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Welcome to Lesson 5 of the mini-course, Your EFT Business Breakthrough.
In this lesson we are going to go in depth into the second and third steps of the Sales Funnel. This includes the critical step of enticing people to sign up for your mailing list!
Step 2: Awareness/Engagement
The Visibility step was all about choosing the right venue for you to let the public know that you exist. The Awareness/Engagement step is about producing content in that venue that gets people interested in you as someone who can help them.
The content that we are talking about here could include a video on YouTube or in a Facebook group, a Facebook post, or a podcast.
Your biggest goal in this step is to get people interested enough in what you have to offer that they are inspired to visit your web site.
Your web site is where you will do Step 3, Subscription/Leads, which is to get people sign up for your mailing list so that you can have an ongoing connection with them.
What Should You Talk About In Your Content?
The key here is to pick small sub-problems in your niche to talk about in your content (e.g., videos, Facebook posts, podcasts, etc.) to show that you deeply understand the pain and problems that your potential tribe is going through and can help.
However, it's very important that you don't give away the store and help so much that people feel satisfied and don't need you anymore.
This is a common problem for EFT practitioners who try so hard to be helpful that they provide too much coaching in their content so that people don't feel the need to hire them.
Another way of describing this is to focus more on helping people understand their problem(s) at a deeper level. People feel very helped by that alone.
You can then point people in the general direction of the solution without giving away the solution.
The solutions that you describe should point people ultimately in the direction of what you have to offer.
In my niche of helping people clear their emotional blocks to finding love...
Most of my videos either address people's general concerns or doubts about finding love or help them understand their underlying problems better.
I talk about the solution to their problem in general terms without giving them so much help that they don't need me anymore.
And Every Piece of Content Should Also Include This...
The goals of each piece of your content are to:
- Give people an opportunity to start to know, like and trust you by understanding their pain in a heartfelt and empathetic way
- Show that you can help with their problem by being knowledgeable and helpful in some way
- Encourage people to visit your web site
Note that third item. It's extremely important that you mention one or more times in your content about visiting your web site to get a valuable gift.
We'll talk about what that valuable gift is when we discuss Step 3 next.
Getting people to visit your web site is the ultimate goal of your content in Step 2. This sets visitors up for Step 3 of your Sales Funnel...
Step 3: Subscription/Leads
The goal in this step is to entice people to subscribe to your email list. Having people on your email list is one of the main ways that you have to keep communicating with your tribe in order to build your relationship with them over time and continue to give value (i.e., Step 4, Build Relationship & Give Value).
Your Web Site – Welcoming People Into Your World...
We need to take a brief pause and talk about the home page of your web site. There's a common misconception that many EFT practitioners starting out have:
They think that the purpose of their home page is sell their services.
However, there's no point in trying to sell your services on your home page since people won't sign up for your service that quickly because they haven't had time to get to know, like and trust you.
So, what is the purpose of your home page?
The true goal of your home page is to get people to sign up for your email list.
This is what Step 3, Interest/Leads is all about.
Getting People to Sign Up for Your Mailing List
So, how do you get people to sign up in the first place?
You entice people to sign up for your email list by offering to help them with a valuable free gift.
What Kind of Gift Should You Offer?
There are two schools of thought as to what kind of gift to offer people:
- A small helpful gift that is quick and easy to consume
- A "meatier" gift that goes into a fair amount of depth
A Small Helpful Gift that is Quick and Easy to Consume
A small helpful gift could be a PDF document that is a couple of pages long that helps with something very specific. The small gift could also be a video to watch that is higher value than your free videos on YouTube.
For example, on the home page of my EFT-Alive.com web site, I offer a small free gift called, "Change Your Beliefs, Change Your Life with magic of EFT!"
This PDF teaches the reader how to shift negative beliefs using EFT. It won't solve all of their problems. They may even not really know how to apply it on their own. However, it feels like a desirable free gift.
In my love and dating niche, I could offer a free gift called the "Top 10 Best Questions to Ask on a First Date" as another example. This free gift is very small and simple and directly targeted to my audience of people looking for love.
The advantage of a small gift is that it's quick and easy to make, and it's more likely to be consumed (ie. read or watched) by the person since it's so short.
The disadvantage is that it tends to be kind of "fluffy" and doesn't give the person much to get to know you, and it doesn't help that much. However, your weekly emails can address that issue.
A "Meatier" Gift that Goes Into a Fair Amount of Depth
This kind of gift will be a bigger gift that goes into a lot of depth in the niche but still without giving away the store and helping so much that people feel "sated."
A good example of this kind of gift is a "mini-course" that goes into a lot of depth describing the deeper issues in your niche that your audience is trying to solve without giving away the full solution.
For example, in my finding love niche I offer a mini-course called, "The 3 Secrets to Attracting Amazing Love." In this mini-course I talk a lot about the 3 key blocks that prevent someone from finding the love of their life.
By the end of the mini-course, the reader really will have a very good understanding of what has been preventing them from finding healthy love.
A very knowledgable do-it-yourselfer may even have enough to try and work through their blocks themselves.
However, most people wouldn't be able to do that because I don't go into much detail about how to clear the blocks.
I just talk about what the blocks are and that EFT is a great way to heal them quickly and thoroughly.
In my case I deliver the mini-course as a series of 7 daily emails. It could be delivered all at once as an ebook. Or it could be delivered as a series of videos.
The advantage of an in-depth gift is that it will be much longer than a small gift so that people have more time to get to know, like and trust you.
They will also end the mini-course feeling grateful from all of the help that you have given them. This sets you up well for the sale at the end of the funnel.
The biggest disadvantage of lengthy, in-depth gifts is that a lot of people sign up for them and never read or watch them! Again, your weekly emails will tend to make up for that.
Also, the subset who actually do consume your mini-course are much more likely to be serious and ultimately work with you or buy from you.
Ultimately, like with picking a venue for putting yourself out there, you need to pick the kind of gift feels right for you. It's probably easier to start with a small gift and later upgrade to a big one if you want.
One of the best in-depth free gifts is a multi-part video series since video is the best medium for people to get to know, like and trust you.
Whatever you pick as your free gift, it should be so good that it inspires people to sign up to be on your mailing list!
People are quite reluctant to give out their email address these days.
Now that you've got people on your email list, you are in the position to email them weekly for Step 4, Build Relationship & Give Value. We'll talk about how to do that in Lesson 6!
Create a Passionate & Profitable EFT Practice
Because You Care...and you Deserve to Thrive!