Consulting is a luxury good so you must play a different way. People don't buy out of gratitude but out of self interest. For an existing business, you can sell the same stuff as before but with a different access to you. Sell one thing, a tool, and sell different accesses to you to implement it: temporary, core, top. Do not let people use the tool until they buy from you, do not give the value away for free. Value-based audience attracts mainly freebie-seekers while insights get you a more robust audience. Prove that you have the answer without sharing it. Most people want to get a taste of you through a temporary access prior to a permanent one, like help over a month. Car dealerships offer test drives prior to selling the vehicle. 10% of the revenue comes for the tool itself, 20% from temporary access, 55% from core access (typical client relationship), 15% from top access (the most competent people by invite only). Instead of focusing on getting leads, focus on making consumption easier with many little steps over a big one. You are selling certainty and need to build up inertia to buy more over time. When you cross a finish line, pause and celebrate before you start running again. Work doesn't kill you, stress does, so seek recurring revenue to avoid it. Aim for a monthly revenue number that excites you as build a model that excites you. The easiest offer is you, and what is simple to understand is simple to buy. People don’t buy a guru’s product, they buy a guru. They don’t buy your stuff (course), they buy you. Sell different accesses to you, people buy coaches not coaching. Don’t think about how to package your stuff but how to package you. Find the most that you are willing to give, then slowly remove items. Customers will respect boundaries more. Starting from the top, the most you are willing to give, helps you not over commit. The top is the only place where you can blur the lines and help clients in ways you don’t advertise. Most people can’t buy top offer but it is important to find those who can. Limiting access to you gives you freedom to work on your ideas. Subtract what costs you the most time for each lower layers. Top Clients = Private + Group + Assets. Core Clients = TC - Private. Customers = CC - Group. Know when to not take new clients and enjoy your new life after you've reached your MRR (Monthly Recurring Revenue) objective. Clients are recurrent buyers, customers are one-time buyers. Customers are 56x more likely to turn into clients than leads due to prospect inertia. Turn leads into customers into clients. Don’t believe in people saying they are interested, only trust transactions. You can even sell a part of your whole bundle instead of the whole. You can sell a tickets destined to clients to customers, which finances your work to serving your clients. Marketing beyond conveying information is insecurities. The best marketing is telling a story that already happened (story, outcome, insight), like “X used this tools and landed Y clients”. Your assets don’t have to be newly created, just talk about how you manage to do X thanks to your existing assets. To turn Followers into Leads, you don’t need testimonials, you need to create emotions. You don’t sell results and logic, you sell feelings. People buy because they believe in you. Why? To believe in themselves back, because they need a father figure, because you have aura, etc. Build a following by distilling your philosophy (what why how), protagonism (Netflix-like story arc uncopyable journey), and ideas (spread bigger than you and easier to buy/sell than an offer “likes aient cash) in each piece of content. The best tools are Whale Bait for Followers (get you less click but more money than Fish Bait), Insights for Leads (you don’t get paid if you give free value, just prove that you have it, align intencives), Workshop Funnels for Customers (infinite undundeled offers), Prospect Inertia for Core Clients (it takes time for buyers to buy more), Offer Shell.
David Molina