I am so excited about today’s episode because SO MANY of you have told me that you really struggle with moving people towards the sale.
You have told me that it can take MONTHS for you to transition a Looker into a Buyer and as a result, you are AFRAID that evergreen won’t work for you.
What I’m going to share with you today is going to help you speed up your sales cycle, so that you can turn lookers into buyers FAST – which will make your evergreen funnel a lot more profitable.
This will work for ANY course creator in ANY niche at ANY price point.
So, whether your course is $200 or $2,000 this is going to work for you.
Also, I just want to note that I am using the word Looker, not Lurker. It has always creeped me out when people call their audience Lurkers. Like, are they vampires? I picture them tiptoeing around in capes or something.
So let’s dig into three MAJOR KEYS quickly turn Lookers into Buyers.
The FIRST key to turning Lookers into Buyers is: Define your course promise.
The promise of your program should be clear, concise, and tangible.
I’ll give you an example. The promise for our program, Scale with Success® is:
Generate consistent and scalable revenue from your online course every month.
When we created our promise, we chose each word intentionally to paint the picture of a result our audience wants to create for themself.
For example, we chose the word consistent because the WAY to generate revenue doesn’t change. That’s the beauty of our system. You build the sales mechanism, turn it on, and then start driving traffic to it. You don’t have to change the plan or start from scratch every 2 seconds. It’s consistent.
We chose the word scalable because, if you utilize our evergreen system (everything from driving traffic to converting traffic) your monthly revenue will INCREASE over time. If your revenue plateaus, it’s likely an indicator that your current SYSTEM needs to be optimized. This is how our clients are able to go from NO FUNNEL to $10k/mo, $20k/mo, $50k/mo, and beyond! Our system is scalable.
Simple and specific.
One of the things that Successful Scalers have in common is that their course has a great promise. No flowery language, no vague indications of the transformation that may be in store.
Just clear, direct language.
That course promise is your north star, helping you shape all the content that people consume before, after, and during their time inside your evergreen funnel.
While a course promise like, “Build a better life” may work if you are launching to a super warm audience that has already purchased loads of products from you…it will NOT work for someone who is new to you inside an evergreen funnel.
Manifest your dreams
Build great habits
Be healthy and love life
Those don’t mean anything to a stranger.
My team and I have coached hundreds of clients inside Scale with Success® and when clients start to struggle and push back a bit on creating a clear course promise…it’s oftentimes because the idea of CREATING a clear promise triggers their Imposter Syndrome.
…And I totally get it.
Some people MIGHT not get the promised result, not because your method doesn’t work, but because your STUDENT chooses not to do the work. You cannot FORCE your students to follow the steps and do the work. But, if they DID follow the steps….would they get the result? YES. Of course they would.
So, when creating your promise, I invite you to think of what transformation your course will deliver ASSUMING the student follows the steps because that’s what you’re selling…the steps and the TRANSFORMATION that will result.
The SECOND key to quickly turning Lookers into Buyers: Identify where they are NOW and where they want to go.
Here is how WE have identified where our audience is now.
Our audience HAS an online course, but they are not satisfied with the level of revenue their course is generating….and they have TRIED EVERYTHING.
Our audience is no stranger to investing in themselves. They’ve joined courses, hired coaches, and while they have learned some important lessons along the way, nothing has “clicked” for them, yet.
They’ve likely bought into the idea that “launching” is the BEST way to grow an online course business, but they have little to show for it, other than an intense fatigue and an extremely volatile bank account.
They may have even TRIED to set up an evergreen funnel on their own by piecing together a variety of strategies from various methods…but, it doesn’t scale. It plateaus.
They begin to wonder if maybe something is fundamentally WRONG with their course or that maybe there AREN’T ENOUGH PEOPLE out there who want it – which is NEVER the case!
Understanding WHERE your audience is NOW is great, but it’s not enough….If you want to turn Lookers into Buyers QUICKLY…You also need to understand where they want to go.
For example…
Our audience values their TIME above all else. They have a lot going on, which is mostly caused by jumping from launch strategy to launch strategy, desperately trying to build momentum and get ahead.
They WANT to generate consistent, scalable revenue from their online course month after month.
They are SICK of doing live weekly webinars, they are OVER hosting time intensive, soul-sucking 7 day challenges, they are DONE with living the launch life and they’ve HAD IT with the roller coaster revenue it provides.
They know it’s POSSIBLE to transition their course into a real business that generates sales every day, even while they’re making chocolate chip pancakes with their kids.
They just haven’t found a way to do it, yet
If you are able to describe EXACTLY where your ideal customer IS NOW and EXACTLY where they want to go…you will be able to get their attention faster.
…and the FASTER you can get (and hold) their attention, the FASTER you’ll move people towards the sale.
The THIRD key to quickly turning Lookers into Buyers is: Identify what they believe is preventing them from getting where they want to go.
Right now, I know you have people in your audience who have consumed EVERY piece of content you’ve ever created over the last 12 months…and YET, they STILL aren’t convinced that your course is right for them.
They say things like, “Money is tight right now, but maybe next time.”
Or “Your course looks amazing, but I’m going to have to skip it this time around.”
You TRY to get to the root of their objection, but they keep saying that the ONLY reason they aren’t buying is money.
NOW, there will OF COURSE be a FEW cases where people simply do not have the funds to invest. HOWEVER, you and I both know that the SAME people who told you they can’t “afford” your course then go out and buy someone else’s the very next week.
WHY?
The reason is simple. They believe that you are great, they believe your course looks great, they believe you and your course ARE GREAT, but that there is something FUNDAMENTALLY UNIQUE about their specific situation that will prevent them from getting their desired result.
Wellllll….maybe this won’t work for me because I live on a farm in Vermont.
Welllll……maybe this won’t work for me because I have 3 kids.
Welllll…..maybe this won’t work for me because I don’t have a lot of time.
YOU know that they can get results
EVEN IF they live on a farm in Vermont.
EVEN IF they have a house full of kids.
EVEN IF they have a full schedule.
…but they don’t.
How do I know this is true? Because right now I bet you could come up with a MILLION reasons why NOW is not the right time for you to join Scale with Success®.
You KNOW you want to start generating consistent, scalable revenue for your business…but, you believe that something is in your way….
…timing, money, whatever.
But, the reality is we’ve served HUNDREDS of clients in the EXACT SAME situation as you and helped them turn their course into a real business.
Sales coming in while you’re having a family movie night…
…sales coming in while you’re up all night with a kid struggling with tummy flu…
…sales coming in while you play hooky and watch 5 seasons of your favorite Netflix show in a row (you know the one I’m talking about).
Course creators, just like you, are doing this everyday.
We all have people in our audience that believe THEY are the exception.
Once YOU are able to identify why YOUR audience believes they’ll be the exception for a successful experience with your course, you can begin to speak directly to that objection and overcome it. WHICH MEANS…you’ll be moving people towards the sale faster, so you can give them the help they need to solve their problems.
So, which of the three keys to SHORTENING the sales cycle and quickly turning Lookers into Buyers did you find MOST helpful today?
Follow me on Instagram or join my free Facebook group and let me know!
Want to learn more about turning your course into a real business so you can enjoy all the BENEFITS of consistent revenue? Be sure to request to join my FREE private FB group exclusively for online course creators just like you by visiting caitlinbacher.com/group
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Thanks so much and make sure to tune in next week for another episode of The Caitlin Bacher Show.
Today’s episode is brought to you by Scale With Success® Accelerator — an online course designed to help you generate launch-sized revenue without lanching. If you want to learn MORE about our proven method for success, click here to watch my free masterclass. See you in there!