TGC #73: How I turn followers into clients

Building an audience on a platform like LinkedIn and turning that audience into clients are completely different skills.

The first is more about knowing how to create engaging content. The second is about understanding how people buy.

I won’t insist on the first one, so I will assume your followers are a good fit for your business.

Otherwise, no matter what I teach you, it will not work. Audience - Business Fit is crucial.

Going back to turning followers into clients, I start by telling you why that doesn’t happen:

There is a gap between what people do on social and what actions you expect them to take.

Liking some posts on a social media platform is one thing…

Paying $10,000 for a service immediately is another thing (+ the other ‘costs’ involved: time, changes, etc).

+ of course the trust factor, which is crucial in marketing and sales.

So this is where any service provider should work. I solve this problem in 2 ways:

1. I sell them low risk, low price, and low friction offer.

2. I introduce to them a trust-building offer: my newsletter.

The gap problem is solved pretty easily just by doing these 2 things.

If they are willing to engage deeper into the problem, they can do that by investing a few hours and paying a small amount of money.

They don’t need to think too much about it and I’m able to get the ‘YES’ quicker.

Low risk, low price, and low friction.

I look at this type of offer like being paid to explain to potential clients what they should do and see me as the best choice for their business.

Because usually they need extra help and since the trust was built… they ask for more.

Follower → Customer → Client.

For people who aren’t ready to engage deeper (which is completely fine) I aim to build extra trust and stay top of mind.

I’m doing that through a lead magnet that gets them to my newsletter (how you ended up reading this).

There I engage with them weekly (like this issue). This lets me build more trust week by week, email by email.

Some of the people from my list reach out directly asking for more, while some don’t.

I don’t sit on the fence and that’s why I’m using Action Emails. A type of email where I want to make ‘warm prospects’ take a small action.

And guess what I’m using here?

The low risk, low price, and low friction offer (a.k.a The Onboarding Offer).

The process is almost the same as in the first case, just with a small difference:

Follower → Subscriber → Customer → Client.

In this case, it's even easier for me to get a client and make a sale. That’s because the trust and commitment level is higher.

So my approach is only about winning:

I sell an offer directly from LinkedIn (in my case) → I’m selling the offer faster.

I sell an offer through my email list → I’m selling the offer easier.

I’m ok with both ways. ??♂?

The good news is this can be implemented for any service provider (no matter how small or big).

The bad news is that even though it's a simple process, it requires some work to craft the right type of offers and create the right content.

This being said, I can help implement this into your business in just 2 hours.

Reply “CLIENTS” and I’ll share more details with you.

(Just gave you an example of an Action Email, even if combined with my weekly newsletter. But it’s a true example. So if you want that, I can really help.)