Now that you have created great content, gotten people intrigued by the promise of your lead magnet, and have them subscribe to your list, what do you do now to get them to become paying clients?
There are 3 core conversion triggers to get your leads to become clients:
1. Establishing Rapport Through Email
What is rapport, why is it so important, and how do you exactly do it?
The dictionary says:
In the business world, it’s nothing more than letting people feel that you understand them, and that you can help them. If you want people to eventually become your clients, then establishing rapport is necessary because when they feel this bond with you, they will be more likely to see you as the person that can and will help them.
So how do you build rapport?
First of all, you need to understand why did these people sign up for your free lead magnet in the first place.
Answer: They have a problem.
You see, they have a problem they want to solve and think that you are able to help them. So you want to see these “leads” as real people with real problems just like you and me.
Thinking of it this way reframes the way you see these people. You want to let them feel that you are genuinely wanting to help them through your emails.
How do you do that?
By giving value before you ask for the sale.
Okay, you might be saying “Yes, yes, I’ve heard all this before. But how do you exactly give value to them?”
By taking them through a sequence of steps, with each step solving a mini problem that eventually leads to solving the main problem they came to you in the first place.
For example, if the main problem they have is not being able to get dates with women, then you want to guide them through a sequence of steps before they can finally get to their main goal of getting a date.
How you implement this is through an email sequence where you will have an email for each of these steps. And the way to break down these steps is through a method I call the Zero-To-Hero (ZTH) Steps. It’s basically to take your leads through the steps that will bring them one step closer to the end result they want to achieve.
Let’s say you are a dating coach or consultant for introverted men, and you want to break down the steps to let them see how it’s possible for them to get a date. Here are the possible ZTH Steps:
Step 1: Knowing how to dress well and look good
Step 2: Identifying the right girl to approach
Step 3: What to say to the girl after approaching her
Step 4: How to ask for her number and set up the date
End Result: Get a date
So in this example, since there are 4 steps, then there will be 4 different emails where you go deeper into each of these steps.
Now, what you write in these emails are important as well because you want to establish not only your expertise, but you want to also show from your writing that you do indeed want to help them. That’s why most of my emails are rather long emails packed with valuable information, as opposed to short emails that are very brief.
How to know what is valuable information?
Basically you give your best tips and techniques to help them get “small wins”, which are mini results. So for example if the first email is to teach and educate your potential clients on how to dress well and look good, then you want to show them a technique that can help women visibly notice them more, or get comments from friends and family that they are looking better now.
And for the technique you will teach them, you want to give a proprietary name to it. For example, there are many people who have their own proprietary technique like Ramit Sethi’s Briefcase Technique for job interviews and negotiating salary, Brian Dean’s Skyscraper Technique for getting backlinks, Derek Halpern’s Drafting Technique for getting major press, or my own Zero-To-Hero Steps as you have seen above to create powerful email sequences.
When you give a proprietary name to your technique, people will remember you for it and it will let you be recognised as an expert.
So when you give these techniques, it allows your potential clients to use it and get small wins. And when they get these small wins, it will let them feel you can actually help them, and be more likely to become your client.
2. Entering The Conversation In Their Mind
As your potential clients are reading your emails, they will subconsciously be saying things to themselves in their mind like:
“Can this really work?”
“I’m not sure this is for me…”
“It might work for them but not necessarily for me”
“My situation is different”
“I don’t think I can do that”
These are just some of the things that we as humans say to ourselves when confronted with an offer to buy something. And when it’s time for your potential clients to pull out their cards to make payment, that’s where these conversations come in, and they are primarily objections towards your offer.
The key is to tackle these objections head on in advance and reframe it in a way that removes these objections and that it no longer become excuses to be your client.
First of all, how do you know what are these objections in your potential client’s mind?
In my email sequence I would include a simple email to ask potential clients for their help by letting me know why they didn’t buy. You will be amazed by how many people will actually respond.
When you ask, they will tell you the reasons they didn’t buy. And from these objections, you want to find the one that keeps coming up the most, and then create a single email to tackle it.
One of my clients, a relationship coach, had an objection that kept coming up. That common objection was, “But my situation is different”.
In her email sequence, she had given examples of different relationship types that she had helped, but what this did was alienate people who had a very different experience in their relationship compared to what she had put as examples in her email sequence.
However the reality is that she could help these people because while the situation was different, the principles governing the relationship remained the same and she wanted to let her potential clients see that as well.
As such, I told her to write a single email to address that very particular objection. The title of the email she came up with was: “What If Your Situation Is Unique And Different? Here’s How I Can Help”.
Then in the email, she would explain why every situation is unique and different, and then explain logically the principles of relationship. She would then further give more examples and case studies, and then further breakdown how she would help them as a client.
After she had included this email in her email sequence, two things happened:
- She got more clients compared to before
- She received lesser of that particular objection
So if you see an objection that keeps coming up over and again, that means that you haven’t clearly tackled that barrier in your potential client’s mind in your email sequence. In that case, you need to create a single email just to address that objection.
3. Invoking A Sense Of Loss
Imagine this scenario:
You are looking to buy a pair of shoes and you come across two pairs that had struck your interest. Based on design alone, you can’t make a decision on which you want to get. As for price, both are about the same so price wouldn’t be a factor in your decision-making process.
However, you came to know that the first design had only two pairs left. On further inquiry, you also found out that this design was sold out in all other outlets, and there were no plans to bring in this design anytime soon.
On the other hand, the other design still had plenty of stock left. It’s also still available at many other outlets, and isn’t going to be sold out anytime soon.
Just as you were debating in your mind which pair of shoes to buy, someone else came along and purchased the second last pair of the first design.
You realise now that that is your final chance to buy that shoe and if you don’t, it would be gone forever.
What would you do?
If you were like most people, you would go ahead and buy that last pair of shoe simply because it’s going to be gone for good if you don’t buy it now. Your decision wasn’t based on the design of the shoe. It was purely based on the fact that you might lose the opportunity to get that shoe.
Whereas for the other shoe, you can take your own sweet time to think about it, and even ask friends for their opinions. You could even forget about it for awhile until one day you find out that it’s going to be sold out soon and that’s when you feel compelled to take action again.
This is the sense of opportunity loss.
There is something about losing an opportunity that gets us so much that we feel compelled not to lose the opportunity. It’s almost as if once the opportunity is gone, we will in some way be worser off. And we will link pain to that outcome.
There is another type of loss – the loss incurred from staying stagnant. While the sense of opportunity loss is the feeling of not being able to gain something, the loss and pain from staying stagnant is a much more painful feeling because it lets the person feel how his life would remain the same if he doesn’t take up this opportunity.
For example, if I told you to imagine the biggest problem in your life right now, and asked what would happen if nothing changed a year down the road from now.
How would you feel?
What negative things would still keep happening in your life?
What will you lose as a result of staying stagnant and having no progress?
So if your biggest problem is that you are still overweight, then the you might feel lousy about yourself. You would still be made fun of or ridiculed because of it. And you might lose more friends and become more lonely.
And if your biggest problem is that you are having frequent quarrels in your relationship, then you might still stay unsatisfied and unfulfilled in your relationship. You will have nothing to look forward to daily and continue to suffer both mentally and emotionally.
When you get your potential clients to have these negative feelings as a result of staying stagnant, and then get them to realise that they can no longer stay stagnant, it will compel them to take action to take up your offer to help them.
So if you haven’t included a certain sense of loss in your emails, then you want to do so because it is a very powerful way to turn your leads into paying clients.