Why successful offline Coaches struggle to make it online

Recently, I started running ads for a new client.

She’s a very successful Coach.

She earns over 7 figures per year.

And she even has a pretty big team working under her.

The problem?

She can’t make her online ads work.

Like many successful Coaches who hire me, she can convert the warm traffic she generates (I.e. referrals, interviews, offline workshops and stage presentations etc), but when it comes to paid ads?

Her money just goes down the drain.

To find out why this happens, let me tell you what I told her after reviewing her funnel for the first time:

"This funnel probably won’t convert. We can run a bit of traffic to it just to see as you’ve already got it set up. But looking at the message and the webinar presentation, it’s probably not going to give you the appointments you need at a cost that will be profitable."

And, unfortunately, The Aussie Hermit was right.

After testing multiple different angles I got the lead cost down from $30 to $15 or so. Further, I drove enough traffic to get about 70 prospects to watch her presentation.

The result?

Not even one application.

So how did I know this was going to happen?

Because the problem affecting this presentation is the same problem I see Coaches struggle with who can’t make their ads convert.

And that problem is…

The Coach’s message is nothing new or unique.

Here’s the deal - if you want to be successful with online ads you need a message that’s unique.

It has to be different.

It has to feel new.

If not…

If it feels like your prospect has heard it before, they’ll just ignore it (or just not even see it such is the volume of marketing message they’re hit with every day).

So you need a message that’s unique as that’s what’s going to make it stand out.

But how?

Well, there are 2 main ways to stand out with your message online.

One is easier and the other is harder.  

Let’s talk about both of those ways now:

The first (and easier) way is to pick a "niche."

By focusing on a small segment of the market you have less competition.

Less competition means it’s easier to stand out.

Here are two example headlines to illustrate this:

"Do you need help losing weight?" vs "Do you need help with binge eating disorder?"

One is a broad market and the other is a niche market.

Going after the broader market makes it harder to stand out, while going after the niche market makes it easier to stand out.

And as mentioned, it’s much easier to stand out by picking a niche than the second way.
And that second way is - you need a "unique mechanism."

I’m not going to go into this in this email. But suffice it to say, this is a much more sophisticated approach to marketing that allows you to stand out in a crowded marketplace.

I recommend this option only if you’re already doing at least 100k/mo like my client (or are experienced in copywriting).

The point is…

If you have a message that works great for referrals or offline speaking gigs but doesn’t seem to work online, then you need to follow one of these 2 paths.

Because if you don’t, then I can virtually guarantee you’ll be pouring your ad money down the drain.

With that being said…

Picking a niche is the very first thing we do together inside my 15 Minute Client program.

Often Coaches will come into the program with a general market they’re focused on. However, using the proven processes inside Module 1, I show you how to refine that market.

I show you how to get much more specific.

And, more importantly, I show you how to call out that niche market in your ads so they sign up to your list.

Then, from there, I show you how to send them a daily email that resonates with their desires so they eagerly book appointments to learn more about your program.

If that feels like something you need, then make sure to put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra