GCM Expert

December 15, 2010

Follow-Ups Are Trust-Builders and Income-Generators

How many products or freebies do you have floating around on your website?  When people sign up for or purchase one of these products, do they hear from you again?  And I’m not talking about the autosubscribe to your newsletter.  I’m talking about a follow-up campaign that keeps building trust with those who have already shown interest.

I’m sure you’ve heard it before that repeat customers are more willing to purchase from you than a newbie.  I’m sure you know that keeping in touch with them will create more income for you.  Right?  Then, why focus SO much attention on getting them to download or purchase something if you aren’t going to continue to harness that relationship?

I’ve seen it all too often.  An experienced coach who is GREAT at attracting new clients, but has 20 different lists in their autoresponder that they haven’t spoken to since the day they purchased or downloaded something.  That’s lost money right there!!  A follow-up campaign can keep you in touch with them and when they are looking for the next thing you offer, they will be ready to buy!

If you want to successfully build a relationship with this group of people, here are a few important things to consider when setting up your follow-up campaign:

1)  If your autoresponder system allows for an HTML and a text version of your messages, use both! A branded HTML e-mail is going to be remembered sooner than a plain text e-mail.  So, you want to make sure that you get that branding in front of anyone who is willing to accept an HTML e-mail.   This will reinforce that they already know you which increases your trust factor and continues to help them remember who you are.

2)  Be consistent. If you get wishy-washy in who you are within different e-mails, people will subconsciously think you are wishy-washy as a business owner.  Do you trust wishy-washy business owners?  Make sure everything is consistent; your signature, your logo, your colors, your subject (not word for word identical, but have the same format and feel).

3)  Be conversational. From the opt-in message to the 3 month follow-up message, have a conversation with your reader.  Share with them who you are as a business.  Ask questions.  Encourage them to write you back.  Invite them to participate with you in the design process.  Offer them special opportunities because they are in a certain group of people.  This kind of special treatment creates a sense that you care about them (you do, right?).  Hmm…don't you automatically trust people who seem to care about you?

4)  Be a coach. As a coach you have a unique opportunity to start challenging their thinking.  Do it in every e-mail that goes out.  They may not get it right away, but if you have a campaign built around one concept and you keep coming at it from different ways, they are going to eventually get it and when they do, they will clear on your expertise.  They'll trust that you know what you are talking about and will buy from you again, when they are ready.

5) Provide opportunity. In every e-mail you want to provide them an opportunity to continue THEIR growth.  Do this by sharing resources, pointing towards other opportunities (that are the next step in your marketing funnel) etc…  Again, showing you care about their well-being builds trust.

Every purchase or download  is an opportunity for you and your potential clients.  Treat them with respect, be transparent and make sure you get your branding in front of them as often as possible through the entire campaign.  In the long-run this will create trust, leading to more purchases and more clients!

What are your thoughts on follow-up campaigns?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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November 19, 2010

Don't Promise The Stars and The Moon. Promise Grounded Results.

stars-small1It's amazing to me how many people really think they need to promise the world in order to get clients to buy from them.  Did you know that promising the sun, moon, and stars can actually knock your trust factor down quickly?

It's true!  Think about it.  What goes on in your head when I say "You can have everything you dreamed of and more!"? What's the first thing that comes to mind?  Well, okay, maybe not YOU (you know it's possible to have that), but think about what goes through your potential clients minds?   If they haven't worked with you yet, do they know anything is possible? If they haven't worked with you yet, do they know that it's possible to haveeverything they dreamed of, let alone more?!  Probably not.  So, promising them that is very "out there" for your potential client.  They aren't ready for that yet.  In fact, in my mind, that sounds like a used car salesman gimmick.   They need something grounded.  Something that makes sense to them.  Something that they KNOW is possible.  So please quit promising the sun, moon and stars.  Okay?

Promise grounded results. What does that mean?  Take a look at what you offer your clients.  Of all the results your clients have experienced from working with you, which ones would they have believed were possible when they started?  Which ones were believable, but they wouldn't think it was actually possible for them, personally, to achieve?  Which results would they have thought no one could achieve?  Which results do they know they want, not just think would be interesting?

Ask your current and/or past clients if you don't know the answers. They'll be able to tell you.  Once you have a list of all the results, then you can use the ones that are believable and they know they want.  Then sprinkle in a few they, personally, aren't sure they can achieve.  Put these results in your marketing.  If people believe it's possible to achieve, then they will be willing to buy into it.  If it's impossible, they will run the other direction for fear that they'd be wasting their money.  Would you buy into something that you believed wasn't possible? So, give grounded results that make sense to your clients instead of promising they can have the stars and the moon (they can, they just don't know it yet!).

If you know anything about me, you know I'm a musical theater singer and this reminds me of a song that Audra McDonald sings called "The Stars and The Moon".  It's a great song and it shows how she doesn't want the stars and the moon and would rather have a yacht.  It takes several men promising things before she learns what she really wants.  Potential clients do the same thing.  They don't know what they REALLY want right off the bat.  They just know they want the yacht.  If you want to see Audra perform the song (which is awesome, by the way!) you can watch it on You Tube at http://www.youtube.com/watch?v=27f6lR6dY7E.  The lyrics in the first verse really exemplify what I see a lot of coaches saying in their marketing.  Her reaction, is what most clients do.  The lyrics can be found at http://www.kovideo.net/stars-and-the-moon-lyrics-jason-robert-brown-423450.html.  Read through them and see if your marketing makes people say…no, I'd rather have a yacht…which, for many, is grounded.  It's real.  It's achievable.

So, are you promising the Stars and the Moon or are you going with the grounded approach?  Or are you going to change your approach now?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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November 1, 2010

Marketing Isn't Just About Execution…ESPECIALLY for Coaches.

I talk to so many people about marketing and all they talk about is what technology they use, the marketing tasks they do on a regular basis and the processes they go through.  Ugh!!  There is so much more to marketing than that!!

  • Marketing is an education platform.
  • Marketing is a relationship machine.
  • Marketing is a way for you to reach out and help people understand what is possible.
  • Marketing is the place where you can open minds and hearts.
  • Marketing is the first step in creating change.
  • Marketing is your first coaching platform.
  • Marketing is the where trust-building starts.

No matter what you DO in marketing, you need to make sure you are BEING the coach. Every little corner of your marketing systems, your marketing language, and your marketing strategies must keep these things in mind.  You see, many people become internet marketers and have great success at it.  Many coaches have followed the advice of big wig internet marketing trainers and they’ve experienced the success that comes from it.  How much more success could be gained if the “being” of the coach was carried through every little piece of the marketing puzzle?  How much faster would people get on the phone with a coach because of the trust that's built from getting to know the coach this way?

Here’s an example; A Coach I know had been invited to be interviewed on a call.  This coach is energetic, kooky and crazy fun to talk to.  She also had some great info. to share.  So, she put her fun personality totally out there in her blog post inviting her community to sign up for the call.  She used the same language I hear on phone calls with her.  It was like it just spilled out of her mouth onto paper.  She didn't sensor and she didn't question whether it was "right."  She just did it.  Her fun personality just oozed through her marketing.  This coach was totally present in her invitation.  Her blog design, picture, colors etc…it all matched, too.  Even her font matches!!  This is what I’m talking about!  She gave an experience of her coaching throughout all her marketing.  Now, don’t go trying to get all creative for the sake of getting creative.  That’s this coach, not YOU!  So don’t sweat the creativity…just make sure your marketing feels and looks like who you are on a coaching call.

I see too many coaches passing off their marketing work to someone who is technical and doesn’t have knowledge of coaching or what it can do for people. A coach may know how to create great copy , which is great!  It’s a MUST!  Then they hire skilled labor to put the marketing into place.  This skilled labor knows technically what to do, but has no idea how to make the sales process “FEEL” like that particular coach’s brand of service.  It’s that personal touch of consistency that makes all the difference in the world for increasing your trust factor which, in turn, increases the response to a marketing campaign.  So, hire someone who can translate your unique coaching brand into the process of marketing for you.  Especially if you aren’t the one doing most of it!

What do you think?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

Permalink Print Comment
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