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the fastest way to turn followers into buyers — Transcript

by Harry Needham · 3,704 words · 539 segments · language en · Watch on YouTube

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0:00What is the fastest way to turn a
0:02follower into a buyer? I'm going to give
0:04you the answer to that in this video,
0:06but I'm not going to give you an answer
0:08that other coaches would give you
0:10because unfortunately my answer isn't
0:11the sexiest, but it is the truth. And
0:14so, if you can give me 30 seconds, I'm
0:16going to explain the idea to you. And if
0:17you resonate, you can stick around and
0:19watch and learn exactly what to do next.
0:21If you don't resonate, at least then you
0:23don't waste any time and you know this
0:25video is not for you. So, I imagine you
0:28are a coach, consultant, creator, mentor
0:31of some kind, already making content.
0:34You're already getting clients. You
0:35already have some level of a a funnel or
0:38a sal system set up and you're getting
0:40clients, right? But some clients you
0:42get, they might find you and they might
0:45follow you for a few months, possibly a
0:47few years before they buy. You might
0:49have some people who follow you and they
0:50find quicker than average. The question
0:53is, why is that? Why do some people buy
0:56quicker and some people buy slower?
0:59Well, if they all consume the same stuff
1:01and they go through the same content,
1:02the same funnel, the same sales system
1:04that you have set up, then clearly
1:07that's not what makes the difference.
1:09The difference is this. The difference
1:11is that you are attracting different
1:14people and the person who is a buyer or
1:18in a buyin mindset is going to buy
1:21quicker than the person who is not. And
1:23so it has nothing to do with the funnel.
1:26It has nothing to do with the email
1:28sequence, the offer, the urgency, the
1:30scarcity. That plays virtually zero role
1:33in the speed in which someone buys from
1:35you. Because the reality is that if the
1:37person you have attracted isn't a buyer
1:40in the first place. They're not someone
1:41who is in a buying mindset. It doesn't
1:44matter what you do, then they're never
1:45going to buy. And it all comes back to
1:47the idea of you are either attracting
1:49the wrong followers or you're attracting
1:50the right followers but for the wrong
1:52reasons. And if you're in one of those
1:54two camps, it doesn't matter what you
1:55do, then they won't buy from you. Or if
1:57they do buy, it takes a very long time
1:59for them to be ready to buy. So in this
2:02video, I'm not going to tell you how to
2:04speed up how to turn a follower into a
2:06buyer. I'm going to tell you three
2:08things you can do today to start
2:11attracting more buyers who follow you
2:14instead of followers who might buy at
2:17some point in the future. So, if you
2:19want to learn the three things to do,
2:21stick around. If not, now's the time to
2:23to jump off. So, let's get into this.
2:26So, the first one we're going to talk
2:27about is what I call the sophistication
2:31pyramid. And the idea of this is that
2:36your ideal client or the people you
2:38could sell to really are made up into
2:40three different categories or three
2:42levels of sophistication at least as I
2:44call it. You have someone who is
2:48starting. You have someone who is
2:53overcoming.
2:54And you have someone who is thriving.
2:59Excuse my handwriting. It's very bad on
3:01iPad.
3:03Now the idea here is simple. The idea is
3:05that and I'll use an example. I'll use
3:07you as an example. Someone who has a
3:09coaching consulting business trying to
3:10scale get to 30 50k per month. Right now
3:13if you're starting you are someone who
3:16you don't have an offer. You have no
3:17idea what to offer. You don't know what
3:18your niche is. Um you don't know what
3:20content to post. Don't know what your
3:22strategy is. You probably care about
3:24hashtags still and whatever else.
3:27Basically, there are topics you care
3:29about [snorts] because you are starting
3:32the business. You are in the starting
3:34phase of whatever it is that you know
3:36you help people with. And so the
3:38problems, the symptoms, the feelings,
3:40the beliefs that that this person would
3:43have at the starting level is very
3:45different to the problems that someone
3:46would have at the other levels. Now, if
3:49we go from starting into the overcoming
3:52level, well, someone who's overcoming,
3:54they're now no longer trying to figure
3:56out what their offer is or how to get
3:57their first client. They [snorts] now
3:59already have their first clients. They
4:02know what their offer is, but they might
4:03be having new problems such as they are
4:06um uh you know, packed out there
4:08onetoone. Their issue now is how do I
4:10scale to a group coaching program? They
4:13have a content strategy in place. they
4:14know what content to post, but they're
4:16attracting more freebie seekers than
4:18they are buyers. They're attracting
4:20people that take a very long time to buy
4:22um rather than people that find and buy
4:23much quicker. And so, again, this is the
4:26same person. It's just it's the same
4:28person at a different stage of that
4:31journey, right? And so if if you're
4:33trying to target people in the starting
4:35phase, it's not that you can't attract
4:37buyers, it's that it's much more
4:39difficult to do because naturally
4:41someone who's in that starting phase of
4:43the thing you help with, they're more
4:45curious, they're more confused, they're
4:48looking more for information, looking
4:49more for clarity. They're not
4:51necessarily in a buying mindset. They're
4:53not in a buying position where they know
4:55exactly what they need to work on,
4:57right? For the most part, they're
4:58clueless, right? The nicest way
5:00possible. They don't know what they need
5:02to buy. They don't know what they need
5:03to do next. And therefore, spending
5:05money on something is very risky if they
5:07have no clear path or no clear idea on
5:10actually what they should be doing or
5:11what they're even paying to get help
5:12with. And so that's why overcoming and
5:14thriving are the levels you want to
5:17focus on because typically these are
5:19people that have already taken action.
5:21They already have problems that need to
5:23to solve. they have now a much higher um
5:26level in terms of where they want to get
5:28to because they've now gone a certain
5:30step along that journey. And so
5:32overcoming what I've explained already,
5:34thriving would be someone at least in in
5:36my um industry, you know, you've got a
5:39fully booked out coaching program,
5:42one-to-one group. It's very scalable.
5:44But now you might have issues of okay,
5:46well, how do I scale without having a
5:48sales team? How do I scale without
5:51taking sales calls? um you know, how do
5:53I deliver my program without being on
5:56coaching calls every single day of the
5:57week? Again, it's the main goal, the
6:00main outcome that everyone at this level
6:02is aiming for is perhaps the same, but
6:05the stage in which they are currently at
6:07is different. And so, you must focus
6:11on
6:13the upper two levels
6:16if you want to attract more buyers
6:18versus just followers. It's not that
6:21lower level you cannot do that. It's
6:23that it is much much harder to attract
6:27people who are ready to buy when they're
6:29just starting out. So that is the first
6:32tip, the first change you want to make.
6:34So change your hooks, change your
6:35content topics, change your YouTube
6:37videos to speak more to these topics in
6:40the overcoming and thriving stage as
6:43opposed to the starting stage. Now
6:45moving on. Uh the second thing we're
6:47going to talk about is the idea of
6:51>> [snorts]
6:51>> uh problem
6:55verse
6:58solution
7:01awareness.
7:02Now if [snorts] you imagine a funnel uh
7:06most people will teach you have to make
7:08content that attracts
7:10unaware people. You nurture them. you
7:13make them aware of their
7:16problems. So, it's problem awareness and
7:18then you make them aware of the
7:20solutions,
7:21solution awareness. I'm missing one or
7:23two stages there, but that's a general
7:25assumption or at least a general way in
7:27which people teach it. Now, when you're
7:29doing this and you're making content
7:30that speaks to a much broader audience,
7:32more of a unaware audience, well, again,
7:35naturally, you're going to attract
7:36people that are not ready to buy
7:37anything because they don't know what
7:39their problem is. They don't know. They
7:41don't know anything quite frankly. And
7:43that is a person that is again, it's not
7:44that that person can't buy, but to take
7:47someone from unaware and to get them,
7:50you know, to to pay you, you know, you
7:53could be looking at years
7:57possibly,
7:59right, to do that. And, you know,
8:01obviously want it to take years for
8:03someone to follow you and to buy from
8:04you. And again, it's not that there's
8:06anything wrong with your offer, your
8:09funnel. you know, anything to do with
8:10your actual system, you're just simply
8:13attracting the wrong person in the first
8:14place. So, no matter what you do, no
8:16matter what change you make to
8:17everything else in your business, if
8:19you're always attracting the wrong
8:21people who are never going to buy, at
8:22least not buy right now, it doesn't
8:25matter. So, it's not that you stop
8:28posting the content that's more broad,
8:29that's more kind of traffic focused. You
8:31can still do it, but you reduce the
8:33ratio. You know, it might be you
8:35dropping down to say 5% of your content
8:38output is focused on people who are in
8:40that that kind of situation. Now,
8:42problem awareness, problem awareness
8:43content, you hear this all the time.
8:45People say, "Right, the content that
8:47activates a buyer is problem awareness."
8:49When you show them that the problem that
8:51they have, um, you know, isn't actually
8:53the problem they have, and actually the
8:55problem they have is is this problem
8:56instead. Yes and no. It's like yes, it
9:00does work much better than the the
9:01unaware uh kind of type of content, but
9:04no, at the same time because problem
9:06awareness again is not a direct link to
9:09someone being ready to buy, right?
9:11Because when someone's buying something,
9:13it's not just to solve the problem,
9:15right? They're buying something to solve
9:16the problem, but they're buying a very
9:18particular solution to solve that
9:21problem. So there's two sales you have
9:22to make. You have to sell someone on
9:24whether the problem they have is the
9:26real problem. I have to believe in that.
9:28But they also have to believe that the
9:29solution you have to solve that problem
9:31is the right solution. So just because
9:33you convince them of you know that they
9:35have a particular problem, you still
9:37need to convince them that your solution
9:38is the best solution for that problem,
9:40right? And so this doesn't automatically
9:43translate into sales. It would only do
9:46that if it just so happens that your
9:49solution does align with what that
9:53person currently believes is the best
9:55way to solve that problem. Right? That's
9:57the only way it would work. So, of
9:58course, you do get more buyers from that
10:01type of content, but still not as much
10:05as you want to. So, perhaps we're going
10:06to have this ratio at maybe we'll call
10:09it 25%. Right now, solution aware. This
10:14simply means that you are making your
10:16content in such a way where you're
10:18speaking to people on a level where they
10:21already know what their problem is, but
10:23they are just trying to figure out a way
10:25up. What is the best solution to solve
10:27that problem? That's a much easier sale
10:30you now can make. It's also a much
10:32easier way to make content. Now, there
10:34is a trade-off here that we have I have
10:36to talk about. The trade-off is that the
10:38number of people
10:40in this area, right, of course, is much
10:43smaller than the people in the areas
10:46above. That's just marketing. That's
10:49just how how it works. But the point is
10:52this is that if you are filling your
10:55audience up with people who are unaware
10:57and have no sense of what their problem
10:59is, all of your data, all of the
11:02feedback you get from your audience, the
11:04people that haven't paid anything is
11:06biased, right? And so you're getting bad
11:08feedback. You're getting feedback from
11:10people that are never going to buy
11:11anything or at least are not going to
11:12buy anything for a good few months or a
11:14good few years. That's not the feedback
11:16you want. So for me, I'm happy to make
11:18the tradeoff that if I focus more on the
11:20people that are in a solution aware, and
11:22let's be very clear when we're talking
11:24about less people, there's still
11:26millions of these people, right? So it's
11:29not like it's trying to find a needle in
11:30the hay stack. There's hardly any of
11:32these people. No, there are millions of
11:34people in your industry, in your niche
11:37who are in the solution awareness stage
11:39that are looking for a different way to
11:41solve a problem that they've had for a
11:42very long time. So let's make that very,
11:44very clear. That's just something we
11:47have to kind of I have to put that to
11:48bed because most people think, "Oh,
11:49solution awareness is only like a few
11:51people." No, there's millions, right?
11:53[snorts]
11:54So anyway, as I was saying, you don't
11:56want to bloat your audience with people
11:57that are the wrong people, right? Cuz
11:59then all the feedback you get is biased.
12:01It's wrong. And you end up making the
12:02wrong decisions for your business based
12:04on the people that never going to buy
12:05anything in the first place, which you
12:07don't want. So, the trade-off is
12:09somewhat less traffic or less
12:10engagement, less reach on your content
12:13compared to uh if you were focusing more
12:14on the unaware and problem aware, but
12:17you get better, higher quality audience,
12:19a better higher quality followers that
12:21are more likely to buy sooner rather
12:23than later because they're actually
12:24looking for a solution. They're actually
12:26in the market and open-minded to buying
12:29something. What you also want to
12:30consider here if I move on to the final
12:33point is that when it comes to the
12:35solution aware uh sorry unaware and the
12:38problem aware content so this stuff here
12:41the reality is every single other person
12:44on Instagram or YouTube whatever
12:46platform you use mostly is already
12:48posting that content for you why do you
12:51need to do it as well right if we know
12:53that people don't buy most of the time
12:55at those two levels that they buy at a
12:57solution awareness stage then Why would
12:59you position yourself around those those
13:02upper two areas if people are already
13:04doing that, right? Because again, what's
13:08unique about your business? Well, making
13:10someone aware of their problem isn't
13:12necessarily unique. Speaking in a very
13:14broad sense to unaware people isn't
13:16unique. So, it's like people don't buy
13:18because you made them aware of their
13:19problem, right? They buy because the
13:22solution you've got is the best solution
13:23for what they need right now. So the
13:25uniqueness of your business is in the
13:28solution aspect of what you do, right?
13:30It's not in how you make people aware of
13:32their problems, although it could be
13:34part of the solution, but it is the
13:36solution you give to the problem. And so
13:38the more you can focus in that area,
13:40which we call it, let's just say 70% of
13:42your content now based on the numbers
13:44there. The more you can focus there, the
13:46more you actually become unique. The
13:48more you can position yourself as having
13:49a unique mechanism of a different spot
13:51in the market compared to others because
13:53now you're focused on the part of the
13:55the awareness funnel that actually
13:58matters and actually has a direct
14:00influence on the amount of buyers you
14:02attract and the amount of people that
14:04buy actually then from you, right? And
14:06so don't waste your time. Don't dilute
14:08your energy making this unaware problem
14:10aware content. Your your whole kind of
14:12uh strategy because reality is everyone
14:14else is doing that for you anyway. So
14:17don't sweat it, you know, is my answer
14:19to that. Now [snorts] the final point uh
14:22we're going to go through.
14:25Uh is that you can make content that
14:27speaks to that is awful writing. You can
14:30make content
14:31that speaks to two uh versions of pain,
14:35right? [snorts] You have pain of
14:40failure
14:41and you have pain of
14:45success. This ties in somewhat to the
14:48sophistication pyramid that I shared uh
14:51at the start. Um but I want you to think
14:53about like this. When you speak to
14:56failure, what are what are you
14:58attracting? You're attracting people
15:00that have no motivation. You're
15:03attracting people that um
15:06keep getting stuck. You're attracting
15:08people that maybe on the point of giving
15:10up. [snorts] You're attracting people
15:12that ultimately are more likely to fail
15:16than they are to succeed. Right? Because
15:18if they keep failing and you speak to
15:20their failure all the time, you're just
15:22attracting people that aren't in the
15:24best mindset, right? They're not in a
15:25growth mindset. They're in a failure
15:27mindset. Again, it's not that those
15:29people won't buy. It's just that the
15:31vast majority of them will not buy
15:34because failure is their life, right?
15:36And they see they l the lens of their
15:38life, the lens of their business or the
15:40again the niche you have. It's all about
15:42failure, right? Not a good buyer, right?
15:47or not a good link to what creates a
15:48buyer. So, we focus on pain of success
15:51instead. And all that simply means is
15:54you speak and you make content in such a
15:57way where you're attracting people based
15:59on you've had this success already.
16:02Therefore, you now have this new
16:04problem. So, it's not that you've been
16:06trying this and you're failing. It's
16:07that you've already succeeded at this
16:09thing. This is now a new problem you've
16:11got. It's a it's just a it's a slight
16:14change in how you say something. It's
16:16not necessarily that you're saying
16:17different. It's not that these different
16:19problems entirely. You might be talking
16:21about the exact same problem between the
16:23between failure and success. The point
16:25is how you frame it, right? And so I'll
16:27[snorts] give an example. You can either
16:29say
16:31um you know [snorts] um
16:34you know this is how this is how to get
16:36clients on Instagram, right? And the
16:38idea or sort of the idea of the post
16:40would be right now you're posting
16:42content, you're not getting any clients
16:43whatsoever. here's how to change that.
16:46Right? That'll speak to failure. That's
16:48pain of failure is you're trying this,
16:51but you you're getting nothing from it.
16:53Instead, I'd say, hey, pain of success
16:56would be, hey, you're posting content
16:57already on Instagram.
16:59You're getting leads and people reaching
17:02out um and you get your client here and
17:04there, but you're not getting as many as
17:06you want, right? And straight away, if
17:10you listen back and kind of see how I
17:11framed, it's a completely different
17:12frame. about the exact same problem
17:14here, but how you frame it is different.
17:16You can either frame it in the sense of
17:18you are failing, you're a victim, um you
17:21know, you're not doing anything right or
17:23you frame it as you are doing the right
17:25things, you're already getting results
17:27in places, but you're just missing one
17:29small part here. You're missing this
17:30next thing that's going to get you to
17:32that ultimate outcome. That's what pain
17:34of success is all about. Now, it can be
17:37linked to other problems. Um, you know,
17:39so you can think about sophistication
17:40pyramid, how that ties in. Pain of
17:42failure would just be quite simply
17:44you're making content, getting zero
17:45clients. Pain of success would be you're
17:47making content, you're getting clients,
17:49but they're wrong clients, right?
17:51They're not the right clients for you.
17:52That could also be pain of success is
17:54you're doing something right, but as a
17:56result of that, you're getting a
17:57negative result uh off the back of that.
18:00And so when you can go through and have
18:02sort of different examples of and this
18:04is the exercise for you, pain of
18:06failure, pain of success, and just list
18:08them out for the different parts of your
18:10business and and kind of topics you
18:11focus on. Look at your content over the
18:13past 30 days and ask yourself in the
18:16hooks, in the body, in the call to
18:18actions, in the lead magnets you've been
18:19doing, what speaks the pain of failure?
18:22What speaks the pain of success? And you
18:24might find that, you know, there is a
18:26lot more
18:28pain of failure than you want there to
18:30be compared to pain of success. So to
18:34recap, speak to the pain of success
18:36rather than the pain of failure. Focus
18:39the majority of your content on solution
18:42awareness. And it's not that you're only
18:44speaking about, hey, here's a solution,
18:45but you're speaking in such a way that
18:47attracts people who are only at that
18:49stage, right?
18:52So most of your content to focus there
18:55and then think about your sophistication
18:57pyramid. How can you change the hooks,
18:59the topics, the problems, the symptoms,
19:01the things that you refer to in your
19:02content to speak much more to people in
19:06the overcoming and the thriving stage of
19:09that pyramid as in more advanced people
19:11because combined these three things
19:14together. That is how you can attract
19:16more buyers to your audience who are
19:18there therefore going to buy quicker
19:21than you are followers who therefore are
19:23going to take longer to need to or sorry
19:25longer then to want to buy from you.
19:27[snorts] So that's it for today's video.
19:29Hopefully you found it valuable. Um, and
19:31I'll see you in the next

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