Dear Training Company Owner
There's a simple truth about increasing your training company turnover...
A truth found in 100 years of direct mail results.
A truth with a foundation in the 40-40-20 Rule.
The 40-40-20 Rule states that 40% of your campaign success comes from your list. 40% of your campaign success comes from your offer. 20% of your campaign success comes from your copy.
If you've got a good offer... and you've got a good sales promotion...
To increase your training company turnover. You must grow your email database!
There's a simple sales truth that we all know and understand. If you sell to a bigger audience. You will sell more.
This is true if you are selling from the stage. It's true if you are selling on a webinar or a sales page. The more people that see or hear or read your offer. The more sales you will make.
In direct mail, a successful promotion converted at 0.5% for a low priced offer such as a monthly newsletter.
So if you send your winning promotion to 1,000 people you will make 5 sales.
If you send your winning promotion to 100,000 people you will make 500 sales.
If you send your winning promotion to 1,000,000 people you will make 5,000 sales.
Before you say it's impossible to build a 1 million email database. Think about this Tony Robbins quote...
"Where focus goes. Energy flows. Results show."
So if you want bigger results. Then give that area of your business more focus.
The other thing to remember is that other businesses have built much better databases!
When Brian Kurtz was at Boardroom he built and managed a 9 million database!
So building a 1 million email database is not easy. And it's not impossible.
If you want to grow your email database. You need to give it more focus.
So... How do you grow an email database?
That's exactly what I'll show you in this blog post...
It doesn't matter if you run Google Ads, Facebook Ads, YouTube Ads, Instagram Ads, Email Promotions, Magazine Ads... or any other form of advertising...
Success lies in these 3 tools...
For successful lead generation, you need to send people to a web page where they can claim your ethical bribe. An ethical bribe is valuable content that you are giving away for free in exchange for their contact details.
This is the "mechanics" of how you get someone's email address.
How do you improve your lead generation results?
How do you lower your cost per lead?
To find those answers, let's look at the rules of direct response success that haven't changed in the last 100 years!
We look at...
Here's what you know. 40% of your lead generation success is going to come from the traffic source.
That means choosing the right audience and the right advertising platform.
Facebook makes it easy to choose the right audience with Lookalike audiences.
Will that give you better results (lower cost per lead) over your own audience selection? The only way you'll know the answer is to test.
Is Facebook the best advertising platform for your business?
The beauty of Facebook is that it gives you access to a 2.89 billion global audience.
Does that mean that this is the best way to find your customer?
If you are selling a wealth opportunity then this is one way to find your audience. It's not the only way.
And it's not necessarily the best way.
Because Facebook is a very crowded advertising platform. It's becoming a very expensive advertising platform.
And most frustrating...
Facebook can ban your account for no reason at all.
In fact, my experience is that Facebook ban your account once you've optimised a campaign and start to scale with good results.
The truth is that Facebook is a great place to test market response. This gives you data to use on other platforms.
You see if you advertise on a less competitive platform like YouTube then you can enjoy much better results.
Yes, it's a new platform to learn. Yes, you need to test several different videos. And that's why it's useful to take the Facebook data and use that copy to create your winning video.
The other important consideration is the point at which you are interrupting your prospect.
Do people go on Facebook to consume information?
Yes... but it's really for entertainment. So are they in the best frame of mind to read a lot of copy or watch a long video?
Contrast that with YouTube ads where people go to watch a video to learn something new. They have already decided that they want to watch some videos. And if your ad is interesting to them they are in a better mind space to pay attention. So... you get better results.
Choose your lead generation traffic source carefully. Don't only jump on the Facebook bandwagon because that's what everyone else is doing.
Choose the best traffic source to find your audience at a time when they are receptive to your message.
Do that and you will lower your cost per lead.
When I say your offer, I mean whatever you are giving away for free.
The more valuable your offer the more people will opt-into your database.
So... what can you give away as an ethical bribe?
As a training company, you are selling information. Information that helps people to change their lives. This is normally in Health, Wealth or Relationship markets.
Be as generous as you can with your ethical bribe.
If you are giving away a free report. Then make it good! If you have a 4-page pdf including the front and back cover. Then the first impression is that you short-change people. Is that really the first impression that you want to make?
I've written free reports that are 13,000 words. That's long enough to create a Kindle book. Which would dramatically increase the perceived value of the book.
The only reason why I haven't created the Kindle book is time. (I know that's a poor excuse).
The point I'm trying to make is that I've made the free ebook good. I've filled it with actionable content that shows the reader how to use my system to win consulting clients.
The people that read the ebook are the people that want to work with me. They are the people that know how I can help them, what makes me unique, and why they should trust me.
So, please make your ebook good enough to publish.
If you've got a physical book then giving it away for free INCLUDING postage creates a powerful first impression.
Yes, this makes lead generation expensive because you are paying for traffic, you are paying for the book and you are paying for postage.
What is your customer lifetime value?
If a customer is worth £1,000 or £10,000 or more to you. Then isn't it worth paying more to get a better-qualified customer?
I've heard it from every "guru" with a book that their best customers are those people that have read their book.
Those are the people that have given up their time to learn how your system can help them. They know how your system works and why they should trust you.
Yes, these are the same things that a free report gives you. Only... a long free report is 13,000 words. A short book is 30,000 words. So if you give 3 times more actionable content. In a physical format that makes a stronger first impression... then you are getting a better-qualified customer.
A video training series has the advantage of being free for you... and you can give the customer instant access.
This also gives you a powerful way to build a relationship with your new customer over time.
Ultimately, your ethical bribe must have a high perceived value or the customer will not want it enough to give you their email address.
Your ethical bribe must give a lot of value so you make a powerful first impression. And it must show the customer how you can help them, what makes you different and why they should trust you.
I can't believe that a copywriter is saying that the least important part of your lead generation success is the copy!
The truth is that without good copy your ad or video will not grab your customer's attention. It will not show your ethical bribe in the best possible light and it will not get a good cost per lead.
The truth is that Facebook advertising success is about 2 things...
Without good copy... you don't have a campaign.
Similarly, YouTube advertising success is all about having a good video. And that starts with copy. You need a video script.
Here's something to keep top of mind when writing lead generation copy. We all get a lot of email. In fact, we probably get more email than we want. I know that I find it a constant battle to keep my inbox under control.
Why don't I unsubscribe from a few people to make my life easier?
Because I know that there is a wealth of information in my inbox. The fact that I don't read it all is my choice.
So, if you want to get someone to subscribe to your email database. You've got to be conscious of the fact that they don't want any more email. So you must show them how you can help them get the result they want better than anyone else... and you must do it in a way that is 100% believable.
Yes, you need to make some big and bold claims... but if these claims break trust with your ideal customer. They will not join your list.
The copywriting legend Gary Bencivenga showed me how this is possible in the Wealth education niche. He wrote a promo for a money-making opportunity and NOT ONE WORD made me think "that's not possible". Not one word. This was a remarkable ad to read.
Gary Bencivenga is the all-star of copywriting legends so I'm not going to tell you that this is easy. Or even that I can write anywhere near that level.
What I can say is that's the bar of success that I've set myself. And the process to get there is making every claim in your ad 100% believable.
If your ad can do that... and show the reader how you can help them get better results than anyone else. Then you will have a high performing message that you can use on every advertising platform.
Words like email database and lead generation can make us forget that we are talking about people. People that want your help the change their life.
Real lead generation success if found in attracting the right people. People that need your help and can afford to pay for it.
If you can attract the right people with your audience targeting... your advertising message... and your ethical bribe.
Then you need your ethical bribe to earn their trust so they want to work with you.
If your lead generation and nurture sequence do that. Then you are building an audience that is hungry for your offers. An audience that will grow your business.
Now that you know why growing your email database is critical to your success.
And you know the 3 elements that determine your lead generation success - Traffic, Offer, Copy.
You need to decide to focus on this. That's what will give you the results you want, because...
"Where focus goes. Energy flows. Results show."
If you've found this useful, then please leave a comment below.
If this can help a training company owner that you know, then please share it with them.
Until next time...
P.S. If you'd like to learn more my simple system to turn email databases into 6-figure campaigns. Then you need to read my book How To Turn Expertise Into Cash.
To download your free copy. Click the link below.
To download your free copy. Click the link below.
I'm a copywriter and marketing consultant that turns an email database into a 6-figure income... without a sales team.
Filling "discovery" events with Facebook and YouTube ads and external databases is hard and expensive.
60% of registrants do not attend.
Only 20% of attendees buy.
So, 92% of "discovery" event leads do not buy.
What do you currently do with this 92 % of your leads?
Do you have a nurturing system in place to earn their trust and convert them into customers?
Do they lie dormant?
I can turn these dormant leads into high-ticket workshop and online course sales without a sales team.
In fact, turning your dormant leads into sales won't need any time or resource from your team. And it will only need 6 hours of your time, or the course creators time.
How is that possible?
The short answer is that I've got a simple system to turn dormant leads into customers. I do this by combining Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
This system has 12 days of upfront value. Followed by 11 days of sales. Then the shopping cart closes and the offer disappears.
I've used this simple system to turn dormant leads into £100,000 plus in many different industries.
My most successful campaign made £672,989.
I use this system as a consultant to create 6-figure campaigns.
And I teach this system to trainers and mentors that want to turn their email database into a 6-figure income without a sales team.