If you really want to see your bank account grow, you must move your leads from the “ prospect” position in your ledger to the “ buyer” side – and as quick as possible. And because of this, millions are spent studying marketing strategies, client onboarding methods, follow-up contact, and more.
Utilizing the same powerful tools that much larger companies enjoy is certainly an option for you, but if you’re not taking advantage of them, you’re leaving money on the table.
One of the most powerful of these tools is your email follow-up sequence. Most new and aspiring coaches don’t really understand what that is –I didn’t when I first started my business. A follow-up sequence is simply a series of emails you send your followers after they elect to get your free offer from your website and give you their name and email address.
A well-designed follow-up sequence can quickly:
- Establish you as the leader in your market
- Provide proof of concept
- Solidify that “ know, like and trust” element
- Turn browsers into buyers
While the “ know, like and trust” factor is important when it comes to making sales, nurturing your new subscribers is just as important because they are highly likely to act if your follow-up sequence is effective.
An effective follow-up sequence will present an irresistible flow that leads naturally from one step to the next, making each offer along the – whether free or paid –a “ no brainer” for your followers. And ultimately, it will lead them to the BUY button. That’s what you want – cha ching!
Tip #1 – Know Your Dream Client.
In order to design a follow-up sequence that compels readers to take action, you must know exactly who those readers are.
When you think about your dream client, there are several key pieces to consider:
- Their current business or life goals. Are they brand new business owners or savvy, 7-figure entrepreneurs?
- Their financial status. Can they afford your services and products?
- Their drive. Will they happily and willingly take the actions required to move to the next step?
If you are unclear on your dream client, it’s a good idea to revisit this and get clear before you go to the time and trouble to set up a whole new funnel.
Tip #2 – Know the Goal for Your Follow-up Sequence
Be clear on the goal for your follow-up sequence. Do you want to lead them to a paid coaching program or a VIP Day?
For example, you may offer a free webinar training to show attendees the power of blogging for business. After the webinar, you’ll reach out with a series of five or seven emails which:
- Restate the importance of blogging
- Provide proof of concept through case studies
- Offer tips and strategies not covered during the webinar
- Give links to supporting documents and additional resources
Finally, you’ll offer your paid blogging program, which subscribers can purchase at a discount if they do so within a set period of time. In this example, the paid blogging training is the goal for this follow-up sequence, but not your big, end-of-funnel goal. It’s merely one step along the path to that VIP program, retreat, or high-end private coaching program.
Tip # 3 – Give Your Followers What They Want
Readers only allow you into their inbox if you offer an incentive worthy of their trust. The days of saying, “ Sign up for our newsletter” are long gone. No one wants another newsletter crowding up their inbox.
This incentive doesn’t have to be a 300-page eBook or a 6-module course. With our highly rushed digital world today, subscribers are often much more likely to need (and use) a simple checklist, worksheet, or resource guide.
If you’re struggling trying to figure out what your dream client wants and needs, here are few places to look for clues:
- Frequent thread topics in your Facebook groups or niche forums. Your tribe is most likely telling you want they want and need.
- Client surveys. Ask them what they want and need.
- Competitor’s offers. Take a look at what other coaches offer, but rather than aiming to duplicate their efforts, ask yourself where the gaps are in information, and how you can fill those holes.
Tip # 4 – Have the Right Balance Between Information and Offers
To be known as the go-to expert in your niche, you must provide rock-solid information that is of value to your subscribers.
But beware of offer only information. If you’re too much out of balance and you offer information for months and then all of a sudden hit your readers with an offer, it will be met with incredulous glares and an astounding unsubscribe rate.
You must “ train” your subscribers to expect—and even appreciate—periodic offers. Savvy readers understand that the best information comes with a price tag, but if you establish a pattern of all information, all the time, they’ll begin to think this is the norm for your list, and will vehemently oppose any offer, regardless of how useful it might be.
With that said, though, you must be careful not to go too far in the other direction, either. Offer after offer after offer will quickly burn out your list, and result in a higher than usual unsubscribe rate.
So, strike the perfect balance—for your subscriber base—between offers and information.
Here’s to you converting more leads into paying clients.
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