In this article, I am going to talk about what it is that makes a website convert. What I am talking about today is the CLIENT ATTRACTION MODEL and „How the CLIENT ATTRACTION MODEL turns your website into a customer magnet”.
The CLIENT ATTRACTION MODEL is a simple and dependable way to turn your website into an asset that generates clients and revenue. And the best part is without any technical overwhelm because I know for sure, the tech stuff can be a pain in the butt when it comes to set up a website and automating your client acquisition. We ‘re going to get rid of this today.
If you are a coach, mentor, or trainer or of any kind, this article is going to show you a great way to get clients that just works over and over again. I think you gonna like it.
Today, I’m going to tell you the exact strategies that all of this info boiled down to. I’ve filtered out all that is not necessary, all the filler, all the fluff and I give you the good stuff so that you don’t have to do all the work that I did.
Here is what you are going to learn.
You’re going to learn how to ATTRACT people that are already searching the Internet high and low for coaching and mentoring services just like yours.
What you can offer to visitors to make them excited about YOUR offer (it has nothing to do with what you are actually selling them).
What TRIGGERS people to BUY from YOU, and not your competition. It’s no fancy dancy Internet marketing stuff but pure psychology that applies to everything.
My PROVEN 5-step process to build a website that SELLS. ZERO nitty-gritty technical stuff, dead easy to implement.
Most of the things you’ve learned about getting clients online are dead wrong. And you’ve probably realized it, because if you’re like me you’ve listened to all the free advice out there on the Internet, telling you that you just have to have an opt-in form and your clients will line up on your list without having you to do anything. Well, that’s not how it works and in this training today, I’ll going to show you the right way, the way it actually works.
Another big problem is the market saturation. Just like you and me, people are just immune to newsletters and free reports, because they get the same reports with outdated information all over the Internet AND then they get bombarded with “buy my stuff” advertising after they have signed up. Nobody wants this and we have to differentiate ourselves from those advertisers.
That’s the reason why opt-in rates are in the toilet and that might also be the reason why your coaching business is not growing the way it should be.
So, if these things are concerning you, I can definitely help you with this.
So, are you spending your nights and weekends slaving away in your coaching business trying to attract clients and want to stop all of that, instead wanting to spend valuable time with your significant other or your family, this is for you.
Do you want to have a consistent stream of prospects coming your way?
Do you want to claim your life back and do what you love, which is helping others and have an impact in the world and provide yourself and your family with the lifestyle that you truly deserve, then read on …
There are 5 steps to the CLIENT ATTRACTION SYSTEM, the first one is getting some traffic, right?
Let me tell you why. Before you want to send traffic to your website, you want to make sure that your website is able to convert your visitors into leads and finally into paying customers. If this is not the case, you will lose your visitors and most likely you will lose them forever. You‘ve wasted time and you might even have lost money on ads spend. So driving traffic is the last step to do. Here is what you want to do first…
We want to make sure that your site is a high-converting website that actually attracts your ideal client. And what makes it a high-converting website is “The Hook“, which attracts them to your website, „The Bond“, which connects them with you, and „The Magnet“, which makes them want to know more. You need all 3 of these steps. Leaving one out will decrease the number of potential clients.
When they have shown interest in what you have to offer, you can now follow up with them in step 4 and create authority and expert status in your marketplace.
And finally, step 5 is to drive traffic to your website. Now that your website converts and you consistently follow up with the people who show interest in your services, now you can and you absolutely should drive tons of traffic to your website.
So, what I am going to do now is, I walk you through these 5 steps. This is really very, very simple and once you‘ve finished this training you‘ll be able to utilize a lot of what you‘ve learned.
So, let‘s dive into it. Step 1 of the Client Attracting Model is the HOOK.
The first thing you want to do of course is to grab the attention of your visitors that come to your website. And actually, that is not that easy that you might think it is because the average attention span of a human being is actually seven seconds. 7 seconds, that is really shocking in my mind. We don’t pay attention anymore, we all have to deal with more and more distractions and we jump from one thing to another.
And to show you how really shocking it actually is, the average attention span of a goldfish is nine seconds! Please, don’t ask me how they measure it, I have no idea, I just know that the that they say the attention span of a goldfish is 9 seconds while ours is just 7 sec.
But, what does that mean for your website? Yes, exactly, you have only seven seconds to grab the attention of the website visitor that comes to your website. And if you don’t attract them, if you don’t grab the attention in that short span of time, then they are gone and most likely they come never back again, which means, they work with your competitor.
The purpose of the HOOK is to grab the attention of your customer and make them curious about your services.
The hook has to SELL them on checking out what you have to offer. The purpose is to make them stay on your website so that you have the chance to educate them on what you do.
Having said that, a great way to grab the attention of your visitor is to control ONE thing and one thing only and that is their focus.
That‘s what in marketing terms is called a pattern interrupt. You need to get them out of their routine. They might just be sitting there being bored in front of their computer or with their smartphone in their hands, clicking through the Internet and then they come to your website and they literally wake up for a moment. Wait a minute, that ‘s interesting, I want to see what this is all about. Maybe that is helping me with … – whatever their problem may be.
And a great way to change someone‘s focus and grab their attention is something that makes them think. For example, this could be a great tagline like this one …
Here are some examples of taglines.
The best tagline that I‘ve ever come across is this one: “With every product, you purchase Toms will help a person in need. One for one“. Toms cause is to help children in need that even do not have a pair of shoes to get one. So, if you purchase a pair of shoes not only you have new shoes, but also a child in need. So, do you think that grabs the attention of a potential buyer? I guess so!
Unfortunately what is not really great about this website is the text on the image on the left side. “Set Sail”, is actually attracting the eye much more than the little text underneath and if I wouldn’t have to make it stick out by the red line I have circled it with, you might not have even noticed it.
So, make sure on your website that the thing that you want to bring across is the thing that attracts your eye!
And here is another great tagline on this website: “only @Toms“, which makes you curious what it is that only Toms provides, right? There it is, it has created curiosity and you want to check it out … That is the whole purpose of it! Creating curiosity and make your visitors want to check out more.
And it doesn‘t always have to be a tagline! It can just be a simple headline that makes you curious. When I was looking for ideas to use as examples for this article here, this headline truly grabbed my attention, right? So, what does your potential customer look for? How can you grab their attention?
Another way to grab the attention of your website visitors is to ask a question.
Our brain just can‘t resist answering questions. Even if it is NOT relevant to us, right now. Confronted with a question, our brain automatically goes to work finding an answer. Of course, you should make your question relevant to your offer. I hope you‘ve got this in the meantime. This is utterly important!
So, here‘s my hook. My ideal customer is in search to find a way of getting clients online, so confronted with the question „Do potential customers find you online”? They come up with „No, actually not“ and that makes them instantly curious to find out what I have to offer that might help them.
What is also working amazingly is having a video right there when you open your website‘s homepage. People just LOVE videos. Especially, if it‘s presented in a cool way like here on this homepage, people cannot resist but just HAVE to click the play button. And a video is an awesome tool to get your message across. And it can also be a photo or a graphic that expresses your message and makes them curious.
So, you see, to hook them is all about THEM not about your awesome product or service or even about you! You need to step into their shoes and find out what attracts them.
So, now that you‘ve attracted them. What comes next?
And here is something that is important! Whatever you do to hook your ideal client, it must be relevant to what they want and need. It needs to be related to them. If you grab their attention with apples and then want to try to sell the oranges, that simply doesn‘t work! And of course, your core offer has to solve their problem. That‘s why the foundation of everything that you do online is to figure out who your ideal customer is, who you want to serve and are able to help and then figure out what is so unique about your solution so that your ideal customer actually craves to buy from you.
Actually, your hook has 2 purposes.
- It is there to grab the attention of your visitor and
- It should make them curious about what you have to offer so that they start to check out your website
So, take the time and think about
- What is your ideal customer?
- What is unique about you?
Which leads us to the next step in the process, which is …
The next step: The BOND.
There is a saying that „people buy from people they know, like and trust“. So, right now, there is a stranger on your website. He or she doesn‘t know anything about you. So, the question is, what can you do, to get them to know you a little bit, maybe even like you?
Well, to get people to know and like you, you need to tell them a little bit about yourself. That’s where the “about me” page comes into play. When you’ve done it right and your hook made people curious, they most likely will check out your about page. The about page is the most overlooked asset on most websites. After the homepage, this is the page that usually gets the most views. But people are not aware of it because they don’t measure it.
People want to know who you are. Especially when they look for a coach or mentor. They want to know, who the person is they’ll get advice from. They are looking for somebody who shares the same values! So, tell them something about you. What kind of person are you? What do you stand for? Why do you do what you do?
And the best way to do this is to shoot a little video. Why? Well, people can see you in action. They get a feeling of who you are and they get a feeling if they like you and if they want to work with you. And on your website, you can talk to them 24/7 whole year long. They get to know you even if you sleep, have fun with friends or family or if you are on vacation. How amazing is that?
if you are not comfortable to speak in front of a camera, you do not HAVE to do it. But, I can tell you, it’s quite effective if you do it. You don’t need to have an expensive videographer or expensive equipment. You can actually do it with your smartphone.
You might need a little tripod for your smartphone so that the video is not all shaky. And maybe a little lavalier mic, that you can clip to your shirt so that you have a good sound. You can buy both for a total of $20 to $30. That’s all you need.
And you know what‘s the best? If you don‘t like the video, so what? Nobody has seen it, you can just delete it from your phone and shoot a new video until you are satisfied with it. You will go better and better in the process.
What else can you do? If you are not comfortable in front of a camera, there are other possibilities out there.
The first one is to create a PowerPoint or Keynote presentation. That‘s something that looks similar to this video. Actually, this is a PowerPoint presentation. PowerPoint and Keynote are pretty similar, the only difference is that PowerPoint runs on a PC while Keynote is a Mac application. You actually, need a video tool to convert the presentation into a video format. I use Camtasia, which is a tool that can be used on a PC, there is also a tool for Mac users which is Screenflow. If you are looking for a free solution, you can use Google Slides, which is part of Google Drive for creating the presentation. With Google Slides, you also have the advantage that you can do the presentation anywhere in the world without needing any additional software. And you can then use a web conferencing system like zoom, that allows screen sharing and recording. You open a zoom conference and you open your presentation in presentation mode. Then share the screen and record the presentation while you speak.
The 2nd way to create a video is to create a slideshow. Video Slideshows are different from a PowerPoint or Keynote presentation. Video Slideshows use your photos or videos to create a cool, funny, exciting video slideshow that is promoting the very thing that you are offering. I found a nice app on the Internet called Slidely that you can use to create your videos online. You can find it at slide.ly. Check it out.
The 3rd way is to create an animated video. There is a really cool tool on the Internet called Powtoon, which makes the creation really really easy and it is absolutely low tech. Go check it out at powtoon.com.
And if this is still too much hassle, you can of course just write a paragraph or two about yourself. Important is that people have the chance to get to know you and to get to like you.
Will everybody like you? No, of course not. You also don‘t like everybody. And I get it, you want to get as many clients as possible, but believe me, you don‘t want to work with everybody, there are people out there, you actually don‘t want to attract. They are a pain in the butt, they are just not compatible with you and no money in the world will be worth it spending your precious time on them.
The good thing is, usually the people that don‘t like you are the ones that you don‘t like either. And what we want to achieve is that we attract your ideal customer, the one you just love to work with. Which leads us to step 3 in the Client Attracting Model.
Step 3: The MAGNET
When I say magnet, I talk about what marketers call lead magnets. A lead magnet is nothing else than a free thing that you offer your website visitor in exchange for their email address. And you need their email address so that you can follow up with them after they‘ve left your website.
Why do you even want to follow up with people? Well, most people will not buy your products or services when they are the first time on your website. That‘s just normal. Marketing schools teach that people need 9 to 12 contacts with you and your service before they are ready to buy. Here are some stats that I’ve found on the Internet.
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made on the 5th-12th contact
Are you beginning to see why follow up is so important?
So, what to do about this situation? You need to offer something that has a really high perceived value in your marketplace to make it happen. So put some thoughts and some effort into your lead magnet. It‘s the first impression you make to the people that don‘t know you yet, people we call your cold traffic.
For those of you who don‘t know this yet, here is how it works …
The technology is pretty simple. First of all, you need an email marketing service. The email marketing service stores your collected emails in a database on the Internet and allows you to send automated email sequences to the people that gave you their email addresses. This is a must-have service, that everybody needs. The service that I use for my business is Drip. Drip has an awesome delivery rate. Yes, you’ve heard right. Not every sent e-mail reaches their recipients. And that can have manifold reasons. One big problem in delivering your e-mails s represented by spam filters. And even when you’re not spamming, sometimes your e-mail can be considered as spam all the same. So, it gets deleted or moved into the spam folder of the recipient’s e-mail service. And all the e-mail marketing service providers have different delivery rates. Drip’s delivery rate is really great and that’s why I favor it. You find it at drip.co.
And finally, to collect the e-mail address on your website, you need an opt-in form.
I am sure, you‘ve already at least seen it. And you need one, too. You need an opt-in box, where people can leave their email address in exchange for your lead magnet. I use Thrive Leads by Thrive Themes in my business as well as in my client’s businesses. Thrive Themes also integrates with Drip!
Now you have technically everything you need to collect people‘s email address and you‘re ready for the next step in the process.
The follow-up, the process step where you actually create authority and expert status in your marketplace. This is where you actually get your clients and make 80% of your sales! You do this in 2 steps …
Now, what do you do in your follow-up?
To begin with, you can just start with an automated e-mail sequence that will be sent out by your e-mail marketing service. These e-mails should deliver high value to your marketplace. Not only will this establish authority and expert status for you, by establishing goodwill your prospects are much more likely to buy from you later on when you send them an offer.
But eventually, you want to build a marketing funnel. You also want to educate your leads and establish goodwill in your funnel, and you also want to offer upsells and more of your products and services along the way.
A marketing funnel usually starts with the capturing of the visitor’s e-mail address in an opt-in box. But it can also be webinar funnel, like in this picture and start with a webinar registration form. This particular funnel leads people from the webinar registration page to a confirmation page after they‘ve signed up and then into the webinar itself where you usually sell one of your products or services. In this case, you are also offered a webinar replay and there are 4 different e-mail sequences in place. And although this is a relatively simple funnel, you can see, you need a webinar registration page, a confirmation page, you need a webinar service and an offer that you will pitch at the end of your service, you need a webinar replay page and 4 e-mail sequences. You see, building a funnel is much more complex than a simple e-mail follow-up, but it is also much more effective.
So, now we are ready for the very last step in the process.
Now that we have a website that converts, now it‘s time to send some traffic. I know there are a billion ways you can get traffic to your website. But what I would recommend to you is to start with 1 traffic source and this is Facebook. Why? Well, that‘s most likely why you are here, right? You have seen ads for my webinar on Facebook, you‘ve probably seen a lot of other people‘s ads on Facebook. Facebook works! It‘s the most effective marketing platform on planet Earth right now. You can actually target people based on how much money they make, based on where they live, their gender, their age, their marital status, what they do for living and even what their interests are. Billions of people are on Facebook and you can target your coaching clients there, too. Later you can add more traffic sources like Google Content Network or YouTube, but I recommend to start with one and add more as soon as you‘ve mastered one. And the easiest and most effective right now is Facebook. You can hyper-target the exact clients that you want to work with and that are just on the edge to buy services exactly like yours.
The method, I showed you in this article is extremely simple. But literally, this very same approach, this whole Client Attracting Model, the whole thing, is what I personally use in my business, right now, today, to generate 100% of my customers. It‘s very simple and here‘s the thing…
Coaching, mentoring, teaching, all we do, is so lucrative and it can be totally stress-free and fun.