The secret to attracting buyers not followers — Transcript

Full transcript

1. 0:00in today's video we're going to be
2. 0:01speaking about how you can attract uh
3. 0:04buyers into your audience rather than
4. 0:06just followers now I am filming uh in my
5. 0:10car um and as you can see probably the
6. 0:14camera is bouncing around everywhere um
7. 0:18I'm testing something out I've got all
8. 0:19the gear no idea so bear with me and if
9. 0:21the camera Falls uh then you'll see and
10. 0:24I'll have to restart the video from
11. 0:27wherever it falls and it stops but
12. 0:29anyway let's talk about attracting
13. 0:31buyers and not followers now the key
14. 0:33thing with this is that most people
15. 0:35think that attracting buyers is all
16. 0:37about you know adding more value adding
17. 0:39more value to the point where then
18. 0:43people feel like they owe you something
19. 0:45because of the amount of value that you
20. 0:48have given them right they feel as
21. 0:49though they need to reciprocate the
22. 0:51value you have given to them and
23. 0:52therefore they will buy something from
24. 0:54you and that's just not how people buy
25. 0:56it right people don't buy in that way
26. 0:58and so we really need to swich
27. 1:00your mindset from how do I give more
28. 1:02value to how do I give a different type
29. 1:04of value right how do I create a shift
30. 1:06in thinking as opposed to essentially
31. 1:09giving people the answer and that's one
32. 1:11of the key things when it comes to you
33. 1:14know attracting buyers and not followers
34. 1:16number one is you have to learn how to
35. 1:18create a shift in thinking and feeling
36. 1:20rather than just giving people value as
37. 1:23a how to Tactical here to the answer
38. 1:25value that leads me on to probably the
39. 1:27second point and probably the the one I
40. 1:30want to focus on more in this video
41. 1:32which is that you need to stop giving
42. 1:35away free stuff now it used to be and
43. 1:38still is that giving away free stuff is
44. 1:40a way to attract leads right leads for
45. 1:42your business it's a you know you create
46. 1:44a freebie you create a lead magnet you
47. 1:46send it out to people whether that's
48. 1:48through men chat or you do it manually
49. 1:50it doesn't really matter but you have a
50. 1:51lead magnet and of course from that
51. 1:53people opt in put their email in you
52. 1:56send them a bunch of emails you upsell
53. 1:58them to a I don't know loot offer you
54. 2:00upsell them to work with you in your
55. 2:01main program at least that's the idea
56. 2:04and again the problem here is that we're
57. 2:07at a stage with the entire coach
58. 2:08industry
59. 2:11where people on Instagram especially the
60. 2:15people who are looking for the free
61. 2:16stuff they are simply just freebie
62. 2:19Seekers right these are people who they
63. 2:21they don't even want to buy it they're
64. 2:22not buyers they haven't bought anything
65. 2:24they're not going to buy anything they
66. 2:26are simply opting into every automation
67. 2:29every lead magnet any freebie they can
68. 2:32get their hands on they are opted into
69. 2:35and so what happens is you fall into the
70. 2:37Trap of doing a post having a you know a
71. 2:40lead magnet running a many chat
72. 2:42automation seeing it go viral or do
73. 2:44better than average seeing all of these
74. 2:46leads coming through and in fact these
75. 2:49are people that doesn't matter what you
76. 2:51do doesn't matter what your funnel is
77. 2:53and how good your content is how good
78. 2:55the offer is these are the type of
79. 2:57people that will never buy anyway way
80. 3:00right and so there's a story um I want
81. 3:03to quickly tell you so when I was
82. 3:04younger and until today it's there but
83. 3:07there's a there's a pretzel stand at
84. 3:09like a very big shopping center uh near
85. 3:11where I live and every time that I would
86. 3:14go to the shopping center when I was
87. 3:15much younger and this is probably 15
88. 3:17years ago I'd walk past this pretzel
89. 3:20stand and the pretzel stand is Tiny
90. 3:23right you know the pretzal stand is
91. 3:25there's space for two people to make
92. 3:26pretzels and that's it and so what they
93. 3:28would do is they would have one or two
94. 3:30people on in the stand making pretzel
95. 3:32and taking orders then there'll be one
96. 3:34or two people either side of the stand
97. 3:37uh giving away fre samples and so what
98. 3:39me and my friends would do is we would
99. 3:41go to the stand go to one side of the
100. 3:43stand grab a sample walk around to the
101. 3:45other side and grab another sample walk
102. 3:47off and every single time we'll go to
103. 3:49the shopping center this is what we do
104. 3:51if we wanted a snack and we had no money
105. 3:53and whatever we go and find a pretzel
106. 3:56stand and we take a sample and we would
107. 3:57do it multiple times right literally
108. 3:59multiple times on the same day even and
109. 4:02in the 15 OD years um that that pretzel
110. 4:05stand has been there and it is still
111. 4:07there right so there's something
112. 4:09working but in the 15 or years of that
113. 4:11pret stand is been there I have never
114. 4:13once purchased an actual pretzel and I
115. 4:16have never once encouraged anyone to
116. 4:19purchase a pretzel and I think it just
117. 4:21goes to show that when you have this
118. 4:23small stand where there are thousands of
119. 4:26people walking past every single day
120. 4:28there are thousands of people who use
121. 4:30that shopping
122. 4:32center you know I am one of the people
123. 4:34of probably the 90% of people who has
124. 4:36not purchased once and that's over the
125. 4:39course of not a few interactions not
126. 4:43just a few years but over the course of
127. 4:4615 years I not purchased anything from
128. 4:49that pressource St now if people argue
129. 4:51well it's good for Branding and you know
130. 4:53the Pressel stand is still there yes it
131. 4:55is still there but the point is it has
132. 4:57had to you know rely on getting
133. 5:01business with massive volume you know
134. 5:04we're talking millions of people over
135. 5:07the years who have walked past that
136. 5:08pretzel stand and that is what is it has
137. 5:11required to stay in business and I'd
138. 5:14argue what if the pretzel stand was
139. 5:16doing so well it would have upgraded
140. 5:19from just a pretzel stand to being a
141. 5:21fully-fledged you know restaurant or
142. 5:23shop or or something anyway the point
143. 5:26I'm trying to make is you giv away free
144. 5:28stuff on Instagram is the equivalent of
145. 5:31the pretzel stand it's the equivalent of
146. 5:34you holding out your hand giving away
147. 5:36value to people like me who are never
148. 5:39going to buy no matter what you do and
149. 5:42so what is the solution to this well the
150. 5:45solution is not necessarily not giving
151. 5:47away free stuff but it's perhaps
152. 5:49changing what you give away for free and
153. 5:52also changing where you give it away so
154. 5:54I'll just quickly explain this number
155. 5:57one changing what you give away so most
156. 6:00lead magets tend to be very generic they
157. 6:01tend to be like you know chat GPT
158. 6:03prompts and and stuff like that and
159. 6:05that's all W and good but again any
160. 6:07random Joe any random person will find
161. 6:11Value in them right when we'll opt in
162. 6:13for them and as soon as these people opt
163. 6:15into your email list these are people
164. 6:17that as soon as they opt in is as soon
165. 6:18as they leave and that's not good for
166. 6:20the help of your email list it's not
167. 6:21good for the help of your your audience
168. 6:23if they're following you um and all it
169. 6:25negatively does is drop your engagement
170. 6:28drop your open rates um rumors your
171. 6:31algorithm right on Instagram it then
172. 6:32shows your content to the wrong people
173. 6:34because you got the wrong people opting
174. 6:35in the first place and it's kind of this
175. 6:37endless
176. 6:38cycle so the switch is number one is you
177. 6:41change what you give away and position
178. 6:42and messing around it so for example
179. 6:44instead of chat GPC prompts um it's not
180. 6:46that that specifically is a problem you
181. 6:48have to get highly highly specific with
182. 6:50who it is for if you're targeting
183. 6:52coaches right then it won't just be hey
184. 6:54if you're a coach here some content Jack
185. 6:56GPT prompts you know it'll be hey if you
186. 6:59are um a coach you have been in business
187. 7:01for five years you um you know have
188. 7:05between 50 to 100 clients you make I
189. 7:08don't know 10 to 20K per month you know
190. 7:10and you're currently wanting to improve
191. 7:12um you know the retention of your
192. 7:13business you know so straight away
193. 7:15that's going to attract a very different
194. 7:17type of person it won't necessarily be
195. 7:19all the right people uh but it goes a
196. 7:21very long way to being uh mostly the
197. 7:23right people and so that's step one is
198. 7:25you change the messaging and positioning
199. 7:27of the thing you're actually selling
200. 7:29sorry giving away for free the second
201. 7:31thing is you change where you give it
202. 7:33away right and so instead of giving away
203. 7:35something for free where people have to
204. 7:37opt in for it in your content all the
205. 7:39time uh you try to hide things kind of
206. 7:42in the next step of the funnel right so
207. 7:44give an example I have a vsl um and that
208. 7:48is the only way as of right now that
209. 7:50people can get onto my email list but
210. 7:5390% of the time the only place you can
211. 7:55find my vsl is below this YouTube video
212. 7:59right or below my YouTube videos so it
213. 8:01requires you to be following me it
214. 8:04requires you to be engaging with my
215. 8:06content um enough to go and check out my
216. 8:08YouTube channel it requires you to be
217. 8:10aware that there is a link below the
218. 8:12video for you to even get a chance to
219. 8:14see my vs again 90% of the time CU I
220. 8:17still promote it outside of them and so
221. 8:20it means that again the majority of
222. 8:22people that land onto my email lists
223. 8:24they are people who are already warm
224. 8:26they've already seen my YouTube videos
225. 8:28they've already seen my content um you
226. 8:31know they're already aware of what I do
227. 8:32they're probably very much interested in
228. 8:34what I do and so you know my emils is
229. 8:38much stronger and it performs much
230. 8:40better as a result of that I get much
231. 8:41more return on investment from the time
232. 8:43and energy I put into it and it's not
233. 8:46because of the the lead magnet because
234. 8:48the vs it's just because of where the
235. 8:50vssl where the lead magnet is in in in
236. 8:55relation to the rest of the fun okay and
237. 8:57so most people use lead magnets as as a
238. 9:00way to get followers but it's literally
239. 9:02the worst thing to do because you're
240. 9:04just getting followers who want free
241. 9:06stuff right so you need to avoid that so
242. 9:09my work around is I still give away free
243. 9:12stuff um you know with automations and I
244. 9:14still use it as a way to boost content
245. 9:17and try to get in front of more people
246. 9:19however when I'm doing it I am doing it
247. 9:23and pushing people
248. 9:26towards sorry someone pulled out I'm
249. 9:28pushing people towards my YouTube
250. 9:31channel or I'm pushing people towards
251. 9:33something else that does not require an
252. 9:36optin right and so that way I'm not
253. 9:40forcing people to follow me I'm not
254. 9:42forcing people to um give me their email
255. 9:45list you know I'm not forcing people who
256. 9:46are freebie Seekers to follow an op in
257. 9:50and mess up what I've built okay there's
258. 9:53a essentially an extra barrier and extra
259. 9:55lay of friction that is there but in
260. 9:57general you just want to minim my the
261. 10:00amount of free stuff you're given away
262. 10:01that's kind of the general Ro of fun of
263. 10:03this video is if you want to attract
264. 10:05more buyers than you do followers you
265. 10:08have to give less value in the sense of
266. 10:11tactical here's how to do x y and Zed
267. 10:14and you have to do less given away free
268. 10:17stuff all the time um and actually the
269. 10:20final part to this is you have to sell
270. 10:22more right and I don't mean just
271. 10:25always you know selling more stuff you
272. 10:28just have to to actively sell and
273. 10:30promote your stuff more often if you
274. 10:33have one offer multiple offers that's
275. 10:36not really the point here the point is
276. 10:38you should be making an offer to work
277. 10:40with you an offer to buy from you
278. 10:43practically every single day right and
279. 10:45so when people come into your your world
280. 10:48right when it comes to Instagram and
281. 10:50they come into your funnel they need to
282. 10:52be conditioned right it's about
283. 10:54conditioning your audience much much as
284. 10:56it's about attracting the right person
285. 10:58it's also about conditioning your
286. 10:59audience to understand that you are not
287. 11:02just one of the sheep you're not just
288. 11:03one of the thousands of other people who
289. 11:06just give away free stuff you know and
290. 11:08that's it you want to condition people
291. 11:11to understand oh okay on Harry's page
292. 11:14he's going to make me offers every day
293. 11:15on Harry's page he's not here just to
294. 11:18Simply give me free share and let me go
295. 11:21about my day right and that's fine
296. 11:23that's going to push some people away
297. 11:25that's the whole point of it but what it
298. 11:27does is it keeps the serious people
299. 11:29in the audience it keeps the people who
300. 11:32want to invest the people who already do
301. 11:34invest the people who understand that
302. 11:38you know the best coach for them or the
303. 11:40best person out there is not just giving
304. 11:42away their stuff free stuff Wily nearly
305. 11:45to everyone right the serious buyers
306. 11:47your soulmate buyers they appreciate
307. 11:50when you put a price tag they appreciate
308. 11:53the fact that you don't give everything
309. 11:54away for free to any stranger on the
310. 11:57internet and they appreciate the fact
311. 11:59that you are specific in the language uh
312. 12:02of and messaging of who it is you're
313. 12:04trying to attract and who it is you're
314. 12:05trying to to sell to uh and so that's
315. 12:09pretty much it you know it's more about
316. 12:12principles than it is about particular
317. 12:14strategy um we're going to reduce the
318. 12:16free value or change the type of value
319. 12:19we're going to stop giving away so much
320. 12:21free stuff we're going to sell more
321. 12:23often in our content and also if you've
322. 12:27got something that you think is valuable
323. 12:29and you perhaps think it could be a good
324. 12:30lead magnet I'm going to challenge you
325. 12:33why not put a price tag to it even if
326. 12:36it's $5 even if it's $10 it doesn't
327. 12:39really matter what the price tag is just
328. 12:42put a price tag to it and you will find
329. 12:45yes of course you get much less response
330. 12:47yes less people buy it but the people
331. 12:49who do buy it are buyers right and they
332. 12:51are the people you want to be attracting
333. 12:53um you know more so uh to your to your
334. 12:56page um and obviously attracting them to
335. 12:58work with them so that's it I am at my
336. 13:01location where I need to be now so I
337. 13:03have to go um I'm at Spar basically
338. 13:06going to go to the gym jump to the spa
339. 13:09after relax um get some food and do some
340. 13:12work actually while I'm here so thanks
341. 13:15for time hope you enjoyed the video and
342. 13:16I will see you in the next one