Paid Traffic

Many moons ago, The Aussie Hermit was a “gun for hire” copywriter.

Facebook ads…

Sales letters…

Webinars…

I did it all.

And one of the most exciting moments of my copywriting career was when I was hired by an agency to write some ads for Bob Proctor.

(Arguably one of the most well-known Coaches in the world, second only behind Tony Robbins)

Unfortunately, though, the first one I wrote got less than stellar results.

Hardly any sales and leads out of KPI.

Obviously, I didn’t want that to happen again.

And so the next one I produced, I went through a much deeper research process to ensure it converted - and converted well.

Here’s what I did:

—> I went through a ton of Bob’s videos so I could get the right language he used…

—> I went through a ton more research about the market to get even clearer on their pain points and desires…

—> I went through a ton of reviews about the product to know what language customers used to describe what they loved about it…

—> I went through a ton more information about the product to know how it fit in with what the market wanted…

Plus more.

In other words, I did a lot more research about Bob, the product and the market.

And then once I had all that knowledge swimming around in my head, I wrote another ad.

The result?

A couple of million in sales and an ad that went viral.

But the reason I tell you this is to share a bit about the process I went through.

If you want any type of marketing campaign to convert (ads, emails, webinars etc), you need to go through a deep research phase in the beginning.

You need to know your market, your product and how they fit together.

This is something we Coaches often don’t put enough time into, but it’s absolutely critical to your success.

Do the work and you’ll reap the benefits.

AKA: the clients.

The good news is, you really only have to do this “in depth” work once.

Then from there, you can sporadically update your research notes as you learn more about your market and more benefits about your product you know your market wants.

This is what The Aussie Hermit does.

I’ve had a very clear idea on my “dream client avatar” for a long time now, including how my product meets that dream client’s needs and desires.

However, because I’m always having conversations with clients or new prospects on the phone, I’m always learning new things.

And so when something stands out (i.e. a new frustration or a new product benefit), I’ll write it down.

Then I’ll typically use that to write some emails about.

The point is…

You’re always researching.

Always learning.

But in the beginning of trying to make your campaigns convert online is when you want to put a lot more work in.

Do that, and you'll reap the rewards.

With that being said…

In the very first module of The 15 Minute Client program, I take you through my “Ultimate Research Rolodex.”

And inside it shows you the same process I used when researching markets as a copywriter.

It shows you where to look.

It shows you how to extract the right info.

And it shows you how to do all this from the comfort of your computer.

Along with that, I show you how to put all of that info into a “dream client avatar.”

This is the tool you’ll have by your side when you create any marketing campaign.

It’s what allows you to write copy that gets your dream client clicking, opting in and booking appointments.

Of course, we go through a lot more in the program (like crafting your offer, launching your autopilot list building campaign, and sending regular emails), but I wanted to touch on one of the most important pieces in this email.

A piece that’s right at the top to getting clients.

Anywho…

To know when spots open next, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

Let The Aussie Hermit give you a list of all the ways I used to get traffic:

1. Networking up to 5 nights per week.
2. A YouTube show (back then it was "Google Hangouts").
3. Speaking.
4. Running small group workshops.
5. Posting on social media.
6. Blogging.
7. Running a podcast.
8. Building a LinkedIn group.
9. Building a Facebook group.
10. JV's.
11. Connecting with people on LinkedIn.
12. Cold calling.
13. Door knocking.

Plus many more.

Did they work?

Not really.

And the reason why is 4-fold:

1. They often took a lot of time to build momentum.
2. They’re not that scalable.
3. They took up a lot of my time.
4. They didn’t work unless I worked.

And this last one is something many don’t think about.

Want to get traffic from speaking? You gotta be on stage.

Want to get traffic from Join Ventures? You gotta be on calls, building JV relationships and organising the promos.

Want to get traffic from blogging? You gotta be writing long, detailed posts every week. Otherwise, if you stop, the strategy no longer works.  

Now I’m not saying you shouldn’t do them.

If you have the time and inclination, some can be great.

But for me, it’s a hard sell when compared to the alternative.

Here’s how my traffic works:

1. It’s instant.
   
   No spending months putting together content or trying to get booked somewhere. I can turn it on and off like a tap.
   
2. It’s scalable.
   
   If I want to earn more I just turn up the tap.
   
3. It’s automatic.
   
   Once the campaign is set up and running, I spend about 5-10 minutes per week keeping it going. It works without me having to be there.

Think of it this way…

Now, when I’m sleeping, I’m generating leads.

When I’m eating breakfast, I’m generating leads.

When I’m in the gym, with my family, and even on the toilet - I’m generating leads.

The only downside?

The traffic is paid.

For me though, that’s a price I’m willing to pay to give me a business where the only thing I need to do to get clients is send one email each day.

Because before, I’d have to spend 2-5 hours per day just on the traffic generation before I even got to my email.

Maybe I could justify that when I was single.

But now with a family?

Not a chance.

With that being said…

If a lot of your time is currently being sucked up by these free methods, and you want to transition to a more automated, scalable way, then maybe The Aussie Hermit can help?

Inside my 15 Minute Client program, I show you how to build your list the paid way.

Along with that, I give you a 3-step email framework to turn that list into premium clients every week.

The only catch?

There’s a waitlist.

To know when spots open next, head on over to this link here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

Following is a story about how I go about finding marketing "hooks."

These are what you can use in your ad campaigns to stand out, get noticed, and get tons of people chasing you down…

Even in hugely crowded markets.

Enjoy!

====

Recently, a woman reached out to me to run her ads.

She and her sister had tried some things in the past, but it never converted.

A very common story.

And, typically it’s an outright "no" when someone wants me to run ads who doesn’t have a campaign that’s already converting.

The reason being, I want to make sure they can pay my monthly fee (which is definitely not cheap), plus…

It’s much easier to get results for someone who’s already got something going.

However, after asking her a few questions about her market and offer, I felt different.

I felt she had something quite unique that I’d never seen in the investment space

This is important because, if you want to be successful in a saturated market, you need something unique to stand out.

And she had this.

Problem was - she didn’t know how to communicate that difference.

I did.

So I agreed to run her ads.

Here’s what happened…

Over the next couple of weeks I didn’t even log into her ad account.

Instead, I just asked her lots (and lots) of questions about her market and her offer.

I wanted to know:

Everything about how the investment strategy works…
All the all the associated benefits…
All the the drawbacks…
All the objections…

I wanted to know about her market’s biggest fears, struggles and desires.

And I wanted to know all these things so I could explain their offer in a way that the market understood, and most of all…

In a way that made the market want to work with them.

But there was also one more reason for all the back and forth questions…

I was trying to find the right "hook".

You see…

When you’re in a broader market, you need something special to stand out.

You need a headline so different and so unique that it stops people in their tracks and makes them pay attention.

Not an easy thing to do when most see thousands of marketing messages per day.

So I knew that no matter how well I wrote the ad, or explained the offer, none of that would have made a difference without the write headline/hook.

And the not-so-funny thing is…

This is the hardest part when researching.

You would think coming up with one headline or angle would be pretty simple.

But it’s not.

Because with a hook you’re trying to say why a particular offer is so amazing, but you only have a few words to do it.

(Particularly in a Facebook ad where the headline is limited to only 6-8 words or so)

It’s a struggle.

And I was finding it a struggle with this client.

I knew they had a great offer I just couldn’t find the right headline to communicate their offer.

Everything I had come up with was OK, but I knew after spending millions of dollars across many saturated markets it wouldn’t be good enough.

So what did I do?

I kept asking questions.

I kept digging.

And one of the other questions I asked was…

"Can you please provide some credibility points I can add to the ad I.e. how many apartments you've invested in, the average return you have got, how many deals you've helped others get, the average return they have got, any media you've been featured in (magazines, tv, podcasts etc), any awards you've won, total revenue you've generated, portfolio size, total revenue you've helped generate all clients combined etc etc"

And that’s when she replied with something magical…

"We are part owners of over 2,400 apartment units."

And the first moment I read that I thought…

"Holy crap! That’s amazing!"

Then immediately right after I thought…

"That’s my hook!"

I knew no one in the investment space had that hook.

So I knew it would stand out.

And so I took that little quote and turned it into this headline…

"How We Went From Zero to 2400 Properties in 3 Years"

The result?

An ad that’s been so successful it’s completely filled their calendar.

They’re absolutely swamped with calls.

And we literally have to reduce their ad spend at the moment while they train up a sales person.

And the reason why I tell this story is to share with you the process it takes to find the right hook.

Many Coaches (even so called "advertising gurus") will just sit down for a few minutes and bang-out the first headline that pops into their head.

Big mistake.

If you want to be successful in those bigger markets you’ve got to put in the work.

You’ve got to dig dig dig until you find the right hook you know will get attention.

It takes work.
And, unfortunately, many just aren’t willing to do that work.

But it’s worth it.

With that being said…

If you’re a Coach who just wants some clients there’s a much easier way than what I described above.

It still requires work, but not as much.

And you don’t have to be experienced with marketing like yours Hermity to get results with it.

That way?

Pick a niche.

The first thing I do with Coaches is help them get clear on their niche.

The reason being…

When you niche down, you stand out because you’re speaking to a very specific group.

You don’t need a hook.

Instead, you simply call out the target market in your ad…

Ie "Are you a female executive in the insurance industry?"

This is what cuts through the noise.

What gets you noticed.

And what gets clients chasing you down.

To know when spots are open next in my 15 Minute Client program, put yourself on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

Yesterday, I revealed my “work backward formula.”

This practical (and quick) exercise shows you how to reach whatever revenue goal you want.

$20k/mo…

$30k/mo…

$100k/mo… and more.

(If you haven’t read it - worth a look!)

And in today’s email, I want to come at this topic from a different angle.

Meaning…

I want to share another practical strategy for getting to your monthly revenue goal - whatever that goal is.

I call it “The $1,000 Test.”

Here’s how it works…

Step 1) You setup a simple lead generation campaign using Facebook ads (or another ad platform).

And all you do is advertise a lead magnet that builds your list.

Step 2) You spend $1,000 advertising that lead magnet.

From this spend (if you follow my process for generating leads), at the worst case you will have 100 quality prospects on your list (if not more).

Step 3) You send those 100 prospects 30 emails over 30 days that provide value, and that end with an offer to work with you.

Step 4) You close at least one of those 100 prospects into a sale at $3,000 or more.

And if you can do that, you have a $30k/mo+ business.

The reason?

Because as you can see, you’ve spent $1,000 and made back $3,000.

So that means, for every $1,000 you spend you’re going to get back $3,000 or more - every time.

(As long as you keep consistently emailing, of course)

Now, does that mean once you’ve done the $1,000 test you start spending $5,000/day - every day?

No, you scale up slowly.

Maybe the next test you spend $2,000 over a month and see if you can get back $6,000 or more.

Then you spend $3,000 over a month, and so on and so forth.

I call this “snowball scaling”.

But the point is…

You start small with your ad spend…

You make sure it converts…

And when it does - well now you have a recipe for a very profitable business…

$1 in $3 out…

$1,000 in, $3,000 out…

$10,000 in, $30,000 out…

Etc.

That’s the power of being able to convert paid advertising.

You know that once it converts, you can “scale to the moon” as the crypto guys say.

With that being said…

If you’re tired of spending half your day generating organic traffic, or if you simply want to learn how to scale paid ads, well that’s what I show you how to do in my 15 Minute Client program.

In fact…

I show you how to scale creating only 1 ad, and sending 1 email per day.

Yup, it’s extremely simple.

I run much more complex campaigns for clients but for myself and the coaches that I coach?

1 ad and 1 email is all I need as well.

To be notified when spots open next, make sure to put yourself on the waitlist now:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

When struggling for coaching clients back in 2013, my goal was to get to $10,000/mo.

And at the time it felt as far away as earning 1 million per month.

But I knew that if I could just reach that goal, then all the financial pressure would be lifted off my shoulders.

Problem was…
I had no idea how I was going to get there.

And if you’re the same…

If you have a financial goal - whether that’s 10k, 20k, 30k/mo or more…

I’m going to share with you a practical formula right now, that shows you what you need to do to get to that goal.

Here we go…

I call it the “Work Backwards Formula.”

Here’s how it works…

Let’s pretend your goal is to get to $30k per month.

If that’s the case, the first question you should be asking yourself is…

“How many sales do I need to make $30k per month?”

Pretty simple.

And now let’s also pretend your main coaching program is $3,000.

If that’s the case, then you need to make 10 sales every month to hit $30k.

Again, pretty simple.

But then you work backward again…

So if you need to make 10 sales, the next question you should be asking yourself is…

“How many sales calls do I need to do, to make 10 sales?”

And to get the answer to that, you have to look at your average closing rate.

Let’s pretend 1 out of every 5 prospects you speak to signs up for a $3,000 program.

If that’s the case, then you need to do 50 sales calls to make those 10 sales to get to that $30k/mo.

Then the final question you need to ask yourself is…

“How much of X do I need to do to generate 50 sales calls?”

And “X” in this case is whatever marketing/lead generation strategy you use.

So it could be…

“How many webinar attendees do I need to get 50 calls?”

Or…

“How many book sales do I need to sell to get 50 calls?”

Or…

“How many emails do I need to generate to get 50 calls?”

Etc.

See how that works?

By working backward now you know how many leads you need…

You know how many appointments you need.

And you know how many sales you need.

This is a really great exercise for you to do because it shows you that your monthly revenue goal - whatever that is - is very achievable.

You just gotta know your numbers.

That’s the good news.

The bad news is - most Coaches don’t have an “X.”

Meaning…

Most Coaches don’t have a marketing/funnel strategy that works to consistently bring in leads they can turn into calls, and calls they can turn into sales.

If that’s you, not to worry…

The Aussie Hermit is here to help.

And, I’m going to lay it out very simple in 2 steps:

Step 1) Build your list with paid ads.

By building your list with paid ads you can have leads joining your list every day on autopilot.

The other great thing about paid ads is you can control the amount of leads you get.

Want more?

Scale up.

Want less?

Scale down.

Of course, building your list is not a “sexy” strategy like your latest guru webinar or tripwire funnel. But I find Coaches who have tried the sexy (AKA: complicated) strategies and have failed, realise they don’t care about the bells and whistles.
They just want something simple that works.

Well, my young Hermite, building your list still works.

Really well.

And even better…

It’s dead simple.

Then finally…

Step 2) Email that list every day with an offer to work with you.

By sending an email each day you build “know, like and trust,” and most importantly…

You create a system that brings in consistent appointments.

Once again, this isn’t sexy.

But it’s simple and doesn’t require you to be a marketing guru to make it work.

And that’s it.

That’s an example of a simple system that brings you consistent leads.

So let me wrap this up into a bow for you…

This system is great because you know based on how many email subscribers you’re getting per day, how many of those will turn into appointments each month.

And when you know how many turn into appointments each month, well then you know exactly how to get to your revenue goal.

Anywho, that’s Big Pappa C’s “numbers” lesson for today.

If you want more clients with paid ads and a simple daily email, then maybe my system is for you…

Head on over and put your name on The 15 Minute Client waitlist to know when doors open next:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra