I like to tell my clients that the size of your list is a reflection of the size of your bank account.
List building is the foundation for income generation.
It’s no surprise to me when client attraction feels frustrating and even impossible for my clients who don’t actively build and engage their list, regardless of how long they’ve been in business.
Take my fifteen year old business with actors as an example.
I’m the leader in my industry, but in the last few years, I’ve gotten lazy with my list building.
…or, you know what, maybe it’s more accurate to say that I’ve gotten cocky!
I have a list of tens of thousands of actors. But, if I’m being honest, my list has hardly grown this year, and I’ve seen that reflected in my bottom line when I launch a program.
So, even when you’re established, successful, well known and well respected, list building has to be at the foundation of your growth strategy. If you’re struggling to acquire clients, it’s because you don’t have a long enough list, or a strong enough list.
Let’s talk about a long list, first.
You do NOT grow your list by pounding the pavement, emailing your friends (who are fellow coaches!), or reaching out to people you don’t have a relationship with.
Instead, you offer value packed, irresistible, FREE content that really showcases the experience of what it’s like to work with you.
Let’s look at this in action:
My client, Christie Miller from Eat Train Win, has done an extraordinary job of sharing value packed, free tools and downloads that speak to the needs of her target audience.
With the use of Facebook ads, Christie directs people to like her Facebook page.
Here she creates a fun, informative and educational experience that makes following her a no-brainer. She offers a ton of awesome offerings that include creative, unique, and healthy mason jar recipes to take to work, or gorgeous, downloadable info-graphics that discuss important health topics like how water makes you smarter.
As Christie’s follower, I see these downloads and…. I. WANT. THEM.
Without a second thought, I click on the link that she offers and I’m taken to an opt-in page where she asks for my name and email.
She has my information to add to her list of prospects, and I have my super cool content.
This leads me to my next point: build a strong list, not just a long list.
I’ve seen a lot of coaches focus completely on list building, and forget all about list nurturing. It’s not enough to have 30,000 likes on your Facebook page. What if Facebook disappeared tomorrow?
Poof! All of those people….gone.
And for those who just smirked at the thought of Facebook disappearing, need I remind you of a little social platform called Friendster? …Or MySpace?
DO NOT BE FOOLED.
You must convert those likers to subscribers. Do not just build your list of followers. Drive traffic back to your personal online real estate so that YOU own your list, not Facebook.
How do you do that?
Create a connection. People are not going to pay for your high priced coaching program if they don’t feel like they have a connection with you, the coach.
And how do you create that connection?
By offering consistent, free, value based content to your list of subscribers. You can do that through social media, as I illustrated above, but you can also do that through traditional email marketing.
Make sure you’re writing blogs for your subscribers on a weekly basis, surprising them with exclusive offerings or special events, or maybe a simple subscriber only discount.
I tell my clients that my heart is the container for my business. The more generous I am with what I know, the bigger my capacity to hold success.
So let’s take a look at a few areas where you can start implementing generosity and strategy to grow your list…and your bank account.
Leverage your social media:
What are some ways you can use social media to drive traffic to your list? Brainstorm some ideas for downloadable content that your dream client can’t say no to.
Set up an opt-in page:
An easy way to build your own opt-in is by using leadpages.net. Once you have some irresistible content, build a simple one-page site where you can collect your followers’ info in exchange for juicy content.
Nurture your list:
How generous can you be when it comes to adding value to your list of subscribers? Brainstorm creative ways to strengthen their connection with you, thereby creating potential for working together.
So tell me, how do you like to be generous with your potential clients? Let me know in the comments!
This is awesome and lets me know i’m on the right track. I use Facebook LeadsGeneration Campaigns and spend $100 monthly on each area of my business. In exchange for signing up, they get oneof my free recorded classes which is followed up by 3 FREE videos and monthly newsletter & weekly blog. I have those setup in drip campaigns so once aperson signsup, they’re automatically in a freebie funnel which will evetualky lead them to a sales funnel.
It keeps things active and they’reconstantly getting free content. I track the folks who open the emails as well as the oneswho interact and target them for specials and sales. Those folk inevitably buy classes.
Its not a perfect process, but its definitely effective in keeping folks engaged.
Great post for a newbie. Thanks for the confirmation of the importance of the list. Now back to work.
Dallas Travers says
You’re welcome! Thanks for the comment.
Dallas Travers says
So glad you’re approaching this with thought and strategy. Keep up the good work! It will pay off — no pun intended — if it isn’t already. 😉 Thanks for the comment!