Debrief Diaries: Refining the Website, Lead Magnet, and Offers for a Clearer Sales Path

I want to start recording these little debriefs after my coin collecting strategy sessions to share with you guys. So I just wrapped up my session with someone who works in ops. She's more high level, so I would say more like in a COO level ops manager. And some of the goals that she had coming in was to figure out what could be a lead magnet. She also noticed that her website isn't really bringing in leads, so she wanted to kind of go through her messaging on her website and figure out SEO. And she wanted to see what digital products might be a possibility for her business and think through what strategy she could have to lean into speaking. And so we talked through. I'm going to start with some of the things that we kind of talked through.

So let's start with the lead magnet. When I think about ops people, one of the things I want to stay clear of is you attracting someone. And this is all service providers, by the way, not just ops, but especially ops people. You all will make lead magnets that involve a level of DIY. Any level of DIY that's involved in your lead magnet will attract DIYers and therefore defeat the purpose of you having the lead magnet, because they will not hire you. And the higher the price point of your offers, the more likely you are to to waste your time and build a list full of people who are never going to buy from you. And so she shared with me that she had a kind of like an audit that she was doing at the very beginning of the call. She was like, I had an audit that was kind of like an entry level thing.

But the problem with that is that it was taking so much of my time and I didn't like it. And I already knew in my mind that that was going to be something for me. So when we got to the point of talking about the lead magnet, I did start off by saying, well, do you have an existing lead magnet? And she said, actually I do. But at the time she wasn't focused on the specific type of client that she's focused on now, but now she has a niche. So she said, I'm thinking about updating my basically a quiz to focus on my niche and then my niche clients, and then that's going to be with my lead magnetism. I said, that's actually a great idea. But she didn't seem like excited about that lead magnet. So as a strategist on the coin collecting strategy call, the point of the call itself is for me to pitch to you different marketing strategy ideas.

So I said it's hard for me with this particular client to come up with different lead magnet ideas because when I look at the individual going to look at you, not just pull from a pool of ideas for different lead magnets that my clients have successfully done. I look at you, you as an individual, you, your brand and the type of clients that I know you want to attract. When I looked at her as an individual, she's very poised, very serious, but her brand is also very poised, very serious. And I imagine she also attracts people who have either bigger businesses, more serious businesses, or they need serious help with their back end of their businesses. Right. And so when I was thinking about a lead magnet, she can't just have any old thing. I didn't want her to have like a webinar or like, I'm like, what are you going to be talking about in that webinar? Right. What are you going to be talking about in a video? She can't do a challenge or you know, like what are we even doing? Because these people are busy.

Her people, her clients, just so you know, are E commerce. But they physically, they have physical products that they're shipping. So they might be, they might be doing, they might be shipping out of their garage, they might be going through a fulfillment center, they're busy. And if they have to ship their own products, they really ain't got time. So I was thinking about the fact that she did have this essentially an audit that she was doing before, but again, she hated the audit. Why? Because she was involved in it. So I said let's do a custom GPT that does the audit with them and does the stuff and says the stuff that you essentially it should be you. And it's going to say the stuff that you would have been saying in your loom video.

It's going to say the stuff that you would have been saying in your loom video. And then at the end it's going to tell them the next step is to click this link and book your call with her. And she didn't realize that that was a possibility. Number one, she was thinking that building this GPT was going to be hard, but it's not. And I'm going to show her how to do it during her support week because I've built them and I've taken a workshop on how to do that. I've also have a person I can send her to if she has the budget to just have that person do it for her. But either way she's going to be good and she was down. So that's the lead magnet.

So now we figured that out. Then we talked about her offers and her messaging and when I went to her website, it's all the jargon and it's also very much, it's such serious language about just what she does, not the problems that it even solves for the people that she's serving. And I noticed she told me that she's doing like the E commerce niche, but there was nothing even remotely talking about anything relevant to E commerce people. But when I went to her Instagram, it does mention E commerce. So I said to her, if I was coming from say Instagram and I was kind of interested in your services and I was doing the initial research that we would do, I'd go to your website. And if I get to your website, it doesn't say anything about E commerce. So I'm going to lose my confidence and the trust that I initially kind of got from, from Instagram. Now I'm going to preface and I'm going to tell you her Instagram is just a 9 grid.

So that person is not going to stay on Instagram, they're not getting anything from Instagram other than information. And they're going to finish their research on her website because they're going to want to book a call, but they're going to go to her website to do some other research. And if I go to your website and what's there does not match what's what was in the first place that I came from, I'm gone. And she was saying, well, people are kind of going to my website but even when they're there, nothing happens. And I said that's why they are going there. It doesn't mention what you do is relevant to the industry that they're there for. And when they get there, these people are already overwhelmed and you stress them out more because you're talking with this high level jargon and they don't know what you're talking about. You're not even addressing the actual problem.

So I started asking her, well, you said you do this, but what does this actually look like for them? What's actually happening? And she started word vomiting because you guys get really passionate about what it is that's going on for your clients because you've worked with so many people, but you don't put none of that on the website. So she started telling me all that stuff and I was like, cool, cool, cool, cool. Because now that is what we're going to work with when it comes to the messaging on your website. And she's like, you know what's funny is that I don't even think about it this way. But you're right, it is actually really easy for me to talk about because I have so many clients and so many examples of what they're going through. So then we kind of talked through what is going to be her main offer, because I asked her, she had three offers, but I said, okay, so what's your main offer? She said, well, right now it's this. And she kind of made a face. And I said, is that the offer you want to be your main offer? She said, well, it's just because this is what everyone comes and typically buys, but I really want this offer to be the main offer.

I said, okay, well, if you want this offer to be the main offer, then we need to shape all of our messaging around this. So that solves another problem, is that we're going to shape all of her messaging around another product because that's what she wants to sell. It also will actually make her more money in the long run. So that address all of those things. It addresses messaging, it address SEO, because now we know what keywords we want to target. We understand why people aren't buying when they get there, and because it's confusing and scary. So we're going to fix that. So that addressed those things.

And then the last thing that we needed to talk about. Oh, speaking. Let's go to speaking. So she wants to do speaking. But when I went to her topics, the topics were, you know, you know, strategic planning, the things that ops people talk about. But I was saying, you know, that there's a lot of ops people. A lot. I actually work with a lot of people in operations.

So you just talking about operations or strategic planning isn't going to get you booked for anything. I said, you have a niched group of people that you target, so that's a starting place. But you got to think about what is a very strong perspective that you have in this area that you can then speak to your approach with this thing, your philosophy or your opposing position about something that others are saying in your industry. This is something that she's going to have to take away and work on. But I think I got her wheels turning a little bit and I gave her some examples. And I'm going to give you the same example that I gave her when I started thinking about my shift and what I wanted to focus on and who I wanted to target. In my business, I've always targeted service providers. But the thing that I wanted to talk about now in this season is how I'm slowing down and I want to help service providers slow down.

But the reason that they can't slow down with marketing is because they're typically heavy in delivery. And when they're heavy in delivery, the reason they can't slow down is because their leads slow down. So I talk about how to have those slow mornings. Have they, they have low capacity right now, but they still want to have high income. They want to have slow mornings, but sold out offers. Like these are the types of things that I started talking about. The problems that they have and the things that they're experiencing that, that stop them from being able to, you know, step away from their marketing. And what stops them from being consistent.

It's because they're at capacity. It's because they're in demand and they're not able to get to their marketing because they' person that's responsible for the creativity and the ideas. And I speak to those things because I know that that's a very specific problem. And I don't believe that they always have to be on. I don't believe that visibility is always so necessary to and it has to be them, you know, posting a bunch of content or launching in order to do it. Those are very specific things that I say and talk about. And I have strategies to help them do it. I have an inception marketing method that, that allows them to leverage very few pieces of content instead of going for volume content and still get, you know, the leads that they need and the sales that they need without always having to be on but look like they are, you know, so you have to have unique perspective.

So I shared that example and she's going to come up with that stuff during our support week. And then the last area we addressed was digital products. And so with digital products, again we're skirting a thin line as an ops person of attracting a DIYer. But she does, she is trying to attract people who are not quite ready to work with her and have an entry point for people who should be kind of figuring out or discovering her and we can upsell them or you know, funnel them into working with her. So I said let's funnel them into that other offer that kind of is selling really well when people hear about her but is no longer her focus. It's her first level offer, right? So I said, okay, well go through that offer and tell me what it's about so then I can figure out what would not compete with that offer, but could be a resource that would solve a pain point that's a distraction to your particular buyer. So she walked me through the offer and in human speak and we, and then she told me about things that she already had that could potentially be resources that she could sell. And I eliminated the ones that I knew competed with her one on one services.

And we came down to two categories of digital products that she could have and the resources that would fit into them. And I loved what we came up with because we came up with team communication and client communication resources and that streamlined her creative positioning for, in her creative output for coming up with the shop. Because you know that's a big undertaking sometimes is when you're coming up with the digital products and you're also, and you're also someone who is a service provider. You're already in delivery mode, you're already busy. You have this goal to create a digital shop. I've seen, I've seen this happen time and time again with service providers. You have this goal to make a digital shop and you never get to it. Why? Because you're also still doing your client work and you're still trying to market and you're still trying to sell.

So I wanted to make this the lowest barrier of entry for her. I wanted to make it easy, I wanted to make it streamlined and I wanted to pull from what she already had. So that is my debrief after the call and what happens is after the session they, it takes me two business days to complete the strategy document and record the walkthrough of, you know, how the strategy is going to work and be executed. And then they get a full week, a business week of support via Slack to while they're working through executing it. And they can ask me all the questions and they can share with me like she's going to be able to work through like making the updates to her website and working on her lead magnet and showing me things. And I'm going to help her build out her GPT for example, with her specifically, I'm going to help her build out that GPT and I'm gonna, because I, I know how to do that stuff and I'm going to give her all the resources to pull it off. And oh, and one last cool thing that we did, we came up with a cool way for her to do long form content based on her best communication style. She told me that she was doing a blog.

I could have stuck with the blog and just helped her come up with her topics, but I said Is that your best communication style? She said, no, actually speaking and talking is. I just, the only problem with that is that I don't want to always have to get ready and, and make sure I look a certain way. And I said, okay. And I, you know, what I didn't want to suggest though is her feeling like I might, but you need SEO. So I said, you know what? YouTube allows you to technically have an audio, you know, podcast without having to be on video. And she was down. So we are getting the SEO from YouTube. She's also going to be able to put that on her website and she can pull the transcript and kind of have some text on her site.

Boom, bam. And now we solve the problem of her, her not having these boring blogs that she was doing, being. Oh, and how she's going to come up with the topics and be able to talk is we're going to have a GPT that I've already actually built. It's a buyer Persona GPT that's actually her client and it's going to interview her, ask her interview questions and she, based on her SEO topics that I'm going to build out for her and then she's going to answer interview questions that the GPT has on that particular SEO topic. That interview that person would be searching. Isn't that really dope? Okay, thanks for listening. And if you want to book coin collecting strategy, you can check out that@hermarketingcoach.com services.