Jan 29, 2024
Somewhere along the shores
of the Kettle River, BC
“I’m frustrated. I’ve sent out some emails and no one has bought yet.”
(Can’t read the full email – click here for the online version.)
We’ve escaped the wet coast of British Columbia but not the damp, low-hanging cloud and fog that obscures the sun in the valleys of the interior of this province.
We’re visiting some good friends of ours who have set up a very comfortable home far from the bustle of cities and out of the view and mind of most of the overreaching bureaucrats.
I promised
to not reveal their location nor identity…🤐
As you may know, one of my businesses is mentoring and helping business coaches improve their practices. Like every business they have similar challenges.
- Attracting new
prospects
- Converting a good percentage of these into paying clients and
- Helping these clients get real results
During one of our weekly coaching calls one of the coaches expressed frustration at
getting results from an email campaign he was running. No one had yet purchased a new (and needed) program he had created.
Our group examined both his emails and the landing page (selling page) where he was directing his list to go to purchase. It became obvious as to the problem.
But first, let me explain a key detail.
It is extremely difficult and challenging to persuade and influence anyone to act on one email. Or even a handful of emails. To succeed you need several things to be in place to even hope of a modicum of success.
- You need a market, a group of people who need (want) what you are selling
- You need your message to be written specifically for that group, so it resonates with them
- They had better be a group who responds to email as a medium.
This latter can be achieved if you are “famous”, a known authority and have received permission
to write to them.
Even with all of this in place – you then must deal with the fact that in most markets, no more than 1% is ever ready or willing to buy what you sell – now. They just aren’t.
So, if you have a small list of say, 1000 people – if you have everything perfect, you can only expect 10 to buy, if that. If any one of the 3 pieces above is off, the
numbers just drop off.
You either need an extremely large list – 100,000 or more to get some success and/or, your offer and your authority with your group is so good, you can get a higher conversion rate.
This is why, for most professionals, the best approach is to offer free or close to free information followed by an invitation to a 1:1 consultation. The information
can be delivered via a report, book or live event – in person or via webinar.
From the personal consultation you can better show your expertise and best determine your prospects challenges. Knowing the latter, it becomes much easier to offer a “diagnosis” and solution – leading to a sale.
There is a reason why the old “try before you buy” offers works so well. When the risk
of making a mistake in a purchase rest upon the buyer – sales will be few.
You need to take on the “risk”. Make it as easy as possible for your client to “test” you out.
Do this and see your success rate climb.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
P.S. Is your business “Fit” and “Ready” to hit all your revenue and profit goals for 2024? If your answer is “maybe”, “not sure”, or “I hope so”; then apply today to join our “90 day, Fit-Biz Bootcamp” starting soon. There is zero cost to join. Click here to find out more.
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