My 6-figure content mistake

Way back in 2013, The Aussie Hermit had a regular podcast.

Although, it wasn’t an audio podcast.

It was a “Google Hangouts” live video show when Google Hangouts was a thing.

And, I did a 30 minute to 1-hour long episode every week for over a year.

I brought on guests.

I put together shows with my own content.  

I spent hours every week promoting it.

And, I had a regular 100 or people watching each episode live.

But do you know how many clients The Aussie Hermit got from it?

A big fat zero.

Sad.

And so like most Coaches who put in a lot of effort for not much return, I stopped.

I gave up and moved on to something else.

But it wasn’t until a few years later when reflecting on my show did I realise why my results were so poor.

And, it’s so embarrassing I suspect that’s the reason I haven’t written about it until now.

So why did The Aussie Hermit’s show fail to bring in any clients?

I didn’t have any call to action!

At no point in the show (whether beginning or middle or end) did I give my watchers a reason to reach out to me.

I didn’t offer a lead magnet.

I didn’t offer a free call.

I didn’t even have a link to my website in the description.

Nothing.

And as a marketing Coach, this is pretty embarrassing.

This is marketing 101.

You always want to have a call to action at the end of EVERY piece of content you create.

Whether a social post.

A Facebook live.

A podcast.

A blog post.

And, of course, an email.

This is how you generate leads, appointments, or sales.

Also, this is how you know if your message is resonating.

Because if you put out a call to action and no one takes you up on it, you know there’s something not right with what you’re saying. You know you need to tweak the offer.

But if you put out content without a call to action, how do you know if it resonated or not?

There’s no feedback.

Sure you could get some “likes” and comments.

But that’s not feedback.

True feedback is when a prospect takes the action you want them to take.

Like opting into your list.

Booking a call.

Or buying your program.

I hazard a guess I probably lost at least 6-figures in sales by not having this simple call to action.

Don’t make the same mistake I did.

Something else to think about…

Clients ask me all the time, “Aussie Hermit, what offer should I have on my website? Should I put my program on there with prices? Or maybe I should offer a free call?”

To that, I say, “no.”

You shouldn’t do any of those things.

In fact, there should be no place to see your program info on your website because you need to put that program in the context of their problem. You need to have a phone call for this. But this is another topic for another day.

What you should do is have ONE call to action on your site. And that call to action should be some type of free offer.

Ie a lead magnet.

And the reason why is, something like 90% of people who visit your site will never come back.

So you’ve got to find a way to capture their email address before they leave.

Otherwise, poof! They’re gone.

The best way to do this, as mentioned, is with a free giveaway as it’s an “easy yes” for them.

Then, once they’re on your list, you can tell them about anything you want.

Your FB group.

Your program.

Your podcast etc.

Bottom line:

Every piece of content should have a call to action.

And that call to action should generally be to opt in to your list.

Further, your website should have one lead magnet offer to make signing up to your list very easy.

You can put that offer all over your website (ie on multiple pages). That’s fine.

But just have that as the only offer/call to action you present.

Then you can direct them wherever you want after that.

With that being said…

If prospects aren’t joining your list, booking calls, or signing up to your programs, it’s almost always an offer problem.

Meaning…

The way you’re positioning/communicating your lead magnet or free call or program offer is not resonating.

They don’t see the value and so they’re not taking the action you want them to take.

Inside The Aussie Hermit’s 15 Minute Client program, I’ll help you fix this.

Specifically, we go to your market first.

Your market will tell us (through research) what words and offers will make them take action.

Then, from there, I show you how to take that research and put it into various  frameworks (ie ad framework, lead magnet framework, email framework, offer framework etc) that gets your ideal clients jumping onto your list, booking calls and signing up to your program.

To know if this program is a good fit for you, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra