Repulsion

The Important other side of client attraction

Continuing
with our theme of reframing the question: “why is it SO hard to get
high-ticket clients?”

Let’s dive a
bit more deeply.

Did you
guess the make or break mindset that absolutely determines if you attract
high-quality, high-ticket, high-potential clients or half-committed,
not-quite-ready, looky-loos?

Here’s the
hint again: it’s the OTHER side of a magnet.

Let’s start
with a quick scenario:

Let’s say
that you had a simple funnel that looked like this:

Facebook
Ads–> Landing page opt-in –> Thank you page (sales call, discovery
session, etc.)

What if we
had a life coaching business (LCB)#1 saw these numbers:

Facebook ads: 10% click-through-rate
Landing page opt-in
rate: 27%
Cost per lead: $100

And a life
coaching business (LCB)#2 saw these numbers:

Facebook ads: 4% click-through-rate
Landing page opt-in
rate: 14%
Cost per lead: $185

Which LCB
had the better performing funnel?

Well, if you
follow most goo-rus and many, many agencies, the answer is LCB#1!

BUT…

You may have
noticed a huge flaw in this conclusion.

Let’s delve
in…

Going back
to the hint that I gave on the mindset difference between a business that
attract high-ticket clients and those that attract a lot of half-committed,
looky-loo clients starts with the OTHER side the magnet.

With all the
focus on attraction, especially in the personal growth industry, we’ve
forgotten the other part of how a magnet functions: it REPELS!

This is a
very important concept.

Many times,
we think that we need to attract as many people to our opt-in and then persuade
them – through copy, emails, webinars, etc.

Now, this
can definitely be very effective if…

But for most
of us, it’s just exhausting. Having to kiss A LOT of frogs before we find our
prince.

It also cost
A LOT of resources (higher email plans, more sales people, more support, etc.)

And you if
you have money to burn…through sheer brute force, this can absolutely work—at
least short-term.

But the side
effect can also be: exhaustion, unfulfillment, wasted time.

A life
coaching business that you no longer like…

And this
eventually seeps slowing into how you work with clients.

Which means
they have less results, which means they do not work with you as long, which
means you have to persuade MORE people…

UGH!

Is this what
you envisioned when you started?!

If not, keep
reading…

REPULSION to
the rescue!

Attraction
is only half the game (maybe less, more on this later)

We MUST know
who we want to REPEL in our marketing.

It’s not
about being obnoxious…but more about being CLEAR.

Having done
the two REs, we become clear about the people we can provide the most value to.

Clear about
how we uniquely help them solve a particular pain or frustration.

Clear on how
we help them unleash their greatness and produce results.

Clear on how
we help them be happy, successful customers.

And yes,
clear on who we do NOT serve (at least at this time).

Standing in
this clarity, repulsion is not something we actively do.

It’s a
natural, freeing by-product of our clarity and focus.

From this
clarity and focus, there’s no need to persuade and cajole people into
(temporary) submission.

Instead, we influence.

Influence
those that are ready for the difference we can make

Influence by
standing in the clarity and value of what we offer (answers to the reframed
questions from page #1)

Influence by
staying true our values throughout our marketing efforts–> far better
overall results.

Okay.

Let’s go
back to the scenario above.

Now how
would you answer: Which LCB had the better performing funnel?

Here are the
#s again:

Life
coaching business (LCB)#1:

Facebook ads: 10% click-through-rate
Landing page opt-in
rate: 27%
Cost per lead: $100

Life
coaching business (LCB)#2:

Facebook ads: 4% click-through-rate
Landing page opt-in
rate: 14%
Cost per lead: $185

What if I
told you that LCB #1 garnered a lot of FB traffic and many opt-ins (leads)…

But, many of
the leads were merely curiosity seekers…many just wanted the free gift…and many
wanted someone to ‘fix’ them and were only half-way committed to doing what it
takes to achieve results.

Now…

What if I
told you that while LCB #2 garnered far less FB traffic and less opt-ins
(leads)…

Their
clarity and value included both attraction and repulsion into their marketing
lead to more committed clients, many of whom became happy, successful customers
that raved about LCB #2’s product and services.

See the
difference?

Starting to
see how everything plays a role?

Having done
the two important REs, redefine and reframe, we have the clarity and value to
attract the people we can make the biggest difference with…

…and
naturally allow people who are not quite ready to self-repel themselves from
what we offer…and not waste their time (and ours)

This means
are marketing has done its job.

Not by
throwing everyone and the kitchen sink to be processed like meat…

Our
marketing respects people as people- not just $$$

Our
marketing upholds our values and desire to make a real difference for the
people we serve.

Our
marketing helps us influence (not persuade), which will later come in very
handy when we seek to influence our
customers towards results 🙂

Win – Win –
Win!

Now that
we’ve taken care of the hard but extremely important REs tasks.

We are now
ready to dive into the three critical keys for predictable and profitable grow
them…

The first
one we’ll look at it talked about a lot…but rarely is it implemented and used
in a way that creates real value…

Think you
know?

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