If you’re not getting opt-ins - this is an important read.
It’s from a coaching chat I had with a private client
And I got permission to share this with you.
Because this is so critical to our business.
PLUS, I’ll reveal a simple fix that you can do right now to “fix” your opt-in problem.
In my experience one of the biggest struggles marketers face is getting opt-ins
Which is where Sarah comes in. (not her real name, that’s my avatar)
She’s not getting opt-ins either.
But that’s really a surface-level problem.
Let’s dig deeper, shall we?
For starters, Sarah tells me her Facebook ads aren’t working.
Hold on a minute amigo!
Don’t go anywhere.
This is for you even if you are NOT doing Facebook ads.
Because getting focus and clarity on your marketing is important
Back to Sarah.
She tells me people click her Facebook ad. But they aren’t opting in to watch her free training.
But if you don’t have an opt-in problem you can stop reading. This isn’t for you.
I DIG A LITTLE DEEPER WITH SARAH.
Ask about her ‘funnel’.
Like; “what happens when someone watches your free training?”
I don’t want to make a quick diagnosis. We need the full picture.
Know what I mean?
In Sarah’s case, people are directed to a webinar. Then invited to purchase.
And there’s nothing wrong with it.
So, I keep asking questions.
“How long did you run your Facebook ads before you decided they aren’t working?”
“About a week”
Coaches’ quick note:
(A week isn’t LONG enough to make a decision to completely stop the ads.)
Then she continued.
“Facebook kept shutting me down. Turning off the ads, turning them back on again. My ads guy was frustrated. I was watching money going out not knowing if I should change the ads themselves.”
I told her; “I understand how you feel. At the same time, I find so many people shy away from the marketing route they do because the first few attempts fail. It's ALWAYS gonna fail when we start. It's how it works. There are VERY FEW exceptions that knock it out of the park right away...that's what we've all been sold, or see in our feeds...but it clouds our judgement”
SHE ALSO BELIEVES SHE HAS A CLEAR MESSAGE.
“2.5% of the people who saw my ad clicked on it to get the 3-part training.
I’m consistent on the opt-in page.
But no opt-ins.
They got shy and left” she adds.
Because I’m an assertive problem solver, I get straight to the point.
“So, if you have a clear message, how come nobody’s opting in?”
“I don’t know. I might need to change the opt-in page into more of a sales page, with testimonials and all that”
I wasn’t convinced.
THEN I ASKED ABOUT HER TRAINING
“Nobody’s watched the training. Not excited enough.
It needs to be more digestible, more valuable. Or a better offer.”
“So how do you know that if nobody is watching?” I asked.
(there’s that blunt tell-it-like-it-is Joey - LOL)
Hey, you still with me?
Because this is important.
I see premature decisions like this all the time.
And it’s not Sarah’s fault.
Because she’s too close to everything.
Pulled in every direction.
All Sarah wants is to “flip the switch and send this thing to the moon” (her words)
So, I want her to get focus. Get some clarity on what needs fixing.
Once I realized the underlying cause for the opt-in problem, I gave her a simple solution to test.
In Sarah’s case, we don’t know if her training is REALLY broken yet.
Because she is not getting opt-ins. And nobody’s watched it.
SO GETTING PEOPLE TO OPT-IN IS THE FIRST STEP.
Or IS IT?
What if the mold we’ve all come to love and trust doesn’t work for us?
Why are people getting cold feet (as Sarah says) at the opt-in stage?
There’s a simple underlying reason for this.
In other words...
When we market the same way everyone else is, we ADD to the clutter.
We don't lost an opt-in.
We lose ATTENTION.
What this means is we aren’t really competing with other products and services.
>>> We are competing with the CLUTTER <<<
Read that again and let it sink in.
The good news is..Sarah BROKE THROUGH the clutter.
Maybe she doesn’t realize how big a deal this is.
But then she put up another barrier.
Something that our already distracted, time-starved prospect isn’t willing to deal with (in her case).
( Keep in mind, this is a specific ‘remedy’ for this ONE person I coach.
Even though I think you should try this if you’re having trouble with opt-ins, it DOES NOT mean it’s the magic fix.)
I even warned Sarah;
“This is the first thing I suggest. The training and coaching class will give me a better look at your entire sales process, copy, message, etc.”
I try not to give decisive answers based on the tip of the iceberg - if you know what I mean.
With all that said...
HERE’S WHAT I SUGGESTED SARAH DO:
“REMOVE the opt-in.
Put the training on the page for all to see.
You are TESTING the training. Because we know the Facebook ad works.
IF they like it and opt-in for the webinar you know your 3-part training works.
If they don't, you know the message and offer in the training isn't compelling.
It doesn’t trigger any emotional desire.
In other words..forget the opt-in.
People are fed up with that stuff.
Turn your ads back on, run traffic and test your training straight outta the box.”
“Kind of brilliant” she says.
I’ll take it LOL.
A lot of this stuff is just from the experts I hang with. I don’t wanna take the credit for something I didn’t ‘create’
But it’s BECAUSE of all that training and knowledge, I can sort through and help goal-oriented, purpose-driven people like Sarah be more decisive.
I hope this helps you too.
I know it’s a LONG opinionated post.
But I believe in what I do.
If you have any questions, post ‘em below. I’ll do my best to get you focus and clarity too.
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