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Read Time: 3 Minutes
There's a big issue that's caught my eye lately...
It has to do with the way most personal brands are promoting their offers.
See, what so many personal brands, niche authorities, and subject matter experts are getting wrong is overloading their prospects.
What do I mean?
These expert brand figures are just spraying their offers into the market, promoting their books, courses, mentorship, testimonials, interviews and more.
They're using their site like it's a business card.
And while this may be the most commonly-accepted way to do things, it's not the optimal way to earn the most from your brand.
How are you supposed to direct sales, initiate nurture sequences, or build the relationship if you're offering everything at once - just like a buffet?
It's super confusing and chaotic for your prospects.
Don't get caught up in trying to overload your customers.
Give them bite-sized pieces. Breadcrumbs.
And if you are offering this type of "buffet" marketing...
Make sure you have a specific, mapped-out journey for them to cruise through.
Let's say you're offering a free interview about what your mentor taught you about playing guitar.
Well, map out a path that makes sense - to accomplish your goals (revenue) and that of yourcustomers (how to find a guitar teacher).
The next step could be your mini-series that breaks down further guitar instructions for them for free.
Then you might introduce your flagship offer - a membership site that helps them assemble all needed skills for playing guitar well.
This accomplishes a few things at once:
- you build their trust in your abilities,
- you prove you care about helping (giving free value),
- you move the relationship to the next step, and
- you introduce your core offer to interested, qualified leads
See how much better this is, than just offering a book here, a newsletter opt-in there, or a random product link?
Avoid These Mistakes:
Don't give too much away at once.
Don't try to force your prospects to drink from a firehose.
Map out what you want them to go through. Then set up a logical funnel that simultaneously nurtures, educates, and "graduates" them to the next step.
Do not leave this process to chance.
Tying It All Together:
This isn't the easiest thing to implement. Matter of fact, it takes a lot of work.
You need to map out your customer value ladder, consider cross-sells or up-sells you have, which compliment each other.
You have to take into consideration which market sophistication stage your leads are in, what they want from you at which time, and how to angle/present it.
You also need to brainstorm and test different hooks, so you optimize the grabbing of their attention.
What makes it difficult is that it's not intuitive.
You'd think "I have all this great stuff for everybody; i should show it to them... right?"
In reality, you should give them very few ways to enter your funnel and engage with you - then mapout and optimize each single stage - for the highest numbers shaking out to the bottom (usually a sale of some sort).
Your One-Minute Takeaway:
Map out every stage of your funnel. Don't make them drink from a firehose.
And most importantly, don't give everything away at once. Instead, strategize every stage of the relationship, and ensure it maximally benefits both parties.
Wanna watch the video where I expanded on this topic? Click this link or the picture below! |
