Episode 52 – Using your clients’ wins to attract new clients
After the first course Kerrie ever created netted her nearly £2000 in just one week, she figured that she was on to something good. Now she spends her days teaching her amazing clients how to build their own businesses that’ll give them the freedom to work when they want to.
Kerrie’s One Hot Thing…
- Using client wins to attract new clients
Connect with Kerrie
My One Hot Thing is using client wins as a way to attract new clients.
Rather than promoting ourselves, we focus on case studies and promoting our own clients. We take their wins and package them into lead magnets and highlight ways that people can come and work with us.
Creating content from conversations
We work with really amazing clients who have either a coaching business or a book or something that they’ve created and published and we help them turn that into an online course. So say we’re working with a therapist or a client with a big coaching practice — they have a process that they go through to get results for their clients and we help them turn that into an online course.
One of the nicest things I’m able to do is, at the beginning of the week, go back through all of the conversations we had with clients the previous week, look at what they’ve said they were doing, look at the stats they were getting and then pick those out and turn them into content.
For example, we had one client who made £10,000 pounds in a single weekend from launching their course and we were able to talk all about that.
Or it might be that we look at their funnel stats — things like click-through rates and how many people they managed to get to visit a page — and turn that into a blog post.
I tend to sit down at the beginning of the week and write down a list of things that we can use. My team then flesh them out a bit and turn them into a blog post or a social media post or the idea for a video and then we’re really good at repurposing that content.
We have a team keeping hold of screen shots of conversations, so if a client has messaged us to say ‘I’ve just sold another 10 copies of the course!’, we always have lots of things to go back and look at for inspiration. Of course we always make sure we have the client’s permission to share, especially when it comes to any financial information.
The power of social proof
So last week we were talking about our client Joan, who’d had amazing results at selling her Facebook online course. We were able to spend the whole week talking about her and how well she had done. And of course we added a link to our sales page for everyone who wanted to know how Joan had done it and who wanted similar results.
It’s really nice to be able to talk about your clients and not have to talk about yourself all the time. So many people are really uneasy about self-promotion and here you don’t have to rely on saying, ‘we do a great job’, ‘we’re really good at x’ — by talking about your clients’ results, in effect, you’re showing people the results you could get for them as well. It’s showing social proof.
And instead of feeling like you’re bragging and being all ‘me, me, me’, you feel good because you’re actually highlighting someone else’s wins.
Creating lead magnets
A lead magnet is just a way to get people to sign up for your email list and become part of your world so that you can put them in your sales funnel and take them through that process of getting to know them better.
One of the recent ones we did was again based around our client Joan. We offered up the chance for people to come on a call to find out step-by-step, exactly what she did to make £10,000 in a two week launch period, without spending money on adverts.
So we said, ‘If you want to find out more about what she did, sign up below for the free call to find out all about it.’
Those who signed up were added to my email list and they received an email notification with details of my Facebook group where the live call was going to be held. Then during the Live I went through everything that we built for Joan, highlighted the stuff that maybe didn’t work as well as we thought as well as everything else we tried.
We told them exactly how many people had come through to the sales page and the percentages that converted into sales. We talked about the split between people who bought in full and the people who bought the payment plan.
It was a great session and I think that the reason it worked so well is that it was quite refreshing to go into that level of behind-the-scenes detail. Most people aren’t that open about what works and what doesn’t! And as a lead magnet it worked really well — we had about 60 or 70 people that signed up for my mailing list, joined the Facebook group and turned up for the session.
Sharing the spotlight
One of the great things about this strategy is that because you’re shining the spotlight on your clients, they share it with their audience too, increasing your exposure. Particuarly those clients that aren’t comfortable in promoting themselves. It’s quite nice for them to be able to share something that someone else has written about them.
So it’s a win for everybody.
A constant source of content inspiration
Another advantage of this strategy is that it makes it really easy for us to think about what we’re going to write about. We never have that panic about what we’re going to create for social media or how we’re going to get people to come and book a call. We can always just look back at what our clients have achieved over the last month and think about how to share it and how to make it relevant.
And it doesn’t have to always be positive stuff either — even the struggles, the questions, and the times that things don’t work out can be the inspiration behind a story. We can say, ‘we tried this, it didn’t work, so we did this instead.’
If your clients aren’t on board…
We have done a few where the client’s haven’t been comfortable about being in the spotlight — particularly therapists and psychologists who have to worry about their patients’ confidentiality — so we got around that by just using their first name and not linking to their business.
Or we can write it up as a case study, take a bit of a step back and use the results in a more anonymous way.
Making it work for your industry
The key to making it all work is positioning; it’s about knowing your client. I know my ideal clients really well and I know what they want and what they’re looking for. And this can work for any industry. Say you’re a writer and you’ve ghost written a book, you can talk about how many copies it sold. Or if you build websites, you can say it now gets however many hits a day.
It’s not necessarily about money either. It could be that you’ve saved your client 10 hours by doing a particular piece of work for them. Make that part of finishing up a project; ask the client ‘how much time do you think this has saved you? What else could you do with the extra time?’ Maybe they can sign three new clients in the time you’ve given them back.
Or satisfy your audience’s curiosity by doing a bit of behind-the-scenes content. Share the ups and downs of a project, the stumbling blocks you came up against and how you delivered something great at the end of it.
Shifting the focus
One of the things I don’t like talking about how much money I’ve made and if you have a money goal it’s hard to go out and shout about it. But if you say, ‘my goal for next year is to work with 100 clients, teach them how to build their own online course and make 5-figures in the first month after launching’, that’s something people can get behind and get excited about. And I can get excited talking about it.
Of course, a side result of me achieving that goal is that I also achieve my own money target. So everyone’s a winner and everyone can feel good about it. There’s really no downside!