Welcome back to another episode of The Empowered CEO Show! Today’s episode is a Q&A style episode, where I answer all of the burning questions that you (my incredible listeners) want to know about selling & launching! I also share with you my top tips and insights on setting sales goals, selling authentically, creating launch content & much, much more.
This episode is the first of a three-part Q&A series that will also include a mindset episode and a business basics episode. I will take you behind-the-scenes of my business and show you how I build out my offers plus share other helpful processes that will help you to level up your business – so keep your eyes peeled for the whole Q&A series episodes coming soon.
In this episode, you’ll learn:
- How to create *amazing* offers and Launch content that not only speaks to your ideal clients but also converts – effortlessly!
- Why you need to set realistic and motivating sales goals that feel good to you.
- Authentic selling – what it looks and feels like to you and the limiting beliefs surrounding it (that could be holding back your success).
- How I successfully plan and execute my launches to align with my ideal client’s needs.
Tune in to the episode here:
🎙 Listen on iTunes – elleymae.com/itunes
🎙 Listen on Spotify – elleymae.com/spotify
🎙 Listen on iHeartRadio – elleymae.com/iheartradio
The Episode Breakdown:
Hello ladies, welcome to my first ever Q&A style episode – I am *super* excited to be sharing it with you all!
I recently put up an Instagram poll and asked you guys what you wanted to see in the Q&A, and here we are! Me answering some of the burning questions that you (my amazing listeners) really wanted answers to. There were SO many incredible questions that came through, that I decided to split it into a three-part Q&A series so that I can cover everything you want to know and bring you the most value possible!
Today’s episode is going to be all about sales and launching (in particular, sales goals, selling authentically, creating launch content & much more), which is one of my absolute favourite things to talk about.
OK, LET’S DO THIS!
Question #1 is from the beautiful Natalia and this is such a common question that I get asked all the time. She wants to know, how to get more leads into a brand new business that is fresh off the ground?
So there are a few steps to this, but the first and most important step of this process is knowing who your ideal client is. I know, I know, it sounds cliche – but it’s honestly the key to building a successful business. And when you are thinking about who your ideal client is, GO DEEP!
Don’t worry about their age, their gender, their location, or how much money they make – that shit is irrelevant! We aren’t in 2010 any more guys, we need to take away the labels and be thinking about what type of person they are, what characteristics they have, what their biggest struggles and pain points are, what they desire and what motivates them? These are the important questions. It doesn’t matter if you are one year into business or five years into business – if you don’t have clarity around who your ideal client is, bringing in leads is going to be difficult.
KNOWING WHO YOUR IDEAL CLIENT IS, IS THE FORMULA TO SUCCESS!
The second step is creating content that actually speaks to your ideal client. When you completely understand who your ideal client is and what they need, it is *so* much easier to create content that speaks to them and converts.
Which leads me to my third step to getting new leads, which is to make sure that you are creating offers that actually solve your ideal client’s exact problems. And that’s where a lot of people go wrong. They don’t understand who their ideal client is or how to speak to them so they create random content because it seems super fun and everyone else is doing it – that ain’t gonna work. For example, you’re a coach and it’s National Donut Day. You think, ‘I’ll just post something fun about donuts’, I mean yeah it’s fun and cute but it’s not going to get you a goddamn coaching client!
The reality is that if you’re talking to your ideal client and you know who they are and you’re making offers that solve their exact problems – then you can absolutely be booked out within a few days, weeks or months, regardless if you’re a brand new business or not. Because you’re solving a problem and you’re telling people, ‘Hey, I got this offer. It solves your problem. Want to come and join us?’ And then it’s up to them to make that decision.
And one thing that I want to mention (that I mention in almost every single episode) is to remember to be C O N S I S T E N T.
You may know who your ideal client is and have your offers nailed down pat but if you aren’t consistently putting them in front of your ideal client’s eyes to see then they won’t know it exists. You need to show up consistently until you book clients. Not show up for three weeks until you’re sick of making content because you’ve got no leads. With this mindset, you won’t make any sales for the rest of your launch because you’ve already given up. This is why so many people don’t go as far as other people in business, because to succeed and book those clients, you’ve got to be willing. You’ve got to be committed to showing up and talking to your ideal client and doing that consistently!
And a little bonus tip…
If you want to boost your leads and sales, you need to grow your audience and community. If you are new to business and are thinking, how the heck do I do that? – the answer is simple. You need to get outside of your audience and community, in order for you to grow your audience and community – if you know what I’m sayin’?
And there are so many ways that you can do this, you can:
1. Engage with people – whether this is on social media, through MLS, or at networking events (anything along these lines is great).
2. Get featured outside of your network – you can do things like create posts for guest blogs, do interviews for podcasts, and even get featured on a business friends platform who has your ideal clients in your niche.
3. Join courses and masterminds – these types of community and group environments are really great to get yourself outside your community and help build your audience.
Just start getting creative with it.
Question #2 is from the lovely Lucy who wants to know how to launch a social media calendar?
This is a funny one because I don’t really do this anymore for my launches. I used to plan out my launches months in advance along with all my social media content. But now I’m a bit of a business guinea pig. I like to try new things and switch up my strategies to see what works and what doesn’t, and I think that’s what we should all be doing really. For me at the moment when I’m launching, I just really think about who the offer is for, why the offer is important, what problem it solves, and of course what the transformation is. And that’s why knowing who your ideal client is and the exact problem that you’re solving for them is key when it comes to sales and creating offers that are actually going to sell.
I also think about what my ideal client needs to hear from me in order for them to feel ready to take the next step and join my offer, buy my program, work with me one-on-one, or invest in a mastermind, etc. I’d ask myself, do they need motivation? Do they need to see proof that it’s possible? Do they need to hear about my struggles? I just check in with what I *know* that my ideal client would need and create content from that speaks to them from that.
If you don’t know what your ideal client needs to hear, I would check in with yourself to see if you are at integrity with what you’re selling. Because usually, if you find it hard to relate to your ideal client, the struggles that they’re having, the limiting beliefs that would be coming up for them and the strategies that they’re missing, it’s probably because you haven’t been on that journey. From my experience, the way that you are going to get clients and make sales is if you are selling the solution to a problem that you’ve experienced yourself or have achieved the goal or desire that you are trying to help others attain.
For example, let’s say you want to help people hit their first six-figure year but you’ve never made six figures before – that’s out of integrity, right? You’re trying to tell people, ‘hey, I can help you do this thing but I’ve never done it before’. That is going to be really hard when it comes to creating content because you’ve essentially got to make up a story about what your ideal client would be thinking and you’re basically just guessing, which isn’t a great place to come from. However, if you have actually done it yourself you know *exactly* what the journey looks like, so of course, creating content is going to be second nature for you because you’ve been there before and know what works and what doesn’t. That’s where you need to be when selling anything in my opinion!
When you are creating content for your offer, really tap into your own journey and think about the struggles you experienced, what they looked like, what emotions you felt, and the types of limiting and positive beliefs that you had, and then help your audience with these things through your content. That’s really how I create my content at the moment and I just post it when it feels right!
Question #3 is from the amazing Kelly, who wants to know how to create a sales page that converts.
I love creating sales pages for my launches and everything about sales pages in general. I mean yes, you can absolutely sell programs and offers without sales pages but for me, I am all about them.
I have a product in my shop http://www.elleymae.com/shop, called the ‘Sales Page Success Formula’, and it takes you through every.single.thing that you want to be talking about on your sales page. It can be used for so many things, including digital products, courses and memberships, group programs, masterminds, one-on-one coaching, services guide, client testimonials, and so much more! I want to give you some basics on what needs to go on a sales page if you want it to actually convert into sales or have clients join.
Firstly, you need to know who your offer is for. You will have different ideal clients for different offers in your business because someone who wants to join a $50 membership each month is completely different to someone who is ready to invest $10,000 in working with a coach. Even though they may have similar desires, similar goals. similar struggles, etc. They may be at different stages in their journey, they may have different characteristics or they may just have different wants in terms of the actual support and accountability that they are looking for. Once you know who you are speaking to and the transformation of your offer, you can begin to create your sales page.
If the transformation isn’t clear to you, then you need to tweak the offer, because this needs to be clear in your mind before you start selling. Anytime you’re selling, regardless if it’s on a sales page, in an email, a piece of content on Instagram, anything like that, you need to be clear on what the transformation is.
The sales page for me is really about taking them on a journey. Whatever it is that you’re helping them with, think about the results that they want to see, how they want to feel, what they want to hear, and the desires they want to achieve. And then basically, what you’re doing is you’re just showing them that your offer is the bridge between where they are now and where they want to be. So, share some examples and proof of how your offer can give your ideal clients what they are looking for!
And one last thing to add here, which is so important – make sure you make the process of your clients joining and signing onto your offers as easy as possible.
Honestly, I see so many people creating sales pages that are amazing but they have so many barriers that people can’t find the prize. They don’t know what their next step is or when the doors close or how they apply. Like, come on, let’s make it as easy as possible you guys! You can have the prettiest sales page but if your audience has no idea how much your offer costs, when or how they can join, and all that simple stuff then you could be literally losing sales on the daily! Make it easy for people to work with you. List the price, have a button that they can click to enroll, list out the payment plans, have your onboarding emails and documents automated. Honestly, spend time making it as easy as possible for them and you will also make it as possible for yourself.
Question #4 is from the fabulous Kelly and she wants to know how to sell authentically?
I love this question! Now firstly, what I think is probably the most important thing that I can say about this is that you need to figure out what “selling authentically” looks like and feels like to you – no one else but you! Because in my opinion and my experience, selling authentically doesn’t look a certain one way. It doesn’t look the same for everyone.
For example, to me right now selling authentically is me sharing my story. It’s talking about my struggles. It’s celebrating my wins, celebrating my client wins and sharing that with my audience. All of those things to me feel like selling authentically. Also, selling every damn day feels authentic to me. I don’t have any limiting beliefs surrounding that anymore. It doesn’t feel achy or sleazy or anything like that it used to. Don’t get me wrong, I used to feel like oh my god, I can’t sell more than once a week, or I thought that every 10th post on Instagram should be a sales post. But it doesn’t feel like that anymore and I think that anything that feels good to you naturally is what you should follow. So when it comes to working this out, I would suggest that you understand what selling authentically looks like and feels like for you right now.
You can even think about the CEO version of yourself, and ask, how often is that version of me selling? What offers, services or programs am I selling? How often am I showing up and pitching something? Or how often am I feeling a bit sleazy about selling?
It’s really interesting because sometimes when you ask yourself these questions, you realise that it’s not the sales process that you feel icky about, it’s actually that you’re out of alignment with what you are offering. A great indicator of this is if you didn’t need the money and could sell your offer for free, would it feel good? And if it feels like a no, then there’s probably a misalignment with your offer. But if you feel like, yep if this was free, I could sell it like freaking hotcakes, then to me that says that there’s more of an issue around the selling side of things and you feel icky about it.
Once you figure out how you feel about selling and what selling authentically looks and feels like to you, then you need to start working on those limiting beliefs that come up. If you still feel that selling is sleazy, or that you can’t launch your offers back to back because you don’t want to bombard your audience or seem desperate for money, they are limiting beliefs! It’s really important that you identify these beliefs and get rid of them ASAP!
Here is the reality guys, if you want to be making more sales then you have to be selling. So get rid of these limiting beliefs because they’re literally limiting you.
Alrighty, the final question is another question from Kelly, she is asking how to set sales goes that are motivating and realistic?
So I am going against Kelly a little bit with this question because I actually think every goal is realistic. Now, I probably didn’t think this a few years ago or even a few months ago, but I truly believe that every goal is realistic and everything is possible. If you’ve never made $1 in your business and you want to have a $10k month, that could easily happen. I know people that have done it. You can literally do business your way, any way that you want so no goal and no desire is unrealistic to me.
But if we focus on the other part of this question which is how to set motivating sales goals, I would say to think about the offer that you’re launching or selling and visualise what that specific offer looks like. Think about yourself actually running the program, welcoming new clients and students onboard, doing live training and everything else involved with it. Also, envision how many people you can see enrolling in your courses, or jumping on board of your offers and think about how many people you would want to serve in that space?
That’s how I set my goals now. I really love just checking in with what would feel good, what would be exciting, what would be empowering for me and then choose my goal from that place.
A motivating goal doesn’t have to be something that you *know* you can do, it can be something that makes you want to do the work, show up consistently and keep your energy at a place that it needs to be every single day to call in those next-level clients. People always ask me how I hit six figures in the first year of business and the honest answer is, that I had no idea it was going to happen. I set the goal.I could see it happening. I could feel it happening. But I had no idea I was going to happen. I just knew that if I showed up consistently, did the work, invested in myself and kept my energy at that place that it needed to be then it would happen. I just trusted in it and that’s the energy you want to be in for every goal you set. Opportunity can’t come to you if you’re not open to it.
Ok fam, so that’s it for today’s episode! It was a long one but I hope you enjoyed it and took away tonnes of value and goodness. Thank you to everyone who sent through their questions, I had so much fun and cannot wait for the next Q&A session!
If you have any questions about anything that I spoke about today or want a singular episode that dives more in-depth on a specific topic, please shoot me a DM and let me know because I will absolutely make that happen.
Thank you for listening, you are all amazing! If you loved this episode, please head over to iTunes and leave a review. It would mean the world to me and will help me to spread my message to even more ears.
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