This is Part 5 of a series Business Building Blocks from Brendon Burchard’s book, “The Millionaire Messenger.” This article focuses on a different way of approaching marketing.
Step 7: Campaign Your Products and Programs
Brendon Burchard likes to substitute the word “campaign” for “promotion” because “campaign” includes more value. He defines a value-added campaign as a “sequence of promotions that leads to a desired consumer behavior.” The idea is to deliver a lot of real value before you ask for the sale. And there’s no place where that practice works better than in the coaching industry.
As a coach you are working very closely with people. And because of that, more time is needed for the customer to feel comfortable enough with you to hire you and share personal parts of their lives. You wouldn’t want to do that with a stranger, and neither would they.
So, Burchard says, you offer multiple value-packed content items to your prospects. Then you can say, “If you liked this (your free content), you’ll love this (your program/product)…”
The key factor is to make sure your free content is both valuable and actionable. You want people to get some initial results from your advice. That’s how you give them true value and at the same time establish yourself as an expert who they begin to trust as someone who has already helped them. Once you develop that trust with them, they will be more likely to purchase from you in the future.
Most of this content you can create once and just set it up in your autoresponder creating a series. You can seed these pieces of content with a description of the pain points or problems they are having and what a solution would look like. Then, somewhere in the sequence, you make an offer of a product or service.
In your offer you will want to include marketing basics such as reasons why they would want your product, how your product relieves their pain points or problems, testimonials from satisfied customers who have succeeded with your product or service, and an appropriate price and guarantee.
The way I did this was to create a 52-week email series where subscribers get a tip a week for a year. And I continue to get emails thanking me for the valuable information they received.
If that sounds too daunting, just start with a few email tips in your autoresponder series. Add to it whenever you find or create a new piece of content you want to share. Then periodically send a broadcast message with a special tip, just to stay in touch. Some of your subscribers may wait a year or two before deciding to hire you, so you want to stay “top-of-mind.”
Of course the series of valuable content should start with your valuable opt-in gift. That will be your gateway to get them in the door. Then your email series of great content will only wow them more.
The whole idea is to nurture your relationship with your subscribers by giving tremendous value up front, before you try to sell them anything. It’s the best way to develop that “know, like, and trust” factor so essential for coaches.
All of this needs to be addressed, created, and set up before you start to drive traffic to your site. Next time we’ll discuss how to get people to subscribe to your list.