Shownotes
What if your marketing could work for you—attracting leads, nurturing clients, and boosting sales—without adding more to your plate?
In this episode of the Deeply Rooted Business Podcast, we are breaking down the marketing funnels every service provider, coach, dietitian, and practitioner needs to bring in more clients and increase revenue—without the overwhelm. We’ll dive into lead magnet funnels, onboarding funnels, and upsell/downsell funnels—showing you exactly how they can streamline your business, improve client experience, and maximize sales. If you’re tired of feeling like you have to hustle for every sale, this episode is packed with practical strategies to help you work smarter, not harder.
In this episode, we cover:
- 05:46 Essential marketing funnels for service providers
- 07:54 Creating high-converting lead magnets
- 17:56 Onboarding funnels for client retention
- 21:22 Upsell and downsell strategies
- 27:05 Understanding your customer for better marketing
Links and resources mentioned:
- The Aligned Leads Formula: https://gal-agency.com/aligned
- The Aligned Leads Formula episode: https://player.captivate.fm/episode/b5768760-d16f-419e-949c-eda8006034d6/
- Jess Creatives Online Business Survey: https://jesscreatives.com/blog/online-business-2024/
Meet Your Hosts
Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.
Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .
Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.
Connect With Us:
Learn with Us
Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
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Transcripts
Free audio post production by alphonic.com hello and welcome back to another episode of the Deeply Rooted Business Podcast.
Speaker A:My name is Jess, your resident system strategist and I'm here with Rachel, our marketing mastermind.
Speaker A:Hello.
Speaker A:Hello.
Speaker A:We have missed you.
Speaker A:We've been away for two weeks due to tech glitch slash just busyness in life.
Speaker A:I had three back to back client launches and Mardi Gras.
Speaker A:I was definitely working hard and playing hard over here in New Orleans.
Speaker A:And it's just been a wild ride.
Speaker A:And I can't believe it is the end of Q1 almost already.
Speaker B:Isn't it wild?
Speaker B:Like, this blows my brain off.
Speaker B:Like not even a rape.
Speaker A:Saying this blows my mind.
Speaker B:I am like, January took forever.
Speaker B:February flew by like March.
Speaker B:Where are you even going?
Speaker B:Like it's nuts to me.
Speaker B:We're going to be in summer.
Speaker B:By the time know we blink.
Speaker B:I don't even know.
Speaker B:Can't even comprehend.
Speaker A:Yeah, I know, I know.
Speaker A:And like my quarterly goals, like one thing I am proud of is that I actually hit my quarterly revenue goal, but I still didn't hit it in the way that I had planned to hit it.
Speaker B:So.
Speaker A:But I can see that I'm moving closer to what the vision is.
Speaker A:Like in my mind, I had this brand new service like launched and booked out for like the next quarter already.
Speaker A:And we're kind of just still doing our first beta tester.
Speaker A:We're kicking her off with her next week.
Speaker A:It's just crazy how as humans we kind of always overestimate like the amount of things that we can get done.
Speaker A:I think I really used to beat myself up about it, but now it's just kind of like we're just, we're just growing with it.
Speaker B:Yeah, I know this, this whole I'm building a new product, which I don't think I filled you in on that.
Speaker B:I'm building a brand new product that I think is so necessary.
Speaker B:In this space.
Speaker B:There's a survey that comes out that I participated in the last two years.
Speaker B:Where it's from.
Speaker B:Jess creates just creatives.
Speaker B:I'll.
Speaker B:I'll make sure to link it in the show notes where talks about kind of like the state of the online business.
Speaker B:And it's just so fascinating because as soon as I was reading through this, I was like, okay, there's a gap here based off of how people consume.
Speaker B:The most interesting thing was that people that were like five plus years into business making X amount of revenue were still single teams of zero because who knows what that reason is.
Speaker B:But Like, I think that that's just like so fascinating to me.
Speaker B:Anyways, it sparked this whole, like, I went in like, Jess mode and I just like immediately like, create, Create.
Speaker B:That'll be exciting to kind of like bring that out.
Speaker B:But that's like the opposite direction where I was like, oh, now that I can like open my books, I can get new clients on, which I don't actually have the capacity for new clients, which I think the universe is telling me.
Speaker B:They're like, goodbye.
Speaker B:Yeah, it's been wild.
Speaker B:Wild.
Speaker B:Q1 is.
Speaker B:I can't even.
Speaker A:Yeah.
Speaker A:So I'm coming off of.
Speaker A:I know I've talked about my million dollar launch and I filled Rachel in that it actually ended up being a $2.7 million launch and I'll be doing an episode, I think, in two weeks where I'm going to kind of just break it down.
Speaker A:I actually was thinking about this.
Speaker A:I was like, I think you should do an interview style and kind of ask me questions like, about it.
Speaker A:But I want to be able to break it down in a way that like, even if you're not doing a $2.7 million launch, you can take some of the lessons, some of the strategies that we saw work and not work for us and apply em to your business.
Speaker A:Because it was like such a huge learning experience.
Speaker A:Not only that, just about the volume that we brought in, but the team that I worked with was amazing.
Speaker A:Like, yesterday, Wednesday, we closed CART officially and yesterday we had a launch celebration call, which I had never had one of those before.
Speaker A:And basically it was supposed to be an hour call.
Speaker A:It ended up being two and a half hours.
Speaker A:But basically what the CEO did was he put a timer for five minutes and went through every single launch team member.
Speaker A:There were about 12 of us.
Speaker A:And for that five minutes, like, people unmuted themselves and like gave praise to that person, to what they did during the launch.
Speaker A:And like, if we ran out of time, like we typed it in the chat and like, I printed out the chat for everybody so they could have it.
Speaker A:And like, there were tears, there were like cries.
Speaker A:But it was like, I think there's like, sometimes when you think about people making a lot of money in like the online space, you think like, slimy, icky, whatever.
Speaker A:And like, this team is just so grounded, so fun.
Speaker A:They're so successful because they're able to attract and really, really keep good talent on their team because they treat them so well.
Speaker A:Like, they sent us like factor meals.
Speaker A:Like, so we had food throughout the whole launch because we were like, Busy and, like, all basically living on our computer.
Speaker A:But they really took great care of us, and their launch was very, very successful.
Speaker A:And I learned a lot.
Speaker A:So I can't wait to share all that.
Speaker B:Oh, my gosh.
Speaker B:Like, yeah, I mean, one note on that, because I think that that's so important to, like, operate as a small business, slash, like, existing business in a way that's, like, so not icky is literally, like, engraving your values into your culture.
Speaker B:And, like, that is the prime example of that.
Speaker B:Like, I love that.
Speaker B:I'm so happy that you got to experience that, because I've worked at a company that that is very much like that.
Speaker B:And it just is so different.
Speaker B:It's so validating and all of that.
Speaker B:So I'm so excited for you.
Speaker A:Yeah.
Speaker A:And I think that their values is really what made them have a successful launch.
Speaker A:When I tell you, people were literally, like, at our free, like, top of funnel event, people were like, literally begging to get in the program because there were so much value and there was so much, like, care to take care of the people that attended.
Speaker A:It was just crazy.
Speaker A:And it created a ton of momentum for us to go in and really fill up the program.
Speaker A:We actually ended up having to close our launch down early because their program director was like, it's not going to be a good experience if we get any more people into this program.
Speaker A:And, like, people were like, we had canceled launch events.
Speaker A:Like, we had more live things, like, lined up and we had to cancel them because we were like, we need to slow.
Speaker A:Slow this down.
Speaker A:So it was just a really fun and exciting launch, and I can't wait to tell you guys more about it.
Speaker A:But today, today we're going to be talking to the secretary rerecord from our launch glitch, but we're going to be talking about our three essential marketing or email funnel that we think that every service provider or coach or dietitian or practitioner should have in their business to help them not only attract new clients, but improve client retention and increase revenue without adding more work to your plate.
Speaker A:So this is one of Rachel's zone of genius.
Speaker A:She's probably going to be the lead talker on this one.
Speaker B:So I want to kind of like preface this episode with saying that sometimes when people think of email marketing, they just think of lead magnets and newsletters.
Speaker B:But really it can be this kind of holistic approach to your business, which is where we're going to break this down at, where it is that growth and acquisition of new leads and, like, you know, Growing your email list and all of that.
Speaker B:But it's also maintaining a client experience through, you know, that like white glove feel that, you know, constant communication or relevant communication from like onboarding on.
Speaker B:And then it's also that like retention and customer lifetime value expansion through like upsells, downsells and smart automations.
Speaker B:Typically what I think people see from an email side is that they skip those last two and they just focus on like growing and growing and growing the list and really don't put any emphasis on the client experience which is going to in turn feed that top of funnel and all of that.
Speaker B:So I want to put this out there that this is what we're saying when it comes to that like ecosystem, like this holistic approach to your marketing using a single platform.
Speaker B:And you know, we don't always talk about single platforms, but like email marketing obviously is my platform of my preferred platform.
Speaker B:But I just think this is really like going into this episode having that is like in your mind of what how we're talking about this is really, really important.
Speaker A:So we're starting with trade one, which is how do you attract and bring new qualified leads into your audience?
Speaker A:So last episode we talked about the align leads formula where Rachel really went deep into her framework for how to attract the right customers that are ready to buy or will be ready to buy your products or services.
Speaker A:So let's talk about the lead magnet funnel first.
Speaker B:Yeah, so the first funnel or the essential funnel is your funnel for growth.
Speaker B:So how you grow the list.
Speaker B:I think this is really important that we are looking at a quality versus a quantity.
Speaker B:So we may be echoing exactly what I said in last week's episode, but it really is saying that we are distinguishing from your social following or whatever your your top top funnel is and saying we're taking followers and we're shaking them out and getting your actual leads from those.
Speaker B:So we're saying that these people who we're going to be attracting, they're going to be the most qualified to then at least purchase.
Speaker B:So this is not the people that are lurking and just consuming all of your free content or the people that will never, ever, ever buy.
Speaker B:I think there's a misconception in like I just want X amount of people on my email list because FOMO or whatever that feeling is that you want to hit that vanity metric of your email list of like 10,000 subscribers or thousand plus subscribers.
Speaker B:It's not actually going to result in a successful converting email list.
Speaker B:So really making sure that your lead magnet funnel is optimized it's targeted and that it's actually going to be converting because that's so, so important.
Speaker A:Yeah, I think there's just this like common misconception where people like just create a freebie to have a freebie out there or because we're service providers, we want to give.
Speaker A:Like I am so guilty of this.
Speaker A:Like I have a stack of like free things that I have just built because I think they'll be cool and useful for people.
Speaker A:But I have to remind myself that the goal of my job is to generate money and that if these lead magnets do not have a purpose in my marketing ecosystem, then they're really just kind of creating noise.
Speaker A:And so how can I create something that will not only benefit my customer and be like, wow, this is so helpful and useful and I want more and something that like I want to create and that's going to help like grow my business.
Speaker A:So I think that's kind of like the biggest mistake that I see with lead magnets.
Speaker B:Definitely having that like viral type lead magnet that's just going to like get everybody on your list.
Speaker B:Like you don't want everybody on your list.
Speaker B:Like you really, really don't.
Speaker B:That is I think the first thing.
Speaker B:And then like I'll say again for like the free resources and over educating kind of like what you were saying with like a service provider.
Speaker B:It's so interesting to think like if you sit there and like really analyze like your lead magnet and you're thinking I'm giving away all of this information, the person that's going to be hiring you.
Speaker B:So let's say that stage of awareness of where they're solution aware, they're coming in and they're saying I'm not going to do this myself.
Speaker B:Like I don't have the time to do this myself.
Speaker B:Sure I want a little bit of education on the overall concept of it.
Speaker B:But like the biggest mistake I see is where people just like give the process away and they're like, yeah, you're going to do this and you're going to do this and you're going to do this like 10 step guide to do that.
Speaker B:And like at the end of the day, like the person who's going to be saying actually just take my money and do this, that's such a waste of their time.
Speaker B:Like you need to be validating, like hey, you don't actually have time to do this.
Speaker B:You need to be in the zone of yours.
Speaker B:Like you're genius and this and that and that.
Speaker B:So biggest mistake when it comes to lead magnets is just not positioning it correctly.
Speaker A:Yeah, yeah.
Speaker A:So I think one of the second mistakes, let's just go through mistakes, is just having your magnet out there and we talked about this week and that not doing like having them opt in, you deliver the lead magnet and then boom, you ghost them.
Speaker A:Nothing happens.
Speaker B:Yeah, very interesting enough in that survey, the state of the business again linked in the show notes is they say that the time to conversion is within that like four to six to eight week marks, which I think is really, really fascinating that so many times people create this like nurture sequence that like immediately asks for the conversion.
Speaker B:And that is not ever the case where you have the tortoise and you have the hair, where the tortoise.
Speaker B:Where your email list is like designed to nurture, they're probably not going to convert in that first like seven day window.
Speaker B:So all of these email templates that everybody sells that are like five emails that you're going to deliver one day after the next day after the next day, like it really isn't going to convert that many people because of the way that people actually consume and like go through that awareness cycle.
Speaker B:That to me I think is a bigger mistake than just not having a nurture sequence at all.
Speaker B:So one, don't ghost your, your people who have opted into your list to make sure you're aware of how that funnel is designed from your own buyer behavior.
Speaker B:And if you know people, it takes 14 touch points before they actually convert.
Speaker B:How do we reverse engineer that so that your sequence is supported by what you're doing on social, by what you're doing in your blogs and all of that.
Speaker A:So yeah, I see this like mistake or kind of this.
Speaker A:I don't even know it's a mistake or misconception that like, especially when you're doing a launch, like you're probably not converting the people that like your reel is going to right now.
Speaker A:You're converting the people that have started interacting with you maybe during your last launch.
Speaker A:And that's why it's important to kind of like launch and then launch again so that you're building momentum or have a really long Runway so that you position your lead magnet that four to six weeks.
Speaker A:That's normally when we like recommend releasing it before.
Speaker A:And you're really promoting those, getting those people into your funnel now, sending them those nurture emails, getting them ready and warm to buy so that when you do open cartoons, they're ready.
Speaker A:You can't just turn it on the week of launch and expect that people are going to be ready to buy.
Speaker A:I mean there'll be a couple, but you're going to see a lot more results.
Speaker A:If you're working on building that email list in between launches or giving yourself a really big Runway period.
Speaker A:I think that the, or if you know this like some like saying this and I'm like, well our million dollar launch we like started promoting like three.
Speaker A:It was cold lead ads.
Speaker A:But when I tell you we did a morning and a night masterclass that probably we could have charged like 800 dol dollars for free and we're able to accelerate those.
Speaker A:And then we did a two full day boot camp before we presented an offer.
Speaker A:So it's like even though we only had like a three week ramp up period, like we delivered so much value, so much connection like that those people were begging to buy by the time we opened the cart.
Speaker A:But it's like you kind of have to know your audience and where you're positioned in order to to do that.
Speaker A:If you're going to be running ads and you're going to need to.
Speaker A:It's going to be cold audience people, you're going to have to do a lot more nurturing than people.
Speaker A:If you just.
Speaker A:If you regularly send out an email newsletter list and you're nurturing people all the time and then you decide to open cart like then those people will be ready.
Speaker A:So it's all about knowing your audience and making your strategy kind of very customized to you.
Speaker B:Which I think brings us precisely to our next mistake, which is no call to action or the wrong call to action.
Speaker B:Which just this is something that we have talked about so much where if you're having like a $5,000 plus like program, like don't direct them to a checkout page.
Speaker B:Like nowhere in the world does that happen without having a conversation.
Speaker B:Or unless you're just dealing with people who are very irresponsible with their money.
Speaker B:But like too many people don't or like not nobody.
Speaker B:I would say I feel very strongly about that, that nobody really goes cold too warm to then buying a $5,000 program without communicating with the person that they're buying from.
Speaker B:So often I'll see so many people where they have their nurture sequence or it's like leading to a checkout page for this thousand dollars plus program.
Speaker B:And they're like, well nobody's buying.
Speaker B:And it's like know what your call to action needs to be aligned with in order for that next step to take place.
Speaker B:So if you're leading them on and they are the right people.
Speaker B:And then you're delivering them this like really kind of like abrupt like hey, we'll spend your money now.
Speaker B:In the first five days of knowing me and getting my like value, it's probably going to be the wrong call to action and that funnel is not going to be optimized as much as it could be.
Speaker A:Yeah, I mean I typically say like anything above a thousand dollars, even probably like $500.
Speaker A:I feel like people are getting very like tight with their money right now.
Speaker A:Is going to require some like closer interaction with you.
Speaker A:Whether that is like a discovery call or maybe like open house.
Speaker A:I've seen those work really well.
Speaker A:Or in this past program we did with a client we had enrollment advisor calls where they could speak to like a past student.
Speaker A:But there was something else where they could get more support, more answers, more like direct to consumer nurturing without just like whipping out their credit card and buying now.
Speaker A:So I think that's like just another kind of just like level of awareness that you need to know is like that people aren't going to invest $5,000 probably without talking to you.
Speaker B:So if you want to know a little bit more about what makes like a high converting lead magnet, go listen to that episode of the aligned lead magnet.
Speaker B:Let's just quickly wrap up the growth funnel with the actual like action steps.
Speaker B:What you need.
Speaker B:So you need some type of landing page, opt in for people to like sign up and get into the actual funnel.
Speaker B:You need a welcome sequence that's going to you know, nurture, engage, deliver like that trust building activity.
Speaker B:You need.
Speaker B:Well your lead magnet obviously and then whatever that like next obvious step is, that's what your call to action is.
Speaker B:So if it is engage in some way, if it's application, if it's join a wait list, whatever that looks like, really understanding that like your call to action can be wrong and you can be throwing off your entire optimization.
Speaker B:So know what your right call to action, it's all right.
Speaker A:Okay, so our next one is customer experience funnels, most particularly the onboarding funnel.
Speaker A:So this is what happens right after they invest with you, they give you a credit card, they give you trust.
Speaker A:But guess what?
Speaker A:Refunds happen, drop offs happen.
Speaker A:So your onboarding funnel is going to help you ensure that people from the day one when they invest with you, that they feel taken care of, that they're having no like post buyer remorse, that they know that you're going to be the one to help them and that they made the right decision.
Speaker A:So why don't you give us the key components of that onboarding sequence?
Speaker B:Yeah.
Speaker B:And actually I just revamped one of my past clients who came back.
Speaker B:Like we've done this as like a herb full customer journey to make sure that it's delivered.
Speaker B:Because we were seeing this kind of like this one high ticket program where like you said, somebody hits submit on that and then they sit there and they're like buyer's remorse immediately like what did I do?
Speaker B:Like is this the right move?
Speaker B:Did I make?
Speaker B:What's my refund policy?
Speaker B:And so really making sure that one, you have the welcome email in place to kind of like reassure, hey, you're in the right place.
Speaker B:This is all the things that we're going to go through.
Speaker B:You're going to deliver whatever resources and access that they have in their program that they just join if there are like live components to it, whether It's Q&As, coaching calls community access, whatever that looks like, making sure you're automating check ins and reminders for those components so that you can essentially like hold them accountable for showing up.
Speaker B:I think that's a big thing that I see in a lot of my clients programs is like people get busy and then they kind of fall off and then that reflects immediately back on like oh, I didn't get much out of this.
Speaker B:When if you can like really proactively say hey, just a reminder, we have a call this week, here's what you need to be prepared for it or how did this go?
Speaker B:And like looking at your customer drop off I think is one of the things that like we've reverse engineered here is saying like okay, well people typically stop completing their courses, engaging in conversation around like day 10 or like day 30, however long your program is.
Speaker B:And then like putting checkpoints in around those times to kind of mitigate that lower engagement that is so important and it doesn't add any extra work because all of this stuff is truly, truly automated.
Speaker B:And then the last part of it is like really making sure that like engagement, like if it's just you, that you're connecting with them and staying top of mind with them despite or however long your program actually is, or if they have a community aspect that that community is engaged, that in community is, you know, prompted and all of that.
Speaker B:So really making sure that these like holistic pieces, this directly impacts word of mouth marketing, directly impacts how people are going to feel when they give you a testimonial, your results, your case studies, all of this and it can be supported by Your email list.
Speaker A:One thing that I do love to do is like, after that welcome email, we will typically send, like, I call it like a surprise and delight email, which is kind of an additional resources or additional support that we did not advertise before.
Speaker A:But it's kind of helping them validate them.
Speaker A:But you just have to be really, really careful because typically when we're onboarding someone, they're getting a lot of information already.
Speaker A:So you want to make sure that every email that you have is very intentional and you're not adding to the overwhelm that they're probably feeling if they're starting a program or that they're starting working with you.
Speaker A:All right, stage number three, let's talk about upsell and downsell.
Speaker B:So this part, I think is really, really important when it comes to the scalability and the growth of your business.
Speaker B:These are the strategies and the funnels that like people have in place to not necessarily, like, acquire more leads, but to like in like convert.
Speaker B:I would consider it to be a more like advanced marketing metric, which is like your customer lifetime value, average order value, all of those components.
Speaker B:These like conversion funnels, which can be your upsells, your down sells.
Speaker B:Like, all of those things are really important to make sure.
Speaker B:Making sure that one, you don't have to work harder to get 200 plus more leads into your funnel, but that you are supporting and guiding the leads that have already converted.
Speaker B:Because once somebody's converted with you once and had a good experience, funnel one and funnel two, then funnel three, really just like, does the work for you if you have those components set up in place.
Speaker B:So I think it's really low is hanging fruit.
Speaker B:But your offer suite does have to be designed for it too.
Speaker B:Like, you have to have a, like a logical upsell.
Speaker B:You can't just say like, hey, you spent money with me here and why don't you buy my other product?
Speaker B:It's like, no, like you spent money on to solve this problem.
Speaker B:Great.
Speaker B:Now that we've solved it, like, you may be experiencing this, so why don't I help you with that too?
Speaker B:So it's really important to kind of have these pieces set up so that you can really expand on the amount of conversions that a single lead gives you.
Speaker A:Yeah, and I know we work with a lot of like, health coaches and also just service providers, and I think a really great upsell could be to not even solve like a different problem, but help them maintain what's already been established.
Speaker A:So for example, my sister, she just jumped into the entrepreneurial space and she's doing so great.
Speaker A:And we were talking today about, you know, like she sets up airtable automations and zapier automations.
Speaker A:And I was like, well, you could do a, you know, a maintenance package, you know, that's like kind of a low ticket, like I'm here, like you've got me in your back packet to kind of fix anything that's ever going to come up.
Speaker A:Because a lot of her clients do not know how to fix or update whatever she sets up for them because they're these brilliant automations.
Speaker A:So that would kind of make sense for that or for my clients who are health coaches, it kind of makes sense to put them into some sort of like continuity community program where they're still getting that accountability to maintain the health results that they got while they were working with you.
Speaker A:But you're not supporting them as intensely.
Speaker A:So sometimes you think like upsell, like because people teach like value ladders that it has to be more expensive.
Speaker A:But sometimes your, your upsell or your like your next sell might be just something that's like helping them maintain it.
Speaker B:Yeah.
Speaker B:And usually it's something that is way less hands off.
Speaker B:I had a client who was in this kind of like was in the health space and like a lot of her like coaching was very hands on, like review and all of that.
Speaker B:But once they learned her process, she really did sell just from a convenience standpoint.
Speaker B:Like she offered meal plans in her coaching container and then once they learned how to kind of use her framework, they trusted themselves to make the right decisions.
Speaker B:But like the convenience of having meal plans delivered to you, like those things were like the lowest hanging fruits of saying like, hey, you may not be in this ongoing program anymore, but hey, still take advantage of having like your weekly like menu delivered to your inbox.
Speaker B:Like it was really, really easy for her.
Speaker B:And that was like taking I think her customer lifetime value before we did that was like 187 or something like that for her monthly membership and then taking it to about like 300 because people just stayed in just for the like meal plans, which I thought was pretty.
Speaker B:And like that's like the obvious choice.
Speaker B:They're like, of course I want somebody to do my meal plans for me.
Speaker A:Yeah.
Speaker A:So then there's also the downsell funnel which could be for people that maybe go through a launch and they didn't purchase it with you that time.
Speaker A:Maybe they were not warm enough to spend $1,000, but you did get them warm enough to maybe spend $200.
Speaker A:So you don't want to lose the momentum kind of that you've created during the launch.
Speaker A:So having something to offer that will kind of get them a taste of the results that you.
Speaker A:You do in their big program.
Speaker A:Kind of something to help them get a little more acclimated to kind of you.
Speaker A:And what you do can be really helpful.
Speaker A:And it always kind of suggests, like, after you do a big launch, there are going to be people there that just got there.
Speaker A:So you could sell them a downsell, get them in this, they get a great result with that, and then the next time you launch the bigger program, you're better, being better, been ready to go.
Speaker A:Yeah.
Speaker B:And, like, honestly, the downsell has so many freaking, like, psychological reasons to why it works and why it doesn't work.
Speaker B:In one of my favorite, like, marketing books called Influence, they talk about why, like, if you were to go and ask somebody like, hey, Jess, can I have 500?
Speaker B:And they're like.
Speaker B:And you're like, no, no, you can't.
Speaker B:And then you say, oh, well, can I have $10?
Speaker B:And you're like, oh, yeah, sure.
Speaker B:Because it's less of this kind of like, like, ask and it, like, they don't.
Speaker B:People don't like to say no twice.
Speaker B:And so really coming in and saying, like, okay, you said no to this.
Speaker B:I'm gonna offer you something, like, at a more reasonable price that's like, still intriguing to you.
Speaker B:You're more likely to convert in that if you weren't ready for that first one there.
Speaker B:So there is a lot of, like, psychological reasons to it on the back end.
Speaker B:And, like, if you haven't read that book, like, and you are very interested in marketing and, like, the psychology behind it, you can definitely grab it.
Speaker B:It's so fascinating.
Speaker B:My life.
Speaker B:I think his name is Robert Cialidini or Cialdini.
Speaker A:Okay, where is it?
Speaker A:Got it.
Speaker A:All right, so, but for all these, I think, like, the common theme is, like, you have to know your customer so well.
Speaker A:You need to put yourselves in their shoes and kind of just map out what they're feeling at this time.
Speaker A:What kind of support do they need, you know, in each step of the journey, and be super, super intentional with what you're offering.
Speaker A:I think Rachel's align leads formula, if you're just starting out with this, is, like, kind of a great place to start because it kind of takes you through the process of, like, getting in touch with those, like, emotional, physical, all those needs that your customers have.
Speaker A:I.
Speaker A:You could probably spit them out faster than me.
Speaker A:That was, like, One part of it that, like, really stood out with me is like, oh, man.
Speaker A:We're like, really.
Speaker A:We really know this person and, like, what she needs.
Speaker B:Yeah.
Speaker B:I think it's really important to understand, like, from an ideal client perspective, like, we're not talking about, like, they like coffee.
Speaker B:They don't.
Speaker B:Like we're saying they are an analytical buyer, they're an emotional buyer, or this pain point is like more of a priority to them.
Speaker B:And like, they're more of a.
Speaker B:They want to do it themselves first.
Speaker B:So we really want to change the format to our lead magnet so that they can try it without the investment.
Speaker B:Blah, blah, blah, blah.
Speaker B:So I go through all of that and I really, I just did a training to a private program and I really.
Speaker B:And like, I love giving the strategy behind it because I think people need to know why before they know how.
Speaker B:So you can create all of the lead magnets you want in all of, like, spend all this time on it.
Speaker B:But if you don't know why it's not working, you're going to keep spinning your wheels.
Speaker B:And that's why I kind of COVID that specifically in the Align Leads program.
Speaker B:So that'll be linked below as well.
Speaker A:So if you like this episode, make sure that you share it with Biz Bestie.
Speaker A:Message us on Instagram if you have any questions.
Speaker A:If you have any episodes that you'd like to see to do next week, we'll be doing an episode on Breaking down the nurture sequence, which again, Rachel said of genius.
Speaker A:And then the following week will be debriefing my 2.7.
Speaker A:I had million dollar launch.
Speaker A:I'm chang it to 2.7.
Speaker A:It's not mine.
Speaker A:It was a whole team effort, a whole wonderful team effort.
Speaker A:But I have so many good nuggets to share.
Speaker A:So make sure that you subscribe so that you don't miss a thing.
Speaker A:And until next week, we're in for you.
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