John: Hey, what’s up everybody? John here from 10XPRO.io. And I’m with my good friend, James Schramko from SuperFastBusiness.com. And today, we have a little question from one of our members. How are you, James? You’re good?
James: Yes, good. Thanks, mate. Always a pleasure.
John: Awesome, awesome. So we have this question which is, Hey, John, James, how can I basically transfer people from being a subscriber of mine to becoming a customer? What are the strategies that you guys would recommend? How can I get them to pay for my course or join my strategy session? Basically, just little tips on how to convert someone from a subscriber to a customer?
James: Hey, well, at least they’ve got subscribers. That’s a start because building a list is a great asset, and one that you can reach out to and you can ask questions and engage in a conversation. So I would say part of this depends on what did you use to get that email address in the first place? Hopefully, it wasn’t just from building a database, and just adding them to your CRM system. If they’ve opted in for something, I would try and connect whatever that something is to the offer and make it as relevant as possible, what would be the next logical step?
A good way to shake the tree, this is a technique I call, which is, see if you shake the tree and any of the coconuts fall to the ground, saves you from having to climb up, is send an email out to your audience and just say, Hey such and such, were you still interested in ______? And then insert the result of what it is that your product gives. This is a variation of Dean Jackson’s nine-word email. It is a really easy technique to get them in a conversation. And then when they reply back, then continue the conversation.
The trap is to immediately send them a link to your product, which is kind of uncool. Instead, they reply back then maybe you can ask them a further refining question based on what they replied. You could ask them things like, what else have they tried? Or have they tried this? Or when it comes to that, you know, which one of these is more suitable? So I usually take whatever they sent me and I ask deeper questions. And I really want to get an understanding of their situation before I diagnose their problem and make a solution.
And this is also a sort of a loose framework of SPIN Selling, which is understanding the situation, getting a deeper understanding of their problem, and then seeing what the implications are if they don’t do anything about it. And that’s when you bring in the solution. So ideally, there’s a good match between what it is that you solve and how you got these people on the list. And then your job is to join them up through a sequence of back and forth emails. And then once you’ve established a few sales that way, then you can start pre-building that into your autoresponder and moving people down that. Create specific training that educates people, that demonstrates the solutions that you have, that gives proof, that offers case studies, that lets people take trials.
And in some cases, you might want to get on the phone with them and diagnose what they’re going to need and then give them a diagnosis face-to-face or over Zoom or Skype. And that’s a really high-value way. But certainly that is more effective usually than just sending them a link to ask them to buy a product.
John: Sure. Awesome. Yeah, I mean, I love this because this is something that I like to remind people about why are we even building a list or why are you even creating content for social media? You know, like, if we keep it simple, yes, we want to build an online business, great. We want to sell that course or that membership site. We know that this course is let’s say about Facebook advertising. Great. So we want people to buy the Facebook advertising course. Great. So I like to reverse engineer the whole process. That’s the end result, I want buyers of a Facebook advertising product. Great. So therefore, the step before is to build an email list of people who might be interested, obviously, in Facebook advertising.
So let’s say you have your course all about Facebook advertising, you could create a simple cheat sheet or some type of cool stuff, something that is going to help them solve a problem about Facebook. That could be the five things that you need to do to have a high-performing Facebook ad. Very simple cheat sheet. Now, the beautiful thing with that is that when you create that cheat sheet, anyone who opts in you know, obviously, that they’re interested in Facebook advertising. So the next logical step is to tell them Awesome, if you like the cheat sheet, hopefully, you’re going to love my entire course which is all about Facebook advertising. So that would be basically your list.
And then if we take it one step before that is we need to attract people so then they can hopefully opt in. So how are you going to attract people? Well, you want to attract people who are obviously interested in traffic, on Facebook, all of that. So therefore the content that you’re going to create on your blog, on your podcast, maybe videos on YouTube, or post on Instagram, whatever, ideally, you want to have something that is related to that. Because now you know, okay, they landed on my website to look at that video where I give one tip about Facebook advertising, obviously you know, they’re interested in that.
Therefore the next logical step is for them to maybe get the cheat sheet and therefore the next step is for them to buy the product or join your membership site. So that’s a great type of way for you to reverse engineer from the end result to Okay, that is my content strategy, that is my list-building strategy because like you said, everything is linked and you know that you have qualified buyers. And if you don’t have that, if you have more a generic type of list, maybe like cool tips on marketing, okay. But then you need to do what you said, which is try to find out what is it that they want to do next by doing the one-question survey, are you still interested, etc.
James: Yeah, like one of the worst lists you could have is the one where it’s like a viral giveaway for an iPad because you know people are interested in an iPad but that doesn’t mean they’re interested in getting coaching or buying into your traffic agency or whatever. So try to keep the opt-in relevant, even if you get less opt-ins. The bulk of opt-ins on my website come from podcast content upgrades which means I’m probably getting someone who’s listening to my podcast, they are most likely interested in the topics that I talk to my guests about. And they want to get the PDF download or the cheat sheet or the extra guide that comes with it. And then they’re almost certainly a good person to have a conversation with about joining SuperFastBusiness membership because they’re interested in the topics that I can solve.
And the same with 10XPRO software. People coming to the site, if they’re interested in having a trial of the software or learning more about it, then there’s a good chance that they’ve probably got a need for a tool like that.
John: Yeah, and if they watch this video and they can bear with my accent, and they watch until the end of the video, then we know that hey, it might be a fit!
James: We love your accent.
And the number one thing about 10XPRO, after you take into account the fact that the product is actually awesome, is that there is a training video on every question you can possibly ask to help you make the job of setting it up and getting it to work for you very, very easy and it’s fully supported. So, that’s what I like about it.
Always a pleasure chatting with you, John.
John: Thank you, James.
James: John Lint there, 10XPRO.io. Check it out.
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