you stumble
(21:26):
into someone who is saying youcan have instant access to my
free class, and you're like, oh,that's a topic I want to learn
about or I want to engage in orbe guided on.
And so you beepity boop, put inyour name, put in your email
address, and then you have somesoftware that's going to be
delivering a way that you canengage with this class.
(21:47):
You know that it's nothappening right now, like
they're not on call 24 seven,but they are for your
convenience making it.
So you sign up and you eitherget emailed a replay link or
they're using software that kindof like just on the backend
automatically shows it as um, asa class, right.
And so this particular clientcame to me saying like she just
(22:09):
felt like not enough people wereinquiring about her services on
the backend of this masterclass.
And so what I want to do is talkthrough, for this type of
funnel, the types of points ofconversion that are helpful to
be aware of.
So you know that first page.
If the very first page wheresomeone could be signing up is
(22:30):
confusing or long, or they haveto fill out like seven fields
before they can sign up for theclass, or it's not clear, if
it's automated or going to behappening a certain time, like
someone might see that page andbounce, or they might see it and
be like, oh, this isn't reallythe topic.
I was thinking Okay and bounce,and so understanding how many
people get to that page of justthe free signup, of those people
(22:54):
that visit that page, whatpercentage is actually entering
their email and address?
Are you getting like an 8%conversion, a 30% conversion, a
50% conversion?
I'm finding that the simplerthose registration pages are
these days, the better.
People just want to be able todo it on mobile and so that's
the first conversion point.
Because if you don't know thatconversion point and for some
(23:18):
reason the design of your pageis confusing or it's like bright
letters over dark background orand people just like visually
get turned off, it might not bethat they don't want your class,
but for whatever reason, theremight be a very low conversion
rate.
At this point, the conversionis just opting in.
Okay, now, depending on how,let's just say that maybe you're
(23:40):
getting a 32% conversion rateand we're like, okay, this page
is performing pretty well.
Now let's look deeper into this.
So if you've ever signed up forone of these classes, then
you're going to be receiving anemail about how to access the
class, and maybe they're sendingjust like a replay page where
the recording of the class isbeing held, or maybe it's
something more heavy on the liketech software, where it's going
(24:04):
to be like webinar jam orevergreen funnel software, and
either way, you're going to havelike some way that you can
click in to engage with theclass.
This is now an opportunity foranother conversion point.
If you find that only 0.01% ofpeople are clicking on that link
, then, yeah, you're growingyour email list, so that's a
(24:24):
great goal.
Maybe you're still getting newsubscribers to your email list
that you can be communicatingwith for ages about different
things that you do.
But if nobody's clicking in, ifour very small percentage is
clicking in, they're notactually getting exposed to the
content that you're sharing and,most likely at the end, to the
pitch of what you're trying tosell, right.
And if you're getting, like, oh, a 5% conversion or sorry, 5 or
(24:48):
7 or 8% click-through rate sopeople are seeing the email and
they're clicking it or evenhigher, like 20, 30%, that's
going to show that it's ahealthy funnel, that people are
well-matched to the topic, theywant to see it, they're clicking
in, they're following yourinstructions and they're
hopefully starting the class.
Now, unless you're using some ofthe more premium automated
(25:10):
class software, you may or maynot have any data on how long
people watch.
Like you might not know ifpeople click in for one second
and then are like, oh, I'llwatch this later.
You don't know if someoneclicked in and watched 27
minutes and got off right beforeyou started pitching your
service.
Like you're not going to knowunless you're using certain
software.
That's not the point of thisepisode, so we're not going into
(25:31):
that.
But again, that's a conversionrate that it's helpful to know.
And then let's think just alittle bit deeper.
Hopefully you have five, six,seven emails that go out after
someone signs up for that class,and maybe the first three or
four are gonna be specific toreminding them to watch the
class, helping them understandwhat they, how they would start
(25:53):
implementing what they learnedin the class, sharing some
testimonials of people who haveimplemented things that you've
taught them, maybe sharing alittle bit more about your story
of how you got into workingthis way.
And then you're going to starthaving some emails that are
going to introduce them to thething that makes the most sense
for them to do.
So, aka, you're selling anoffer.
If they are leaning in andsaying, oh my gosh, I love this,
(26:14):
what's the next thing thatintuitively makes sense for them
to bump into as far as a paidoffer with you?
And then you're going to get tostart to see data of how many
people are opening those emails,clicking through those emails
If they're clicking through to ato book a call with you or if
they're clicking through to justbuy something.
Each of those is going to havean opportunity for seeing how
many people are taking thebehavior, the click, the booking
(26:38):
, the purchase that you wantthem to do, and that is going to
be helpful.
Now, you may not want to um, youknow we don't have to like
Harbor on this automatedmasterclass example, but I just
want to talk through, like ifyou can have an automated
masterclass and start to get toa place where you're seeing like
one to 3% of the people whosign up are taking the behavior
(26:59):
of buying, booking a call, likedoing the thing you're trying to
sell.
That's actually really good forthat type of funnel and there's
like different factors and youknow I'm just kind of blanket
statement but it also requires ahigh volume of people,
especially if what you'reselling on the back end of that
automated class is fairly highticket, which often will be the
case of coaching program or ahealing, you know series of
(27:21):
sessions, and so you want tothink about is this the right
type of funnel for the type ofoffer I'm selling?
If so, before you get into itand investing in having
something set up, it's helpfulto know what percentage like
what's a healthy conversion ratefor this type of funnel.
And then, if it all feels likea good match, you get to start
(27:42):
to educate yourself and feel alittle bit more empowered, even
if you're hiring this out, askquestions of like oh, what are
my email open rates orclick-through rates, or how many
people are seeing the salespage that we put out or that
we're driving traffic to?
You know understanding emailrates, views on sales page,
views on a checkout page and youcan always compare that to how
(28:03):
many people are finishing thecheckout, conversion of people
going to your free opt-in pageor your workshop registration,
and there's so many differentthings that you could be looking
at.
What percentage of peoplegetting in front of this are
doing the thing that we thinkthey will be attracted to, that
will lead to business in yourbusiness.
Now, I know that so many of us,more sensitive business owners
(28:25):
or personal brands can takethings really personal.
I am a victim of this in thepast.
But if the average conversionrate for selling a high ticket
offer off an automatedmasterclass funnel is like one
to 3% and you're getting 1.7%,then you're doing it right right
.
But if you don't know what agood conversion rate is, or you
(28:46):
don't know how to tell what yourconversion is, or you're
thinking it should be 30% andthat's way off the mark of what
most people are going to get,especially as they're starting,
then that can just feel like ahard match.
It feels like a lot ofresistance, it feels like a lot
of self-doubt, and so this iswhy getting to a point of
clarity around which issue, ifany of those three the offer
(29:11):
issue, the messaging issue orthe traffic issue is becoming a
bottleneck for you.
It allows you to stop burningdown the business or ditching
the offer entirely and saying,okay, I love running this offer.
I don't think it's an offerissue.
I don't feel like I'mcommunicating well enough what
happens once you're in thisoffer with me.
(29:33):
So let me either take a classon copywriting, hire a
copywriter, hire someone todesign a more compelling sales
page, get to move this into asoftware where I will be able to
get statistics, and then youget like a project that you can
work on that is going to havereturn on investment.
If, instead, you say I loverunning this offer but nobody's
(29:55):
signing up, I guess I'll justlaunch a new offer.
I mean, that may be thesolution if you really feel
called and evolved to design anew offer.
But if you love what you'redoing maybe it's a six session
series of breath work or maybeit's a particular energy healing
program, right, if you love itand you feel like it's
well-designed and the amount oftime that you need to properly
(30:18):
see someone through the type oftransformation that you offer,
then burning it down is notgoing to be the solution, you
know, and so it's more aboutlooking at where do you need to
invest either your time, moneyor resources to fix the
diagnosis, to fix the issue?
Now, these are things thatintuitive business owners are
(30:39):
having, just issues that we havearound making decisions in our
business.
I'm normalizing this for you.
I'm not against evolving ormoving in another direction.
I am against doing ithaphazardly or overly
emotionally and then havingregrets later and realizing that
the next offer you launch isgoing to have the same issue
unless you get to the bottom ofit.
(31:00):
So if you are a member of ourintuitive business community,
feel free to bring this up in agroup coaching call and we can
screen share and look togetheror talk through what software
you're using and where we mightbe able to help and get some
data.
And really the homework forthis particular topic is to you
know.
Maybe just look at one offerthat you would love to sell more
(31:22):
of and dig into what data youcan find.
It might depend on yoursoftware, so self-diagnosing.
If you feel like you're facingan offer issue, a messaging
issue or a traffic issue, somespecific places you could look
at is when I post on socialmedia about this offer, do I get
engagement or do I get cricketswhen I email about this offer.
(31:43):
What are my open rates andclick-through rates?
What data is there about howmany people look at the offer or
sales page?
Do people who are working withme in this offer give amazing
feedback or does it feel likeit's not quite in its final form
?
Answers to those types ofquestions will help.
You say you know what.
Maybe it is time to evolve thisoffer, go back into some market
(32:05):
research, talk to some of myaudience like retweak it and
relaunch it.
Or I really just need to figureout how to message what is
actually happening, because themagic is behind the door and we
need the sign on the door tomatch that.
That's the messaging issue.
Or you might say honestly, Ifeel like the offer and the
messaging is pretty banging.
I just need more eyes in frontof it.
Then that's a traffic issue anddeciding which method of
(32:27):
traffic you're going to go allin on to drive more traffic to
that offer that already has theproven messaging.
So I hope that you found thisepisode of the intuitive
marketing podcast as inspirationto help you bring the magic
back into your own marketing.
Our goal is for this podcast tobe a compass in the chaos we
know.
You get bombarded withinformation options and
conflicting ideas out there onthe internet streets.
(32:49):
We hope you tune into the nextepisode, where Meg and I will be
back together and we'll betalking about how to build
demand for your offers andservices.
So more around some of thismessaging becoming magnetic and
creating that demand for youroffers.
Plus, in the next episode,we're also going to debut our
signature five-step intuitivemarketing framework that will
(33:10):
simplify everything you haveever learned about growing a
brand and business online.
So I hope you can tune in andwe'll talk soon.
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