In the first post in this series, I detailed the process for capturing leads from your website.
Hopefully, by now you've got that up and running. If not, revisit the post here and make sure you have all the pieces plugged in.
Now that you're capturing leads, it's time to build trust before we ask for any business.
See most people will just try and close the deal straight away and frighten the prospect off. We're going to prove to our new prospect that we are the right choice and have them chase us. It's great for your positioning and makes negotiating on price a thing of the past.
I'm going to continue with the example of Stewart who wants to learn how to pay guitar. If you remember from part 1 of this series, we sent Stewart 2 more free videos after he signed up from video #1, teaching him how to play Sweet Child O' Mine and Back In Black.
Now a certain percentage of leads captured will be ready to get in touch during those 2 free videos, so make sure your contact details are clear and obvious on those 2 free video pages. It shouldn't be a strong call to action or a big yellow button, just a link to your contact page and your phone number somewhere on the page (if the telephone is a good way to get in touch).
However, most people will still not be ready to commit, so we need to show them that we are the right choice and indeed an expert in our field. The best way to do this is with another free video (or “webinar replay”) where we teach them something that complements what we have already taught. So in this example, we could teach them how to change strings on the guitar, or the best way to hold the guitar and the guitar pick.
See they already know we can play guitar, so what we want to do now is show them that we are an all-round guitar expert. Again, this can be a very short video shot on your iPhone, or it could be a screencast of your computer screen with some slides and voice instructions. Whatever you need to teach your thing.
At the end of this video or webinar replay, simply let the viewer know that you have a couple of openings for new clients and that you are accepting applications and place a link to your application page. Your application page can be a very simple “contact” style page that outlines the criteria for new clients and provides a clear way of getting in touch.
Here is my example for new clients to apply to work with me. It's long and complex (for good reason). Yours should be as short as it can be but still layout the criteria for working with you.
In our example of the guitar teacher, we want new clients (or students) who are committed to at least 3 months of lessons and have a very specific outcome in mind, like learning to play a particular song, for example. Why is this our criteria?
Because those students with a specific outcome in mind and who are prepared to commit to three months are more likely to do their homework and are more likely to rollover past the three months and become long-term clients. It's usually the clients that get results who stick around and I know we can get them results in three months if they have a specific outcome in mind. It's much easier than trying to please a student who doesn't have a particular goal.
It's all about managing expectations.
- record complementary tutorial video and upload to YouTube
- setup webpage to host complementary video
- write email to send leads to new video tutorial
- schedule email in MailChimp to go out a few days after the last video
- setup application form (or contact form with criteria)
In the final post in this series, I'm going to show you how to use Facebook (yes, good ol' Facebook) to get people to your first free video in the first place – and then how to get highly targeted leads back to your application form.
Feel free to ask any questions you like and I'll do my best to answer them.