Master certified life coach Susan Hyatt loves shoes.
She tells a story about a regular day driving around her hometown of Evansville, Indiana, when she saw a sign outside her favorite Boutique, Flutter.
The sign said ALL SHOES AND BOOTS: 60% OFF. She screeched to a halt, pulled into a parking space, and went inside. The sale was AMAZING! It was one day only! They were clearing the way for a new season of inventory, and all their designer shoes were marked down to ridiculously low prices. She pulled out her phone and texted her best friend: Girl, you better get down to Flutter RIGHT NOW! They are having an AMAZING sale! Come now! Do it!
Susan talks about how all marketing and sales should channel this concept of shoe sale energy: you’re so excited about a product or service that you tell your all your friends they HAVE TO HAVE this thing!
You can channel this same girl, you cannot MISS this! energy to make offers to your customers.
Brooke Castillo talks about a similar concept. When she invites people to join her premium monthly coaching program and they say no, she doesn’t get sad or discouraged or anxious. She’s like, WHAT? You don’t want to JOIN? Do you understand what you’re GETTING? She is so confident in the amazing value that she offers – and the level at which she overdelivers for her clients – that she truly doesn’t understand why anyone wouldn’t want to join. (She certainly doesn’t make their ‘no’ mean anything about the value of her program, her experience, or her worth as a person or as a businesswoman.)
Let’s break down this concept of shoe sale energy into four tenets that we can use as a basis for a marketing plan.
Build a Relationship
Susan has a relationship with her favorite boutique. They know her and she knows them. If it had been a random store she’d been driving by that had a Sale sign outside, she may not have stopped in the middle of her busy day.
In your business, this ‘relationship’ piece is the Know, Like, Trust maxim that you know as the foundation for marketing. You form a relationship with your tribe by creating free content.
Your relationship-building free content needs to have three things:
- It needs to be so valuable that it gives results ahead of time. (For more about this concept, check out this podcast episode from The Life Coach School.)
- It needs to be consistent. You need to show up at the same time every day or every week, week in and week out.
- It needs to align with your brand. This is going to sound really obvious, but you can’t just post a bunch of random, disparate stuff on social media just because you like it. You need a guiding process for your brand. Jasmine Star talks about creating an ideal customer avatar on Amy Porterfield’s podcast episode 106.
Meet Your Client’s Wants & Needs
Susan knows that Flutter A) carries high quality shoes; B) carries her shoe size; and C) that the vibe matches her sense of style.
In other words, this business sells high-quality products, the products fit her needs, and she’s their ideal customer – she’s part of their tribe.
If you don’t know whether your products or services fit the needs of your ideal customer, you need to go old-school and get on the phone with some people. When my coach Katrina McGhee was putting together her online course about finding career freedom, she wanted to talk to a few people about their career struggles so she could dial in the language she was using. So she put out a call to her email list and social media followers: if you felt stuck in your job, she wanted to interview you for 20 minutes, and she’d follow that with 20 minutes of free coaching on any topic you wanted. It worked like gangbusters.
So if you need to verify that your product is valuable to your ideal client, get on the phone and ask them, and offer them something in return. Everybody wins!
Make a Specific, Compelling Offer
Susan stopped in the middle of a busy day because she saw an offer she couldn’t pass up – a 60% off shoe sale. The offer was specific and compelling.
Brooke Castillo describes it this way: Imagine that you have a friend hanging out at your house for the afternoon. The two of you are sitting in your living room and you say, “Feel free to help yourself to anything to eat in the fridge.”
It’s very hospitable of you! You don’t want to limit your friend to one food, right?
Well…is your friend really going to go poking in your fridge, looking through your leftovers and wondering if you’re saving that snack for your lunch tomorrow?
What if, instead, your friend came in to your living room and you said, “Here’s a plate of homemade chocolate chip cookies, freshly baked especially for you. Please have one!”
In our marketing and sales, we often need to go from “Help yourself to anything in the fridge!” to “Please enjoy this freshly baked chocolate chip cookie.” We need to go from offering everything and the kitchen sink to making a single, specific, compelling offer that our customers can’t pass up. Just like your friend who’s enjoying that cookie you offered her.
If Flutter wasn’t having a 60% off sale, Susan probably wouldn’t have gone shoe shopping that day. The value she was able to get on sale day far outweighed the price she paid for her shoes.
Make sure that the value you’re offering your customers outweighs the price you’re charging so much that saying YES is a no-brainer.
Case in point: Brooke Castillo’s monthly coaching program, Self-Coaching Scholars. I’m a member, and it is freaking AMAZING. Each month, you get a hard copy workbook in the mail with teaching material and a daily exercise, a podcast workbook, three videos on the monthly theme, weekly live coaching calls plus bonus calls on specific topics, access to ask coaching questions any time and get a customized answer, and access to a free private 10 minute tutoring session. PLUS, you get access to every digital program she’s ever done, including courses on money and entrepreneurship. The cost? $297/month. No-brainer.
Note that overdelivering value is a different mindset than undercharging for your services. In Brooke’s case, her business model allows her to sell unlimited seats to Scholars, which means overdelivering value for each of her clients is just fun. So if you’re a coach or run a service-based business, consider products and tools that you can produce one time to create extra value for your clients, rather than undercharging for your live time.
When you build a relationship with your tribe, offer them products and services that exactly fit their needs, make a specific, compelling offer, and overdeliver value, people are going to be knocking down the door to work with you.
What sales do you flock to? How can you channel that excitement into marketing for your business?
April 26, 2018