Hello friends, and welcome to this special 1st edition of The 20 Percent.
This week’s breakthrough idea comes from Tim Ferriss’s The 4-Hour Work Week.
Those who spend the least and ask for the most before ordering will do the same after the sale. Cutting them out is both a good lifestyle decision and a good financial decision.
I would add that it’s also a good life decision.
Time is scarce and life is short. We all know these things. And yet, it’s common in business to get entangled with the wrong people. You might find yourself in a one-hour call with a potential client that feels like a chore. Or end up working on a project that drains your life for money. I’ve been there, and in both cases, it’s nothing short of a disaster.
Cutting out complicated potential clients is a good piece of advice. But how does it translate to website marketing action?
Your Website Sets the Stage for the First Contact
Be it on a podcast or social media, chances are that your potential clients will first come across you in one of these channels. But in almost every case, they will visit your website before making up their mind to contact you. It is your website that sets the stage for the first meeting.
How to Tune Your Message
In my last two years in business, I’ve come to realize that people who spend the least and ask for the most before buying don’t approach things from a place of abundance. In other words, they lack awareness of their goals and approach things with a “poor dad” mentality.
Tuning your website message to focus on goals and outcomes, instead of deliverables and format, is key to set the stage for the first meeting.
Headline and Call to Action
Start by crafting a benefit-focused headline. This is the first thing your website visitors will see, and you want it to resonate with the right people while deterring those who aren’t ready yet from contacting you. The same applies to the call to action that follows.
Refer to your USP (unique selling point), and discuss the main problems that you solve for your target audience. Connect your USP to your process (how you solve them), and always stay goal-oriented.
How to Choose Your Hero Image
Tuning your visual message is equally important. You can either go with a stock photo or preferably pictures from a branded photoshoot. The goal is to reflect accurately how it feels working with you now and in the near future.
How to Use Testimonials
Including testimonials after the Hero Header is commonly used to build trust. We will take this a step further. Highlight those bits and pieces about how people feel working with you. Then double down on the best summaries of your work, using the words of your clients.
Talk About the Price
Presenting your prices on the website serves a dual purpose. Firstly, it will deter those who are budget sensitive from contacting you. Secondly, it will dramatically increase the quality of your first calls.
By revealing the price beforehand, you eliminate the uncomfortable question that hangs in the air until around the end of the call. This allows you to focus your energy on discussing the benefits of your offer and the goals of the client.
Create an Introductory Offer
Include an introductory offer alongside your higher-priced tiers. This will allow you to capture emails from potential clients who are interested in your work but are not ready to buy yet. This can be as simple as a one-hour consultation, or an e-book you may already have written.
Create a Good Contact Form
Contact forms are crucial. There are different ways to create one, and many tools (Typeform, Calendly, etc.). Aim for a simple form, yet one that gives you strategic insights. Ask questions that will help you prepare for the first call, but be careful not to overwhelm.
Putting It All Together
Start by focusing on the goals of your audience and the experience that you offer to your clients. Tune your website to reflect this, and don’t be afraid to mention your prices. Use simple forms that provide you with strategic information to deliver the best experience possible during your meetings.