Are you struggling to get strangers to trust you and become your clients? If so, you're not alone! Many digital marketing business owners have a hard time convincing people to hand over their hard-earned cash. But don't worry – there's hope!
All you need is a basic understanding of the four truths of marketing. Once you know these truths, converting strangers into paying clients will be a breeze!
So what are the four truths? Keep reading to find out!
1. They have a problem or unexplored opportunity
This problem could be any number of things, for example, a business might have a great website and want to expand their audience, but their problem is that they aren’t reaching enough people and they’d like to explore the opportunity of growing the business through organic traffic.
2. This is worth doing now, not later
The second element is that they need to believe that this is worth solving right now or that the opportunity is worth exploring now and not next year, this will motivate them to take action.
3. They can’t tackle this themselves
The third truth is they need to believe they are unable to undertake what needs doing themselves because if they think they can do it themselves they’re not going to hire someone and invest money in a solution.
4. They need to believe you are the right person to help
The last part is that they need to believe that you are the right person to help them navigate through this problem or opportunity they have been stuck on. You need to be the person they trust to get them from where they are, to where they want to be.
The Two Stages on the Way to the Four Truths
Once you are speaking with someone, there are two stages of a client relationship that exist to get to these four agreements moving forward.
The first stage is when they are a prospect, you need someone to be thinking about what they want to achieve or what their problem might be. You need them to have already been thinking about the opportunity being missed motivating them to reach out to you.
The second stage is during a call or meeting when you’re going to present your offer to them. This part takes them from ‘I’ve been thinking about this’ to ‘wow we need to take action and do this right now’.
Using Content to Present an Offer
You want clients coming to you, and the way to do that is through content. So how do we use content to present an offer?
What a lot of us do is focus on the solution, we try to educate and be helpful by doing this but what is missing is the context of why this matters and why people should be paying attention to it.
If you can wrap your content up in some context that lets your audience know that you understand the negative or positive impact on their business of getting it ‘right’ or getting it ‘wrong’, all of a sudden they understand that you care about their problem.
The Promise
This is derived from the framework of Brendan Burchard's teaching and mentoring over the years, the promise simply states why someone should pay attention to the content you’re about to give them.
For example, if you imagine you’re giving away a free piece of content whatever it may be, why should people pay attention? In that opening paragraph, people need to know what will change for them as a result of them reading this piece of content, or what could potentially change as a result of them consuming this content. Why should they pay attention, and what could be a potential negative impact if they don’t pay attention.
The Problem
You really want to remind people of the problem they currently have and what their business is experiencing. This is where you need to know your audience really well, and if you don't you need to be getting on the phone with existing clients and doing some market research.
Now here is the secret weapon, shout out once again to Brendan Burchard for his teachings, the concept known as myth-busting also known as old school versus new school. This is what really positions you as the expert.
For example, if a client is looking to expand their website reach you could let them know they can very easily go online and make a new website themselves from a template. However, (and this is where the busting comes in) if they don’t understand the anatomy of a good website and the foundation of what they need and how to execute this effectively for their needs, they are going to build the wrong website.
What this does is straight away position you as someone with deep knowledge of the topic and shift their thinking from ‘oh I thought I could just throw up a template’ to ‘oh this is a little more complex than that isn’t it?’.
After this stage is what we call ‘my story’ this is basically a brief story about why they should listen to you.
For example, your story might go a little something like this:
“Hey, just before we dive in my name's Jaiden, I build websites for home builders. And over the last 13 years, we've built 8,000 websites and we've helped 7,468 home builders double their revenue. In fact, here and check out our testimonials page. If you don't believe me, but enough about me, let's dive into the anatomy of a good home builder website.”
This phase gives social proof and credibility of a transformation, giving this tangible proof shows them that you are the right person to take them from where they are struggling, to where they want to be. We’re in the business of selling change ladies and gentlemen!
And there you have it, the ultimate content creation framework to take someone from a stranger to a client and have them come to you.
Wrap Up
Ready to make the jump? Click here to set up a chat with one of our awesome team members and let’s take it to the next level!
The Agency Hour Podcast
Check out the episode of The Agency Hour related to this blog.
Episode 29:
Troy and Pete break down the 4 agreements that you need to bake into your content, so that you can organically move your prospects through the process, so that they wanna have a conversation with you.
…Because if they already want to talk to you, it's WAY easier to close.
