brilliantly said, "we all are coming to the Internet for only three reasons:
Learning is a good lead magnet. Everybody learns something and, what is most important, I do not want to deal with the guys who are not life-learning ones.
The tricky thing in teaching is: how to teach your target buyer persona
Of course, we all are dreaming about very hot C-level leads. But in a reality, we teach those who prepare the choices of decisions for the real decision maker.
Another trick that I want to use is to teach potential decision-makers in a "beginner education" manner. For example, when I was going to build a new house, I tooked over some interior design courses in order to be more prepared for one of my most important construction. Sequentially I've considered the speaking designers as the most prominent candidates for designing my future house.
Neil Patel teaches everybody how to do SMM from zero to advanced level. But for some of his students who grew up enough or just need a higher level of his services, they become his paying customers!
Garry Vee talks about everything, he collects full stadiums, but his marketing agency has many offices around the world and not starving for orders.
I have a hypothesis that my business works by the same approach. I do believe that entrepreneurs of all levels should be much more aware of web design than they are nowadays. My mission is the popularisation of creative leadership. I hate such cases when a big boss says: "We will order our website to the boy".
– What boy?!
– The son of our sales executive.
The leader of the organization of ANY industry has to know the basics of design and fundamentals of IT. That is a 21st-century requirement. And that is what I can deliver!
I know that there will be a "wish vs fact" ratio in my sales funnel. The "wish" is executives that have a budget for my services and they are learning:
- How to make corporate identity
- How to get web presence
- How to market their products/services in a more efficient way.
For example, I have a draft WebDIY course where I explain to executives all the basics of the web with a strong emphasis on business needs. That course can be demanded by freelancers and students ("fact" part, 80%). But some of them eventually will later or sooner become my "wish" part of the funnel – executives (20% of the funnel). Some of the "fact part" can become decision preparators
. Apparently, this assumption increases the importance of my beloved 80% of the auditorium further.