Where is your next client coming from? That’s a question a lot of coaches just don’t know the answer to. Lead generation can be tough. There are so many ways to market yourself and keeping up with all of them can leave you chained to your desk, glued to your phone and stretching yourself too thin so you aren’t showing up as your best self anywhere.
Does this sound like you? Despite all your hard work, you just aren’t getting the level of conversions you are looking for. You know you need to be patient and building your business is a process, however you could really do with a client just about now.
Welcome to the Marketing To Millions Podcast, I’m your host, Liz Boer! In this episode, we chat about how the process of getting coaching clients doesn’t have to be left to chance. Do you know where your next client is coming from? Here are tips and strategies on nurturing people into your business and closing the people who are ready for you, so that you never have to wing your lead generation strategy again!
[00:01 – 04:01] All It Takes is 3 Emails
- Introducing my High Converting 3-Email Sales Strategy
- In this episode, I share the ‘push’ you need to give your warm leads to encourage them to make the buying decision
- DM me @lizboer_com on Instagram, let me know you heard this episode and I’ll send you a free email template
Patience is good and all but it doesn’t pay the bills. The good news is that you don’t have to wait forever for your next client. You see, everyone goes through a different buying process. Some people will be just getting to know you and want to wait a few months before feeling ready to work with you. Others will feel comfortable with you and are on the edge of saying yes to your services. Let’s talk to those people and get your next client.
Even better it won’t take you hours and hours to create the right content and you won’t need to use awkward sales techniques like cold DMs.
All it takes is 3 emails.
Remember the people on your email list are warm leads. They liked you enough to sign up to your list so they are further along the buying journey. They just need that final bit of encouragement.
Here is my high-converting 3 email sales strategy!
[04:02 – 07:08] Email #1 – Transformational Story
- Use stories to evoke emotion and compel your potential clients
- Make sure your story includes growth due to the solution that you offer in your services
- Keep it relatable to your ideal client profile
- Your client profile should stay at the center of the story
Nothing is quite as compelling as stories. We love to see people fight adversity and have their happy ending. You can bring this sense of inspiration into your emails through a transformational or redemption story that also shows your subscribers what they can achieve if they work with you.
Your leads need to be reassured of the power of what you do and be fully onboard with the results you provide. Numbers and statistics do back up your point but they don’t really draw your subscribers in. Through storytelling your subscribers can get a full sense of what working with you will be like. It’ll get them excited to achieve those results themselves.
So pick a transformational or redemption story to talk about. It can be your experience or the experience of one of your clients. Just make sure the story includes real growth thanks to the unique solution that you offer in your services. For example, how you gained back your work-life balance by leaving your corporate job and starting your own business.
Then tell that story as if you were telling it to a friend. You don’t need to be fancy. An honest and raw story is much more relatable.
Start off by focusing on the pain point. What was wrong? How did that impact your life? What feelings were involved?
Then describe the dream. What did you want? Why? Why were you struggling to achieve it?
After that it’s your time to shine. Explain how your zone of genius was able to change the situation by overcoming the pain point and fulfilling the dream. What did it feel like to experience that transformation?
Finally, talk about how your subscribers can experience that same transformation with your help. Remind them of how it would feel to experience the transformation and give them hope it’s possible for them too.
What you need to remember is to keep your ideal client at the center of the story. It’s not about them but you want them to feel like they could have the same experience with your help. Keep it relatable to your ideal client profile.
[07:09 – 13:24] Email #2 – The ‘Us’ vs ‘Them’ Email
- Help your audience realize they need to work with you instead of your competition
- How will you help them in ways that other options cannot?
- Talk about the hidden benefits of your program
- Emotionally compelling non-tangibles
- Benefits that solve major pain points
Once your subscribers have seen what is possible with your help, it’s time to build your relationship. You aren’t the only one offering to solve their problem. The point of these emails isn’t for them to realize they need to work with someone of your profession. The point is for them to realize they need to work with you specifically. This is your chance to show how you can change their life like no one else can.
It’s you and them against the world. Tell them how you are unique. Compare the benefits of working with you to other options that just haven’t worked for them. Why do you stand out among the rest? How will you help them in ways that their other options can’t? For example, “Other coaches will tell you xyz but I know xyz is much more effective because…”
Show how special each and every client is to you so they really feel drawn to you and what you do. Get them really excited and inspired to be a part of your exclusive group of clients. They should be thinking “I want to be part of that! I don’t want to be left out.”
Doesn’t feel to good when you find your people and feel like you belong and like you’re part of something special? If you give your subscribers that feeling, they’ll be turning to you to solve their problem over anyone else. The us vs them technique makes you really stand out from your competitors.
Also talk about hidden benefits of your program. What more can you give them on top of what they already know about? Share the behind the scenes of what it is like to work with you. When you pull back the curtain, your subscribers won’t want the curtain closed on them again.
You want to bring in a high drama point here to end this middle email. Your subscribers are on the edge of converting, they just need one more email to give them the reassurance that your coaching program is the one for them. You need them to read that final email so end this email on some kind of cliffhanger. What could you say that would get your subscribers desperate to read your next email?
It could be a mistake they might be making that you’ll explain in the next email or a myth about your niche that you’ll debunk. Make sure it is relevant to your program and something your ideal client would actually want to hear about.
Tease your next email like the finale of your favorite TV series.
[13:25 – 28:47] Email #3 – Why Now?
- Talk about why your clients should work with you instead of later
- What are the benefits of achieving results sooner rather than later?
- Build on the excitement you already created in your previous emails
- Common mistakes when using urgency and scarcity techniques
- Don’t only focus on money
- Cover the emotional side: Talk about their potential results and why they can’t continue without addressing their pain points
- Contrast how your ideal clients feel now and how they will feel once they work with you
By this point, your subscribers know all about the transformation you provide and why they need to work with you specifically to experience that transformation. Now it’s time to seal the deal. You need to get your subscribers ready to act right away.
How many times have you found something you want to buy online, put it in your cart and then not checked out? You think that you’ll do it later or you want to look at other options. We’re really good at coming up with excuses to put things off.
You can’t have your leads putting off working with you forever. The further we push something back, the more unlikely it is that we’ll actually go through with it. Build on the excitement you have already created in your previous two emails. It’s time to get them moving now.
In this final email you need to explain to your subscribers why they should work with you now instead of later. What are the benefits of achieving the results sooner rather than later? What will happen if they put off working with you? Will their situation get worse? Explain the two options they have. They can work with you now or put it off again. Lay out the consequences for them. Make it clear why working with you now is the better option.
What you are doing here is creating a sense of urgency or scarcity. Urgency means that something about the benefits of your offer is only available for a limited time like a sale that only lasts for 24 hours. Scarcity means that your offer is in short supply. So only the first 10 people get a special bonus. When it’s clear time is ticking, it’s obvious why they should act now.
The urgency and scarcity doesn’t have to be to do with money. It could be about their results or how difficult it will be to continue on without the awesome outcomes your program offers. As long as it is a reason to act now, it works.
While covering the logical side of the buying decision, don’t forget about the emotional side. You see, when it comes to making purchases, we actually use our emotions more than we use logic.
Think about what it feels like to buy something you like. Let’s say you’re looking to order a new dress online. You get excited scrolling through the different options, seeing how they look on the models and imagining what the dresses will look like on you. Maybe you start planning what event you would wear that kind of dress to and think about how confident you would feel arriving at the event in such a beautiful dress. Then once you’ve made your decision and buy it, you get a rush of good feelings. You can’t wait for your dress to arrive. You aren’t excited for the dress itself but for how pretty you’ll feel wearing it.
To get your email subscribers over the line and actually buying your program you need to show them how you can make them feel something positive and/or how you can alleviate negative feelings. Contrast how your ideal clients feel now and how they will feel once they work with you. Use the words your ideal client would use to describe these feelings. You want it to really resonate with them.
Light a fire under them right now. Get them excited to achieve the results within a certain time frame. The more they want the results you promise, the quicker they will act. If they don’t think it’ll make much of an impact on their life, it’s easier to put off working with you.
[19:13 – 21:54] Wrapping Up!
- Don’t forget that call-to-action at the end!
- A summary of this episode
- Final words
This all culminates in your call to action at the end of the email. It should make it clear the result they are getting from working with you and be full of energy. Buying from you should make them feel good.
So that is your 3 email formula for getting coaching clients. You start with a story of transformation. Give them a real sense of the results you provide and what it will be like for them to achieve the same. Then work on your relationship with them and make your subscribers feel like VIPs. Set yourself apart and bring your subscribers closer to you. Finally, show them why the time is now. Why can’t they put off working with you any longer?
These are the points you need to cover to turn passive leads into active clients without burning out trying to do it all. As this strategy shows, getting new clients is achievable and putting your all into a few good pieces of marketing will pay off.
Your next client is just around the corner!
“The point of these emails is not for them to realize the need to work with someone of your profession. The point is for them to realize they need to work with you, specifically. This is your chance to show how you can change their life like no one else can” – Liz Boer
“To get your email subscribers over the line and actually buying your program, you need to show them how you can make them feel something positive or how you can alleviate negative feelings.” – Liz Boer