Category: Core Training

How to Go from Zero to Full Certainty When Launching a New Product

How to Go from Zero to Full Certainty
When Launching a New Product

Transcript

So, yeah, so you wanna create that you know, you wanna start pulling those emotional triggers by connecting with their pain points, letting them know that, hey. You know what? If you are overwhelmed with how disorganized your home is, because of whatever, you know, like or, you know, let’s say you got the the quiz result that shows that you’re currently feeling extremely overwhelmed because your home’s full of clutter, I have something for you. Right?

This is what I have, and this is something that I’ve created based on twelve years of experience as a home organizer dealing with exceptionally cluttered homes. And if I can help x number of families do that, I can help you too. So you’re connecting with their pain points. You’re introducing the offer early on in the conversation, and you’re creating certainty by establishing yourself.

When I say yourself, if you’re working for a client, establishing your client as the expert by helping by doing all of this really early on in the funnel, whether it’s a webinar, a quiz, whatever it is.

So here’s what what you need to know. And I’m sure all of you know this already, but we kind of need sometimes step away from it is people buy when they’re both excited about the outcome and when they’re convinced that it’s the right investment for them. So it’s both a right brain, left brain kind of a thing. We we want both of these things to happen, and that will happen when you are going ahead and building certainty in the product, in the seller, and then, of course, the brand.

So here’s an insight into my process. When I’m working on a launch of least resistance, I lean very heavily on, of course, the offer. And something that I do as part of my process is and I do that for all kinds of launches, not just this one, is I go through the course or the membership or whatever is from a first person, from a student point of view so I can see exactly what they’ll be seeing.

And then I also lean really, really heavily on brand affinity.

So if you’re not collecting information about why your clients’ clients are loyal to them or, you know, are connected with the brand, not just the client. Right? We’re talking about the brand. How do they run their business?

That’s something you wanna start doing, especially if you wanna use launches of least resistance. I firmly believe you should be doing it in any case, but these three factors really come into play because these would help you, a, remove objections, b, create that logical certainty, and, see have that direct conversation with confidence and without it feeling, pushy or salesy because that’s why straight line selling generally gets a bad respond you know, get gets a bad rap is because it’s considered very pushy, very, you know, like, oh, I’ve got but you wanna come at it from a place of confidence, and you can still use the principles to help your prospects make a decision that they’re excited about.

So, yeah, definitely collect start collecting. If you’re not doing it, start collecting data. And next time you’re working with a client on yes. What makes the product great? What makes the client an expert? But what is it about the brand that brings people back to them or even attracts them initially?

Next up, you wanna start building emotional and logical certainty with offer presentation.

So, again, something to remember, you wanna connect features to pain points. You wanna connect features to benefits.

Really, really important. Start using stories and examples that speak directly to the struggles that your audience is experiencing. I’ll give you a great example of this. So, where I was writing copy for, my client who’s an astrologer.

Right? So one of the things that her audience really struggled with was with two things that kept coming up. One was called armchair astrology. Now armchair astrology is where people are reading we call it armchair astrology.

Why? Because or they would call it armchair astrology because they would be sitting in a chair reading a book and then, you know, you would be expected to kind of know about astrology by reading a book. So it just doesn’t work that way, especially for serious astrologers, and I was amazed at how many serious astrologers there are.

So they really struggled with this on chair astrology approach where, you know, you just read and then you are expected to kind of just go ahead and give readings.

That was something that came up. And the second was that it’s very confusing.

It can be extremely confusing. Why? Because there’s so much of free information, and there are all of these bits and pieces that you’re, like, just kind of supposed to put together, but no one really shows you the full picture.

Or the courses that are out there are extremely long and overwhelming and confusing. Like, you’re just kinda watching, like, hours of videos.

We used the fact that her course had a shorter videos. So instead of saying shorter videos, you know, we connected it with the pinpoint of not them not having to sit through and watch hours of videos.

But, also, we told them that it’s an approach that goes again. That’s not armchair astrology because not only will they be learning, but they’ll also be implementing as they learn. So and then we backed it up with social proof. So we had stories of, you know, people who’d gone through the course.

Every single feature from the workbooks to the videos to the teaching assistants to the community, all of those are features, but every feature was linked to a struggle that our audience is experiencing. Feeling lost while practicing astrology? You don’t have to be. We have trained teaching assistants, and we have a community.

Feeling judged by others? Well, this is gonna be your judgment free space. Feeling overwhelmed, it’s literally, every objection, every pain was tackled and addressed while being honest with, with them. So you wanna use especially, again, in this case, every feature has to be linked to a pinpoint. Every feature, I very rarely say has, but if you’re using this launch model, you definitely wanna do this because it would work otherwise.

And you’d say you wanna use data, you wanna use testimonials, you wanna use case studies, but your features should be connected to a pinpoint or a benefit.

And like I said, you could do this with with any product. You’re selling email software, whether you’re selling a membership, whether you’re selling coaching, whether you’re selling your copywriting services.

Right? If you wanna start having a straight line conversation with your prospect, your features need to speak to the pain or a benefit. So you’re selling copywriting services.

If you’re sending them a questionnaire, why should they care? I mean, like, really, who wants to sit through sixty minutes of trying to fill out a questionnaire?

Is there a way you can repack reposition, repackage that to address either an objection or highlight a benefit?

Now this is specific to courses, but, again, or software and things like that. But you wanna demo the course. Like, one of the things that we do is we get we do an open house or we do an ask me anything or we do a behind the scenes, or we do a day in the life of one of our students, kind of an email that goes out, which includes a demo of the course.

Again, you can do it with your with SAS as well. You can even do it with copy, and I’ll tell you how in just a minute with your services because I’ve done this in the past.

Let me describe it.

So but what you wanna do is you wanna do it too as the final stage because by then, you’ve removed all of their objections, and now you wanna help them visualize themselves in the course using the service, using the product.

So things like, like I said, video tours, BDS, modules, or day in the life of a student, actually take them with you inside. So, again, going back to the astrology clients example, what we did was we gave them, we gave them access to, like, a course preview almost. That was that was amazing as a conversion mechanism. We gave them access to, I think, the first module, few lessons in there so they could, you know, actually go and see how all of the lessons flowed, that we weren’t just kidding when we were saying the lessons aren’t long or assert or aren’t longer than x minutes.

The worksheets, they had, like, the complete student experience.

I did the same thing, last year, with my program launch, for a ESL is I did a board I call it sales kitchen. It was a complete experience. We had, like, the we had a pop up group to give them the community feel. We had the a lesson that was taken directly from ready to sell and, you know, even the process and everything worked really, really well.

We had, like, almost a fifty percent conversion. Like, every fifty percent people who signed up for sales kitchen converted, which was great. And it’s a high ticket investment. Right?

It was it’s a three thousand dollar course. So claim being but keep it for keep the demo towards the final stage of the funnel. Copywriting services. One of the ways I do this is when I’m on a call, I walk my prospect through this exact same process by actually showing them the examples of the deliverables they’ll get.

So it helps them see what they’ll be getting. So I’m not just gonna say, oh, yeah. Yeah. I can do your sales page or I’ll do your email file or map out your ecosystem.

I actually show what an ecosystem would look like. I show what my messaging recommendations guide looks like. It’s like for most clients, it’s like almost forty, fifty pages of data and, you know, implementable suggestions and recommendations for content and things like that. It just blows people’s minds.

It might yeah. I rarely get pushback. Rarely.

I don’t even remember. Last time I got pushed back on price. Right? So, why? Because I walk I showed them that’s like the final stage.

I showed them exactly what they’re getting.

Next up, objection handling. This is gonna be one of the most important parts of this kind of a launch. So you wanna be really, really good at this. You wanna start writing your copy, whether for a sales pitch or for emails, with your list of objections in front of you.

I don’t want this. I don’t want this because. I don’t want this because. This will not work because.

This will not work because. You want that whole list of of objections right in front of you, and then you wanna just start going through them one by one by one and making sure that you’ve addressed all of them. So anticipating those concerns, whether it’s to do with themselves, because you’ll always have those inner you know, oh, I’m not ready, or I don’t have the right experience. I don’t have the right credentials.

Whatever. So you’ll always have this inner objections, but then you’ll also have the external ones. Don’t have the money. Don’t have the time.

And we’re you tried this before and it didn’t work. All those things. So you wanna just dismantle all of those through the funnel, through your sales page.

The goal here is for you to just on really digging into the objection beneath the objection.

Is it time? Is it overwhelm? Is it past experience? And instead of just addressing a few, address them all. Right? So you wanna say and before you your prospects even come back to you or, you know, like, oh, I don’t think this is gonna work for me because I don’t have time. Well, it’s only gonna take you ten minutes to watch a video and just another nine to eleven minutes to implement it.

Can you take out ten minutes of your day to make this happen? You could, like, watch it on your way to work.

You would literally address objections like that, whether it’s an email, whether it’s on a sales page.

You wanna start getting them to think and look at those and go, okay. Yeah. Of course, I can do that. I can watch ten a ten minute video.

Tell them you gotta you’ll you’ll have, like, seven modules.

Yep. That’s not gonna work. You tell them yes. I I know you’re thinking this is gonna be time consuming, but do you have ten minutes or nine minutes? Whatever.

Okay. This is, this is a technique taken from straight line selling, the straight line selling school call looping, where you revisit points of certainty, like the creator’s expertise, the course’s effectiveness, the brand’s track record as you address new objection set rise. So for example, someone comes in and says, yeah. I did a similar course or you, you know, in your funnel, you wanna address the you’ve seen this objection come up in the past that people have done this done similar courses, have not seen results.

You wanna remind them that this is not the way it was because this pre this course creator is different, because this brand is invested in ensuring that we, you know, we get you results because we have a guarantee that would work, that would kick in if you don’t see results.

So keep coming back to those points of certainty, which is why I said here. It’s really important for you to, yes, know how the course or the offer works. You wanna know have complete knowledge of your clients or your own expertise, and then, of course, the brand affinity as well because you would be wanting to use that and keep coming back to that to address objections and to increase and strengthen your prospect’s belief in your offer.

Okay. So things to consider when you’re strategizing this launch. Like, put this on a worksheet for the next launch. You wanna know pinpoints.

So okay. What specific challenges will you be talking about? How can you map those to the features? Right?

Consistent mess messaging. How will you keep the narrative unified and in a straight line across all stages of the funnel? You do not want to be going in five different directions here. One message is more important in this kind of a launch than in any other kind of launch.

So you wanna get really clear on that one message, that one theme, that one story line that you’ll be drawing from start to finish. Certainty building. How will you be building certainty and the main messaging angle across the sequence? How will you be creating certainty in your client, in the brand, all of that?

Objection handling, I’ve already kind of, yeah, beat the drum on this one, but preempting and addressing objections, all of them. You wanna know you wanna know all of the m. And you wanna know, okay, which features, which benefits will I be mapping here? Which how will I be using emotional and logical hooks so that I’m balancing the storytelling part but with data and proof?

So you wanna have these five, six elements in place in a document when you’re working on a launch of user assistance.

When you have these in place, it becomes so much easier for you to write the copy that would just go in a straight line in a straight line. Yeah. It’s really, it’s now here’s the thing. It sounds very simple, but it’s not.

It’s I found over the years with the hundreds and hundreds of launches that I’ve written for, it’s way easier to do a traditional launch because you have that you have the runway. You can build that, you know, the know, like, trust factor. But when you’re going in cold and you need to sell and you also need to do it without being pushy or, you know, like a typical salesperson.

You wanna be thoughtful and mindful and demure.

You would wanna keep keep these things in mind because that kind of helps you keep the conversation on track, but it is a little bit harder than a traditional launch because you’ve you’ve gotta keep it really tight across the funnel, your sales pitch and your emails.

That messaging is so, so important.

Okay. Yeah. Your job as a copywriter is to obviously keep the process moving forward by addressing their concerns. That is the one thing I want you to take away from this one is that your objection handling is gonna play a huge role.

The more control you have, the easier your close will be. And, again, this this will work, but, like I gave you example, this will work on a sales call. This will work with a webinar. This would work with a quiz.

A launch of least resistance is great where high ticket offers are involved and where an audience needs that extra persuasion.

Alright.

Cool.

Questions? I can see Katie’s hat is up.

Hi, Berna.

As always, I love your workshops.

They’re so meaty and, give us so much to go on.

So I have a couple of questions about implementing this.

One, you mentioned how this is different from, like, the traditional launch runway where you would do, you know, your your prelaunch runway. I’m curious, like, the objection handling, are you doing most of that? Like, is the difference the fact that here you’ve introduced the offer and then you’re handling objective objections, or are you handling those objections?

But, like, I I guess just what’s the sequence of handling the objections versus introducing the offer and kind of more, like, selling?

Yeah. So, yeah, in this case, you introduce the offer first.

So since you you’re in this pretty much same niche as I am with online course creators and coaches and consultants, with a traditional launch. You know how you do it. Right? You have, like, your prelaunch runway, and then you have, like, your launch mechanism kick in, then you have your cart open. You’ve got, like, a lot of room to kind of play with.

And you wanna address those objections before you like, typically, I’d wanna do that before I introduce the offer. Right?

Yeah. Yeah. Here, what’s happening is you’re going in cold. You’re just going in straight for the sale, and you’re addressing your the objections, preempt preempting them and addressing them or, you know, like, your Okay.

In fact, for one of the launches, what I did was the sale the pitch email, like, generally, my pitch email is more of I call it the path for value pitch email. That’s why I call it, but because it has a lot of value in it, and then we are introducing the offer. But in launches of least resistance, what I do is it’s the offer and then the big objection that I know they would have, whether it’s cost or time or money. I’m just it’s like a whole series of objection demolition emails, and the sales page is structured the same way as well.

So there’s like yeah. Will work for me. You know? Don’t have the money. Don’t have the time.

Or, you know, like, tried this before or not ready.

Just yeah. So that’s how it’s structured.

And then so do you if you because I’m assuming that all of these principles that you were sharing, you’re using those both on the sales page and in the emails. Yes.

Does the sales page in this type of funnel also spend much time on, like, desires, dream state, or is it more like, here’s what we do and then boom boom boom?

So what does how the sales page differs from, say, a regular, maybe even a PS or a pays off or the, you know, the different frameworks that I I, kind of have developed over the years is there’s we talk about the pain.

That’s why the emotional certainty kind of comes in. So we, we tap into their pain and their struggle. Do we show them their desires? Yes.

But we tie it to a, a feature of the course. We tied we that’s where the logical certainty starts to build. It’s like, okay. You know, if you want more time freedom, this is how you’re gonna get it using a b c from the course.

So we are tapping into it, but it’s not the structure of the sales page is different. The structure of the sales page starts with the pain that they’re experiencing and how this particular offer is gonna solve that pain for them, with whatever framework, method, etcetera.

And then we go into their you know, maybe what they want, but also, again, that’s why it’s benefit first. So every feature is linked to a benefit, which is, in other words, a desire or an outcome, and then, of course, objection handling, all through the page.

Okay. Thank you. And if I may, could you just elaborate a bit on the looping technique? I didn’t quite understand.

I, you know, I know you said revisit points of certainty as you introduce new objections.

So could you just give an example of what that might look like?

Sure. So I’ll give you an example from okay. I’ll give you an example from sales calls. Right? So I whenever I’m on a sales call with clients, they’ve already you know?

The thing is, most of them are not cold because they’ve either found us through the our website or they’ve, at the very least, have sent us a contact form from the website. So it’s not that, like, they’re entirely cold, but I like using straight line sign for that because it’s a high ticket service. Like, they’re all five figure services. Right?

So how I use Looping is I they already know, my expertise. They know my experience. But what I always always do is I would have I would bring up case studies of clients who are from similar niches, or I would let them know if, if recently recorded a podcast somewhere or if I’ve spoken on stage somewhere. So I’m just building certainty because the big objection most people would have in hiring a strategist or a copywriter is either they’ve been booked before and which is, you know, usually when they come to us or maybe their launch hasn’t worked before or it’s their first time hiring, which is rare, but maybe. You know? So you wanna kind of loop back to, the fact that you’re the best person for this, and here’s why.

Okay. Does that help, Katie?

Yeah. That makes a lot of sense. So just kind of, like, as you know or as we’ve seen or, you know, as I mentioned on this like, just reinforcing those points of certainty so that that’s an ongoing theme.

Yeah. Because you need again, like I said, you need to know what objections, like and after you’d you know, when you do a ton of sales calls, you know exactly what objections your prospect has. And similarly, with a program or a product or service, you know, what objections, you know, your clients would have. So you want to loop back to this.

So it’s not just, oh, let me just put my bio here on the sales page and think we’ve established trust and credibility, but you wanna loop back to it maybe, you know, in the social proof section. Maybe you wanna loop back to it in the FAQ section. Maybe you wanna loop back to it in the in the closing section of the sales page. So you wanna kind of keep coming back to so it’s not just a, let’s just put the bio here and call it a day, but how can we come back and establish certainty?

I’m just giving an example from, say, the credibility of the creator, but you could do that with pretty much any of the other elements as well.

Cool.

Any other questions?

Not even if not related to the training or if anyone’s got, like, copy or a review or things like that, we could dig into it.

I guess I have not necessarily, like, a question. So you mentioned that the course preview or some kind of showing them behind the scenes, that should go out in one of the last emails or at the end of the funnel.

And I usually do that in, like, email four or five.

And How how many emails? Like, how long does the emailed. So it’s in the in the middle. Okay.

Yeah. And then I have an FAQ email that’s emailed six out of eight.

Mhmm. Mhmm.

So I’m wondering if you’ve tested different placements in the promo structure to see which one works best.

Yeah. The reason I so, yeah, I actually have, and I have found I have, in fact, even tested not including FAQ emails. Yeah. Okay, Michelle. Bye.

Even not including FAQ emails in in a sequence because if you, a, addressed and answered most of the questions, you don’t really need an FAQ email. You could easily use that email for for something else.

Mhmm. And the reason why I feel and this is again, I’ve, Blanca, I’ve tested it only with audiences, like, in the online course world. And, That’s my niche as well. So Oh, amazing.

Okay. Great. So yeah. So then we’re in Concord. Okay.

So yeah.

The reason I find that it works really well by placing it towards the end is because by then, you’ve handled most of their objections. You’ve established trust. And now what you’re doing as the final step is helping them visualize themselves as a student in the course. It works beautifully. So for me, I’ve I’ve found you know, placing it towards the end of the funnel is that final little push that they need to kind of go, oh, wow. That’s good. That’s what my experience is gonna be like.

And do you just send them to the sales page where you have a section with that kind of behind the scenes video?

So we’ve done this different ways. We’ve done this with, by recording a like, just like an over the shoulder Loom walk through Mhmm. Of what the post dashboard looks like. We’ve also done this, like I shared, with with my course launch, you know, example where it was a complete experience where we invited them to a pop up group.

We had a full lesson that they needed to log in to Teachableforce. They had to be at a login and everything. So it was a complete student experience where, and we also did this with our astrologer client is that, you know, it was a complete student experience. You created an account.

Why? Because these are micro conversions. Right? Yeah. So it helps them get into that whole student mindset.

And then because, so with the astrologer client, in fact, what we did was really cool was because we had the whole course laid out, and they had unlocked access to this. So they could actually see what happens next. Right? And they all they had to do was upgrade.

So they just had to click the upgrade button. So that really helped as well. So we took this, like, in a few different ways. We’ve done this as an open house where literally, like, as a school or a college would do an open house, we would have, like, some students.

It it is a room Zoom room like this. There would be some students joining in, and then, you know, the the course creator would share screen, walk them through the course portal, show them the community, everything, and then they would have a q and a. They would have the chance to ask questions of the students as well. So it kind of depends on the audience you offer and, you know, of course, what your client’s willing to do, that kind of thing.

That’s cool. Thanks. I I now have a bunch of ideas to test for upcoming promotions.

Yeah. Absolutely.

Absolutely. Yeah. Awesome awesome training, by the way. And I liked your previous one too.

How much Thank you. Thank you. Marina, question.

I’m not a Yes. Yeah. Course creator for this purpose, although I have done other stuff.

So this offer is going to cold traffic.

So you could use this as a starting point for, offering copy services to SaaS potential SaaS clients.

So they know they so they’re starting at problem aware already, and then you have to show them that this is the solution for your and you’re starting, like, right there Mhmm. Jumping in Mhmm. Hard selling. Essentially, you’re hard selling.

Like, this is hard selling.

Exactly. Yes.

You’re just hard selling it.

Hard selling.

This is this is what you need. And then going into the and this is why you need me to do that for you.

Absolutely. Okay. Absolutely. Yeah. Yeah. Yeah. This is hard sales. It’s just that I like to just be mindful of the fact that, you know, we wanna respect people’s reasons for not buying, but at the same time, we wanna make a strong argument for why they should buy.

So which is why you wanna handle those objections. You don’t wanna overlook them. You don’t wanna kind of, you know, brush them aside or anything. You wanna handle them and move on.

But then the objection handling is not like you’re like, it’s integrated, not like you’re saying this. I’m saying this. It’s more subtle.

Yes. Yes.

Oh, I had another question related to that. Oh, have you tried this for productized services?

Oh, good question.

No.

But I do have an opportunity to test it out. We’ve recently overhauled one of our product based services. So, yeah, I could test it out, but, no, I haven’t.

Okay. Right. Thank you.

You’re welcome. Cool. I would love it if you would go ahead and test it out. Like, if you would test out I plan to. A launch of least resistance.

I would love to know how it goes or if you get find yourself coming up against, like, a roadblock.

Find me in Slack and, yeah, just chat with me about it.

I love these launches. They’re just yeah. Them, you know, they’re a challenge, but they’re they’re so exciting to to write for. So yeah.

I’ve done emails sorry, Katie. I’ve done emails, like, email promotions where each email was answering a specific objection, but it was usually for brands that had such a bad reputation or such a bad perception with their audience that it just felt like I can’t really afford to sell anything. Like, I have to afford to sell the product. I first need to repair the trust.

So each email was, okay.

We asked you, and we got some, like, really crazy feedback from you. So let’s settle things straight. So over the next few days, that’s exactly what we’re going to do.

And, yeah, that did work well. Whereas with other audiences, you just don’t need to do all that much.

You don’t need to exactly.

Exactly. Which is why this works really well, like I said, for skeptical audiences. Right?

Like, where like, in your case, the crust has been you know, it needs repairing, but then you also need to do selling.

So works. Yeah. Yeah. Amazing.

Katie.

So I would love to I’m still building out my, like, post workshop funnel. So I have, you know, my diagnostic workshop online.

I have, you know, I know you haven’t watched the workshop yet, so go watch his sequence that Yes. But I don’t have a lot that goes out after that.

Like, you know, essentially, my post webinar Yeah.

Yeah.

Yeah. For my, for my standardized offer. So I think that this would work well. Yes.

But I’d love your tips on, like so if the offer is, you know, a productized service around behavior based back end automations Mhmm.

What because to me, I’m like, oh, I don’t see what objections you could have. It’s a great idea. But I know, you know, it’s like okay. So the founder’s time, the team’s time, like, adding something else to their plate, not wanting to annoy or bother their clients, like, not wanting to have feel salesy.

Yeah. Yeah.

I mean, it’s my first time. Like, I haven’t sold it yet, so I need proof, like, proof that it will work and that I can do it.

The idea that they can’t imagine what it looks like or how it would Yes.

Go. Exactly. Which is where a demo would come in. So you wanna kind of show them what it would look like. I would like actually, if you’ve not done this, then I would actually build that build something out so you can kinda walk them through what it looks like so they can see that it’s not as either as confusing because with something like this and because I sell a lot of these, you know, behavior based sequences, I find the biggest objection is they just can’t visualize what it looks like. So Mhmm. Yeah.

And you would just build that out in whimsical or something?

Like, Yeah. Or whimsical, fun analytics, whatever you wanna kind of use. Whimsical works just fine. Just, you know, kind of visually helping them to see, hey.

This is what’s gonna happen. This is what happens when this happens. And if this happens, and then you kinda see light bulbs go up. Oh, yeah.

Okay.

Mhmm. And is there anything else that comes to mind that I didn’t mention that you think it would be a big one?

Yeah.

Tried it in the past, did not work.

Mhmm. Okay.

Yeah. That come up, you know, with a few established creators.

They have sequences in place, but didn’t work, which is where your credibility comes in as I actually heard from an OBM that I’m friends with.

She she was like, oh, yeah. We already have something like that. I was like, I don’t think you I don’t think you have what I’m talking about.

Like Yeah.

Yeah. Exactly. So it’s which is why the looping technique kicks in. You know? So you wanna kinda remind them. Yeah.

Okay. Okay. I’ll let you know how it goes. Thank you.

Cool. You’re welcome. Rayna?

Okay. So two things, commenting to Katie, about the OBM that said we already have something like that.

Herna, I’m just wondering, is it too cheeky just to ask them, so are you getting the results that you wanted from them?

Yeah. No.

That’s not you know, like, if they say that, hey.

We’ve got this.

Like, even thinking about Yeah.

Yeah.

If we’re saying, okay. So here’s an onboarding flow.

Well, we already have one.

Okay. So are you happy with your conversions?

Exactly. You that is preempting.

Like, I mean, you could say it so it’s not snarky, but, is that where that kind of comes down to your tone.

Right? Yes. Exactly. Yeah.

You know, it kinda comes down to your timeline.

Curiosity.

Like Yeah.

Exactly. More like I would do that. Okay. One hundred percent. One hundred percent. Yeah. Address it.

That’s exactly what straight line is. You wanna address those objections. Like I said, you don’t you wanna be mindful, of course. You wanna be, you know, you don’t wanna be disrespectful.

But at the same time, you don’t wanna tiptoe around it and not address not address it. I yeah. I would definitely do that one hundred percent.

And then secondly, because it’s cold, can you run ads can you run ads directly to your straight line funnel?

Yes. Yes. Cold. Cold traffic.

Right?

Like, it’s meant to convert cold traffic, and it’s just a numbers game.

Right?

Exactly. Yeah. Yeah. Yeah. One hundred percent. I would want to, however, ensure that the offer is validated.

So you could run it the because the last thing you wanna do is Yes.

Spend money on an invalidated offer.

Exactly. Yeah. It’s not So It is for cold audiences. It’s not for untested, invalidated offers. That’s an important distinction.

Okay. So then here’s my question because I’m kind of in the same boat as Katie right now. Like, I’ve done the work for other people, yes, and gotten results, but I haven’t done this particular set of activities to accomplish this particular outcome in this in my signature way.

Mhmm.

So is the offer proved by the fact that, yes, I have written onboarding flows that have increased conversions, or is the offer proof that I’ve done it my way in this current system and gotten results with that signature?

I mean, yeah, it’s it’s not either or. It’s both. You’ve written onboarding sequences that have bought gotten conversions.

Right. And, you know, you know, I would do both. Like, I would lean on both of those. I would call this a validated offer. I would so to I would not what would an invalid offer be? Where you’ve never done something, for either your own brand or a client, and you’re, like, absolutely near the market.

Okay. So yeah. So if you’ve done it either for your own brand or for even, like, another brand, and it’s not, like, the full scope of things, but it’s been, like, you know, I’ve done one for one client. I’ve done one for another client.

That’s about it all for me. Like, you’ve you’ve tested those out. People need it. They work. Mhmm. Yeah.

Okay. Okay. Thank you.

Can I add something here?

Yes.

So if you don’t have, like, case studies right now to demonstrate how effective the solution is, like onboarding sequences, you can use industry data to back that up.

So something that I’m doing is my framework is customer centricity applied to sales emails in a way that allows me to sell a course each month without making it aggressive, salesy, or burning the list. That’s because I’m implementing the customer centric concepts. And, obviously, I’m not, like, an authority right now. I haven’t done any research in this specific area, but there are professors. And there are big, economic studies that demonstrate that companies that use customer centric frameworks are actually gaining better results than product based companies. So for me, when I go to a client and say, well, obviously, yes, you can run a flash sale that’s product based. But can you do that every month in a way that actually lets you convey your unique brand messaging whatever?

Although, actually so if you turn to customer centricity and here are all these sources that back it up, then that’s a lot better than me saying, well, I’ve been doing this for a long a long time.

And I do have the results, but if you don’t believe me Exactly.

Data. So that is why you know? And that’s where both the emotional and logical certainty factors kick in with this one. So you wanna lean on the data.

You may have you may have or may not have testimonials and case studies or the the stories to back it up. But if you have data, that will work too. And then your expertise is what would help create and, you know, the the other side of the certainty equation. So, I think that’s what the yeah.

Katie says she uses this data too. So amazing. Great.

So do this, Marina.

Do the quality of your questions to your clients also validate your authority?

One hundred percent. I’m a big fan of sales calls because of that.

It really helps me close way bigger projects and packages, and which is why I yeah. I have, like, I would say, a list of questions, but I don’t have a quote, unquote, a templated sales call flow, because, yeah. It just helps me to kind of, you know, assess what I need to do. And, sales calls are, like, the perfect example of straight line selling, like, you know, but you wanna do it your way.

So yeah. But one hundred fancy your question? Yes. One hundred percent.

Thank you.

You’re welcome.

Awesome. Anything else?

All good. Perfect. Marina, apparently, for some reason, like yes. Sarah’s saying, Zoom is recording, so, hopefully, yes, we record it.

But I’ve told her that yours is recording too. Mine got kicked out. It’s a weird Zoom world. I may need to reach out to you for the recording.

I’ll wait for Sarah to come back to me on that.

Yeah. I can also send you the or the fathom.

Okay. Awesome. That would be that would be great. Yeah. Yeah. That’s fine. Perfect. Perfect. Thanks so much, everybody.

Lovely seeing y’all.

Bye now. Bye. Bye.

Worksheet

Launch of Least Resistance