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Using The Commitment Ladder To Call Your Audience To Action
Episode 218th February 2022 • Captivate & Close • Kinsey Machos
00:00:00 00:16:52

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The commitment ladder is what we build into our content marketing in order to get people to take action with us. There are different ways that you can ask people to commit to you and when you blend this level of commitment within your content marketing, it allows people to take smaller action with us, which then leads to bigger action.

Do not miss these highlights:

01:15 When you put something out in your marketing, there is an exchange of value that's occurring

03:49 If you’re always going for the close and never offer an opportunity to take a smaller action, You’ll lose attention or will miss the opportunity to provide a smaller level exchange of value

04:06 The easiest way to think of a commitment is your Call To Action (CTA)

05:30 How we can create a higher engaged community

05:55 The two primary different types of call to actions - Engage CTAs and Lead Activator CTAs

09:48 Why you should NOT underestimate a “raised hand”

13:03 When you think of a CTA and you're wrapping up, that Call To Action needs to be able to STAND on its own

About the Host

Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online. 

She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women -- because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that. 

As a wife and a mom of three, family takes priority. And having a business that’s ran AROUND her lifestyle is a daily intention of hers. 

https://kinseymachos.com/

Instagram: @kinseymachos

Facebook: @kinsmachos


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Transcripts

C&C Intro/Outro:

Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.

Kinsey Machos:

Hey, you welcome back to another episode of captivate and close, it's so good to be here with you today, I want to talk to you about commitment. Okay. And this isn't about the commitment you're making to your life or to your business, we're not going that fluffy today, although very important topics, what I want to talk about is this concept of the commitment ladder, this is what we build into our content marketing, in order to get people to take action with us. Okay? Now, what I want you to really understand is when you put something out, you know, in your marketing, whether it's just a piece of content, or it's a direct call to action to do something, there is an exchange of value that's occurring, right, whether it's just the exchange of value of attention, right, somebody is taking the time to read your piece of content. So they're exchanging their time, right to read the value that you're giving, or it could be an exchange of assets, right exchange of information, if you put out your free resource, or your free lead magnet, or you ask somebody to join your free group, there is an exchange of value occurring by means of them giving you some information in order to get something in return. And of course, the biggest exchange of value is when they invest, right, they invest their money, their dollars, in order to get the bigger result from your paid program that you offer came. Now you probably know this, right? When we sell there is an exchange of value that occurs at the highest level, but I want you to start understanding is there's different ways that you can ask people to commit to you. And when you blend this level of commitment within your content marketing, it allows people to take smaller action with us, which then leads to bigger action. Okay. So I like to look I like to think of this as a visual, I actually have a an exercise in 10k content collective that shows you all the different levels of commitment, right, this is the commitment ladder. And at the top of the commitment ladder is almost like top of funnel, right, it's the lowest level of commitment that somebody would need to take, in order to take a mini action with you all the way down to, again, if you imagine the the end of the funnel, the bottom of the funnel is the biggest commitment, right? When they're actually going to invest dollars into your paid program, product or service. Okay, that's the highest level of commitment,

Kinsey Machos:

by when we have different when our content can really create that blend of opportunities for them to take many steps, right towards the bigger commitment, it allows us to create a partnership with them came, if we're always going for the close, and we never offer an opportunity to take a smaller action, then what happens is we lose attention, or we miss opportunity to provide, right a smaller level exchange of value. Okay. Now, the easiest way to think of a commitment is your call to action, your CTA. Right? So when you write a piece of content, or you put on a conversion event, or you do a live video, what is it that you're asking your audience to do? What are you asking them to do at the end of that piece of content that live training that conversion event? What are the next steps? Now, obviously, I want you to be calling to action to your offer. Right but that that is the highest level of commitment, and the majority of your audience isn't quite ready for that. But what if they're ready for something a little bit smaller? Right? What if they are starting to become interested in you? They're not quite ready to like book a call or join your program, but they want Want to know a little bit more about you, they want to get closer to you and to and to the thing that you provide by moving closer to the results you offer. But again, if we never blend in the various levels of commitment, we never give people an opportunity to engage back with us in that level, right? We never allow for that value to be exchanged at a lower level. Now, I'm not saying like, I want you to always be calling to action in your offer, I always want you to be selling. But we can also create that we can create a higher engaged community, we can command our audience at such a higher level, if we train them to do what we say. And we tell them what to do in order to write get the thing that they want, or move closer to us. Okay, so a perfect example of this is the two primary different types of call to actions you have your engagement, leading call to actions and you have your lead activator call to actions, okay? Engaged call to actions are just are just asking them to literally engage with you. You're saying, hey, drop a heart, if this resonates with you, like this, this post, if you got value, share this post, if you got value, okay? You're just asking them for that feedback loop. Okay. Now, what's funny is like, so many people are wondering, like, why should I? That's weird, why should I tell people to like my posts or it or engage with them. But here's the thing, guys, if you don't learn how to command your audience, you're not going to be able to sell your offer either, right? Like, if we don't tell people powerfully, how to engage with us what to do next, that's when we lose their attention came. So an engagement chord type of call to action is a really great way to just give our audience permission to give us that feedback loop to engage back with us. That's how we create a high engage community. And also, it's a really great way to strike up conversation, if somebody is resonating with your content, right, and you tell them, hey, let me know if this resonate, resonated with you by dropping a yes below, it gives them permission to speak up. And also it allows you to connect with them at a deeper level by moving them, you know, to the the DMS or having a conversation with them in the thread. But I'm telling you, a lot of people won't do that, unless they're told to. So tell your audience how to engage back with you. That is why engagement type of call to actions are so powerful, right? If you think about that level of commitment to just like your post and comment below versus booking a call with you, right, they're more likely to start engaging with you in that way before they ever move to, you know, signing up as a client. And so as we start to draw, it's almost like dropping the breadcrumbs, it's like leaving them closer to to you by showing them how to interact with you giving them permission to engage with you, and starting to build that connection with, with you at through your content through conversations through the community. Okay, so the the lead activator type of call to actions is when we're actually moving them, right, we're converting them from just a general bystander in your audience to a lead, okay, what this looks like is, you know, sharing your free resource where it's like, Hey, if you want this thing, I have this free resource that helps you, ABC, if you want it, drop your information below, and I'll send it to you, or, Hey, here's the link, right. But in that often, what we know about free resources, is they have to provide their name, right in their email to get it. Again, it's a bigger commitment, because just because it's free, you guys, doesn't mean people will take it, you should always be selling everything, right as if it were paid, especially your free things came. And so as you have, you know, your content strategy is constantly dripping. These are different levels of how to engage with you how to create that value exchange, right, this is how we get we really start to build out our pipeline full of cold leads, warmer leads and hot leads came. And so as you have these lead activators you could share a free resource. What if they even you invited them to join your group, right, smaller level of commitment, but we're still starting to convert them from, hey, I'm just hanging out in your audience to now I'm raising my hand and saying I think I'm your type of your type of ideal client and I want to move closer to you. Don't underestimate a raised hand. Okay, what is a raised hand somebody that's giving you them? They're giving you information right in exchange of a free resource, or they're joining your group? To say, Hey, this is me, I'm interested in your community, like, do not underestimate a raised hand. And that commitment, right, the commitment letter and the call to action within that allows us to pull those people to the surface. Because if we just kind of treat all of our audience as if they're the same, and we're again, just like booking, we're just telling them to book a call with us or join our program, we leave no room for that nurture, right in the connection, give people something less

Kinsey Machos:

scary, less risky to commit to, right? They love you, they're just not ready to join yet. Okay, so what would that next steps, what were those next steps look like? This is why a lead generation, those lead gen pathways, right are so important to have in your business. So you can effectively move right, a cold audience member into a very warm lead. And these call to actions these level of commitments will allow you to do that effectively came. So again, just to remind you, you've got two types of primary call to actions that allow you to start building in right those commitments are asking your audience to do something, you've got your engagement, CTA, right, you're engaged call to action, and you have the lead activator, the engagement, you're just asking them to give you that feedback, you're asking them to engage with you, or that lead activator, you're actually turning them into a lead by, you know, sharing your free resource, asking them to join your group, asking them to join your workshop, etc, came. Now, when you have this, this beautiful blend of allowing people to take various levels of commitment with you, again, you have a really nice way of moving people through your quote unquote, funnel. It's like, now you have right people, you're warming people up. Now they're in your ecosystem, right? And you're constantly telling them next steps. Okay? So I really want you to start thinking about what are the different call to actions that I could do that would allow me to put this in that would allow my audience to take write smaller commitments with me, right, just because they're free. Just because booking a call with you is free, or booking a clarity session with you is free, doesn't mean people are going to do it. That's a much bigger commitment, then hey, hop over to my free community. This gives you also some insight into your content strategy. Are you constantly weaving in content that shows the value in your free group shows the value in your free research shows the value in a story that you told right? Asking if this is resonating, it's a great way to test whether or not your content is really doing well. Tell your audience what to do you guys do not underestimate the power of call to action, the power of the various levels of commitment. The last thing I want to say here is when you think of a call to action, right? When you think of that end, that the when you wrap up, right, a live video, a piece of content, a pitch, at a conversion event, whatever, if you're wrapping up, that call to action needs to be able to stand on its own, okay, inside 10k content collectively actually have all the ways that you can call to action to create that powerful. Wrapping up, I think what happens is people will come in with a really strong value piece of content are a valuable piece of training. And then it's sort of this like, apologetic call to action. Like oh, if this might interest you, you know, comment below, like, No, you have to have that power. If you are this type of person that's struggling with this thing, comment yes below and I'll send you this free resource, right. Or if you are looking to change this certain thing in your life, and you want to take your business to the next level. Join our free group comment more info below and I'll send you the link right like, really, those the energy behind how you command your audience, how you call to action will change everything. If you feel like you're constantly burdening your audience by asking them to do something, then the results will reflect that it's going to have this soft, gentle sort of, hey, I'm here if you need me, rather than this is what I do. This is how I help you if you're ready, let's go. Okay, so really insert the power insert that energy in, obviously, all of your content, but I find that people struggle with a call to action because they feel like they have to justify or apologize for asking people to do something. But that's not the case. You are you're you're claiming your brilliance. You're claiming your expertise. You're allowing people to interact with you in different ways and It's really important to put that power behind it because people will once you learn how to command in that way, and show up in your power, people are going to start taking more action with you. And it's going to be so amazing. So I hope this was helpful for you when you think about a commitment ladder, low level of commitment, right? Just asking people to engage with you versus high level of commitment, right, that direct call to action of,

Kinsey Machos:

hey, if you're ready for this thing, you know, let's have a conversation book a call today, high level commitment, low level commitment and everything in between, right, the free resource, join me group, making sure you have that blend to allow people that aren't quite ready for the bigger commitments to warm up to you to get to know you and get closer to you into your offer. So I hope you have fun with this. I love call to actions. I love really thinking about the different levels of commitment that I can get my audience to really exchange with me in order to build that partnership.

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