Imagine you generated 3000 leads in 30 days, but had nothing to sell them. That was Kathleen and I's reality about two years. 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. This goes along with the copy. We use the ads, we ran the landing pages 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. 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 time. 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. 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 clients. 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.
And what demographics really are, are the highest level targeting characteristics that we can have for our perfect client model. Demographics are 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. Two people could be living parallel lives, so to speak in this certain part of the country or this certain. 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 valid.
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 their interests.
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 into their model. 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. And that's what we ultimately need to do as coaches, consultants and service providers is to find our people, to find the actual people amongst the world that are ready for us, that 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's.
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.