June 10, 2024 • 25 mins
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@breannaaponte
@thesoftlifeceo
Website:
www.thesoftlifeceo.com
Community:
www.thesoftlifeceo.com/society
Free Training:
www.thesoftlifeceo.com/free-training-optin
YouTube:
@thesoftlifeceo
Relationship Restored:
www.relationshiprestored.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
If you are somebody who is either new to business
or have been in business, but you haven't been having
success with your onboarding, workflows and processes, I want you
to make sure that you are including these three things. Hey,
I'm Brianna Aponte, your host of the Self Life CEO podcast.
I dropped out of college at the age of nineteen
to start my first business. I worked seven days a week,
(00:22):
wore way too many hats, and was the true definition
of a hustler. Years later, I'm finally living the dream
that I worked so hard to make my reality. I've
transitioned from a hustler to a self life CEO, working
only two days a week to maintain and run a
high earning business that gives me the freedom to live
a life I love. Now it's my mission to help
as many entrepreneurs as I can elevate their brand, increase
(00:43):
their income, and reclaim their time. Join me and guest
experts as we share our transparent journeys, work smart, not hard, strategies,
and the behind the scenes of running a successful brand
in business. You're tuned in to the Self Life CEO
before we even jump into how to turn leads into
high paying clients. We really have to first talk about
how to get leads in the first place. The two
(01:04):
things that I always tell my clients before we start
with creating like strategy or marketing plans or coming up
with like lead magnets is that first impressions matter and
presentation is everything. And what I mean by this is
when you are at an event and you meet someone
for the very first time, that first impression of however
(01:24):
that person received you communicated with you, it's gonna stick
with you. And we all know and have experienced times
where we've met someone and maybe they came across as
like cold, and in the future you end up telling
somebody like, yeah, I actually met that person, like they
really weren't nice or they were a you know what.
And that's something that I never want to happen with clients.
(01:47):
And it's worse when it comes to your brand or
business because it's harder to change people's opinions, you know,
once they've created one in their mind. And so presentation
has everything to do with like your branding, you're messaging
your aesthetic, like whether or not someone is looking at
what you offer and they can take you seriously or
it comes across professional and that first impression really has
(02:10):
everything to do with the onboarding process, because when people
are trying to get in touch and decide whether or
not they want to move forward with you or your
brand or business, they're going to base that decision based
on the first few seconds of what happened when they
attempted to work with you. So now we're going to
talk about ways to like get leads and sell to
(02:30):
your leads. So Number one, which is the most obvious,
is social media. So using your social media allows you
to showcase what it is that you offer. It allows
you to build trust with your audience and really focus
on gaining brand awareness and the whole thing with social
especially now we're we're in this scene of like reals
are king and video content is like the content to do.
(02:53):
Collaboration is such a great and easy way to be
able to bring brand awareness without you having to physically
constantly push out content. Collaboration is a great way if
trying to market on social media feels stressful and overwhelming,
you can always work with other creatives and entrepreneurs to
kind of spread the word of what you offer. Number
(03:14):
two is your website. So this is really the selling
point of everything that you offer, So it should be nice,
It should be professional, nicely branded, really easy to follow,
really simplified as much as possible, so that someone is
very clear on who you are, what you do, and
what you offer, and then most important, who you actually
offer that for, because not everybody is going to be
(03:37):
your ideal client. The third is word of mouth, and
this is honestly my favorite way to get leads because
when you get a word of mouth lead, the trust
is already there. So someone who has never even seen
my social and maybe hasn't even seen my website until
they actually went to go fill out the form could
already trust me because of the individual who worked with me,
(03:57):
who told them like, oh this is my girl. It
was such a great experience. You know, if your sister,
your mom, or your best friend tell you, hey, I
trust this person. They did a great job with my
and I know they can help you, then that referral
is a referral that already is coming from a place
of trust. But also when it comes to word of mouth,
you can't rely on just like clients and the people
(04:20):
that have experience your services, you also have to be
able to rely on like a team. So what I
like to do is we have a referral program both
for our clients and for our team members. So if
our team ever refers a client and they fill out
a form and they select that individual team member's name,
that team member gets paid for that client becoming a
(04:40):
client with or without them actually working on their services.
So it's a great way to create an incentive for
other people to kind of share word of mouth what
it is that you do. So now we're talking about
lead magnets because now that we know different ways and
forms and methods of how or I guess like where
we can find our leads, we have to actually then
(05:02):
create a lead magnet. A lead magnet compels your audience
to provide their contact info in exchange for something else.
So when creating a lead magnet, what you have to
think is the whole entire goal is to be able
to get contact information from that lead, their name, their
phone number, their email, because you want to be able
(05:23):
to get in contact with them and to constantly promote
things that will make sense for them in the future.
That way, if they don't immediately turn into a client,
then you still have them in the pipeline. So a
few different lead magnet options are having a free call.
Free calls are great, however, they can also be overwhelming,
which is why it's important that if you're going to
offer a free call, you attach some sort of application
(05:45):
process to it so that way your potential clients can
give you their information and then you and your team
can look through that information and decide whether or not
they would be a good fit. If so, it's a
simple click of a button for them to schedule a call.
But now at this point, even if it won't become
a client, we still have all their contact information. You
could also do adjust an intake form, and this would
(06:06):
be less intrusive than doing the free call option, because
if you do offer free calls and so many people
are constantly fill on applications, it can get overwhelming to
manage all of those calls. So if it's more of
a process where you can share all of the information
via email or through a proposal, or even through a video,
you could just have someone fall out an intake form
and then follow up with them from there. Another two
(06:29):
good options is a webinar or course. Webinars and free
courses essentially promise that, hey, you're going to get something
of value from whatever this thing is. So it's a
great incentive for someone to give their contact information because
usually webinars aka master classes and courses, they're normally not free.
So when people see free course, free master class, they're
(06:51):
most likely to give their contact information for exchange and
then a free download. So this could be a checklist,
it could be a survey, it could be a free guide,
it could be an ebook, anything of that sort. So
now we're going to talk about the benefits of the
different LEA captured types. So the two that we're going
to break down is over here on the right. We
(07:11):
have the book a call. The benefit of the book
a call option, which can come from either the intake
form going into a booking a call, or just a
straight booking a call button where someone then provides their
contact information, is that when you speak to the potential client,
you give them an opportunity to have a Q and A.
And Q and A is very important because I know
(07:34):
that I wouldn't feel comfortable spending thousands of dollars on
a service when I haven't spoken to a human, gotten
my questions answered, or really feel one hundred percent certain
and clear on what it is that I'm paying for,
so Q and as are a great way to make
the potential client feel comfortable into becoming this high paying client.
They need to feel comfortable and confident. Then the benefit
(07:57):
of a booking a call is that you actually have
an opportunity to have a conversation with a potential client
and then can create custom pricing. So another way for
a potential client to feel more comfortable investing is when
they don't feel like they're paying for some cookie cutter solution,
but they're getting something customized for what they actually need
(08:18):
or want. And then, last, but not least, the great
benefit of having someone book a call is that instead
of just offering what looks like custom pricing and going
through a Q and A, you're actually able to give
them a personalized experience. People are more or people will
tend to trust a human way more than they will
trust just some business plan. And so seeing a website,
(08:42):
seeing a social media like the content and the messaging
and all that is great. But when you are able
to tie it to a human and that human has
a story that you can relate to, now we're in
a ballpark where this person is going to fully trust
you and is going to make decisions moving forward that
comes from a space that doesn't feel so sales like,
(09:03):
but it will feel personal. And that is the goal,
because I can't tell you how many times if I
don't get someone on a call, they typically don't ever
move forward with services because they don't get to fully
get a grasp on who I am, what I do,
and how making this investment is going to literally change
their business and the trajectory of what they're doing. Are
(09:24):
you ready to go from hustler to sef life ceo.
I'm here to help. I've created the Self Life Society,
a membership based community where I provide weekly events such
as group coaching calls, brand and social media audits, masterclasses
and featured guest speakers. Get access to members only in
person events, and discounts on soft life CEO services. And
here's the best part. You can join today for free.
(09:46):
Visit the self Life Ceo dot com backslash Society and
use code free trial for thirty days free access. Then
if we talk about the other lead capture option, which
is giving away either a free service or a free product,
and those are the ebooks, the webinar is the courses.
The benefit of these is that regardless of what they
get from that piece of content that you're giving them,
(10:10):
you are going to capture their email list, and if
you or their email, so ultimately you're going to build
your email list. Building your email list is so key
when it comes to just getting leads in general, because
you want to be able to constantly show up in
their inbox with different offers and different things that may
interest them. The other benefit of this method is that
when someone actually takes the step of downloading either a
(10:33):
service like and rolling into a course or downloading a freebeem,
you can have them then enroll into a sales funnel
that will take them from that free product and sell
them all the way up to whatever that high end
ticket price offer is going to be. Then, if you
do it right, if your webinar, course or free product
(10:54):
is truly valuable, then it's a way for you to
create trusts without you exchange in your time. So unlike
a call where you have to actually kind of like
sell yourself and your story and your service to someone,
the free product or service can sell itself. You did
it one time, and it can continue to sell itself
time and time again. So both of these options are great,
(11:15):
and I always tell my clients that if you can,
if you're going to have one of each, then that
is the goal. You should really be able to have
a free product, a free service like a course or
a webinar, and the option to book a call, so
that you're kind of hitting it from all angles. Behind
every successful business is a strategic onboarding process. If you
(11:36):
are somebody who is either new to business or have
been in business, but you haven't been having success with
your onboarding workflows and processes, I want you to make
sure that you are including these three things. So number
one is going to be a call or a video.
So potential clients they want the opportunity to have that conversation,
Like I said, they want to get those questions answered,
(11:57):
and they want to really feel like they can trust
the product or service in the onboarding process. If you're
not going to offer them a free call, then they
should have like an email or some sort of link
that is sent to them where they can watch a
video where in that video you are sharing your story
and why they should work with you and all that
good stuff. I'm not really a fan of the video
aspect because I do feel like it's salesy if you
(12:19):
think of ads and things like that, like it just
gives me ad energy, and I'm like, I don't want
someone to feel like I created this cookie cutter presentation
for just everyone, because I treat all my clients like
their individuals, because they are each of their needs are
very different. So I don't feel making one video would
make sense for all of my clients because they're all
going to need something a little different. But for some
(12:40):
businesses where maybe you're just selling a direct service that's
the same regardless of anything, or it's a one on
one where the package is always the same and it's
for the exact same type of person, a video definitely
is a good option. Number two is portfolio. I cannot
tell you how big of a mistake it is to
(13:00):
have an onboarding process where your portfolio is not at
the center of it. If you are selling to somebody
the idea of working with you or getting your services
or buying your products, but you can't show an actual
list of clients that have been successful from what it
is that you do, or you can't properly showcase how
your products work or where they go, or you know
(13:24):
what people have to say about them, then it's going
to be very difficult for that person to move forward.
So the whole goal here is to just share a
proof of concept so that your client knows exactly what
they're paying for. Lastly, and this is like the thing
that people are typically afraid of doing because they feel like, oh,
but I'm not going to make enough money, or you know,
(13:46):
I can't afford to list my price for lower than
it is. So I'm going to share a very sneaky
secret with you, and it is that if you are
worried about doing discounts, you are not praising your services correctly.
And what I mean by that is when you decide
what your product or what your service is worth, you
should always up the price based on the types of
(14:08):
discounts that you are willing to do. So, for example,
like we have what's a good service, let's say logo design.
So let's say that we price or we want to
profit one thousand dollars, and I'm just throwing random numbers
out theret's say, we want to profit one thousand dollars
from our logo design. However, I know that showing that
(14:29):
we have specials and discounts on this particular service will
help people purchase it as an add on to another service,
because not every business needs a logo to you know, function,
so it's not like a necessity, it's something that would
be great as an add on. What I would do
is then price that logo at twelve fifty, and I
would do a running to a two hundred and fifty
(14:51):
dollars off if you add the logo design to any package. Now,
what I've just done is I have created an incentive
and a sense of urgency for someone to take advantage
of that discount. However, the profit that we're making is
exactly the profit that I wanted to make from the jump.
So this is a sneaky way of getting what you
are worth and still having your clients have a sense
(15:13):
of urgency because they want to get that discount. And
it should only be for like add on options. If
it's not going to be for add on options, if
it's going to be let's say, for like a course,
then you do want to think of whatever that discount is,
it would have to be an ongoing thing, because what
you don't want is someone signing up for a service
and they paid full price and then two weeks later
(15:34):
they see that you're running a special for two hundred
and fifty dollars off, if you know what I mean.
So you want to do it in a very ethical
way that makes sense and makes it fair for anyone
who is coming into your onboarding process. And that doesn't
include price raises, because as a business grows, so will
the prices. And we'll talk about prices as well before we,
(15:54):
you know, talk about asking for more money. What we
really need to focus on is raise using the bar.
Like raising the bar in terms of the experience that
you're creating for your clients. You can't ask for more
money if you're not providing more value. And so what
I want to kind of talk about here is how
to create that unique experience and to really make sure
(16:16):
that your customer is getting something unlike anything else. When
I started the branding and social media business, I was like, Okay,
how can we be different. One of my goals was
that I wanted to work with like all women staff.
I wanted all women, all women of color, because that's
who we serve, and I thought that that would make
(16:36):
us unique because if you look at most branding and
social media companies, they're usually not a full team of
women of color. That was one thing that I said,
this could be a thing that makes us unique. The
second thing that I wanted to do was to be
all in one solution, and it took a while to
structure it that way, but it by far has been
one of the best decisions I've made, because when clients
(16:56):
work with us, they always reiterate like, it's so great
that you guys are doing everything. I'm so glad that
I don't have to work with a bunch of different people.
So you want to think what is going to be
unique for what it is that I'm offering. And then
if you don't know, here's a few things to think about.
So if you can add a service or product to
(17:18):
make the experience better. So let's say, for example, with
my coaching, I could just offer wealthy masterclasses and coaching calls,
but in order to make it a better experience, I
created an app and a community so that way people
had like an additional ad on to make the experience
even better. Let's say I was going to gift a
(17:41):
course or not gift. Of course, I was selling a course.
The way to make that course be an even better
experience is to give some sort of free bonus product
that you're quote unquote giving for free that will assist
them while they go through that course. So a perfect
example would be like a workbook. So when you get
my instance course, you get our free instant makeover workbook
(18:02):
where you can go step by step and have something
tangible in front of you and kind of go through
the course on paper and pencil. Something like that is
a great way to add an additional experience. Another great
way is tutorial videos. So instead of just telling somebody
what to do, show them how to do it if
you can actually add the how, or even if you
(18:24):
do a service, let's use website design for example, when
our clients get a website designed by us, when we
close out the service, we give them a hub of
supportive videos that show them how to do whatever it
is that they might need to do on their website.
So that means a month from now, if they're like, oh, man,
I know Brice said I could do email marketing from here,
(18:44):
but I don't remember how, they can go into that
tutorial video and see exactly where to go to send
out their emails. So knowing that they have the support
videos to go with the service creates a better experience.
And then always adding a call or coaching to any
service or product specifically a product is going to be
great because people are going to feel like they're getting
a better bang for their buck. And then again, there's
(19:06):
no better way to create a great experience than to
actually walk with your customer step by step through the
process of whatever they are doing or getting with you
get my free training from Hustler to Self Life Ceo
which includes my untold entrepreneurial Journey, the self Life CEO Roadmap,
and my winning recipe for elevating your brand, increasing your income,
and reclaiming your time. Head over to the soft Life
(19:28):
ceo dot com backslash free training. So ultimately, the more
value that you provide, the higher that your prices can be.
So now we're going to talk about what the heck
we do when it comes to pricing offers. So there
are three things, and these are really the pillars that
you want to think about when it comes to launching
(19:48):
any product or service. So the first one is called
a cold offer. This is the offer that you would
offer for zero dollars. It is completely free. The only
goal of this offer is to capture content contact information
from your audience, show them that you know what you're
talking about, so that you can build that trust with them,
and basically giving them like it's like cookie crumbs and
(20:11):
you're leading them to the end of the rainbow. But
as you get to the middle of the rainbow right before,
they're like that, aha, I made it to the end.
You're like, so, if you want to continue down this
road and make it to the end of the rainbow,
you're gonna have to get my warm offer. This is
a low cost offer. Now they have the trust established,
(20:33):
they've gone through the free process, they've gotten some sort
of result or trust that shows them that you can
get them even bigger results. And at this point they're
going to be making a small investment for something that
would provide them with direct solutions and or results. And
if your cold offer is going to be free, a
good price range for your warm offer would be anywhere
between like the twenty five to three hundred dollars range,
(20:55):
which would then lead us to the hot offer. This
is the highest costs the highest offer that you have
this would be three hundred and plus. And I want
you guys to keep in mind too for these price points.
This is for again, if you're starting at that free
zero zero point because some people, their cold offer can
be like ten dollars, their warm offer could be like
(21:18):
five hundred, and the hot offer could be like five thousand.
So price points depend on what it is that you're
offering and who your audience is. Well, ultimately, your high
cost offer is going to be once your audience gets
that results with the low offer, but they are really
willing to invest in having customized solutions or even you
(21:38):
actually executing something for them. That's where this high offer falls.
And there are some people who will bypass your cold
and warm offer and jump right into your hot And
if you can do that, that means that you're doing
a great job promoting and really showcasing who you are
and what you do on your social on your website
to the point where the trust is already established without
(22:00):
them having to go through this funnel. But most people,
just like with anything else, they have to warm up
to it. It's like taking someone on the first date
and then trying to take them to bed. It's like whoa, whoa, whoa,
buy me drink and dinner first, then let's go on
a second, third, and fourth date. Then maybe you can
get a kiss, you know what I mean. It's like
you gotta warm up to it. You can't just get
(22:21):
everything you want right at the jump. You have to
walk them through a transition and really have them feel
like this is something that makes sense for them. Another
thing I want to mention because when you're trying to
decide what your cold, warm, and hot offer is, you
have to know who you're selling too. So being selective
with your clients is key. You do not want to
(22:43):
work with everyone. Working with everyone will create a headache
for you. It will make your marketing strategies unclear, and
it will ultimately not allow you to scale at the
level that you would want to because it's just not
going to be working as seamlessly as it could if
you narrow down who your target audience is. Because when
you narrow down your target audience, your target audience most
(23:05):
of the time will sell what you do for you.
But if they don't even know who to tell about
your services because this is just offered to everybody, then
that most likely means that you're not offering something that
is actually getting a true result for a specific person,
and it's hard to grow a business that way. One second,
let me sit there. So the first thing when I
(23:27):
think about is, you know, determining who the client is
and what it is that they actually need. So when
I first started the branding business, I was working with men,
I was working with corporate companies, so it was a
little bit of everything. And it was because I didn't
know yet who my idol target audience was because I
(23:48):
didn't have enough experience. After having enough experience and deciding, Okay,
I've worked with men, I've worked with women, I've worked
with personal brands, and I've worked with organizations and companies,
what is my specialty and who I enjoy working with
the most. And that's how I narrowed it down to women.
Then I narrowed it down further to women of color
because naturally that's who relates to me. And when it
(24:09):
comes to sharing your story and finding relatable things that
will make you relate to somebody, it's really important. And
so that's just what it grew into after trial and error.
But making it clear who you serve and like who
your product and service is for will allow the right
people to find you a lot easier. And this is
where things like the referral process or the referral programs
(24:33):
come into play. This is where your messaging and marketing
comes into play. It just makes everything a lot more clear.
And then again, it makes your potential client feel a
lot more comfortable and confident in what it is that
they're purchasing because they've been able to see like people
who have gotten great results from whatever it is that
you offer. Thanks for tuning in to Soft Life CEO.
(24:54):
I hope that today's episode gets you a little bit
closer to achieving your definition of a soft life. Ready
to start the journey from hustler to soft life CEO,
go to the Soft Life ceo dot com backslash society
for a thirty day free trial in my coaching community.
If you found this episode helpful, share it with a friend,
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If you are somebody who is either new to business
or have been in business, but you haven't been having
success with your onboarding, workflows and processes, I want you
to make sure that you are including these three things. Hey,
I'm Brianna Aponte, your host of the Self Life CEO podcast.
I dropped out of college at the age of nineteen
to start my first business. I worked seven days a week,
(00:22):
wore way too many hats, and was the true definition
of a hustler. Years later, I'm finally living the dream
that I worked so hard to make my reality. I've
transitioned from a hustler to a self life CEO, working
only two days a week to maintain and run a
high earning business that gives me the freedom to live
a life I love. Now it's my mission to help
as many entrepreneurs as I can elevate their brand, increase
(00:43):
their income, and reclaim their time. Join me and guest
experts as we share our transparent journeys, work smart, not hard, strategies,
and the behind the scenes of running a successful brand
in business. You're tuned in to the Self Life CEO
before we even jump into how to turn leads into
high paying clients. We really have to first talk about
how to get leads in the first place. The two
(01:04):
things that I always tell my clients before we start
with creating like strategy or marketing plans or coming up
with like lead magnets is that first impressions matter and
presentation is everything. And what I mean by this is
when you are at an event and you meet someone
for the very first time, that first impression of however
(01:24):
that person received you communicated with you, it's gonna stick
with you. And we all know and have experienced times
where we've met someone and maybe they came across as
like cold, and in the future you end up telling
somebody like, yeah, I actually met that person, like they
really weren't nice or they were a you know what.
And that's something that I never want to happen with clients.
(01:47):
And it's worse when it comes to your brand or
business because it's harder to change people's opinions, you know,
once they've created one in their mind. And so presentation
has everything to do with like your branding, you're messaging
your aesthetic, like whether or not someone is looking at
what you offer and they can take you seriously or
it comes across professional and that first impression really has
(02:10):
everything to do with the onboarding process, because when people
are trying to get in touch and decide whether or
not they want to move forward with you or your
brand or business, they're going to base that decision based
on the first few seconds of what happened when they
attempted to work with you. So now we're going to
talk about ways to like get leads and sell to
(02:30):
your leads. So Number one, which is the most obvious,
is social media. So using your social media allows you
to showcase what it is that you offer. It allows
you to build trust with your audience and really focus
on gaining brand awareness and the whole thing with social
especially now we're we're in this scene of like reals
are king and video content is like the content to do.
(02:53):
Collaboration is such a great and easy way to be
able to bring brand awareness without you having to physically
constantly push out content. Collaboration is a great way if
trying to market on social media feels stressful and overwhelming,
you can always work with other creatives and entrepreneurs to
kind of spread the word of what you offer. Number
(03:14):
two is your website. So this is really the selling
point of everything that you offer, So it should be nice,
It should be professional, nicely branded, really easy to follow,
really simplified as much as possible, so that someone is
very clear on who you are, what you do, and
what you offer, and then most important, who you actually
offer that for, because not everybody is going to be
(03:37):
your ideal client. The third is word of mouth, and
this is honestly my favorite way to get leads because
when you get a word of mouth lead, the trust
is already there. So someone who has never even seen
my social and maybe hasn't even seen my website until
they actually went to go fill out the form could
already trust me because of the individual who worked with me,
(03:57):
who told them like, oh this is my girl. It
was such a great experience. You know, if your sister,
your mom, or your best friend tell you, hey, I
trust this person. They did a great job with my
and I know they can help you, then that referral
is a referral that already is coming from a place
of trust. But also when it comes to word of mouth,
you can't rely on just like clients and the people
(04:20):
that have experience your services, you also have to be
able to rely on like a team. So what I
like to do is we have a referral program both
for our clients and for our team members. So if
our team ever refers a client and they fill out
a form and they select that individual team member's name,
that team member gets paid for that client becoming a
(04:40):
client with or without them actually working on their services.
So it's a great way to create an incentive for
other people to kind of share word of mouth what
it is that you do. So now we're talking about
lead magnets because now that we know different ways and
forms and methods of how or I guess like where
we can find our leads, we have to actually then
(05:02):
create a lead magnet. A lead magnet compels your audience
to provide their contact info in exchange for something else.
So when creating a lead magnet, what you have to
think is the whole entire goal is to be able
to get contact information from that lead, their name, their
phone number, their email, because you want to be able
(05:23):
to get in contact with them and to constantly promote
things that will make sense for them in the future.
That way, if they don't immediately turn into a client,
then you still have them in the pipeline. So a
few different lead magnet options are having a free call.
Free calls are great, however, they can also be overwhelming,
which is why it's important that if you're going to
offer a free call, you attach some sort of application
(05:45):
process to it so that way your potential clients can
give you their information and then you and your team
can look through that information and decide whether or not
they would be a good fit. If so, it's a
simple click of a button for them to schedule a call.
But now at this point, even if it won't become
a client, we still have all their contact information. You
could also do adjust an intake form, and this would
(06:06):
be less intrusive than doing the free call option, because
if you do offer free calls and so many people
are constantly fill on applications, it can get overwhelming to
manage all of those calls. So if it's more of
a process where you can share all of the information
via email or through a proposal, or even through a video,
you could just have someone fall out an intake form
and then follow up with them from there. Another two
(06:29):
good options is a webinar or course. Webinars and free
courses essentially promise that, hey, you're going to get something
of value from whatever this thing is. So it's a
great incentive for someone to give their contact information because
usually webinars aka master classes and courses, they're normally not free.
So when people see free course, free master class, they're
(06:51):
most likely to give their contact information for exchange and
then a free download. So this could be a checklist,
it could be a survey, it could be a free guide,
it could be an ebook, anything of that sort. So
now we're going to talk about the benefits of the
different LEA captured types. So the two that we're going
to break down is over here on the right. We
(07:11):
have the book a call. The benefit of the book
a call option, which can come from either the intake
form going into a booking a call, or just a
straight booking a call button where someone then provides their
contact information, is that when you speak to the potential client,
you give them an opportunity to have a Q and A.
And Q and A is very important because I know
(07:34):
that I wouldn't feel comfortable spending thousands of dollars on
a service when I haven't spoken to a human, gotten
my questions answered, or really feel one hundred percent certain
and clear on what it is that I'm paying for,
so Q and as are a great way to make
the potential client feel comfortable into becoming this high paying client.
They need to feel comfortable and confident. Then the benefit
(07:57):
of a booking a call is that you actually have
an opportunity to have a conversation with a potential client
and then can create custom pricing. So another way for
a potential client to feel more comfortable investing is when
they don't feel like they're paying for some cookie cutter solution,
but they're getting something customized for what they actually need
(08:18):
or want. And then, last, but not least, the great
benefit of having someone book a call is that instead
of just offering what looks like custom pricing and going
through a Q and A, you're actually able to give
them a personalized experience. People are more or people will
tend to trust a human way more than they will
trust just some business plan. And so seeing a website,
(08:42):
seeing a social media like the content and the messaging
and all that is great. But when you are able
to tie it to a human and that human has
a story that you can relate to, now we're in
a ballpark where this person is going to fully trust
you and is going to make decisions moving forward that
comes from a space that doesn't feel so sales like,
(09:03):
but it will feel personal. And that is the goal,
because I can't tell you how many times if I
don't get someone on a call, they typically don't ever
move forward with services because they don't get to fully
get a grasp on who I am, what I do,
and how making this investment is going to literally change
their business and the trajectory of what they're doing. Are
(09:24):
you ready to go from hustler to sef life ceo.
I'm here to help. I've created the Self Life Society,
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(09:46):
Visit the self Life Ceo dot com backslash Society and
use code free trial for thirty days free access. Then
if we talk about the other lead capture option, which
is giving away either a free service or a free product,
and those are the ebooks, the webinar is the courses.
The benefit of these is that regardless of what they
get from that piece of content that you're giving them,
(10:10):
you are going to capture their email list, and if
you or their email, so ultimately you're going to build
your email list. Building your email list is so key
when it comes to just getting leads in general, because
you want to be able to constantly show up in
their inbox with different offers and different things that may
interest them. The other benefit of this method is that
when someone actually takes the step of downloading either a
(10:33):
service like and rolling into a course or downloading a freebeem,
you can have them then enroll into a sales funnel
that will take them from that free product and sell
them all the way up to whatever that high end
ticket price offer is going to be. Then, if you
do it right, if your webinar, course or free product
(10:54):
is truly valuable, then it's a way for you to
create trusts without you exchange in your time. So unlike
a call where you have to actually kind of like
sell yourself and your story and your service to someone,
the free product or service can sell itself. You did
it one time, and it can continue to sell itself
time and time again. So both of these options are great,
(11:15):
and I always tell my clients that if you can,
if you're going to have one of each, then that
is the goal. You should really be able to have
a free product, a free service like a course or
a webinar, and the option to book a call, so
that you're kind of hitting it from all angles. Behind
every successful business is a strategic onboarding process. If you
(11:36):
are somebody who is either new to business or have
been in business, but you haven't been having success with
your onboarding workflows and processes, I want you to make
sure that you are including these three things. So number
one is going to be a call or a video.
So potential clients they want the opportunity to have that conversation,
Like I said, they want to get those questions answered,
(11:57):
and they want to really feel like they can trust
the product or service in the onboarding process. If you're
not going to offer them a free call, then they
should have like an email or some sort of link
that is sent to them where they can watch a
video where in that video you are sharing your story
and why they should work with you and all that
good stuff. I'm not really a fan of the video
aspect because I do feel like it's salesy if you
(12:19):
think of ads and things like that, like it just
gives me ad energy, and I'm like, I don't want
someone to feel like I created this cookie cutter presentation
for just everyone, because I treat all my clients like
their individuals, because they are each of their needs are
very different. So I don't feel making one video would
make sense for all of my clients because they're all
going to need something a little different. But for some
(12:40):
businesses where maybe you're just selling a direct service that's
the same regardless of anything, or it's a one on
one where the package is always the same and it's
for the exact same type of person, a video definitely
is a good option. Number two is portfolio. I cannot
tell you how big of a mistake it is to
(13:00):
have an onboarding process where your portfolio is not at
the center of it. If you are selling to somebody
the idea of working with you or getting your services
or buying your products, but you can't show an actual
list of clients that have been successful from what it
is that you do, or you can't properly showcase how
your products work or where they go, or you know
(13:24):
what people have to say about them, then it's going
to be very difficult for that person to move forward.
So the whole goal here is to just share a
proof of concept so that your client knows exactly what
they're paying for. Lastly, and this is like the thing
that people are typically afraid of doing because they feel like, oh,
but I'm not going to make enough money, or you know,
(13:46):
I can't afford to list my price for lower than
it is. So I'm going to share a very sneaky
secret with you, and it is that if you are
worried about doing discounts, you are not praising your services correctly.
And what I mean by that is when you decide
what your product or what your service is worth, you
should always up the price based on the types of
(14:08):
discounts that you are willing to do. So, for example,
like we have what's a good service, let's say logo design.
So let's say that we price or we want to
profit one thousand dollars, and I'm just throwing random numbers
out theret's say, we want to profit one thousand dollars
from our logo design. However, I know that showing that
(14:29):
we have specials and discounts on this particular service will
help people purchase it as an add on to another service,
because not every business needs a logo to you know, function,
so it's not like a necessity, it's something that would
be great as an add on. What I would do
is then price that logo at twelve fifty, and I
would do a running to a two hundred and fifty
(14:51):
dollars off if you add the logo design to any package. Now,
what I've just done is I have created an incentive
and a sense of urgency for someone to take advantage
of that discount. However, the profit that we're making is
exactly the profit that I wanted to make from the jump.
So this is a sneaky way of getting what you
are worth and still having your clients have a sense
(15:13):
of urgency because they want to get that discount. And
it should only be for like add on options. If
it's not going to be for add on options, if
it's going to be let's say, for like a course,
then you do want to think of whatever that discount is,
it would have to be an ongoing thing, because what
you don't want is someone signing up for a service
and they paid full price and then two weeks later
(15:34):
they see that you're running a special for two hundred
and fifty dollars off, if you know what I mean.
So you want to do it in a very ethical
way that makes sense and makes it fair for anyone
who is coming into your onboarding process. And that doesn't
include price raises, because as a business grows, so will
the prices. And we'll talk about prices as well before we,
(15:54):
you know, talk about asking for more money. What we
really need to focus on is raise using the bar.
Like raising the bar in terms of the experience that
you're creating for your clients. You can't ask for more
money if you're not providing more value. And so what
I want to kind of talk about here is how
to create that unique experience and to really make sure
(16:16):
that your customer is getting something unlike anything else. When
I started the branding and social media business, I was like, Okay,
how can we be different. One of my goals was
that I wanted to work with like all women staff.
I wanted all women, all women of color, because that's
who we serve, and I thought that that would make
(16:36):
us unique because if you look at most branding and
social media companies, they're usually not a full team of
women of color. That was one thing that I said,
this could be a thing that makes us unique. The
second thing that I wanted to do was to be
all in one solution, and it took a while to
structure it that way, but it by far has been
one of the best decisions I've made, because when clients
(16:56):
work with us, they always reiterate like, it's so great
that you guys are doing everything. I'm so glad that
I don't have to work with a bunch of different people.
So you want to think what is going to be
unique for what it is that I'm offering. And then
if you don't know, here's a few things to think about.
So if you can add a service or product to
(17:18):
make the experience better. So let's say, for example, with
my coaching, I could just offer wealthy masterclasses and coaching calls,
but in order to make it a better experience, I
created an app and a community so that way people
had like an additional ad on to make the experience
even better. Let's say I was going to gift a
(17:41):
course or not gift. Of course, I was selling a course.
The way to make that course be an even better
experience is to give some sort of free bonus product
that you're quote unquote giving for free that will assist
them while they go through that course. So a perfect
example would be like a workbook. So when you get
my instance course, you get our free instant makeover workbook
(18:02):
where you can go step by step and have something
tangible in front of you and kind of go through
the course on paper and pencil. Something like that is
a great way to add an additional experience. Another great
way is tutorial videos. So instead of just telling somebody
what to do, show them how to do it if
you can actually add the how, or even if you
(18:24):
do a service, let's use website design for example, when
our clients get a website designed by us, when we
close out the service, we give them a hub of
supportive videos that show them how to do whatever it
is that they might need to do on their website.
So that means a month from now, if they're like, oh, man,
I know Brice said I could do email marketing from here,
(18:44):
but I don't remember how, they can go into that
tutorial video and see exactly where to go to send
out their emails. So knowing that they have the support
videos to go with the service creates a better experience.
And then always adding a call or coaching to any
service or product specifically a product is going to be
great because people are going to feel like they're getting
a better bang for their buck. And then again, there's
(19:06):
no better way to create a great experience than to
actually walk with your customer step by step through the
process of whatever they are doing or getting with you
get my free training from Hustler to Self Life Ceo
which includes my untold entrepreneurial Journey, the self Life CEO Roadmap,
and my winning recipe for elevating your brand, increasing your income,
and reclaiming your time. Head over to the soft Life
(19:28):
ceo dot com backslash free training. So ultimately, the more
value that you provide, the higher that your prices can be.
So now we're going to talk about what the heck
we do when it comes to pricing offers. So there
are three things, and these are really the pillars that
you want to think about when it comes to launching
(19:48):
any product or service. So the first one is called
a cold offer. This is the offer that you would
offer for zero dollars. It is completely free. The only
goal of this offer is to capture content contact information
from your audience, show them that you know what you're
talking about, so that you can build that trust with them,
and basically giving them like it's like cookie crumbs and
(20:11):
you're leading them to the end of the rainbow. But
as you get to the middle of the rainbow right before,
they're like that, aha, I made it to the end.
You're like, so, if you want to continue down this
road and make it to the end of the rainbow,
you're gonna have to get my warm offer. This is
a low cost offer. Now they have the trust established,
(20:33):
they've gone through the free process, they've gotten some sort
of result or trust that shows them that you can
get them even bigger results. And at this point they're
going to be making a small investment for something that
would provide them with direct solutions and or results. And
if your cold offer is going to be free, a
good price range for your warm offer would be anywhere
between like the twenty five to three hundred dollars range,
(20:55):
which would then lead us to the hot offer. This
is the highest costs the highest offer that you have
this would be three hundred and plus. And I want
you guys to keep in mind too for these price points.
This is for again, if you're starting at that free
zero zero point because some people, their cold offer can
be like ten dollars, their warm offer could be like
(21:18):
five hundred, and the hot offer could be like five thousand.
So price points depend on what it is that you're
offering and who your audience is. Well, ultimately, your high
cost offer is going to be once your audience gets
that results with the low offer, but they are really
willing to invest in having customized solutions or even you
(21:38):
actually executing something for them. That's where this high offer falls.
And there are some people who will bypass your cold
and warm offer and jump right into your hot And
if you can do that, that means that you're doing
a great job promoting and really showcasing who you are
and what you do on your social on your website
to the point where the trust is already established without
(22:00):
them having to go through this funnel. But most people,
just like with anything else, they have to warm up
to it. It's like taking someone on the first date
and then trying to take them to bed. It's like whoa, whoa, whoa,
buy me drink and dinner first, then let's go on
a second, third, and fourth date. Then maybe you can
get a kiss, you know what I mean. It's like
you gotta warm up to it. You can't just get
(22:21):
everything you want right at the jump. You have to
walk them through a transition and really have them feel
like this is something that makes sense for them. Another
thing I want to mention because when you're trying to
decide what your cold, warm, and hot offer is, you
have to know who you're selling too. So being selective
with your clients is key. You do not want to
(22:43):
work with everyone. Working with everyone will create a headache
for you. It will make your marketing strategies unclear, and
it will ultimately not allow you to scale at the
level that you would want to because it's just not
going to be working as seamlessly as it could if
you narrow down who your target audience is. Because when
you narrow down your target audience, your target audience most
(23:05):
of the time will sell what you do for you.
But if they don't even know who to tell about
your services because this is just offered to everybody, then
that most likely means that you're not offering something that
is actually getting a true result for a specific person,
and it's hard to grow a business that way. One second,
let me sit there. So the first thing when I
(23:27):
think about is, you know, determining who the client is
and what it is that they actually need. So when
I first started the branding business, I was working with men,
I was working with corporate companies, so it was a
little bit of everything. And it was because I didn't
know yet who my idol target audience was because I
(23:48):
didn't have enough experience. After having enough experience and deciding, Okay,
I've worked with men, I've worked with women, I've worked
with personal brands, and I've worked with organizations and companies,
what is my specialty and who I enjoy working with
the most. And that's how I narrowed it down to women.
Then I narrowed it down further to women of color
because naturally that's who relates to me. And when it
(24:09):
comes to sharing your story and finding relatable things that
will make you relate to somebody, it's really important. And
so that's just what it grew into after trial and error.
But making it clear who you serve and like who
your product and service is for will allow the right
people to find you a lot easier. And this is
where things like the referral process or the referral programs
(24:33):
come into play. This is where your messaging and marketing
comes into play. It just makes everything a lot more clear.
And then again, it makes your potential client feel a
lot more comfortable and confident in what it is that
they're purchasing because they've been able to see like people
who have gotten great results from whatever it is that
you offer. Thanks for tuning in to Soft Life CEO.
(24:54):
I hope that today's episode gets you a little bit
closer to achieving your definition of a soft life. Ready
to start the journey from hustler to soft life CEO,
go to the Soft Life ceo dot com backslash society
for a thirty day free trial in my coaching community.
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