Perfect Client Model and Offer

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  • Now that we have a clear understanding of what a lead magnet is, what it does overall, what purpose it serves, as well as we've gone through this seven different types of lead magnets that you can create. It's time to start looking at who this lead magnet is targeted at. And what I call that is the perfect client model.
  • Now perfect is kind of a no-no word. In my world, Kathleen and I's world, because perfection is very debilitating. It's not real. It's something that no one can ever achieve. That's why you've heard me say we evolve to excellence. We ignore perfection, even the pieces of ourselves that want something perfect before we send it out to the world or whatever it happens to be that stops progress.
  • We. Much prefer excellence. Excellence is attainable. However, I use the term perfect and perfect client model. Very intentionally. Your perfect client model is some made up person. No one is. Your perfect client model. It doesn't exist. There's variance between real people and your perfect client model.
  • However, it's very worthwhile and critical part of email list building and even your business overall success of your business overall is understanding who you ultimately serve in the best case scenario. And then from there you can then be more targeted with your offerings. Be it free with a lead magnet or be it paid with your final offer.
  • So in this video, we're going to talk both about your perfect client model, as well as at the end touch on your final offer, something for you to work through. And then at the end, you're going to have a workbook to work through that really ties this triangle together. This lead magnet, perfect client model, final offer.
  • Relationship because these three pieces are critical because you ultimately want to tie all aspects to your product, your final offer. You want your lead magnet to speak to your perfect client model, to solve some problem that the perfect client model is facing. So they'll recognize that you are providing the solution.
  • And then we want that lead magnet. That brings in that perfect client model to really prime the pump to get them to your final offer. Because what we wouldn't want is to offer some lead magnet that might be valuable, say a meditation series. However, what we sell is financial coaching. Now, not that meditation and finances are not connected.
  • They are at least in my opinion. However, that might be that might not have a strong connection between the two. So you'll end up perhaps getting a lot of people who love your lead magnet, but then do not convert to your final offer. That's not what we want. Because of the list launching lab, we are all about conscious email list building and it starts from the very beginning, which you've already experienced previously.
  • And it continues when you talk about lead magnets, perfect client models and our final offer because ultimately a hundred people that care is worth more than a thousand, 10,000 or a hundred thousand people that are just married. And this comes from experience. Imagine you generated 3000 leads in 30 days, but had nothing to sell them.
  • That was Kathleen and I's reality about two years ago. We had gotten really, really good at generating leads had a very powerful lead magnet that was converting well, a few powerful lead maintenance in fact, and what we were ultimately trying to sell was our value certification. It's very powerful for coaches and consultants, especially those wind to break into the corporate market corporate consulting culture transformation market.
  • However, we were using our personal values assessment and it was framed too much in a personal growth frame. This goes along with the copy. We use the ads, we ran the landing page that we used. It ultimately got us 3000 leads in 30 days, which is obviously amazing. But. It ended up being, not converting very well to our certification because these people were ultimately looking more for the personal growth sort of things.
  • And that's what really was the first time it smacked me in the face of, okay. Building leads, creating a large email list really is irrelevant. And that's when I talk about that, it really comes from experience. So what we're going to talk about in this video is really, so you avoid that. So when you generate 3000 leads in 30 days, you have something to sell them because they're the right people.
  • And there's strong alignment between all aspects, your perfect client model, your lead magnet, and your final offer. Now the perfect client model is important because it allows you to have clarity in your target. That means that you can create products that ultimately sell there's a market for them. Also having clarity around who you're looking for specifically it AIDS in all approaches, thinking of copy that you write in your emails, copy that you're writing on ads, what sort of content you're producing, all of that matters to your perfect client model and depending on your perfect client model specifications, it might change how you do things, all things in fact, And it allows you to speak directly to them having clarity in our PCM.
  • It allows us to speak directly to them. You see, we want to target a generic group of people, not too generic, obviously, but we want each of them to feel like we're speaking directly to them. Like we understand their problems. We understand what they want and we understand what they need. This also leads to a much higher ROI return on investment in your effort and your marketing.
  • And it ultimately allows you to avoid the wrong client, which. If you're a coach, you might have experienced having the wrong client. It is not worth it. So what we want is to find the perfect client model and what that begins with is targeting them. And when we talk about targeting the first step of finding your perfect client model is talking about the demographics, demographics include gender, age, location, occupation, income, and more.
  • And what demographics really are. Are the highest level targeting characteristics that we can have for our perfect client model demographics or something you would use for something like Facebook ads, because Facebook's knows these things about people, which then allows you to target based on that information and demographics are really important.
  • However, I would argue that your gender, your age and your location don't necessarily say everything about you. Two people could be living parallel lives, so to speak in this certain part of the country or this certain city. And have similar ages and be the same gender, but ultimately are vastly different.
  • And that's important to know. I think that's obvious and that's why demographics are important, but it's just scratching the surface and we can go much deeper. And when we go deeper, we go into something called psycho graphs and psycho graphs are really where a human being starts to emerge out of the demographics and psychographic information can include their values.
  • Their personality, their attitudes towards something, what they're interested in and also their lifestyle. And this is like I said, how you start to pull out a real human being out of the demographics, because once you understand those demographics where they live gender. Location occupation income. And then you start understanding them on this deeper level of their values, their personality.
  • What they're interested in, you start to get very clear. And this is the beginning of your PCM, your perfect client model, beginning to take shape. Something that's interesting is that Subaru, the car manufacturer is one of the earliest organizations to implement psychographics in to their marketing. And there's a degree of stereotyping.
  • However, if any of you know, or you do own a Subaru, they are a certain type of person they're outdoors, either active. They often reject the status quo. It seems that Subaru has gotten quite good. At targeting these people and they have gone beyond demographics because the demographics wouldn't show a quote Subaru person.
  • It's the psychographics that begin to find that person. And that's what we ultimately need to do as coaches, consultants and service providers is defined our people to find the actual people amongst the world that are ready for us. Resonate with the work we do, and also how we do it. And the list launching lab takes it a step further and implement something called narrative based learning because human beings are storytellers.
  • So narrative based learning is a learning model grounded in the theory that humans define their experiences within the context of narratives. Which serves as cognitive structures and a means of communication, as well as aiding people in framing and understanding their perceptions of the world. Now that's a lot of fancy words, but all it's saying is that human beings are storytellers and we can understand ourselves and understand other people.
  • Better by telling stories. And when you begin to be able to tell stories about your perfect client model, you can then pull out key information about them that matter to you. Things like their motivations, their emotions, their pain points, and their objections. And it's this combination of demographic, psychographic and narrative based storytelling.
  • That allows us to get very clear on our PCMs motivations, emotions, pain points, and objections, which then allows us to build better offers as well as better lead magnets that brings in these perfect client models so that we can ultimately serve them and sell them our products and services. Now that we've wrapped our head around how we can start thinking about our perfect client model.
  • We're going to now talk about your offer. And then at the end of this module, what you're going to end up doing is a workbook to work on your perfect client model, your lead magnet, as well as your offer, to make sure that there's synchronicity between all of it. Because ultimately what you don't want is to create those 3000 leads in 30 days like we did, but it had nothing to sell them.
  • What we want to do is we want to begin with the end in mind, begin with the end in mind. Well, thinking about our PCM, when we start to describe what our offer is now, because the list launching lab is meant to serve a variety of people. We're not going to get into in depth. What you offer? It would be impossible to cover all the scenarios that our students would need.
  • However, something to think about is if you want to begin to work one-on-one or with small groups, and there's a benefit and pros and cons to each now, why would you want to work with individuals? What working with individuals allows you to do is to get results and become dynamic. And what I mean by that is when you work, one-on-one, there's a certain flexibility that happens that you can adapt to their needs and you can meet them exactly where they are without having to worry about other people.
  • And what this allows you to do, especially if you're just starting your entrepreneurial journey is to get results. You can work with people a little extra. Or whatever it takes to make sure that they get results, to make sure that you understand how to get people's results, which is important, but also people can then vouch for you and give you testimonials and things like that.
  • You're much more likely to get individual people that you've worked with to give you testimonials than you would. If you did a group of say 20 people and ask them to give testimonials fewer people would do that in a group because the connection that happens one-on-one. Is very strong. And again, if you provide great results and great service, they're going to give you a great review or a great testimonial that you can then use to build into creating group programs.
  • And then from group programs, you can then start considering on demand programs. Now, this is just a suggested growth plan. Some people can start with an on demand program and to go into that. What I mean by that is. Something like the list and launching lab, which has recorded, ultimately people buy it and then they take it asynchronously.
  • They can watch it at their own pace and learn. Whereas a group program would be a combination of live and recorded or all live an individual is obviously one-on-one, but this stage is. But this growth path is something that Kathleen took. She was ultimately an individual coach that she then started with organizations and leadership teams.
  • And then now obviously has branched and grown into doing all of those things and on demand programs. So it's not one or the other, but that was our path forward. If that means something to you. Now, why would you want to work with groups? Working with groups is great because you start tapping into the potential that scale brings.
  • Say you work with 50 people in a small, relatively inexpensive group coaching program. You could then upsell people to much more expensive individual coaching options, and that provides you the ability to show the power of your work, ultimately in those group programs. And you're then creating this pool of demand, ultimately for your individual coaching.
  • That you can charge much more for, because that individual attention will be most likely what these group program participants will be looking for. And again, last on the growth path is on demand programs, because again, you really have to have a strong sense of what you're doing and how to get results with people.
  • Because as soon as you start abstracting away, the interaction and. The exchange of information, the requirement for clarity rises dramatically. So that's why we think that on-demand programs should come later in someone's career, but that's just our opinion and take it with a grain of salt. And it would very much depend on your niche.
  • We come at this from the perspective of Kathleen being a coach and a consultant, and what you might be might differ from that. So now that we've talked about lead magnets, Your perfect client model and your offer. It's time to work through your workbook. And what you will do on this path, through your workbook is to identify the lead magnet.
  • That's speaking to you. Start getting some ideas, going, get clarity around your offer all while keeping in mind your perfect client model. So set aside some time to complete your workbook and to get clear on your perfect client model. Your offer and your lead magnet and making sure there's alignment between the three of them, because that is the key to conscious and effective list building that leads to a sustainable business.

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Customer Flow

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Fundamentals
Fundamentals
5 Reasons You Need a List
5 Reasons You Need a List
8:13
About Karson Grady
About Karson Grady
12:16
Terminology
Terminology
12:29
Email Service Provider
Email Service Provider
28:12
Exploring Email Service Providers (ESP)
Exploring Email Service Providers (ESP)
28:12
Create ConvertKit Account
Create ConvertKit Account
2:34
Sender Reputation & Pro Domain
Sender Reputation & Pro Domain
15:32
Connecting Your Domain to Pro Email & ConvertKit
Connecting Your Domain to Pro Email & ConvertKit
12:13
Build Your List
Build Your List
First Stage of List Growth
First Stage of List Growth
21:00
First Landing Page
First Landing Page
24:53
Exploring Lead Magnets
Exploring Lead Magnets
30:27
Perfect Client Model and Offer
Perfect Client Model and Offer
15:46
Perfect Landing Page
Perfect Landing Page
11:04
Build a Landing Page
Build a Landing Page
48:02
Customer Flow
Customer Flow
13:43
New Subscriber Nurture Sequence
New Subscriber Nurture Sequence
32:23
Build Your Community
Build Your Community
Regular Weekly Content
Regular Weekly Content
28:26
5 Ways to Grow Your List
5 Ways to Grow Your List
21:49
Maintaining Your List
Maintaining Your List
Cold Subscriber Re-Engagement
Cold Subscriber Re-Engagement
23:13
The Promo Pivot
The Promo Pivot
28:46
ConvertKit 101
ConvertKit 101
Customizing Your Account
Customizing Your Account
16:14
Importing Subscribers
Importing Subscribers
2:20
Subscriber Profiles
Subscriber Profiles
1:21
Landing Pages & Forms
Landing Pages & Forms
8:07
Incentive (or confirmation) Email
Incentive (or confirmation) Email
4:26
Automatically Tag Subscribers
Automatically Tag Subscribers
1:58
Your First Sequence (Welcome Sequence)
Your First Sequence (Welcome Sequence)
3:30
Broadcasts
Broadcasts
5:29
Email Analytics (Reports)
Email Analytics (Reports)
3:01
Visual Automations
Visual Automations
5:59
Configure Your Custom Domain for Landing Pages
Configure Your Custom Domain for Landing Pages
4:23