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We all get stuck there. Giving and giving and creating content only to hear crickets when we launch. Sucks, right?

In this episode, we’re going to give you the exact step-by-step plan you need to STOP giving away value for free and START getting your people to take action. Whether that’s to book a call, buy a thing, or simply take the next step… understanding these things will help you free yourself from the content trap.

Resources

 Episode 029 – Our simple strategy that generated over 30k from one webinar in the middle of a pandemic

Our transcript hasn't been proofed, so there will probably be some errors. Sorry about that!

Alyson Lex 0:03
You've heard all of this before. In fact, we've even spoken about it on this podcast, deliver value, and you'll attract your ideal client. And we do this with lead magnets and webinars and our social content, like reels and carousel posts and all of those good things and videos. But what about getting people to take action, or actually creating those action steps built into what you deliver. And that's the tricky part. Because we don't want people to think we're just chasing the sale, which you shouldn't ever just be chasing the sale. But at the same time, we don't want to encourage all of those freebie seeker tire kickers to come and hang out and get our best stuff without ever doing more with us. And see, here's the thing, creating action doesn't just mean getting people to go to your sales page, or your offer, and buy your thing. Creating action is having people take the next logical step from the value that you provide. And really becoming a transformational expert or Dewar of your thing is about helping people at every stage of the buyers journey, about helping them through that stage, or those stages, so that they're changing their lives. And they're going to remember you as the catalyst for that. That's really important. Alright, so I first want to start with the five steps in the buyers journey that I've identified. And I know Jenny's totally on board with these, because frankly, they're in our outline, and she was told me she was on board with them. So that's how we roll by. Alright, so step one is that they are unaware, they're unaware of you. They're unaware that they have a problem. They're unaware that this is a thing that they should be concerned about. These people, typically you're hitting them with colder ads, or maybe you've really leveraged your hashtag strategy on Instagram, or they hopped into a clubhouse room, or they caught you on Pinterest or wherever they're finding you. You're kind of interrupting their day, with Hey, by the way, did you know this is a thing? Alright, they're unaware. They don't know you, and they don't know they have a problem.

Alyson Lex 2:41
Second step in the buyers journey is that they are aware. They're aware that they have a problem. They're aware of you, they're aware that this is something that they should be thinking about. Cool. The third step is their solution ready? Alright, they're aware of their problem and that a solution exists. And they're ready to find that solution. And hopefully, these people are following you. And maybe looking to you to provide that solution to them. The fourth step in the buyers journey is buying imminent. They've done their research, they're close to make them making a buying decision. And they now recognize that the problem they have is something that should be solved soon. And the fifth step is buying now they're making a buying decision. And they're buying now the problem that they have is something that needs to be solved. Now. This shows up in all of our purchase decisions. And it could happen very quickly. This is why impulse buys at the checkout stand at the grocery store RFA. No, I didn't know I needed that. But I'm going to get it cool. It's in my cart. Thank you for selling it to me. It can happen in the span of five minutes. But most of us will experience a much longer buyers journey from step one unaware all the way through step five by note.

Jennie Wright 4:06
What I like about the buyers journey night, this is why I want you to talk about it is you really concretely say it in a way that makes sense. A lot of people confuse the buyers journey. they confuse where people are at, they confuse when they should make that offer. And yeah, there's spontaneity that's built into the buyers journey. But with the online stuff, spontaneity isn't always the driving factor. Although I love seeing stuff and then having to hold myself back going, Oh, I really want that thing. And then having to tell, Alyson that we're going away today. And if we still really want it, we'll still get it. Because we buy stuff on.

Alyson Lex 4:45
You know, I hate it when you do that to me.

Jennie Wright 4:47
I know. I know it takes a little while and loves it. It takes all the fun out of being spontaneous. Alright, the next thing after you've dialed them into this buyers journey that we just talked about, is creating the stuff that's going to fit them where they are right now, a couple steps in this we're going to talk about, and it's time to get people to take action. This is 100% for you, if you're constantly making something that's, you know, that's free. And you're wondering how to get them to the next step, which a lot of people make the mistake with, they really absolutely do. That first step is going to be identifying the next action step they should be taking. And it's not always it's not always exactly how you think. Right. So the next step that you want them to take is to buy your $5,000 course, because that would feel really good in your bank account. But that may not be the thing that they actually need. Right? And again, I want you to like 100%. Think about that buyers journey. Right? Are they ready? Are they aware? Are they solution ready, like Alison was saying. So even though 100% I want everybody to buy my thing at the highest possible price, because it feels good. It's not the right thing. So identify the next action step they should be taking isn't the little mini course that you have, think about these things. And the action that they should be taking towards solving the problem that they have. They may not be ready for your all in custom solution. Maybe they're ready for something smaller right now. Maybe that's the thing they need before they have that aha moment of going, Oh, crap, I've got a bigger problem than I thought. Do you know how often it takes us to get people to realize like, Alison, I see the big picture. And we're like, oh, sister, oh, we've got a lot of work to do here. And the clients like, this is just a little tiny project. I'm like, okay, we understand that's where you are, right now. Let's do the little thing. And the little thing tends to illuminate the biggest problem. Right? So this is this is where we have those opportunities. And sometimes that's what, that's the journey. That's the journey I have to go through. Because I'm a stubborn heels dug in person. I don't have that problem. I don't need that help. And sometimes I need the whole, you know, the little thing to go, Oh, crap, yeah, I do need help. I am in over my head. There's a couple ways to do this. Here's some action steps, one, get them to book a call with you. That's always a great way to illuminate what people actually need. You really want to dive in with those calls and ask them pertinent questions. And it's that sort of like diagnostic, call that prescriptive marketing where you actually get in there and ask them the right questions. You know, do we have an Allison's Allison's 100%? Right. I believe we have a quick tip somewhere,

Alyson Lex 7:41
I think so I'm wondering, do we have a quick tip or an episode on this? If we do, we'll go ahead and link it in the show notes. Because I'm over here, like, in my chair, loving everything, you're saying You're so right. And I want to make sure that we talk more about that prescriptive marketing stuff, because I know that's a big deal.

Jennie Wright 7:59
Oh, yeah, I think it's early. I think we talked about prescriptive marketing early. So take a look at that I'm sure we have it. One of the other actions that we can get people to take is reading one of your blogs, by the way blog should all have a call to action. Right? That's just another action taker. I'm always encouraging people to give more information on their blogs that might help them or troubleshoot their journey, where they are right now. Again, it's another illumination tactic, where people can get in there and go, Oh, yeah, yes, this is exactly, you know, putting that that right spin on things. So people can see that they have a larger problem. Sometimes it takes extra time. We don't we all procrastinate a little bit and go. I don't know if I really need all of that. Like when I was with AWeber. And Allison's like, you should move to Active Campaign because it's gonna help your business. I'm like, I'm really not sure if I need everything that Active Campaign has. I'm kind of happy with AWeber. Because it's what I've know. And I've been with it for six years. And I was like, but you can't do this. Can you know, can you do this? No. We'll have it that's not easily. Right. Okay. And then I'm like, Oh, darn it. You're right. I hate you. But you're right. So those are the kinds of things that you can use a blog for or training, right. It's the same idea. It's an illumination tactic. It's a different presentation, you know, it's going to be it's going to be something where you're going to be able to show people visually, I think that's a really important as well like how you're actually going to use a training to to highlight those problems.

Alyson Lex 9:30
Yeah, I think it's important I wanted to break in, because you know, I love to talk about this is you're not only meeting them where they are at that point, with a training or a free coaching call or a challenge or something that is different than written blog format, because you're not only meeting them where they are, you're meeting them how they learned. And by switching up how you're presenting your message to them, you might hit them in a different direction. You never know when you're going to say a throwaway word that really makes a difference and help See that? Okay, now I'm ready to take action

Jennie Wright 10:04
100%. And with this, you know, while we've been identifying the next next action steps, understand that some people need more convincing than others. And they need a longer period of time to have those issues really shown to them those eliminations of oh my goodness, yeah, I really do need that help. And then this should get them to take the, you know, the next step, which is going to be purchasing a product that solves a problem. Again, this may not be your top of the line course, program, product or service, this might be the 2767 97 solution that solves the little problem that again, shows them, they have other things that they're going to need to fix, right? Things that absolutely can take them to the next level. And we're gonna talk about that more in a little bit. Step number two, help them see how they can benefit from the action that you want them to take. People aren't just gonna go and listen to you blindly, hey, go here, do this, hey, go here do that, it has to make sense for them. It has to seem organic from one step to the next. And it has to feel like this is the opportunity for them to get additional information and go a little bit further on their journey, right? This is that illumination in more detail. So get them to understand, sometimes it's going to be like, hey, if you do this, you'll achieve this. Or sometimes it's a little bit more gentle. And it's like, hey, check this out. And what you might see is that you start to understand or see the following. And that might help helping them understand the next benefit or action can also be you know, helping to solve the problem they're currently experiencing. And it gives them more information on the one thing that they currently need. So that's another thing. If you're creating content, that's the free content, and you want them to take action, make sure that the next step is logical in terms of, it's the next step that they need. So if your first training is on how to create automations, and Active Campaign, for that's your freebie, then your next logical step is how to use you know, more segmentation and tagging and, you know, if then then what sort of stuff to take your segmentation and your tagging, and your automations, deeper, okay. And the next thing is helping them make better decisions for what they need. Right now we're in their future. So this is helping people realize, and it's not again, this is not the bang them over the head tech tactic. This is more getting people to understand this at their own pace, by just showing them the way and going, there is a better opportunity, if you were to do it this way, right. And alson, I do this on our sales calls, we do this and help people with all of this stuff, even if it's not a fit to work with us, we try and create that guide path to show them where they could be, if they want to take the action and we show them what it could look like. We're able because of our experience, to see that 35 you know, that 35,000 foot picture, that drone image of like the road ahead, you know, five miles from where they currently are. And we can see that because we can see the trajectory based on what they're doing. Sometimes it's hard to see it if you're in the weeds. But if you're not ready, at least you have an understanding of what could be ahead of when you're when you are ready. And also when I do this on sales calls. And then when people come back like 234 or five months later, and they're like, Okay, I'm ready now. Like good. Alright, let's get this going. Let's move right, we're good to go. Let's make sure the plan is still on track. And let's do it. And that can be really incredibly powerful for people.

Alyson Lex 13:31
And I think it's also really important to note that not only are you moving people toward a sale here, this is value. This is valuable for people and and what Jennie just said is, you know, we do this on sales calls together and individually, even if people aren't a fit for us or right now, because it provides value. So we're still giving value to people, but we're doing it within a context of this is your logical best next step. And whether that is checking out the blog post or booking a sales call or buying a thing, you're giving that value. And this is one of our our cornerstones of being, especially for this podcast, is to give value at every stage. All right. And then you're offering your thing that helps them take the action you've told them is the best action to take. If I'm going to say hey, I think that your best next best bet, your best next move. I'm really just going to throw tongue twisters and to the segment of the podcast apparently, but your this is your best move moving forward. Here's how I can help you achieve that. It doesn't have to be this big production. It's just here's how I can help you make that happen.

Unknown Speaker 14:55
Okay,

Alyson Lex 14:56
but it's really important that you're making the right offer at the right stage. If I've got a brand newbie business owner, I'm not going to offer this creating a whole complex thing. Right? We're not at the scale portion. We're at the start portion. Start success and scale. That's, that's the roadmap. If they're at the start line, they're not at scale yet. So I'm not even going to offer that to them because it's not right for them. We're going to offer what's in the start portion, right? There are different people, if you're in your audience, even if you've niched in, even if you've identified your people properly, and you know who you're talking to. There are different stages that will apply to your entire audience. Alright, so the example that I wrote down in preparation for this episode, was a dating coach who helps divorced women or people who identify as women find a new partner, mate, spouse, what have you. Alright, this, this dating coaches audience might be divorced women, but that doesn't mean that everyone is at the same stage. Because within that one audience of divorced women, there are newly divorced and enjoying being single, divorced and struggling with confidence divorce, and they're not over their ex divorced and struggling with basic needs, like finances, divorced and actively in the dating scene. And just, you know, dating around divorced and looking for a serious relationship, right? Like all of these different little differentiators means that they're all going to have different needs based on where they are. But that doesn't mean that she forgets about all of the people who aren't ready to get into the dating world. She just hits him with a different offer. Alright, so let's say she's got an offer, this dating coach has an offer for overcoming your confidence barriers to dating. Alright, but if if she identifies Hey, this person isn't in the market to date and she offers this product to them anyway, it's going to pass them by they're not going to see that as a need or a want or an opportunity right now. Alright, so create offers that meet your your audience at those different buying stages at those different spots. Right so for this coach, again, I wrote this down, maybe a paid class on moving your dating relationship to a more serious one, or workshop, one upping your dating game or free group for divorced in loving it. But you see how different offers meet different people and help them go through that journey? Because we're meeting them at each moment where they are. Okay, my turn to speak just chucking I but only if you can throw in a bunch of tongue twisters. No,

Jennie Wright 18:04
I can't. Okay, there are a few things that I am not good at one acronyms, too. tongue twisters.

Alyson Lex 18:12
And I wrote all of those into this.

Unknown Speaker 18:15
Like,

Jennie Wright 18:15
the the amount of acronyms that I'm like, this isn't this is a mini rant, the amount of acronyms that exist and the stuff that Allison and I do together is beyond the pale. Like I just can't, I have to ask for explanations. I'm like, What is this mean? And why is it here?

Alyson Lex 18:31
Okay, back to that. I've been getting better. You haven't been? Because we talked about this. So don't throw me under the entire bus. I'll just take that front left tire,

Jennie Wright 18:40
left tire, you're getting a lot better, but you've really dings the like,

Alyson Lex 18:45
Yeah, I know. Still,

Jennie Wright 18:47
I still think you're awesome. Okay. Step number four. If they don't buy, consider why. Wow, we through rhyming into Okay, we've got like, let's get some money to Jupiter. Alright, so if they don't buy consider why, how is this happening? Why is it happening? This is the frustration. This is where you look at Jennie and Alyson you go, dude, I did the thing. I created the different things I have the different actions. I did all this stuff you wanted me to do? And people are still not buying? Why? Why with your hands in the air thrown up? Like why are people not doing it? There's a couple of reasons that they're not going to do it. Some of it is within your control. Some of it is completely outside of your control. But understand and this is, you know, I have to insert a little hope here because it's not hopeless. Understand that as you're creating this content, eventually, sooner rather than later, we hope and for most people, yes. People will take action, but you have to again, you can Alison mentioned this a little bit earlier. You have to meet them where they are. And this is what's going to play into this step four, if they don't buy consider why So number one, are they not ready? No. Not everybody is ready for you. I have lurkers on my email list for three or four years, and then all of a sudden they go, I want to work with you. And we sign a contract. Right? But do you know what they need? before they'll become ready? What do they need to learn to look at your content from that? And if you don't know, ask, get out there and ask you how many people love getting questions asked the little surveys. Absolutely get out there and ask like, what, what is it that's keeping you from doing the thing? Please let me know, right? I build content alson Build Content, we suggest you build content that overcomes objections. When I was selling one of my courses a couple years back, I actually did 53 Facebook Lives in the span of like, I don't know, what was it, like 30 days or something. And one of the things I did is I was I wasn't just talking about the course, obviously. But I was using content to overcome objections like, I don't think I'm good enough. I don't think I can do this tech overwhelms me, this, this, this and the other thing, and by overcoming those objections, I was actually getting people saying, I wasn't going to do this. But now I feel like I am empowered to do it. And I can and then they would play the course, overcome objections.

Alyson Lex 21:13
Another not ready aspect is they're just not financially ready, they're not able to make the investment. They don't have it. And that's okay. Not everybody in your audience is going to have the money to pay for your premium product.

Unknown Speaker 21:31
But

Alyson Lex 21:33
what can you do to create an offer for them that will meet them where they are. And this is where, and you hear it a lot the value ladder success ladder, Ascension ladder, product, ladder, offer ladder, there's so many different names. But you really want to think about having different offers at different price points. And, you know, if you want to talk about creating that kind of suite in your business, head over to our work with us page on our website, because Jenny and I are awesome at this. But it's really, what do you have? How can you piece it out? What can you add or remove maybe access, adding or removing access to you or additional stuff, in order to increase the value, increase the price, and or decrease the value on the price and meet them where they are? Some people, they can absolutely take advantage of a $17 course. But $170 is too much, and 17 $100 is definitely too much. So meet them where they are and help them get to the next step so they can afford you. And I joke about this with my audience. But I'm not kidding, I want to help you get to the point where you can afford to hire me, I say that a lot. But it's true. That doesn't mean you're going to it just means you can afford to. So don't be afraid to help them get to the point where they're able to afford to hire you. This is obviously more so if you help people make money. But this also works in you know, let's go back to the dating coach example. And I'm gonna I'm not gonna spend a ton more time on this because we've got a couple more but Okay, so I've got a $17 product for you. And you now know about the $170 product and you're, you're maybe going to save up for a few months. Because it's that important to you, you're sold on it. So you know, it's not necessarily just making making money that can work on that. But encourage people that saving if they really want it people save up for things they really want.

Alyson Lex 23:51
I do want to say that when it comes to people who can't afford you, there is an element of sleaze in the world that I do not like Oh, well. Just get alone.

Unknown Speaker 24:07
Oh, open a credit card.

Alyson Lex 24:10
Oh, can you can you sell your car happens right that?

Unknown Speaker 24:16
Oh,

Jennie Wright 24:17
actually pressure tactic happened to me that that is those exact words. Can you sell your car? That was for a $10,000 coaching package in 2013. And that was year I was still in year one. And they were hustling me hard. And I'm talking I got a phone call every couple of days. I was new you guys. I had no idea. I was naive. Trust me. I didn't go for it. But they were all over the hustle with me. wasn't a good it was not a good scene. But the next thing is are they physically capable of actually doing the job? Is there something that you can remove to remove that barrier that's going to help them get the thing You had to be a little bit plastic, it'd be a little bit flexible, you have to have the ability to kind of roll with the punches sometimes. And again, not like changing your barriers or your, the way that you would want to work with somebody so that it makes it so they're not successful. I'll give you an example. I work with people who want to do online summits and build funnels. And most of my packages, quite honestly will include copy with Allison as a as an add on, because I can create the most gorgeous funnel that you want, like the most beautiful funnel. But if a copy is poopy, it's not going to sell. And I don't want you coming back looking at me thinking I didn't do a good job. Because the funnel looks awesome. But I need good copy, I just you know, lipstick on a pig kind of thing. I can't make it work without the right copy. So I usually include something like that, or that option in there. So that people absolutely can be, you know, successful in what they want to do. But when you're building a package, and somebody is not physically able to do the thing, what can you do to make an adjustment that will still hold the integrity of what it is that you want to accomplish? Which for me, is a sun a funnel that sells? That's my integrity line. But how can I adjust things? So an adjustment might be maybe they can't afford Allison, but they write the copy themselves. And then Allison does a copy review, which is much more affordable for some people and allows them to still you know, do the thing, but eliminates that barrier of entry making sense.

Alyson Lex 26:41
Exactly. So you work with people, and they're like, well, I don't know how to write copy.

Unknown Speaker 26:46
Okay, cool. I have a copywriter.

Alyson Lex 26:49
If you're not physically or whatever capable of getting to where you can use this, let me help you. And now, sometimes you might be like, Yeah, no, I have a very specific program. And it's for very specific people and I'm not changing, okay, then recognize that that's not the program for them. And that's where having other options comes in. And so when you have these sales conversations, or you work with them, this is where that prescriptive marketing and I know we've done stuff on this. And like I said, we'll put it in the show notes at System to thrive.com. But really just making sure that you have different offers at different places. That so you know, if they didn't buy because the offer the product, the thing wasn't right. Those are the reasons they're going to give you those the solutions. You may not be doing the messaging correctly. Are they not convinced they're not trust you? Do they not get the value? Do they not think it's going to work? Alright, this means you just didn't do a great job with your copy. I'm really sorry. But reworking your messaging and getting more of that in there is going to help. And this is where asking people why they didn't take advantage of your thing is going to help you understand what you can do better. You can also just have a copy review, and I'll help you.

Jennie Wright 28:21
I found the episode.

Alyson Lex 28:23
You did

Jennie Wright 28:24
awesome. The episode I had to while you were talking, I have been looking like crazy. It's Episode 29.

Alyson Lex 28:32
We've grown so long ago.

Jennie Wright 28:33
I know. We broke into Episode 29 is the 30k. From webinar strategy. It's our origin story. But in it, we break down the value breakdown of how we actually do this. And we break down prescriptive marketing. So I was like, I have to find it.

Alyson Lex 28:49
That I found amazing. I'm so impressed. Alright, so Episode 29, the link will be in the show notes. Another reason that they may not buy is they're already doing something else that conflicts I get this a lot. And I know Jenny sees it too with her clients, especially if if she's like, Well, you know, you could hire Alison for coffee and they're like, Oh, no, I have a copywriter.

Unknown Speaker 29:16
There's not gonna buy

Alyson Lex 29:18
and this is where you need to be doing your competitive analysis. See what other programs and offerings are out there. Obviously, if you are in a more commodity type industry, like copywriting, there are a lot of us. You know, okay, that's where you maybe divorce yourself from the outcome. Give them a plan, wish them luck. If it's a service, can you offer some coaching can you offer something to complement what they're already doing? Like I do with the copy reviews, that sort of thing. Um, but sometimes they're just already doing something else to solve the problem and that just means they've bought something different.

Jennie Wright 30:01
It is okay. And I think the way that you handle it really makes a difference. If you don't, you should never come down on the person going, Oh, yeah, oh, you're already have a copywriter Oh, well, they're not. They're not as good as you know. So and so there aren't good as you know, as an example this example Allison, but not as good as Alison or Oh, you're already working with a coach? Oh, what are you seeing the results that you want to get? And almost like, helping them not helping and I'm saying this from a weird place

Alyson Lex 30:32
don't feel like you're stealing the sale Yeah,

Jennie Wright 30:35
don't tear it like don't tear it like I'm just a whole person of don't tear other people down to try and get the sale. You know, and I don't think that's okay. One of the last steps in here is like thinking that it's it's them thinking it's too hard. So them going, Oh, I can't do this, it's insurmountable, there's no way I can do this, it's too hard for me. There's no way I can, you know, figure this out, I just don't have the ability. So some of that is their own personal confidence. And you may have to do a little bit of cheerleading. And I mean, Allison and I do a lot of cheerleading, just to get people to totally see they absolutely can do this, like anybody can do this. It just, you know, are you willing to do the work? But what can you do to make it easier for them? So even though, you know,

Jennie Wright 31:27
what you offer might be something that requires work, but how can you alleviate or help them through that work? What can you do to sort of break it down, make it a little bit easier chunks that they can understand all those wonderful things that are going to help them see that they can do it?

Alyson Lex 31:48
I want to break in really quickly. You can also figure out how to offer support. So if they're, you know, I'm trying to think of something that's not dating or copywriting. But if if they're struggling with writing their copy, how can you offer support? If they don't understand how to do social media? Can you find someone that can help them? If they're, you know, okay, dating coach, I'm really coming up with this on the fly. But they're not they don't have the confidence to get into the dating world. So how can you support them? Well, they're worried about the way they look great. How can you help them understand how to talk to somebody giving a makeover? Or can you help connect them with somebody, a makeup artist or hairstylist in their city or weight loss, right? Like, what can you do to help them through their obstacles, because we all have obstacles, getting stuff done. Whether that's a personal transformation, something in our lives, something in our business, we're all going to have things that we resist for whatever reason, we're all going to do that. And those are barriers to buying. Those are barriers to taking action. You can do a lot of this with your content, helping them overcome or learn how to do things. Right. So if you identify that they feel like getting into the dating game is too hard, because they're concerned that their outfits are outdated. create content on shopping on a budget or updating your words, right, like create that content. It helps overcome those barriers. They're now going to feel more prepared and ready to take the next step with you. That's what this is all about. preparing them, helping them get ready to take the next step. offering the correct next step in a way that makes them feel supported and not scammed.

Jennie Wright 33:59
That leads to me thinking all sorts of stuff about this episode. I'm a huge fan of creating value, but I'm also a huge huge fan of making sure that people take the next logical step so that they're actually going to work with you. And a lot of people make this mistake everything that we've talked about today the four steps that we talked about, Allison's talking about the buyers journey really look at the buyers journey I think we I can't remember if we did an entire episode about the buyers journey, but if we didn't we need to that should be like we will Yeah, like that's that's a whole thing. Subscribe.

Alyson Lex 34:33
And it'll come into your feed.

Unknown Speaker 34:35
We'll see you Hey, today

Alyson Lex 34:39
I'm grateful to you today. With us get my copy review Call us for a console subscribe to our thing.

Jennie Wright 34:44
Yeah. And meanwhile I'm having like an allergy tack mid talk and having having to mute because I'm like I was talking one minute I was talking in the next minute. I was like, I'm gonna sneeze and there's no stop in this train.

Alyson Lex 34:58
You know what, that is the power of editing. Alright, so I'm actually going to kick us off with some takeaways from today's episode. One of the things that Jenny said way back in the beginning, was, like, seriously, if you were watching the video I was over here like practically jumping out of my chair, the action you want them to take is not always the right next action for them. Remember that? Yes, you want them in your high ticket thing. You want them to pay you oodles, and oodles of money and buy all the things and tell all their friends. But that may not be where they are, it may not be the right, next move for them.

Unknown Speaker 35:44
And that's okay.

Jennie Wright 35:46
I love talking about the fact that there's different stages in your buyers journey in the person's journey or their problem solving journey. And that it applies to your entire business. I'm a huge fan of the fact that you need to create content that meets them where they are. I've talked about this before, if you listen to past episodes, and I talked about this sort of dance of where people are and where you want them to be, and you want to create that mimicking of moving them through where they want, like from, you know, from point A to point B, and in your head, you know, you need to get them to point C because that's where they're going to see like massive transformation. And it's your job to lead them on that journey. And, again, there's different stages, and they're not going to know that they're at they need to be at point C, you've got to show them, that's your job. And I love the fact that you've got to create this for them. So that meets them where they are and moves them along.

Alyson Lex 36:44
That kind of leads into my next takeaway, which is, yes, meet them where they are, but also meet them how they learn. Because everyone learns differently, there are seven different learning styles, I could do a whole thing about that maybe I will one day, there are seven. And most people are a mix of at least two. But we're not all the same. My example is, and this is really awesome. Insert sarcasm for me, during this current trend of everything is video. But I do not retain spoken information. Which is funny for a podcaster. But I do not, I can't, I can't. If I read it, I will retain it longer, I will understand it better, I will remember it, I'll stay more engaged. And so people who only sell through video are missing out on me. And people just like me have your stuff in different formats to meet people how they learn.

Jennie Wright 37:52
This leads to the fact that not everything you do, you're going to do it's going to work, you have to see what works. And you have to see what works for your audience. My audience reacts differently to different things and Allison's audience does super fun when we try and do something together, let me tell you, it makes it really interesting. However, you have to test it out. And you have to be you have to be able to spin. We had a client recently that hosted a q&a that they wanted to do. And it was an awesome idea. But it didn't go as how they plan. They didn't that not as many people showed up as they wanted. And they thought it was a flop. And I had to show them that all it was was actually getting data. q&a wasn't the way that their audience wanted to learn. their audience wants something else, we're still not sure what that is. But the trial and error is going to help us figure that out, you're always going to have some way that you're going to have to learn you have to try things out. So take our takeaways. Take this episode, how are you going to get people to take action from your free content. So you're not sitting there thinking all people do is consume my free stuff and never by make sure that you're closing all the loops, and filling all the gaps by getting people to go to the next thing to the next thing to the next thing, which by the way will always lead somehow back to you. You as the expert, you as the potential provider of information at a paid level, you as their person, make sure you do that. And you're going to see a lot more sales and you're going to see a lot more people looking to you as the person that they want their information from. Alright, so go and take it, go do something really good with it. In the meantime, make sure you're following us on your favorite podcast platforms. Check us out on social media. And also don't forget to continue to listen to these episodes. We got some great ones coming up. We are filling the next like couple of months with some amazing people. Stay tuned for the following episodes coming up. Those are going to be awesome. And I just want to say thank you so much for being here. Thank you for listening. Thank you for participating with us. And always being such a great audience for what we're doing. And we'll be back again soon answering another big question.

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