In this episode, I’m going to help you reduce your time marketing AND increase your results.
How cool is that? Less time marketing… and making more money!
Here for the links referenced in the show notes?
Watch, read or listen to Episode 336: The most common gap in our client attraction process: tashcorbin.com/336
Join the 5-Day Client Attraction Challenge: tashcorbin.com/challenge
*The live challenge mentioned in this episode has now been completed
I’m sure you’re going to be as excited as I am to dive into today’s episode.
Let’s do it!
Is it actually possible for you to get better results out of your marketing by putting in less time? Yes! Yes, it is.
If you already don’t believe it, let’s ensure that we also set aside some time for you to unpack where that mindset comes from, so that we can start unhooking your belief that in order to make more money, you have to work harder or longer.
I personally also had that belief, so no judgement here. But it is a belief that needs to be addressed, especially as you get into the growth stage of your business and start looking for ways to leverage your time and really snowball that momentum and growth.
Your beliefs will impact the strategies that you choose.
Your beliefs will impact the results that you manifest.
That belief will drive your behaviour, and your behaviour will contribute to your results.
If you’re looking at the world through the lens of that belief that if you want to double your results, you have to work twice as long, then you will look for strategies that fit that mould.
You will manifest ideas, information and mentors who teach that type of framework.
First and foremost, we want to make sure that our mindset’s in check.
Are you actually open to the belief that you can reduce your time marketing, but increase your results?
From my perspective, the key to being able to do this is your client attraction process.
When we break marketing down into these layers, it actually then gives us the information and insight that we need to make informed decisions about how to achieve more growth in less time.
For those of you who are new to the Tash Corbin world and have not heard about the client attraction process before (or the CAP as I call it), it is a five-stage process to attract clients.
Instead of your client attraction process just being that people find you and then buy from you (that being a two-stage process), we break it down into more depth.
A detailed client attraction process includes five layers:
We need to get in front of an audience – the right audience, preferably.
Your client attraction process starts with reach.
We need to nurture a relationship with that audience. We nurture a relationship at scale by creating really valuable podcasts that help people to reduce their time marketing and increase their results. (Look at me nurturing our relationship with this podcast!).
We can do it at scale with content, emails, live classes, webinars, etc., or we can nurture those relationships one-to-one.
For example, I will often encourage you to slide into my DMs and ask a question or share something with me. We’re building a one-to-one relationship there.
Nurture is the second stage of the client attraction process. The more we nurture a relationship and create connection, the more likely people are to progress to the next stage of the client attraction process.
If I don’t know you, I don’t like you, I don’t trust you, and I don’t feel connected to you, then I’m going to stay at a distance and it’s going to be far harder for you to engage me in a conversation about working with you.
It’s going to be far harder for you to encourage me to join your course or to buy your package.
Nurture is stage two of the client attraction process.
3. Lead generation
Lead generation goes beyond just having some sort of relationship with your audience. It’s where you invite people to move closer to buying something, and they move closer.
They don’t buy it, but they move closer. They lean in.
For example, lead generation could be offering people to have a 15-minute conversation about working together in your VIP package, and they do it.
That’s generating a lead! That person is now a lead.
Lead generation can be done at scale and broadcast as well.
That 5-Day Client Attraction Challenge is saying to my larger audience that if they want help to attract clients to their business from online channels, I can help them to do that for free over the course of five days.
Those people then lean in and sign up.
That is broadcast lead generation because those people are taking a step closer to working with me through this very specific thing that I’m helping with.
If there are people on my mailing list or in my audience who aren’t struggling with attracting clients, and instead they’re struggling with designing an online course, then I don’t want them to take a step closer to hearing about the Take Off program. That’s not the program that they need. That’s not the help that they need from me.
Lead generation is about inviting people to take a step towards working with you in a paid capacity, and they say yes and take that step forward towards it.
One-to-one lead generation is far more high touch, high conversion and far closer to the sale point. In contrast, broadcast lead generation is further away from that sale point. They didn’t say that they want information about the Take Off program. They said that they need help with getting online clients and they want to participate in an event where I will help them do that.
It’s not quite there yet in terms of whether they are actually interested in working with me. I don’t have that confirmed yet through broadcast lead generation.
This is where the sale is made.
Examples of a one-to-one conversion event would be:
- When you’re on a call with someone and they choose to purchase your offer
- Where you send them an email with a quote for your services and they choose to go ahead and request an invoice
- They see you promote your 3-session package on social media and they click the link and buy it
That’s a conversion event. They go and they do it. They actually pay the money.
You’ve made the sale! That’s conversion.
A conversion event in a broadcast/at-scale way is where they go to your sales page and click “Buy now”. It’s where they do the 5-Day Client Attraction Challenge with me, and when I present them with the offer to continue building a scalable way of attracting and converting clients in the Take Off program, they choose to go and buy it.
Conversion is where you make the sale.
Then the final stage of the client attraction process (yes, there is another stage beyond conversion!) is…
You deliver on what you promised. You deliver on the thing that they purchased.
The reason why I include delivery in the client attraction process is that:
1. If you don’t deliver and they get a refund, is that really a client attraction process complete? No, it’s not. You want to make sure that you actually deliver on what you promise.
2. Delivering on what you promise is one of the fastest ways to increase the number of clients that you have. That’s where word of mouth comes from. That’s where you create repeat clients who want to keep working with you in different ways.
Delivery is also part of the client attraction process because it directly drives sales.
If you’re not delivering on your promise, those sales are going to dry up pretty quickly. Not just because people won’t re-buy or people won’t refer, but also because it’s an energetic mismatch.
One of the fastest ways to dry up the number of people buying from you is to be in a state of feeling like you can’t deliver for the clients you have.
This is something I’ve worked on with a few VIP clients and people in my programs.
They come to me and say that all their leads have dried up and they aren’t making any sales. They’re still doing all the same marketing activities… but they’re behind on all their current client projects.
This is an energetic issue!
You might be saying with your words on social media that you’re open for business. But with your energy, you’re saying that you can’t handle the clients you already have. You’re not delivering on the stuff that you’ve sold already. You feel really guilty about the fact that you’re not delivering.
It’s not just a tangible result that delivery delivers for you. It is also an energetic thing as well.
When I’ve worked with people and they’re in that state where they’re behind on client projects but they also need to make sales, the first step that I give them is to deliver for their existing clients. Follow through on your promise. Make sure that that is done.
Delivery is a very strong driver of client attraction.
That’s your client attraction process: reach, nurture, lead generation, conversion, and delivery.
Even just by breaking it down into those stages, you may have some insight already as to where you’re wasting time in your client attraction process, or where you’re not giving enough time in your client attraction process.
Now it’s time to break this down further to really reduce your time marketing and increase your results…
Step 1: Map out your client attraction process
There are two different ways you can do this.
1. Write down everything that you do to make sales and deliver on your promise to your clients now.
What are all the things that you do? Think about it from a daily, weekly, monthly and quarterly basis.
On a daily basis, I:
- Post on social media
- Reply to people’s questions
- Post in Facebook groups
- Do a story on my Instagram
- Reply to customer inquiries
- Do client-facing sessions (if I have any)
Note down all the things that you’re doing on a daily basis.
On a weekly basis, I:
- Create a blog post
- Share a video on YouTube
- Send an email to my mailing list
Do the same for monthly, quarterly and ad hoc things.
Just write down every single little thing that you are currently doing to attract and convert clients, and deliver on your promise.
Then go through and number them from one to five. Is this reach, nurture, lead gen, conversion or delivery?
Just by mapping that out, you will be able to see where the gaps might be or where you might be overspending your time.
That’s the first way of doing it – write down every single thing that you’re currently doing, and then categorise it.
2. Write down everything you do for specific stages of the client attraction process.
On a piece of paper, just write down those five stages – reach, nurture, lead gen, conversion, and delivery. Then knowing what you know about the client attraction process now, what are the things that you do consistently for reach? What are the things you do consistently for nurture?
Sometimes when I’m working with people who are really struggling with the client attraction process, we actually do both. We start off with the first way, and then we do the second way.
You can do both as well, but those are the two main ways to map out your client attraction process.
Once you’ve done that, we move onto the second step…
Step 2: Look for CAP gaps
Where are the gaps in your client attraction process?
When I do this with most people in startup, their cap gap is lead generation.
They’re reaching lots of people on the internet, they’re doing reels on Instagram and they’re trying to reach as many people as possible on the internet. They’re also very good at nurturing those relationships.
Generally, people focus more on nurture broadcast, but I would add in nurture one-to-one. That’s often something that’s misconstrued as a waste of time in the online business world. But it contributes to conversion, so I don’t see it as a waste of time.
But generally speaking, they are very good at nurture. They’re very good at creating content, sharing value, and running consistent webinars (in fact, they probably run far too many webinars or they give out far too many freebies).
They’re doing way too much in nurture.
But you might identify that you’re actually completely neglecting nurture.
Maybe you’ve forgotten to nurture your audience, or you do it but you don’t do it consistently. Maybe you send emails to your mailing list, but it’s sporadic and unpredictable.
That’s not nurturing a relationship.
One of the fastest ways to erode trust is for your audience to not be able to reliably predict your behaviour. If they can’t predict whether they’re getting an email from you this week or not, then you’re not actually nurturing trust.
Consistency is an important factor in ensuring you’re nurturing effectively.
We’re looking for those CAP gaps.
The most common gap for people in the heart-centred space (and particularly in the early stages of their business) is lead generation.
They think that the reason they’re not making enough sales is that they’re not reaching enough people on the internet. But actually, they’re reaching more than enough people on the internet, they’re just not moving those people through their client attraction process effectively.
The place where most people get stuck is lead generation.
They don’t have effective strategies to invite people to lean in and for them to identify them as leads.
At the start of this year inside the Take Off program, we did a special mastermind for a month called The Big Month mastermind, where we 100% focused on lead generation.
This was because I identified that even when people did the Take Off program (which is very lead generation focused), the lead generation stuff was the stuff that they either ignored, were inconsistent with, or they hadn’t yet found a lead generation strategy that they enjoyed and that really worked for them so they just kept putting it to the bottom of the list.
So we did a mastermind for a month. It was free for all the Take Off students, and it was purely focused on lead generation.
We played with all of these different lead generation strategies. People picked the ones that they were excited about, they kept the ones that worked, and they let go of the ones that didn’t.
It made such a big difference.
People who thought that they needed to reach more and more people on the internet in order to get to their $5k month, actually had $5k months just by fixing their lead generation issues.
That is often where the cap gap is – lead generation.
I actually have a podcast episode about this where I go into far more detail. I highly recommend you check it out here: Episode 336: The most common gap in our client attraction process.
Step 3: Look for CAP crap
This is where we really reduce your time marketing and increase your results.
(I apologise for the salty language, but it needed to rhyme with CAP.)
This is where we look for things that you’re doing that don’t actually contribute their weight to client attraction.
You might have been told many, many moons ago that in order to get great reach on your Facebook page, you shouldn’t schedule posts with links in them, instead, you should say “Link in comments”.
Has anyone been told this before? Because it’s actually not true and it certainly doesn’t work anymore.
You might be putting extra time and energy into your Facebook content because you have a perception or you’ve been told that by doing it this way and taking this extra piece of time, you’ll get more reach. But actually, when you look at the return on investment for that extra time, it’s not there.
This is where we’re looking for those actions that you’re taking through the assumption that it will bring in more clients when it’s actually not doing its job. Or it’s not doing it to the extent that would work if you changed tact or you just stopped doing it in the first place.
It might be that you’re on three different social media channels, but actually, there’s one that is the clear winner. There’s one where you get the most engagement, you get the most leads, you get the most growth, and you’re just doing the other two because someone (probably Gary Vaynerchuk) told you that you need to be on every platform.
But he’s wrong! Full stop.
He also gets up at a ridiculous hour every day and works redonkulous hours. He can’t catch a taxi without turning it into a time to create content for one of his bajillion channels because he’s created this crazy road for his own back.
But anyway, that’s a whole other conversation…
When you’ve broken your client attraction process down into these steps, if you can identify that you have a huge gap in lead generation but you don’t have any more time to work on your marketing, then the time has to come from somewhere else.
The beautiful thing about that is that it helps you to be far more discerning about the strategies you keep, and it helps you to eliminate the strategies that aren’t pulling their weight.
Whilst you might get an extra couple of listeners to your podcast when you put 30 minutes into sharing it in all of these other random Facebook communities, is that 30 minutes best spent doing that? Or would you be better off spending that 30 minutes on lead gen and converting the audience you already have?
More audience doesn’t equal more sales. But more leads equals more sales.
The link between reach and conversion is not a direct relationship. It’s an indirect relationship.
For example, I normally reach around 5,000 different accounts each month on Instagram.
If I had a reel that went viral and reached 30,000 accounts, would that mean I would 6x my sales? No.
But if I 6x my leads for my next launch of the Take Off program, would that mean I 6x my sales? Yes, because my conversion rate is my conversion rate.
For most people, when I dig into their client attraction process and where they’re spending their time, they are over-investing time in reach and under-investing time in lead generation and conversion. If they just switched that up, they would make far more sales, and they wouldn’t have to grow their audience so much.
The fastest way to dry up sales is to ignore the audience you already have.
Those people already know you, they already like you, they already trust you, they’re already on your mailing list, and they’re already following you on socials. Those are the people most likely to buy from you. But you’re ignoring them to go and find some more strangers on the internet to chase.
It’s not just about adding things to your client attraction process.
It’s also about eliminating those things that aren’t contributing appropriately.
I’m not saying those things don’t work. Notice my language is very specific here. Often, you’ll have strategies in your client attraction process that work, but they just don’t work to the extent that other things work.
That’s where it can get tricky because we need to measure it based on the weight that it carries in terms of sales.
For example, if you have a reach strategy that reaches 30 more people, that’s not the same value as a lead generation strategy that gets 30 more leads. Leads are far more valuable to your business than reaching cold audience.
We need to be able to discern the value of different results that different stages of the client attraction process create.
If this is getting you very excited, or you feel like you need to fix your client attraction process, then I have great news for you!
If you’re reading this when it first comes out, I am running a 5-Day Client Attraction Challenge from the 12th to the 16th of June in 2023.
This is how I help you to not only build a client attraction process that works, but actually to eliminate things from your client attraction process that aren’t pulling their weight.
Make sure you register for the 5-Day Client Attraction Challenge so that we can work together over five days totally free to really build a client attraction process that is effective and can help you to reduce the time that you’re spending on marketing… and increase your results.
Here’s the link to register for free: tashcorbin.com/challenge
I’ve run this challenge 10 or so times, and it absolutely works.
There are people who did the first client attraction challenge with me, that have done every single client attraction challenge since because they know it helps them to significantly improve their lead generation, they get sales in the door, and it’s helping them to refresh and revise their client attraction process based on what’s working for them now, and the scalability and strategies that work for their particular stage of business.
Let’s get you into the client attraction challenge! And let’s get that client attraction process nailed so that you can reduce your time marketing and increase your results.
Thank you so much for joining me for this episode of the Heart-Centred Business Podcast.
Until next time, I cannot WAIT to see you SHINE.