Client Attraction

If I had to pick one problem Coaches struggle with most when it comes to marketing, it would be this… The curse of knowledge. The reason? Because when it comes to marketing, you must speak to the conversation going on in your prospect’s mind. You must speak to their fears, frustrations and desires. And most of all, you must speak to an external problem they want solved. For example… Stop my divorce. Get more clients. Reduce company turnover. Etc. What you don’t want to do (and what Coaches do all the time), is speak to the core/underlying/internal problems you know they have because you’re the expert. Read that again. Typically this is something deeper. A root cause. For example… Imposter syndrome. Limiting beliefs. Mindset. Etc. The reason why you don’t want to do this is because - if you speak to a deeper problem they don’t know they have, the message won’t resonate. It’ll just go over their head. Or another way of saying that is… No one will click on your ad! Let me give you an example conversation I had with a client about this: ===== Client: "I am wanting to understand how to think more like you suggest (with external problems) in relation to internal getting my head around that" Luke: "Are these women in a relationship?" "In my experience most of my clients are in a relationship however not all married mostly have partners or have been married and now with new partners or boy friends" "Ok. But let’s pretend you’re thinking about one person. Your ideal client. Are they married?" "ok yes" "And does she have relationship problems? Ie intimacy with her husband Does she feel disconnected from him?" "yes as they either focus on work or kids then they have a big disconnect yes. they do not know how to relate to each other intimacy or sexually" "Can yiu solve that? And do you want to solve that?" "yes I can solve that. majority of the time they are disconnected intimately with themselves and or history or communication. and that leads to diconnection with their partner" "Ok. But now you’re getting into a deeper problem that you know they have but they don’t. Us experts do this all the time. It’s the curse of knowledge. We start talking about problems we know our prospects have but they don’t. When you do that, your marketing message goes over their head. So what you have to do is speak to an external problem they want solved. For you that sounds like the connection/intimacy in their relationship. So you attract her by saying you can solve those relationship problems, then you solve those relationship problems by working on herself and her own issues as you know that’s the real problem" ===== See how that works? This is by far the biggest problem Coaches struggle with when it comes to marketing. They know they have something super valuable to sell, but they just can’t figure out why they can’t attract their dream clients. Well, now you know the problem… They’re too deep in their expertise. They’re cursed with knowledge. The good news is, there’s an easy fix… After helping thousands of Coaches over the last 8 years, I’ve seen (and solved) this problem more times than I remember. Even better, I’ve put that solution into a step-by-step process inside my 15 Minute Client program. That way, you can be sure you’re using the right language to attract your prospect. To know when spots open next, put your name on the waitlist here: https://The15MinuteClientWaitlist.com -Luke Charlton The Man Cave, Canberra

I hate all the “magic bullet” solutions gurus sell. And, I don’t believe in overnight success at all. However, if you’re currently generating email subscribers, then there is one marketing tool that - if tweaked - can drastically change your business overnight. So much so it can take it from struggling to find clients to having more than you can handle. And the best part is - this one thing can be alternated in an afternoon. What is it? Your lead magnet. Let me take you back to 2015 when I first realised the power of having the right lead magnet… I was listening to a marketing podcast where the host was telling a story about how his company had typically focused on selling to the ‘how to start an online business’ crowd. And, while he was successful in this market, he found he’d always attracted a lot of low quality customers – those who had no money, and weren’t really motivated to take a lot of action (a big problem if you’re trying to coach people, right?). So it was not only hard to sell to them, but also hard to get them results as well. He grew tired of this market and decided he wanted to get away from the ‘newbies’ and instead start working with more serious business owners who could afford his higher ticket programs. So what he did was genius… First, he took down all his lead magnets that were aimed at “starting your business online.” Any type of checklists or templates that would appeal to a newbie online business owner were gone. Then he created a lead magnet aimed at attracting experienced business owners only. Specifically, he created a lead magnet focused on more advanced strategies around “split testing” (something only experienced business owners would be attracted to). The result was that almost all newbies stopped opting into his list, and instead he began to flood his list with Dream Clients – experienced business owners who had the money and motivation to buy what he was selling. Up until that point the most he’d ever been able to sell was an $8,000 program. But he used this approach to fill his $25,000/yr mastermind. That’s the power of having the right lead magnet at the front-end of your business. But probably the best part was that he was now able to work with his Dream Clients he loved and could get great results for. And it was during this episode where I had my huge “ah ha” moment on lead magnets… I realised that when you have the right lead magnet on your front-end, it will fill your list with exactly the type of prospect you want… Those types of prospects you really love to work with, can afford your program/product, and you can get great results for. But it was also during this episode when I had a second, far more concerning “ah ha” moment… I realised why up until this point in time I’d had so many crappy leads coming onto my list, why my emails rarely made sales, and why I often found myself doing a lot of sales calls with prospects who had no money… I had the wrong lead magnet. Where I was wanting to attract more experienced Coaches, I was actually attracting those that hadn’t even started their business. Doh! The good news is, I saw the error of my ways, changed my lead magnet to appeal to Coaches that had a business, and literally overnight I attracted a far better quality subscriber. One that had the money and motivation to buy what I was selling. From there I’ve gone on to attract over 500,000 quality leads for myself and clients in all types of markets. And have coached hundreds of others to do the same. With that being said, my message today is this… If you have an email list full of broke prospects… Or if you’re struggling to generate quality appointments… Then I can make an experienced guess the problem is probably your lead magnet. The good news is, there’s an easy fix… I call it “The Ultimate Lead Magnet Template.” This fill-in-the-blank template is what I take all my clients through who want better leads for their list. It’s step by step and will literally help you pump out a quality lead magnet in an afternoon.   Then from there, I show you how to launch it in a simple ad campaign so you can start generating quality leads ASAP, plus convert those leads with one daily email. It’s all inside my 15 Minute Client program. To know when spots are open next, put your name on the waitlist here: https://The15MinuteClientWaitlist.com -Luke Charlton The Man Cave, Canberra

In Canberra, we have a drug addict problem.

Go down into the city and there’s a good chance you’ll be attacked.

But not in the way you think…

You see, our drug addicts won’t rob you.

Instead, they’ll attack you in your car… with a squeegee and a soap bucket.
That’s right…

Our drug addicts will come up to your car while you’re stopped at a set of traffic lights and clean your windscreen for a tip.

Sounds harmless, right?

Well, often these drug addicts don’t listen when you tell them "NO THANKS!"

Or…

"DON’T TOUCH MY F$%##$ CAR!"

They’ll just go right ahead and clean your windows without your permission.

Then they’ll still ask for the tip!

And if you don’t give it them?

Some will abuse you right in front of everyone at the lights!

Funny things is…

These addicts are out rain, hail or shine.

A great example of this was today…

The pour old Aussie Hermit is in the city, stopped at a red light.

It’s pouring down rain.

My windscreen wipers ferociously swinging back and forth.

Then from behind the trees out jumps a drug addict to clean my windows!

Yes, in the pouring rain!

Yes, with my windscreen wipers on!

This hunched-back lady with 3 teeth hobbles over clutching her bucket and squeegee, and then because the windscreen wipers are on, she can’t wash my screen properly.

Do I turn them off for her?

Heck no!

So does she give up?

A big "no" to that too!

She starts washing the window BETWEEN the wiper swipes.

I sh!t you not.

She times it so her squeegee dodged the wipers.

Incredible!

Then after she’s done her 30 second "clean," like the hunchback of Notre Dame she hobbles round to my right windscreen to get a tip.

I’m not kidding.

Then, when I gave her a "wtf are you serious?" face, she starts shouting cuss words in a bogan language I assume only other addicts with 3 teeth would understand.

Talk about a story, ay?

Imagine being so desperate for money, you have to go outside in the rain to wash windows.

And the truth is - I feel for her.

Because I have been that desperate before.

No, not to pay for a drug addiction.

But to simply keep my business alive.

One of the stories I’ve never told is that when I was in London back in 2013, I got to the stage where I literally had no money left.

I had to find a way to pay the bills other than coaching because, well - I wasn’t selling any coaching.

One of the ways I did that was to borrow money off my Mum, Dad, and Nan.

Then when that ran out, I was too embarrassed to go back to them again.

So I started looking for opportunities to make money in London.
One of those opportunities?

Modelling.

My reasoning was - it paid well. It’s part time. And I’d seen average looking guys as models before so why not me?

Here’s what happened…

I find an agency that’s looking for models.

The problem is, they need headshots and modelling examples before they even look at me.

This means I need to fork over £600 just to get these photos done.

Crap.
Oh well, that’s what credit cards are for, right?

So I hand over the money and this professional photographer takes me around London to get some photos done.

This part goes OK.

The photos are easy to do as it’s just me looking around. Smiling. Walking etc.

I feel confident.

"I got this!" I think to myself,

Then they bring me into the studio where they ask me to do some posing.

And that’s when things go down hill fast…

Now, I don’t know if you’ve ever seen an 80’s prno...

I haven’t.
But I imagine that’s what my photo shoot looked like, only with clothes on and no woman.

It was that awkward.

At the end of the session the lady photographer comes up to me and says…

"Have you ever modelled before?"

Not a good start.

Then right after she says…

"I think you need to go home and practice in the mirror to see what you look like. Then come back to get more photos done."

Oof.

Suffice it to say…

That was the day my modelling career started and ended.

Now, the reason I tell you this story is because I never should have been in this position.

Like the drug addict who attacked my car with a squeegee today - I never should have been that desperate for money.

But I was because I following the advice of some terrible mentors.

And because of that, my business was foiling.

So if that’s you…

If you’re currently desperate for clients (or would simply like a lot more), and you feel like the advice you’re following leaves something to be desired, then I’m going to give you some advice I wish I could go back and tell myself all those years ago. That is…

Don’t try to reinvent the wheel.

Keep it simple.

Start with what works - and what has always worked - to get clients.

What do I mean?

Step 1) Build your list.

Step 2) Consistently email that list with an offer they want,.

That’s it.

I know it’s not sexy.

I know it’s not as exciting as the latest "book" or "tripwire" funnel.
But here’s the thing…

If you can’t make that strategy work - the most simple out there - then what are the chances you’re going to make the latest guru funnel work that has 25 up sells, 15 order bumps, 18 automations sequences on 13 offers?

The chances are very low.

And that’s why so many Coaches are failing, desperate for money and on a path back to a soul-sucking 9-5.

Don’t make client attraction more complicated than it needs to be.

Build your list and email your list consistently.

It’s that simple.

With that being said…

If you like the sound of doing those 2 steps, then that’s exactly what I’ve helped Coaches with over the last 5 years.

Together, we’ll attract quality leads onto your list with paid ads…

Then I’ll show you how to send that list one email per day to convert them into high-paying clients.

To know when spots are open next for my 15 Minute Client program, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

"Parenting is a series of bribes. Each bigger and more desperate than the next" -Luke Charlton I’m convinced that often the only way to get a 3 year old to eat their food, or put on their clothes, or get them to do something you want them to do… Is bribe them. Yes, I’ve read "the books." Yes, I know they say not do to that. But what do you do when they’re totally naked, you have people coming over in 5 minutes, and the only thing they’ll respond to is… "want some chocolate?" Personally, I think bribing in the right context is a beautiful thing. It allows you to control an otherwise totally insane human being for their own good. Like getting them to eat. Or bath. Or getting them to stop beating their sister over the head with a salt shaker while out with friends at a steakhouse.    Yes, a good bribe is very powerful. And it’s the same with your prospects… A good bribe - in the right context - is a beautiful (and powerful) thing to get them to do what you want them to do. An example being - to join your email list. You give them a free piece of content that’s going to help them with their current situation, and they give you their name and email so you can follow up with them. That’s a beautiful exchange. But where this exchange can go wrong is that Coaches give away the wrong bribe. They give candy when they should have given them Peppa Pig (so to speak). And when that happens - when they give the wrong bribe - they attract the wrong prospect. Let’s talk about that… When creating the right bribe, I’ve discovered (after generating hundreds of thousands of leads with paid ads), there are some best practices if you want to attract someone onto your list who’s motivated to get their problem solved - and is willing to invest a lot to solve that problem. And the most important of those best practices is to create a bribe for just one specific prospect. Many Coaches set out to create a great bribe (AKA: a lead magnet), but because they’re not 100% clear on who they want to attract, their lead magnet brings people onto their list that aren’t a great fit (either because they’re not in that much pain, or they don’t have the money to invest). Let me give you an example… Recently, I helped a client in the weight loss space. And, her lead magnet was something along the lines of… "10 delicious recipes to lose weight." Now, on the surface this looks like a good lead magnet. And, it was getting her opt ins. The problem was, it wasn’t bringing her the right opt ins. Here’s why… Upon asking her a few questions about her target market, I found out that she typically helps people who are "morbidly obese." And that these people are her "ideal client" because she can get the best results with them, and they tend to invest the most. So now if you go back and look at the name of the lead magnet ("10 delicious recipes to lose weight") you can see why there is a problem… It doesn’t speak to obese people at all. It speaks to anyone interested in losing weight. And because of that, she was getting lots of people on her list that weren’t obese (as most in the weight loss space just want to lose 5-10kg), and definitely weren’t in enough pain to invest the amount she was charging. So how did we fix it? Well, that’s another lesson for another day. Suffice it to say… We completely changed the lead magnet to speak to the wants and needs of her ideal client - those that are obese. And then from there she was able to (finally) get the right prospects onto her listed that were motivated to buy, and had the money! But the message here is… Get clear on your #1 ideal client as a first step when creating a bribe. Then from there, everything becomes a lot easier to attract that ideal client onto your list. With that being said… If you want to attract a better quality prospect that wants to get results, and that actually has money to buy high ticket - it all starts with a great lead magnet. And, in my 15 Minute Client program I take you through my "Ultimate Lead Magnet Template" to help you create such a lead magnet. This template shows you - in an afternoon - how to create a powerful bribe that attracts dream clients onto your list, while repelling the dead-broke lookie-lous at the same time. Along with that, I show you how to advertise that lead magnet with paid ads, then convert that traffic into clients with one email per day. To know when the doors are open next, make sure to put your name on the waitlist here: https://The15MinuteClientWaitlist.com -Luke Charlton The Man Cave, Canberra

Yesterday, I was listening to a course on "content creation."

And overall it’s a great program.

I learned a lot of tips on how to create a lot more content in a lot less time.

However, there was one point where the expert of this program was speaking about "consumption."

Specifically, he was saying how the key to getting your clients better results is making your course easier to consume.

And that’s why you want to put your program in a "mobile app."

Because with a mobile app, it allows your prospect to access your content a lot easier than them logging into your course portal from their desktop (or even their phone).

Then he went on to say whenever he puts his programs in a mobile app, the consumption always goes way up and more people finish the course.

So maybe he’s got a point, right?

Well, not so fast…

Because "consumption" is not the goal we’re going for here.

"Results" are.

So bragging about how many of your clients finished your course is like bragging about how many "Facebook likes" you have.

It’s totally irrelevant.

What’s more important is - how many of those likes turned into clients?

And it’s the same with consumption…

How many of those people who consumed your content actually went and got results?

And that’s why I think consumption doesn’t really tell us anything.

It’s a "vanity" metric.

Just because they consume your course, doesn’t mean they got results.

And I would go so far as to argue that a high consumption rate doesn’t mean a high "result rate."

The reason why is, to get results, your prospect still has to take massive action - whether it’s weight loss, relationships, business or any other market.

And having a mobile app is not going to help them with that at all.

They have to get off their a$$ and do the work.

So how do you get your client get great results?

Well, there are many things you can do, but I want to talk about 2 of the big ones…

1. You need to attract someone with an urgent problem.
   
   Just yesterday I was helping a relationship expert Coach.
   
   And, she couldn’t figure out why her funnel wasn’t converting. So I took a look and instantly I could see the problem - she wasn’t marketing to an urgent problem.
   
   Her lead magnet was called something along the lines of, "how to solve an argument with your husband."
   
   Is this a problem in relationships? Sure.
   
   But is it a really urgent/painful problem? Not really.
   
   The funny thing was, this was actually getting her opt ins.
   
   But it was getting her people that weren’t in that much pain with their relationship, and so they weren’t booking calls.
   
   So I told her, "you need to pick a more urgent problem." An example I gave her was "how to stop your divorce."
   
   Notice how if I created a lead magnet that showed people how to stop their impending divorce, it would attract a prospect with a much more urgent problem?
   
   And here’s the thing…
   
   When you do that, they’re going get on calls with you, they’re going spend more money with you - and they’re going to take action to get results!
   
   Next:
   
2. The second thing you can do is charge higher prices.
   
   Have you ever noticed how someone who invests in a high ticket service, almost always gets much better results than someone who invests in a low ticket service?
   
   Well, the reason why is simple...
   
   The more you charge, the more skin they have in the game, the more they complete AND take action in your program.

So you can see...

If you do just those 2 things, you don’t need no frikken mobile app.

Your prospect will happily set aside the time to go through your program because they’ve got a big urgent problem they need solved, and also - they’ve invested a whole lot of money to get that problem solved.

With that being said…

Marketing to a clear, urgent problem is without doubt, the most important thing you need to do as a Coach if you want high-paying clients.

Problem is - 90% of Coaches I see aren’t doing it, and that’s why they struggle.

That’s the bad news.

The good news is, this is literally the first thing I help you fix in my 15 Minute Client program.

I help you get clear on your market/niche (which I call "Your Starving Crowd"), and the big urgent problem they’re going to pay you a lot to solve.

Then from there we craft an offer so irresistible that market would feel dumb saying no to.

And of course, I show you how to attract that market sending one quick email per day.

If that sounds like something you think you need, then make sure to put your name on the waitlist.

You’ll be first to know when spots open:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

Recently, I invested in this old school Earl Nightingale program called “Lead the Field.”

If you’ve never listened to it - highly recommended!

Only $30 or so, too.

Anyway, there’s this story his tells called “Acres of Diamonds.” And, if you listen close, it’ll lead you to “Acres of Clients.”

Here’s a brief overview of the story so you can see for yourself:

====

“An African farmer heard tales about other farmers who had made millions by discovering diamond mines. These tales so excited the farmer that he could hardly wait to sell his farm and go prospecting for diamonds himself. He sold the farm and spent the rest of his life wandering the African continent searching unsuccessfully for the gleaming gems that brought such high prices on the markets of the world. Finally, worn out and in a fit of despondency, he threw himself into a river and drowned.

Meanwhile - the man who bought his farm came across a diamond in a stream on the farm. This eventually lead to him discovering one of Africa’s most productive diamond mines.

So without knowing it, the first farmer had owned, free and clear… acres of diamonds.”

====

So the moral of this story is very clear…

Before you go looking elsewhere for diamonds, first look for those in your own backyard. There are always diamonds there if you only look.

And it’s the same with clients.

There are acres of clients in your backyard, right now, if you’ll only look…

For example, let’s take your email list.

There are hundreds, maybe even thousands of prospects that are sitting there, in your database who have opted into your list to get help on your topic.

And so there are certainly at least a few, right now, who are ready to become clients.

They’re looking for help. They want to invest.

Even on the tiniest of lists.

But, will they invest with you?

Well, that depends…

Do you have a relationship with them?

Do they see you as an expert?

Do they even know you exist?

For most Coaches, it’s a big “no” against all those 3 questions.

And because of that, you’re losing your diamonds to the farmer next door (AKA: your competition) who does have these things with them.

Don’t worry though, there’s a simple remedy…

If you want to mine the acres of clients out of your own backyard, your own list, and stop your competition stealing them from right out under your nose - your prospects have got to know you, like you, trust you, and see you as an expert that can help them.

When they have this connection with you, a simple email straight to their inbox promoting your latest program will often be enough to get them on board (provided the price is right, of course).

But how do you do this?

How do you build a relationship so strong they’ll jump at the bit to devour anything you release?

The answer you already know.

It’s not new.

Or sexy.

Or the latest “ninja hack” - but it works. Incredibly well.

The way to pull diamonds out of your mine for the rest of your days is to do the #1 profit strategy you know you should be doing, but aren’t…

And that, of course, is to ‘follow up.’

You see, because I take the time to sit down and send one follow up email every day, I build a relationship with my list, I build trust with my list, and most importantly…

I get to demonstrate, every day, what makes me an expert.

And because of that, I continue to mine the acres of clients out of my database.

It’s true there are acres of clients in your database right now.

However, if you don’t take time to nurture and take care of this “mine,” the diamonds won’t last forever.

Tend to that mine - send an email to your list, every day - and you’ll have one of the most productive mines in the coaching industry.

With that being said...

If you want more help around the "how" of this approach, that's exactly what my 15 Minute Client program is all about.

I show you how to build your list, and mine that list for clients using my unique style of sending fast emails (and it works great even if you're not a copywriter).

To get added to the waitlist so you know when doors open next, head on over to this link:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra