Today we are going to dive right into a SUPER simple marketing principle that when properly deployed, has the potential to double your lead generation and sales.
If you have an evergreen funnel set up right now and you’re really struggling to generate more leads (and as a result more sales) – then I want to make sure that you listen all the way to the end.
We’re not going to just cover what this super simple principle is during our time together, I’m also going to give you some steps that you can take to IMPLEMENT this principle so you can start improving your results.
So, what is the simple marketing principle that will double your sales?
I call it The Heaven and Hell Principle.
When it comes to marketing, most course creators understand that a portion of their audience is motivated by the promise of pleasure, aka Heaven.
For example, right now we run two group coaching programs right now. One is called Scale with Success® and the other Million Dollar CEO™.
The promise of “Heaven” inside Scale with Success® is for course creators to generate consistent revenue without launching. We provide the coaching, content, and community that you need to scale your online course to five figure months…consistently.
Sounds, pretty great…RIGHT? I mean, what course creator DOESN’T want to generate $10k, $15k, or even $20k per month WITHOUT launching?
Imagine being able to help MORE people by working less…so, your bank account is growing day by day while you make pancakes with your kids, while you sip on a warm, homemade latte at the kitchen table.
Ping, ping, ping. That’s the sound of your sales notifications.
YOU built this business. We gave you the plan, but YOU made it happen…and all your hard work is paying off.
That is the “heaven” that we help our clients reach inside of Scale with Success®.
That description alone is probably motivating about half of you right now to seriously consider clicking over to caitlinbacher.com and filling out the application to learn more.
But, what about the other half?
Half of the people in your audience right now LOVE to hear about the Heaven that YOUR program provides, but THAT’S ONLY HALF.
What about the other half?
What about those people that you are leaving behind who are not motivated by the promise of pleasure?
What if the only way they are going to take action is if you ALSO show them the true cost of not taking action.
…not to incite fear, but to STOP SUGARCOATING what is at stake. People don’t know what they don’t know and it is your responsibility to clearly state what will happen if they do NOT fix their current problems.
When I meet course creators on the launch roller coaster who are completely burned out and hoping things will get better on their own… I have an ethical obligation to inform them that not only will things NOT get better – they will get worse.
Every day that goes by that you choose to PUT OFF implementing systems you need to automate lead generation and sales…every day that you choose to starve your business of the consistent revenue it desperately needs…every day you choose to run your business like an endless stream of cheap promotions…you are moving FARTHER and FARTHER away from your dream of having a successful business.
Most businesses fail and statistically speaking, the odds are against you.
Here’s the reality: most businesses owners fail…NOT because they’re lazy…you’re working harder than ever….NOT because they’re avoiding taking action….you take action all day long and you have the bags under your eyes to prove it.
The reason they fail is because they are taking the WRONG actions. They are focusing on the WRONG things. They are wasting tons of time and energy on solving the WRONG problems.
As each day passes that you delay getting the help you need, it becomes LESS likely that you will have a speedy recovery. It becomes LESS likely that you’ll be able to get up and get back into momentum.
Why? Because someone was afraid to be honest with you. They were afraid that if they told you what was on the other side of your decision to wait for things to get better on their own, that “someone” might say they weren’t being ethical.
You know what’s unethical? Lying. And I refuse to do that to you right now, even if it means some people might disagree with my blunt, truthful approach – I don’t care. I am here to HELP, not to collect everyone’s approval.
So, The Heaven and Hell Principle is what I call clearly describing the pleasure that awaits, and the pain that results by refusing to act.
It’s my belief that being truthful about the good AND the bad with your audience is one of the most important things that you can do as a course creator.
Most course creators ONLY speak to the pleasure that their program offers because that is what feels safe and easy.
But, by choosing to do what feels safe and easy, you are LEAVING BEHIND half of your audience!
…people that REALLY need your help, but you won’t help them because you’re afraid.
Building a business is not just about you. It’s about the people you serve and the impact you intend to create…and that takes a TREMENDOUS amount of courage.
If you take this honest approach to speak plainly with your audience, will it ruffle a few feathers? Probably.
But, so what.
YOU know you’re being truthful. YOU know that you are committed to growing a business that serves others.
Are you really going to sacrifice your company’s growth to avoid judgement from a complete stranger?
Integrity is one of my core values and as someone who believes in LIVING their core values, I have a moral obligation to be honest and to help as many people as possible scale their online course business so that THEY can change the world.
So, for me lying and sugarcoating are not an option.
And if you want to grow a successful online course business that values integrity, lying and sugarcoating are not an option for you either.
So, how can you begin using The Heaven and Hell Principle inside your marketing plan today?
Well, the first thing you need to do is some market research. You want to find out what your ideal customer’s pleasure and pain points are. WHY do they really want to solve their problem? WHAT hard truth are they avoiding to look at if they don’t take action soon?
After you’re clear on both Pleasure and Pain, you want to start inserting that messaging into your marketing. Everything from livestreams, to social media posts, to emails, to your webinar and even your sales page.
We have frameworks and processes for this inside my program, Scale with Success®. So, if you want to get the step by step on how to do this, make sure you book a call with one of our Scale Specialists today. Click over to caitlinbacher.com to learn more.
Today’s episode is brought to you by Scale with Success® — a group coaching experience designed to help you generate scalable and predictable revenue month after month. If you want to learn MORE about our proven method for success, click here to watch my free masterclass. See you in there!