TRANSKRIPT 🔗
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The other day I went to Bronte Beach with one of my friends, Kimberly.
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And if you haven't been there, it's this gorgeous little beach here in Sydney.
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And when I arrived, I found a parking space and I thought I'd hit the jackpot.
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And if you've tried to park on a beautiful sunny spring or summer day here in Sydney at any of the popular beaches, you'll know why I felt so lucky.
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But anyway, I happened to like be, you know, looking for a park and saw a car leaving.
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I was like, sweet, I'll park there.
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It looked like the perfect place to park.
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Um, Kimberly was literally waiting like 10 seconds away.
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So the only downside was that I could only park there for an hour.
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So I paid for the hour and I thought that's cool, I'll come back later and um, you know, went off and we started to have a swim and enjoy the beach.
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Now I did do something a bit silly because uh I wasn't watching the time closely enough and accidentally stayed longer than the hour.
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I think it was like maybe an hour, 20 minutes, something like that.
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So as soon as I realized, I told Kimberly we raced back to the car, and as I was walking back, I could see that I had a fine sitting on the front of my car under the old what's it called, window wiper.
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And I obviously assumed the fine was because I'd gone over my hour, but no, the fine wasn't for overstaying, it was because it apparently parked in a loading zone, and I was like gobsmacked.
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And honestly, I could show you a photo of the sign because it was not clear to me at all that it was exclusively for loading.
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There was a sign above the loading one which spoke about parking, and also anyway, I won't go into all the details, but I'm just saying if you saw the picture, I'm sure you'd be on my side.
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Anyway, so I'd looked at the sign, I'd interpret it as I could park there.
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I'd gone to the parking meter, there was a limit of one hour, and I'm like, that's cool.
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I paid for it, and I genuinely believed I was in the right place.
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I knew where I had wanted to go.
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Like, I just wanted to, like, you know, go to a place where I could legitimately park.
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I was willing to follow the instructions, and I had even paid, right?
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As much as I could, as much as the meter allowed me to pay, I paid.
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But the signage didn't lead me clearly enough to the correct place or to understand that I was in the wrong place in this case.
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And that made me think about what can happen inside our businesses, right?
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Because you can have somebody who is genuinely interested in your work, they're paying attention to your content, and they're genuinely willing to take a next step, even, right?
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But if that next step isn't clear, she can misunderstand where she's supposed to go.
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Choose something that isn't right for her or simply do nothing.
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And because we created the business, the pathway can feel obvious to us.
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That's like one of the really hard bits, right?
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We know how the podcast connects to the workshop, we know what the free resource is preparing somebody for.
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We know the difference between our mini session, our group program, and our private coaching.
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But does a person entering our world know?
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So today I want to talk about the missing step between creating content and signing coaching clients because you can be creating genuinely useful content, sharing great ideas, building trust, and even growing your audience while still wondering why more of those people aren't becoming clients, right?
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So you might have people liking your posts, replying to your stories, listening to your podcast, or telling you how much they enjoy your content, but that interest isn't necessarily turning into conversations, bookings, or sales, right?
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Which obviously, hey, we're here to help people, you know, as many people as we can help, we'd love to, but at the end of the day, we want bloody paying clients, right?
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We this is a business, not a really expensive hobby.
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So, you know, when that happens, it's very easy to assume that the content must be the problem.
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Maybe you need to post more often, maybe you need stronger hooks, maybe your messaging needs to be clearer, your Instagram needs to look better, or you need to grow a much bigger audience before any of this will work, right?
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Sometimes the content does need improving, and sometimes you do need to reach more of the right people.
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Like, I'm not like that.
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That's a thing that needs to happen.
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And the problem may simply be a missing or confusing sign between somebody enjoying your work and knowing how to move closer to working with you.
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So content creates awareness and trust.
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A client pathway shows someone where to go next, and you need both.
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Load full transcript
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So I've shared before that I created my first six-figure year with a Facebook group that had around it, was like I always forget it.
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Sometimes I say 50, but I would think it was actually 48 people in it.
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And that is obviously a very teeny, tiny, teeny, tiny small audience, right?
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And there are people who gain more than 48 followers in an hour or a minute, right?
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But to be honest, I didn't need thousands of people passively consuming my content because there were ways for the right people to move closer to my business.
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They weren't expecting to join the Facebook group, read a few posts, and then suddenly decide to invest thousands of dollars in coaching, right?
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But there were conversations that they could have, and I was sharing invitations, like very natural invitations, and this allowed them to make smaller decisions they could make along the way.
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So, for example, I'll just tell you what it looked like for me.
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So I would share content in my group, normally like four to five times a week at that stage, and often I would do a live or two, like a Facebook live or two inside my group.
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And along with those micro pieces of content, um, I would invite people to a mini session of some kind.
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And the invitation always made sense and related to the content that I was sharing.
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Um, and so basically, my client pathway inside my Facebook group was to share micro content, from there invite them to a mini session, from there invite them to an enrollment conversation, and from there invite them to be a paying client, right?
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So, what's that?
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Like one, two, three, four, like four invitations along the way.
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And the goal of each part is to make it really simple to take the next step, right?
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The sharing the micro content made it really easy for me to share the invite to my mini session.
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When I do the mini session, it's really easy for me to invite them into enrollment conversation if it's someone that I want to work with that I can see with vibe together and I can help them, right?
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And then from doing the enrollment conversation, it makes it really easy because again, I understand them more and they understand me more.
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It's just super easy to invite them to become a paying client.
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So I just want you like I just spell that out really clearly because that's the part that can be missing when coaches say people seem to like my content, but nobody is buying.
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Content and client pathways have different jobs, right?
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So your content can help someone notice you, understand your perspective, you know, realize that you can help them and you've got like a clear methodology that's helped other people and gotten them results, right?
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So they know that what you do works, and you sharing has helped them to see that you're trustworthy, it's just naturally built trust, right?
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And they obviously can recognize that what you're talking about is something that's happening in their own life or their business, if you're a business coach as well, and begin trusting the way that you think, and that is really important work, it's a really important part of what your content is meant to do, right?
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But most people won't just read one like Facebook post or one Instagram post and immediately jump into high-ticket coaching with you, right?
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It can happen.
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I've had that happen.
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Somebody may already be highly aware of what she wants or what he wants and already trust you and simply need to know that the offer exists, right?
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And then they're like, bang, I'm ready, I'm all in.
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That does happen.
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But most of the time, for most people, going directly from follower to high-ticket client is too large of a decision, they need another step and they need to have that step spelled out clearly, right?
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And so the job of a client pathway is to reduce the size of that next decision.
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The next step might be a podcast episode that has an invitation to whatever that next step is, right?
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And that podcast episode helps them explore the problem more deeply and then realize that the invitation, for instance, to a mini session is going to be awesome for them, right?
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It might be a free resource, a low-ticket offer that helps them to implement something.
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It could be a workshop, it could be a direct invitation to a mini session or an invitation to have an enrollment conversation with you or to apply to your mastermind, right?
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If somebody is already familiar with you and with your work and they know that she or he wants support, the right next step might be an application or a coaching consultation.
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Like sometimes we think, oh, like we've got to do all of these other things, but often, yeah, people, there are a lot of people who are ready and they just need that higher level invitation.
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Okay, so if somebody again is already familiar with your work and they know they want support and they apply for a coaching call or an application, that's
awesome for them and where they are right now.
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And for others, the workshop is going to be an awesome next step for you to invite someone to, or for someone else, a mini session is going to be an awesome next step for you to invite them to.
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The point isn't that everybody needs to follow exactly the same sequence because they don't and they won't.
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Um, people just don't all take identical journeys through a business, okay?
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Actually, if you were to have a look at a bunch of your clients uh and find out like what journey they took, I'm sure it would be so messy looking, right?
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Um, most of the time.
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But what helps them to get back on track is having those clear invitations in your client pathway.
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So it's not about forcing everybody through this rigid funnel, it's about making sure there is a logical and useful next step available when somebody wants to move closer.
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Okay.
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And that next step should make sense based on what they need before they're ready for the larger offer.
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So I'll give you an example that's not me.
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Let's say you're a relationship coach and your high-ticket program uh I don't know, helps women create healthy, secure relationships.
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Now that's a bit planned.
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I know the copywriting on that could be much better, but let's just go with healthy, secure relationships or healthy, safe feeling relationships.
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You improve that if you're the relationship coach.
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Anyway, now before somebody is ready to join the program with you, she may need to, let's just say you help the women, right?
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So I'll say she.
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She may need to recognize a pattern that keeps repeating in her relationships.
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Maybe she continues choosing emotionally unavailable partners, or struggles to trust people after a painful breakup, or doesn't yet know what a healthy relationship would actually look and feel like for her because she's always had unhealthy relationships.
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So for her, a workshop or a smaller paid offer that helps her identify the pattern and clarify what she wants could be a really logical and helpful next step for her, right?
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It's like that really awesome first step.
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And somebody else may already understand the pattern.
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Maybe she's done a lot of personal work, knows what she wants, and is actively dating, even, right?
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That person has probably a very different next step.
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Maybe she needs help with one particular challenge, such as setting boundaries or communicating her needs without second guessing herself.
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For her, a mini session might be the right next step because she can receive help with the immediate situation and experience what it is like to be coached by you.
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So can you see like both really helpful but at different stages?
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And another person may have followed your work for a long time.
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She knows the relationship she wants to create.
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So, you know, up again, she's your advanced client, she trusts your approach and is ready for deeper support.
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She may not need another free resource that's probably going to just delay her getting in and doing the work or an introductory workshop.
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She may be ready to apply for your premium in a circle or have a conversation about working with you privately.
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So obviously, those are very different people at different stages of awareness and readiness, and the pathways that you'd use to help each person recognize the next step that makes sense for them directly is different.
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And you know, it's without expecting everybody who sees your content to make the same decision.
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So this is why I teach my clients to have multiple client pathways because each pathway not only is it a different way of you expressing your creative work and enjoying the creative work you do, but it's also an opportunity for your people to meet you where they are ready to meet you in their next step, right?
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Which is different for each person.
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So different client pathways allow you to bring in clients at different stages of readiness, but you have to have a clearly defined pathway, okay?
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So uh I want to share before I go on actually, another mistake is assuming because some people are like I've had people tell me, yes, I've got this offer and this offer, thinking they've got different client pathways, right?
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So if you are as if you are one of those people who you've like created all these different offers, that doesn't mean that you have a clear client pathway.
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You might have three freebies, right?
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Two low-ticket products, a workshop, a group program, and private coaching that is a collection of offers.
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It only becomes a pathway when you understand how those pieces connect together, how they relate to one another, and why somebody would move from one to the next.
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I have seen so many coaches who've got so many of these varieties of offers, and the so they don't connect,
so many of them don't connect, and that's the problem, okay?
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So it's like you put together all these random offers.
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If that's you, I get it.
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And again, I've done these mistakes myself before as well, but you have to know how one offer leads to the next offer, and if one offer doesn't lead to a next thing, then there is a problem, unless it's like your highest offer, like for instance, um maybe a mastermind, right?
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And that's where your last offer is, or private coaching, right?
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So, anyway, I just wanted to call that out.
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Uh collection of offers is not a client pathway, they need to be connected.
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Otherwise, again, people just like with me with the parking, people are gonna enter your business through one offer, finish and then disappear because neither they know or you know what should happen afterwards.
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You've got nowhere to direct them, maybe they end up in the wrong place or whatever, right?
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So, I want you to know you need to continue creating new things because you assume the business needs another product, right?
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This is something that happens so often.
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Like, I will actually I was working with one of my clients recently, and she was talking about creating another new offer when it was like a mid-ticket offer.
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And when we had a look and broke down what she already had in terms of her low-ticket offers, her group coaching, her private coaching, and her inner circle, she just did it didn't need to happen.
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Like it was an irrelevant in the middle kind of step, and so it was about for her, it was about like just keeping less, keeping less, but using more of what she's already got that's working.
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And sometimes I think we just think, oh, I I've got this far, but I need to create something else to kind of keep growing my business.
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But often, if you've already got a pathway that's working, you've just got to have a look at like what's the part of the pathway that I need to tweak so I get more people coming into that, and I can help get more clients through it.
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And for most of us, it's going to be the leads, like what happens near the beginning of the journey.
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But again, a clear client pathway helps you answer some very, very practical questions, you know, or you can kind of keep going around in circles, keep creating things, new things, new offers, and um not really get more clients or nowhere near the number of clients that you're capable of receiving.
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So a clear client pathway is going to help you answer three very simple questions.
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How are people coming into your world?
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What is the most useful next step they can take?
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And if they want more help after that, where do they go next?
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So, for example, let's just say they find your podcast, and then from your podcast, they book a mini session, from a mini session, they end up on an enrolment conversation, or let's just say they are a referral, and from the referral they go straight to an enrolment conversation.
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Um, you get the drift, right?
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So that's what I want to know.
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And obviously, not me, I don't want to know for you, I want you to know for you.
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So, yeah, what are those?
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What are the answers to those three questions?
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How are people coming into your world?
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What is the most useful next step they can take?
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And if they want more help after that, where do they go next?
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When those questions haven't been answered, marketing becomes really, really hard and tiring because it's hard.
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You create content and hope it somehow leads to sales.
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That's not the thing you want to do.
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You know, you promote whatever offer happens to be on your mind that week.
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Again, okay, I I want you to promote something if it is on your mind, but let's get some intentionality behind this and let's create clear pathways so you know clients are coming in.
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You can tweak each part of the pathway, you can see what part is really strong and what part needs some working and some working, some working on, and clearly make sure you're getting more clients coming in.
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Okay, so you might send someone to a free resource or a low-ticket offer of some kind, but the resource has no meaningful connection to the offer you eventually want it to buy.
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Again, if that's been you, like let's put a stop to that today.
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And to be quite honest, you may already have the right offers and all the right resources and ways of working with people.
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Like, I'm pretty confident that that's the probability.
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You may just need to decide what each one is for, who it is for, and what the appropriate next step should be.
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So here's a practical exercise I want to give you today.
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Choose one premium offer or high-ticket offer in your business.
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Not every offer, just choose the main offer you would like to fill or you would most
like to fill.
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And then work backwards from that offer and ask yourself three questions.
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Okay.
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First, what does somebody need to understand, believe, or have in place before she is ready to buy this?
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She might need to recognize the real problem, she might need a clear offer, confidence in the outcome, or proof that your approach fits her.
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Whatever it is, I want you to write it out.
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Okay.
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Second, what is the smallest useful result or experience you could help her have before she joins the main offer?
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Okay.
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And this should be genuinely valuable, by the way.
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It isn't simply a teaser that withholds a useful part, something that's like a small, fast, quick win that's genuinely valuable.
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Okay.
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Uh, and it might help her make one decision, solve one immediate problem, see what's getting in the way, or experience the way you coach.
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Okay.
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All right.
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And number three is what invitation would naturally help her take that step?
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That could be an invitation into a mini session, a workshop, a resource, again, a small paid offer or a strategic conversation.
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Once you answer those questions, look at your current content and offers.
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Is there a clear bridge between them?
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Could somebody enter your world through a post or a podcast episode or a YouTube video or wherever you are, a real and easily understand what she could do next?
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And does that next step genuinely prepare her for the offer you ultimately want to sell?
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You do not need to create an enormous funnel with 47 automations, okay?
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You need a clear answer to this question, and quite often it's very, very simple.
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Um, and we're overcomplicating things, right?
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So if the right person connects with this content and wants help, where should she go next?
00:22:27.759 --> 00:22:31.920
That is the clear answer you need to have, okay?
00:22:32.400 --> 00:22:38.799
Um, or you want a clear answer to that question, is what I'm meant to say.
00:22:39.680 --> 00:22:45.759
That one decision can make your existing content, audience, and offers much more useful.
00:22:45.839 --> 00:22:48.400
And it's worth remembering the parking sign.
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Is the pathway genuinely clear, or does it only feel clear because you already know what all the signs mean?
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You may not need to create more content or find thousands of new followers.
00:22:58.960 --> 00:23:03.680
You may need to make it easier for the right person to take the next step.
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If you'd like help looking at your own client pathway, this is something we can work through together inside a six-figure session.
00:23:10.319 --> 00:23:21.119
So we can look at the offer you want to sell, how people are currently moving through your business, and where that pathway may be unclear, disconnected, or asking someone to make too large of a leap.
00:23:21.359 --> 00:23:29.920
We can also look at your biggest goal for the next 90 days, what is most likely getting in the way in the strategic move that would make the biggest difference right now.
00:23:30.079 --> 00:23:39.039
So if you'd like my eyes on your business and help deciding what your next move should be, you can book a six figure session with me through the link in the show notes.
00:23:39.279 --> 00:23:40.400
That's it, my friend.
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Thank you for listening, and I will see you in the next episode.