Monthly Archives: April 2013

3 Tips to Creating a Free Gift Your Ideal Clients Actually Want

If you’re like many entrepreneurs, concern (or even distress) about the size of your email list is a major issue. And for good reason.

Your email list — which is a list of folks that have given you permission to email or otherwise contact them — is the foundation of business success. Those are the people who are interested in building a relationship with you and eventually may turn into a customer of yours. The more people on that list, the easier it is to build a profitable, sustainable business.

So how DO you grow that list? Well, one tried-and-true strategy is to come up with a free gift or “taste” of your offer in exchange for getting your ideal client’s contact information. (An example of this is a special report or a video or audio recording and you set up an opt-in page to collect the name and email address in exchange for giving them access to that content.)

The problem is, how do you figure out what the best gift should be? Below are 3 tips to help you do exactly that:

1. Create your gift around what’s keeping your ideal client’s up at night. No matter what it is you sell, there’s one major problem keeping your ideal client’s up at night that your products or services would solve. That’s what you want to focus on — what I call the “gateway” problem.

This is important to remember — while I know some of you reading this offer very complicated and thorough coaching or healing programs that end solving lots of issues your ideal clients have, they didn’t actually buy the your program because of ALL those results. They bought it because of ONE major issue they were having, and now that your program solved other problems, they’re really excited about it but that’s not what caused them to buy your program in the first place.

If you try and get too cute or complicated in your initial gift, your ideal clients aren’t going to be that interested in giving you their name and email for the gift (much less actually going through what you put together).

2. Spend some time crafting a hooky title for your gift. The title is what is going to catch their eye and encourage them to read more about what you’re offering for free.

So how do you create a hooky title? Go back to what’s keeping your ideal clients up at night. For instance, you’re a weight-loss coach, you could focus on 5 foods that make you fat. Or if you’re a business coach you could focus on 5 mindset traps keeping you from building a successful business.

Now, what’s keeping your ideal clients up at night is only the first step. As you can see by my examples there are a couple of other tips to help you craft a hooky title:

• Putting a number in there. It helps to have X tips or steps or secrets or strategies. Adding that detail makes it more specific for your ideal clients plus it implies you’ve laid out the information in a way that makes sense for them to consume.

• The smaller the slice, the better. Notice I focus on 5 foods that make you fat or 5 mindset traps. Not EVERYTHING that is making you fat or EVERYTHING that is keeping you from growing a business. One piece of the puzzle. Again, that specificity makes it very clear exactly what your ideal clients are getting, and the more clear they are, the more likely it is they’ll want it (if it appeals to them).

3. Don’t be afraid to make it content-rich — but don’t give away the store. Okay, so how on earth can you do that?

The best way to do this is to completely answer whatever you promised them you would answer, but your answer should open up another question. So, for the mindset traps, you tell them exactly what the mindset traps are, but if they want more personalized help to avoid them, they’ll need your product. Or you share what the 5 foods are, but then you may need something to replace those foods (or maybe eliminating those foods isn’t enough and they’ll need more help) and that’s where your program comes in.

The problem I’ve seen with content sharing is either people clearly hold back information so it’s obviously incomplete (which irritates your ideal clients) or they share too much information and their ideal clients end up feeling satisfied and have no need to take the next step (EVEN if it’s a false sense of satisfaction).

Again, this can be helped if you narrow down what your gift is covering to a very small piece of the puzzle. If you do that, you (hopefully) won’t share so much your ideal clients feel complete, and if you answer that small piece completely, they’ll feel like you gave them a great deal of content.

Which Event is Right For You? 3 Questions to Help Your Choose the Perfect Event

If it hasn’t hit you yet, it will soon — there are an awful lot of live events happening in the online world.

Now there’s an excellent reason for this — hosting your own event can be a huge business booster, so many entrepreneurs find themselves giving the whole event-hosting a whirl. However, for the attendee, it can be downright overwhelming to decide which events are worth the
time/money/aggravation to attend

If that’s you then never fear, help is here. As someone who has attended probably a gazillion events (the good, the bad and the ugly) I have a few thoughts on this whole event-attending business. Below are 3 questions to ask yourself when an event invitation crosses your path:

1. Is the event promise something you feel like you need to learn? First and foremost events are about training, so taking a look at what you’re going to walk away with is an excellent place to start. In addition to reviewing the event promise (or transformation you’ll receive by attending) also check out the event host. Is this someone you want to learn from? Not only from a credibility standpoint but are you going to enjoy watching them on a stage for big chunks of time?

If the answer is “yes” then it probably would be worth your while to carve out the time in your schedule to attend (especially if there’s not another way to get your hands on the information). If the answer is “no,” that doesn’t necessarily mean you shouldn’t attend, but you should definitely keep reading.

2. Will the networking be worth it? Will your ideal clients be in attendance and/or possible joint venture partners? Events are also about meeting people live and in person. If your peeps will be at the event then you also probably want to be there. If they aren’t going to be there, well, then you may want to think twice about attending, unless…

3. Is it time to infuse your business with new ideas? Are you feeling old and stale sitting by yourself in your home or office? Events are fabulous at helping you shake the cobwebs out of your current thoughts and behaviors and have you see things in a new light. If you’re feeling stuck or overwhelmed in your business, attending an event can be just the ticket to helping you get a fresh new perspective (which ultimately can lead to you getting unstuck and un-overwhelmed).

And I know I promised 3 questions but here’s one more bonus question:

4. Has it been awhile since you attended an event? I do think there are a ton of benefits to getting yourself away from your daily to-do list and into the energy of possibilities that events hold, and if it’s been awhile since you attended an event, then it’s probably time.

Now for scoring — unless you had all yeses or all no’s, there’s no real right or wrong answer. If there was only one yes but it was a really strong and important yes, that may be enough for you. But on the flip side, you still might decline to attend an event even with all but one yes (if the one no was strong enough you just felt like you couldn’t stomach going).

Mostly what I wanted to do is to help you think about all the reasons why it’s important to attend events, and then to decide if this particular event is the right one for you.

3 Mistakes Entrepreneurs Make When They Start to Sell Information Products

This series was inspired by the first time I dipped my toe in the info-product pool. You can read my story on my blog:

Last week I talked about the mistakes entrepreneurs make when they create an info-product. (You can check it out here.) This week I’m covering the mistakes they make when they try and sell it.

Ready to get started? Here we go:

1. Your expectations are out of whack with reality. I once had a self development consultant tell me he wanted to sell a million dollars of his $497 product in one year. So I ran the numbers for him on what he would have to do to get that. He got very, very quiet.

Look, I’m all about thinking big. I’ve thought big my entire life. But if you want to do more than simply think big and actually accomplish big things, you need to understand what it takes to get there.

Let me give you a quick example. Let’s say you want to sell one information product a day off your web site. If you have a 1% conversion rate on your sales letter (and that’s not a walk in the park to do, but we’ll start there because the math is easy) that means one out of every 100 people are going to buy your product. To sell one a day, means you need 100 people looking at your sales letter a day. (Note, I don’t mean 100 people looking at your web site a day, I mean 100 people looking at that sales letter a day.) That means you need to get 3,000 visitors to that page a month. And if you’re not getting 3,000 visitors a month, you probably won’t sell an information product a day.

So let’s say you’re this entrepreneur. You just finished your product, you wrote the sales letter and stuck it up on your site and are now sitting back and waiting for the sales to pour in. And instead of getting one sale a day, you’re lucky to get a sale a month. Or every 6 months.

And when this happens, you’re probably feeling very frustrated and discouraged. But you shouldn’t be. Because if you understood how the numbers worked, you would know what was realistic and you would ALSO know what you needed to do in order to sell one a day. (Note, for more information about this, check out my “Why Isn’t My Web Site Making Me Any Money?” product —

The problem I’ve found is entrepreneurs create their first info product sure this is their ticket to easy wealth. Then, when the days, weeks and months go by and it doesn’t sell, they get frustrated and give up. And giving up is the REAL problem. Not the lack of sales. (Lack of sales CAN be fixed.)

2. You don’t spent the time and energy selling it as you did creating the product. Sending a couple emails to your list is NOT putting a lot of time and energy into selling your product. Or, worse yet, throwing up a sales page and expecting people to flock to it and buy is also not putting enough time and energy into selling it.

Products are great, don’t get me wrong. And while they can be passive income, what they mostly are is leveraged income. Making sales every day from your site is NOT magic. Nor is it an accident. It’s a combination of doing the right marketing tasks to drive warm visitors to your site, collecting their contact information, and starting a relationship with them with an ezine or some other communications. It’s about doing visibility activities. It’s about doing product launches to up your visibility and take your marketing to another level.

When you do all these things, you find your overall sales go up. And when you promote a product specifically, sales spike further.

3. You give up. I can’t tell you how many entrepreneurs I run into who have unrealistic expectations about selling their product, and then do little to no promoting or marketing of their product, and then give up because they don’t sell any. They incorrectly assume there’s a problem with their business, their clients, the product, themselves, etc., when it’s a problem with their marketing.

Before you decide there’s something more drastically wrong, make sure you understand the numbers and the marketing. Only then can you make a determination if there’s a deeper problem then simply bad marketing.