Coaching call: How do I get my audience to see the value in what I sell?

Today I am coaching Maddi Parsons, an accredited practicing dietician specialising in disordered eating and eating disorders. In the lead-up to the launch of her course, Maddi is struggling with creating the messaging that best communicates the value in her offers. Today we chat about some strategies to help her audience prioritise investing in her offers.

In his episode we cover:
– The importance of a nurturing process and how to make every piece of content move the person a step closer to conversion
– Nailing your CTA's (calls to action) for maximum uptake
– Why showing value in your offers through empathy and solution-based communication can be so powerful
– How to structure your sales page to connect the dots and demonstrate why your audience should prioritise this now

 

Today I am helping one of my Launch Magic students with a challenge that is very common when you are selling services or online courses, and that is showing your audience the value in what you sell, or rather getting them to see the value to the point where they prioritise spending money and time on it.

So, Maddie is my student today, who I am coaching through this challenge, and she has been struggling to get her audience to see the value in working around disordered eating and eating disorders and especially in the lead-up to the Launch of her course, helping people to find a healthier relationship with food.

So today we're talking a bit about the kind of messaging and how to communicate these offers and also the general sales process in a way that is compelling and shows her audience how and why they should be prioritising this. 

Welcome, Maddie. I'm very excited to be workshopping and coaching with you today. For our listeners who aren't familiar with you, would you please share a couple of sentences explaining who you are and what you do? 

My name is Maddy Parsons and I am the owner of Maddy Parson's Nutrition. I am an Australian-based, accredited practicing dietician who works specifically in the area of disordered eating and eating disorders. 

The main sort of three challenges that I'm having at the moment is, number one, putting out lots of content, but struggling to convert that content to clients, getting potential clients or people that might be interested in my services, and seeing its worth and the value of it and why they should financially prioritise it now. And also, seeing the worth of that program model versus that traditional sort of one-on-one approach. 

 

The importance of a nurturing process and how to make every piece of content move the person a step closer to conversion

Generally, when we're looking at like how to improve that sales process or how to improve that conversion from content to clients, it's looking at what is the next step we're giving them and which of those next steps are converting into clients and which ones aren't.

So if the discovery calls converting at 70%, fantastic. Keep giving those calls to action. 

What about the free lead magnet? Is there anything that you are selling them onto after that or is that to nurture them more for the program? 

At the moment, it's to nurture them more for the program. So in the past, I've had another freebie that has been the call to action at the end of that ebook was to pop on the wait list or join my previous program depending on where it was in the launch phase. Looking at the analytics, I've had people that have popped on wait lists and stuff. I don't really want to do that anymore. And I think now that I am launching this new course next year, the lead magnet for this, or the CTA for that lead magnet is nothing. It's more so just to get them onto my mailing list to nurture them. 

So depending on what stage of that launch I'm at, it's just tweaking that freebie and re-uploading it for signing up for my free webinar on this day. And then when I've got that cart open period, tweaking that freebie again. So if someone downloads it, they see that my program is currently open, so I wouldn't even bother tweaking the freebie.

It sounds like creating extra work for yourself. I would put the call to action in the email. So, for example, if they download the freebie in that first email, if that's when registrations for your webinar are open, update that first email and put it in there because somebody might download the freebie and they might save it for later, and then they might not get there until six months time.

But if they're getting that email, then at least they can see, oh, this is happening next week. And the same with when doors are open and then you could even have it in between those launches, you could even have the call to action may be in the second email if you enjoyed the freebie, I can work with you in a one-on-one capacity. Click here to book a 15-minute call or something like that. 

So when you're communicating it at the moment, let's say I was on a call with you right now and I'm on the fence. I really just don't have the budget for it this month. Maybe I'll sign up next year. What would you say to me? 

So I guess I would probably get a bit of an understanding of how the problem that you have at the moment is impacting any other areas of your life, if any, bringing up those pain points and getting them to project, where would you like to be? Where do you see yourself? Why are you here? Why now? 

But then it's still that financial objection or if the time's not right. There will always still be a certain number of people who do have that objection and if those calls are converting at 70%, then that's probably a good sign. You're getting the right people on the calls and what you're doing is working. It might then just become a matter of getting more people onto the calls. 

 

Nailing your Call To Action for maximum uptake

The process of getting more people onto the calls is like when somebody goes in to book a call, do they go through a services page or a sales page, or is it straight into your calendar? Like what's that step when somebody clicks? 

They go into my website services page where it's a bit of info about what I offer and then like a little pop-up to book. 

Okay. So when you say a little bit of info about what you offer, are you leading with why they should value it and why they should prioritise it?

I am not. 

That would be the first change for me. And even though it's a services page, really treating it similar to the structure that I teach in Launch Magic, right? With those sales pages, really empathise with what they're struggling with and then start to introduce the solution, which is your method that you're taking them through.

To find that freedom with food and to find that confidence and really free up the brain space that they're putting towards decisions such as, what am I going eat? Am I counting calories? All of those different things. And then the call to action is to book that discovery call. 

So it might even be worthwhile having a separate page just for the discovery call with all of that sort of information. Because even though it's a free call, at the back of their mind, they know that there's no such thing as a free call. They're still sort of committing to that 15 minutes with you and they're committing to, they know they're going to get sold to and it's awkward.

So they're going to try and avoid that unless they're really serious about it. In some ways, the people who you're getting on those calls are already very warm, but we want to make sure that we are getting more of those warm people onto the calls.

 

Why showing value in your offers through empathy and solution-based communication can be so powerful 

And in some ways, your sales page, if you have that page written out really well, that might even pre-qualify, you can use that to pre-qualify. A lot of people. So, if you ever notice that you're getting people onto those calls who maybe need to be the right fit adding some prequalification questions in there could be really helpful too.

And what would those sort of look like? So it depends on who your ideal client is and who you can't help. So for example, if you only work with women, then that would be one of the pre-qualifications. 

So it kind of cuts out the middle. Yeah. So rather than it being like a hidden price, and I don't know if that's something that you already have transparently on your website, but yeah, it does kind of filter out the people who aren't serious. 

And then with the group programs, so at the moment, like what are the main reasons somebody's giving you for, like, not wanting to do it in that group or that course format rather than one on one? 

More so just time. The biggest objections have to be time and money because I am quite transparent with the upfront cost or the payment plan. Time, money, and scared to sort of take that leap as well, which I have been trying to address in my magician's gap.

I definitely could do a bit of a better job at that though. I mean, time and money are probably the easiest ones. When somebody asks you, oh, why didn't you sign up? It's like, oh, I'm just too busy right now. It's almost a cop-out in some ways because they don't have to think deeper about the real reasons why they're not making the time for that right now, or they're not prioritising spending money on that right now.

I think I've had a few clients that have come around and said that they've tried to do things for themselves for so long, and it just, it makes everything more confusing. 

If you have testimonials from those clients that would be so valuable on the sales page, right? Like testimonials talking about how maybe somebody has tried for so long to piece it all together  because I imagine one of the big objections that they've got is like, oh, well, you know, it can't be that hard to just learn to love food. Like all I'm going to do is just stop counting calories or whatever's going through their mind. And in reality, you know that there's a lot more to it. So maybe there's a whole lot of education that needs to happen around that.

And then towards the bottom, I would actually also include a section where you are really talking about, why now? Why this is something they should prioritise right now, even if they're busy, even if they don't really have the budget for it right now.

And talking about what is it costing them to not solve this problem right now? And it's not about trying to poke the pain point, but it's actually showing them, hey, this is using up your precious brain space. This is harming your relationships, this is hurting your confidence.

And it's having a much bigger effect than you realise. And once you solve this, it has this ripple effect. And that's definitely something that I've tried to sort of bring up in reflections in my lead magnets.

 

How to structure your sales page to connect the dots and demonstrate why your audience should prioritise this now

So you might have one cart open email where you are just talking about like, this is what it's costing you. Because they might not realise, they might think, oh well my bad relationship with food. It's making my jeans a little bit tight. But it's not that big of an issue. But then they don't realise, oh hang on, this is creating anxiety when you go out for dinner with your partner or this is stopping you from, I don't know, speaking up in a work meeting because you have confidence issues. I don't really know. You obviously know those ripple effects better.

But connecting the dots for them so they can start to see, oh, hang on. This is not just about weight or feeling good in my skin. This is everything. 

 

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