How do you lead your audience on a journey to becoming a paying client?
That’s what we’re going to be talking about in this episode, where I’m going to dig into how a customer goes from, frankly, not knowing that you even exist, to then becoming a paying client!
So those of you who are new here, and you don’t know who I am. My name is Dan Holloway. I’m a business coach and a mentor, and I’m on a mission to help 1 million creative entrepreneurs to earn a stable, diverse income from doing what they love. But in order to make an income, you need to have paying clients and paying customers, right?
And in order to get paying clients, paying customers, you need to actually first make sure that they know that you exist. In order to do that, you need to understand their journey from point A to point B. And we’re going to dig into that now.
So when I work on this with clients, I break it down to a concept that’s been around for a very, very long time.
You’ll see a lot of people out there who will sell, all these new fangled, fantastic, never before seen methods and frameworks and all this kind of ‘stuff’. But frankly, they are recycled repurposed versions of what has been around for in many cases, centuries, in some cases, millennia.
So, if you go way, way back to ancient Greece, numerous thousands of years ago, there was a guy called Aristotle.
Now Aristotle actually postulated the concept of ethos, pathos and logos. I won’t go into the depths of that because that’s actually really, really deep. I’ll go into a slightly diluted version just for the purposes of this episode.
But ethos, pathos and logos is essentially how you actually build trust and how you have authority within a market place. And how we have authority within the eyes of an audience. And how you use ethos, pathos, and logos to persuade someone to buy into you…. In terms of commerce to buy from you.
Now, if we fast forward to modern times, a diluted version of that that’s still been around for many decades is the concept of the buyers journey. Now it breaks down like this.
Someone could transition themselves from being pain aware, to being problem aware, to then being solution aware.
So pain aware, problem aware, solution aware. So let’s dig into those.
Someone who is pain aware, understands that they are feeling a pain. But they don’t know what’s causing it. They are uncomfortable. They’re frustrated. They’re angry. They’re feeling very negative emotions. They’re feeling some kind of a pain, some kind of discomfort, some kind of thing that they just don’t want to be feeling. But they don’t know what’s causing that pain.
So they are pain aware, but they are not problem aware and they are not solution aware.
So part of the content that I actually get clients to start creating as part of their content funnel and their strategy to really, really create a deep nurtured, strategic content machine, is to create content for the pain aware people and in terms of funnels and we get into funnel building in further episodes.
Pain aware people tend to be your broadest market segment.
That’s where we generally refer to those as cold audiences or cold traffic.
People who don’t know you exist. People who don’t really know what the problem is. That’s causing the pain. They just know they’re feeling some kind of pain. So your content will speak to that pain.
If you have a headline that says, “if you are feeling X, Y, and Z, then maybe this is why?”. If someone who reads that or consumes that content sees that actually, “Yeah, that does look like me. I mean, that’s the kind of pain that I’m feeling maybe that is being caused by what you suggest!”.
Then that piece of content nurtures the audience towards a point where they can start becoming more problem aware. So they transition themselves away from pain aware into a position where they are problem aware. So they are aware of the pain they’re feeling, but they are also aware of the problem that is causing that pain. So they are now, problem aware.
In terms of funnels, that’s no longer cold audiences, that is warm audiences.
They’re aware of who you are. They’re aware of what the problem is that is causing the pain that they are experiencing, but they’re not yet aware of what the solution is to cure that problem and therefore alleviate the pain.
So the next piece of content you create is such that you elaborate more on what the problem is, and you start introducing the solution to that problem.
So cold audiences would have been. “if you’re experiencing this pain, maybe this is why?”.
Now the next piece of content or the campaign you would be putting out there into the world, nurturing your warm audiences would be problem related, nurturing towards solution related.
So we already know that you’re experiencing this pain. We’re starting to understand that this pain is being caused by ‘this’. In order to alleviate that problem. Actually, this solution here is a really, really great, effective, proven, trusted method to alleviate that problem. To cure that problem and alleviate that pain.
And that piece of content nurtures them towards being solution aware.
Now, when you are solution aware, that is what we call hot traffic. A hot audience, i.e. one that is literally teetering on the edge of being about to buy.
Now, the only thing stopping someone from buying is if it’s not the right time or if they don’t trust you, or if they’re not ready yet. Or they find someone else who they like more than you.
So at this point, your job is to convert them. And converting a hot audience from being about ready to buy, is to qualify them as to whether or not they are in a timely position to buy. And to overcome any objections they may have.
If they’re not ready to buy, don’t force them, don’t manipulate them. Don’t put countdown, timers, or fake fear of missing out strategies. Things like that, because I believe that’s unethical. That’s kind of a dick-move.
But if they are ready, you can qualify them as being ready. You can ask questions, like.
“Are you ready to dig into this and really start moving forward, away from this problem you’re experiencing? If you are, great, book a call. If you are a great click here. If you aren’t great jump into my course. If you are great, come and book a session with me.”
Whatever the call to action is, that is a solution aware next step. It’s the conversion step.
If they’re not ready. And the answer to that question of, “Are you ready to jump in?”, is a no… Then they go on the nurturing pile. It doesn’t necessarily mean they’ll never be ready. It just means that they’re not ready now.
Other qualifying questions could be based upon money. Could be based upon time. It could be based upon trust. They could want proof that your solution does actually work. They could want proof that you are a trusted authority to implement the solution, you’re saying that you can actually implement.
There could be all sorts of blocks and all sorts of objections that they could have, and it’s your job to understand your audience well enough to understand what those objections are. And overcome them in an ethical and honest manner.
But when you understand what your customer’s journey is from being cold to warm, to hot, to potentially a client or not. Then you really are going to be in a prime position to grow and scale your business all day long!
Because when you understand your customer journey, you understand that you are serving your audience and you’re serving your customers.
Because at the end of the day, it’s all about them. It’s not about you.
And that sounds a little bit counter-intuitive to some people. It’s a little bit triggering for other people. But it’s true!
You are there as a business to solve problems for your audience. Solving problems for your audience is a service that you provide. Services actually get paid to be delivered.
So you are serving your audience. That’s about them, not about you.
And you can see what I do within my own business within this exact same concept.
If you look through the content that I put out into the world, you’ll see that a lot of it is speaking to the pain aware or the problem aware audiences.
And the call to actions that I implement within my content. And I’m about to do one right now, is.
“If you want to jump into how to grow and scale your business, if you want to actually really intrinsically understand how to do this within your own business, book a call with me. By all means, we can dig into that and we can see if we’re a good fit to work together.”
“If you check the link in the description below. It’s https://danholloway.live/call. And by all means book a call”.
Now we get into the objection handling.
“It’s not a sales call is the discovery call. I don’t do sales calls. If you jump onto a call with me and I have any form of sense that you’re not too sure, or you’re not too ready, or you’re saying yes, but I’m getting vibes that actually it might be a no. I’ll actually ask you to sleep on that decision. And let me know if you want to go ahead 24 hours later”.
Most of the time people do still go ahead. Sometimes they don’t and they actually appreciate the fact that I give that breathing space to decide whether or not it’s really decision they want to make.
So I can overcome objections, but I don’t pressure my audience and I don’t pressure leads or prospects into making that buying decision. Because I’m not that way inclined, ethically speaking. That’s not how I roll!
I could manipulate clients into becoming customers. I know exactly how to do that on a very, very deep level. But just because I do know how to do it doesn’t mean I would do it.
With great power comes great responsibility. As uncle Ben said, I believe in Spider-Man haha. I do like my comics, I’ve got to say.
But just as it is true in the universe of Marvel is true in the real world of business!
So, if you want to talk to me, by all means to do. If I can help you. And if we are a good vibe to work together and if we’re a good fit, then fantastic.
If we’re not, then I’ll point you in the direction that I believe will help you.
Thanks for joining. And I’ll catch you in the next episode.
Business Coach & Mentor
to Creative Entrepreneurs
Founder, The #DanKnows Vault