A lesson in how to delight your clients with great marketing
An example of a great marketing strategy that delighted me at every stage.
Have you ever been so impressed by a marketing campaign that you willingly handed over all your savings without a second thought? This is an example of marketing I experienced from a training business done so brilliantly that it not only had me forking out a hefty sum, but it did so without any buyer remorse.
The marketing and the experience not only took me on a journey, but it created the vision of transformation I wanted for myself and my business.
In this blog I'm going to walk you through the steps and the journey I was taken on and the lessons we can learn from this great experience.
The Steps
Step one: The recommendation
Lesson number one is to make your product so good that people talk about it and tell others.
The experience doesn’t end when they’ve handed the money over. This is just the start of the experience for them.
Think about all the touchpoints between your first conversation or interaction, to how they buy, what happens after they buy, what can you do to make them love you even more, what can you add to the service that they weren’t expecting to get.
All this creates an experience that people will talk about and recommend to others. It's not about what you do but how you make people feel.
Make them feel seen, heard and spoilt.
A great book to read is The Referral Engine
Step two: The freebie
In this case I received a book, now I’m not saying you have to go and write a book, but if you do, then write it to be of service and provide as much value as possible. You’re not going to make a lot of money from writing a book.
If it’s not a book then what? How can you give away your knowledge? A checklist, a guide, an audit, an assessment, a masterclass or a challenge.
The key is to make it so good they want more.
And this doesn't have to be a lead magnet if you don't agree with this tactic of collecting emails, you could simply find a way to deliver free content and knowledge simply through a blog, newsletter or YouTube channel.
Be generous.
One of my favourite teachers is George Kao who has a straightforward strategy and hierarchy of content, read more here.
Step three: In person event
The next step was a free three-hour in person training with a non-refundable deposit to secure my spot. Signalling to me that these guys weren’t messing about. They now had my attention and my commitment to turn up.
From me downloading the book and reading it they could identify the need and challenge I was facing in my business.
This session was a game-changer. I was immersed in the brand, surrounded by posters conveying their messages, values, and frameworks. The three-hour teaser gave me so much to work with and still left me craving more.
Step 4: The sale
The sale was enrolment onto their three-day training that followed, which was a hefty investment. However, it was precisely the push I needed. It's remarkable how offering valuable content can make someone crave even more, despite the hefty price tag.
I could have walked away with enough knowledge to make significant changes to my business, but I didn’t. It made me think wow, if this is the free stuff what is the paid stuff going to be like.
This marketing strategy wasn't about manipulation. It wasn't about making me feel less without their product. Instead, it pinpointed a real gap in my business and convinced me it was the missing piece of my success puzzle.
Step 5: A cheeky bonus
After signing up to the three day training programme I was offered a date for a bonus Live group coaching session. A small intimate group in front of the trainer and an opportunity to bring a question or scenario to work through.
Another genius part of the strategy that not only created another touch point and opportunity to build a face to face relationship with the business but gave me sooooo much value.
Step 6: Three day training
Which of course did the job it was meant to do. It gave me more incredible learnings and insight. It gave me a community and people to talk to who are also experiencing the same. It gave me these things in person which I crave and love as a business owner.
But what else did it do?
It made me want to take the next step.
I made me want to work with the coach on a 1:1 basis and join their top membership.
I’m not there yet.
But the key is with this learning I have the ability to get to that place and be able to afford that level of support.
So what does this mean for your marketing.
I’m not saying you need to go out and re-create this formula. What works for one person doesn’t work for everyone.
Key Learnings
1. Niching is good for business
Find a subset of people that really effing need what you do, as in they’d be stuck without it.
There’s a lot that comes under this banner. First a subset is a niche, whether you like it or not niching is good for business. A niche doesn’t have to be one sector, one gender or one age bracket. A niche is a group of people with the same problem.
Start-ups, parents, young professionals, teenagers, companies going from 0 to 3 employees, companies going from 50-100 employees, purpose driven businesses, B Corps. Everyone within those groups are diverse but they all share similar problems.
So the second part of this is to find out what the pains, problems, challenges, ambitions and desires are. What problem do you solve and how urgent is that problem.
2. Be Generous
Give away as much help and knowledge as you can that gives a flavour of what you do.
Don’t solve everyone’s problems for free. Give them knowledge and learnings they can take away. The small differences people can make with the knowledge they learn from you will make them want to come back for more. Don’t devalue what you do by giving it away for free but understand the difference between knowledge and what people pay good money for.
This is important to get to grips with because people with value the stuff they pay for and if you’re then giving that away to the next person for nothing, well then they won’t value it any more and won’t have any trust in you.
3. Make something so effing good people talk about it.
I love this one because it’s all about your brand. The customer experience starts the minute they get that referral, go on your website, read your content, sign up to the thing, meet you in person or on zoom, do your course.
Everything from your sign up form, the way you write your blogs, your sales process, your sales people if you have them, your online course platform, how easy it was to book your thing, your content and what they get from it, everything you do to wow and delight and make that person love and trust you, it all matters.
4. Take people on a journey.
The journey of Consciousness from Better Bolder Braver is a framework I teach all my clients. Map out the journey. Where are they starting from when they are unaware and how can you take them on a journey to get to know you, your business, what you do, what value you provide.
In that journey map the touchpoints, free, paid, added extras that you can give to that person so make it's an experience and a journey.
5. Get face to face if you can.
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6. If you can’t get face to face get on Zoom, video, Lives etc.
If you run a digital lifestyle business and your coaching business is reaching people all over the UK or maybe even abroad then do what you can to get your face in front of them.
I know I always say find the joy in your marketing, and everyone immediately run and hides behind the chair because joy and comfort can mean the same thing.
Everyone can get comfy in front of a camera, even the introverts! Trust me it just takes practice.
If you have an online business you can’t hide. Find ways to get over this hurdle. Practice in front of a mirror to begin with, then start recording videos that no one will see, then post a few random videos on your social even if they are not perfect, in face especially if they’re not perfect. Let go of perfection. Noone wants studio ready content ant nore they want raw and real.
7. Have a sales process, pick up the phone, follow up.
This one is crucial. I often hear people say I’ve tried all kinds of marketing nothing works. And while there is lots of reasons for this which I wont get into here not following up with a sales process is often the biggest fail.
When I started picking up the phone, which you wouldn’t believe scared me more than going Live on social media, it was a game changer!
8. Value what you do and show that value with confidence.
This one is a biggy. It’s not something I can help with as it’s so personal because it comes down to self worth. Having confidence in who you are and what you can do means you will value the process.
What is the next step
The next step is to plan your marketing journey.
This is where I come in. in my strategy and planning sessions I help you map out your strategy and a plant o make that happen.
What we work on together:
1. Figure out the problem you’re solving.
2. Define your subset, niche, target audience whatever you want to call it.
3. Map your customer journey
4. Plan your content
5. Pick your formats, channels, platforms
6. Create magic and get clients
Want to find out more, book a call with me here.
